FLORIDA EDITION
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QUALITIES OF EXCEPTIONAL EMPLOYEES
THERE GOES THE NEIGHBORHOOD: How to List High When Neighbors Are a Nuisance
Google AdWords:
HOW TO MAKE GOOGLE DO THE WORK FOR YOU
Kevin Bartlett COVER STORY
FEATURED AGENT
FRANK COSTA
FLORIDA EDITION
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KEVIN BARTLETT
FRANK COSTA
CONTENTS 4) THERE GOES THE NEIGHBORHOOD: HOW TO LIST HIGH WHEN NEIGHBORS ARE A NUISANCE 13) 4 QUALITIES OF EXCEPTIONAL EMPLOYEES
16) GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU 21) TRY VS. DO
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There Goes the Neighborhood:
How to List High When Neighbors are a Nuisance 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? 4
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.
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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.
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.
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 Top Agent Magazine
Are there foreclosed or abandoned homes on your client’s block? Do your homework. 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
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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.
Noisy, nosy, or annoying neighbors? Don’t be discouraged. Obnoxious neighbors can really rain on a seller’s parade, especially the kind of neighbor 6
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.
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Kevin Bartlett Top Agent Magazine
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KEVIN BARTLETT “I’m ready to rock and roll at any time — If my clients want to see a property at 2AM, I will be there.” With a natural talent for customer service, and a genuinely caring demeanor, it is no surprise that Kevin Bartlett has already achieved immense success as a real estate agent. He 8Copyright Top Agent Magazine
entered the business three years ago at just 20 years old, and had strong business from the start. “When I first started, I chose to go with my broker Joseph Pavich/Realty World Top Agent Magazine
J. Pavich Real Estate because I knew he would be a great mentor,” he explains. In Kevin’s second year, he completed just over 20 transactions, and is now over 30 midway through his third year. He serves Southwest Florida, with about 80 percent of his business being referral-based. “I’m ready to rock and roll at any time,” Kevin says. “If my clients want to see a property at 2AM, I will be there.” This Top Agent Magazine
self-motivated attitude is one reason his business continues growing. Whenever he receives a phone call, he answers or calls them back promptly. As Kevin deals with many buyers from out of town, communication is very important. “I don’t like waiting on things. I try to be very mindful of people when they’re purchasing houses through me, or even when they’re renting,” Kevin explains. “I want to make sure the customer is my number one priority at Copyright Top Agent Magazine9
Kevin is all about providing a ‘personal concierge’ service to his clients, even after they buy or sell, which is why they continue coming back to him and referring new clients. all times.” Customer service comes above everything else, as he knows treating people right results in more business. When the transaction is over, he stays in touch through email, phone calls or home Copyright Top Agent Magazine 10
visits. Although he does do a lot of online marketing, he understands the importance of opening a physical card or seeing someone in real life. “People appreciate when you take the time to write something by hand,” he says. Kevin is all about providing a ‘personal Top Agent Magazine
concierge’ service to his clients, even after they buy or sell, which is why they continue coming back to him and referring new clients. With dozens of five-star reviews, it is clear Kevin is keeping his clients more than happy. One recent testimonial read, “My wife and I have purchased/sold over 22 homes with approximately 17 different realtors. Kevin is at the top of the list. His professionalism, knowledge of the market, responsiveness and negotiating skills with one of the most difficult buyers I’ve ever had was truly outstanding. Top Agent Magazine
Kevin held the deal together without any drama or ill feelings on our part. He kept us updated on every issue, which were many, and had a solution for each. He continued to push forward to our committed closing with a positive can do attitude, ensuring us that the deal would close. Kevin also found us the home we wanted in a location we would have thought was out of our price range. Most importantly at the price we wanted to invest. Kevin’s an outstanding representative to the real estate community which every real estate firm should seek.” Copyright Top Agent Magazine 11
Although most of Kevin’s time is dedicated to real estate, he also makes sure to give back to the community. He is a charter member of the rotary club, and hosts various events for the neighborhood. Last year during the holidays, he held a breakfast for his neighbors, complete with a visit from Santa Claus and his Mercedes Benz sleigh.
As Kevin looks towards the future, he is eager to expand his business. He would also like to invest in his own website and eventually hire a team. No matter what, he will enjoy every step of the journey. “It’s really satisfying when you finally close and two weeks later the person calls you excited and grateful for the hard work. That puts a smile on my face.”
