Illinois 3- 26-17 by Top Agent Magazine

ILLINOIS EDITION

7 Deadly Sins of PERSONAL BRANDING Are You IN OR OUT?

FEATURED AGENT

PATTI SKIRVING COVER STORY

JACKIE WEISENBURGER

PROPERTIES: The good, the Bad, and the Ugly

HOW TO CREATE A BUSINESSWINNING PLAN in One Hour

ILLINOIS EDITION

JACKIE WEISENBURGER

PATTI SKIRVING

CONTENTS 4) 7 DEADLY SINS OF PERSONAL BRANDING

17) ARE YOU IN OR OUT?PATTI

13) PROPERTIES: THE GOOD, THE BAD, AND THE UGLY

21) HOW TO CREATE A BUSINESS-WINNING PLAN IN ONE HOUR

SKIRVING

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and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish. Compliants are thinkers. They’re always wondering how things work. They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy. They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information.

7 Deadly Sins of Personal Branding

some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. php and you’ll be guided through a quick questionnaire to learn your own What is a style ‘personal Just likeothers com- as sistently dominant andbrand’? how to read well. (across all marketing platforms), pany or product branding, it’s built around a well-defined brand can elevate agent recimaging and messaging that is designed to ognition and help to establish credibility Yes, understanding people, listening to their needs and wants and responding create a feeling. And in the case of personal and authority. However, when executed appropriately all takehow work But because realare estate is a people branding, it influences you and wantattention. others incorrectly, the effects lackluster at best, business, it’s simply a must. And the better at it you become, the to feel about you. From your photos to other and harmful at worst. To help you better avoid living as an or broker. brandyou’ll images,make elements andagent even content, theI promise. pitfalls of personal branding, we’ve there is a lot that goes into creating your compiled a list of what we feel are the 7 unique brand.to Displayed Best of luck you! correctly and con- deadliest sins.

Copyright©, 2015 BubbaNO Mills. All rights reserved. DIFFERENTIATION Branding about being known forvicereal estate agent who expressed to us that Bubba Mills isis not co-owner and executive president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an in international your profession. It’s about being known she was already well branded her area. consulting coaching that performance coaching and for being and different in yourcompany profession. If specializes She stated,in“When I walk into a restaurant theallimplementation sound systems Real Estate Companies, Mortgage agents were the of same, howbusiness would your in into my community, people already know Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational customers know who to choose? Lack of I’m a real estate agent.” And while that and education speaker, coach and mentor to the top real estate agents and mortgage differentiation is out by more far the #1 personal is a great start, it’s nowhere close to succompanies. To find about Corcoran Consulting & Coaching, call 1-800-957-8353 We love to tell the story of a cessful branding. Let’s assume I walked or branding visit us at sin. www.CorcoranCoaching.com. 4

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into that restaurant and noticed her. But I also noticed two other agents in the same restaurant. Now, who do I choose? Which

‘brand’ stands out to me? What lets me know that one of them is uniquely positioned to serve my needs?

and they don’t care for sudden changes in procedure or lifestyle. They also NO FOCUS like activities they can start and finish. In business, you can’t be all things to all side of your specific focus. That would be people. Many have and failed. In or- always quite difficult. It does mean over work. time Compliants are tried thinkers. They’re wondering howthat, things der to have business and brand, doneacorrectly), you approach. will do moreWhen and They wanta successful practicality, logic, fairness(ifand systematic you must define yourfacts, ideal custommore ofand the data. exact They kind ofseek business you talking toclearly thinkers give documentation accuracy. er and how you will super-serve that cus- want, and conversely, even stop doing They’re motivated by standards of high quality, limited social interaction, tomer. In other words, declare and develop the kind of business you don’t want. And detailed tasks and focused, logical itorganization of information. a specialty. By being does NOT that’s what a great brand is designed to mean that you stop doing all business outaccomplish.

