Missouri 4-2-17 by Top Agent Magazine

MISSOURI EDITION

CONNECT BEYOND REAL ESTATE to Attract Future Clients

FEATURED AGENTS

MELANIE MITCHELL CAROLYN TUMMINIA COVER STORY

LUCY FEICHT

5 Fresh New Approaches to CONTENT MARKETING Your Secret PRESENTATION WEAPON

MISSOURI EDITION

LUCY FEICHT

MELANIE MITCHELL

CAROLYN TUMMINIA

CONTENTS 4) YOUR SECRET PRESENTATION WEAPON

15) 5 FRESH NEW APPROACHES TO CONTENT MARKETING

20) CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS

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Your Secret Presentation Weapon by Rich Levin

You are at a listing presentation, and Agent: “Do you know the number you know the seller is interviewing one complaint owners, like you, have other agents. Would you like to about their present REALTOR®? distinguish yourself as the best? Here’s how. “The agent doesn’t communicate or loses touch. It’s one of the simplest This is on an age-old and proven things and one of the most sales concept that is taught in high- important. I know some of the best level sales training in every major agents in town who sell a lot of corporation. In real estate, it is a homes and have the best intentions, subtlety that most agents simply but they just don’t follow up like don’t build into their skill set. Those they should, and you fall through who learn and use this skill stand out the cracks. and win against the competition. “I set aside an hour each day just for Have you ever lost a listing and staying in touch with my clients.” could not figure out why? The seller says that they had more confidence “You don’t want to be in the dark, in another agent. This skill is the uncertain and uncomfortable. I reason they will choose you. They want you confident that we are both may not recognize why; they just doing everything we can to get your have more confidence in you. property sold for the most money in the shortest time. “I like to make Sample Seller Script these calls between eleven and Here’s an example. After, I’ll break noon on Thursday mornings. What it down for you so that you can is the best number to reach you at apply it for yourself. that time?” 4

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Robbins was a twinkle in his AABC: The Breakdown There are four steps to this mother’s eye. Most agents miss the presentation skill. They are subtle mark on this in today’s competitive and easy to learn. You must practice real estate market. To hit a bull’s to be natural with this skill, which I eye, use AABC as your secret weapon. You will begin to notice call AABC. sellers and buyers having more • Step one is the Action you take. In confidence in you, relaxing with the example above, it’s communicating you, and trusting your judgment. regularly. Sample Buyer Script • Step two is the Advantage you “Would you like to have the bring that differentiates you. In the advantage of seeing the newest example above, it is setting aside an properties on the market, every day?” hour each day. A – The Action: “Every day—often • Step three is the Benefit to them. twice a day—I will search for propIn the example above, it is making erties that are new to the market.” them certain, comfortable and A – The Advantage: “In our area confident. there are nearly three thousand real • Step four is the Close, which is estate agents. Every day, some of asking for a decision. In the them are placing new property on example above, it is asking for the the market. Within hours, often less, specific number to be reached on a I make sure that you are aware of any and every property that even specific day and time. remotely matches your desires.” AABC B – The Benefit: “You’ll have the Action: What you do. best opportunity to find the property Advantage: Your distinction. that has the most of what you want Benefit: What’s in it for them? before you are in competition for it, Close: Asking for a decision. and you often get it at the best price. This has been taught by Fortune 500 Each year, many of the homes I sell Companies decades before Anthony are those fresh listings that have Top Agent Magazine

only been viewed by my buyers. It’s fun for me. It’s the best way to give you the competitive edge.” C – Close: “Do you want me to contact you each day as soon as we become aware of any property in which you may be interested? If I call during the workday with an excellent choice—something that looks perfect—would you be able to come fairly quickly to see it?” You will find AABC is your secret weapon. While other agents present their same old way, the buyers and sellers to whom you present see, hear, and feel something different, something more. They will more easily sign exclusive contracts with less commission challenges. They will trust you and make your job with them easier, because they strongly believe in your efforts on their behalf. A Few Subtleties I like to start with a question. Do you know? Have you heard? Would you like? The Action can be very simple. It is your Advantage—the way you do it differently—that makes the distinction. 6