For more information about Kevin Bartlett, please call 239 - 826 - 1891 or email Kevin@KevinWBartlett.com
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4 Qualities of Exceptional Employees Hiring a new employee is one of the more stressful parts of being a business owner. After all, you’re taking someone on and trusting that they’ll not only be a valuable addition to the team, but won’t do anything to hurt your business’s hard earned reputation. Sometimes a person comes in and you click right away, and other times you might be blown away by an impressive resume. But there are things you should look for that might not be as obvious at first. Employees that have the following qualities are ones you should seek out, because they will definitely be well worth the time and energy you invest in them. Top Agent Magazine
1. They have the confidence to be innovative There’s a reason people are drawn to those who think outside the box. Not only do innovations often lead to an extremely profitable business, even when that thinking doesn’t pan out, creative thinking is something that will energize your business and will motivate more employees to start taking chances. Innovative thinkers also usually have great leadership skills. Ironically, you want an employee who isn’t afraid to speak up to authority and is someone who knows how to bend the rules without breaking them. They know that
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the success of the team and business is what’s most important, as long as it’s done ethically and with respect for everyone involved.
2. They are constantly reviewing their past performance A good employee looks forward, but they also look back. They are always evaluating what worked and what didn’t work in past performances and then adjusting their plans going forward accordingly. If they are coming off a big win, they know how to capitalize on that by using the momentum and cementing in everyone’s minds the value that they add to the team. If things didn’t go as planned, they assess what they can do better next time, and they don’t get bogged down in insecurity. They take responsibility and they have confidence that they won’t repeat past mistakes. They know that failure is a temporary state, and are able to learn lessons from their mistakes, that will make them a better employee going forward. While no one wants to fail, having the confidence to try something and fail will one day let you strike gold. Someone who lets failure shut them down, leads to a dead end and will soon make them a dead weight on your team.
3. They value teamwork Even though an exceptional employee might be a rising star, they realize that success is 14
not an individual endeavor, it relies strongly on who you’re working with. Exceptional employees make sure that everyone is contributing and valued for their input. They put the interests of the company above their own, and thrive in an environment where ideas and information are shared freely. Shared success is the ultimate goal for every project. Exceptional employees have the confidence to know that even when they’re not singled out for praise, they’re an irreplaceable component of a larger machine.
4. They are self-motivated learners A key thing to remember is that while experience is a valuable commodity, intelligence and intellectual curiosity is usually something that can’t be taught. Yes, you might request employees get additional training or attend seminars, but exceptional employees will be seeking out educational opportunities constantly. Even if they don’t have a lot of money for weekend retreats, they will be getting books from the library, downloading audiobooks, and most importantly, taking advantage of one their greatest resources, YOU. Exceptional employees know that the way to stay ahead is to always be at the forefront of new technology and systems. They don’t see educating themselves as a burden, they actually enjoy it. They realize that everything they take in, will one day make them not only an exceptional employee, but an exceptional boss as well.
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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. 16
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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. 18
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FRANK COSTA
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FRANK COSTA A rising star and longtime entrepreneur with extensive knowledge of South Florida’s real estate market, Frank Costa’s success is built on understanding and appreciating buyers’ and sellers’ needs. Having studied architecture before running his own real estate appraisal firm for well over a decade, in 2015 Frank decided to branch out and focus on helping people sell, buy and lease properties. Covering sought-out communities like Pinecrest, Palmetto Bay, Cutler Bay and several other historical communities in South Florida, Frank established a name for himself through reliability, accessibility and clarity. Having been awarded Rookie of the Year, he received the Circle of Excellence Award the following year, and is Top Producer at his brokerage. “Those things happen because I simply put in the work!” Frank says. “And I always provide clarity about what’s happening in every transaction.” Given his background and experience, sellers and buyers trust his professional guidance. Frank’s knowledge translates into lower time on the market for nearly all his listings. In fact, he refuses to ask sellers to agree to six-month marketing periods at the time of listing. “Most listings should not last more than three, and most of mine don’t even stay on for that long!” In the rare instance that a listing goes past the threemonth mark, Frank says it is typically because the seller wanted to list at a price that Frank recommended wouldn’t work. His threemonth marketing period builds confidence from sellers who realize how serious he is about selling their home for the best possible price in less time than many agents might predict. During the marketing period, he helps with home preparation and extensive online promotion, including targeted, keyword advertising on social media, among many other marketing tools.