some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’veNO opted for a much more affordable offering: a free AUTHENTICITY DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. Recognizable personal brands can be very You should be able to ‘breathe your brand’ php and you’ll be guided through a quick questionnaire to learn your own clever and memorable, but if your brand in everything that you do. This is importdominant andlast. how to read as well. isn’t ‘you’,style it won’t If you try toothers put ant not only for your customers, but perout a persona that is different from your haps most importantly for you. There is Yes, needs and wants responding ownunderstanding and the way you people, live yourlistening life, peo- to their a tremendous amount of and confidence that ple will take notice overwork time. and The attention. most comes knowing youisare who appropriately all take Butwith because realthat estate a people incredible it’s personal brands weaveAnd pro-theyou portray, that become, you have the business, simply a must. better at itandyou thehabits, better fessional and personal intoorone. inspiration, knowledge and expertise to living you’ll make asqualities an agent broker. I promise. Your brand becomes an extension of you. back it up.

Best of luck to you!

NO CONSISTENCY

rable brand, but if you don’t display those ple don’t see them nearly as often, so don’t branding correctly consis- viceapply or compare your own habits and Bubba Millselements is co-owner andand executive president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international tently across all of your marketing plat- exposure to theirs. Repetitiveness in marconsulting andyou coaching company in only performance coaching and forms, it does little good. In orderthat to specializes keting is not a good thing, it’s essenthe implementation sound systems Real Estate Companies, Mortgage accomplish this taskofwell, youbusiness must step tialinto for retention. Once you determine the Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational back from your marketing and see it the overall messaging and look of your brand, and education speaker, coach and mentor to the top real estate agents and mortgage way others To do.find Youout seemore yourabout socialCorcoran media Consulting that look should continuecall across literally companies. & Coaching, 1-800-957-8353 every day. You see your business every marketing platform you touch. orchannels visit us at www.CorcoranCoaching.com. Top Agent Magazine

NO CONTENT The ultimate goal of personal branding is comfortable producing is the key to keeping to become known as an authority in your it simple. No one wants to be bogged down andchosen they niche. don’t That caremeans for sudden or lifestyle. They also withprocedure producing content. But on the flip side, that youchanges must in likedemonstrate activitiesthe they can start and finish. knowledge, expertise and/ no one knows how much you know until or experience to back up your position. you share it. Great content demonstrates your knowledge and how helps your customers Content that are best expresses youThey’re and your always Compliants thinkers. wondering things work. at the same time. In addition, it serves anbrand could be as simple as a series of They want practicality, logic, fairness and a systematic approach. When other purpose with search engine optimizaphotos, quotes, e-books, video shorts, etc. talking to thinkers give facts, documentation and data. They seek accuracy. Choosing the type of content you’re most tion and attracting prospects online.

They’re motivated by standards of high quality, limited social interaction, detailed tasks and logicalNO organization of ACTION information. CALL TO

You’re spending money to market across using other people’s money’. Your call some personality assessment tools can cost thousands of dollars, but at multiple platforms, so why not take the to action may change with different marCorcoran Coaching, opted for more affordable offering: keting channels or purposes, buta free you opportunity to extendwe’ve an invitation fora much DIsC Just with visityou? www.corcorancoaching.com/behavioralstyle. your assessment. prospects to engage It can should always, always have one. If you want people to do something, tell them a simple call be to action, such as ‘call me phpbeand you’ll guided through a quick questionnaire to learn your own you’d like them to do. That’s how you first’ or more ‘contact me others for a aswhat dominant stylespecific, and how to read well. free home staging assessment’ or ‘download my e-book and learn how to invest

move prospects one step closer to becoming customers.

