CALIFORNIA 7-1-22

CALIFORNIA EDITION

Is Branding the Way to

TAKE YOUR BUSINESS TO THE NEXT LEVEL?

5 STEPS

TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

FEATURED AGENTS

JAZ CHAND ROXY LAUFER MALINDA McGURK CRYSTA METZGER LANA MILES ALLEN NAM MARCELL NERI

WHY EMPLOYEE APPRECIATION MATTERS COVER STORY

Area Specialist - Beverlywood

NAOMI SELICK

COMPLETE RETROFITTING AND WATER CONSERVATION COMPLIANCE (PER SENATE BILL NO. 407)

LGS was founded in 1987 to assist Realtors in meeting mandatory requirements prior to the close of escrow. As the list of requirements grew, so did we! LGS has been committed to providing the professional service necessary to successfully meet our customer's needs. One hundred percent customer satisfaction is not only our goal, but it is our mantra. n

n

n n n n n n

Retrofitting Inspections and Noncompliant Plumbing Disclosures Los Angeles DWP Certificate of Compliance Seismic Earthquake Valves Low Flush Toilets Water Heater Straps Smoke Detectors Carbon Monoxide Detectors Window Glazing

License Number 900919

2

Call 1-800-771-5971 or visit us at www.lgscompliance.com email info@iusecompliance.com Top Agent Magazine

5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

1

FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

2

CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

4

Top Agent Magazine

3

BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

4

BUILD A SOLID FOUNDATION

5

SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

Top Agent Magazine

5

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?

6

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 7

‘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’!

Copyright ©, 2016 Carla Cros

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.

8

Top Agent Magazine

Top Agent Magazine

Area Specialist - Beverlywood

NAOMI SELICK

Top Agent Magazine

9

Top Agent Naomi Selick of Douglas Elliman Real Estate in Beverly Hills, serves the West Side of Los Angeles, including Beverlywood and the surrounding areas of Beverly Hills and Carthay Circle.

Naomi Selick is a long time, committed real estate agent with a wealth of local knowledge and a passion for serving her community. After college, Naomi settled in Los Angeles, where she began her career as a copywriter for the advertising industry. Her award-winning campaigns were featured on national television as well as in print and on local radio. Naomi’s husband 10 Copyright Top Agent Magazine

and father-in-law, both licensed brokers, helped feed her love for houses and got her into flipping homes as a hobby. Eventually this led to Naomi embracing real estate full time. As an agent with Douglas Elliman Real Estate in Beverly Hills, Naomi serves the West Side of Los Angeles, including Beverlywood and the surrounding areas of Beverly Hills and Carthay Circle.

Top Agent Magazine

Over time, Naomi has been fortunate to be able to serve not only her neighbors but members of a community she has lived in for 15 years. “Once inside of Beverlywood, you’re surrounded by a picturesque community that is family-oriented and a convenient commute Top Agent Magazine

to many major city locations, restaurants and houses of worship,” Naomi says about the neighborhood she loves. Her trademark style means getting the best results for clients while providing concierge service from the first meeting to closing and beyond. Almost all of 11 Copyright Top Agent Magazine

“I know for a fact that it would be impossible for me to afford the life that I have today if I didn’t get into home ownership early, and I’ve made it my mission to help as many people as possible achieve that goal.” her business comes from referrals from CPA’s, business managers, and former clients. Buyers keep coming back to Naomi because she brings an enormous depth of experience to each of her real estate transactions. Sellers love her strong marketing background, which comes from years in the advertising industry. She focuses heavily on digital marketing, high-end video and social media, which leads to more offers and the best possible results for her clients.

Copyright Top Agent Magazine 12

“A recent listing I had just broke a new record for price per sq ft in Beverlywood. The listing video had over 2000 views on Youtube.”

Clients also like to do business with Naomi because she is well-liked, respected, creative, flexible and effective under pressure.

Naomi often uses email marketing to stay top of mind. She sends a weekly newsletter regarding community updates and real estate tips to her Top Agent Magazine

mailing list. “Quite a few people come up to me when I see them around town and say that they appreciate my emails. There’s a lot of educational content - the type of things people really want to know from a real estate expert.” Last year Naomi produced a phenomenal $25MM in sales volume, but what she likes most are Top Agent Magazine

the client interactions. It’s a dream come true for her to help people build generational wealth through home ownership. “I know for a fact that it would be impossible for me to afford the life that I have today if I didn’t get into home ownership early, and I’ve made it my mission to help as many people as possible achieve that goal.”

