Nationwide 2-19-17 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

INNA GLADK

Energy, courage an

PERLA BURSZTEIN

KIM DELAPP

INNA GLADKOV

an eighth grade ed innovator is making a year. She knows CHERI HAGAN mortgages, market vesting than many college degrees.

When Inna was just 20, she was intent

one day, her REALTOR® suggested she be SANDY HEREMERDING

FRANK HILLBOLT

DOMINIC LABRIOLA & TARA HOTCHKIS

SHANNON MARTI

DAVID JOSEPH dropout who had never held a computer, it. She called a Wells Fargo mortgage m explained how much education and licensi need. “But I know a lot of people!” she go to church! I know builders and REAL asked her what she was doing the next da “Meeting with you!” she said. CYNTHIA LIPPERT

She was hired, and pecked her way on

She then became a broker and opened he

SHARON MARTIN

SUZY OSUM

By 2006 she was burned out. She sold h took a break and had three more children had two). InROY 2014 her husband told her it LAURA DEBBIE WOLD

NATIONWIDE EDITION

CHERI HAGAN 14

LAURA ROY 18

INNA GLADKOV Energy, courage and creativity

PERLA BURSZTEIN

KIM DELAPP

CONTENTS 4) 6 HABITS OF HIGHLY PRODUCTIVE AGENTS 9) WHY DOESN’T TRAINING WORK FOR YOU? 15) HOW TO RECOGNIZE TRUE LUXURY PROPERTIES

an eighth grade education, this innovator is making $.5 million a year. She knows more about mortgages, marketing and inINNA GLADKOV vesting than many people with college degrees. When Inna was just 20, she was intent on buying, one day, her REALTOR® suggested she become a loan

21) 5 SURE-FIRE 29) 5 LIFE LESSONS dropout who had never held a computer, she went for WAYS TO GET MORE FOR REAL ESTATE PROS it. She called a Wells Fargo mortgage manager, who REFFERALS FROM THE ‘ARCHITECT’ explained how much education and licensing she would need. “But OF I know a lot of people!” THE BEATLES she told him. “I go to church! I know builders and REALTORS®!” He 25) TOP AGENT TIPS asked her what she was doing the next day at 10 a.m. she said. AND QUESTIONS “Meeting with 33)you!” 6 METHODS FOR FOR CHOOSING YOUR BUILDING She was hired, and peckedBETTER her way on a laptop to LISTING AGENT EMAIL LISTS She then became a broker and opened her own com-

By 2006 she was burned out. She sold her business, took a break and had three more children (she already had two). In 2014 her husband told her it was time to get back to work. “Real estate is where you’re happy,” he said, and friends echoed the sentiment. “It was Phone 888-461-3930 | Fax 310-751-7068 funny,” she says, “because I always wanted to be in mag@topagentmagazine.com | www.topagentmagazine.com real estate, not in mortgages, but I didn’t want to com® Agent Magazine is No portion of this issue may be reproduced in any manner whatsoever without priorpete consent theREALTOR publisher. Top .” withofmy 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 itsToday authors. To subscribe change address,of send Inna is in theor top 3 percent nearly 2,000 inquiry to mag@topagentmagazine.com. Published in the U.S.

full year. Last year she won the same awards as people who had been in real estate 15 years. Awards are gratifying, butTop herAgent favorite part is helping Magazine people who think they can’t be helped. Thanks to her mortgage background, she can get clients loans, and

SANDY HEREMERDING

CYNTHIA LIPPERT

FRANK HILLBOLT 38

DOMINIC LABRIOLA & TARA HOTCHKIS 47

SHARON MARTIN

44) WOULD YOU LIKE FRIES WITH THAT?

REALTOR Vendors and Real Estate Companiesâ&#x20AC;&#x201D; Get Nationwide & International exposure! Top Agent Magazine

DAVID JOSEPH 43

SHANNON MARTI

39) WHY MILLENNIALS ARE NOW THE HOTTEST SEGMENT OF THE BUYER'S MARKET

SUZY OSUM

DEBBIE WOLD

48) CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS

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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 4

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day. Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list. You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second. We all do it! Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful. Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova5

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news? Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 6

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business. Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about. Top Agent Magazine

CHERI HAGAN

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CHERI HAGAN Top Agent Cheri Hagan of Coldwell Banker’s Schaumburg, Illinois branch has real estate in her blood. The daughter of an agent, she spent her childhood watching her mother not only sell homes, but flip them as well, long before flipping became the competitive sport it is today. First, however, came a foray into a highly successful career in Event Planning and Marketing. “At the time,” she laughs, “real estate was the furthest thing from my mind. I was in my twenties and thirties, and when you’re that age you don’t want to give up your nights and weekends. It wasn’t until my 40’s that real estate became my real interest. With the support of my husband, I made the switch in careers and I’ve never looked back.” Cheri found success right out of the gate, and was named Rookie of the Year her first year in the industry, and continues to rank consistently among the Top Producers in her office. Cheri serves primarily the Northwest suburbs area, and has intimate knowledge of the multitude of neighborhoods it encompasses. “When I was young and my parents were flipping houses, we’d live in them. By the time I was eighteen I had lived in over 8 homes, so I’ve lived everywhere,” she says. This intimate knowledge of the market enables Cheri to provide unparalleled service and support to her grateful clientele.

experience I had. Cheri is professional and extremely responsive. She knows the industry very well and was able to predict what I could expect and it was all true. She made the selling process as painless as possible.” Cheri’s success is in part due to aggressive marketing of her listings, and she incorporates cutting edge technologies with social media strategies to keep her properties in the public eye. “I’m fortunate that Coldwell Banker has a great marketing program. Obviously, 90% of today’s buyers look online first, so we advertise everywhere you could possible think on the internet,” she says. Clear communication is another factor, and she has an innate ability to learn about her clients, their needs and wants and how exactly they would like her to approach their style of learning. “Understanding the way people prefer their interaction goes a long way in building relationships,” says Cheri. When asked what she likes most about what she does, Cheri’s answer comes quickly: “Honestly, I know this is going to sound cliche,” she laughs. “But I really do love meeting new people and helping them, specifically first time home buyers.” With a proven track record and a deep appreciation for her clients, Cheri’s future as a continuing success story seems assured.

With a business based more than 70% on referrals from happy clients, Cheri is clearly doing something right. Much of that referral business stems from the true care she puts into every transaction, both before and after closing. In numerous cases, these clients become friends. “My husband just had a surprise birthday party for me,” she laughs, “and many of the guests were clients.” Continuing to increase her share of referral business is something Cheri is focusing on right now, and to that end she asks her past clients for testimonials, something they are only too happy to provide, as her five-star rating on Zillow attests. Reads one glowing review: “Cheri was wonderful to work with. I can’t say enough about the great 8

For more information about CHERI HAGAN, please call 630-244-0463 or email HomesByHagan@gmail.com Copyright Top Top Agent Agent Magazine Magazine

Why Doesn’t Training Work for You? by Carla Cross

Why isn’t your training working for as a ‘performance art’, not a you? Every company says they ‘knowledge pursuit!’ ‘have training.’ Yet, whether you’ve been in business 2 days or 20 years, Big question for you: Think of your you’ve probably felt frustrated that last 3 trainings. What were you doing those hours spent in class—listening in class? Listening to the ‘expert’? to someone at the front (the Or, were you putting to work what ‘expert)—didn’t do you any good. you were learning—while in class, There’s one reason training doesn’t so you could get valuable feedback work—and here’s how to make it before you ‘practiced’ on real work for you, so you don’t waste people—your clients? precious hours in training rooms. What you need to be doing in class Training doesn’t work because it’s to assure you can do it ‘for real’: not taught right—and the people in the class aren’t doing what needs to • If it’s appropriate, you need to role be done for training to make a play (like answering objections, giving a listing presentation, etc.) difference in their lives. Here’s what training needs to help • If appropriate, you need to you every time you’re in class: differentiate (like finding mistakes in a purchase and sale agreement). Training must have action inside class to be effective for you. • If appropriate, you need to practice the actions in class and then What do I mean? go out and do it with a ‘real person’—the client—and come back I mean we have to look at real estate and tell how it went (practice a Top Agent Magazine

listing presentation, do it ‘for real’, Real Estate: Performance Art and come back to class and refine it). or Knowledge Pursuit? None of these things happening in class? Make it work anyway. Take the ‘actionable’ items you learned in class and go do them—for real— within 3 days of going to class (otherwise we only remember 10% of what we heard!). Now you’ve made your own action plan. Trainers: I just videos showing training work. uTube channel. 10

Let’s be honest: Do you know someone in your office who seems to know everything—but doesn’t sell a stick of real estate? Sure. That’s the problem with treating real estate as a ‘knowledge pursuit’. It has little to do with results. It’s a performance art. How you perform in the field—with real clients— did a series of 5 determines your success. how to make your See them on my Big question for you: Which kind of agent are you? A ‘performance art’ Top Agent Magazine

How you perform in the field—with real clients—determines your success. agent or a ‘knowledge pursuit’ agent? Which is easier to become? Your Training Should Resemble a Piano Lesson

will ‘do it’ for you 3.Relying on ‘on demand’ video. Many large franchises are providing video on demand training. Brokers may be relieved that this is going to take training off their plates. I wish. Unfortunately, video training can provide very limited production results. Why? Because people don’t learn much by watching video. Yes, they learn a little. They observe someone else doing something; they get information. But, they don’t have to take action.

