Nationwide 1-22-17 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

HEIDI McMURRAY BENTS

SHERRY CAMPBELL

GINA DUNCAN

MADELINE HOGE

KARA CHEN

SUE HERTZBERG

SHERISE JAMES

MATTHEW PATTY

NATIONWIDE & INTERNATIONAL EDITION

KARA CHEN

GINA DUNCAN

SHERRY CAMPBELL

SUE HERTZBERG

MADELINE HOGE

SHERISE JAMES

HEIDI MCMURRAY BENTS

MATTHEW PATTY

CONTENTS

4) 6 METHODS FOR BUILDING BETTER EMAIL LISTS 9) BRANDING BAD IN REAL ESTATE MARKETING 16) GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU

21) FOUR CHALLENGES AND SOLUTIONS FROM THE FRONT LINES OF THE REAL ESTATE INDUSTRY 25) ARE YOU IN OR OUT?

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6 Methods for Building Better Email Lists By Kendra Lee

Email lists can be a blessing or a curse. When they’re composed of real email addresses of people in your target micro-segment, and those people recognize you or your company by name, an email list is an invaluable lead generation resource. When the list is filled with contacts who don’t know of you or your company, i.e. a cold list, lead generation can be though – really tough. Likewise, if your list is populated with fake, inactive, or irrelevant accounts you’re at risk of being banned by your email software provider. Not surprisingly, I hear from clients all the time asking how to build an email list that will get results for their campaigns. Should they purchase? Should they attempt to build their own? Remember that with email list building your goal is to build a list of people within your micro-segment, so quality is more important than quantity. The more similar the contacts, the easier it is to tailor your nurturing and lead generation content to their specific needs. Here are six methods that will help you build a quality email list. 4

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Nurturing and lead generation activities: When you engage in social media, nurturing activities, SEO, and Adwords, those mediums provide forums for you to drive people to your website, start a conversation via a social channel, attend an event you’re hosting, and add people to your list. People who respond really do want to be part of your list.

Membership organizations: Whether it’s through industry associations, mastermind groups, or networking events, these types of organizations provide an excellent means for collecting contact information. Generally, people will update or provide their own information because they want other members to have easy access to them so you know the data is current.

Shared lists: By finding a peer who targets a similar microsegment with a non-competitive offering, you may be able to forge a partnership in which you promote to each other’s lists. This happens frequently within the high tech space, with consultants, and with professional services organization where they understand the value of collaboration.

Research the web and build your own: Increasingly, we’re seeing companies comb LinkedIn, Zoominfo. com, InsideView.com, DiscoverOrg.com and other websites for contact information, and then follow-up with companies to confirm the validity of that information. This approach is time consuming, but it can be very effective. A client who we coached through this process recently got a 41% open rate on their email nurturing campaign. I really like DiscoverOrg for the detailed information they have if you’re selling in the IT or telecom industry.

Purchase lists: There are numerous companies that sell email lists, but you need to be careful which vendor you buy from

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and how much you spend. Prices typically range from hundreds to several thousand dollars depending on list specificity and size. One warning: Expect higher bounce rates with these lists and negotiate for that issue when you purchase. To avoid high bounce rates, look for a list company that validates the information. In this way I’ve been very pleased with ExchangeLeads for new lists and validation of current lists. If you don’t have any list, this may be the way to get started.

Trade information for information: Sites like ExchangeLeads and Data.com community give you credit for providing contact information for companies you’ve worked with in the past. As you earn credit, you can use it to acquire lists for free. These services generally have a fee option as well, and the data integrity is dependent upon users keeping it current. Again, look for companies that validate data to reduce bounce rates and wasted time. I really like ExchangeLeads for trading information as well as purchasing it. Ultimately, my advice would be to focus as much on the organic list building methods (#s 1-4) as possible, and supplement with the purchased methods (#s 5 and 6) when necessary. If you start with a purchased list, plan to nurture it and build your recognition. Don’t toss it away if you don’t get immediate results. At the end of the day, you want to strive for list quality over list quantity. Pushing your messaging out to unwitting, uninterested, or unsuspecting prospects won’t do anything to help you close more deals.

