LOS ANGELES EDITION
THE DAILY SCHEDULE of a Successful Real Estate Agent
HOW TO CUT DOWN ON DIGITAL DISTRACTIONS and Up Your Productivity
How to Get the Biggest RECHARGE Out of Your Lunch Hour
Are You Doing Business As You on FACEBOOK?
7 Simple Tips That are Proven to Help You STAY AHEAD OF THE COMPETITION
COVER STORY
CASEY GORDON
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LOS ANGELES EDITION
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CASEY GORDON
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CYRENE DELLINGER
CONTENTS 4) THE DAILY SCHEDULE OF A SUCCESSFUL REAL ESTATE AGENT
20) ARE YOU DOING BUSINESS AS YOU ON FACEBOOK?
6) HOW TO GET THE BIGGEST RECHARGE OUT OF YOUR LUNCH HOUR
22) 7 SIMPLE TIPS THAT ARE PROVEN TO HELP YOU STAY AHEAD OF THE COMPETITION
17) HOW TO CUT DOWN ON DIGITAL DISTRACTIONS AND UP YOUR PRODUCTIVITY
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The Daily Schedule
of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar. Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first. 4
The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.” You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result. Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you
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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.
3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.
1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.
2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed. It’s important that you make time for these moments the same way you make time for your work.
2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead. 1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments. 1.5 hours – Spend this time prospecting and appointment setting. 1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.
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.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.
2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines. 8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive. As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.
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How to Get the Biggest Recharge
Out of Your Lunch Hour When things get busy, it’s typical to find a grab-and-go lunch and keep plugging away on the tasks at hand. While some days demand this kind of hustle, your lunch hour can be a valuable window in which to recharge and set the tone for the latter half of your day. In fact, taking a mindful break at midday can create 6
mental space for extended productivity and provide the morale boost necessary to take on a new task for the afternoon. But how do you maximize that hourlong reprieve amidst a busy schedule? Here are a few ideas for inspiration, no matter what your tastes or preferred habits may be.
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Taking a mindful break at midday can create mental space for extended productivity and provide the morale boost necessary to take on a new task for the afternoon.
GET MOVING Just ten minutes of light exercise can get your blood pumping and your energy renewed. Step outside and take a brisk walk around the block, or walk to your favorite sandwich shop instead of hopping in your car. Find ways to incorporate light exercise into your lunch hour routine and you’ll not only enjoy a chance to stretch your legs and get your eyes off of screens, but you’ll also reap the health and mood benefits of endorphins. Even extended stretching or mild calisthenics can provide rejuvenating relief in short order. Top Agent Magazine
PLAY CATCH UP Sometimes catching up with an old friend or family member can brighten your day and give you a morale-boosting outlet beyond the office. During your next lunch hour, why not combine a jaunt around the block with a call to catch up with your sibling or college buddy? Shifting your focus from work and centering instead on a comforting interpersonal relationship can really boost your mood and reinforce your personal values.
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CHANGE YOUR TUNE
SOAK UP THE SUN If you’re tempted to eat your lunch at your desk while staring into the same computer screen that you’ve been working on for hours—think again. Sure, a busy schedule sometimes means making that sacrifice, but when your schedule and weather permits, try to take your lunch outside and disconnect from your office setting. Soak up the sun, feel the breeze, and lift your gaze to the horizon instead of toward your phone or computer screen. The mood-boosting benefits of time spent recharging outside are well-documented, and a change of scenery can give you the boost you need to power through your afternoon to-do list. 8
Use your lunch hour to treat your senses. As you eat or get active, try queuing up your favorite music or the latest episode of your favorite podcast. If you focus on the same tasks and stimuli for too long, your brain will fatigue and your focus will erode steadily over time. Shift gears and treat your mind to some music or stimulation outside of your daily tasks. You’ll help yourself relax, recharge, and create a natural transition point for your ensuing afternoon workflow. Your lunch hour isn’t just about being purely functional. If you want to maintain a steady rate of productivity and leave the office satisfied by the progress of your day—use your lunch hour wisely. As important as it is to nourish your body, also consider nourishing your mind. No matter what your chosen outlet may be, don’t overlook the power of a well-spent lunch hour and the positive benefits that are sure to follow.
