GEORGIA 6-20-22

GEORGIA EDITION

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HABITS OF HIGHLY PRODUCTIVE AGENTS

FEATURED AGENT

MICHAEL STUBBS THINGS YOU CAN DO TO ANTICIPATE YOUR CLIENT'S NEEDS

7 REASONS WHY YOUR PROSPECTS AREN'T TURNING INTO CLIENTS RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

COVER STORY

SHAWN BUCHAN

GEORGIA EDITION

MICHAEL TopSTUBBS Agent Shawn Buchan

Michael Stubbs had a long career properties, and vacation leads The Buchan 7 in edu16 Shawn cation before getting his start in real estate more affordable resident Group, powered

by RE/MAX four years ago. He started his work in the public-school sector, eventually becomThere are two things Mi Legends, where she assists ing an administrator, and, finally a policy his career as a real es clients throughout Gwinnett development consultant. Burned out from self-described people per the traveling involved in his consulting he finds real estate is a County and the surrounding work, Michael turned a potentially negaMichael loves meeting tive event (getting laid off along with his newofpeople.

Even his m communities Northern entire division due to funding cuts) into a includes a lot of in-pe Georgia. through participation in golden opportunity.

With a need to find a SHAWN BUCHAN MICHAEL STUBBS new career path in a short amount of time to support and staying active in the commun his family, Michael embraced a lifelong passion forOriginally gym memberships. also Buchan values from Nashville,He Shawn real estate. Within two months, he’d completed his li-has being real estateanagent provides, alwaysa possessed entrepreneurial cense and launched his business CONTENTS driven by the ultimatespirit.it Upon allows him to to bethe consistently pre relocating Metro Atlanta area, she decided the time was right to purmotivation: failure was not an option. with the loved ones who truly matte sue her estate license, drawing from her andreal children.

4) 7 REASONS WHY 17) RECONSIDER and tireless work ethic SincePROSPECTS becoming a real estate agent, Michael hassharp business acumen YOUR AREN'T REFERRAL-ONLY WHEN to establish herself within the community. increased sales each year and progressed from buyingAfterIngarnering to staying in Year touchhonors with Rookie of the TURNING INTO CLIENTS PLANNING addition FOR THE FUTURE leads in his first year to achieving a 95% referral rateat herMichael sends a quarterly magaz brokerage, sheout went on to author an by his fourth. After meeting his business goals his firstaccomplished Be Homecareer that gets rave reviews from in the business, earning 14)year THINGS YOU CAN 20) 6 HABITS OF Top Agent Award for Georgia in business, Michael has set loftier goals fromRE/MAX’s he is committed to staying hands DOyear TOtoANTICIPATE HIGHLY PRODUCTIVE Lifetimemotivation Million Dollar Producer year and has been able to meet or even surpassin 2021, Michael’s behind creat Award, and Five Star Winner honors in 2015, YOUR CLIENT'S NEEDS AGENTS those goals because of his client first approach. He de- stems from his education and ath 2017, and 2018. scribes his current business strategy as “listing heavy” He thoroughly enjoys teaching and c because he believes it gives him a bit more time toToday, be Shawn successful. cust leadsFlexibility, The Shawngreat Buchan keep his family life balanced. As a solo agent, MichaelGroup, sustainable are a winning rec powered growth

by RE/MAX Legends, tries to find the sweet spot310-734-1440 of growth and profit whilewherefuture success in throughout real estate.Gwinnett she assists clients Phone 310-734-1440 | Fax appreciating the communication and service he’s ableCounty and the surrounding communities mag@topagentmagazine.com | www.topagentmagazine.com of Northern Georgia. With her team having to deliver to his clients one-on-one. featured Forbes Magazine, No portion of this issue may be reproduced in any manner whatsoever without priorrecently consent ofbeen the publisher.

Top in Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top she has cultivated a boutique workflow to Michael the area around Savannah Agent Magazine currently cannot be heldcovers responsible for opinions expressed or facts supplied by its authors. meet the needs of any buyer or seller.

To Georgia, subscribe or change address, send inquiry to mag@topagentmagazine.com. a pedestrian-friendly southern town known Published in the U.S.

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for its historic district, period architecture, great shopCopyright Top Agent Magazine ping and a beautiful location on the Georgia coast.

Since Savannah is located just across the Savannah River from South Carolina, Michael recently complet-

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry.

But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

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1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours.

If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it?

Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too.

Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost.

It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening.

You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood.

When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door.

Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

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client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients.

As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier.

Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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SHAWN BUCHAN Top Agent Magazine

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Top Agent Shawn Buchan leads The Shawn Buchan Group, powered by RE/MAX Legends, where she assists clients throughout Gwinnett County and the surrounding communities of Northern Georgia.

