CALIFORNIA 6-12-23 by Top Agent Magazine

CALIFORNIA EDITION

TIPS ON BREAKING INTO THE

The Daily Schedule of a SUCCESSFUL REAL ESTATE AGENT

LUXURY MARKET

Are You A VALUE-ADDED AGENT?

FEATURED AGENTS

DOROTHY COULTER LEE MINTZ

COVER STORY

BRITTANY HENSLEY

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients. • I have a written listing presentation. • I am honest. • I am trustworthy. Are these ‘value-added’ attributes? Or, does the client expect these attributes and services? 4

Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional? • Because you want to set yourself apart. • You want to create client loyalty. • You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business! • Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words. If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take. Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time. Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!). • Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home. 2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation. The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally. And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit? What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails. What’s the impre agent? Are they professional? Do they state the company n TIP: represent your culture and image? Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points. In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales. Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com. 6

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BRITTANY HENSLEY

Top Agent Brittany Hensley with Navigators Real Estate specializes in selling luxury real estate, beach homes and vineyard properties in Templeton, Paso Robles and Cambria. If you ever work with Brittany Hensley, chances are you’ll gain a friend for life. “The relationships I have don’t end when the transaction ends and a client buys or sells a home. In my mind, they actually begin when a deal closes,” she says. As a top agent with Navigators Real Estate in San Luis Obispo County, Brittany specializes in selling luxury real estate, beach homes and vineyard properties in Templeton, Paso Robles and Cambria. She brings a unique combination of marketing and sales expertise, deep knowledge of the area and exceptional customer service to her work. That winning formula resulted in $19,000,000 in sales last year--and by all indications, she’s just getting started. After college, Brittany worked at the Fresno Bee, then spent 12 years at the Tribune with McClatchy Publishing as a Graphic Designer and Account Executive. She later moved into a sales role working with the real estate community creating print, direct mail and digital ad campaigns, then further honed her skills at two of the area’s largest ad agencies. Copyright Top Agent Magazine

“Having that background in graphic design, marketing and sales has been a huge asset that really allowed me to hit the ground running after I got my license,” she explains. As she was working and earning a reputation for her sales and marketing savvy, Brittany was also developing strong connections with many real estate professionals.

One of those key longstanding relationships has been with Jay Chiasson, Owner of Navigators Real Estate. “Jay was one of the best clients I had while I was at the Tribune,” Brittany recalls. “I was already handling his marketing while I was studying for my real estate exam. He’s always been someone I really enjoy working with, and we see eye to

“I feel so fortunate to have been born and raised on the Central Coast,” Brittany says. “There’s nothing better than being able to share the amazing lifestyle that we have here with my clients and to listen to understand the lifestyle change they desire.” eye on a lot of things, so it became the logical place to hang my hat after I became an agent.”

investment properties and VRBOs throughout the area.

Buyers and sellers alike appreciate the fact that, as a lifelong resident, Brittany knows every corner of San Luis Obispo County intimately. She was raised in Paso Robles & Cayucos, and her family has owned a business in Morro Bay for over 35 years. They also own several

Brittany’s passion and enthusiasm for the area is contagious. “We have incredible farmer’s markets, live entertainment, hundreds of wineries, gorgeous beaches, and miles of beautiful open space for outdoor recreation,” she remarks. “There’s really something for everyone.”

When she’s not working, Brittany can be found giving back to the community and the industry, serving in leadership positions at several nonprofit and real estate associations. She also enjoys any and all water activities, from kayaking to wakeboarding and surfing to just taking her dog for a walk on the beach. Looking ahead, Brittany has big plans to grow her business. She’s training a new team

member as a buyer’s agent now and has hired another as a full-time marketing assistant. But her No. 1 priority will continue to be providing excellent service to her clients while delivering results. “I feel so fortunate to have been born and raised on the Central Coast,” she says. “There’s nothing better than being able to share the amazing lifestyle that we have here with my clients and to listen to understand the lifestyle change they desire.”

To contact Brittany Hensley, please call (805) 712-7049, email brittany@navhomes.com or visit beachinbritt.com www.

Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach. One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect. 13

LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance. That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling. It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively

involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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Laughs!

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The Daily Schedule

of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar. Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first. Top Agent Magazine

The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.” You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result. Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you

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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.

3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.

1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.

2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed. It’s important that you make time for these moments the same way you make time for your work.

2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead. 1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments. 1.5 hours – Spend this time prospecting and appointment setting. 1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.

.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.

2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines. 8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive. As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.

