Colorado 11-6-17 by Top Agent Magazine

COLORADO EDITION

TURN OPEN HOUSES Into Destinations Are You Doing Business as You on FACEBOOK?

FEATURED AGENTS

HELEN BOVIN KERRY CAMPBELL SKYLAR & LONI HASKELL STEPHANIE HILL COVER STORY

TIFFANY CANADY

Top Agent Tips and Questions for CHOOSING YOUR LISTING AGENT IS STARTING A TEAM THE RIGHT SOLUTION for Your Business? GOOGLE ADWORDS: How to Make Google do the Work for You

COLORADO EDITION

HELEN BOVIN SKYLAR

TIFFANY CANADY

& LONI HASKELL

Skylar Haskell got his start in the real estate

with them, offering ourselv

19 business working in construction 23whileKERRY still

27 long after the active transa CAMPBELL

in college. He enjoyed the building pro-

about them and making su

TIFFANY As a fourth-generation rancher, Kerry cess and homes so much, that he decided ments stay customer sound.” satisfa CANADY Campbell always held a great respect rate of repeat an to get his license and become a Realtor . ®

Estate a That was 14 years ago, and today Skylar andispassion for agriculture and Platinum land. One and Real people know and beyond one of Colorado’s most successful agents. She began working at Colorado Homebackwith to metheir time to marketing thei He has been named one of Colorado’s 25 Properties five years ago,approach stead and an extensive game th pl Most Powerful Salespeople, as wellwhen as a the opportunity arose to create purAs for getting ting the home show ready being one of REALTOR® Magazine’schase Top the business two years later, she target market we professional photos taken, a 30 Under 30 in 2009. decided to make the leap. Undaunted advertises prope tours, 3D floor plans, you na STEPHANIE HILL & LONI HASKELL KERRY CAMPBELL by aSKYLAR new challenge, Kerry stepped into on inabout nine-hu My wife has a background marketing so At the beginning of this year, Skylar joined forces with the Broker-Owner role, allowing her to facilitate community in countless tourist oiled machine and have an extensive pres his wife Loni to create Platinum One Real Estate and they STEPHANIE ruraltheir areamark of southern Colorado she calls on home. a of ing, she alsoget utilm socialLeading media. All our listings have alreadythemade on the lucrative Northern HILL CONTENTS company tied so Skylar deeplyand to the landscape waswe a natural highmake visibility sure and get results that happyfoc Colorado/Denver Metro area. LoniColorado started their company looking to bring fresh approach to the industry. transition foraKerry, and today she has carved out an incisive past and present, Skylar wouldmore, like to see his business They focus on providingfor exceptional customer experiences reputation her expert knowledge of the area. What’s updates to keepgb a tested andofpremise th and innovative marketing plans lead to and results thatgoalscreating her commitment to that her clients their sets Kerry apartmodelpart a commu become a franchise, bring the have earnedasthem rave reviews an impressive repeat a trusted stewardand of American homeownership in the West. so they staycan in touch an service they have built their on and referral business rate of 75%. “We try and stay on the pastreputation clients often But for Skylar, what it really comes dow cutting edge when it comes to new technologies and sysPrimarily serving Aguilar and the Apishapa River Valley of Colorado comm tems. We also do a lot of unique promotions, that really more people. “We are a family owned Colorado, Kerry heads a team of three other associate brokers herabout day-to helping families is whatabout it’s all fo allow us to customize an approach that best suits each cliin her office. There, they specialize in rural residential properand matching family of five and our kids are involvedpe in ent’s needs. We’re always looking for the next thing and ties,on prepping vacant land and homes for off-grid living. Kerry’s well, they go door knocking and look at pride ourselves being able to help people who haven’t area’s inventory, market, and wilderness Outside us, it’s just been aiswonderful wayoftothe do ob been able toknowledge buy or sell inofthethe past.” unparalleled, and she offers clients seasonedthecounsel as they mittee best things about my careermember is meeti about them andUSDA, hearingwhere their sto Skylar credits their ability to build andownership maintain relationexplore unconventional options thatlearning promise soaring sh reallyconglomerate care and get to know people,She’ and ships as onevistas of theand keys to theirfreedom. success. “We are with ultimate “We’re not a huge tural needs. themexplains. achieve their dreams...th our client, guiding step listings of the way. Our job she trying tothem get every as many as possible,” “We real aestate regular suppor ing more with. rewarding that.” doesn’t endlist after closings. We backyard, are always that touching base what’s in our we’re very familiar We thanfor her free time

