Georgia 3-12-18

GEORGIA EDITION

Tips on Breaking into the LUXURY MARKET

6 Habits of HIGHLY PRODUCTIVE AGENTS DON’T WORRY, Be Happy!

Are You a VALUE-ADDED AGENT?

FEATURED AGENT

STEPHEN FLANAGIN

COVER STORY

JEROME J. SMITH

GEORGIA EDITION

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JEROME J. SMITH

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STEPHEN FLANAGIN

CONTENTS 4) ARE YOU A VALUE-ADDED AGENT?

19) 6 HABITS OF HIGHLY PRODUCTIVE AGENTS

13) DON’T WORRY, BE HAPPY!

22) TIPS ON BREAKING INTO THE LUXURY MARKET

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical).

Find out more at www.carlacross.com.

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JEROME J. SMITH

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JEROME J. SMITH Making himself available for people’s needs from start to finish is more than a philosophy for Jerome Smith; it’s a mantra. He can’t repeat often enough the importance of making sure his clients know that he and his team care about them far beyond any transaction. A Georgia REALTOR® since 2003, Jerome has never wavered from this commitment. “People trust me to get the job done,” he says. And with 95% of his business coming from repeat or past clients, he knows that this trust also carries great responsibility. Together with his buyer’s 8 Copyright Top Agent Magazine

agent and their assistant, his team focuses on treating people well, right off the bat.

Through Keller Williams in Marietta, Jerome serves a broad area, making himself available to people referred to him from several communities. “I’m primarily in Cobb County, but I’ll go down to Fulton County or out to Paulding to give people the service they need,” he says.

“If one of our past clients calls and wants us to do a deal in a place like Athens, we’re happy to go up there.” Jerome goes the extra Top Agent Magazine

mile, literally and figuratively, because he enjoys helping people. “You have to love people and show that you care about their needs,” he says, adding that while the majority of his client engagements occur during happy circumstances, some happen during people’s sad or frustrating life changes. Compassion, therefore, is paramount to building trust and showing people he can get them through a transaction successfully.

“I’m straightforward and honest up front,” he says. “I explain what we need to do to get a seller’s house ready and many times we even go out ourselves to help them clean up, organize and stage.” Making things as Top Agent Magazine

stress-free as possible, he connects sellers with trusted contractors for repairs, painting or touch-ups, making himself available to let in workers so clients don’t have to miss work. Clients know the importance Jerome Copyright Top Agent Magazine9

places on preparing a home. “I explain what buyers are looking for and that in order to get them to drive out and see the house, we have to make them love it online.” This includes professional photography and showcased online marketing on about 400 through Keller Williams syndication.

Jerome’s smallest transaction ever involved an 89-year-old woman who needed to sell and move out of a house with insufficient plumbing and purchase a foreclosed home that required major renovations in order to be habitable. “It was only a $10,000 transaction and I’ll always Copyright Top Agent Magazine 10

remember what we did to make it happen.”

Jerome successfully negotiated with banks, convincing them to make a rare exception for his client, who was the mother of one of his previous clients. The joy of this experience was a direct result of having fostered a relationship with the woman’s family, who were past clients of his. For him, a transaction doesn’t end at the closing table; Jerome is as known for personalized closing gifts or for popping by with his infamous salsa as he is for helping drive someone to the airport or find a babysitter “We’re here for people, even when it has nothing to do with real estate.”

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A recipient of numerous awards over the years, including being named a Top 25 Agent in Georgia and the top agent in his office for several years, Jerome will continue building his team while giving back to the commuTop Agent Magazine

nity. He also never forgets that his primary reasons for working as hard as he does are his two daughters, who are both achieving great success in academics, one of whom is a musician. “They are my BIG WHY!� he says.

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Additionally, he likes supporting safe houses for children and taking part in events like coat drives for homeless shelters. He one day plans to pursue his lifelong goal of building a shelter for teenagers, where at-risk young people can feel safe, get on their feet and find hope. It’s

another example of how Jerome demonstrates that he is there for people from start to finish.

“You have to put actions behind your words,” he says. “Real estate is not a ‘customer’ business; it’s a people business and a relationship business.”

To learn more about Jerome J. Smith, visit jeromejsmith.com, go to his Facebook page, email jerome@jeromejsmith.com or call 678.631.1788 www.facebook.com/Jerome-J-Smith-Realty-Group-490046151151574

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Don’t Worry, Be Happy!

– Bobby McFerrin

By Barry Eisen

A gizzillion years ago I had the honor and privilege of spending time with Norman Vincent Peale, Methodist minister, author of The Power of Positive Thinking, controversial thinker and one of the best motivational speakers I’ve ever heard.