Yes, understanding people, listening to their needs and wants and responding appropriately all take work attention. But because real estate is a people NOand FOLLOW-THROUGH business, it’s simply a must. And the better at it you become, the better with hundreds of agents, folWhyyou’ll is this included in branding, living make as an agentyou or may broker.munication I promise. ask? Because your brand is your bond. It’s low-through is at the top of the list when it comes to customer complaints. You don’t your handshake. When you say you’ll do Best of luck how to you! something, can people trust you if want to be that person. Putting an incredible you don’t follow through with your prom- message and image out there isn’t enough. must live up to those standards with ise? This is often elementMills. that people Copyright©, 2015theBubba All rightsYou reserved. forget altogether. And in fact, in our com- every customer, every transaction

Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), international ® Tonya Eberhart is the Branding Agent to Business Stars and founder ofan BrandFace , LLC. ® consulting andMichael coaching company that specializes in performance coaching Carr is America’s Top Selling Real Estate Auctioneer & BrandFace partner. and the implementation of they sound systems into Real Estatedesigned Companies, Mortgage Together, focusbusiness on personal branding and marketing to help real estate ® professionals become theBubba face of their & a star in their market. BrandFace Companies and Small Businesses. Millsbusiness is a nationally recognized inspirational Real Estate Professionals is a book, speaking and and an exclusive and educationfor speaker, coach and mentor toprofessional the top real estateseries agents mortgage workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 For more information, visit www.BrandFaceRealEstate.com. or visit us at www.CorcoranCoaching.com. 6

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JACKIE WEISENBURGER

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One of the first things you will notice about Weisenburger is how fast she is to make her clients feel comfortable as she has a personable spirit that invites them right in and makes them feel at ease. “I become their friends first and Realtor second,” she says. This has gained her a strong reputation in her market and has earned her a steady repeat and referral business. Over the seven years that she has been working as an agent, she has grown her business significantly based on the referrals she receives from her satisfied clients. It may be because she loves working with people as she knows each one was brought to her for a reason and is someone that she can easily connect with. “God has blessed me with so many experiences in my life that I so far have been able to relate to every single relationship that has been brought into my life,” she says.

With an eye for investment properties, Jackie Weisenburger has always been involved in real estate. She made a career move in 2010, when she and her business partner sold their global scrapbooking business, and has seen her Real Estate business flourish beyond her expectations. “It’s grown very quickly ever since I committed the time in Real Estate” she says. Recently joining Happel Inc, Realtors, she was one of the first agents to start a team in the Quincy, IL., area she serves and already has one agent under her and a few more ready to join her team after they receive their license. 8 Copyright Top Agent Magazine

An area where Weisenburger really outshines other agents is with her social media knowledge. She is such an expert in using the technology, she teaches a class at the local community college where many business owners and other agents attend. Because she is such a resource on the subject many organizations reach out to her for advice on social media and ask her to speak on the topic. “I can teach anybody anything, but it’s up to them to take what I teach them and utilize it,” she says. This social media expertise allows her to stay connected with her clients through Facebook and market her listings through platforms such as Pinterest and Instagram. She has even started using YouTube videos to promote her listings online and anytime someone searches Google for one of her properties it shows up on the first page of results, allowing potential buyers to find the home they are looking for. Top Agent Magazine

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As an avid outdoorswoman, Weisenburger and her husband supports a few fishing organizations in her area. Through her brokerage, she is involved with a local Catfish Trail. When she can sneak away she enjoys spending time with her family, that includes her two children and her niece, by heading to their River Camp on the Mississippi River for some fishing and relaxation. As Weisenburger moves forward with her business, she wants to continue to increase her team which is certainly on a path for growth. “Being one of the first agents in 10Copyright Top Agent Magazine

Quincy to develop a “Team” approach to my business has been a very rewarding experience” she says. “I have a natural leadership ability and agents on my team can benefit from what I can offer.” She is looking for honest people that are truly hard workers with a big heart like herself. “I feel like I have a lot to offer someone with all the business adventures I been through in my life,” she says. In 2016 she finished as the No. 2 top agent in units sold per year, selling 67 units and or sales $10 million or higher in sales. Each year in her career she has always been above $1 million in sales. Top Agent Magazine

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For more information about JACKIE WEISENBURGER, call 217-430-9353, or email jweisenburger1977@hotmail.com

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Properties: The Good, The Bad, And The Ugly by Denise Lones

I was shocked. There it was. An expensive property near a busy intersection that had stayed on the market for almost a year. I asked one of my agents, “Why hasn’t this one sold?”

