Modern Email Etiquette for Today’s Agents
In today’s tech-forward culture, consumers are constantly inundated with promotional emails, alerts, invites, and social media blasts. As a real estate agent or a loan officer, how do you stand apart from the noise? What’s more, how do you stay relevant in a digital landscape that’s constantly changing?
For starters, there are a few timeless techniques you can apply to up your skillset when it comes email and digital communication: asking questions that
inspire conversation, politeness, and following up regularly—to name a few. Likewise, there are surely new tricks you can add to your arsenal to stay ahead of the curve. Let’s outline a few ways you can refine and update your email etiquette to compete in today’s virtual marketplace.
Make your subject line count
Too often, we labor over the content of our emails without giving much thought to subject lines.
Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity.
However, these little headlines can go a long way in luring the consumer to open your email and ultimately click through to your website in search for your services. An enticing subject line should be short and sweet, ideally less than fifty characters. You might also include the name of the recipient, and be up front (though concise) about the subject matter of your message. Remember: the first thing a client will see is your name and subject line—be sure to make this prime real estate shine.
Think mobile
Research tells us that 79% of Americans check their phones within fifteen minutes of waking up. In fact, much of modern day correspondence occurs by smartphone. Accordingly, you’ll want to account for email readability on a mobile phone. For instance, incorporating paragraph breaks for each new thought allows information to be parceled out in a palatable way for readers utilizing small screens. Also, any sort of graphic flair or links within your email should be shortened and streamlined for mobile consumption. Send yourself an email every now and again and access it from your phone—you’ll be able to double-check that all the elements of your emails are working well on a mobile platform.
Incorporate email tools
There are excellent tools out there to enhance your email experience. With just a quick download,
you can add spellcheck, a URL address shortening feature, or a delay option that holds emails for thirty seconds before they’re sent. Think about the possibilities! Haven’t you sent an email without including the attachment you intended, or realizing you sent correspondence to the wrong client? If that’s the case, a delay feature can help you save face and build in a window for error— just in case. Regardless of which tools speak to your email habits, there are plenty of add-ons out there that can revamp your digital correspondence style.
Use email to maximize your online presence
These days, there are plenty of ways to communicate—email, text, phone, apps, and social media. When you interact through email, consider it an opportunity to invite your client to follow you elsewhere online. Ensure that your email signature includes unobtrusive, streamlined links to your social media accounts, professional website, or review page. This will build in an opportunity for clients to engage with your brand, and you may even add an online follower for the long term.
Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. Keep these approaches in mind as you reenergize your email technique and fortify your communication in the digital era.
5 Tips to Get New Clients
If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business. Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.
1 Become a referral partner with industry peers
Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.
2 Cold Call Expired and FSBO Listings
This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again. It will not only sharpen your sales skills, but could generate a lot more business.
People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even
Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set. You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.
with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do.
3 Partner up with a Relocation Company
This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often
4 Become a Builder’s Realtor® of choice
times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.
This can be a real score for any Realtor®. The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest. Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property. Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills. Take on properties they haven’t been able to sell. You can even offer to throw an open house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.
5 Create a Website that Offers Real Value to Potential Clients
Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much
it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.
KATE MITCHELL
Top Agent Kate Mitchell’s position in the luxury market of St. Augustine has been literally and metaphorically cemented with the design and launch of the Sotheby’s International Real Estate home office at 301 A1A Beach Blvd.
Kate Mitchell of St. Augustine, Florida, combines three decades of real estate experience with a keen eye for design and a penchant for deeply rooted interpersonal relationships to fuel her thriving business. “I love building trust relationships – creating new ones, cultivating long-lasting ones; every step of the journey. Connections are crucial to me, and my multifaceted history gives me myriad pathways to serve others and bring joy into their lives!”
With a long history of extensive international travel, Kate brings a global perspective to her blossoming home-
town. “I moved down to Miami in my twenties to work for American Airlines,” she recalls. “Back in the 1990s, my husband and I moved to St. Augustine where he went to college, and we got into the property business. I was working in antiques in the Old Town and also running my photography business at the time, and we blended our pursuits early on.” Kate became a fully licensed REALTOR® as they collaborated to restore, renovate and sell historic properties. “I have a natural affinity for photography and renovation design, and
I enjoy bringing out the personality and narrative behind a home.”
