FLORIDA EDITION
5 Tips to GET NEW CLIENTS Get Your HEAD IN THE GAME! Connect Beyond Real Estate to ATTRACT FUTURE CLIENTS 3 Mind–Bending Philosophies to EXPAND YOUR PROFESSIONAL PERSPECTIVE
FEATURED AGENT
BRETT VLASEK COVER STORY
KRISTEN WEARDON
FLORIDA EDITION
7
KRISTEN WEARDON
17
BRETT VLASEK
CONTENTS 4) 5 TIPS TO GET NEW CLIENTS 13) GET YOUR HEAD IN THE GAME!
19) CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS 22) 3 MIND–BENDING PHILOSOPHIES TO EXPAND YOUR PROFESSIONAL PERSPECTIVE
Phone 888-461-3930 | Fax 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S.
2
Top Agent Magazine
mailto:mag@topagentmagazine.com
Top Agent Magazine
3
5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business. Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 4
your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base. Top Agent Magazine
1
Become a referral partner with industry peers
2
Cold Call Expired and FSBO Listings
Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.
Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set. You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.
This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again. It will not only sharpen your sales skills, but could generate a lot more business. People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even Top Agent Magazine
with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do. 5
3
Partner up with a Relocation Company
4
Become a Builder’s Realtor® of choice
This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often
times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.
This can be a real score for any Realtor®. The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest. Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property. Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills. Take on properties they haven’t been able to sell. You can even offer to throw an open
5
Create a Website that Offers Real Value to Potential Clients
Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much 6
house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.
it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell. Top Agent Magazine
Top Agent Magazine
KRISTEN WEARDON 7
“I have experienced the ups and downs of the real estate market, as well as the growth of Naples to a world-class destination, making me an informed agent in today’s market and well-established in the community.”
When Kristen Weardon discusses Naples real estate, she knows what she’s talking about – from the ground up. For three generations, construction, architecture, and realty has been in her blood. Her grandfather was a Connecticut builder who would take young Kristen on jobs; her mother was a realtor who owned her own brokerage firm in Naples. “My mom would drive her clients around to houses and I’d do my homework in the back seat. I’ve watched Naples develop and grow, from when it was all construction and dirt to reconstruction and remodelling now. I joke that I could show this city in my sleep.” Kris8Copyright Top Agent Magazine
ten followed in their footsteps by becoming a licensed Realtor in 1989. Now one of the most plugged in realtors when it comes to Naples’ history and properties, Kristen is passionate about connecting her clients with the right people to meeting their real estate needs. “I want to get people what they want. One happy client brings another happy client. I love helping people, being creative and going the extra mile. It’s second nature to me and provides me with the most of my job satisfaction.” Kristen is a longtime resident of Naples, residing in Pelican Bay for the last 20 years, has been providing her many satisfied cliTop Agent Magazine
ents with premium customer service for over 27 years. “I have experienced the ups and downs of the real estate market, as well as the growth of Naples to a world-class destination, making me an informed agent in today’s market and well-established in the community,” she says. With a large number of repeat and referral clients, Kristen is clearly doing something Top Agent Magazine
right. When asked why her clients continue to return to her, she says: “For me, it’s about building relationships”. Going above and beyond at all times is another hallmark of Kristen’s, and among her credos is this: “Do more than is expected, but have no expectations.” While she may not reap immediate rewards from this philosophy, she truly believes that in the long run it results in additional business. Copyright Top Agent Magazine9
“There are many details involved in getting the sale closed,and it requires a great deal of communication with a lot of professionals to negotiate and close a good deal for my buyers and sellers.” Kristen is not only highly personable, but also very detail oriented, a trait that makes the often-complicated selling or buying process much smoother for her clients. “There are many details involved in getting the sale closed,” she says, “and it requires a great deal of communication with a lot of professionals to negotiate and close a good deal for my buyers and sellers. My role during this step is to see that all these details are Copyright Top Agent Magazine 10
handled quickly and professionally on my client’s behalf.” Kristen is also a dedicated and passionate philanthropist, who has dedicated countless hours working on behalf of multiple and varied charities that include, PACE Center for Girls, Big Brothers and Big Sisters, the American Heart Association, the American Cancer Society, and Cancer Alliance Naples. When Top Agent Magazine
Top Agent Magazine
Copyright Top Agent Magazine 11
she’s not working, Kristen enjoys spending time with her children. Her hobbies include paddle boarding and jet skiing. When asked about her plans for the future, Kristen takes a moment before expressing her version of the old adage, if it isn’t bro-
ken, don’t fix it: “I’m really happy where I am right now,” she muses. “I just want to keep doing things the way I’ve been doing them. I know that probably sounds odd to people who want to grow a giant team, but I’ve already done that. For me, it’s all about balance.”
