Nationwide 1-8-17 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

ANDREA M. BIBEAU

CHRIS EWING

MARK FLEYSHER

TREVOR FORAIE

SHERYL GRAFF

JOHN WAYNE LATHAN

MITCHELLâ&#x20AC;&#x2122;S REALTY HERVEY BAY

LORI NANCE

SEAN PATTERSON

NATIONWIDE MORTGAGE EDITION

SEAN PATTERSON

TREVOR FORAIE

CHRIS EWING

SHERYL GRAFF

ANDREA M. BIBEAU

JOHN WAYNE LATHAN

MARK FLEYSHER

MITCHELL’S REALTY HERVEY BAY

LORI NANCE

CONTENTS 4) ARE YOU MISSING OUT ON NEW HOMES?

17) LIVING ON COMMISSION

9) BE THEIR REALTOR® FOR LIFE: HOW TO BUILD A RELATIONSHIP WITH YOUR CLIENTS THAT WILL LAST A LIFETIME

21) SHUT UP AND SELL 25) MARKETING LESSONS FROM STEVE JOBS

Phone 888-461-3930 | Fax 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S. 2

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Are you missing out on new homes?

By Bob Corcoran

I like to think of myself as a positive person – I always work to have good news for those around me. Today is no different – I come bearing good news for agents and brokers: Housing starts are on fire and that’s super news for RealToRs® who know how to work with builders to get those new homes sold. First, the numbers: after a lethargic winter, housing starts have jumped a massive 20.2 percent in april, the biggest bump recorded since February 1991. Housing starts came in at a 1.14 4

million annualized rates, up from a 944,000 pace in March, the highest it has been in 7 years, the Commerce Department reported in May. Plus, we saw more permits – a measuring stick for future construction – issued in april than at any time since June 2008. Total permits rose 10.1% to 1.143 million units, the highest since December 2007. single-family permits were up 3.7% from March to 666,000 and multifamily permits totaled 477,000 the highest since april 2006. Top Agent Magazine

I agree with many analysts who say this new home construction will help bring needed balance and aid buyers looking for a home this year – including trade-up buyers to first-timers.

Do you have a plan to network more with home builders? If not, why not? So let’s get right to it: Why should you consider selling new homes? one good reason is you can save a lot of time. When a RealToR® puts a qualified buyer in front of a builder who has a sales center, the builder’s sales agent will often do most of the leg work of discovery, demonstration, selection and closing.

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They frequently handle paperwork, collect deposits and even arrange financing. That’s serious time savings. Another benefit? Builders can be a source of new listings for RealToRs®. Builders are often presented with a sales contract contingent on the sale of the buyer’s existing home. Not a bad arrangement, huh? so how can you take advantage of this new inventory and sell more homes in 2015? Here are three tips to help you get your share in the new homes market: • Understand the landscape and language. Yes, builders, like any other profession, have their own jargon – when you can speak it you show builders you’re a pro who has the knowhow to sell the homes. That boosts your credibility with builders and potential buyers. Take time to understand the building process from the inside out – literally, so you can explain what goes on in the walls, electric and plumbing systems, for example. You might even consider the Master in Residential Marketing program offered by the National 5

they position their homes in the marketplace and their specific benefits to buyers. Share how you can work with the in-house salesperson, if there is one. • Understand what you bring to the table. You not only bring more buyers to builders, you save builders money by marketing their homes. It’s your marketing that finds the buyers, and that makes the cost of working with a RealToR® even more appealing to builders. Plus, you also act as a marketing advisor because you know what’s selling. Association of Home Builders through your local home builders association. It’s tailored specifically for RealToRs®.

Tell me what you’re thinking. Are you seeing new home construction in your area? If so, what can you start doing to tap into that market? Do you have a plan to network more with home builders? If not, why not? Please send any comments or questions you have to article@ CorcoranCoaching.com or www. facebook.com/CorcoranCoaching.

• Make the connection. Once you understand the lingo and the process, call the builder and make an appointment with either the builder or the sales manager at their model, showroom or office. Then listen and learn how you can work with Copyright©, 2015 Bob Corcoran. builders – what their needs are, how All rights reserved. Bob Corcoran is CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Corcoran Consulting is headed by Bob Corcoran -- a nationally recognized leader, speaker, author, coach and consultant. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com 6

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SEAN PATTERSON Top Agent Magazine

SEAN PATTERSON Sean Patterson has definitely become a rising star in the real estate business in his short two years in the industry. Selling over 90 homes this year alone, his business Patterson Properties with Keller Williams Realty is thriving and he sees no end in sight. Coming into the business after 20 years as a mailman, he has quickly learned he has a knack for sales – something he didn’t realize until he sold $8 million in his first year. This number has quickly reached $18 million this year and he is on track to double that in the year to come. He received the Platinum award for sales for his first year in business and will be awarded Diamond for his sales volume in 2016. Serving the Nashville, Tenn., area, Patterson has already developed a team hiring his first agent this year. With most of Patterson’s business coming from advertising and friends and family he has plenty of room to grow and the possibilities for his business seem endless. One of the first things a client realizes about Patterson is how hard he works for them to find a home or sell one. “I’m good at what I do,” he says. “People like working with me.” It is his undeniable kindness that draws clients in which is only further enhanced by his great communication skills. He excels at securing a home when there are multiple offers as this year alone he has an 85 percent win rate. Patterson is with his clients every step of the way throughout the entire process. When the transaction is complete his clients are always happy with how smooth it went which is supported by Trish Hamilton, his on-staff transaction coordination.

