Iowa by Top Agent Magazine

IOWA EDITION

Becoming the BEST OF THE BEST HOW TO BUILD A TEAM THAT WILL WIN BIG No Matter its Size

Don't Forget YOUR CLOTHES

COVER STORY

Drip those ONLINE LISTING LEADS

Susan Vander Waal

LONG TERM GOAL SETTING Vision=Perspective= Better Decisions

IOWA EDITION

Susan Vander Waal SUSAN VANDER WAAL

CONTENTS 4) LONG TERM GOAL SETTING VISION=PERSPECTIVE= BETTER DECISIONS 13) DRIP THOSE ONLINE LISTING LEADS

17) HOW TO BUILD A TEAM THAT WILL WIN BIG NO MATTER ITS SIZE 20) DON'T FORGET YOUR CLOTHES 22) BECOMING THE BEST OF THE BEST

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

Top Agent Magazine

mailto:mag@topagentmagazine.com

Top Agent Magazine

Long Term Goal Setting Vision=Perspective=Better Decisions By Barry Eisen

You’ve heard the saying, “The average person spends more time planning a vacation than planning the rest of their life.” It’s probably true because planning a pleasurable escape is easier and more comfortable than planning change, and whatever discomfort (fears?) may be associated with it. 4

Most companies you’d consider investing in or working for have long term, short term and, in most cases, daily goals as benchmarks of performance. However, independent contractors associated with large focused corporations, usually don’t do the planning to create their own comfortable future. Top Agent Magazine

The “whys?” don’t matter. The back story may be very interesting and compelling, but does “why?” solve the problem of an erratic business or personal life? Most all independent contractors either sit down with the owner/broker/ sale manager/boss at the beginning of the year or as solopreneurs, by themselves, and go over goals and business/game plans. But like New Year’s resolutions, by January 15th, they lose focus and end up playing a smaller and more chaotic game than anticipated. This is not just about the business of business, but it’s also about the personal areas of life, as well. And this is not just about business and personal lives, but ultimately about the way they see themselves (self image/self esteem) and create the lifestyle that matches that perception...self fulfilling prophesies.

There are so many ideas and systems about goal setting. Every speaker, sales manager and trainer has an approach. Know what? They all probably work, if the follow-through is committed to. Huge “IF” (I FEAR). Here’s my ofering at setting long term personal and business goals. The best way to predict the future is to create it.

1. Select a target year by which your long term (more than 1 year) goals will be completed. Giving a target date, even 3-5 years down the road, creates at least a small, but real, sense of urgency. Just the act of writing goals down starts a level The “whys?” don’t matter. The back of thought and commitment beyond story may be very interesting and having good intentions. Write the compelling, but does “why?” solve target year across the top of a blank the problem of an erratic business or piece of paper. personal life? The question, “What DO you want instead?” is a good 2. Along the left hand column, going starting point. Not what you Don’t down the page, write the categories want. Describing what you DON’T of your life that represents the want doesn’t give information as to balance and self image areas that actions to be taken to move forward. comprise all of our lives. In her book, Goals are not just targets, they’re Passages, Gail Sheehy lists Physical, guidelines. Financial, Emotional, Educational, Top Agent Magazine

Family, Social and Spiritual. Unless you have something else---go with these.

makes sense to you... in a draw under your socks or underwear, taped to the back of a closet door etc.

3. On the right hand side of the page, opposite each of the categories, write down 2 or 3 goals for each category. If you choose to not set goals in all areas, great! Do what feels right for you. There are no rules.

5. Look at the list every once in a while (daily, weekly ???) and let it reinforce the actions that will bring you to those, down the road, purposes. Spaced repetition is how you learn most of what you do.

If you have difficulty looking ahead and projecting results, for a moment look back at your previous 3-5 years. What have you done in that time to move ahead in each of these 7 areas? “If you continue to do what you’ve been doing, you’ll continue to get what you’ve been getting.” The reality beyond that often used saying is that in the future, Mother Nature will smack us all around a little harder, gravity will tug on us all a little bit heavier, business slumps will become more pronounced, memory becomes more challenging and spiritual connections become even more distant, etc. What do you want instead?

6. Update your list periodically to reflect new directions and adjustments.

4. Put this goals list in a place that

Accomplishing longer term goals not only gives the rewards of whatever the goals are about, but on a higher level creates the positive self esteem and confidence of accomplishment. Confidence comes from creating victories. Those in therapy, or should be in therapy, experience control issues (usually a lack of control). When you’re in control of your life you generally make better decisions, feel more alive and healthy and usually become a more compelling figure to those around you. Copyright©, 2015 Barry Eisen. All rights reserved.

