Illinois 6-4-18 by Top Agent Magazine

ILLINOIS EDITION

Living On COMMISSION Business Growth Hack: ABSORB YOUR CLIENTSâ&#x20AC;&#x2122; STRESS! MANAGERS AND TEAM BUILDERS: Four Principles to Develop a Great Team

GOOGLE ADWORDS: How to Make Google do the Work for You FEATURED AGENT

DOMINIC CARUSO COVER STORY

TRAVIS VELAZQUEZ

ILLINOIS EDITION

DOMINIC CARUSO Dominic Caruso always had a passion for real estate. Before diving into the industry 7 full-time, he owned multiple properties and rental properties. In January of 2002, he became a buyer’s agent for his brother-in-law Matt Hernacki. Dominic took to the industry so well that a year later, he and Matt became full partners. Together they are now broker/owners of The MisterHomes Real Estate, serving the Northwest suburbs of Chicago where they both grew up.

numbers and where our leads a from.” To stay in touch with pa Dominic sends postcards wit information about the market in as well as yearly tax information feelers out to let our clients know here,” he says.

Dominic understands how to su market a home in today’s industry high quality professional photog insure each listing really shines in Dominic isTRAVIS dedicated to providing oneVELAZQUEZ DOMINIC CARUSO marketplace. He posts all listin on-one service to his clients, and as a result, over 60% MLS, as well as all the major real estate web of his business comes from repeat and referral clients. as Zillow and Realtor.com. He also conducts a What keeps his clients coming back and eager to spread marketing campaign via social media. After wo the word about Dominic among their sphere of influence? Dominic, his clients rave about his constant a “I treat people the way I want to be treated. It’s a stressful “I know that buying a home is an emotional tr CONTENTS transaction. I just went through it myself personally, so I But I make it as stress-free as possible!” he say know what it’s like to be on the other side. I never push clients to do something they don’t want to do.” He and What’s Dominic’s favorite part of the job? “I l 19) GOOGLE ADWORDS: 4) BUSINESS GROWTH Matt have a combined experience of nearly 40 years in people move and find a home, and I also like GOOGLE HACK: ABSORB YOUR the industry and extensive knowledge of the HOW area they TO nessMAKE aspect of seeing where our numbers are. serve. “We know what we are doing,” Dominic says with to watch the business grow,” he says. In his DO THE WORK FOR YOU CLIENTS’ STRESS! his characteristic smile. “That helps.” free time, he loves to spend time outdoors. “I on my patio, just hanging out, relaxing,” he sa 13) MANAGERS AND 22) LIVING ON What sets Dominic and Matt apart from others in the future, he and Matt want to continue growing COMMISSION TEAM BUILDERS: FOUR industry? As a local company, rather than a big brand, ness. “We will probably expand to hire buyer’s they can really meet their individual clients’ needs. “We more assistants,” he says. With his dedication PRINCIPLES TO DEVELOP work all the time, and we have a lot of systems in place clients in the Northwest suburbs he calls home A GREAT TEAM within our business,” Dominic says. “We understand our is sure to succeed!

TRAVIS VELAZQUEZ

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.

To find out more about Dominic Caruso, email dom@misterhomes.c call 847 - 951 - 4163, or check him out online at misterhomes.com www.

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Business Growth Hack: Absorb Your Clients’ Stress! Your business coach or a CRM software sales rep has probably described a number of products or services to help you grow your business. But sometimes the easiest way to increase the deals you’re closing is to simply be present for your clients. In doing so, you’ll find have the power to decrease the stress they feel. And when you decrease their stress, you increase your value to them, leading to new referrals and organic growth. 4

You may be thinking, “I have enough stress; how can I find the emotional bandwidth for other people’s stress?” But consider this: As their day-to-day point of contact in this life decision, you are already a strong presence in your client’s lives. Why not allow yourself to be the only seemingly calm part of this process? By asking them what’s on their mind, by truly listening, by showing that you truly understand and even by rolling up

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your sleeves to relieve some of their grunt work, you’ll prove yourself invaluable. Think of yourself as the equivalent of an anti-anxiety pill to your clients. All you have to do is form a few easy habits.