Copyright Top Agent Magazine 13

In her free time, Naomi enjoys supporting local organizations. Her family volunteers at OBKLA (Our Big Kitchen L.A.) to cook meals for those in need. She also donates to the Jewish Free Loan Association which helps people facing difficult financial circumstances. Being a local specialist, Naomi loves the work she does in her community and isn’t

looking to expand too much just yet. “I’ve been very blessed that in the 11 years that I have been an agent, every year I’ve done more sales volume than the previous year.”

Looking ahead, Naomi would like to stay the course, help as many people as she can, serve her community, and continue to maintain a work-life balance.

To learn more about Naomi Selick email Naomi@NaomiSelick.com, call 213-280-9120 or visit naomiselick.com www.

Copyright Top Agent Magazine 14

Top Agent Magazine

If it’s good for the soul,

IT’S GOOD FOR THE BUSINESS

Visibility, name recognition and knowing you’re supporting the community that makes your success possible are good reasons to take part in community service. But how is it that some people seem to be able to give time to charities while running their own businesses, managing their own families and households, exercising regularly, attending sporting events and concerts, eating well and sleeping seven or eight hours a night?

The truth is, not all agents are able to do everything so easily. But more important is the fact that no one needs to do everything all of the time. The trick is to make sure that, whatever you do holds meaning.

REALTORS® and mortgage professionals who seem the most gregarious in their community outreach are those whose giving seems to fill their own souls. When their Top Agent Magazine

volunteer efforts or donations directly impact causes they or their clients care deeply about, “giving back” becomes energizing.

Jason O’Quinn of Prime Lending in Dallas Texas, for instance, says that his family’s ongoing work building homes for some of the poorest families in Honduras fills him immeasurably. “It rejuvenates me,” he says.

“There’s quite a dichotomy between the houses we build there and the houses we finance here,” he says. “It refocuses me, going from financing $1 million homes in Dallas to physically laying cinderblock for $10,000 homes in Honduras. Everything has more meaning when we sacrificially give of our time, talent and treasure.”

The longtime “big picture” for Colorado REALTOR® and property manager, Linda

Top Agent Magazine

15

Todd, for instance, has included giving back to the community, whether serving as a lead carpenter for Habitat for Humanity, making deliveries for Meals on Wheels, or pitching in for the sake of baseball. And through her lifelong passion for baseball, she harmoniously blended her personal interests, her work and her community service. For many years, she was so involved Little League the local league named a new field after her. “I cried for 3 days after they told me that!” She and her husband also started a scholarship fund for junior college baseball players and serve as a host family for the rookie league of the Colorado Rockies, putting up newly drafted players in their home.

For Florida REALTOR® and property manager, Mario Gonzalez, neither his business nor his primary community outreach would exist without the other. A retired U.S. Navy pilot, Mario formed his brokerage, Navy to Navy Homes, when he saw a need for military personnel to find affordable homes to purchase. “We got into it to help, but that led to a full-blown real estate business.” Besides providing opportunities for investment and homeownership, the company donates 35% of every commission to Homes for Heroes, veterans’ groups, or organizations benefiting fire, police, medical organizations, churches and homeless shelters. “We’re small, but we give so much back that we were the top Homes for Heroes company in Florida and

top-five nationwide.” But he does none of this for the attention. His friends may call him the “Humble Hero of Heroes,” but helping is Mario’s passion. “To be such a small business and be the top Homes for Heroes affiliate is mind boggling!”

Like Mario, for many, the best service takes place in simple and quiet ways. Illinois REALTOR®, Susie Scheuber, for example, takes a humble approach to giving back. Although she donates a portion of every commission check to the Children’s Miracle Network, she doesn’t discuss this with clients unless they happen to ask. “I do it because I want to and because, to me, giving back is the right thing to do when you’ve been fortunate in business and life,” says Susie.

We all know how inertia works; the more energized we get by certain behaviors, the more likely we are to continue those behaviors. For some top agents, community outreach has become such a natural routine of their daily lives that they never find it burdensome. A good way to add community service into your life, therefore, is through the causes that mean the most to you. For starters, consider giving a small donation after closing to the charity of your client’s choosing. Learning the different causes that they care about just might foster a new mission for you.

