California 2-5-17 by Top Agent Magazine

CALIFORNIA EDITION

HOW TO SEND SMARTER EMAILS

FEATURED AGENTS

FIORA ASTON JOE CORBISIERO DOUGLAS GRACE RACHEL LAMAR BARBARA LEGG THE MORTON TEAM ANTHONY RIGGINS GAYLE WEISS COVER STORY

STEPHANIE PAYAB

5 STEPS TO ACHIEVE LONGTERM SUCCESS AS A REAL ESTATE AGENT TIPS ON BEING A GOOD TEAM LEADER THINKING OF LISTING? NINE WAYS TO GET READY

Top Agent Magazine

CALIFORNIA EDITION

STEPHANIE PAYAB

ANTHONY RIGGINS

FIORA ASTON

JOE CORBISIERO

31 DOUGLAS GRACE

RACHEL LAMAR

BARBARA LEGG

THE MORTON TEAM

CONTENTS 6) FACEBOOK: Q&A 13) HOW TO SEND SMARTER EMAILS 19) WHY FLEXIBILITY HURTS (NOT HELPS) YOUR ABILITY TO CLOSE SALES DEALS

23) THINKING OF LISTING? NINE WAYS TO GET READY 30) 5 STEPS TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT 33) TIPS ON BEING A GOOD TEAM LEADER

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Facebook: Q & A Top Agent Magazine Asked, You Answered: Finish this sentence: You know your clients think you are the best when… • They give you a Tiffanys key necklace as a gift at closing! • You get calls from past clients' family and friends saying that they heard you were the best agent in the business and that they want to meet with you. • When two past clients without knowing both referred you to the same person. • You are the family REALTOR® for several generations. • They send referrals and bring a gift for me at closing! • They hire me again! • They need someone to call that they can truly trust and rely on. • Promise little but deliver over and above. • They consider you their friend—not just their REALTOR®.” • They say, “Wow, you do have a really hard job. This is nothing like HGTV! Thank you so much!” • They rave about you and send everyone your way! • You get them a great interest rate. • They insist on taking you out to dinner and give you a recommendation for your advertising. • When you are a problem solver. • You begin receiving calls to help their family and friends (shoot, maybe even their enemies) buy and sell real estate! It’s the best job ever! 6

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STEPHANIE PAYAB

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Thirteen years ago, Stephanie Payab entered the real estate industry. With a true passion for the business, she’s made great strides in this career, and is continuing to grow at Berkshire Hathaway HomeServices, California Properties (formerly Prudential), where she has been since the beginning of her real estate career. Serving the entire Valley and greater Los Angeles area, she’s committed to giving her clients superior service and outstanding results. Stephanie works with her team and is involved in mentoring/training other agents. The key to her success lies in her authenticity and incredible work Copyright Top Agent Magazine 8

ethic. “What keeps my clients coming back is my straight-forward style, honesty, and integrity,” Stephanie says. “It’s the fact that I’m not looking at my bottom line.” It is clear she loves what she does, and with a repeat/referral percentage of about 90 percent, her clients recognize and appreciate it. “I’m so passionate about what I do, and that sets me apart,” she says. Not only does she have strong associations with fellow agents and real estate professionals, she builds solid relationships with her clients throughout the transaction, and loves Top Agent Magazine

to guide them along the way. “They’re getting someone who is on their side, and is there to help them see things through.” Stephanie will also tell her clients if she believes a home or offer is not right for them. Understanding that buying or selling a home is one of the most important and stressful decisions a client will make, she is patient and she works with her clients to help them achieve the best outcome with the least amount of stress possible. Afterwards, in keeping with her philosophy that the close of a transaction is not the close of a Top Agent Magazine

relationship, she stays in touch with her clients through emailing, social media, and phone calls. She maintains an active presence on Facebook, where she updates followers on new listings, market updates, and more. Clients leave glowing testimonials about their time working with Stephanie, as they are eager to spread the word about her skills. One recent client said, “Stephanie is the best! She helped me in a couple multiple-offer negotiations, and ultimately helped negotiate the purchase of my first home. Stephanie walked me through Copyright Top Agent Magazine

“The thing I love most about this business is helping people – the feeling that I’m doing something meaningful and making a difference.” all the initial purchase docs, inspections, etc. More importantly though, when what should have been an easy open-and-shut escrow turned south (because of the seller’s failure to complete agreed-upon repairs). Stephanie helped to get the seller to pay for the repairs/improvements per the contract. Her help extended well beyond the close of escrow, and she went over and above throughout the whole process.” Copyright Top Agent Magazine 10

One seller raved, “Stephanie represented us on the sale of our North Hills home in late February 2016. I can’t say enough how professional, assertive, and consistent her work was. She gave us very sound advice prior to listing as to what we needed to do to prep for the sale of our home. Once we were ready to list she was great at walking us through all of the steps in the process. She even went out of her way to find us a Realtor in Top Agent Magazine

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the area we moved to which was out of the So Cal area. Our home sold immediately with multiple offers and again Stephanie walked us through every aspect of the process. We chose Stephanie over our local area Realtor and are so happy that we did. I highly recommend her for any area and any home. You will not be disappointed!”

