CALIFORNIA 4-18-22

CALIFORNIA EDITION

Tips on Being a

GOOD TEAM LEADER

Is Branding the Way to

COVER STORY

JAYSON MADANI FEATURED AGENTS

TOM FOLLIARD KOUROSH KIANIJAM JESSE ZEPEDA

TAKE YOUR BUSINESS TO THE NEXT LEVEL? 5 WAYS TO TRANSFORM

RENTERS INTO OWNERS

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5 Ways to Transform

Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty 4

visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term.

As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.

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Show renters that purchasing a home isn’t impossible

Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount.

One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.

into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.

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Collaborate with mortgage professionals to find the right financing opportunities

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Help would-be homebuyers create a road-map to ownership

It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair.

That’s where your expertise as an agent comes Top Agent Magazine

Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership.

Work with a mortgage pro and find the route that suits your renter best.

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pay monthly in a mortgage—while building a lasting asset.

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Compare and contrast rental rates with monthly mortgage payments One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can

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Paint the big picture

For most, renting isn’t the most sustainable financial option when it comes to housing.

Rents rise, families grow, and retirement looms.

Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle.

Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side.

Keep these tips in mind as you broach the conversation with renters in your hometown.

All it takes is clear-cut value proposition and a listening ear.

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JAYSON MADANI

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Top Agent Jayson Madani is a co-founder of Room Real Estate, along with his business partner Maaret Forst. With one office in Santa Clara and two in Santa Cruz, Jayson and his team serve from north Monterey County to the South Bay. A seasoned real estate professional with unrivaled experience and a can-do attitude, Jayson Madani believes in helping his clients achieve financial independence through homeownership. His interest in real estate began at an early age, spurred by his family’s involvement in the business. “I had a lot of positive influences growing up,” Jayson recalls. “My grandfather and my dad were 8 Copyright Top Agent Magazine

both buying and renting out investment properties. I’ve always thought everybody should have the right to own a house, and I wanted to help people buy homes and not rent.” Since 2004, Jayson has been doing just that, and in the nearly two decades since he got his start, he has built up a formidable team of likeminded professionals who work together to help clients achieve their real estate goals.

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Jayson is a co-founder of boutique brokerage Room Real Estate, along with his business partner Maaret Forst. The brokerage has also partnered with Side, Inc., and in the past year, the team has grown to a total of 32 agents, along with a dedicated marketing team of 5, as well as an operations manager and a sales Top Agent Magazine

manager. With one office in Santa Clara and two in Santa Cruz, Jayson and his team serve an area that stretches from north Monterey County to the South Bay. A huge proportion of the team’s business comes from repeat and referral clients, an Copyright Top Agent Magazine 9

“We offer a boutique experience, and we do a lot of specialized things that help our clients out,” Jayson explains.

“Last year, I lent out $2 million of my own money to help our clients prep their homes and make improvements. impressive feat that goes to show the solid results and standout customer service experience Jayson and his team provide. “We offer a boutique experience, and we do a lot of specialized things that help our clients out,” Jayson explains. “Last year, I lent out $2 million of my own money to help our clients prep their homes and make improvements. We can do pretty much anything our clients need us to do, because we have seasoned professionals 10Copyright Top Agent Magazine

I’ve trained myself who have lots of experience. We have a ‘whatever it takes’ mentality, and we do what we have to do to get it done for our clients.”

That team effort helps Jayson’s listings stand out when it comes to marketing. “We have a full-time project manager who preps all of our listings to help them sell for more,” Jayson says. “We also have an in-house Top Agent Magazine

photographer and a stager on our payroll, plus contractors and a moving prep company.

We own our own state-of-the-art photography equipment, so we don’t have to rely on renting equipment.” The team’s marketing Top Agent Magazine

manager, Diana Dominguez, helps achieve optimum exposure for the team’s listings via strategic methods including postcards, print advertising, and paid ads on social media and across the web.

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To see the success of the team’s approach, just take a look at the results: last year, the team closed 362 transactions, for a whopping total of $377 million in sales. And Jayson doesn’t plan on slowing down any time soon. “I really want to grow to be a billion-dollar company,” he says.

