COLORADO EDITION
Playing the
REAL ESTATE MATCHMAKER
7
Reasons Why Your Prospects Aren't Turning Into Clients Is Branding the Way to
TAKE YOUR BUSINESS TO THE NEXT LEVEL? FEATURED AGENT
J.P. SPEERS
COVER STORY
JESSICA GISSA
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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry. But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem. 4
1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that
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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.
means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours. If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.
2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it? Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.
3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine
other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too. Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.
4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost. It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.
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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening. You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood. When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door. Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.
6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your
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client fully understands how the two of you will work together.
7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients. As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier. Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.
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JESSICA GISSA
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With nearly eight years in the business, Top Agent Jessica Gissa typically sells around $12 million a year—a testament to how often her transactions reach that happy conclusion at the closing table. While closing day is usually the happiest day in the transaction cycle for most agents, for Jessica Gissa it’s always a little bittersweet. “I really love spending time with my clients,” she says. “Closing should be such a happy day, but for me it feels almost like a breakup. I get attached to my clients and it’s an amazing experience to help them and be a part of their journey, but I enjoy the process so much with them that I sometimes don’t want it to end.” But in the end it does, and Jessica’s sales record is a testament to how often her transactions reach that happy conclusion at the closing table. With nearly eight years in the business, she typically sells around $12 million a year. She takes pride in assisting first-time homebuyers and recognizes the additional effort required to help them achieve their homeownership dreams. Jessica’s interest in real estate was ignited when she began assisting her REALTOR® 8
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mom, handing out her newsletter once a month to more than 600 homes. Despite initially rejecting the field, her perspective changed when she witnessed the financial success her mother achieved. This realization, coupled with her innate drive for
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customer service and helping people, led her to embark on a career in real estate when she turned 30. “I felt ready at the age of 30 to be taken seriously enough to sell real estate,” Jessica explains. “I also realized my passion for helping people, which I
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did through personal training, can be done in real estate as well.” One of the keys to Jessica’s success is her relentless dedication to her clients. “My clients know that I am all in for them,” she says. “I take this so seriously, and I take customer service to the next level because I care so much about every client, not just the commission. I am
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driven by how many families I can help. I often play the firefighter behind the scenes, solving problems that my clients don’t even know about.” Jessica built her career in the early years on Zillow leads, but now she relies mostly on referral business that she receives by being so
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visible in her neighborhoods. When it comes to marketing her listings, Jessica employs a very hands-on approach. She regularly prints out eye-catching flyers and personally distributes them. “I door knock, too,” she adds. “I’ll talk to anybody and everybody. It just happens organically and that’s how I get business.” Outside of work, Jessica’s adventurous spirit shines through. “I’m an adrenaline junkie,” she admits. She loves snowboarding, wakeboarding and off-roading with her side-byside vehicle. Her involvement in CrossFit adds
to her active lifestyle, and she occasionally competes in fitness competitions. Looking ahead, Jessica envisions owning her own boutique brokerage and becoming a mentor and guide for new REALTORS®. She aspires to teach and help others succeed in the industry, fostering a supportive and empowering environment for agents. Her long-term vision includes building a powerhouse team of agents, focused on exceptional service and genuine care for clients. “I would really love to teach new REALTORS®,” she says, “to help in any way.”
“I’m an adrenaline junkie,” Jessica admits. She loves snowboarding, wakeboarding and off-roading with her side-by-side vehicle. Her involvement in CrossFit adds to her active lifestyle, and she occasionally competes in fitness competitions.
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To contact Jessica Gissa, please call (719) 213-0635 or email jessica.gissa@gmail.com
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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon. Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While Top Agent Magazine
helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises. So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?
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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises. Set expectations upfront and often. It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc. Then, tailor your outreach accordingly. Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases 14
whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.
Know your first-time homebuyer programs and perks. There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research. The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.
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Get pre-approved for a mortgage—and shop around for the best rate. Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and
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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge. All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.
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Laughs!
Graham Harrop Graham Harrop Cartoons Cartoons
Putting the power of humour to work for you!
