Uncommon Contact: CONNECTING WITH CLIENTELE THROUGH SOCIAL MEDIA
THERE GOES THE NEIGHBORHOOD: How to List High When Neighbors Are a Nuisance
What Sellers Want From You As Their Real Estate Agent
Embracing Smart Homes: Does New Technology Really Increase Home Value?
Although sellers’ individual preferences may differ, they often share a set of expectations and needs when it comes to what they seek in their real estate agents. Here are the top six things sellers often want:
Sellers want their agents to have a thorough understanding of the local real estate market. This includes providing an accurate and realistic pricing strategy for the property based on current market conditions, comparable sales, and other relevant factors.
Sellers appreciate real estate agents who maintain open and transparent communication throughout the entire selling process. This includes providing regular updates on the status of the property, relaying feedback from potential buyers, and being responsive to the seller’s inquiries.
Sellers expect their real estate agents to be skilled negotiators who can secure the best possible deal on their behalf. This includes negotiating the sale price, handling counteroffers, and navigating any potential challenges that may arise during the negotiation process.
A strong online and offline marketing strategy is crucial for selling a property quickly and at a desirable price. Sellers value agents
who can effectively market their homes through various channels, such as online listings, social media, professional photography, and traditional advertising.
Sellers seek agents who offer strategic guidance throughout the selling process. This includes advising on the best times to list the property, suggesting improvements or staging techniques to enhance the property’s appeal, and providing insights on market trends that could impact the sale. They value an agent’s ability to navigate the complexities of the real estate market, offering support and expert advice to make informed decisions and ultimately achieve a successful sale.
Trust is a key factor in the real estate relationship. Sellers want an agent who is professional, trustworthy, and acts in their best interests. This includes maintaining confidentiality, adhering to ethical standards, and demonstrating a commitment to providing excellent service.
Remember, individual preferences can vary, so it’s essential for real estate agents to communicate openly with their clients to understand their specific needs and expectations. Building a strong, trusting relationship is crucial for a successful real estate transaction.
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
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.
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
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.
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.
Top Agent Christine Baeza averages between $30 and $45 million in annual volume, bolstered by a book of business that specializes in luxury properties that throughout Destin, Miramar Beach, and Santa Rosa Beach.
Christine Baeza of Santa Rosa Beach, Florida, combines the tireless work ethic of a black belt with artistic vision and over twenty years of industry expertise to fuel her thriving real estate business serving the Emerald Coast. “I love getting to meet new people and developing lifelong relationships with them. I’ve been fortunate enough to work in multiple careers as a martial arts instructor and an EMT while selling real estate – being able to connect with people from all walks of life helps me to better serve my clients and neighbors.”
For Christine, real estate is as much an inherited vocation as it is a lifelong profession. “My parents, Roy and Patty Barker, owned Dockside Realty while I was growing up,” she recalls. “I like to tell my clients now, ‘When you get one of us, you get all of us!’ – and that includes two of my three sons, and my middle son is about to get his license.” Roy specializes in website design,
marketing, and backend processing, while Patty acts as lead transaction coordinator and agent mentor. Collectively, the team launched in southwest Florida, specializing in Fort Myers before migrating to the Emerald Coast six years ago.
Today in 2024, Christine averages between $30 and $45 million in annual volume, bolstered by a book of business that specializes in luxury properties that double as lucrative investment opportunities. “Destin, Miramar Beach, Santa Rosa Beach – the little
towns that span these thirty or so miles along the coast are home to some of the world’s most beautiful beaches,” Christine exudes. “Our busy season is the opposite of southwest Florida – we fill our rentals from May through August each year, and I make sure all of my clients know that I’m there to support them at every stage of the homeownership journey.” This geographic specialty, paired with a deep understanding of 1031 exchanges and neighborhood familiarity, helps Dockside Realty serve multiple generations of investors and homeowners.
Their geographic specialty, paired with a deep understanding of 1031 exchanges and neighborhood familiarity, helps Dockside Realty serve multiple generations of investors and homeowners.
