CALIFORNIA EDITION
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TIPS TO GET NEW CLIENTS
FEATURED AGENTS
JILL LOCKHART HOW TO CUT DOWN ON DIGITAL DISTRACTIONS
AND UP YOUR PRODUCTIVITY
INCORPORATING CHARITABLE GIVING IN YOUR REAL ESTATE PRACTICE 5 WAYS TO TRANSFORM RENTERS INTO OWNERS
COVER STORY
MICK PFAFF PREFERRED EQUESTRIAN REALTOR
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CALIFORNIA EDITION
JILL LOCKHART
Jill’s clients to come fr Having been a resident of Laguna 7 Beach 16 Meital Taub Luxury Gr for over 35 years has offered Jill Lockhart most of her and her tea intimate knowledge of the area’s neighfact, the firm has just borhoods and properties, making her one brokerage division ca of the most successful real estate agents Estate focused more on throughout California’s Coastal Orange ogy vs. the old-school County. Jill obtained her real estate approach. Other ways license approximately 11 – 12 years ago reach out to new and when she answered an ad on Facebook using email, social me seeking an assistant for a local real estate MICK PFAFF JILL LOCKHART relationship manageme firm. Today she is part of the Meital Taub Luxury Group helping buyers and sellers navigate so, Jill believes that marketing yo nearly as important as the way you the Laguna Beach area. Reiterating how important regiona Doing business in this area isCONTENTS very different from this area, Jill continues with, “I be selling real estate throughout the rest of the world. is based on how I market myself. 4) It’s 5 TIPS TOniche GET market and while it’s a17) 5 WAYS TOclients, TRANSFORM to my I’m very knowled a very highly NEW CLIENTS RENTERS our INTO area.OWNERS Here in Laguna Beach, populated area, it’s a small town where everyone PREFERRED EQUESTRIAN REALTOR knows your name. Here, reputation means every- lifestyle. When the sale closes, it 14)thing. HOW CUTher DOWN 20) Jill TO believes stature ON is what allows herINCORPORATING to beginning of your relationship the DIGITAL DISTRACTIONS AND CHARITABLE GIVING IN YOUR be so successful. Jill tends to become a part of her UPclients’ YOURlives PRODUCTIVITY REAL PRACTICE Working in such a fast-paced care from start to finish and continues longESTATE after. “In Laguna Beach, you can’t just get away success makes it hard to have tim with selling a house,” states Jill, “I like to work ular activities but Jill takes time alongside my clients on fundraisers, community local charities. Living in a small events, run into them at the local farmer’s market, is always something happening, a Phone 310-734-1440 | Fax 310-734-1440 keeping my face and name out there at all times.” or philanthropic cause to get behin mag@topagentmagazine.com | www.topagentmagazine.com She also believes it’s important to know the market her local schools, the PTA, the Bo No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine and understand the different areas within the geo- and a non-profit called SchoolPow is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be “Knowing held responsible for expressed or facts supplied by its authors. the education and support of all ch graphic sphere. theopinions ins and outs of how To subscribe or change address, send inquiry to mag@topagentmagazine.com. to navigate the city is super important. I market Published in the U.S. myself as being that specialist. There are different Jill feels very lucky that she is pa areas to Laguna Beach and knowing the value of knit team. Meital Taub Luxury Gro Top Agent Magazine 3 Jill, t marketing and branding. For each is critical in this market.” simply focus on bettering herself
MICK PFAFF
5 Tips to Get New Clients
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If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business. Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of
your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.
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Become a referral partner with industry peers
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Cold Call Expired and FSBO Listings
Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.
Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set. You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.
This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again. It will not only sharpen your sales skills, but could generate a lot more business. People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even
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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do. 5
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Partner up with a Relocation Company
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Become a Builder’s Realtor® of choice
This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often
times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.
This can be a real score for any Realtor®. The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest. Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property. Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills. Take on properties they haven’t been able to sell. You can even offer to throw an open
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Create a Website that Offers Real Value to Potential Clients
Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much 6
house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.
it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.