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.) Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding Copyright©, 2016 Kendra Lee. All rights reserved. strategies. 6

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KARA CHEN

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KARA CHEN While studying at the Pennsylvania State University College of Medicine, Kara Chen decided to take a break from academia to focus on the family. Her husband continued the medicine track as the couple welcomed a beautiful baby boy into their marriage. After a few months, Kara contemplated options that would give her the flexibility to be a mother while helping with the couple’s medical school loans. “One day, I felt inspired through prayer to check out real estate. I immediately mapped out the local brokerages in Hershey and got in my car. When I walked in with my infant asking how I could get into real estate, people looked at me like I was crazy.” She laughs. “I studied, got my license, and started hustling—sometimes for not much money at all. My husband was my rock and support structure.” In a year and half Kara became number one in her company. Today, she is with Keller Williams of Central PA East, serving the entire central Pennsylvania area. “It’s all about my clients and giving them the best customer service I can,” she says. “Most become our family friends. They come to my son’s birthday parties.” Whether she’s working with buyers or sellers, Kara strives to give them top notch service and attention. “The focus of my business is meeting the needs of my clients. Every person comes from a different place, so my first step is to try to understand their unique situation. We want to tailor our service to their priorities.” Because of that, friendships often result, and Kara has enjoyed many referrals and return business from her client base. Those who work with Kara leave glowing reviews about their time together, wanting to spread the word about her services. One recent buyer said, “We really enjoyed working 8

with Kara’s team. From the first phone call we knew that we were in great hands. She was incredibly friendly and knowledgeable…we were in a bind to find a home quickly and they definitely accommodated all of our needs. They were able to show us 15 houses in one day on such short notice since we were only in town for one day. We even had to travel to the area again to look at more houses and they did it no sweat. We honestly couldn’t believe how great they were to work with. Once it came down to finding the house we wanted, the negotiations were great. We were in great hands and treated like family the entire time. It was such an amazing experience and we would recommend them to anyone.” When Kara isn’t working or socializing, she is involved with the community through her church, mothers’ groups, and music. She and her husband are classically trained violinists, and they love performing for weddings, nursing homes, hospitals, and other community venues. Looking towards the future, Kara is eager to continue expanding her team and business. While she was not expecting to make the unusual transition from medicine into real estate, Kara has found incredible fulfillment in her new career. She says, “Each person has an individualized set of talents, and they can optimize them to do what makes them truly happy, truly fulfilled. No matter what that is for you, success starts when you do.”

For more information about Kara Chen, please call 717-538-8858 or email karachen@kw.com Copyright Top Agent Magazine

Branding Bad in Real Estate Marketing by Rob Flitton

To begin with, you cannot establish a brand for ANY business until and unless you know what your product and intended clients are. Think of your brand as a “message with instructions” for a potential client. It won’t be a direct message, but an image, group of words, symbol or design, or combination of these, that will allow the client to easily identify how you solve an existing problem or concern that they have. If you are not clear about who you are talking to, and why, your message with instructions will speak to anyone and everyone, and therefore to no one. Your message has to be both intimately related to the real concerns of an extreme niche of people, and authentically connected to who you are. Otherwise, the people you are intending to reach will not see or hear you, and will not use you. The choice that the vast majority of agents make to brand or co-brand Top Agent Magazine

with their brokerage company is a mistake that is causing them to be invisible to a large pool of potential clients, and lose traction or growth in their business. This mistake sees them repeating anemic efforts season after season to hunt for clients, instead of reaping the much larger benefit of farming or growing clients. In any given marketplace there are, say, a dozen major real estate brokerage brands. Just like some people love Ford and hate Chevrolet, or like Apple and hate Microsoft, they will either like or love the brand you’re with, or be indifferent to it—we can ignore the indifferent category, because they make the case that the company’s brand isn’t very important. By choosing to co-brand or line up with their brokerage, the agent therefore has as much as an 11 out of 12 chance of alienating a potential client. And there is another devastating result—the agent ends up financing the brand of their brokerage. 9

The major brokerages today rely on online search success as much as any business—by promising leads to their agents they need a tremendous amount of Google Juice. So, they offer the agent leads, but also offer them a unique co-branded page or presence on their website. By having hundreds, or even thousands of agents with pages on their website, they are gaining massive website traffic (links) and having those agents pay them for it.

down and focus on marketing, followed by strategic branding of the agent alone. The real estate business, or any business, comes down to two fundamental activities: finding potential clients (leads); and closing those clients (making them into customers).