Keeping in contact with his clients is a priority for Patterson as he is really appreciative of their business and is sure to let them know just that. He gives pies and gift cards to them around the holidays and has plans to host a large client dinner where he will thank them for their business. This is in addition to the personalized closing gift he provides each client after the transaction. When Patterson markets his listing, he takes advantage of professional photography and uses both his own website and Keller Williams website to get this word out. He also uses Facebook as a tool to promote a home and garner the attention of potential buyers. It is his diligence in this area that has helped achieve so much in such a short amount of time. “I love working with people,” he says. “The face-to-face and just making people happy to find a home. I love it.” With all the success that Patterson has seen, he is quick to give back in any way he can – even offering sizable donations to help those in need. He is a member of his local rotary club as well as an usher at his community church. He also leads a men’s Bible study every Saturday. “I believe in giving back,” he says. “It’s one of the reasons I’m so blessed.” A big reason why Patterson has become so successful is the support of his wife that really understands the long hours and hard work he puts in. Together they enjoy traveling and seeing a new city whenever they can. They make a point to go somewhere together every six months to take in the local culture and get away. Patterson was also named rookie of the year in 2015 at the Eastern Middle Tennessee Association of Realtors. As Patterson moves forward with his business he has big goals ahead of him that he intends to meet and with the path he is on, it looks like he will do just that. He wants to sell 200 homes in 2017 and reach that $40 million benchmark in his production. The future looks bright for Patterson and he is ready to do whatever it takes to achieve these goals.

For more information about Sean Patterson, call 615-430-0219, or email seanpatterson@kw.com 8

Be Their REALTOR for Life: ®

How to Build a Relationship with Your Clients That Will Last a Lifetime In the world of real estate, an agent’s relationship with their clients can make or break their career. This industry revolves around working well with people, and being able to develop a strong relationship with your clients is the foundation that you business is based upon. Just like with a house, if that foundation is weak, the rest of the structure is also going to be unsteady and fragile. The mark of a good REALTOR® is their ability to build up a good referral network and following of loyal clients. This isn’t something that just happens by accident. Building healthy, strong relationships with your clients takes work and knowing how to gain another person’s trust, respect, and friendship. Here are some ways to make sure you are building the right kind of relationship with your clients. Top Agent Magazine

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1. Use Your Friendliness and Optimism to Win Them Over: No one wants a pushy, overly confident salesperson for a REALTOR®. Clients are much more inclined to put their trust in the hands of someone who is friendly when it comes to one of the biggest financial transactions of their lives. A pleasant, outgoing disposition will win you more clients as well as friends. You want to establish rapport in the first few minutes of first meeting prospective clients. Rather than starting with business right off the bat, begin your meeting with some small talk such as similar interests, hobbies, and family life. This will immediately help to put your clients at ease, and show that you are not simply trying to “sell” them something. People also respond well to optimism. During what can be a very stressful time, clients need someone to help them stay positive when a situation looks difficult and challenging. Optimism also tends to radiate charisma, and people want to be around and do business with charismatic people. You want to learn how to understand, motivate, and inspire people.

2. Be an Inquisitive Learner and an Empathetic Listener:

On the other side of this coin is knowing how to listen empathetically. Empathy involves actually putting yourself or your mind in their shoes so you can genuinely understand their concerns, needs, and opinions. That understanding and empathy is then reflected in your conversation with that client. Your clients want to know that you care about their situation, and that they’re not just another sale for you to make. People are much more willing to put their trust in you when they can sense that you are actually making an effort to feel what they feel in order to understand their situation. Showing your interest through questions, and then thoughtfully listening goes a long way towards gaining trust. Showing empathy and acknowledging the feelings and emotions involved in your clients situation helps build a relationship founded on genuine care and trust.

3. Watch for Nonverbal Clues:

Don’t be afraid to show your curiosity and ask your clients a lot of questions. Some of these questions may even be difficult and uncomfortable. You want to discover and learn as much as you can about your client. Don’t make the mistake of jumping straight into the role of the know-it-all. Every different client has unique needs, so you want to learn as much as you can about their specific situation before trying to propose a solution. You want to uncover their primary motive for buying or selling, and flush 10

out any potential concerns they might have. After you’ve gained as much information as possible, you can then gauge their interest in your possible solutions by asking “what if” questions. Being inquisitive also demonstrates to your clients that you are genuinely interested and invested in their situation.

Most communication happens nonverbally, so knowing how to interpret your client’s body language can be incredibly helpful. Here are a few things to pay special attention to: Eye contact: Be careful with the level of eye contact you use with clients when first meeting. Too much and too little eye contact can send the wrong impression. You want to try and maintain eye contact around 70 percent of the time. That is the amount that most people are comfortable with. Pay attention to your client’s level of eye

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contact to determine how comfortable they are. When someone avoids eye contact that could mean they are not engaged in the conversation. A good way to quickly build a feeling of rapport when first meeting clients is to make eye contact when you first meet them and then start nodding yes to what they’re saying. If the client reciprocates the eye contact and nodding, you’ve established a connection.

4. Prove your honesty and credibility:

Choose the right handshake for each client: One handshake does not fit all people, and that first handshake can be crucial to making a good first impression. The way to do a good handshake for each client is to try and mirror the other person’s handshake in strength, keep your shoulders aligned as you are preferably standing when you shake hands. While you shake your client’s hand make sure you make eye contact and give them a sincere smile.

