LOS ANGELES EDITION
CREATIVE WAYS TO SAY THANK YOU HOW TO RECOGNIZE TRUE LUXURY PROPERTIES FEATURED AGENT
ANNE BURKIN COVER STORY
RICK BECK
USE THE "V" TO FLY HIGHER (AND EASIER) IN REAL ESTATE HOW DOES MARKETING DIFFER FROM ADVERTISING— AND FROM MERCHANDISING & BRANDING 5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID
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LOS ANGELES EDITION
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ANNE BURKIN
Anne Burkin of The Agency the West Side of Los Angele not your average real estate a by any measure. With a focus being genuine with her client the expense of a fast dollar, she shown herself to be a reliable trusted resource for all of her gr ful buyers and sellers.
RICK BECK
Anne, who obtained her licens 2007 after giving birth to her child, is a former actress who decided she needed a more able career and made the switch at the urging of her husb and her mother-in-law, herself a respected agent. “I comple shifted gears,” she says. “I got my license and never loo back. I decided that if I was going to do it, I was going to d right, and full time. I immersed myself in the business from one, really.”
ANNE BURKIN
CONTENTS 4) HOW TO RECOGNIZE TRUE LUXURY PROPERTIES RICK
BECK
13) USE THE "V" TO FLY HIGHER (AND EASIER) IN REAL ESTATE
19) HOW DOES MARKETING DIFFER FROM ADVERTISING— Working with an assistant, who she generously credits with b an AND enormousFROM help to her business, Anne sells primarily on the W MERCHANSide, though she’s been known to sell as far away as Westche DISING &The BRANDING to Encino and from Palisades to Malibu.
A dedicated client base has translated to a business that is ba almost ninety percent on referrals from satisfied custom Much of that satisfaction comes from Anne’s willingness to upfront and honest, and she has been known to advise her cli from buying or selling if the situation is not right. “My cli consistently tell me that I’m not like other agents. I think trust me, and know that I’m looking out for their best inter I consider myself kind of like a consultant, I tell them if I th Phone 888-461-3930 | Fax 310-751-7068 something is not going to be a good purchase for them, and tell them if they should wait to sell their home.” Shortsighted mag@topagentmagazine.com | www.topagentmagazine.com
16) CREATIVE WAYS TO SAY THANK YOU
22) 5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID
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.
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How to Recognize True Luxury Properties What to Consider Other Than Location When luxury home buyers are looking for a new abode, they are often advised to pay most of their attention to location, location, location. And it’s true that good locations often have better properties, but if you’re only looking at location then you might be forgetting what it is in a luxury property that makes it luxury. You could view a property in a great location, and because you completely ignored any of the other factors that make a property high end, you might find that once you move in, you aren’t as pleased with the actual house itself as you thought you would be. Here are the other things you should look out for when purchasing a luxury home: • Architectural Uniqueness: The simple fact is that good
architecture retains its value. Do your homework on architects and find the ones that have a good track record of designing beautiful, but practical homes. Don’t simply pay attention to how the building looks today. Consider how it will look in a few decades. Keep an eye out for the “bones” of the building, and decide whether they will stand the test of time or not. Things such as a solid foundation, high-grade materials, unusual details, and artistic components are good aspects to consider. Will the structure hold up well or will it degrade and crumble without constant upkeep? That funky molding may look artistic today, but in ten years will it be considered artistic or just plain weird?
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• Practical Layout: Make sure you have enough room to live
in comfort. As a buyer of luxury property, you probably have quite a busy social schedule. You want to make sure that the layout will lend itself to helping you maintain clear separation between your social areas and private ones. You don’t want guests having to go back into your bedroom to use the bathroom. Look out for places with stairwells, awkward columns, long hallways, and other wastes of space.
• Unobstructed Views and Light: You want to live in
a home that gives you lots of natural light, such as one that is open to the outdoors. That natural light will improve your mood, as well as the resale value. The openness of a space filled with natural light will make you feel more comfortable and happy in your new home. What about the view? Do you see a Do you park, a bridge, a river, or a skyline? Is the see a park, fantastic view out your window protected? a bridge, You’ll need to understand the surrounding air a river, or a rights and zoning allowances of neighboring buildings to understand the possible risks. skyline?
• Windows: Windows are the primary source of losing heat and
cooling. Make sure they are double-paned with good insulation that will protect your home against weather and noise. Unless the windows are already like this, it is unlikely that the condo or co-op board will allow you to install your own.
• Ceiling Height: Consider the cubic footage of the property.
