Maryland, Virginia, WASHINGTON D.C. 7-31-17 by Top Agent Magazine

MARYLAND, VIRGINIA & WASHINGTON D.C. EDITION

5 Fresh New Approaches to CONTENT MARKETING 5 Things You Can Do to ACHIEVE YOUR BIGGEST GOALS KEEPING IN TOUCH— How to Stay in Your Clients' Lives for the Long Haul 6 Habits of HIGHLY PRODUCTIVE AGENTS

FEATURED AGENTS AMY BIRMINGHAM KHALIL EL-GHOUL CARL GÖRAN OLSSON RICH PHILLIPS LEE TESSIER

COVER STORY

SAMER KURAISHI

MARYLAND, VIRGINIA & WASHINGTON D.C. EDITION

KHALIL EL-GHOUL

In preparing to graduate from George professional photography and 7 18 AMY BIRMINGHAM Mason University, Khalil El-Ghoul17 was on staging services ensure each p unique style the lookout for his next challenge. With Top a Agent Amy Birmingham of its Abest, both in differentiates person and Cummings & Co. Realtors is a tionally, “I’m a distribution little aggressive, I’mm roommate who was excelling as an agent, across force of nature in the real estate lay it all out upfront, and I’m Khalil decided to try his own hand and earn sites and social media platf world, working hard for each have the same personality, an his license. Soon enough, Khalil had found maximum visibility, and targe of her many clients and providFortunately, I’m quick on the a path that spoke to his skillset and ambilistings in the path of the perfec ing the very best client service stay think that’s with one ofpast the clients, things t tion. Eleven years later, Khalil has mounted in touch available in the Baltimore area. back.” a thriving career guided by the principles of in by e-mail to make sure all m straightforward communication, diligence, gressing positively after closi takes pride in her ability and a dedication to personalized client care.Amy hails from a background he Amy receives a referral from a pa in sales, having worked for scenarios. “That’s one of my f RICH PHILLIPS SAMER KURAISHI AMY BIRMINGHAM KHALIL EL-GHOUL sure to reach out and show hi CARL GÖRAN OLSSON Xerox and in pharmaceutical sales. “I was at a point in says. “I like being the problem Khalil serves the D.C. metro area, with services extendletting no act of kindness go unrecognized Rich Phillips got his start in the real estate vidual needs are, which is important my life where I had no job satisfaction,” she says. “I was love since dealing with the contra and gratitude are the words read in Money magazine about the boom- on his favorite Iaspect ing to northernI Virginia and Maryland’s Montgomery of things his job, reco 23 27 24 bored, and I needed a change. Someone suggested I look checking offKhalil the list, ta business learning the construction business every transactions is different.” st when describing their relaing areal estate industry. I found itainteresting County. He heads team of agents that act as support enjoy interacting with people. I don’t co into real estate as a career, and initially I didn’t think it ing back and forth, and I esp with country’s best homebuilders in the Carl Göran Olsson. Leader and thought it would be a good even matchthe for better than anyone, and enjoy when I can in facilitating his interest transactions, Tessier articulates his would me.that ButIensuring after I The started looking more into the andclients seeingis the deal go throu country. Rich sold new homesstaff in the DC, me. rapport builds with Lee his Team at Berkshire Hathaway Today I know was right.” Carl gotRich smallest of details move through the pipeline with accuwith clients to establish the best strategies several ways, but each itera sidea of it, Iin knew it would be aand great fit forhis me.high I referral whetherrate it be buying or sellin Metro itareas, where he really learned in business what with , Carl delivers.MD He makes a touch with team August, washe upcredits racy and efficiency. With repeat andmy referral business achieve their down goals.” Kha toUltimately, the value itofis putt then proceeded to get license.” the ‘ins and outs’ of not only home sales, and his ability to build long-lasting relationwer clients’ stress and smooth running in September and got his license in reaching a rate of 75%, Khalil’s proactivity and dedicainvestment in the success of his clients people’s needs first. “By putt When but the construction of a home, from foun- January 2006. ship with his clients. “My clients areshe’s like not working, Amy g parts of a transaction. tion to delivering results keeps clients coming back. “I him to distinction in his industry. before ours, our focu ne Selling since 2005, Amy focuses primarily the Parkville weights, but her primary dations to finishes. After spending 10 years family to me.onI really go aboveneeds and beyond never takeHe’s aneighborhood cookie-cutter approach toand any Baltimore, hasdeal,” dubbed smalltypical children. “I work says hard, L get fulfilled,” te seller who needed makehelping hundredswill glad he did.ofThe possibility of helping in that to arena, of families for them, doing herself things “The I don’tmately think Parkville Neighborhood “Iimporthave agent toorplay hard them,” she says Khalil. clientsthrough appreciate theExpert.” high energy Ia licensed Outside of theruns office, Khalil remains involv the Leewith Tessier Team, ical legal, financial someone one of the most buildand andstrucbuy new homes, he wanted to “My agents do, like mowing lawns, helping works for me full She keeps the paperwork ing warm days atand the beach. r to my work, and how driven am time. tolives accomplish the community by accompanying support s from a distance, antwho transactions in Itheir is incredibly more area Keller Williams serve describes more of his clients needsbring and decided them to paint, you nameand it. This isn’t about me What’s organized andespecially handles of the marketing. I love tovolunteer do business. goalswith I set on.” Khalil all takes the time they at the localwho homeless with Carl this to way: “I had to more, him, when it’s been as Lee, enteredshr move into to residential real estate Re/out rewarding one transaction for me, I’m creating lifeCARL GÖRAN OLSSON RICH PHILLIPS LEE all of the negotiating, contact the clients, As2006 for abroad, the future, Amywell planswt advice and characterizations a short sale and he then helpedwith the client buy toinget to area know each his clients, establishing a sense ofTESSIER ing charitable Khalil contrib max and quickly made his mark that time clients andagents, truly beconone who can help inefforts after doing tractors etc. We he each know our roles andall ourofstrengths and as it’sJordan, notinvestment at the offor th on extent. It proved to be one a new home. trust from the outset. Likewise, operates on a 1-1.5% to an real orphanage in as expense well. As as well. them with their estate needs.” personal proper work very well together.” vides to her customers. “It’s things I have ever done…. I seriously think commission, which differentiates his practice grown from other Khalil to an a set of twins, s his sales fromenjoys 36 in fatherhood year one as independent Carl on the team’s stages most “I’m really satisfied with my stry had a lot more Göran in it,has For Carl the past sixOlssons years, Rich been isa the toplead producer with Rich’s background in construction is another advantage professionals in agent the industry. “I’mlistings. able toHe offer lower leisure hours he can with his two 452 in 2016 with 14 agents and 7 assistants. daughters He did i of the homes and has