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DOROTHY COULTER Dorothy Coulter found her way to real estate after a background in tech, working for Steve Jobs at NeXT Computer before taking a break to raise her kids. “I’m very technical, but I knew I wouldn’t go back to the computer industry,” Dorothy says. “From the moment I left the industry, I knew I would come back as a real estate agent or investor.” Since going full-time in real estate, Dorothy has achieved great success and helped other agents to do the same. “I have a very close-knit team of agents I’ve helped from the beginning,” she says. “I love helping people buy and sell real estate, and I love investing in my own portfolio. Every day I go out and work with my clients, market my sellers’ properties, and hand keys to my home buyers.” With her team at EXIT Realty Keystone, Dorothy serves clients across the entire Monterey Peninsula, as well as surrounding communities as far afield as Alameda and Contra Costa counties, and closer to home in Santa Clara, San Benito and Monterey counties. “I have a California real estate license, so I cover California!” Dorothy says. “I’ve been in the area for 37 years, living in San Jose, Morgan Hill, or Gilroy the entire time.” Dorothy’s business is built on long-lasting relationships with her clients. “I love what I do, and it shows,” Dorothy explains. “I keep in touch with my clients so people don’t forget my name. Many of my clients would never think of working with anybody else because I stayed in touch.” Dorothy has helped some clients through the buying and selling process multiple times, as well as helping different generations of the same families. She stays in touch via helpful market updates, as well as by maintaining a useful database of trusted service providers. Dorothy also likes to see clients socially. “When I go out to dinner with my Top Agent Magazine

clients, I get to know them in a whole different way, and I end up with some great friends!” When it comes to marketing her listings, Dorothy generates interest in a variety of ways to ensure optimum exposure. She invests in Homesnap to increase visibility, and EXIT has a relationship with Facebook, which allows her to feature her listings in targeted ads. Dorothy has also seen great results from geofarming the areas around her listings, sending out multiple postcards to the surrounding homes for each listing. “It’s very common for me to get phone calls from those postcards,” Dorothy says. “People see that I sold their neighbor’s place, and they want me to come tell them what their house is worth.” Looking toward the future, Dorothy says, “I plan to continue doing what I’m doing. I want to give my clients a ‘wow’ experience so they wouldn’t think of going anywhere else. There are agents out there who do it as a hobby, but to really serve a client, you need a pro. So the future of my business is to do what I do even better.”

Contact Dorothy at 408-712-3314, dorothy.coulter@gmail.com or find her online at dorothycoulter.com www.

Welcome Home:

Working with Relocators in Transition People stage moves for all sorts of reasons. From the joyous and pre-planned, to the unfortunate and unexpected, new chapters begin with the help of an agent. When you’re working with buyers from a different region, state, or country, the typical complications of a transaction can be compounded. So, what’s a savvy agent to do? For starters, envision the big picture. Relocators have extra obstacles between them and 20

their dream home. They don’t necessarily know which neighborhoods are ideal for their lifestyle, what they should budget for utilities, what type of homeowner’s insurance is ideal, or how they can tour, let alone close, on a house from afar. All in all, it’s a tall order, but if you can manage a relocation transaction successfully, you could tap into a sizable pool of clientele. Think of it this way: if you’re the shining star of a relocator’s moving process, their word-of-mouth praise could be

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exponential. Likewise, a winning reputation within that client’s corporate sphere could lead to lucrative, stable referrals and partnerships for years to come. Here are a few key ways to help clients navigate the relocation process with minimal stress and maximum results.

Create a full-scale timeline for you and your client that makes expectations clear. Moving is already one of life’s biggest stressors, but relocations have a dozen more moving parts that your average deal. Consider creating a master-plan of sorts to help you and your client visualize the steps required to achieve success in the midst of a relocation. Even from afar, your client will be able to refer to the roadmap you’ve set. Likewise, this makes sure you and your client are on the same page regarding expectations, timelines, and checklists. Assemble an articulated, overarching gameplan also helps demystify the process and lower stress. Instead of clients wondering what’s next, what’s needed, who to call, and when to be ready—handy guidelines of your own devising will be at their fingertips. Top Agent Magazine

Attune your communication style so that nothing goes overlooked or miscommunicated. Establish early on how your client prefers to communicate and which methods should be excluded. Also, make sure to outline what timeframes are ideal to communicate in, and how often they expect to hear from you with status updates or follow-ups. Some clients might prefer a more hands-off approach that lets you manage most details behind the scenes with updates only when progress is made. Most clients in the midst of a serious relocation, however, will prefer to be in touch more frequently. Customizing is key. If they prefer text messages and emails over calls, that’s a helpful detail to know from the outset. If they prefer face-to-face video chats or can only speak after business hours—those are also key parameters to work within. The less mystery and hassle, the better.