With the unparalleled collective expertise at Dockside, Christine is empowered to center her business on a philosophy grounded in the present moment. “My family has undergone significant tragedy and trauma, and it taught me how to cherish the people I have in front of me today, rather than count on a possible future. Whoever is in front of me right now: that’s the person I aim to serve. The numbers will follow.” Christine extends this humanizing touch by
hand painting oil-on-canvas water charts, coastlines, and airplanes to give to her clients at closings and during holidays. This connection personalizes the robust digital footprint of Dockside, spearheaded by Christine’s youngest son, who leverages his drone license and social media following to market listings!
When she’s not spending time with her grown children or supporting her clients,
Christine enjoys cooking, paddleboarding, and practicing the lifelong discipline of martial arts. “I have multiple black belts in different disciples.” She champions her community by holding a neighborhood Bible study every Wednesday and vigilantly
searches for neighbors who may be in need. “Over the years that’s been housing teenagers who struggle with their families, or making sure people who need food have plenty to eat – but I don’t like to go into specifics. That’s between me and God.”
Troublesome neighbors are a relatively common issue that agents come across. You can control the image of your client’s property and you can control your listing presentation, but you can’t always control what’s happening on your client’s street. How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers?
First of all, it takes tact and a gameplan. With that in mind, let’s consider a few ways you can maintain a listing’s viability and competitive edge—even when bothersome neighbors are involved. Here are a few common neighborly scenarios agents encounter and how to diffuse them to your advantage.
How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers? It takes tact and a gameplan.
Is the neighbor’s landscaping an eyesore?
Here’s your recourse.
Most towns and cities have established ordinances regarding yard upkeep. If any of the properties adjacent to your listing are wildly overgrown, littered with junk, or otherwise in a state of obvious disrepair—take it up with the city. Rather than get directly involved at first glance, you might loop in city officials whose job it is to monitor clean-up efforts on rundown yards and properties. If this doesn’t work, you may have to take a more hands-on approach. Start by thinking small and operating from a place of authenticity and neighborly service. You might explain to the neighboring tenant that you’re listing and offer to mow their lawn
as a courtesy introduction to the neighborhood. While it may seem like needless busy work, it can dramatically improve prospective buyers’ perceptions of the area. Plus, you may positively ingratiate yourself with neighbors in the area and demonstrate your above-and-beyond service to your clientele in the process.
It may take a little research and digging to figure out the banking entity that owns a foreclosed home, but it’s well worth the effort. Banks are typically required to maintain foreclosed homes on at least a basic level. If you’re worried about
squatters, an unsightly façade, or general disrepair of a neighboring foreclosed property—go to the source. Sometimes banks take their time in hiring a third party to maintain a foreclosed property, but with some proactive prodding on your part, you may be able to speed the process along and resolve eyesores even before prospective buyers come calling. Remember: the squeaky wheel gets the grease. An improved bottom line will be your reward for those few prodding phone calls and emails.
Don’t be discouraged.
Obnoxious neighbors can really rain on a seller’s parade, especially the kind of neighbor
that takes their less-than-stellar behavior to their porch, front yard, or sidewalk. While this sensitive issue may seem daunting, there are a few official channels you can utilize to thwart the issue before getting personally involved. If the neighborhood in question is governed by an HOA, you might take it up with them. If the troublesome neighbor is harassing passersby or taking to the sidewalk—in other words, public space—then you may be able to involve local authorities in worst-case scenarios. Of course, it’s always possible to talk to troublesome neighbors faceto-face, but do so with caution and with safety as the priority. Always reason gently and empathetically, utilizing I... phrasing, instead of accusatory You... phrasing. After all, some neighbors are clueless about their impact on the neighborhood and may adjust their behavior after being called out. If the issue persists and no third-party authority can help, then you may have to disclose the neighbor’s issues to prospective buyers, depending on the disclosure laws in your region. While this may seem like a blow, you can at least rest easy knowing you pursued all the potential avenues for resolution available. Likewise, your client will likely appreciate your thorough efforts to resolve the issue.
While troublesome neighborhoods can bring down an optimistic mood when listing a property, sometimes being real estate is all about being resourceful. With diligence, digging, and a little follow-up, you just may be able to resolve some of the issues plaguing your neighborly plot.
and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish.