As Stephanie looks towards the future, she is excited to continue expanding and laying the groundwork for these next few years. “The thing I love most about this business is helping people – the feeling that I’m doing something meaningful and making a difference.”

For more information about Stephanie Payab, please call 818-269-2796 or email spayabtpg@gmail.com 12Copyright Top Agent Magazine

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How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contactâ&#x20AC;&#x2122;s attention. Let them know they are welcome and that you appreciate their interest. Top Agent Magazine

2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated. Schedule emails to go to each client that celebrate their purchase anniversary or birthday. Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention. You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner. 14

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ANTHONY RIGGINS Top Agent Magazine

ANTHONY RIGGINS Top Agent Anthony Riggins of Sotheby’s International Realty’s Top Producing San Francisco office was exceeding industry standards long before he joined the global number-one rated office of the esteemed brokerage in 2014, and has racked up over $400,000,000 in residential sales during his nearly fourteen-year real estate career. “I hang my license at Sotheby’s International Realty’s - San Francisco brokerage, but all of my business is in the East Bay, primarily Oakland, Piedmont and Berkeley.” Anthony also services the nearby communities of Lafayette, Moraga and Orinda in the beautiful region that lies just across the bay from San Francisco. A former corporate sales executive, he switched to real estate in 2003 after some thoughtful career option consideration. “There was a neighborhood agent who left the business, and that kind of left an opening. I looked and studied, decided I did not want to work in technology and have to commute over the Bay Bridge, and finally determined I was going to try my hand at real estate.

Then, at two o’clock, they leave and the buyers show up.” This is strategic and allows Anthony to focus on said buyers after all of the curious neighbors have left the neighbor party. Having resided in Oakland’s beautiful 1920’s Crocker Highlands neighborhood for over twenty-four years, Anthony is generously passionate about giving back to the community that has cemented his success by donating over $125,000 dollars to the East Bay public school system over the past seven years. He also spends an annual sum of $3,000 to provide toys during the holidays for the underprivileged children of the East Bay area. In addition to Anthony’s consummate professionalism and overall commitment to his profession, it is his overall philosophy that has resulted in the success of The East Bay Team: “Never make selling a house more important than the client,” he says.

The Anthony Riggins East Bay Team is consistently ranked as of the top-ranking real estate teams in the Northern California Bay area cities of Oakland, Piedmont and Berkeley. It is his sincere fondness for the area in which he sells, coupled with his experience in the business world that translates into the phenomenal sales achievements of his team, which represents both buyers and sellers with equal attention to details and superlative client service. “A lot of listing agents don’t work with buyers, but I really like to be on both sides of the aisle.” One of the things most valued by his clients is his ability to communicate. “Establishing for my customers what is really meant by the list price and the final sales price is something I’m really good at,” he says. Anthony is quick to give credit to his team, which includes a dedicated buyer’s agent he describes as “having the best follow-up skills of anyone in the business, and a full-time marketing manager/graphic design employee who “knows how to brand me. She does all my marketing materials, my mailings, and she truly understands the Sotheby’s International Realty brand.” A consistent focus on the quality of marketing by The East Bay team and a singularly unique approach to open houses sets Anthony head and shoulders above the competition. “In my area, a lot of neighbors come out to our open houses, so when I’m representing a particularly beautiful home, I send them out beautiful invitations to show up before buyers begin arriving, and I fully cater it, and about 100 to 200 people will show up. 16

For more information about ANTHONY RIGGINS and THE EAST BAY TEAM, please call 510-693-7931 or email anthony.riggins@sothebyshomes.com Copyright Top Agent Magazine

Living On Commission by Linda Brakeall

Commissioned sales is one of the few places where you get paid exactly what you’re worth. One of my friends really hates that concept. “I could never live on that!” But loan officers have to do it all the time. The most successful people I know love being on commission! They love being able to give themselves a raise just by working harder. Most people need a little help learning how to budget, and how to put away money for taxes and infrequent but important expenses.

and maybe a third will go directly to the government for taxes. You should be putting at least 10% away for savings and investment and 5% for surprises is not unrealistic. When I took over a large real estate office a few years ago I found out that one of my new REALTORS® was going through bankruptcy proceedings. I knew she a sold a lot of real estate and I couldn’t figure out how she got in that situation. One evening over coffee she told me about being a rookie with another company. She fell into a land deal and made the single largest sale her company had ever made.

