MINNESOTA EDITION
5 Ways to
TRANSFORM RENTERS INTO OWNERS
How to Answer the Inevitable Question:
WHY SHOULD I CHOOSE YOU?
Top Agent Tips and Questions for
EMOTIONAL FLUENCY : HOW TO COMMUNICATE
CHOOSING YOUR LISTING AGENT
WITH CLIENTS WHEN TENSIONS ARE HIGH
FEATURED AGENT
MATT DITZLER
COVER STORY
CRISTY OLDMAN
Laughs!
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How to Answer the Inevitable Question:
Why Should I Choose You? In some markets, a real estate agent is competing against thousands of other individuals and teams. There are only so many bells and whistles—so many buzz words you can throw at prospective clients. To a buyer or seller who has interviewed several other agents already, all of it begins to blend together and every realtor sounds as though they’re reading off the same script. Your clients want to know why they should choose you. They want to know what makes you different. It’s highly likely they’ll even 4
ask you this question directly in your initial interview, but as an agent, you might have a hard time coming up with a response that either you or your clients are truly satisfied with. To answer your client’s why you must go back to your own why. WHAT SKILLS DO YOU HAVE THAT OTHERS DON’T? Just because there are other agents in your area doesn’t mean those agents have the
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same skills that you do. We each bring our own backgrounds and experiences to the table. What comes naturally to you? Maybe it’s your negotiating skills or your ability to connect people that sets you apart from the rest. WHAT PART OF THE BUSINESS DO YOU ENJOY THE MOST? There are skills and then there are passions. In real estate, there’s so much to enjoy. There’s the opportunity to match a family with the right home and the sense of safety and comfort that brings their loved ones. There’s the ability to give someone a sense of financial security by advocating and negotiating on their behalf. And then there’s the houses and neighborhoods themselves— the architecture, history, and community. WHAT ARE YOUR ACCOMPLISHMENTS? When you look at your client list and the portfolio of work that you’ve built over the years, what are you most proud of? Sure, there are financial rewards, but there are also other accomplishments that your prospective clients will likely be eager to hear about, such as happy client testimonials, a thriving referral business, volunteer and charity work, or even how you lift and support your own team. Everyone needs money, but those other accomplishments and how you speak about them show your client what kind of person Top Agent Magazine
you are and if that’s the type of person they want to work with. WHAT ARE YOUR INTERESTS? Real estate might seem like your entire world at times, but you also have a life outside of work. Maybe you like music or traveling or being outdoors. The best part about being a realtor is that there are often ways you can thread these interests into your work, like hosting client functions and events. WHAT DOES YOUR CLIENT CARE ABOUT THE MOST? Let’s face it, your clients likely care the most about only a few things: saving or making the most money, doing it as soon as possible, and making sure that doing so isn’t too stressful. Your response to your client’s question—why should I choose you?— should address these concerns. Maybe you excel at creating systems that make the selling process efficient and profitable for your client. Or maybe you excel at providing a personalized experience for homebuyers. Try out a few responses. You might even start with a template: My [skills or passions] helps me [provide this service] because I can [achieve my client’s goal]. Like most things in life, coming up with a compelling and concise response for why clients should hire you will take time and practice.
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5 Ways to Transform
Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty 6
visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term. As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.
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Show renters that purchasing a home isn’t impossible
Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount. One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.
into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.
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Collaborate with mortgage professionals to find the right financing opportunities
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Help would-be homebuyers create a road-map to ownership
It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair. That’s where your expertise as an agent comes Top Agent Magazine
Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership. Work with a mortgage pro and find the route that suits your renter best.
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pay monthly in a mortgage—while building a lasting asset.
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Compare and contrast rental rates with monthly mortgage payments One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can
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Paint the big picture
For most, renting isn’t the most sustainable financial option when it comes to housing. Rents rise, families grow, and retirement looms. Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle. Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side. Keep these tips in mind as you broach the conversation with renters in your hometown. All it takes is clear-cut value proposition and a listening ear.
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CRISTY OLDMAN
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Staged by Cristy Oldman
With over 15 combined years between real estate, construction, design, and remodeling in the Twin Cities, the husband-and-wife team— Cristy and Brenton Oldman—are passionate about making people’s dreams a reality. For Cristy and Brenton Oldman, real estate is personal. Very personal. With over 15 combined years between real estate, construction, design, and remodeling in the Twin Cities, the husbandand-wife team are passionate about making people’s dreams a reality. “I’m so honored when a client chooses me to help them sell or buy a home because it’s a major decision, both financially and personally. It’s not enough for me to simply satisfy my clients,” Cristy emphasizes. 10 Copyright Top Agent Magazine
“My goal is to create an unforgettable experience that goes above and beyond their expectations, making sure my clients feel genuinely supported, valued, and advocated for every step of the way.” Clearly, Cristy’s mission to offer warm, personalized service that delights customers is working. The former teacher jumped into real estate with both feet six years ago and never looked back. Top Agent Magazine
After quickly establishing herself as a leader in the industry, this past year she ranked in the top 5% of all 18,000 agents in sales in Minnesota — 100% of which was referral and repeat business. In fact, she’s been so successful that she and her husband, a remodeling pro from Australia, started their own company this year: Aapolis Realty.
