ILLINOIS EDITION
6 Habits of HIGHLY PRODUCTIVE AGENTS
3 Mental Tricks that Will TAKE YOUR BUSINESS TO THE NEXT LEVEL IS YOUR PHONE VOICE ATTRACTING — or repelling? HOW TO CREATE A BUSINESSWINNING PLAN In One Hour
FEATURED AGENT
GAIL SPREEN COVER STORY
LaNITA CATES
ILLINOIS EDITION
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GAIL SPREEN
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LaNITA CATES
CONTENTS
4) 3 MENTAL TRICKS THAT WILL TAKE YOUR BUSINESS TO THE NEXT LEVEL 8) 6 HABITS OF HIGHLY PRODUCTIVE AGENTS
17) IS YOUR PHONE VOICE ATTRACTING — OR REPELLING? 21) HOW TO CREATE A BUSINESS-WINNING PLAN IN ONE HOUR
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3 Mental Tricks That Will Take Your Business to the Next Level It’s no secret that running a successful business requires careful planning and a tireless work ethic. Beyond those obvious ideals, it also takes the right mindset in order to capitalize on professional opportunity. In the world of real estate and mortgage lending, mental fortitude is a major component to reaching the next 4
level and achieving longevity in a sector that requires so much self-discipline. With that in mind, we’ve compiled a few key mental tricks you can employ to reinvigorate your working philosophy. Incorporate these techniques into your daily mindfulness routine and your business will surely benefit.
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Visualization helps you work efficiently and keep your cool.
This may sound like one of the oldest tricks in the book, but there’s a reason why Olympic athletes and those serving in first-responder positions use visualization as a time-honored mental technique. Not only does visualizing your daily tasks help you organize your mind, but it amps up your ability to focus on what’s important. Visualization also helps reduce stress in the moment, since you’ve already created a mental expectation of the task ahead. Whether you’re preparing for a negotiation or a pitch to new a client—visualization primes your brain and affords you an extra sense of control as you tackle your day.
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Distill concepts into their simplest terms for ultimate understanding. As an agent or loan officer, you’re likely juggling numerous clients and commitments on any given day. That’s why it helps to distill your responsibilities in clear, definitive terms. Let’s say you have a meeting set with a client to outline a marketing approach for their property. You may understand the broad strokes, but beforehand, try verbalizing the exact takeaways you’d like to impart to your client. This may seem obvious, but one of the best ways to clarify your communication and ensure your com-
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plete understanding of a subject is to explain it aloud in its simplest terms. This crystallizes your main point and can come in handy if you drift off-topic or need to double-down on your message.
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Accept that mistakes will be made.
While it’s natural to fear failure, sometimes the dread of making an error can overwhelm your ability to perform. As the saying goes: don’t let the fear of striking out keep you from playing the game. If you accept in advance that set-backs will occur, challenges will come, and things won’t always go accordingly to plan—you’ll be less confounded when hurdles do arise. What matters is keeping an even keel as you sort through unexpected delays or mishaps. Accepting that mistakes will happen allows you to shift your focus towards a solution or contingency plan. In other words, don’t spend your energy trying to achieve perfection. Aim high and work hard, but be in touch with reality: upsets are bound to occur. Accept this and you’ll be ready when they do. The path to lasting success is ongoing, and there are bound to be challenges along the way. It takes mental fortitude to make it to the top, so keep these tricks in mind as you continue to grow as a person and a professional. Seeing situations in a new light can make all the difference as you adapt, evolve, and take your business to the next level.
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GAIL SPREEN with everyone I work with.” To keep in touch with her ever-growing sphere of clientele, Gail hosts an annual holiday party that draws Streeterville residents of all kinds to the celebration of the year. Not only does she connect with clients there and around town, but also acts as a resource that brings neighbors together. “What I like most about what I do is connecting people and being able to share the neighborhood,” she reflects. “I have this personal connection to the area, its history, and I love talking about real estate—especially because I’ve been part of the building process and have been here since the beginning. I’m also a people person, and I love to be out and meeting new faces.”
