California 9-4-17

CALIFORNIA EDITION

5 ways to INCREASE YOUR COMMISSION Are you a VALUE-ADDED AGENT? How to OVERCOME YOUR WORKPLACE FEARS

FEATURED AGENT

CLAUDIA WILLIAMS

COVER STORY

THE MARK AND GRETHER GROUP

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CALIFORNIA EDITION

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THE MARK AND GRETHER GROUP

THE MARK AND GRETHER GROUP

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CLAUDIA WILLIA

While working around the clock in the sales and financing department of a car dealership, and pregnant with her second child, Claudia Williams knew it was time for a career change.

Upon meeting a loan officer and learning more about real estate, she wisely recognized the potential in a new role as an agent and loan officer. After a few interCLAUDIA WILLIAMS views, Claudia finally decided to take the leap, and after three months of training she caught her first big transaction. After getting her start in the industry over a decade ago, Claudia is now in the driver’s seat of a thriving career, having founded her practice on the professional philosophies of client-centric care, accessibility, and assured follow-through. For the last three consecutive years, Claudia was named one of the top producers out of six-hundred agents at her current office, Big Block Realty in San Diego, California.

CONTENTS 4) ARE YOU A VALUE-ADDED AGENT? 13) HOW TO OVERCOME YOUR WORKPLACE FEARS

19) 10 SECONDS TO CHANGE A HABIT

Primarily serving San Diego County, Claudia works as a solo agent, front and center at every turn in the buying or selling process and serving as the primary point of contact for all of her clients. Claudia works with buyers, sellers and investors alike, and doesn’t limit her work to any one kind of transaction or location. “I’m fearless.” Claudia explains, “If I’m selling in a new area that I’m less experienced in, I study the area and use all resources available to better serve my clients.” With an impressive 90% rate of repeat and referral clientele, she consistently delivers on her professional promises, cultivating a memorably positive experience for her clients. “I make things simple for

22) 5 WAYS TO INCREASE YOUR COMMISSION

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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?

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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’!

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.

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THE MARK AND GRETHER GROUP

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RUSSELL GRETHER & TONY MARK Tony Mark and Russell Grether of Compass have firmly established themselves among the very best agents currently working in Southern California. A combination of years of hard-won experience, top-notch client service skills and a dedication to integrity and hard work are only a few of the reasons their many grateful clients return again and again for their services.

pass. Russell was a top producer at Coldwell Banker for about nine years before he moved to become a founding member of Compass Malibu. Tony had only recently sold his company to Sotheby’s when they met. “We were both at a point where we realized we could accomplish much more together and had a similar outlook on providing the best service to our clients,” says Russell.

With more than thirty-five years of combined experience and 750 million dollars in sales between them, Tony and Russell only recently teamed up after joining Com-

In early 2017, Tony and Russell formed The Mark and Grether Group. With their background and expertise in the real estate field, they are now able to leverage each other to

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provide for their clients. “Real Estate is a very cutthroat business and there is a lot of pressure to cut corners, run over people, and lots of competition from other agents who are fighting over a relatively small amount of listings,” says Tony. “I have always looked at myself as a very knowledgeable real estate agent who is more focused on trying to do the best job I can for my clients, and build business through relationships - ideally one happy client at a time.”

Specializing in the luxury residential markets, their services also include condos, Top Agent Magazine

leases, multi-family commercial buildings and vacant land and agricultural sales. “We’re centered in Malibu,” says Russell, “but have work from the Palisades to Ventura.”

Building long-term relationships with clients is more important to their team than a quick sale. “My perspective,” says Russell, “is that it’s not just about the one deal. We like to look at the big picture. We’d rather do right by our clients and conduct our business with integrity.” Tony says, “I am not aggressive or pushy, but I do work extremely hard and am very professional. I think the clients I deal Copyright Top Agent Magazine 9

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with respond well and want to work with that.

You’re going to spend a lot of time dealing with your real estate agent whether you’re buying, selling or leasing a home. You might as well enjoy who you are working with and take pleasure in the process. You have to love what you are selling and I love Malibu to my core. I have made some really great friends that started as clients and I really value those relationships.”

Another reason for client gratitude, says Russell, “is our attention to detail. I think they see how hard we work for them, and they see that we’re always looking out for their best interests, not just behind the scenes but Top Agent Magazine

long after the escrow closes. I am always very clear that I consider myself a resource for them and their property. I want to make sure they know they can depend on me to go the extra mile. Tony and I have always been highly skilled negotiators. A lot of people think of real estate as just getting the listing, or putting the deal together and then it’s easy street after that. But for me and Tony, that’s when the more challenging components of the transaction begin. That’s where we really shine for our clients. We always want our clients to feel like they are our only client.”