professional photographs and floor A deep commitment to her clients from the beginning of the growth doesn’t allow for that d have a much healthier, RE/MAX happier Results,population serving the rates community he grew up ever he offers his clients, whether it’s helping them at the “We care. to mythat clients without compromising on the ing tohis craft and focusing on look customers. Our plans made for each one. Then come phone calls people transaction process to the end is a hallmark of Amy’s work with where I am right now.” s and sellers.” in, Frederick County, Maryland. “This is really a Khalil wonderbonesBringing of a home they’re buying, orfor helping hiswe’re sellers getchasing level of service,” explains. the gravitas As the future, Khalil has plants to con grows because people know not commiss in the and neighborhoods the listing and agents who “Iaround pride their myself on spending a lot of time with cli- and construcful area. We’re close to both Baltimore D.C, ethic. and offer homes show ready, his eye formy design of professionalism to each task he completes, Khalil colness’s growth, withand hopes expand both says. “People who chase dollars centstoget commissi cludes eight agents, a home designer and are active in that area. The listing is posted on the MLS as ents, who are primarily sellers. I’ll line up cleaning people, an excellent quality of life. We’re near the mountains, andto develop tion background set nobody him apart. laborates with his clients strategiesand and share his services—taking on a higher volume wants to deal with them!” contractors, junk removal services, rs who serve Montgomery County, Marywell aswith online systems suchpainters, as Facebook that target spe- whatever the we also have a vibrant downtown area many restauideas, working together to formulate an approach thatAmy,deeper roots into the city, all while maintai listing needs. I’ll also stage the house.” who owns st D.C.; and northern Virginia. Repeats and cific demographics. He also advertises the listing through rants, shops and theaters. Frederick is rich with history RIch is activelySome involved in his community andgoes supports suits everyone involved. standard ofteam care his clientele have comeinto of“The the ways above and beyond her brokers own boxand truck and about six home’s worth of Lee’s staging unt for about 50 percent of Carl’s business. hosts public open houses. dating back to the revolutionary Adverts and civiland wars. I grew up several local charities, as well as the local schools. He has more than a decade of hard-won industry use furniture, takesvery pridestrong,” in making herclients listings lookthe theteam’s very two moving trucks for free.e prise; people like him. They often become Berkshire Hathaway brand heting adds. “The here, so I have an in-depth knowledge of the area and a is served on several boards including Habitat forhim, Humanity Knowing that no two listings are alike, Khalil takes a perinsight and athey’re genuineunder passion moving boxes tobehind our clients once conf best they “I also pride myself on really hand-holding e also very focused on each transaction,” website is translated into can. 12 languages, allship ourwith listings huge local network, that has proven to be an invaluable and has alsosoworked Big Brothers/Big Sisters over the is sure to rema sonalized, tailor-made approach to marketing each home. his daily work, the future with my clients.” we do housewarming parties for our buyers.” For tho e treat real estate as a business and work get out to an international audience.” resource to my clients.” years. When he isn’t working heKhalil enjoysEl-Ghoul. spending time with With most buyers beginning their home search virtually, parties for people moving out of state, they arrange ca wifeand andcultural two kidspursuits. traveling and being in the outdoors. Carl devotes hisThis free obvious time to his family concern for herfeed clients has paidInoff, and they stay in touch over time 45 people. addition, Key to Rich’s success has been aAs business philosophy that m Sweden, Carl speaks English, Swedish, a tradition-bearer of early 46% musicofand from his approximately her dance business lastor year was based a to spring summer event and a night out during on taking personable sales.”I treat Rich would like continue to to customseemovie his business grow, erman and has relies a master’s degreea in educa- approach region oftoSweden, he travels the world giving concerts on repeat clients and referrals from satisfied giving week at which people enjoy bites and beverag For inform everyone I would want to and be treated. It’s ers. all never“Iatwith thehis to build more Phone 888-461-3930 | Fax 310-751-7068 ematics. Besides having like taught in Sweden, workshops. He about also lovesbut traveling camera. “Again,” she says, think itexpense has a lotoftoalosing do withhis theability taking home pre-ordered apple or pumpkin pie courte customer service and Imanutreat people with respect. Buying a way relationships and frequently, serve his community. binet maker, violin maker, dog sled “Creating images is another to make people happy,” hand-holding. I communicate honestly and“I’m communi- AMY BIRM Lee Tessier Team. mag@topagentmagazine.com | www.topagentmagazine.com home iscontracting a big investment for people and it can beclearly. stressful. ty-minded and family-oriented, and that’s my under of an electrical company he says. call 443 I go above and beyond. I do whatever it takes to how I runplease My job is to help alleviate that stress, walk them through business. I love working with people and seeing the joy is family. In 2005 wasissue offered getmanner the dealwhatsoever done.” NoCarl’s portionwife of this may be reproduced in any withoutLee’s prior team consent of the publisher. Top Agent email Amy@AmyB also skimp when marketing listings. “ Clearly, making people happyasisthey in Carl’s Strengthprocess, show themat thethe good things and bad things, and start DNA. the next chapter in doesn’t their lives, knowing that cancer researchthe inMagazine the United States is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published about $36,000 a month on marketing with the stager we focus they’ll now. “Ialways really want to help them options and solutions.ening Therehis areteam a lotisofhis emoremember what I did for them. My job utes of Health, offer and the family materials, Top moved. Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. Copyright Top Co Ag every property, professional photography, 3D Matterp who areand committed to me teamwork get tions in the process and I try andmore use people my experience allows to give backto inthe so many ways. For me it’s not To subscribe or change address, send inquiry to mag@topagentmagazine.com. e air about a career,” Carltosays. vis-emotions next level business,” he says. Carl at drone theindustry, lead, thebut it’s one photography and video,” expertise help“We calmhad those down.inI’m also good onlyWith an enjoyable where I can make Published in the U.S. n the spring, andaton my way back to Vertex Team is their well on its way. hetoo.” says. They boost ads on real reading people, soEurope I can adjust to whatever india positive impact estate websites, conduct SEO and 2 Top Agent pay-per-click campaigns and run Magazine For more information about Carl Göran Olsson TV and radio spots. “A lot of our business comes from people who