For the last twenty-five years, Gail Spreen has served as an esteemed real estate agent in Chicago’s dynamic Streeterville neighborhood. She began her career working in commercial real estate mortgages and rental-to-condo building conversions alongside developers, before making the natural transition to residential sales. In the process, she earned her appraisal license and a host of accolades, becoming the top-producing agent in her market. Now, with decades of experience and a community-minded approach to doing business, Gail has carved out an integral reputation for quality service in the bustling city neighborhood she calls home.
When it comes to marketing listings, Gail blends the best of traditional and digital marketing practices. Professional photography ensures homes are showcased in their best light, while high visibility on social media and the leading digital listing platforms ensure ultimate exposure for homes headed to market. Postcards, mailers, and open houses also play a major role in her practice, as the Navy Pier area draws more than nine million visitors a year. For her part, Gail recognizes her unique position in crafting the neighborhood’s dynamic dimensions, and encourages up and coming real estate agents to take on the same role in their own areas. “I try to encourage other Realtors to get involved in their neighborhoods,” she says. “It’s our job to make a difference where we live.”
Primarily serving Chicago’s Streeterville neighborhood, located between Michigan Avenue and the lakefront at Navy Pier, Gail heads a collaborative team at the Streeterville Properties Group at Related Realty. As a twenty-year resident and consummate professional, she offers clients a true insider’s knowledge of the local inventory, amenities, and market. With 75% of her business generated by repeat and referral clientele, Gail’s track record of success is proven. What’s more, her commitment to empowering area home buyers and sellers through knowledge and advocacy sets her apart as a local civic leader. “It was always my goal for people to think of Streeterville and think of Gail,” she says. Considering her work with new construction properties and developers, she’s had a meaningful hand in shaping the neighborhood’s landscape and population. “I’ve done a lot of community work over the years, and I’m involved in most everything going on in the area,” she explains. “From Streeterville’s history and development to what’s going on today, I’m able to provide accurate, first-hand information to buyers and sellers.”
To further lend her civic spirit to Streeterville, Gail has been a longtime participant in the residential community group, the Streeterville Organization of Active Residents. For the last fifteen years, she’s served as president five times and has helped impact the area’s development in ways big and small—from providing feedback on liquor licenses to new construction. She also serves as the Chicago Association of Realtor’s Vice Chair for the Public Policy Committee, and is active in Streeterville’s Chamber of Commerce, the Magnificent Mile Association, and Park Advisory Councils. In her remaining free hours, Gail most enjoys Chicago’s and greater Illinois’ scenic waterways through boating.
Gail’s personal connection to the neighborhood informs her daily work. Not only does she capably guide aspiring buyers and sellers through a complex transactional process, but she also recognizes the emotional component in setting down roots in Streeterville. Accordingly, her service is second to none, and she takes her role as counselor and facilitator seriously. “I go above and beyond in my service, especially considering my clients as they become my neighbors,” she says. “In this business, your reputation is everything, and in a smaller neighborhood it matters even more. I offer top-notch service and am truthful
Looking ahead, Gail plans to continue building her business and supporting her neighborhood, guiding buyers and sellers on the path to homeownership. With twenty-five years of heartfelt investment in her work and a steady eye on the path ahead, the years to come are bound to bring continued success for Gail Spreen.
To learn more about Gail Spreen, e-mail gail@streetervilleproperties.com, call (312) 832 – 2300, or visit StreetervilleProperties.com www.
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Gary Komar is proud to congratulate
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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.
1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 8
that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day. Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine
well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.
to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list. You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.
2. Remove distractions
when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second. We all do it! Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.
3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine
4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful. Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova9
tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.
5. Be deliberate
about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news? Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.
6. Always look for ways to
get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 10
of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business. Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about. Top Agent Magazine
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During her spare time, LaNita crochets blankets and donates to a local women’s/children’s shelter.
