MICHIGAN 6-20-22

MICHIGAN EDITION

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TIPS TO GET NEW CLIENTS

COVER STORY

ANNE GAIN HOW TO BUILD A TEAM THAT WILL WIN BIG NO MATTER ITS SIZE

8 Things Successful People NEVER DO FEATURED AGENT

NATALIE GOODWINVAN OYEN

HOW TO INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS AND STAY RELEVANT

MICHIGAN EDITION

NATALIE GOODWIN-VAN OYEN

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Natalie Goodwin-Van Oyen is a bromake it as smooth as p 7 16 ker and residential sales specialist with best experience I can.”

RE/MAX in Brighton, MI. She started in real estate years ago while working For sellers, Natalie mar her way through college. Her work/ online. The most importa study program provided an opportumarketing is presentati nity to work at a local bank and, within ance. All listings are a few months, she was learning and professional photos an working on mortgage processing. In an accurate description.

2000, Natalie began her journey with that. It’s got to look g RE/MAX and she hasn’t looked back. what client I have.” Onc ANNE GAIN NATALIE Currently a solo agent, Natalie prefers gain some traction, she GOODWIN-VAN OYEN to handle all her clients herself in order ers and supplements tha to deliver that irreplaceable personal which help tremendously touch. “I feel like my business is more of a personal numbers, she has received a RE/MAX CONTENTS touch so you’re going to get me every step of the way.”

Award and RE/MAX Lifetime Achie Best described as a high-energy and results-driven pro“I’m always shocked by what I produ 4) HOW TO BUILD A TEAM 17) HOW TO my INCORPORATE ducer, Natalie has been active and passionate about the to keep head down and work for m THAT WILL WINforBIG CURRENT EVENTS TO real estate industry over 29 Years!

NO MATTER ITS SIZE YOUR EMAIL Natalie isBLASTS a devotedAND mother and very Natalie specializes in home sales but also has vastSTAY expe- RELEVANT kids academic and sports activities. He rience new construction homes, condominiums, ing athletes in the Ann Arbor school d 14) 8 selling THINGS luxury homes, waterfront has incredible prowess in their respec SUCCESSFUL PEOPLEhomes and more. Currently 20) 5 TIPS TO th residing in Dexter, Michigan; she serves the surroundis 5CLIENTS in the state for tennis. The middl NEVER DO GET NEW ing counties of Oakland, Livingston and Washtenaw. sity as a freshman baseball player and Being in the business this long, Natalie has developed is a fencer who just qualified for natio amazing relationships with her clients. Almost 90% of ticing for just over a year. As a breast her business is referral based. Her clients keep on comNatalie donates time and funds to the Phone 310-734-1440 | Fax 310-734-1440 ing back because they trust that Natalie has the answer Awareness Society and also donates | www.topagentmagazine.com tomag@topagentmagazine.com their hardest questions. “I just really enjoy reaching her commission from every closing to out and finding to anyin any question.”

Experience Miracle No portion of this issueanswers may be reproduced manner whatsoever without prior consent of theNetwork. publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top shows that no deal is the same. Natalie approaches Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. each transaction with the of getting to know In the future, Natalie envisions at le To subscribe or change address, sendintention inquiry to mag@topagentmagazine.com.

Published in the U.S. exactly what her clients want to accomplish and getyears in the business. She often think ting those results. Natalie loves meeting new people into management and passing on her and working with people she hasn’t seen in a while. she really loves what she does, so for Top Agent Magazine Clients entrust her with both buying and selling for are to keep selling and supporting her not only themselves but also their children. “I try to a grandmother some day.

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How to Build a Team That Will Win Big No Matter its Size In the real estate world building a team is a goal almost every agent strives towards achieving. Doing business with a team as opposed to solo has numerous advantages. With more agents handling clients as well as other employees specialized in areas such as marketing and administrative support there to assist you; you can greatly increase your business and sales.

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So, when creating a team, logic would tell us that the bigger it is, the better, right? Wrong. When it comes to real estate teams, size doesn’t matter so much as the players you bring onto that team to work with you. A team doesn’t have to be big to win big, and here are the secrets to building a team that wins big no matter its size.