Compliants are thinkers. They’re always wondering how things work. They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy. They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information.
some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free DI
php and you’ll be guided through a quick questionnaire to learn your own dominant style and how to read others as well.
What is a ‘personal brand’? Just like company or product branding, it’s built around imaging and messaging that is designed to create a feeling. And in the case of personal branding, it influences how you want others to feel about you. From your photos to other brand images, elements and even content, there is a lot that goes into creating your unique brand. Displayed correctly and con-
sistently (across all marketing platforms), a well-defined brand can elevate agent recognition and help to establish credibility and authority. However, when executed incorrectly, the effects are lackluster at best, and harmful at worst. To help you avoid the pitfalls of personal branding, we’ve compiled a list of what we feel are the 7 deadliest sins.
Yes, understanding people, listening to their needs and wants and responding appropriately all take work and attention. But because real estate is a people business, it’s simply a must. And the better at it you become, the better living you’ll make as an agent or broker. I promise.
Copyright©, 2015 Bubba Mills. All rights reserved.
Branding is not about being known for your profession. It’s about being known for being different in your profession. If all agents were the same, how would your customers know who to choose? Lack of differentiation is by far the #1 personal branding sin. We love to tell the story of a
real estate agent who expressed to us that she was already well branded in her area. She stated, “When I walk into a restaurant in my community, people already know I’m a real estate agent.” And while that is a great start, it’s nowhere close to successful branding. Let’s assume I walked
Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com.
into that restaurant and noticed her. But I also noticed two other agents in the same restaurant. Now, who do I choose? Which
‘brand’ stands out to me? What lets me know that one of them is uniquely positioned to serve my needs?
and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish.
In business, you can’t be all things to all people. Many have tried and failed. In order to have a successful business and brand, you must clearly define your ideal customer and how you will super-serve that customer. In other words, declare and develop a specialty. By being focused, it does NOT mean that you stop doing all business out-
side of your specific focus. That would be quite difficult. It does mean that, over time (if done correctly), you will do more and more of the exact kind of business you want, and conversely, even stop doing the kind of business you don’t want. And that’s what a great brand is designed to accomplish.
Compliants are thinkers. They’re always wondering how things work. They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy. They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information. some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. php and you’ll be guided through a quick questionnaire to learn your own dominant style and how to read others as well.
Recognizable personal brands can be very clever and memorable, but if your brand isn’t ‘you’, it won’t last. If you try to put out a persona that is different from your own and the way you live your life, people will take notice over time. The most incredible personal brands weave professional and personal qualities into one. Your brand becomes an extension of you.
Best of luck to you!
You should be able to ‘breathe your brand’ in everything that you do. This is important not only for your customers, but perhaps most importantly for you. There is a tremendous amount of confidence that comes with knowing that you are who you portray, and that you have the habits, inspiration, knowledge and expertise to back it up.
Yes, understanding people, listening to their needs and wants and responding appropriately all take work and attention. But because real estate is a people business, it’s simply a must. And the better at it you become, the better living you’ll make as an agent or broker. I promise.
Copyright©, 2015 Bubba Mills. All rights reserved.
You can have a recognizable and memorable brand, but if you don’t display those branding elements correctly and consistently across all of your marketing platforms, it does you little good. In order to accomplish this task well, you must step back from your marketing and see it the way others do. You see your social media channels every day. You see your business
cards, postcards, brochures, etc. Other people don’t see them nearly as often, so don’t apply or compare your own habits and exposure to theirs. Repetitiveness in marketing is not only a good thing, it’s essential for retention. Once you determine the overall messaging and look of your brand, that look should continue across literally every marketing platform you touch.
Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com.
The ultimate goal of personal branding is to become known as an authority in your chosen niche. That means that you must demonstrate the knowledge, expertise and/ or experience to back up your position. Content that best expresses you and your brand could be as simple as a series of photos, quotes, e-books, video shorts, etc. Choosing the type of content you’re most
comfortable producing is the key to keeping it simple. No one wants to be bogged down with producing content. But on the flip side, no one knows how much you know until you share it. Great content demonstrates your knowledge and helps your customers at the same time. In addition, it serves another purpose with search engine optimization and attracting prospects online.
and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish.