The Benefit is always more money, the best time frame, and/or more ease and convenience. That is WIIFT: What’s In It for Them. The Close is critical. In addition to confirming their agreement, it makes them an active participant in the process. In my work, I occasionally accompany Agents on listing presentations—Agents who take over a hundred listings a year. Once they begin to apply AABC, they immediately express that they feel, hear, and see the difference in the way their clients responded to them. This is an advanced skill that raises your effectiveness and enhances your relationships and your results. It requires preparation and practice. It is a secret weapon that can shift your work and your career into the next gear.

Rich Levin is one of the most successful Real Estate coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning your business. Copyright©, Rich Levin. All rights reserved. Top Agent Magazine

LUCY FEICHT Top Agent Magazine

LUCY FEICHT Living by the motto, “If it doesn’t challenge you, it doesn’t change you,” Lucy Feicht has paved a career for herself in real estate through hard work and determination. This mindset started early on for Feicht as she pushed herself to do better than the rest by thriving in academics, graduating with a double major and cum laude in just three years and immediately following through on her goals to pursue a real estate. Her love of real estate began at an early age. When asked how or when she knew she wanted to have a career in real estate, her answer is, “I have always dreamed of a career and business in real estate” a ‘before real estate career’ simply does not apply to her. It runs thick in her blood from four generations before 8Copyright Top Agent Magazine

her. Feicht received her real estate license only three months after graduating college. “The sense that I’ve begun to achieve my dream is my prime motivation moving forward,” she says. This motivation was spurned by many mentors in her life including teachers, professional colleagues, industry experts, her mother, and now her husband, who is also in the real estate industry. “The innovative ideas of those who surround me constantly challenge how I manage my brokerage and serve my clients,” she says. This constant support has allowed Feicht to do more than the average agent. She goes out of her way to become an expert on all things real estate from HVAC Top Agent Magazine

systems to foundations – she learns it all. This constant thirst for knowledge has motivated her to go from real estate sales person to beginning her own brokerage in just two short years. This only adds to her personal titles of Pricing Strategy Advisor and she holds a Short Sale and Foreclosure Designation. Another accolade she will soon add to her resume is a graduate of the Realtor Institute. Because Feicht is so ingrained in the South St. Louis market she serves with her team, she is able to provide an intimate knowledge of the area to all her clients. “This area is my neighborhood,” she says. “I know the schools, eat at the restaurants, and live in the community.” Top Agent Magazine

This expert advice comes from the heart as she only wants to see the best for her clients. This is part of the reason that she goes out of her way to walk them through the home buying and selling process. She knows this is an emotional time for her clients and wants to make the process as smooth as possible. This creates a deep sense of client loyalty within her business and has earned her a strong reputation with her clients. Feicht also has a deep commitment to her brand- if she had to be described in one word, it would be “LRG”. Nearly her entire wardrobe is branded with the infamous Lou Realty Group logo. She will even be proud to tell you, she has shoes with the logo on it! Her goal with this she says, Copyright Top Agent Magazine9

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“I want everyone I encounter to know and be reminded, that I sell real estate. That I am their trusted source for any of their real estate needs. Helping the community that she is so fond of is also important to Feicht as she and her husband manage an impressive rental portfolio. This is in addition to several distressed properties they purchased and renovated, giving new life to the community. “Continuing this development builds off my ethics and is one of the most important parts of my career,” she says. Feicht also enjoys assisting the charity Feed My People for a food drive during Thanksgiving. She has previously worked with Our Lady’s Inn and the Realtor’s Housing Assistance Fund, which works to secure Top Agent Magazine

funding for charities that support homelessness and provide transitional housing. Currently, she is a member of the Missouri Realtors Board of Directors, a member of MO RPAC 100 and supports the Risk Management committee for her local association. Outside of real estate, Feicht is a loyal Rams fan as she was a cheerleader for the team for four years when they were in her home city. Through this endeavor, she got to travel all over the world as well as to international military bases to perform. When she isn’t buying and selling real estate, She is typically headed to the Lake of the O’zarks with her sweet husband Billy and their 100 lb. Rottweiler Lucas. Copyright Top Agent Magazine 11