LEE TESSIER

SAMER CONTENTS KURAISHI

4) 5 FRESH NEW APPROACHES TO CONTENT MARKETING

13) 6 HABITS OF HIGHLY PRODUCTIVE AGENTS

19) KEEPING IN TOUCH— HOW TO STAY IN YOUR CLIENTS' LIVES FOR THE LONG HAUL

25) 5 THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS To learn more about Khalil El-Ghoul, visit glasshousere.com, e-mail khalil@glasshousere.com, or call (571) 235www.

To learn more about Rich Phillips

mailto:mag@topagentmagazine.com

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons. First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal. To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar. Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience. Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded. We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

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. 6

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SAMER KURAISHI 7

SAMER KURAISHI The DC Metro area is one of the most competitive and fierce real estate markets in the country, which is why it’s all the more impressive that the Samer Kuraishi Group has managed to stand out from the pack. Their focus on providing an exceptional customer experience has paid off, and they are not only an in-demand team, but an award-winning one as well. Wall Street Journal’s Real Trends ranked The Samer Kuraishi Group #1 in most units and volume sold in the DC Metropolitan area for the 3rd 8Copyright Top Agent Magazine

year in a row and #37 in top producing teams nationwide in 2016. They were also recently awarded “Best of Washingtonian” amongst the top brokers/agents/teams in Washington, DC 2 years running. The vision of team founder Samer Kuraishi is largely responsible for their success. A natural born entrepreneur, Samer knew he wanted to build a business dedicated to putting client’s needs first by using the most cutting edge techTop Agent Magazine