So here’s the rule: Never plan to spend more than half of any paycheck. You can have all kinds of Within six months she received a fancy formulas but that’s it. You huge six-figure commission. Within have to assume that at least a quarter two years she was in debt over her Top Agent Magazine

Commissioned sales is one of the few places where you get paid exactly what you’re worth. head. The problem? She spent it all! She started borrowing trying to pay her taxes. She was so stressed out over the tax situation that she didn’t sell any more real estate for the next year.

REALTORS® or other commissioned sales people. A little planning in advance for regular and predictable expenses and a slush fund for surprises and you’ll be covered!

Don’t let that happen to you. Loan officers aren’t that different from

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GAYLE WEISS

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GAYLE WEISS While helping bring lifestyle to the rich and famous, the discretion with which she conducts her business has earned Gayle Weiss high regard in the prestigious Beverly Hills area. Gayle, a partner with Maize Weiss Luxury Estates with Nourmand & Associates, continually earns accolades for the personalized attention she provides buyers and sellers as well as her willingness to take as much time as required to meet clients’ needs. Through connections with trusted clientele and her partnership with Beverly Hills luxury real estate maven, Rochelle Maize, Gayle offers a white glove real estate service on some of the most exclusive pocket listings in Los Angeles.

Having been raised in Beverly Hills, Gayle’s familiarity with the Westside immeasurably adds to her value in representing buyers and sellers. Gayle and Rochelle’s exemplary, personalized service has led to features on the pair by The Wall Street Journal and The Los Angeles Times, but their greatest professional pleasures stem from their client relationships. “I love sharing the entire experience with our clients,” says Gayle. “It may take years from start to finish, with a lot of energy fighting for our client’s interests, but it’s wonderful to be a part of the satisfaction and joy they experience when closing on the home of their dreams.”

Having entered real estate in 1990 following a sales career for a Fortune 500 company, Gayle represents sellers and buyers in Beverly Hills and high-end communities from Malibu to Downtown LA. “We are known for our integrity,” says Gayle of the team at Maize Weiss. “We’re very loyal and respectful; each client means everything to us.” Because of the way Gayle and Rochelle conduct themselves in complex transactions, such as multiple-offer situations, other brokers enjoy working with them. “Brokers know they’re going to have a straightforward, honest and professional experience with us. We have found this practice consistently leads to a win for our clients.”

Although she thrives in the high-profile and competitive business of Beverly Hills luxury real estate, Gayle’s warm personality and devotion to community paint a picture of a woman who most cherishes the little things in life. “I’m a family girl first!” says Gayle, mentioning her supportive husband, Evan, and children, Marisa and Samuel, with whom she spends as much time as possible, traveling, enjoying the outdoors and staying involved in the community. “I’m very involved with the Jewish Federation of Los Angeles and AIPAC - the American Israel Public Affairs Committee,” she says. I am also a supporter of the Los Angeles County Museum of Art, Vista Del Mar and The Freedom School. Outside of real estate, her family, friends and community mean everything to Gayle.

Naturally, therefore, referrals have shaped Gayle’s business for 27 years. Service beyond compare, combined with expert negotiation skills, keeps clients coming back to Gayle and Rochelle. “Clients from across the country give us keys to their homes to let their kids in when they are home from college,” she says. “We are here for them whenever they need us.” And when preparing a property for sale, they arrange every detail. “From interior designers to contractors to audio-visual, we completely take over when our clients need us to.” Regardless of task, whatever our clients need, we are here to accommodate them and make the process as seamless as possible.”

Inside real estate, says Gayle, “We get involved with our clients to the highest possible degree and love what we do.” Having worked in real estate for so long, Gayle has weathered the changes and still believes real estate is an extraordinary business. “We have the privilege of being involved in some of the most personal and important decisions people make in their lives,” says Gayle, who is eager to describe the promising future for Maize Weiss Luxury Estates. “Rochelle and I are actively researching and working on cutting-edge plans that will enhance the real estate experience for our clients, and take them to the next level of Real Estate!”

To learn more about Gayle Weiss, visit nourmand.com/agents/15688-Gayle-Weiss and maizeweissestates.com, email gaylemweiss@gmail.com or call 310.880.7948 www.

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FIORA ASTON Creating relationships with her clients and attention to detail is key to Fiora Aston’s success, as she knows how important it is to have a deep connection with each and every one of them. Her business with Coldwell Banker has excelled because of this and is part of the reason she was able to forge a successful partnership with two other top agents of the firm to form the brand WSA - a brand within the Coldwell Banker brand. Together, the trio is learning from each other every day, allowing Fiora to have a fresh perspective on her business and offer her clients more all the time. “It’s been a real amazing experience,” she says. “All three of us have been in the business for a long time. We have been among top 100 agents of Coldwell Banker nationwide year-over-year and yet every day we learn something new from one another.”

