FLORIDA EDITION
WHY
DOESN’T TRAINING WORK FOR YOU?
Embracing Smart Homes: Does New Technology Really Increase Home Value? 8 Tips on Using Disruptive Thinking to
COVER STORY
SCOTT COLDWELL FEATURED AGENTS
JERILYN WALTER URSULA WEINKAUFF
IMPROVE INNOVATION
FLORIDA EDITION
URSULA WEINKAUFF
Moving to the sunshine state of Florida from Hour”, dinner or for 7 in the year 1995, Ursula found 19 herself 23 it comes to marketin Germany intrigued by the designs of the homes within the the Internet and Fa area. “I just loved driving around and looking advertising Jerilyn Walter’s exposure to the real internatio hosting at how unique the houses were. The designs all to other types of adv industry began earlier than most. As a cues an seemed different than what I was used to, and I German to reach the child, Jerilyn trailed her grandmother, up to 3 knew several of my friends and business partners trying to reach. Curr an agent, to different open houses andfor about commu who always spoke of owning their own dream market 45 Realtor events, getting a sense for the approac home in Florida - so I decided to get my Real Estate to her effective nation industry she would one day join. As a from a d license - that’s how I got started in this business in woman, Jerilyn owned With several photogr Florida,” she explains. Ursula had worked incareer the her business gr businesses before pivoting ca Real Estate industry while living in Germany successful and the strategy letter of keepi was excited to dive back into it again. Today,to shereal estate in search for her and next keeping MLS them ha a SCOTT COLDWELL JERILYN WALTER URSULA WEINKAUFF since the start of h is a broker and owner of Focus Real Estate LLC, challenge. “It was a natural transition,” she remembers. “I knew media o serving all along the beautiful of southwest Florida. recent testimonial read, “I have be I had foundcoast my sweet spot, and tookUrsula to the business right away.” has a team of agents working to go above and beyond their Weinkauff since 2010. takes c Almost eighteen years later, Jerilyn has built a sizable real estate SheBeyond clients’ expectations, which has resulted in tremendous growth. process: making excellent suggesti presence in the south Florida marketplace, as well as a reputation various you lots and lots of options, up to for insightful leadership, a diligent work ethic, and a commitment zations “I would say, approximately 90% of my business is repeat busi- key to your new home. She always to lasting client relationships. Bound, ness or referrals,” Ursula says. She mostly works with investors get the best deal possible. Furtherm prep me and second home buyers, but has experience working with all in getting the deal done, but really Today, Jerilyn heads three offices and thirty-two agents. Together, for Cari types of buyers and sellers. “For me, it’s not about selling them she considers your situation and 4) EMBRACING SMART 17) 8 TIPS ON USING she and dynamic talent serve clients across a property, it’s finding theher perfect property for roster them.” Ursula happy with the yourSouth purchase bound. years lat PalmtoBeach with hyper-local focus. Having Delrayin theHearts her time getting know region, her clients, soashe can understand with a lived better area ant HOMES: DOEStakes NEW DISRUPTIVE THINKING TOinRealtor Beach forwants the past Jerilyn counts an enthusi- as much what their true needs and are eighteen in a homeyears, or investment. by herself her advice.” TECHNOLOGYSince REALLY IMPROVE INNOVATION many are looking for homes might retire in someday, astic member of they her adoptive hometown. “I like to support the local our grat INCREASE HOME VALUE? she gives them ascommunity much guidance as possibleshe to find them the In addition to Ursula’s Rea organically,” explains. “If you keep it local, you work forinever “perfect” property. It is no doubt that this hands-on approach is for community involvement. She understand, sell,20) and create local.DOESN’T You’re able toTRAINING showcase features spent wi WHY the reason for herand immense success. “My clients really apprethe Bonita Springs -Esterogallerie Realto amenities toWORK prospectiveFOR buyersYOU? that they wouldn’t otherwise 13) 6 METHODS ciate FOR me putting be myexposed expertiseto,and diligence into the process. resources to various charities. Ursu and that in turn builds business and community on They love my honesty, sincerity, financial sense and they like church and supports its various min BUILDING BETTER EMAIL the whole.” In roughly seven years’ time, Jerilyn and the agents Conside referring their friends/family to me.” LISTS in her offices have managed to drive a significant contingent of Posh Pr As time goes on, Ursula is excited to business through repeat and referral clientele. To account this professi After the transactions have closed, she focuses on staying in her clients. Shefor can’t imagine doing success, Jerilyn emphasizes the power of cultivating relationships to utiliz touch. She contacts clients regularly via phone, email, Facebook and I am just passionate about hel and serving clients’ needs as a foremost priority. “What I with lovemy about and WhatsApp. Ursula also loves meeting them for “Happy interacting clients commu and buil
JERILYN WALTER
CONTENTS
this business is that it’s all about connections and relationships,”
Phone 888-461-3930 | Fax 310-751-7068 she says. “It comes down to taking care of people. It’s so important
listen to and communicate with clients, to relate to their experimag@topagentmagazine.com | to www.topagentmagazine.com
ences. I encourage all the agents I work with to focus on helping,
lesson s about th “It’s a m
No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent rather than just selling. If you focus on the relationship and execute Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published the transaction well, you’ll have a wonderful business.” 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. While Jerilyn is the producing owner of Posh Properties, she also Published in the U.S.
