CANADA EDITION
PLAYING THE REAL ESTATE
HOW TO BUILD A TEAM THAT WILL WIN BIG NO MATTER ITS SIZE
7 REASONS WHY
YOUR PROSPECTS AREN'T TURNING INTO CLIENTS HOW TO THROW A CLIENT APPRECIATION EVENT NO ONE WILL FORGET
Kate Broddick COVER STORY
FEATURED AGENT
TARREN NEWHOUSE
CANADA EDITION
TARREN NEWHOU 7
KATE BRODDICK
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TARREN NEWHOUSE
CONTENTS 4) HOW TO BUILD A TEAM THAT WILL WIN BIG NO MATTER ITS SIZE
“I really care about the peo 20) 8 TIPS ON USING I put my all into helpin DISRUPTIVE THINKING TO IMPROVE INNOVATION
How did Tarren Newhouse become one of the most trusted real estate agents in Saskatoon and the surrounding 24) area? HOW For a long friends encouraged 15) 7 REASONS WHY YOUR TOtime, THROW A Tarren to try her hand at real estate, and sure PROSPECTS AREN'T TURNING CLIENT APPRECIATION were EVENT that her bright personality, strong communication INTO CLIENTS NO and ONE WILL style, honesty interest in theFORGET industry would make her an excellent agent. “It took me years to accept that other people were noticing I’d be good at it. I didn’t believe it myself until I jumped right in,” she says. Now almost seven years into her career, Tarren serves Saskatoon and the surrounding area as a Top ProducPhone 888-461-3930 | Fax 310-751-7068ing real estate agent.
hire her aga their sphere presence all involved in everyday an on her laur week or mo with her cli once the t wonderful, am truly gra
Tarren beli putting it on No portion of this issue may be reproduced in any manner whatsoever without prior What consentkeeps of the publisher. and referral clients. her clients coming listing, she h Top Agent Magazine is published by Feature Publications GA,back? Inc. Although precautions arethe taken to ensure thewith. accuracy “I really care about people I deal I putof needed, she published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. my all into helping them,” she says. Her clients have a very best. T To subscribe or change address, send inquiry to mag@topagentmagazine.com. great experience working with her, so they are eager to tailored soc
mag@topagentmagazine.com | www.topagentmagazine.com An impressive 90% of her business comes from repeat
Published in the U.S.
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How to Build a Team That Will Win Big No Matter its Size In the real estate world building a team is a goal almost every agent strives towards achieving. Doing business with a team as opposed to solo has numerous advantages. With more agents handling clients as well as other employees specialized in areas such as marketing and administrative support there to assist you; you can greatly increase your business and sales. 4
So, when creating a team, logic would tell us that the bigger it is, the better, right? Wrong. When it comes to real estate teams, size doesn’t matter so much as the players you bring onto that team to work with you. A team doesn’t have to be big to win big, and here are the secrets to building a team that wins big no matter its size.
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Hire the Right Team Members
Put Your Team Members in the Right Positions to Win
You’ve probably heard the saying, “you’re only as strong as you’re weakest link.” That idea holds true for any kind of team, including those in real estate. If you have weak members on your team, then it’s not possible to have a strong team. Drawing strong team members to your business is essential.
Finding strong team members is just one part of the equation. As the leader of your team, you now have to assess each member’s strengths and weaknesses and position them appropriately. You want the best player for each role playing that part and catering to their strengths. Choose your team member’s roles wisely, and place each individual in the position where their strengths can shine and they can best contribute to a win for the entire team. Every role is important to the team working smoothly and winning as a whole, so it is important to place each team member in the role most suited to his or her skills.
To better understand what kind of person would make a strong addition to your team, you need to ask yourself what skills and characteristics you want your team members to possess. The strongest members are often ones that share their leader’s values. When you share values with your teammates, you are all running along the same course towards the same goal as one. Your definition of a victory in this case is also your teammates’ definition of it. This helps strengthen even the smallest of numbers because you are all working together toward a common goal. Another characteristic too look out for in potential team members is a positive attitude. You can teach someone the skills needed in real estate, but you can’t teach someone how to have a positive attitude. Positive members tend to achieve more due to their optimistic nature, but more importantly, they spread that positive attitude to the rest of the team, which improves every members’ performance. Top Agent Magazine
Communicating Your Vision to Your Team
Your team members are the key ingredients to ultimate victory, but what recipe do you follow now to lead them to victory? That is what communication is for a winning team; the recipe you will use to
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help best utilize each team member and instruct them on how they need to work together to fulfill the recipe that will lead them to be a winning team. Your team members need to know the plan and you must give them the tools to successfully execute it. It is up to the leader of a team to help your players see your vision and help them understand what a victory looks like. The goal may seem simple and obvious to you, but you must communicate it over and over again to your team members, so they understand it as well as you do. With different personalities coming together to form a unit, you are going to be dealing with numerous challenges such as competing agendas. You will find this on any team. You must keep the goal and at the forefront of your player’s minds in order to encourage them to put aside their own personal desires in order to come together as one cohesive, single-minded unit and push towards the team’s goal.