Looking to the future, the pair would like to continue expanding their business, while Copyright Top Agent Magazine 11

maintaining the same level of exceptional client service. “We want to keep our core values intact,” says Russell. “Integrity and looking out for our clients is of the utmost

importance. We want to continue to gain more market share but we also want to make sure our clients are getting the best care possible.”

For more information about

THE MARK AND GRETHER GROUP, please call 310-230-5771, email russellandtony@compass.com or visit malibuluxuryrealty.com www.

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How To Overcome Your Workplace Fears Fear is something that can help protect us from danger, but it is also something that can be a hindrance to us in our lives, especially when it keeps us from potentially thriving and growing as a person. This is especially true in the workplace. Here’ a look at some proven ways to overcome common workplace fears.

your head, what exactly you’re feeling and why, it can help deflate the fear. Think of it as releasing some of the fear into the ether.

Yes, you’ll still be nervous about your presentation, but a lot of what was holding you back is gone. You’ll feel lighter, and hopefully have just enough butterflies to make your soar.

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Really owning the emotions that are putting you in a place of fear, is the first step.

By just naming it and then talking it out in

Nothing can make you feel more isolated than going down the path of “This is something that only happens to me.” Trust me,

ASSESS THE FEELINGS BEHIND THE FEAR

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TALK ABOUT YOUR FEARS WITH A TRUSTED CO-WORKER

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it doesn’t, and you might be surprised to find out that some people have had it even worse. Talking to someone you trust and admire, hearing their own fear horror stories and how they overcame them, will help normalize what you’re feeling. Releasing yourself from the idea that it’s something about you, will be an enormous relief.

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THINK OF THE WORST CASE SCENARIO

Although it might seem counter-productive, truly assessing what the worse outcome of the situation you’re afraid of serves two purposes. It might lead you to realize the worst case scenario isn’t that bad after all.

Of course it could also lead you to a really uncomfortable thought, you could lose your job. As bad as that is, it also gives you an opportunity to start focusing on what really matters, and how you might grow from the experience and possibly end up better off.

Countless people in their dream jobs now, were once fired and thought it was the end of the world. Hopefully, that won’t happen to you, but learning to have confidence in your abilities to always find a way, will be a great tool in overcoming fears.

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COMPARTMENTALIZE

If you’re a super-organized type, you might try actually setting aside time in your day to focus on your fears. It might seem odd, but it will let you NOT focus on your fears during the other hours of your day. Think of it as a task, you aren’t just sitting there worrying, 14

Start thinking of fears as challenges.

As scary as it might seem to face them, for the most part they are things that can be fixed.

you’re taking in your fears and figuring out ways to overcome them.

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START THINKING OF YOUR FEARS AS OPPORTUNITY FOR GROWTH

Start thinking of fears as challenges. As scary as it might seem to face them, for the most part they are things that can be fixed.

A lot of fear is based on inexperience which leads to a lack of confidence. A common fear is workplace evaluations. Instead of looking at it as hearing everything that is wrong about you, think of it as an opportunity to see where you can improve. Going into it with a positive attitude rather than a defensive posture, will make the whole thing better for both parties.

Overcoming fears is oftentimes about a simple attitude adjustment. Like anything it takes practice, but the results of that practice will lead to a life that you’re able to thrive in both personally and professionally.

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CLAUDIA WILLIAMS While working around the clock in the sales and financing department of a car dealership, and pregnant with her second child, Claudia Williams knew it was time for a career change.

Upon meeting a loan officer and learning more about real estate, she wisely recognized the potential in a new role as an agent and loan officer. After a few interviews, Claudia finally decided to take the leap, and after three months of training she caught her first big transaction. After getting her start in the industry over a decade ago, Claudia is now in the driver’s seat of a thriving career, having founded her practice on the professional philosophies of client-centric care, accessibility, and assured follow-through. For the last three consecutive years, Claudia was named one of the top producers out of six-hundred agents at her current office, Big Block Realty in San Diego, California.

