FLORIDA 4-4-22

FLORIDA EDITION

Playing the Real Estate Matchmaker 7 REASONS WHY

YOUR PROSPECTS AREN'T TURNING INTO CLIENTS IS STARTING A TEAM THE RIGHT SOLUTION FOR YOUR BUSINESS?

FEATURED AGENTS

PATTI ALONZO CASEY CZAPLA HECTOR VALDES

COVER STORY

KEN CAN HELP NETWORK

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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.

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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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KEN CAN HELP NETWORK Top Agent Magazine

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Together, the Ken Can Help Network serves Miami-Dade, Broward & Palm Beach Counties with a special focus on Eastern Fort Lauderdale, including the Island City—Wilton Manors.

Ken Calhoun, born and raised in Fort Lauderdale, is the person to call if you need to know anything about real estate or the state of the market in the area. He’s active in the day-today real estate market. But he also volunteers as an active member of the Northwest Progresso/Flagler Village Advisory Board which is generating dozens of multi-million-dollar public/private partnerships bringing exciting growth to some of the most blighted neighborhoods in Fort Lauderdale. His previous 8Copyright Top Agent Magazine

career as VP of marketing in several large US cities’ newspapers, including Miami, Denver & San Francisco, help him excel with the marketing aspects of real estate today.

Jeremy Willard has had real estate in his blood since childhood. His father is a builder in NC, where he grew up. Buying, building and selling was the way of life for him. But leaving something better than the way he found it was what really made him happy. Jeremy Top Agent Magazine

later moved to Miami and studied Urban & Regional Planning at FAU. His educational path in Urban & Regional Planning is what fired up his passion for real estate, developing neighborhoods and up-and-coming places.

Jeremy received his real estate license in 2005 and decided to join Ken Calhoun in 2014 to start the Ken Can Help Network.

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The newest member of the team, Jaime Cristancho also has a passion for real estate.

Jaime’s father was an architect in Colombia, where he grew up for the early part of his childhood. Jaime is fluent in English and Spanish, allowing him to communicate and connect with the diverse South Florida market and international clients. “Ever since I

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was tiny, I’ve always been around construction sites, builders, and planning,” he recalls.

After studying Business Administration at UCF, Jaime came back to South Florida. “My dad suggested I would be great at real estate, so I took him up on it and got my license.

Immediately after that, I got word that Jeremy & Ken were looking for somebody to join their team. Ever since then, I’ve been in love with real estate!”

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Together, the Ken Can Help Network serves Miami-Dade, Broward & Palm Beach Counties with a special focus on Eastern Fort Lauderdale and, more specifically, Wilton Manors, also known as the Island City. Their business is heavily based on repeat and referral clients. “We pride ourselves in our service,” Jeremy explains. “That is the most important thing to us. We want our clients’ process to be stress-free. Whatever it takes, we will make

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“We pride ourselves in our service. That is the most important thing to us. We want our clients’ process to be stress-free.

Whatever it takes, we will make sure it gets done.” sure it gets done. We make sure we hold their hand all the way through the process.”

is a solid and trusting foundation upon which relationships continue to build.”

“We work very closely together on all transactions,” Jaime adds. “We also offer what has been called white-glove concierge service.

White-glove service is not just a term, it’s our only way of doing business. We provide anything our clients need. Our network of trusted professionals helps us prepare a property for listings in impeccable condition without the sellers having to get involved. The end result

“Business growth and helping our clients find and sell their homes faster and for more money is always our goal.” According to Jeremy. “We’ve sold over $100 million in real estate as a team and intend to grow another 20% this year, as we have consistently done in the past. There is nothing better than working with repeat clients and referrals from people who value our relationship!”

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To find out more about Ken Can Help Network, you can call them at (954) 667-3505 or email at kencanhelp@gmail.com.

You can find them online at kenhelps.com. www.

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Is Starting a Team the Right Solution for your Business?

You’ve started your own real estate business and after a slow start, you’ve found your footing and business has really taken off. Sounds great, doesn’t it? Until maybe you’re getting more business than you can handle. After all, you don’t want to sacrifice service for more listings. The top-notch level of service you offer is probably what created your boom in Top Agent Magazine

business in the first place, so you don’t want to compromise that. But, at the same down, you don’t want to turn down business either. It’s at this point, a lot of Realtors® consider starting a team. But, how do you know if that’s the right call for you? Here are a few questions you might want to ask yourself to help make your decision.

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The top-notch level of service you offer is probably what created your boom in business in the first place, so you don’t want to compromise that.

CAN YOU AFFORD IT? First things first, are you really making enough money to warrant hiring help? One of the key things to think about is your ability to generate leads. Are you so busy with your existing contracts, that you have no spare time to generate more business? Then, it might be time to consider your options. Figure out the time you’ll be afforded to generate more business, how many more transactions that will lead

to, and then see if that pays for the assistant’s wages. That should help you easily see if it’s worth the investment. If it’s on the border, you may still want to go for it if you have a lot of confidence in the market and your ability to bring in business. If you’re not quite there yet though, it might be a good idea to look into a virtual assistant until your business is ready to expand.

