MASSACHUSETTS 10-3-22

MASSACHUSETTS EDITION

How to Incorporate Current Events to Your Email Blasts and Stay Relevant

The Daily Schedule of a SUCCESSFUL REAL ESTATE AGENT

BE THEIR REALTOR® FOR LIFE:

How to Build a Relationship with Your Clients that Will Last a Lifetime 4 WAYS TO WIN THE

BATTLE AGAINST PROCRASTINATION

COVER STORY

MELISSA BARTH

FEATURED AGENTS

ABBY MARJOLLET ADRIANNE HANLEY CHERYL PHELAN LISA BOMBARD MARGIE McSHANE

mailto:mag@topagentmagazine.com

Top Agent Magazine

3

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

Top Agent Magazine

Top Agent Magazine

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.

Top Agent Magazine

.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.

Top Agent Magazine

5

LISA BOMBARD As the broker of Byrnes Real Estate Group, Lisa Bombard has developed a reputation for delivering exceptional service. This has led to the continuous growth of her business. With an office in Auburn, Massachusetts, and an upcoming location in Tampa, Florida, Lisa’s career is reaching great heights.

She got started in the business several years ago, after wanting to find a new passion once her children moved out of the house. “I wasn’t sure what I was going to do with the rest of my life,” Lisa explains. During the weekends when her husband was away on golf trips, she started going to open houses for fun. Eventually, her husband suggested she earn her license. “I thought that was a great idea, so I took my real estate class and exam, and that’s how it all started.” From the start, Lisa knew this was the path for her. “I quickly learned that real estate isn’t just about the properties, it’s about the relationships with people, and I love that.”

As she continues to grow her team, Lisa makes sure to teach each new agent the importance of giving the clients an amazing experience. “We want to treat each client as family,” she explains. “We don’t want to focus on the money. We want to make people happy and help them find exactly what they’re looking for.” Because Lisa prioritizes the bond between herself and her clients, she gets to know them on a personal level, which helps her navigate the transaction and reduce stress. “I get so much information from them, and I understand what they’re looking for so I can accomplish their goals.” With around 90% of her business consisting of referrals, it’s clear she’s going above and beyond to meet their needs. Instilling the lessons she’s learned over the years within her new REALTORS®, they’ve been able to quickly see success. “I’m incorporating everything I’ve found to be beneficial throughout my career into my company so that all agents get the support and training they need.”

6

After working with Lisa, clients spread the word about her work. One recently said, “Lisa had my home listed, shown and an offer in hand in just one day!

Truly unbelievable! She has been there every step of the way--from the sale of my home, to assisting in finding the home that’s the right fit for me going forward. She is responsive to, and patient with,any questions that I might have--and there are many! She has many contacts in the community that might also serve as a resource for the buyer or seller. I am thrilled with the professional service that Lisa has provided me and would not hesitate to recommend her to anyone and everyone!”

Focused on continuous growth, Lisa sees herself leading the team for many years to come. She is eager to open up her Florida location and keep developing long-lasting relationships with those she serves. “I love meeting new people, from first time home buyers to downsizers and everyone in between. It is so exciting and rewarding for me to help them reach their real estate dreams.”

For more about Lisa Bombard, please call 413-250-5758 or email lisa.byrnesrealestategroup@gmail.com Copyright Top Agent Magazine

Robert D’Andrea and Executive Financial Group are proud to congratulate

Lisa Bombard

on being featured in Top Agent Magazine for the State of Rhode Island!

Robert D’Andrea Executive Loan Officer | NMLS #309965 Executive Financial Group C: 401.932.8428 bobbyd@efgri.com 16 Main St., East Greenwich, RI 02818

Top Agent Magazine

7

How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 8

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

Top Agent Magazine ®

Top Agent Magazine

While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

Top Agent Magazine ®

9

Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

10

feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

Top Agent Magazine ®

Top Agent Magazine

MELISSA BARTH Top Agent Magazine

11

MELISSA BARTH As a top producer in her region, Melissa has combined her strong business acumen with her penchant for client service to meet the demands of any transaction.