Laura and Raj, their agent and their loan officer soon came to learn that Laura’s 80-year-old mother may eventually move in with the family. This news not only helped the agent best meet Laura’s and Raj’s needs for a new home; it gave both the agent and the loan officer opportunities to go above and beyond for their clients. Their REALTOR® connected Laura with a senior services nonprofit near Laura’s mom’s current home that may be able to assist the family. And their loan officer outlined various, detailed options to Laura and Raj make smart, long-term financial decisions. Meanwhile, the agent and loan officer earned the trust of Laura and Raj, who felt less worried about the future.

Listen – really listen – with patience Behind every home purchase or sale is a person or a family with a uniquely complex set of needs, motivations, objectives and priorities. Asking the right questions and truly listening to the answers are the easiest ways to learn how to make clients’ lives easier. In doing so, you not only show that you’re interested in them as people, but you help yourself discover ways to surprise your clients with service. Take “Laura and Raj,” for instance – a couple in their 30s who wanted a larger home because their family of five outgrew their first home. By patiently getting to know Top Agent Magazine

Empathize Don’t be afraid to describe your own personal experiences as a homebuyer or seller, explaining how you felt at the time; let your client know you “get” it. The agent who is willing to open up and let buyers and

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sellers know that they personally understand their needs and concerns will connect with clients quickly, break down barriers and help the process move smoothly. Chayan Alavi, Broker/Owner of Alavi Agency in Long Beach, California, challenges himself and his team to ensure that every action of every day serves others. “If we can put ourselves in other people’s shoes with empathy, then we become stellar professionals and great human beings, too,” he says. “I like knowing that we remove the sales pitch from real estate and make it all about the customer.” Chayan and his team focus on customer advocacy and building trust. But they don’t take trust for granted. Instead, they know trust must be earned and nurtured over time.

Roll up your sleeves “You can’t be afraid to do anything!” says Matthew Todd of d’aprile properties in the Chicago area. “People know there’s nothing I won’t do to get the job done.” He has 6

mowed clients’ lawns, walked dogs and personally cleaned someone’s 8,000-squarefoot, $2 million home for a showing one day after his seller left the house. Two days before another closing, Matthew’s client was unable to move large amounts of unneeded furniture out of the house he sold. No problem! Matthew joined or created five online garage sales; sold or gave away most of the client’s belongings and had the remainder hauled away before cleaning in time for the closing. “The first time I sit with a seller on listing presentation or the first day I take someone on a buyer’s tour, they know I’m ‘all-in.’” Meanwhile, in the Cincinnati area, Aaron Denton of Summit Funding considers himself and his team members to be concierges for their borrowers. “We’re like personal assistants,” says Aaron. “People are happier when you remove the stress.” Included in their standard services are researching moving quotes; arranging and organizing movein day; scheduling utility transfers; assisting with children’s school registration paperwork; and even connecting buyers with local resources like daycares. If “rolling up your sleeves” isn’t your strongest skill, then an easy alternative is to get to know professionals in your area who can do these tasks for you. In the end, remember that by listening with patience, empathizing, and being willing to go the extra mile, you have the power to remove the stress your clients would experience without your help. When clients feel cared for, they remember the agents and partners who helped them.

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TRAVIS VELAZQUEZ 7

As a veteran of both the U.S. Army and U.S. Air Force, Top Agent Travis Velazquez, is justifiably proud of the service he has provided his country and has now established himself as one of the most dedicated and knowledgeable Realtors currently working in the Northern region of Illinois.

TRAVIS VELAZQUEZ Top Agent Travis Velazquez of Elm Street Realtors in Sycamore, Illinois is proud of the service he provides his many grateful clients. As a veteran of both the U.S. Army and U.S. Air Force, he is also justifiably proud of the service he has provided his country, and specializes in assisting other veterans. Possessing a wealth of real estate knowledge, strong negotiation abilities, and a true concern for all his clients, Travis has established himself as one of the most dedicated and knowledgeable Realtors currently working in the Northern region of The Prairie State. 8 Copyright Top Agent Magazine

