FLORIDA 7-10-23 by Top Agent Magazine

FLORIDA EDITION

7 REASONS WHY YOUR PROSPECTS AREN'T TURNING INTO CLIENTS FEATURED AGENTS

MATTHEW PATTERSON

HOW TO THROW A CLIENT APPRECIATION EVENT NO ONE

WILL FORGET

HOW TO BUILD A TEAM THAT WILL WIN BIG

NO MATTER ITS SIZE

MILLENNIAL BUYERS:

WHERE THEY ARE & WHAT TO KNOW

COVER STORY

HEIDI CHOINIERE

FLORIDA EDITION

MATTHEW PATTERSON

Top Agent Heidi Choin Group Keller Williams Matthew and 7 16 works solo appreciation with Coldw ew Patterson has built a Banker serving all ofan tions like a family, looking July party every step of the way. “Our They also ho Sarasota, Charlotte, D ng,” Matthew says. “We’re Th and some Christmas. of Manatee moved to Keller Williams theher CARE or County, with repea HEIDI CHOINIERE MATTHEW PATTERSON se I wanted to build a team and abused w and referral business a love the culture of the comKW Cares. T 40 percent. amily, Business. And this families at the CONTENTS nted to do it.” Before real ment in the If you want the truth, ask Heidi w worked in construction live radio sh she’s all her 4) 7 REASONS WHY YOUR 17) HOW TOheard BUILD A life, Heidi Cho pavingPROSPECTS for 15 years, gainiHeartRadio AREN'T TEAM THAT WIN this isWILL one trait that sets her ape CLIENTS BIG NO MATTER ITS SIZE estate. “I pride myself on being a erienceTURNING through INTO managing humanly possible,” she says. “I ntals. Matthew always had As for what th 14) HOW TO THROW A 20) MILLENNIAL myself as aBUYERS: salesperson but as so WHERE THEY AREpeople.” estate, CLIENT and heAPPRECIATION continues to EVENT forward to co ing to help ONE WILL FORGET & WHAT TO KNOW sion forNO homes and people as he guides his while still maintaining the into her fifth year this J h the buying, selling, and investing process. heGoing and his team enjoy wit works solo but recently hired client to agent feel like they’re o licensed who will help w Phone 310-734-1440 | Fax 310-734-1440 duties. to Shecontinue serves all oto ta Gorda, Matthew and his team serve “Iistrative also want mag@topagentmagazine.com | www.topagentmagazine.com Charlotte, DeSoto, and some o rida fromNoSarasota to Fort Myers and Cape taught me aTop Agent long time ag portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Magazine County, with her repeat and referr is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top m is proud their high forrate ofexpressed repeat big enough that ineve percent. Having lived th Agentof Magazine cannotvery be held responsible opinions or facts suppliedworld byatits 40 authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. and Charlotte County area for usiness, Published and in they have over 500 5-star goals and their dreams. Iw the U.S. 30 years allows Heidi to share h oogle. “Past client referrals, REALTOR® grow and build wealth in and extensive knowledge with c flipping houses, repeat2 business make up about half of our Top Agent owning Magazine was recently honored with there President’s Eliteto Award, which is ness. I want continue to tthew explains. It’s easy to see what keeps

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry. But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem. 4

1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours. If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it? Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too. Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost. It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening. You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood. When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door. Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

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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HEIDI CHOINIERE

Top Agent Heidi Choiniere works solo with Coldwell Banker serving all of Sarasota, Charlotte, DeSoto, and some of Manatee County, with her repeat and referral business at 40 percent. If you want the truth, ask Heidi. A phrase she’s heard all her life, Heidi Choiniere says this is one trait that sets her apart in real estate. “I pride myself on being as honest as humanly possible,” she says. “I don’t view myself as a salesperson but as someone trying to help people.” Going into her fifth year this June, Heidi works solo but recently hired a newly licensed agent who will help with administrative duties. She serves all of Sarasota, Charlotte, DeSoto, and some of Manatee County, with her repeat and referral business at 40 percent. Having lived in the Sarasota and Charlotte County area for more than 30 years allows Heidi to share her passion and extensive knowledge with clients. She was recently honored with the prestigious President’s Elite Award, which is earned by less than two percent of all Coldwell Banker Agents Worldwide—an impressive accolade for anyone but especially as a solo agent. “I really enjoy the adventure of it and being out there,” she says. “My favorite part is working 8Copyright Top Agent Magazine