Primarily serving San Diego County, Claudia works as a solo agent, front and center at every turn in the buying or selling process and serving as the primary point of contact for all of her clients. Claudia works with buyers, sellers and investors alike, and doesn’t limit her work to any one kind of transaction or location. “I’m fearless.” Claudia explains, “If I’m selling in a new area that I’m less experienced in, I study the area and use all resources available to better serve my clients.” With an impressive 90% rate of repeat and referral clientele, she consistently delivers on her professional promises, cultivating a memorably positive experience for her clients. “I make things simple for

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people,” she explains. “All transactions are complicated, but I try to educate people about the process and learn about their lives, financials, values, and goals in the process, so that I can best serve each individual client in the best possible way.” Also fluent in Spanish—having moved to the U.S. from Mexico during high school—Claudia notes her ability to connect with and understand the disparate cultures of her Spanish-speaking clientele, who often come from Mexico to purchase their second home. She also cites her listening skills as a vital component of the agent-client relationship, allowing her to ascertain and cater to her clients’ goals. Altogether, Claudia roots her daily practice in a genuine, energized passion for her work. “I love that I can make a difference in the lives of my clients,” she says.

“Some people feel like they’ll never become homeowners. It’s so rewarding to guide them through the process and show them that it doesn’t have to be difficult or filled with stress.” Considering her background in financing and loans, Claudia’s job is made easier by her professional experience—she knows exactly what buyers need to qualify and keeps clients fully informed of all loan programs and private lending options for investors.

What’s more, her relationships with fellow agents in the field streamlines the transactional process—to her clients’ benefit.

Ensuring that each property for sale reaches its widest possible audience—while making a memorable first impression—Claudia incorporates a variety of digital listing platforms, as well professional photography. She also provides staging options and draws on her passion for interior design to help clients declutter and decorate, a detail-oriented yet essential component of selling properties at peak value. Likewise, Claudia recounts an exceptionally productive practice of hers: invite-only open houses that tend to draw large numbers to view homes at their best. To stay in touch with past clients, Claudia prefers a personalized approach, sending notes and cards during the holiday season. She also makes an effort to touch base with clientele at least three to four times a year, checking in by phone and making herself available as a resource long after closing. To celebrate the success of each transaction, she takes her clients to dinner to toast to a new chapter. While her ability to deliver is demonstrable by her rate of referral and repeat business, Claudia never forgets the people at the heart of every transaction completed. “It’s really wonderful,” Claudia reflects.

“Many of my customers start out as clients and then become friends. My Top Agent Magazine

clients know that I will be there for whatever they need, not only after closing, but for a lifetime.”

Claudia’s passion for the real estate industry runs deeps, so much so that she even launched her own real estate investments corporation three years ago, called Blooming Town Investments LLC. “Not only do I serve buyers and sellers at Big Block Realty, but I also buy properties to renovate—transforming ugly homes into beauty queens so buyers can enjoy move-in ready properties and peace of mind,” Claudia explains.

Outside the office, Claudia is active in her community, making a difference in the lives of others by taking a quarterly trip to Tijuana to volunteer with orphanages: donating time, resources, toys, clothing and building infrastructure for the children there.

She is also a big fan of Tony Robbins and has become a coach in her own right. In her free hours, Claudia also revels in the

joys of motherhood. She remembers her own experience moving to the U.S. in her last year of high school: while at first, she struggled to learn the language, she ultimately rose to success and graduated with honors, buoyed by her determination, work ethic, and unflagging faith in God. In spending time with her two children, she passes on all of these lessons, instilling the importance of diligence, being a good person, and making a difference in the community.

As for the future, Claudia plans to continue to grow her network, while maintaining the same hallmark standard of service her clients have come to expect. Claudia also hopes to one day open her own brokerage, building a team of like-minded professionals and training talented agents on the rise. With her genuine spirit of service to guide her—along with an expert’s insight and experience to ensure continued success—the years to come are without bounds for Claudia Williams.

To learn more about Claudia Williams, e-mail Claudiashomesandloans@gmail.com, or call (619) 887-0603 Top Agent Magazine

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10 Seconds to Change a Habit

By Barry Eisen

I’ll bet that most of the speakers you’ve heard and books you’ve read on the subject of personal development, tell you that it takes 21-30 days to change a habit. Like a wives’ tale passed on generation to generation, sometimes the story is better than the information.

Clichés like, “habits are hard dying,” and “you can’t teach an old dog new tricks,”etc., are primarily about protecting your ego from possible failure (psychological) and upsetting your brain in its quest to stay unchallenged and comfortable (physiological).

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If purpose is strong enough, shifts can happen immediately. A near death experience while driving on the freeway can make the driver quit tailgating forever. A drug overdose can have a sobering effect. Having The choice as to a new baby in the family can make a smoker stop smoking right now. whether you make Having enoughfinancial pressure, it easy or hard, like a child in the family needing fast or slow are college tuition money, can cause choicesyou get to an inconsistent salesperson to prospect consistently like their hair is make. on fire. There are lots of positive and negative motivations that can cause change instantly. When the perception of achieved pleasure is strong enough, the behavior will change. Purpose can take the form of the carrot or the stick.

