Illinois 1-2-17 by Top Agent Magazine

ILLINOIS EDITION

DARIA ANDREWS

MARY TORGERSON DELALEURS

BRENDA LAWLER

FEATURED PROPERTY MANAGER DEAN LERNER

DONNA MERCIER

RENATE MEYER

GINNY OPSAHL

BARBARA SHIELDS

PJ TRAUTMAN

ILLINOIS EDITION

DARIA ANDREWS

MARY TORGERSON DELALEURS

BRENDA LAWLER

DONNA MERCIER

RENATE MEYER

GINNY OPSAHL

PROPERTY MANAGER DEAN LERNER

BARBARA SHIELDS

PJ TRAUTMAN

CONTENTS 4) REACHING THE MILLENNIAL MARKET THROUGH SOCIAL MEDIA

17) KEEPING IN TOUCH — HOW TO STAY IN YOUR CLIENTS’ LIVES FOR THE LONG HAUL

9) HOW YOUR FINGERS CAN MAKE YOU RICH

22) FIVE WAYS TO INCREASE YOUR COMMISSION

14) FACEBOOK: Q&A

25) BUYERS AND SELLERS: UNDERSTANDING HOW HOME INSPECTIONS ARE NEGOTIATION TOOLS

Phone 888-461-3930 | Fax 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S. 2

Top Agent Magazine

#Reaching the Millennial Market Through Social Media by Bubba Mills

The old adage in marketing says if you aim at everyone you’ll miss them all. I know REALTORS® sometimes fall into the trap of attempting to reach everyone and then scratch their heads when they only hear crickets chirping. If you’re one of those (or even if you’re not), stick with me and I might be able to help you.

know how to reach them. For that part, I’ll share two words: social media. Many surveys have confirmed that social media is the Millennials’ dominant source of information, even above search engines. So the best way to build relationships and trust with Millennials is through social media.

The true beauty of social media is not only its reach but its implied advocacy. When Millennials find content they relate to, they share it with their The National Association of REAL- peers. So if one person shares your TORS® has found that Millennials message, it could instantly go to hunrepresent the largest share of recent dreds (or even thousands) of people buyers (32 percent of all buyers last with the inferred praise of the person year were Millennials). But here’s sharing it. the kicker: the overwhelming majority use real estate agents. Are If you’re not using social media, lights and bells going off in your again, check your pulse. Then start learning about social media and get head? If not, check your pulse. active on it. I promise it’ll be well So a great place to sharpen your worth your time. The big ones are marketing aim is with Millennials. Facebook, Twitter, Pinterest, Tumblr That’s half the equation—knowing and Instagram. You can Google each who to go after. The second half is to and get a feel for which ones make Let me start with one word: Millennials—those between the ages of 18 and 34.

Top Agent Magazine

Many surveys have confirmed that social media is the Millennials’ dominant source of information. the most sense for you, but all of them have something to offer REALTORS®.

I’m proud of that because I know in this day and age anyone who sells anything must use social media.

Now I’m not one to toot my own horn, but for this topic I will only with the hope that you give what I say a little more weight. Last year, a national magazine named me to its 25 most connected professionals list.

So here are some tips you can start using to reach Millennials on their terms:

Top Agent Magazine

1. First, take time to understand social media. Join them (they’re free!) 5

Millennials under stand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

and just take it all in. See what it’s all about and what kind of information people share. Spend at least several days learning before you share info. 2. Make sure what you share fits the specific social media outlet. For example, Facebook and Twitter are primarily personal tidbits, news and they’re both fairly casual, while Instagram is geared almost exclusively for visuals and photos. 3. Make sure your information is relevant and useful to improve the chance it gets shared. Millennials understand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it. 6

4. Make it interesting. Instead of saying, ‘Gee, I have this great listing.’ Why not just share a picture of a cool looking wrap-around front porch of a house (that just happens to be one of your listings) that was built in the 1940s. Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. 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 1800-957-8353 or visit us at www.Corcoran Coaching.com. Top Agent Magazine

DARIA ANDREWS Daria Andrew’s longtime interest in homes and architecture was what led her to a career in real estate. “I’ve lived in Lake Bluff for 26 years and I used to ride my son around on the back of my bicycle and we would go to open houses,” she says. While at an open house one day, an agent she knew approached her and suggested she get into the business. Daria got her Realtor’s license in 1998 and she’s worked in the real estate industry ever since. Daria serves the Lake Bluff and Lake Forest areas of Illinois. Over the years, Daria has received a lot of repeat and referral clients. “Because I’ve been doing this so long and because I’m very involved in the community, I get a lot of return costumers,” she says. What keeps clients coming back to Daria is her extensive knowledge of the market in the area she serves. “I won’t go places if I don’t feel I can represent someone to the best of my ability,” says Daria. Clients appreciate Daria’s personable approach to business, and for her dedication to staying transparent throughout all of her transactions. “I’m a very good listener, I give my advice, and I’m not pushy,” she says. Clients can rely on Daria’s dedication to providing excellent service, and she always makes sure to remain available and accessible to each of her clients. Daria’s successes can be largely attributed to her stellar work ethic and her commitment to fulfilling her client’s individual needs. Daria stays in touch with her clients through a variety of channels, including social media, local ads, and by staying active in the community. Daria also sends her clients a weekly report to inform them about what’s going on in the market. “We have great marketing materials at Berkshire Hathaway,” she says. “Our listings are very well exposed on the internet.” Daria also markets herself through Facebook, Instagram, and other social media. Top Agent Magazine