For more information about
KRISTEN WEARDON, please call 239 - 370 - 7908 or email Kristen@KristenWeardon.com Copyright Top Agent Magazine 12
Top Agent Magazine
Get Your Head in the Game! By Barry Eisen
Can you think of any top athlete in any sport who is inconsistent in prepara tion, has little focus, has no defined game plan, and has low confidence and self-esteem? If you can, you’re not thinking of a top athlete, you’re thinking of a wanna-be poser. There are lots of gifted and talented people in sports, but the world doesn’t care as much about the talent unless it shows up, demonstrates focus, shows a dedicated plan of action and acts like success is the natural by product of all the previous preparation. The same scenario is true about successful entrepreneurs. You’d be hard pressed to think of a winner who wasn’t prepared, focused, strategized and confident. Top Agent Magazine
13
The stories about Ben Hogan, Jack Nicklaus, Billie Jean King, John McEnroe, Kobe Bryant, Michael Jordan, Michael Phelps, Lionel Messi, Amanda Beard, and thousands of other sports greats share many When you hear negative basic success principles. Think of the Captains of Commerce in your business and chances are the success principles are much the same.
messages in your mind... take a deep breath and replace them with supportive words.
I’ve been privileged to have worked with some of the very best in sport and business over many years and this is some of what I’ve learned from them. 5 ideas for stepping up your game.
1
Preparation is what creates confidence. Don’t work on confidence. Practice more. Whether it’s practicing getting out of the starting blocks quickly in the 100 meter dash, efficient flip turns in the pool, chipping onto the green from 30 yards away or rehearsing business presentation scripts, introducing yourself while knocking on doors, or closing assertively after a strong presentation...you can’t get around practice/preparation. Check out “the 10,000 Hour Rule,” in Gladwell’s, Outliers. Ya gotta do the work! Mental practice in a relaxed state of mind (self-hypnosis) can speed up the success process from 2-5 times. Read almost any autobiography of a successful athlete or business personality and recognize this common trait; almost all successful people saw and savored the end result in their quiet, meditative states first.
2
The quality of Self-Talk is a big reason for the separation between superstars and the herd that follows. It’s easy to be positive and use positive words when things are going great and your attitude is up. One way of getting and keeping an “up” attitude is to silently tell yourself what the outcome of the next event will be...where the ball will land, your time for the 100 butterfly, the height of the high jump you’ll clear, the room you’ll mesmerize with your speech, the powerful listing presentation you’ll 14
Top Agent Magazine
give today, etc. The result of negative self-talk (self fulfilling prophesy) is obvious...poor posture, unfocused, procrastination, fear. Self sabotage! When you hear negative messages in your mind...take a deep breath and replace them with supportive words. This will get easier and more automatic with practice and so will your successes. (If you don’t achieve what you set out for...it doesn’t matter...keep doing this.) The difference in how the ultimately successful get to where they are and where everyone one else gets, is how soon you pull the plug and quit. Raise your game by staying in it. As you shift your mind your game will improve/your business will improve.
3
Visualize the self-talk. Pictures make more and deeper neurological impressions. A picture IS worth a thousand words. The greats in every sport played the game, walked the course, saw the 100 mph fastball come in, saw the touch at the pool’s wall, broke the beam at the finish line well before their bodies were involved. Your actions are based on your thoughts. Don’t be random. Choose successful pictures that move you forward.
