Georgia 3-26-17

GEORGIA EDITION

When it's Time for a HOME OFFICE KEEPING IN TOUCH— How to Stay in Your Clients' Lives for the Long Haul

COVER STORY

TONYA BULLARD

Is Your Phone Voice ATTRACTING— OR REPELLING? 5 steps to ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

Tonya Bullard GEORGIA EDITION

on being featured for the state of Georgia in Top Agent Magazine!

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TONYA BULLARD

CONTENTS 4) IS YOUR PHONE 18) 5 STEPS TO ACHIEVE DeAnn Ellis | Loan OfficerTERM | NMLS:SUCCESS 148916 VOICE ATTRACTING— LONG AS Element Funding; The DeAnn Ellis Team OR REPELLING? A REAL ESTATE AGENT 1108 Clark Street | Covington, GA. 30014 Work 678-259-0205 | Cell 770-616-8042 14) KEEPING IN TOUCH— 21) WHEN IT'S TIME FOR ellismortgageteam.com HOW TO STAY IN A HOME OFFICE deannellis@elementfunding.com www.

YOUR CLIENTS' LIVES FOR THE LONG HAUL

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.

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Is Your Phone Voice Attracting–or Repelling?

By Carla Cross, CRB, MA It’s such a simple thing, but so important--the first impression you make with your voice!

Recently, I did a presentation to a group of Luxury Agent Specialists. It was about sound and its impact on others (I used the piano to demonstrate). We usually think of visual impact. But, as agents, we come across way more people initially via email or phone than we do by sight. So, isn’t it time to 4

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polish your ‘phone voice’? It’s probably the first ‘warm’ impression people get of you (I call email ‘cold communication’ because it vastly shrinks the three major ways we communicate: sight, sound, and feeling).

Here are three tips to assure your phone voice makes the best first impression.

Remember, You never have a second chance to make a first impression!

Don’t Mistake Technology as the ‘End’

We are so focused on technology today, that we are in danger of forgetting to effectively use that technology. Here’s an example. When I phone an agent today, I have no idea where that agent will answer his or her phone—or from what phone the call is being answered. And, I don’t really care. Technology allows the phone to follow the agent. That’s great. Here’s what’s not so great. The agent’s message is so dull, powerless, or mumbled that it doesn’t sound as though the agent wants to talk to me. Or, the agent’s message is so long, that I’m impatient by the time I get to leave the message.

Make a Superior Phone Message

For three days, listen carefully to the tone, intent, and messages you hear in phone messages. Listen carefully to how agents, managers, and your affiliates answer the phone (including the receptionist at the office). What do you think? If you didn’t know these people, what would you think of them? Are they excited to hear from you, or are they bored?

Here are 4 important tips to remember when recording your own message: 1. Stand up—you’ll sound as though you have much more energy.

2. Write out your script first—and be sure it’s not too long. I don’t really care where you’re going to be all day!

3. Modulate your voice pleasantly. Try to get some resonance.

4. Sound as though you’re looking forward to hearing from me!

Don’t Settle for One Run at It: Re-record Your Phone Message until It’s Perfect

As a musician, I would never play the piano for others unless I had practiced until the performance was perfect. Yet, when we ‘practice’ real estate, we often just ‘let it fly’ with whatever comes out of our mouths! Not good. You have too much at stake to settle for one run at it.

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Advice from a musician: Practice your phone message several times before you record it. Then, record and listen critically. Don’t just use the first recording.

Make sure your ‘phone voice’ is the best first impression you can make.

P. S. Managers and team leaders—two tips 1. Call each of your agents’ phone mails. What’s the impression you get?

Are they professional? Do they state the company name? Do they represent your culture and image?

2. Create a quick class in phone messaging using the information in this blog.

Copyright ©, 2016 Carla Cross. All rights reserved.

Carla Cross, CRB, MA, is the founder and president of Carla Cross & Co., specializing in real estate management and sales. Her internationally best-selling start-up plan for new agents, Up and Running in 30 Days, is now going into its 5th edition (!). Carla brings her vast experience as a top-selling agent and award-winning manager and trainer to the podium, blending her musical background with her proven sales and management strategies (she uses the piano AND even teaches someone to play—fast…..—entertaining and practical). Find out more at www.carlacross.com.