When it comes to her listings, Daria employs professional photographers and takes great care to properly stage a property. “Leslie, a photographer who I work with, is very good at preparing each room,” she says. For Daria, her favorite part about being a Realtor is getting to help people achieve their goals. “I enjoy helping people find what they need and what is important to them,” she says. Daria understands that buying or selling a home can be overwhelming, and she works hard to guide her clients through the process with the least amount of stress possible. Daria has spent many years involved in various events and organizations in her community, including the Parent Teacher Organization, The Fourth of July Parade Committee, The Alliance for Excellence, Mother’s Trust Foundation. “When my children were in elementary school through high school I spent a lot of time volunteering at their schools,” she says. In her spare time, Daria enjoys traveling, especially when she gets to visit her daughter in California and her parents in Florida. “I love watching the Cubs with my son who lives near Wrigley Field, I love music and seeing my son’s band, Dear Dario play in Chicago. I’m an avid reader, and you’ll find me walking and riding my bike around Lake Bluff,” she says. In the future, Daria looks forward to continuing her focus on taking advantage of everything her company has to offer. Daria is very interested in keeping up with the latest trends in technology in order to better reach her clients as well as remaining educated as a Realtor.

To learn more about Daria, visit: dariaandrews.com, lakebluffhomes.com email: dandrews@koenigrubloff.com or call: 847 477 3794 www.

www.

MARY TORGERSON DELALEURS Getting into real estate just made sense for Mary Torgerson DeLaLeurs. She literally fell in love with the business after starting out as a leasing agent in the mid-90s. She became a real estate agent and realized her dream of owning her own brokerage. Based on the acronym she lives by professionally, “Together Optimizing Results and Growth,” she founded TORG Realty, Inc. Opening the doors to her own firm in Lisle, Ill., in Feb 2016, she currently works with an assistant and is now ready to take on agents as part of her business. The time is right for her to grow her business which has a resounding 80 percent repeat and referral business. “Now is the time to hire on agents,” she says. “Every year I reassess my business and see what worked and didn’t work and go from there. I’m ready for growth.”

looking for. This increases their chance for a sale and can really make the difference in what type of buyer is interested in their property. For Torgerson DeLaLeurs, the love of real estate comes easy as no two days are ever the same and there is never a chance of getting bored or complacent. “There’s always something new,” she says. “Even though I’ve been in the business for many years, I still learn things as I go every single day.” Adding to this adventure is Torgerson DeLaLeurs’ participation in the Lisle Area Chamber of Commerce. As a member, she helps out with several of their events as a volunteer which allows her to get involved with the community and make an impact. When she isn’t helping her clients sell their house or buy a new home, she spends her time with her friends and family. In her free time, you’ll most likely find her hosting a gathering of sorts as she loves to play the host to everyone in her life.

Serving the Western suburbs of Illinois for over 20 years, Torgerson DeLaLeurs knows it is her level of service that keeps her business increasing and growing each year. She gives each client a personalized approach and communicates with them in a way that makes them feel comfortable and welcomed. She definitely goes above and beyond when it comes to her clients as she takes matters into her own hands whenever there is a problem. “I don’t just sit there,” she says. “I find out what’s going on.” It is this persistence that has paid off for Torgerson DeLaLeurs as she is able to help her clients with anything they need and has earned their appreciation and business referrals as a result. To keep in touch with her clients, Torgerson DeLaLeurs uses a variety of techniques such as regular email blasts, postcards throughout the year, and holiday gifts as a way to say thanks for their business. Her cheerful attitude and determination are what her clients love about her as she is always there to give them that boost they need when there is a problem and things aren’t going right. “We have to focus on the positive – not all the negative,” she says. “When there’s a setback, I coach them through how to move forward whether I’m on the buyer or seller side.” This positive spirit coupled with Torgerson DeLaLeurs’ ability to thoroughly market a listing, can get a house sold at the right price quickly. She uses professional photography at all of her listings and gives her professional opinion to her sellers on what they need to do to realize the sale price they are 8

For more information about Mary Torgerson DeLaLeurs, visit torgrealtyinc.com, call 630-816-6969, or email marytorgrealty@gmail.com www.

How your fingers can make you rich By Bob Corcoran

“The poem is a perfecting of a feeling in language - it’s a way of saying more with less, just as texting is.” – Carol Ann Duffy, British poet If you’re an agent or broker seeking the next, new, sizzling marketing tool, look down at your fingers. Ladies and gentlemen, I present to you the next great device: texting. I know this because I have personal experience. I learned a while back that when I wanted to reach my kids, calling them was pointless. When I left a message, I’d never hear back from them. But when I texted them, they responded immediately. I knew it was only a matter of time before texting would become a critical tool for REALTORS®. Today texting is as popular as a heaping scoop of vanilla ice cream on a hot summer day. Why? It’s pervasive: Pew Research says two-thirds of Americans use a smart-

phone and that text messaging is the most widely-used smartphone feature. It’s effective: A study by Conversational Advertising says 90 percent of all text messages are read within three minutes. Plus, Tecipedia found that the open rate of texts is 98 percent compared with only 22 percent of emails. It’s interactive: Texting is a two-way street that gives consumers the power to interact and it lets you make that interaction fun and profitable. On your yard signs, for example, you can invite prospects to text key words for all the listing’s details, your contact info, or even take part in contests or trivia games. Every person who texts you can be added to your database of phone numbers. It’s personal: Texting lets you reach prospects individually and create relationships. It’s immediate: Today’s consumers have come to expect speed in practically every facet of their lives and texting doesn’t disappoint because it’s extraordinarily fast. Top Agent Magazine