You want to look for high ceilings that increase the openness of a room. Of course, you don’t want to go too high. Above 14 feet will get you diminished marginal returns.
• Storage: If you’re a woman, you will understand this one. We need
lots of closets and additional storage room to fit all of our clothes, shoes, jackets, hats, purses, etc. However, lucky for you, your potential home’s existing closet square footage will not limit you from putting in more storage space. Custom closet companies can create any kind of storage
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space you desire. You will have to, however, make sure that your new home does have an area that you can turn into this storage space. • In-Unit Laundry: In-unit laundry has become necessary for
any luxury home or apartment. Do you really want to have to trek down flights of stairs to use the basement laundry? If you still consider it wasted space, you can convert it into more closet space.
• The Gym: Having a fitness area nearby is an amenity that is especially
important, particularly in winter when you don’t feel like walking to the gym a few blocks down. One thing to consider is the Do you really want of the gym in relation to have to trek down size to the size of the building in flights of stairs? light of common area fees. • Move-In Ready: I’d advise against buying time-consuming and
frustrating fixer-uppers no matter how much you want to add custom kitchens, finishes, fixtures, and other characteristics. Choose a property that already has all of these amenities taken care of. These properties have already had the same designers you would hire fashion the house at a fraction of the cost you would pay to have them do it after you move in. In this light, it is worthwhile to pay a little extra for the move-in ready home.
• Reputation: Pay attention to the reputation of the building. A
property that has a good reputation tends to retain its value. You can easily find this out online on posts, and established locals are likely to have an opinion.
If you want to buy luxury property that is really worth it’s price, then I would suggest adding these points to your list of things your new home must have. If you want to get a high quality home that is a true luxury, you’ll want to watch out for these aspects as well as the location. Some properties might claim to be luxury based on their location, but when compared against this list, they don’t make the cut. So, don’t be fooled by imposters, and make sure you find a true high-end property. 6
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RICK BECK Top Agent Magazine
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RICK BECK For 31 years, Rick Beck has been one of the most trusted and in-demand names working in the lucrative Southern California real estate market. Rick credits much of his success and longevity in the business with his ability to not only change with the market, but having the expertise and market knowledge needed to foresee changes. “I reinvent myself every 4 to 6 years, whether that’s because of market/ economic conditions or because of technological advances. Throughout my career I have had the foresight to look ahead and when the market starts changing I would redesign my business and go 100% in the new direction in a very short time frame to great success. I have always felt very strongly that the agent/ 8Copyright Top Agent Magazine
brokers that are most chameleon like are the most successful.” Further adding to his many accomplishments, Rick successfully closed the highest priced sale per sq. ft. on the Sunset Strip last year at over $20 million. “I always try to keep my business humming at a frenetic pace, but in a good way. I have always believed in the adage, “If you want something done, give it to a busy person. Thanks to my clients who have been so unbelievably loyal to me, I have had tremendous success throughout my career in many facets of real estate. From High end Westside estates to entry level converted condominium buildings, from raw land to full gated commuTop Agent Magazine
nities. It’s a business that I have always loved and it’s been very good to me in return.” One of the things that’s led to Rick’s client loyalty is his reputation for honesty. “I don’t see myself as salesman. I see myself as a real estate advisor. I always give my clients complete honesty. Every one transacts business to make a living, but I don’t let the potential money I might make from a sale influence my judgment regarding the advice I give people. I feel like clients are family and I’m there to protect their interests. If one of my clients asks me a question regarding how to market and sell their home/property most effectively or something regarding the purchase of a new home, I Top Agent Magazine
always have their best interests in mind. I tell them what they need to hear, not what they want to hear.” Rick is also known for his total availability, something that can often be the biggest complaint people have with an agent. ”Buying or selling a home is a stressful process. It’s part of my job to be reachable when a client has questions or just anxiety. My wife calls me, ‘The house doctor’, I’m always on call!” Rick also tries to be active in his community supporting youth sports and is particularly devoted to supporting charities that help out Veterans including Wounded Warriors and Copyright Top Agent Magazine9
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“I don’t see myself as salesman. I see myself as a real estate advisor. I always give my clients complete honesty.” Disabled American Veterans, which he gives to every month. “They’ve sacrificed so much for us, it’s my honor to be able to give something back to them.” In his free time, Rick enjoys working out, skiing, scuba diving, riding motorcycles and traveling. “I have to say that I am still enjoying what I do best by helping people change and improve their lifestyle and achieve their goals. It can be a very satisfying business when you help people on their journey through a part of Top Agent Magazine