A former employee of water treatment giant Culligan, Travis began his journey in real estate in 2009, following his realization that he was excellent at sales, and that he had become deeply ingrained in his local community. Achieving Rookie of the Year status his very first year in the business, he is currently part of the Elm Street Realtors Dream Team which consists of his wife Evangeline Velazquez and his mother, Nancy Edwards. Travis can boast of a business that is based more than eighty percent on repeat and referred clients. â&#x20AC;&#x153;Only a very small part of my business is actually new clients,â&#x20AC;? says Travis. There are many factors that distinguish The Elm Street Realtors Dream Team, among them Top Agent Magazine

is Travis’ military experience. “I served in the Army from 1999 to 2002,” says Travis, “and after I got out of the army I served in the Air Force from 2005 – 2008. I’m also a former corrections officer. This helps because most veterans (and police officers) feel far more comfortable working alongside other veterans. I’m very proud of my military background and very proud to be a United States Veteran. And it is something I instill into my children.” Another factor that sets the team apart from their competition is that Evangeline is bilingual, which significantly increases the number of clients they are able to assist. As a Certified Staging Consultant, Travis is adamant about presenting each and every one Top Agent Magazine

of his listings in the best light possible. “Our team offers free staging for all our clients,” he says. “The Dream Team has an entire garage full of staging equipment, so we bring in our own Staging equipment and don’t just move our client’s belongings. The team also utilizes the highest quality professional photography, and invest heavily in advertising to promote their listings and get them seen by as many potential buyers as possible. “We also have a very big presence in the community, which really helps,” says Travis. The appreciation Travis feels for his clients is clearly reciprocated, and there are a multitude of five-star reviews on Zillow that can attest to this fact. Among the rave reviews for Copyright Top Agent Magazine 9

The Elm Street Realtors Dream Team is this one that perfectly encapsulates the experience of working with them: “The Dream Team are leaders in the industry, attentive to their clients and knowledgeable of their market. They were able to help me find affordable housing when time was not on my side and went above and beyond to help me and my kids. I am a military veteran, and I found the Dream Team to be receptive to my needs all while making me feel comfortable during the entire process. This team is number one.”

to various veteran’s and local organizations. When he’s not working, he enjoys spending time with his family, shooting guns, teaching his children about gun safety, and traveling. Additionally, he recently completed his first house flip and was very successful at it. House flipping is one aspect of real estate that gives Travis an additional edge over his competition, allowing him to gain first-hand knowledge of what it takes to gain top dollar for a home. Travis has found this to be extremely useful when assisting other sellers to maximize their profits.

Travis is passionate about giving back to his community, and donates both time and money

The future looks bright for Travis: he’s on track to become the Managing Broker for Elm Street

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Realtors within the next five to ten years, and looks forward to stepping aside from sales and taking on the mantle of mentor for newer agents and to help them achieve the same success he has found.

“What I like most about real estate,” says Travis, “is that every time I close a sale, I know I’ve changed the life of my clients!” There aren’t many lines of work where you can say that, but I can.”

For more information about Travis Velazquez, please call 815 - 762 - 8466 or email realtor_travis@yahoo.com 12Copyright Top Agent Magazine

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Managers and Team Builders: Four Principles to Develop a Great Team By Carla Cross “I work alone.” “I don’t need to be a member of a ‘team’”. We’re heard that for years in the real estate industry. Yet, the strongest, fastestgrowing real estate companies have team building as part of their cultures. Agents who want to expand their businesses create teams. So, TEAM is no longer a four-letter word. The importance and implementation of leadership through teamwork and synergy is back in style in the real estate industry. Top Agent Magazine

Why Building a Strong Team is Important to Agents AND Management

As with all industries, the real estate industry is evolving. We’ve gone through the ‘go it alone’ phase. Because we’ve gotten more sophisticated in business. We realize that no one succeeds alone. We understand now that people working together create something more substantial than the sum of the parts. In addition, 13

with the challenges in the business, we finally get that many minds focused on the same task can accomplish much more than each person working as his own little island. Supporting this trend, strong company cultures have emerged which encourage and reward teamwork instead of solely independent achievement.

Do you have a job description for each of your team positions? Do you provide it prior to hiring?