If you have a unique story to share about how your community outreach has impacted your life and your business or inspired others, click here for consideration in our magazines: www.topagentmagazine.com/nominate-a-real-estate-agent-to-be-featured 16

Top Agent Magazine

Top Agent Magazine

JAZ CHAND When Jaz Chand’s children were very young she found she did not wish to go back to work in the corporate world.

A suggestion about how she would do well in real estate sparked her interest. She has now completed 18 years in this way of life where instead of focusing on numbers, she focuses on people. First working as a solo agent, she got so busy that she is now the team leader of a group of five agents at The Jaz Team. Here she nurtures the initial contact and relationship with clients and then sends these leads to the agent that will best match with them. She makes sure to train and coach all her agents but relies on their self sufficiency as she works beside them.

They serve the Contra Costa County area of California and also Alameda and San Joaquin counties as well.

These are sought after places for those looking to be closer to the silicon valley and proximity to San Francisco. The area is known for great wineries and restaurants, including Chianti’s in Brentwood with great Italian cuisine and Mehron Indian restaurant in Pittsburg.

Her repeat business is huge with almost 60 percent of clients as returning patrons. She has shifted her focus to these customers and passes new leads on to her group of agents. The appreciation of her clientelle gives her five star reviews on her websites. “My clients appreciate my honesty and integrity. They know that the advice I offer them to help make a financial decision is the same I would make for my own family, which builds trust and rapport. I can offer them my expertise in this area because I know the neighborhoods and the schools, having raised my own

family here. I can educate those who are not from this area to help them make a sound decision.”

She stays in touch through a mix of automated marketing and handwritten birthday and anniversary cards.

Touching base with past clients and connecting on Facebook and Instagram is part of her routine as well. Her personal attention includes dropping off gifts for Christmas. In marketing she relies on social media through posts as well as ads. Each listing has a dedicated landing page on her website with the approach tailored to what the listing needs. This personalized method has resulted in a steadily increasing volume resulting in 75 transactions last year.

What Jaz likes most about real estate is building relationships with her clients. “I had just moved from London and did not have a social network at first. In building my relationships with clients, they became my friends. We enjoyed our kids growing up together.

Being socially involved with my clients and networking with them is what I enjoy the most.” Her business future plans also involve connecting with others.

“I enjoy my role as mentor to my team and will be looking to bring on more team members in the future.

Agents who are just getting started can really struggle with learning the business. When I was starting out it would have really helped me if someone had shared how they achieved their success. I don’t think success should be a secret. If you have something that works for you then share it with those who are just starting out. I look forward to helping new agents through their learning struggles and helping them learn how to achieve their goals.”

To find out more about Jaz Chand: Phone: 925.250.9611; Email: Jaz@TheJazTeam.com; Website: HomesWithAccent.com www.

Top Agent Magazine

Copyright Top Agent Magazine 17

ROXY LAUFER When Roxy’s parents were going through a divorce, finding a new home with her mother was an emotional experience. As she was deciding to move on from her tech career of eight years, Roxy had never forgotten the Realtor® who helped ease that time as a very positive person in her life, inspiring her venture into Real Estate. She spoke to a few agents that impressed upon her that this was not a part-time job.

In 2016, Roxy saved enough to allow herself a year to explore the position. She knew after just three months that this is what she was meant to do.

Serving an ever-expanding territory from San Jose to Belmont, helping clients upgrade their neighborhoods and finding the school districts that are right for them.

In addition to the brokerage firm, Roxy Realty is powered by a supportive & caring team of individuals comprised of a listing and client experience manager, a new agent in training, a social media manager, summer interns, and marketing consultants.

Early on, open houses were her key sales tool. The pandemic shifted that, but even when open houses were shut down, repeat clients and referrals accounted for 90% of her transactions. Those referrals come because it’s clear she truly likes the people she works with, building trust in personal relationships. When you work weekends and nights like Roxy, you become personal advocates and partners with clients. Trust is maintained even after the contract is signed – she enjoys seeing her clients for get-togethers, dinners, attending birthday parties and talks over coffee. It’s an organic, not forced, relationship. She doesn’t enjoy it when the job feels like a transaction – that’s not what it’s about.