And finding potential clients comes down to two fundamental activities: hunting—the effort to find “right If an agent ever decides to look into now” business every day form a changing their brokerage they are variety of sources; and farming—the somewhat trapped. Not only do they effort to grow a reliable bounty of lose any equity or money they spent leads by having a long term online on co-branding and collateral mater- and offline strategy with the agent, ials, and the reliance on having some and not their company, as the central leads here or there, but they are empty- core of a targeted branding strategy. handed vis-à-vis Google Juice—each time they leave a brokerage, they are Rob Flitton is a Seattle Real Estate Marketing specialist helping independent starting all over. The solution for any agent is to drill 10

agents to increase their income. Email Rob robflitton@gmail.com at any time or call/ text him at 206-612-2314.

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GINA DUNCAN Top Agent Magazine

GINA DUNCAN Although Gina Duncan got her start in the real estate industry in 1982, she ended up leaving the industry and began many successful years as a business owner, taking her entrepreneurial spirit and combining it with her love of helping people, owning both a coffee shop and an assisted living pharmacy. Her interest in real estate never left her and in 2000, after selling her business, she decided to go back to the industry that she loved. “I had never stopped following the housing market, so when I was looking for what I wanted to do next career-wise, real estate was the obvious choice. I love people, architecture and landscape design. It just ties together everything I am passionate about, so I went back to it in 2000 full time and I’ve been thriving ever since.” Gina is currently the Principal Broker/Owner at Fine Island Properties, a boutique agency of seven agents serving all of Maui and some areas of Oahu, all of whom are devoted to making sure their clients achieve their real estate goals with the highest level of service, “We all pride ourselves on making clients feel like they are part of our family, “Ohana”. We look out for their interests first and foremost. I believe strongly that education is the key when working with clients and I try and make them feel a part of the process. Keeping clients educated throughout a transaction empowers them to make decisions that are beneficial to them. I also believe in the teamwork structure of a transaction, from the client, to other agents, to escrow services, to the lender and other service providers, we’re all working together towards one goal. To that end we as real estate professionals must constantly seek to continue our own education.” This approach has proven remarkably successful and it’s no surprise that Gina has an impressive repeat and referral business rate of 90%. Gina loves the community she lives in and represents, as well as the industry that she is so passionate about. It’s a huge priority to her to give back wherever she can. “I’ve been blessed and want to be a blessing to others. Right now, one of my top priorities is working with the Asian Real Estate Association of America, AREAA has over 37 chapters nationwide with 2 in Canada. I’m currently the Aloha State Chapter President and the co-founder for the Hawaii 12

state chapter. Our mission is to provide sustainable homeownership for Asian Americans and Pacific Islanders and educate our real estate professional members. I’m involved with the Maui Academy of Performing Arts and participate in Community Theater, which is something a lot of people don’t know about me. Most recently I performed in the Edinburgh Fringe Festival in Scotland. Real Estate can be very structured and analytical, so it’s nice to have an outlet for my creative side. I’m a three-year breast cancer survivor, so I’m a huge supporter of the American Cancer Society, which helps with support for cancer patients and cancer awareness. I also enjoy Hawai`ian Culture, Hula, Gardening and am looking forward to singing with Maui Choral Arts for our annual holiday concert this year.” Gina would like to expand her Maui office to 15 agents, and has plans to open a satellite office in Oahu, but wants to keep the boutique feel of her business and still provide clients with the hands-on service she has become known for. Hands-on for Gina doesn’t mean old school. She is a firm believer in new technology and utilizes it in her business practices. “I love how the business is constantly evolving. There are always new challenges, which makes every day interesting. I take pride in assisting clients fulfill their dreams and seeing the personality that each home offers. It’s an amazing career. I truly believe in the Aloha Spirit and our goal is to always convey that to our clients.”

To learn more about Gina Duncan call 808.250.9858, email mauigina@gmail.com or visit fineislandproperties.com Copyright Top Agent Magazine

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

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SHERRY CAMPBELL It’s no coincidence that the brokerage owned by Sherry Campbell goes by the name “Energy Realty.” Although the company’s location in Houston’s Energy Corridor warrants the name on its own, Sherry’s very presence magnifies the name’s relevance. “People always comment on my energy level!” she says, laughing. That’s because Sherry applies the highest degree of enthusiasm to everything she does, whether selling homes, training her team of 27 agents or working through the nuances of corporate relocations for international buyers. As someone who has been an expatriate in both Europe and Africa, and who is intimately familiar with the intricacies of relocations, Sherry brings valuable personal expertise to the rapidly growing Houston market. There, foreign investments and corporate expansions are luring buyers from all corners of the U.S. and abroad. Always going the extra mile, Sherry even founded the Relocation Network - a team of top Houston relocation agents uniquely qualified to help people relocate

