HAWAII EDITION
Tips on Breaking into the
LUXURY MARKET How to Incorporate Current Events to Your Email Blasts and Stay Relevant
How to Answer the Inevitable Question:
WHY SHOULD I CHOOSE YOU? FEATURED AGENT
DOLLCY GEBAUER COVER STORY
ERIC K. YAMAMOTO
HAWAII EDITION
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ERIC K. YAMAMOTO
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DOLLCY GEBAUER
CONTENTS 4) 4 QUALITIES OF EXCEPTIONAL EMPLOYEES 6) YOUR SECRET PRESENTATION WEAPON
19) HOW TO INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS AND STAY RELEVANT 22) TIPS ON BREAKING INTO THE LUXURY MARKET
15) HOW TO ANSWER THE INEVITABLE QUESTION: WHY SHOULD I CHOOSE YOU?
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4 Qualities of Exceptional Employees Hiring a new employee is one of the more stressful parts of being a business owner. After all, you’re taking someone on and trusting that they’ll not only be a valuable addition to the team, but won’t do anything to hurt your business’s hard earned reputation. Sometimes a person comes in and you click right away, and other times you might be blown away by an impressive resume. But there are things you should look for that might not be as obvious at first. Employees that have the following qualities are ones you should seek out, because they will definitely be well worth the time and energy you invest in them. 4
1. They have the confidence to be innovative There’s a reason people are drawn to those who think outside the box. Not only do innovations often lead to an extremely profitable business, even when that thinking doesn’t pan out, creative thinking is something that will energize your business and will motivate more employees to start taking chances. Innovative thinkers also usually have great leadership skills. Ironically, you want an employee who isn’t afraid to speak up to authority and is someone who knows how to bend the rules without breaking them. They know that
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the success of the team and business is what’s most important, as long as it’s done ethically and with respect for everyone involved.
2. They are constantly reviewing their past performance A good employee looks forward, but they also look back. They are always evaluating what worked and what didn’t work in past performances and then adjusting their plans going forward accordingly. If they are coming off a big win, they know how to capitalize on that by using the momentum and cementing in everyone’s minds the value that they add to the team. If things didn’t go as planned, they assess what they can do better next time, and they don’t get bogged down in insecurity. They take responsibility and they have confidence that they won’t repeat past mistakes. They know that failure is a temporary state, and are able to learn lessons from their mistakes, that will make them a better employee going forward. While no one wants to fail, having the confidence to try something and fail will one day let you strike gold. Someone who lets failure shut them down, leads to a dead end and will soon make them a dead weight on your team.
3. They value teamwork Even though an exceptional employee might be a rising star, they realize that success is Top Agent Magazine
not an individual endeavor, it relies strongly on who you’re working with. Exceptional employees make sure that everyone is contributing and valued for their input. They put the interests of the company above their own, and thrive in an environment where ideas and information are shared freely. Shared success is the ultimate goal for every project. Exceptional employees have the confidence to know that even when they’re not singled out for praise, they’re an irreplaceable component of a larger machine.
4. They are self-motivated learners A key thing to remember is that while experience is a valuable commodity, intelligence and intellectual curiosity is usually something that can’t be taught. Yes, you might request employees get additional training or attend seminars, but exceptional employees will be seeking out educational opportunities constantly. Even if they don’t have a lot of money for weekend retreats, they will be getting books from the library, downloading audiobooks, and most importantly, taking advantage of one their greatest resources, YOU. Exceptional employees know that the way to stay ahead is to always be at the forefront of new technology and systems. They don’t see educating themselves as a burden, they actually enjoy it. They realize that everything they take in, will one day make them not only an exceptional employee, but an exceptional boss as well.