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serves as wise counsel for the agents across her three offices. In addition to providing cutting-edge tools and marketing support, she also curates a collaborative environment. She also connects withWeinka For more information about Ursula Top Agent Magazine agents one-on-one to ensure they’re fully empowered to take onvisit Focu call 239.297.2777, email Ursula@Focus-RealEstate.com, or the industry with winning results. “I always want to make sure our www.
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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 4
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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SCOTT COLDWELL Top Agent Magazine
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Scott Coldwell has learned that contributing meaningfully to his community and providing the best service possible result in a successful business that people enjoy having as their neighbor. After entering real estate more than 15 years ago, his team of 11 includes four other licensed agents plus transaction coordinators and an office staff of talented specialists. Clients of The Coldwell Realty Team in Ocala, Florida, benefit from the collective efforts of like-minded, 8Copyright Top Agent Magazine
goal oriented professionals who customize service through proven processes. “Clients regularly tell us that they trust us and appreciate our loyalty,� says Scott. Loyalty is particularly important for building client relationships in the unique Central Florida market the team represents. The landscape of the Ocala area comprises state parks and waterways and is a gateway to the Ocala National forest. Real estate includes commercial farm Top Agent Magazine
land, but Scott and team have earned their reputation by devoting themselves to the residential market. “As the #1 residential team in the area, agents often want to join our team, but I’m very particular about who joins our team and their personality type,” says Scott. “I only select the best and I pay them well; everyone on our team needs to be very trustworthy.” They also must be willing and eager to meet clients’ needs and communicate thoroughly. “Clients like the amount of time we spend on them,” says Scott. Top Agent Magazine
“During the transaction, they hear from us at least three times a week.” Transaction coordinators keep clients apprised of the process and agents calling them regularly. “People rave about our staff.” As the listing agent, Scott works most closely with sellers while mentoring and leading his buyer agents. “We are the area’s top online Copyright Top Agent Magazine9
marketing team; nobody spends more money in online advertising than we do.� Ocala, where Scott was born and raised, is known as the horse capital of the world. Scott holds an intimate understanding of the people, the community Copyright Top Agent Magazine 10
and the market. In recent years, Scott has even rolled out a VIP Buyer system, through which he shows new listings to members of the program over the course of a week prior to going on the market. In a place where demand far outweighs supply, and with a team that nurtures relationships with his buyers and sellers, this approach yields fast and strong sales that make everyone happy. Top Agent Magazine
Through their referral system, The Coldwell Realty Team regularly keeps in touch with past clients. “They receive our referral marketing newsletter and we reward many of them with personal gifts for their loyalty and referrals,” he says. “We donate a portion of our referral sales to a local organization, Feed the Need, Top Agent Magazine
that helps out the more than 3,000 homeless children in the area.” Their goal is to donate $25,000 a year to Feed the Need through the referral program. In addition, the team is a primary sponsor of community fundraising events for Feed the Need. “It might be a Christian music concert or Havana Nights events Copyright Top Agent Magazine 11
with food and music,” he says. “It’s always a good time.”
he serves, whether a team member, a client or someone in need.
When it comes right down to his driving motivations, Scott says that his love of real estate and of helping people keep him growing and thriving in the business. “Everyone likes to go online or on HGTV and look at houses and I get to do that for a living!” he jokes. In doing so, however, he remains mindful of his dedication to community and to each person
Within a few years, Scott plans to carefully grow his team to about 25. “I also want to expand the referral program to continue raising more money for Feed the Need.” While all of this may be a “work in progress,” there is no doubting that the progress Scott is making in Ocala residential real estate is serving countless people and helping the area thrive.