As a long-time pianist and teacher, I know intimately that, if you don’t practice, you can’t play (or you play badly)! Think of effective training like a piano lesson. You practice outside class. You come prepared. You get tips and modeling from your teacher. Then you practice in class with your ‘coach’ watching and listening. Then, you ‘go out in the field’ and practice. You come back When you’re ready to get results ready to perform for your coach from your training, you’ll be ready to treat your training like the power again. That’s effective training. tool it really can be. Here are 3 things that don’t work in training (and things for you to avoid): Carla Cross, CRB, MA, is an international 1.Listening for a long period of time and thinking you can do it (you already know that, from your experiences, right?) 2.Thinking most company training Top Agent Magazine

speaker and president of Carla Cross Seminars, Inc. and Carla Cross Coaching. A former national Realtor Educator of the Year, Carla is known as one of the ‘go-to’ experts in her profession. She’s written training and coaching programs for most of the major real estate franchises. Contact Carla at 425-392-6914 or www.carlacross.com. 11

LAURA ROY

Laura Roy is a thinking person’s agent. Rather than rush a house to market, she prefers to meet with her clients and figure out the best way to achieve their goals. “I look at every property as an individual project,” she says, contrasting her approach to the growing tendency to throw homes on the market right away. “Taking cell phone pictures or using your own camera is a no-no, no matter what price range you’re in!! If I have to postdate my client’s home a week so that my photographer can do the best job possible, make sure everything is in line, so I understand this particular home’s story. . . that’s what we’ll do. Customer service is vital.”

for the company, and the two began talking about real estate. Laura went to a training and, to her surprise, found real estate to be a great fit! She’s never looked back. She loves the people she meets and is passionate about finding the best way to serve each client.

Laura’s method works: repeats and referrals account for about 85 percent of her business. Clients love her honesty, integrity and the fact that she’s very well studied. They know she’ll think outside the box to get things done for them. Even during those stressful times, she’s great at breaking the ice and getting them to chuckle. “At the end, I want them to say ‘It wasn’t nearly as stressful as I thought and I would do it again with Laura’s help,’” she says. “That’s my goal.”

“You have to dig deep,” she says. She has professional photography done and video tours as needed. Depending on the situation, she might bring in a stager or interior designer. Then she markets the house online, advertises it, and makes sure her sphere of influence knows what new listings she has coming up. “Networking is still really important to me: how many people can I get to see my listings? That’s the daily goal for me,”she says. “And targeting is very important; for instance, if I have a $300,000 listing and a $1 million listing, that’s a completely different demographic. We should never be marketing to all the same people. Depending on whether it’s an oceanfront or country property, those are two different dynamics. I take the time to figure out who I’m marketing to, all the way down to the local buyer agents and what area they specialize in.”

Primarily a listing agent, Laura serves the Virginia Beach area. She began her career in Sandusky, Ohio, with a contracting company when she was 23. She met a real estate agent working on a construction site

Giving back to the community is one of Laura’s priorities. A staunch supporter of the military, she donates wherever she can, such as to Fallen Heroes or Wounded Warriors. She also supports Children’s Hospital of

“I have worked with many agents in the past and one thing that stuck out for me was a personal relationship. I was comfortable picking up the phone and asking even the most simple question, that may have annoyed someone else, but Laura listened to me every time and took time to answer every detail along the way. We had a large home we were moving from and into another one...she got me through every step.” - Mrs. Cindy Jones - Seller and Buyer client

the King’s Daughters and her local church. She figures out what local festivals or charity events are going on around town, then lets her sphere of influence know what’s in her heart, so they can join her to serve the cause. As Laura’s business continues to grow, she’s rebranding, exploring new technologies, and making sure customer service is still in the forefront. Using the same careful thought processes she used to build her business, there’s no doubt she’ll make every goal she sets. Top Agent Magazine

For more information about Laura Beer-Roy of The Real Estate Group, Virginia Beach, Virginia, visit LauraRoyHomes.com, call 757.287.2820 or email lauraroy15@gmail.com www.

PERLA BURSZTEIN In 1993, Perla Bursztein put her house on the market as a for sale by owner. That same year, she decided to get her real estate license, inspired to start a new career. “I decided to change professions, and I thought real estate was what I wanted to do,” Perla explains. She was right, as real estate became her true passion and focus, one she had a special talent for. Today, she is the broker/owner of Perla International Realty, serving south Florida and the beach areas. She has a team of people who are dedicated to going above and beyond expectations, working together to achieve their client’s goals. “We focus on customer service. We’re always available for our clients,” Perla says. “Our technology is superior and we’re very good at responding to emails.” She is eager to guide her buyers, sellers and investors throughout the process, keeping them updated all along. Whenever they have questions, they know she is only a phone call away, as she is truly dedicated to getting them what they need. “I’m honest, reliable, and have a lot of integrity,” she explains. Perla also knows the area extremely well, and speaks three different languages including English, Spanish and Portuguese. This allows her to connect easily with the diverse population of the state. “I meet people from all over the world, and that’s helped me develop my client base.”

After the transaction is complete, Perla’s clients leave glowing testimonials about her work, wanting to spread the word about her services. One recent buyer raved, “From beginning to end, Perla and her entire team were a pleasure to work with. Very honest, professional, skilled, responsive, patient, and effective - we couldn’t ask for a better Realtor. In about a month, she helped us find our first home ever. She also has a fantastic personality; so, it was a pleasure meeting with her. We were first time buyers and Perla guided us through the entire process with no headaches. Also, she provided us with great advice every time we needed other services, like a title company, insurance or mortgage broker.” And another buyer said, “We were very fortunate when we found Perla Bursztein’s phone number. She is highly skilled in her profession and knows the area very well. She asked us what we were looking for and found it. She was always available to answer our many questions. Her office staff is highly skilled and there to help you. I would use her again for any real estate needs. We only have good things to say and definitely recommend Perla Bursztein.” In addition to Perla’s commitment to real estate, she is also involved with the community through the Jewish Federation in South florida, the Chamber of Commerce, and Miami Children’s Hospital. In her free-time, you can find her taking spinning classes, boating, or running marathons.

For more information about Perla Bursztein, please call 305-935-5766 or email info@perlainternational.com; visit Perlainternational.com www.

How to Recognize True Luxury Properties What to Consider Other Than Location When luxury home buyers are looking for a new abode, they are often advised to pay most of their attention to location, location, location. And it’s true that good locations often have better properties, but if you’re only looking at location then you might be forgetting what it is in a luxury property that makes it luxury. You could view a property in a great location, and because you completely ignored any of the other factors that make a property high end, you might find that once you move in, you aren’t as pleased with the actual house itself as you thought you would be. Here are the other things you should look out for when purchasing a luxury home: • Architectural Uniqueness: The simple fact is that good

architecture retains its value. Do your homework on architects and find the ones that have a good track record of designing beautiful, but practical homes. Don’t simply pay attention to how the building looks today. Consider how it will look in a few decades. Keep an eye out for the “bones” of the building, and decide whether they will stand the test of time or not. Things such as a solid foundation, high-grade materials, unusual details, and artistic components are good aspects to consider. Will the structure hold up well or will it degrade and crumble without constant upkeep? That funky molding may look artistic today, but in ten years will it be considered artistic or just plain weird?