The Samer Kuraishi Group is ranked #1 in most units and volume sold in the DC Metropolitan area for the 3rd year in a row and #37 in top producing teams nationwide in 2016. nology and providing constant education and training so his agents would always stay ahead of the curve when it comes to industry innovations. “For most people this is the biggest investment they ever make in their lifetime. It’s important that they know what they should expect from a highly professional agent. My Top Agent Magazine

agents act as clients’ partners throughout the process, helping you navigate the transaction with care and with full support.” That all starts with hiring the right people. Samer carefully hand-selects each agent and guides them to become the type of brokers that Copyright Top Agent Magazine9

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the Samer Kuraishi Group has built their reputation on. “I’ve hired the smartest and brightest professionals in the business. I have a real intuition when it comes to picking talent. Oftentimes they might be people who aren’t even in the business when I meet them, but once I bring them onboard and mentor them, they become phenomenal agents and that’s something I’m really proud of.” One of the key lessons Samer instills in his agents is that this business is not just about sales, it’s about building relationships. “People always come first, not money. if you’re good at what you do, you’ll always make money. I want my agents to all operate with the highest level of integrity, and to build trust with clients from the beginning through clear and honest communication. You need to listen so you can achieve their goals and always put their interest before yours. Everyone who works here believes in this company and Top Agent Magazine

wants to represent it in the best possible light. We care about helping people fulfill their dreams.” Samer is actively involved in his community and sponsors several local youth basketball teams. He is also a huge supporter of both the Ronald McDonald House and the Capital Area Food Bank. When he isn’t working, Samer is an avid sports fans, and also enjoys traveling, and spending time with his wife, family and friends. Samer has no plans to slow down anytime soon, and has opened a new brokerage in DC called ONE Real Estate, a high-powered exclusive boutique firm, that will help bring the high level of service he offers to even more people. “I love helping people and I love seeing my agents grow and succeed. Mentoring my agents to the highest level, so that that they can then offer people service that truly goes above and beyond is what keeps me going.” Copyright Top Agent Magazine 11

To learn more about

SAMER KURAISHI call 301.385.0049, email sâ&#x20AC;&#x2039; k@onerealestate.com or visit onerealestate.com www.

6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things Top Agent Magazine

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day. Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as 13

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list. You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second. We all do it! Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do 14

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful. Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innovaTop Agent Magazine

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news? Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out Top Agent Magazine

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business. Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about. 15

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AMY BIRMINGHAM Top Agent Amy Birmingham of Cummings & Co. Realtors is a force of nature in the real estate world, working hard for each of her many clients and providing the very best client service available in the Baltimore area.

A unique style differentiates Amy from her competitors. “I’m a little aggressive, I’m a little loud,” she laughs. “I lay it all out upfront, and I’m honest. A lot of my clients have the same personality, and they want answers quickly. Fortunately, I’m quick on the draw. I can’t let things sit. I think that’s one of the things that keeps my clients coming back.”

Amy hails from a background in sales, having worked for Xerox and in pharmaceutical sales. “I was at a point in my life where I had no job satisfaction,” she says. “I was bored, and I needed a change. Someone suggested I look into real estate as a career, and initially I didn’t think it would interest me. But after I started looking more into the business side of it, I knew it would be a great fit for me. I then proceeded to get my license.”

Amy takes pride in her ability to navigate tricky real estate scenarios. “That’s one of my favorite parts of the deal,” she says. “I like being the problem solver and the quarterback. I love dealing with the contractors and organizing things, checking things off the list, talking to agents and negotiating back and forth, and I especially like helping families and seeing the deal go through from beginning to end, whether it be buying or selling. It’s all very satisfying.”

Selling since 2005, Amy focuses primarily on the Parkville neighborhood of Baltimore, and has dubbed herself “The Parkville Neighborhood Expert.” “I have a licensed agent who works for me full time. She keeps the paperwork and me organized and handles all of the marketing. I love to do all the negotiating, contact with the clients, agents, contractors etc. We each know our roles and our strengths and work very well together.” A deep commitment to her clients from the beginning of the transaction process to the end is a hallmark of Amy’s work ethic. “I pride myself on spending a lot of time with my clients, who are primarily sellers. I’ll line up cleaning people, contractors, painters, junk removal services, whatever the listing needs. I’ll also stage the house.” Amy, who owns her own box truck and about six home’s worth of staging furniture, takes pride in making her listings look the very best they can. “I also pride myself on really hand-holding with my clients.” This obvious concern for her clients has paid off, and approximately 46% of her business last year was based on repeat clients and referrals from satisfied customers. “Again,” she says, “I think it has a lot to do with the hand-holding. I communicate frequently, honestly and clearly. I go above and beyond. I do whatever it takes to get the deal done.” Top Agent Magazine

When she’s not working, Amy enjoys gym time and lifting weights, but her primary focus is her family and her two small children. “I work hard, so when I get free time I like to play hard with them,” she says. She also enjoys spending warm days at the beach. As for the future, Amy plans to grow her business, as long as it’s not at the expense of the quality of service she provides to her customers. “It’s all about balance,” she says. “I’m really satisfied with my business right now, and if growth doesn’t allow for that balance, I’m perfectly okay with where I am right now.”