ARE YOU READY TO BE A TEAM LEADER? Or in other words, how comfortable are you delegating tasks and responsibilities? For some agents, they need to be actively involved in every step of the process. Being a team leader is not only about being able to delegate, it’s about mentoring and guiding your team as well. Not only do you have to help them serve the team

better, you need to look at yourself honestly too, constantly evaluating what you can do better. It’s also your job to set up systems and operations, that are constantly refined with the feedback of your team members. Clear and constant communication is key with your clients as well as your team.

CAN YOU FIND PEOPLE WHO SHARE YOUR VISION? Of course, the above two points are moot, if you’re unable to find people that you trust and that share your business’ philosophy. Having a supportive and professional team culture is instrumental in a team’s success. These are people you will be working with closely for long hours so you not only need to trust in their expertise and professionalism, you want to find people with a positive attitude. You will all be relying on each other to create seamless trans14

actions in sometimes stressful circumstances.

Having the right team spirit, so to speak, is what will help your business and team grow.

The ultimate goal of a team is to have thriving careers for everyone on board.

So, if you want to see your business grow maybe a team is right for you. It may even give you a little free time for a personal life. We can all dream, can’t we?

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PATTI ALONZO Originally from Guatemala, Patti Alonzo first took an interest in real estate after relocating to Winter Park, Florida. While she had previously authored an accomplished, 22-year career in education, she now found herself searching for a new opportunity that better spoke to her strong business acumen. At the recommendation and support of a colleague, she decided to delve into property management, which quickly inspired her to pursue a career as a real estate agent. Since then, she has gone on to build a network of satisfied buyers and sellers that spans the state.

Today, Patti is a REALTOR® with RE/MAX 200 Realty, where she assists clients throughout the communities of Central Florida. Alongside her husband, Jim Granduke, she has cultivated a boutique workflow around the core values of openness, compassion, and knowledgeability, allowing her to meet the demands of even the toughest transaction.

When listing a property, Patti prefers a comprehensive approach. After helping her clients prepare their home for the market, she shares it via cutting edge outlets like HomeSnap and Keeping Current Matters, as well as a highly targeted blend of digital and social media campaigns. At the same time, she leverages trusted resources like postcards to the surrounding neighborhoods and her extensive sphere of influence—all to give her clients an added advantage.

Elsewhere, Patti is just as committed when assisting her buyers, thoughtfully guiding them to the right investment for their best interests. Drawing from her background as a teacher and vice principal, she maintains a strong standard of open communication throughout the transaction, ensuring her clients

make fully informed decisions on their future. “I still view myself as a teacher, but in a different kind of classroom,” she says. “For me, real estate comes down to being patient, listening to your clients, and holding their hand each step of the way—whether they’re a first time buyer or a seller looking to grow beyond their current property.”

Over the years, Patti has earned a fantastic reputation throughout Florida with the near entirety of her volume coming from repeat clients and referrals. Through it all, from her detailed opening presentations to the day of the closing, she still keeps focused on what matters most: the client experience.

Outside her career, Patti is deeply involved with her community. On top of sponsoring the Children’s Miracle Network through RE/MAX, she also supports various local events and causes throughout the year. When she’s not with clients or giving back, she can be found spending quality time with her husband, children, and newborn grandson. An avid fan of radio broadcasting, she also works with a couple of online stations in her area.

Going forward, Patti has exciting plans for the future.

With Jim having recently joined her in the business, she intends on strengthening her roots in Central Florida while scaling the vision of service that has consistently set her apart. In the meantime, though, Patti is more than happy with the fulfilling life and career she has found in the community she loves. “Life is all about balance. At the end of the day, my goal is to be there for my clients while spending as much time as possible with my family. As long as I do that, I’m sure the rest will fall into place.”

To learn more about Patti Alonzo, email pattialonzo6@gmail.com, visit homesnap.com/Patricia-Alonzo or call (407) 432-2777 www.

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Laughs!

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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 18

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 Top Agent Magazine

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 20

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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CASEY CZAPLA Hardworking and driven to reach great heights, it is clear why Casey Czapla has become a top agent in the greater Jacksonville area. After graduating from Jacksonville University with a degree in Exercise Science, Casey went on to play football with the Florida Tarpons and the Orlando Predators. Moving to Illinois to coach at MacMurray, he later returned to Florida and decided to pursue a new path. “I started researching careers that would provide limitless growth potential, and I kept coming across real estate,” Casey says. So Casey took the leap and earned his license. Several years later he has built a business that continues to grow, and he’s showing no signs of slowing down.