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when real estate suddenly entered the picture. “My sister was selling her house,” says Tonya, “and she got a contract in three days.

When I saw how much the realtor had earned in such a short time, I was sold.” She then obtained her license and quit her job. Her first broker warned her that she would not make a sale in her first month in the business, and she quickly proved him wrong, and then proceeding to be named Rookie of the Year. Tonya has been a multi-million dollar producer every year since.

Top Producing Agent Tonya Bullard of Pinnacle Realtors Inc. in Covington, GA has built a solid reputation for being among the most principled realtors working in her area today, and her grateful and ever-growing client base is a testament to her unbridled commitment to providing the very best in customer service.

Tonya, who began her long journey in real estate almost twenty years ago, was working for her father doing an unsatisfying, no-room-for-advancement 9 to 5 office job 8 Copyright Top Agent Magazine

In 2004, Tonya obtained her Broker’s license and opened Pinnacle, and began specializing in new construction. Soon, she had a team of 42 agents, which lasted until the market crashed in 2008. With many of her agents leaving the team for other work, Tonya demonstrated her flexibility in dealing with adverse situations by refocusing on short sales and foreclosures, which saw her through that difficult period. Currently back up to 16 agents and working 8 subdivisions (with two more poised to begin construction), Tonya is an example of how to thrive under adverse market conditions. “I have a wonderful team,” boasts Tonya proudly, “We just continue to grow, and I love mentoring them.”

Despite the size of her business, Tonya’s focus is on maintaining a high level of personal service for each of her clients, and her willingness to walk them through every step of the sometimes complicated buying or selling process has generated much customer loyalty: more than 80% of her business is based on referrals or repeat clients. “They Top Agent Magazine

“I have a wonderful team, we just continue to grow, and I love mentoring them.” know I’m always looking out for their best interests,” says Tonya. “There is just a certain comfort level that comes from mutual respect, and they understand that I know what I’m doing and that I always have their best interests at heart.”

Communication is also key for Tonya, and staying in touch with her clients both during Top Agent Magazine

and after the transaction process is of paramount importance. Despite the size of her team, she does most of her work herself.

“I deal with the buyers and sellers myself, I put them in my car and take them out to show them listings. I have an assistant who helps me with paperwork, but other than that I’m very hands-on with everyone.”

When the transaction is complete, Tonya Copyright Top Agent Magazine9

“I love the end result, when they’re sitting at the closing table and everyone is so excited about their new home.” stays in touch via personal phone calls, emails and other electronic methods.

What Tonya enjoys most about what she does is the satisfaction her clients feel when the transaction is completed. “I love the end result, when they’re sitting at the closing table and everyone is so excited about their new home.”

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Tonya, who is also a Top Producer with the East Metro Board of Realtors, has some big plans for the future, which include opening multiple offices to better service a larger number of clientele, all while striving to maintain the same level of excellent customer service that has become her hallmark.

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For more information about TONYA BULLARD, please call 678-898-0931 or email BullardTonya@yahoo.com Copyright Top Agent Magazine 12

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DeAnn Ellis is proud to congratulate

Tonya Bullard

on being featured for the state of Georgia in Top Agent Magazine!

DeAnn Ellis | Loan Officer | NMLS: 148916 Element Funding; The DeAnn Ellis Team 1108 Clark Street | Covington, GA. 30014 Work 678-259-0205 | Cell 770-616-8042 ellismortgageteam.com deannellis@elementfunding.com www.

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HOW TO STAY IN YOUR CLIENTS' LIVES FOR THE LONG HAUL

One sign of a great real estate agent is there long list of loyal client following. Part of achieving a great referral base is being a great realtor during the transaction. But, that’s only half of the work. To truly be your client’s realtor for life and keep them coming back to you as well as referring others to you, you have to stay in their lives past the transaction. Keeping in touch with your past clients can be one of the most important parts of your business, and one that many realtors tend to push to the wayside.