to Houston, whether from other U.S. cities or overseas. Sherry represents buyers and sellers who approach her directly, but one of her main objectives is to farm leads for her agents. She carefully matches each client with the best agent for them – an approach that reflects and enhances the family atmosphere and growing productivity of Energy Realty. The brokerage, she says, operates on trust and true teamwork, with Sherry training agents on detail-oriented professionalism. “I always tell them, ‘Be who you are, be trustworthy and develop your own interests and techniques,’” she says. She encourages each agent to carve a niche. As a result, the team collectively covers all types of real estate. “We have people focusing on first-time buyers, investors, luxury, you name it!” Even with 27 agents handling all real estate sectors across a vast geography, Energy Realty operates as a true, boutique agency. “I just closed with a client who said it was so much nicer working with a boutique

As a mother of three grown children, empowering women and families is one of Sherry’s passions. “My son runs a successful fishing tackle store, and my daughters attend TCU and Tulane,” she says, affectionately adding that she has a three-year-old granddaughter. And while working hard and focusing on family, Sherry still takes care of herself. “I make a point of staying physically active, biking and walking on Terry Hershey park and exercising at least five days a week,” she says, adding that she loves to read, hike, rollerblade, and travel. agency because we were much more detail-oriented and hands-on. Sherry says. “We guided them through the process and they said the communication was wonderful.” Compliments like those stem from the practices Sherry teaches her agents to embrace when dealing with clients or anyone else they encounter during transactions.

A four-time Five Star Professional who twice has been featured in Houston Agent Magazine, Sherry is expanding into a larger office and plans to open two more offices in the Houston area. But as she continues to grow, she will always remember why she entered the industry in the first place. “I love helping people. Success in real estate is about being ethical, speaking the truth, continuing to learn as the industry evolves and always putting the needs of the client first.”

“We have a responsibility to protect our clients,” says Sherry. “My team spends more face-to-face time with clients, guiding them throughout the transaction and helping them make wise decisions.” For instance, Sherry and team won’t hesitate to tell a client that a property may not be right for them. “With so much information available on the internet, buyers can find houses themselves, but that can work against them,” she says. “You need an agent to explain what you can’t see online, to describe the market, to point out what areas are going to appreciate faster than the one where you might think you found your dream house, and to walk you through all the required steps and decisions.” The same commitment extends to their sellers, who receive complimentary staging services. “I feel it is our job to make sure that a home is showcased. Staging and professional photography are included in my marketing package, and I have a ‘warehouse’ of furniture for staging vacant homes.” Sherry says she has completely transformed homes with her staging team. “And because I have accumulated so much furniture, my hope is to one day start a charity to furnish homes for women who are starting over.” Top Agent Magazine

Sherry Campbell and her team transform homes to sell with complimentary staging.

For more information about SHERRY CAMPBELL, visit energy-realty.com, email sherry@energy-realty.com or call 281.797.7892 www.

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 someoneâ&#x20AC;&#x2122;s search results, and you can set a budget for each campaign that will dictate itâ&#x20AC;&#x2122;s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 16

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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.

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.

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 donâ&#x20AC;&#x2122;t want to simply go into the process blind or youâ&#x20AC;&#x2122;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. 18

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HEIDI McMURRAY BENTS Born and raised around a family of general contractors, Heidi McMurray Bents grew up on job sites. “Our family did commercial and investing mainly,” she explains. “I had a lot of experiences watching my parents and uncles go through their decision-making processes.” After years of seeing others work in the real estate industry, Heidi decided to enter it herself. She obtained her license in 1991 in the state of Oklahoma, and has been working hard ever since. Today she’s with Keller Williams Realty Preferred, where she serves buyers and sellers all over the state. A previous career in management and advertising has helped her excel at marketing. “I have a pretty high success rate with getting properties sold quickly,” she explains.

When it comes to marketing her listings, Heidi takes a multilevel approach, utilizing many different techniques. “I really feel Keller Williams Realty is top notch. Many other industries send their salespeople to our line of thinking and marketing dynamics. They train them to learn how we do business,” she explains. Heidi understands the importance of making a property look its best, so she ensures their home shines with staging and superior photography. “That’s a service I do for free for my sellers. I want their properties to look like eye candy, and I want to make sure their home shines no matter the price point.” Whether buying or selling, clients can expect the same attention and detail-oriented focus. After the transaction, Heidi stays in touch with past clients through social media and community service. Her company has an event called Red Day, and last year, she was the Head Chair of it. On this day, they give back to the community through volunteering locally.