Top Agent Magazine

It’s do-it-yourself easy: You can launch a text messaging campaign your-

self with some simple web-based software (there’s plenty to choose, just google texting software). It’s inexpensive: Most mobile phone plans include at least a few hundred messages per month, and additional messages cost only pennies to receive. Or you can get an unlimited texting plan. When you consider these bullets there’s no reason why you shouldn’t have a texting strategy as part of your marketing plan. I’ll end with a few more details on mobile marketing: 1 Property Codes: When you first start, you’ll pick keywords for each of your listings. Property codes simply represent and describe your listing. When consumers text the code, they’ll get the listing information instantly. 2 Sign Riders: Add the property code on your yard signs with a simple call to action to get consumers to text. For example “Text ‘A1111’ to ‘12345’ for this home’s specs!” 3 Lead Generation: After prospects text the property code, their mobile phone numbers are automatically placed into your contacts so you can follow up – which you should do as quickly as possible. Then you can automate your text messaging just like an e-mail drip marketing campaign to stay in front of clients and prospects. Trust me when I tell you mobile marketing for REALTORS® will only continue to grow as a vital channel. By starting a text messaging effort now, you can build on your current relationships and create many more in the future. Shoot me an e-mail at Article@CorcoranCoaching.com and I’ll send you free of charge a handout with more tips on how to start a successful texting campaign. And let me hear from you on Facebook. Are you using texts in your marketing efforts? If so, what’s been your experience so far? Share at www.facebook.com/CorcoranCoaching. Bob Corcoran is the founder 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. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com. 10

Top Agent Magazine

BRENDA LAWLER Brenda Lawler began her real estate career in 1986 with her father. “My Dad was in real estate for many years and wanted to open own his own company, so he and I worked hard and opened a dynamic, small office called Cornerstone Realty,” she says. Brenda and her Dad ran this company together for 14 years. After her father sold the company, Brenda joined REMAX Showcase and saw her business grow exponentially with the Large REMAX name and top of the line technology. Brenda serves the NorthEast Lake county area of Illinois, including Gurnee, Wadsworth, Beach Park, Waukegan, and Winthrop Harbor areas to name a few. Brenda has a high volume of return clients. Because of her decades of experience, Brenda has been able to maintain many long lasting relationships within the industry.Many of her clients grown into sincere friends. What keeps clients coming back to Brenda is her extensive knowledge of the market, but also her dedication to providing excellent service. Clients remain loyal to Brenda because she treats every transaction as if it were her own. For Brenda, her clients are like family. “I’m available 6 days a week whether my clients are buying or selling. When the timing is hot, I’m right there for them,” she says. “My motto is ‘I Sell Them All, Big or Small.’ I am very flexible and accommodating,” she says. When it comes to staying in touch, Brenda likes to extend her gratitude for her clients. She sends many thank-you cards out for referrals. Brenda says she lives by the motto, “The more you give the more your receive.” “Throughout the year, especially during the holidays, my backseat is filled with gifts for clients,” she says. “I have a mailing list of approximately 400 repeat clients and I hand deliver packages as often as possible.”

For Brenda, giving back to the community is important. She’s active in her church and volunteers and the local food pantry. “We cook for sailors on Thanksgiving and Christmas,” she says. Brenda is also very involved with the Children’s Miracle Network. She holds an annual garage sale and donates after every closing to the organization. In her spare time, Brenda enjoys spending time with her husband and children and stays very involved in their school activities and sports. She also loves working out, all sports ,reading, golf, and frequent “get aways.” Brenda is a huge animal lover, and long walks with her dogs is a daily ritual. In the future, Brenda looks forward to mentoring her son, Mason, who is a Sophomore at Western Illinois University, in the real estate business. She looks forward to taking more frequent vacations and having Mason take over the business. “Over the summer, he is going to shadow me as much as possible. I want to teach him as much as I possibly can. When I do slow down, I want my business to be going strong. I feel my Dad gave me a leg up and I feel like I can give my son one as well,” she says.

Brenda says her number one unlicensed assistant is her mother. “She is truly a blessing. She makes all my closing gifts, such as homemade fleece blankets and homemade bread. She keeps my mailing list up to date, addresses notecards, is with me on all my brokers tours.” Remax Showcase expertly handles the marketing side of the business, and listings appear on over 65 different websites. Brenda also uses print advertising for her marketing. “Of course we still do weekend open houses and weekday brokers tours,” she says. “We also use social media.” For photography, Brenda employs a professional photographer who provides beautiful pictures as well as virtual tours, slide shows, and brochures to showcase her properties. Brenda’s favorite part of her job is the variety it offers. “I love not sitting in an office, I love being out in the field, and I really love that no two days are the same,” she says. “I have the best Job in the world and I love it!” Brenda’s passion for real estate has allowed her a long and successful career with many satisfied customers. Top Agent Magazine

To learn more about Brenda, visit: BrendaLawler.Realtor.com email: brenda@brendalawler.com or call: 847.668.3121 (agent) 847.360.3311(office) Copyright Top Agent Magazine 11