To learn more about Scott Coldwell, visit homesofocala.com or go to his Facebook page, email scott@homesofocala.com https://www.facebook.com/HomesofOcala or call 352- 209- 0000 www.
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6 Methods for Building Better Email Lists By Kendra Lee
Email lists can be a blessing or a curse. When they’re composed of real email addresses of people in your target micro-segment, and those people recognize you or your company by name, an email list is an invaluable lead generation resource. When the list is filled with contacts who don’t know of you or your company, i.e. a cold list, lead generation can be though – really tough. Likewise, if your list is populated with fake, inactive, or irrelevant accounts you’re at risk of being banned by your email software provider. Not surprisingly, I hear from clients all the time asking how to build an email list that will get results for their campaigns. Should they purchase? Should they attempt to build their own? Remember that with email list building your goal is to build a list of people within your micro-segment, so quality is more important than quantity. The more similar the contacts, the easier it is to tailor your nurturing and lead generation content to their specific needs. Here are six methods that will help you build a quality email list. Top Agent Magazine
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Nurturing and lead generation activities: When you engage in social media, nurturing activities, SEO, and Adwords, those mediums provide forums for you to drive people to your website, start a conversation via a social channel, attend an event you’re hosting, and add people to your list. People who respond really do want to be part of your list.
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Membership organizations: Whether it’s through industry associations, mastermind groups, or networking events, these types of organizations provide an excellent means for collecting contact information. Generally, people will update or provide their own information because they want other members to have easy access to them so you know the data is current.
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Shared lists: By finding a peer who targets a similar microsegment with a non-competitive offering, you may be able to forge a partnership in which you promote to each other’s lists. This happens frequently within the high tech space, with consultants, and with professional services organization where they understand the value of collaboration.
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Research the web and build your own: Increasingly, we’re seeing companies comb LinkedIn, Zoominfo. com, InsideView.com, DiscoverOrg.com and other websites for contact information, and then follow-up with companies to confirm the validity of that information. This approach is time consuming, but it can be very effective. A client who we coached through this process recently got a 41% open rate on their email nurturing campaign. I really like DiscoverOrg for the detailed information they have if you’re selling in the IT or telecom industry.
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Purchase lists: There are numerous companies that sell email lists, but you need to be careful which vendor you buy from
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and how much you spend. Prices typically range from hundreds to several thousand dollars depending on list specificity and size. One warning: Expect higher bounce rates with these lists and negotiate for that issue when you purchase. To avoid high bounce rates, look for a list company that validates the information. In this way I’ve been very pleased with ExchangeLeads for new lists and validation of current lists. If you don’t have any list, this may be the way to get started.
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Trade information for information: Sites like ExchangeLeads and Data.com community give you credit for providing contact information for companies you’ve worked with in the past. As you earn credit, you can use it to acquire lists for free. These services generally have a fee option as well, and the data integrity is dependent upon users keeping it current. Again, look for companies that validate data to reduce bounce rates and wasted time. I really like ExchangeLeads for trading information as well as purchasing it.
Ultimately, my advice would be to focus as much on the organic list building methods (#s 1-4) as possible, and supplement with the purchased methods (#s 5 and 6) when necessary. If you start with a purchased list, plan to nurture it and build your recognition. Don’t toss it away if you don’t get immediate results. At the end of the day, you want to strive for list quality over list quantity. Pushing your messaging out to unwitting, uninterested, or unsuspecting prospects won’t do anything to help you close more deals. Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.) Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding strategies. Copyright©, Kendra Lee. All rights reserved. Top Agent Magazine
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8 Tips on Using Disruptive Thinking to Improve Innovation You might be wondering what disruptive thinking is. How can anything disruptive be good? Well, if you’re caught in a stagnant place, shaking things up might be exactly what you need to gain some momentum in your personal or professional life.
the norms that keep you from being creative and implementing big ideas. Here are some simple things you can do to find opportunities that might be hidden if you stay stuck in the status quo.
