California 11-20-17 by Top Agent Magazine

CALIFORNIA EDITION

How to Overcome Your WORKPLACE FEARS MODERN EMAIL ETIQUETTE for Today's Agents

FEATURED AGENTS

BETHANY LUCHETTA DREW BELL & KAREN SHARPE RANDY HOROWITZ

COVER STORY

ANDREA GORDON

Business Growth Hack: ABSORB YOUR CLIENTSâ&#x20AC;&#x2122; STRESS! 3 Mental Tricks that Will TAKE YOUR BUSINESS TO THE NEXT LEVEL

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CALIFORNIA EDITION

BETHANY27LUCHETTA Bethany Luchetta currently co-owns a thriving property management company and a real estate brokerage in North County San Diego, where she has lived for over 30 years.

DREWDREW BELL &BELL & KAREN SHARPE KAREN SHARPE

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Bethany worked for eight RANDY HOROWITZ years as a broker’s associate with a property management company before deciding in 2015 to launch her own start-up with two friends. Feel Good Property Management is a full service company focusing on residential, single-family homes in coastal North San Diego County including Carlsbad, Oceanside and Encinitas. Services CONTENTS include: a property assessment; marketing; online postings; a digital lockbox for self-showings by potential residents; application background, credit, 4) BUSINESS GROWTH HACK: 20) HOW TOprocessing; OVERCOME YOUR employment and reference checks; tenant placing; leases; ABSORB YOUR CLIENTS STRESS! WORKPLACE FEARS a full property inspection; rental collection; service calls and notices. “We grew so quickly,” Bethany says. “We gained about a property PROSPECTING a week. We just hit two years and 13) MODERN EMAIL ETIQUETTE 24) TOUGH we manage 110 properties!” ANDREA GORDON

FOR TODAY'S AGENTS

17) 3 MENTAL TRICKS THAT WILL TAKE YOUR BUSINESS TO THE NEXT LEVEL

BETHANY LUCHETTA

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ENVIRONMENT CREATES NEED FORby NEW SOLUTIONS Buoyed that success, Bethany decided to venture into

residential real estate sales. Her grandfather was a successful real estate agent and when he passed away, Bethany inherited his respected brand. “I took over RoadRunner Real Estate in 2016 and hit the ground running,” Bethany

To mark the MLS She also

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Business Growth Hack: Absorb Your Clients’ Stress! Your business coach or a CRM software sales rep has probably described a number of products or services to help you grow your business. But sometimes the easiest way to increase the deals you’re closing is to simply be present for your clients. In doing so, you’ll find have the power to decrease the stress they feel. And when you decrease their stress, you increase your value to them, leading to new referrals and organic growth. 4

You may be thinking, “I have enough stress; how can I find the emotional bandwidth for other people’s stress?” But consider this: As their day-to-day point of contact in this life decision, you are already a strong presence in your client’s lives. Why not allow yourself to be the only seemingly calm part of this process? By asking them what’s on their mind, by truly listening, by showing that you truly understand and even by rolling up

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your sleeves to relieve some of their grunt work, you’ll prove yourself invaluable. Think of yourself as the equivalent of an anti-anxiety pill to your clients. All you have to do is form a few easy habits.

Laura and Raj, their agent and their loan officer soon came to learn that Laura’s 80-year-old mother may eventually move in with the family. This news not only helped the agent best meet Laura’s and Raj’s needs for a new home; it gave both the agent and the loan officer opportunities to go above and beyond for their clients. Their REALTOR® connected Laura with a senior services nonprofit near Laura’s mom’s current home that may be able to assist the family. And their loan officer outlined various, detailed options to Laura and Raj make smart, long-term financial decisions. Meanwhile, the agent and loan officer earned the trust of Laura and Raj, who felt less worried about the future.