HELEN BOVIN

4) TOP AGENT TIPS AND QUESTIONS FOR CHOOSING YOUR LISTING AGENT

17) TURN OPEN HOUSES INTO DESTINATIONS 21) ARE YOU DOING BUSINESS AS YOU ON FACEBOOK?

13) IS STARTING A TEAM THE RIGHT SOLUTION FOR YOUR BUSINESS?

24) GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU

Phone 888-461-3930 | Fax 310-751-7068 know what

we’re selling and when we get a new listing, we cultivated her w hike the land.” Kerry’s passion for the Colorado countryside mag@topagentmagazine.com | iswww.topagentmagazine.com rivaled only by her passion for pairing properties and landLooking toward with the rightwithout buyer. prior It’s this challenge most excites No portion of this issue may be reproduced in anyscapes manner whatsoever consent of thethat publisher. Top Agent Colorado Home Magazine is published by Feature Publications GA,Kerry Inc. Although precautions are taken ensure theshe accuracy published and where her skillset shines.to Likewise, affordsof her Apishapa River materials, Top Agent Magazine cannot be held responsible for opinions expressed facts supplied by itstoauthors. clients individualized attentionorand takes the time listen to tise along the w To subscribe or change address, send inquiry to mag@topagentmagazine.com. their goals and needs. “If someone comes to me and says, I want community, and Published in the U.S. pine trees, or this type of view—we can drive them to a property come are sure to with just that,” she says. Kerry and her team strive for 100% herReal team.Esta To learn more about Skylar & Loni Haskell and Platinum and One call 970 -534-0825, email shaskell@platinumonere.com Top Agent Magazine or visit platinumONEre.com and facebook.com/platinumonerealestat www.

www.

mailto:mag@topagentmagazine.com

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers. Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent. During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 4

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Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce. Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to agents’ opinions.

How will you market the property? Each

Top Agent has a unique set of online or local marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however. You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours. What factors influence your list-price recommendation? Before an-

swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price. They’ll also educate you on how best to balance both market time and list price relative to sales histories your area. Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’

opinions on your home’s sale potential with or without some improvements. Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.

How will you help with staging? Some Top Agents will pay for part or

all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches. Top Agent Magazine

What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses? Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client. Either approach is wonderful; you get to decide what suits you. Now, let’s list! 6

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TIFFANY CANADY Top Agent Magazine

Tiffany Canady is a Peak Producer 3 years in a row, ranking in the top 10% of all Colorado Springs Agents.

TIFFANY CANADY From a young age, Tiffany Canady was surrounded by real estate. “I grew up in construction, as my father is a builder. So it’s in my blood,” Tiffany explains. Although her father encouraged her to become an agent at 19, it wasn’t until years later that she decided to pursue it. At the suggestion of a friend, she joined a property management company and obtained her license in 2013. It’s safe to say she hasn’t looked back since. “I don’t regret any moment,” she says. Today, she works with Premier Real Estate Group in Colorado Springs, with partner and husband Brian Canady by her side. They also have a team of people working with them, includCopyright Top Agent Magazine 8

ing three buyer’s agents. Together, they all have one goal always in mind: to be the ‘concierge’ of all things real estate. “We want to give great service and get our clients’ questions answered,” Tiffany says. Rather than focusing on selling, they focus on building strong relationships. “It’s more about building rapport and trust with them, that’s very important.” This has resulted in most of their business being made up of referrals from past clients. “It’s all in the way you treat people. We follow the ‘Platinum Rule’ of treating others as they would want to be treated,” she explains. “We listen to what their needs are and we do our best to meet them.” Tiffany and her team understand how serious buying or selling a home is, and they take every step possible to ensure their clients are making the best decisions. “We’ve educated Top Agent Magazine

