California 5-8-17 by Top Agent Magazine

CALIFORNIA EDITION

REACHING THE MILLENNIAL MARKET through Social Media 5 Things You Can Do to ACHIEVE YOUR BIGGEST GOALS

FEATURED AGENT

ALEX LOMBROZO

COVER STORY

RANDY HAYER

1 Billion-Plus Reasons Why You Should BE ACTIVE ON FACEBOOK Five Ways to INCREASE YOUR COMMISSION

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CALIFORNIA EDITION

RANDY HAYER

ALEX LOMBROZO

CONTENTS 4) 1 BILLION-PLUS REASONS WHY YOU SHOULD BE ACTIVE ON FACEBOOK

17) 5 THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS

13) FIVE WAYS TO INCREASE YOUR COMMISSION

21) REACHING THE MILLENNIAL MARKET THROUGH SOCIAL MEDIA

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1 Billion-Plus Reasons Why You Should Be Active on Facebook By Bubba Mills

The number is staggering and potentially career ending for REALTORS® who ignore it: 1,440,000,000. That’s the total number of monthly active users on the social medium Facebook. That number alone is reason enough to use it regularly in your real estate business. But Facebook can also help turn you into the expert in your community. Just by sharing knowledge and relevant events about the community you can become the go-to source for all things local – a perfect way to capture the attention of prospective buyers. Plus, Facebook advertising also gives you tons of targeting layers like age, location, recent life events and interests. Plus, it constantly adds new targeting filters and functions that help you reach even more niche prospects who closely meet your customer criteria. Talk about pinpointing a target audience. 4

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Another Facebook real estate ad tool is Website Custom Audiences that lets you create Facebook ads that target users who have visited your website. And several apps specifically for Facebook have emerged. Consider these: • Heyo.com: Helps you host contests, showcase promotions and high-

light special offers. • Woobox.com: Let’s you easily create quizzes and other fun tools for engaging content. • Pagemodo.com: Helps you make your Facebook business page both sleek and stylish and tabs allow for easy lead capture. But the latest offering is just as cool. It’s called Facebook Live and it lets you stream live video on the internet. I recently wrote about Periscope, another live video streaming app, but when you use Facebook Live you’re automatically featured at the top of Facebook users’ news feed. What’s more, statistics show that live video is viewed more than recorded video. How can REALTORS® use Facebook Live? Open Houses: Broadcast a walk-through of a new listing

and highlight all the great features.

Webinars: Host live webinars targeted to buyers and sellers. They can sub-

mit questions just like a real-life seminar.

Real Estate Talk Show: Offer the latest news in the industry plus share lo-

cal events and your newest listings. In short, become the Lester Holt or Diane Sawyer of real estate in your town with your own “TV” show! Facebook offers these tips for using Facebook Live: Promote: Tease upcoming Facebook Live broadcasts for more viewers. Plan better: Take time to plan what you want to do in the video, whether

it’s a few key talking points or to have a few questions ready ahead of time in a Q&A, in case incoming comments slow down.

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Invest in some equipment: A shaky live stream turns off viewers so con-

sider a tripod or other stabilizing tools, especially if you’re taking viewers on a tour of an open house. And check the shot before going live.

Get the lighting right: If you’re indoors be sure you have plenty of good

lighting and avoid a lot of light directly behind you because it’ll wash you out.

Sound good: A common mistake for beginners is overlooking sound.

Consider an external microphone to make sure your viewers can actually hear you. And if the live option makes you a little nervous, you can also stream pre-recorded videos. Hey, that has worked like a charm for TV for decades. Some businesses promote their web series to “air” on Facebook Live at a certain time like TV shows. After they are streamed, Facebook Live videos function as normal Facebook videos. Some business owners believe videos may perform better if they begin as live ones. NowThis, a news company that publishes entirely on social platforms, experimented by streaming a 38-minute compilation of its favorite viral videos via Facebook Live. The stream received over 20,000 views and over 500 comments, according to Facebook’s counters. Yes, all the new-fangled internet tools, apps and options for REALTORS® can be a bit overwhelming. Just take it one step at a time and you’ll slowly be right there in the business-winning mix. E-mail me today at Article@CorcoranCoaching.com and I’ll send you more free information about how technology can help your real estate business. Copyright©, 2016 Bubba Mills. All rights reserved.