Throughout her life, Melissa Barth has always been passionate about helping others. For years, she would build a successful career as an ambassador for a prominent hotel company; however, when she fell ill due to the long hours and 12

overly demanding workload, she began seeking a new opportunity that still spoke to her entrepreneurial spirit, but afforded her time to live her life and be there for her family. During a medical leave of absence, she decided to pursue her real Top Agent Magazine

estate license, taking inspiration from some long-standing family connections in the business. Sure enough, Melissa would make a full recovery within her first three months in real estate, after which she decided to switch tracks and launch her career as a full-time agent.

Rhode Island. As a top producer in her region, she has combined her strong business acumen with her penchant for client service to meet the demands of any transaction, from residential sales to short sales, relocations, multi-family homes, and condos.

Today, Melissa is a REALTOR® with Home and Key Real Estate, where she assists clients throughout Bristol and Plymouth County, Massachusetts, as well as the surrounding areas of Northern

When listing a property, Melissa is there for her clients each step of the way. Starting out, she helps them prepare their home for the market and provides them with a suite of professional photography,

Top Agent Magazine

13

videography, and drone photography services. From there, she shares her listings via a highly targeted blend of digital and social media campaigns. She also utilizes proven resources like customized cards to the surrounding neighborhoods and standout signage to give her clients an added advantage.

Elsewhere, Melissa is just as attentive when assisting her buyers, drawing from her in-depth knowledge of the region to uncover the right investment for their best interests. In fact, she stays in touch long

14

Top Agent Magazine

after the deals are done through regular check-ins, magazine subscriptions, and newsletters to keep her clients apprised of the market and cultivate an ongoing relationship. In her award-winning career, she has earned a fantastic reputation throughout New England, with the majority of her volume coming from repeat clients and referrals.

Now averaging $6 million in annual volume, Melissa remains focused on the personal values that brought her to real estate in the first place. “When I was 32, my husband and I wound up losing our house to a short sale,” she says. “After that experience, I vowed never to let that Top Agent Magazine

15

happen to someone else, and real estate has given me a platform to truly serve those in-need. Recently, for example, I was able to help a client avoid foreclosure and sell their home three days before it would have gone up for auction— putting money in their pocket and better positioning them for the future.”

When she’s not with clients, Melissa can

be found spending time with her family and children, bike riding, boating, fishing, or heading up to Cape Cod for a relaxing afternoon on the beach. Looking ahead, she also has a clear vision for the future of her business. As her volume maintains its steady growth, she intends on scaling the leading standards that have set her apart, but in the meantime, she is excited for all the new clients and opportunities that await.

To learn more about Melissa Barth please call (508) 287-6568, email Melissasellshomes@outlook.com or visit MelissaBarthSellsHomes.com www.

16

Top Agent Magazine

If it’s good for the soul,

IT’S GOOD FOR THE BUSINESS

Visibility, name recognition and knowing you’re supporting the community that makes your success possible are good reasons to take part in community service. But how is it that some people seem to be able to give time to charities while running their own businesses, managing their own families and households, exercising regularly, attending sporting events and concerts, eating well and sleeping seven or eight hours a night?

The truth is, not all agents are able to do everything so easily. But more important is the fact that no one needs to do everything all of the time. The trick is to make sure that, whatever you do holds meaning.

REALTORS® and mortgage professionals who seem the most gregarious in their community outreach are those whose giving seems to fill their own souls. When their Top Agent Magazine

volunteer efforts or donations directly impact causes they or their clients care deeply about, “giving back” becomes energizing.

Jason O’Quinn of Prime Lending in Dallas Texas, for instance, says that his family’s ongoing work building homes for some of the poorest families in Honduras fills him immeasurably. “It rejuvenates me,” he says.