their lives. I feel like I have been very privileged to have the level of success I have had over a long period of time. It’s always challenging to keep improving the way I do things and getting better at the way I provide service. At the moment Rick is enjoying his career and expanding his team here in Los Angeles. He also acquired his broker’s license in Arizona several years ago and has closed numerous sales transactions for clients there, as well. Copyright Top Agent Magazine11
To learn more about RICK BECK call 310-432-6450 or email rick@rickbeckrealestate.com
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Use the “V” to Fly Higher (and Easier) in Real Estate By Bubba Mills
“Build for your team a feeling of oneness, of dependence on one another and of strength to be derived by unity.” – Vince Lombardi Realtors can learn a lot from nature. Take this fall for example. Did you see geese heading south for the winter in their typical V formation? Ever wonder why they fly that way? Top Agent Magazine
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When each bird flaps its wings, it creates a slight lift for the bird behind. So a flock can fly farther in a V shape than a single bird on its own. When a goose falls out of the V, it can feel the drag and quickly rejoins the formation. And if one falls away, two geese will follow it and stay with it until it’s able to fly or it dies. In my life as a coach in real estate, I’ve come to realize top producers also fly in a V. Oh sure, a top producer is a single person but they know the real reason they’ve reached such great heights and flown so far: they have a team around them. Look at the so-called individual sports. Take tennis. Without fail, every time tennis pros win a tournament, they talk about their teams: their coach, their physio, their trainer, their parents, etc. They always have their V around them. And they know they wouldn’t be hoisting trophies without their team. They travel on the thrust of others.
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Here are four tips to help you build a team to help you soar to new heights: Know why you want a team. Consider your business as it is now and ask yourself what’s been the key to your current situation. Then ask yourself where you want to be in three months, half a year, a year and three to five years. Create your team based upon where you want to be. Ask yourself why you need someone: Do you have too much business? Do you need a transaction specialist for paperwork? Do you just want more time to enjoy life? There’s no right or wrong answer - the reasons just help you find the right group of folks to achieve your goals.
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Start small. I’m not suggesting you go out and hire 10 people next week. Start small. For starters consider a part-time assistant. See how that feels. After a few months, maybe you make your assistant full-time. Then look at adding a buyers’ agent. Many of the clients we have at Corcoran Consulting and Coaching came to us as individual agents who were struggling. One that comes to mind is Lisa Burridge in Wyoming. At first it was just her. We discussed the idea of building a team, albeit slowly. We started with a client care assistant, and then moved to a buyers’ agent. Today, she’s the top agent in her market. E-mail me at articles@corcorancoaching.com and I’ll send you a free article on how to hire buyers’ agents. 14
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Don’t forget the team you already have. You may not think of co-workers, attorneys, home inspectors and closing specialists, etc. as your team but you couldn’t get your job done without them. Take time to nurture these existing relationships and brainstorm ways to help each other. Hire slow, fire fast. The last thing you want is to hire someone who just doesn’t fit. It’s not fair to you or the job seeker and it’s a waste of time for both parties. Take all the time you need to decide who fits your team best. But if you do hire the wrong person, waste no time showing them the door. Their vibes can spread like cancer throughout your office and perhaps even worse, to your prospects. Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.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. Top Agent Magazine
ANNE BURKIN Anne Burkin of The Agency on the West Side of Los Angeles is not your average real estate agent by any measure. With a focus on being genuine with her clients at the expense of a fast dollar, she has shown herself to be a reliable and trusted resource for all of her grateful buyers and sellers. Anne, who obtained her license in 2007 after giving birth to her first child, is a former actress who decided she needed a more reliable career and made the switch at the urging of her husband and her mother-in-law, herself a respected agent. “I completely shifted gears,” she says. “I got my license and never looked back. I decided that if I was going to do it, I was going to do it right, and full time. I immersed myself in the business from day one, really.” Working with an assistant, who she generously credits with being an enormous help to her business, Anne sells primarily on the West Side, though she’s been known to sell as far away as Westchester to Encino and from The Palisades to Malibu. A dedicated client base has translated to a business that is based almost ninety percent on referrals from satisfied customers. Much of that satisfaction comes from Anne’s willingness to be upfront and honest, and she has been known to advise her clients from buying or selling if the situation is not right. “My clients consistently tell me that I’m not like other agents. I think they trust me, and know that I’m looking out for their best interests. I consider myself kind of like a consultant, I tell them if I think something is not going to be a good purchase for them, and I’ll tell them if they should wait to sell their home.” Shortsightedness