Bubba Mills is the CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international Real Estate, Mortgage, and Small Business coaching company committed to helping clients balance success in business, while building value in life. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com. 6

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RANDY HAYER Top Agent Magazine

RANDY HAYER There are a lot of roads agents can take to successful careers in real estate but few wind as much as Randy Singh Hayer. Randy was born in England and with the support of his wife Kamaljit Hayer married 27 years and his 3 kids Ashveer Hayer, Avneet Hayer and Amar Hayer he has been one of the most successful, professional and respected agents working in Northern California for over 16 years. He has been one of the top 3 agents in Merced County for over 17 years closing over $250 million in sales. Randy always had an entrepreneurial spirit and a natural sales ability, but he didn’t consider a career in real estate until 2000. “I had always been self-employed and at the time, I owned a convenience store with my parents. But I started looking for something more rewarding that still offered me the independence that I loved. 8Copyright Top Agent Magazine

An agent came to the store all the time and he kept pushing me to get my license. So I finally did it, and here I am 16 years later. From my career experience and education I have learned the necessity of continued education – we are life long learners. With this in mind, I have invested many hours of continued education in order to prove my clients with the best service possible. Randy currently manages four offices with 30 agents, two in Merced County, 1 in Santa Clara County and the newest location in Lake County, all handling transactions from Los Angeles to San Francisco and everywhere in between. There is truly nothing they can’t do, but they specialize in luxury homes, agriculture, investment properties, commercial and business opportunities as well Top Agent Magazine

as offering senior real estate specialist services. “Searching for agents was one of the most difficult things and my standards are high and I am unwilling to compromise on them. My agents need to be driven and goal oriented and ready to give 110% to clients.” A notable trait about Randy’s agents is that they don’t fit the typical agent profile. They are professionals and have all the knowledge that comes with experience because they’ve had solid training but they also have hustle and work tirelessly for the benefit of clients and the company. Randy is a boss who cannot say enough about his employees. “They define what it is to be a professional and work hard but all my employees bring something special to the office in their own right. We are all a big family.” Randy credits his in-depth knowledge and longtime experience as being keys to his success. “Not only do I have a lot of years in this business, but I deal with a really high volume year after year, so I’ve really seen it all and can handle anything thrown my way. I’m really good at thinking outside the box, and I’m always thinking of new and innovative ways to get the deal done. I think my Top Agent Magazine

European background also gives me an advantage along with being bilingual speaking languages of Pinjabi, Hindi and Spanish. I just have a slightly different take on things that has proven to be effective.” He is also a Certified Negotiator, a Certified Residential Specialist, a Certified Luxury Home Marketing Specialist and a Senior Real Estate Specialist, all in an expertise that is a huge asset for his client in what is often a very competitive market. He is committed to maintain four fundamental standards: Integrity, Market knowledge, Work Ethic and Understanding Client Needs. He maintains an open line of communication and his direct but personable approach builds long-lasting relationships. Attention to details is one his strong suits that allows him to provide seamless transaction to his clients. His life long dedication to the industry enabling him to achieve the best results. Being connected to a vast network of the most productive agents and powerful industry partners, he is able to create a custom marketing plan to give property its’ optimal exposure. Randy has a remarkable 90% repeat and referral business rate, which is even more impressive considering his high volume. “I think I provide Copyright Top Agent Magazine9

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“I provide great customer service that relies heavily on honest and constant communication. My clients know they can count on me to not only perform my job but to exceed their expectations.” great customer service that relies heavily on honest and constant communication. My clients know they can count on me to not only perform my job but to exceed their expectations and I understand that buying or selling a home is one the most important and most personal financial decisions a person makes. I am dedicated to providing the highest level of personal attention and industry expertise to every real estate transaction, so my clients feel confident when they buy Top Agent Magazine

or sell a property. I do not forget my clients after closing and I stay in touch with them for years and become friends for life!” Randy makes a real effort to give back to the community that he represents, especially around the holidays, when he and his team participate in food and toy drives to help less fortunate families and they are always looking for more ways to give back. When he isn’t working, Randy enjoys Copyright Top Agent Magazine 11

spending time with his family, traveling and playing sports. Randy was recently honored to be one of the top agents in his area asked to be in a commercial for Comcast that will be airing in 2017. He would also like to continue growing his team, in order to bring his unique and high level of service to even more people in the coming years. “I want to grow in a controlled way, so that our

service is never sacrificed due to a volume we can’t handle. There is a lot of competition in this business, so we recognize that clients have a lot to choose from when picking an agent to represent them. We try and stand out with our experience, our honesty and our reputation for really taking care of people. I think the fact that we go above and beyond for our clients is why we’re successful and that’s something that will always be the case.”