To learn more about LUCY FEICHT visit lourealtygrp.com call 314-603-2114, email lucy@lourealtygrp.com www.

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

• People

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

• Can

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

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

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

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how 16

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

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

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

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

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

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

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

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. Top Agent Magazine

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MELANIE MITCHELL Melanie Mitchell began her career in real estate as a manager of multiple rental properties, building an insider’s insight to the market before she’d even earned her license. But after swiftly excelling in the rental and property management business, Melanie decided to maximize her efforts and take the plunge, becoming a licensed agent. Today, almost fourteen years later, she leads a group of tightknit and capable agents at the MelanieCooperTeam with Realty Executives Premiere, all while cultivating a flourishing career of her own making. Predominantly serving the Eureka and Wildwood areas, with additional experience across St. Louis County, Jefferson County, and into parts of St. Charles and Franklin counties, Melanie’s years in the industry allow her keen knowledge of the area’s evolving inventory. Overseeing a pair of buyer specialists, along with two right-hand administrative professionals, Melanie has systematically built a team that’s yielded an impressive 80% rate of return and referral clients, a figure indicative of the high caliber results she delivers. What’s more, she has curated an ethos of courtesy, communication, and candor, regularly seeking client feedback to improve and evolve as a professional. As for her marketing efforts, Melanie’s approach blends the digital and traditional, taking a customized approach to each of her listings. Whether making use of social media and online listing portals, or utilizing in-print ads in local newspapers and directories, Melanie ensures that each property she is responsible for achieves superior exposure. Likewise, she ensures that each property makes an exceptional first impression, incorporating professional photography and drone footage in her marketing

images. In terms of keeping in touch with clients past and potential, Melanie makes personal time to communicate by phone and e-mail, following up with postcards and mailers to all of her clients-turned-friends. In fact, it’s working with people daily that Melanie cites as one of the most cherished aspects of her job. “Our number one reason for being in this industry is to help people,” she recounts. “Buying or selling a home is one of the biggest investments and commitments someone can make, and we want to make that process as smooth as possible. While it can be stressful, we really strive to make these transitions a happy time worth celebrating for our clients.” Directing her spirit of her service towards civic engagement, Melanie is a routine contributor to various local causes. Not only was Melanie a six-year board member of the local Chamber of Commerce, she is now an avid contributor and organizer at the Eureka Elks Lodge and devotes much of her time to throwing community events for kids, including Operation Kidsafe in conjunction with the local police and fire departments. Melanie and her team also throw an annual client appreciation party, along with regular holiday-themed events for both her clients and the community at large. In her highly coveted leisure hours, she spends as much time as possible with her family— with two daughters in college and a son and daughter-in-law nearby. She also loves to get out on the weekends and dance to country music, her favorite genre. With the future in mind, Melanie plans to continue to grow her business’s success, expanding her dedicated team to serve more clients—all while maintaining the hallmark service those she works with have come to expect. With more than a decade of industry experience under her belt, and a talented team at her back, the years to come are sure to be bountiful and bright for Melanie Mitchell and the MelanieCooperTeam.

To learn more about Melanie Mitchell visit MelanieCooperTeam.com, e-mail Melanie@MelanieCooperTeam.com, or call (636) 777-2872 www.

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CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 20

of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients. To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals. So, how do you share content that will speak to a wider audience, but also still be relevant to your business?