Currently, about half of her business is made up of referrals or repeat clients. It is Heidi’s infectious personality and willingness to go above and beyond expectations that sets her apart from her peers. “The level of service I provide them is what keeps them coming back,” she says. “They’ve worked with me long enough to know I’m not in this for the sale. I’m in it for the relationship.” Heidi’s main objective is to get them towards their goals, while also helping them make informed decisions. “I give them feedback on properties, and whether or not I think the properties will be a better investment for their buying dollar.” She guides them because she knows this is an important transaction, especially for first time home buyers. “I want them to make a good choice with their family, as they’re likely going to have their first babies in that house,” Heidi says.

Looking towards the future, Heidi has her sights set on becoming an investor. “I want to revitalize areas of our town, and I’m also looking at developing the first USDA rural community with a local builder,” she explains. And as she continues to grow, she will always remember the reason she loves this industry so much. “I’m in it for the relationships and the journey. I meet wonderful people in all types of scenarios, and I just like the whole process.” It is these bonds with others that keeps her motivated and inspired on a daily basis. “I think it’s important that they build relationships with Realtors they can trust. If they don’t feel like they have someone fighting for them or keeping them informed, then they should give me a call.”

For more information about Heidi McMurray Bents of Keller Williams Realty Preferred, please call 918-313-1786 or email heidibents@kw.com Copyright Top Agent Magazine

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SUE HERTZBERG After working as a special education teacher, Sue Hertzberg took the leap into real estate at the suggestion of a friend. “I had a friend who owned a small, successful real estate company, and he encouraged me to get my license,” Sue explains. Once she did, she began working at his brokerage. That was 35 years ago, and she hasn’t looked back since. “It really was the right decision for me. I’ve always been in the top 2 percent of every MLS board I’ve been a part of, and I really thank that friend who urged me to come on board.” Today, she works with Coldwell Banker Winnetka, and has a full-time agent working for her, assisting on the buyer’s side and with marketing. Many characteristics set Sue apart from others in the industry, one being her dedication to getting clients towards their goals. “For my sellers, I’m very careful about pricing. I see no reason in putting something on the market at too high of a price and just creating tension,” she explains. “It’s led to a lot of success in selling my listings quickly and for the best price the market will allow.” For her buyers, she’s committed to taking her time with them, listening to their needs and guiding them throughout. “I’ve tried really hard to develop my listening skills and not to ever interrupt anyone. I let them tell me their concerns and goals, so I can fully understand them,” she says. This type of hands-on service has resulted in 90% of her business consisting of repeat clients and referrals. Buyers and sellers also appreciate that she is more than just an agent. “I work hard to not be a Realtor all the time in every circumstance. I have a lot of outside interests. I don’t want to be a one dimensional person,” Sue says. She stays involved in the community through an after school reading program, and she’s also a part of book and movie clubs. Clients leave endless, five-star reviews about Sue, praising her for her personable nature and hard work ethic. One recent seller said, “When my house was ‘ready for sale,’ I contracted with Sue to be our broker. Sue worked with us to determine an appropriate asking price and marketed our house aggressively with broker open houses and public open houses. We were traveling extensively for much of the time the house was on the market and Sue was always there to ensure that the house remained ‘showing ready’ even in our absence. Sue always seemed to be available on 20

her iPhone at all hours of the day and days of the week. Her responsiveness was quite extraordinary.” Another seller said, “Sue Hertzberg is a master realtor. Her knowledge and experience are deep, her intuitive understanding of the market is spot-on, and she is a skilled and effective negotiator. Best of all, she is not looking to simply make a sale, but to bring about the best result for her clients, financially and personally. She is available, perceptive, and supportive, while also being efficient and a clear, straightforward communicator.” As Sue looks towards the future, she is excited to continue expanding her team. And while she grows, her appreciation for being in this business also increases. “It’s all about the people, for me. The whole idea of meeting people, listening and hearing their interesting stories, and working hard to get them where they want to be. That’s been my favorite part.”