Showing a little weakness can actually be to your advantage in this situation, and will actually make others more inclined view you as honest. You don’t want to come across as too good to be true. When revealing this weakness, however, the key to coming out on top is turning what sounds like a weakness into a strength. For example, your service may be more expensive, but that’s because you offer more personalized and extra services than your competitors.

Honesty and integrity are the two traits that 98 percent of buyers and sellers report are qualities they consider “very important”. The thing is you can say you have these traits all you want on your website, bio, etc., but trust has to be earned, and the only way to do this is to prove your credibility.

Here are a few tips for how to sound more credible:

When you talk to your clients avoid using filler words such as “um” and “uh”, which can decrease your credibility. You also want to watch the tone of your voice. People tend to translate a deeper tone as sounding more credible.

You want to develop a relationship to last a lifetime when interacting with your clients. There are many things you can do to accomplish this, and using these tips can take you from getting just a few referrals and repeat customers to gaining a loyal client following. Taking the little extra time to make sure you are projecting the right attitude and making sure that you are doing things to gain your client’s trust can make a world of difference for your business. Top Agent Magazine

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CHRIS EWING

Delivering an excellent real estate experience to every client is what it’s all about for Chris Ewing. His skill set enables him to do just that: an MBA, more than 20 years of business experience negotiating contracts of all types, and a strong technology and marketing background.

of the house and the seller’s objectives. It establishes a sequence of activities and steps that he moves through with the seller to prepare the property for market, in order to command the strongest possible selling price once it comes onto the market.

After being in real estate technology and building some of the mortgage origination systems lenders use today, Chris decided in 2013 to go into the retail side of the business. With a State of Florida Real Estate Broker’s License and designations as a Certified Luxury Home Marketing Specialist and Graduate of the REALTOR® Institute, he brings all his skills together to add value for his clients.

“I actually have a Pre-Market Launch Preparations Checklist that is very comprehensive and designed to orchestrate all the right activities leading up to and just after the house comes on the market, which is the most critical part of the overall timeline,” he says.

For home buyers, he helps families, couples and individuals find the right property using a consultative approach to understand the lifestyle they envision for themselves in their next home and their important specific criteria. He then goes to work and guides clients expertly on finding the properties that meet those needs and, once the right one is found, leads them through the offer and contract process and all the way through closing. When working with sellers, Chris puts together an extensive marketing plan customized to the specifics 12

When the house is about ready for the market, he has professional photographs taken and then prepares all of the marketing collateral, including the MLS listing, a property brochure, “Just Listed” postcards, print advertising and the online and social media marketing content. He then schedules the Brokers Open and Public Open Houses, which are held typically in the first few days the property is on the market. All of these actions are designed to bring a maximum amount of exposure on the house right when it comes onto the market. “The goal is to sell the house quickly and for the best price possible,” he says, adding “It is all about orchestrating a great market launch and having all the property Copyright Top Agent Magazine

marketing look great and hit with a big impact right as the property comes onto the market. This approach will typically make the difference in selling the house fast and at a great price to the seller.” After closing, Chris stays in touch with past clients through a combination of phone calls, mailers and social events. Good will must be in his DNA. He extends it not only to his clients but also to the community, whether he’s sitting on the board of directors of his Homeowners’ Association or donating to charities that help children have a better life. For example, he found out recently that too many kids in his county go to school undernourished. “There’s an initiative in place where we bring people together who have the funds and capabilities to pack snacks for kids to eat over the weekend,” he says, “so that when they come back to school on Monday morning they’re not famished.” Chris’s wife and own two children, of course, are very special to him. The family goes boating, plays golf and tennis, attends Tampa Bay Buccaneers and Rays games and travels. Whatever Chris is doing energizes him and helps make him the best person he can be. That goes for his work, too. In the future he plans to expand and grow a team that can continue to provide excellent service in the community. If Chris is the ray of light leading them, just imagine the brightness they’ll generate in Pinellas County real estate. Top Agent Magazine

For more information about Chris Ewing of RE/MAX Metro, St. Petersburg, Florida, please visit TampaBayResidentialProperties.com, call 727.871.3300 or email chris@ewingteam.com Copyright Top Agent Magazine 13

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ANDREA M. BIBEAU Take an entrepreneurial mind, a passion for people and bulldog-like resolve, and you’ve got Andrea Bibeau. Named a Keller Williams Rookie of the Year in 2015, she treats her customers like gold. “They’re the most important part of this,” she says. “I make sure I find the perfect home for each one. With first-time buyers I’m very patient, I love to explain the process. It’s almost like I become a mom figure to them! I also love working with people moving up or relocating. I provide all the information to help them make a good decision.” About 15 years ago when Andrea was pregnant with her first child, she started a contract bookkeeping services firm because it was a solitary profession she could do at home at 2 a.m. “But that’s what I came to hate about it!’ she says, laughing. “I’m a total people person!” When her kids were all in school, she was ready for a change. Her father suggested real estate. It was an obvious fit. Andrea was licensed in 2014 and joined Keller Williams. The first day, when everyone was sharing their goals, she thought to herself, “I’m going to be Rookie of the Year!” She worked with single-minded determination and was given the Rookie of the Year award for Keller Williams’ largest market center, just barely missing being national Rookie of the Year. That first year Andrea put 35,000 miles on her car. She now focuses her efforts on the southwest part of Austin, but she’ll go anywhere. She cites her first client, a young man who worked at IBM and wanted to live up north. That first transaction led to seven others between referrals and repeat business. Andrea goes all out for her sellers as well as her buyers. Besides the MLS, everything goes online, including on a Facebook page for local agents. She also advertises, especially for homes in the closer-in neighborhoods. “I like to create a buzz when people drive by,” she says, so all her signs say “Text for info,” and when people do they immeTop Agent Magazine