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• Practical Layout: Make sure you have enough room to live

in comfort. As a buyer of luxury property, you probably have quite a busy social schedule. You want to make sure that the layout will lend itself to helping you maintain clear separation between your social areas and private ones. You don’t want guests having to go back into your bedroom to use the bathroom. Look out for places with stairwells, awkward columns, long hallways, and other wastes of space.

• Unobstructed Views and Light: You want to live in

a home that gives you lots of natural light, such as one that is open to the outdoors. That natural light will improve your mood, as well as the resale value. The openness of a space filled with natural light will make you feel more comfortable and happy in your new home. What about the view? Do you see a Do you park, a bridge, a river, or a skyline? Is the see a park, fantastic view out your window protected? a bridge, You’ll need to understand the surrounding air a river, or a rights and zoning allowances of neighboring buildings to understand the possible risks. skyline?

• Windows: Windows are the primary source of losing heat and

cooling. Make sure they are double-paned with good insulation that will protect your home against weather and noise. Unless the windows are already like this, it is unlikely that the condo or co-op board will allow you to install your own.

• Ceiling Height: Consider the cubic footage of the property.

You want to look for high ceilings that increase the openness of a room. Of course, you don’t want to go too high. Above 14 feet will get you diminished marginal returns.

• Storage: If you’re a woman, you will understand this one. We need

lots of closets and additional storage room to fit all of our clothes, shoes, jackets, hats, purses, etc. However, lucky for you, your potential home’s existing closet square footage will not limit you from putting in more storage space. Custom closet companies can create any kind of storage

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space you desire. You will have to, however, make sure that your new home does have an area that you can turn into this storage space. • In-Unit Laundry: In-unit laundry has become necessary for

any luxury home or apartment. Do you really want to have to trek down flights of stairs to use the basement laundry? If you still consider it wasted space, you can convert it into more closet space.

• The Gym: Having a fitness area nearby is an amenity that is especially

important, particularly in winter when you don’t feel like walking to the gym a few blocks down. One thing to consider is the Do you really want of the gym in relation to have to trek down size to the size of the building in flights of stairs? light of common area fees. • Move-In Ready: I’d advise against buying time-consuming and

frustrating fixer-uppers no matter how much you want to add custom kitchens, finishes, fixtures, and other characteristics. Choose a property that already has all of these amenities taken care of. These properties have already had the same designers you would hire fashion the house at a fraction of the cost you would pay to have them do it after you move in. In this light, it is worthwhile to pay a little extra for the move-in ready home.

• Reputation: Pay attention to the reputation of the building. A

property that has a good reputation tends to retain its value. You can easily find this out online on posts, and established locals are likely to have an opinion.

If you want to buy luxury property that is really worth it’s price, then I would suggest adding these points to your list of things your new home must have. If you want to get a high quality home that is a true luxury, you’ll want to watch out for these aspects as well as the location. Some properties might claim to be luxury based on their location, but when compared against this list, they don’t make the cut. So, don’t be fooled by imposters, and make sure you find a true high-end property. Top Agent Magazine

KIM DELAPP If there’s one thing that keeps Top Agent Kim DeLapp at the head of the real estate pack, it’s her old-fashioned, roll-up-the-sleeves style work ethic. The daughter of educators who expected academic excellence from her, and who also played competitive sports, she learned early on the key to success: work harder than everyone around her. Kim began her career as a Property Manager, spending twenty-six years in that field before growing weary of the constant resales of the properties she managed. When a friend and former employee who had earlier branched out into real estate sales encouraged her to do the same, she decided to take a leap of faith. Six years on, Kim is flourishing in this highly competitive milieu, with total sales this year of more than $20,000,000. Despite her long career in property management, Kim was forced to start from scratch. “The people I knew in property management didn’t really like people in real estate, because their job is essentially to keep people renting apartments. So being on the other side, I really had to build from the ground up.”

assembled: her assistant Kristin Killingsworth who joined in 2015, and Buyer Specialists Terra Rickers and Courtney Wilderberger who rounded out the Kim DeLapp Team in July of 2016. As part of the Coldwell Banker Premier Group, they reap the benefit of having other agents doing a lot of the footwork, from helping with door-knocking to hosting open houses. A robust online presence has also been of great benefit, and the use of Zillow, Realtor. com and other sites has proved a boon to sales. Testament to Kim’s acumen and commitment to service are the over 150 five-star reviews for her services on Zillow. As for the future, Kim’s plan is simple: keep growing her successful brand. “I keep wondering,” she says, “Is this the year I’m going to plateau? And every year I continue to increase my business.”

A great work ethic alone can not sustain a real estate career, however, and Kim takes great pride in the consummate level of professionalism she brings to her job selling in the St. Louis market. “I’m not a 9-5 agent. My clients know I’m available 24/7, and I email, text and call until late in the night and I’m ready to go first thing in the morning,” she says, proud of the level of service she provides. “It’s important to me that I have an excellent relationship with my clients, because that’s where referrals originate.” The success of this is evident in the 40% increase in business she has experienced this year, as well as being cited last year as the number one agent among all Coldwell Banker affiliates in Missouri. “I’m truly a people person,” she says, and as evidence she makes it a point to keep in touch with clients after the sale has closed. She checks in with them frequently, and points to Facebook as an excellent tool for keeping informed about their lives. “Friending my clients on Facebook has been a big plus for me,” she says. “When something happens in their lives, like having a baby, I can send them a gift. These kinds of gestures let them know that I genuinely care about them.” Marketing is also a huge factor in rapid growth of her business from bare-bones beginners to market leaders in six short years. A sign of her success is the power team she has recently 18

For more information about Kim DeLapp, call 314-795-2487, or email Kim.DeLapp@ColdwellBanker.com Copyright Top Agent Magazine

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

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INNA GLADKOV Energy, courage and creativity an eighth grade education, this innovator is making $.5 million a year. She knows more about mortgages, marketing and investing than many people with college degrees. When Inna was just 20, she was intent on buying, one day, her REALTOR® suggested she become a loan dropout who had never held a computer, she went for it. She called a Wells Fargo mortgage manager, who explained how much education and licensing she would need. “But I know a lot of people!” she told him. “I go to church! I know builders and REALTORS®!” He asked her what she was doing the next day at 10 a.m. “Meeting with you!” she said. She was hired, and pecked her way on a laptop to She then became a broker and opened her own comBy 2006 she was burned out. She sold her business, took a break and had three more children (she already had two). In 2014 her husband told her it was time to get back to work. “Real estate is where you’re happy,” he said, and friends echoed the sentiment. “It was funny,” she says, “because I always wanted to be in real estate, not in mortgages, but I didn’t want to compete with my REALTOR®.”

was a Sunday,” Inna says, “and the sellers had been in church. They were praying, ‘This house is not working for us and the stress of putting it on the market is too much. Please guide us to the right person.” Not only much pleasure from stories like that,” she says. With a philosophy that you have to reinvest if you want to be successful, Inna spent $20,000 on marketing before she even started. Then she worked 80–90 hour weeks. Thanks to her ability to think outside the box, investors, and her knowledge, energy and honesty, to investors and sellers. And her heart is as big as her talent. She raised and the right path of life. She loves canoeing and going to church with her kids or chaperoning youth on church outings. And of course, she volunteers for and donates to a variety of charities. Living life to its fullest is all part of her plan, which includes making $1 million in commissions. Only one man in her smallish town has achieved that, and she wants to be the female who does. Inna’s resolve is so strong that whatever she sets her sights on is practically a done deal.

Today Inna is in the top 3 percent of nearly 2,000 full year. Last year she won the same awards as people who had been in real estate 15 years. Awards are gratifying, but her favorite part is helping people who think they can’t be helped. Thanks to her mortgage background, she can get clients loans, and cites a couple who had only $50,000 and bad credit. She knocked on doors and got the house of their dreams for $100,000, less than if it had been on the market. “It 20

For more information about the Inna Gladkov Team of Keller Williams Realty, Springfield, Missouri, please visit www.MySpringfieldRealtor.com, call 417.684.0203 or email innagladkov@gmail.com Copyright Top Top Agent Agent Magazine Copyright Magazine

5 Sure-Fire Ways to Get More Referrals by Bubba Mills

Wouldn’t it be great if you didn’t have to market your services? Just serve and help clients all day—it’s why you chose real estate in the first place, right? To help people. But if you’re like most REALTORS®, you’re likely working your butt off just to get those clients. So what’s the answer? Referrals— from your current and past clients, family, friends and acquaintances. Imagine what your business would look like if everyone you knew gave you just one good buying or selling referral. Yeah, savor that feeling for a minute.

savings. Remember this: when you take exceptional care of your clients, they’ll do your marketing for free. Referrals are where the money is and here are five tips you can start using today to get more: 1. Make your service downright unforgettable. Past clients can’t refer you if they don’t remember you. Help them remember you by giving them memorable service. Take time to brainstorm ways to increase your service. Remember that referrals are earned, not paid for. By the way, I teach a seminar called Marry Me! Getting Your Clients to Say ‘I Do!’ that gives tips on how to offer service that yields referrals. Visit http://getbubbasnotes.com/marryme and get them free.