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CASEY GORDON 9
CASEY GORDON Before Casey Gordon began his career as a realtor, he played professional baseball for over five years. When it was time for him to move on to his next career, it was clear it would be real estate, which is literally in his blood. “My father was one of the top real estate agents in the country for a long, long time,” Casey says. He joined his father’s team, working with him for years before taking over the family business. Casey is now one of the top real estate agents at Rodeo Realty and has been #1 at his Westlake 10Copyright Top Agent Magazine
Village office since he started his own business. He leads a team that serves all of Los Angeles and Ventura Counties. “We are work horses. We work seven days a week,” he says. Casey “Our team is geared 100% towards service,” he explains. “We work in all price ranges. I work in the luxury market in Los Angeles, and I also sell a lot of family, residential properties in Ventura County.” As a result of the amazing, client-focused service he and his team provide, Top Agent Magazine
99% of his business comes from repeat and referral clients. What sets him apart from other agents in the area? “Our clients always come first. We immerse ourselves with our clients and we take care of them to our fullest extent. That’s our philosophy. My clients become clients of mine for life. We treat them like gold.” What sets Casey apart from other realtors in the area? His work ethic! “I eat, sleep and breathe real estate,” he says. “I don’t know anyone who Top Agent Magazine
can outwork me. It comes from the way I was raised.” Casey comes from a family of professional athletes and he had to push himself to the limit to become a professional athlete himself. “I was not the type of athlete that was the big, strong guy with all this God given talent. So my whole life has been based on my work ethic,” he says with a humble smile. Casey has a system in placed to keep in touch with the 1,000+ past clients in his database. Copyright Top Agent Magazine11
Every month he sends a personal mailer to each past client, and every day he sends five to ten handwritten notes and makes five to fifteen phone calls just to say hello and let past clients know he’s thinking of them. “When I’m not handling an escrow or an active client, I’m making warm calls. That’s how I build on-going relationships,” he says. 12Copyright Top Agent Magazine
When it comes to marketing properties, Casey believes in having consistent luxury advertising for each listing. He stays on the cutting edge of marketing listings, knowing full well that 92% of homebuyers are looking online today. He starts with excellent quality photographs and videos, sparing no expense. “You have to spend top dollar to get top dollar, and that’s what we do,” he says. Top Agent Magazine
What is Casey’s favorite part of the job? “I love the challenge. It’s different every single day. I love negotiating. And most importantly, I like taking care of people. It makes you feel important, it really does. Helping someone else is one of the greatest gifts on this earth.” His father taught him to always put his clients first, and it’s a philosophy that’s become a cornerstone of his work. Top Agent Magazine
A firm believer in giving back to his community, Casey supports sports programs at the high school where he played baseball. He donates to Five Acres, and he’s proud that his mother is still teaching at a local school. He and his wife volunteer with various children’s organizations. In his cherished free time, he enjoys spending time with his wife and their two children and the rest of his Copyright Top Agent Magazine13
family, and on occasion he makes it to the golf course. “All my siblings and I live within five minutes of each other and my dad lives two streets away,” he says. For the future, he plans to continue growing his business. “We’re hir-
ing more agents and we’re going to be growing and moving more into the luxury market,” he says. With his incredible work ethic and dedication to his clients and community, he’s sure to accomplish anything in his sites!
To find out more about Casey Gordon, email caseyjgordon@yahoo.com, call 805-750-9804, or visit caseygordonRE.com www.
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Mitzi Fierro is proud to Congratulate
Casey Gordon
on being featured for the State of California in Top Agent Magazine! MITZI FIERRO Loan Consultant | NMLS ID #234956 805-390-6566 | mitzifierro@csmcmortgage.com csmcmortgage.com www.
Equal Housing Lender Š2018 Customer Service Mortgage Corporation dba CSMC Mortgage, 4353 Park Terrace Drive, #100, Westlake Village, CA 91361, 805-212-7710. NMLS ID #1570216. ( nmlsconsumeraccess.org), DRE #02021660, CA DRE #10788796. For business professional use only. Not intended for consumers. www.
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The Rawls Group is proud to congratulate
Casey Gordon
on being featured for the state of California in Top Agent Magazine!
Jeff Bannon | Partner 818 - 702 - 0889 x125 office | 805 - 469 - 6694 cell jeffbannon@rawlsgroup.com | rawlsgroup.com www.