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Give Your Team Members the Tools to Help Them Perform at Their Best The final thing all great leaders do is equip their team members with the proper tools and training needed for them to succeed. You have to show them how they can each come together with their different strengths to work as a team towards one unified goal. This involves more than simple skills training, but also endurance, so they can last as a team and win even those matches that seem unending and impossible. Think of all the challenges that they could possibly face ahead, and clear their path to victory by giving them the necessary training and tools they will need to get past any obstacle. As the leader, you must be prepared to continually communicate the team’s goal and your vision. Use that vision to motivate your team members throughout the journey towards victory.
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Kate Broddick Top Agent Magazine
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Kate leads The Kate Broddick Team, which includes seven agents and five administrative assistants. “Since 2015, we’ve been the #1 team in Brantford, and I’ve been the #1 agent.”
KATE BRODDICK
includes seven agents and five administrative assistants. “Since 2015, we’ve been the #1 team in Brantford, and I’ve been the #1 agent,” she says.
How did Kate Broddick become the #1 real estate agent in Brantford? During her previous career as a dental hygienist, she and her husband began creating their own real estate investment portfolio. Kate became licensed in order to facilitate her own purchases, but quickly found she has a true talent for the business. Within five months she quit dental hygiene altogether and became a full time Realtor! Now in her sixth year in the industry, Kate leads The Kate Broddick Team, which
Currently 25% of her business comes from referrals and an additional 15% from repeat clients. What keeps her clients coming back and eager to spread the word about Kate to their friends and family? “We’ve established great, full circle customer service,” she says. “When people hear ‘The Kate Broddick Team’ they understand the level of service they are going to receive, and it doesn’t disappoint.” Property Spark ranks Kate and her team #1 in Canada, and #10 in North America for Social
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Media. Her team stays engaged online with both clients and the community, bringing high visibility to listings. To stay in touch with past clients, Kate and her team send personalized Christmas and home anniversary cards. They also keep clients up-to-date with what is happening in the community and send helpful tips for how to maintain a home, as well as host fun customer appreciation days. “We try to touch our clients a minimum of eight to ten times a year so Top Agent Magazine
that if they ever go to buy or sell, we are at the forefront of their mind,” Kate says. The Kate Broddick Team is known throughout the area for their marketing. “We always hire professional photographers and videographers who create high quality custom video tours.” They also have a custom page for each listing on their popular website, and conduct a thorough, tailored social media campaign on Facebook, Instagram, Twitter, LinkedIn and Google. They create beautiful brochures and Copyright Top Agent Magazine9
run ads in local newspapers and a run a promotional video in local movie theaters. “We make sure we hit various avenues to speak to a broader audience,” she says. After working with Kate and her team, her clients remember the level of care and attention they receive from start to finish. “We make sure that from the day we sign with them until the day we are handing them their closing gift and their keys that they understand how much we appreciate them,” she explains. Kate also follows up after the transaction has closed, urging clients to reach out if they need any Copyright Top Agent Magazine Copyright 10
additional support. “They know that throughout the year, at any given time, they will always be taken care of.” What’s Kate’s favorite part of the job? “The relationship, without a doubt,” she says. “The job is about more than selling homes. It’s about creating a sense of place in the community.” Kate and all of her agents are mothers, and she particularly loves to work with young families. “On my team, there is a sisterhood and great sense of camaraderie. And we connect well with women and families who are in similar stages of life to where we are. Those Top Agent Magazine
relationships mean something to us! That’s what keeps us all going in this business.” To give back to the community, Kate and her team are corporate sponsors of the Brantford General Hospital through the Brant CommuTop Agent Magazine
nity Healthcare System Foundation, donating $1,000 each month to fund desperately needed equipment. “We were thrilled to be able to fully equip two pediatric rooms last year,” she explains. Kate and her team also sponsor Nova Vita, a local women’s shelter, as well Copyright Top Agent Magazine 11
as two families during Christmas time through Big Brothers/Big Sisters. “We make sure their Christmas is brighter than it would have been,” Kate says. In December, The Kate Broddick Team celebrates 12 Days of Giving to local charities. In Kate’s cherished free time, she loves to spend time with her husband (a licensed realtor who also owns a chiropractic clinic) and their two
young sons. For the future, Kate would love to begin advertising on television; and she plans to continue to grow her team organically. “We love what we do and we are happy with our growth as is, but there is always room for more, and for new marketing adventures!” she says with her characteristic smile. With her enthusiasm, her expertise, and her proven track record of success, she’s sure to make those goals a reality!
