MARYLAND EDITION
3 Beyondthe-Office Activities to INSPIRE A CREATIVE BUSINESS BOOM CREATIVE MEDITATION for the Real Estate Professional GOAL CONTRACTS (A Life Skill from the Old School)
BE THEIR REALTOR® FOR LIFE: How to Build a Relationship With Your Clients that Will Last a Lifetime FEATURED AGENT
APHY LIEBNO COVER STORY
JUAN A. UMANZOR, JR. LONG & FOSTER REAL ESTATE, INC.
MARYLAND EDITION
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JUAN A UMANZOR JR
APHY LIEBNO
CONTENTS 4) BE THEIR REALTOR® FOR LIFE: HOW TO BUILD A RELATIONSHIP WITH YOUR CLIENTS THAT WILL LAST A LIFETIME 13) 3 BEYOND-THE-OFFICE ACTIVITIES TO INSPIRE A CREATIVE BUSINESS BOOM
19) GOAL CONTRACTS (A LIFE SKILL FROM THE OLD SCHOOL) 22) CREATIVE MEDITATION FOR THE REAL ESTATE PROFESSIONAL
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Be Their REALTOR for Life: ®
How to Build a Relationship with Your Clients That Will Last a Lifetime In the world of real estate, an agent’s relationship with their clients can make or break their career. This industry revolves around working well with people, and being able to develop a strong relationship with your clients is the foundation that you business is based upon. Just like with a house, if that foundation is weak, the rest of the structure is also going to be unsteady and fragile. The mark of a good REALTOR® is their ability to build up a good referral network and following of loyal clients. This isn’t something that just happens by accident. Building healthy, strong relationships with your clients takes work and knowing how to gain another person’s trust, respect, and friendship. Here are some ways to make sure you are building the right kind of relationship with your clients. 4
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1. Use Your Friendliness and Optimism to Win Them Over: No one wants a pushy, overly confident salesperson for a REALTOR®. Clients are much more inclined to put their trust in the hands of someone who is friendly when it comes to one of the biggest financial transactions of their lives. A pleasant, outgoing disposition will win you more clients as well as friends. You want to establish rapport in the first few minutes of first meeting prospective clients. Rather than starting with business right off the bat, begin your meeting with some small talk such as similar interests, hobbies, and family life. This will immediately help to put your clients at ease, and show that you are not simply trying to “sell” them something. People also respond well to optimism. During what can be a very stressful time, clients need someone to help them stay positive when a situation looks difficult and challenging. Optimism also tends to radiate charisma, and people want to be around and do business with charismatic people. You want to learn how to understand, motivate, and inspire people.
2. Be an Inquisitive Learner and an Empathetic Listener:
On the other side of this coin is knowing how to listen empathetically. Empathy involves actually putting yourself or your mind in their shoes so you can genuinely understand their concerns, needs, and opinions. That understanding and empathy is then reflected in your conversation with that client. Your clients want to know that you care about their situation, and that they’re not just another sale for you to make. People are much more willing to put their trust in you when they can sense that you are actually making an effort to feel what they feel in order to understand their situation. Showing your interest through questions, and then thoughtfully listening goes a long way towards gaining trust. Showing empathy and acknowledging the feelings and emotions involved in your clients situation helps build a relationship founded on genuine care and trust.
3. Watch for Nonverbal Clues:
Don’t be afraid to show your curiosity and ask your clients a lot of questions. Some of these questions may even be difficult and uncomfortable. You want to discover and learn as much as you can about your client. Don’t make the mistake of jumping straight into the role of the know-it-all. Every different client has unique needs, so you want to learn as much as you can about their specific situation before trying to propose a solution. You want to uncover their primary motive for buying or selling, and flush Top Agent Magazine
out any potential concerns they might have. After you’ve gained as much information as possible, you can then gauge their interest in your possible solutions by asking “what if” questions. Being inquisitive also demonstrates to your clients that you are genuinely interested and invested in their situation.