Kate decided to open her own hot yoga school in 2002. During those years, “I found myself having regular design and staging conversations with investors, visitors, and students,” she exudes. Then during a tumultuous period in the real estate industry, Kate continued to redesign and renovate properties, and began a successful professional staging company for her own projects and other investors. I didn’t set out to get into sales
“I stay focused
on serving whoever is right in front of me, and I try to be the best possible ambassador for my town. It’s easy to brag about St. Augustine, show off the beach, and give newcomers a first-class welcome.”
or production - I was just selling our own properties and helping friends - but I had already generated so much momentum for myself, and was so familiar with the growing markets. It was a natural fit.” Kate combined these ever-expanding social circles with her preexisting network of contractors, builders, and
lending professionals to form the bedrock of her business.
Today in 2024, Kate’s position in the luxury market of St. Augustine has been literally and metaphorically cemented with the design and launch of the Sotheby’s International Real Estate home office at
301 A1A Beach Blvd. “I love being in the heart of it all, and I’m privileged to have been given the opportunity to pore through archives and deepen my connection with my home. We’re a tight-knit community with a small infrastructure, so my worlds are constantly colliding.”
Kate regularly partners with her colleagues at Sotheby’s, particularly the “dynamo” Elizabeth Jennings, to make the most of the robust digital footprint and marketing acumen afforded them. This spirit of collectivism drives Kate to connect her entrepreneurial endeavors with the extended community, and her
various professional pursuits have her constantly interacting with people from all walks of life.
As Kate celebrates her thirtieth year in the industry, she is excited to stay the course and double down on her triedand-true business practices. “I stay focused on serving whoever is right in front of me, and I try to be the best possible ambassador for my town. It’s easy to brag about St. Augustine, show off the beach, and give newcomers a first-class welcome – but the people who live here set this place apart.”
5 BUSINESS LESSONS I LEARNED FROM MY DOG
Applying these key lessons to your business can lead to an increase in productivity, creativity, and resilience.
Our furry friends bring immense joy to our lives. Their ability to project love and happiness into the world helps us feel calm. They seem to live entirely in the moment, which is something we
can learn from as humans. We can take it a step further and analyze how their behavior could be emulated in our own lives, particularly when it comes to business.
While there are certain dog characteristics we don’t want to replicate as humans (you can probably name quite a few), there are several that could lead to an increase in productivity. In this article, we’ve gathered five of the best lessons to be learned from dogs. Each one has its strengths, and applying these lessons to your work will undoubtedly lead to an improved way of doing business.
As we look into the specific lessons dogs teach us, keep in mind how their instinctual behaviors can make us not only better colleagues but also more adaptive and resilient professionals.
Here are the five valuable lessons dogs have taught us about business:
1CLEAR AND FREQUENT COMMUNICATION
Dogs are always communicating. Though their communication may not be as clear to us if we aren’t familiar with their behavior, their messages come in bright as day to the dogs around them. If you’ve ever taken a dog to a dog park, you will see what we’re saying. A bow towards the ground with a tail wag means, “I’m ready to play!” while a tucked tail, cowering stance and whimpering means, “I’m scared!” The dogs who send these messages are hoping for a response in the dog they’re communicating with, whether it’s to engage in play or leave them alone. The dogs who observe these behaviors instinctively know what they mean. Though they might not always respect what the
other dog is saying, the message rarely gets misconstrued.
We can take this lesson into our business lives by remembering the importance of clear and frequent communication. We have a lot more to say than dogs, so it’s even more vital that we are upfront with what we’re thinking and feeling. We can’t expect a person to respond if we don’t engage. And just like dogs do, we should be prioritizing open communication through both verbal and nonverbal cues to maintain coherence and clarity.
2
EMBRACE REGULAR OUTDOOR TIME
If you’ve ever tried to work alongside your dog, you know they can be quite demanding when it comes to breaks. Dogs want to spend as much time as possible being outside, and they’ll let you know if it’s been too long since they’ve felt fresh air. Animals crave being outdoors. Let’s not forget that humans are animals, too. It’s quite unnatural for us to sit behind a computer for 8+ hours a day, so we have to remember to take breaks throughout the day.