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Your Secret Presentation Weapon by Rich Levin
You are at a listing presentation, and Agent: “Do you know the number you know the seller is interviewing one complaint owners, like you, have other agents. Would you like to about their present REALTOR®? distinguish yourself as the best? Here’s how. “The agent doesn’t communicate or loses touch. It’s one of the simplest This is on an age-old and proven things and one of the most sales concept that is taught in high- important. I know some of the best level sales training in every major agents in town who sell a lot of corporation. In real estate, it is a homes and have the best intentions, subtlety that most agents simply but they just don’t follow up like don’t build into their skill set. Those they should, and you fall through who learn and use this skill stand out the cracks. and win against the competition. “I set aside an hour each day just for Have you ever lost a listing and staying in touch with my clients.” could not figure out why? The seller says that they had more confidence “You don’t want to be in the dark, in another agent. This skill is the uncertain and uncomfortable. I reason they will choose you. They want you confident that we are both may not recognize why; they just doing everything we can to get your have more confidence in you. property sold for the most money in the shortest time. “I like to make Sample Seller Script these calls between eleven and Here’s an example. After, I’ll break noon on Thursday mornings. What it down for you so that you can is the best number to reach you at apply it for yourself. that time?” 6
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Robbins was a twinkle in his AABC: The Breakdown There are four steps to this mother’s eye. Most agents miss the presentation skill. They are subtle mark on this in today’s competitive and easy to learn. You must practice real estate market. To hit a bull’s to be natural with this skill, which I eye, use AABC as your secret weapon. You will begin to notice call AABC. sellers and buyers having more • Step one is the Action you take. In confidence in you, relaxing with the example above, it’s communicating you, and trusting your judgment. regularly. Sample Buyer Script • Step two is the Advantage you “Would you like to have the bring that differentiates you. In the advantage of seeing the newest example above, it is setting aside an properties on the market, every day?” hour each day. A – The Action: “Every day—often • Step three is the Benefit to them. twice a day—I will search for propIn the example above, it is making erties that are new to the market.” them certain, comfortable and A – The Advantage: “In our area confident. there are nearly three thousand real • Step four is the Close, which is estate agents. Every day, some of asking for a decision. In the them are placing new property on example above, it is asking for the the market. Within hours, often less, specific number to be reached on a I make sure that you are aware of any and every property that even specific day and time. remotely matches your desires.” AABC B – The Benefit: “You’ll have the Action: What you do. best opportunity to find the property Advantage: Your distinction. that has the most of what you want Benefit: What’s in it for them? before you are in competition for it, Close: Asking for a decision. and you often get it at the best price. This has been taught by Fortune 500 Each year, many of the homes I sell Companies decades before Anthony are those fresh listings that have Top Agent Magazine
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only been viewed by my buyers. The Benefit is always more money, It’s fun for me. It’s the best way to the best time frame, and/or more ease and convenience. That is give you the competitive edge.” WIIFT: What’s In It for Them. C – Close: “Do you want me to contact you each day as soon as we The Close is critical. In addition to become aware of any property in confirming their agreement, it which you may be interested? If I makes them an active participant in call during the workday with an the process. excellent choice—something that looks perfect—would you be able to In my work, I occasionally accompany Agents on listing come fairly quickly to see it?” presentations—Agents who take You will find AABC is your secret over a hundred listings a year. Once weapon. While other agents present they begin to apply AABC, they their same old way, the buyers and immediately express that they feel, sellers to whom you present see, hear, and see the difference in the hear, and feel something different, way their clients responded to them. something more. They will more easily sign exclusive contracts with This is an advanced skill that raises less commission challenges. They your effectiveness and enhances will trust you and make your job your relationships and your results. with them easier, because they It requires preparation and practice. strongly believe in your efforts on It is a secret weapon that can shift your work and your career into the their behalf. next gear. A Few Subtleties I like to start with a question. Do you know? Have you heard? Would you like? Rich Levin is one of the most successful The Action can be very simple. It is your Advantage—the way you do it differently—that makes the distinction. 8
Real Estate coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning your business. Copyright©, Rich Levin. All rights reserved. Top Agent Magazine
ERIC K. YAMAMOTO
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ERIC K. YAMAMOTO Top Agent Eric K. Yamamoto ranks in the top 5% of 92,000 agents globally in his first year as a real estate agent. For Eric Yamamoto, entering the real estate industry was a choice he had always wanted to make. “My Realtor, who was also my friend, kept telling me I would be a good agent,� he explains. At the time, 10 Copyright Top Agent Magazine
he was managing 6 fast food franchises, which supplied him with steady income and benefits. But he soon realized he would never take the leap into real estate if he kept putting it off. So in 2016, he earned Top Agent Magazine
