COLORADO EDITION
CONCIERGE CARE: Services
IF IT’S GOOD FOR THE SOUL, IT’S GOOD FOR THE BUSINESS
that Lure Clients and Transform Your Reputation
EMBRACING SMART HOMES:
KEY MISTAKES TO AVOID FOR
A SUCCESSFUL HOME SALE
DOES NEW TECHNOLOGY REALLY INCREASE HOME VALUE? COVER STORY
NATASHA HUBBARD
COLORADO EDITION
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NATASHA HUBBARD
CONTENTS 4) CONCIERGE CARE: SERVICES THAT LURE CLIENTS AND TRANSFORM YOUR REPUTATION 6) EMBRACING SMART HOMES: DOES NEW TECHNOLOGY REALLY INCREASE HOME VALUE?
15) KEY MISTAKES TO AVOID FOR A SUCCESSFUL HOME SALE 18) EMOTIONAL FLUENCY: HOW TO COMMUNICATE WITH CLIENTS WHEN TENSIONS ARE HIGH 22) IF IT’S GOOD FOR THE SOUL, IT’S GOOD FOR THE BUSINESS
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Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke. 4
Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-
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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.
Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle. First, think about a client’s everyday experience. Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area? Where might your client swing by for coffee? Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert. Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.
Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant Top Agent Magazine
message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call. Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.
Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients. Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole. It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.
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Embracing Smart Homes:
Does New Technology Really Increase Home Value? Technology and innovation move at a lightning-fast clip, so it can be hard to keep up with all the smart-home trends sweeping the market at a given time. From smart thermostats to security systems accessed through an app on your phone—there are endless options to customize and update your home for the modern era. But which, if any, of these smart home products add 6
value to property in a significant, worthwhile capacity? Especially with new generations of the same products released in quick succession, it can be hard to determine whether it’s worth it to take the plunge. With that in mind, we’ve conducted a deep-dive into the smart home options out there that make the most sense for your bottom line and real estate investments.
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Smart home amenities range in price and return. There are certain smart home products that won’t break the bank while still adding lovely touches and time-saving features to your space. For instance, a smart thermostat may not run more than a few hundred dollars, but it can take so much of the guesswork and analog nuisance out of programming your home’s internal environment. That said, buyers selling properties with mid-range amenities like this can’t expect a windfall in return. While smart home features can certainly lure buyers and give the sense that a home is attractively modern (and thus move-in ready), it doesn’t mean that you’ll be reaping a sizable monetary reward for your foresight. Conversely, this reality doesn’t mean those smart options
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are without value entirely; it just means that the value of smart home options may be apparent in a different capacity, like luring a particular buyer or creating a desirable, sleek image for a property headed to market. On the other hand, larger scale smart home amenities that are being left behind for the buyer—like a smart refrigerator or wired sound throughout the property—may be able to lure particular buyers who value high-end details. While it can be difficult to state definitively the value of smart home options, the rule tends to be that the more you put in, the higher the likelihood you’ll reap the investment you sow. Focus your smart home options on home appliances first, then work your way toward security, thermostat, and entertainment options.
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Smart home amenities capture the attention of buyers
Agents must know how to pitch the value of smart home options
Even if you have mostly opted for small or mid-range smart home options, you can still benefit from their presence in a property—even if they don’t inflate your bottom line as a result. Smart home amenities have the power to focus the attention of buyers, sending a clear signal that the previous owners were tech-forward and made an effort to upgrade the property for the contemporary era. Millennial or Gen Z buyers especially value these up-to-date modifications, and the presence of these desirable gadgets can create added interest and drive up value naturally. Likewise, featuring these options in listing photography can also drive interest from younger or high-end buyers looking for move-in ready spaces.
Remember that smart home features are relatively fresh to the market. While some new construction properties are equipped with these smart amenities, just as many homes on the market don’t offer these upgrades and modern flairs. This means that many buyers, of all ages even, aren’t familiar with the benefits and perks of these options, let alone how they’re operated. Before you can derive value from a smart home or smart home features, you’ll need to understand a product’s proper usage, cost, and benefits. Do your homework regarding what smart home features can offer in terms time or cost savings, and be able to show prospective buyers how easy these objects are to use, as well. Do both, and you’ll be in proper command of what smart home features can offer buyers and pitch them accordingly.
