COLORADO EDITION
DO YOU ADD CONSISTENT VALUE FOR YOUR BUSINESS AND FOR YOUR CLIENTS? COVER STORY
How To Incorporate Current Events To Your Email Blasts And Stay Relevant 1 Billion-Plus Reasons Why You Should Be Active On Facebook
JULIE KERSTING FEATURED AGENT
PENNY FLETCHER
Take My Word For It: THE POWER OF TESTIMONIALS & MAKING WORD-OF-MOUTH COUNT
COLORADO EDITION
Sandy Boyd is proud to congratulate
Julie Kersting 9
JULIE KERSTING
19
PENNY FLETCHER
PENNY FLETCHE
Top Agent Penny Fletcher - of Steam boat Sotheby’s International Realty the picturesque ski resort communi of Steamboat Springs, Colorado - h made a name for herself as a dedicate knowledgeable and trustworthy re estate advisor. Her solid know-ho combined with a friendly, approac able demeanor, has ensured not on her client’s satisfaction, but their co tinued referral of new business.
Penny, an 18-year veteran in the healthcare field, cites family an motherhood as among the reasons she switched to the real esta industry. “I was a single mom raising two boys, and I needed have a career where I had some flexibility to raise them, and have the finances that would allow me to support them. I want to be able to attend their school functions and sporting even CONTENTS just be there for them.” Penny clearly made the right decisio and since obtaining her license 20 years ago, her reputation as 4) TAKE MY WORD FOR IT: 16) 1 BILLION-PLUS trusted real estate professional has grown exponentially year aft THE POWER OF TESTIMONIALS REASONS year, as has her WHY business. Working with her business partner Lin and anSHOULD administrativeBE assistant, PennyON specializes in ranche & MAKING WORD-OF-MOUTH YOU ACTIVE high-end estates, residential homes, condos and land sales.
on being featured for the state of Colorado in Top Agent Magazine! COUNT
percent of Penny’s business is drawn from repeat clien S & S CLOSINGS & ESCROWEighty INC
with DO the remaining twenty percent the result of referrals. Wh 6) HOW TO INCORPORATE CUR- 21) YOU ADD CONSISTENT asked what it is about her that inspires such continuing loyalt Sandy RENT EVENTS TO YOURBoyd EMAIL VALUE FOR YOUR BUSINESS Penny points to her commitment to continuing education an ssclosing@gmail.com | 719- 395 -AND 0300 BLASTS AND STAY RELEVANT stayingFOR abreastYOUR of currentCLIENTS? market trends. “I do my research o
properties for buyers and sellers,” says Penny, who holds a Cer fied Negotiation Expert designation (CNE) and a Master Certifi Negotiation Expert designation (MCNE). “If I’m working with buyer, I’m able to give them the information they need to com to an informed decision on purchasing that property. If I’m repr Phone 888-461-3930 | Fax 310-751-7068 senting a seller, I’m respectful of their wants and needs, but I al mag@topagentmagazine.com | www.topagentmagazine.com give them options to research and to discuss.” No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S.
2
Top Agent Magazine
Photo by Tania Coffey
mailto:mag@topagentmagazine.com
Top Agent Magazine
3
Take My Word for It:
The Power of Testimonials & Making Word-of-Mouth Count Ratings, reviews, and testimonials are among the most powerful tools an agent or real estate professional has at his or her disposal. Think of it this way: almost all of us go online to get a sense of dining options, film scores, and product reviews. When it comes to real estate pros, people what the same measure of comfort and advice from those who have already experienced your services. The 4
bottom line is this: testimonials create a relatable emotional appeal to others, while giving potential clients some first-hand insight into your ability to deliver. With all that in mind, consider the valuable rationale behind testimonials and word-ofmouth attention: how to harness it, and what it can do for you and your business.
Top Agent Magazine ÂŽ
Top Agent Magazine
Testimonials and word-ofmouth buzz build your brand If you aren’t displaying positive testimonials and reviews on your social media outlets and website, then you’re missing out on a key opportunity. Those exploring your pages are likely seeking real estate representation, and reviews and testimonials serve as a first-hand glimpse into who you are and what you can do. If you can, try to tie reviews and testimonials to specific names or social media handles, as you’ll be highlighting the interpersonal component at play. Think of it this way: potential clients are more likely to trust the experiences of past clients than to place blind faith in your pitch, which is crafted to create a sale. Most customers would rather look to the experience of fellow consumers before taking your word for it, sight unseen. Well-place testimonials and personal reviews can bridge the gap when it comes to your brand and the prospective client.