Top Agent Magazine
15
4
Feel the satisfaction of success for just a moment. How would it feel hitting that perfect dive, making the 20 foot putt, running your personal best in a 10k, nailing that listing presentation, passing that test? Allowing the neurotransmitter dopamine to flash through the pleasure centers of your brain, reinforces the positive goal towhich you are moving. We do things to maximize pleasure or to minimize discomfort. As you associate the task or goal with a positive feeling, you’ll approach the task/ goal with a more open, “CAN DO,” attitude. It’s attitude not aptitude that usually matters more. Like a pep talk before a game, like a supportive hand on a child’s shoulder before a test in school, like a smile from a prospect that says, “I’m open to what you have to say,” feel good about what you’re here to do. You’ll make changes, not because you need to or want to, but because it feels good. Take the kicking and screaming out of your life to experience a more centered and focused energy.
5
Relax before you compete/take care of that piece of business. Some use music, some meditate, some create physical rituals (eat a certain food, do push ups, clap hands, stretch, a couple of breathes (and a whole lot of other crazy things you’ve seen. It ain’t crazy if it works.) Create a small ritual that focuses you in the last moment before the event/business presentation/prospecting/public speaking... Some sport psychology is about emotional, social and or physical issues, more to be addressed by qualified coaches, counselors or therapists, trained to deal with psychological baggage and physical scars. Some business leaders sit in with therapists and coaches to sort out individual blocks. But after all the analysis is said and done, the smart ones go back to the basics. See the ball, hit the ball. Copyright©, 2016 Barry Eisen. All rights reserved.
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 818-769-4300 16
Top Agent Magazine
BRETT VLASEK Real estate, says Brett Vlasek, is a wonderful career and a lifestyle that opens doors for all kinds of people. This testament about real estate holds particular weight coming from someone who grew up immersed in the lifestyle of his family’s South Florida real estate brokerage and later continued the business on his own after earning his degree in real estate from the Florida State University. Taking ownership of VIP Real Estate Brokers, Inc., in Delray Beach, says Brett, “always felt like the natural progression.” Now he has placed his own stamp on the business, bringing its reputation to new heights.
heavy social media exposure. “And I’m big on grass-roots marketing like door knocking, circle prospecting, open houses and staying in front of people,” he says. “I’m dedicated to my clients’ needs and we use cutting-edge technology to promote some of South Florida’s most extraordinary properties.” As a result, he has sold more than 200 homes totaling more than $75 million worth of property. Given his knowledge and tenacity, Brett brings exceptionally effective negotiation skills to the table. His clients describe him as readily available at all times, a “rock” during what can otherwise be a stressful process, “unrelenting” and fully involved even after closing. Most of all, they treasure his hands-on, educational, consultative approach to the home buying or selling process, saying they always understand the details and where things stand.
Brett is known for passionately serving clients’ needs and for sharing this approach with every agent at VIP. Covering South Florida’s Palm Beach County and Broward County, Brett and six other agents at VIP provide a level of service that leads to loyal clients who continually refer new buyers and sellers to Brett. “Honesty and integrity are what people have come to expect from me,” says Brett, who is known for telling his clients exactly how things are and what needs to happen for them to achieve their goals. “Some people think real estate is about houses,” Brett adds. “But it’s more about the people, how you get to impact their lives and help them make the biggest financial decisions of their lives.” As a result of this mindset, every time Brett tells clients what he expects to happen in a scenario, they have zero doubt that he is giving them the full story. “They know that I’m always looking out for their best interest.” Whether buyers or sellers, all of Brett’s clients benefit from his expertise as a lifelong South Florida resident who has deep insight on the market’s trends and opportunities. Brett knows South Florida buyers – an attribute that pays off for both buyers and sellers. He also markets listings aggressively and creatively, using internet and
Brett enjoys his interactions with clients before, during and after transactions. He even holds regular get-togethers at his Downtown Delray Beach office, on Fridays, to kick off the weekend with face-to-face interaction. He sends out a weekly “Monday Motivation” email with an inspiring quote that people seem to really enjoy and loves the fact that many clients become friends. He sees them often in his personal life, whether out pursuing his personal passion of golf, playing and attending sporting events, fishing or surrounding himself with people at events. In addition, because South Florida has given so much to him throughout his life, Brett focuses his giving on causes that have affected him personally. “I stay in touch with the schools I’ve attended and do fundraising work with them,” he says. “And this fall, I am working with youth sports such as basketball and baseball, which I played growing up.” Brett also plans to expand VIP Real Estate Brokers, Inc. by adding more agents to his team and by automating certain processes to allow for more in-person time with clients. “I want to show people how real estate changes lives,” he adds. “Whether someone is looking to get into it part time, full time, or to buy, sell or invest, I’m always here to talk and give advice without any kind of obligation.”
