Georgia 3-19-17 by Top Agent Magazine

GEORGIA EDITION

Don't Forget YOUR CLOTHES

10 Seconds to CHANGE A HABIT

FEATURED AGENT

THOMAS LeCAIN COVER STORY

TORI McGEE

1 Billion-Plus Reasons Why YOU SHOULD BE ACTIVE ON FACEBOOK HOW DOES MARKETING DIFFER FROM ADVERTISINGâ&#x20AC;&#x201D; and from Merchandising & Branding

GEORGIA EDITION

TORI McGEE

THOMAS LeCAIN

CONTENTS 4) HOW DOES MARKETING DIFFER FROM ADVERTISING—AND FROM MERCHANDISING & BRANDING 13) 10 SECONDS TO CHANGE A HABIT

THOMAS LeCAIN

Thomas LeCain always had an entrepreneurial spirit, an became a successful business owner from the momen he took on the challenge. In the mid-90s, when he an his partner were looking for new business opportunitie they decided to buy their own real estate brokerage. “ kind of became a Realtor® backwards, I owned a broker age first. After we bought the franchise, I decided to ge my license. I had never really considered being an agen before that, but it’s been an amazing ride ever since.”

For the last 24 years, Thomas has been one of the mos in-demand and respected agents working in metr Atlanta. He currently leads a small team with his cur rent partner James Pixley, and specializes in the thrivin community of Alpharetta, a dynamic location, that i now one of the most lucrative markets in the boomin Atlanta real estate market. “I moved to Alpharetta whe it was little more than the local Alpha Soda and one traf fic light. I feel deeply connected to this community. On of the best parts about what I do is getting the opportu nity to show others all that Alpharetta has to offer. I’v lived here since 1984, so I have really in-depth know edge about the marketplace and the surrounding area I’m also well connected with the business communit and all of the amenities the area has to offer. schoo districts and neighborhood information, as well a related services, including mortgage, closing attorney insurance and inspection infor mation. I always want to be real resource to my clients.”

Thomas and his team have bui a reputation for always puttin their customers first. “We ar customer driven and dedicate to achieving results and pro viding exceptional service. W always put our client’s need and goals first. I truly establis friendships with my clients. I’m always looking for that lon term connection. Our credo i creating clients for life.”

17) 1 BILLION-PLUS REASONS WHY YOU SHOULD BE ACTIVE ON FACEBOOK 22) DON'T FORGET YOUR CLOTHES

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How Does Marketing Differ From Advertising—And From Merchandising & Branding by Rob Flitton

Almost everyone has trouble sorting out how marketing differs from advertising, not to how it differs from mention merchandising and branding.

3.You have a product or service than can and should innovate as the market reflects back to you Marketing is the ongoing activity of interfacing your business with the marketplace—of communicating the value of a product or service for the purpose of selling that product or service.

So here is a definitive statement on the definition of what each activity is, and the order in which they should occur—disobey the order, and you cannot reliably or rationally market your product or service; you MERCHANDISING will only be guessing. Merchandising is the activity of creating a segmenting strategy for MARKETING the promotion or sale of a product or Marketing is what happens first in service for the purpose of selling the process and is the most important that product or service. role in any business organization. You need to decide what market segment you want to appeal to with Think of marketing from 3 angles: the level of quality of: 1.You have an industry that your business is in, and this does not change • Quality of merchandise 2.You have an audience or market- • Speed and availability of service place that can change or innovate to some degree • Dress code for representatives 4

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• Returns, customer service, or warranty policy • Office or retail store aesthetics and degree of luxury Think about the difference between Nordstrom and Walmart (two profitable companies)—just as Walmart will never have a piano player, Nordstrom will never have a vague return policy. You cannot find good floor-service at Walmart, but you don’t expect to. The CEO of Walmart Top Agent Magazine

doesn’t lament “I wish I was the CEO of Walmart,” and vice-versa. Profitability is about making everything in your merchandising line up in accordance with your chosen product or service and its theme. BRANDING Branding is the strategic ascribing of words, a name, term, sign symbol or design, or a combination of these, so that a user may easily identify the product or service—so that the user will regard the product or service as 5

If sales don’t happen, you need to begin back again at the beginning and innovate your MARKETING. the solution to their problem and motivate them.

persuade the audience to take or continue some action.

When you think of any great brand, or observe their logo or imagery, it evokes certain words or a phrase to pop into your mind.

Advertising can occur in numerous ways or methods ranging from simple to complex, free to hugely expensive.