Fiora has a hugely successful business but rarely thinks about the commission check she will receive as a result of selling a home as it is more important to her to make her clients happy. “I never think about how much money I’m making,” she says. “I’m all about taking care of my clients, being their advisor, and making sure they get the best deal.” Because of her integrity, she is now working with the third generation of clients and has grown her business significantly through the years. She stays in touch with her clients on a regular basis through calls, emails, mailers, and lunch meetings to catch up. This is the perfect way to stay in touch with her clients and maintain those friendships she has definitely forged throughout the years. “They’re a big part of my life,” she says. “They’ve become friends and family.”

While WSA is Fiora’s latest venture, she is no stranger to real estate starting her career in 1989 at the urging of her brother, a commercial real estate agent. She finds that from the day she started she has never had a dull moment as the business offers plenty of surprises and is the opportunity to give people what they love. “I truly love what I do,” she says. “It has been my passion.” The love that Fiora has for her career spills over to her clients as she treats each one as if they were a member of her family. She takes their relationship seriously and is there to extend a helping hand with anything that they need. Her skill and professionalism exceed expectations. “A great deal of my business comes from referrals,” she says. “Many of my clients are involved in the arts and entertainment industry. I know and recognize their stress levels, their time constraints, and their special needs. Above all, I know how to maintain strict confidentiality in all of the transactions.” This is part of the reason that she has a massive 85 percent repeat and referral business for the Brentwood, Santa Monica, and Pacific Palisades, Calif., market she serves. While this is her primary area of business, she literally will go anywhere a client wants to accommodate their needs.

Another big part of Fiora’s life is her work with charitable organizations in the local area. She gives generously to the Westside Children’s Center and participates in Team in Training, an organization dedicated to training individuals for triathlons and using sponsorships to raise money for research in leukemia and lymphoma. Through WSA, Fiora and her partners promote Santa Monica Against Crime (SMAC), an event to teach awareness about crime in the community. When Fiora wants to kick back and have some fun she heads to a museum to view some art or photography. She loves to salsa dance and is always staying active whether it is heading to the gym to work out or swim. As she moves on with her business, her customers are at the forefront of her mind. “My goal is to keep my clients happy and never lose touch,” she says.

For more information about Fiora Aston, call 310-480-3585, or email fioraaston@me.com Copyright Top Top Agent Agent Magazine Magazine

Why Flexibility Hurts (Not Helps) Your Ability to Close Sales Deals By Kendra Lee

For many sales reps, being flexible throughout the sales process seems like the best, consultative approach to establish a strong prospect relationship and win more sales. Rather than suggest what a prospective client should buy, reps opt to empower the client to dictate their needs. In doing so, the thought process is that reps convey patience and a commitment to ensuring the client gets exactly what they want, which will in turn improve their chances of closing the deal. Here’s what that approach accomplishes instead: Slower buy cycles and lower closing ratios. Truth is, most buyers don’t know exactly what they need from you. Sure, prospects know the outcome they want to achieve. They might even have an idea of which tools or services might help accomplish it. But they don’t know which specific products, services, or solutions will get them there. Other prospects know the outcome they want to achieve, but have no idea how to get started, let alone which products, services or solutions to look at. Top Agent Magazine

Either way, to achieve the outcome they’re aspiring to, buyers often look to you to guide them toward the right decision. When you don’t provide that guidance, it stalls the sales process and dramatically reduces closing ratios. Here’s why: 1 Flexibility doesn’t empower buyers — it confuses them 2 Forcing work on to your buyers typically causes them to look elsewhere for someone who can figure out how exactly to address their problem In both cases, your performance suffers. Ultimately, buyers — particularly in the earlier stages of their buy cycle — don’t want total flexibility or the freedom to choose any possible solution. They want, and need, guidance from you to navigate toward the right one. When you provide that definitive insight in the early stages of the buying cycle, customers gain confidence that you’re the right person to get them to where they need to be. To put it more bluntly, being “flexible” is a cop out. It might make you feel better, but it’s not helping prospects. If you really want to empower small and mid-size businesses to make meaningful change, you have to be willing to make a definitive, confident recommendation and show prospects a clear path to addressing their problem. When you do that, you’ll close sales faster and your clients will be happier. They’ll get what they need (and want), and your closing ratios will trend in the right direction. Copyright©, 2016 Kendra Lee. All rights reserved.

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.) Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding strategies. 24

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JOE CORBISIERO honesty have earned him top producer status as well as the hard earned respect of his clients and colleagues. His passion to help people achieve their dream and assist in buying and selling are a great pairing which equals his success. Joe makes it part of his mission to find interesting and eclectic ways to enrich his life, and of course the lives of others. “Real Estate, like life, is all about getting the details right,” Joe says, “that means understanding the clients needs and hopes, that the client knows their choices and that we work together efficiently to achieve the transaction they expect when choosing a top agent. Joe works for Whissel Realty, which is recognized as San Diego County’s number one real estate team, per the Wall Street Journal as well as Zillow/Trulia. In 2015, his team successfully helped over 390 families buy and or sell .