his license. He hasn’t looked back since. “I made 800 calls when I got out of the training program, and in that first year I ended up completing 24 transactions,” Eric explains, which earned him the Coldwell Banker Pacific Properties Rookie of the Year Award and his production placed him in the top 5% Top Agent Magazine
of 92,000 agents globally in the Coldwell Banker network. Today he is continuing that momentum, and recently was awarded the Mission Award, Vision Award, and Core Values Award from Coldwell Banker Pacific Properties, as voted by fellow agents. “My broker noted it was the first time anyone has 11 Copyright Top Agent Magazine
won all three, so it felt amazing to be honored by my colleagues,” he says. Serving all of Oahu, he is making great strides as an agent, and is only continuing to grow. A master marketer, around half of his business comes from Instagram. He was a finalist for an award recognizing social media influencers, a commendable feat for a solo real estate agent in the running against a large local company. But he does not just rely on social media to spread the word about his Copyright Top Agent Magazine 12
work. Eric is also committed to providing superior service to each and every client, ensuring they will advocate for him. “A lot of it comes down to caring about my clients,” he says. “I truly believe in building a relationship with them. Once the deal is over, it’s not ‘goodbye,’ I’m truly creating a lasting friendship.” When it comes to marketing his listings, he also goes above and beyond. “I believe in staging, and my three car garage is full Top Agent Magazine
of staging items,” Eric says. “I also take great photos and contact all agents who have sold in the area in the last six months. That usually helps things move quicker than market average,” he says. This has resulted in his average market time lasting just 14 days. Top Agent Magazine
After the transaction, clients leave glowing reviews about their time together. A client whose family needed to sell due to circumstances beyond their control recently said, “No wonder he has a large following on his social media. Not only has Eric assisted us through a difficult time, but was very Copyright Top Agent Magazine 13
transparent and walked through the buying and selling with ease. It’s been 4 months since my mom sold her home and the home we lived in for almost 20 years. Eric and his team have made this emotional and stressful time in our lives easier to accept and process.”
As Eric looks towards the future, he is excited to continue growing. No matter what, there is no doubt he will enjoy every second of it. “I like that every day presents different challenges and new opportunities to meet great people. That’s what I really love about it.”
For more information about Eric K. Yamamoto (RA) RS-78794, E-mail ericy@cbpacific.com or Instagram @ericyamamoto_realtor_associate Coldwell Banker Pacific Properties | 1314 S. King St, 2nd Floor | Honolulu, HI 96814
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How to Answer the Inevitable Question:
Why Should I Choose You? In some markets, a real estate agent is competing against thousands of other individuals and teams. There are only so many bells and whistles—so many buzz words you can throw at prospective clients. To a buyer or seller who has interviewed several other agents already, all of it begins to blend together and every realtor sounds as though they’re reading off the same script. Your clients want to know why they should choose you. They want to know what makes you different. It’s highly likely they’ll even Top Agent Magazine
ask you this question directly in your initial interview, but as an agent, you might have a hard time coming up with a response that either you or your clients are truly satisfied with. To answer your client’s why you must go back to your own why. WHAT SKILLS DO YOU HAVE THAT OTHERS DON’T? Just because there are other agents in your area doesn’t mean those agents have the
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same skills that you do. We each bring our own backgrounds and experiences to the table. What comes naturally to you? Maybe it’s your negotiating skills or your ability to connect people that sets you apart from the rest. WHAT PART OF THE BUSINESS DO YOU ENJOY THE MOST? There are skills and then there are passions. In real estate, there’s so much to enjoy. There’s the opportunity to match a family with the right home and the sense of safety and comfort that brings their loved ones. There’s the ability to give someone a sense of financial security by advocating and negotiating on their behalf. And then there’s the houses and neighborhoods themselves— the architecture, history, and community. WHAT ARE YOUR ACCOMPLISHMENTS? When you look at your client list and the portfolio of work that you’ve built over the years, what are you most proud of? Sure, there are financial rewards, but there are also other accomplishments that your prospective clients will likely be eager to hear about, such as happy client testimonials, a thriving referral business, volunteer and charity work, or even how you lift and support your own team. Everyone needs money, but those other accomplishments and how you speak about them show your client what kind of person 16
you are and if that’s the type of person they want to work with. WHAT ARE YOUR INTERESTS? Real estate might seem like your entire world at times, but you also have a life outside of work. Maybe you like music or traveling or being outdoors. The best part about being a realtor is that there are often ways you can thread these interests into your work, like hosting client functions and events. WHAT DOES YOUR CLIENT CARE ABOUT THE MOST? Let’s face it, your clients likely care the most about only a few things: saving or making the most money, doing it as soon as possible, and making sure that doing so isn’t too stressful. Your response to your client’s question—why should I choose you?— should address these concerns. Maybe you excel at creating systems that make the selling process efficient and profitable for your client. Or maybe you excel at providing a personalized experience for homebuyers. Try out a few responses. You might even start with a template: My [skills or passions] helps me [provide this service] because I can [achieve my client’s goal]. Like most things in life, coming up with a compelling and concise response for why clients should hire you will take time and practice.