ourselves so we can better serve our clients. We want to give them all the resources that we can so they can make these choices,” Tiffany says. They have even built up a list of vendors to provide their clients with should they need any extra services, like repairmen, mortgage professionals, and more. Ultimately, they want to make the process as easy and enjoyable as possible, so their clients leave with a memorable experience. Undoubtedly, this superior service is what prompts many to leave glowing reviews about their time with Tiffany and her team. Top Agent Magazine

One recent seller said, “Very good experience. Tiffany and Brian are the consummate professionals. Their service, and willingness to do whatever it takes to do what is best for the customer during the sale of your home is second to none. The fact that they offer services to help get small needs taken care of is outstanding, especially for an out-oftown seller such I was. Excellent customer service!” And one buyer raved, “Brian and Tiffany were absolutely amazing through our lengthy arduous first home buying process. They were on point with communication, honesty and professionalism as well as perCopyright Top Agent Magazine9

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“Tiffany and Brian Canady are the consummate professionals. Their service and willingness to do whatever it takes for the customer during the sale of your home is second to none.” sonable, passionate and very knowledgable in what they do.” Though real estate takes up much of Tiffany’s day, she also makes sure to stay involved with the community through various organizations. She has made blankets for homeless veterans and their pets during the colder months, and also works with HBA Cares Workforce Development, which helps high school students learn work skills. During any free-time, she is hanging out with her family. Top Agent Magazine

As Tiffany looks towards the future, she is excited to add more agents to the team and hopefully grow their property management side. “I also want to build storage units,” she says. They recently purchased a moving truck to help out with their clients’ moves, which proves just how committed the team is to going above and beyond. “We constantly learn how to add value and be resourceful,” she explains. “We love the people we serve, and it’s amazing to have the opportunity to grow every day in this business.” Copyright Top Agent Magazine 11

For more information about TIFFANY CANADY, please call 719-999-5789 or email tiffany@buysprings.com Copyright Top Agent Magazine 12

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Is Starting a Team the Right Solution for your Business? You’ve started your own real estate business and after a slow start, you’ve found your footing and business has really taken off. Sounds great, doesn’t it? Until maybe you’re getting more business than you can handle. After all, you don’t want to sacrifice service for more listings. The top-notch level of service you offer is probably what created your boom in Top Agent Magazine

business in the first place, so you don’t want to compromise that. But, at the same down, you don’t want to turn down business either. It’s at this point, a lot of Realtors® consider starting a team. But, how do you know if that’s the right call for you? Here are a few questions you might want to ask yourself to help make your decision. 13

The top-notch level of service you offer is probably what created your boom in business in the first place, so you don’t want to compromise that.

CAN YOU AFFORD IT? First things first, are you really making enough money to warrant hiring help? One of the key things to think about is your ability to generate leads. Are you so busy with your existing contracts, that you have no spare time to generate more business? Then, it might be time to consider your options. Figure out the time you’ll be afforded to generate more business, how many more transactions that will lead

to, and then see if that pays for the assistant’s wages. That should help you easily see if it’s worth the investment. If it’s on the border, you may still want to go for it if you have a lot of confidence in the market and your ability to bring in business. If you’re not quite there yet though, it might be a good idea to look into a virtual assistant until your business is ready to expand.

ARE YOU READY TO BE A TEAM LEADER? Or in other words, how comfortable are you delegating tasks and responsibilities? For some agents, they need to be actively involved in every step of the process. Being a team leader is not only about being able to delegate, it’s about mentoring and guiding your team as well. Not only do you have to help them serve the team

better, you need to look at yourself honestly too, constantly evaluating what you can do better. It’s also your job to set up systems and operations, that are constantly refined with the feedback of your team members. Clear and constant communication is key with your clients as well as your team.