The new name reflects the couple’s focus on keeping a hometown feeling that is comfortable, familiar, and relaxed. The “A” is for A’delaide, Brenton’s home town in Australia, while “apolis’ is an ode to Cristy’s lifetime residence in the Minneapolis-St. Paul area. With her deep knowledge of the local market, Cristy enjoys helping every buyer find the right home for them, in the
Staged by Cristy Oldman
Staged by Cristy Oldman
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Staged by Cristy Oldman
“I love the challenge of not only finding the right property, but also making the process as smooth and seamless as possible,” Cristy says. “And I love that it’s never the same. It’s always different, always a challenge, and you’re always meeting new people.” right location, and for the right price. “I love the challenge of not only finding the right property, but also making the process as smooth and seamless as possible,” she says. “And I love that it’s never the same. It’s always different, always a challenge, and you’re always meeting new people.” With her strong negotiating skills, Cristy advocates on her clients’ behalf all the way to the closing table. When it comes to listing homes, she excels in marketing her clients’ properties. In addition to professional photography and Copyright Top Agent Magazine 12
targeted social media advertising, she stages each home she lists. Cristy loves the challenge of making their home look like the model home that every buyer wants. She understands what buyers are looking for and stages each home accordingly. Cristy considers it a privilege to work exclusively by referral, cherishing the opportunity to maintain lasting connections with her clients long after they’ve settled into their new homes. To express her Top Agent Magazine
gratitude, she organizes yearly client appreciation events, such as renting out bowling alleys and movie theaters, fostering an environment where past clients, who often become friends, can come together and celebrate. When they’re not working, Cristy and Brenton stay busy with their three sons aged 5, 7, and 9. They enjoy the outdoors, staying active with their church, and traveling— often visiting family back in Australia.
They’re also exploring new avenues to extend their support to the community in the days to come. “We hold a special place in our hearts for hard working single moms who are striving to make ends meet,” she reveals. “Our aim is to lend a helping hand to these families who may not have the means to afford basic necessities and housing.”
Staged by Cristy Oldman
Staged by Cristy Oldman
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To contact Cristy Oldman, call 612-688-7318, email cristy@aapolisrealty.com or visit aapolis.com https://
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Emotional Fluency:
How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently Top Agent Magazine
involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout. Acknowledging this, how do you steer the ship when emotions and tensions are running high?
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For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.
Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s
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why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or
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what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.
When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems
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clearly and with solutions already in hand. Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.
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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client 18
needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on. Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.
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MATT DITZLER Matt Ditzler has seen a lot of changes in the real estate industry over the last 21 years. From watching the market rise and fall to dealing with a global pandemic, Matt has overcome it all to become the client-centered advisor, broker associate, and real estate advisor he is today. Matt got his start in the industry back in 2002 after deciding to make a job transition. A friend and mentor who also sold Matt his first house suggested he would be great at real estate. After much research and exploration, Matt began buying and selling properties throughout the Western suburbs of Minneapolis. With between 9 to 15 million in sales volume per year, Matt manages residential and commercial. “I started handling commercial real estate about 13 to 14 years ago when my clients started having small commercial needs,” states Matt. “I am very fortunate to be a part of Engel and Volkers where we have a lot of well-connected Advisors. While these successful agents typically do not handle commercial real estate, they refer those transactions to me. Today my business is about 60 percent commercial.” Matt doesn’t need to buy lists or lead sources. With over 90 percent of his business coming from repeat clients and referrals, most of his prospects come from networking and continued contact. It helps that Engel and Volkers provide worldwide exposure by posting all their listings on their global website and social media platforms. Matt also sometimes invests in Adwerx and depending on the geographic location of the listing he will utilize reverse prospecting and reach out to agents who sell or have sold in that location. Matt insists he has the best job in the world. “No two days are ever the same.” states Matt, adding, “After 21 years each situation is different, and you get to learn something new every day.” Many of his commercial real estate transactions involve local churches including the Westminster Presbyterian Top Agent Magazine
Church. As fewer people gather in these houses of worship, many of the buildings remain unused. Matt helps liquidate or reestablish them. He’s also involved in Minneapolis Children’s Hospital. So, what does he do for actual fun? With three children between the ages of 14 and 19, Matt enjoys spending time with his family and relaxing at a property his wife’s family owns up north. He also has a few side businesses and projects that keep him active and entertained. When looking toward the future, Matt has definitive plans. His middle child, Jack, is working on obtaining his real estate license and will soon be joining his firm. Through training and mentorship, Matt plans to transition the day-to-day operations, marketing, and residential side primarily to his son. As Matt puts it, “This will allow Jack to earn his stripes and go through the grinder a bit.” Because at age 50, Matt wants to slowly transition himself out of a job within the next eight to 10 years. And with everything Matt has seen and learned over the last 21 years, this father-son team is sure to accomplish whatever they put their minds to.
For more information on Matt Ditzler, contact him at 612 850 6751, matt.ditzler@evrealestate.com, or via his website at: ditzlergroup.com www.
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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers. Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent. During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: Top Agent Magazine
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Will you please describe your sales experience and local network?
Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce. Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.
You’ll learn a lot by listening to How will you market the property? Each agents’ opinions. Top Agent has a unique set of online or local
marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however. You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours. What factors influence your list-price recommendation? Before an-
swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price. They’ll also educate you on how best to balance both market time and list price relative to sales histories your area. Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’
opinions on your home’s sale potential with or without some improvements. Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.
How will you help with staging? Some Top Agents will pay for part or
all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches. 22
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What attributes of the property will you want to highlight? Each Top
Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!
What is your approach to Open Houses? How many agent-only Open
Houses will your Top Agent want to host? How many truly Open Houses? Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.
Who will be our primary point(s) of contact from your office? This
important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client. Either approach is wonderful; you get to decide what suits you. Now, let’s list! Top Agent Magazine
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