“There’s quite a dichotomy between the houses we build there and the houses we finance here,” he says. “It refocuses me, going from financing $1 million homes in Dallas to physically laying cinderblock for $10,000 homes in Honduras. Everything has more meaning when we sacrificially give of our time, talent and treasure.”

The longtime “big picture” for Colorado REALTOR® and property manager, Linda

Top Agent Magazine

17

Todd, for instance, has included giving back to the community, whether serving as a lead carpenter for Habitat for Humanity, making deliveries for Meals on Wheels, or pitching in for the sake of baseball. And through her lifelong passion for baseball, she harmoniously blended her personal interests, her work and her community service. For many years, she was so involved Little League the local league named a new field after her. “I cried for 3 days after they told me that!” She and her husband also started a scholarship fund for junior college baseball players and serve as a host family for the rookie league of the Colorado Rockies, putting up newly drafted players in their home.

For Florida REALTOR® and property manager, Mario Gonzalez, neither his business nor his primary community outreach would exist without the other. A retired U.S. Navy pilot, Mario formed his brokerage, Navy to Navy Homes, when he saw a need for military personnel to find affordable homes to purchase. “We got into it to help, but that led to a full-blown real estate business.” Besides providing opportunities for investment and homeownership, the company donates 35% of every commission to Homes for Heroes, veterans’ groups, or organizations benefiting fire, police, medical organizations, churches and homeless shelters. “We’re small, but we give so much back that we were the top Homes for Heroes company in Florida and

top-five nationwide.” But he does none of this for the attention. His friends may call him the “Humble Hero of Heroes,” but helping is Mario’s passion. “To be such a small business and be the top Homes for Heroes affiliate is mind boggling!”

Like Mario, for many, the best service takes place in simple and quiet ways. Illinois REALTOR®, Susie Scheuber, for example, takes a humble approach to giving back. Although she donates a portion of every commission check to the Children’s Miracle Network, she doesn’t discuss this with clients unless they happen to ask. “I do it because I want to and because, to me, giving back is the right thing to do when you’ve been fortunate in business and life,” says Susie.

We all know how inertia works; the more energized we get by certain behaviors, the more likely we are to continue those behaviors. For some top agents, community outreach has become such a natural routine of their daily lives that they never find it burdensome. A good way to add community service into your life, therefore, is through the causes that mean the most to you. For starters, consider giving a small donation after closing to the charity of your client’s choosing. Learning the different causes that they care about just might foster a new mission for you.

If you have a unique story to share about how your community outreach has impacted your life and your business or inspired others, click here for consideration in our magazines: www.topagentmagazine.com/nominate-a-real-estate-agent-to-be-featured 18

Top Agent Magazine

Top Agent Magazine

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

Top Agent Magazine

19

CHERYL PHELAN

When Cheryl Phelan looks back at all the career turns and paths she took, she realizes that each one helped prepare her for success in real estate.

“Those jobs gave me the courage to do what I love to do, which is work with people,” Cheryl explains.

She worked in the banking industry, was a fitness instructor, bartender, and assistant manager for a prominent retail company. In 2004, she earned her real estate license, and in 2009 started gaining serious momentum. “I chose to take the risk and see where it went, knowing I could pursue something else if it didn’t work out,” she explains. It quickly became clear that this was where she was meant to be, as she loves helping people pursue their real estate goals. “My background in banking, fitness and retail really set me up for my work as an agent,” she says. “It got me out in the public and brought out my passion for assisting others.” Cheryl wakes up every day grateful for where she is and excited to make a difference in this industry.

mediator, negotiator, and more. Cheryl is always on her toes, ready for any challenge that comes her way. Serving the greater Plymouth, Massachusetts region, she consistently produces over $10 million in real estate each year and has developed a reputation for providing excellent service. When working with her buyers, she develops individualized plans to meet their needs, showing them homes that match their checklists and negotiating to get them the best deal possible. Placing emphasis on education, Cheryl tells her clients what to expect and explains

“You have to wear many hats in real estate,” she explains. “You have to be a psychologist,

20

Copyright Top Agent Magazine

their options. This approach allows them to make informed decisions. Throughout the transaction, Cheryl doesn’t pressure them or encourage them to do anything she wouldn’t do. Clients develop a strong trust in her work, knowing she only wants what is best for them. With multiple designations, including Senior Real Estate Specialist, Residential Construction Certified and Certified New Home Specialist, Cheryl is uniquely equipped to handle all types of transactions.