To find out more about Kate Broddick, email info@agentkate.ca, call (519) 774 - 6664, or visit teamkate.ca www.
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Martin Denis Sarkissian is proud to congratulate
Kate Broddick
on being featured for Canada in Top Agent Magazine!
Martin Denis Sarkissian - Broker of Record Sutton - Team Realty Inc. Brokerage Mobile: 519-717 -7724 | Office: 519-756-8811 suttonteamrealty.ca www.
Independently Owned and Operated
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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry. But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem. Top Agent Magazine
1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that
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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.
means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours. If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.
2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it? Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.
3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the 16
other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too. Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.
4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost. It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.
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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening. You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood. When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door. Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.
6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your
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client fully understands how the two of you will work together.
7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients. As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier. Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.
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TARREN NEWHOUSE
“I really care about the people I deal with. I put my all into helping them.” How did Tarren Newhouse become one of the most trusted real estate agents in Saskatoon and the surrounding area? For a long time, friends encouraged Tarren to try her hand at real estate, and were sure that her bright personality, strong communication style, honesty and interest in the industry would make her an excellent agent. “It took me years to accept that other people were noticing I’d be good at it. I didn’t believe it myself until I jumped right in,” she says. Now almost seven years into her career, Tarren serves Saskatoon and the surrounding area as a Top Producing real estate agent. An impressive 90% of her business comes from repeat and referral clients. What keeps her clients coming back? “I really care about the people I deal with. I put my all into helping them,” she says. Her clients have a great experience working with her, so they are eager to 18
hire her again and spread the word about her throughout their sphere of influence. Tarren’s strong social media presence allows her clients to see that she’s thoroughly involved in the industry and community. She wakes up everyday and gives her all for her clients, never resting on her laurels because she’s done well the previous week or month. She develops such strong relationships with her clients that it’s easy for her to keep in touch once the transaction is over. “I have made many wonderful, lifelong friends in my line of work, that I am truly grateful for,” she says. Tarren believes that preparing each listing before putting it on the market is key to a timely sale. For each listing, she hires a professional photographer, and when needed, she hires a stager to ensure the property looks its very best. To market listings, Tarren conducts a strong, tailored social media campaign for each property. “A lot Copyright Top Agent Magazine
of it is word of mouth,” she says. She reaches out within her community to match properties with suited buyers. “I try to think outside the box for each listing,” she says. After working with Tarren, her clients rave about her honesty and the fact that she works with them to find the perfect home, never pushing a property on them that isn’t right. Tarren is very fortunate to be affiliated with Pawluk Homes, one of the top builders in Saskatoon. “I have really enjoyed the new construction side of real estate, and am honored to represent such a reputable builder in the community.” Pawluk Homes specializes in custom building consumers’ dream homes in the Saskatoon and Prince Albert area. What’s her favorite part of the job? “There is such joy in helping people into their first home, or assisting them in their sale to move on to their next chapter. It’s such a big purchase in someone’s life that it’s really important to be there with them every step of the way.” Tarren rides horses and is involved in the Saskatoon horseback riding community. She’s also a loyal sponsor of a handful of racecar drivers in the community, as well as the local track. In her free time, she enjoys traveling with her family and visiting her hometown of Brandon, Manitoba. For the future, she wants to grow her team and help as many as people as possible while maintaining a personal touch. Now that’s a goal that will benefit her clients and her community!
To find out more about Tarren Newhouse, call 306-261-4627, email tarrennewhouse@realtyexecutives.com, or visit tarrennewhouse.com www.
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8 Tips on Using Disruptive Thinking to Improve Innovation You might be wondering what disruptive thinking is. How can anything disruptive be good? Well, if you’re caught in a stagnant place, shaking things up might be exactly what you need to gain some momentum in your personal or professional life.
the norms that keep you from being creative and implementing big ideas. Here are some simple things you can do to find opportunities that might be hidden if you stay stuck in the status quo.