Listen – really listen – with patience Behind every home purchase or sale is a person or a family with a uniquely complex set of needs, motivations, objectives and priorities. Asking the right questions and truly listening to the answers are the easiest ways to learn how to make clients’ lives easier. In doing so, you not only show that you’re interested in them as people, but you help yourself discover ways to surprise your clients with service. Take “Laura and Raj,” for instance – a couple in their 30s who wanted a larger home because their family of five outgrew their first home. By patiently getting to know Top Agent Magazine

Empathize Don’t be afraid to describe your own personal experiences as a homebuyer or seller, explaining how you felt at the time; let your client know you “get” it. The agent who is willing to open up and let buyers and

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sellers know that they personally understand their needs and concerns will connect with clients quickly, break down barriers and help the process move smoothly. Chayan Alavi, Broker/Owner of Alavi Agency in Long Beach, California, challenges himself and his team to ensure that every action of every day serves others. “If we can put ourselves in other people’s shoes with empathy, then we become stellar professionals and great human beings, too,” he says. “I like knowing that we remove the sales pitch from real estate and make it all about the customer.” Chayan and his team focus on customer advocacy and building trust. But they don’t take trust for granted. Instead, they know trust must be earned and nurtured over time.

Roll up your sleeves “You can’t be afraid to do anything!” says Matthew Todd of d’aprile properties in the Chicago area. “People know there’s nothing I won’t do to get the job done.” He has 6

mowed clients’ lawns, walked dogs and personally cleaned someone’s 8,000-squarefoot, $2 million home for a showing one day after his seller left the house. Two days before another closing, Matthew’s client was unable to move large amounts of unneeded furniture out of the house he sold. No problem! Matthew joined or created five online garage sales; sold or gave away most of the client’s belongings and had the remainder hauled away before cleaning in time for the closing. “The first time I sit with a seller on listing presentation or the first day I take someone on a buyer’s tour, they know I’m ‘all-in.’” Meanwhile, in the Cincinnati area, Aaron Denton of Summit Funding considers himself and his team members to be concierges for their borrowers. “We’re like personal assistants,” says Aaron. “People are happier when you remove the stress.” Included in their standard services are researching moving quotes; arranging and organizing movein day; scheduling utility transfers; assisting with children’s school registration paperwork; and even connecting buyers with local resources like daycares. If “rolling up your sleeves” isn’t your strongest skill, then an easy alternative is to get to know professionals in your area who can do these tasks for you. In the end, remember that by listening with patience, empathizing, and being willing to go the extra mile, you have the power to remove the stress your clients would experience without your help. When clients feel cared for, they remember the agents and partners who helped them.

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ANDREA GORDON Top Agent Magazine

ANDREA GORDON Andrea is currently with Red Oak Realty, where she has been the top producing agent for the last two years, working all over the Bay Area—primarily focusing on Oakland, Berkeley, Alameda and El Cerrito. Although she is now one of the most successful Realtors® working in the lucrative East Bay area of Northern California, Andrea Gordon got her start in the world of theater. “I was a theater director for many years, and 8 Copyright Top Agent Magazine

after one of the plays my company produced went belly-up, I was in debt and needed to find a way to earn money. With my people skills and strong work ethic, I became successful in several sales jobs, before deciding Top Agent Magazine

to give real estate a try. My first month in the business I had six sales, and here I am 20 years later. I couldn’t be more thrilled with my decision.” Andrea is currently with Red Oak Realty, where she has been the top producing agent for the last two years. Although Andrea has worked all over the Bay Area, she primarily focuses on Oakland, Berkeley, Alameda and El Cerrito. She has been an award-winning Realtor® for most of her career, receiving numerous honors for her sales achievements. Top Agent Magazine

The key to Andrea’s remarkable success has been her absolute devotion to putting her client’s needs first. “It has never been about money for me, I work with a deep sense of purpose, dignity and honor. I’m helping people with the most important asset they have, and I take that seriously. My clients know that my heart is in the right place and that I’m working hard on their behalf, whether it’s a three-hundred thousand dollar condo or a three million dollar home. The fact that people trust me with this responsibility is very profound to me.” Copyright Top Agent Magazine 9

