MICHIGAN 5-15-23

MICHIGAN EDITION

By the Numbers:

GOOGLE ADWORDS:

Understanding the True Value of Square Footage

How to Make Google Do the Work for You

The Daily Schedule of a

Take My Word For It:

SUCCESSFUL REAL ESTATE AGENT

The Power of Testimonials & Making Word-of-Mouth Count

FEATURED AGENT

CHRISTINE LYNN COVER STORY

CHRISTINE GIANNI

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

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LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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CHRISTINE GIANNI

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Top Agent Christine Gianni with Jaqua Realtors, serves the southwest Michigan area, from Holland down to New Buffalo and west to Niles, with a particular emphasis on Stevensville and St. Joseph.

Since discovering her passion for real estate, Christine Gianni hasn’t been able to get enough. “Real estate really gets under your skin,” Christine says. “It’s almost like an addiction! Once you help one buyer or seller, you need to do it again! I never thought it would be possible to enjoy real estate as much as I do.” Christine originally worked as a dentist in New Zealand before moving with her family to southwest Michigan. “I learned my communication skills while I had people in the dental chair,” Christine explains. “Just like dentistry, real estate is a people-oriented business. The big difference now is that my clients can talk a lot more!”

With Jaqua Realtors, Christine serves the southwest Michigan area, from Holland down to New Buffalo and west to Niles, with a particular emphasis on Stevensville and St. Joseph. “I’m finding that a lot more of my work is coming from my immediate 8Copyright Top Agent Magazine

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neighborhood, because they’re all good friends of mine,” Christine says. “It’s a small, close-knit community of wonderful people.”

Christine emphasizes the importance of communication to maintain those relationships with clients. “A lot of people who are selling or buying houses can be quite

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stressed out, and I try to make the process as calm and stress-free as possible,” she says. “I believe it’s important to really talk to clients rather than just going straight to emails and texts. People enjoy that personal touch. I think that now more than ever, people really appreciate face to face communication.”

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“I believe it’s important to really talk to clients rather than just going straight to emails and texts. People enjoy that personal touch. I think that now more than ever, people really appreciate face to face communication.”

During her time in real estate, Christine’s business has come to be based primarily on working with sellers, and it’s in the marketing process that she really shines. “Real estate marketing is changing from being predominantly photos to more of a shortform movie process like in reels and social media,” Christine says. “One of my passions is upscaling my technology to do the best for clients and market their properties in the best Copyright Top Agent Magazine 10

possible way. I really enjoy the visual process, and I like to use the best photographer. I do everything I can to get that property known and touch as many buyers as possible.”

When she’s not working, Christine enjoys traveling with her family, as well as running and skiing. She also loves helping out in her community. She belongs to a soup kitchen group called Moms on a Mission, and she Top Agent Magazine

also helps with fundraisers for ARS, a local art gallery that provides art instruction to underserved youth.

Looking toward the future, Christine says, “I plan to improve on providing an excellent service, whether through improving my communication skills or being a better

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listener so I can match buyers with the perfect property.” Above all, her favorite part of real estate is meeting and communicating with people. “I love helping people through what can be some very tricky situations and transitions,” she says.

“The whole process is very rewarding and enjoyable, because anything can happen.”

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To find out more about Christine Gianni, call 269-408-6715, email cgianni@jaquarealtors.com or visit jaquarealtors.com/agents/87221-christine-gianni. www.

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By the Numbers:

Understanding the True Value of Square Footage Measuring the square footage of a property may seem like an objective and straightforward task, but you’d be surprised at how many agents and homebuyers misunderstand this pivotal figure.

True square footage provides homebuyers a concrete understanding of their prospective domain, but here’s the problem: the rules to determine a home’s square footage are not always uniform across the board. What’s more, much of Top Agent Magazine

a home’s value is determined by its size, so accuracy is certainly important. While many real estate agents have their own systems for determining or confirming a home’s true square footage, it doesn’t hurt to update your practices and become an expert on the subject. After all, you may learn a few techniques that could add value to a listing, or better prepare you in guiding house-hunters on the lookout.