For more information about Sue Hertzberg of Coldwell Banker Winnetka, please call 847-826-5206 or email sue.hertzberg@cbexchange.com Copyright Top Top Agent Agent Magazine Magazine

Four Challenges and Solutions from the Front Lines of the Real Estate Industry By Walter Sanford

There should be more profit-refining rather than adding a new layer of overhead or technology. Sometimes, the basics are not addressed when looking to increase the company’s or individual agent’s net returns. 1. Lack of training from top agents. Many times, the agent who was average in production but great at the process becomes a training manager. There are broker/owners who just don’t have the time to train; there are the top producers in the office who don’t have the time or motivation to train; and then, there are the previously mentioned managers who took that job because it was as financially lucrative as production. Too many agents are not receiving superstar training in lead generation. I have coaching clients who receive training on process rather than lead generation at their offices. There are many solutions, two of which are detailed below: A A brokerage system that brings the top agents into the training and recruiting business -- the two best known systems are Keller Williams and EXIT Realty. It is easy to reproduce these systems by giving better splits for listings sold or pieces of profit on new hires given to the introducer. B Set up systems in the office that promote production like meetings where everyone puts their best buyer and best seller together; where the office performs certain lead generation systems until agents commit to them like expired solicitation; where top trainers are brought in and agents are held accountable to new ideas. Top Agent Magazine

2. Reliance on purchased leads. Agents have lost their ability to prospect for sellers from hot demographics, because they buy leads from consolidators. If the purchased leads are good one year, they will go up in price or decrease in the number of leads in the next year. Agents need to prospect hot seller demographics blending “new school” with old school tools like direct mail, phone, follow-up, database, and closing abilities. The value you can offer certain seller demographics should be discussed at training meetings. 3. Offer macro-economic services. An agent has the ability to offer great information on a local level. It is the only way to compete with national websites. Whether you develop neighborhood websites or a newsletter based on local statistics, honing your local value is the only way to beat national efforts. 4. Financially struggling agents who don’t understand budgeting, planning, and investing. Many agents are struggling financially and they cannot devote their full attention to maximizing client satisfaction. They do whatever it takes to make the deal; they are in panic mode. With office services in place like setting up agent savings systems at close, training on tax-deferred investments, promoting real estate investing for groups, and budgeting analysis – offices have more agents who don’t live commission to commission. These agents are always better at making deals when the deals are based upon client satisfaction and not agent survival. Before you attend another webinar from a trainer or a tech guy (who never sold real estate) as they try to make your job easier – take a step back and start firming up some of the basics. Copyright©, 2016 Walter Sanford. All rights reserved.

Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com. 22

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MADELINE HOGE For almost fifteen years, Madeline Hoge has established herself as one of the Cincinnati area’s most trusted Realtors®. Highly regarded for her commitment to providing unsurpassed customer service and for operating her business with the highest ethical standards, Madeline is an award-winning top producer, who is currently an Executive Sales Vice President and Senior Consultant with Sibcy Cline Realtors. Although Madeline excels in all types of transactions, she is truly a relocation expert. Before getting into real estate Madeline had moved ten times in just 15 years, an experience that was the driving force behind her entering the business. “My knowledge of the marketplace goes beyond just the housing market. I’m also selling them the lifestyle they want as well. A relocation client really has different needs than someone who is moving from one part of the town to the other. I think Realtors® who are from here don’t always have a sense of how complicated relocation transactions can be. I really try and be a resource for those clients in any way I can.”

about new technology and apply that to marketing all of my listings.” Madeline is also a member of Luxury Portfolio, just another tool she can use to achieve maximize exposure for all of her listings. Actively involved in her community, Madeline is a past President of Kindervelt #19 and a member of Heritage Club. She is an avid runner and has plans to compete in the Chicago Marathon again next year. Madeline is currently getting licensed in Virginia, so she can expand the relocation aspect of her business, and looks forward to many more years of helping clients achieve their real estate goals. “There’s no better feeling for me than when I make a transaction seem easy and stress-free for a client. There’s a lot of craziness that can go on behind the scenes, so it’s a good feeling for me when I can alleviate their stress. When they refer their friends and family to me, I know I not only did a good job, but that I earned their trust.”