CAN YOU FIND PEOPLE WHO SHARE YOUR VISION? Of course, the above two points are moot, if you’re unable to find people that you trust and that share your business’ philosophy. Having a supportive and professional team culture is instrumental in a team’s success. These are people you will be working with closely for long hours so you not only need to trust in their expertise and professionalism, you want to find people with a positive attitude. You will all be relying on each other to create seamless trans14

actions in sometimes stressful circumstances. Having the right team spirit, so to speak, is what will help your business and team grow. The ultimate goal of a team is to have thriving careers for everyone on board. So, if you want to see your business grow maybe a team is right for you. It may even give you a little free time for a personal life. We can all dream, can’t we? Top Agent Magazine

HELEN BOVIN

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HELEN BOVIN “Top Agent Magazine we meet again!” says Helen with a coffee in one hand and her phone glued to the other, “ it is always such an honor to be mentioned in your pages.” Nearly 20 years ago, Helen Bovin burst into the Real Estate market where she was awarded Rookie of the Year and she has never stopped since; becoming a part owner of one of the largest top producing firms in Colorado, Keller Williams DTC, earlier this year. “The amount of transactions I close are just numbers to me. The amount of smiling faces I see at the closing table is what gives those numbers meaning.” Seen in the Denver Post, heard on local radio shows, and recognized year after year by Real Trends as one of America’s Best Real Estate Agents, Helen works around the clock to provide the highest level of professional attention to her clients. “Being a real estate broker is not a nine to five job; it is a way of life. You have to love what you do to be successful.” Helen is an international powerhouse who speaks three languages and has extensive global market knowledge as well as a vast client following. Known for her attention to detail, exceptional memory, compassionate nature and thorough research, she has been the “go to” agent in Colorado, specializing in the Denver metro area. “I think because my clients know that I truly care, they not only come back, but feel comfortable referring their friends and family to me.” Earning a Masters Degree in Music Education with an emphasis in Piano, Helen began her career as a music teacher. Pianists

must have an unparalleled work ethic, be focused, be patient, be flexible, be able to improvise, be passionate about their craft, and be committed to the endless hours of practice. “I love to teach, that is part of the reason I became a realtor. A realtor is an educator.” Transitioning from music to real estate sales, Helen utilized her previous skills to her advantage. When difficulties arise during transactions, she thinks quickly which keys to press to get the rhythm of the deal back together. Her showings and listing appointments are always filled with the sound of music if there is a piano in sight. The path to happiness is not always a straight line. Colorado’s market was at an all-time high when Helen received the news that her husband was diagnosed with brain cancer and given months to live. With phones ringing and emails overflowing, Helen knew this was going to be one bumpy ride. She strapped in her seatbelt and made the impossible possible by bringing in record production figures and getting her husband on his feet again. “I’m a fighter,” says Helen “you have to fight for your life as well as for your success.” She gives back her time and appreciation to the University of Colorado Hospital Cancer Center. “This center helped my husband be part of our family again. I know what other families are going through, I have the scars to prove it. I will do anything in my power to make their journey a lot less difficult than mine was.” Helen’s authentic, positive attitude is contagious and her passion for her craft is inspiring.

To learn more about Helen Bovin, Broker/Owner of Keller Williams DTC, please call 720.404.0043, email helenbovin@yahoo.com or visit helenbovin.com www.