To learn more about RANDY HAYER call 209-765-3767 or email myagentrandy@gmail.com 12Copyright Top Agent Magazine

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Five Ways To Increase Your Commission By Walter Sanford

Sanford Systems has the best systems for making money in real estate. Sometimes, our clients forget how to stop discounting and to instead raise their “fee.” This month, we’ll cover five ideas. Here we go:

Raise it. Before the listing appointment, fill out all paperwork with the new rate and make it business as usual. Scared? Well, make a great listing presentation. Don’t leave until you get the objection. Learn how to overcome the objection. If you have to, drop it back down to your old retail rate but only after much hesitation.

Email new listings. Send new listings to your database immediately, hours before it hits the MLS. This is a two-fer: #1 - Keep your database informed with secret, prelisting information that they are reluctant to spam and in the email tell them to forward this hot info to their sphere. #2 - You make more double ends with new people.

Institute a cancellation fee. Many agents allow sellers to cancel listings with a guarantee stating

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they can cancel if they are not happy with the process. If you offer this guarantee, you will always be worried about offending sellers who are serial cement heads with a bent toward overpricing. You won’t try hard enough to get the price reduction, thinking they are going to cancel the listing. On the other hand, sometimes sellers have a legitimate reason for needing to cancel, and, as upsetting as that is, you can’t sell a property that the seller does not want sold. Offer them an out and you get paid for your time, while working with a chance to get the listing back. “I offer an ‘any reason to cancel’ clause. It is $1000 in the first month and goes up an additional $500 a month after that. (Adjust for your price range.) It is fully refundable should you ever re-list the property with me and I am successful in contributing to its close.”

Gain limited partnership as commission. I carried many of my commissions due from builders as a limited partnership interest in their next project, rather than giving them discounts.

Skip the discounts. Instead of discounts, carry your commission as part of any seller carry back. It is better than taking a beating on the amount. I coach top agents on a limited basis. If you are interested in coaching or a speaking engagement, please call our office at 800.792.5837. Be sure to ask about the half-off sale on our already discounted internet prices for training systems. Don’t re-invent the wheel. Use 30 years of real estate wisdom and experience to your benefit! Copyright©, 2016 Walter Sanford. All rights reserved.

Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com. 14

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ALEX LOMBROZO

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ALEX LOMBROZO As someone who grew up in a family with a background in real estate development and property management in San Diego, Alex Lombrozo has long been familiar with the industry. “I did my first open house when I was 17. I never thought I’d end up being a Realtor, but I was magnetized towards the industry,” he says. At an early age, Alex discovered how special his native city of San Diego was and getting involved in residential real estate gave him an opportunity to help people discover that. He has been a Realtor for 12 years now and is a top producing agent in South Bay San Diego. Alex and his wife Angela work together as a dynamic team in the rapidly growing community of Chula Vista, CA. Rather than taking a high pressure sales approach, they prefer to consult their clients by providing valuable information, guidance and direction. “You sell yourself as the agent that will get your clients a result. Once they decide to work with you, the job is about being a tactician, laying out a game plan and getting that result. I focus on how to best structure an offer and effectively marketing and showcasing a home. Selling anything in today’s environment isn’t just saying the right things at the right time. It’s about learning how to use the tools and resources around us. We have so much incredible digital marketing technology at our disposal and I’m an expert at using it to market my clients’ homes and providing superior customer service to make the process a great experience.” Alex acknowledges that with the growth of the internet and mobile web devices the real estate industry is changing and he strives to be at the forefront of it to better serve his clients. Clients remember Alex for his friendly personality and straightforward attitude towards business. His ability to stay transparent with his clients has been a major asset. “I’ve never been afraid to tell my clients they’re getting a bad deal. I’ll let them know if a home is overpriced,” he says. “I think clients appreciate that. I sleep well knowing that my clients are enjoying their new home. A home is one’s sanctuary and a place where many life memories are built. As somebody who procures and facilitates the process, I take this very seriously.” Alex markets all of his listings with high-end professional photography including drone photography and video, and virtual tours at no cost to his clients. He 16