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

Top Agent Magazine

DEAN LERNER, CMCA, AMS, PCAM, CPM Customer service is key to the success that Dean Lerner has reached in the property management industry. Even before he entered the business several years ago, he was giving clients a topnotch customer experience in the hospitality industry at the Chicago O’Hare Hilton. This made his move to property management a natural and he hasn’t looked back since. “I was looking for a firm where I could apply my customer service skills and hospitality education,” he says. Coming up on his 20th anniversary of being in the industry, Lerner has accomplished a lot during his tenure. He was named The Certified Property Manager of the Year by Institute of Real Estate Management (IREM) in 2013. In 2016, he was awarded as the National Portfolio Manager of the Year. Working as Executive Vice President at Sudler Property Management, Lerner utilizes his customer service experience to give his clients a one-on-one experience that they just can’t get anywhere else. “I always say, “we have to earn it every day,” he says. “We spend a lot of time looking at our customer service experience even though we’re a large firm.” This personal and tailored approach allows Lerner and his team of managers and supervisors to provide exceptional service for their clients which creates a lot of word-of-mouth business in return. “It’s really just paying attention and listening to what people say and flexing our collective muscle in the marketplace to help them save money and improve the quality of their homes and hopefully improve the values for resale,” he says. Lerner knows the value his clients receive by working with a firm that is focused on the condominium, cooperative, townhome, and homeowner association arenas as well as being established in the Chicago market its serves. With a home base in the same city as its clients, he and his team are able to help clients more efficiently and more effectively. “When a client needs something from us, it’s quick and easy for use to make a decision,” he says. “We don’t have a lot of red tape to go through.” It is this lack of logistical challenges that has Lerner communicating with his clients every Top Agent Magazine

day, multiple times a day. Through a variety of digital and print mediums, he is able to get information out to his clients swiftly and takes every opportunity for in-person and on-site interactions with clients by walking and inspecting the properties he manages daily. As Lerner moves into 2017, he has plans to roll out a new product from Sudler to its clients with a new dynamic database, web-based, interactive program. “It’s intended to pull together managing of buildings, communication of residential information, and employee experience, certification and education while efficiently providing additional value of comparative analytics in a way that no other property management firm can” he says. While the property management business keeps Lerner quite busy, he is also active in a variety of industry associations sitting on the board of the Apartment Building Owners and Managers Association – the entity that negotiates union contracts between clients and doormen, janitors, and garage hikers in Chicago. He is a past board member of the Chicago Chapter of IREM and currently serves on the board for the community that he lives in. When Lerner wants to kick back he enjoys putting his culinary skills to the test in the kitchen or taking to the outdoors with a hike, walk or jog.

For more information about DEAN LERNER, visit sudlerchicago.com, call 312-706-2324, or email dlerner@sudlerchicago.com www.

Facebook: Q & A Top Agent Magazine Asked, You Answered: Finish this sentence: You know your clients think you are the best when… • They give you a Tiffanys key necklace as a gift at closing! • You get calls from past clients' family and friends saying that they heard you were the best agent in the business and that they want to meet with you. • When two past clients without knowing both referred you to the same person. • You are the family REALTOR® for several generations. • They send referrals and bring a gift for me at closing! • They hire me again! • They need someone to call that they can truly trust and rely on. • Promise little but deliver over and above. • They consider you their friend—not just their REALTOR®.” • They say, “Wow, you do have a really hard job. This is nothing like HGTV! Thank you so much!” • They rave about you and send everyone your way! • You get them a great interest rate. • They insist on taking you out to dinner and give you a recommendation for your advertising. • When you are a problem solver. • You begin receiving calls to help their family and friends (shoot, maybe even their enemies) buy and sell real estate! It’s the best job ever! 14

Top Agent Magazine

DONNA MERCIER Donna Mercier always had an interest in real estate. While she’s had her broker’s license since 1973, she began full-time work as a broker in 1991. Today Donna works on a team with Chris Foss and Donielle Foss Crimmins at Coldwell Banker, and they serve the North Shore areas of Illinois, with a concentration on Lake Bluff and Lake Forest. Clients remember Donna for her dedication to excellent service. Donna says her team is a crucial and integral part of her business, and the help she receives allows her to provide her clients with the kind of service that best meets their individual needs. “There’s three of us on my team and we’re available 24/7,” she says. “We all interact seamlessly with our clients.” Donna and her team’s reputation for prompt and professional service has garnered many repeat and referral clients. Over the years, Donna has gone on to build friendships with many of her clients. “Every year we deliver advent calendars and cookies to our clients,” says Donna. “That’s one of the ways we keep in touch with our clients.” Many families look forward to receiving these annual gifts, as it has become a tradition in their households. Donna and her team can be found listed in many of the local magazines in their community. “We were on the cover of The View, which is an insert in the Chicago Tribune,” she says. “We’ve gotten great publicity from that, and our listing at 1114 Sheridan Road offered at $6,750,000 was chosen for an editorial article in the December 2016 Sheridan Road magazine. Sheridan Road is a luxury lifestyle magazine distributed on Chicago’s North Shore featuring neighborhood events, fashion, beauty, finance, and the pursuit of leisure.” Donna and her team are grateful for the variety of opportunities they’ve received to advertise their business, and they make an effort to keep up with the latest trends in order to remain visible and accessible to the public. Donna knows that most people now shop over the internet, Top Agent Magazine

so she works to maintain her presence online. The listings at Coldwell Banker use professional photography and include aerial shots and floor plans for all of their listings. Donna feels privileged to be able to represent some of the amazing homes in her area. “It’s a great experience, I love what I do,” she says. One of Donna’s favorite parts about her job is getting to work with so many lovely people. She enjoys working with clients as well as with her team. “The agents on my team are young, so they give me energy and they keep me up-to-date with all of the new technology,” says Donna. Giving back to the community is important to Donna, and she and her team contribute to a variety of organizations including the Ronald McDonald House. Donna also belongs to a group called St. Bridge’s Circle, a Catholic group which puts together various fundraising activities within the community. “A lot of my community involvement is done through my church,” says Donna. In her spare time Donna loves to travel, read, play golf, and spend time with her grandchildren. In the future, Donna looks forward to exploring the ways that she and her team can increase their business. Donna understands the need to maintain a social media presence and has worked with her team to target different online markets. “We’re currently working on our marketing plan for next year. We always want to keep a step ahead of whatever is happening in the market,” says Donna.