diately get photos and information about the house. She gets their phone numbers and always follows up. “Austin is a hot market most of the time,” she says. “Sometimes I’ll call agents or do a broker open house if it’s in an area where there’s not much traffic.” She keeps in touch with past clients via movie night a couple times a year, Christmas wreaths delivered in person, emails every 3-4 weeks with informative content. Since most clients become her friends, she loves interacting with them. That pleasure carries over into her community activities. With three boys at home, Andrea spent many years as treasurer of the community baseball/softball association. Now she serves on the board of Kids Fun Foundation, which gives scholarships that enable youth to play sports, and volunteers for her children’s school activities, Austin’s Pioneer Days, and the Austin Board of Realtors. After working nonstop to establish her business, Andrea is more focused now on creating balance in her life. Spending time with her family is at the top of that list, along with getting together with friends to enjoy everything Austin has to offer. One of her biggest motivators is travel—she’d love to do more of it. As the future unfolds, Andrea plans to expand her use of technology, although she considers follow-up the key to her success. “I followed up with some potential clients for over a year,” she says. “Most of the time they wouldn’t even answer my calls. That is, until they needed me, and then next thing I know I’m working with them on multiple transactions.”

For more information about ANDREA M. BIBEAU of Realty Austin, Austin, Texas, please visit welcomehomeatx.com call 512.653.1000 or email andrea@welcomehomeatx.com www.

MARK FLEYSHER For a decade, Mark Fleysher has been brokering and managing real estate, backed by his family team and network of specialized vendors. Mark’s previous executive career and MBA education in human resources, quality control, and technology, along with his decade of real estate experience, ensure his new and existing clients that he is equipped with all the right skills and dedication to broker and manage any real estate. They currently manage over 200 properties, and close approximately 8 transactions a month. “We love and take care of our clients and their homes,” he explains. Much of his business is made up of repeat/referral clients, as he has worked with many of them for the past ten years. “They stay with us because we’re professional, consistent, and reliable. Some of our clients have just one home, but most have multiple. For our investor buyers I provide a unique custom property search (NO 3rd party IDX) with live analysis of any property available, or not available, and that’s one thing that sets me apart from my peers,” Mark says. Determined, friendly, and self-motivated, those who work with Mark trust him and know that he’s working with their best interests in mind. He stays in touch regularly with both past and current clients, updating them and sending out monthly reports. Understanding the importance of buying, selling and investing, he takes his role very seriously, and works hard to get his clients towards their goals. With dozens of five-star reviews on Zillow, Trulia, Google, and Yelp, it is clear Mark goes above and beyond expectations. He received the 2014 Best of Trulia Top Agent Award. In 2015, Mark was the first inductee into the Greater Las Vegas Association of Realtors Young Professional Network Hall of Fame, and has been awarded three times as Las Vegas Top 40 Under 40 Realtors®. One recent buyer said, “I made a random call to Mark regarding a property he had listed in Las Vegas. I am an out of state investor with no education on the Vegas market. Mark took the time to listen to my needs, and was very helpful answering my questions, and providing me with informa16

tion. When Mark and I met in person he was very patient with me and provided me with the confidence and knowledge that I was making the right decision. I didn’t end up buying one property from Mark. I ended up buying two through him. Both of the units I bought through Mark are occupied, and he is still actively helping me in the LV market.” Another buyer raved, “I bought 4 properties with Mark and I am proud to be the owner of the very first property from where his career starts. And after that bought 3 more. Everything was successfully rented out with nice income, all properties I bought were with very good analysis by Mark and with a very fast response. We were able to win them in that very fast multiple bid market for a very good price. I highly recommend everybody to get help from Mark and you will never regret it!” Looking towards the future, Mark is excited to continue growing. He’s set to manage 1,000 properties in the next few years. But no matter how much he expands, he will never lose sight of why he loves this industry so much. “I’m a people person. I love interacting and connecting with people. It’s rewarding to help them in all aspects of real estate.”

For more information about Mark Fleysher please call 702-291-8196 or email mfleysher@gmail.com Copyright Top Top Agent Agent Magazine Magazine

Living On Commission by Linda Brakeall

Commissioned sales is one of the few places where you get paid exactly what you’re worth. One of my friends really hates that concept. “I could never live on that!” But loan officers have to do it all the time. The most successful people I know love being on commission! They love being able to give themselves a raise just by working harder. Most people need a little help learning how to budget, and how to put away money for taxes and infrequent but important expenses.

and maybe a third will go directly to the government for taxes. You should be putting at least 10% away for savings and investment and 5% for surprises is not unrealistic. When I took over a large real estate office a few years ago I found out that one of my new REALTORS® was going through bankruptcy proceedings. I knew she a sold a lot of real estate and I couldn’t figure out how she got in that situation. One evening over coffee she told me about being a rookie with another company. She fell into a land deal and made the single largest sale her company had ever made.

’

So here’s the rule: Never plan to spend more than half of any paycheck. You can have all kinds of Within six months she received a fancy formulas but that’s it. You huge six-figure commission. Within have to assume that at least a quarter two years she was in debt over her Top Agent Magazine

Commissioned sales is one of the few places where you get paid exactly what you’re worth. head. The problem? She spent it all! She started borrowing trying to pay her taxes. She was so stressed out over the tax situation that she didn’t sell any more real estate for the next year.

REALTORS® or other commissioned sales people. A little planning in advance for regular and predictable expenses and a slush fund for surprises and you’ll be covered!