Originally from Nashville, Shawn Buchan has always possessed an entrepreneurial spirit. Upon relocating to the Metro Atlanta area, she decided the time was right to pursue her real estate license, drawing from her sharp business acumen and tireless work ethic to establish herself within the community.

After garnering Rookie of the Year honors at her brokerage, she went on to author an accomplished career in the business, earning RE/MAX’s Top Agent Award for Georgia in 2021, Lifetime Million Dollar Producer Award, and Five Star Winner honors in 2015, 2017, and 2018.

Today, Shawn leads The Shawn Buchan Group, powered by RE/MAX Legends, where she assists clients throughout Gwinnett County and the surrounding communities of Northern Georgia. With her team having recently been featured in Forbes Magazine, she has cultivated a boutique workflow to meet the needs of any buyer or seller.

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When listing a property, Shawn equips her clients with a comprehensive strategy. Starting out, she helps them fully prepare their home for the market, providing them with a suite of staging, photography, and drone imaging services. From there, she broadcasts her listings to a highly targeted blend of digital and social Top Agent Magazine

media campaigns. But she also utilizes proven outlets like print listings in local magazines, as well as her own extensive sphere of influence, to give each client an added advantage.

Elsewhere, Shawn is just as hands-on when assisting her buyers, drawing from her acute Copyright Top Agent Magazine9

With her team having earned Best of Gwinnett honors in 2018, 2020, and 2021, Shawn remains committed to the standards that continue to set her apart.“For me, it’s never just a transaction.

Instead, I treat every client as if they are a member of my own family.” knowledge of the local market to uncover the right property for their needs. In fact, she keeps in touch with her clients long after the deals are done through a variety of mailers, prizes, annual festivals, and appreciation events offered to members of her acclaimed Loyalty Club.

Meanwhile, her team has crafted an innovative Love It Or Leave It program, which promises to resell a client’s house at a reduced premium, should they feel unsatisfied with their purchase.

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Over the years, Shawn has earned a fantastic reputation throughout Georgia, with the vast majority of her volume coming from repeat clients and referrals. With her team having earned Best of Gwinnett honors in 2018, 2020, and 2021, she remains committed to the standards that continue to set her apart. “For me, it’s never just a transaction,” she says. “Instead, I treat every client as if they are a member of my own family.”

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Outside her career, Shawn is dedicated to her community. On top of volunteering to provide food for families in-need during the holidays, she and her team also deliver care bags to the homeless throughout the year. When she’s not with clients or giving back, Shawn, Top Agent Magazine

a proud mother of three, can be found spending time with her husband, family, and two grandchildren.

As for the future, Shawn has exciting plans for her business. On pace to exceed $30 Copyright Top Agent Magazine 11

million in 2022, she intends on scaling her approach while expanding her mentorship work within her team. More than anything, though, she looks forward to the new clients and opportunities that await. “Real estate is all about building a personal connection,” she

says. “I love getting to know my clients over the course of our transaction and learning about their unique, personal journey. At the end of the day, there’s nothing more rewarding than helping them realize the dream of homeownership.”

For more information about Shawn Buchan please email shawn.buchan1@gmail.com, visit shawnbuchangroup.com or call (678) 661-1459 www.

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Things You Can Do to Anticipate Your Client’s Needs First and foremost, the real estate industry is a customer service business. The key to any successful real estate business is one that can build a reputation by providing an unsurpassed level of care. That usually means a transaction that is seamless and stress-free as possible throughout the whole process. Your client’s experience is what keeps them not only coming back, but gets them to recommend you to their friend and family.

tise. By showing you can not only anticipate their needs, but have insight into any potential problems that might arise, they will have complete confidence in you. Achieving that level of trust is the key to a transaction that is as stress-free as possible.

The key to creating a great experience is anticipating your client’s needs. They are relying on your professionalism and exper-

From the moment, you meet a po-tential client, your goal should be to find out not only what they are looking for as far as their real estate

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GET TO KNOW YOUR CLIENTS ON A PERSONAL LEVEL

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goals, but who they are as a person. Listening and asking the right questions from the start is one of the most important aspects of the job.

You almost have to become an amateur psychologist, really honing in on the emotional reasons behind their real estate transaction.

Taking time upfront not only gives you valuable insight into your client, but it is the first impression your clients have that you truly care about them, and that this isn’t just another commission check for you. This goes miles in helping them feel comfortable enough to rely on your guidance.

Knowing who your client is on a deep level will help you navigate the transition ups and downs, allowing you to anticipate the best way to handle it.