21021 Ventura Blvd. Suite 400, Woodland Hills, CA 91364 16
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How to Cut Down on Digital Distractions
and Up Your Productivity As a real estate professional, staying tethered to your phone and computer are likely par for the course. When your office is on-the-go and you’re fielding round-the-clock questions from clients, it’s only natural that you’ll be drawn to your phone for professional updates. From refreshing your inbox and engaging with clients on social media, to drafting email blasts and coordinating with colleagues by text message— Top Agent Magazine
it can feel impossible to untangle yourself from the worldwide web. As a professional, you may not be able to withdraw from the digital world completely, but there are a few techniques you can use to limit your extraneous digital distractions and streamline the time you spend online. After all, it’s entirely common to faithfully begin one task and then
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get unexpectedly drawn down the digital rabbit hole. To save yourself time and virtual burnout, here are a few ways to unplug, recharge, and make the most of your time online and off.
Focus on one digital task at a time. While multi-tasking may seem like a sound approach to productivity, this method usually results in surface-level progress across a few tasks, rather than reaching the finish line on any. Instead of opening multiple tabs and trying to do it all at once, hone in on one digital task at a time. Have emails to return? Allocate an hour to work exclusively on this to-do list item. Need to post a new blog entry? Pencil in a dedicated half hour. If you focus on one task a time and exclusively devote your energy and productivity to it for a set period, you’ll make a far bigger dent in your list of duties for the day.
Give yourself a curfew. In the real estate business, the hours may seem never-ending, but if you don’t want to slow your productivity with fatigue, you’ve got to set some boundaries. Try setting up a digital curfew for yourself and put your phone away after a certain hour. Devote an hour or two before bedtime to time away from your computer and your phone—read a book, prep your lunch for the next day, or try a round of mindful meditation. Carve out space and time to disconnect from your technology and stick to the habit. By morning, you’ll be refreshed and ready to dive back in. 18
Mute social media notifications and create dedicated check-in times instead. Instead of taking a reactionary approach to social media—waiting for the dings and pings that lure you back to your screen—try muting some of your social media alerts and instead dedicate three timed windows per day to check-in on your timelines and engagement. If you’re constantly interrupted at unexpected intervals when someone likes a post or leaves a comment, your whole workflow can be derailed. Instead, unchain yourself from the instant gratification of responding to every buzz and beep your phone emits. Systematize your professional social media life and you’ll stay organized and on task.
Keep your inbox organized. While it may take some time and effort to create a sorting system for your email inbox, it can go a long way to limiting distractions and stress. Create folders and an organizational flow and every communication will have a place and a priority. That way, when you open up your inbox and have to go digging for old emails or exchanges with past clients, you won’t have to waste time sorting or feel overwhelmed by the clutter. If everything has its place, you’ll have an unobstructed, streamlined canvass to conduct business from. Digital distractions don’t have to derail your day or sap your productivity. Email, internet, social media—all are tools to be commanded. With the right planning, understanding, and consistent execution, you’ll be able to wield the power of each without the downside of distraction.
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Are You Doing Business As YOU On Facebook? Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page? Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?” The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use. Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times. We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers. They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.
As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you). 2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us. Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.
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. 20
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CYRENE DELLINGER Top Agent Cyrene Dellinger of Keller Williams Realty Central in Northridge, California is rapidly making a name for herself as a real estate professional who can be trusted to truly go to bat for her clients in every situation. That - coupled with her vast industry knowledge and her commitment to honesty and integrity - has propelled her to the top of her profession. Cyrene began her journey in real estate in 2015, after having been laid off from her job as a CFO for a healthcare auditing firm. “I was trying to sell my house, and I was in escrow when I lost my job,” she explains. “Fortunately I had a contingency, so I was able to keep the house since I didn’t know where I was going to end up.” The Realtor she was working with suggested she give real estate a try, and initially, Cyrene balked at the idea. “I wasn’t sure,” she recalls, “because I was a finance person, I like my spreadsheets. Then she told me that I had nothing to lose, so I decided to get my license.” Cyrene hit the ground running, and was soon the number one agent at her first brokerage. “Apparently I’m pretty good at this,” she says with a laugh. “I love it, and I honestly think it’s made me a better person.” Now ranked number one at her new Keller Williams office, she has obviously found her true calling. Selling primarily in Los Angeles and Ventura Counties, Cyrene’s conscientious approach has translated into a business that is based on an ever-growing number of repeat and referred clients, a true measure of success in the highly competitive real estate industry. When asked why she believes her customers’ consistently return and refer to her to others she replies: “It probably has something to do with my complete and total transparency, my ability to do whatever it takes to get the deal done, and my willingness to do what a lot of other agents won’t. I do an amazing job with getting my clients the most money for their houses, and I’m honest and upfront with them.”