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J.P. SPEERS J.P. Speers of Colorado Springs, Colorado, has built a real estate business atop a bedrock of compassion, gratitude, and an unwavering dedication to excellence. “I like the energy that flows beneath my feet when I walk out of that room knowing that my client has received the best possible experience in this industry. I’ve dedicated my life to becoming the best of the best. Knowing that people have a professional real estate expert to rely on for this kind of transaction is an unparalleled experience.” This sense of levity and joy was born from a tumultuous time for J.P.; who, to this day, credits his success to the selfless act of a single REALTOR® he met while he was a teenager. “I was homeless from age thirteen to fifteen, living in Kansas in the back room of the restaurant where I was working weekends,” he recalls. “When my mother moved to Colorado, I got a phone call out of the blue from her REALTOR®. She said, ‘You don’t know me, but I learned a little bit about you while I was selling a home to your mother. She really wants you to be closer to the family, and if you’re interested, I’ll leave right now to come pick you up.’ And that’s exactly what she did – she drove 594 miles from Colorado to Kansas to get me, and on the way back, I got to hear her entire life’s story.” With visions of a “caring, successful woman with matching fur on her coat and boots” to guide him, J.P. set out to forge his own entrepreneurial path. He tackled a full course load at his local university and simultaneously worked at a credit union, while also slowly opening his own auto performance store. As his first business was solidifying, J.P. was diagnosed with Crohn’s Disease, and had to spend two and half weeks in the hospital.
“My body just couldn’t take any more. I opened up the newspaper on the hospital bed, flipped to the real estate section, and had a massive flashback to that car ride with my mothers Realtor many years back. I thought, ‘I’m a giving, loving person like she was. If that’s the type of person that real estate allows you to be, then that’s what I want.’” With his sights firmly set, J.P. secured a position as an assistant for his own REALTOR® Kathy Wade. After learning the ins and outs of the day to day operations and doggedly pursuing Stuart Scott, Ltd., J.P. eventually found himself learning from the very best in the industry. “Stuart Scott was ethical, moral, and just premiere at what he did. I was very lucky in my twenties to have been blessed by this magical kind of realtor – I still occasionally ask myself, ‘What would Stuart do?’” J.P. continues Stuart Scott’s legacy as now the Partner Owner Managing Broker of Berkshire Hathaway RMR, servicing all of Colorado Springs. “I hit Chairman’s Circle GOLD being at the top three percent in country for the Berkshire Hathaway network 2022,” he exudes, J.P. serves as a board of director for Pikes Peak Association of Realtors since 2012 & works well as an (SRES Senior Real Estate Expert) and holds proficiency as a (Certified Luxury Home Marketing Specialist GUILD member)“ Being 21 years in real estate now, I think the future number thirty years is a nice even number to retire for me – I want to pass along everything I’ve learned, and leave an iconic legacy, and go out in style “not bad for a homeless Kansas boy”. So, if you would like to have a successful real estate journey, J.P. and his team stand at the ready to ensure a world class real estate experience.
To learn more about J.P. Speers, call 719-761-1910, email jpberkshirehathaway@gmail.com, or visit findahomeco.com/colorado-springs-realtors/jp-speers www.
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Playing the Real Estate Matchmaker –
Follow These 8 Dating Rules to Ensure You Match Your Client with the Perfect Home for Them When you think a bit more about it, the ultimate goal of a real estate agent serving a client is really to match them up with the perfect house for them, almost the way a matchmaker tries to find two people that will fit well together as a couple. When people are looking for a house, they often treat the process as a quest for “the one” house that will fulfill their dreams of living in the house of their dreams. Don’t be fooled. It is always a search for “the one”, at least when it comes to helping a couple or family find a home. When you look at your client’s search for a home in this manner, then you might begin to notice some pretty obvious similarities Top Agent Magazine
between shopping for a home today and online dating. In this day and age most people live a substantial part entire lives online. People socialize with their friends on Facebook, they meet potential friends in forums and online communities, and we now even search for our perfect mate online. Shopping for a home also happens to usually start online. When they begin this search, make no mistake; they are looking for the “one.” These people then turn to you, the REALTOR® to play matchmaker for them. It is your job to wade through the pool of eligible homes (bachelors) and sort through all the ones that are too expensive, too nerdy, not cute enough, not smart enough, etc. until you find the “one.”