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Andrea not only builds strong relationships during the transaction, but she works hard to maintain them afterwards as well. “I become friends with most of my clients, so staying in touch is not hard. I’m interested in their lives, and when I do send things out to touch base, it’s really specific to what I think they might be interested in.” Andrea has a background in marketing, and that has been a distinct advantage to her listing clients. “I do a comprehensive approach and have a large presence online and on social media. But beyond that, I think the thing that Top Agent Magazine

has brought me the most success is my targeted marketing, when it comes to finding the right buyers. I’m always looking for ways to maximize exposure while at the same time, making sure I hit that target. I have a very creative side and marketing allows me to really tap into that.” Andrea is active in her community and sits on the Board of Directors for the Oakland/ Berkeley Association of Realtors, and the Board of Directors for Bridge MLS. She volunteers 25-30 hours a month working for her local MLS, ensuring that the rights Copyright Top Agent Magazine11

of Realtors® are protected, both statewide and nationally. An avid animal lover, Andrea also supports several animal rescue organizations. She is still active in theater and is currently directing a play. She also recently wrote a book about real estate called “Interesting People, Interesting Houses” which will be published next year.

Andrea couldn’t be happier with where she’s at in her career and looks forward to doing what she does best for many years to come. “I love what I do. It brings me great satisfaction to help my clients make their real estate dreams come true. For me, real estate is a way to empower people to work in their communities, improve their financial lives, and increase their happiness.”

To learn more about

ANDREA GORDON

call (510) 421- 6818, email andrea@andreagordon.com or visit andreagordon.com www.

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Modern Email Etiquette for Today’s Agents In today’s tech-forward culture, consumers are constantly inundated with promotional emails, alerts, invites, and social media blasts. As a real estate agent or a loan officer, how do you stand apart from the noise? What’s more, how do you stay relevant in a digital landscape that’s constantly changing? For starters, there are a few timeless techniques you can apply to up your skillset when it comes email and digital communication: asking questions that Top Agent Magazine

inspire conversation, politeness, and following up regularly—to name a few. Likewise, there are surely new tricks you can add to your arsenal to stay ahead of the curve. Let’s outline a few ways you can refine and update your email etiquette to compete in today’s virtual marketplace.

Make your subject line count Too often, we labor over the content of our emails without giving much thought to subject lines.

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Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. However, these little headlines can go a long way in luring the consumer to open your email and ultimately click through to your website in search for your services. An enticing subject line should be short and sweet, ideally less than fifty characters. You might also include the name of the recipient, and be up front (though concise) about the subject matter of your message. Remember: the first thing a client will see is your name and subject line—be sure to make this prime real estate shine.

Think mobile Research tells us that 79% of Americans check their phones within fifteen minutes of waking up. In fact, much of modern day correspondence occurs by smartphone. Accordingly, you’ll want to account for email readability on a mobile phone. For instance, incorporating paragraph breaks for each new thought allows information to be parceled out in a palatable way for readers utilizing small screens. Also, any sort of graphic flair or links within your email should be shortened and streamlined for mobile consumption. Send yourself an email every now and again and access it from your phone—you’ll be able to double-check that all the elements of your emails are working well on a mobile platform.

Incorporate email tools There are excellent tools out there to enhance your email experience. With just a quick download, 14

you can add spellcheck, a URL address shortening feature, or a delay option that holds emails for thirty seconds before they’re sent. Think about the possibilities! Haven’t you sent an email without including the attachment you intended, or realizing you sent correspondence to the wrong client? If that’s the case, a delay feature can help you save face and build in a window for error— just in case. Regardless of which tools speak to your email habits, there are plenty of add-ons out there that can revamp your digital correspondence style.

Use email to maximize your online presence These days, there are plenty of ways to communicate—email, text, phone, apps, and social media. When you interact through email, consider it an opportunity to invite your client to follow you elsewhere online. Ensure that your email signature includes unobtrusive, streamlined links to your social media accounts, professional website, or review page. This will build in an opportunity for clients to engage with your brand, and you may even add an online follower for the long term. Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. Keep these approaches in mind as you reenergize your email technique and fortify your communication in the digital era.