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Hire the Right Team Members

Put Your Team Members in the Right Positions to Win

You’ve probably heard the saying, “you’re only as strong as you’re weakest link.” That idea holds true for any kind of team, including those in real estate. If you have weak members on your team, then it’s not possible to have a strong team. Drawing strong team members to your business is essential.

Finding strong team members is just one part of the equation. As the leader of your team, you now have to assess each member’s strengths and weaknesses and position them appropriately. You want the best player for each role playing that part and catering to their strengths. Choose your team member’s roles wisely, and place each individual in the position where their strengths can shine and they can best contribute to a win for the entire team. Every role is important to the team working smoothly and winning as a whole, so it is important to place each team member in the role most suited to his or her skills.

To better understand what kind of person would make a strong addition to your team, you need to ask yourself what skills and characteristics you want your team members to possess. The strongest members are often ones that share their leader’s values. When you share values with your teammates, you are all running along the same course towards the same goal as one. Your definition of a victory in this case is also your teammates’ definition of it. This helps strengthen even the smallest of numbers because you are all working together toward a common goal.

Another characteristic too look out for in potential team members is a positive attitude. You can teach someone the skills needed in real estate, but you can’t teach someone how to have a positive attitude.

Positive members tend to achieve more due to their optimistic nature, but more importantly, they spread that positive attitude to the rest of the team, which improves every members’ performance.

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Communicating Your Vision to Your Team

Your team members are the key ingredients to ultimate victory, but what recipe do you follow now to lead them to victory? That is what communication is for a winning team; the recipe you will use to

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help best utilize each team member and instruct them on how they need to work together to fulfill the recipe that will lead them to be a winning team. Your team members need to know the plan and you must give them the tools to successfully execute it.

It is up to the leader of a team to help your players see your vision and help them understand what a victory looks like. The goal may seem simple and obvious to you, but you must communicate it over and over again to your team members, so they understand it as well as you do. With different personalities coming together to form a unit, you are going to be dealing with numerous challenges such as competing agendas. You will find this on any team. You must keep the goal and at the forefront of your player’s minds in order to encourage them to put aside their own personal desires in order to come together as one cohesive, single-minded unit and push towards the team’s goal.

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Give Your Team Members the Tools to Help Them Perform at Their Best The final thing all great leaders do is equip their team members with the proper tools and training needed for them to succeed. You have to show them how they can each come together with their different strengths to work as a team towards one unified goal. This involves more than simple skills training, but also endurance, so they can last as a team and win even those matches that seem unending and impossible.

Think of all the challenges that they could possibly face ahead, and clear their path to victory by giving them the necessary training and tools they will need to get past any obstacle. As the leader, you must be prepared to continually communicate the team’s goal and your vision. Use that vision to motivate your team members throughout the journey towards victory.

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ANNE GAIN

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Top Agent Anne Gain of @properties/Christies International leads a small team covering an area from Southwestern Michigan that stretches from the Indiana border. and includes Saugatuck, Holland, South Haven and Kalamazoo.

Anne Gain is an @properties/Christies International Top Producer with 28 years in the business. After graduating college and working in the corporate world for several years, Anne opted to obtain her real estate license and move back to her hometown of St. Joseph, MI. Her mother, who had a 30-year legacy selling real estate in the area, was Anne’s mentor and continues to be to this day. She has obtained 8Copyright Top Agent Magazine

several designations in the industry including the GRI, ABR, SRS and AHWD. Now, Anne leads a small team with agent Austin Grail and dedicated assistant Arielle Ringer.

Together, the team consistently achieves a sales volume over $35 million per year.

Anne covers a geographic area in Southwestern Michigan that stretches from the Indiana Top Agent Magazine

border and includes the areas of Saugatuck, Holland, South Haven and Kalamazoo. This area was recently recognized by Conde Nast Traveler as one of “20 Great Places to Go” thanks to an abundance of artisan food and drink makers, unique lodging, art galleries, local shops and boutiques and its proximity to Top Agent Magazine

Lake Michigan’s resorts, beaches and recreation opportunities. Working in this desirable community is one of the things Anne loves most about her work.