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with buyers. I love looking at houses and showing people what’s out there. When someone calls and tells me what they’re looking for, it becomes my obsession to find it. And when I actually get to show them the home we were talking about—that’s my favorite thing in the world.”

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With a combination of her dedication and marketing skills, it’s not surprising that Heidi’s volume last year was a solid 72 transactions. “I’m very active on social media. I send out a weekly email to my sphere and database to keep them informed of what’s going on in their area,” she explains. She

Heidi was recently honored with the prestigious President’s Elite Award, which is earned by less than two percent of all Coldwell Banker Agents Worldwide—an impressive accolade for anyone but especially as a solo agent. also utilizes professional photography and videography, and she provides multiple resources for clients, whether they be informational newsletters or reliable services post-transaction. Heidi is highly involved in her community and belongs to the local North Port Area Copyright Top Agent Magazine 10

Chamber of Commerce, through which she is enrolled in Leadership North Port. The program is designed to immerse members in the workings of the city and to bring awareness to the community’s needs. Leadership North Port also fosters the skills of potential and current leaders and encourages them to seek answers to critical questions. Top Agent Magazine

When she’s not working or giving back to her community, Heidi loves spending time with her family. “My husband and I have a couple of horses as well as three dogs that we love to take for walks,” she says. Spending time at the beautiful beaches is another favorite pastime, as well as dining out. As for her plans for the future, Heidi would love to take the broker’s course and

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get licensed. “Not to own my own brokerage, but to use that knowledge and help train new agents,” she says. Giving thanks to her supportive husband, Heidi is incredibly appreciative. “The real estate business changed our entire lives,” she says. “This is my obsession. It’s the first thing I think about when I wake up and the last thing I think about at night.”

For more about Heidi Choiniere, call (941) 876-3990, email her at heidilovesflrealestate@gmail.com, or visit her website: heidilovesflrealestate.com https://

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How to Throw a Client Appreciation Event No One Will Forget Clients are the foundation of any flourishing enterprise, and this is particularly true in real estate—an industry where relationships are central. Demonstrating your gratitude to former and current clientele is a winning way to cultivate your network, while upping your potential referrals and creating face-to-face time with the individuals that make your business tick. Keep in mind a few of the tips below as you stage a client event that will positively impact your brand, while conveying your appreciation to those who have driven your business all year. 14

Supersize Your Guest List Inviting former clients to your client appreciation bash is only the first step in crafting your guest list. To really expand your sphere of influence, invite neighbors, local business owners and staff, old friends, family, associates, fellow alumni from your alma mater, and the like. Think of your client appreciation event as a celebration of business bringing people together. Expand your guest list and you’ll create a coveted, in-person opportunity to forge relationships and broaden your reach.

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An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost.

Consider A Sponsor Client appreciation events shouldn’t skimp on the details, but you don’t want to break the bank, either. To defray the cost of a client appreciation event, consider enlisting local businesses as co-sponsors. Not only does this approach ease the price tag of throwing a party, but it also creates an easy partnership between you and other entrepreneurs—widening your database and making for a memorable and generous event.

ship, or the Super Bowl is coming up quick, tailoring client appreciation events to already-established happenings can create an organic tie-in and boost your attendance numbers in the process. Throw a gingerbread house decorating party during the holiday season, or throw a barbeque during the Fourth of July. Capitalizing on a naturally occurring theme creates the opportunity for comradery between you and your guests. Apply A Personal Touch