Talking About Team-Building is a Slam-Dunk

It’s much easier to talk about teamwork than to create a team. One of the reasons is that most of us have never worked as a team before. As an agent, I didn’t create a team. But, in my management career, I worked to create teams with common focus. How did I learn how to create great teams? An Unlikely Place to Learn Teamwork

My first experiences in great teams, and then leading teams--comes from the world of music. I’ve created and Franklin D. Roosevelt said, “People led teams as a jazz musician. I’ve acting together as a group can accom- played in exceptional orchestras plish things which no individual (I’m a flutist). I’ve seen conductors acting alone could ever hope to bring pull together one hundred disparate, temperamental, independent musicabout.” ians as an inspiring team. (It’s a lot If you’ve ever played on a sports like managing a real estate office!). team, you know the chaos that en- So, the four truisms here come from sues when every player tries to be the my experience in both worlds—the star—to go her own way. That’s not musical performance world and the a team. That’s a group. You may also world of real estate team-building. know the joy of playing on a team that shares a common focus and It’s Not Just About Developing commitment to excellence. What a YOU as a Leader difference! What if you could bring that into your real estate office or You may think that, as a leader, your your agent team? job is to find team members that 14

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Just because people accept a position doesn’t mean they know how to proceed with the job. They need to have clear direction, a job description and a firm understanding of the responsibilities--prioritized. Do you have a job description for each of your team positions? Do you provide it prior to hiring? Do you coach to One of the differences between lead- it? Do you help your team members ing a group and leading a team is that, get so good at it that they can start in a successful team, team members training new team members (move also become leaders, and think like into leadership)? leaders, looking out for the good of the team, not just for themselves, In “Teamwork is the primary other words, will work well together. That’s true, as far as it goes. But, your ultimate job is to train and coach those team members to start doing some of the leadership jobs you’ve done. That way, you can keep moving to higher levels of leadership. You can expand and sell your business.

ingredient of success.”

Leaders develop leadership on their team.

Otherwise, leaders are not really leading. They’re managing—or micromanaging. From developing leadership over a couple of decades, I’ve found four major truisms for developing your team with strong internal leadership. These principles apply whether you’re in management or in sales interested in building a team.

Principle #2: People don’t know WHAT to do to get the job done. Even if you hire someone who has real estate experience, it doesn’t work to leave it to them to figure what exactly needs to be done—from your point of view. They don’t know your priorities. They don’t know how you work. Do you have processes and systems in place to teach them exactly what needs to be done?

The Principles to Developing Team Leadership

Principle #3: It’s your job to teach them HOW.

Principle #1: People don’t know what’s expected of them.

Some people think “leaders” are the “idea people” and aren’t supposed to

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get into implementation. But if you want your team to excel, you must show them how. Having worked with assistants for over 15 years, I have found that assistants and team members need help in systemizing any process that you want done. They need help in developing dialogues to deal with affiliates and consumers in the way you expect. They are good at systemizing their own processes-but not good at all at systemizing ours! Help them.

regularly”. Hold your team members accountable for each step along the way to completion of a task as well as the end result. Do you have solid, measurable benchmarks from which to measure? How do you know you and they are succeeding?

All systems in place? Do you have foundational systems in place from which to improvise? Do you have a solid training program to bring a new team member on board? Do you a method to ‘clone’ yourself to develop someone who can take over your job?

Vince Lombardi, one of the greatest football coaches of all time, said of teamwork, “Teamwork is the primary ingredient of success.”

The pay-off for developing competency and leadership skills in all of your team members is a business that is ‘owned’ by all those involved, with empowerment assured.

Your goal is to develop processes, systems, and training for your team members—all which reflect your philosophy of how you do business. Principle #4: When accountability They reflect your values and your factors aren’t built in, things don’t culture. Bring them into a leadership get done. mentality with you, so you can delegate more responsibilities and There’s a great difference between finally replace yourself! “do it the way you want” and expecting results and “do it the way you Copyright©, Carla Cross. want and let’s check how it’s going All rights reserved. Carla Cross, CRB, MA, is an international speaker, writer, and coach, specializing in real estate management. Her Leadership Mastery Coaching program is unique in the industry. A National Realtor Educator of the Year, Carla was recently named one of the 50 most influential women in real estate. Join Carla’s Community and receive special offers and free resources. Contact Carla at 425-392-6914 or www.carlacross.com. 16