Run the numbers. Your average client who sticks with you is worth $25,000 if they move three times (first average commission is $5,000; they move in five years, that’s another $10,000 for the buy and sell. Same with the third 2. Cross promote and partner with move, another $10,000.) Then if the other businesses. Think about all the client refers two people, suddenly local businesses in your city and you’re talking $75,000. And that’s then ask this question: What can I without marketing, so add in that do to help those local businesses Top Agent Magazine

while promoting my business? Think coupons for your clients and leaving your business cards in their stores. 3. Think A.B.A.—Always Be Asking. If you don't ask, you don't get referrals. Add a P.S. to your email signature. Something like this: “P.S. If you know anyone thinking of buying or selling real estate, please tell them about ABC Real Estate and hit the reply button and tell us how we can help them!” Also, put some serious thought into your closing gifts. I’ve given Cutco Knives with my name engraved on the blades. Every time they use the knives, they think of me. Give gifts that have a shelf life. 4. Get involved in your community. People are more likely to refer to someone they believe is a good person – someone that gives back to the community. And remember, it’s not your signs all over town that make you a community icon; it’s what you do for your community. Volunteer at retirement centers, help rebuild and paint local parks, serve food at the local soup kitchen, take part in fundraisers and be seen at block parties and street picnics. 5. Show your gratitude when you do 22

get referrals. Thank your referrers for their help, and keep them updated on how the new relationship is going. The referral system is built on strong relationships and shared value. Share what’s on your mind. How much time are you spending to get referrals? Can you improve your referral numbers? If not, why not? What’s preventing you from getting more referrals? What successes or failures have you had with asking for referrals in the past? Please send any comments or questions you have to Article@CorcoranCoaching.com or http://www.facebook.com/Corcoran Coaching. Bubba Mills is co-owner and executive vice president 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. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.Corcoran Coaching.com. Top Agent Magazine

SANDY HERMERDING Sandy Hermerding began her career in real estate at a small, family run company in Fremont, California. This would begin a long and successful career for Sandy in the real estate industry. For Sandy, building relationships with her clients is one of her favorite parts about working in real estate. As a Realtor for over 30 years, Sandy has lent her expertise and unmatched service to clients in the Fremont, Livermore, Newark, Dublin, Pleasanton, San Ramon, Milpitas and Union City areas of Northern California. Over the next several years, Sandy worked hard to become a thorough and thoughtful Realtor. Sandy says, “I spent a lot of time knocking on doors and hosting open houses so I could get to know people,” she says. Sandy has a knack for offering a personal and relatable way of doing business. Sandy still believes in the benefits of meeting her clients in person. “I believe it is best to meet people face-to-face, as it is the way to understand their real estate needs,” she says.

bring clients, buyers, sellers, and agents together to complete a successful and happy transaction. For Sandy, it is a joy and privilege to help people find a home and neighborhood they’ll love. Sandy operates a “hands on” transaction. Her clients receive constant updates via phone calls and email. She likes listening to each client to understand what they want, and she works hard to help them achieve that goal. Several clients say what they miss most after the sale or purchase of a home is the phone ringing or an email from Sandy. All her clients enjoy her enthusiasm and attention to detail. Sandy says, “ I’m more interested in the quality of my work and making sure my clients are well taken care of than in the quantity of sales.” What keeps Sandy selling real estate? “The people,” she says. Together Sandy and Gigi continue to be respected Realtors in their community. When she’s not working, Sandy enjoys giving back to her community. She is active donating to her church as well as the local schools.

Sandy works with her partner, Gigi Ying, a Realtor, who speaks both Cantonese and English. Together they make an unstoppable real estate team. “We’ve been together about ten years,” says Sandy. “We maintain a personalized approach to business with our clients.” Sandy and Gigi can be found at all of their open houses to give clients a chance to get to know them. Together they will go door-to-door promoting their business and informing the community about real estate in the area. Sandy has been in real estate for so long, that she has even gone on to help the children of her former clients. “You maintain these relationships for a long time,” she says. “One of the clients I’m working with right now grew up seeing my picture on her refrigerator.” To Sandy, many of her clients are like family. Sandy believes that home ownership is a vehicle to both personal wealth and happiness. Sandy enjoys working with both buyers and sellers. Sandy’s clients often remark on the extraordinary personal attention they receive, as she is there for them 24/7. Sandy helps her buyers obtain a pre-qualification letter and define their needs and desires for their dream home. When working with sellers, Sandy assists with expertly staging their home and doing inspections. The staging of a home and inspections help make for a smoother and quicker sale. Sandy says, “This is most important in preparing the sellers to receive “top dollar” for their home.” Sandy also excels in negotiating. She is able to Top Agent Magazine

To learn more about Sandy, visit sandyhermerding.com email sandrajhermerding@yahoo.com or call 510.821.3604 (Fremont office) 925-245-1726 (Livermore office) www.

FRANK HILLBOLT Real Estate agent Frank Hillbolt of Round Top Real Estate credits his success not to the hard-selling, fast-talking tactics of many other agents, but to his more downhome and relaxed style that is second nature to him, having spent his childhood in the rustic environs of Round Top, Texas, population 90. A talented musician and former music store owner, his parents Grover and Charlotte relocated from Houston to the sleepy town in 1988 and opened Round Top Real Estate. Sensing a downturn in the music industry, Frank followed suit in 2002 and joined his parent’s reputable company. Round Top, Texas sits in rural Fayette County, roughly one hundred miles away from the bustling metropolis of Houston. Situated amongst rolling hills and boasting two lakes for water recreational activities, it is the site of the longest continuously-held Fourth of July parade west of the Mississippi. It is, in effect, a geographic and cultural antidote to the stress and congestion of city life, something that Frank is eager to provide for his clients who are looking for escape. Frank understands on a deep level the appeal of the country lifestyle, having spent weekends and weeks during the summer with his parents in Round Top since 1962, before their permanent relocation. Serving specifically Fayette County, though also five other adjoining counties, Frank can boast a repeat business rate of over 90% and a 50 -60% rate of referrals. These enviable statistics are based just as much on Frank’s dedication to his clients as it is on his personality. “You know,” he says, “I really kind of take a different view on country properties. Many of the people who come out here don’t have to have a country

home, they want a country home. I would say I’m pretty laid back as far as people coming out here.” Showing properties in the country has a decidedly different bent than city viewings: “We’ll be driving around the country so there’s lots of time to talk. I like to point out the things that we do out here in the country,” says Frank. “When I show properties, I don’t just like to show the listing, I like to really show the country lifestyle.” Staying in touch with past and potential clients also takes a different, more laidback tone. Rather than the slick, high-tech, impersonal tactics used by other agents, Frank stays in touch just by being out in the community. “I’m a musician,” he says, “and so I play in a couple of bands out here in the country, and I play at a lot of parties for past clients. So I’ll see a lot of people at my gigs, and we’ll talk real estate. So it’s a different method of staying in touch. Much more relaxed, less structured.” Frank also spends time out in the community via charitable activities and fundraisers, and has served as President of the local Chamber of Commerce as well as having had a seat on the City Council for six years. There is, more than anything else, one thing that sets Frank apart from his competitors. “I think trust is what sets us apart. We’ve been in business for 29 years out here, so we’re one of the longest-running real estate company in the area,” he says. “The market is changing quickly, but we’ve got some deep roots here, and a lot of that can be attributed to my parents before me. I really just want to carry on those simple concepts of trust and honesty that our good reputation is based on, and make sure everyone at our company does as well.”

For more information about FRANK HILLBOLT, call 979-249-5732 or email Frank@RoundTopRealEstate.com 24

Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers. Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent. During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: Top Agent Magazine

Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce. Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to agents’ opinions.

How will you market the property? Each

Top Agent has a unique set of online or local marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however. You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours. What factors influence your list-price recommendation? Before an-

swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price. They’ll also educate you on how best to balance both market time and list price relative to sales histories your area. Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’

opinions on your home’s sale potential with or without some improvements. Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.