Do you stay in your client’s lives, or do you disappear? People refer people that they feel they know well and that they trust, people they consider friends. However, earning and keeping your client’s trust involves maintaining a delicate balance with how much you contact them. Experts recommend reaching out to your clients at least quarterly. But, it’s not just about how often you stay in touch. You also need to be mindful about how you are reaching out to them. Here are some tips on how to keep in touch with your clients for the long haul: 14

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INDIVIDUAL PERSONAL CONTACT One of the best ways to keep in touch with your clients is to simply give them a call every once in a while. Follow up and see how your clients are doing. Offer them assistance if they need it. Personalized contact helps to ensure that you remain as important to your clients long after the sale as you were during the transaction. Giving your clients a call on special occasions such as birthdays or holidays also makes for a great personal touch.

Of course, nothing beats face-to-face contact. Stopping by to say hello can be a great way to keep in contact. An even better way to catch up and maintain that friendship is to set up a lunch or coffee date with past clients. Giving individual clients your undivided attention goes a long way towards maintaining that bond you formed during the transaction and earning your client’s loyalty and trust. Interactions like this make a lasting impression on your clients.

Of course, many busy REALTORS® may not have time to follow up with every client oneon-one. A great way to still give personal attention to your clients without meeting each and every one for lunch is to throw a client appreciation party. This allows you to get in some face-to-face time with each client and make sure they all get your undivided attention and quality time to catch up with you, even if it’s only for a short time.

Now, if you have a lot of past clients, this can be difficult to manage during one party. One way to get around the numbers problem is to organize smaller events based on client’s interests. Instead of throwing one giant party, host a pool party for the families with kids or a wine and cheese get together for single clients. Hosting special events like these ones goes a long way towards keeping your contact with past clients more personalized and setting you apart from those businesses that simply send them a calendar once a year.

PROVIDE CLIENTS WITH USEFUL NEWS PROVIDE CLIENTS WITH USEFUL NEWS One way that many REALTORS® keep in touch with their clients is by sending them newsletters. This form of contact can be a double-edged sword. You want to make sure you provide them with useful information that reminds them of your value as a real estate professional.

Otherwise your communication will amount to nothing more than spam, and clients will think of you less as a trusted friend and more as a nuisance salesperson.

Clients react much more positively to communication containing information that is pertinent to their lives. Update your clients on what is going on in their local community and Top Agent Magazine

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housing market. Demonstrate your knowledge about the community and the things that are important to your clients. Include information about local cultural events, community news, housing statistics, information on the mortgage market, home maintenance advice, home design tips, and anything else that your clients will find personally useful. Your clients will always be interested in value.

SEND CLIENTS MEMORABLE AND PERSONAL CARDS Sending your clients cards related to important events in their lives and letting them know that you remember those events and care will go a long way towards building and maintaining a close personal relationship with them. You want to make sure your cards stand out, though. Sending popular holiday cards can be a mistake, as they will most likely get lost amongst all of your clients other holiday cards and will be quickly forgotten. Instead send something more personal such as: HOME ANNIVERSARY CARDS: Send cards to each client on the anniversary of the closing of their home.

CONGRATULATORY CARDS: Remember important events such as wedding anniversaries, graduations, new babies, etc.

SPECIAL BIRTHDAY CARDS: Instead of just sending your typical birthday card, add something special to yours that will stand out. Include a $1 scratch off ticket or a $5 gift certificate to Starbucks. Make sure to include a handwritten personal note.

GIVE CLIENTS AN UNUSUAL GIFT Make sure the gifts you send your past clients stand out. Send your past clients an odd gift at the beginning of the year or on a holiday. Think outside the box and send things like funny magnets, customized mugs, a personalized piece of wall décor, and other fun and unusual items. A great way to make your gift stand out even more is to include a funny note with it that will catch their attention as well as make them think of you. For example, one cute idea is to send clients a bag of popcorn with the note, “Real estate is popping, give me a call.” You could send a bag of goldfish with a note attached that says, “I’m fishing for your referrals.” Get creative and have a little fun with it, your clients will notice and remember you for it.

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TAKE ADVANTAGE OF SOCIAL NETWORKS

Social networking sites make staying in contact with past clients in a more informal and friendly basis much easier. Connect with your past clients on Facebook. This will help you stay up to date on the important things happening in your pact clients’ lives. In return, it provides you a great platform for keeping those past clients up to date with what is going on in your business as well as keep in contact in a more informal manner. Use Facebook to remind past clients to check their basement after a heavy rain or that they can contact you for help during tax time.

You can even organize your contacts on Facebook into customized lists such as “past clients,” “industry contacts,” etc. This will help you better manage your Facebook contacts.