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DREW BELL & KAREN SHARPE

DREW BELL & KAREN SHARPE Top Agents Drew Bell and Karen Sharpe of K&D Real Estate in Los Angeles bring to the buying and selling game a fresh, dynamic perspective that has vaulted them to the top of their profession. Dedicated, knowledgeable and committed to exceptional client service, this married team understands intrinsically the needs and wants of their clients, and are dedicated to helping them achieve their varied goals. The pair got their start in the real estate industry back in 2002, when they decided they were ready to buy a house. “We started reading every book out there on real estate and educating ourselves anyway possible,” says Drew. “We realized that instead of buying a single-family home, we should buy something that was also an investment, so we purchased a three-unit in an up-and-coming area,” says Karen. That purchase snowballed into additional purchases, which led the team to work with a top development company. “We then transitioned into sales,” said Karen, “and sell not only single family homes and condos, but we also sell multiunits, which is where our personal passion lies.” Supported by a diverse team of experts, Karen and Drew are currently situated in Hollywood, dead center in the City of Angels, but sell the entire metropolis from Santa Monica to the East Side. “We work everywhere,” says Drew. The fact that Drew and Karen become friends with their many satisfied clients is a testament to the care and concern they show their sellers and buyers. “We really like people,” explains Karen. “Our goal is to help our clients meet their goals. Because we are in real estate as investors, and we deal with tenants, it’s not just business to us. We’re really trying to help our clients succeed and understand what they’re doing and how it’s going to change their lives.

They’re investing in their own future when they buy any kind of real estate.” With a large percentage of their business based on repeat clients and referrals, this duo is clearly doing something right. “It’s about our honesty and integrity; our down-to-earth nature,” explains Karen. “We are real with people; it’s not just about closing a deal. It’s about finding what it is that our clients want and helping them achieve that. It’s not easy in a market where you’re seeing multiple offers on a property, but we always advise our clients and come up with the best solutions to help their offers stand out above the rest.” Cutting edge, savvy marketing plays a large role in the pair’s success. State-of-the-art photography and videography, both standard and drone, professional staging and an internet presence that targets local, out-of-state and international buyers are among the many tools in their arsenal. Additionally, a robust social media presence ensures that their team stays top of mind. Despite their financial success, it’s the more personal side of the industry that Karen and Drew find the most rewarding. “We love all the people that we meet. Whether they’re first time home buyers looking for their starter home, or those looking to downsize, we are equipped to help through the transition. We treat our clients like family.” When asked what advice they might give to those looking to enter the real estate market, Karen replies, “Buying a home is typically the largest purchase most people will make. Because it’s such a personal and emotional process, it’s important to work with the right agents who will guide you and properly advise you throughout the transaction. We are typically touching base with our clients several times a week and sometimes even several times a day depending on where they are in the process. So it’s important to know that your agents are accessible and knowledgeable.”

For more information about Drew Bell and Karen Sharpe, call 323-251-6652, email SoldByDrewBell@gmail.com, find them on their website at KarenAndDrew.com and on their Instagram page @KarenAndDrewRE www.

3 Mental Tricks That Will Take Your Business to the Next Level Itâ&#x20AC;&#x2122;s no secret that running a successful business requires careful planning and a tireless work ethic. Beyond those obvious ideals, it also takes the right mindset in order to capitalize on professional opportunity. In the world of real estate and mortgage lending, mental fortitude is a major component to reaching the next Top Agent Magazine

level and achieving longevity in a sector that requires so much self-discipline. With that in mind, weâ&#x20AC;&#x2122;ve compiled a few key mental tricks you can employ to reinvigorate your working philosophy. Incorporate these techniques into your daily mindfulness routine and your business will surely benefit.

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Visualization helps you work efficiently and keep your cool.

This may sound like one of the oldest tricks in the book, but there’s a reason why Olympic athletes and those serving in first-responder positions use visualization as a time-honored mental technique. Not only does visualizing your daily tasks help you organize your mind, but it amps up your ability to focus on what’s important. Visualization also helps reduce stress in the moment, since you’ve already created a mental expectation of the task ahead. Whether you’re preparing for a negotiation or a pitch to new a client—visualization primes your brain and affords you an extra sense of control as you tackle your day.