To learn more about Donna, visit: MERCFOSSREALESTATE.COM donna.mercier@cbexchange.com www.

Coldwell Banker Residential Brokerage 225 E Deerpath Rd Ste 50, Lake Forest, IL 60045, USA WORK PHONE: (847) 735-7657 FAX: 847.234.8547 Copyright Top Agent Magazine 15

RENATE MEYER Real estate without a doubt is Renate Meyer’s true calling. She got into the business at the suggestion of a friend and almost 30 years later she is still at it with a strong base of clients and a positive attitude that keeps them coming back. When Meyer’s clients meet her they can’t help but immediately like her as she has an infectious laugh and warm personality that draws them in. “I try to find a common bond with people all the time,” she says. “If you listen to what their needs are and help discover exactly what it is they’re looking for I think that’s what builds the relationship.” Building relationships is what Meyer is good at as she has developed a quick following and has an 85 percent repeat and referral business that keeps her busy as an agent with Coldwell Banker. She has made some very close friends with her clients and sees many of them on a regular basis. To keep her business at a strong level, she follows a mantra that she must be in front of three people a day. “My goal is to always be in front of three people a day whether it’s a buyer or seller,” she says. “If I don’t have three people to be in front of, then I go visit a past client of mine.” It is this constant connection with her clients that has made Meyer a true success. She touches base with clients monthly through a newsletter and hands out unique gifts such as a recipe calendar to keep her at the forefront of their minds all throughout the year. Serving the Southwest area of Illinois, Meyer works with a good mix of buyers and sellers and knows that it’s important to use all the tools available to her to market a listing. From Facebook to mailings and marketing to other agents, she makes sure a seller’s home gets sold quickly. She uses professional photography in every home she lists as she feels this 16

is the best way to present a home to a potential buyer. “Everybody starts their search on the internet and that’s everybody’s first impression of your home,” she says. “It’s got to be putting your best foot forward.” Whether it’s a seller or a buyer that Meyer is working with she loves the rewards that come with the job and the ability to help her clients achieve their dreams. “It’s a happy occasion for people,” she says. “It’s supposed to be a fun experience. Moving someone into a new home is always rewarding.” As Meyer goes forward in her real estate career she is helping up and coming agents do the same by mentoring them along the way and has future plans to hand over her clients to them as she begins to slow down. “At this stage in my life I want to enjoy the people I’m working with and have fun in the real estate business,” she says. When Meyer isn’t working with one of her clients, she takes time to give back to the community through her local parish by participating as a Eucharist minister and as a member of the parish council. She is also on the board for her townhome community and visits the Ronald McDonald House with her office. She is a very active member of the Board of Realtors serving on the Political Action Committee as well as different committees with her local board. For fun, Meyer loves to read historical fiction and spend time with her sister and brother and growing grandchildren. For more information about Renate Meyer visit renateforrealestate.com, www.

contact 708.217.2271, or email renaterltr@aol.com Copyright Top Top Agent Agent Magazine Magazine

g n i p Kee h c u in To

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

One sign of a great real estate agent is there long list of loyal client following. Part of achieving a great referral base is being a great realtor during the transaction. But, that’s only half of the work. To truly be your client’s realtor for life and keep them coming back to you as well as referring others to you, you have to stay in their lives past the transaction. Keeping in touch with your past clients can be one of the most important parts of your business, and one that many realtors tend to push to the wayside. Do you stay in your client’s lives, or do you disappear? People refer people that they feel they know well and that they trust, people they consider friends. However, earning and keeping your client’s trust involves maintaining a delicate balance with how much you contact them. Experts recommend reaching out to your clients at least quarterly. But, it’s not just about how often you stay in touch. You also need to be mindful about how you are reaching out to them. Here are some tips on how to keep in touch with your clients for the long haul: Top Agent Magazine

Top Agent Magazine

INDIVIDUAL PERSONAL CONTACT One of the best ways to keep in touch with your clients is to simply give them a call every once in a while. Follow up and see how your clients are doing. Offer them assistance if they need it. Personalized contact helps to ensure that you remain as important to your clients long after the sale as you were during the transaction. Giving your clients a call on special occasions such as birthdays or holidays also makes for a great personal touch. Of course, nothing beats face-to-face contact. Stopping by to say hello can be a great way to keep in contact. An even better way to catch up and maintain that friendship is to set up a lunch or coffee date with past clients. Giving individual clients your undivided attention goes a long way towards maintaining that bond you formed during the transaction and earning your client’s loyalty and trust. Interactions like this make a lasting impression on your clients. Of course, many busy REALTORS® may not have time to follow up with every client oneon-one. A great way to still give personal attention to your clients without meeting each and every one for lunch is to throw a client appreciation party. This allows you to get in some face-to-face time with each client and make sure they all get your undivided attention and quality time to catch up with you, even if it’s only for a short time. Now, if you have a lot of past clients, this can be difficult to manage during one party. One way to get around the numbers problem is to organize smaller events based on client’s interests. Instead of throwing one giant party, host a pool party for the families with kids or a wine and cheese get together for single clients. Hosting special events like these ones goes a long way towards keeping your contact with past clients more personalized and setting you apart from those businesses that simply send them a calendar once a year.