Be a local resource with vetted recommendations and vendors on-hand. Relocating homeowners may not know the best neighborhoods and their amenities, or where the best school districts are, which areas are high-traffic, or where their dollar might stretch a little further. Identifying your clients’ goals can help narrow this field, but you’ll also want to be careful not to overwhelm them with information. After all, they’re taking on a huge life transition and making a move as an outsider. You’ll want to serve as a onestop-shop who can remove some steps and stress from their organizational obligations. Have a contractor who can get a head-start on home projects while clients make the move?

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Excellent. Or, perhaps you can provide an out-of-state agent referral so that clients can sell their existing property in a timeline that works in conjunction with their new purchase. Make yourself a community expert and a connector, and you’ve won a client— and their referrals—for much longer than a single transaction.

Think outside the box when weighing variables. Relocations aren’t your typical transaction. You’ll need to do a bit more planning to avoid pitfalls along the way. For instance, have you considered how you’ll tour homes with clients if they live hundreds of miles away? Are there time zone differences to factor in?

If clients are relocating from another country, are there any special visa or naturalization considerations? How will their belongings travel? Are there pets to relocate? There are plenty of questions to ask and plan for, but the key is to be communicative and thorough up front. The more information and planning time you have, the smoother the transition will go. There are certified real estate agent designations you can pursue that set you apart for your experience when it comes to relocations, but in lieu of those—arm yourself with the planning details and methods that will make your client a raving fan. In the process, you’ll up your game, create a happy client, and hopefully field similar business for years to come.

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LEE MINTZ For Lee Mintz, entering the real estate industry was a bit serendipitous. “It was not something I thought I would be doing, but 23 years ago I saw an opportunity and went for it,” Lee explains. Now, she can’t imagine doing anything else. She started as a commercial real estate cold-caller, and when the chance to find a short-term rental for a basketball player dropped into her lap, she made a shot that would change her career forever. Today, she’s a preferred agent for the Rams, Clippers, Lakers, and even some Chargers. From the lush expanses of Hidden Hills and Calabasas to the heart of Hollywood Hills and Beverly Hills, she serves wherever her clients need her. The secret to her thriving business? A staggering 98% of her work is referral-based, with her clients’ frequent team swaps only expanding her unique and star-studded portfolio. And behind Lee, a mighty team of agents helping everything run smoothly. Lee’s distinctive edge in the real estate industry is her unyielding accessibility, a trait that her A-list clientele appreciates, especially those dealing with peculiar schedules or living overseas. “I’m very accessible. So my phone is on 24/7,” she says, emphasizing her dedication to her clients, whether they’re in the recording studio at 3 AM or based in Dubai. Her steadfast reliability has earned her the title of the go-to agent among her high-profile circle, including a TikTok influencer with 86 million followers. But her extraordinary service goes beyond simple availability. She operates more like a sports agent, tending to every need her clients might have, from finding their dream home to shipping their cars when they get traded. “If they need their refrigerator filled prior to them moving in, if they need any

extra services, I have it in my Rolodex,” Lee says. For Lee, her job isn’t merely about real estate — it’s about ensuring her clients have everything they need. When it comes to marketing her listings, Lee embraces a potent combination of traditional media and social platforms to ensure maximum visibility. “I’m big on social media,” she explains, highlighting her savvy use of the digital space for real estate promotion. But it’s not just about her own network; she also works closely with Compass’s marketing department to secure spots in publications like the Wall Street Journal, LA Times, and Hollywood Reporter. This multifaceted approach extends to her personal connections, too. She actively reaches out to sports agents and teams, showcasing her listings as dream homes for potential buyers. “I’m matching a home with the buyers — that’s the most important,” Lee emphasizes. And it’s clear her methods work. With a sales volume that’s climbing annually and set to hit close to $40 million this year alone, her sophisticated marketing strategies are undeniably paying off. At the heart of Lee’s real estate empire lies an unabashed love for people and a deep sense of kinship with her clients. Her genuine delight in handing over the keys to a new home mirrors the joy her clients feel — a testament to her personal approach. “The relationship I have with my clients is special. It’s all about trust,” she says, underlining the familial bond she builds with them. Whether she’s serving an NBA player, a rap star, or a couple looking for a place to settle down, Lee’s enduring connections and extensive experience solidify her position as a standout in the competitive world of Los Angeles real estate.

For more information about Lee Mintz, please call 310-902-8301 or email lee@leemintz.com, visit LeeMintz.com www.

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