ILLINOIS EDITION
Are You A VALUE-ADDED AGENT?
MAKE SOCIAL MEDIA MARKETING Your Calling Card
7 REASONS WHY
How to Speed Up
YOUR PROSPECTS AREN'T TURNING INTO CLIENTS
FIRST-TIME HOMEBUYER TRANSACTIONS
FEATURED AGENTS
JAREK JASTRZEBSKI MARIA REYNA
COVER STORY
JENA GIBBS
Laughs!
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Are You a Value-Added Agent?
I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients. • I have a written listing presentation. • I am honest. • I am trustworthy. Are these ‘value-added’ attributes? Or, does the client expect these attributes and services? 4
Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.
Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine
the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.
Why Bother Being Exceptional? • Because you want to set yourself apart. • You want to create client loyalty. • You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business! • Because you want to run a more pleasant, profitable business.
Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:
Watch the actions, not the words. If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine
1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take. Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time. Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!). • Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home. 2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation. The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5
‘tell the truth attractively’, and work harder to retain the client than to make one commission.
Adding those Client Benefits to your Dialogue
3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.
Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally. And, the client probably doesn’t know most agents don’t run their businesses this way!
And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).
TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?
4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.
Put Yourself to the Test
How many of these actions P. S. Managers and team leaders—two tips do you exhibit? What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails. What’s the impre agent? Are they professional? Do they state the company n TIP: represent your culture and image? Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points. In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!
Copyright ©, 2016 Carla Cros
Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales. Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com. 6
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JENA GIBBS
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Top Agent Jena Gibbs works independently, representing residential, commercial, and recreational properties throughout Southern Illinois. For as long as she can remember, the idea of working in real estate was always in the back of Jena Gibbs’ mind. While she worked for a decade as a dental hygienist in her first career, her family background in real estate was something that she wanted to explore. Last January, she finally decided to take the leap and obtain her license as a REALTOR®. Jena initially worked on a team before going completely independent. Now, as she represents residential, commercial, and recreational properties throughout Southern Illinois, she brings top negotiation skills, a robust network of industry contacts, and a talent for marketing listings to every transaction. With her roots in Red Bud, Illinois, Jena has large sphere of family and friends throughout the region. As a result, her business has been built on referrals, 8Copyright Top Agent Magazine
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which make up around 80% of her clients. She’s become known for her ability to communicate regularly, adapt to new challenges, and keep up a fast pace throughout the real estate process. While she’s only been in the industry for a short time, Jena already has strong relationships with the best local lenders, insurance agents, and home
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inspectors who help make transactions go smoothly. When it comes to marketing her listings, Jena has a lot of updates on the horizon. She just hired a marketing agent to help her grow her reach and build a new website. She’s also looking to do more email newsletters to keep clients in the
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With her roots in Red Bud, Illinois, Jena’s business has been built on referrals, which make up around 80% of her clients. She’s become known for her ability to communicate regularly, adapt to new challenges, and keep up a fast pace throughout the real estate process. loop on a regular basis. “My goal is to create a seamless and engaging experience for my clients,” she says. Apart from her career, Jena is a proud sponsor of multiple athletic associations in her town. She’s a mother of two children, aged 7 and 9 who also keep Copyright Top Agent Magazine 10
her busy with their own sports activities. During the summer months, Jena and her family love spending time at the Lake of the Ozarks in Missouri, where their relatives live. In her very first year in real estate, Jena completed an impressive $7.5 million Top Agent Magazine
in sales. Looking ahead, she has several exciting things coming up, from the launch of her newsletter and new website to the possibility of starting her own team.
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No matter how her career progresses, her motivation will remain the same. “I love making clients happy,” she says. “It’s simple. When they are happy, I’m happy.”
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To learn more about Jena Gibbs, call 618-317-2319 or email jenagibbsrealty@gmail.com
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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon. Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While Top Agent Magazine
helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises. So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?
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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises. Set expectations upfront and often. It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc. Then, tailor your outreach accordingly. Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases 14
whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.
Know your first-time homebuyer programs and perks. There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research. The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.
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Get pre-approved for a mortgage—and shop around for the best rate. Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and
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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge. All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.
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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results. Instead, let’s consider a few techniques that will make your social media presence Top Agent Magazine
interactive, unmissable, and effective in generating business.
Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated. Consider your profile a landing page.
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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.
Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and 18
ready to work at their pace. Which leads us to our next point...
Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content? How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience. Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post. Things are always changing on the social media frontier, but some rules never shift. Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.