PROVIDE CLIENTS WITH USEFUL NEWS PROVIDE CLIENTS WITH USEFUL NEWS One way that many REALTORS® keep in touch with their clients is by sending them newsletters. This form of contact can be a double-edged sword. You want to make sure you provide them with useful information that reminds them of your value as a real estate professional. Otherwise your communication will amount to nothing more than spam, and clients will think of you less as a trusted friend and more as a nuisance salesperson. Clients react much more positively to communication containing information that is pertinent to their lives. Update your clients on what is going on in their local community and 18

Top Agent Magazine

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

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

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

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

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

Top Agent Magazine

TAKE ADVANTAGE OF SOCIAL NETWORKS

Social networking sites make staying in contact with past clients in a more informal and friendly basis much easier. Connect with your past clients on Facebook. This will help you stay up to date on the important things happening in your pact clients’ lives. In return, it provides you a great platform for keeping those past clients up to date with what is going on in your business as well as keep in contact in a more informal manner. Use Facebook to remind past clients to check their basement after a heavy rain or that they can contact you for help during tax time. You can even organize your contacts on Facebook into customized lists such as “past clients,” “industry contacts,” etc. This will help you better manage your Facebook contacts. This will also allow you to view specific news feeds based on these lists and send messages to a particular list of contacts. Don’t forget about the many other social networking sites such as Twitter or LinkedIn either. Utilize this technology to drive personal contact with your clients.

STAY ORGANIZED No matter how you choose to keep in contact with past clients, make sure to be consistent. Consistency will help you stay organized and diligent about reaching out to your past clients regularly. A tool used by many real estate professionals to stay organized is a customer relationship management solution. Whether you use one that is online or a computer software program, this will help you stay organized when managing your contacts and allow you to set notifications to alert you when you need to contact certain clients, send out gifts, plan a client appreciation event, and many other things throughout the year. Staying organized and consistent in your contact with past clients will help you continue to build and manage your referral base, as well as open the door to repeat and referral business. 20

Top Agent Magazine

GINNY OPSAHL Clients refer to Northwest Chicagoland REALTOR® and broker Ginny Opsahl as a caring partner, whether they are buying and selling primary homes, investing or even renting. Her professional yet personal touch earns her top reviews. And having entered real estate in 1990, she has seen nearly every scenario there is to see. “I’m completely committed to outstanding service,” says Ginny. “I just love the different people I get to work with and I love seeing the results, whether it’s the excitement on a first-time buyer’s face after getting the perfect home; helping a move-up buyer find that bigger home for their family; or even the good deal of downsizing work I do,” she says. She provides a personal touch when assisting anyone with whatever kind of move they need to make. Beyond her RE/MAX Lifetime Achievement Award and Platinum Club membership, the recognitions Ginny most appreciates are those coming directly from clients. “I’ve been honored in the Daily Herald (a major Chicagoland newspaper) as a Reader’s Choice Top Pick for 2014, 2015 and 2016,” she says. “And the greatest compliment is when clients refer us to their family and friends.” Her team, which includes her son, Ben Opsahl, enjoys 98% repeat or referral business. “I’ve worked with some clients on three or more moves,” she says, adding that she is grateful that her clients trust and believe in her. Clients’ trust stems from Ginny’s educational approach to real estate. “I help people understand the process and guide them forward to solve their problems,” she says. “Buying and selling a home can be very emotional. I’m able to be empathetic to their situation.” Given her nearly 27 years in real estate, Ginny helps clients make sound decisions despite their emotions. She possesses extensive experience negotiating contracts, working with other agents and a good reputation among other agents, with a strong record of negotiating transactions from contract to completion, as well as through any issues around inspection and closing. Ginny is also known for responsiveness, communication and market knowledge. “We market our listings with high quality professional photography, virtual tours and enhanced listings on all the major websites,” says Ginny. Each property receives a full-color brochure along with the benefits of the RE/MAX brand and network. “We do direct mail and email to large but Top Agent Magazine

targeted audiences.” Clients also appreciate how her pricing strategies lead to very fast sales at full asking price or more. Her business continues to expand. “Ben works with many firsttime homebuyers and renters and does very well with that age group,” she says. “I work more with move-ups or downsizing, but we want to grow all of this and keep our name out in the community.” In helping buyers and sellers at every price point or life stage, Ginny shares her trusted network of professionals ranging from loan officers and contractors to decluttering or staging services. “When you’re moving out of a house after many years, you need someone with the resources to help you prepare,” she says. With Ginny, they also have someone who understands and patiently offers suggestions to guide them toward the best decisions for their situation. “No matter what, our job is to be there for our clients throughout their journey.” They are also just as available for their community. In 2015, the Lake Zurich Chamber of Commerce awarded Ginny the Volunteer of the Year award. Beyond being the chamber’s Vice President of and serving on its Ambassador Committee, she supports Children’s Miracle Network through RE/MAX. But significant additional outreach led to Ginny’s receipt of the award. Among other charities, Ginny contributes considerable time and treasure to Food for Friends, which provides food to homeless families; and to Fellowship Housing, which sponsors single moms, helping them find independence. Meanwhile, Ben, who is Vice President of the Lake Zurich Young Professionals group, stays well connected with up-and-coming generations. In real estate and community, Ginny and Ben are fully committed to outstanding service, communication and care.