Testimonials and word-ofmouth buzz demonstrate your value compared to others Good agents are a dime a dozen, but top agents stand apart from the pack for a variety of reasons. Chief among those reasons is the ability to differentiate themselves from the norm by highlighting their personalities, their track records, their values. Testimonials and wordof-mouth buzz don’t just focus on whether an experience was good or bad. It dives into the details of personality and consumer relationships. While the qualifications of many agents might be similar, you can stand out by showTop Agent Magazine
casing stellar reviews and testimonials that shine upon your character and delivery. When pitched by two agents with similar experience and credentials, but only one has the testimonials featuring positive experiences and lasting relationships—wouldn’t you be more inclined to work with the agent who has a proven track record of success?
Do your homework and compile the testimonials that will drive your business At the close of a transaction, consider providing a comment card with room for clients to write a few reflections, or create an e-mail ready online form that makes submitting feedback a breeze. You can also touch base via e-mail and ask politely for a review of their experience with you. Referred or repeat clients are excellent candidates for testimonials, as they will already know your business well, or will likely be happy to contribute their perspective. If asking for testimonials makes you cringe, you can always incentivize this process in minor ways. For example, you could offer a fun, cost-effective gift certificate in exchange for a testimonial. Whichever way you gather testimonials that speak to your positive performance, there is no question that these documented first-hand experiences are priceless when it comes to drawing and retaining clients. If you want to inspire interest and build a living brand, there is no better method than by having clients vouch for your working style.
Top Agent Magazine ®
5
How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes6
sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.
Top Agent Magazine ÂŽ
Top Agent Magazine
One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening. How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.
against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.
Sports news makes a splash
Become a one-stop-shop for holiday fun and seasonal ideas.
People love to rally behind the home team. Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off
From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with
Top Agent Magazine
Top Agent Magazine ®
7
your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area. Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.
Pop culture serves as a fun and timely tie-in. Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for
8
them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.
Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.
Top Agent Magazine ®
Top Agent Magazine
Top Agent Magazine
JULIE KERSTING 9
JULIE KERSTING While earning her paralegal degree, Julie Kersting was always intrigued by the real estate related components of the law and her education. Pursuing this interest, Julie earned her license and secured a position with an area broker back in 1985. In the decades since, she has established herself as a seasoned professional possessing a proven approach and a community-oriented sensibility. Today, she serves as the Broker/Owner of Pinon Real Estate Group Buena Vista and has crafted a reputation for lasting relationships and delivered results. 10 Copyright Top Agent Magazine
Based in Buena Vista, Colorado, Julie heads an office of independent agents, as well as a tightknit team that includes her assistant/office manager and marketing director. Together, Julie and the team at Pinon Real Estate base their office in downtown Buena Vista and serve the greater Chaffee County and central Colorado region. “We love working downtown in the heart of our community,� Julie says. There, Julie has built a model where 80% of her business is driven by repeat and referral clientele. To account for this, she cites integrity, longevTop Agent Magazine
ity, and a personal touch as the driving factors of her success thus far. “I’ve built my business to focus on relationships,” she explains. “To us, it’s not just about closing one more transaction; it’s really about relationships and finding the perfect property or business for the buyer. We understand that those are big steps to take for our clients, so we take a big picture view of the whole transaction and determine how best to support the families or businesses we work with. We really do focus on longterm relationships of all kinds, from making Top Agent Magazine
new relationships, nurturing existing ones, or building community with our local schools, churches, and neighbors.” When it comes to listing properties, Julie and her team leave no stone unturned and customize their approach to each unique property. After a site visit is complete, Julie adds value to her clients by maintaining an extensive list of resources for any job imaginable. “From painting to minor repairs to electrical, plumbing, and landscaping—we partner with 11 Copyright Top Agent Magazine