Top Agent Joe Corbisiero is not the average realtor. A self-described citizen of the world, he has spent over twelve years on two continents providing premium service to satisfied customers. A native of Italy, Joe began his real estate career in that country in 2005, before relocating to the United States in 2008 and obtaining his California license in 2010. He is currently working with the industry-esteemed Whissel Realty (ranked the number one brokerage in San Diego for past two years by the Wall Street Journal and Zillow) as head of the Dream Homes Team in beautiful San Diego, where the majority of his clients are referrals or returning customers. There are multiple factors for his stellar success in the highly competitive San Diego market, but a few stand out above the rest: his ability to think outside the box when working with clients, write creative offers which have a significant acceptance rate, and negotiating prices. His customers return, he says, because “they say I work really hard, and I do. I pride myself in working harder than anyone else, and I definitely go above and beyond. I’ve done some crazy deals that seemed impossible on paper and was able to make them happen. I live for that. I eat, sleep and breathe real estate.”

When asked what he enjoys about what he does, it is seeing the joy that his clients have when they close on their first home. “I really love making people happy. Being able to understand their financial situation, put together a plan, figuring out what areas would be a good fit for them based on their lifestyle. Just seeing that smile on their faces when you hand them the keys, that’s what makes me happy and drives me to focus even more on helping my clients.”

Pair his knowledge of San Diego’s neighborhoods as a resident and community supporter, to the vast experience of dealing with buyer’s and seller’s throughout the county and his commitment to service, and it is easy to see how Joe’s results driven approach, integrity and

Joe’s concern for his clients and for the less fortunate are based in gratitude. “I appreciate this country a lot. It’s truly the land of opportunity.”

For more information about Joe Corbisiero, License #01886351 Dream Homes Team SD | Whissel Realty call 760.201.9252, or visit JoeC.WhisselRealty.com, or email joecorbisieroassistant@gmail.com JoeSellsSanDiego.com www.

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DOUGLAS GRACE For award-winning Realtor Doug Grace, it all started with a late-night infomercial. Someone was talking about how to buy distressed properties at a discount, and it piqued his interest. After seeing a number of these infomercials, he got excited. He’s been in the real estate business ever since—25 years.

cutting-edge technology and social media, his marketing campaigns are aggressive to best position the properties and attain high exposure. As one would expect of a hard worker like Doug, he stays in contact with clients after the transaction closes, helping them understand how changes in the market might impact their buying or selling decisions. His finger is always on the pulse of the market. Thanks to Doug’s extensive knowledge and commitment to his clients, he’s won a number of awards and honors, including Outstanding Member of the Sacramento Association of Realtors–Master’s Club (2013–15), Certified Negotiation Expert, and Top 1 Percent of Professional Realtors in the Region (per HomeLight’s Real Estate 2015 Top 40). But he doesn’t measure his success through awards. He’s more interested in his clients’ satisfaction.

“There’s so much I like about it,” he says. “I’m a people person. I enjoy helping people find homes and I enjoy the negotiating aspect.” Sellers love that, because they end up getting higher returns when they use him. But their appreciation goes beyond just that. Doug’s friendly, down-to-earth personality makes it easy for both buyers and sellers to work with him. He treats people the way he would want to be treated and works long hours to help them accomplish their goals. Doug and his team of three agents cover the Sacramento metro area, focusing on residential, land, foreclosure, investment and commercial opportunities. They do a large amount of marketing and advertising. Coupled with his experience and the outstanding reviews he gets, it brings the clients in. “I’m a firm believer in the art of communication,” he says, which, to him, means being straightforward. “I provide all the information and keep the emotion out of it. I want my clients to make decisions based on facts. People need to trust me as their advocate, so I tell the truth in a way that is both meaningful and kind. An informed client will always make the right decision, and it will be much easier to achieve their goals.” Doug spares no expense in devising and executing a strategic marketing plan for each of his listings. He shares the most current market information with his clients, to assist them in correctly pricing their homes for an expeditious sale at the highest possible price. He has professional photographs taken and personally lists the homes online, putting together virtual tours, and he advertises the homes. He’s currently incorporating video tours into the mix and plans to make this a feature for each property. Embracing 26

Whatever he does, he does with total commitment. In the community, he and his wife volunteer at their children’s schools and work with the AFS Intercultural Program, an international youth exchange organization, and he’s very involved with his children’s soccer. Family life couldn’t be more important to him, and he has a few favorite ways of engaging, including travel and sporting events. “And I love date night with my wife!” he adds. A savvy businessman as well as a family man, Doug strives to do better every day. His goal is for each and every client to have an amazing experience. He’s been successful in delivering it for 25 years, so it’s a good bet that he’ll continue to do so.

For more information about Doug Grace of Networth Realty, Sacramento, CA, please visit douggrace.metrolistpro.com, call 916.544.2300 or email doug@networth-ca.com www.