For more information about AMY BIRMINGHAM, please call 443-939-0993 or email Amy@AmyBirmingham.com Copyright Top Agent Magazine 17

KHALIL EL-GHOUL In preparing to graduate from George Mason University, Khalil El-Ghoul was on the lookout for his next challenge. With a roommate who was excelling as an agent, Khalil decided to try his own hand and earn his license. Soon enough, Khalil had found a path that spoke to his skillset and ambition. Eleven years later, Khalil has mounted a thriving career guided by the principles of straightforward communication, diligence, and a dedication to personalized client care. Khalil serves the D.C. metro area, with services extending to northern Virginia and Maryland’s Montgomery County. He heads a team of agents that act as a support staff in facilitating his transactions, ensuring even the smallest of details move through the pipeline with accuracy and efficiency. With repeat and referral business reaching a rate of 75%, Khalil’s proactivity and dedication to delivering results keeps clients coming back. “I will never take a cookie-cutter approach to any deal,” says Khalil. “My clients appreciate the high energy I bring to my work, and how driven I am to accomplish the goals I set out on.” What’s more, Khalil takes the time to get to know each of his clients, establishing a sense of trust from the outset. Likewise, he operates on a 1-1.5% commission, which differentiates his practice from other professionals in the industry. “I’m able to offer lower rates to my clients without ever compromising on the level of service,” Khalil explains. Bringing the gravitas of professionalism to each task he completes, Khalil collaborates with his clients to develop strategies and share ideas, working together to formulate an approach that suits everyone involved. Knowing that no two listings are alike, Khalil takes a personalized, tailor-made approach to marketing each home. With most buyers beginning their home search virtually,

professional photography and professional staging services ensure each property looks its best, both in person and online. Additionally, distribution across multiple listing sites and social media platforms provide maximum visibility, and targeted ads place listings in the path of the perfect audience. To stay in touch with past clients, Khalil checks in by e-mail to make sure all matters are progressing positively after closing. Whenever he receives a referral from a past client, he is sure to reach out and show his appreciation, letting no act of kindness go unrecognized. In reflecting on his favorite aspect of his job, Khalil recounts, “I really enjoy interacting with people. I don’t consider myself better than anyone, and enjoy when I can work together with clients to establish the best strategies to help them achieve their goals.” Ultimately, it is Khalil’s authentic investment in the success of his clients that has driven him to distinction in his industry. Outside of the office, Khalil remains involved in his local community by accompanying and supporting his mother as they volunteer at the local homeless shelter. Supporting charitable efforts abroad, Khalil contributes resources to an orphanage in Jordan, as well. As for his free time, Khalil enjoys fatherhood to a set of twins, spending all the leisure hours he can with his two daughters. As for the future, Khalil has plants to continue his business’s growth, with hopes to expand both his team and his services—taking on a higher volume and growing deeper roots into the city, all while maintain the hallmark standard of care his clientele have come to expect. With more than a decade of hard-won industry experience and insight behind him, and a genuine passion for service and his daily work, the future is sure to remain fruitful for Khalil El-Ghoul.

To learn more about Khalil El-Ghoul, visit glasshousere.com, e-mail khalil@glasshousere.com, or call (571) 235- 4821 www.

g n i p Kee h c u in To

HOW TO STAY IN YOUR CLIENTS’ LIVES FOR THE LONG HAUL

One sign of a great real estate agent is there long list of loyal client following. Part of achieving a great referral base is being a great realtor during the transaction. But, that’s only half of the work. To truly be your client’s realtor for life and keep them coming back to you as well as referring others to you, you have to stay in their lives past the transaction. Keeping in touch with your past clients can be one of the most important parts of your business, and one that many realtors tend to push to the wayside. Do you stay in your client’s lives, or do you disappear? People refer people that they feel they know well and that they trust, people they consider friends. However, earning and keeping your client’s trust involves maintaining a delicate balance with how much you contact them. Experts recommend reaching out to your clients at least quarterly. But, it’s not just about how often you stay in touch. You also need to be mindful about how you are reaching out to them. Here are some tips on how to keep in touch with your clients for the long haul: Top Agent Magazine