Cheryl’s extensive marketing strategies earn her sellers the highest price for their homes, as she posts listings all over social media and on the top real estate websites. Each property’s best features are highlighted and featured, which effectively captures the interest of potential buyers. She also has a staging certificate, so she is able to help sellers get their home ready to put on the market. Whether she’s working with a family selling their longtime home, a first time home buyer, investor or anyone in between, she develops lasting bonds with those she serves. “I become close with them, and it warms my heart to see them happy.”

Giving back to the community throughout the year, Cheryl loves to make a difference. She hosted a fundraiser in 2018 to raise money for local veterans. “It was a disco-themed fundraiser, and we raised $20,000 with Habitat for Humanity,” she explains. “It was a sold out event.” As her father was a veteran, this cause holds a special place in her heart. A licensed fitness instructor through AFAA, Cheryl taught free fitness classes via Zoom during the pandemic, helping people stay healthy and in shape.

As her career progresses, Cheryl hopes to become an Elite producer and continue improving her work. “I want to keep learning and growing,” she explains. Wherever her path leads, she will never lose sight of her ultimate goal, which is to provide the highest level of service. “It’s just so fulfilling to be part of my clients’ lives.”

Top Agent Magazine

For more information about Cheryl Phelan, please call 508-509-7364 or email cheryl.phelan@nemoves.com

Copyright Top Agent Magazine 21

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.

22

Top Agent Magazine

Top Agent Magazine

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

Top Agent Magazine

23

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.

24

Top Agent Magazine

Top Agent Magazine

ABBY MARJOLLET Abby Marjollet is a personable real estate agent serving the Greater Boston Area under RESIS Real Estate, a local firm specializing in data analytics. She is skilled in residential real estate sales and is fully prepared to help any clients looking to buy or sell.

Abby shares how she initially went into financial services at a bank right out of college. She felt something missing in the field and eventually switched to a commercial real estate research firm.

She laughs, “I felt like I was getting closer to the right fit.” While there, she earned her real estate licensure and eventually made the shift from the commercial to the residential side in December 2016.

Abby currently works as a solo agent, serving the Greater Boston area, with the majority of her business within the Boston city limits. Born and raised right outside of Boston, Abby has been involved in the community for her whole life. She has seen the city grow and neighborhoods evolve, making her a knowledgeable agent for anyone relocating to the area. Additionally, her firm RESIS Real Estate offers comprehensive research and a professional consulting division, resulting in a powerful store of resources to help clients make informed real estate decisions.

Abby notes how the majority of her business is referral business, “I’ve been very fortunate - a lot of my clients are peers, friends of friends.” She likens this to her trustworthy nature and relaxed approach to sales, “I never push anything on a client, I want to make sure they are 100% comfortable.” Abby strives to build a strong foundation of trust among all of her clients and stays in close contact throughout the entire sales process. Upon closing on a property, Abby maintains her past relationships by checking in Top Agent Magazine

with clients frequently. . She also sends marketing emails throughout the year and often makes it a point to grab coffee with people within her network.

When asked what she enjoys most about the industry, Abby says, “The day-to-day - I love interacting with my clients.” She notes how she appreciates the variety of the industry, including meeting new people and building client relationships. Outside of work, Abby enjoys traveling, being at the beach, and spending time with family and friends, “They keep me going.”

Regarding her future plans, Abby shares, “To continue growing.” She intends to keep building her brand and increasing her sphere of influence within the brokerage and beyond. She concludes, “Every year I’ve been able to grow my volume, and I plan to keep doing that.”