The goal in branding is to encapsulate your offering into a word or phrase— to make your proposal to solve a known problem obvious to the potential user taking a look at you. Ideally, a phrase or image allows the user to make an emotional connection to the product or service, and to be able to relate its story to others. You want a word, or a few words (a phrase) to pop into their heads when they see or think about your product or service.

In simple terms, it is the process of telling the world (or your intended audience) about what you have to offer to them.

ADVERTISING Advertising is the activity of telling or communicating to potential users the benefits of using or employing a specific product or service to 6

And…at the end of all of this process is making the sale—of closing on a deal to sell your product or service. And if sales don’t happen, you need to begin back again at the beginning and innovate your MARKETING. Rob Flitton is a Seattle Real Estate Marketing specialist helping independent agents to increase their income. Email Rob robflitton@gmail.com at any time or call/ text him at 206-612-2314. Top Agent Magazine

TORI McGEE Top Agent Magazine

Tori McGee has solidified herself as an agent on the rise at Chapman Hall Realtors, earning a coveted spot in the Northeast Atlanta Metro Association of Realtor’s Million Dollar Club.

From the outset, Tori McGee’s work has reflected a proactive approach. Considering selling her family home, Tori decided to take the reins and become a licensed agent, fueled by a can-do attitude and unflinching determination. In the process, Tori discovered her passion and almost immediately was met with an enthusiastic response from family and friends who enlisted her help with their own real estate needs. Today, a year and half after diving into the business, Tori is fostering a thriving enterprise—han8 Copyright Top Agent Magazine

dling twenty-nine transactions in the last year alone. Undaunted by the challenge of a new career and energized by helping her clients achieve their homeownership goals, Tori has solidified herself as an agent on the rise at Chapman Hall Realtors. She has also earned a coveted spot in the Northeast Atlanta Metro Association of Realtor’s Million Dollar Club. Primarily serving the Atlanta metro area, Tori has earned a variety of designations, including an Accredited Buyers Representation, in addition to a Seller Representation Specialist designation. In her daily work, Tori’s approach to the agent-client relationship is based on advocacy, honesty, and forthright communication. “It’s so important to keep all the details of a deal clear Top Agent Magazine

and up front with clients,” Tori recounts. “I make communication a top priority, so my clients know exactly what’s going on during every step in the process.” What’s more, Tori cites her outgoing personality and personal passion for her work as leading drivers of her success. A goal of Tori’s is to make the home buying or selling processes a joyous, stress-free endeavor, doing her best to provide the smoothest of transitions for her clients. With a robust rate of referral business, Tori’s high caliber work ethic and ability to deliver results keeps clients loyal and vocal in their praise. To keep in touch with clients both past and potential, Tori combines traditional and digital methods. Whether she’s sending out Top Agent Magazine

a postcard to commemorate an upcoming home anniversary, or crafting an e-mail campaign using her systematically managed database, Tori astutely recognizes that much of the real estate world is built on interpersonal relationships. In fact, it is her connections to clients that Tori finds most satisfying about her work. “I love helping people find exactly what they’re looking for,” she explains. “Seeing a client’s joy during that a-ha! moment in the house-hunting process—it’s extremely rewarding.” As for her marketing efforts, Tori considers each property’s unique merits in order to craft personalized publicizing materials. Making use of social media and the leading digital listing platforms, in addition to custom print ads in newspapers and magazines Copyright Top Agent Magazine9

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should the occasion call for it, each property’s marketing campaign is specific to its needs and personally curated by Tori. Extending her spirit of service to her local community, Tori participates in a variety of causes and organizations, including on the board at the Northeast Atlanta Metro Association of Realtors. Additionally, she is a regular participant at Dunwoody Food Truck Thursdays, benefitting Second Helpings Atlanta, a non-profit organization distributing food to the area’s underserved population. Getting involved wherever the need may be, Tori is also an active volunteer with her local schools, as well. In her free hours, Tori enjoys staying active, taking Top Agent Magazine

walks and playing tennis. As her brother’s biggest supporter, Tori also enjoys contributing her time to the Special Olympics, in addition to spending quality time with her family and friends, and honing her decorating skills. As for the future, Tori has plans to continue her business’s growth, with hopes to build a tightknit team that will expand her imprint—all while maintaining the exemplary level of service her clients are loyal to. With a stellar start in the industry already under her belt—along with a professional philosophy firmly fixed on client care and delivering homeownerships dreams—the sky is the limit for Tori McGee. Copyright Top Agent Magazine 11

To learn more about Tori McGee visit ToriMcGee.Realtor, e-mail ToriMcGeeSells@gmail.com or call (770) 680-6777 www.