Some habits will never change if you perceive the end result not being worth the efforts necessary to get there. Over thinking is just another way of saying... self-sabotage.

So, is there a real answer to the question, “How long does it take to change a habit or attitude?” Here’s my answer. See if it works for you.

Immediately, NOW. The only time you spend on this earth is called NOW. What’s done is history. What hasn’t happened yet is the FUTURE. The only time you have to think or act is in the NOW. If you focus on the best decision in your NOW, for that moment you made a change. Make that same change again in the next NOW time, and you will have reinforced and made more comfortable the habit or attitude you are addressing.

Make the same decision many times and you have the expression used by many neuroscientists that, “When brain cells fire together, they wire together.” At a certain point of critical mass (tipping point) the new behavior becomes a no-brainer... automatic. This can take a one time shift or days or weeks or...? The choice as to whether you make it easy or hard, fast or slow 20

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are choices you get to make. So why make things hard when you always have choice? You always have NOW. 3 Keys to Change Habits and Attitudes

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When confronted with a “tough” decision (e.g.) Prospect for business or check out Facebook? - Eat this serious piece of cake or go for the fruit?

- Go to the gym or turn on the TV? - Return the phone call or put it off for tomorrow? Take a deep breath and picture yourself doing what’s right, not what’s easy. Surrender the self-imposed stress you associate with the change. Let go of the history of excuses and make a better choice NOW.

2

Follow through with that thought (NOW), not just to make this better decision, but also to set a pattern of realizing the power you have in controlling your life. This is a simple, but valuable lesson about helping to develop confidence and a positive self-esteem. Most who go to the many varieties of therapy, usually go because of lack of control issues or self imposed victimization. Show yourself what you CAN DO.

3

Learn and use self-hypnosis and hypnosis to reinforce the habits you choose. In “speaking” to your subconscious mind with words, pictures and emotion, in a relaxed state of mind, you are encoding brain cells with instructions (cause). You become what you think about (effect). Hypnosis will speed up learning, whether it be specific subject matter or whether it be learning an improved habit, 2-5 times faster.

Habit change doesn’t have to be difficult, but it does usually entail being Mindful. Exercise your good decision making abilities and you’ll develop a do it now attitude, improve physical health and energy, develop consistency in your business, more fully enjoy your relationships and so much more.

Copyright©, 2016 Barry Eisen. All rights reserved.

Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 Top Agent Magazine

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Five Ways To Increase Your Commission

By Walter Sanford

Sanford Systems has the best systems for making money in real estate.

Sometimes, our clients forget how to stop discounting and to instead raise their “fee.”

This month, we’ll cover five ideas. Here we go:

1

Raise it.

Before the listing appointment, fill out all paperwork with the new rate and make it business as usual. Scared? Well, make a great listing presentation.

Don’t leave until you get the objection. Learn how to overcome the objection.

If you have to, drop it back down to your old retail rate but only after much hesitation.

2

Email new listings.

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

3

Institute a cancellation fee.

Many agents allow sellers to cancel listings with a guarantee stating

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they can cancel if they are not happy with the process. If you offer this guarantee, you will always be worried about offending sellers who are serial cement heads with a bent toward overpricing. You won’t try hard enough to get the price reduction, thinking they are going to cancel the listing.

On the other hand, sometimes sellers have a legitimate reason for needing to cancel, and, as upsetting as that is, you can’t sell a property that the seller does not want sold. Offer them an out and you get paid for your time, while working with a chance to get the listing back. “I offer an ‘any reason to cancel’ clause. It is $1000 in the first month and goes up an additional $500 a month after that. (Adjust for your price range.) It is fully refundable should you ever re-list the property with me and I am successful in contributing to its close.”

4

Gain limited partnership as commission.

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

5

Skip the discounts.

Instead of discounts, carry your commission as part of any seller carry back. It is better than taking a beating on the amount.

I coach top agents on a limited basis. If you are interested in coaching or a speaking engagement, please call our office at 800.792.5837. Be sure to ask about the half-off sale on our already discounted internet prices for training systems.

Don’t re-invent the wheel. Use 30 years of real estate wisdom and experience to your benefit!

Copyright©, 2016 Walter Sanford. All rights reserved.

Walter Sanford has been designing and implementing real estate systems for 30 years.

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

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