trusted vendors who can assist our clients in readying their properties,” Julie explains. From there, professional photography, virtual tours, and any necessary aerial/drone photography entice prospective buyers through an immersive listing presentation that gives the full scope of property’s features and plot. As Julie’s native hometown of Buena Vista is a popular spot for second homes and vacation rentals, she also maintains a database of prospective buyers already in the pipeline and looking for an ideal property. All Copyright Top Agent Magazine Copyright 12
in all, diligence and forthrightness are at the core of Julie’s professional style, whether working alongside buyers or sellers alike. “We are authentic, hardworking, and we do everything we can to assemble a transaction successfully,” she says. “We’re very professional in our approach and we love sharing in that excitement when it comes to a buyer or seller moving on to their next adventure. We have an expertise in helping people downsize or relocate as well, so it’s all about next steps and new directions for us. We really love Top Agent Magazine
the chance to use our experience and professionalism to help others in whatever direction they’re moving in.” To give back to her hometown, Julie and her office participate in a variety of local causes that support schools, churches, and enrichTop Agent Magazine
ment programs for area youth and children. “We love our community and treasure the opportunity to support our neighbors,” Julie says. This support includes sponsorships for everything from students traveling abroad to building new programs and projects at local high schools. Julie also partners with the Copyright Top Agent Magazine 13
local Boys & Girls Club and supports music programs at local schools, recreation center sports, and area churches. What’s more, she donates to a non-profit or charity in the name of her clients after every closing. Beyond the office and giving back, Julie most enjoys spending time with family and relishing the great Colorado outdoors through skiing, bike-riding, and fishing.
As for the future, Julie has plans to continue growing her business mindfully, with plans to expand her growth while maintaining the superlative standard of care her clients have come to expect. For now, Julie Kersting is most enthusiastic about building community in her beloved hometown and supporting the aspiring buyers and sellers of Colorado, one relationship at a time.
To learn more about Julie Kersting email jkersting@pinonrealestatebv.com, call (719) 395 – 7840 or visit PinonRealEstateBV.com www.
Copyright Top Agent Magazine 14
Top Agent Magazine
Sandy Boyd is proud to congratulate
Julie Kersting
on being featured for the state of Colorado in Top Agent Magazine!
S & S CLOSINGS & ESCROW INC Sandy Boyd ssclosing@gmail.com | 719-395-0300
Top Agent Magazine
15
1 Billion-Plus Reasons Why You Should Be Active on Facebook By Bubba Mills
The number is staggering and potentially career ending for REALTORS® who ignore it: 1,440,000,000. That’s the total number of monthly active users on the social medium Facebook. That number alone is reason enough to use it regularly in your real estate business. But Facebook can also help turn you into the expert in your community. Just by sharing knowledge and relevant events about the community you can become the go-to source for all things local – a perfect way to capture the attention of prospective buyers. Plus, Facebook advertising also gives you tons of targeting layers like age, location, recent life events and interests. Plus, it constantly adds new targeting filters and functions that help you reach even more niche prospects who closely meet your customer criteria. Talk about pinpointing a target audience. 16
Top Agent Magazine
Top Agent Magazine
Another Facebook real estate ad tool is Website Custom Audiences that lets you create Facebook ads that target users who have visited your website. And several apps specifically for Facebook have emerged. Consider these: • Heyo.com: Helps you host contests, showcase promotions and high-
light special offers. • Woobox.com: Let’s you easily create quizzes and other fun tools for engaging content. • Pagemodo.com: Helps you make your Facebook business page both sleek and stylish and tabs allow for easy lead capture. But the latest offering is just as cool. It’s called Facebook Live and it lets you stream live video on the internet. I recently wrote about Periscope, another live video streaming app, but when you use Facebook Live you’re automatically featured at the top of Facebook users’ news feed. What’s more, statistics show that live video is viewed more than recorded video. How can REALTORS® use Facebook Live? Open Houses: Broadcast a walk-through of a new listing
and highlight all the great features.
Webinars: Host live webinars targeted to buyers and sellers. They can sub-
mit questions just like a real-life seminar.
Real Estate Talk Show: Offer the latest news in the industry plus share lo-
cal events and your newest listings. In short, become the Lester Holt or Diane Sawyer of real estate in your town with your own “TV” show! Facebook offers these tips for using Facebook Live: Promote: Tease upcoming Facebook Live broadcasts for more viewers. Plan better: Take time to plan what you want to do in the video, whether
it’s a few key talking points or to have a few questions ready ahead of time in a Q&A, in case incoming comments slow down.