“I love helping clients achieve their goals and making people happy. I have the transactional experience to make anything work. I listen to what my clients want to do, and I help them get the best results. Whatever our clients want us to do, we’ll do it!”

For more information about Jayson Madani, email jayson@roomsantacruz.com, call 831.246.2629, or visit roomsantacruz.com/members/jayson-madani www.

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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 Top Agent Magazine

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.

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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.

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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.

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TOM FOLLIARD In 1989, Tom knew he needed a change in his work environment. He was in the management world, and didn’t want to continue being told by someone sitting behind a desk a thousand miles away where his next assignment was. He needed a better fit and a way to be his own boss. The search led him into Real Estate, where he has been ever since.

Tom lives and works in the Salinas Valley which is just 15 miles from the beautiful coastline of the Monterey Bay. Tom says he is very fortunate to work in an area with so many great agents because he believes that to keep your own standards high you need to work with others that do the same. He feels that his office, Berkshire Hathaway Home Services Real Time Realty sets the bar in that area. A good agent owes his clients the highest integrity and honesty possible and Tom makes that his priority with each and every client. To keep in contact with his existing client base, Tom sends out newsletters every two months and gets them on the phone at least four times a year, usually more if there’s a special event or reason. He firmly believes in a saying that was told to him years ago when he was a new agent. “A customer doesn’t care how much you know until they know how much you care”.

His open and honest nature keeps his word of mouth and referral business coming in at around 30%. The new business and referrals come together for a total transaction load of more than twenty five sales a year.

He generally positions himself as a listing agent, which means working closely with marketing companies to set up professional photography shoots as well as virtual tours for online marketing. Once the property is staged, polished and listed, he immediately reaches out to past clients and his buyer’s sphere of influence. That database of potential buyers is growing constantly with each new sale. After a property has been prepped and photographed, marketing goes into high gear to get the word out quickly. For Tom it’s all about the satisfaction 16

and appreciation from the clients on a job well done, getting the best results possible from each transaction.

When he isn’t selling homes or spending time with his 12 grandchildren, Tom loves to be giving back to the community. He’s worked with Meals on Wheels for the past twenty-five years delivering food to those in need. He is also a member of the local Masonic Lodge which is very active in children’s education and with helping the elderly. One of Tom’s favorite Masonic fundraisers is “Masons for Mitts” which they help provide sports equipment for schools that need it. Prior to COVID he has also volunteered as a tutor in local schools and is presently an active member of the Monterey County Sheriff Posse.

Living in the Monterey Bay area gives him access to some of the finest beaches in the nation, if not the world, a feature he loves sharing with his grandchildren. He’ll keep serving the area until he retires a few years down the line, at which point he may consider spending a good deal of time traveling. Until that time comes, he’s grateful he’s having such an incredible career and wonderful clients.

For more info, call 831-262-9296, email tom.bhhsrtr@gmail.com and visit bhhsrtr.com/salinas/tom-folliard/cid-3013477

www.

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Is Branding the Way to Take Your Business to the Next Level?

Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet.

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When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. 17

SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website

to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals.

Every brand is strengthened when it is built on a foundation of integrity and trust.

CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap.

This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or 18

not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites.

If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take.

But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised.

If done right, soon you’ll become an in-demand agent whose name is synonymous with success!

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KOUROSH KIANIJAM After moving to California in 2003 as a refugee, REALTOR® Kourosh Kianijam found his way into real estate within a short period of time. He had been looking for a condo and his REALTOR® recognized in him the traits that make a successful agent in the industry: skillful negotiation, great communication, and a passion for homes and helping others. That seed of interest in the business took root and in 2005, Kourosh decided to get his real estate license and join the team of his REALTOR®. Kourosh began working primarily on condo projects, as that was what the office focused on, but eventually he struck out on his own. In 2011, he earned his broker’s license and made the move to represent single family homes and luxury properties in LA. With 17 years in the business now, Kourosh has a strong reputation throughout the city, but particularly in Beverly Hills, Sherman Oaks and Santa Clarita Valley.

Around 90% of his clients come from repeat and referral business, which he manages with the help of a buyer’s agent. He attributes his success with his clients to his strength in relationship-building. “We always become friends during the process. I send them food, video text messages, emails…the conversation is always flowing because I want them to have all the information they need,” he says.