Compliants are thinkers. They’re always wondering how things work. They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy. They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information.
You’re spending money to market across multiple platforms, so why not take the opportunity to extend an invitation for your prospects to engage with you? It can be a simple call to action, such as ‘call me first’ or more specific, ‘contact me for a free home staging assessment’ or ‘download my e-book and learn how to invest
using other people’s money’. Your call to action may change with different marketing channels or purposes, but you should always, always have one. If you want people to do something, tell them what you’d like them to do. That’s how you move prospects one step closer to becoming customers.
some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. php and you’ll be guided through a quick questionnaire to learn your own dominant style and how to read others as well.
Yes, understanding people, listening to their needs and wants and responding appropriately all take work and attention. But because real estate is a people business, it’s simply a must. And the better at it you become, the better living you’ll make as an agent or broker. I promise.
Best of luck to you!
Why is this included in branding, you may ask? Because your brand is your bond. It’s your handshake. When you say you’ll do something, how can people trust you if you don’t follow through with your promise? This is often the element that people forget altogether. And in fact, in our com-
Copyright©, 2015 Bubba Mills. All rights reserved.
munication with hundreds of agents, follow-through is at the top of the list when it comes to customer complaints. You don’t want to be that person. Putting an incredible message and image out there isn’t enough. You must live up to those standards with every customer, every transaction
Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com.
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.
Social media is one of the newest and most powerful tools in an agent or mortgage professional’s arsenal. With just a few keystrokes, you can stay top-of-mind with buyers, sellers, and borrowers near and far, past and present. The key is knowing how to use these mediums to your advantage, working smarter instead of harder to keep the thread of professional relationships intact. With that in mind, here are a few ways you can maximize the pull and power of social media by shifting just a few of your ideas and practices for the better.
Not everything has to be about business.
While your relationship with a client or fellow vendor began over the course of business, your relationship going forward doesn’t have to be limited. One of the great things about social media is that’s it’s social. Not every comment, post, or communication has to revolve around your business, its metrics, or turning a sale. In fact, you should do your best to branch out and curate a brand and online identity that’s about who you are and
the lifestyle you’re authentically interested in living. In that vein, consider interacting with clients in an organically-driven way, encouraging them during life’s milestones, reaching out with a local event, restaurant, or news item that’s relevant to their interests or neighborhood. The goal is to be a persistent presence in their lives without feeling like a talking head. Engage as you would like to be engaged with, as a human being with interests and needs and boundaries. Keep that personal thread in mind and your dynamic will shift from past business contact to present resource.
Many Realtors are comfortable on Facebook as an interactive meeting to connect with clients, but there are several other mediums where you can connect with clients both past and present, as well as future. Particularly when courting Millennial clientele, the fastest-growing segment of the buying market, a presence on Instagram and Snapchat are key to finding new faces, demonstrating hot properties, and creating an interactive brand as an agent. Not only does this help when you’re listing a property and seeking potential buyers, but it also serves as a perusable portfolio of your work and real estate prowess. You can also use these mediums to interact with clients on an outlet they might feel most comfortable in. Liking pictures, commenting, streaming Instagram Live home tours and Stories are all ways you can build engagement by simply spreading your social media presence around. Likewise,
these photo and video driven mediums are popular for home design ideas, and before and after renovation pictures. When you expand from Facebook into these new platforms, you’ll already have plenty of visual content ready to be transferred and consumed by an expanded audience.
It’s easy enough to post a link to a new listing, or retweet a helpful article on real estate news. Creating your own organic content is a different story, but worth its weight in gold when it comes to luring engagement, ranking higher in search fields, and overall crafting an interactive presence for yourself and your business online—which is where more than 90% of homebuyers and sellers begin their process. Creating your own content can seem risky, or else like no one is listening in a digital world already crowded with information. However, original content is sure to boost personal engagement with your social media pages, guaranteed. Instead of recycling content, consider posting a video with a Q+A theme for first-time homebuyers, or perhaps posting a live tour of a new listing will perk up your clientele surfing at home.
No matter how you decide to expand your social media presence when it comes to interacting with clients, consistency is key. Find the ways that work best for you and stick to them, and you’ll watch your audience and business grow in tandem.