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MICK PFAFF PREFERRED EQUESTRIAN REALTOR Top Agent Magazine
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Top Agent Mick Pfaff serves the greater San FranciscoMonterey Peninsula, as well as selling equestrian and agricultural properties in the Central Valley. About 90% of his business comes from repeat and referral clients. With a background in law, Mick Pfaff spent 30 years working as an international trader, where he honed his negotiation skills and business acumen. Mick was involved with commercial, military, and recreational properties, providing contractors and construction materials. When he sold that company in the late 90s, it was a natural transition for Mick to turn to real estate. “I quickly fell in love with it,” Mick says. “I 8Copyright Top Agent Magazine
enjoy the community that I work within because they’re the leaders of the business movement, and there is affluence and diversity here. Real estate can be a tremendous challenge because every transaction has special issues, and I’ve been very successful at it.” Mick serves the greater San Francisco-Monterey Peninsula, as well as selling equestrian and Top Agent Magazine
agricultural properties in the Central Valley. About 90% of his business comes from repeat and referral clients. “At the price points we work within, it’s a referral business,” Mick explains. “People want to contact an agent who’s been referred to them from a successful transaction.”
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Mick builds a strong feeling of trust with his clients. “For most of my transactions, I represent both the buyer and seller,” he says. “When you handle both sides of a transaction, you secure the confidence of the people involved. I’m known for my ability to negotiate and keep
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“For most of my transactions, I represent both the buyer and seller,” he says. “When you handle both sides of a transaction, you secure the confidence of the people involved. I’m known for my ability to negotiate and keep people at the table until the deal is done. people at the table until the deal is done. Clients appreciate that I am there from the start to the end, I follow through, and I leave no stone unturned.” When it comes to marketing his listings, Mick draws on significant resources to generate exposure and interest. “I work with an extraordinary photographer who does fullblown videography with drone aerials and Copyright Top Agent Magazine 10
professional voice-over narration, as well as 3D Matterport tours,” Mick says. “I have multiple websites and advertise myself and my properties in leading local publications here in the Monterey Peninsula. Through Sotheby’s International Realty, I’m on all of the websites locally, nationally, and internationally. No one has a broader scope than Sotheby’s International Realty, and when you have a major property with them, it’s exposed everywhere.” Top Agent Magazine
Mick likes to give back, and he has been a lifetime donor with the ASPCA, St. Jude’s Hospital, Wounded Warriors, and Disabled Veterans for the last 20 years. When he’s not working, Mick enjoys golfing, swimming, boxing, and spending time with his ten grandchildren. Looking toward the future, Mick says, “I want to continue to grow. My wife is a major designer here in the Bay Area, and we do a lot of projects together. I don’t know anyone who
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presents this package at this level in our geographic area.” When working with his clients, what Mick enjoys most is the thrill and challenge of the hunt. “You’re sitting with people, assisting them in spending millions of dollars based on your expertise, your understanding of the marketplace, and your ability to secure a deal for them that will impact their financial future,” he says. “I always say that I don’t sell properties, I sell lifestyles. I’m not selling a house, I’m selling you a lifestyle here in the Monterey Peninsula.”
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Contact Mick Pfaff, DRE #01355848, at 831-588-2154, email mickpfaff@gmail.com or visit his website: mickpfaffproperties.com https://
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How to Cut Down on Digital Distractions
and Up Your Productivity As a real estate professional, staying tethered to your phone and computer are likely par for the course. When your office is on-the-go and you’re fielding round-the-clock questions from clients, it’s only natural that you’ll be drawn to your phone for professional updates. From refreshing your inbox and engaging with clients on social media, to drafting email blasts and coordinating with colleagues by text message— 14
it can feel impossible to untangle yourself from the worldwide web. As a professional, you may not be able to withdraw from the digital world completely, but there are a few techniques you can use to limit your extraneous digital distractions and streamline the time you spend online. After all, it’s entirely common to faithfully begin one task and then
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get unexpectedly drawn down the digital rabbit hole. To save yourself time and virtual burnout, here are a few ways to unplug, recharge, and make the most of your time online and off.