Distill concepts into their simplest terms for ultimate understanding. As an agent or loan officer, you’re likely juggling numerous clients and commitments on any given day. That’s why it helps to distill your responsibilities in clear, definitive terms. Let’s say you have a meeting set with a client to outline a marketing approach for their property. You may understand the broad strokes, but beforehand, try verbalizing the exact takeaways you’d like to impart to your client. This may seem obvious, but one of the best ways to clarify your communication and ensure your com-

plete understanding of a subject is to explain it aloud in its simplest terms. This crystallizes your main point and can come in handy if you drift off-topic or need to double-down on your message.

Accept that mistakes will be made.

While it’s natural to fear failure, sometimes the dread of making an error can overwhelm your ability to perform. As the saying goes: don’t let the fear of striking out keep you from playing the game. If you accept in advance that set-backs will occur, challenges will come, and things won’t always go accordingly to plan—you’ll be less confounded when hurdles do arise. What matters is keeping an even keel as you sort through unexpected delays or mishaps. Accepting that mistakes will happen allows you to shift your focus towards a solution or contingency plan. In other words, don’t spend your energy trying to achieve perfection. Aim high and work hard, but be in touch with reality: upsets are bound to occur. Accept this and you’ll be ready when they do. The path to lasting success is ongoing, and there are bound to be challenges along the way. It takes mental fortitude to make it to the top, so keep these tricks in mind as you continue to grow as a person and a professional. Seeing situations in a new light can make all the difference as you adapt, evolve, and take your business to the next level.

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How To Overcome Your Workplace Fears Fear is something that can help protect us from danger, but it is also something that can be a hindrance to us in our lives, especially when it keeps us from potentially thriving and growing as a person. This is especially true in the workplace. Here’ a look at some proven ways to overcome common workplace fears.

ASSESS THE FEELINGS BEHIND THE FEAR

Really owning the emotions that are putting you in a place of fear, is the first step. By just naming it and then talking it out in your head, what exactly you’re feeling and why, it can help deflate the fear. Think of it as releasing some of the fear into the ether. Yes, you’ll still be nervous about your presentation, but a lot of what was holding you back is gone. You’ll feel lighter, and hopefully have just enough butterflies to make your soar.

TALK ABOUT YOUR FEARS WITH A TRUSTED CO-WORKER

Nothing can make you feel more isolated than going down the path of “This is something that only happens to me.” Trust me, it doesn’t, and you might be surprised to find out that some people have had it even worse. Talking to someone you trust and admire, hearing their own fear horror stories and how they overcame them, will help normalize what you’re feeling. Releasing yourself from the idea that it’s something about you, will be an enormous relief.

THINK OF THE WORST CASE SCENARIO

Although it might seem counter-productive, truly assessing what the worse outcome of the situation you’re afraid of serves two purposes. It might lead you to realize the worst case scenario isn’t that bad 20

after all. Of course it could also lead you to a really uncomfortable thought, you could lose your job. As bad as that is, it also gives you an opportunity to start focusing on what really matters, and how you might grow from the experience and possibly end up better off. Countless people in their dream jobs now, were once fired and thought it was the end of the world. Hopefully, that won’t happen to you, but learning to have confidence in your abilities to always find a way, will be a great tool in overcoming fears.

COMPARTMENTALIZE

If you’re a super-organized type, you might try actually setting aside time in your day to focus on your fears. It might seem odd, but it will let you NOT focus on your fears during the other hours of your day. Think of it as a task, you aren’t just sitting there worrying, you’re taking in your fears and figuring out ways to overcome them.

START THINKING OF YOUR FEARS AS OPPORTUNITY FOR GROWTH

Start thinking of fears as challenges. As scary as it might seem to face them, for the most part they are things that can be fixed. A lot of fear is based on inexperience which leads to a lack of confidence. A common fear is workplace evaluations. Instead of looking at it as hearing everything that is wrong about you, think of it as an opportunity to see where you can improve. Going into it with a positive attitude rather than a defensive posture, will make the whole thing better for both parties. Overcoming fears is oftentimes about a simple attitude adjustment. Like anything it takes practice, but the results of that practice will lead to a life that you’re able to thrive in both personally and professionally.