Don’t let that happen to you. Loan officers aren’t that different from

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TREVOR FORAIE Trevor Foraie had a long and successful career in the Information Technology industry, when he decided that he wanted to make a career change. He had always been intrigued by the real estate business, and in 2007 he made the leap and hasn’t looked back since. He is now one of the most in-demand and respected agents working in Calgary and the surrounding areas. Key to Trevor’s success has been his absolute devotion to being a full service Realtor® who provides a customized service to each client based on their specific needs. “Although I have an exceptional support team behind me, everyone I work with gets my complete attention. When they hire me, they want to deal with me and that’s what I give them. I want every transaction to be as seamless as possible. I do this by providing information and guidance, offering them my market expertise and long term experience, so they can make the decisions that are best for their family and situation with absolute confidence. There’s really nothing magical about it. I give them the information and let them make the decisions. People are really receptive to that approach and I have the testimonials to back that up.” With an impressive rate of repeat and referral business, clearly Trevor is doing something right.

he can not only reconnect with past clients, but meet new local people as well. He also supports the local food bank. He enjoys spending his free time biking and skiing with his seven year old daughter. Trevor couldn’t be happier with his business and would like to continue his rate of organic growth, while making sure to always maintain his ability to provide the personal one on one service that he has built his reputation on. “I’m really happy with where I’m at right now. I’m consistently growing, but still am able to really build and maintain relationships with my clients and my peers. I love what I do. Every day is challenging. Each morning I wake up and never know what the day might bring or what interesting person I might meet. This industry really keeps you on your toes, and that makes it exciting.”

His background in technology has also been a major advantage to his clients. “I really embrace technology. In addition to using it when marketing my listings, I also take advantage of technology to be efficient about communicating with my clients. It really helps me be hyper-organized about things. It doesn’t hurt having my clients know what to expect every step of the way. It’s really worked out so far.” Although Trevor uses technology to great effect when marketing his listings, he also employs more traditional approaches. “I still do more old schools things, like sending out newsletters full of market info and local happenings, to stay in touch with past clients. And with my listings I do open houses and really get into the neighborhoods. I think a combination of old school and new school is what really gets my listings maximum exposure.” Trevor is actively involved with the local schoolws and holds an annual Stampede Breakfast for the community, where Top Agent Magazine

To learn more about Trevor Foraie call 403-836-5406 or email trevor.foraie@century21.ca Copyright Top Agent Magazine 19

SHERYL GRAFF Sheryl Graff’s background in corporate financial analysis and her MBA in Real Estate Finance are just some of the many characteristics positioning her as a top Northwest Suburban Chicago REALTOR®. Sheryl, who was immediately recruited by @properties upon first showing interest in real estate four years ago, extends her financial expertise to clients along with the personal touches of patience, attentiveness and education. She finds that since the ’08 crash, people are extremely concerned with finding the true value of properties. “I analyze every property with clients to help them determine its true value, whether they’re listing or purchasing,” says Sheryl. With that knowledge, Sheryl’s sellers don’t leave money on the table and her buyers avoid overpaying. “They want to know they’ll be able to sell at a fair price when they’re ready,” says Sheryl, whose clients feel comfortable in her ability to protect their financial interests. Clients also know Sheryl is extremely thorough. “I truly want my clients’ interests served above all else,” says Sheryl, a Certified Negotiation Expert. The greatest pleasure of working in real estate, she explains, is the privilege of connecting with others to help them solve immediate challenges or problems. “I take time to ask questions and listen to what they’re trying to accomplish so I can help them put the puzzle together and make smart decisions.” Most times, she says, people know what needs to happen, but they haven’t grasped all the steps involved. “It’s rewarding to help a client understand the process, develop a strategy and negotiate a successful deal that brings them the best terms and price.” The fact that Sheryl is relatively new to real estate is an asset to both her business and her clients. She takes a fresh, new approach, avoiding “old school” real estate methodologies. This, combined with her high energy and passion for the area she serves, is hard to beat. Key to her understanding of property values is Sheryl’s confidence in the Northwest Chicagoland market, which includes the affluent villages of Kildeer, Long Grove, Hawthorn Woods and the Barrington area, along with well-respected communities such as Lake Zurich,

Buffalo Grove and Lincolnshire. A lifelong resident and established community member, Sheryl has witnessed the region’s well-planned growth and improvement and makes it her job to advocate for the area. “This is a wonderful place to live and raise a family, with great schools and sense of community,” she says, noting that she wants to attract buyers to the area’s lifestyle. “I’m planning more outreach to Millennials and move-up buyers from the city who may not be aware what a fantastic place this is to live.” Sheryl has the ability to reach these audiences through the exceptional marketing tools of @properties in addition to her own, cutting-edge techniques. “I tell my clients we have to be everywhere!” she says. “We use only professional photography and produce top- of-the-line brochures,” says Sheryl, who strategically markets her client’s homes with an extensive, targeted online presence that put listings in front of the most likely buyers. As a result, Sheryl’s listings sell at an average of 91% of list price with an average market time of 63 days. “On every site, I make sure I’m on there as the listing agent. It’s extremely important I handle all the inquiries about the property,” she says. “We don’t want someone unfamiliar with the home answering questions about it.” She also does direct mail to prospects for each home and advertises in print and online periodicals, such as Crain’s Digital. Whether working with buyers or sellers, Sheryl advocates for her clients throughout each transaction in order to provide an efficient, stress-free home buying or selling experience. And she ensures accuracy by facilitating and scheduling all communication and services between and among each participant in the transaction. A firm believer in giving back, Sheryl is a three-year past president of the Stevenson High School Hockey Association; she sponsors various school fundraisers at all levels of the area’s school districts and assists with other local nonprofits. Her visibility allows her to support the area while solidifying her position as a trusted advisor. But above all else, Sheryl’s approachable, enthusiastic personality attracts people, enriching relationships with clients and real estate professionals. She knows that building longstanding client relationships is the key to her success – which, since 2013, has totaled nearly $40 million in sales. “My clients’ success is my success,” she adds.