Sometimes taking a step out of your bubble will give you a much needed perspective and allow you to achieve the breakthrough you need to take things to the next level. There is no more valuable commodity in today’s business world than innovative thinking, and the key to innovative thinking is breaking down
1. TAKE RISKS
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Without risks, there usually won’t be any major rewards. Sure being steady and careful might keep things going marginally well, but if you really want to go big, you need to go all in sometimes. If you go through the history of great innovations, none of them
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were achieved by playing it safe. Embrace mistakes. Learn from them, they often provide valuable insight and that will lead to great success on your next attempt. 2. FAMILIARIZE YOURSELF WITH A COMPLETELY DIFFERENT INDUSTRY This might seem counter-intuitive, but you’d be amazed at what you can learn by looking into successful companies, no matter what the business type is. You’re almost certain to find valuable solutions, systems or technology, that might fit your business, giving you a unique advantage over the competition. 3.BE CURIOUS Break some of your daily habits, even if it’s as simple as ordering a new dish at your favorite restaurant. Even the smallest changes can help spark a new idea. Always be on the lookout for new ways to do things. Little innovation are all around you. If you remain curious and keep an open mind, you’ll be surprised as to what might spark the next great idea. 4. PICK THE BRAIN OF A NON-EXPERT Yes, there is a lot to be gained by having access to someone with an expertise in your field, but you can learn a lot from a newcomer as well. They are a blank slate, and may inspire you with their completely unique point of view on things as someone just starting out. 5. BE LESS JUDGMENTAL It’s very easy to dismiss a new idea. You have experience and that can oftentimes lead 18
to a million reasons why something won’t work. But there really is no harm in ignoring your initial impulse and thinking it though a bit more. If you or someone you work with has passion for an idea, it’s definitely worth pursuing. 6. CHANGE YOUR PERSPECTIVE We tend to look at things in a linear way. If you feel like you’ve stalled out on something, literally flip the script. Re-imagine it from different perspectives, reverse engineer the process. Anything you can do to see it from all angles, might get the creative juices flowing again, and could even lead to a breakthrough. 7. VALUE CHAOS Yes, it’s great to be organized and have a plan, but sometimes a little randomness can be that added ingredient that makes it all work. One of the major keys to successful disruptive thinking is breaking up everyday patterns. Sometimes the path to rational solution is filled with chaotic moments. 8. BE WILLING TO LET GO Don’t be rigid. Even the best ideas can always be refined and improved. You’ve invested a lot of time in your idea and it can be hard not to cling to it, but input from other people will only strengthen what you want to do. Having big ideas is great, but you also need to be pragmatic. Recognize changes you might need to make to get your big idea implemented. Disruptive thinking is all about flexibility.
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JERILYN WALTER Jerilyn Walter’s exposure to the real industry began earlier than most. As a child, Jerilyn trailed her grandmother, an agent, to different open houses and Realtor events, getting a sense for the industry she would one day join. As a career woman, Jerilyn owned several successful businesses before pivoting to real estate in search for her next challenge. “It was a natural transition,” she remembers. “I knew I had found my sweet spot, and took to the business right away.” Almost eighteen years later, Jerilyn has built a sizable real estate presence in the south Florida marketplace, as well as a reputation for insightful leadership, a diligent work ethic, and a commitment to lasting client relationships. Today, Jerilyn heads three offices and thirty-two agents. Together, she and her dynamic talent roster serve clients across the South Palm Beach region, with a hyper-local focus. Having lived in Delray Beach for the past eighteen years, Jerilyn counts herself an enthusiastic member of her adoptive hometown. “I like to support the local community organically,” she explains. “If you keep it local, you understand, sell, and create local. You’re able to showcase features and amenities to prospective buyers that they wouldn’t otherwise be exposed to, and that in turn builds business and community on the whole.” In roughly seven years’ time, Jerilyn and the agents in her offices have managed to drive a significant contingent of business through repeat and referral clientele. To account for this success, Jerilyn emphasizes the power of cultivating relationships and serving clients’ needs as a foremost priority. “What I love about this business is that it’s all about connections and relationships,” she says. “It comes down to taking care of people. It’s so important to listen to and communicate with clients, to relate to their experiences. I encourage all the agents I work with to focus on helping, rather than just selling. If you focus on the relationship and execute the transaction well, you’ll have a wonderful business.” While Jerilyn is the producing owner of Posh Properties, she also serves as wise counsel for the agents across her three offices. In addition to providing cutting-edge tools and marketing support, she also curates a collaborative environment. She also connects with agents one-on-one to ensure they’re fully empowered to take on the industry with winning results. “I always want to make sure our agents are on the right path,” she says. “We’re here to help people live the lifestyle they want. We have a great work ethic and our agents understand the importance of staying communicative and picking up the phone. We don’t expect anyone else to do the work for us; we know that our job isn’t fully done until we’ve reached the closing table.” Relationships are unequivocally central to Jerilyn’s working philosophy, and she demonstrates her gratitude for clientele by Top Agent Magazine