Top Agent Magazine
Top Agent Magazine
17
Invest in some equipment: A shaky live stream turns off viewers so con-
sider a tripod or other stabilizing tools, especially if you’re taking viewers on a tour of an open house. And check the shot before going live.
Get the lighting right: If you’re indoors be sure you have plenty of good
lighting and avoid a lot of light directly behind you because it’ll wash you out.
Sound good: A common mistake for beginners is overlooking sound.
Consider an external microphone to make sure your viewers can actually hear you. And if the live option makes you a little nervous, you can also stream pre-recorded videos. Hey, that has worked like a charm for TV for decades. Some businesses promote their web series to “air” on Facebook Live at a certain time like TV shows. After they are streamed, Facebook Live videos function as normal Facebook videos. Some business owners believe videos may perform better if they begin as live ones. NowThis, a news company that publishes entirely on social platforms, experimented by streaming a 38-minute compilation of its favorite viral videos via Facebook Live. The stream received over 20,000 views and over 500 comments, according to Facebook’s counters. Yes, all the new-fangled internet tools, apps and options for REALTORS® can be a bit overwhelming. Just take it one step at a time and you’ll slowly be right there in the business-winning mix. E-mail me today at Article@CorcoranCoaching.com and I’ll send you more free information about how technology can help your real estate business. Copyright©, Bubba Mills. All rights reserved.
Bubba Mills is the CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international Real Estate, Mortgage, and Small Business coaching company committed to helping clients balance success in business, while building value in life. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com. 18
Top Agent Magazine
Top Agent Magazine
PENNY FLETCHER Top Agent Penny Fletcher - of Steamboat Sotheby’s International Realty in the picturesque ski resort community of Steamboat Springs, Colorado - has made a name for herself as a dedicated, knowledgeable and trustworthy real estate advisor. Her solid know-how, combined with a friendly, approachable demeanor, has ensured not only her client’s satisfaction, but their continued referral of new business.
Penny is diligent and thorough on the marketing front, another factor in her continuing success. After an initial consultation with her sellers to discuss how to best present the property, she provides them with a complimentary storage unit for three months for any personal belongings that need to be kept out of sight, a truly unique gift that is evidence of her creative and generous nature. Professional photography, drone video, and a robust internet and social media presence round out her approach, ensuring that her properties are always seen in their best light, selling quickly and for top dollar. She also points to the marketing support she receives from Sotheby’s as particularly helpful.
Penny, an 18-year veteran in the healthcare field, cites family and motherhood as among the reasons she switched to the real estate industry. “I was a single mom raising two boys, and I needed to have a career where I had some flexibility to raise them, and to have the finances that would allow me to support them. I wanted to be able to attend their school functions and sporting events; just be there for them.” Penny clearly made the right decision, and since obtaining her license 20 years ago, her reputation as a trusted real estate professional has grown exponentially year after year, as has her business. Working with her business partner Linda and an administrative assistant, Penny specializes in ranches, high-end estates, residential homes, condos and land sales.
Penny finds it easy to sell in Steamboat Springs, as she deeply loves the community she calls home. “It’s an amazing place,” she says, her enthusiasm obvious. “We are a world-class ski resort in Northwestern Colorado. We have a fabulous community of professionals that work in the ski industry, the healthcare industry, education, mining and agriculture.” Penny also points to the Steamboat Springs Winter Sports Club a source of local inspiration. “Over a thousand young people participate in this club,” says Penny. “They learn how to ski and race.” The club has produced eighty-eight Olympians, “two of whom are mine,” says Penny with great pride, referring to her sons, Bryan and Taylor Fletcher.
Eighty percent of Penny’s business is drawn from repeat clients, with the remaining twenty percent the result of referrals. When asked what it is about her that inspires such continuing loyalty, Penny points to her commitment to continuing education and staying abreast of current market trends. “I do my research on properties for buyers and sellers,” says Penny, who holds a Certified Negotiation Expert designation (CNE) and a Master Certified Negotiation Expert designation (MCNE). “If I’m working with a buyer, I’m able to give them the information they need to come to an informed decision on purchasing that property. If I’m representing a seller, I’m respectful of their wants and needs, but I also give them options to research and to discuss.”