Coming from a Tech background, she was a former product manager, and many of her clients come from that industry. She understands their lifestyle, and how demanding the work can be, and maintains contact and communication in the most tech-forward ways she can, 18

including shared spreadsheets and digital calendars. With events from pre-pandemic just starting up again, the past couple of years have been supplemented with newsletters, texts, postcards, and calls. Her social media contact features household tips, local restaurant spotlights and other useful information. Her goal and intent is to be useful for the online community, not necessarily generate sales.

When she is focused on generating sales, every home (great and small) gets the same treatment and same level of service and respect as a client’s largest asset. Drones, professional architectural photography, videos narrated by Roxy, Facebook and Instagram boosts all play a part. This attention brought in $60 million last year. Everything about real estate is highly personal for her and she loves helping people with this huge milestone in their lives. She gives to the community through the brokerage’s 1% for Good charitable donation program; gives special attention to Children’s Musical Theater and Sacred Heart non-profit organization to help those in need get on their feet. She is a passionate advocate for helping people find the right home, which often leans into her skill of talking clients OUT of a purchase - until they find the perfect one.

For more information, call 408-314-1290 or email roxy@sereno.com Top Agent Magazine

Why Employee Appreciation Matters & Can Boost Your Bottom Line Attracting and retaining talent creates a positive working environment for your business, but it’s also good for your bottom line. When team members come and go constantly, your office becomes a revolving door, with no steady workforce, abiding company culture, or continuity for your clients. What’s more, breaking from your duties to post ads, interview applicants, and train new hires takes up valuable time—and time is money. Instead, creating a working environment with built-in Top Agent Magazine

perks and morale boosters makes everyone happy, including you as a leader. You’ll have fewer fires to put out or squabbles to referee if your employees are motivated, feel appreciated, and inclined to work together for the business’s greater good.

In that vein, let’s consider the concrete benefits of employee appreciation and how to apply these principles to your business in meaningful ways.

Top Agent Magazine ®

19

What is employee appreciation and how do you enact it?

Whether built-in through perks and benefits or by hosting regular events, employee appreciation is about making your team feel valued and part of a whole. No one wants to feel replaceable or voiceless, so it comes down to this basic truth: employees who feel heard and appreciated invest more in their work and your business. Likewise, no one wants to hop jobs every six months.

Employees desire reliability and consistency in their work options, but they’ll be forced to move on to greener pastures if they don’t feel like their talents and contributions are recognized, or if there isn’t enough value to match their output.

By displaying gratitude through employee appreciation, you’re sending the message that your employees’ efforts are respected and considered integral to your operation’s success. Employee appreciation also sets the right tone for professional relationships in your office to flourish, which makes for better workflow and communication on an interpersonal level. Motivation and morale are closely tied to employee appreciation, so there is a clear symbiotic benefit to investing in your employees’ happiness in order to breed a happier, more productive work environment.

How do you make employee appreciation an active part of your business model? To start, keep it simple. Treat your employees to a bagel spread on a Monday morning to boost morale ahead of the workweek. Or, consider 20

an employee happy hour on a Friday, or a group lunch mid-week. Well-timed moments of generosity can lift spirits and signal your intuitiveness as a leader, while creating fuel for upcoming projects and deadlines.

If you want to take it to the next level, consider in-office perks from which your employees can derive value or morale. For instance, some offices allow employees to bring in their docile pets. Other offices keep the communal kitchen stocked with sparkling water, fresh fruit, and quality coffee to keep team members satiated. Maybe your office would benefit from a modern décor update, which might make for a more compelling, progressive workspace for your employees to enjoy. Whatever route you take, cultivating a positive office environment can extend employee appreciation on a daily, hands-on basis.

Perks and benefits are another way to build-in employee appreciation and demonstrate your investment in your team. Bike-to-work benefits, subsidies for public transportation or gym membership costs, or even supplying your team with their own smartphone—all demonstrate a company culture that’s focused on fueling your team’s morale and productivity.

While some of these steps may seem like a costly investment, the returns are unequivocal when it comes to lasting employee retention.

Turnover is a blight on your bottom line, so taking a proactive approach to employee appreciation can inspire a dynamic team, lead to a more positive work environment, and boost your financials for the long term.

Top Agent Magazine ®

Top Agent Magazine

MALINDA McGURK In many ways, home sales is a numbers game. Do enough walkthroughs, find the right prices and hit volume goals. For Malinda McGurk, though, real estate sales is about serving. The numbers will follow.