Understanding how important this transaction is in his clients’ lives, he maintains a balance of providing them all the information they need, and giving them space to make decisions. “I don’t want to add more stress by overloading them with information,” he says. “I aim to eliminate my customers’ concerns and make the experience very special, genuine and personal.” Over the past few years, Casey has encountered many different types of transactions and challenges, which provided him a high level of experience. “I know the contract inside and out now, and I’m constantly helping agents understand all the random factors that can pop up every now and then.” Casey is prepared to make each buying and selling journey a seamless one, filling in the gaps and guiding clients through each step.

As Casey receives a growing amount of repeats and referrals, it’s clear those who work with him love to tell others about him. One recently said, “Casey is an awesome REALTOR®! Casey is very knowledgeable and extremely patient. I am not easy to please, and I can be demanding at times. I even asked him to see a house twice and he made no rejection or complaint against it.

Casey always stayed one step ahead of us during the Top Agent Magazine

whole home searching/buying experience. The mortgage industry is hectic right now, so he showed us A LOT of houses. He was always one phone call and/or text away if we ever had any questions. He makes you feel like you are his top priority. I highly recommend him if you are looking at buying a home!”

Having lived in this area for more than a decade, Casey has deep ties to his community. He recently helped build a wheelchair ramp for someone in Arlington. “Our brokerage, SVR Realty, donates regularly and is always looking for ways to give back,” Casey says. His free time is spent with his family, including his four-year-old daughter.

With SVR Realty opening new offices in the coming years, Casey plans to grow alongside it. He loves every minute of his work and can’t picture himself in any other path. “There’s been a lot of negativity in the world in the past couple years, so I just love that I can be a light for some people. I can make them laugh throughout the process and give them a positive experience.”

For more about Casey Czapla, please call 904-377-6329 or email cczapla@svrrealtyfl.com 21 Copyright Top Agent Magazine

Are You Doing Business As YOU On Facebook?

Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page?

Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?”

The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use.

Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times.

We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers.

They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you).

2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us.

Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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HECTOR VALDES Top Agent Hector Valdes is a luxury Realtor based in the South Florida area. After working for luxury retailer Armani for 14 years as a multi-store supervisor, Hector decided he needed a change. Exhibiting excellent people skills, management skills and a keen eye for aesthetics; he decided to make a life altering change and enter the field of real estate. Having a successful start, Hector currently manages his own team and has been licensed for 7 years.

His team consists of two buyers’ agents, a personal assistant and a transaction coordinator. Together they serve the Miami, Fort Lauderdale and Palm Beach markets extensively and consider themselves regional experts.

Hector has high standards when it comes to client service. He is very thoughtful in selecting partners to work with to ensure that they place his clients above anything else when it comes to service. Hector’s honesty in transactions is one of his defining characteristics. “If I feel that something is not in their best interests, I verbalize it and let them know.” Hector recognizes that people are put off by pushy sales strategies, so he prefers to focus on the client experience which makes the decision process a feel good experience. “I’ve gotten feedback from a lot of clients and they really enjoyed working with me because I did not push them into a property. I want to make sure that they feel good about their decision.“ Sphere and past clients make up between 60%-70% percent of Hector’s repeat business and last years’ record breaking sales accounted for 42 transactions and approximately $15M in sales volume.

Hector has a variety of strategies he uses for keeping in touch with clients. He’s recently implemented a gifting strategy and has sent thoughtful gifts to his clients

quarterly as a small token of appreciation.

He is active on social media and all his clients are added to his friends list so they can see the business he’s doing in different areas and he can see what is going on in their lives as well. Hector’s team sends out weekly marketing emails to their database with information on community events, neighborhood spotlights and new constructions. “I also reach out a couple times a month to schedule a coffee or dinner date.”

Hector takes marketing seriously and always uses professional photography. For higher priced listings,he will also opt for aerial video and a video tour. He creates a single property website for every listing and behind that a funnel for more email marketing. For listings that are vacant, he works with a virtual stager to make it look 5-star at every price point. Hector’s attention to detail ensures that he’s hitting every angle.

Over the past year Hector has been trying to catch up on in-person community involvement. One foundation that holds a special place in his heart is South Florida Dachshund Rescue. He owns 3 rescue dogs himself. He is also a continuing supporter of Smile Train; the largest organization world-wide to raise funds to perform cleft lip surgeries in underprivileged countries.

This year, for the first time consistently, Hector has started sending mailers to targeted local communities that are helping him to scale. He is currently targeting two communities with a focus on high-rise condos and single family home sales. In the future, he aims to target that area more after seeing a noticeable rise in his listing business. Over time Hector has been able to focus on what sellers need. His listings business is maturing and he’d like to see it continue to grow.

To learn more about Hector Valdes, please call (305) 490-8519 email hectoravaldes@gmail.com, or visit luxsouthfloridahomes.com www.

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