In addition to working in a community she loves, Anne enjoys the variety of opportunities Copyright Top Agent Magazine9

Anne’s many years in the business have earned her an enviable 90% repeat and referral rate—many clients have purchased first, second and third homes with her! and challenges of the real estate business.

She finds working with people from all different walks of life and helping them through making a significant investment extremely rewarding and fulfilling. Anne sees her ability to relate to a diverse network of people as one her strengths as an agent. She values the Copyright Top Agent Magazine 10

importance of serving as a trusted advisor to clients throughout the process of buying or selling and is committed to being accessible 24/7.

Anne’s many years in the business have earned her an enviable 90% repeat and referral rate.

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Many clients have purchased first, second and third homes with her! Anne’s team also attracts new clients through the exceptional marketing efforts & lead generation tools of @properties/Christies. Anne credits fulltime assistant Arielle with running the team’s social media marketing efforts, freeing Anne Top Agent Magazine

up to be out in the field facilitating sales.

Future plans for continued sales growth will follow much the same strategy, as the team’s consistent top-tier sales volume attests to the success of their efforts. It helps that Anne absolutely loves being part of the real estate business as well as the community she serves.

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When she’s not working, Anne loves to bike, hike, kayak, golf and enjoy the beauty and calm of Lake Michigan. Anne is also an active part of the local community. She has served on the Board of the Southwestern Michigan Association of Realtors for several years as well as on many committees. Anne also volunteers

and endorses several Type 1 Diabetes groups, The Strategic Leadership Council, First Tee and many local organizations. Anne appreciates working for a philanthropic company like @properties/Christies which has contributed more than $1 million to community charities since 2009.

To learn more about Anne Gain, call 269.277.6077, email annegain@atproperties.com or visit her website: atproperties.com/site/AnneGain www.

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Things Successful People Never Do

There always seems to be people around you who find success with ease, but trust me, that is NOT the case. Although luck can often times play a role in someone’s success, most of the time it’s due to hard work and avoiding bad habits.

The best way to find your own success is to implement some of qualities you see in people you admire into your own life. The hard work part is still up to you, but by shifting your perspective a bit, and NOT doing some of the following

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things, that success might happen a little quicker.

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DON’T JUST WING IT

Successful people plan everything. Not only do they have yearly goals, but weekly and sometimes daily ones as well. By giving your time a purpose, and a clearly defined goal, you’ll eliminate the time you spend haphazardly doing things that might not be a priority. It will also make you feel less scattered, which is always a good thing.

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THEY DON’T TAKE ON MORE THAN THEY CAN ACHIEVE

Successful people take on what they can do well, and no more. That all starts with a daily ‘do to’ list. They always make sure their list is manageable and then they don’t sleep until that list is completed. If you find yourself not finishing your list, assess whether it was too much or if you slacked off. You’ll be surprised at the feeling of accomplishment you feel when you finish your list. Not finishing will bring you down, so make sure you aren’t biting off more than you can chew.

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THEY DON’T WORK HARDER, THEY WORK SMARTER

Yes, having a strong work ethic is key, but that doesn’t mean you should waste time on things that will have less of an impact on your success. Focus on the things that will give you the most bang for your buck. Better to spend the majority of your time there, than spread yourself thin on numerous tasks.

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THEY DON’T TRY TO PLEASE EVERYONE

This might seem like a bad call in business, but successful people know when to cut your loses and move forward. Anything or anyone, that frustration into your life, is never a good thing.

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REPEAT THE SAME MISTAKES

Similar to not trying to please everyone, successful people are also diligent about accepting when something isn’t working Top Agent Magazine

and moving on from mistakes. Yes, you learn from them, but don’t repeat them. Part of being innovative is trying new things, that will keep you fresh and energized, but learning how to let go is an equally important part of the equation.