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BETHANY LUCHETTA Bethany Luchetta currently co-owns a thriving property management company and a real estate brokerage in North County San Diego, where she has lived for over 30 years. Bethany worked for eight years as a broker’s associate with a property management company before deciding in 2015 to launch her own start-up with two friends. Feel Good Property Management is a full service company focusing on residential, single-family homes in coastal North San Diego County including Carlsbad, Oceanside and Encinitas. Services include: a property assessment; marketing; online postings; a digital lockbox for self-showings by potential residents; application processing; background, credit, employment and reference checks; tenant placing; leases; a full property inspection; rental collection; service calls and notices. “We grew so quickly,” Bethany says. “We gained about a property a week. We just hit two years and we manage 110 properties!” Buoyed by that success, Bethany decided to venture into residential real estate sales. Her grandfather was a successful real estate agent and when he passed away, Bethany inherited his respected brand. “I took over RoadRunner Real Estate in 2016 and hit the ground running,” Bethany

says with her characteristic enthusiasm. “I love the fact that my grandpa started such an amazing business in the ‘70s and that I was able to capture it and reinvent it!” Bethany is now RoadRunner Real Estate’s broker/owner serving North San Diego. She’s also supported by her “team of experts,” which includes a transaction coordinator, local real estate photographer, web designer, trusted lenders, and escrow and title professionals. As a result of Bethany’s wide network and the incredible service she provides, 100% of her sales clients come from repeat and referral customers. “I have so many relationships and connections from things I do in the community–that’s where all of my business comes from,” she says. What sets Bethany apart from other realtors working in the area? “Personal connections with my clients are my big thing. That’s what sets me apart.” Bethany’s past clients rave that she was always there to walk them through every step of the process. She takes the time to actually speak with her clients in person or by phone every time they have a question or a concern. “It’s such a personal element of someone’s life to sell or buy a home,” she says. “It’s so nerve-wracking. I’m there to guide them through that process, sit with them, literally hold their hand if they need it.” To market listings, Bethany uses traditional avenues such as the MLS, Zillow, and Realtor.com, as well as social media. She also brings a personal touch to her efforts, attending four local “pitch sessions” with realtor groups, holding Open Houses and spreading through word through her broad network of connections. To give back to her community, Bethany is acting editor for a blog through her church that focuses on empowering local women. Twice a week, she volunteers with City of Refuge, a nonprofit providing homeless and low-income outreach in the

Gaslamp District of San Diego. She supports the Valley Center High School, as well as her daughter’s school. Several years ago she started an annual Justice Day, a community-wide human trafficking awareness event. “I also love giving to my clients!” she says. “Every time I close a transaction, I give gifts to my clients. I probably give 20% of my income away to charity or my clients.” In her cherished free time, Bethany loves to sit on her patio and play with her three-year old daughter and cook dinner with her husband. “We don’t have a TV at home and we didn’t get internet until last year. We just love to soak up the moment.” For the future, Bethany wants to slow down and focus on work-life balance and share what she learns with her clients and community members. Now that’s a goal everyone around her can celebrate!

To find out more about Bethany Luchetta, contact her via email at bethany.luchetta@gmail.com or by phone at 760-855-2662. You can also explore RoadRunner Real Estate at RoadRunnerRE.com or Feel Good Property Management at FeelGoodPM.com http://

http://

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Tough Prospecting Environment Creates Need for New Solutions

By Richard Weylman

Agents at all levels of experience in the industry continue to have a difficult time gaining access to qualified prospects on a favorable basis. The negative image that has been portrayed of the industry together with the general cynicism of the population has translated into more and more barriers being erected to close out sales people of all types. The evidence of this continues to mount. Inquiries as well as questions at my various speaking engagements at industry functions indicate a general frustration with the state of the marketplace and the difficulty agents and managers are facing. Today’s prospecting environment requires new solutions to old problems. No longer does “make more calls, see more people” address or solve the problem. Specific relational strategies and tactics are needed to gain access to qualified prospects. 24