hosting appreciation events throughout the year. From barbecues and brunches to events that include local vendors and draw up to 300 guests, Jerilyn’s client appreciation get-togethers build community and draw familiar faces back together. As for her approach to listing properties, Jerilyn ensures all agents benefit from a dedicated marketing platform that incorporates professional photography, annual videography, open houses, and personalized letter campaigns. Of course, all listings are leveraged across the MLS and the leading online listing platforms, including social media outlets that maximize visibility. Beyond the office, Jerilyn contributes to her community through various means, including support for regional animal rescue organizations and through her efforts on the board of Directors for College Bound, an organization that aids low-income kids through collegeprep mentorship. Additionally, Jerilyn gives back as an Ambassador for Caring Hearts, which delivers 45,000 meals a year to the housebound. One day a year, she and her colleagues also join the Caring Hearts team to deliver meals for those in their community. “We do as much as we can for our local community so that we can show our gratitude,” she says. “A strong local community is a win-win for everyone.” In her remaining free hours, Jerilyn most enjoys time spent with loved ones, travel, working out, visiting museums and galleries, and staying active through paddle-boarding and cycling. Considering the future of her business, Jerilyn intends to continue Posh Properties’ steady trajectory, with plans to add likeminded professionals her team as her imprint grows. For now, she is content to utilize her decades of business acumen to serve the Florida community she calls home. Finally, Jerilyn Walter shares a key lesson she’s come to adopt in her second-act career: “If you think about the client first, things fall into place from there,” she says. “It’s a marathon, not a sprint.”
To learn more about Jerilyn Walter, email Jerilyn@PoshFlorida.com, visit PoshFlorida.com, or call (561) 537 – 0050 www.
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Why Doesn’t Training Work for You? by Carla Cross
Why isn’t your training working for as a ‘performance art’, not a you? Every company says they ‘knowledge pursuit!’ ‘have training.’ Yet, whether you’ve been in business 2 days or 20 years, Big question for you: Think of your you’ve probably felt frustrated that last 3 trainings. What were you doing those hours spent in class—listening in class? Listening to the ‘expert’? to someone at the front (the Or, were you putting to work what ‘expert)—didn’t do you any good. you were learning—while in class, There’s one reason training doesn’t so you could get valuable feedback work—and here’s how to make it before you ‘practiced’ on real work for you, so you don’t waste people—your clients? precious hours in training rooms. What you need to be doing in class Training doesn’t work because it’s to assure you can do it ‘for real’: not taught right—and the people in the class aren’t doing what needs to • If it’s appropriate, you need to role be done for training to make a play (like answering objections, giving a listing presentation, etc.) difference in their lives. Here’s what training needs to help • If appropriate, you need to you every time you’re in class: differentiate (like finding mistakes in a purchase and sale agreement). Training must have action inside class to be effective for you. • If appropriate, you need to practice the actions in class and then What do I mean? go out and do it with a ‘real person’—the client—and come back I mean we have to look at real estate and tell how it went (practice a 20
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listing presentation, do it ‘for real’, Real Estate: Performance Art and come back to class and refine it). or Knowledge Pursuit? None of these things happening in class? Make it work anyway. Take the ‘actionable’ items you learned in class and go do them—for real— within 3 days of going to class (otherwise we only remember 10% of what we heard!). Now you’ve made your own action plan. Trainers: I just videos showing training work. uTube channel. Top Agent Magazine
Let’s be honest: Do you know someone in your office who seems to know everything—but doesn’t sell a stick of real estate? Sure. That’s the problem with treating real estate as a ‘knowledge pursuit’. It has little to do with results. It’s a performance art. How you perform in the field—with real clients— did a series of 5 determines your success. how to make your See them on my Big question for you: Which kind of agent are you? A ‘performance art’ 21
How you perform in the field—with real clients—determines your success. agent or a ‘knowledge pursuit’ agent? Which is easier to become? Your Training Should Resemble a Piano Lesson
will ‘do it’ for you 3.Relying on ‘on demand’ video. Many large franchises are providing video on demand training. Brokers may be relieved that this is going to take training off their plates. I wish. Unfortunately, video training can provide very limited production results. Why? Because people don’t learn much by watching video. Yes, they learn a little. They observe someone else doing something; they get information. But, they don’t have to take action.