Most communication happens nonverbally, so knowing how to interpret your client’s body language can be incredibly helpful. Here are a few things to pay special attention to: Eye contact: Be careful with the level of eye contact you use with clients when first meeting. Too much and too little eye contact can send the wrong impression. You want to try and maintain eye contact around 70 percent of the time. That is the amount that most people are comfortable with. Pay attention to your client’s level of eye
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contact to determine how comfortable they are. When someone avoids eye contact that could mean they are not engaged in the conversation. A good way to quickly build a feeling of rapport when first meeting clients is to make eye contact when you first meet them and then start nodding yes to what they’re saying. If the client reciprocates the eye contact and nodding, you’ve established a connection.
4. Prove your honesty and credibility:
Choose the right handshake for each client: One handshake does not fit all people, and that first handshake can be crucial to making a good first impression. The way to do a good handshake for each client is to try and mirror the other person’s handshake in strength, keep your shoulders aligned as you are preferably standing when you shake hands. While you shake your client’s hand make sure you make eye contact and give them a sincere smile.
Showing a little weakness can actually be to your advantage in this situation, and will actually make others more inclined view you as honest. You don’t want to come across as too good to be true. When revealing this weakness, however, the key to coming out on top is turning what sounds like a weakness into a strength. For example, your service may be more expensive, but that’s because you offer more personalized and extra services than your competitors.
Honesty and integrity are the two traits that 98 percent of buyers and sellers report are qualities they consider “very important”. The thing is you can say you have these traits all you want on your website, bio, etc., but trust has to be earned, and the only way to do this is to prove your credibility.
Here are a few tips for how to sound more credible:
When you talk to your clients avoid using filler words such as “um” and “uh”, which can decrease your credibility. You also want to watch the tone of your voice. People tend to translate a deeper tone as sounding more credible.
You want to develop a relationship to last a lifetime when interacting with your clients. There are many things you can do to accomplish this, and using these tips can take you from getting just a few referrals and repeat customers to gaining a loyal client following. Taking the little extra time to make sure you are projecting the right attitude and making sure that you are doing things to gain your client’s trust can make a world of difference for your business. 6
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JUAN A. UMANZOR, JR. LONG & FOSTER REAL ESTATE, INC.
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JUAN A. UMANZOR, JR. Juan Umanzor, Jr. of Long & Foster Real Estate in Bethesda, is a force to be reckoned with in the thriving Washington D.C., Maryland and Virginia markets. Ranked among the top 1% of agents nationwide, Juan Umanzor, Jr. of Long & Foster Real Estate in Bethesda, Maryland brings a fresh, authentic and dedicated approach to each and every one of his transactions. 8Copyright Top Agent Magazine
Combining exceptional customer service with a true concern for his many clients, Juan is a force to be reckoned with in the thriving Washington D.C., Maryland and Virginia markets. Top Agent Magazine
Juan, who emigrated to the United States in 1996, worked in the restaurant industry until 2002, when he decided to obtain his real estate license. His first year in the business he worked part-time and still managed to sell an impressive seventeen properties. His first full year in the business saw him move an even more astounding thirty-seven homes. “Everything was new to me when I moved here,” says Juan. “I didn’t even speak English. Top Agent Magazine
It’s been an amazing adventure and I can’t see myself ever doing anything else. I don’t feel like what I do is work.” Currently overseeing an exceptionally dedicated team that consists of two licensed assistants and ten agents, Juan can boast of a business that is predicated more than 70% on repeat and referral clients. “My business used to be almost entirely referrals and repeat customers,” Copyright Top Agent Magazine9
explains Juan, “but thanks to technology 30% of my business now comes from online sources.” When asked to account for this deep level of client loyalty, Juan replies: “It’s definitely the customer service I provide. I build strong connections with my clients; it’s a one-stop-shopping kind of thing. I give the best service I can. To be honest, I know my clients will be loyal to me. I’m confident that once they meet me and see what I’m able to provide, they’re not going to walk away.” Copyright Top Agent Magazine Copyright 10
As a five-star-rated Premier Agent on Zillow, Juan has dozens of glowing testimonials on that site. Among the many rave reviews for his services is this one that perfectly describes the positive experience his clients can expect from him: “Juan kept me at ease during the transaction. He informed me well on what to expect, communicate and patiently responded to all of my questions. He is a professional in what he does, with great knowledge of the local market, and awesome negotiating skills. I’m sure I was represented Top Agent Magazine
the best way possible. He is and will be my agent for life. Totally recommend him.”
tell I’m full of knowledge when it comes to real estate.”
