Los Angeles 3-12-17

LOS ANGELES EDITION

5 TIPS TO GET NEW CLIENTS

IS FINDING A NICHE MARKET RIGHT FOR YOU?

FEATURED AGENT

JARRETT CAMARDA

TOP 4 WAYS TO JUICE UP YOUR OPEN HOUSE STRATEGY IS BRANDING THE WAY TO TAKE YOUR BUSINESS TO THE NEXT LEVEL

COVER STORY

IRENE DAZZAN-PALMER & SANDRO DAZZAN

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LOS ANGELES EDITION

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IRENE DAZZAN-PALMER & SANDRO DAZZAN

JARRETT CAMARDA

CONTENTS 4) 5 TIPS TODAZZAN-PALMER GET IRENE SANDRO DAZZAN NEW &CLIENTS 13) IS FINDING A NICHE MARKET RIGHT FOR YOU?

17) TOP 4 WAYS TO JUICE UP YOUR OPEN HOUSE STRATEGY 22) IS BRANDING THE WAY TO TAKE YOUR BUSINESS TO THE NEXT LEVEL

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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 4

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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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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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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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.

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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IRENE DAZZAN-PALMER & SANDRO DAZZAN Top Agent Magazine

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IRENE DAZZAN-PALMER & SANDRO DAZZAN Few places on earth offer the lifestyle represented by top agents, Irene Dazzan Palmer and Sandro Dazzan. In Malibu, new construction on coveted, landmark property provides sweeping, simultaneous ocean and canyon views where renowned builders create one-of-a-kind living spaces. Meanwhile, designer, furnished, high-end leasing opportunities allow for indulgent summer retreats. And savvy real estate investors can capitalize on Malibu’s increasing value while fulfilling their plans of owning a slice of paradise. Irene and Sandro, co-founders of Dazzan Estates, have such longtime and intimate knowledge of their market that they provide singularly outstanding service at a time when Malibu real estate is attracting more CEOs, celebrities and international investors.

The Dazzan Estates story is a classic – an epic, “best of both worlds” story. “Malibu is both the beach and the bluff,” says Irene, whose 17 years as the #1 agent in the Malibu Colony Coldwell Banker office add special dimension to the team’s business. “We have land properties, ocean views, and represent the ultimate in Malibu escapes on the coast,” says Irene, noting that she and Sandro maintain their status as the #1 Team in Malibu. By blending Irene’s experience with the cutting-edge approaches of her son, Sandro, the team also epitomizes the “best of both worlds.” Factor in their two newer team members and Dazzan Estates is as rich in gifts as Malibu itself. People are taking notice. In addition to 2016 transactions topping $380 million, the team’s recent honors include Irene’s feature in the 2016 “Dynamic Woman” edition of Angelino Magazine and Sandro’s March 2017 profile in the magazine’s “Modern Man” edition.

Sandro, born in Malibu and surrounded by real estate since birth, earned his degree in economics from UCLA before pursuing his real estate license in 2005.

He joined Irene in the industry, ultimately allowing him to pioneer his own path to success. Irene has built her phenomenally successful career in Malibu 8 Copyright Top Agent Magazine

over the preceding two-and-a-half decades. But by blending Irene’s traditional real estate methodologies with and Sandro’s trailblazing approaches, they have retained and increased that status through the years. The pair continually dominates the market by leveraging leading-edge tools while maintaining the best possible client service.

“We use the best technology available and we also provide a personal touch by answering the phone and taking care of people,” says Irene. “The meshing of those two worlds leads to a dynamic team.” Maria Rowe and Cooper Mount, who each joined the team within the past two years, are both tech savvy and marketing minded. “All of us can do everything, but we each have our own specialty,” says Irene. Sandro explains that he was thrilled to convince his longtime friend Cooper to enter real estate sales two years ago.

Cooper maintains deep personal connections in the entertainment world and, according to Sandro, has the Top Agent Magazine

perfect personality for luxury real estate. Irene adds that it was nearly by miracle that Maria arrived at Dazzan Estates last year. “She had been working for a Beverly Hills office and one day came to me saying, ‘I only want to work for you!’ The minute she came in, we started talking and I hired her on the spot!”

