Los Angeles 10-23-17

LOS ANGELES EDITION

5 Tips to GET NEW CLIENTS BUSINESS GROWTH HACK: Absorb Your Clients Stress!

Don't forget YOUR CLOTHES CREATIVE WAYS to Say Thank You

FEATURED AGENT:

AUSTIN ZAHN COVER STORY:

TAM NGUYEN

5 SOCIAL MEDIA MISTAKES Real Estate Agents Must Avoid

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LOS ANGELES EDITION

AUSTIN ZAHN It was while he was attending the University of 7 got his Southern California, that Austin Zahn first taste of the Real Estate industry. “I majored in Public Policy & Real Estate Development there and got an understanding of the different avenues the business has to offer. While attending USC I was coaching. The father of one of the kids on my team, reached out to join his brokerage. That was in 2012, and I’ve been off to the races ever since.” Austin was a natural and ended up being “Rookie of the Year” his first year with over 12 million in sales.

TAM NGUYEN AUSTIN Austin is currently a Senior Associate at Lyon Stahl Investment Real Estate, representing buyers and sellers in Los Angeles, South Bay, and nationwide markets. Although he excels in all type of transactions, Austin specializes in 1031 tax-deferred exchanges. His knowledge and expertise of the commercial CONTENTS industry, as well as apartment building sales, are what separate him when looking to perform an exchange.

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ZAHN

in me early on. The culture at my pushes me to achieve, it’s both s just the right amount of competitio

Another way Austin has been ab in his marketplace is with his approach to marketing his listing properties maximum exposure focus. I use extensive internet ma as a print campaign. I also make a week, and have built up an exte of investors. By the time my listi usually already built serious inter

Austin is actively involved in his community. A volleyball player, Austin is particularly fond o various local youth foundations and youth spor important to me that kids have the same opportu growing up. I’ve even taken on a mentorship ro young adults who are transitioning into the pro now.”TO When he isn’t working, Austin loves b 4) BUSINESS GROWTH 19) 5 TIPS GET NEW enjoying the beach and hanging out with friend In April, Austin started building a team. He currently has three HACK: ABSORB YOUR CLIENTS he keeps a nice balance in his life. junior agents working under him as well as a full time assisCLIENTS STRESS! tant. “I’ve grown so much in the five years I’ve been doing Already onMEDIA his way towards 30 million in g this that it is very rewarding to be able to share my experience 22) 5 SOCIAL ume for the year, Austin is looking to contin by mentoring new agents. It’s incredibly satisfying to watch as 13) DON'T FORGET MISTAKES REAL ESTATE team. “I’m really proud of my team and what their business picks up momentum.”

YOUR CLOTHES AGENTSachieved MUST in aAVOID short time. I’m excited to contin Key to Austin’s remarkably fast success has been a dedicated and really love what I do. Every day is differ work CREATIVE ethic that caters WAYS to his clients objectives while helping new challenges. It can be chaotic at times, but 16) them accomplish their real estate goals. “I come from an athletic environment. Figuring out the best ways to h TO SAY THANK YOU background, so a strong work ethic and drive have been instilled achieve their real estate goals is what keeps me

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To learn more about Austin Zahn

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call 310.613.1251, email Austin@LyonStahl.com or visit AustinZahn www.

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.

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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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TAM NGUYEN Top Agent Magazine

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“Of course, there are certain marketing procedures everyone has to do, but whatever I do has to come from me personally and authentically. It’s organic, genuine and all incorporates my philosophy of ‘Dream.

Believe. SOLD.’”

TAM NGUYEN Being in the right place at the right time may have a tiny bit to do with the seemingly instant success of some real estate professionals. But beneath the fact that her first listings were for high-end Los Angeles area developers and investors lies the reality that Tam Nguyen initially spent more than six years working behind the scenes learning real estate. During that time, she not only learned multi-layered nuances of the business, but she witnessed how success stories are made and how she could deliver her artistry and service mindedness to clients.

independent agent with Rodeo Realty in Beverly Hills, CA. “I started in real estate before moving to L.A. and really enjoyed it.” After coming to Los Angeles, she took a role as an assistant with a real estate team at Hilton & Hyland before joining Rodeo Realty in 2014. “I was the transaction coordinator here for three years and knew I wanted to branch out as an agent.” Shortly after that decision and earning her license, an investor contact requested her help selling one unit in a one-of-a-kind building in Beverly Hills.

“I’m from the Bay Area and studied theatre arts and psychology in college,” says Tam, an

“There were multiples investors involved in that building and three units, each represented by a

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different agent,” explains Tam. “I definitely had to prove myself. But my unit was the only one that sold and they wound up giving me the other listings.” She ended selling the whole building, despite some naysayers who thought the units were overpriced at around $3 million. Tam, however, applied design and marketing techniques and found ideal buyers for each unit.

She honed her service skills, demonstrating to everyone involved in those sales that she genuinely cares about people’s needs. “Whenever I put my name on anything I want to show it in the best light.” From preparing and staging a listing with a unique “feel” to photography and Top Agent Magazine

open house events, Tam makes listings inviting.