“I treat my clients the way I want to be treated,” says Juan, “or better. I approach every single transaction as if it were my own. I fight for my clients, and they feel that.” His years of experience are also an obvious benefit to his buyers and sellers. “I’ve become an investor myself,” explains Juan. “So I have a group of contractors that I can provide to my clients. Once my clients talk to me, they can
Juan’s relationships with his clients transcend the closing table. “We become friends,” he says. “We stay in touch. I communicate with all of them at least three times a year. I’m a people person, I connect with people.”
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When he’s not working, Juan enjoys nothing more than spending time with his wife and his three young children. Copyright Top Agent Magazine 11
As for the future, Juan is looking forward to expanding both his business and his team. “My plan is to keep growing, keep helping people. I want to continue to grow and be a better person every day.” He is also dedicated to facilitating the professional growth of his team members. “I have a duty to help them grow in every aspect.”
“I like helping others,” says Juan. “It’s such a great feeling when you help people accomplish their dream of home ownership. That feeling is priceless, and I advise my clients in the best way possible and put their interests first every time.”
For more information about Juan A. Umanzor, Jr., please call him at his Long & Foster office, 301-907-7600 or on his cell 204 - 606-8294, or email Juan@LNF.com Copyright Top Agent Magazine 12
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3 Beyond-the-Office Activities to Inspire a Creative Business Boom Maintaining motivation year-round is a challenge, especially for those who are several years into a demanding real estate career. It’s easy to burn out, get stuck in a rut, or cycle blindly through a well-worn routine. But those that leave an impact on their industry understand that creativity holds the key to innovation and longevity. To stay ahead of Top Agent Magazine
the curve and build your brand, you’ve got to take the time to breathe new life into your practice and see things from a new angle. But where to begin? To invite change, you’ve got to look outside the box—or in this case, beyond the office. If you’re in need of a professional creative make-
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To stay ahead of the curve and build your brand, you’ve got to take the time to breathe new life into your practice and see things from a new angle. over, or at least want to experience a burst of inventive energy, consider some of the activities below. You may just shake up your routine, bend your brain in new ways, and inject some inspiration into your professional path.
Expand your mind through meditation. You’ve likely heard all about the supposed powers of meditation, and perhaps you’ve long considered it an over-hyped New Age invention. But did you know that some of the foremost entrepreneurs of our era practice this cost-free, mentally restorative routine? From Oprah Winfrey to Steve Jobs, practitioners of meditation cite its stress-relieving principles, in addition to improvements in concentration, energy, self-awareness, and overall health.
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Even mainstream medicine is beginning to understand the preventative and restorative health benefits that meditation affords. As professional fields go, the mortgage and real estate industries require their fair share of emotional labor—you’re tasked with guiding clients through the investment of a lifetime. Meditation promotes peace and perspective, while reducing stress, adding a new level of self-awareness, and helping you mentally declutter. When it comes down to it, it only makes sense that taking time to go quiet and center your mind helps professionals find wherewithal amidst a hectic industry. Next time you’re feeling drained, out of ideas, or at your wit’s end—consider just fifteen minutes of meditation to get you started. Like most things, it takes some practice. But, if you commit the time, you’ll be thanking yourself later.
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Learn something new. If you’re facing burnout, then adding a new responsibility to your plate may seem like the least appetizing self-help solution there is. However, learning a new skill can reinvigorate your understanding of familiar tasks and dilemmas. Plus, learning a new skill doesn’t have to mean formal classes or time-draining homework. Select something that can even kill two birds with one stone. Want to let off some steam, too? Try a kickboxing class that meets just once-a-week. You’ll have something new to look forward to, meet new people, challenge yourself, and earn some feel-good endorphins, Top Agent Magazine
too. Want to cut loose and have some fun? Join a board game meet-up group, take a cooking class, or try rock-climbing for the first time. A stimulating new activity will light up long-dormant parts of your brain, and your clients and colleagues will surely notice the influx of energy to your outlook. Still don’t think you have enough time to add something new to the mix? Blend your morning commute with an audio language learning service. The point is to shake-up your habits and introduce a new challenge that’s unrelated to work. Doing so can make you look at things in a new light and boost your mood along the way.