“I come at my business and come to my clients with a heart of service,” she says.

“So, for me, it’s really about helping others more than it is about volume or how many houses did I sell or anything of that nature.

It’s more about, what can I do to help people? I had the same attitude when I was in business-to-business sales, but I find it even more enriching now that it’s helping individual families.”

Malinda earned her sales expertise in a B2B career for decades. A Colorado native, she moved to Fresno 10 years ago for her husband’s job. California’s San Joaquin Valley, the nation’s fruit basket, offered ample opportunity in agriculture and medical fields but nothing quite aligned with her experience selling software as a service. She felt her experience as a general contractor in Colorado combined with her sales experience would translate well into real estate. “And here I am.” Having no family, no friends and no network as a newcomer to California presented a huge challenge met with tenacity and a strong desire to embrace her new life. That determination has grown to a successful sales volume of over $8 million annually.

Much of Malinda’s growth is a result of happy clients, with 77 percent of her business coming from referrals. “I think mostly because I believe in the importance of being a professional at all times, as well as being approachable and providing real estate education to my clients. “I believe in setting expectations at the very beginning so that everyone understands what the process is going to be, what the market looks like, what kind of challenges we might be facing. And then all through the process I’m very much in communication, so no one is in the dark.” Along with expectations on the deal, she also lets customers know she wants to serve them for life.

Top Agent Magazine

Malinda’s personal approach endears her to her customers. “I’ve been a sales rep forever,” she says, “and for me, sales is about connecting and about helping people. So, what I love about what I do is helping people on a personal level, and I’m helping them with one of the most important things they do; buying and selling their home. And I like being able to help them minimize stress.” Malinda stays in touch with her clients via a monthly newsletter and by giving monthly promotions from local businesses.

With 30-plus years in sales, Malinda has a lot to offer the next generation of professionals. She has a personal goal of reaching $10 million in sales from within her network.

From there, she is developing training for salespeople from different industries. Her program would be customer focused. Malinda has already begun reaching out to area professionals in her role as president of her local Business Network International. “I pulled together my experience and my expertise, and I’ve started a training program to help other people understand the sales process and how to best make it about the client versus themselves.”

To learn more about Malinda McGurk, please call 559.267.6851, visit malindamcgurkhomes.com, or email mmcgurk@realtyconcepts.com 21 Copyright Top Agent Magazine

Santa Barabara Area Specialist CRYSTA METZGER Crysta Metzger is known throughout the Santa Barbara area for her mastery of both the rental and sales markets, helping clients no matter what their needs may be. “I started doing rentals because no one else wanted to do them in our area,” Crysta recalls. “I found that it was a great way to meet people and make connections, and my business just kept growing and growing!

Then, after a few years, a lot of those rentals turned into sales, which propelled me toward where I am now.”

In business for over 20 years, Crysta thrives as a trusted REALTOR® who is equally wellversed in selling and leasing.

Crysta is full of enthusiasm for the Santa Barbara way of life. “Santa Barbara is one of the best places in the world to live,” she says. “From the climate to the ease of getting around, it’s an incredible area. We have outstanding restaurants, a great symphony, and good theaters.” Not many places can boast gorgeous beaches and incredible mountain hiking within just a few minutes of each other, but Santa Barbara can.

Add to that the area’s abundance of top level public and private schools. “Top level service to my clients is of utmost importance, but also setting out time to be with my family and children is equally as important,” Crysta says. It makes me more well-rounded and gives me the ability to be present and focused with my clients.”

Being involved in her community is important to Crysta, and some of her favorite causes to support include Angels Foster Care, CASA Advocates for Children, Domestic Violence Solutions, and Hearts Therapeutic Equestrian Center.

Maintaining a balance of rentals and sales, Crysta is known as “The Rental Queen,” and she dominates the 22

local high-end luxury rental market. “I believe in taking the time to fully service my clients, and the rental side is a large chunk of the real estate market,” she explains. “It’s a great way to be an all-around real estate agent, and I get to stay in front of my clients and develop even more solid relationships with people than I could if I were focusing only on sales.”

As for what the future holds, Crysta has just hired a second assistant and looks forward to continuing to mentor young people trying to get into the real estate business. She also plans to continue growing her business and serving her clients. “I like being a solo agent, because I love having that one-on-one relationship and effective communication with my clients,” she says. “Each year I fine-tune and figure out ways to manage my time more effectively so I can help more people. I am happy where I am, and I want to continue to grow and help my clients.”