As for marketing, Koroush focuses on having a strong online presence, using digital marketing and social media strategies to promote listings. He posts a lot of video content as well as high-quality photographs of houses so that clients know what to expect. He also sends out snail mail postcards for those who prefer a physical flyer of listings.

Kourosh is very active in the local Persian community, which is huge in the LA area. Naturally, his involvement has lead to a lot of business, but that’s not why Top Agent Magazine

he’s involved — he does it for fun.

When he’s not working, he makes time for himself to rest and relax and is a big advocate for meditation. “I use the time to clear my mind and prepare for the next day at work,” he says.

When he can, he loves to take a vacation and travel.

On average, Koroush’s business totals around $20 million in sales volume, but this year he has already closed $13 million. He’s on track to do around $50-60 million, which is astonishing for one REALTOR® to do without a big support system. It is for this reason that Koroush plans to expand his team in the near future by hiring and training more buyer’s agents. “If my team grows, I grow,” he says. With so much success on the horizon, it’s clear that Koroush has no plans of slowing down anytime soon, saying, “My wife sometimes asks me when I will retire, but I love my job. As long as I can walk, I will do it. I love to be with people and talk to them. I truly enjoy making a difference in people’s lives.”

To learn more about Kourosh Kianijam, call 661-666-1641 or 818-800-9030, email kourosh.kianijam@compass.com or visit kouroshkianijam.com www.

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 20

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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JESSE ZEPEDA Throughout his life, Jesse Zepeda has always been drawn to real estate.

Coming of age, he had an opportunity to learn the business from the ground up through his uncle, a prominent Broker in Kern County and surrounding areas.

Inspired by these experiences, Jesse decided to pursue his own license at eighteen, and in the decade since, he authored an accomplished career as an agent, having completed over 1,000 transactions spanning the region.

referrals. Having completed 21 deals in his first year as a solo agent, he remains focused on the leading standards that have consistently set him apart in the market. “I want my buyers and sellers to feel comfortable with their transaction,” he says. “After all, these are some of the most significant purchases we make in our lives. Because of that, I will always strive to do what’s best for my clients— not for myself.”

Today, Jesse is a Broker Associate with Miramar International-Oleander Branch, where he assists clients throughout Bakersfield and the surrounding areas.

There, he has cultivated a boutique process to meet the needs of any client—from first time home buyers to seasoned investors.

When listing a property, Jesse thoughtfully guides his clients through the entire process. Starting out, he helps them prepare their home for the market, providing them with a suite of professional photography services. Once their house is ready to list, he shares it via a highly targeted blend of digital and social media campaigns. Above all, he is sure to include his sellers with each stage of the process, educating them on the best available options and making sure they have all the information needed to make informed decisions on their future.

When he’s not with clients, Jesse can be found taking his dogs for a walk in the park, setting off on his latest vacation to Mexico, or spending quality time at home with his family. Elsewhere, he also has strong plans for the future. Having firmly established his deep roots in the Bakersfield community, he looks forward to bringing his family aboard his team and further growing his business around the proven values of openness, integrity, and expertise.

More than anything, though, Jesse is excited to extend his unique penchant for service and compassion throughout the region. “Number one for me is seeing my clients happy at the end of their transaction. At the end of the day, there’s nothing more rewarding than helping a client find their dream home and cultivating a genuine friendship with them that lasts well beyond the closing.”

But Jesse is just as hands-on when assisting his buyers, leveraging his background in real estate investment and acute knowledge of the region to uncover the right property for their best interests. In fact, he enjoys keeping in touch after the deals are done through frequent check-ins, all to build an ongoing relationship and ensure each client is satisfied in their new home.

Over the years, Jesse has earned a fantastic reputation throughout Bakersfield, with the entirety of his volume coming from repeat clients and

To learn more about Jesse Zepeda https://www.remax.com/real-estate-agents/jody-rearick-tallmadge-oh/100043984/listings#bio-navigation email brokerzepeda@gmail.com, call 661-544-4000, or visit bakersfieldrealtor.com/member-search-page/agent/3130.html

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