How will you help with staging? Some Top Agents will pay for part or

all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches. 26

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What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses? Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client. Either approach is wonderful; you get to decide what suits you. Now, let’s list! Top Agent Magazine

DAVID JOSEPH David Joseph’s outstanding success during five years in Naples’, Florida, real estate is no great surprise, given his business acumen, attention to customer service and passion for homes. While a VP of sales for a software company some years ago, David first ventured into real estate for personal interest, buying and rehabbing homes in the Baltimore, Maryland, area. “I was working on rebuilding homes in a historic area, sometimes tearing down and building new houses in their places, which later led to custom home building,” says David, who moved to Naples in 2012 for his wife’s health. There, he dedicated himself fully to real estate. “I was licensed that year and immediately started Naples Luxury Group,” he says. The company’s name reflects David’s belief that everyone’s home is a luxury home, whether a $150,000 condo or Multimillion dollar estate. Several factors distinguish Naples Luxury Group, one of which is that each team member is a full-time REALTOR® in a market where most agents are part time. The boutique agency provides broad, relevant experience, serving buyers or sellers of primary homes, vacation homes or investment properties. “We love our work and treat everyone equally,” regardless of price point, says David. With David concentrating on high-end areas such as Park Shore, the Moorings, Pelican Bay and North Naples, his team’s two other agents focus on East Naples and first-time buyers, respectively. “People buying here are Baby Boomers who count on our knowledge,” says David, a Baby Boomer himself. “I spent tremendous time researching this market to the point that people think I’ve always lived here.” He knows his product, which gives clients confidence that they are receiving the most thorough information. “I won’t ever point someone to a particular place for a higher commission,” he says. David enjoys listening to and matching buyers with properties best suiting their needs. “One of the intangibles is my 30 years of corporate sales experience,” he says. “A lot of real estate agents don’t want to call themselves salespeople, but the best are proud to be distinguished as salespeople.” Sales professionals, he says, require strong listening and customer service skills, which are of utmost impor28

tance in real estate. “We’re a tight-knit team and give individual attention to buyers and sellers. We work very hard to build their trust, earn their business and treat them well.” David plans to keep Naples Luxury Group a boutique made up of top professionals who share his values. He treasures the ability to provide boutique service and competitive advantages to his clients. Beyond personalized attention, his clients gain David’s knowledge of construction and home valuation. “We do new construction sales, but I also provide insight for buyers looking at homes needing renovation. I offer a professional opinion on whether a home is worth the cost of renovations.” Likewise, his sellers benefit from David’s in-depth listings marketing. “We completely focus on the neighborhood, profiling the ideal buyer,” he says. “I tell it like it is from the start.” David’s knowledge of Naples market allows him to know what price to suggest to his buyers to pay and to counsel sellers on what he thinks he can sell a house for and in what timeframe, even if the homeowner believes differently. His approach helps him determine which clients he can best help. “I’m not the largest listing agent; that’s not what I do. We’re very personal,” he says, adding that in 2016, his team found the buyers for 20% of their own listings. Appreciation for community further boosts David’s image as he gets to know each neighborhood and its potential buyers. “I’m out knocking on doors, interacting with an old-fashioned touch, and using all the technology available for the best internet presence.” He also dedicates time to the Naples Area Board of REALTORS®, where he has served on a community involvement committee that selects the causes the board’s fundraising supports. While also active with his church in various capacities, David is quick to say that he and his wife don’t give or help for recognition. “We don’t need that,” he says, “Gratitude comes from the Lord and from the joy of being part of this community,” he says. “Living here is paradise!”

To learn more about David Joseph, visit NAPLESLUXURYGROUP.COM email david@naplesluxurygroup.com or call 239.732.7837 www.

5 Life Lessons for Real Estate Pros from the ‘Architect’ of the Beatles By Carla Cross, CRB, MA What in the world do the Beatles have to do with real estate pros success? A lot, I think. We’ve all heard of Paul, George, Ringo, and John—but, does the name “George Martin” ring a bell? Maybe. Martin was the record producer who discovered and molded the Beatles, adding his classical musical background to the Beatles’ creativity to produce the Beatles’ unique and ever evolving sounds. Top Agent Magazine

As a musician myself, I’ve always marveled at how the Beatles put classical musical aspects into their rock ‘n roll. Well, guess what? They didn’t do it by themselves—they melded their How are talents with Martin. George Martin just died at age 90, and many articles are being written about his you keeping collaboration with the Beatles. As I read these your business articles, I was thinking, “These life and performance fresh and lessons are absolutely applicable to us real estate professionals.” So, here are five life and performance exciting? lessons we can learn from their association:

• Keep improving your team until you are working with the best.

Martin urged Beatles’ manager Brian Epstein to replace drummer Pete Best with Ringo Starr, who he felt was a better drummer. Is your team the strongest it can be? Who’s holding you back? Who’s hindering your best performance? Who do you need to replace? I know, as an emsemble musician, you never play any better than your worst player!

• Start every listing, buyer and training presentation with an attention-getting ‘hook’.

Starting with the ‘hook’: Martin suggested Paul McCartney replace the first verse of Can’t Buy Me Love with the ‘can’t buy me love’ intro. That’s the hook, and we never forget it, do we? Do your listing/buyer and training presentations start with something attention-getting, or do you ‘ease into’ your presentation with banal comments like ‘I’ll keep this short’ or ‘we’ve got a lot to cover’. Stop being banal and get creative with your opening (we practice this in my Instructor Development Workshop and I teach this in The Ultimate Real Estate Trainer’s Guide).

• Take your presentation apart and rebuild it with new elements.

You know the great ballad Yesterday (see, you’re humming it in your head!). But, did you know McCartney originally sang it with just acoustic guitar accompaniment? Martin added a string quartet, and that’s how that mellow, full, ethereal sound was created. Have you gone outside your comfort zone with your presentations? Have you gotten some coaching to polish and improve?

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• Think outside the box—for a change.

Martin took his classical music background and added Souza marches and a calliope to Sgt. Pepper’s. But, he didn’t just add them—he cut the tapes in pieces, turned them upside down, and switched the phrases to provide a somewhat chaotic, yet captivating music. Are you thinking outside the box? What have you done for the first time this year? What have you done differently? How are you keeping your business fresh and exciting?

• No one succeeds alone.

As you can see from these examples, Martin’s genius and the Beatles’ creativity resulted in something that had never been heard before—and will never be replicated again. But, what would they have been without each other? The Beatles would have been just another English rock ‘n roll group, and Martin would have been just another successful record producer. They melded their talents and were both flexible and adventuresome in trying new approaches. Who’s your partner in success? Real estate agents like to think they do it all on their own. But, studies show that virtually no one succeeds alone. Yes, someone may be the ‘front man’ (or woman), but there’s a partner behind the scenes, making everything better.

Remember to thank that partner now and then. It could be your manager, the owner, a trainer, a coach—or your family. Now, take these five life lessons to make your real estate career even more spectacular! Copyright ©, 2016 Carla Cross. All rights reserved.

Carla Cross, CRB, MA, is an international speaker, writer, and coach, specializing in real estate management. Her Leadership Mastery Coaching program is unique in the industry. A National REALTOR® Educator of the Year, Carla was recently named one of the 50 most influential women in real estate. Join Carla’s Community and receive special offers and free resources. Contact Carla at 425-392-6914 or http://www.carlacross.com. Top Agent Magazine