Turn Open Houses into Destinations People are busy. Even those who are actively looking to buy a house or want to learn about the market for a future purpose have busy schedules. But with bit of added time, creativity and investment in making open house into destinations, you’ll see greater turnout. And we all know that greater turnout increases the likelihood of offers. There are several creative ways to hold an open house with a mindset of hospitality and with the goal of providing something of value to each person who attends. Top Agent Magazine

The neighbors-only open house Some agents embrace the “nosy neighbor” concept as a benefit, not an eye-rolling challenge. With his client’s permission, Wesley Peters, a Keller Williams broker in the Baltimore Metro Area, often gets the neighbors together before a home hits the market. “We invite other brokers, too, but we include as many neighbors as we can,” he says, explaining that he schedules these events for a Thursday or Friday evening, happy hour-style, rather than midday on a Sunday. They get a better turnout at 5:00 pm than

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midday on a weekend when the neighbors are busy with their lives. In a relaxed setting, conversations flow, neighbors can mingle and catch up, and the buzz begins before the home is listed. In advance, prepare invitations and hand-deliver them to homes on the streets you and your client agree are best to include. The destination is the event; the value each attendee receives is the social interaction and the removal of any awkwardness over visiting their neighbor’s house. Your client’s benefit is the buzz. A turnkey block party any time of year Once a property is listed, some agents take on the role of party planners. Certain streets or neighborhoods, they find, are perfect for lowkey social occasions. In some place, such as neighborhoods with many young families, a bounce-house or games may even ramp up the fun factor. But the idea of a seemingly spontaneous block party during an open house can be easy to pull off, whether you’re serving lemonade and cookies or coffee and pastries. The chance to meet prospective neighbors turns the event into a destination for both buyers and the neighbors; the value comes in buyers’ ability to see how the neighbors interact. Your seller’s benefit is that the grapevine will be filled with happy stories about their home. Tips: By keeping basic supplies in storage, you’ll be ready for a pop-up block party any time. Promote this type of event with targeted social media marketing and fliers or postcards to communities within a short distance of your listing. Invite other professionals It’s common mortgage lenders to attend open houses. But why not provide even more value to people who attend? Chances are, you have more than a handful of professional partners who welcome an opportunity to join you at your open house. Consider inviting an interior designer, a contractor, a gardener, even a gardener or a painter. Invite them to your broker’s open in advance or give them time to view the property 18

before the open house begins. Then encourage them to stroll the property during the open house or to sit with you. When visitors ask about needs or concerns they may have about the house – such as loan questions, the cost of improvements or upgrades or even remodeling – you’ll be able to introduce them to an expert on the spot. For that matter, your invited pros don’t even necessarily have to be in home-related businesses! Prospective buyers always want to know about the community when visiting open houses. Consider inviting representatives of community

organizations, like youth sports group or owners of mom-and-pop retailers to help your visitors get a feel for the neighborhood or town. For this type of open-house, prepare a flyer or card with your community contacts on it so visitors can leave with resources as well as information. Open house should be about the buzz. They’re about creating a conversation about your listing and making the home memorable to visitors. By giving people a unique experience they won’t forget, you’ll show your sellers how creative you are in meeting their needs.

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STEPHANIE HILL

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STEPHANIE HILL Top Agent Stephanie Hill, Associate Broker at Jim Smith Realty in the sleepy vacation destination town of Pagosa Springs, Colorado, is the perfect example of a salesperson knowing their product. A native of the state, she has been listing and selling in this beautiful area for over twenty years, providing her many clients with the very best in customer service. “I truly love Pagosa Springs,” says Stephanie. “I honestly think it is the most spectacular region in the state. The climate, the 300-plus days of sunshine and the family-oriented, community atmosphere make it a wonderful place to call home.” Stephanie got her start in the real estate industry after relocating to Pagosa Springs from Breckenridge, Colorado when her husband began a new job in the area. “We worked with a local Realtor who needed an assistant. I needed a job so I went to work for her,” she says, “I did that for four years, and then I went out on my own.”

our home purchase in Pagosa Springs, long distance (we live in Texas) with confidence and ease from beginning to end. Stephanie Hill is the whole package! I would highly recommend her to everyone I know!” Financial rewards aside, what Stephanie most enjoys about what she does is the opportunity to interact with her clients, and to indulge her passion for homes. “I love the people,” she says, “and I love seeing and showing houses. My husband, Tim Brown, is a local contractor, and we go to as many Parade of Homes as we can. We like to stay on top of new trends. I love showing people where I live and showing them the beauty of Southwest Colorado.” When she’s not working, Stephanie and her husband enjoy being outdoors. Camping and four wheeling are among their many passions. She also is an avid reader and cook. “I just really do enjoy my career in real estate,” says Stephanie. “It’s been a great job for me. I’ve enjoyed sharing my town and my community with people and I have made a lot of friends in the process.”