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10 Seconds to Change a Habit By Barry Eisen

I’ll bet that most of the speakers you’ve heard and books you’ve read on the subject of personal development, tell you that it takes 21-30 days to change a habit. Like a wives’ tale passed on generation to generation, sometimes the story is better than the information. Clichés like, “habits are hard dying,” and “you can’t teach an old dog new tricks,”etc., are primarily about protecting your ego from possible failure (psychological) and upsetting your brain in its quest to stay unchallenged and comfortable (physiological). Top Agent Magazine

If purpose is strong enough, shifts can happen immediately. A near death experience while driving on the freeway can make the driver quit tailgating forever. A drug overdose can have a sobering effect. Having The choice as to a new baby in the family can make a smoker stop smoking right now. whether you make Having enoughfinancial pressure, it easy or hard, like a child in the family needing fast or slow are college tuition money, can cause choicesyou get to an inconsistent salesperson to prospect consistently like their hair is make. on fire. There are lots of positive and negative motivations that can cause change instantly. When the perception of achieved pleasure is strong enough, the behavior will change. Purpose can take the form of the carrot or the stick. Some habits will never change if you perceive the end result not being worth the efforts necessary to get there. Over thinking is just another way of saying... self-sabotage. So, is there a real answer to the question, “How long does it take to change a habit or attitude?” Here’s my answer. See if it works for you. Immediately, NOW. The only time you spend on this earth is called NOW. What’s done is history. What hasn’t happened yet is the FUTURE. The only time you have to think or act is in the NOW. If you focus on the best decision in your NOW, for that moment you made a change. Make that same change again in the next NOW time, and you will have reinforced and made more comfortable the habit or attitude you are addressing. Make the same decision many times and you have the expression used by many neuroscientists that, “When brain cells fire together, they wire together.” At a certain point of critical mass (tipping point) the new behavior becomes a no-brainer... automatic. This can take a one time shift or days or weeks or...? The choice as to whether you make it easy or hard, fast or slow 14

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are choices you get to make. So why make things hard when you always have choice? You always have NOW. 3 Keys to Change Habits and Attitudes

When confronted with a “tough” decision (e.g.) Prospect for business or check out Facebook? - Eat this serious piece of cake or go for the fruit? - Go to the gym or turn on the TV? - Return the phone call or put it off for tomorrow? Take a deep breath and picture yourself doing what’s right, not what’s easy. Surrender the self-imposed stress you associate with the change. Let go of the history of excuses and make a better choice NOW.

Follow through with that thought (NOW), not just to make this better decision, but also to set a pattern of realizing the power you have in controlling your life. This is a simple, but valuable lesson about helping to develop confidence and a positive self-esteem. Most who go to the many varieties of therapy, usually go because of lack of control issues or self imposed victimization. Show yourself what you CAN DO.

Learn and use self-hypnosis and hypnosis to reinforce the habits you choose. In “speaking” to your subconscious mind with words, pictures and emotion, in a relaxed state of mind, you are encoding brain cells with instructions (cause). You become what you think about (effect). Hypnosis will speed up learning, whether it be specific subject matter or whether it be learning an improved habit, 2-5 times faster. Habit change doesn’t have to be difficult, but it does usually entail being Mindful. Exercise your good decision making abilities and you’ll develop a do it now attitude, improve physical health and energy, develop consistency in your business, more fully enjoy your relationships and so much more. 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 Top Agent Magazine

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1 Billion-Plus Reasons Why You Should Be Active on Facebook By Bubba Mills

The number is staggering and potentially career ending for REALTORS® who ignore it: 1,440,000,000. That’s the total number of monthly active users on the social medium Facebook. That number alone is reason enough to use it regularly in your real estate business. But Facebook can also help turn you into the expert in your community. Just by sharing knowledge and relevant events about the community you can become the go-to source for all things local – a perfect way to capture the attention of prospective buyers. Plus, Facebook advertising also gives you tons of targeting layers like age, location, recent life events and interests. Plus, it constantly adds new targeting filters and functions that help you reach even more niche prospects who closely meet your customer criteria. Talk about pinpointing a target audience. Top Agent Magazine