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 6

Top Agent Magazine

Susan Vander Waal Top Agent Magazine

Susan Vander Waal

“There’s never a problem that cannot be solved,” is Top Agent Susan Vander Waal’s philosophy. Born and raised in Iowa, Susan didn’t answer the calling of real estate until years after she graduated from the University of Iowa with her Bachelors of Science degree. She first worked with children with disabilities and Copyright Top Agent Magazine 8

then moved on to Information Technology in the insurance industry. After more than a decade, Susan “finally gave into my natural calling, which was sales and real estate.” Starting out part-time, Susan decided to set a goal for herself of becoming a full-time agent within 6 months. Never one to do anything Top Agent Magazine

less than 100%, Susan exceeded her goal of becoming a full-time real estate agent in just a month and a half. She is now a successful real estate agent with Iowa Realty. Susan is a natural problem solver and loves challenges. She is in her element when dealing with problems that may arise during the real estate transaction. “I don’t see them as a problem,” Susan says, “I see them as a little bump in the road, but we’ll get through them together. I think some people tend to get very emotional during the process when an issue arises. I think it is best for everyone to take a pause, so we can look at all of the options and determine which is the best option for the clients to keep the transaction moving forward. I feel sometimes people forget the main goal is for a seller to sell their home to the buyer who wants to buy it.” Susan goes above and beyond when it comes to serving her clients. She likes to keep up to date on the mortgage industry and its processes. This way she can better serve her clients during all areas Top Agent Magazine

of the home buying process. Susan explains, “I try to be very informed when it comes to mortgages and the processes so that if a client should have a question, I can answer it or steer them in the right direction.” Susan is hands on with every aspect of her transactions, including making sure she is communicating with her client’s lender. “I think having open communication really helps Copyright Top Agent Magazine 9

to set the tone of transaction and it helps to alleviate any stressful situations that may arise. I always tell my clients up front; buying a house is like riding a roller coaster. We will get in and put our seatbelts on and go. We may have some ups and downs and possibly go a little sideways. But I promise you, I will get you to the end safely and you will a home is such an important process have a lot of fun!” for my clients, it’s important to be Susan also makes sure she is always there for them whenever they need available to her clients if they have me.” And Susan understands that the questions or concerns. “When I am duties of the job don’t stop at simply available I always answer my phone,” selling real estate. For her, the job she says, “ otherwise, I get back to goes much further, and encompassthem as soon as possible. If they send es many roles. “I really want to be me a message late at night, it is not that go-to person – the person that uncommon for me to respond right they can always turn to and know I away. I just think buying or selling will get them the answers they need. Copyright Top Agent Magazine 10

Top Agent Magazine

between their professional and their personal life. She loves to support her children in all of their activities and makes her to goal to attend their sporting events. “I feel so blessed with my life and I couldn’t do what I do without the support of my two Susan gives back even during her off children and my husband.” hours. She is a big supporter of the Make A Wish Foundation, by orga- Susan loves her career in real estate. nizing her office every year to vol- Since becoming a REALTOR®, 11 unteer at the Jolly Holiday Lights. years ago, she continues to take “To give these children a chance to classes that will enable her to be be normal is extremely important the best agent she can be. She has to me and it is a small thing I can multiple certifications including her do to help.” Susan also feels strong- broker’s license. Not only does she ly that to be a successful REAL- sell existing homes but also specialTOR®, a person must have a balance izes in New Construction for townA real estate agent doesn’t just sell real estate. We’re somebody’s therapist, parent, financial counselor and sometimes we’re a babysitter for their kids when looking at a house. I love that about my job.”

Top Agent Magazine

homes and single family homes in the Des Moines Metro and surrounding communities. Susan balances her clients’ needs and her builder, Hubbell Homes, in a townhome community in Norwalk, Iowa. “I really love helping people and being part of a team. I feel my job with my builder helps with the economy. The more new construction homes I help sell means there are more contractors who have jobs and providing for their families. It is a great feeling to walk thru my community and work with my site builder and contractors. When a client closes on their home, I don’t feel like I have only completed a transaction because I feel I have gained another friend.” #sweethomeiowa For more information about Susan Vander Waal, please call 515-453-6148, email susanvw@iowarealty.com, or visit www.susanvanderwaal.iowarealty.com. Facebook: https://m.facebook.com/SusanVWRealtor, Twitter: @susanvw1 Copyright Top Agent Magazine 12