Since then, Stephanie has developed a reputation as an agent who can be trusted, and who operates with integrity, effectiveness and authenticity. With a business that is based almost 70% on repeat clients and referrals, she is clearly doing something right. Dedication to her craft is a characteristic that sets her head and shoulders above her peers in the industry. “I work almost every day,” says Stephanie. “I keep regular hours which a lot of agents don’t do, they just go in when they’re scheduled for floor time. Plus, I answer my phone. I have so many folks say I was the only agent they reached out to that answered the phone or called them back.” ” Despite her success, Stephanie isn’t one to rest on her laurels. Continuing education is important to her, and allows her to provide her clients with the very best care she can. She is a Certified Residential Specialist (CRS), which only 5% of Realtors nationwide qualify for. She also holds a Master of Real Estate designation (MRE), and a Graduate Realtor Institute (GRI) designation. Additionally, Stephanie is a Seniors Real Estate Specialist (SRES). The appreciation her clients hold for Stephanie is evidenced by her solid five-star rating on Zillow, comprised of nearly thirty perfect reviews, including this glowing testimonial: “Stephanie is a true professional in every sense of the word. She is patient, kind, honest and respectful and is extremely knowledgeable of the entire real estate process. Stephanie handled every aspect of 20

For more information about

STEPHANIE HILL, please call 970-264-3206 or email Stephanie@jimsmithrealty.com Copyright Top Top Agent Agent Magazine Magazine

Are You Doing Business As YOU On Facebook? Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page? Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?” The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use. Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times. We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers. They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you). 2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us. Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. Top Agent Magazine

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KERRY CAMPBELL As a fourth-generation rancher, Kerry Campbell always held a great respect and passion for agriculture and land. She began working at Colorado Homestead Properties five years ago, and when the opportunity arose to purchase the business two years later, she decided to make the leap. Undaunted by a new challenge, Kerry stepped into the Broker-Owner role, allowing her to facilitate community in the rural area of southern Colorado she calls home. Leading a company tied so deeply to the Colorado landscape was a natural transition for Kerry, and today she has carved out an incisive reputation for her expert knowledge of the area. What’s more, her commitment to her clients and their goals sets Kerry apart as a trusted steward of American homeownership in the West. Primarily serving Aguilar and the Apishapa River Valley of Colorado, Kerry heads a team of three other associate brokers in her office. There, they specialize in rural residential properties, prepping vacant land and homes for off-grid living. Kerry’s knowledge of the area’s inventory, market, and wilderness is unparalleled, and she offers clients seasoned counsel as they explore unconventional ownership options that promise soaring vistas and ultimate freedom. “We’re not a huge conglomerate trying to get as many listings as possible,” she explains. “We list what’s in our backyard, that we’re very familiar with. We know what we’re selling and when we get a new listing, we hike the land.” Kerry’s passion for the Colorado countryside is rivaled only by her passion for pairing properties and landscapes with the right buyer. It’s this challenge that most excites Kerry and where her skillset shines. Likewise, she affords her clients individualized attention and takes the time to listen to their goals and needs. “If someone comes to me and says, I want pine trees, or this type of view—we can drive them to a property with just that,” she says. Kerry and her team strive for 100%