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Talk About Your Philanthropic Activities

The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause. In fact, they want and need you to promote them. And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n

Your Local Community

We humans are connected to each other through our community â&#x20AC;&#x201C; our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didnâ&#x20AC;&#x2122;t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n

Use Your Creativity to Connect

Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n

Share Your Hobbies

Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a Top Agent Magazine

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secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n

Divulge Interesting Experiences

This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n

What and Who Inspires You

No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you. Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content 22

that will draw in a broad range of followers. Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.

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CAROLYN TUMMINIA To keep up with her three kids, Carolyn Tumminia decided to take on real estate. Having lived in St. Louis her whole life, Carolyn was already familiar with the local inventory, and with a few friends in real estate making a good living and having fun in the process, she decided to pursue her own license. Eager to succeed, Carolyn promptly made a splash on the local scene. In her first year of work, she won the Rookie of the Year Award at her then Prudential Select outfit of 70 agents, ranking among the top ten in her office. Since then, Carolyn has remained a consistent sales leader at Keller Williams, one of the largest real estate offices in St. Louis. Carolyn’s twelve years of high-ranking industry success is a result of a multi-layered approach to real estate. Not only does Carolyn command a vast knowledge of the St. Louis area, but she’s also an adept user of social media and an exceptional cultivator of client relationships. What’s more, Carolyn upholds a principled balance in her business. “It’s not all about making money; that’s just not me,” she reflects. “Of course I have to make a living, but I also want to give back and share in the community.” Her civic comradery has reaped an impressive 95% referral rate, a clear demonstration of her aptitude for servicing clients. “Our motto is Clients First, We Care!” Carolyn explains. “We take so much time with our clients—to explain everything and hold their hand along the way. It’s time and energy, but it’s so worth it.” Her emphasis on quality service hasn’t gone unnoticed by the local business community, either. Carolyn’s been highlighted repeatedly in St. Louis Magazine, earning the meaningful designation of Best in Client Satisfaction. Under Keller Williams, Carolyn heads a family trio of agents, working daily with her sister-in-law and niece. Leading Team

Tumminia, as they’re called, Carolyn has a particular affinity for working with the local senior community, providing educational instruction on the homebuying process and ensuring that senior homeownership goals are met with exceptional care. With that same heartfelt attention in mind, Carolyn makes it a point to demonstrate her appreciation to clients. This Thanksgiving, Team Tumminia hosted a pie giveaway, and they are active participants in local fairs and events, manning a booth that’s both informational and fun—with balloons at the ready for kids. Carolyn is creative in her promotional mailing as well, including The St. Louis Cardinals baseball schedule on mailers and sending Christmas calendars, keeping in touch with clients all year long. With her people-first mentality, it’s no wonder that Carolyn spends her coveted free-time active within her community. She is an avid supporter of Des Peres Lodge, a community hub, and has also dedicated her efforts to St. Jude’s Children Hospital. In addition, Carolyn is an ardent supporter of autism awareness efforts, a cause that’s very close to her family. She also plans to educate herself further on the impact of Alzheimer’s and dementia on the senior community, with hopes to garner knowledge enough to better educate her treasured clientele as they navigate the homebuying process. In her remaining free hours, Carolyn enjoys playing golf and spending quality time with her family. Though she launched her real estate career over a decade ago, Carolyn remains appreciative and animated in her work. “Real estate is fun and interesting,” she reflects, “but it also really helped change my life.” As for the future, the same unyielding drive that’s brought Carolyn so far in her career is sure to fuel the years ahead. “Every day I get up and think—how can we grow?” she says. “When you’re building a small business, it’s exciting to watch your sales rise, and especially satisfying to work alongside family. I love the challenge of each day holding something new.” Having crafted a foundation of hard-won experience and skill, Carolyn is more poised than ever to take on the bright future that surely lies ahead.

To learn more about Carolyn Tumminia visit STLouisSells.com, email Carolyn@TeamTumminia.com or call (314) 225-9159 www.

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