The best evidence of any Realtor’s abilities are their reviews, and the ones Cyrene has received on Zillow. com are perfectly illustrative of the lengths she will go to when working with her buyers and sellers. One of many glowing testimonials that site reads: “Cyrene shines while others fail to even glimmer. She was the most professional person I have worked with and was able to get us through the whole process. She made sure we were taken care of, as if we were part of her own family. From dealing with listing agents that couldn’t tell their feet from their hands, to finding us qualified people to help us with inspections, she made our first home purchase amazing.” Cyrene’s aggressive, highly-effective approach to marketing has also served to distinguish her and to ensure that each of her listings is seen in its best light and by as many potential buyers as possible. A robust internet presence and solid engagement on social media, coupled with professional photography and expert preparation of homes prior to listing are just a few of the tools in her marketing arsenal. “I’ll also call my lenders and ask if they have any people who are pre-approved and would be a fit for a particular listing,” says Cyrene. Cyrene is also very much civic-minded and gives back through her work with a variety of non-profit organizations, through which she frequently provides seminars to educate first-time buyers. “I was somebody who used the services of these organizations a long time ago, which is why I still have a relationship with them. I’m living proof that no matter what your life looks like at any given time, it can be anything you want it to be later on, and then you can use that experience to help other people.” Currently exploring the idea of building a team, the future looks incredibly bright for Cyrene. “I want to form a team, and bring on people who have the same work ethic I do, the same integrity, and the same willingness to do what needs to be done for the clients.”
For more information about Cyrene Dellinger, please call 818 - 645 - 0845 or email cyreneproperties@kw.com Top Agent Magazine
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7 Simple Tips that are Proven to Help You Stay Ahead of the Competition So you’ve created a successful business, congratulations! You probably did it by providing an unsurpassed level of customer service that not only meets customer expectations but exceeds them in a way that has made you stand out from the rest. As anyone can tell you, starting a successful business is not easy. Now comes the even harder part. Not only sustaining that high level of performance, but continuing to grow and outpace the competition. There is no resting on your laurels in a competitive business market. Companies that stay successful for the longterm, make an active effort to keep on top. Here are just a few ways you can do the same.
1. Know the competition It’s not enough to know what you excel at or what makes you unique, you need to know what your competitors are offering that makes them stand out. This serves two purposes: it will allow you to more clearly define your differences, or it may help you identify an area that you hadn’t considered before, opening up a potentially new way in which you can excel above the rest.
2. Know your customers You might know your clientele very well, but as economic conditions change, so does your
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customer’s needs. What might have been a priority a year ago, won’t be if we are in the midst of an economic downturn, for example. As a business owner you should always be evaluating your strategies in every area constantly, knowing what your customer wants and needs from you is key. In fact you should be using your expertise to analyze potential market changes and anticipate those needs to stay ahead of the curve.
3. Have a strong understanding on what makes you unique Once you accomplish the first two, you should have a clear idea of what unique advantage you offer people. This needs to be clear to everyone, so you can then take that idea and run with it. Find your niche and then market yourself with a focus on that idea. If you have a clear thing you’re selling, it is well worth the investment to market yourself to the hilt with that in mind.
5. Think like your competitors One way your competitors looks to gain customers is by potentially taking yours. It goes without saying, you don’t want to let that happen. You’ve probably built great relationships, so really maintain those relationships by not only providing great service, but service that truly goes above and beyond. Find ways to give more to your customers. You might even want to start offering surveys, where your clients can tell you exactly what they’d like to see.This makes your clients not only feel heard, but blown away when you implement any changes they suggest.
6. Look for untapped markets Don’t settle for maintaining what you have, there could be untapped markets out there. If you don’t get to them, your competitors will. So even if they come eventually, hopefully you’ll already be the dominate force in that market.
4. Keep up to date
7. Be a great boss
This goes for everything from technology to systems, marketing, and even your own personal image. If you have a brick and mortar location, you want to also keep things looking fresh and modern there, as well. First impressions are important for a reason. Everything about your business should tie into your marketing and branding. What are you selling and does everything line up to support that, from your business cards to your social media pages. Remember the key to branding and marketing is a consistent message.
One of the best things you can do to keep ahead of the rest, is by being a company where top talent and motivated newcomers want to be. Be the company that offers more than a competitive paycheck. Be a place that fosters talent, and offers scheduling and compensations packages that appeal more to people who think outside of the box. This will attract more innovative thinkers who value flexibility. Not only will you benefit from their talents, more importantly, your competition won’t.
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