Focus on one digital task at a time. While multi-tasking may seem like a sound approach to productivity, this method usually results in surface-level progress across a few tasks, rather than reaching the finish line on any. Instead of opening multiple tabs and trying to do it all at once, hone in on one digital task at a time. Have emails to return? Allocate an hour to work exclusively on this to-do list item. Need to post a new blog entry? Pencil in a dedicated half hour. If you focus on one task a time and exclusively devote your energy and productivity to it for a set period, you’ll make a far bigger dent in your list of duties for the day.
Give yourself a curfew. In the real estate business, the hours may seem never-ending, but if you don’t want to slow your productivity with fatigue, you’ve got to set some boundaries. Try setting up a digital curfew for yourself and put your phone away after a certain hour. Devote an hour or two before bedtime to time away from your computer and your phone—read a book, prep your lunch for the next day, or try a round of mindful meditation. Carve out space and time to disconnect from your technology and stick to the habit. By morning, you’ll be refreshed and ready to dive back in. Top Agent Magazine
Mute social media notifications and create dedicated check-in times instead. Instead of taking a reactionary approach to social media—waiting for the dings and pings that lure you back to your screen—try muting some of your social media alerts and instead dedicate three timed windows per day to check-in on your timelines and engagement. If you’re constantly interrupted at unexpected intervals when someone likes a post or leaves a comment, your whole workflow can be derailed. Instead, unchain yourself from the instant gratification of responding to every buzz and beep your phone emits. Systematize your professional social media life and you’ll stay organized and on task.
Keep your inbox organized. While it may take some time and effort to create a sorting system for your email inbox, it can go a long way to limiting distractions and stress. Create folders and an organizational flow and every communication will have a place and a priority. That way, when you open up your inbox and have to go digging for old emails or exchanges with past clients, you won’t have to waste time sorting or feel overwhelmed by the clutter. If everything has its place, you’ll have an unobstructed, streamlined canvass to conduct business from. Digital distractions don’t have to derail your day or sap your productivity. Email, internet, social media—all are tools to be commanded. With the right planning, understanding, and consistent execution, you’ll be able to wield the power of each without the downside of distraction.
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JILL LOCKHART Having been a resident of Laguna Beach for over 35 years has offered Jill Lockhart intimate knowledge of the area’s neighborhoods and properties, making her one of the most successful real estate agents throughout California’s Coastal Orange County. Jill obtained her real estate license approximately 11 – 12 years ago when she answered an ad on Facebook seeking an assistant for a local real estate firm. Today she is part of the Meital Taub Luxury Group helping buyers and sellers navigate the Laguna Beach area. Doing business in this area is very different from selling real estate throughout the rest of the world. It’s a very niche market and while it’s a highly populated area, it’s a small town where everyone knows your name. Here, reputation means everything. Jill believes her stature is what allows her to be so successful. Jill tends to become a part of her clients’ lives from start to finish and continues long after. “In Laguna Beach, you can’t just get away with selling a house,” states Jill, “I like to work alongside my clients on fundraisers, community events, run into them at the local farmer’s market, keeping my face and name out there at all times.” She also believes it’s important to know the market and understand the different areas within the geographic sphere. “Knowing the ins and outs of how to navigate the city is super important. I market myself as being that specialist. There are different areas to Laguna Beach and knowing the value of each is critical in this market.” These qualities are what allow 75 to 80 percent of
Jill’s clients to come from referrals. The Meital Taub Luxury Group brand handles most of her and her team’s marketing. In fact, the firm has just introduced a new brokerage division called, Livel Real Estate focused more on utilizing technology vs. the old-school brick-and-mortar approach. Other ways Jill and her team reach out to new and past clients is by using email, social media, and customer relationship management software. Even so, Jill believes that marketing your listings is not nearly as important as the way you market yourself. Reiterating how important regional knowledge is in this area, Jill continues with, “I believe my success is based on how I market myself. Always available to my clients, I’m very knowledgeable regarding our area. Here in Laguna Beach, you are selling a lifestyle. When the sale closes, it is almost just the beginning of your relationship then the end.” Working in such a fast-paced career with continued success makes it hard to have time for extracurricular activities but Jill takes time to participate in local charities. Living in a small town means there is always something happening, a fundraising event or philanthropic cause to get behind. Jill is active in her local schools, the PTA, the Boys and Girls Club, and a non-profit called SchoolPower that focuses on the education and support of all children in the area. Jill feels very lucky that she is part of such a tightknit team. Meital Taub Luxury Group handles all the marketing and branding. For Jill, that means she can simply focus on bettering herself and becoming the best sales agent she can be.