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NATASHA HUBBARD
With 11 years of experience under her belt, Top Agent Natasha Hubbard works solo, primarily based in the Longmont area, but thrives on the challenge of exploring different markets and the nuances of each from Wellington to Broomfield. In the competitive world of real estate, where transactions are often seen as nothing more than business deals, Natasha Hubbard stands out for her generosity and drive to give back to her community. “In many ways, real estate symbolizes freedom for me,” reflects Natasha. “It allows me to live the most generous life of service that I can, whether it’s with my time or my Copyright Top Agent Magazine
money. That’s my driving goal and has been ingrained in me since I was a child … to live a life of service.” With 11 years of experience under her belt, Natasha’s path from the restaurant industry to becoming a REALTOR® is an inspiring one. “When I sat down and really evaluated what I wanted and what I was trying
to get out of life, it all came together,” she explains. She also enjoys being a solo agent. “I like to be directly rewarded for my hard work,” she says, which allows her to forge deep connections with her clients. While primarily based in the Longmont area,
Natasha’s willingness to go wherever the business takes her has given her a diverse range of experiences. From Wellington to Broomfield, she thrives on the challenge of exploring different markets and the nuances of each.
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Repeat and referral business make up a significant portion of Natasha’s clientele—believing it’s due to her ability to connect with people on an emotional level. “I’m an empathic person,” she admits, “and I totally get where people are coming from.” Repeat and referral business make up a significant portion of Natasha’s clientele. What keeps this percentage high? Natasha believes it’s her ability to connect with people on an emotional level. “I’m an empathic person,” she admits, “and I totally get where people are coming from.” Her marketing strategy reflects her personal touch. Handwritten mailings, monthly calendars mailed to all her clients and active participation in real Copyright Top Agent Magazine
estate networking groups contribute to her visibility. “It keeps me top of mind with my clients,” she stresses. Natasha’s involvement in community initiatives, including sponsoring Longmont Pride and supporting local sports teams, highlights her commitment to making a positive impact. Her other passion is affordable housing. Recently venturing into
higher-end renovation projects, Natasha envisions a future where she can contribute to affordable housing solutions. “A lot of folks talk about it but don’t have any true working solutions,” she notes. “I see
a wave of activity converting vacant commercial real estate into residential, which is an idea I love. It’s time everybody stops talking about affordable housing and finds a real solution.”
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Beyond the world of real estate, Natasha’s passion for fostering kittens and her dedication to family underscore the multifaceted nature of her life. Her love for travel, commitment to softball, along with a love of tap dancing, add to her colorful life, both personally and within the real estate community. As for the future, Natasha’s goal isn’t about exponential growth but about authentic
service. “My goal every year is to do better than the year before,” she states. In a profession often stereotyped, Natasha breaks the mold, proving that real estate is not just about transactions but about genuine connections and community impact. As she continues to redefine what it means to be a REALTOR®, Natasha’s story is one of resilience, empathy and a commitment to a life of service.
For further information about Natasha Hubbard, call 303-909-3810, email natashahubbard@remax.net, or visit natashahubbard.remax.com https://
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KEY MISTAKES TO AVOID FOR A SUCCESSFUL HOME SALE Steering clear of these common home selling errors is essential for a seamless and effective Top Agent Magazine
transaction. Here are some top home-selling mistakes to avoid:
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Picking the Wrong Agent
Low-Quality Listing Photos
An experienced and compatible real estate agent is crucial. Select an agent with a strong performance history and knowledge of your local market.
Dishonesty
Improper List Price
Avoid setting an unrealistic asking price. Analyze the local market and similar properties to find a competitive and fair price.
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Not Making Repairs
Make necessary repairs and improvements to attract buyers. Addressing issues beforehand can make your home more appealing.
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No Home Staging
Proper staging is key. Declutter, depersonalize, and arrange furniture to highlight your home’s features.
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Not Tending to Curb Appeal
First impressions are vital. Enhance your home’s exterior with maintenance, landscaping, and possibly a new paint job.
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Ensure your listing has high-quality photos. Attractive, clear images can significantly impact buyer interest.
Lack of Marketing
Expand beyond traditional marketing. Utilize online platforms and various channels to increase your home’s visibility.
Be transparent. Fully disclose the property’s condition to avoid potential legal complications.
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Having Emotions Involved
Maintain a business perspective. Emotional attachment can complicate the selling process.