He told of a chance encounter with one of his parishioners, George, on a street in New York City. George was despondent. When Dr. Peale asked him about his state of mind, George let go with a tirade of confessions of being so overwhelmed with problems and worries that he couldn’t sleep at night and couldn’t think straight by day. “I’m a depressed mess,” George sadly confided.

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the end of TODAY. Preparing for tomorrow at the end of today helps you rest well. The mind doesn’t have to spend the night worrying “Remember this and Don’t forget that!”

You wake up knowing how to start and where you’re going! Be sure to prioritize your list with an A, B, or C. Let go of yesterday and focus on your To-Do-List of today. If it was important from yesterday and “George,” Dr. Peale said, waiving his incomplete, it’ll be on today’s list. arm slowly over the horizon, “here Do things, not because you have to, are thousands of souls who haven’t but because you get to. got a worry among them. If death means you have no worries, to worry • Keep your mind busy with the must mean you’re alive! And if you highest priority in the moment. Inhave lots of worries, how much more stead of figuring out why you are the alive you must be!” It’s a matter of way you are, stay on task knowing that you can only do one thing at a perspective.” time. Consider the satisfaction you Worry is something we choose that will feel when that one task is acis not of the world, but rather, in complished and then turn to your how we think. It’s a distraction that next. Of course interruptions will takes us away from confronting our happen. When they do, ask yourself: Is the interruption or is the task at realities. hand of HIGHER VALUE for THIS Here are nine potentially life chang- moment? (Most therapists don’t try ing ideas. Some you maybe doing, to figure out why a person is worrysome you have done in the past, ing; but will prescribe that a patient and for some may these serve as a do something or learn something on reminder to get back on track. If any which to focus positively. Learning/ would serve you, start now. stimulating the mind can get a person out of their ego-centric predicament.)

• Make your list for tomorrow at Multi-tasking has been proven not to

Dr. Peale asked George if he could spare some time to meet a large group of people who might have answers to George’s worries, since this was truly a worry free group. George, at his wits end grunted “sure.” After a long car ride to near the tip of Long Island, Dr. Peale had the taxicab stop in the middle of a large cemetery and the two men got out.

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likely to show you their good if they feel that availability from you. Don’t listen to T.V. or read internet news be• Allow yourself to risk. Enter en- fore you go to sleep at night. Count the ough. A friend of Nan’s had won the things for which you can be grateful grand prize on the American Chop- (full of greatness!) and sleep better. per contest. When asked how he won, he laughed and said, “When the con- • Smile more and hold eye contact test was announced, I ENTERED.” with others. Create a positive posYou’ve got to allow yourself to enter ture. Your positive physiology will the game and know that you aren’t be reflected by others and even if going to win every time, but you’re a you’re faking it, your forced smile, winner by playing and playing your eye contact and positive posture will best. Enter enough! If worrying about feel more natural and comfortable. losing stops you from entering, it Little shifts. guarantees a loss. Enter enough and you’ll find those places where you • Delegate responsibilities. Do what win. And as you enter enough, your you can, but let go of things before skills get better. Make up for lack of you become overwhelmed. If someskills, not by thinking about the lack, one else can do a task only 80% of but with enough activity. Show up... the way you would do it, but it gives you 100% of that time for another most don’t. taks which only YOU can do...you • Focus on what is right, the good, are 180% productive with that time. rather than on what is wrong. So Life is too short. What parts are really much of the media focuses on the worth your attention? isolated disaster story. Happy stories don’t sell. Media stories appeal to • Exercise/eat well/sleep well. Exthe lowest common denominator of ercise is a great idea even though our interests. Don’t go for the easy you may feel stressed about time and “take” or opinion of others. Consider other preoccupations. The endorthe possibilities. Have you ever had phins that reduce feelings of worry, your good intentions misread by fear, adrenaline production, also others? Allow the benefit of doubt by promote a more relaxed mind and seeing good in others. They are more body. As we grow older it’s inactivity be the best way to go. Slow down and focus.

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On the top of a full size piece of paper or, if you prefer, a digital memo app, write or type the words WORRY LIST. When a worry comes to mind, instead of letting it interrupt what you are doing, take out this list and jot down/type the worry. Keep doing this for one whole week. On Friday afternoon between the hours of 4:005:00 PM lock yourself up in a room • Take breaks. Short (10-15 minute) alone and take out your worry list. periods of meditation, stretching or Worry about everything on your list self hypnosis have been proven to for that full hour. So, you haven’t minimize mental fatigue, re-direct missed your self-made opportunity thinking to positive vision, and (choice) to worry, but you did it prompt productive, feelings of well under your conditions, and wasted a lot less time. being and energy. that will contribute most to pain and suffering. Do what’s right. Stay active. Cutting back on simple carbs allows the brain greater clarity.