But none of these are reasons to put this property on the back shelf. In fact, there is a market for every market, no matter its location or condition. Too often, we make the mistake of shortchanging sellers who don’t have manicured lawns on cul-de-sacs with perfect houses. We prejudge our own listings to the detriment of the people we’re supposed to be serving.

He said, “Because it’s a dog. Look at it. Nobody wants those turrets that stick out like that. And besides, it’s at that intersection where there’s traffic all day long.” I’ve been there. I’ve driven to properties hoping for a terraced I couldn’t believe what I was masterpiece with a stunning garden, hearing. This agent had “classified” and then felt that sick dropping this property in his own mind as feeling in the pit of my stomach something that wasn’t worth the when I finally saw it. trouble to market—pretending to service his customer while doing What do most agents do? They’re nothing. True, it wasn’t as beautiful polite, they take the listing, and they or pristine as surrounding neigh- get out of there fast. They rely too borhoods. True, it was in a not-so- much on their own opinion of the prime location. True, it could use property rather than pulling statistics to determine its true market value. some handyman work. Top Agent Magazine

OR they tell the seller, “This house isn’t going to sell unless you change the carpet, fix the paint, install new roofing, etc.” Beware! This could lead into a legal nightmare. While on the surface this agent is giving generic advice, what if the seller does everything the agent suggests—and the house still doesn’t sell? That agent might want to call a good lawyer.

If a property needs work, that’s never a reason it won’t sell. There are investors, handypersons, contractors, and do-it-yourselfers who love these properties. Go to your local real estate investment club meeting and you’ll find people searching frantically for such properties. Advertise it as a “Handyman’s Special.” Target these people directly. You may be amazed how many of them are out there.

Here’s the truth: Every property— True, you may have to advise the good, bad, and ugly—will sell if seller they won’t get top-dollar if priced right. It is always about price. a lot of work needs to be done. There is always someone in the But this is the true issue here—not market ready and willing to buy the work itself. It’s always about right now for the right price. price. 14

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Let’s talk ugly. A house is in pristine condition, but has a rather peculiar look. Well, I have news for you: Just because you think a house is ugly doesn’t mean there isn’t someone out there who will say, “This is the home I’ve been looking for all my life!”

cannot tell you how many times my jaw dropped when someone told me, “Perfect! We love it!” So, I’ve learned never to judge a house by its paint job, landscaping, or design.

You are not the world’s taste critic. You cannot tell what people want. I

You have a job to do: sell the house at top-market price. You are hired to be the market expert. Sellers don’t Did you know there are people out have the time to do so themselves. there who prefer ugly houses? Yes, That’s why you have a career. ugly houses! Some people don’t care about the outside of a property. It’s always the market that They’re only interested in the determines what sells. No matter the inside, where they know they will shape, size, or condition. And you be spending most of their time. are not in charge of the market, These are people who don’t buy to which as always is based on supply impress others, but rather to please and demand. Whatever is in demand themselves. Thank goodness for will sell, whether it’s a beachfront these people. Without them, we’d mansion or a shack in the woods. Be have to tear down half the planet! creative. Use your marketing to target people who truly want these I’ve seen houses that look like properties. But most importantly, something from a Stephen King price the property correctly for the novel sell overnight while another market. that could be on the cover of Home and Garden languishes on the market Know thy market and thou shalt for weeks. Why? Because somebody know what sells—good, bad, or wanted that house. Period. ugly.