Here are just a few of the questions I’ve received recently from advisors and managers: Q: “Voicemail is everywhere. How can I get people to return my calls?”—Stephen G., Chicago, Illinois A: People return calls based on prioritization of the other calls they’ve received. People return calls for reasons of urgency or reasons of benefit. I would suggest that you write out very specific messages that you’re going to leave for your prospects. These messages should be laden with benefits, i.e., positive reasons that the prospect should return the call. As an example, “Mr. Donovan, this is Stephen G. As a teacher, you create lesson plans. As an advisor, I specialize in working with teachers to create a financial plan. Please call me at your earliest convenience.” Devise several of these messages specific to the market that you’re working so that Top Agent Magazine

Today’s prospecting environment requires new solutions to old problems.

each of them sounds different and gives people specific reasons to return your call. Review the to be sure they are relevant and speak the language of the market. If in doubt, create 5-10 messages and ask clients to select the ones they like and to which they would respond. Q: “How can I get CPAs and attorneys to work with me? I want them to refer their clients to me.” — George A., New York, New York A: CPAs and attorneys particularly like to stay in control of their clients and the decision-making process. For this and other reasons, CPAs and attorneys are not highly motivated to help you build your business by using them as the source of new prospects. However, positioned as a valueadded asset, you can succeed here. As an example, if you are targeting a specific market in the food industry, align yourself with CPAs and attorneys who are also working in the Top Agent Magazine

food industry. You find them by asking current prospects and clients who their attorneys and CPAs are and then meeting with them. Ask your clients to introduce you if necessary. When you meet, give them specific reasons to work with you. As an example, by pointing out the financial knowledge and services you have available which could enhance the value they bring to their clients that will motivate them to act as a center of influence for you. They are in a competitive environment also, and the good ones are seeking to increase client value. In addition, when meeting with CPAs and attorneys, let them know of your long-term interest and that you will respect the relationship that they have with their clients. As a value-added asset, you can create a consistent prospect flow. Q: “I’m targeting executives of major companies here in Rochester. How can I best get their attention?” —Bob J. Rochester, New York 25

In today’s environment, only a systematic approach to relational marketing and prospecting will keep you in sales. A: To reach executives effectively, keep three things in mind. First, you have to relate to these individuals. Two, you need to speak their language. Third, you must recognize that they are typically screened from any unwanted calls and/or mail. The best way to get their attention is to involve yourself in the activities and organizations that they support. As an example, the Senior Vice President of Marketing will most likely be involved in the American Marketing Association. The CFO will be involved in the CFO Society, heads of communication in IABC, etc.

belong to, ask executive clients to have or refer to Gale’s Encyclopedia of Associations regional edition (1800-877-GALE).

These questions represent a larger problem. In years past, the industry was focused on sales and transactions. Not a great deal was done to enable the development of the local sales agency into a marketing and prospecting organization. Advisors were expected to simply sell their friends and neighbors. Today’s marketplace, however, is significantly different. In the past, sales kept you in business; in today’s environment, however only a Getting involved in these organization systematic approach to relational will allow you to reach these exec- marketing and prospecting will keep utives and, most importantly, position you in sales. yourself as a resource to them. By serving on committees and activities C. Richard Weylman is an expert in that they’re involved in and support- marketing, selling and communicating to ing the causes to which they are affluent and high net worth people. He is drawn, it will position you as a the author of “Opening Closed Doors, Keys resource to them, someone who is a To Reaching Hard-to-Reach People," as caring and credible individual. If well as numerous sales, relationship and you’re having difficulty determining marketing and management audio and the organizations that these executives video education programs.