To learn more about Ginny Opsahl, visit GinnyOSellsHomes.com, email Ginny@ginnyosellshomes.com or call 847.255.1287 Copyright Top Agent Magazine 21

Five Ways To Increase Your Commission By Walter Sanford

Sanford Systems has the best systems for making money in real estate. Sometimes, our clients forget how to stop discounting and to instead raise their “fee.” This month, we’ll cover five ideas. Here we go:

Raise it. Before the listing appointment, fill out all paperwork with the new rate and make it business as usual. Scared? Well, make a great listing presentation. Don’t leave until you get the objection. Learn how to overcome the objection. If you have to, drop it back down to your old retail rate but only after much hesitation.

Email new listings. Send new listings to your database immediately, hours before it hits the MLS. This is a two-fer: #1 - Keep your database informed with secret, prelisting information that they are reluctant to spam and in the email tell them to forward this hot info to their sphere. #2 - You make more double ends with new people.

Institute a cancellation fee. Many agents allow sellers to cancel listings with a guarantee stating

Top Agent Magazine

they can cancel if they are not happy with the process. If you offer this guarantee, you will always be worried about offending sellers who are serial cement heads with a bent toward overpricing. You won’t try hard enough to get the price reduction, thinking they are going to cancel the listing. On the other hand, sometimes sellers have a legitimate reason for needing to cancel, and, as upsetting as that is, you can’t sell a property that the seller does not want sold. Offer them an out and you get paid for your time, while working with a chance to get the listing back. “I offer an ‘any reason to cancel’ clause. It is $1000 in the first month and goes up an additional $500 a month after that. (Adjust for your price range.) It is fully refundable should you ever re-list the property with me and I am successful in contributing to its close.”

Gain limited partnership as commission. I carried many of my commissions due from builders as a limited partnership interest in their next project, rather than giving them discounts.

Skip the discounts. Instead of discounts, carry your commission as part of any seller carry back. It is better than taking a beating on the amount. I coach top agents on a limited basis. If you are interested in coaching or a speaking engagement, please call our office at 800.792.5837. Be sure to ask about the half-off sale on our already discounted internet prices for training systems. Don’t re-invent the wheel. Use 30 years of real estate wisdom and experience to your benefit! Copyright©, 2016 Walter Sanford. All rights reserved.

Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com. Top Agent Magazine

BARBARA SHIELDS When Barbara Shields met the manager of a local real estate company, she convinced Barbara to transition into real estate, recognizing she would be perfect for the industry. That was all the push she needed to get her license. Fourteen years later, she is more successful than ever, with 90 percent of her business being made up of repeat clients/referrals. Working with @properties in Winnetka, she serves all of Chicago’s North Shore and beyond. With a master’s degree in marketing, as well as a degree in design, Barbara’s approach to real estate is unique and unparalleled. For over 10 years she worked in the corporate world, learning and honing the deft marketing and client service skills that she applies to her job today. A graduate of the Harrington Institute of Design, Barbara is able to pair business acumen with an aesthetic and functional eye to help clients stage and position their homes for sale to command top dollar. Buyers benefit from her ability to “vision” how their new home can dovetail with their desired lifestyle and family needs. These skills, and a relentless pursuit of delighting clients, have made Barbara a top agent and leading producer unlike any other. “What sets me apart is my past experience and my superior client service,” Barbara explains. When Barbara takes on a property, she ensures that it is photographed and prepared well in advance of showing it. She understands how important it is to make a home look its best. “Our goal is to have everything we shoot look like it’s out of a magazine. I know who the target audience is and market the home accordingly,” she says. Once this is complete, she goes into selling mode. “I accompany all showings to both educate and excite all prospective buyers. The sales end of it is fun. One has to hustle in our market, and I definitely follow up to make the deal work.” While she loves listing properties, she also enjoys working with buyers and negotiating on their behalf to get the best deal possible. “I love finding them their perfect home; it’s an amazing feeling of accomplishment.” Once the transaction is complete, clients leave glowing reviews about their time together. One recent buyer said, “Always professional, knowledgeable and a lot of fun while working a deal. Barbara helped my young family at the time move into an entirely new neighborhood, making the process as simple as possible. She also helped another family member secure a home in the Chicago area. At all times, she was beyond competent.”

Another client raved, “My husband and I had a wonderful experience with Barbara. Without a doubt, we would use her again, and recommend her to our friends. She has repeatedly gone above and beyond what’s expected of a Realtor. We truly felt as though we were her only clients. She sold our condo much faster and for more than what we were expecting. Also, Barbara is a very skilled negotiator, and has a lot of knowledge of what to watch out for, quality-wise, in a home. We always felt we were in good hands.” To date, Barbara has over $300 million in sales on the North Shore, the area in which she was born, raised, educated, and where she and her husband have raised their four children. Barbara attributes this success to her intimate “insider’s” knowledge of the marketplace. Barbara prides herself on being an active member of her church and school communities and donates a portion of her earnings to JDRF which is an organization dedicated to finding a cure for Type 1 diabetes. As Barbara looks towards the future, she’s ecstatic to start on her new journey where she will be working as a solo agent again. “This is a new year for me, being back on my own. I’m excited for a fresh approach to real estate. I plan to do a lot of great marketing and reaching out to all my clients.” And as she continues to grow, she will always love her career. “I just love working with people on such an important aspect of their life.”