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INDIVIDUAL PERSONAL CONTACT One of the best ways to keep in touch with your clients is to simply give them a call every once in a while. Follow up and see how your clients are doing. Offer them assistance if they need it. Personalized contact helps to ensure that you remain as important to your clients long after the sale as you were during the transaction. Giving your clients a call on special occasions such as birthdays or holidays also makes for a great personal touch. Of course, nothing beats face-to-face contact. Stopping by to say hello can be a great way to keep in contact. An even better way to catch up and maintain that friendship is to set up a lunch or coffee date with past clients. Giving individual clients your undivided attention goes a long way towards maintaining that bond you formed during the transaction and earning your client’s loyalty and trust. Interactions like this make a lasting impression on your clients. Of course, many busy REALTORS® may not have time to follow up with every client oneon-one. A great way to still give personal attention to your clients without meeting each and every one for lunch is to throw a client appreciation party. This allows you to get in some face-to-face time with each client and make sure they all get your undivided attention and quality time to catch up with you, even if it’s only for a short time. Now, if you have a lot of past clients, this can be difficult to manage during one party. One way to get around the numbers problem is to organize smaller events based on client’s interests. Instead of throwing one giant party, host a pool party for the families with kids or a wine and cheese get together for single clients. Hosting special events like these ones goes a long way towards keeping your contact with past clients more personalized and setting you apart from those businesses that simply send them a calendar once a year.

PROVIDE CLIENTS WITH USEFUL NEWS PROVIDE CLIENTS WITH USEFUL NEWS One way that many REALTORS® keep in touch with their clients is by sending them newsletters. This form of contact can be a double-edged sword. You want to make sure you provide them with useful information that reminds them of your value as a real estate professional. Otherwise your communication will amount to nothing more than spam, and clients will think of you less as a trusted friend and more as a nuisance salesperson. Clients react much more positively to communication containing information that is pertinent to their lives. Update your clients on what is going on in their local community and 20

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housing market. Demonstrate your knowledge about the community and the things that are important to your clients. Include information about local cultural events, community news, housing statistics, information on the mortgage market, home maintenance advice, home design tips, and anything else that your clients will find personally useful. Your clients will always be interested in value.

SEND CLIENTS MEMORABLE AND PERSONAL CARDS Sending your clients cards related to important events in their lives and letting them know that you remember those events and care will go a long way towards building and maintaining a close personal relationship with them. You want to make sure your cards stand out, though. Sending popular holiday cards can be a mistake, as they will most likely get lost amongst all of your clients other holiday cards and will be quickly forgotten. Instead send something more personal such as: HOME ANNIVERSARY CARDS: Send cards to each client on the anniversary of the closing of their home.

CONGRATULATORY CARDS: Remember important events such as wedding anniversaries, graduations, new babies, etc.

SPECIAL BIRTHDAY CARDS: Instead of just sending your typical birthday card, add something special to yours that will stand out. Include a $1 scratch off ticket or a $5 gift certificate to Starbucks. Make sure to include a handwritten personal note.

GIVE CLIENTS AN UNUSUAL GIFT Make sure the gifts you send your past clients stand out. Send your past clients an odd gift at the beginning of the year or on a holiday. Think outside the box and send things like funny magnets, customized mugs, a personalized piece of wall décor, and other fun and unusual items. A great way to make your gift stand out even more is to include a funny note with it that will catch their attention as well as make them think of you. For example, one cute idea is to send clients a bag of popcorn with the note, “Real estate is popping, give me a call.” You could send a bag of goldfish with a note attached that says, “I’m fishing for your referrals.” Get creative and have a little fun with it, your clients will notice and remember you for it. Top Agent Magazine

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TAKE ADVANTAGE OF SOCIAL NETWORKS

Social networking sites make staying in contact with past clients in a more informal and friendly basis much easier. Connect with your past clients on Facebook. This will help you stay up to date on the important things happening in your pact clients’ lives. In return, it provides you a great platform for keeping those past clients up to date with what is going on in your business as well as keep in contact in a more informal manner. Use Facebook to remind past clients to check their basement after a heavy rain or that they can contact you for help during tax time. You can even organize your contacts on Facebook into customized lists such as “past clients,” “industry contacts,” etc. This will help you better manage your Facebook contacts. This will also allow you to view specific news feeds based on these lists and send messages to a particular list of contacts. Don’t forget about the many other social networking sites such as Twitter or LinkedIn either. Utilize this technology to drive personal contact with your clients.

STAY ORGANIZED No matter how you choose to keep in contact with past clients, make sure to be consistent. Consistency will help you stay organized and diligent about reaching out to your past clients regularly. A tool used by many real estate professionals to stay organized is a customer relationship management solution. Whether you use one that is online or a computer software program, this will help you stay organized when managing your contacts and allow you to set notifications to alert you when you need to contact certain clients, send out gifts, plan a client appreciation event, and many other things throughout the year. Staying organized and consistent in your contact with past clients will help you continue to build and manage your referral base, as well as open the door to repeat and referral business. 22

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CARL GÖRAN OLSSON Respect, trust and gratitude are the words clients use most when describing their relationship with Carl Göran Olsson. Leader of the Vertex Team at Berkshire Hathaway PenFed Realty, Carl delivers. He makes it a priority to lower clients’ stress and smooth out the moving parts of a transaction.