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RANDY HOROWITZ

When he was eighteen years old and fresh out of high school, Randy Horowitz was encouraged by his mother—a successful agent in her own right—to earn his license. Once complete, Randy practiced throughout college and beyond, catapulting himself into a sterling career as a people-first realtor with a proven ability to close. Randy has since cultivated a tightknit, capable team in his colleagues Christina Madole and Tanja Cleary. Christina honed her sales and people skills during her seventeen-year tenure in the legal world and has been a licensed agent for the past two years. Tanja has been licensed for five years, has worked with Randy for ten, and serves as a sharp executive assistant and transaction coordinator. Together, Randy and his team bring the very best in client care to the Inland Empire’s foothill communities. Over the years, Randy has garnered a host of accolades and awards, including the Double Centurion Award and the President’s Award—a designation he’s particularly proud of for its requirement of Centurion level production and 95% Quality Service Approval as decided by his clients. The President’s Award is bestowed to only a third of the Top 1% of Century 21 agents worldwide, and Randy has earned this honor for the last five years running.

To market listings, Randy and his team include professional photography, staging, and 360 virtual tours to create an immersive experience. Meanwhile Tanja, the team’s in-house marketing master, takes a progressive approach to technology. She ensures high visibility for each property by publicizing listings across social media platforms and digital listing portals. To keep in touch with clientele, the team takes a similarly thorough approach. In addition to monthly mailers and weekly social media posts, Randy also connects with clientele through personal means—a local bowling league, and through text messages and calls. The team also hosts client appreciation events quarterly that range from festive taco nights to wine-tasting events. All in all, their business ethos is fixed decidedly on the personal component at the root of every transaction. “It’s all about the basics,” Randy says. “It’s so exciting to help a family get the home they’ve been striving for. People usually move because of a life event— outgrowing an existing residence because their family is expanding, those who have worked hard to achieve success and are upgrading their home, even those grandparents relocating to be close to their grandkids. We love helping people accomplish their goals.”

Primarily serving the regions of Claremont, Upland, Rancho Cucamonga, Fontana, and Ontario, Randy and his team have earned an impressive 75% rate of repeat and referral clientele. The secret to their success? It all comes down to good, old-fashioned hard work and results-driven action. Furthermore, the team cites their commitment to sincerity, ethics, service, and holding each other to a high standard as team members. Randy, Christina, and Tanja combine their respective professional backgrounds to ensure all transactions run smoothly, capably, and with the lines of communication wide open. “By the time our clients get to the end of the transaction, they know we’ve responded to every call, text, and email. From start to finish, we’re there every step of the way and do whatever it takes, at all hours,” Randy explains. “There is a delicate balance of knowing who your client is and adapting your approach to meet their needs,” states Randy. “How we interact with a family who lost a loved one and is selling their home of fifty plus years is a lot different than how we may approach a divorce situation, or a seller who is relocating.” Expanding on Randy’s approach, Tanja says: “The key ingredient to Randy’s success is human compassion and direct interaction, which Randy does consistently!” What’s more, Randy and his team serve as wise counsel to their clients, advising them on all matters ranging from staging to proper pricing

To give back to his community, Randy participates in a variety of organizations supporting those with paralysis or who are in the midst of recovery. After a diving accident in 1981 left him a quadriplegic, Randy put his work ethic and good fortune to use after a long, full recovery. Since then, he’s made a commitment to help others who have experienced similar circumstances and uses his recovery as inspiration every day. In his free hours, Randy enjoys snow skiing, watching Angels baseball. Christina enjoys camping and hanging out with loved ones, while Tanja relishes family travel and her book club. As for the future of the business, Randy and the team plan to continue on their successful path and take great pride in the personal development they build into the fabric of their work. “We meet weekly with a business coach, hold ourselves accountable for goal-setting, and are constantly striving to achieve goals we set for ourselves all year long,” Christina says. “And we are consistent achievers of our goals,” Randy adds. With decades of diverse experience between them and a collective mindset dedicated to results and client-centric care, Randy Horowitz and his team will surely serve the Inland Empire with excellence for years to come.

To learn more about Randy Horowitz visit RandyHorowitz.com, e-mail RandyHC21@gmail.com, or call (909) 920-4690 www.

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