This will also allow you to view specific news feeds based on these lists and send messages to a particular list of contacts. Don’t forget about the many other social networking sites such as Twitter or LinkedIn either. Utilize this technology to drive personal contact with your clients.

STAY ORGANIZED No matter how you choose to keep in contact with past clients, make sure to be consistent.

Consistency will help you stay organized and diligent about reaching out to your past clients regularly. A tool used by many real estate professionals to stay organized is a customer relationship management solution. Whether you use one that is online or a computer software program, this will help you stay organized when managing your contacts and allow you to set notifications to alert you when you need to contact certain clients, send out gifts, plan a client appreciation event, and many other things throughout the year.

Staying organized and consistent in your contact with past clients will help you continue to build and manage your referral base, as well as open the door to repeat and referral business.

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

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FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

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CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

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BUILD A SOLID FOUNDATION

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SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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When It’s Time for a Home Office

by Nancy Michaels

So, you’re tired of clearing your papers off the dining room table every time someone wants to eat (how dare they!). And you’re still recovering from the business call you were forced to take that time your 5-yearold pressed the phone into your hand just as you stepped from the shower (it’s amazing how professional one can sound while wrapped in a towel and dripping wet).

fairly easily for this purpose. Use bookcases, filing cabinets, plants, screens, even lighting to define your work space. It’s essential that you remain committed to your space as office space. Without this psychological distinction between home and work, the two areas of your life may slide into one another, causing you to lose focus, and thus, productivity.

Sounds like it’s time for a home Choose furnishings that are ergooffice. nomically correct, and which fit in with the decor of the rest of your Ideally, you’ll have a spare room to home. Lighting should come from turn into office space—preferably three sources: natural, ambient and one with a locking door. An extra direct. Give yourself enough storage bedroom, the basement, or attic can space to keep your work area all serve this purpose. If you don’t uncluttered. You may want to store have room for a dedicated office, your supplies in another part of the take a look around your house to see house, keeping just a week’s worth where you can carve yourself some in your office. And schedule a space. A closet, bedroom corner, weekly or biweekly cleanup where hallway alcove or even the area you go through your papers and files under a stairway can all be converted and either throw away or stow away Top Agent Magazine

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anything that is not essential to the event of a power failure. An daily operation of your business. uninterruptable power source supply is also a must for the home office.

Almost every business requires a This will keep your computer runcomputer system. Don’t skimp. You ning during a power outage until want something with enough speed you’re able to safely shut it down. and memory capacity to last into the future. A good-quality inkjet, or Another essential component of the preferably, a laser printer is also home office is telecommunications, essential. Investigate the all-in-one meaning telephone, fax and Internet printer, fax, copier and scanners. access. An account through an These may save you money as well Internet service provider or online as precious office space. I also service shouldn’t cost more than $20 recommend a computer backup per month and it will give you the system, which will protect the ability to send and receive e-mail. contents of your hard drive in the 22

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It’s essential that you remain committed to your space as office space.

You’ll probably want more than one phone line, three if you’re using one line for a fax and modem hookup.

It’s wise to invest in a business line, which allows you to list your business name and number in the phone book and with directory assistance. To keep costs down, use that line for incoming calls only. If you don’t want the expense of a business line, but can do without a repeat of the shower scene, order “distinct ring” service from your phone company. This is a separate phone number which rings into your home line, but sounds different from your normal ring. This alerts you and family members to incoming business calls. If you’re dishing up dinner or washing the dog, you’ll know to let your answering machine, or better yet, your electronic voice mail system, grab the call. If you’re in the shower, hopefully your 5year-old will know to do the same.

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answering” from your phone company. It’s just a few dollars a month and sounds more professional than an answering machine, and which won’t break down while you’re on vacation.

A home office can either improve productivity, or harm it. You may find yourself doing paperwork at 2 a.m. when you should be sleeping, or flipping to General Hospital at 3 p.m. when you should be working. It’s helpful to treat your home office as you would an outside office, complete with “starting” and “quitting” times.

This will help you stay focused, organized, and productive. And your family will appreciate having their dining room table back.

Nancy Michaels, of Impression Impact, works with companies that want to reach the small business community and with small business owners who want to sell more products and services. Copyright©, Nancy Michaels. All rights reserved.

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