Good sleep patterns promote a healthier brain and better transmission of neurotransmitters (especially dopamine, serotonin and oxytocin -- happy! happy! happy!).

• Do something nice for at least one someone each day. Go out of your way to make some else’s life a little better. Get out of your own head, just a little. Pass it forward.

If this idea seems silly, it is...and it’s not. (You might be surprised at how many people with whom I’ve shared this thought, took it seriously and found great benefit.) Value yourself and those around you by not sweating Worry is not caused by external events so much of the small stuff... And as or situations, but by how we perceive the wise man said, “It’s ALL small those events or situations. But for stuff.” those self sabotaging warriors who are reluctant to give up worrier ways, Copyright©, 2015 Barry Eisen. All here is a great idea: 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

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STEPHEN FLANAGIN Broker Associate and REALTOR® Stephen Flanagin enjoys educating buyers, preparing sellers and networking with builders. “I remind buyers that they’re buying the neighborhood, the school system and a lot of other factors than just the house,” he says. “With sellers, we do everything possible to have the home photoshoot and show-ready.” That might include Stephen’s pre-staging advice that if an item isn’t going to make the move, get rid of it now. And for builders and investors, he does everything from sharing market research to connecting them with people who may be considering selling, developing land or doing a complete tear-down.

Through Atlanta Fine Homes Sotheby’s International Realty, Stephen serves clients across a swath of Atlanta from I-20 on the South to East Cobb or Roswell on the north. His 2003 entry into real estate followed a lifelong passion for homes and an initial career with a Fortune 100. “I’ve bought and sold several of my own homes and even when I wasn’t in the market I would find myself touring spec homes or model homes.” So, when a restructuring took place at his former employer and Stephen realized his opportunities were limited there, he prepared for change. “I took real estate classes on nights and weekends before giving my notice.” Fittingly, he had a remarkably strong first year helping many of his former coworkers buy their first homes or for move-up homes.

even go, plus I really take advantage of social media.” When preparing a home for listing, for instance, he may post progress pictures with the address to create a buzz. “We might get two agents to preview the home and other to bring a client through in the week or so before we list.”

Local visibility and community involvement also enhance exposure for Stephen’s listings and for his business. “We have two kids and I volunteer every chance I get at their schools and through my church,” he says. “I sponsor the educational foundation, the PTA and the fall festival, and we also do park cleanups; it makes feel good to help the community.”

Additionally, an extension of Stephen’s Atlanta presence is the Big Canoe area, near the mountains and lakes of the Chattahoochee National Forest an hour north. He and his family have a second home there and enjoy regular getaways for hiking, the lakes, tennis and golf. “Back here, there’s always something going on, but up there we can get outdoors or stay in playing board games with our kids,” he says. “And if someone wants to see homes up there, it’s easy to show them around.” After all, Stephen is known for his responsiveness and his eagerness to be available to people, even when their real estate purchase may be several months in the future. That’s much of the reason that buyers, sellers and builders value Stephen’s professionalism, knowledge, positive demeanor, optimism and patience.

Stephen soon developed a reputation for anticipating problems that might arise in transactions. “We have systems in place to make sure we don’t miss anything,” he says. “I’ve been in the business long enough and seen so many houses that I quickly recognize potential issues.” He has also had enough houses on busy streets, under power lines or with ugly backyards to know that while someone might love a house, when the time comes to resell, those factors will be sticking points for buyers.

Stephen works with several investors and builders, a business segment he plans to expand. In doing so, he networks with agents who are not formal team members but who co-list with him after he secures a listing. He also forms relationships with builders after working with buyers who purchase beautiful new construction homes. And with listings marketing, he includes everything from staging and professional photography to an extensive online presence. “By virtue of who I work for, my listings get extra exposure in places MLS doesn’t Top Agent Magazine

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To learn more about Stephen Flanagin, visit stephenflanagin.atlantafinehomes.com/eng or on Facebook, email https://www.facebook.com/atlfinehomessir/ StephenFlanagin@atlantafinehomes.com or 404.312.5389 https://www.facebook.com/busybekah/ Copyright Top Agent Magazine 17

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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things Top Agent Magazine

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day.

Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as 19

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it.

As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list.

You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second.

We all do it!

Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do 20

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful.

Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innovaTop Agent Magazine

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news?

Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out Top Agent Magazine

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business.

Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about.

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach.

One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when 22

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect.

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LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance.

That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling.

It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively Top Agent Magazine

involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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