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1. Do your due diligence Most towns and cities have a local records department where floorplans and blueprints are kept on file. It’s worth noting that these records don’t typically include any subsequent additions or remodels on a property, but they still give archive hunters a legal baseline when outlining a property’s square footage. Oftentimes, a straightforward online search of a city or county’s records office can pull the information necessary, or else agents can poke around in person to uncover informative blueprints at the records office. Either way, access to original blueprints or floorplans is a great tool for determining livable square footage. As a bonus,

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original blueprints and floorplans—especially in historic properties—can be intriguing visual aids for prospective buyers, as well.

2. Know the rules While there aren’t universal standards when it comes to measuring square footage, there are general guidelines that can help determine square footage in an authentic way. Per the American National Standards Institute (ANSI), here are the official recommendations for measuring a home’s real square footage: n Called “below grade spaces,” basements

and sunrooms beyond a home’s typical

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living quarters do not count toward a home’s true square footage. According to ANSI, even big draws like finished basements don’t count toward a property’s Gross Living Area. Of course, even below grade spaces have their own desirable value and should be outlined as such on listings. n Did you know the space inside closets

and on stairways counts toward a home’s square footage? Even if these areas are relatively small, they still add to a property’s calculable square footage.

n When recording square footage, ANSI

actually suggests performing measurements from a property’s exterior—though this method does not account for the

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thickness of exterior walls, which could skew square footage numbers. n Just like below grade spaces, a garage, a

pool house, or even a guest house should not be included in a property’s Gross Living Area. The rationale at work here is this: if you must go outside to access additional living areas, then they are beyond the square footage scope of the primary dwelling and should not be included in a home’s Gross Living Area.

3. Double-check by doing the dirty work Buyers and sellers have or will make a sizable investment in a property, so isn’t it fair to double-check all the relevant facts and figures

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when it comes to true square footage? If you want to take on the endeavor yourself, here are a few helpful steps to take.

room. Once you’ve completed the room’s measurements, multiply the room’s length and width to determine its square footage.

n First, you’ll need a few things to get started,

n As you go measure throughout the home,

including a tape measure that can measure at least 100 ft., graph paper, and a pencil.

n Next, choose a room to start measuring

wall-by-wall. Measure Wall 1, then proceed to assign each square on the gridded paper a corresponding measurement, rounding to the nearest tenth of a foot for the sake of clarity.

n From there, draw out the wall you measured

and measure the remaining walls in the

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using your own system to scale, you will construct a failsafe floorplan.

Mastering your craft is everything, and the real estate industry is no different. Every now and again, it’s worthwhile to update your well of information, take matters into your own hands, and continue to innovate with the industry. While square footage may not seem like the juiciest starting off point for such a venture, never forget: mastery of technical knowledge is a sure sign of expertise.

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CHRISTINE LYNN Christine Lynn has always possessed tenacity and an entrepreneurial spirit. She first took an interest in the real estate business when Char Rosenbaum, a good friend and top producer in the area, offered her a position on her team. While learning from one of the greats in her marketplace, Christine would quickly acquire over 50 years of industry knowledge and go on to establish a network of satisfied clients that spans the Tri-County Detroit Area. The rest is history.

Today, Christine is an agent with The Agency Hall & Hunter, where she assists luxury and everyday-luxury clients throughout the Birmingham-Bloomfield Hills area and surrounding communities. Combining her strong foundations in the industry with her outstanding business acumen, she has cultivated a boutique process to meet the needs of any buyer or seller.

When listing a property, Christine takes a data-driven approach. As a Certified Home Stager, she begins by helping her clients fully prepare for the market, providing them with a suite of professional staging, photography and aerial photography services. From there, she broadcasts their listings to a highly targeted blend of digital and social media campaigns. Along the way, though, she also utilizes trusted methods like postcards to the surrounding neighborhoods, magazine and newspaper advertisements, and standout open house showings to give each client an added advantage— ensuring her clients achieve optimal outcomes.

Elsewhere, Christine is just as attentive when assisting her buyers, carefully guiding them to the right investment for their best interests. In fact, she prefers to keep in touch long after the deals are done through regular check-ins, postcards, luxury magazine subscriptions,

appreciation events, and even the occasional gift to make sure her clients are satisfied in their new homes and with her luxury-level service.

In 2020, Christine graduated from the University of Michigan with her Masters in Business, which she has since leveraged to better navigate transactions and optimize results for her clients. “I’m deeply invested in the science of business,” she says. “Throughout my career, I’ve always had an insatiable desire to dig into technology, marketing, and data analytics to enhance the process for my buyers and sellers.” Her goal is to give her clients an unfair advantage in the marketplace by knowing more than her competition.