To learn more about Sheryl Graff, visit atproperties.com/agents/SherylGraff, email sgraff@atproperties.com or call 847.650.1820 20

Shut Up and Sell By Mark Hunter

Contrary to popular belief, to be a successful salesperson, it doesn’t matter how much you know about your product or service. It also doesn’t matter how much of an industry expert you are. It doesn’t even matter how great your mother thinks you are. The only thing that really matters to be successful in selling is your ability to shut-up and listen. On numerous occasions, everyone in sales has heard how important it is to get the customer talking, so it’s imperative that they have an arsenal of great questions to ask. Despite trying to follow this guideline, every salesperson seems to overstate the amount of time they believe they allow the customer to talk. The many interviews I’ve conducted over the years with customers and salespeople alike confirm this reality. Therefore, salespeople need to take a step back and consider their sales presentation. To talk less means you have to ask questions that truly engage the customer. However, this doesn’t mean you need to develop complex questions. Instead, the best tactic is to ask Top Agent Magazine

shorter ones. Long questions tend to result in short answers, while short questions will generally result in long answers. An example of a great short question is, “Why?” In my opinion, there isn’t a better follow-up question you can ask after the customer has shared with you some information. Consider how your customers would respond to other short examples like, “Can you elaborate on that?” and “Could you explain more?” These shorter questions elicit detailed responses and that’s just what you want. On the other hand, asking complex questions often tends to perplex customers. Because they are not sure what you are looking for, they respond with the universal answer representing total confusion, “What did you say?” Questions should not be your means of showing your customers that you are an expert. Save that for your statements. When preparing your sales presentation, a guideline I subscribe to is to limit yourself from talking for more than 20 seconds at a time without asking a question. The question you ask should be one directed at the 21

comments you just made. By doing so, you’re checking with the customer to see if they understood what you just shared with them. Again, this is something many salespeople overlook. They get caught up in sharing with the customer their expertise and the features of their product or service and forget all about what the customer is thinking. Even if your product or service requires a complex presentation, you should still follow this rule. Whether you’re selling software, high value medical equipment, or technical tools, it’s essential to check your clients understanding by asking a question every 20 seconds. Your goal on any sales call is to talk only 20% of the time. To help ensure that this takes place, you have to plan ahead. Before you start developing your sales presentation, create your list of questions. This is contrary to the pattern of most salespeople who often spend a substantial portion of their time developing their presentation and, at the last minute, develop their list of questions. Consider that if you’re expecting to have a 20 minute presentation, you should have 40 questions (2 questions per minute). Even though you may not use all 40, you’ll definitely be more prepared. In addition, you’ll be able to pick and choose which ones you want to ask. If you’re following the rule of asking 22

short questions, you’ll ensure that the customer is doing most of the talking. You’ll learn valuable information that will help you better understand the customer’s needs. If you want to move your questioning process to the next level, make half of the questions you ask be ones that help the customer see and feel the pain they have. By doing so, they will be much more open to receiving your solution. For example, if you’re selling computer back-up systems, you might ask, “Can you explain to me what happens when data is lost?” This short, concise question is designed to get the customer thinking about the risks they face. Furthermore, the beauty of this type of question is that no matter what the customer’s response is, some good follow-up questions will naturally arise. By adhering to these guidelines, you will be able to see dramatic results in the number of sales you are able to close. As simple as it sounds, the more you shut up, the more you’ll sell. And, the easiest way to achieve this goal is by asking more, short questions. So, shut up and sell! Copyright© 2014, Mark Hunter. All rights reserved. Top Agent Magazine

JOHN WAYNE LATHAN “One of the hard parts of being in real estate is protecting people from themselves,” says John Wayne Lathan of RE/ MAX Paradise. “A client might think they found a great deal, but an agent who knows the market and the industry might know that it isn’t all it’s cracked up to be.” That’s one type of situation where John’s unhindered honesty helps others. Self-described as “hyper-focused” on clients and the home buying process, John consistently gives everyone he works with “the good, the bad and the ugly” along with everything in between, to avoid any surprises at the closing table. “You may not always like what you hear from me, but you’re always going to get the truth,” says John, who covers the Alabama Gulf Coast communities of Gulf Shores, Orange Beach, and anything south of I-10. In only his second full year as a REALTOR®, John’s straightforward approach helped elevate him to a spot as the #29 RE/MAX agent in Alabama. “Being new to the industry I have to set myself apart,” says John, explaining that his openness and honesty resonate. “I don’t have all the answers. Nobody has all the answers. But if I’m not sure about something, I’m very quick about getting back to them within 30 minutes.” Clients know they are a priority for him, that he’s there to prepare them every step of the way and walk them through the process. With buyers, no matter how extensive their needs may be, John promises to try to meet each and every one of them. “It can be a stressful process but I’m going to keep you in the loop; I’m going to hold your hand; I’m going to be there with you every step of the way.” He feels clients should put the stressful things on him so they can enjoy the process as much as possible. This same treatment applies to sellers. “I’m an equal opportunity agent,” says John. “$500,000 opportunities are great, but I treat everybody the same whether it’s $150,000 or $500,000.” In addition to MLS and carefully crafted Google AdWords campaigns, John markets homes through various channels and websites, with a heavy focus on social media platforms like Facebook and Twitter. He heavily engages with Twitter follow-