DOMINIC LABRIOLA & TARA HOTCHKIS With charisma, determination, and extensive knowledge, Dominic Labriola and Tara Hotchkis have become a dynamic duo. The two started their real estate careers separately about 13 years ago. For Dominic, it was the construction side that first caught his interest. “My dad is a general contractor, so I started tagging along with him to job sites when I was ten years old, learning everything about how to design and build homes” he explains. “When I was 19, I became his project manager, and ultimately got my real estate license to sell the homes that we were building.” He had a natural talent for it, and decided to make it his full-time career. Throughout the following years, Dominic honed his skills in the field, working with top agents and learning as much as he could. Tara’s passion was ignited when she purchased her first condo. She was so excited and inspired by the experience that she immediately pursued a license in real estate and began working. She was Rookie of the Year within the first six months. The two connected five years ago while working at the same boutique brokerage in Beverly Hills. “I knew I wanted to team up with Dom right when I met him,” Tara explained. It wasn’t long before Tara, Dominic, and a few other successful agents were starting a new firm called Mercer Vine. Offering a ‘white glove’ real estate experience, where everything is handled efficiently and professionally, Mercer Vine takes the stress out of buying or selling a property. Working as the Labriola Hotchkis Team under the brokerage, Dominic and Tara focus heavily on Bel Air, Holmby Hills, Beverly Hills, West Hollywood, and Downtown Los Angeles. But with nearly 40 agents in their office, there is an expert for every area of town. In just two years, the company has made amazing strides, recently representing the sale of the third highest priced sold property in Los Angeles ($90 million). While their team is solidly-built and

well-connected, those aren’t the only reasons for their success. “We stand out because we focus on the relationships, we want to be a friend and trusted advisor,” Dominic explains. “We want to guide them from start to finish, taking the fear out of it for them.” It is this superior treatment and client-first mentality that contributes to their growth most of all. “It really makes a big impact on them, and that’s why they send friends and family to us, that’s why they return to us.” Working with the Labriola Hotchkis Team means receiving service one would expect from a five-star hotel, in addition to high-end marketing and advertising. “It’s really a hand-crafted experience, tailored to the client and property,” Dominic says. “We’re not using templates, everything we create to market our properties is bespoke and custom-tailored around the property.” When Dominic and Tara aren’t working, they’re participating in their favorite organizations and hobbies. A true art lover, Tara is a philanthropist and avid supporter of LACMA, MOCA, PS Arts and Young Literati. Tara is the co-owner of Hotchkis Gallery in Downtown Los Angeles, which specializes in emerging contemporary artists. Tara also loves to travel and explore the world’s architecture. Dominic has raised thousands of dollars and run multiple marathons for the Leukemia and Lymphoma Society. He also created and hosts a radio show called Real Shift Radio, featuring inspirational interviews with people who have overcome obstacles and hardships to find success and life balance. Both Dominic and Tara agree that it’s the people that make this business a dream career. “We love that we get to share a special experience with them, it’s an honor to earn their trust and help them.” The future looks bright for this pair, and they can’t wait to see what happens next. “Everything we’ve done from the very beginning is to prepare for what we’re doing now. It’s so exciting to be here.”

For more information about Dominic and Tara, call 323-746-4554 or email LHspaces@mercervine.com 32

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. Top Agent Magazine

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. Top Agent Magazine

CYNTHIA LIPPERT After leaving Corporate America in 1989 as a young mom, Cynthia Lippert quickly discovered she was not made for staying home. She laughs when remembering that she thought real estate would be an “interesting” career. During her first year at an Atlanta-area brokerage, she won rookie of the year, launching an enterprising path of innovation and advocacy for the industry. “Real estate isn’t about houses,” Cynthia says. “It’s about global, national and local economies. It’s the American Dream and goes hand-in-hand with our jobs and lives.” She speaks from a position of authority, given her experience. A consummate entrepreneur, Cynthia has been a market leader, a broker and mentor to hundreds of agents. After initial success in real estate sales, Cynthia enjoyed several years as a relocations director, licensed real estate instructor and later as a broker for Keller Williams, where she opened, built or relaunched several branches. Returning to her sales roots in 2011, she co-founded Two Hummingbirds Real Estate Group within the Atlanta brokerage, Engel & Völkers. Although she gained access to the public affairs and commercial sides of the business while working as a relocation expert, broker, teacher and consultant, Cynthia knew she was missing something. “With Two Hummingbirds, I made the decision go back to selling,” she says. “I’m glad I did.” Much had changed in the intervening years. While Cynthia was helping brokerages succeed even thrive during global market fluctuations, technology changed. “Being on the ground now since 2011, I’ve come full circle with big-picture knowledge of real estate.” With Two Hummingbirds, Cynthia delivers exceptional client experiences by following systems that work for buyers and sellers. Those systems differentiate her team. Marketing home listings, for instance, needs not be complex to be effective. With Cynthia’s approach, most of the work happens up front, including educating the client on pricing and market conditions. “Repairs are completed and the home is its best possible condition before staging and high-end photography,” she says, noting that all MLS details must be accurate from the start. She then confirms the listing syndicates properly and that top-quality signage is in place before using various forms of technology, including syndicated smart-links from her photographer. Two agent advisors are assigned to each transaction to ensure adequate coverage. “Our Contract to 36

Close systems are some of the best in the industry, allowing clients a stress-free experience,” says Cynthia. Systems are so important that Cynthia recently hired a systems specialist to continually analyze and improve processes. “She’s also our social media marketing genius who will take us to the next level,” says Cynthia, whose goal is to position Two Hummingbirds in the top 5 most memorable brands in the Atlanta area. Beyond systems, Cynthia believes that understanding others is what drives real estate success. “We need to learn as quickly as possible who people are as individuals and tailor strategies for them,” says Cynthia, an Atlanta area native who can comfortably serve clients in any corner of the market. “For example, I would prefer someone not buy a house than buy the wrong house or put themselves in a bad position financially.” She enjoys counseling buyers, sellers and REALTORS®, even when she’s not part of their transactions. This willingness to help contributes to the fact that she sources 100% of her business from her 225-member personal database. Someone as well connected and passionate about real estate as Cynthia is can make a genuine difference in the industry. She holds several leadership roles with the Atlanta REALTORS® Association (ARA) and the Georgia Institute of Real Estate. “I have taught and consulted for so long that agents regularly approach me for advice,” she says. “I always make myself available.” Doing so is one of many ways she gives of herself. In addition, when not spending time with her husband, seven grown children and three grandchildren, Cynthia supports nonprofits such as Children’s Healthcare of Atlanta, Habitat for Humanity and Special Olympics on behalf of the ABA and Engel & Völkers. “The balanced life idea has never been my thing!” she says while listing her endeavors. “I love to work!” Future plans include pursing higher roles with the ARA and helping expand the Engel & Völkers brand in the East Cobb area. They could have no better advocate. “They are an amazing, high-minded, agent-centric company,” says Cynthia.

To learn more about Cynthia Lippert, visit cynthialippert.evusa.com/en, email cynthia@twohummingbirds.com or call 678.907.1767 www.

Jon Bodan is proud to congratulate

on being featured for the state of Georgia in Top Agent Magazine!

Jon Bodan | President | The Perpetual Financial Group, Inc. 770-972-4955 Office | 770-972-6336 Facsimile jon.bodan@theperpetual.com theperpetual.com www.

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SHANNON MARTI “I’ve always been a people person,” Shannon Marti explains, while discussing her passion for real estate. Her love of people is what led her to start a career as a Realtor in 2008, after working as an executive senior sales director for Mary Kay Cosmetics for 18 years. At first, she worked for a small real estate agency, helping them recruit agents. But soon, she got the ‘bug’ and became licensed in 2008, working mostly with short sales and foreclosures. Shannon hasn’t looked back since, and at this point, she can’t imagine herself in any other career path. She currently works with Keller Williams Preferred Realty, serving Lake Minnetonka, Prior Lake, Burnsville, Lakeville, Eden Prairie and surrounding areas. A member of the Institute of Luxury Home Marketing, she now specializes in luxury buyers ranging from lake homes to small horse properties and first time home buyers. While Shannon’s clients are her number one priority, she also places importance upon building relationships with other agents. “I strive to maintain relationships with other agents, it’s just the way I run my business,” she explains. Shannon also makes sure to connect with others in the industry who can help her clients, like lenders, inspectors and title providers. “I pride myself on outstanding service and follow through. I choose my preferred partners with those same standards,” she says. When working with Shannon, clients can rest assured that all of their real estate needs are covered, as she and her partners go above and beyond their expectations. About 90 percent of Shannon’s clients are referrals or repeat customers, which stands as proof that she

keeps them happy. Part of the reason she has so many long-term clients is because she truly focuses on building a future with them. “I want a good relationship with them, it’s not just a one-time transaction,” she explains. In fact, many of her clients become friends afterwards, as they feel a genuine connection with Shannon. “It’s all about the level of service they receive from myself and from my referral partners. I always tell them that I don’t want it to be a one-time transaction, I want to be their go-to person for any real estate needs they might have in the future,” she explains. All of Shannon’s clients receive regular contact from her through monthly calls, emails, birthday cards and client appreciation events. She plans on starting a newsletter to keep them updated on any new happenings in their neighborhood. And while her main priority is building her business, she is also involved in the community. She is part of the Agent Leadership Council at Keller Williams, Feed My Starving Children, Hope for Justice and the Minnesota Federated Humane Society. When Shannon isn’t working or volunteering, she spends time engaging her second passion in life: horses. The future looks bright for Shannon, as she plans on expanding and building a team. Eventually, she’d like to get involved in Mega Agent Expansion, which is a new segment of Keller Williams. No matter how much she grows, she will never forget the reason she entered the business in the first place. “I just love the people and the relationship building I get to do. Helping them achieve home ownership is so rewarding.”