When she’s not working, Penny enjoys myriad hobbies and activities, among them hiking, biking, fishing, skiing. Traveling, socializing and painting are also among her leisure activities. Looking to the future, Penny plans on continuing to grow her business, and finding new ways to leverage the internet to attract new clientele. She understands, though, the importance of the more human, personable approach she demonstrates. “The majority of buyers and sellers still want someone that’s knowledgeable, trustworthy, and who they can connect with on a personal level. They still want that Broker’s touch,” says Penny.
Photo by Tania Coffey
For more information about Penny Fletcher, call 970 -846-4429 or email penny.fletcher@steamboatsir.com Top Agent Magazine
Copyright Top Agent Magazine 19
mailto:mag@topagentmagazine.com http://www.topagentmagazine.com
20
Top Agent Magazine
Do You Add Consistent Value for Your Business and for Your Clients? By Walter Sanford
We recently received a question from some of our favorite coaching clients. The Premier Team is lighting up the upper end, downtown, and historical St. Louis real estate markets. As coaching clients, they are challenging for me because they demand new value and service for their clients each week. In fact, Chris and Lisa know that to dominate an industry they need to have tools that the competition does not. They require tools that not only make the job easier, but also more profitable for their clients. Here is the result from a recent request from which we created a letter handout for the listing presentation and for advertisement in other media: The Premier Team Helps Clients Achieve Goals through Pre-Launch Inspections We have found that all buyers should have their purchase inspected. When we represent our sellers, the negotiations start with offers and potential counter offers. Traditionally, the buyer obtains and pays for an inspection of the property. The negotiations start again. Top Agent Magazine
21
Rightfully, the buyer wants any challenges to be addressed; the seller feels they had lived with the challenges, sold the property with the challenges, and do not want to repair if they have no chance to enjoy them. It’s a difficult negotiation and can sometimes leave clients unhappy. As we do many times, we have devised a system to help all involved parties know what they are buying and selling while also saving our client’s time, trouble, and money in the mix. When we custom-design a marketing plan to achieve our seller’s goals and receive a commitment to market the property, we then offer our seller an opportunity to have the property inspected by our team inspector. The inspector will review all systems of the home and write a thorough report on the findings. We then discuss the findings with the seller and place any challenges in different categories. There is the “must fix now” category that deals with safety of the occupants or the property. There is the sub-standard category that is below the expectations a buyer would expect of a property for the area and price range. Lastly, there is the upgrade category for items which buyers would like to see done. By having the report and determining what categories, we can offer many opportunities to our seller clients: 1 We eliminate the “rush into a repair” syndrome by having the repair report early and without the input of a buyer waiting for an answer to complete the next step of their purchase. 2 We have time to contact numerous vendors who will compete for the best price. 3 We have time to make decisions on the condition vs. price, which is much better determined before the buyer has made a successful offer. 4 We know early if there are any big ticket items that would prevent a sale from a buyer not wanting the property or the seller not being able to afford the repair. 5 We can choose the mode of repair before a buyer has a stake in the decision. There are many ways to repair rather than replace. Replace is usually how a buyer wants the challenge remedied. 22
Top Agent Magazine
6 We have time to get government or utilities involved if needed. 7 A seller’s net proceeds or “net sheet” can be professionally prepared. 8 We might receive a higher offer when a potential buyer is presented an inspection with all the repair receipts attached. 9 The one to two week wait is eliminated by having a report done before an offer rather than waiting for it after the offer. 10 Since we are paying for the report, we get to choose the inspector. Finding inspectors without the drama gene is important. There are many other reasons to be knowledgeable about the property, prior to negotiations. We have arranged a team of inspectors who have agreed to wait to be paid for their inspection and report until the seller receives their proceeds from sale. This cures the cash flow problem. We, at Premier Real Estate, believe that this is not only an outstanding investment that pays many dividends, but it is also the most professional way to handle a sale including all possible disclosures to all potential parties. Should you have any questions, please feel free to discuss. We have much experience in this little utilized system to increase our seller’s net proceeds. Many people have a coach who has not been through the ups and downs as Walter Sanford. Many coaches do not have the same achievements as Walter. He has millions in cash flow equity that came from his real estate business, and he developed systems that can be implemented without any special abilities. We currently have a few availabilities in our coaching program, and this year’s schedule has some availability for seminars as well. Copyright©, Walter Sanford. All rights reserved.
Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com. Top Agent Magazine
23
mailto:mag@topagentmagazine.com
24
Top Agent Magazine