Thinking of Listing? Nine Ways to Get Ready The less time a home spends on the market, the more likely it is to sell at or above list price. That’s why our Top Agents recommend getting a property ready for marketing well before listing. Anyone who is even just starting to think about listing will benefit from some basic upkeep and pre-staging work. Even if you decide now is not the time to list, you’ll enjoy these simple improvements around the home. With the right local resources, most pre-listing preparations take less than a week and will make the formal staging process simpler for all involved. Ask Top Agents in your area for referrals of local pros to hire. Once you’ve selected your Top Agent, keep yourself open to his or her opinion on other TLC to help decrease your home’s market time. 1. Inspection: The last thing a seller or buyer wants is a surprise at

inspection. That’s why a complete inspection before listing is so valuable. Many necessary fixes, such as minor roof or appliance repairs, can be discovered and repaired in less than a week. If inspection uncovers a major issue, any Top Agent will tell you that this knowledge is power; disclosing and expecting to take responsibility will increase buyers’ trust without affecting market time. 2. De-Clutter: Take a little time to pack away surplus furniture items and

extra knick-knacks, papers, books or occasional-use items throughout your house. Remember this may require boxing away video game supplies or packing up comfy throw pillows and blankets. Move these items temporarily into closets, the garage or attic with the assumption of possibly renting a storage unit just before listing. 3. Paint: Whole-house painting is likely not necessary, but consider touching

up baseboard moldings and doorways and open wall spaces in high-use areas Top Agent Magazine

such as bathrooms, the office, family room and indoor recreation spaces. Also consider a little varnish on the front door or banister. 4. Artwork and Decor: Take a neutral look at your décor. Better yet, ask a

Top Agent to do so. Buyers should be able to picture themselves living in your home. While your Top Agent may not advise you to appear generic, you’ll likely need to thin out any shrine-like displays to family, hobbies or cultural interests.

5. Deep-Clean Housekeeping: After you’ve de-cluttered and touched up

the paint, request a deep cleaning from your housekeeping service and weekly cleanings thereafter. Make sure they pay attention to details like dusting or vacuuming window treatments and lampshades or wiping smudges off door jams and baseboard moldings. 6. Carpets and Rugs: Bring in the pros, but don’t just clean the carpets.

Because the cleaners will be moving furniture anyway, ask them stretch and tighten any buckled areas of carpeting. Doing so now saves the trouble of having to credit your buyer for this following final walk-through. Also consider removing small area rugs to let the beauty of your hardwood floors shine.

7. Look at the Loo: Buyers may not notice a brand-new toilet seat, but they

will turn up their noses at the one with the broken hinges. Freshly replaced toilet seats, faucets or doorknobs in heavily trafficked bathrooms can go a long way in first impressions.

8. “Mow & Blow”: Consider buyers as guests you want to feel welcome

as they ascend the front walk. If you don’t already have one, hire a weekly gardening service to keep up with the mowing, weeding, pruning and basic maintenance outside so you can focus on other things. 9. Staging: Once you’ve selected a staging professional for the finishing

touches, ask them and your Top Agent for final recommendations on day-today upkeep, storage options and what-to-do (or what not to do) while your house is on the market. 28

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RACHEL LAMAR Rachel LaMar sees things from a different perspective, one that happens to be most helpful to clients. She’s an attorney as well as a broker. “I find that many people in this industry don’t understand the legal ramifications of contracts,” she says. “They don’t fill things in right and make lots of mistakes on legal documents, and it’s usually due to insufficient agent training and oversight on their broker’s part.” Rachel’s law background and negotiation skills constitute a huge plus for her clients. Rachel had been a practicing attorney, working on numerous contractual matters and some real estate law, when she took time off to raise her children. When she was ready to return to work, she wanted something more flexible than law and decided to go into real estate. It was 2003. Her timing was perfect—the market was exploding, and her career took off. She became the top producer in her company in San Diego. She’s going on 14 years in the business now, and she loves it. Though she serves the entire North County area, the only self-promotion she does is in her own neighborhood—her business consists almost entirely of repeats and referrals. Why? Besides having impeccable skills, she takes seriously the fact that she represents her clients. “I stay very much on top of things,” she says. “I don’t let anything go until I read it and approve it. I know where the transaction is at any given time. People really appreciate that.” The feeling is mutual—Rachel loves her clients. “There are so many wonderful people I’ve met who I probably wouldn’t know if I weren’t in this business,” she says. The majority of her clients are friends, so it’s easy for her to stay in touch. She calls,