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GO FOR THE SHORT RUN SOLUTION

Successful people are in it for the long haul and therefore thinking long term. When you have a plan for success and the patience to see it through, while you might have a slow start, you’re establishing a foundation for long term success. Going for the easy fix, usually doesn’t pay off.

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PAY ATTENTION TO THE NAYSAYERS

Lets face it, we all have people in our lives who might be a little more pessimistic than is healthy to be around. You can’t change them, all you can do is not let them drag you down into their ‘glass half full’ mentality. Have your plans and goals, be confident about them. When you’re insecure, that’s when you’re most vulnerable to those types of people.

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THEY NEVER QUIT

That doesn’t mean letting go of things that aren’t working. It means having an end goal.

Whatever obstacles or challenges come up, you take them on, always with that end goal in sight. Successful people know that adversity and overcoming those challenges, is how you grow, and will ultimately make you a better business person.

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NATALIE GOODWIN-VAN OYEN Natalie Goodwin-Van Oyen is a broker and residential sales specialist with RE/MAX in Brighton, MI. She started in real estate years ago while working her way through college. Her work/ study program provided an opportunity to work at a local bank and, within a few months, she was learning and working on mortgage processing. In 2000, Natalie began her journey with RE/MAX and she hasn’t looked back.

Currently a solo agent, Natalie prefers to handle all her clients herself in order to deliver that irreplaceable personal touch. “I feel like my business is more of a personal touch so you’re going to get me every step of the way.”

Best described as a high-energy and results-driven producer, Natalie has been active and passionate about the real estate industry for over 29 Years!

Natalie specializes in home sales but also has vast experience selling new construction homes, condominiums, luxury homes, waterfront homes and more. Currently residing in Dexter, Michigan; she serves the surrounding counties of Oakland, Livingston and Washtenaw.

Being in the business this long, Natalie has developed amazing relationships with her clients. Almost 90% of her business is referral based. Her clients keep on coming back because they trust that Natalie has the answer to their hardest questions. “I just really enjoy reaching out and finding answers to any question.” Experience shows that no deal is the same. Natalie approaches each transaction with the intention of getting to know exactly what her clients want to accomplish and getting those results. Natalie loves meeting new people and working with people she hasn’t seen in a while.

Clients entrust her with both buying and selling for not only themselves but also their children. “I try to

make it as smooth as possible and the best experience I can.”

For sellers, Natalie markets her listings online. The most important aspect to her marketing is presentation and appearance. All listings are captured with professional photos and paired with an accurate description. “It starts with that. It’s got to look good...no matter what client I have.” Once the online ads gain some traction, she sends out mailers and supplements that with print ads which help tremendously. Not driven by numbers, she has received a RE/MAX Hall of Fame Award and RE/MAX Lifetime Achievement Award.

“I’m always shocked by what I produce but I just got to keep my head down and work for my clients.”

Natalie is a devoted mother and very involved in her kids academic and sports activities. Her kids are amazing athletes in the Ann Arbor school district and each has incredible prowess in their respective sports. One is 5th in the state for tennis. The middle son made varsity as a freshman baseball player and their youngest is a fencer who just qualified for nationals after practicing for just over a year. As a breast cancer survivor, Natalie donates time and funds to the Breast Cancer Awareness Society and also donates a percentage of her commission from every closing to the Children’s Miracle Network.

In the future, Natalie envisions at least another 20 years in the business. She often thinks about getting into management and passing on her knowledge but she really loves what she does, so for now her plans are to keep selling and supporting her kids until she is a grandmother some day.

To learn more about Natalie Goodwin-Van Oyen, email nataliegoodwinvo@gmail.com, visit nataliegoodwin.com or call (248) 672-0582 www.

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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 profesTop Agent Magazine

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.

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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

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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

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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.

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business.

Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 20

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.

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Become a referral partner with industry peers

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Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set.

You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again.

It will not only sharpen your sales skills, but could generate a lot more business.

People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even

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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do.

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Partner up with a Relocation Company

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Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®.

The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest.

Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property.

Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills.

Take on properties they haven’t been able to sell. You can even offer to throw an open

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Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much 22

house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.

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Laughs!

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