Don’t Forget To Reward Your Employees An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost, as well. By encouraging your employees to cut loose at this celebratory event—instead of having them run interference all night—your team will feel appreciated and validated, too. Theme Your Event Whether the area’s high school sports team has made it to the state championTop Agent Magazine

Invitations may seem like a small detail, but they shouldn’t be one-size-fits-all. Consider handwriting some of your invitations for the clients you remember well, or for business associates who you regularly partner with. Personalizing invitations to key players is the surest way to a confirmed RSVP. Cultivating your network of professional connections is an essential part of driving business, and client appreciation events not only create memories between you and your clientele, but also inspire your to step back, reflect, and give thanks to those who keep your business booming.

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MATTHEW PATTERSON At Patterson Group Keller Williams Realty, Matthew Patterson has built a team that functions like a family, looking out for clients every step of the way. “Our team is amazing,” Matthew says. “We’re very close. I moved to Keller Williams in 2016 because I wanted to build a team and because I love the culture of the company: God, Family, Business. And this is where I wanted to do it.” Before real estate, Matthew worked in construction doing asphalt paving for 15 years, gaining early experience through managing his parents’ rentals. Matthew always had a love for real estate, and he continues to live out his passion for homes and people as he guides his clients through the buying, selling, and investing process. Based in Punta Gorda, Matthew and his team serve southwest Florida from Sarasota to Fort Myers and Cape Coral. The team is proud of their very high rate of repeat and referral business, and they have over 500 5-star reviews on Google. “Past client referrals, REALTOR® referrals, and repeat business make up about half of our business,” Matthew explains. It’s easy to see what keeps clients coming back. “We take care of our people. We are full service: we stage homes, and we have contractors to help us fix homes. Whatever our clients need, we want to meet them where they are. We strive to help them achieve their real estate goals.” The team’s marketing acumen is apparent in everything they do to increase exposure for their listings. In addition to professional photography, video, drone shots, and 360 tours, the team also includes a full-time marketing person and a full-time designer. “We create custom brochures for all of our listings, and we market extensively online,” Matthew says. “Keller Williams has international reach, and we get premium placement on Zillow and other third-party sites. We also create individual websites for our properties and market on social media.” As a result, Matthew says, “Most of our listings sell within two weeks.” 16

Matthew and his team hold regular client appreciation events, including a Fourth of July party and a pie giveaway in the fall. They also host a big community event at Christmas. The team are huge supporters of the CARE organization that helps battered and abused women, as well as St. Jude and KW Cares. The team loves to help feed families at the holidays. Matthew’s involvement in the community also includes a live radio show, Real Estate Exposed, on iHeartRadio every Wednesday. As for what the future holds, Matthew looks forward to continuing to grow his business while still maintaining the down-to-earth, personal feel he and his team enjoy with their clients. “I want every client to feel like they’re our only client,” Matthew says. “I also want to continue to grow the team. Gary Keller taught me a long time ago that you have to have the world big enough that everyone in it can achieve their goals and their dreams. I want to help our team members grow and build wealth individually, whether through flipping houses, owning rentals, or owning another business. I want to continue to grow my leadership to help them achieve their goals and dreams.”

Contact Matthew Patterson at 941-375-1312 or matthew@pattersongroupkw.com and find him online at pattersongrouprealestate.com www.

How to Build a Team That Will Win Big No Matter its Size In the real estate world building a team is a goal almost every agent strives towards achieving. Doing business with a team as opposed to solo has numerous advantages. With more agents handling clients as well as other employees specialized in areas such as marketing and administrative support there to assist you; you can greatly increase your business and sales. Top Agent Magazine

So, when creating a team, logic would tell us that the bigger it is, the better, right? Wrong. When it comes to real estate teams, size doesn’t matter so much as the players you bring onto that team to work with you. A team doesn’t have to be big to win big, and here are the secrets to building a team that wins big no matter its size.

