FLORIDA EDITION
GOOGLE ADWORDS:
By the Numbers:
How to Make Google Do the Work for You
Understanding the True Value of Square Footage
Take My Word For It:
The Daily Schedule of a
SUCCESSFUL REAL ESTATE AGENT
The Power of Testimonials & Making Word-of-Mouth Count
FEATURED AGENT
JULIMAR BARREIRO
COVER STORY
LORI BRIGLEY
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Google AdWords:
How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 4
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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.
MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION
You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.
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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-
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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE
Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.
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LOCATION IS EVERYTHING!
Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.
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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL
Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.
HARNESS THE POWER OF DATA
When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic. You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.
Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. 6
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LORI BRIGLEY
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Nicknamed “The Condo Queen,” Top Agent Lori Brigley with Oceans Luxury Realty has a history of selling along the World’s Most Famous beach in Florida, and has sold some of the most luxurious properties. Lori Brigley’s meteoric rise in the world of real estate has been nothing short of brilliant. Currently with Oceans Luxury Realty, Lori has a history of selling along the World’s Most Famous beach in Florida, and has sold some of the most luxurious properties. Nicknamed “The Condo Queen,” she has sold oceanfront dreams to the masses and is very passionate about her love and dedication to her clients. Nothing is more important to Lori than the satisfaction 8Copyright Top Agent Magazine
of those she serves. “I have coined the phrase, chase the soul, not the sale, to reflect my deep connection to the people. I create a long-lasting bond with customers that transcends into the future and bonds us on a deeper, more personal, organic level.” Lori began her career as an interior designer at the tender age of 20, opened her own design firm in Massachusetts, Furnishing Homes Top Agent Magazine
Across America, and grew it exponentially over 2 decades. “I was always an entrepreneur, even as a young child, with the drive and spirit of my father.” Business sense came easily to Lori, having grown up immersed in the business world through her parents who were savvy entrepreneurs. Lori’s family owned a dress shop in Manhattan across from Bloomingdale’s, before moving to Southern Florida and owning an insurance business, later dabbling in real estate. Lori’s sense of entrepreneurship also extends to her mother’s side of the family. Lori’s cousin, David Krebs, has enjoyed a career of legendary success, famed for his multi-decade history as one of the most prolific and innovative producers and managers in the entertainment industry. Included among the many artists whose careers Krebs launched and guided to superstardom are AC/DC, Aerosmith, Beatlemania, Ted Nugent, the Scorpions, and Michael Bolton. Each of
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these performers has sold millions of dollars in sales. “David was an Attorney and acquired three degrees from Columbia University. I remember going to concerts as a young child and admiring David’s tenacity. I was especially fond of his classic Bentley that was housed in the garage. Generational entrepreneurs surround me all throughout my life and I attribute my success today to my deep-rooted ancestral drive.” Being immersed in the interior design world for 2 decades created a deep love for architecture, and the history of oceanfront buildings became Lori’s fascination when she merged into real estate 3.5 years ago. She says, “I know every building along South Atlantic Avenue, I study it. I know the inventory and the history of the buildings, the architects, who bought them, and when they were bought and sold. I essentially specialize in twenty-three miles of oceanfront condos along the iconic beach and enjoy tracing the sale, and its historical history.”
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“I know every building along South Atlantic Avenue, I study it. I know the inventory and the history of the buildings, the architects, who bought them, and when they were bought and sold. I essentially specialize in twenty-three miles of oceanfront condos along the iconic beach and enjoy tracing the sale, and its historical history.” Lori explains, “I’m confident I can sell a condo because I can tell them what’s happened with the condo across the hall and two doors over.” Lori’s insider knowledge is particularly helpful for clients moving to Daytona Beach for the first time. The rich tapestry of properties and her focus on connecting with her clients has become invaluable to her career. The high level of detail that Lori brings to every transaction as well as her vast network of contacts are what sets her apart from others in this highly competitive market. “I’ve worked Copyright Top Agent Magazine 10
with many of the professionals in the area,” she explains. “I connect my clients to a contractor, landscaper, designer, plumber, just about anything they need. I only refer people I know will be the best.” This full-service approach includes all aspects of the transaction even long after the initial deal has closed. “You have to stay in contact with your client list.” This allows Lori to ensure that each of her clients receives high-quality service. Lori continues to expand her horizons and her personal growth. When she traced her ancestry Top Agent Magazine
to Germany and Austria, Lori realized many of her relatives were killed in the Holocaust. Lori developed a deep desire to speak out about racial and religious hatred. To this end, she has published a book, “The 10,000 Children That Hitler Missed.” It includes a synopsis of the children rescued on the Kindertransport during the onset of World War II. Lori interviewed the survivors and shared their touching testimonies of loss, grief, and perseverance during a dark time in history. “Their stories are deep and personal to me and bring perspective to my life.” Lori carries their stories with her as she navigates her own path in life. The most fulfilling part of her career is knowing that she will change somebody’s life, and she encourages them to live the coastal lifestyle. “What I mean is that your home
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influences your entire existence; do you walk on the beach each day? Surf in the waves? Take your grandchildren to pick out shells? I take great pleasure in knowing that somebody I sell a home to will potentially form the most wonderful memories of their lives there. That is very special to me.” At any price point, a home is where memories are built and the responsibility to find the place where they create cherished memories is one that Lori takes very seriously. “To be successful in this business you have to be motivated by the real love of selling the lifestyle,” she says, “It’s never been about the money, it’s always my passion that drives me. I’m excited to keep growing, evolving, opening my sphere, expanding my brand, and just climbing the mountain of success!”