For more information on Jill, feel free to contact her at 714-928-5519, jill@livelrealestate.com, or LIVELREALESTATE.COM www.
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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 Top Agent Magazine
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 18
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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Incorporating Charitable Giving in Your Real Estate Practice
As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in 20
mind, how might an agent deliver that spirit of service in a broader sphere? The truth is, charitable giving offers nothing but upsides. Contributing to a worthy cause is a noble and meaningful endeavor, but it
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Contributing to a worthy cause is a noble and meaningful endeavor, but it also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network.
also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network. If charitable giving is an idea you’ve toyed with, or a practice you’ve engaged in only now and again, here are a few ways to make it a foundational element of your business and a win-win for all.
Find causes that speak to you. Donating funds or resources can feel anonymous if you’re divorced from the organization you’re working with. While national and international charitable organizations are certainly effective and worthwhile, you might consider partnering with local chapters of those organizations, or identifying hyper-local organizations that address need in your state, county, town, or even your own neighborhood. The first step to establishing a charitable relationship is to find a cause that you genuinely care about. For many, animal rescue is a tangible cause where resources and volunteership are always welcome. For others, children’s health and advocacy is a calling. Regardless Top Agent Magazine
of your personal passion, participation can be big or small. From sponsoring a local youth sports league to partnering with an area animal shelter for their annual spay-athon event—there are all sorts of ways to make a difference.
Unite your team for the common good. One way to make charitable giving a staple is to do it in arm and arm with others. Supporting a local cause is a great way to bring your team together in a unifying capacity. Hosting coat drives in winter, blanket drives for local animal shelters, or backpack drives for needy students at the start of the new school year— all are straightforward and highly useful, direct ways to give to your community as a team. It’s also important to set collective goals as a way of keeping people motivated and accountable over time. Offices are productive, but often hectic spaces. Injecting a collective goal with a positive, tangible result can create an ambiance of goodwill and generosity—both of which are worthwhile attributes to cultivate as
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the leader of your team. Lastly, consider timely giving as a way of connecting your team to their community. Natural disasters, local fundraising drives, and improvement funds are all direct ways your team can contribute, while they themselves reap the benefit in the community.
Include clients in the process. You’ve likely heard of charitable donations made in the name of your client as an alternative to the classic closing gift, but there are a few ways you might update this method of giving. For starters, consider including your clients in the selection process. Do they have a special cause that’s close to their hearts? Likewise, you might
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consider making regular, consistent giving a part of your routine post-closing. Instead of following up with your yearly poinsettia plant or pumpkin, you might find a cause in their neighborhood or township that you can support in their name. It’s wise to choose something apolitical, but a cause that’s hyperlocal to their area demonstrates unique thoughtfulness. There are plenty of ways in which society as a whole can benefit from charitable causes that build goodwill in the world, support those less fortunate, and bolster a positive future. Incorporating charitable giving in your business model is a generous way to make this mentality a central tenet of your team and a defining characteristic for your clients to remember.
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Laughs!
Graham Harrop Graham Harrop Cartoons Cartoons
Putting the power of humour to work for you!
Putting the power of humour to work for you! grahamharrop.com
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