To learn more about Brett Vlasek, visit brettvlasek.com, email brett@brettvlasek.com or call 561.702.7211 www.
facebook.com/brettvlasek • instagram.com/brettvlasek Top Agent Magazine
Copyright © 2017 Top Agent Magazine, All Rights Reserved. 17
mailto:mag@topagentmagazine.com http://www.topagentmagazine.com
18
Top Agent Magazine
CONNECT BEYOND
REAL ESTATE
to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot Top Agent Magazine
of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients. To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals. So, how do you share content that will speak to a wider audience, but also still be relevant to your business?
Top Agent Magazine
19
n
Talk About Your Philanthropic Activities
The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause. In fact, they want and need you to promote them. And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n
Your Local Community
We humans are connected to each other through our community – our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didn’t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n
Use Your Creativity to Connect
Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n
Share Your Hobbies
Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a 20
Top Agent Magazine
Top Agent Magazine
secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n
Divulge Interesting Experiences
This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n
What and Who Inspires You
No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you. Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content Top Agent Magazine
that will draw in a broad range of followers. Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.
Top Agent Magazine
21
3 Mind-Bending Philosophies to Expand Your Professional Perspective
Beyond the day-to-day duties that make your business tick, so much of success is derived from the principles you put in place to guide your business. The foundational tenets you subscribe to can make or break your business for the long-term; they not only influence how you complete routine 22
tasks, but also impact your growth, your ability to manage a team, and what the future might hold. With all that in mind, here are three philosophies to remember as you strategize your professional life—whether you’re mapping your monthly goals or creating an overarching plan for growth.
Top Agent Magazine
Top Agent Magazine
1
Treat Your Business Like a Business
One of the perks of working in real estate is that you’re often able to create and manage your own schedule and volume, but that doesn’t mean you can skimp on the technical details of being your own boss. No real estate professional worth his or her salt would forgo empowering tools like a business and marketing plan, or spreadsheets to track cash flow and expenses, or regular profit-and-loss statements, or fiscal year budgets and projections. Taking these measures may appear daunting at first— and completing them will certainly require discipline and a learning curve—but harnessing valuable data and information can intelligently inform your professional decisions, strategies, and long-term growth.
2
Achieve a Holistic Understanding
When schedules are busy, it sometimes feels like enough to reach the end of the week’s to-do list. But, if you’re planning on a lasting career built on year-to-year growth, it’s not enough to account for the short-term. By creating daily, weekly, monthly, quarterly, yearly, and five-year goals, you’re outlining and quantifying your progress. While your quarterly and yearly goals may be clear in your mind, what about five years from now? Perhaps you’d like to add to your designations, or incorporate a new team member, or add an additional branch. No matter how you envision your profesTop Agent Magazine
sional future, the first order of business is to create a timeline. Once you have a clear deadline in mind, it’s far easier to build out the steps and calendar necessary to achieve your goals.
3 Specificity is Empowering While you may have a general sense of where you’d like to see your business go in the next few months or years, it’s hard to work toward or attain a goal that’s abstract. To make the most of your time and efforts, you must identify and understand precisely what you’re aiming toward. For instance, instead of planning to add volume to your enterprise, outline a specific, attainable number to work toward. Or, if you’d like to add an administrative staff in the years to come, consider the details of this decision—the money it would take, the type of people you’d want to hire, how many hours per week they’d work, what tasks they would complete, etc. Adding hard details to your goals not only makes them more realistic, but progress is more easily made when you have specific items you can cross off your to-do list along the way. While there are no 100% fool-proof or guaranteed routes to success, shifting your mindset from the present and the abstract, to the specific and the long-term can have a major impact on your chances of success. Instead of dreaming of being more productive or successful, do yourself a favor and craft a gameplan you can bank on.
Top Agent Magazine
23
mailto:mag@topagentmagazine.com
24
Top Agent Magazine