To find out more about Crysta Metzger, please call 805.453.8700, email Crysta@CrystaMetzger.com, or visit PropertyInSantaBarbara.com www.

Copyright Top Top Agent Agent Magazine Magazine

5

SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

Top Agent Magazine

Top Agent Magazine

23

1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

2

Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

24

can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

4

Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

5

Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

Top Agent Magazine

Top Agent Magazine

LANA MILES Many of Lana Miles’ clients are new to the United States. While buying/selling a home already is a scary experience, it can be doubly so for immigrant buyers and sellers. Lana feels the significance of that, because she has been where they are. “It’s not just buying/selling a first home, they are buying/selling their first home in the United States. That’s kind of a little bit of a bigger deal for them than just for someone who grew up here,” she says. “Because I’m an immigrant myself, I feel like I can fully understand and relate to my client’s concerns. I make the whole process as easy and fun as possible so that my clients would never want to buy or sell another property without sMiles…forever!”

Lana’s real value to clients is in marketing and negotiation. Knowing that she was able to help make it possible for them to get where they want to go and to negotiate the best possible price is the most rewarding part of her work.

Lana’s relationship with the Bay Area began when she was bartending In San Francisco to pay bills while she was at school pursuing a business degree. She met her real estate broker in Silicon Valley who took her under his wing because of Lana’s passion and dedication.

She says she learned a lot from him. “My first year was very successful. I did 19 transactions, which is pretty outstanding because most of the new agents in my market do just a few deals or no deals at all within their first year of business.”

Lana is more experienced now, and it shows. The once-solo agent now has a team of three agents. With

more than $10 million in sales in pandemic-hampered 2020 and nearly $17 million in sales last year, they are on track to do even more this year. While her brokerage, Westbrook Realty, continues to offer support with in-house photographers and videographers, Lana and her team also use new technology to market their listings. In addition to taking full advantage of the high profile, aggressive marketing programs of her team, Lana is committed to spending a great deal of time, effort and expenditure on highly creative and effective marketing strategies that produce the greatest possible results for clients.

“Because we are young, we are so flexible. We are open to innovations and experiments with new technologies, tools, and services in the real estate industry.

It’s something Silicon Valley buyers and sellers appreciate a lot. That is why they choose to work with us over and over again.”

Lana’s charity work keeps her connected with the Bay Area’s immigrant community. “I’m trying to help immigrants as much as I can,” she says, by volunteering and offering free classes on the home buying process in California. “Some people think it is not possible to buy a home until they take my class. I feel great when I am able to make an impact in somebody’s life.”

When she thinks about the future of her business, Lana believes in the law of abundance. “I always tell my team and clients there will be another buyer, there will be another seller, there will be another home,” she says. “Focus on awesome clients with the good positive energy and your business will blossom.”

To learn more about Lana Miles, call 415.216.5697, or visit linqapp.com/lana_miles, email lana@wbrea.com https://

Top Agent Magazine

Copyright Top Agent Magazine 25

ALLEN NAM Throughout his life, Allen Nam has always possessed an entrepreneurial spirit.

After being honorably discharged from the United States Air Force, where he served for 4 years, he kicked off his career as a business owner. He would first take an interest in real estate while dabbling in investment properties around Orange County. Inspired by these experiences, he decided to pursue his real estate license and joined The JHT Group in 2020. Since then, he has established strong roots in the business, with his team having expanded to include over ten agents who now serve buyers and sellers throughout the region.

Today, Allen excels with The JHT Group, powered by eXp Realty, where he assists clients across Northern Orange County and the surrounding areas of Los Angeles. There, he has fostered a culture of compassion, integrity, and expertise to meet the demands of even the toughest transaction.

When listing a property, Allen is there for his clients each step of the way. Starting out, he helps them fully prepare their home for the market and provides them with a suite of professional photography services.

From there, he broadcasts their listings over a highly targeted blend of digital and social media campaigns, leveraging the resources available through eXp Realty to give each client an added advantage.

Elsewhere, Allen is just as attentive when assisting his buyers. In fact, he prefers to keep in touch long after the deals are done through check-ins, market updates, and yearly appreciation events, all to make sure they are satisfied in their new homes. But more than anything, he enjoys welcoming newcomers into his Orange County community—from its leading school system

and family friendly neighborhoods, to its diverse culture and local landmarks like Disneyland or Angel Stadium.