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See new sights. If you can, there’s no better way to break from routine than to physically separate yourself from your surroundings. There’s nothing more inspiring than traveling to new destinations, experiencing new cultures, and getting a sense of the world’s true vastness. If a trip abroad isn’t in the cards, don’t fret. There are bound to be plenty of places relatively close by that you’ve never seen. And these trips don’t have to break the bank, either. Devote just one or two days to visiting a place you’ve never gone before, like a state park, protected forest, or a small seaside village. Perhaps you’re only a few hours from a National Park you’ve been meaning to visit but have never made time for. Or, there’s a lively city one state over that you’ve always wanted to try. Whatever the destination, near or far, you’ll refresh
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your perspective entirely when removed from all your usual routines. New restaurants, traffic patterns, storefronts, weather—whatever the change may be, you’ll be experiencing everything brand new all around you. Taking the time for trips like these isn’t easy. In fact, making yourself devote those free days may be a difficult task itself. But it’s the most direct way to get a breath of truly fresh air, and when you return home you’ll be able to assess familiar surroundings in a totally new light. However you decide to add creativity to your professional life, don’t wait. Once you take the plunge, you’ll be regretting you hadn’t done it sooner. After all, the key to longevity is regular maintenance, so do your part and break the mold today.
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APHY LIEBNO Aphy Liebno of Long and Foster in Baltimore, Maryland, clearly has what it takes to be a Top Agent. With more than three decades in the industry, she has dedicated herself to providing each and every one of her clients with unsurpassed service. Aphy’s solid work ethic, honesty and highly personable approach has resulted not only in a stellar career and almost universally satisfied clients, but also an impressive reputation as an agent who consistently puts her client’s needs front and center. Aphy began considering real estate as a career back in 1986, when she left a twelve-year stint at General Electric to stay home and raise her newborn child. “I knew I had to find something to do,” she says, “and my husband suggested real estate, since I had always been interested in it. So we both went and talked to a local realtor, and we listened to their pitch. I ended up taking their classes, and it was great. I thought to myself, ‘okay, I can do this,’ and that’s how I got started.” Since then, Aphy has distinguished herself on numerous fronts, and has been the recipient of multiple awards and commendations. Selling primarily in the Baltimore County & City areas (though she travels to other counties when her clients ask her to), she is a member of the Greater Baltimore Board of Realtors, National Association of Realtors and the Real Estate Million Dollar Club. While many other agents find a feeling of security in the team concept, Aphy prefers the solo agent approach, and which she executes with impressive aplomb. Her steadfast work ethic and detail-oriented approach help her – and her clients – feel secure that every step of the process is being closely monitored. “Does this limit my business?” she asks. “Yes, but I do better by just doing it myself and making sure that my clients come back to me. I’ll tell you the truth: I don’t feel like I’ve ever failed anyone.” This workmanlike dedication has translated into an impressive business that is based more than half on referrals and repeat clients. Aphy’s dedication to forming interpersonal relationships with her clients is a large part of her charm as a Realtor. While agents rely primarily on the tools of the digital age, Top Agent Magazine
Aphy does as well...like texting or emailing, however she doesn’t want to lose sight of the personal approach to maintaining contact with her many clients, both past and present. “I’m old-fashioned that way,” she explains. “I’ll call my clients, or I’ll just stop by their homes to say hello and ask if everything is okay.” She also avails herself of cutting-edge technology and the advantages it brings. “I have an amazing CRM, and I’ll send out news about my clients’ neighborhoods, which they love. I also send them holiday cards, a few random mailings and I’ll use that opportunity to ask for referrals,” says Aphy. Though the financial rewards of her career are not to be discounted, it’s the more personal side of the industry that Aphy finds most rewarding. “I like working with people,” she says. “I even enjoy working with clients who might be a little more difficult. I take it as a challenge to make them happy, and I usually do. Very often, we become friends.” As for the future, Aphy’s plans are simple and very much in line with her overall business ethos. “I’m very happy with where I am right now,” she says. “I know I could take my business to another level, but I think that would hurt the personal relationships I’m able to have with my clients now. I really enjoy people, and I really love giving them my time. I wouldn’t want to change that.”