has lunch dates, and sends personal emails frequently, newsletters once a month, cards on holidays. “It’s really personal with me,” she says. Because she doesn’t see herself as a salesperson, she’s not afraid to tell a client that a house isn’t right for them or has a problem. She always tells them that real estate is not about houses, it’s about people. No wonder they keep coming back. Then there are her marketing skills. She hires a professional photographer for listings and creates gorgeous flyers, hosts a brokers’ open and posts the house all over the Internet. The rest is dependent on the sellers and the type of property: a horse property, for example, requires different exposure. But every property receives Rachel’s high-end, beautiful marketing. For Rachel, “It’s all in the details . . .” as her mantra states. If Rachel is conscientious about her work, she’s equally so about the community when it comes to education, health and well being. She blogs about real estate law and other topics, has written for newspapers, published the first online book to help people through foreclosure during the 2008 crisis, and is currently writing a children’s series. She also served on panels for the county Health and Human Services Adoption Department. Being adopted herself, she’s devoted to that cause and donates a portion of her proceeds to foster care organizations. Throughout her kids’ school years she was involved in the PTA, helping to bring a national anti-bullying program to her school district. With all her activities, she loves being with her husband and two children, and reading, cooking, gardening and exercising. Despite that variety, she has a laser view of the future: For herself, she intends to keep providing great service. For the industry, she’d love to be involved in developing stricter education for agents and more oversight for brokers. With her unique perspective, she’d be perfect for the task.

For more information about Rachel LaMar, J.D., of LaMar Real Estate, Carlsbad, California, visit LaMarRealEstate.org, call 760.310.9466 or email Rachel@LaMarRealEstate.org www.

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5 STEPS TO ACHIEVE LONGTERM SUCCESS

AS A REAL ESTATE AGENT Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business. So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

BUILD A SOLID FOUNDATION

SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy. You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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BARBARA LEGG If there’s one thing that drives Barbara Legg, it’s helping people in her community. She does it because she enjoys it, and it shows in the way she takes care of her clients, putting their needs first and going the extra mile to make sure things are done in a timely manner. One of her key tools is communication. “It’s so important in this industry to make sure everyone is on the same page,” she says. “We stay on top of everything with everybody, buyer and seller, for a successful close.” Barbara probably got the real estate “gene” from her mom, who’s been in the business all her life. As a kid, Barbara would say, “Oh mom, I’m never doing that when I grow up!” How things change! She found that she loved being able to help people, and real estate seemed like the perfect vehicle. Thirteen years ago, she signed on. One of Barbara’s joys is that last year her own daughter got her real estate license and they became a team, bringing on another agent to join them. They generally serve South County but have gone all the way up to Ramona and down to Imperial Beach, “from one end of the spectrum to the other.” Repeats and referrals account for about 90 percent of their business. Along with extensive market knowledge, expertise and energy, Barbara and her team are fun to work with, and their clients love to spread the word. “After the transaction, they go from client to friend,” Barbara says. “We always stay in touch, whether it’s with phone calls, client appreciation parties or little get-togethers.” When it comes to listings, Barbara’s daughter helps market them with a huge social media presence. “We also have a great team of people to draw upon outside the company,” Barbara says, “including professional photographers and iGuide, a tool that illustrates the floor plan of the home. A lot of buyers like to see that so they can get the lay of the land. And it doesn’t matter what price point the listing is, every client gets the same attention.” In fact, one of the things Barbara loves about helping people buy or sell homes is solving problems. Whether the home is priced at the high end or low end, every transaction is different, and the best part, for her, is getting to the end with a win/win for everybody involved. “Especially first-time homebuyers!” Barbara adds. “There’s just so much joy in giving them the keys!” Long before she got into real estate, Barbara was involved in her community. Her passion is the nonprofit EastLake Educational Foundation, which she formed in 1995 when her kids were little. “I realized our community schools had outdated technology,” she 32

explains. “I worked for the developer, The EastLake Company, and suggested that we should have our own nonprofit to make sure the schools in our community are topnotch, that we are the community of choice.” Barbara is now president of the foundation, which has given close to $2 million to local schools. That’s the kind of drive that characterizes Barbara, and her team, to get things done for their clients. As the future unfolds, she plans to continue growing her team and doing even more for her community through the foundation. She’s proud of her career, which she built by doing the best she can for her clients. “At the end of the day,” she says, “it’s what you do to help others that makes it a great day.”

For more information about Barbara Legg of Manalo Realty - EastLake, Chula Vista, CA, please visit TeamLegg.com, call 619.572.1144 or email BLegg@TeamLegg.com www.

Tips on Being a Good Team Leader Your business is booming, so much in fact, that you’ve finally made the decision to start a team. You’ve made sure it’s financially feasible, and you’ve found the right people, but there is still one other component of a successful team. And that’s an effective leader. It’s your job to not only generate business, but to motivate your team, which in turn increase productivity. Here are a few simple tips on being a good team leader. 1. Evaluate each team member, making sure to utilize their strengths Hiring the right people is one of the first steps in creating a successful team, but once you have those people it’s really

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important to figure out where they best fit into the operation. Having every team member be an ‘expert’ in their part of the process leads to seamless transactions and a business that runs like a well-oiled machine.