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DOLLCY GEBAUER Dollcy Gebauer may be relatively new to the real estate industry, but she has quickly achieved Top Agent status through a combination of hard work, impressive knowledge of her market, and a true desire to educate her clients about the transaction process and the overall benefits of investing in real estate. Selling in Kapolei, the second largest city on the Hawaiian island of Oahu, Dollcy’s reputation as a trusted Realtor is constantly growing, as more and more clients discover her commitment to putting their best interests front and center. Dollcy’s career in real estate took a fairly circuitous route, having previously worked in the restaurant and salon industry, and then a sixteen-year career both as a Dental Assistant and Registered Dental Hygienist. Her interest in real estate, however, had its origins much earlier. “I was twenty-two years old,” she recalls, “and my husband and I were renting a condo. When the owner decided to sell, we decided to buy it.” That first buy allowed Dollcy and her husband to later leverage the equity they needed to eventually take the risk of changing careers. For Dollcy, that career change came in 2018, when she felt the need to segue out of her successful hygienist career. “I wanted and needed to do something where I could help a broader range of people,” she explains. “Being a dental hygienist allowed me to be of service to people, but real estate allows me to change and touch people’s lives in a much bigger way.” Dollcy, who currently works under the banner of Locations Hawaii, can boast of a business that is almost entirely made up of referrals and word of mouth, perhaps the surest measure of the excellent job she does for her clients. “I’m very much a people-pleaser,” she says, when she is asked to account for the trust and loyalty she inspires. “I’m very approachable, and having had several different kinds of jobs, and having moved from the Philippines to California to Hawaii, I can relate to a broad range of people; I share my personal experiences with real estate and investing in order to help them make better and informed decisions for themselves.” Other factors that have played large roles in Dollcy’s rapid ascent in the industry include her excellent negotiating Top Agent Magazine
skills that result in obtaining top dollar for her sellers and significant savings for her buyers. Additionally, her thorough and savvy marketing strategies make certain every one of her listings is presented in its best light, and a robust internet and social media presence ensure they are seen by as many potential buyers as possible. The appreciation Dollcy’s clients feel for her is made clearly evident on industry website Zillow.com, where she holds a perfect, five-star rating comprised of glowing testimonials, including this one: “Dollcy has an innate ability to navigate her clients through the whole process of buying and selling. She represented us when we were looking for investment properties, and she also did a tremendous job in helping us sell our 8-unit multi-family property. I would highly recommend her services; she is my go-to for all things real estate related.” When she’s not working, Dollcy is heavily involved with local animal rescue services, including the Hawaiian Humane Society and OSPCA (Oahu Society for the Prevention of Cruelty to Animals) – where she and her husband volunteer on a monthly basis and donate foods, treats, & toys once every quarter. Already looking to the future, Dollcy’s plans are to grow her business so she can help even more people achieve their real estate goals, and to eventually obtain her Broker’s License. “I feel really blessed to have this career,” she says, and her sincerity is obvious.
For more about Dollcy Gebauer, please call 808-224-6870 or email Dollcy.Gebauer@LocationsHawaii.com Copyright Top Agent Magazine 17
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How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profesTop Agent Magazine
sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.
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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening. How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.
against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.
Sports news makes a splash
Become a one-stop-shop for holiday fun and seasonal ideas.
People love to rally behind the home team. Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off
From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with
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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area. Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.
Pop culture serves as a fun and timely tie-in. Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for
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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.
Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.
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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. Top Agent Magazine
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
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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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