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For more about Lori, email lorisellsvolusia@gmail.com, call 508-735-7298, visit her website: loribrigley.com, or Facebook: facebook.com/profile.php?id=100087369875461 https://
www.
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By the Numbers:
Understanding the True Value of Square Footage Measuring the square footage of a property may seem like an objective and straightforward task, but you’d be surprised at how many agents and homebuyers misunderstand this pivotal figure. True square footage provides homebuyers a concrete understanding of their prospective domain, but here’s the problem: the rules to determine a home’s square footage are not always uniform across the board. What’s more, much of Top Agent Magazine
a home’s value is determined by its size, so accuracy is certainly important. While many real estate agents have their own systems for determining or confirming a home’s true square footage, it doesn’t hurt to update your practices and become an expert on the subject. After all, you may learn a few techniques that could add value to a listing, or better prepare you in guiding house-hunters on the lookout.
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1. Do your due diligence Most towns and cities have a local records department where floorplans and blueprints are kept on file. It’s worth noting that these records don’t typically include any subsequent additions or remodels on a property, but they still give archive hunters a legal baseline when outlining a property’s square footage. Oftentimes, a straightforward online search of a city or county’s records office can pull the information necessary, or else agents can poke around in person to uncover informative blueprints at the records office. Either way, access to original blueprints or floorplans is a great tool for determining livable square footage. As a bonus,
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original blueprints and floorplans—especially in historic properties—can be intriguing visual aids for prospective buyers, as well.
2. Know the rules While there aren’t universal standards when it comes to measuring square footage, there are general guidelines that can help determine square footage in an authentic way. Per the American National Standards Institute (ANSI), here are the official recommendations for measuring a home’s real square footage: n Called “below grade spaces,” basements
and sunrooms beyond a home’s typical
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living quarters do not count toward a home’s true square footage. According to ANSI, even big draws like finished basements don’t count toward a property’s Gross Living Area. Of course, even below grade spaces have their own desirable value and should be outlined as such on listings. n Did you know the space inside closets
and on stairways counts toward a home’s square footage? Even if these areas are relatively small, they still add to a property’s calculable square footage.
n When recording square footage, ANSI
actually suggests performing measurements from a property’s exterior—though this method does not account for the
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thickness of exterior walls, which could skew square footage numbers. n Just like below grade spaces, a garage, a
pool house, or even a guest house should not be included in a property’s Gross Living Area. The rationale at work here is this: if you must go outside to access additional living areas, then they are beyond the square footage scope of the primary dwelling and should not be included in a home’s Gross Living Area.
3. Double-check by doing the dirty work Buyers and sellers have or will make a sizable investment in a property, so isn’t it fair to double-check all the relevant facts and figures
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when it comes to true square footage? If you want to take on the endeavor yourself, here are a few helpful steps to take.
room. Once you’ve completed the room’s measurements, multiply the room’s length and width to determine its square footage.
n First, you’ll need a few things to get started,
n As you go measure throughout the home,
including a tape measure that can measure at least 100 ft., graph paper, and a pencil.
n Next, choose a room to start measuring
wall-by-wall. Measure Wall 1, then proceed to assign each square on the gridded paper a corresponding measurement, rounding to the nearest tenth of a foot for the sake of clarity.
n From there, draw out the wall you measured
and measure the remaining walls in the
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using your own system to scale, you will construct a failsafe floorplan.
Mastering your craft is everything, and the real estate industry is no different. Every now and again, it’s worthwhile to update your well of information, take matters into your own hands, and continue to innovate with the industry. While square footage may not seem like the juiciest starting off point for such a venture, never forget: mastery of technical knowledge is a sure sign of expertise.