Her in-depth knowledge and longevity in the business are two other things that give her clients a distinct advantage. “A lot of Realtors® don’t last in this business, so to have someone working on your behalf who has weathered the ups and downs of the market is really invaluable. I lived through the recession. I did foreclosures and short sales, and that’s really given me a leg up. During that period I reviewed 1000s of contracts, so I know what to avoid. Not a lot of people have an in-depth knowledge of every type of market situation or transaction. I’m really passionate about this business, and helping people get through those rough times is something I see as a major achievement.” Madeline’s tagline is “Experience a Fresh Perspective” and she achieves that objective by always staying ahead of the curve when it comes to industry and technological innovations. “I’m really creative when it comes to marketing my listings. I do all the typical things but I’m always thinking outside the box as well. If one thing doesn’t work, I try something else. I was doing aerial tours 15 years ago before drone photography was in vogue. I really prioritize learning Top Agent Magazine

To learn more about Madeline Hoge call 513-659-0095 or email mhoge@sibcycline.com Copyright Top Agent Magazine 23

SHERISE JAMES Sherise James got started in the real estate industry eleven years ago as an investor. “I was buying investment properties and then selling them for profit, really maximizing the ROI. It was fun and I thought of it as my retirement plan. But after doing that for a few years, I finally decided to try out the sales side of the industry. I really had no idea it would turn out so well, but I have an incredibly strong work ethic and I was determined to make it work. After I sold my first home, other sellers in that neighborhood started calling me. They saw that I sold the listing quickly and got top dollar, and my business has been growing ever since.”

Sherise is a huge proponent of the power of attraction and positivity, using it to grow her business into new areas as well as to inspire others to do the same. “It really has helped me enormously and I love sharing what I’ve learned with my team and others in the industry. People can do something to take charge of their destiny. With hard work, you never know what you can accomplish. Seeing other people grow is a joy for me.” Sherise couldn’t be happier with the success she has already achieved and believes that the sky’s the limit when it comes to the future of her business. “I love being able to help my clients with the most important investment most of them will make in their lifetime. It’s a big deal. Our clients really become a part of our family. We’re always looking to show them that we appreciate their business and we want to touch their lives the way that they have touched ours.”

Sherise is now one of the top-producing and most in-demand agents working in Southern Florida. Her business has grown so rapidly in fact, that she’s started a team in order to keep up with the demand, while still providing the level of customer service that she has built her reputation on. “Right now I have six members on my team. Our goal is to thoroughly educate our clients and show them exactly what’s going on in their market and what the trends are, so they know what to expect throughout the whole process. The great thing about working with a team is you always have someone available to answer all of your questions. You’re really getting a whole team for the price of one Realtor®. We really care about our clients and their satisfaction is our top priority.” Sherise and her team leave no stone unturned when it comes to marketing their listings, an approach that has led to remarkable results. “In addition to internet marketing, we still do more traditional things like open house and door knocking. We’re also actively prospecting a few hours every morning. We’ve been able to identify people who want to buy or sell a home and have built up an extensive database. When we get a listing, I usually know exactly who will want that house.” In addition to her busy career, Sherise is actively involved in several organizations including the Association for Women in Communication and the Women of Color Empowerment Institute, an organization that raises money to provide scholarship to kids in need. 24

To learn more about Sherise James call 954-536-6590, email sherise@sherisejames.com or visit sherisejames.com www.

Are You In or Out? by Barry Eisen

Have you ever felt like you’re doing all the right things but your wheels are just spinning? You’ve invested a lot of time into a business, a job, a relationship, a sport, a course of study, but the results don’t justify the effort or time. You have so much invested, you just can’t walk away. You can see the light at the end of the tunnel but it doesn’t seem to be getting closer. What to do, what to do? As a business/personal coach I hear feedback every week from those who feel frustrated, powerless, and stuck in one or more areas. The reasons, or justifications for continuing doing things they tolerate rather than love are many. But, like panic attacks, unless you address the issues and make changes they get worse and you get more of them. For most, not paying attention and continuing in the same direction is a mind numbing experience, which produces a low selfesteem and is a recipe for a boring life. Ask yourself the question, “What area Top Agent Magazine

or areas of my life am I tolerating and simply taking the path of least resistance?” In other words, “Where am I painting by the numbers?” (That’s a reference to the over 50 reader.) Without being defensive (that’s the part of the ego that says everything is all right and points the finger of blame outward rather than to the real inward source) are there areas in which you’d like to be more passionate, confident and more in tune? When I ask those who feel stuck or trapped if they know what to do to make the positive change, most everyone knows their own truths. Knowing and doing are very different. As Khalil Gibran once said, “To know yet not to do is to not really know.” And most are honest enough to admit that they’ve lost their vision of what was important and let distractions get in the way. (Damn those bright shiny objects!) A remedy that works most of the time is to refocus by identifying the area of concern, setting a short term goal 25

Visualize the success you desire. Top performers do this in every field. Do it too...with consistency.