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Hire the Right Team Members

Put Your Team Members in the Right Positions to Win

You’ve probably heard the saying, “you’re only as strong as you’re weakest link.” That idea holds true for any kind of team, including those in real estate. If you have weak members on your team, then it’s not possible to have a strong team. Drawing strong team members to your business is essential.

Finding strong team members is just one part of the equation. As the leader of your team, you now have to assess each member’s strengths and weaknesses and position them appropriately. You want the best player for each role playing that part and catering to their strengths. Choose your team member’s roles wisely, and place each individual in the position where their strengths can shine and they can best contribute to a win for the entire team. Every role is important to the team working smoothly and winning as a whole, so it is important to place each team member in the role most suited to his or her skills.

To better understand what kind of person would make a strong addition to your team, you need to ask yourself what skills and characteristics you want your team members to possess. The strongest members are often ones that share their leader’s values. When you share values with your teammates, you are all running along the same course towards the same goal as one. Your definition of a victory in this case is also your teammates’ definition of it. This helps strengthen even the smallest of numbers because you are all working together toward a common goal. Another characteristic too look out for in potential team members is a positive attitude. You can teach someone the skills needed in real estate, but you can’t teach someone how to have a positive attitude. Positive members tend to achieve more due to their optimistic nature, but more importantly, they spread that positive attitude to the rest of the team, which improves every members’ performance. 18

Communicating Your Vision to Your Team

Your team members are the key ingredients to ultimate victory, but what recipe do you follow now to lead them to victory? That is what communication is for a winning team; the recipe you will use to

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help best utilize each team member and instruct them on how they need to work together to fulfill the recipe that will lead them to be a winning team. Your team members need to know the plan and you must give them the tools to successfully execute it. It is up to the leader of a team to help your players see your vision and help them understand what a victory looks like. The goal may seem simple and obvious to you, but you must communicate it over and over again to your team members, so they understand it as well as you do. With different personalities coming together to form a unit, you are going to be dealing with numerous challenges such as competing agendas. You will find this on any team. You must keep the goal and at the forefront of your player’s minds in order to encourage them to put aside their own personal desires in order to come together as one cohesive, single-minded unit and push towards the team’s goal.

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Give Your Team Members the Tools to Help Them Perform at Their Best The final thing all great leaders do is equip their team members with the proper tools and training needed for them to succeed. You have to show them how they can each come together with their different strengths to work as a team towards one unified goal. This involves more than simple skills training, but also endurance, so they can last as a team and win even those matches that seem unending and impossible. Think of all the challenges that they could possibly face ahead, and clear their path to victory by giving them the necessary training and tools they will need to get past any obstacle. As the leader, you must be prepared to continually communicate the team’s goal and your vision. Use that vision to motivate your team members throughout the journey towards victory.

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Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there 20

is one generation that is making big strides in homeownership these days: Millennials. Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about

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a demographic whose influence and homeownership goals are rapidly evolving, tune in below for a few pointers that can help you expand a segment of your clientele in the process.

Where do Millennials prefer to buy? Many Millennials came of age during or immediately following the Great Recession, and as such, many of them relocated or returned to mid-size cities and smaller communities where the cost of living was most affordable. Of course, there are countless Millennials that call the U.S.’s major cities home—especially those in the

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tech industry. The good news is that you can court Millennial clientele no matter where you service area is located. That said, community amenities are of great importance to this generation. They value public transportation, green space, and entertainment—from coffee shops and topnotch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will be key in selling to Millennials and locating neighborhoods they’re most interested in.

What sort of communication do Millennials prefer? Most Millennials are digital natives, or close to. That means they grew up learning

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how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know

that you’re savvy, available, and understand the value of their preferred method of communication.

Are Millennials ready to buy? It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound

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financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home. Also consider fielding Millennial clientele with the long view in mind. You might be Top Agent Magazine

courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone. As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.

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