For more information about Shannon Marti of Keller Williams, please email smarti0418@gmail.com or call 952-356-6163 38

Why Millennials Are Now the Hottest Segment of the Buyers Market

and How You Can Attract Them to Your Home There are many factors when it comes to knowing how to sell your home to the Millennial generation. Millennials are becoming an important part of the buyer market, and to fail to cater to their needs will cut you off from a large and important segment. But, why have Millennials all of a sudden become interested in buying houses when they were perfectly content to rent for the rest of their lives? Top Agent Magazine

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A number of factors contribute to what has recently made Millennials the hottest segment of the Buyers market. One factor is the improved job outlook for Millennials. Millennials took a serious blow during the recession. Unemployment in this group soared to 14 percent, compared to the 9.6 percent for the population as a whole. But, in recent years that number has been decreasing, with unemployment for Millennials being 9.3 percent this past year. Rising rents are also contributing to making Millennials more interested in purchasing homes now. Rents have risen so much that buying a home now just makes more sense. Half of all renters spend more than 30 percent of their income on housing. Millennials are becoming increasingly stressed over the constantly increasing financial obligation to something that isnâ&#x20AC;&#x2122;t even theirs to own. The near-historic low mortgage rates are luring Millennials towards purchasing a home with their promise of affordability. When compared with the skyrocketing rental rates, buying a house looks even more enticing. Another factor helping Millennials get over the hump of purchasing a house is the lower down payment requirements. Fannie Mae and Freddie Mac are now offering new loan programs that require as little as a 3 percent down payment. This may just be the last push the Millennials needed to turn toward buying a home rather than rent. So, now that weâ&#x20AC;&#x2122;ve established that Millennials are finally joining the Buyers market, the next thing that it is important to understand is what exactly Millennials are looking for in a home. What kind of floorplans do they prefer? What locations are they interested in? Here are some of the essentials that Millennials are looking for in a home: â&#x20AC;˘ Updated Kitchens and Baths: Almost everyone wants to buy a

home with new kitchen and bath fixtures, but this is especially true for Millennials Buyers. Millennials are going to spend most of their savings on the down payment and furnishings, leaving little room to update the Kitchen and Bath, which are also the most expensive parts of a home to

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update. Millennials who are on a budget simply won’t have the money to sink into those areas. An updated Kitchen and Bath is sure to bring in a younger crowd. • Big Kitchen with Open Floor Plan: For Millennials, the kitchen has

become the room where they hangout in addition to the family room. This is why having an open space that can transition easily from the kitchen to the TV room is high on the list of things Millennials are looking for in a home. Along a similar vein, Millennials are attracted to an open floor plan rather than one that compartmentalizes the home. This has to do with how Millennials entertain. Millennials want their guests to flow through the rooms and mingle together, rather than be sectioned off in different rooms.

• Home Office: More than 13 million Americans now work from home,

and if you look at the trend, that number is only going to increase as the time goes on. With technology steadily increasing, more Millennials than ever have the flexibility to work from home. But, the home office isn’t just for someone working from home full time. Having a separate space dedicated to work helps people concentrate and focus on work while they are at home. They can separate themselves from the activities going on around the house and have a quiet space where they can set up their workday, plan a presentation, hold a meeting on Skype, or even pay bills.

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• Less Maintenance: Many Millennials work different schedules that

don’t conform to the 9 to 5 workday, as well as full social calendars. This doesn’t leave them much time to clean a big house. Lawn services and low-maintenance front yards are particularly appealing, as they take less responsibility to still keep the curb appeal high.

• Energy-Efficient Appliances: Millennials have been educated on

keeping the Earth clean from the time they were born. They want to do their part to help the environment and appreciate the long-term cost savings that come with it. Energy-efficient appliances and greener ways to heat and cool the home might end up being the tipping point that makes them choose one house over another.

• Hardwood Floors: Millennials don’t have the time or patience to clean

dirty carpets, especially those that own pets. Hardwood and laminate flooring is easy to mop up if there’s been a mess. The more time they can conserve, the better.

• Good Location: Millennial buyers are looking for homes that are in

proximity to public transportation and have a good walking score. Young Millennial buyers without children are more likely to want a location closer to the action of the city, while Millennials with children would prefer more residential areas.

• Technology: Technology rules the Millennial’s life. They do work on

their computers through an Internet connection and solely use cellphones for communication. They are going to ask about how strong the cell service is and about the Internet service provider. While these amenities are out of the seller’s hands, Millennials are still going to ask these questions, and you will need to know how to answer them.

Knowing what Millennials are looking for in a home will ultimately help you make the necessary changes that will attract these buyers to your home. Since they are the a serious segment of the market now, updating your home to fit their needs will lead to more buyers and better offers. So, get with the times and embrace the Millennial buyer. 42

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SHARON MARTIN going to go through a lot of things and that there might be bumps in the road, but we’ll get past them. I then tell them to envision me handing them the key to what might be the biggest investment of their lives.”

Top Agent Sharon Martin of Windermere Homes & Estates in San Diego is a classically trained musician with a Master’s degree in Music from San Diego State University. Small wonder, then, that listening is one of the primary attributes that has led to her success in the highly competitive real estate world. Sharon was working in the secretarial field when she and her husband bought their first house in 1993. Having struck up a good rapport with their realtor, and finding the entire process fascinating, she began to think about possibly entering the field herself. Not long after, while walking past a Century 21 office, she noticed a sign in the window offering real estate training. It seemed like a sign, quite literally, and she signed up. Though she never worked for Century 21, she was grateful for the training and obtained her license later that same year. Currently working solo, Sharon services the I-15 corridor, covering most of the county but primarily from Mission Valley all the way up to Escondido.

What Sharon likes most about selling real estate, she says, is the basic human interaction of being able to help people. “I always hope that at the end of the day, I’ve helped someone sell their most important asset or buy their first home, or make a change in their life. I feel like I’m there to listen and to treat people the way they want to be treated. I will listen, I will hold my client’s hand, whatever is necessary to ease them through the transaction,” she says. When she’s not selling properties, Sharon enjoys spending time with her husband and their two boys, aged 18 and 12, and playing music. “Everyone in my family is a musician,” she says. She plays in orchestras and teaches clarinet, saxophone and piano privately. “The kids and the music take up most of my free time,” she laughs, “so there’s not a lot of time for anything else.” As for the future, Sharon has no immediate plans to expand her business, but rather to continue to give her full attention to each and every buyer and seller, by focusing on what she’s doing better than most: listening to her clients’ needs.

When asked what sets her apart from her peers, Sharon does not have to take time to think about the answer. “Listening,” she says. “I think that I’m truly patient, and that I listen carefully to my buyers and sellers. It’s important to me to figure out what they want. I want to make sure that we have a plan in place before we sign any paperwork.” Her concern for her clients transcends standard norms in the real estate world. “With my sellers, I really want to make sure they have some place to go after the sale. With my buyers, I want to make sure they really understand what’s out there, that they’re buying something they can afford,” says Sharon. This level of customer care and service has resulted in a rate of repeat and referral business of almost 95%. Sharon has a particular affinity for first-time buyers, though she strives to make the experience as painless as possible for all her clients. Honesty in communication is paramount to her: “I always start off by saying, ‘let’s begin with the end in mind’ and tell them upfront how escrow is a lot of paperwork, and details and inspections. I want them knowing up front that they’re Top Agent Magazine

To learn more about Sharon Martin of Windermere Homes and Estates, email SharonSellsSanDiego@gmail.com or call 858-212-7681 Copyright Top Agent Magazine 43

Would You Like Fries With That? By John Boe

While you may not have recognized it, the last time you ordered from a fast food restaurant or went to the post office, there is a good chance you experienced some type of cross-selling or up selling. Cross-selling and up selling are well-established and highly effective marketing practices utilized by a wide variety of industries. Shortsighted salespeople are often quick to suggest that customers get irritated by attempts to cross-sell products and perceive cross-selling as an aggressive sales technique. Interestingly enough, consumer research indicates that the reverse is true. The majority of consumers surveyed actually preferred a full range of products and services and appreciate the convenience that is provided through a comprehensive cross-selling approach. Top producing sales reps and progressive companies understand the power of crossselling and recognize it as a critical component for promoting both customer retention and revenue growth. What is cross-selling? Cross-selling is nothing more than a proactive, ongoing sales process designed to provide your customers with a full spectrum of your companyâ&#x20AC;&#x2122;s products and services. Not surprisingly, two of the key elements that drive effective cross-selling and up selling are trust and convenience. 44

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Your customersâ&#x20AC;&#x2122; trust in your company can be converted into additional sales that are not directly related to their existing products. The good news about the cross-selling and up selling process is that itâ&#x20AC;&#x2122;s one of the most profitable and least risky endeavors a sales rep can undertake. It pays to cross-sell and up sell, because when you go the extra mile and provide information about additional products to your customers, you are financially rewarded for helping them make a more informed buying decision.