Sometimes taking a step out of your bubble will give you a much needed perspective and allow you to achieve the breakthrough you need to take things to the next level. There is no more valuable commodity in today’s business world than innovative thinking, and the key to innovative thinking is breaking down
1. TAKE RISKS
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Without risks, there usually won’t be any major rewards. Sure being steady and careful might keep things going marginally well, but if you really want to go big, you need to go all in sometimes. If you go through the history of great innovations, none of them
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were achieved by playing it safe. Embrace mistakes. Learn from them, they often provide valuable insight and that will lead to great success on your next attempt. 2. FAMILIARIZE YOURSELF WITH A COMPLETELY DIFFERENT INDUSTRY This might seem counter-intuitive, but you’d be amazed at what you can learn by looking into successful companies, no matter what the business type is. You’re almost certain to find valuable solutions, systems or technology, that might fit your business, giving you a unique advantage over the competition. 3.BE CURIOUS Break some of your daily habits, even if it’s as simple as ordering a new dish at your favorite restaurant. Even the smallest changes can help spark a new idea. Always be on the lookout for new ways to do things. Little innovation are all around you. If you remain curious and keep an open mind, you’ll be surprised as to what might spark the next great idea. 4. PICK THE BRAIN OF A NON-EXPERT Yes, there is a lot to be gained by having access to someone with an expertise in your field, but you can learn a lot from a newcomer as well. They are a blank slate, and may inspire you with their completely unique point of view on things as someone just starting out. 5. BE LESS JUDGMENTAL It’s very easy to dismiss a new idea. You have experience and that can oftentimes lead Top Agent Magazine
to a million reasons why something won’t work. But there really is no harm in ignoring your initial impulse and thinking it though a bit more. If you or someone you work with has passion for an idea, it’s definitely worth pursuing. 6. CHANGE YOUR PERSPECTIVE We tend to look at things in a linear way. If you feel like you’ve stalled out on something, literally flip the script. Re-imagine it from different perspectives, reverse engineer the process. Anything you can do to see it from all angles, might get the creative juices flowing again, and could even lead to a breakthrough. 7. VALUE CHAOS Yes, it’s great to be organized and have a plan, but sometimes a little randomness can be that added ingredient that makes it all work. One of the major keys to successful disruptive thinking is breaking up everyday patterns. Sometimes the path to rational solution is filled with chaotic moments. 8. BE WILLING TO LET GO Don’t be rigid. Even the best ideas can always be refined and improved. You’ve invested a lot of time in your idea and it can be hard not to cling to it, but input from other people will only strengthen what you want to do. Having big ideas is great, but you also need to be pragmatic. Recognize changes you might need to make to get your big idea implemented. Disruptive thinking is all about flexibility.
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How to Throw a Client Appreciation Event No One Will Forget Clients are the foundation of any flourishing enterprise, and this is particularly true in real estate—an industry where relationships are central. Demonstrating your gratitude to former and current clientele is a winning way to cultivate your network, while upping your potential referrals and creating face-to-face time with the individuals that make your business tick. Keep in mind a few of the tips below as you stage a client event that will positively impact your brand, while conveying your appreciation to those who have driven your business all year. 24
Supersize Your Guest List Inviting former clients to your client appreciation bash is only the first step in crafting your guest list. To really expand your sphere of influence, invite neighbors, local business owners and staff, old friends, family, associates, fellow alumni from your alma mater, and the like. Think of your client appreciation event as a celebration of business bringing people together. Expand your guest list and you’ll create a coveted, in-person opportunity to forge relationships and broaden your reach.
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An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost.
Consider A Sponsor Client appreciation events shouldn’t skimp on the details, but you don’t want to break the bank, either. To defray the cost of a client appreciation event, consider enlisting local businesses as co-sponsors. Not only does this approach ease the price tag of throwing a party, but it also creates an easy partnership between you and other entrepreneurs—widening your database and making for a memorable and generous event.
ship, or the Super Bowl is coming up quick, tailoring client appreciation events to already-established happenings can create an organic tie-in and boost your attendance numbers in the process. Throw a gingerbread house decorating party during the holiday season, or throw a barbeque during the Fourth of July. Capitalizing on a naturally occurring theme creates the opportunity for comradery between you and your guests. Apply A Personal Touch
Don’t Forget To Reward Your Employees An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost, as well. By encouraging your employees to cut loose at this celebratory event—instead of having them run interference all night—your team will feel appreciated and validated, too. Theme Your Event Whether the area’s high school sports team has made it to the state championTop Agent Magazine
Invitations may seem like a small detail, but they shouldn’t be one-size-fits-all. Consider handwriting some of your invitations for the clients you remember well, or for business associates who you regularly partner with. Personalizing invitations to key players is the surest way to a confirmed RSVP. Cultivating your network of professional connections is an essential part of driving business, and client appreciation events not only create memories between you and your clientele, but also inspire your to step back, reflect, and give thanks to those who keep your business booming.
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