The Dazzan Estates team provides both deep and wide expertise in Malibu’s complex luxury leasing and sales market. In recent years, for instance, Sandro has increased his notoriety as a Malibu real estate powerhouse by representing builders and developers of some of the enclave’s most coveted landscapes. He currently represents renowned builder, Scott Gillen, on several projects including The Castle, which is developed, designed and built on a landmark Malibu site. Sandro began collaborating with Gillen in 2012 after he presold a Scott Gillen/UNVARNISHED property to a Dazzan Estates client. Other Gillen projects Sandro represents include THE WHO, a Top Agent Magazine

gated, hillside community adjacent to Pepperdine University with four, one-acre lots featuring spectacular ocean views. “There is a limited amount of new construction and I am on my clients’ job sites daily,” says Sandro. “We work predominantly with local buyers and sellers who live in Beverly Hills and Bel Air full-time but want a second home on the beach; others are buying up or trading down in retirement,” he says.

“Malibu is a lifestyle,” says Irene. “It’s a commitment to want to live in Malibu. You have to want that beach lifestyle.” She adds that while Malibu as an idyllic retreat is grabbing new attention from high-net-worth celebrities and CEOs, international investors are looking to park money here. Serving the high-end leasing market, therefore, has become a central component of the Dazzan Estates business, with Cooper leading the majority of that effort with strong attention to detail, negotiating and networking skills.

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To meet the array of needs in Malibu requires a willingness to invest in the best possible tools. Irene explains that their clients’ standards and expectations are rightfully high and that an agent’s reputation is key to success. Dazzan Estates therefore spares no expense in marketing. “Professional photography is not nearly enough for these homes,” Irene says. “We use the best video production firm in the industry to create extremely high-end videos.” In the video for a Victoria Point Rd. beach house listing, for example, a smooth, day-in-the-lifestyle tour features morning ocean views from the home’s four stories; beachside footage of surfers and dolphins alight on the waves; and aerial videography leading the viewer dreamily from deck-side sunrises to sunset from the home’s beachfront spa.

Because Malibu is all about living, the team highlights Malibu’s amenities in every listing. “We want buyers and investors to understand the Malibu lifestyle,” says Irene. “International buyers might lean toward Beverly Hills or Bel Air at first, but they are Top Agent Magazine

seeing more and more what Malibu has to offer.”

From canyon hiking and chic dining at spots like Nobu Malibu, to the boutique shopping and idyllic beaches both public and private, the Dazzans know Malibu has it all, including excellent schools for families who are among the city’s 13,000 year-round residents. “As a package, this is very desirable living,” Irene says.

Sandro and Irene plan to scale Dazzan Estates for growth and continue their elite service in new construction. “West Hollywood, Beverly Hills and Bel Air already have their product,” he says. “Malibu is coming into its own more and more; the demand is increasing here for ultra-high-end luxury real estate and Malibu has what those buyers are seeking.”

Carefully expanding their team with young, innovative, tech-savvy talent, he says, is not only desired, but necessary. Their ultra-high-end clientele should expect only the best. Dazzan Estates is ready to exceed that expectation and to make the experience exciting in the process.

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To learn more about Irene Dazzan-Palmer & Sandro Dazzan of Coldwell Banker - Malibu Colony, visit DazzanEstates.com, email malibuirene@gmail.com, sdazzan@hotmail.com or call 310.317.9354 www.

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Is Finding A Niche Market Right for You?

A lot of Realtors® take the ‘jack of all trades’ approach to their businesses, and some are extremely successful with doing it all and doing it well. But taking that approach can also make it hard to stand out if there are a lot of agents in your area taking the same approach.

If you’re looking for a way to stand out from the rest, finding a niche market might be the way to go. Although it might sound limiting at first, with the right branding and marketing, your specialty and expertise may help you lock up a market after you become well known for being the ‘go to’ Realtor® in a certain demographic. Having a niche helps you target your marketing, making it more effective, until eventually people are seeking you out as you build your reputation as the foremost expert in your particular niche.

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Despite the benefits of taking on a specialty, it’s still something that only a small percentage of Realtors® do, which means you have a great opportunity to get in on the ground floor in your area by being ahead of what is sure to be a looming real estate trend.

You want to claim your stake on the niche that best fits not only your passions, but something that fills a void in your market.

If this all sounds good to you, the next step is finding your niche! Here are a few things you need to consider:

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 13

In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams?

Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus.

Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures.

When things pick up, you may take your innovative approaches and start applying them to luxury homes.

Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There 14

are numerous demographics that truly need expert real estate advice. Be the one to fill it.

You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.

Are you already serving a niche?

Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official.

Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.

Find ways to really sell your expertise Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you.

There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients.

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Top 4 Ways to Juice Up Your Open House Strategy

by Rob Flitton

I go to open houses, but not just because of my profession or interest in architecture and interior design. I go to open houses to see how effective real estate agents are at selling. It has been rather eyeopening because there is very little selling going on—the average open house strategy needs work.