Set a timer on your phone to remind yourself to get up and stretch. When you have a longer break, take a moment to step
outside, even if the weather is bad. A deep breath or two in the outdoors will help you reset. Once you return to work, you’ll feel refreshed and ready to be productive.
3 FIND THE REWARDS IN LEARNING
Most dogs want to learn because it makes us happy. Some need to be bribed with treats or play time. No matter the dog’s age, though, they are generally receptive to learning new things. Training a dog to do tricks or have manners provides them with enrichment and rewards. Dogs tend to learn quickly, and they never seem to forget the things they’re taught.
As humans, we can apply this to our own lives by always seeking out learning opportunities. While we might not be rewarded with treats, we will be rewarded with knowledge, and we can use that to improve our business, make more money, and work more efficiently.
4 PRIORITIZE MAKING A GOOD FIRST IMPRESSION
Most dogs love humans and other animals. When they first come across someone they’ve never met before, you’ll see them exhibit quite a variety of positive behaviors in an effort to bond with their new friend. They might wag their tail and bring them one of their toys, offer a paw to hold, roll over, or give them a thorough, kind sniff. All of these actions seem to say, “I’m a good dog, you can trust me.”
People should attempt to say the same thing when they first meet someone, especially when it comes to business. Gaining trust is a key aspect of becoming successful as an entrepreneur, so showing others your open, happy, and accepting side will make a lasting impression. A smile, handshake, and light, positive conversation goes a long way.
5
REMAIN ALERT AND ADAPTIVE
Though dogs do love socializing and meeting new creatures, they also have a protective nature, meant to keep them and their pack safe. You can see this behavior play out when the doorbell rings or a stranger walks by your house. They will bark loudly, alerting you that something is happening. If you inspect the danger and tell them nothing is wrong, they eventually adapt their behavior, going back to what they were doing prior. When everything seems peaceful, they are always keeping their nose, ears, and eyes on high alert, waiting for anything out of the ordinary to happen.
We can implement this lesson by continually looking out for inconsistencies, and staying in touch with our instincts. If something in your work seems wrong, look into why that is, and adapt accordingly. In business, it’s important to stay in tune to what is happening, so we can keep up with changes and refine our strategies. Change is inevitable, and being open to that will help us reach new levels of growth.
The wisdom imparted by our canine friends supplies us with endless inspiration for our professional lives. The lessons they teach us, such as clear communication, the importance of breaks, continuous learning, making positive first impressions, and remaining adaptive, are essential for success in today’s business environment. By utilizing these principles, we not only enhance our productivity and creativity but also foster an atmosphere of resilience and mutual respect in the workplace.
Graham Harrop
The Making of A TOP AGENT
In the hustle and bustle of Real Estate lies artistry and skill honed by top-producing industry leaders. What is it that makes specific agents stand out for their success?
As we glimpse into the unparalleled success of Top Agents, we find them comparable to an intricately woven tapestry of devotion, strategy, and skill, enabling these agents to
rise to the top, showcasing what is essential to their climb to the summit. Amidst this tapestry are unique threads, fabrics, and patterns that we will explore to share the making of a Top Agent.
First and foremost, one of the most fundamental factors determining an agent’s success
is the level of service they offer their clients. For example, Mauricio Umansky is a prime example; he earned his place on the cover of the Top Agent Magazine for his notable career success as a Southern California Top Agent and owner of The Agency. Mauricio and his team at The Agency are deeply devoted to providing an extraordinaire level of service, a crucial focus for his business. Whether exercising the role as an agent for an elite client or assisting clients through their company’s concierge program, the brokerage and its team members will find a way to provide their clients with whatever they need. The level of service an agent extends to their clients is paramount to their business ethos and directly correlated to the success they find.
Another feature of a top-producing agent is their devotion to nurturing sincere relationships with their clients. Agents who regularly stay in touch with clients acquire a strong repeat and referral business. Upon years of keeping up with past clients through pop-byes, client events, a simple phone call, or grabbing coffee, an agent’s business can become sustainable from this effort alone. Little gestures like remembering a client’s anniversary or birthday can make a positive impression on clients as the agent fosters a genuine relationship with them. While real estate marketing strategies remain essential, nothing compares to satisfied clients driving
word-of-mouth business. We’ve heard from agents featured in Top Agent Magazine who share that their clients often become life-long friends. Top Agents put their heart into their business and the relationships they build. At the same time, their business always stays strong.