Of course it’s also important to create a supportive atmosphere that allows team members to stretch beyond their comfort zones, under your guidance. It’s to the whole team’s advantage when people take initiatives to up their game by taking additional training or mastering a new and innovative technology that can improve productivity. The key is to constantly evaluate not only your systems but the people running them. It’s your job as a leader to encourage that personal growth while making sure to always protect against any major misfires. Which leads us to… 2. Always reevaluate what is and isn’t working It’s a good idea to have a weekly meeting where the whole team can convene and go over any snags they may have hit in the systems that you developed when starting your team. Your team is in the trenches with you and since everyone probably focuses on a different aspect of the transaction, it’s important to make sure things are working on every level. Make sure copious notes are taken during these meetings so you have a track record of what was suggested, as well as a history of things that may have been tried and the results. Another good thing to focus on in these meetings is goal setting. Set weekly and monthly goals, and use the meetings to discuss what’s being done or needs to be done to meet them. When goals are met, it’s a great bonding experience for everyone. When they aren’t, it’s a moment to learn how you can do better in the future. 34

Don’t forget to always take in what you can do to be a better team leader as well. 3. Stay connected and in communication These are your team members! There’s more to that than just a label. Be connected to them on a daily basis. Clear, open and honest communication is important on a busy team and that’s much easier if you actually like and trust your co-workers. Sure you want to succeed for yourself, but knowing that other people you respect are counting on you, is an additional motivating factor, that is certain to lead to everyone going above and beyond creating a wildly successful business. 4. Be inspiring and supportive If you’re enthusiastic about what you’re doing, it really will be infectious. Encourage innovation and creativity. Yes, systems and consistency are great but don’t let your team get in a rut either. Support their individual careers, always encourage them to go for more, let them rely on you for mentorship. If they sense that you want each member to succeed as much as you have, you won’t find more loyal employees. And perhaps most importantly focus on what’s being done right. Don’t be the boss that just points out things they don’t like. Let them know when they’ve done an amazing job and be specific about what it is. Make them feel valued and they will become a valuable asset to you and your business. Top Agent Magazine

THE MORTON TEAM The Morton Team International’s global reputation is growing significantly and rapidly. Among their five agents, they speak English, Dutch, Chinese, Hebrew and Spanish. They understand and appreciate the specific needs of home buyers from China, India and other cultures from around the world. They advertise their listings internationally in multiple languages, tailoring specific messaging to each audience. And with a staff of agents who each maintain a unique set of specialties, they have the freedom to carefully match a buyer or seller with the agent who can best help them reach their goals. Led by Janet Morton, in recent years the Morton Team International has expanded its global presence, increasing the service they provide for residential buyers, investors and sellers throughout Malibu, Conejo Valley and Greater Los Angeles. From their office in Westlake Village, Janet inspires the team with her creativity, ambition and extensive personal experience in real estate. “Nearly all of our business is on referral,” she says, noting that their exemplary level of service leads clients to send buyers and sellers their way. “I also really enjoy negotiating,” says Janet. Her clients praise her for her honesty, integrity, professionalism and innovative approaches to finding homes that perfectly fit each clients’ needs and budget requirements. “Service is everything. We get paid good money and people want and deserve good service,” says Janet, noting that the team’s primary goal is to help every client achieve their goals however possible, whether they are buying, selling or both. “We stay in close contact with everyone throughout a transaction and maintain relationships long after closing,” she says. Because of their team structure,

someone always has the time to connect with people and be available for them whenever they need assistance. The diversity of their team therefore extends beyond their broad cultural reach. “We have agents who prefer working with buyers and others who prefer listings,” says Janet. She notes that in addition to her own experience flipping investment properties and staging homes, one of her agents is a professional kitchen designer. As a group, they invest significant time, attention and money on marketing their listings. “As part of Pinnacle Properties, we take advantage of luxury advertising,” Janet says. “We advertise on the top real estate sites in every country around the world.” She adds that she has become increasingly active on social media, especially Instagram. “And we of course do professional photography, drone photography and videos of the homes we list.” Additionally, they are visible locally and regionally, serving the community and causes in need. Each member of The Morton team dedicates herself to a cause every month. “It varies from month to month, but we’re always doing something charitable,” says Janet. “Our team planted a vegetable garden at a homeless women’s shelter last year,” she says. They also donate to the SPCA and Janet is part of a group of parents who aim to influence gun legislation for the protection of children. When she allows herself breaks from work and community service, Janet travels as often as possible, often to San Francisco or New York, where her daughters live. “I also like to hike, walk my dogs, go to the gym, decorate and garden,” she says of her many activities. She doesn’t limit herself to any one pastime, just as she doesn’t limit her real estate practices.

To learn more about Janet Morton and The Morton Team, visit TheMortonTeam.net, email janetkmorton@gmail.com or call 818.307.0026 www.

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