SPOT POTENTIAL PROBLEMS AND PROVIDE SOLUTIONS Having insight into your client’s per-sonality type will come in handy when you anticipate an upcoming snag in the transaction. Most people find the process to be stressful even under the best of circumstances. One of the best rules of thumb is to always provide the solutions to anticipated problems when you present them to the client.

This should be the case even when the problem isn’t on you. Anything that can ruin a client’s overall experience can reflect poorly on you, whether you deserve it or not. This is a business philosophy called “zero risk”. You don’t want to take any chances with having an unsatisfied customer.

This is where your experience in the business pays off. You’ve probably seen most things and can easily anticipate problems that are Top Agent Magazine

likely to delay the process. Remember you are in charge. You are the expert. And, remember, part of avoiding potential problems is making sure your client knows what to expect upfront, always communicate openly and honestly.

Telling people what they want to hear and knowing you can’t deliver it, is destined to fail, and will always reflect poorly on you.

FIND WAYS TO EXCEED EXPECTATIONS Recognizing ways to exceed a cus-tomer’s needs is just as important as looking out for potential problems, when it comes to creating an exceptional experience. Have a vetted list of trusted service providers. Be hands on.

There are Realtors® who are out there helping clients pack, mowing lawns, and picking kids up from school. They are there for a client in ways that are unexpected. Having one thing taken off your plate during a stressful period in your life can feel like a lifesaver and is not soon forgotten. It is those “little” things that will turn a client into a lifelong advocate for your business.

TAKE IN FEEDBACK A good service provider is always trying to do better. Many Realtors® have clients fill out surveys after the transaction is over. This serves two purposes. It helps you become better at your job and it shows your clients that you care about them and their opinions. You can also use social media to get feedback via analytics and interactions. All of this information can then be used to create better customer experiences in the future. After all, this is a customer service industry. Treat it like one and you’re bound to succeed.

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MICHAEL STUBBS Michael Stubbs had a long career in education before getting his start in real estate four years ago. He started his work in the public-school sector, eventually becoming an administrator, and, finally a policy development consultant. Burned out from the traveling involved in his consulting work, Michael turned a potentially negative event (getting laid off along with his entire division due to funding cuts) into a golden opportunity. With a need to find a new career path in a short amount of time to support his family, Michael embraced a lifelong passion for real estate. Within two months, he’d completed his license and launched his business driven by the ultimate motivation: failure was not an option.

Since becoming a real estate agent, Michael has increased sales each year and progressed from buying leads in his first year to achieving a 95% referral rate by his fourth. After meeting his business goals his first year in business, Michael has set loftier goals from year to year and has been able to meet or even surpass those goals because of his client first approach. He describes his current business strategy as “listing heavy” because he believes it gives him a bit more time to keep his family life balanced. As a solo agent, Michael tries to find the sweet spot of growth and profit while appreciating the communication and service he’s able to deliver to his clients one-on-one.

Michael currently covers the area around Savannah Georgia, a pedestrian-friendly southern town known for its historic district, period architecture, great shopping and a beautiful location on the Georgia coast.

Since Savannah is located just across the Savannah River from South Carolina, Michael recently completed a South Carolina real estate license and is expanding his business into this market as he builds knowledge of the area. He’s already working with properties located on coastal islands such as Hilton Head, Beaufort, and Bluffton.. This desirable coastal location, offers a mix of cities like Savannah and Charleston, luxury 16

properties, and vacation homes as well as more affordable residential options.

There are two things Michael loves about his career as a real estate agent. As a self-described people person and extrovert, he finds real estate is a perfect vocation.

Michael loves meeting and talking with new people. Even his marketing strategy includes a lot of in-person networking through participation in local sports teams and staying active in the community with multiple gym memberships. He also values the flexibility that being a real estate agent provides, particularly since it allows him to be consistently present and involved with the loved ones who truly matter to him, his wife and children.

In addition to staying in touch with clients personally, Michael sends out a quarterly magazine called Good to Be Home that gets rave reviews from recipients. While he is committed to staying hands-on with clients, Michael’s motivation behind creating a small team stems from his education and athletic background.

He thoroughly enjoys teaching and coaching others to be successful. Flexibility, great customer service and sustainable growth are a winning recipe for Michael’s future success in real estate.

To learn more about Michael please call (912) 656-5662, email mjstubbs11@gmail.com, or visit mike-stubbs.remax.com www.

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that Top Agent Magazine

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and 18

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

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marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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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 20

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 Top Agent Magazine

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 Top Agent Magazine

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 innova21

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 22

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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Laughs!

Graham Harrop Graham Harrop Cartoons Cartoons

Putting the power of humour to work for you!

Putting the power of humour to work for you! grahamharrop.com

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