also launches traditional marketing campaigns like mailers, flyers, and phone calls and stays active on social media for maximum exposure. He can be found on Facebook, Instagram, YouTube and Google Plus as “LIFE residential.” Alex’s favorite aspect of being a Realtor is making a genuine connection with people and the community. “You meet so many amazing people with different jobs and ways of making a living and realize how blessed we are to live in such a great country and era. That’s truly motivating and humbling.” Growing up in a strong military city like San Diego, Alex has had the chance to work with many military families and he attributes their dedication as one the main reasons San Diego is remarkable. “I love educating people on how magical San Diego is. You get everything the bigger cities offer but it’s more affordable, there’s less traffic and it’s a great place to raise a family. There’s a lot of opportunity and huge plans in place for the city.” Alex is actively involved in the community. “I’m a first generation American and come from a Mexican-Jewish family so I like to get involved in the Jewish and Latino community. We’re also part of the Latino Chamber of Commerce, Colombia Chamber of Commerce and members of the KEN Jewish Community.

To learn more about Alex Lombrozo, visit: LIFEresidentialSD.com email: alex@LIFEresidentialSD.com or call: 619 - 977 - 7492 www.

Personal BRE 01713700; USAFC Realty BRE 01862391

5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks. But there is a method to setting them. It’s a process that takes careful thought and conTop Agent Magazine

sideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately. 1. MAKE YOUR GOALS SPECIFIC

Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific

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Your plan of action should include daily, weekly, monthly and yearly goals. goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming. 2. MAKE IT ATTAINABLE

Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one. Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud! 3. PUT A PLAN OF ACTION IN WRITING

Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially 18

important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways. Achieving goals is all about creating good new habits. 4. MAKE IT MEASURABLE

This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know. Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone. 5. ADJUST AS YOU GO

You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it. Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation. Sticking to a plan everyday means adjusting it accordingly.

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#Reaching the Millennial Market Through Social Media by Bubba Mills

The old adage in marketing says if you aim at everyone you’ll miss them all. I know REALTORS® sometimes fall into the trap of attempting to reach everyone and then scratch their heads when they only hear crickets chirping. If you’re one of those (or even if you’re not), stick with me and I might be able to help you.

know how to reach them. For that part, I’ll share two words: social media. Many surveys have confirmed that social media is the Millennials’ dominant source of information, even above search engines. So the best way to build relationships and trust with Millennials is through social media.

The true beauty of social media is not only its reach but its implied advocacy. When Millennials find content they relate to, they share it with their The National Association of REAL- peers. So if one person shares your TORS® has found that Millennials message, it could instantly go to hunrepresent the largest share of recent dreds (or even thousands) of people buyers (32 percent of all buyers last with the inferred praise of the person year were Millennials). But here’s sharing it. the kicker: the overwhelming majority use real estate agents. Are If you’re not using social media, lights and bells going off in your again, check your pulse. Then start learning about social media and get head? If not, check your pulse. active on it. I promise it’ll be well So a great place to sharpen your worth your time. The big ones are marketing aim is with Millennials. Facebook, Twitter, Pinterest, Tumblr That’s half the equation—knowing and Instagram. You can Google each who to go after. The second half is to and get a feel for which ones make Let me start with one word: Millennials—those between the ages of 18 and 34.

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Many surveys have confirmed that social media is the Millennials’ dominant source of information. the most sense for you, but all of them have something to offer REALTORS®.

I’m proud of that because I know in this day and age anyone who sells anything must use social media.

Now I’m not one to toot my own horn, but for this topic I will only with the hope that you give what I say a little more weight. Last year, a national magazine named me to its 25 most connected professionals list.

So here are some tips you can start using to reach Millennials on their terms:

1. First, take time to understand social media. Join them (they’re free!) Top Agent Magazine

Millennials under stand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

and just take it all in. See what it’s all about and what kind of information people share. Spend at least several days learning before you share info. 2. Make sure what you share fits the specific social media outlet. For example, Facebook and Twitter are primarily personal tidbits, news and they’re both fairly casual, while Instagram is geared almost exclusively for visuals and photos. 3. Make sure your information is relevant and useful to improve the chance it gets shared. Millennials understand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it. Top Agent Magazine

4. Make it interesting. Instead of saying, ‘Gee, I have this great listing.’ Why not just share a picture of a cool looking wrap-around front porch of a house (that just happens to be one of your listings) that was built in the 1940s. Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1800-957-8353 or visit us at www.Corcoran Coaching.com. 23

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