Contact Abby at 781.234.8782 email abby@resisrealestate.com or visit RESISrealestate.com www.

25 Copyright Top Agent Magazine

How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes26

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

Top Agent Magazine ®

Top Agent Magazine

One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

Top Agent Magazine

Top Agent Magazine ®

27

your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

28

them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

Top Agent Magazine ®

Top Agent Magazine

ADRIANNE HANLEY Adrianne Hanley found her calling as a real estate agent when she began her career in interior design in Asia. Originally from South Africa, she moved to the United States to train as a professional figure skater. She was inspired by a past client whom she worked for in Singapore as an interior designer. They moved back to the United States and invited her over to see their beautiful artifacts while working with her in Singapore. Their house blew her away and she was surprised it was having a hard time selling.

They encouraged her to get her real estate license so she could sell their home as they were disappointed with their current real estate agent. “And it was just the most spectacular place I’d ever seen.

So I decided to become an agent.”

A serendipitous meeting with a broker at a restaurant led her to joining a prominent local brokerage, and she was able to sell her clients’ home within 3 months. “He was super happy, and it was so inspiring to me. I love customer service and design, so this field is perfect for me.” Today she remains a solo agent, with much of her business consisting of referrals. Adrianne provides hands-on service to each and every person she works with, wanting to guide them throughout the transaction and eliminate stress.

Clients appreciate her extensive background and knowledge in design, as it allows her to not only give her buyers ideas for potential home improvements, but also present her listings in the best light.

Adrianne utilizes professional photography, staging, and extensive marketing to spread the word about properties; earning top dollar for her sellers. One client recently raved, “Adrianne Hanley is an excellent REALTOR® that goes above and Top Agent Magazine

beyond for her clients. Her enthusiasm and excitement regarding our house connected well with potential buyers and ultimately was the difference maker in successfully selling our home during a very competitive market. I highly recommend working with Adrianne for all of your real estate needs!”

Community is important to Adrianne, so she makes sure to give back throughout the year. She is involved with the Chabad in Hingham, delivering food to those in need. Adrianne is also sponsoring their candle lighting event this year.

Grateful for her success, she hopes to continue maintaining her current pace. “I just want to keep providing great service,” she says. Adrianne might have her own team one day, but she always wants to prioritize the customer experience. It’s so amazing to help someone make their real estate dreams come true. Adrianne loves working with Compass because it has elevated her business!

For more information about Adrianne Hanley, please visit adriannehanley.com www.

29

4 Ways to Win the Battle Against Procrastination One of the most common professional afflictions is procrastination. The funny thing is, everyone knows that procrastination is negative—it’s a waste of time, a creator of stress, and is entirely a problem of our own making. Still, knowing all of this doesn’t necessarily decrease our odds of procrastination. There are plenty of explanations we give when putting work off until the last minute. Perhaps you convince yourself that you work best under pressure, but it’s truer that you’re used to working under pressure by necessity. Maybe you’re a perfectionist and the fear of getting it all wrong puts you off from the task. Whatever the justification may be, overcoming procrastination requires some willpower and technique. With that in mind, take a look at a few tricks below to jumpstart your motivation and nix the last-minute time crunch.

After all, you owe it to yourself and your business to operate like a procrastination-free professional.

1. Make Your Intentions Known As realtors and mortgage professionals, you may serve as your own boss. So, when the time comes to complete a task and you put it off—perhaps you’re only disappointing yourself. This is easily remedied by making a new promise to try again tomorrow. On the other hand, it’s much harder to break promises and commitments to others. Try verbalizing your intent and commitment to your team, or to an assistant who can hold you accountable, or better yet—to a business partner or to a client. Make a hard deadline public and you’re likely to perform for fear of embarrassment or losing face. In a way, this puts the pressure of expectation on you, instead of the pressure of the ticking clock.