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Another Facebook real estate ad tool is Website Custom Audiences that lets you create Facebook ads that target users who have visited your website. And several apps specifically for Facebook have emerged. Consider these: • Heyo.com: Helps you host contests, showcase promotions and high-

light special offers. • Woobox.com: Let’s you easily create quizzes and other fun tools for engaging content. • Pagemodo.com: Helps you make your Facebook business page both sleek and stylish and tabs allow for easy lead capture. But the latest offering is just as cool. It’s called Facebook Live and it lets you stream live video on the internet. I recently wrote about Periscope, another live video streaming app, but when you use Facebook Live you’re automatically featured at the top of Facebook users’ news feed. What’s more, statistics show that live video is viewed more than recorded video. How can REALTORS® use Facebook Live? Open Houses: Broadcast a walk-through of a new listing

and highlight all the great features.

Webinars: Host live webinars targeted to buyers and sellers. They can sub-

mit questions just like a real-life seminar.

Real Estate Talk Show: Offer the latest news in the industry plus share lo-

cal events and your newest listings. In short, become the Lester Holt or Diane Sawyer of real estate in your town with your own “TV” show! Facebook offers these tips for using Facebook Live: Promote: Tease upcoming Facebook Live broadcasts for more viewers. Plan better: Take time to plan what you want to do in the video, whether

it’s a few key talking points or to have a few questions ready ahead of time in a Q&A, in case incoming comments slow down. 18

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Invest in some equipment: A shaky live stream turns off viewers so con-

sider a tripod or other stabilizing tools, especially if you’re taking viewers on a tour of an open house. And check the shot before going live.

Get the lighting right: If you’re indoors be sure you have plenty of good

lighting and avoid a lot of light directly behind you because it’ll wash you out.

Sound good: A common mistake for beginners is overlooking sound.

Consider an external microphone to make sure your viewers can actually hear you. And if the live option makes you a little nervous, you can also stream pre-recorded videos. Hey, that has worked like a charm for TV for decades. Some businesses promote their web series to “air” on Facebook Live at a certain time like TV shows. After they are streamed, Facebook Live videos function as normal Facebook videos. Some business owners believe videos may perform better if they begin as live ones. NowThis, a news company that publishes entirely on social platforms, experimented by streaming a 38-minute compilation of its favorite viral videos via Facebook Live. The stream received over 20,000 views and over 500 comments, according to Facebook’s counters. Yes, all the new-fangled internet tools, apps and options for REALTORS® can be a bit overwhelming. Just take it one step at a time and you’ll slowly be right there in the business-winning mix. E-mail me today at Article@CorcoranCoaching.com and I’ll send you more free information about how technology can help your real estate business. Copyright©, 2016 Bubba Mills. All rights reserved.

Bubba Mills is the CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international Real Estate, Mortgage, and Small Business coaching company committed to helping clients balance success in business, while building value in life. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com. Top Agent Magazine

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THOMAS LeCAIN Thomas LeCain always had an entrepreneurial spirit, and became a successful business owner from the moment he took on the challenge. In the mid-90s, when he and his partner were looking for new business opportunities, they decided to buy their own real estate brokerage. “I kind of became a Realtor® backwards, I owned a brokerage first. After we bought the franchise, I decided to get my license. I had never really considered being an agent before that, but it’s been an amazing ride ever since.” For the last 24 years, Thomas has been one of the most in-demand and respected agents working in metro Atlanta. He currently leads a small team with his current partner James Pixley, and specializes in the thriving community of Alpharetta, a dynamic location, that is now one of the most lucrative markets in the booming Atlanta real estate market. “I moved to Alpharetta when it was little more than the local Alpha Soda and one traffic light. I feel deeply connected to this community. One of the best parts about what I do is getting the opportunity to show others all that Alpharetta has to offer. I’ve lived here since 1984, so I have really in-depth knowledge about the marketplace and the surrounding areas. I’m also well connected with the business community and all of the amenities the area has to offer. school districts and neighborhood information, as well as related services, including mortgage, closing attorneys, insurance and inspection information. I always want to be a real resource to my clients.” Thomas and his team have built a reputation for always putting their customers first. “We are customer driven and dedicated to achieving results and providing exceptional service. We always put our client’s needs and goals first. I truly establish friendships with my clients. I’m always looking for that long term connection. Our credo is creating clients for life.”