(such as six months), creating a plan of action and following through like your hair’s on fire for that period of time. Six months simply represents a period of time to get past the learning curve of establishing new attitudes and actions. At the end of the six months, do a reality check. Is the success you’ve created by doing things right without excuses worth the effort you’ve put in? Or, was the victory not so satisfying? If not, move on to something else. But whether you stay focused on your successful makeover or decide to move on, you decide KNOWING, not playing mental gymnastics with yourself. Not knowing is the pain of guilt many carry. “What if?!” Passion, confidence and a positive self-esteem don’t develop by working on them, they happen by creating victories. Keys to getting unstuck: 1) Be willing to own your shortcomings 26

and poor attitude as well as your strengths. The truth CAN set you free. 2) Be teachable and open to learn better ways of thinking and acting. Learn from those ahead of you, not the ones behind you. 3) Associate with those who will support, not tear you down. 4) Consistently read or go to seminars, from those who have done their homework, to get new ideas and reinforce the basics. 5) Accountability buddies and coaching work. Live up to goals. 6) Visualize the success you desire. Top performers do this in every field. Do it too...with consistency. Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 Top Agent Magazine

MATTHEW PATTY Little Kaia was the inspiration for Matt Patty’s career. Seven years ago, Matt’s baby girl was born prematurely, weighing only 2 lb., 5 oz., and spending her first 100 days in the neonatal intensive care unit at the Providence Women and Infants Hospital in Providence, RI. “During that time something clicked for me,” says Matt. “I wanted to make a change, to build a legacy for her.” Matt was already interested in real estate while working as a construction project manager. And while dealing with the difficult period after Kaia’s birth, he discovered he was well-equipped to forge a better future. “I went to school for my real estate license while she was in the hospital. She was my inspiration.” The Matt Patty Real Estate Team with Keller Williams now includes buyers’ agents Tyler Meegan and Michael Cloutier, plus executive assistant Kathryn Berryman. Rounding out their hands-on service, the team works very closely with a contract-to-close manager and field coordinator. Located in Cranston, RI, Matt and team cover Rhode Island and Southern Massachusetts with a focus on Kent and Washington Counties plus the Rhode Island coastline. While priding themselves on providing excellent service to all manner of buyers and sellers, the team also specializes in the sale of new construction, land acquisition and subdivisions. “Personally, I am a real estate investor, so we understand the mindset of investors and builders very well,” he says. “We’re also good negotiators and put clients’ needs ahead of our own.” That total dedication to doing right by clients has led to referral business approaching 60% in less than six years. “Clients identify with us. They see our sense of purpose as professionals and in the community,” says Matt. “We stand up for what’s right. We treat clients with respect, making it as relaxed and fun as possible to buy or sell a home with us.” Matt guides his team in prioritizing the most important aspects of every relationship and transaction. “We operate by that 80/20 rule,” he says, explaining how each team member’s role is clearly defined; Matt inspires them to focus on Top Agent Magazine

their areas of expertise, which results in unmatched service. “Our contractto-close manager, Deb, for example, is an incredible detail person,” says Matt. “No one’s ever going to go past a deadline unless she’s already arranged an extension!” This approach means Matt also can focus on his areas of expertise. “I need to market our listings and directly serve clients,” he says. His 2016 listings are selling at 98% on list price. “On the buy side, clients are getting a bigger discount than we give up on listings!” His team is competitive by nature and technology plays a major role in selling properties. “We’re on the cutting edge of internet and social media marketing,” says Matt, whose marketing packages includes professional photography and price-blind enhancements, whether a listing is $700,000 or a $175 starter home. “We have preferred online syndication to 76,000 websites through Keller Williams, plus high-end signage, targeted Facebook ads, and old-fashioned methods that still work, like getting on the phone with other brokers and agents who’ve sold similar properties.” Matt has plans for strategic, streamlined business growth by duplicating the core values of both his team and Keller Williams when expanding to adjacent markets. “I will add more agents, but I’d rather help four or five people earn a good living than bring on 20 people part time,” he says, showing he’s true to his mantra that when at work, he puts in 100%. “But I’m also 100% when with family,” he says. “I want to be the best father as I can be, to travel and see the world, and to be a good person.” In being that person, he gives back regularly to the NICU Family Advisory Committee at the hospital where Kaia spent her first 100 days. “We are forever thankful and indebted for the care they gave our daughter!” he says, recalling once again, the motivator for his success.

To learn more about Matthew Patty, visit ridreamhome.com or mattpattyteam.com email mattpattyteam@gmail.com or call 401.269.6169

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