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JULIMAR BARREIRO “My clients come back because they know that no matter what, I will make it happen,” says Julimar Barreiro. As a top agent with eXp Realty in Florida, Julimar serves a far-flung base throughout the entire state: “wherever anyone needs me. My clients know that they are in good hands when they work with me. I won’t give up, and I am very aggressive. People trust me with their friends and family members because they know that I will always work in their best interests.” As a Hispanic professional, Julimar feels a special responsibility to educate other Hispanics about the home buying process and help them achieve their own version of the American Dream. “So often people don’t think they’ll ever be able to purchase a home, or they’re afraid to even try to qualify for a mortgage.” Julimar removes the intimidation and fear factor, and acts as their advocate from start to finish, explaining every step of the process. “I’m here to show people that they don’t have to keep renting. They can actually own a property or become an investor. I love showing my clients all of the possibilities that are out there for them.” Now in her seventh year in the business, Julimar began her career as a buyer’s agent, then expanded into listing as well. Last year, she closed $23 million in sales, and is on track to do the same or more this year. One of the major factors in her success has been in her ability to harness the power of TikTok in a variety of ways. Multilingual in Spanish, Portuguese, and English, she markets her luxury home listings through video along with other social media venues such as Facebook, Instagram, Google ads and more. She also produces a Deal Maker Coaching class on TikTok that teaches agents how to take their career to the next level. In addition, to educate the public on how they can leverage real estate to earn financial freedom, she produces Top Agent Magazine
a Building Florida’s #1 Airbnb with Super Host Julimar Barreiro series. The videos take viewers through the process of how she learned to buy, renovate and build a top-producing Airbnb on the Florida Coast. Through step-by-step instruction, she explains how they can take advantage of the opportunity that exists to purchase their own properties and build Airbnb businesses. Even though Julimar has perfected the art of using technology to maximize her marketing effectiveness, she never forgets the power of the little things that make people feel appreciated and special. “I like to do a lot of personal things to stay in touch with my clients. For example, I’ve sent big boxes of candy at Halloween, gift cards at Thanksgiving, and ornaments at Christmas.” In her free time Julimar loves traveling and spending time with her four-year-old son. In the future, she wants to continue to expand her listing downline as well as further educating people about the many advantages of owning and investing in real estate. And she plans to continue taking her own advice. “I’ve purchased seven Airbnb’s so far this year—and my goal is to have 10,” she says with a smile.
Contact Julimar Barreiro at 407-590-8604, email jbarreiro.realtor@gmail.com, visit julimarbarreiropastrana.exprealty.com or Facebook or Instagram or You Tube or TikTok https://
https://www.facebook.com/profile.php?id=100088716174481 https://www.instagram.com/invites/contact/?i=1pr1ahzdkfim8&utm_content=56w3ra https://www.youtube.com/@JustJuly-luxuryhomes https://www.tiktok.com/@_justjuly_
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The Daily Schedule
of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar. Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first. 18
The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.” You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result. Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you
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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.
3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.
1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.
2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed. It’s important that you make time for these moments the same way you make time for your work.
2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead. 1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments. 1.5 hours – Spend this time prospecting and appointment setting. 1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.
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.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.
2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines. 8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive. As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.
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Laughs!
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Take My Word for It:
The Power of Testimonials & Making Word-of-Mouth Count Ratings, reviews, and testimonials are among the most powerful tools an agent or real estate professional has at his or her disposal. Think of it this way: almost all of us go online to get a sense of dining options, film scores, and product reviews. When it comes to real estate pros, people what the same measure of comfort and advice from those who have already experienced your services. The 22
bottom line is this: testimonials create a relatable emotional appeal to others, while giving potential clients some first-hand insight into your ability to deliver. With all that in mind, consider the valuable rationale behind testimonials and word-ofmouth attention: how to harness it, and what it can do for you and your business.
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Testimonials and word-ofmouth buzz build your brand If you aren’t displaying positive testimonials and reviews on your social media outlets and website, then you’re missing out on a key opportunity. Those exploring your pages are likely seeking real estate representation, and reviews and testimonials serve as a first-hand glimpse into who you are and what you can do. If you can, try to tie reviews and testimonials to specific names or social media handles, as you’ll be highlighting the interpersonal component at play. Think of it this way: potential clients are more likely to trust the experiences of past clients than to place blind faith in your pitch, which is crafted to create a sale. Most customers would rather look to the experience of fellow consumers before taking your word for it, sight unseen. Well-place testimonials and personal reviews can bridge the gap when it comes to your brand and the prospective client.
Testimonials and word-ofmouth buzz demonstrate your value compared to others Good agents are a dime a dozen, but top agents stand apart from the pack for a variety of reasons. Chief among those reasons is the ability to differentiate themselves from the norm by highlighting their personalities, their track records, their values. Testimonials and wordof-mouth buzz don’t just focus on whether an experience was good or bad. It dives into the details of personality and consumer relationships. While the qualifications of many agents might be similar, you can stand out by showTop Agent Magazine
casing stellar reviews and testimonials that shine upon your character and delivery. When pitched by two agents with similar experience and credentials, but only one has the testimonials featuring positive experiences and lasting relationships—wouldn’t you be more inclined to work with the agent who has a proven track record of success?
Do your homework and compile the testimonials that will drive your business At the close of a transaction, consider providing a comment card with room for clients to write a few reflections, or create an e-mail ready online form that makes submitting feedback a breeze. You can also touch base via e-mail and ask politely for a review of their experience with you. Referred or repeat clients are excellent candidates for testimonials, as they will already know your business well, or will likely be happy to contribute their perspective. If asking for testimonials makes you cringe, you can always incentivize this process in minor ways. For example, you could offer a fun, cost-effective gift certificate in exchange for a testimonial. Whichever way you gather testimonials that speak to your positive performance, there is no question that these documented first-hand experiences are priceless when it comes to drawing and retaining clients. If you want to inspire interest and build a living brand, there is no better method than by having clients vouch for your working style.
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