Nationwide 2-26-17 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

PHYLLIS CALIANESE

KAREN W. COOPER

ROBIN FINK

JASON DURAJ

STEPHANIE HOGENMILLER

CHRISTIAN KREITZ

MINDY OBERHARDT

RHONDA OVERBERG

PARKER PEMBERTON

MARIA PROVENZANO

MELISSA ROBBINS STARKEY

DYRON TAYLOR

BRADLEY THOMPSON

KRISTY TOSCZAK

NATIONWIDE EDITION

MARIA MARIA PROVENZANO PROVENZANO

KAREN W. COOPER

KRISTY TOSCZAK

JASON DURAJ

PHYLLIS CALIANESE

STEPHANIE HOGENMILLER

ROBIN FINK

CONTENTS 4) 5 TIPS TO GET NEW CLIENTS 9) IS STARTING A TEAM THE RIGHT SOLUTION FOR YOUR BUSINESS? 15) LIVING ON COMMISSION

18) CREATIVE WAYS TO SAY THANK YOU

25) YOUR SECRET PRESENTATION WEAPON

21) REACHING THE MILLENNIAL MARKET THROUGH SOCIAL MEDIA

29) MARKETING LESSONS FROM STEVE JOBS

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

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CHRISTIAN KREITZ

MINDY OBERHARDT

PARKER PEMBERTON

33) GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU

MELISSA ROBBINS STARKEY

RHONDA OVERBERG

DYRON TAYLOR

37) WHY FLEXIBILITY HURTS (NOT HELPS) YOUR ABILITY TO CLOSE SALES DEALS

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

BRADLEY THOMPSON

41) SHUT UP AND SELL

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business. Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 4

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base. Top Agent Magazine

Become a referral partner with industry peers

Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set. You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again. It will not only sharpen your sales skills, but could generate a lot more business. People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even Top Agent Magazine

with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do. 5

Partner up with a Relocation Company

Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®. The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest. Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property. Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills. Take on properties they haven’t been able to sell. You can even offer to throw an open

Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much

house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell. Top Agent Magazine

MARIA PROVENZANO

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MARIA PROVENZANO For over 16 years, Maria Provenzano has been one of the most highly respected Realtors® serving the lucrative Southern California marketplace. She is currently with The Regal Agency, one of the area’s premier boutique brokerages, where she’s a part of one of their top producing teams, serving the San Fernando Valley and Greater Los Angeles. The key to Maria’s success has been her ability to build strong relationships with her clients through constant communication and a personal approach to sales. “I’m always told that I’m not a pushy agent and that’s really nice to know. I really try and connect with my clients on a personal level. I am very candid and honest and operate my business with a high level of integrity. They aren’t just a sale to me. I treat them like I would family, I’m looking out for their best interests and I think that’s what not only keeps them coming back, but referring me to their friends and family as well.” Maria’s approach has earned her a remarkable 90% repeat and referral business rate. Another advantage Maria offers her clients is an extensive background in the mortgage industry. “I used to underwrite and process loans, so I’m well-versed in the loan aspect of the business. This has been a really enormous help to my clients, since most people aren’t paying cash for their home and the loan process can be intimidating. It makes the whole process much more seamless and therefore more stress free. Which is always my goal.”

Maria is also a skilled marketer, and is dedicated to getting her listings sold for top dollar, by getting them seen by as many people as possible. “I do it all. Every listing gets its own website and is on all internet platforms. I also do door knocking and open houses. I just pursue every avenue I can to make sure we find the right buyer.” Maria believes strongly in giving back and is an active supporter of several charities, as well as being involved with NAHREP, the National Association of Hispanic Real Estate Professionals, since 2010. “They are the largest minority trade group in real estate and I’m really honored to be a part of it. They have become a really influential voice as far as real estate legislation goes, and have a mission to not only grow Hispanic home ownership, but to empower the real estate professionals that serve them. I started as a Chapter Secretary, then moved into Public Relations, and in 2014, I became a Chapter President. I was involved in community outreach with NAHREP, in addition to being an advocate. I traveled and met with our local representatives and state legislatures regarding topics that affect the industry in our market.” In her free time, Maria enjoys spending time with her 6-month old baby girl Alaïa and her daughter Emma. She also enjoys hiking, horseback riding and traveling. Maria couldn’t be happier with her career, and would like to continue seeing it grow, so she can provide more people the high level of service that she has built her reputation on. ”Not many people can say they love what they do, and I honestly can. I’m very grateful for that. Giving my clients the happy ending they want and deserve, truly means the world to me.”

To learn more about Maria Provenzano call 818.442.4183, email maria@mariaprovenzano.net, or visit mariaprovenzano.net www,

Is Starting a Team the Right Solution for your Business? You’ve started your own real estate business and after a slow start, you’ve found your footing and business has really taken off. Sounds great, doesn’t it? Until maybe you’re getting more business than you can handle. After all, you don’t want to sacrifice service for more listings. The top-notch level of service you offer is probably what created your boom in Top Agent Magazine

business in the first place, so you don’t want to compromise that. But, at the same down, you don’t want to turn down business either. It’s at this point, a lot of Realtors® consider starting a team. But, how do you know if that’s the right call for you? Here are a few questions you might want to ask yourself to help make your decision. 9

The top-notch level of service you offer is probably what created your boom in business in the first place, so you don’t want to compromise that.