1.Build a Dynamic Open House Booklet After they leave, open house visitors will discard a one-page for-sale info sheet naming a home’s features. But they will keep, and possibly use, a 6 or 8 page booklet loaded with interesting items that directly solve problems for them.

Perhaps “selling” is considered an outdated skill, or that it feels socially awkward for agents to be regarded as a salesperson. But if you’re a real estate agent, you are a salesperson. At most of the open houses I go, I see money floating out the door every time a visitor leaves because of the agent’s inability or refusal to sell.

It will require some strategic thought to nail the content and design, but perhaps include: (i) descriptives about the benefits of buying the property you’re showing, and not just data, (ii) compelling reasons why they should consider working with you along with a web link to search for listings on your website, (iii) a web link telling them how to get a prompt, written estimate on the value of their home, or to find out what other homes in their neighborhood sold for, (iv) possible discounts on real estate related services—maybe a reduction in fees from your preferred lender, or a reduced home inspection price, (v) possible discounts on non real estate related items.

An open house is a lucrative opportunity to find buyer or seller clients –selling the listing itself may also be the goal, but an agent should not pass up this chance.

There are 4 distinct strategies an agent can immediately employ to juice up their open houses and get awesome leads.

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If you combine this dynamic booklet with properly trained closing language, as touched upon below, it is something the average person will either keep and use or pass along to someone they know. A well designed booklet can bring you a lot of business.

data—and they are void of interesting or problem-solving information.

2.Work The Neighborhood A few days prior to your open house, find the names and addresses (from tax records—or elsewhere) of, say, 20 homes in each direction from the Pre-internet, both open houses for open house. resale listings, and model homes for new construction, relied on strategic For the cost of postage and some collateral materials (handouts). Vis- sweat-equity, mail a postcard to these itors were ostensibly looking at sev- 80 homeowners inviting them to the eral competitors at the same time, so open house and offering something collateral materials had to have the unique and compelling—perhaps a power to bring them back to your drawing or giveaway for those willing site—a great call to action, eye- to provide their opinion on the asking catching color, identification of the price of the home (and the entry card, of course, will net you their email benefits of buying your product. address and phone number). People Yet at open houses today, I primarily are generally nosy and like to be see bland information sheets dis- validated, so asking for their opinion cussing features—the listing price, on something happening in their own the square footage, and the standard neighborhood is very appealing.

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And, it is best to mail them again right after the open house to talk about what happened.

“From our Saturday open house, we discovered 3 qualified and eager buyers that are now looking for a home in this neighborhood—if you would like to know what your home is worth for these buyers to consider, please give me a call.”

dynamic booklet and say: “Please enjoy our open house, and am hoping you’ll do me a favor. This booklet is loaded with great information about, and if you become interested at some point in buying or selling, would you please call and give me the opportunity to earn your business? Or if you happen to know someone now who is looking now, would you kindly pass this booklet onto them?”

Also, adding on door-knocking or If they reply with a “don’t know” type flyer-hanging to your mailings boosts of answer this usually means they are your neighborhood equity even more. indeed looking but are just not ready yet to reveal this to you, so you will 3.Close and Qualify need to work to make a connection.

Engage every single visitor in closing Good consultative sales connections dialogue, because every single visitor are made when you can make them feel you’re not pushy and are able to is there for a reason. directly resolve their problem.

While smiling, with shoulders erect, and maintaining suitable distance, A “yes” type of response is great, but look them in the eye and offer your you should take the qualifying step of handshake while stating your full asking them if they’re working with another agent. If they are, the dyname and company—and then ask: namic booklet comes in handy again: “Are you out looking to buy a home “If for any reason your agent is today?” unavailable to show you homes, I can be reached at the phone number in There are 4 categories of answers, this booklet. Plus, it contains fantastic and any answer they provide is an resources for searching online and a opportunity to get to the marrow of discount on financing.” what they need. There are “nos”, “don’t knows,” “yeses,” and “other.” If you can’t get a sandwich, get a bite.

If they are definitive about looking, If they reply with a “no” variety of and don’t have an agent, then they are answer, then you can hand them your available for you to work with and Top Agent Magazine

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here again you need the right type of closing and qualifying dialogue.

The goal here is to evoke from them their home-buying goals so that you can match and narrow down to a single opportunity. It’s a mistake to present multiple listings to a buyer at once. Ask broad questions and then narrowing questions followed up by “if-then” questions.

Example: “What types of functions do you want in your new home, or activities near your neighborhood?”

Followed by something like, “is the number or size of bedrooms important to you?” Followed by, “so if I can show you the kind of home we just described, are you ready to go see it and possibly make an offer?”