For more information about BARBARA SHIELDS, please call 312-613-9802 or email barbara@atproperties.com

Buyers and Sellers: Understanding How Home Inspections are Negotiation Tools That stunning home or vacation property may seem perfect. But Top Agents advise anyone buying or selling to prioritize the importance of professional home inspections. For sellers, many agents recommend preparing for two separate inspections, one for your own information before listing and the second at the buyer’s obligation. For buyers, know that the listing agent is required to disclose certain major issues discovered on professional inspection. But every buyer should also order a thorough home inspection. For both buyers and sellers, inspection provides knowledge and knowledge may translate to power, time saved or money. THE SELLER’S INSPECTION You’ll save time before closing if you find potential “sticking points” before listing your home. Even those repairs that a seller isn’t required to fix may be worth the upfront investment. Replacing or repairing leaky faucets, wornbut-not-compromised sections of roofing or cosmetic masonry work will go a long way to build trust between you and buyers in your market. In addition, the last thing a seller wants right before closing is a major surprise. If your inspection uncovers a significant issue requiring disclosure, you’ll have an opportunity either to make repairs or to get professional estimates on cost, which you then can present to buyers either as a credit or reduction in sale price. Top Agent Magazine

Top Agent Magazine

THE BUYER’S INSPECTION Selecting your Inspector: Before hiring an inspector, your agent may ask if the seller conducted an inspection and who conducted it. With this knowledge, you’ll hire a different inspector. Consider some important factors when choosing your home inspector: First, remember the adage that “you get what you pay for.” This property is one of your biggest investments it’s the place you’re going to cherish as your home or vacation destination for years to come. Entrust it to a highly rated and properly licensed inspector with the appropriate professional affiliations and credentials. Your Top Agent is your best referral source, but read online reviews or ask for recommendations to learn more about inspectors and the inspection process. As a buyer, know that a home inspection report gives you opportunities to request repairs, a lower sale price or credit for work to be done. Talk to your agent about how to make the most of your inspection report. Your agent will likely have contacts with local professionals you can consult with for fair estimates on the cost of the repairs you would like made. In extremely competitive markets however, your negotiating power may be limited to major issues requiring disclosure. Heed the advice of your agent in making necessary requests without risk of losing your dream home. Be sure to attend the inspection or assign a proxy if you’re out of the area. Then, go above and beyond and give a luxury property the attention it deserves. Your inspector should help you find concealed issues that can help you negotiate. Honest oversights on the part of the seller, for instance can only be rectified if discovered before closing. For example, clogged exterior drainage inadvertently concealed by hardscape may become a flooding issue down the road. On the flip side, recent partial-room painting may indicate something more than the seller’s beautification efforts. HOW SERIOUS IS IT? Remember that a home inspection is one of the most useful items in the buyer’s toolkit, but be careful not to get overwhelmed by the results. Prioritize issues by immediacy (safety) and break down each category by cost to repair to determine how the issues may impact negotiations. 26

Top Agent Magazine

PJ TRAUTMAN Growing up the son of a Central Illinois real estate entrepreneur, PJ Trautman caught the real estate bug at a young age. But during his decade in the industry, PJ has carved his own niche. “My father started Champaign County Realty about 30 years ago and, watching him and being mentored by him, I became fascinated.” PJ, who started out as a real estate appraiser in Champaign, added his sales license after working in appraisals for two years. The result is a professional who offers his clients unique insight on real estate valuation, residential sales and property management. His appraisal business, Appraisals by Trautman, also has offices in the Chicago area. “It’s a family feel around here,” says PJ, in regards to Champaign County Realty, which, in addition to sales of single family homes and single family investment properties, manages 110 properties in the Champaign/Urbana area near the University of Illinois flagship campus. “We have about 13 agents,” he says, adding that the supportive office environment leads to happy clients. “Communication is the most important part of what we do,” he says. “I try to communicate in ways that each client is comfortable with and appreciates.” He also follows up regularly after closings, building relationships that last and staying active and visible within his community.

there. In addition to sitting on the board of directors and serving on several committees of the Champaign County Association of REALTORS® – and helping running their annual blanket drive – PJ puts time and treasure into the Eastern Illinois Food Bank and projects for Habitat for Humanity. Even after 10 strong years in real estate, PJ knows that, despite his wide geographic and professional presence, he has many opportunities to learn and grow. “I may want to look into the team approach in the future,” he says, noting that 2016 has been a record year for him; his 2016 sales as an independent agent are expected to reach approximately $5 million by year end – a remarkable number in a market with an average sales price of $152,000. “For now I want to broaden my knowledge and expertise by staying involved with other seasoned REALTORS® who have been in the industry a long time.” In concert with his own personal drive and exposure with the community, he knows that ongoing learning is the best way to serve the buyers, sellers and investors who depend on him.

PJ’s community activity is so strong, in fact, that this year he grabbed the attention of Illinois REALTORS® (the state board for Illinois), which profiled him in their blog. His reasons for this volunteer and outreach work, however, have nothing to do with any attention he may get. “It’s so important, and such a great opportunity, to volunteer in your local community,” says PJ, who is grateful for all the community has done for him as he has built his business. Giving back, he says, provides unique ways to connect with people he might not otherwise meet. In the process, he has had some profoundly rewarding experiences and, by extension, grown his sphere of influence. Among his volunteer undertakings, PJ last summer led a group of youth taking part in the Summer Youth Employment Program, a partnership between the City of Champaign and the Champaign Unit 4 School District. In conjunction with the 2016 United Way Emerging Community Leader Program, PJ and a team of other young professionals mentored several teenagers through a series of service activities for Habitat for Humanity; a local assisted living facilities; a thrift store and emergency resource center; a local horse rescue center; a public garden; and a bookstore benefitting children in need. But he doesn’t stop Top Agent Magazine

To learn more about PJ Trautman, visit ccr-abt.com or abt-chicago.com, email PJ@ccr-abt.com or call 217.714.1234 (mobile) or 217.352.1234 www.

www.

mailto:mag@topagentmagazine.com

Top Agent Magazine