“I work very hands-on with all of this, making sure things are done exactly the way I feel is best.” Through her highly visual approach, Tam adds creativity to fliers, e-blasts and internet pieces, projecting a simple, classy and visually beautiful portrayal of each home, sometimes enhanced by inspiring quotes, and all incorporating her philosophy of “Dream. Believe.

SOLD.” Her investors sense Tam’s personal dedication throughout the process; they know not only that she is an expert, but that she cares and they can trust her. She stays in touch meaningfully with Copyright Top Agent Magazine 9

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her clients, even when they’re not involved in transactions. “I remember all their important dates and send emails or call if I come across something I know would interest them and not necessarily do with real estate,” she says. “Of course, there are certain marketing procedures everyone has to do, but whatever I do has to come from me personally and authentically. It’s organic and genuine.”

By approaching real estate as an art, Tam’s first year as a REALTOR® brought great success to her clients and herself and led to growth through referrals. She and her investors are discussing working together on some brand-new modern construction in Studio City. And as she Top Agent Magazine

takes on these new endeavors, Tam remembers what her dad always told her, to “Do your best in anything you decide to do and give it your 100%.” She therefore puts herself wholeheartedly into all aspect of work and life. In fact, her next adventures include discovering new ways to help the community. “I am an artist and in my free time I love to paint,” she says.

“I’m exploring ways to bring art to children, maybe by teaching art classes or bringing materials to kids who don’t have access to that.” For Tam, the greatest reward is delivering happiness to people, either through real estate, her art or simply being herself. Her tagline sums up her approach to making dreams come true: “Dream. Believe. SOLD!” Copyright Top Agent Magazine11

To learn more about Tam Nguyen, visit: tamnguyenestates.com facebook.com/Tamnguyen333 instagram.com/tam.tastic email tam@rodeore.com or call 310.691.9346 http://

www.

www.

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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 Top Agent Magazine

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

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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.

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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.

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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.

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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.

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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.

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Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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AUSTIN ZAHN It was while he was attending the University of Southern California, that Austin Zahn got his first taste of the Real Estate industry. “I majored in Public Policy & Real Estate Development there and got an understanding of the different avenues the business has to offer. While attending USC I was coaching. The father of one of the kids on my team, reached out to join his brokerage. That was in 2012, and I’ve been off to the races ever since.” Austin was a natural and ended up being “Rookie of the Year” his first year with over 12 million in sales.

Austin is currently a Senior Associate at Lyon Stahl Investment Real Estate, representing buyers and sellers in Los Angeles, South Bay, and nationwide markets. Although he excels in all type of transactions, Austin specializes in 1031 tax-deferred exchanges. His knowledge and expertise of the commercial industry, as well as apartment building sales, are what separate him when looking to perform an exchange.

In April, Austin started building a team. He currently has three junior agents working under him as well as a full time assistant. “I’ve grown so much in the five years I’ve been doing this that it is very rewarding to be able to share my experience by mentoring new agents. It’s incredibly satisfying to watch as their business picks up momentum.”

Key to Austin’s remarkably fast success has been a dedicated work ethic that caters to his clients objectives while helping them accomplish their real estate goals. “I come from an athletic background, so a strong work ethic and drive have been instilled

in me early on. The culture at my brokerage also pushes me to achieve, it’s both supportive with just the right amount of competition.”

Another way Austin has been able to stand out in his marketplace is with his comprehensive approach to marketing his listings. “Getting my properties maximum exposure is my primary focus. I use extensive internet marketing, as well as a print campaign. I also make numerous calls a week, and have built up an extensive database of investors. By the time my listings go up, I’ve usually already built serious interest.”

Austin is actively involved in his community. A former college volleyball player, Austin is particularly fond of working with various local youth foundations and youth sports leagues. “It’s important to me that kids have the same opportunities that I had growing up. I’ve even taken on a mentorship role with several young adults who are transitioning into the professional world now.” When he isn’t working, Austin loves being outdoors, enjoying the beach and hanging out with friends, making sure he keeps a nice balance in his life.

Already on his way towards 30 million in gross sales volume for the year, Austin is looking to continue to grow his team. “I’m really proud of my team and what we’ve already achieved in a short time. I’m excited to continue our progress and really love what I do. Every day is different and brings new challenges. It can be chaotic at times, but I thrive in that environment. Figuring out the best ways to help my clients achieve their real estate goals is what keeps me coming back.”

To learn more about Austin Zahn call 310.613.1251, email Austin@LyonStahl.com or visit AustinZahn.com www.

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business.

Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of Top Agent Magazine

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.

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1

Become a referral partner with industry peers

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Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set.

You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again.

It will not only sharpen your sales skills, but could generate a lot more business.

People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even

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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do.

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Partner up with a Relocation Company

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Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®.

The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest.

Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property.

Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills.

Take on properties they haven’t been able to sell. You can even offer to throw an open

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house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much

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it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

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Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

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can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

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Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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