Over the years, Allen has earned a fantastic reputation throughout California, as evidenced by his rapidly growing rate of repeat clients and referrals. Doubling his business in 2021, he remains focused on the data-driven approach that has anchored his success in the region. “This business comes down to being honest with your clients,” he says. “My buyers and sellers know that I’m in it for them, from start to finish. I’m always providing them with numbers, stats, data, and facts about the market so they can make well-informed decisions on their future.”

Outside of real estate, Allen is dedicated to giving back, sponsoring children in impoverished countries through Compassion International. When he’s not with clients or contributing to his community, he can be found hitting the gym, practicing Brazilian Jiu Jitsu, or spending quality time at home with his wife and their dog.

Going forward, Allen has exciting plans for The JHT Group. With 2022 on pace to be a career year, he intends on scaling with his team while delving into commercial real estate and expanding his investment portfolio in the coming months. More than anything, though, he looks forward to all the new clients and connections that await. “At the end of the day, these are among the most important transactions we complete in our lifetime. As a homeowner myself, I understand how nerve-wracking it can be to make a purchase— especially if it’s your first property. Because of that, I’m here to guide my clients through the process and hold their hands whenever I’m needed.”

To learn more about Allen Nam, email allen@jhtrealty.com, visit jhtrealty.com or call (714) 510-4371 www.

26

Top Agent Magazine

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.

Top Agent Magazine

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. 27

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 28

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!

Top Agent Magazine

Area Specialist MARCELL NERI Marcell Neri is a dedicated real estate agent driven by authentic client relationships.

An attorney for eight-plus years, Marcell has experience in various aspects of civil litigation, including representing small business owners, licensed professionals, corporations, non-profits, and general contractors. His solid legal backing serves as a valuable asset in the real estate industry.

After relocating to San Francisco in 2011, Marcell reconnected with a high school friend, who worked as a real estate agent. This sparked Marcell’s decision to shift his career trajectory, as the skills he acquired as a litigator motivated Marcell to earn his real estate licensure, “Real estate made the most sense.”

Marcell enjoyed this entrepreneurial lifestyle and officially made the switch in 2016. He currently serves the San Francisco area as a member of the Kinoko Real Estate team. Marcell’s referral rates are at 75%. He attributes this to his personalized client connections and high level of service. Marcell prioritizes client comfortability and privacy above all and strives to thoroughly educate them throughout the process, “Every decision they make is a strategic decision.” Marcell’s sound understanding of the market and negotiation expertise seamlessly guides clients throughout “the most important purchase or sale of their lives.”

Marcell stays in close contact with past clients via social media and through monthly mailers. He provides each client with an industry update three times a year and remains accessible for any ongoing property questions, “My clients will often think of me first for questions related to real estate.” He shares how his firm prioritizes “pre-MLS” marketing, which is a huge value add.

His team conducts heavy marketing upfront, on social media and private sites, even while a property is still being processed. Marcell shares, “This builds that traction before we even go on the market.” This “heavy dose of social media and online marketing” ensures optimal exposure for every new listing.

Top Agent Magazine

Marcell notes how his volume increased from 30 million to 40 million in 2021. His projected goal for 2022 is 50 million. He says, “My favorite thing is negotiating,” nodding to his litigation background. He continues, “That’s where the magic happens.” Marcell is dedicated to helping clients get what they’re looking for, which he achieves through sound market knowledge and expert negotiation skills. He shares that negotiation “continues to be an area that we [real estate agents] can always improve upon and learn more about.” Marcell enjoys the creative freedom within the field, as well as the personal client connections.

Marcell’s plans for the future include continuing to increase his annual sales volume. He intends to focus on listings, and formulate his own team within a projected five-year time frame. Marcell’s other long-term goals include going into development. He highlights his brokerage, Side, Inc., as an important part of his own career success, “They are constantly showing us what it means to be a business owner.” He notes how the brokerage has gone from a hyperlocal company based in San Francisco to a nationally recognized brokerage, “It’s been amazing to watch the growth.”

To get in touch with Marcell, email marcell@houseofkinoko.com or call 415.529.8958.

29

mailto:mag@topagentmagazine.com

30

Top Agent Magazine