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ers, building rapport and establishing relationships with people who may consider moving to the South Alabama Gulf Coast. Even after only two years as a REALTOR®, John maintains an impressive base of referral business, drawing 72% of his engagements from word-of-mouth referrals, connections through a networking group or walk-ins. “I’m really good with face-to face,” he says. “And I’ve learned how to begin, establish and nurture relationships online or over the phone,” he says, adding that he doesn’t spend much on advertising his business. “I still talk to every client I’ve ever had on a regular basis.” He stays in touch by phone, in person and with meaningful online or mail correspondence. He cares about each one of them and wants them to know he is available for them long after a transaction. John also remains active in the region where he has lived since 2004, minus four years of college; he graduated from the University of Alabama. “Our son will be three in January and, you name it, there’s so much to do down here,” from the beach and trails to boating and spending time with family and friends. As a diplomat with the Gulf Shores and Orange Beach Chamber of Commerce, he contributes time and energy to the area’s development. He is very active with his church as well, but John is excited about the fact that as his business grows, so too will opportunities for him to give back to his community. Given his love of real estate, meeting people, establishing relationships and doing the right things for the right reasons, John is confident with his plans for the future. “I’d like to continue to build my business and to form a team that can be one of the Top 10 RE/ MAX teams in the area within five years,” he says. “It may sound lofty, but we’re on our way!”

To learn more about John Wayne Lathan visit johnwaynebeachsales.com, email johnwayne@alabamaparadise.com or call 251-213-8303 www.

MITCHELL’S REALTY HERVEY BAY For Scott and Katrina Mitchell, real estate success was a natural extension of the passion for customer service they developed while running Australia’s largest, specialised freshwater and fly fishing tackle business for 17 years. “We had our business in the Snowy Mountains region, but for several years we’d been coming to Hervey Bay, staying on Fraser Island, and fell in love with the area,” says Scott. After selling the Alpine Angler, which had developed the largest online retail presence in that area of the country, in 2007 the couple moved to Hervey Bay, Queensland. Encouraged by some friends from their tackle business who were principals at real estate offices around the country, Scott and Katrina soon explored the suggestion that their customer service and marketing expertise would transfer nicely to real estate sales. “We did our homework on the demographics and learned that Hervey Bay was one of the fastest growing regions in the country at the time,” says Scott, adding that after becoming registered real estate professionals that year, he and Katrina worked for an independent office for more than five years. Their success over time has been so rewarding that by 2016 they combined their longtime entrepreneurial experience and their deepening real estate knowledge to launch “Mitchells Realty Hervey Bay”. The three- team member “effective business unit”, which includes their amazing assistant, Christabelle Lim, thrives by focusing on customer service, technology, automation and an uncompromising approach to cutting edge marketing. “We have always been early adopters and we love technology,” says Scott. “Our industry is evolving rapidly, particularly the online presence, so we have created everything to be as leading edge as possible.” Given their extensive background in direct marketing, Scott and Katrina quickly introduced new levels of real estate marketing prowess to Hervey Bay. Among their cutting edge approaches, they were the first to offer high-quality platinum videography and drone aerial photography for properties in Hervey Bay. They also launched the first real estate app in the area; take a strategic approach to social media marketing; and ensure premium positioning for each of their listings on all of the leading real estate portals. Wherever buyers may be, Mitchells Realty Hervey Bay is there. “Anywhere you go, everyone’s staring at their phones, so if you wish to engage with the wider community, you need to be on their screens!” says Scott, noticing that he and Katrina aim to be relevant to their audience’s interests. They are grateful for 24

the community’s engagement and support, which has led to a 90% base of repeat and referral business. “We are an attraction business,” says Scott, who describes how the office recently received one lead from their website, one from their app and another from a past client, all in the same day. “I feel it’s our high standard of customer service and premium sales results that attract people,” he says. “We strive to exceed our client’s expectations. One of biggest complaints this industry gets is about lack of communication, so we ensure our clients and all the others involved get open, transparent communication at all times.” Whether buying or selling properties, they keep both their clients and buyers informed of the progress and updated regularly. “We’re very passionate about keeping in touch with people,” says Scott, describing the Australia based and designed CRM system they use to make sure they’re reaching out regularly – and meaningfully – to their clientele and referral partners. Maintaining strong relationships with clients is essential for professionals whose favorite aspect of their work is the privilege of interacting with and helping diverse groups of people. “We are not a corporate type agency,” says Scott. “We are a completely independent, family business and take our clients’ results personally.” Scott and Katrina thrive on the fast-paced environment of real estate, but find particular joy in the happiness they help clients achieve. “We get as excited dealing with people who have been in their home a long time and are empty nesters ready to go off traveling, as we do with first-time buyers who might be scared at first,” says Scott. “It’s great to see the excitement on their faces when handing them the keys to their new home.”

To learn more about Scott and Katrina Mitchell, visit mitchellsrealty.com.au, and connect with them on facebook @ facebook.com/herveybayrealestatesales & Instsagram @ instagram.com/mitchellsrealtyherveybay email scott@mitchellsrealty.com.au or call 0428 484 499 https://www.

https://www.