CAN YOU AFFORD IT? First things first, are you really making enough money to warrant hiring help? One of the key things to think about is your ability to generate leads. Are you so busy with your existing contracts, that you have no spare time to generate more business? Then, it might be time to consider your options. Figure out the time you’ll be afforded to generate more business, how many more transactions that will lead

to, and then see if that pays for the assistant’s wages. That should help you easily see if it’s worth the investment. If it’s on the border, you may still want to go for it if you have a lot of confidence in the market and your ability to bring in business. If you’re not quite there yet though, it might be a good idea to look into a virtual assistant until your business is ready to expand.

ARE YOU READY TO BE A TEAM LEADER? Or in other words, how comfortable are you delegating tasks and responsibilities? For some agents, they need to be actively involved in every step of the process. Being a team leader is not only about being able to delegate, it’s about mentoring and guiding your team as well. Not only do you have to help them serve the team

better, you need to look at yourself honestly too, constantly evaluating what you can do better. It’s also your job to set up systems and operations, that are constantly refined with the feedback of your team members. Clear and constant communication is key with your clients as well as your team.

CAN YOU FIND PEOPLE WHO SHARE YOUR VISION? Of course, the above two points are moot, if you’re unable to find people that you trust and that share your business’ philosophy. Having a supportive and professional team culture is instrumental in a team’s success. These are people you will be working with closely for long hours so you not only need to trust in their expertise and professionalism, you want to find people with a positive attitude. You will all be relying on each other to create seamless trans10

actions in sometimes stressful circumstances. Having the right team spirit, so to speak, is what will help your business and team grow. The ultimate goal of a team is to have thriving careers for everyone on board. So, if you want to see your business grow maybe a team is right for you. It may even give you a little free time for a personal life. We can all dream, can’t we? Top Agent Magazine

KIRSTY TOSCZAK Top Agent Magazine

KIRSTY TOSCZAK While Kirsty Tosczak was training to be a pilot, she broke a bone, and was unable to continue her education. But it turns out, this accident was exactly what led her to her dream career. “I thought about real estate before, and at that time I had the chance to explore it,” Kirsty explains. Today, she works solo at Royal LePage Sussex, serving Sechelt, Gibsons and surrounding areas in British Columbia. Her business is made up of 50% repeat clients, 40% referrals and 10% new. She continues to grow with each passing year, and is excited to see where the future will take her. “I go above and beyond, and I always do the unexpected,” Kirsty explains. “I always have a client saying ‘Wow, I didn’t expect that.’” Kirsty understands the seriousness of the transaction, and wants to do everything possible to ensure the process is smooth and easy for her clients. If an issue comes up, she will go the extra mile to dissect it and work through it. And at every step of the way, Kirsty is guiding her clients, informing them about what to expect. She takes the time to truly understand their needs, which leads her to be the best advocate for them when they’re selling or buying. “I’m definitely persistent. I won’t stop until I get them what they want,” Kirsty says. “I think of my clients as long term.” By ensuring their happiness and satisfaction with the transaction, she is leaving the door open for them to return when other real estate needs arise.

Aside from Kirsty’s commitment to real estate, she is also involved with the community. She volunteers at her children’s school, local fundraisers, helping local families in need, cancer research and children hospital. She’s also a proud mom of 2 kids, (4 & 7 years old) which helps her to be organized and efficient with time. “They both facilitate me to make my career a success, without them I wouldn’t have the same motivation, and joy to appreciate what I have achieved so far.” Currently, however, much of her time is spent on a new project that will help increase her business. “I have almost doubled my sales every year, and I plan on growing even more through building a website that will connect families and communities on the coast,” Kirsty says. But no matter how large her business becomes, she will always love working in this industry. “I just enjoy connecting the dots, and the variety of work I’m able to do in this area, from land to commercial and everything in between.”

“I’m not looking to just close, I want to build lifelong relationships with them.” Afterwards, her buyers and sellers leave glowing testimonials about her, wanting to spread the word about their time together. One recent buyer said, “My wife and I were absolutely blown away by Kirsty’s professionalism, preparation and grasp of the market. Having worked with good Realtors prior, Kirsty’s due diligence and service goes far, far beyond standard practice and provides the buyer with the utmost confidence in purchasing a home. A wonderful negotiator but even better person, I would hope that every homebuyer has the extraordinary experience of working with Kirsty.” Another client raved, “This amazing lady understands marketing at a very high level and knows just how to utilize her knowledge and talents. Doubt you could find anyone better.” When it comes to marketing, Kirsty tailors her marketing to emphasize the selling feature of each home, then blasts it on Social Media to instantly reach far and wide. “Locally I reach our local community through the local newspapers, magazines and hotspots where locals & tourist will often gather.” 12