The first exposure I had to cross-selling and up selling was as a teenager in high school working part-time at McDonalds during my summer vacation. Looking back on my brief tenure at the restaurant, I can still hear my managerâ&#x20AC;&#x2122;s daily refrain; be polite, keep the counter clean, and always ask the customers if they would like some fries with their meal. Top Agent Magazine

A couple of years later while attending college, I took a part-time job selling shoes at the mall. I was paid an hourly wage to sell the shoes, but I received a commission whenever I sold any accessory items such as shoe polish, socks, or purses. This was my first taste of commission-based sales and I took to cross-selling and up selling like a duck to water. After I had sold a woman a pair of new shoes, I would routinely hand her a bottle of leather cleaner and a purse to match the shoes. As a college student, the extra money I was able to make from cross-selling and up selling additional products was like manna from heaven. The best place to introduce your customer to the concept of cross-selling and up selling is during your initial needs analysis meeting. Unfortunately, many salespeople fail to take the time to conduct a thorough needs analysis and as a result, do not uncover potential products and services that would be of benefit to their customers. The key to effective cross-selling and up selling is all about guided self-discovery. Through a series of thought provoking, open-ended questions, successful sales reps help their customers identify the products and services that they require. Developing a systematic approach to cross-selling and up selling enhances the customer’s buying experience and brings in additional revenue with relatively low expense and effort. As you prepare for your next sales appointment, I challenge you to look for cross-selling and up selling opportunities that you can incorporate into your presentation. Sales reps who fail to effectively cross-sell and up sell products actually do a disservice to their customers and leave the back door open to their competitors! “The sad truth is that most salespeople forget to cross-sell their products and services. This is a big mistake, because cross-selling gives customers more options and is a good way for a sales rep to make additional income.” – Don Roberts Copyright ©, 2016 John Boe. All rights reserved.

John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions. John is a nationally recognized sales trainer and business motivational speaker with an impeccable track record in the meeting industry. To have John speak at your next event, visit www.johnboe.com or call 937-299-9001. Free Newsletter available on website. 46

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SUZY OSUM If you are looking to buy or sell a home in Milwaukee and Waukesha Counties or the surrounding areas, you couldn’t pick a more trusted or respected Realtor® than Suzy Osum. Licensed since 1992, Suzy is an award-winning Realtor® well known for her top notch customer service, something she has been recognized for as a FIVE STAR Best-in-Client Satisfaction Real Estate Agent Award by Milwaukee Magazine for the past nine years. Currently with Wisconsin’s premier real estate agency, Shorewest Realtors, Suzy has built her reputation on always putting her clients’ needs first. “That all starts with listening to your clients from the start and really understanding what their needs and goals are, only then can I help them find their dream home or sell their home for the best price in the least amount of time. I work incredibly hard to get my clients the outcome they desire. I offer constant honest communication and my clients really like that.” Suzy’s high percentage of repeat and referral business is perhaps the best proof that her approach to sales pays off. Suzy excels in all types of transactions, her experience moving numerous times with the Air Force has given her an in-depth knowledge about the relocation process, a particular niche she specializes in. Suzy has many designations and certifications and she is always adding more to offer her clients the best possible experience.

am able to offer great advice to clients at our first meeting. I advise them on what they need to do to get their house in the best possible shape to sell. All of my listings have professional photographs, video tours and aerial drone pictures. We have a large social media presence so when I’ve created images and videos displaying your home at it’s best, I can prominently feature it everywhere.” Suzy is actively involved in her community and is always looking for ways to give back. Sometimes those opportunities can come in unexpected ways, but Suzy is always ready to lend a helping hand. “I recently discovered a renter in need at a property I was showing. I used my professional network to raise money to buy food and other things she needed. It was just great to see everyone pitch in to make a family’s life a little better.” Suzy is also a member of Therapy Dogs International (TDI) and visits Rogers Memorial Hospital 2-3 times a month with her Standard Poodle, Disco, a certified Therapy Dog. Suzy couldn’t be more thrilled with her business, something that allows her to do what she loves to do most. “This business is all about building and maintaining relationships. Whether it’s a client or mentoring a new agent, I’m grateful for the opportunity to help.”

Another unique service Suzy offers her clients is that she is a certified stager. “Although I often hire a professional stager, I

Selling homes at a record pace.

To learn more about Suzy Osum call 414-915-8908 or email SOsum@Shorewest.com, website: SuzyOsum.Shorewest.com www.

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CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 48

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

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Talk About Your Philanthropic Activities

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

Your Local Community

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

Use Your Creativity to Connect

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

Share Your Hobbies

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

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

Divulge Interesting Experiences

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

What and Who Inspires You

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

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

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DEBBIE WOLD After selling her ranch, Debbie Wold quickly knew she wanted to enter the real estate industry. “I had a great experience with an agent who is a good friend of mine, and my mother was an agent as well. I never thought I wanted to do it, because I was always looking at it from the other side of the fence,” she explains. “But when I became the customer, everything changed.” She left a successful career working for a Fortune 500 company and earned her real estate license in 2010. Although she entered the industry during the downturn of the market, she hit the ground running. Today, she’s with Exit Realty Pro, serving all of rural east Texas. She recently obtained her Pricing Strategy Adviser certification. “It is another way I’m setting myself apart from the pack by helping my buyers and sellers know that their listing or purchase is on target,” she explains. Over the years, she has also set herself apart from others by incorporating her own personal mantra into her work. “I took the money out of it, and just set out to change as many lives as possible for the better,” she says. Debbie wanted to give the same superior service she received when she sold her property. By taking the finances out of the equation, she is able to focus solely on getting her clients towards their goals and making them happy. “It isn’t about my commission. It’s about getting them where they need to be,” Debbie explains. Practicing patience and kindness, she guides her buyers and sellers throughout the process. She never rushes them to make a decision, as she understands how important this transaction is. And at the end of the day, all that matters is everyone is satisfied, including the Realtor on the other side of the deal. “I want everyone happy, and I want that other agent thinking ‘Next time I cross Debbie’s path, it’s going to go smoothly,’” she says.

Abiding by the Golden Rule of treating others the way she would want to be treated seems to be paying off for Debbie. Clients refer her to everyone they know needing real estate assistance, and they are not shy about expressing their gratitude for her work. One recent buyer said, “Debbie Wold sold us our new home. She negotiated so well and worked so hard for our best interest that we are currently having her sell our cottage. I have never had a Realtor put so much energy into selling a house on both ends no matter what the price of the home is. We cannot express how great a Realtor she is. We have sold and bought homes since the early 70’s in various areas of the country and no one has matched Debbie Wold.” Offering unparalleled marketing services, Debbie is able to get listings sold quickly and for top dollar. She belongs to three MLS’s where she posts her listings, and also maintains a large online presence. Debbie hires a professional photographer and videographer to capture the true beauty of each property. “It’s an added expense for me, but I want them standing out,” she says. Combined with her level of expertise, one cannot go wrong when choosing to work with Debbie. “We’re seeing an increase on the for sale by owner market in our area. But I would like people to know, it’s hard to market by yourself and negotiate on your own,” she explains. When Debbie has free-time, she is spending it with her two adult children who recently returned from serving in the United States Army, or she’s with her horses. And as she continues to grow her business, she will never lose sight of why she loves her job. “It’s about changing lives and impacting people in a positive way. The journey is so rewarding.”

For more information about Debbie Wold, please call 469-595-1752 or email dwold61@gmail.com Top Agent Magazine

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