LaNITA CATES After owning her own marketing and advertising company for nine years, LaNita Cates, today a Chicago Top Agent, became a Realtor purely by accident. “I always scoured ads looking for companies posting part-time marketing and advertising positions and would offer to work for them as their consultant,” she says. By chance, LaNita answered the ad of a top RE/MAX Plainfield agent. After a quick interview the following day, she was hired to work 15 hours a week 12Copyright Top Agent Magazine
for the Realtor, handling all her marketing and advertising. After working at the RE/MAX office for a few months, LaNita fell in love with the real estate industry and decided to get her license. LaNita was licensed at the end of 2006 and began working as a buyer’s agent for the Realtor who had hired her to do marketing. But after eight months, LaNita wanted more. “I felt handcuffed being a buyer’s agent,” she says. I wanted more freedom to make my Top Agent Magazine
“I’ve never been the type of Realtor to take a back seat and hope someone else solves the problem. I take the wheel and do whatever it takes to get the situation resolved so we can move forward.” own decisions, so I decided to work independently.” LaNita is glad she did—in 2007, as a full-time agent on her own, she sold 24 houses. Today she averages 40–45 sold homes per year. “Going through the housing crash was a fast learning experience,” says LaNita. In 2008, her Top Agent Magazine
second year in real estate, Realtors were quitting, people were losing their homes, lenders were in trouble, foreclosures were starting to occur. She was told that if she could could survive the crash being a new Realtor, she would be really good. LaNita did survive and learned a lot. “It wasn’t easy,” she says. “I saw more mold, water in basements, holes in ceilings, Copyright Top Agent Magazine13
“I give my clients a 5-star experience, and I hope, at the end of their home buying or selling experience with me, they give me a 5-star review.” and squatters than I care to remember. But it made me the Realtor I am today.” LaNita is extremely proud of her outstanding reputation, which shows up as 5-star reviews on Zillow. “I work hard for those reviews!” laughs LaNita. “I give my clients a 5-star experience, and I hope, at the end of their home buying or selling experience with me, they give me a 5-star review.” LaNita leads Plainfield and the surrounding areas with the most 5-star reviews of any Realtor. She 14Copyright Top Agent Magazine
was also voted by clients in the Herald News in November as “Overall Best Will County Realtor” for 2017. “I was shocked!” she says. “I was also very honored and humbled that my clients thought to put my name in and to vote for me every day. I give a lot to my clients, so it was nice that they gave back to me by voting me the best.” LaNita was also inducted into the RE/MAX Hall of Fame in 2015. “I love RE/MAX and have only been a RE/MAX agent,” she says. “I can’t imagine going anywhere else.” Top Agent Magazine
Experience really does matter when working with both buyers and sellers. “Because I sell a lot of homes, I see a lot of homes,” she says. “I, of course, then see a lot of situations and problems. Because of my experience during the housing crash, I can typically resolve the problem for all parties involved. I’ve never been the type of Realtor to take a back seat and hope someone else solves the problem. I take the wheel and do whatever it takes to get the situation resolved so we can move forward.” One thing LaNita’s clients say stands out about her is that she’s very trustworthy. They feel they are in good hands and that she’ll do what’s best for them, not for her. LaNita weekly hears comments like, “I’ve never trusted someone as quickly as I do you! I Top Agent Magazine
trust you more than most of my family!” It’s a compliment LaNita takes seriously. She recalls a time she was showing a house to a retired FBI agent. “I was myself, like always, but I knew he was reading me,” she says. “So when he said, ‘I know I can trust you,’ I knew I had passed the test of all tests. An FBI agent knows how to read a person!” The skills she gained in owning her own marketing and advertising company help LaNita market and advertise daily. “I definitely go the extra mile helping clients,” she says. “I don’t care if you have an $80,000 listing or a $400,000 listing, you are treated and marketed the same. That goes for my buyers as well. If you have a $90,000 budget or a $700,000 budget, you are treated exactly the same.” Copyright Top Agent Magazine15
LaNita sums up her real estate experience this way: “I love people. It’s rare that I don’t like someone, because I think there is good in just about everyone if you get to know them. I truly want to help my clients and I want them to come back to me when their housing needs change. I want them to feel like they can call me in 5–10 years and ask me any question
or ask for guidance. I actually had a former buyer in Chicago call me with a real estate question this summer. I helped her and her fiancé buy a house maybe seven years ago, and she called me and of course I remembered her. We chatted and then connected on Facebook. It’s awesome when clients feel they can reach out to me.”