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JAREK JASTRZEBSKI Arriving in the United States from Poland in 1994, Jarek Jastrzebski was astounded by the concept of purchasing real estate with a mortgage. This life-altering revelation set Jarek on a journey that would see him become a successful real estate agent since 2004, serving the northwest parts of Chicago and its suburbs. Recognizing the importance of time management in his industry, Jarek built a support team that allowed him to focus on what truly mattered. With their assistance, he has been able to maintain a healthy work-life balance while still achieving success in his field. Now, Jarek’s expertise is sought after in Edison Park, Jefferson Park, Park Ridge, Glenview, Mount Prospect, and the surrounding areas. His journey from a curious newcomer to a knowledgeable and accomplished real estate professional is a testament to his drive and passion for the industry. What truly sets Jarek apart as a REALTOR® is his dedication to cultivating strong relationships with his clients by helping his clients solve their problems, so they can avoid pitfalls. With much of his business consisting of repeats and referrals, Jarek has built a thriving business by focusing on delivering exceptional service and maintaining meaningful connections with those he serves. “This is a relationship-focused business,” he explains. “People will want to return to you if you provide them with an amazing experience.” Jarek’s commitment to nurturing lasting relationships with his clients, combined with his extensive experience, allows him to stand out in an industry where trust and dependability are paramount. One client recently raved, “Jarek, honestly, was technically not even my REALTOR® and I had a great interaction with him (he was very honest, and with a quick/small interaction with him I felt confident in his recommendations). I had some questions regarding one of the properties he
was listing and he took the time out of his day to go over information with me even though the property was already under contract with someone else. I felt he gave me incredibly honest answers and put me at ease with buying properties in general. Thank you, Jarek for your time. It was very much appreciated! You’re a gem in the real estate world! ” Jarek’s marketing approach for his listings is both creative and strategic. His process begins with identifying the potential buyer for a particular property by creating an avatar of that individual. “I’m going deep into the details, thinking about the age, income and lifestyle of the people who might like this home,” he explains. With a deep understanding of his target audience, Jarek crafts tailored descriptions and images for each property, ensuring that they resonate with the right people. “Based on this, I will advertise my property in those areas,” he says, highlighting his commitment to finding the perfect match for every home he represents. This personalized and data-driven marketing strategy has contributed to Jarek’s impressive annual sales volume, which typically ranges between nine and eleven million dollars. By honing in on the specifics of each potential buyer, Jarek ensures that his listings always find their way to the right audience. Looking towards the future, Jarek has set his sights on building the number one real estate team with a goal of producing $20 million in sales volume monthly. He understands the importance of having a strong support system in place to avoid burnout and to allow agents to focus on what truly matters – lead generation and negotiation. By fostering an environment that prioritizes both personal and professional growth, Jarek aims to create a platform that empowers agents to excel in their careers while maintaining a healthy work-life balance.
For more information about Jarek Jastrzebski, please call 224-628-3976 or email jarek@jarekrealestate.com
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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry. But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem. 20
1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that
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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.
means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours. If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.
2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it? Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.
3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine
other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too. Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.
4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost. It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.
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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening. You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood. When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door. Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.
6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your
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client fully understands how the two of you will work together.
7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients. As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier. Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.
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MARIA REYNA Maria Reyna’s real estate journey began when she had been working in retail banking for 10 years and was looking for a change. “I really enjoyed helping people, but I had reached a point where I wasn’t fulfilled,” Maria says. “My team lead and longtime friend who had started in real estate before me, kept nudging me to start a team with her. I finally took the leap, and I haven’t looked back!”
well as getting outside on warm days and getting fresh air.
With Essence Realty Team at Keller Williams, Maria serves the Chicagoland area with a focus on Kane, McHenry, DuPage and western Cook Counties. An impressive 75% of Maria’s business is referral-based, a testament to the trust and confidence she inspires. “The customer experience we deliver as a team keeps clients coming back,” Maria explains. “We go above and beyond to find solutions for our clients, and we don’t take no for an answer. I don’t like to present an issue, I like to present a solution. Whether we’re helping on the listing side or the buyer side, we go the extra mile to help our clients reach their real estate goals.” That dedication shines through when Maria and the team market their listings. “We’re full service when it comes to our listings,” Maria says. “We do so much more than just putting it on the MLS. We market our listings through all major avenues of social media, and to all of our existing clients.” That’s in addition to professional and drone photography, detailed floor plans and professional staging, as well as marketing videos on YouTube. The team are also known for the open house extravaganzas they hold for opening weekend. “We do a ton of pre-marketing beforehand so that when our client’s listing goes live, we’ve gotten the most exposure that we can for them,” Maria says. When she’s not working, Maria loves spending time with her family, especially her two young children. She is also an avid reader and loves collecting books, as
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Looking toward the future, Maria says, “My goal is to continue to grow and hone my skills. I’m always trying to get better so I can help more people. We started this as a small business, and it’s grown over the years. We truly enjoy helping our clients and helping each other. There’s a sense of camaraderie and friendship between ourselves as a team where we can bounce ideas off of each other and help each other in business and in life. Doing all of that together allows us to grow and help as many people as we can. I truly enjoy that part of our business as a team.” Above all, Maria looks forward to helping her clients get to where they need to be. “I love helping people, connecting with them and getting to know them,” Maria says. “With a lot of my clients, we develop a personal relationship and I get to know them and their families. It’s so satisfying helping them reach their goal. That excitement of getting them to the closing and their next step, and knowing that I helped them, is so fulfilling.”
Contact Maria Reyna at (630) 659-7182 or maria.teamessence@gmail.com. You can find her online at linktr.ee/mariareynarealtor
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