For more information about
APHY LIEBNO, call 410 - 409 - 8041 or email APHY.LIEBNO@longandfoster.com Copyright Top Agent Magazine 17
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Goal Contracts
By Barry Eisen
(A Life Skill from the Old School) A few months ago I spoke at a real estate sales meeting in an office where I’ve spoken and taught seminars for many years. As soon as I was finished, an agent, who had transferred into this office about a year before, standing in the back of the room, graciously offered a glowing testimonial about my seminar he had taken ten years ago. He talked of a number meaningful changes for the better he had experienced in his life since that seminar. Then he took out Top Agent Magazine
of his pocket a small number of 3 by 5 cards and held them up like he was holding the Holy Grail. Of all the internal and external techniques he was exposed to in the seminar, these cards (Goal Contracts) were his game changer. I stopped guessing years ago, which ideas or systems I teach will be best or most appreciated. We all perceive ideas so differently. Generally, feedback I get in coaching sessions is 19
that the biggest issue for most, who are not fulfilling their own personal promises, is lack of focus, not lack of ability or planning. There are lots of good ideas available to shake a person out of the Limbo they’ve created. Here’s one that has worked for many. If you like the idea, don’t just acknowledge it as a “nice idea.” Do it for a month. Get past the initial new/awkward/judgmental stage. Then decide whether this is an idea worth continuing or not. Come from KNOWING, not second-guessing. 3. On the second line, answer the You have everything to gain and time question. What is the specific nothing to lose. TARGET or DUE DATE for that goal to be accomplished? (A specific The Goal Contract date creates a sense of urgency.) Get as many 3 X 5 cards for as many 4. On the third line of each card selected personal/business goals answer the HOW? question. This is the action step, where the rubber you’d like to accomplish. meets the road. How are you going 1. Create 4 horizontal lines across to get from where you are to where each card with a few spaces in you are going? Dig deeper than the lazy answer: “If I knew what to do between each. I’d be doing it!” If you’ve crossed the street by yourself a few times You have everything to already, chances are you know what gain and nothing to lose. you need to do. Write this down in a few words on the third line. 2. On the top line of each card answer the question WHAT? What 5. On the bottom line of each card, is that card’s goal? Write that goal SIGN YOUR NAME. As simple and on the top line (e.g. Weigh 150 lbs., perhaps silly as this may seem, we $200,000, run a 42 minute 10K, etc). have been conditioned to live up to 20
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you feel self conscious), on your office and home office desk, etc. Just the physical act of moving the cards, subconsciously reinforces what the cards represent. Since most of our attitudes and actions are subconsciously motivated, you will feel more immediately compelled to make the better, usually more 6. Stick a small piece of double productive decision. sided tape on the back of each card. This is a little idea that can play big 7. Carry these cards with you in getting you to another level. through the travels of your day. In Because it’s easy to do, it becomes your pocket or handbag, carry case, easy to NOT do. Do it, you’ll like it! on the dashboard of your car (not when you have others with you, if Copyright©, Barry Eisen.
responsibilities we sign for (mortgages, insurance, credit cards, cars, etc). Personal and business goals don’t generally fall into that category. A small action can have a huge impact. As you sign your name, feel the responsibility of your commitment.
Barry Eisen teaches personal development seminars and coaches Southern California top producing rEALtOrS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 Top Agent Magazine
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Creative Meditation
for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental. Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite 22
easily into the daily hustle & bustle world of the busy real estate agent. First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening Top Agent Magazine
Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts. These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument. Here are some examples of meditations you can try.
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For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.
2 Repeating a mantra can be very calm-
ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.
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3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.
4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.
Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis. When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity. 23
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