On top of serving as President and Chairman of Scholarships for The University of Michigan Alumnae Club of Birmingham, Christine is a member of the board of directors for Optimists International-Birmingham; a previous board member and ongoing member of the American Association of University Women; as well as leader of West Maple Women. An athlete, coach, and mentor, she enjoys spending quality time with her husband, five adult children, extended family, and friends.

She takes special joy in traveling the world.

Having recorded $37 million in volume in the past two years alone, Christine is a subscriber to the Kaizen philosophy of business, quality improvement through refining business processes. As she continues to thrive on the cutting edge of her market, she looks forward to all the new opportunities that await. “If one word could describe me in my business, it would be ‘passionate,’” she says. “I truly love what I do and the clients I serve.

Because of that, my buyers and sellers know that I will always be here to provide them with the knowledge and resources they need to make well-informed decisions on their future.” She genuinely believes she is able to provide her clients with a marketplace advantage for optimal outcomes. We agree.

To learn more about Christine Lynn or to get in touch, email christinelynn327@gmail.com, visit christinelynn.us or call (248) 761-6696 www.

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The Daily Schedule

of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar.

Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first.

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The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.”

You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result.

Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you

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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.

3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.

1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.

2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed.

It’s important that you make time for these moments the same way you make time for your work.

2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead.

1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments.

1.5 hours – Spend this time prospecting and appointment setting.

1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.

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.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.

2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines.

8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive.

As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.

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Laughs!

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Take My Word for It:

The Power of Testimonials & Making Word-of-Mouth Count Ratings, reviews, and testimonials are among the most powerful tools an agent or real estate professional has at his or her disposal. Think of it this way: almost all of us go online to get a sense of dining options, film scores, and product reviews. When it comes to real estate pros, people what the same measure of comfort and advice from those who have already experienced your services. The 22

bottom line is this: testimonials create a relatable emotional appeal to others, while giving potential clients some first-hand insight into your ability to deliver.

With all that in mind, consider the valuable rationale behind testimonials and word-ofmouth attention: how to harness it, and what it can do for you and your business.

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Testimonials and word-ofmouth buzz build your brand If you aren’t displaying positive testimonials and reviews on your social media outlets and website, then you’re missing out on a key opportunity. Those exploring your pages are likely seeking real estate representation, and reviews and testimonials serve as a first-hand glimpse into who you are and what you can do.

If you can, try to tie reviews and testimonials to specific names or social media handles, as you’ll be highlighting the interpersonal component at play. Think of it this way: potential clients are more likely to trust the experiences of past clients than to place blind faith in your pitch, which is crafted to create a sale. Most customers would rather look to the experience of fellow consumers before taking your word for it, sight unseen. Well-place testimonials and personal reviews can bridge the gap when it comes to your brand and the prospective client.

Testimonials and word-ofmouth buzz demonstrate your value compared to others Good agents are a dime a dozen, but top agents stand apart from the pack for a variety of reasons. Chief among those reasons is the ability to differentiate themselves from the norm by highlighting their personalities, their track records, their values. Testimonials and wordof-mouth buzz don’t just focus on whether an experience was good or bad. It dives into the details of personality and consumer relationships. While the qualifications of many agents might be similar, you can stand out by showTop Agent Magazine

casing stellar reviews and testimonials that shine upon your character and delivery. When pitched by two agents with similar experience and credentials, but only one has the testimonials featuring positive experiences and lasting relationships—wouldn’t you be more inclined to work with the agent who has a proven track record of success?

Do your homework and compile the testimonials that will drive your business At the close of a transaction, consider providing a comment card with room for clients to write a few reflections, or create an e-mail ready online form that makes submitting feedback a breeze. You can also touch base via e-mail and ask politely for a review of their experience with you. Referred or repeat clients are excellent candidates for testimonials, as they will already know your business well, or will likely be happy to contribute their perspective.

If asking for testimonials makes you cringe, you can always incentivize this process in minor ways. For example, you could offer a fun, cost-effective gift certificate in exchange for a testimonial.

Whichever way you gather testimonials that speak to your positive performance, there is no question that these documented first-hand experiences are priceless when it comes to drawing and retaining clients. If you want to inspire interest and build a living brand, there is no better method than by having clients vouch for your working style.

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