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Ignoring Market Trends
Understanding current market dynamics can guide your decisions regarding pricing and the best time to sell.
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Not Being Flexible
Openness in negotiations can facilitate a sale. Be willing to consider reasonable offers and compromises.
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Unprepared Showings
Maintain a show-ready home at all times. A tidy and clean environment can make a strong impression during unexpected showings.
By avoiding these common mistakes, you can increase your chances of selling your home quickly and at a satisfactory price. 16
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Emotional Fluency:
How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently 18
involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout. Acknowledging this, how do you steer the ship when emotions and tensions are running high?
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For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.
Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s
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why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or
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what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.
When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems
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clearly and with solutions already in hand. Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.
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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client Top Agent Magazine
needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on. Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.
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If it’s good for the soul,
IT’S GOOD FOR THE BUSINESS
Visibility, name recognition and knowing you’re supporting the community that makes your success possible are good reasons to take part in community service. But how is it that some people seem to be able to give time to charities while running their own businesses, managing their own families and households, exercising regularly, attending sporting events and concerts, eating well and sleeping seven or eight hours a night? The truth is, not all agents are able to do everything so easily. But more important is the fact that no one needs to do everything all of the time. The trick is to make sure that, whatever you do holds meaning. REALTORS® and mortgage professionals who seem the most gregarious in their community outreach are those whose giving seems to fill their own souls. When their 22
volunteer efforts or donations directly impact causes they or their clients care deeply about, “giving back” becomes energizing. Jason O’Quinn of Prime Lending in Dallas Texas, for instance, says that his family’s ongoing work building homes for some of the poorest families in Honduras fills him immeasurably. “It rejuvenates me,” he says. “There’s quite a dichotomy between the houses we build there and the houses we finance here,” he says. “It refocuses me, going from financing $1 million homes in Dallas to physically laying cinderblock for $10,000 homes in Honduras. Everything has more meaning when we sacrificially give of our time, talent and treasure.” The longtime “big picture” for Colorado REALTOR® and property manager, Linda
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Todd, for instance, has included giving back to the community, whether serving as a lead carpenter for Habitat for Humanity, making deliveries for Meals on Wheels, or pitching in for the sake of baseball. And through her lifelong passion for baseball, she harmoniously blended her personal interests, her work and her community service. For many years, she was so involved Little League the local league named a new field after her. “I cried for 3 days after they told me that!” She and her husband also started a scholarship fund for junior college baseball players and serve as a host family for the rookie league of the Colorado Rockies, putting up newly drafted players in their home. For Florida REALTOR® and property manager, Mario Gonzalez, neither his business nor his primary community outreach would exist without the other. A retired U.S. Navy pilot, Mario formed his brokerage, Navy to Navy Homes, when he saw a need for military personnel to find affordable homes to purchase. “We got into it to help, but that led to a full-blown real estate business.” Besides providing opportunities for investment and homeownership, the company donates 35% of every commission to Homes for Heroes, veterans’ groups, or organizations benefiting fire, police, medical organizations, churches and homeless shelters. “We’re small, but we give so much back that we were the top Homes for Heroes company in Florida and
top-five nationwide.” But he does none of this for the attention. His friends may call him the “Humble Hero of Heroes,” but helping is Mario’s passion. “To be such a small business and be the top Homes for Heroes affiliate is mind boggling!” Like Mario, for many, the best service takes place in simple and quiet ways. Illinois REALTOR®, Susie Scheuber, for example, takes a humble approach to giving back. Although she donates a portion of every commission check to the Children’s Miracle Network, she doesn’t discuss this with clients unless they happen to ask. “I do it because I want to and because, to me, giving back is the right thing to do when you’ve been fortunate in business and life,” says Susie. We all know how inertia works; the more energized we get by certain behaviors, the more likely we are to continue those behaviors. For some top agents, community outreach has become such a natural routine of their daily lives that they never find it burdensome. A good way to add community service into your life, therefore, is through the causes that mean the most to you. For starters, consider giving a small donation after closing to the charity of your client’s choosing. Learning the different causes that they care about just might foster a new mission for you.
If you have a unique story to share about how your community outreach has impacted your life and your business or inspired others, click here for consideration in our magazines: www.topagentmagazine.com/nominate-a-real-estate-agent-to-be-featured Top Agent Magazine
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