Top Agent Magazine

Drip Those Online Listing Leads By Walter Sanford

My coaching clients are beginning to find more success with their online listing leads. Whether the lead is coming from postcard-generated invites to complete forms on their site or third-party consolidator leads, the web leads are coming in. The problem with a lot of these leads is bad phone numbers but good email addresses. The question is - how do we engage them in a conversation that leads to a listing appointment? Uncovering the seller’s needs prior to an appointment is always the first step in creating client satisfaction, but it’s very difficult to do without good contact information. By showing these potential sellers value, my clients have found that many sellers who wanted to remain anonymous are now holding up their hands and shouting “I want some of that!” The drip system that creates this kind of excitement is one that’s immediately started after the lead is received. The system shows the value that you can bring to their discovery process. Every three or four days, send an email that lets them know that there is so much more that a top, local, professional agent can add to their search. With my clients, we only give a little bit of information at a time. Usually within a few weeks, we have the serious leads contacting the agent for an over-the-phone consultation. Below are some of the points that we stress in our drip system email campaign for online listing leads: Top Agent Magazine

Week One: Thank you for contacting us for more information regarding the sale of your property. I hope the information we have already provided was of some help to you. We believe that a real estate relationship should be based on the client’s needs. Once we know those needs, we have some very unique solutions that our past sellers have mentioned were available nowhere else. Please give us a call so we can supply some unique answers to unique challenges. Week Two: In our earlier email, we talked about unique solutions. One of the unique solutions we provide our sellers is a pre-listing consultation. Go to www.(yoursite).com/prelistingconsultation to answer a few questions and schedule a phone call that’s convenient for you. This will allow our team to be better prepared to give you some insights regarding what to expect in this market. Week Three: In continuing our theme of delivering value to our potential sellers, one of the most appreciated value propositions that we give our potential sellers is our “seller education system.” If you call us, we can program a search for brand new listings each morning. The search will include specs that compare to your home and the results will be emailed directly to you. This provides you with brand new listings that would be competing with your home, if it was on the market. This makes you the most educated seller in town knowing what the competition is. You’ll receive these new listings at the same time agents in (your town) receive them! Week Four: Occasionally, we have a seller who isn’t interested in considering a sale unless he/she knows the value first. We came up with a solution that eliminates a lengthy listing presentation. We call this our free 48-hour phone value analysis. Go to www.(yoursite).com/valueanalysis. Complete the form and within 48 hours, one of our team members will call you. Based upon the same comparables that appraisers would use, we will let you know the value of your home. This is a fast and inexpensive way to bridge the gap of an expensive appraisal or a time-consuming listing presentation with a service that can be just as accurate. There is no charge for this service, and we are happy to put the numbers together for you! 14

Top Agent Magazine

Week Five: One of the services that our sellers most appreciate is our “meet the team” concept. You can go to our website or call us directly for the contact information on a trusted team member for almost any service. We know the best plumbers, HVAC techs, electricians, roofers, landscapers, painters, carpenters, and carpet installers in the area. We use them on our own homes, we trust them, and we have long business relationships with them. If you need anything done around your home to prepare for a potential sale or if you just want to get it ready for a special occasion, we know who does the job well here in (your town). Week Six: Our sellers get higher prices because we make their homes desirable to buyers! We call this service our “primp and polish” service. Any consultation is free! We can provide you some simple tips to make your home more inviting to buyers. We will point out any potential red flags and help you place furniture to get things ready to create that emotional pull. We have professional decorators on call. Their services cost money, but we have found their service is a good investment based on the additional monies that we receive for our client’s properties. The initial consultation is free! Please give us a call so we can set this up for you. Week Seven: Did you know that our company has access to a majority of the top real estate agents in any city in the world? If you are considering selling your home here and buying out of town--we can send you to top agents who understand your needs. Top agents know they can’t solve client’s challenges without first knowing what those challenges are. If you want a special house out of town, then give us a call. We know agents who will not only show you standard MLS properties but also properties that are not yet on the market. We call these “secret properties.” These secret properties can be owned by past clients who might consider selling or sellers developed from a postcard mailing campaign in your neighborhood of interest. These agents know many ways to find property that other agents will not show you. We find this service to be one of the best that we provide for our buyers so we wanted to make sure that you get the same service when you move. Top Agent Magazine