is something for other agents, not for Anne. “When you approach this business with a long-term view, people know and they feel that I’m looking out for their wallet.” True concern for her clients has also translated into lasting relationships, and she maintains contact with all of them via phone, texts, emails and of course, personal visits. “My clients become part of my universe,” says Anne. “I care about them and their kids and what they’re doing. That’s how my business is and I like it that way.” The appreciation her customers feel for Anne is evident from the plethora of five-star Zillow review she has received. Reads one such glowing review: “We worked with Anne in the purchase of our first home. She was extraordinarily knowledgeable, available and helpful throughout the entire process. She was generous with her time, easily reachable at crucial moments, and genuinely caring in her approach to our needs.” Anne takes pride in the fact that she is helping her clients with one of the most important aspects of their lives: where they live. “I really believe that your space, your surroundings inform everything in your life, so knowing I’m a part of that is a great feeling.” A self-professed foodie, when she’s not working Anne can be found trying of the many West Side restaurants, or spending time with her children. She also is a big booster of her children’s schools, and has been involved in multiple fundraisers. Anne also professes gratitude for the working environment at The Agency, which she describes as having an “extraordinary culture that is unusual in real estate. We are like a family.” As for the future, she dreams of putting together an-all female sales team who are interesting and dynamic to help people with their real estate needs. “That’s a goal,” she says.
For more information about Anne Burkin, please call 424-400-5912 or email ABurkin@theagencyre.com Top Agent Magazine
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How Does Marketing Differ From Advertising—And From Merchandising & Branding by Rob Flitton
Almost everyone has trouble sorting out how marketing differs from advertising, not to how it differs from mention merchandising and branding.
3.You have a product or service than can and should innovate as the market reflects back to you Marketing is the ongoing activity of interfacing your business with the marketplace—of communicating the value of a product or service for the purpose of selling that product or service.
So here is a definitive statement on the definition of what each activity is, and the order in which they should occur—disobey the order, and you cannot reliably or rationally market your product or service; you MERCHANDISING will only be guessing. Merchandising is the activity of creating a segmenting strategy for MARKETING the promotion or sale of a product or Marketing is what happens first in service for the purpose of selling the process and is the most important that product or service. role in any business organization. You need to decide what market segment you want to appeal to with Think of marketing from 3 angles: the level of quality of: 1.You have an industry that your business is in, and this does not change • Quality of merchandise 2.You have an audience or market- • Speed and availability of service place that can change or innovate to some degree • Dress code for representatives Top Agent Magazine
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• Returns, customer service, or warranty policy • Office or retail store aesthetics and degree of luxury Think about the difference between Nordstrom and Walmart (two profitable companies)—just as Walmart will never have a piano player, Nordstrom will never have a vague return policy. You cannot find good floor-service at Walmart, but you don’t expect to. The CEO of Walmart 20
doesn’t lament “I wish I was the CEO of Walmart,” and vice-versa. Profitability is about making everything in your merchandising line up in accordance with your chosen product or service and its theme. BRANDING Branding is the strategic ascribing of words, a name, term, sign symbol or design, or a combination of these, so that a user may easily identify the product or service—so that the user will regard the product or service as Top Agent Magazine
If sales don’t happen, you need to begin back again at the beginning and innovate your MARKETING. the solution to their problem and motivate them.
persuade the audience to take or continue some action.
When you think of any great brand, or observe their logo or imagery, it evokes certain words or a phrase to pop into your mind.
Advertising can occur in numerous ways or methods ranging from simple to complex, free to hugely expensive.
The goal in branding is to encapsulate your offering into a word or phrase— to make your proposal to solve a known problem obvious to the potential user taking a look at you. Ideally, a phrase or image allows the user to make an emotional connection to the product or service, and to be able to relate its story to others. You want a word, or a few words (a phrase) to pop into their heads when they see or think about your product or service.
In simple terms, it is the process of telling the world (or your intended audience) about what you have to offer to them.
ADVERTISING Advertising is the activity of telling or communicating to potential users the benefits of using or employing a specific product or service to Top Agent Magazine
And…at the end of all of this process is making the sale—of closing on a deal to sell your product or service. And if sales don’t happen, you need to begin back again at the beginning and innovate your MARKETING. Rob Flitton is a Seattle Real Estate Marketing specialist helping independent agents to increase their income. Email Rob robflitton@gmail.com at any time or call/ text him at 206-612-2314. 21
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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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