Marketing Lessons from Steve Jobs by Rob Flitton

“I am not a scientist. I’m an inventor. I measure everything I do by the size of the silver dollar. If it don’t come up to that standard, then I know it’s no good.”—Thomas Edison

Steve Jobs was the highest master in this.

FOCUS “Steve Jobs was the most remarkably focused person I’ve ever met in Steve Jobs was an inventor…and a my life.”—Jony Ive marketer. By the measurement that Thomas Edison provided, Jobs was Focus is the ability to decide what is accordingly the greatest inventor of important to you, versus urgent to all time, having created more than others…the ability to say “no” with $300 billion in net worth over the ruthless integrity to a wide variety of other very attractive distractions. course of about a decade. See video about Jobs by Jony Ive. He accomplished this through marketing. In fact, IMPUTE MARKETING If you cannot choose what to say is called IMPUTE MARKETING “no” to, then you will inevitably say because of Steve Jobs—you will see “yes” to things that will derail you. why below. IMPUTE This article discusses XX ways in To impute the value of a product/ which Jobs became possibly the service is to convey “signals” to the greatest marketer of all time. Mar- user to allow them to form their own keting is “the ongoing activity of opinion about that product/service. interfacing your business with the People do not like “salesiness” and marketplace—of communicating the prefer to come to the table on their value of a product or service to own terms. customers for the purpose of selling that product or service,” and Jobs knew that every single detail of Top Agent Magazine

an Apple product would have to be absolute perfection in order for people to never consider it as “slipshod.” He demanded that everything Apple did be creative and professional. He wanted people to infer the tremendous value through user-experience and imagery, not be sold through words and gimmicks.

have few or no available options for a solution? 3.Are they currently and actively seeking, and willing to accept, a solution?

When a marketer understands these aspects of their intended user, the process of selling is easy, low-friction, and highly profitable. Sadly, most FEELINGS Steve Jobs was known to understand people start with the product first that a well-marketed product/service without regard to the needs and must be highly empathetic to to the feelings of the user and then try to user’s feelings and needs. “force” it onto them with wordcampaigns. Steve Jobs never had to The job as a marketer is to find out: talk anyone into buying an iPhone.

1.What known or unknown or irrational pain, angst, worry, concern, fear, anger or sadness is the potential client experiencing? 2.Do they perceive or feel that they 26

Rob Flitton is a Seattle Real Estate Marketing specialist helping independent agents to increase their income. Email Rob robflitton@gmail.com at any time or call/ text him at 206-612-2314. Top Agent Magazine

LORI NANCE After getting her Degree in Communications, Lori Nance was looking for a career that would utilize her intentional listening skills, as well as her problem solving and multitasking abilities. Lori had always had an interest in real estate, and decided that property management would be an ideal career path for her, and she was right! In 1988, she began initially as a leasing agent, eventually working in both multi-family and new construction. In 2011 she brought her talents to Block and Associates Realty, one of North Carolina’s premiere property management companies. Block & Associates serves all of the Triangle Area, which includes Raleigh, Apex, Cary, Wake Forest, Holly Springs, Fuquay-Varina, Durham and Chapel Hill. Lori currently runs the Property Management Division of Block & Associates and manages a staff of eight full time professionals. Her department is currently managing over 1000 single family homes and upscale townhomes. Block and Associates is comprised of two separate divisions, a marketing division and a property management division. Block and Associates is a full service leasing and management company of 42 professionals, providing services to Landlords that include rental contract compliance assistance, monthly and yearly accounting, property maintenance, property inspections, handling security deposits, and 24-hour on call emergency service, to name a few. It is Block’s customized full service approach that keeps clients coming back year after year. Lori and everyone in the Property Management Division, truly focus on giving their clients an unsurpassed level of service, doing everything they can to maximize their client’s return on investment, while also protecting the client’s investment in real estate. Lori explains her company’s approach: “When Block & Associates leases a home, our goal is to get the best quality tenant, at the highest market value rent, in the shortest time possible, with the least inconvenience for our client. When we manage a property, we aim to help the landlord earn the highest return possible, while preserving the value of the asset they own. By working hard to do these things, we keep our Landlords coming back.” Lori is also active in her community and tries to give back whenever she can. She volunteers with Habitat for Humanity, the local food bank, and works with the Apex Police Top Agent Magazine

Department to help provide funding for a local homeless shelter. She also has a North Carolina Real Estate License, is a Notary Public, and is an active member of the National Association of Residential Property Managers (NARPM). In her free time Lori loves the beach and boating with her family. She is also a huge fan of North Carolina State Wolfpack football and enjoys tailgating at their games. Lori couldn’t be more thrilled with her decision to join Block and Associates five years ago, and she looks forward to many more successful years with the company. “I’m constantly looking for ways to better serve our clients. One of the things I’m working on now is helping move our company toward becoming completely electronic in every aspect of our business. Our tenants already pay rent on line, and we disburse to our Landlords electronically. I personally and professionally want to become more tech driven in general. As a company, we offer seminars and videos on investing in Triangle real estate. With the uncertain future of the stock market, more and more people are looking to diversify their portfolios by investing in real estate. We work hard to help educate them on the process, what to buy, and where to look for properties so that they can make good investment decisions. Hopefully when investors buy with our assistance, we earn their trust and will have created lifelong customers. I love what I do! I love being a team leader! And I love helping find positive outcomes for people while working for a great organization! I really couldn’t ask for more.”

To learn more about Lori Nance and the services Block & Associates Realty offers, call (919) 459-6312 or email LNance@BlockRealty.com Copyright Top Agent Magazine 27

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