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Are You In or Out? by Barry Eisen

Have you ever felt like you’re doing all the right things but your wheels are just spinning? You’ve invested a lot of time into a business, a job, a relationship, a sport, a course of study, but the results don’t justify the effort or time. You have so much invested, you just can’t walk away. You can see the light at the end of the tunnel but it doesn’t seem to be getting closer. What to do, what to do? As a business/personal coach I hear feedback every week from those who feel frustrated, powerless, and stuck in one or more areas. The reasons, or justifications for continuing doing things they tolerate rather than love are many. But, like panic attacks, unless you address the issues and make changes they get worse and you get more of them. For most, not paying attention and continuing in the same direction is a mind numbing experience, which produces a low selfesteem and is a recipe for a boring life. Ask yourself the question, “What area Top Agent Magazine

or areas of my life am I tolerating and simply taking the path of least resistance?” In other words, “Where am I painting by the numbers?” (That’s a reference to the over 50 reader.) Without being defensive (that’s the part of the ego that says everything is all right and points the finger of blame outward rather than to the real inward source) are there areas in which you’d like to be more passionate, confident and more in tune? When I ask those who feel stuck or trapped if they know what to do to make the positive change, most everyone knows their own truths. Knowing and doing are very different. As Khalil Gibran once said, “To know yet not to do is to not really know.” And most are honest enough to admit that they’ve lost their vision of what was important and let distractions get in the way. (Damn those bright shiny objects!) A remedy that works most of the time is to refocus by identifying the area of concern, setting a short term goal 17

Visualize the success you desire. Top performers do this in every field. Do it too...with consistency.

(such as six months), creating a plan of action and following through like your hair’s on fire for that period of time. Six months simply represents a period of time to get past the learning curve of establishing new attitudes and actions. At the end of the six months, do a reality check. Is the success you’ve created by doing things right without excuses worth the effort you’ve put in? Or, was the victory not so satisfying? If not, move on to something else. But whether you stay focused on your successful makeover or decide to move on, you decide KNOWING, not playing mental gymnastics with yourself. Not knowing is the pain of guilt many carry. “What if?!” Passion, confidence and a positive self-esteem don’t develop by working on them, they happen by creating victories. Keys to getting unstuck: 1) Be willing to own your shortcomings 18

and poor attitude as well as your strengths. The truth CAN set you free. 2) Be teachable and open to learn better ways of thinking and acting. Learn from those ahead of you, not the ones behind you. 3) Associate with those who will support, not tear you down. 4) Consistently read or go to seminars, from those who have done their homework, to get new ideas and reinforce the basics. 5) Accountability buddies and coaching work. Live up to goals. 6) Visualize the success you desire. Top performers do this in every field. Do it too...with consistency. Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 Top Agent Magazine

PATTI SKIRVING Top Agent Magazine

PATTI SKIRVING When looking to buy or sell a home in the Greater Chicago area, you couldn’t find yourself in better hands than working with The Skirving Team, one of the most in-demand and respected real estate teams in the marketplace. Patti Skirving has been in the business for 19 years, and she was joined in the business by her husband Greg in 2012. Together they bring years of experience in the business, a strong work ethic, and an unsurpassed dedication to providing their customers with an exceptional real estate experience. This dynamic team of two, specialize in Chicago’s lucrative North Shore, and have built their reputation on providing customer service that goes above and beyond. According to Patti, “We Work 24/7. I am known for returning all phone calls, day and night. We consider what we do a great responsibility. For us it isn’t about a commission; it’s about getting our clients exactly what they need and not stopping until we meet that goal. With a buyer, that means finding them the perfect home. I want them to say, “This is the one!” when we walk through the door.” That dedication extends to their listings as well. “Greg and I sold 100% of our listings last year, and I think that’s a testament to our commitment. From the start to the conclusion, we are there 100% every step of the way. From preparing a home for sale, to marketing, to negotiating the transaction and all the details that are part of a sale, there isn’t a single aspect that isn’t done at the highest level. When issues or challenges occur, our years of experience and wisdom allow us to handle issues and keep our clients calm throughout the transaction,