customer satisfaction, which certainly accounts for their high rate of repeat and referral business. “We’re a small community and people know us by word of mouth,” she says. “Clients come back to me time and again when they’re ready to buy or sell.” As for getting the word out about listings, Kerry understands her target market well. Aside from the standard MLS postings, Kerry advertises properties on Lands of America, Land Watch, and on about nine-hundred other web-based listing platforms. With countless tourists coming through the area for big game hunting, she also utilizes local advertising and print media to secure high visibility for available listings. To stay in touch with clients past and present, Kerry checks in via e-mail and send newsletters updates to keep buyers and sellers on top of the local market. As part of a community of just six-hundred people, it’s also easy to stay in touch and run into former clients around town. In fact, past clients often become like family to Kerry in their tightknit Colorado community. In reflecting on what she enjoys most about her day-to-day work, Kerry says: “I really love the land and matching people up with their dream property.” Outside of the office, Kerry supports her community as a committee member for the Farm Service Agency, a branch of the USDA, where she represents her district regarding their agricultural needs. She’s the judge for the annual Chili Cook-off and is a regular supporter of area schools and civic organizations. As for her free time, Kerry loves to ranch and sing—pastimes she’s cultivated her whole life. Looking toward the future, Kerry plans to continue on running Colorado Homestead Properties, bringing good people into the Apishapa River Valley and sharing her knowledge and expertise along the way. With an abiding commitment to her clients, community, and the rugged land it all rests upon, the years to come are sure to yield continued promise for Kerry Campbell and her team.

To learn more about Kerry Campbell, visit colohomestead.com, e-mail kerrycolohomestead@gmail.com, or call (719) 941-4013 www.

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someoneâ&#x20AC;&#x2122;s search results, and you can set a budget for each campaign that will dictate itâ&#x20AC;&#x2122;s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 24

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic. You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you donâ&#x20AC;&#x2122;t want to simply go into the process blind or youâ&#x20AC;&#x2122;re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. 26

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SKYLAR & LONI HASKELL Skylar Haskell got his start in the real estate business working in construction while still in college. He enjoyed the building process and homes so much, that he decided to get his license and become a Realtor®. That was 14 years ago, and today Skylar is one of Colorado’s most successful agents. He has been named one of Colorado’s 25 Most Powerful Salespeople, as well as a being one of REALTOR® Magazine’s Top 30 Under 30 in 2009.

with them, offering ourselves as resources long after the active transaction. We care about them and making sure their investments stay sound.”

At the beginning of this year, Skylar joined forces with his wife Loni to create Platinum One Real Estate and they have already made their mark on the lucrative Northern Colorado/Denver Metro area. Skylar and Loni started their company looking to bring a fresh approach to the industry. They focus on providing exceptional customer experiences and innovative marketing plans that lead to results that have earned them rave reviews and an impressive repeat and referral business rate of 75%. “We try and stay on the cutting edge when it comes to new technologies and systems. We also do a lot of unique promotions, that really allow us to customize an approach that best suits each client’s needs. We’re always looking for the next thing and pride ourselves on being able to help people who haven’t been able to buy or sell in the past.” Skylar credits their ability to build and maintain relationships as one of the keys to their success. “We are with our client, guiding them every step of the way. Our job doesn’t end after closings. We are always touching base

Platinum One Real Estate also goes above and beyond with their comprehensive approach to marketing their listings. “We create an extensive game plan upfront, getting the home show ready before getting professional photos taken, as well as video tours, 3D floor plans, you name it, we do it. My wife has a background in marketing so we run a welloiled machine and have an extensive presence online and on social media. All of our listings get maximum exposure and we get results that make happy clients.” Skylar would like to see his business grow, eventually creating a tested model and premise that can one day become a franchise, so they can bring the level of trusted service they have built their reputation on into new areas. But for Skylar, what it really comes down to is helping more people. “We are a family owned company, and helping families is what it’s all about for us. We are a family of five and our kids are involved in the business as well, they go door knocking and look at properties with us, it’s just been a wonderful way to do business. One of the best things about my career is meeting new people, learning about them and hearing their stories. When you really care and get to know people, and then you help them achieve their real estate dreams...there’s just nothing more rewarding than that.”

To learn more about Skylar & Loni Haskell and Platinum One Real Estate call 970 -534-0825, email shaskell@platinumonere.com or visit platinumONEre.com and facebook.com/platinumonerealestate www.

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