I read in Money magazine about the booming real estate industry. I found it interesting and thought it would be a good match for me. Today I know that I was right.” Carl got in touch with a team in August, was up and running in September and got his license in January 2006.

One out-of-state seller who needed to make a series of critical legal, financial and structural decisions from a distance, describes his interaction with Carl this way: “I had to depend on his advice and characterizations to an uncommon extent. It proved to be one of the smartest things I have ever done…. I seriously think that if the industry had a lot more Carl Göran Olssons in it, America would have a much healthier, happier population of home buyers and sellers.”

He’s glad he did. The possibility of helping someone through one of the most important transactions in their lives is incredibly rewarding to him, especially when it’s been a short sale and he then helped the client buy a new home.

Carl’s team includes eight agents, a home designer and two contractors who serve Montgomery County, Maryland; northwest D.C.; and northern Virginia. Repeats and referrals account for about 50 percent of Carl’s business. That’s no surprise; people like him. They often become friends. “We’re also very focused on each transaction,” Carl says. “We treat real estate as a business and work full time.” Originally from Sweden, Carl speaks English, Swedish, French and German and has a master’s degree in education and mathematics. Besides having taught in Sweden, he’s been a cabinet maker, violin maker, dog sled manufacturer and founder of an electrical contracting company that’s still in his family. In 2005 Carl’s wife was offered a position in cancer research in the United States at the National Institutes of Health, and the family moved. “I was up in the air about a career,” Carl says. “We had visited the U.S. in the spring, and on my way back to Europe

Carl is the lead agent on the team’s listings. He stages most of the homes and has professional photographs and floor plans made for each one. Then come phone calls to people in the neighborhoods around the listing and agents who are active in that area. The listing is posted on the MLS as well as online systems such as Facebook that target specific demographics. He also advertises the listing through Adverts and hosts brokers and public open houses. “The Berkshire Hathaway brand is very strong,” he adds. “The website is translated into 12 languages, so all our listings get out to an international audience.” Carl devotes his free time to family and cultural pursuits. As a tradition-bearer of early music and dance from his region of Sweden, he travels the world giving concerts and workshops. He also loves traveling with his camera. “Creating images is another way to make people happy,” he says. Clearly, making people happy is in Carl’s DNA. Strengthening his team is his focus now. “I really want to help more people who are committed to teamwork get to the next level in business,” he says. With Carl at the lead, the Vertex Team is well on its way.

For more information about Carl Göran Olsson of The Vertex Team, Berkshire Hathaway PenFed Realty, Vienna, VA, please visit homesbyvertex.com, call 301.814.2140 or email cg@homesbyvertex.com www.

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RICH PHILLIPS Rich Phillips got his start in the real estate business learning the construction business with country’s best homebuilders in the country. Rich sold new homes in the DC, MD Metro areas, where he really learned the ‘ins and outs’ of not only home sales, but the construction of a home, from foundations to finishes. After spending 10 years in that arena, helping hundreds of families build and buy new homes, he wanted to serve more of his clients needs and decided to move into residential real estate with Re/ max and quickly made his mark in that area as well. For the past six years, Rich has been a top producer with RE/MAX Results, serving the community that he grew up in, Frederick County, Maryland. “This is really a wonderful area. We’re close to both Baltimore and D.C, and offer an excellent quality of life. We’re near the mountains, and we also have a vibrant downtown area with many restaurants, shops and theaters. Frederick is rich with history dating back to the revolutionary and civil wars. I grew up here, so I have an in-depth knowledge of the area and a huge local network, that has proven to be an invaluable resource to my clients.” Key to Rich’s success has been a business philosophy that relies on taking a personable approach to sales.”I treat everyone like I would want to be treated. It’s all about customer service and I treat people with respect. Buying a home is a big investment for people and it can be stressful. My job is to help alleviate that stress, walk them through the process, show them the good things and bad things, and offer them options and solutions. There are a lot of emotions in the process and I try and use my experience and expertise to help calm those emotions down. I’m also good at reading people, so I can adjust to whatever their indi-

vidual needs are, which is important since every transactions is different.” The rapport Rich builds with his clients is what he credits with his high referral rate and his ability to build long-lasting relationship with his clients. “My clients are like family to me. I really go above and beyond for them, doing things I don’t think typical agents do, like mowing lawns, or helping them to paint, you name it. This isn’t about one transaction for me, I’m creating lifetime clients and truly be one who can help them with all of their real estate needs.” Rich’s background in construction is another advantage he offers his clients, whether it’s helping them look at the bones of a home they’re buying, or helping his sellers get their homes show ready, his eye for design and construction background set him apart. RIch is actively involved in his community and supports several local charities, as well as the local schools. He has served on several boards including Habitat for Humanity and has also worked with Big Brothers/Big Sisters over the years. When he isn’t working he enjoys spending time with his wife and two kids traveling and being in the outdoors. Rich would like to continue to to see his business grow, but never at the expense of losing his ability to build relationships and serve his community. “I’m community-minded and family-oriented, and that’s how I run my business. I love working with people and seeing the joy as they start the next chapter in their lives, knowing that they’ll always remember what I did for them. My job allows me to give back in so many ways. For me it’s not only an enjoyable industry, but it’s one where I can make a positive impact too.”