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DOMINIC CARUSO Dominic Caruso always had a passion for real estate. Before diving into the industry full-time, he owned multiple properties and rental properties. In January of 2002, he became a buyer’s agent for his brother-in-law Matt Hernacki. Dominic took to the industry so well that a year later, he and Matt became full partners. Together they are now broker/owners of The MisterHomes Real Estate, serving the Northwest suburbs of Chicago where they both grew up. Dominic is dedicated to providing oneon-one service to his clients, and as a result, over 60% of his business comes from repeat and referral clients. What keeps his clients coming back and eager to spread the word about Dominic among their sphere of influence? “I treat people the way I want to be treated. It’s a stressful transaction. I just went through it myself personally, so I know what it’s like to be on the other side. I never push clients to do something they don’t want to do.” He and Matt have a combined experience of nearly 40 years in the industry and extensive knowledge of the area they serve. “We know what we are doing,” Dominic says with his characteristic smile. “That helps.” What sets Dominic and Matt apart from others in the industry? As a local company, rather than a big brand, they can really meet their individual clients’ needs. “We work all the time, and we have a lot of systems in place within our business,” Dominic says. “We understand our

numbers and where our leads are coming from.” To stay in touch with past clients, Dominic sends postcards with helpful information about the market in their area, as well as yearly tax information. “We put feelers out to let our clients know we are still here,” he says. Dominic understands how to successfully market a home in today’s industry. He hires high quality professional photographers to insure each listing really shines in the online marketplace. He posts all listings on the MLS, as well as all the major real estate websites such as Zillow and Realtor.com. He also conducts a thorough marketing campaign via social media. After working with Dominic, his clients rave about his constant availability. “I know that buying a home is an emotional transaction. But I make it as stress-free as possible!” he says. What’s Dominic’s favorite part of the job? “I like to help people move and find a home, and I also like the business aspect of seeing where our numbers are. And I like to watch the business grow,” he says. In his cherished free time, he loves to spend time outdoors. “I love to sit on my patio, just hanging out, relaxing,” he says. For the future, he and Matt want to continue growing their business. “We will probably expand to hire buyer’s agents and more assistants,” he says. With his dedication to serving clients in the Northwest suburbs he calls home, Dominic is sure to succeed!

To find out more about Dominic Caruso, email dom@misterhomes.com, call 847 - 951 - 4163, or check him out online at misterhomes.com www.

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someoneâ&#x20AC;&#x2122;s search results, and you can set a budget for each campaign that will dictate itâ&#x20AC;&#x2122;s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. Top Agent Magazine

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic. You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you donâ&#x20AC;&#x2122;t want to simply go into the process blind or youâ&#x20AC;&#x2122;re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. Top Agent Magazine

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Living On Commission by Linda Brakeall

Commissioned sales is one of the few places where you get paid exactly what you’re worth. One of my friends really hates that concept. “I could never live on that!” But loan officers have to do it all the time. The most successful people I know love being on commission! They love being able to give themselves a raise just by working harder. Most people need a little help learning how to budget, and how to put away money for taxes and infrequent but important expenses.

and maybe a third will go directly to the government for taxes. You should be putting at least 10% away for savings and investment and 5% for surprises is not unrealistic. When I took over a large real estate office a few years ago I found out that one of my new REALTORS® was going through bankruptcy proceedings. I knew she a sold a lot of real estate and I couldn’t figure out how she got in that situation. One evening over coffee she told me about being a rookie with another company. She fell into a land deal and made the single largest sale her company had ever made.

So here’s the rule: Never plan to spend more than half of any paycheck. You can have all kinds of Within six months she received a fancy formulas but that’s it. You huge six-figure commission. Within have to assume that at least a quarter two years she was in debt over her 22

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Commissioned sales is one of the few places where you get paid exactly what you’re worth. head. The problem? She spent it all! She started borrowing trying to pay her taxes. She was so stressed out over the tax situation that she didn’t sell any more real estate for the next year.

REALTORS® or other commissioned sales people. A little planning in advance for regular and predictable expenses and a slush fund for surprises and you’ll be covered!

Don’t let that happen to you. Loan officers aren’t that different from

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