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It makes sense then to consult the tried and true practices in matchmaking that help those professionals find the right people for each other, and see if any of them could also apply for matching your clients with their dream home. You’ll find that these 8 dating rules may just show you the secret to matching your clients with the perfect home.
back to the store if you’re not happy with your new home. It’s best to first help your client get prequalified. This is a tangible step that shows they are ready to move on to a new home. You want to make sure they are completely over their love affair with their previous home. You can even ask them for a sign or proof that they’re ready to move on.
Who Is In and Not In Your Client’s League? Know Your Client’s Price Range:
Be Genuine, Not Superficial
When a person is looking for a mate, it is a waste of time for them to even consider those potential mates that are clearly out of their league. These people won’t even stop to give them the time of day. In the world of real estate the idea is the same. There is no point showing your clients houses that they can’t afford and will simply lust after without having any real chance of purchasing the house. It is your job to keep your client ground in reality, and help them be realistic in terms of price when choosing their next home.
Never Let Your Client’s First Impression of a Home Rule Their Decisions
Make Sure Your Client is Ready to Move On From Their Last Dream Home You’re job is also to make sure that your client is truly ready to move on from their previous home. This is a long term commitment, and they need to be absolutely sure they actually want to buy a new house. You can’t simply take the receipt 20
When trying to manage the many pitfalls of online dating, on inevitably goes on a date where the other person looks nothing like their picture online. That can be just as big of a problem when looking for a house. When clients show you a particular house they want to visit, ask them to name something about the house that they like other than the aesthetics. This way you can see if they are simply infatuated with the way the house looks in those pictures, or if there is a deeper interest in the home that could become a deeper connection between your client and the house.
When your client first sees a house they have already been lusting after in their mind, they’re often so excited to finally be looking at it, especially if it does in fact look as good as it did in the pictures. Make sure to encourage them to take some time before making such a big com-
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mitment, and don’t let their excitement push them into making a rash decision. It is your job to keep them grounded in reality. Push for your clients to do an inspection to make sure the house isn’t hiding any dark secrets. Sometimes the most charming facade can hide tons of slime and deadly mold.
Follow Your Heart (or Gut) People often laugh at and ridicule the idea of love at first sight, but when it comes to homes, the phenomenon can certainly happen. Your client may just find their perfect dream home at the very first place you take them. If you have a client that does insist this is the case, then you don’t want to try and rationalize with them or talk them out of their decision. You do, however, want to make sure you are watching out for their interest and make sure your clients take all the necessary precautions before they jump in headfirst.
See What Other People See in The Home – Do They See What Your Client Sees? Have you come to the conclusion that your clients are being blinded by all of the twinkling windows and crystal clear water glistening in the backyard pool, and can’t see that the house they’ve fallen in love with is really just a dirty animal (maybe a pig) dressed up in nice clothes and lipstick. Ask your client if they would be willing to look at the house again with Top Agent Magazine
their close friends, family, and anyone else they trust for a second opinion there to see it with them. If the house really is a dud, they’ll be able to see past any personal bias your client might have to the truth. They will be able to help your client see through the shining facade
Celebrate the Happy Union! When a couple gets married they tend to throw a big party and celebrate their union. The same goes for the closing. Your clients have just essentially married the house of their dreams, and now it’s time to rejoice. Congratulate them on their new union. Show your support for their new homeowner status by going to their housewarming party.
Help Your Clients Maintain Their Dream Home & Ensure a Lifetime of Happiness You can’t just disappear after the transaction is finished. Become their realtor for life by showing your clients how to maintain their dream home. Act as their resource for other professionals they may need to maintain the house such as handymen, plumbers, electricians, etc. Show them how to keep up with home maintenance so they don’t ignore problems that surface and end up with a much larger issue than they started with. Help them make sure their dream home lasts so they can live happily ever after in their home for a lifetime.
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Is Branding the Way to Take Your Business to the Next Level? Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet. 22
When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. Top Agent Magazine
SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website
to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals. Every brand is strengthened when it is built on a foundation of integrity and trust.
CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap. This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or Top Agent Magazine
not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites. If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take. But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised. If done right, soon you’ll become an in-demand agent whose name is synonymous with success! 23
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