The making of a top agent doesn’t stop there. Agents who excel in success are often those firmly involved in the community through charitable work, associations, and events. Active participation in one’s community and an interest in philanthropic causes build trust and integrity and display character and compassion. When a business is devoted to positively impacting the lives of others, it creates a favorable outcome for all involved, those in need and others who share the standard value of paying it forward. When kind actions create a ripple effect by helping those in need, all feel the benefit, further strengthening an agent’s brand image and business.
As we de-thread the tapestry of success required for Top Agents, we see their business is an interwoven fabric consisting of exceptional client service, relationship building, and giving back. Interestingly enough, the real estate industry epitomizes a “people business.” Devoted service to others makes the real estate world as it is. The making of a Top Agent has little to do with financial reward and everything to do with an unwavering commitment to serving others. Let these top leaders and their insights inspire us. Are you the next Top Agent?
9Things the Best Leaders Never Say
As Spider-Man’s Uncle Ben said, “With great power, comes great responsibility.” Being the boss is a great thing, but there’s a reason the ‘bad boss’ is common stereotype. Some people tend to use their power in destructive ways and that isn’t good for anyone. You might not even know you’re being a bad boss, it can be subtle sometimes.
There are common traits among great leaders, if you want to be a boss that operates with integrity and is respected by everyone
you work with, make sure you don’t say any of the following things.
1
I’M THE BOSS
Stating a fact that should be obvious is always a sign of weakness, and when you are the boss, strength of leadership is THE key component. It also may indicates a stubbornness that is the death knell of a healthy work environment. Your job as a leader is to bring everyone to your level of success, not to create a larger rift.
2 I’LL DO IT MYSELF
Being a good leader is all about delegation. If you are hiring people who are professional and trustworthy, then this should be a no brainer. It is your job as a leader to get the right people for the job and then lead them in away that means success for everyone.
3 THAT WASN’T MY FAULT
There’s an old saying “The Buck Stops Here.” and that is still true today. Good leaders take responsibility for what happens. They don’t blame others or make excuses. They take the hit for the team and then find the solution to make it better. Not only does it show they have integrity, but it also fosters a warm team environment that makes all players feel like their boss has their back.
4 I’M SORRY TO ASK YOU TO DO THIS
Treating your employees with respect is mandatory, at the same time there is no reason to be sorry when you ask people to do their job. Leadership is strength and confidence. Expecting your employees to put in the same work ethic as you is your job.
5 I ALREADY KNOW THAT
Having a ‘know-it-all’ attitude isn’t pleasant coming from anyone, but the last thing you need to do as a boss is shut down the people working for you. If you give them the impression that you’ve thought of everything, why should they bother giving potentially valuable contributions? Make people feel good about all input, even if you don’t think it will work or have already thought of it. Open flow of communication and ideas is key to a successful team.
6 THAT’S NOT THE WAY WE DO IT HERE
Well, why not? Being a successful leader means always being open to change and improvement. No great leader is ever accepting of the status quo. It’s not only lazy, it’s uninspiring and usually leads to a work environment that is stagnate. Yes, keep things that work going, but nothing should ever be untouchable. Creative thinking should never be faced with constant roadblocks. A good option is to always ask for more information. Let your employee show you why they think their way might be better. This gets them energized and excited to approach you with more in the future.
7I’M NOT HERE TO MAKE FRIENDS
This is a workplace, not a reality show competition. Good leaders know that building strong workplace relationships, with employees, vendors and peers, is the foundation of a successful business
8 DON’T BRING ME BAD NEWS
No true leader avoids bad news. They confront everything head on because as we said above, they know that ultimately everything is their responsibility, and ignoring a potential problem will most likely end up being worse down the road. Good leaders want to know bad news right away, and the last thing you want is to foster a work environment where employees feel like they have to lie to you.
9YOU JUST DON’T GET IT.
You’re the boss. If someone who works under you is having trouble understanding something, it’s on you to make it clear to them. Getting frustrated makes them less likely to ask for help in the future. Sharing your expertise and experience is not only generous, but a necessary tool in the success of your business.