2. Take a Baby Step When tasks pile up, it’s easy to get overwhelmed.

If you’ve got a number of items on your to-do list, including some heavy hitters that require a lot of attention and time, begin by taking on something simple. Identify an easily completed job that needs 30

attention and put it first in your queue. Duties that are straightforward and aren’t time-intensive can lead you to the rest of your to-do list, fueling you with the satisfaction of a task already complete. Even if it’s as small as returning e-mails, or dropping off your dry-cleaning, one simple thing off your list can inspire you to continue on to the next item in the spirit of productivity.

3. Work in Windows If work is the last thing you want to do and you can’t seem to self-motivate, make a compromise with yourself. Agree to work just fifteen minutes, and mean it. This tiny window of time is easy enough to complete, isn’t overwhelming, and you’ve already agreed to move on once time is up. The truth? Odds are that just fifteen minutes of active work will inspire you to keep going. After all, the most difficult part of procrastination is getting started. By putting in those fifteen minutes, you’ll trick yourself into diving into the action.

4. Switch Up Your Environment If you’re stuck in rut when it comes to procrastination and productivity, try changing your surroundings. If the office feels stale and stressful, take your work to the nearest coffee shop and try to tackle your tasks there. Perhaps the quiet, studious ambiance of a library can make you focus, or a picnic table outside the office can stimulate the senses.

Sometimes changing your scenery can breathe new life into your routine and give you the extra push you need to get work done.

There’s no one way to overcome procrastination. In fact, it’s likely a lifelong process of building discipline, finding techniques that work for you, and simply prioritizing your time more effectively. Don’t lose hope—remember these tricks and winning the war will be possible, even if you lose a few battles along the way.

Top Agent Magazine®

Top Agent Magazine

Area Specialists MARGIE McSHANE & IRENE COOK – THE COOK & McSHANE TEAM With 40 combined years of helping clients buy and sell homes from Boston to Cape Cod, Massachusetts, the Cook & McShane Team are experts at helping their clients find their dream homes with confidence.

Led by Margie McShane and Irene Cook, the team includes six REALTOR®s who provide clients with a true white glove service experience. With an emphasis on sincere appreciation for each client, including but not limited to transparency, honesty, and experienced guidance, the real estate process with the Cook & McShane Team is as seamless as possible.

Margie’s inspiration to make a difference in real estate came when she realized there were other areas of her town she fell in love with that were never shown to her when she was searching for her first home. She wanted to be able to help people avoid this same situation and became a REALTOR® with a commitment to providing her clients with the knowledge to make a completely informed decision. For Irene, real estate was a passion that turned into a career. After buying and selling 11 homes in 20 years, she decided to get her license and become a REALTOR®. Margie was her mentor and eventually, they partnered to start the Cook & McShane Team, serving the communities they have lived in and loved for years.

“Cape Cod is a truly inspiring place to live,” says Margie. “We call it vacation Shangri-La because every season is beautiful.” Only one hour from Boston, it is home to magical beaches located throughout the Cape, including several land preservation areas to bike, hike, and enjoy. Walking through quaint villages, golfing, fishing and whale watching are just a few of the many things to enjoy on the Cape.

The team offers keen merchandising skills which set their listings apart in a competitive market. Staging and

room-by-room guidance are key attributes to their strategy for success. This can include a Concierge Program where Compass loans the seller funds for updates to show the home’s greatest value.

Cook & McShane appreciate their communities and support them through the Association to Preserve Cape Cod, Barnstable Village Association, Housing Assistance Corporation, and Habitat for Humanity. They participate in the annual Girly Girl P.A.R.T.S. 5K, an ovarian cancer fundraiser.

Looking to the future, Margie and Irene are planning to recruit one to two more team members. “By adding a few folks to the team, we can better serve our local communities with the expertise and service they have come to expect,” says Irene. “No matter who we are working with, we are here to support, surprise, and delight at every step of the real estate process.”

cookmcshane@compass.com www.cookandmcshanerealestate.com

Copyright Top Agent Magazine

mailto:mag@topagentmagazine.com

32

Top Agent Magazine