As a long-time pianist and teacher, I know intimately that, if you don’t practice, you can’t play (or you play badly)! Think of effective training like a piano lesson. You practice outside class. You come prepared. You get tips and modeling from your teacher. Then you practice in class with your ‘coach’ watching and listening. Then, you ‘go out in the field’ and practice. You come back When you’re ready to get results ready to perform for your coach from your training, you’ll be ready to treat your training like the power again. That’s effective training. tool it really can be. Here are 3 things that don’t work in training (and things for you to avoid): Carla Cross, CRB, MA, is an international 1.Listening for a long period of time and thinking you can do it (you already know that, from your experiences, right?) 2.Thinking most company training 22
speaker and president of Carla Cross Seminars, Inc. and Carla Cross Coaching. A former national Realtor Educator of the Year, Carla is known as one of the ‘go-to’ experts in her profession. She’s written training and coaching programs for most of the major real estate franchises. Contact Carla at 425-392-6914 or www.carlacross.com. Top Agent Magazine
URSULA WEINKAUFF Moving to the sunshine state of Florida from Germany in the year 1995, Ursula found herself intrigued by the designs of the homes within the area. “I just loved driving around and looking at how unique the houses were. The designs all seemed different than what I was used to, and I knew several of my friends and business partners who always spoke of owning their own dream home in Florida - so I decided to get my Real Estate license - that’s how I got started in this business in Florida,” she explains. Ursula had worked in the Real Estate industry while living in Germany and was excited to dive back into it again. Today, she is a broker and owner of Focus Real Estate LLC, serving all along the beautiful coast of southwest Florida. Ursula has a team of agents working to go above and beyond their clients’ expectations, which has resulted in tremendous growth. “I would say, approximately 90% of my business is repeat business or referrals,” Ursula says. She mostly works with investors and second home buyers, but has experience working with all types of buyers and sellers. “For me, it’s not about selling them a property, it’s finding the perfect property for them.” Ursula takes her time getting to know her clients, so she can understand what their true needs and wants are in a home or investment. Since many are looking for homes they might retire in someday, she gives them as much guidance as possible to find them the “perfect” property. It is no doubt that this hands-on approach is the reason for her immense success. “My clients really appreciate me putting my expertise and diligence into the process. They love my honesty, sincerity, financial sense and they like referring their friends/family to me.” After the transactions have closed, she focuses on staying in touch. She contacts clients regularly via phone, email, Facebook and WhatsApp. Ursula also loves meeting them for “Happy
Hour”, dinner or for a quick cup of coffee. When it comes to marketing, Ursula utilizes tools like the Internet and Facebook but also Magazine advertising internationally and locally in addition to other types of advertising in both English and German to reach the main target audience she is trying to reach. Currently, her listings are on the market for about 45 days on average, mostly due to her effective nationally and internationally. With her business growing organically, it is clear the strategy of keeping in touch with her clients and keeping them happy is one that has worked since the start of her real estate career. One recent testimonial read, “I have been doing business with Mrs. Weinkauff since 2010. She takes care of you through the whole process: making excellent suggestions, taking the time to show you lots and lots of options, up to the point where you get the key to your new home. She always looks out for your interest to get the best deal possible. Furthermore, she is not only interested in getting the deal done, but really puts things into perspective: she considers your situation and makes sure that you will be happy with your purchase years later. I cannot imagine working with a better Realtor in the area and have not been disappointed by her advice.” In addition to Ursula’s work in Real Estate, she also makes time for community involvement. She is the incoming president for the Bonita Springs -Estero Realtors, and donates her time and resources to various charities. Ursula is an active member of her church and supports its various ministries. As time goes on, Ursula is excited to continue growing and serving her clients. She can’t imagine doing anything else. “I love people and I am just passionate about helping people. The best part is interacting with my clients and building those relationships.”
For more information about Ursula Weinkauff, call 239.297.2777, email Ursula@Focus-RealEstate.com, or visit Focus-RealEstate.com www.
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