To learn more about LaNita Cates of RE/MAX Ultimate Professionals, visit veryhappyclients.com or email lanitacates@yahoo.com or call 630-341-1545 www.
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Is Your Phone Voice Attracting–or Repelling? By Carla Cross, CRB, MA It’s such a simple thing, but so important--the first impression you make with your voice! Recently, I did a presentation to a group of Luxury Agent Specialists. It was about sound and its impact on others (I used the piano to demonstrate). We usually think of visual impact. But, as agents, we come across way more people initially via email or phone than we do by sight. So, isn’t it time to Top Agent Magazine
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polish your ‘phone voice’? It’s probably the first ‘warm’ impression people get of you (I call email ‘cold communication’ because it vastly shrinks the three major ways we communicate: sight, sound, and feeling). Here are three tips to assure your phone voice makes the best first impression. Remember, You never have a second chance to make a first impression!
Don’t Mistake Technology as the ‘End’
We are so focused on technology today, that we are in danger of forgetting to effectively use that technology. Here’s an example. When I phone an agent today, I have no idea where that agent will answer his or her phone—or from what phone the call is being answered. And, I don’t really care. Technology allows the phone to follow the agent. That’s great. Here’s what’s not so great. The agent’s message is so dull, powerless, or mumbled that it doesn’t sound as though the agent wants to talk to me. Or, the agent’s message is so long, that I’m impatient by the time I get to leave the message.
Make a Superior Phone Message
For three days, listen carefully to the tone, intent, and messages you hear in phone messages. Listen carefully to how agents, managers, and your affiliates answer the phone (including the receptionist at the office). What do you think? If you didn’t know these people, what would you think of them? Are they excited to hear from you, or are they bored? Here are 4 important tips to remember when recording your own message: 1. Stand up—you’ll sound as though you have much more energy. 2. Write out your script first—and be sure it’s not too long. I don’t really care where you’re going to be all day! 3. Modulate your voice pleasantly. Try to get some resonance. 4. Sound as though you’re looking forward to hearing from me!
Don’t Settle for One Run at It: Re-record Your Phone Message until It’s Perfect
As a musician, I would never play the piano for others unless I had practiced until the performance was perfect. Yet, when we ‘practice’ real estate, we often just ‘let it fly’ with whatever comes out of our mouths! Not good. You have too much at stake to settle for one run at it. 18
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Advice from a musician: Practice your phone message several times before you record it. Then, record and listen critically. Don’t just use the first recording. Make sure your ‘phone voice’ is the best first impression you can make.
P. S. Managers and team leaders—two tips 1. Call each of your agents’ phone mails. What’s the impression you get? Are they professional? Do they state the company name? Do they represent your culture and image? 2. Create a quick class in phone messaging using the information in this blog. Copyright ©, 2016 Carla Cross. All rights reserved. Carla Cross, CRB, MA, is the founder and president of Carla Cross & Co., specializing in real estate management and sales. Her internationally best-selling start-up plan for new agents, Up and Running in 30 Days, is now going into its 5th edition (!). Carla brings her vast experience as a top-selling agent and award-winning manager and trainer to the podium, blending her musical background with her proven sales and management strategies (she uses the piano AND even teaches someone to play—fast…..—entertaining and practical). Find out more at www.carlacross.com. Top Agent Magazine
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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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