To learn more about Rich Phillips call (301) 639-9138, email rich phillips@remax.net or visit richphillipshomes.com www.

5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks. But there is a method to setting them. It’s a process that takes careful thought and conTop Agent Magazine

sideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately. 1. MAKE YOUR GOALS SPECIFIC

Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific

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Your plan of action should include daily, weekly, monthly and yearly goals. goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming. 2. MAKE IT ATTAINABLE

Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one. Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud! 3. PUT A PLAN OF ACTION IN WRITING

Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially 26

important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways. Achieving goals is all about creating good new habits. 4. MAKE IT MEASURABLE

This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know. Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone. 5. ADJUST AS YOU GO

You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it. Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation. Sticking to a plan everyday means adjusting it accordingly.

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LEE TESSIER Lee Tessier articulates his mantra several ways, but each iteration boils down to the value of putting other people’s needs first. “By putting their needs before ours, our needs ultimately get fulfilled,” says Lee, who runs the Lee Tessier Team, a Baltimore area Keller Williams real estate business. Lee, who entered real estate in 2006 after doing well with some personal investment properties, has grown his sales from 36 in year one as an independent agent to 452 in 2016 with 14 agents and 7 assistants. He did it by honing his craft and focusing on customers. “We care. Our business grows because people know we’re not chasing commissions,” he says. “People who chase dollars and cents get commission breath and nobody wants to deal with them!” Some of the ways Lee’s team goes above and beyond include letting clients use the team’s two moving trucks for free. “We also ship moving boxes to our clients once they’re under contract and we do housewarming parties for our buyers.” For those, or for parties for people moving out of state, they arrange catering to feed 45 people. In addition, they stay in touch over time, hosting a spring or summer movie event and a night out during Thanksgiving week at which people enjoy bites and beverages before taking home a pre-ordered apple or pumpkin pie courtesy of the Lee Tessier Team. Lee’s team also doesn’t skimp when marketing listings. “We spend about $36,000 a month on marketing with the stager we bring to every property, professional photography, 3D Matterport tours, drone photography and video,” he says. They boost ads on real estate websites, conduct SEO and pay-per-click campaigns and run TV and radio spots. “A lot of our business comes from people who had bad experiences in the past and hear stories of what we’re doing for our clients,” says Lee. Finding team members who genuinely care more about others’ needs than their own is not easy. But Lee actively seeks individuals who want to make a difference in people’s lives. He describes a recent example involving a client who needed to pull out of a purchase. “They were so grateful our agent was on their side and didn’t push them just for her

commission,” says Lee. “You work like crazy to get someone out of a deal, but it’s what you do if it’s what’s best for them. A paycheck is nice, but having raving fans for clients is better,” he says. In most cases, he adds, service is easy and amounts to taking time to follow up and communicate more thoroughly than clients would expect. Lee also puts others’ needs first outside work. In 2015 he formed The Team Tessier Foundation, to enrich the lives of youth through community involvement and educational funding. Fundraising events include an annual Bull & Oyster Roast and funds support college sponsorships plus programs to offset the cost of activities for youth who show potential in academics, sports, the arts and more. Additionally, in 2014 Lee was named Man of the Year by the Leukemia & Lymphoma Society after a friend encouraged him to enter a 10-week fundraising contest for the title. “The previous year, the men raised $32,000 but the women won with $66,000,” says Lee. “I aimed for $100,000, so we held bull roasts, golf tournaments and got calling everyone we knew.” By gala night, they had reached their $100,000 goal. “We compete in honor of the ‘Boy and Girl of the Year’ who are local blood cancer survivors; it was an honor to win Man of the Year,” says Lee. Going forward, Lee plans to continue growing and giving. Lee says, He who keeps working on themselves, stays educated, pays attention and creates their own “weather forecast” can bounce back easily from down times and live in better “weather” overall. For Lee, good weather comes in many forms, including time with his wife and his grandson or vacations in Ocean City, MD. “God only knows where we’ll be in five years,” he says of his professional path. “I couldn’t have guessed 10 years ago we’d be where we are now. The journey is the fun part.”

To learn more about Lee Tessier visit leetessier.com, email lee@leetessier.com or call 410.638.9555 www.

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