Tom & Jim maintain those relationships in various ways. In addition to producing a popular local publication, and the launch of his community social/real estate site AlpharettaZen.com he also keeps in touch with clients through more personal touches such as email, handwritten cards and social media. “We are love to connect with our clients regularly by meeting for coffee or at one of the many new restaurants that have opened in Downtown Alpharetta.” When listing properties, Thomas takes a comprehensive approach. Everything starts with excellent professional photography, before an aggressive internet marketing campaign is launched. Thomas is well-known for his open houses that go above and beyond, so much in fact, that they have been described as “open houses on steroids.” Thomas is actively involved in his community, and is on the Design Review Board of the City Council. They also likes to help make a difference, and donate a portion of every commission to St. Jude’s Children’s’ Hospital. When they aren’t working, Tom & Jim enjoys spending time outdoors, attending the many Automobile Car Shows and getting down to the beach whenever possible. It’s their way of truly relaxing and sharpening the saw to stay sharp for their clients. Thomas couldn’t be happier with where he’s at with his business, and would like to continue growing his business, while promoting and supporting the community that he loves. “This business never gets old. We truly feel blessed that we get to do this every day. For us, it’s not about the deal or the transaction, it’s about helping our clients. A real estate transaction is an important part of someone’s life, and we take that seriously.” Top Agent Magazine

To learn more about Thomas LeCain with RE/MAX Around Atlanta call 404-680-4495, email TomLeCain@REMAX.net or visit HomesAtlanta.com, AlpharettaZen.com or come see us every Tuesday between 10:30am – 12:30 pm at Downtown Alpharetta’s local coffee shop Mugs on Milton www.

www.

Don’t Forget Your Clothes We’re sure your goals are lofty, and to hit them, your marketing needs to be on point. But is your brand and position defined? If not, it’s like leaving the house each day without clothing. And while some would argue that this would certainly gain attention, we don’t believe it’s the kind of attention you had in mind when you set out to become #1 in your market. A common misconception is that if you are recognized, you are well branded. Almost a year ago we had a conversation with a Realtor about personal branding. She said, “I feel like I’m already well branded in my market. When I walk into a restaurant, they know that I’m Susan, the Realtor.” We replied, “That’s a great start, Susan. But what happens when other Realtors are in the restaurant, too? What sets you apart from them?” At that point, the light bulb came 22

on and she realized that she wasn’t truly positioned or branded. She was seen as just another Realtor. We explained to her, “Great branding isn’t about being known for your profession. It’s about being known for being DIFFERENT in your profession.” Another misconception is that you should begin marketing before your brand is defined. For instance, we’ve spoken with numerous Realtors who say they plan to finish their website, conduct a photo shoot, create their collateral materials or even launch a social media marketing campaign, then they will think about branding and positioning. But how do you know what types of photos to take? What will you put on your website to differentiate yourself from others? What will your business cards, brochures and even your social media

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platforms say that will encourage prospects to connect with you first? And finally, why on earth would you waste all the time and money on these very important marketing elements before you establish your brand? In order to develop an iron clad position and brand, here are some questions you should be asking yourself BEFORE you begin ANY kind of marketing.

What is my ultimate goal? Take a strong look at what you want in terms of both professional and personal achievement. What makes you most fulfilled? Where would you like to be financially? Define your path of intended growth.

Who is my ideal customer? Trust us when we say that you don’t want just any customer. You want a customer who appreciates your expertise and dedication, will take repeat advantage of your services and will recommend you enthusiastically to others. Define this person in detail so you have a clear understanding of who you’ll be marketing to and what your message should be.

What is my point of differentiation? This is the most critical question of all. It’s not about what makes you ‘better’. It’s what makes you different. Better is subjective. Different is inarguable.

What am I willing to be known for that is authentic to me and significant to my ideal customer? Find a position that you’re willing to put forth every day. We call this ‘breathing your brand’. It must also be a position that is meaningful to your ideal customer. We’re trying to create an image that makes your ideal customer immediately connect with you and feel as though they simply shouldn’t be working with anyone else. A well-defined brand will help you stand out among your competitors. It will serve as a magnet for your ideal customer. And if promoted consistently and passionately—and lived authentically—it will make you instantly recognizable among your community in an unforgettable way. And finally, a solid brand can give you the confidence you’ve likely never experienced at the same level. There’s such power in walking out the door every morning knowing who you are, what makes you unique, who you will be helping today and exactly how you’ll be helping them. And when all of your marketing materials are consistently branded with the same image and messaging, there is undeniable pride as well. So before you dive into more marketing, don’t go out the door without your branding clothes. You wouldn’t want to portray the wrong perception, now, would you?

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. Top Agent Magazine

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