and that is invaluable in what is often a stressful situation. We build trusting relationships and become friends with our clients, and I think that accounts for our having a near 100% rate of repeat and referral business.” The Skirving Team takes a comprehensive approach to marketing their listings, which has accounted for their impressive success rate in selling properties. “Coldwell Banker has incredible marketing tools, and we take full advantage of that. We do all of the online marketing as well as more traditional approaches such as magazines and local newspapers. We also do things like unique open houses that offer raffles, anything we can to generate interest. We truly differentiate ourselves by how we describe our listings. While other agents might limit their focus to factual descriptions, We communicate the emotional aspects of the home as well. We focus on the beauty of the home and the property as well as the lifestyle it offers. It attracts buyers online and to our open houses, and has been a key factor in our success as listing agents.” Both Patti and Greg are active in their community and have been involved with several charitable organizations throughout the years. When they aren’t working, they enjoy playing golf and visiting their grandchildren. The Skirving Team would like to continue to grow their business and are committed to bringing more people the top notch service they offer. “Both Greg and I couldn’t enjoy what we do more. It has been a great honor for us to not only help people achieve their real estate dreams, but to also become a part of their lives.”

To learn more about Patti and Greg Skirving call 847-924-4119, email Patti.Skirving@cbexchange.com or visit pattiskirving.cbintouch.com www.

How to Create a Business-Winning Plan in One Hour by Bubba Mills

Baloney! That’s what I say to those who think building a business plan should take days, weeks, even months. And I say baloney again to those who think a plan has to have a bunch of pages with graphs and charts. I know for a fact REALTORS® don’t have that kind of time. But I also know every serious REALTOR® needs a good plan. That means if you’re reading this, you’re in the right place. Stick with me and you’ll end up with a plan that can make your year much better. A comprehensive business plan (two pages max) can help you: • Account for what you accomplish • Clarify your life • Keep track of each of your goals • Manage your time Top Agent Magazine

• Determine if you’re heading in the right direction So let’s get right to it. Here are the steps to take to get your plan in place and your year (and rear) in gear: Create a mission statement. This gets right to the heart of your life and addresses why you’re in real estate. It answers why you’re here, what your purpose is and what your business is truly about. Use positive, present tense statements such as “I am,” “I provide,” “I strive” as you define who you are and what you provide your clients. Take 10 minutes now to brainstorm some possible mission statements. Perform a SWOT analysis (strengths, weaknesses, opportunities and threats). For strengths, maybe you’re tech savvy. For weaknesses perhaps you’re unorganized. With opportunities, it could be that a large firm is relocating to your city. And for threats, maybe 21

Every serious REALTOR® needs a good plan. the mid-term, one year; and the long-term, five years. Also, in this same section, write your personal objectives. We can’t be balanced in life if all we focus on is business. So consider what your ideal sitWrite your business objectives. In uation would look like with your this section I’d like you to consider family, your spiritual life and your what you want your business to look social life. Spend 10 minutes now like in the short-term, six months; in on these topics. interest rates are rising. Take 10 minutes now and fill in a few items for each category. If you get stuck, ask a co-worker or friend, who knows you well enough, for suggestions.

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Create a mission statement. This gets right to the heart of your life and addresses why you’re in real estate. It answers why you’re here, what your purpose is and what your business is truly about. Create your sales goals. Here’s where I don’t want you to be afraid to think bigger. Take 15 minutes for this section. As part of this segment here at Corcoran Consulting and Coaching Inc., we include what’s called a goal achievement system that helps you stay on track with your goals. So for each goal, we include a why, excuses for failure, resolve and action items. I believe this is a vital step because it allows you to examine why you might hesitate in completing parts of your business plan. Email me at Article@CorcoranCoaching.com, and I’ll send you a free worksheet on this system. Develop action items. To wrap up your plan, you need to get specific about how you’ll achieve your goals. So for each goal you should have action items, due dates, who will Top Agent Magazine

complete the items and a step-by-step daily and hourly plan with what has to be done. Take 15 minutes and do it. Tell me what you’re thinking. Do you have a plan? If not, why not? What’s preventing you from creating one? What successes or failures have you had with plans in the past? 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. 23

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