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

Top Agent Magazine

How to Build a Team That Will Win Big No Matter its Size In the real estate world building a team is a goal almost every agent strives towards achieving. Doing business with a team as opposed to solo has numerous advantages. With more agents handling clients as well as other employees specialized in areas such as marketing and administrative support there to assist you; you can greatly increase your business and sales. Top Agent Magazine

So, when creating a team, logic would tell us that the bigger it is, the better, right? Wrong. When it comes to real estate teams, size doesnâ&#x20AC;&#x2122;t matter so much as the players you bring onto that team to work with you. A team doesnâ&#x20AC;&#x2122;t have to be big to win big, and here are the secrets to building a team that wins big no matter its size.

Top Agent Magazine

Hire the Right Team Members

Put Your Team Members in the Right Positions to Win

You’ve probably heard the saying, “you’re only as strong as you’re weakest link.” That idea holds true for any kind of team, including those in real estate. If you have weak members on your team, then it’s not possible to have a strong team. Drawing strong team members to your business is essential.

Finding strong team members is just one part of the equation. As the leader of your team, you now have to assess each member’s strengths and weaknesses and position them appropriately. You want the best player for each role playing that part and catering to their strengths. Choose your team member’s roles wisely, and place each individual in the position where their strengths can shine and they can best contribute to a win for the entire team. Every role is important to the team working smoothly and winning as a whole, so it is important to place each team member in the role most suited to his or her skills.

To better understand what kind of person would make a strong addition to your team, you need to ask yourself what skills and characteristics you want your team members to possess. The strongest members are often ones that share their leader’s values. When you share values with your teammates, you are all running along the same course towards the same goal as one. Your definition of a victory in this case is also your teammates’ definition of it. This helps strengthen even the smallest of numbers because you are all working together toward a common goal. Another characteristic too look out for in potential team members is a positive attitude. You can teach someone the skills needed in real estate, but you can’t teach someone how to have a positive attitude. Positive members tend to achieve more due to their optimistic nature, but more importantly, they spread that positive attitude to the rest of the team, which improves every members’ performance. 18

Communicating Your Vision to Your Team

Your team members are the key ingredients to ultimate victory, but what recipe do you follow now to lead them to victory? That is what communication is for a winning team; the recipe you will use to

Top Agent Magazine

help best utilize each team member and instruct them on how they need to work together to fulfill the recipe that will lead them to be a winning team. Your team members need to know the plan and you must give them the tools to successfully execute it. It is up to the leader of a team to help your players see your vision and help them understand what a victory looks like. The goal may seem simple and obvious to you, but you must communicate it over and over again to your team members, so they understand it as well as you do. With different personalities coming together to form a unit, you are going to be dealing with numerous challenges such as competing agendas. You will find this on any team. You must keep the goal and at the forefront of your playerâ&#x20AC;&#x2122;s minds in order to encourage them to put aside their own personal desires in order to come together as one cohesive, single-minded unit and push towards the teamâ&#x20AC;&#x2122;s goal.

Top Agent Magazine

Give Your Team Members the Tools to Help Them Perform at Their Best The final thing all great leaders do is equip their team members with the proper tools and training needed for them to succeed. You have to show them how they can each come together with their different strengths to work as a team towards one unified goal. This involves more than simple skills training, but also endurance, so they can last as a team and win even those matches that seem unending and impossible. Think of all the challenges that they could possibly face ahead, and clear their path to victory by giving them the necessary training and tools they will need to get past any obstacle. As the leader, you must be prepared to continually communicate the teamâ&#x20AC;&#x2122;s goal and your vision. Use that vision to motivate your team members throughout the journey towards victory.

Top Agent Magazine

Don’t Forget Your Clothes We’re sure your goals are lofty, and to hit them, your marketing needs to be on point. But is your brand and position defined? If not, it’s like leaving the house each day without clothing. And while some would argue that this would certainly gain attention, we don’t believe it’s the kind of attention you had in mind when you set out to become #1 in your market. A common misconception is that if you are recognized, you are well branded. Almost a year ago we had a conversation with a Realtor about personal branding. She said, “I feel like I’m already well branded in my market. When I walk into a restaurant, they know that I’m Susan, the Realtor.” We replied, “That’s a great start, Susan. But what happens when other Realtors are in the restaurant, too? What sets you apart from them?” At that point, the light bulb came 20

on and she realized that she wasn’t truly positioned or branded. She was seen as just another Realtor. We explained to her, “Great branding isn’t about being known for your profession. It’s about being known for being DIFFERENT in your profession.” Another misconception is that you should begin marketing before your brand is defined. For instance, we’ve spoken with numerous Realtors who say they plan to finish their website, conduct a photo shoot, create their collateral materials or even launch a social media marketing campaign, then they will think about branding and positioning. But how do you know what types of photos to take? What will you put on your website to differentiate yourself from others? What will your business cards, brochures and even your social media