With a hands-on approach and ready availability, Frank’s clients trust him so much that he continually earns the majority of his business from referrals. He keeps in touch with people, whether sending them cards at the holidays or randomly calling them to check in. “Real estate agents aren’t supposed to be secret agents!” he jokes. “I play the reverse side of that and my clients appreciate that I was thinking of them.” Frank’s start in appraisals not only propelled him in real estate, but helps him provide his clients a competitive advantage in home sales and purchases. He, therefore, remains current with residential and commercial appraisals, including training under a general commercial appraiser with 40+ years’ experience. “That appraiser has been in the business decades and values out very high-end properties and multi-family properties,” says Frank. “I have done shopping centers and apartment buildings with him.” As an independent real estate agent in an area he knows very well, Frank employs a personal assistant and says he is on the verge of starting a team. Outside of work, he enjoys time with his family, especially his two daughters. He makes a point of keeping balance between personal and work life by working out at the gym, swimming, getting outdoors, traveling, volunteering in the local schools and helping with community and charity events. “I want to keep growing personally and professionally, to keep helping people at this important time in their lives, but without losing sight of how I first started,” says Frank. After all, humble beginnings like Frank’s are where some of his clients are just getting started. “I keep my ambition in balance with my skills, with the goal of connecting with and helping more people.” Every house or property has a story all its own, just like every person and every family. Frank considers himself privileged to take part in helping people achieve happiness as their stories unfold.
To learn more about Frank Costa,
https://www.facebook.com/Frank-Costa-PA-1920702084872228/ Facebook page, visit yesrealty.net/user/frank.costa or go to his email landmademan@gmail.com or call 786.972.5068 http://
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Try vs Do By Barry Eisen
“Do or do not. There is no try.” – Yoda (1977) The day is done. It seems you’ve done a million things. Everything went well. You had loads of energy and you’re stoked. Clients listened to you and acknowledged the clarity and wisdom of your suggestions. Your kids paid attention. Even the dog obeyed. Great feelings! Dawns a new day... You wake up groggy, you become a magnet for clients’ frustrations, you feel invisible, the dog spits up on the thick white rug, an associate points out a huge stain on your shirt, a selling appointment cancels and it’s not even 10:00 AM. Know what you are? Normal. Look around and you will find a lot of normal. Stuff happens to us all. To some, who seem to attract more stuff than the rest (something to be said about selffulfilling prophecies) the distractions feel overwhelming and continuous. Some try their best to turn the tide. Trying doesn’t work. Doing does. Effort is appreciated, but accomplishment creates the lifestyle and is a lot more satisfying. Top Agent Magazine
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We use the word often and teach our kids to try hard. Think of what the concept of “trying” implies. We are telling ourselves to make the effort. But how often do we confuse effort and activity with accomplishment? Is it not our egos protecting ourselves from the perceived agony of failure by saying...you don’t have to do what it takes, just appreciate the effort. It’s kinda like the controversy raging on today about all kids getting trophies for participating in a competition, even if they came in last place. Maybe rewards for the little ones keep them engaged, but the reality of life for most adults is about accomplishing, not efforting.
Some try their best to turn the tide. One of the surest ways to become a victim is to try. Trying doesn’t When we commit to trying something and fall short work. Doing oftoadosuccess, we can always claim “ I tried.” Even in failure does. we can claim victory as we achieved what we committed to... I tried! Be careful of the words you use as they become converted into action. As in sports, good effort is appreciated, but the ones who want it more generally prevail. They call it Scoreboard.
The “doer” is the person who takes the bigger risk of making the extra effort. Without the risk to continue and create a victory, you create “normal.” It’s safe but unsatisfying. And worse yet, this settling for the lazy way out develops into whining, excuse making, low energy, irritability and much more. Do what’s right, not what’s easy. The best of your intentions won’t create a better relationship, clean up the planet or make you more money. 22
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7 DO’s to make a difference:
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Leave every part of your day with a positive accomplishment (even a small one).
In every endeavor, act AS IF you were already successful and capable. Show yourself what you CAN DO.
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Do what’s right, not what’s easy.
Read or listen to positive books or recordings at least 30 minutes each day-spend as much time with personal development as you do growing your business. Look for and apply the lessons that feel right.
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Write out your to-do list every night before you go to sleep, whether you feel like it or not and prioritize it. Let it guide you to better decisions during your day.
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Create a Value Added mindset that allows you to under promise and over deliver. That unexpected extra personal touch, that personalized attention, that piece of humanity, the extra door you knock, the thank you, please, your welcome can put you over the top. It is usually the little things that make a difference.
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Develop strong enough “whys” and the “hows” answer themselves. Dig deeper than just an amount of money. Money doesn’t motivate. Figure out what moves you and your focus will become laser-like.
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Follow through and do it not because you “have to,” but because you “get to.” Play, have fun, lighten up and shine. Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com Copyright©, 2016 Barry Eisen. All rights reserved. 818-769-4300
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