4.Have Interactive Tech Tools Onsite It is the worst feeling to engage someone as a potential client at an open house and then have no tools available to solve their problem— don’t assume they aren’t going to want to do business right away.

If you’re engaging a potential buyer, you better be able to instantly gratify their desire to see viable homes online so internet access and an easily view-able screen are necessary. They may ask you to go see other homes in-person, so you need to have a coagent available to either show them those homes, or spell you off as host while you do. You may be asked to write up an offer for them so you will need the tools and ability to create and e-sign documents.

Naturally, any objections or “nos” you receive in this process are just fan- When a potential listing client is in tastic opportunities to learn about their front of you, you need to be able to needs and earn a connected trust. show them recent comparable sales and may even be asked to list their The “other” thing they might tell you home and will need the tools and is that they’re not a buyer at all, but a ability to create and e-sign documents potential seller. Potential sellers often for taking that listing. go to open houses to find out how their home stacks up, but are you It happens sometimes—but it never aware what the number one reason happens if you’re not ready. they attend open houses is?

Potential sellers go to open houses to Rob Flitton is a Seattle Real Estate Mardirectly or indirectly interview you, a keting specialist helping independent agents to increase their income. Email Rob potential listing agent. And they hire robflitton@gmail.com at any time or call/ confident, prepared professionals. text him at 206-612-2314.

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JARRETT CAMARDA Jarrett Camarda believes that everyone deserves a chance to build equity in a home they own. That belief informs all his actions, from being available 24/7 to being completely honest with his clients.

“They know that I’m in it for them, not for a paycheck,” he says. “I work tirelessly to find buyers the absolute best home for their budget and criteria, and I always make sure my sellers have as much negotiation leverage as possible.”

Real estate runs in Jarrett’s blood. Both his mother and grandmother were agents, so it was natural for him to follow in their footsteps. After graduating college in Washington, D.C., he had a moment of not knowing what to do next. When his mother suggested he get his real estate license, it was as if his path lighted up. He began as an assistant to two successful agents at a national firm in D.C., then moved to California. He’s now been in real estate in one capacity or another for 12 years and is looking forward to the future.

Jarrett serves the entire Los Angeles metro area. He’s most familiar with Beverly Hills, where his office is located, and West Hollywood, where he lives. But “If I can drive to a property, I can sell it,” he says. He’s sold homes from Malibu to Valley Glen to Silverlake and most areas in between. Clients love working with him, which accounts for his 95 percent repeat and referral rate.

“All the clients I’ve helped have either been a direct friend of mine or a friend of a friend,” he says, “so there is always a rela-

tionship that I’m responsible for long after the property closes.”

Jarrett even receives referrals from people he hasn’t seen in years who remember the good work he did for them. “People know I care about them,” he says. “To build relationships, people have to trust you. I’ve spent 18–24 months with many clients who are looking for their first home. When they see you working that hard, they know you have their best interests at heart.” He notes that many Realtors will only take clients in a certain price range or refer lower-budget clients to a “hungrier” agent. By contrast, he’ll work with anyone qualified to buy, for any price, in whatever area works best for them.

For sellers, Jarrett begins with professional photographs, including drone photography if it’s beneficial to the seller to showcase the property. For certain houses, he finds that a gimmick can be helpful, too. For one listing, he had 3/8” replicas made of the home and gave them out to prospective buyers at the open house.

It worked; one of buyers bought the property.

Jarrett loves making people happy, and real estate gives him plenty of opportunities to do so. And he loves making lifelong friends along the way.

As a version of the old saying goes, “You can take the person out of real estate, but you can’t take real estate out of the person.”

When Jarrett isn’t working, he’s flipping homes and remodeling properties—particularly his own. “I spend my down time looking at tile and stone and cabinets and showerheads,” he says. But he also loves to relax in Palm Springs and ski in Big Bear.

While Jarrett’s long-term goal is to build a personal real estate empire, in the meantime, he intends to increase his referral network by making more contacts and proving to more clients that he is the best choice for them to work with.

For more information about Jarrett Camarda of Nourmand & Associates REALTORS, Beverly Hills, California, please visit JarrettSellsLA.com, call 310.651.1850 or email Jcamarda@nourmand.com www.

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Is Branding the Way to Take Your Business to the Next Level?

Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet.

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When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. Top Agent Magazine

SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website

to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals.

Every brand is strengthened when it is built on a foundation of integrity and trust.

CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap.

This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or Top Agent Magazine

not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites.

If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take.

But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised.

If done right, soon you’ll become an in-demand agent whose name is synonymous with success!

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