Top Agent Magazine

platforms say that will encourage prospects to connect with you first? And finally, why on earth would you waste all the time and money on these very important marketing elements before you establish your brand? In order to develop an iron clad position and brand, here are some questions you should be asking yourself BEFORE you begin ANY kind of marketing.

What is my ultimate goal? Take a strong look at what you want in terms of both professional and personal achievement. What makes you most fulfilled? Where would you like to be financially? Define your path of intended growth.

Who is my ideal customer? Trust us when we say that you don’t want just any customer. You want a customer who appreciates your expertise and dedication, will take repeat advantage of your services and will recommend you enthusiastically to others. Define this person in detail so you have a clear understanding of who you’ll be marketing to and what your message should be.

What is my point of differentiation? This is the most critical question of all. It’s not about what makes you ‘better’. It’s what makes you different. Better is subjective. Different is inarguable.

What am I willing to be known for that is authentic to me and significant to my ideal customer? Find a position that you’re willing to put forth every day. We call this ‘breathing your brand’. It must also be a position that is meaningful to your ideal customer. We’re trying to create an image that makes your ideal customer immediately connect with you and feel as though they simply shouldn’t be working with anyone else. A well-defined brand will help you stand out among your competitors. It will serve as a magnet for your ideal customer. And if promoted consistently and passionately—and lived authentically—it will make you instantly recognizable among your community in an unforgettable way. And finally, a solid brand can give you the confidence you’ve likely never experienced at the same level. There’s such power in walking out the door every morning knowing who you are, what makes you unique, who you will be helping today and exactly how you’ll be helping them. And when all of your marketing materials are consistently branded with the same image and messaging, there is undeniable pride as well. So before you dive into more marketing, don’t go out the door without your branding clothes. You wouldn’t want to portray the wrong perception, now, would you?

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. Top Agent Magazine

Top Agent Magazine

Becoming the Best of the Best By Verl Workman

Becoming one of the best agents in your market requires hard work, time, and dedication. One of the most important things you can bring to the table is your real life market knowledge and expertise. As you increase your market knowledge IQ, your confidence will grow and you’ll win the trust of your clients.

• Preview all the homes that come on the market in that area. By attending all the open houses and tracking price reductions on properties in your area, you’ll know the nuances that pictures cannot convey…but be careful with your time.

• Track closings and sold prices in your target area so you become To do that, you need to know more familiar with list-to-sell ratios about your market than the average consumer. That’s more of a challenge • Become familiar with vacant land than it used to be since consumers in your target area can easily find market statistics online, quickly and easily preview • Get active in the community by listings on the web, and access public doing things like attending county meetings where changes in zoning records without many barriers. and housing are to be voted on, and Clearly, becoming an expert offer your input requires effort, more now than ever before. Here are a few things you • Write articles and offer your can do to establish yourself as an expertise to newspapers and radio stations on trends and happenings in expert in your area. your area • Select the area you want to become • Start a community blog where you an expert in 22

Top Agent Magazine

post information and articles that affect those homeowners • Gather e-mail addresses of people interested in what is going on in the area, and begin a monthly Podcast where you discuss trends and market information. • Read local and national real estate magazines, articles and blogs to stay caught up with what is happening nationwide so you can compare your market to other similar markets around the country. Technology is a valuable asset for consumers and agents alike, so find ways to put it to work for you. By establishing yourself as the expert and sharing your unique knowledge Top Agent Magazine

through public sources like blogs, print media, emails, and unique approaches like Podcasts, and public videos, your customers will increasingly look to you as the definitive source. Data is everywhere, so think in terms of how to educate your customers and make them experts so they don’t have to do all the legwork. By doing so you’ll win their respect and loyalty. Bottom line: get fully committed to becoming an expert in your chosen career and you’ll reap the rewards. Verl Workman is the national technology speaker/trainer that stands out as #1 when it comes to showing companies and their sales associates how to make money using today’s technology. © Verl Workman. All rights reserved. 23

mailto:mag@topagentmagazine.com

Top Agent Magazine