For more information about Kirsty Tosczak of Royal LePage Sussex, please call 604-741-3291 or email sold@ktsold.ca Copyright Top Agent Magazine

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PHYLLIS CALIANESE When a profession combines a person’s greatest passions and skills, success and happiness are inevitable. Phyllis Calianese might have enjoyed entering real estate earlier than she did, but her 15 years managing teams and pioneering IT development programs at Fortune 100 companies helped her hit the ground running as a REALTOR® in 2012. Her well-honed negotiation, leadership and organizational skills are much of the reason she earns top rankings as a luxury agent with Keller Williams Village Square Realty, Ridgewood office of Northern N.J., Bergen County.

part of their lives.” After any purchase or sale, she stays in touch, reaching out several times a year. Phyllis makes herself available when people reach out to her for advice or recommendations for local vendors or other concerns. She also holds two special events per year for clients, takes part in community events and supports several nonprofits that benefit youth and teens. By blending her love of people, her interest in homes, her talent for design and her business sense, Phyllis has had the pleasure of specializing in luxury real estate. Her sellers appreciate her meticulous attention to detail before and during the listing and sales process. “I get involved with contractors, arranging for the right people to come in and get the work done so the house is in pristine condition before listing,” she says. “Once it’s on the market, I’m there for the showings.” She stresses the importance of having an educated agent present, especially to communicate the details of large luxury homes that may have unique backstories or unique upgrades. She also produces marketing materials that paint the full picture of a home. When under contract, Phyllis expedites the escrow process by remaining closely involved with inspectors, attorneys and even the town as needed. “Many clients give me the keys and say ‘Just do whatever needs doing!’”

Phyllis is at least as equally propelled by her passion for homes as by her business savvy. “My longtime fascination with homes pushed me into real estate after I took a few years off from my corporate job to be with my children,” says Phyllis. “I had already redone three of my own properties. So I followed my love when I went back to work.” She won her first listing within a few months of earning her license, had a Silver Award by the end of her first year, and is now a Gold Award winner. “I keep deals together,” says Phyllis, whose client testimonials magnify that statement, painting her as a warrior for their best interests. One client explains how Phyllis proclaimed, ‘Let’s make it happen!’ when the seller was faced with a difficult buyer during negotiations. She made it happen; in only three months, the client listed their home with Phyllis, sold it and closed on their new home. Buyers, too, value her attention and her willingness to work with them patiently to find the best home in the best area for their needs.

Phyllis holds herself to such high standards that when the time comes to expand her team, she will seek people who can match her belief in remaining fully focused on clients’ needs. Meanwhile, as she formulates plans for the future, Phyllis also takes care of herself. “I love traveling with my husband and our children, who are between the ages of 19 and 24, and I make sure I work out as much as I can,” she says. She also maintains her longtime extracurricular activity of interior design. “There’s almost always a major project underway at our house,” she says. At any time, she might be tearing down a wall, redesigning a space or upgrading some finishing touches around the house. Given her eye for style, clients truly benefit from her hobby.

“It’s the camaraderie I love most,” says Phyllis. “Whenever I’m presented with a new client, I’m excited to see their home, to work to get it ready to list, to help them find a new home, and to become

To learn more about Phyllis Calianese, visit phylliscalianese.com / gomobilerealestate.com, email pcalianese@gmail.com or call 201.446.3870 www.

www.

Living On Commission by Linda Brakeall

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

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

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

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

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

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

rights reserved. Top Agent Magazine

KAREN W. COOPER Although she is now one of the most successful agents working in Northern Virginia, Karen Cooper got into the industry by chance. “More than 14 years ago I was working in the pharmaceutical industry. I was laid off and was considering finding a new career path. At the time, I was in the process of buying a home that was ‘for sale by owner,’ and I decided to try selling my home that way. I found out that I really enjoyed it, and thought that maybe this was the career I was meant to do. I decided to give it a try and it truly was a wonderful decision.” Karen currently leads the Platinum Group Real Estate team at Pearson Smith Realty, a team of 16 highly trained professionals that serve the Northern Virginia market. Karen, who is a lifelong resident of Western Loudoun County, specializes in that county and offers her clients an in depth-knowledge that can’t be beat. It’s that high level of experience that has really made Karen one of the most in-demand agents working in her marketplace. “I have taken on so many roles in this industry, including my past years as a managing broker. It allowed me to be a real problem solver which is essential in this business. No two transactions are ever completely alike. I spent more than two years helping other agents get to the next level and was assisting them with any problems they might have encountered. It really honed my problem solving skills. Now I’m even more well-equipped to apply that to my own business.” Karen and her whole team also prioritize relationship building. They don’t want just one transaction, they are looking to make clients for life. “It always blows my mind to hear about agents who don’t care to foster relationships. We always want to be a resource for our clients. When my client needs a house painter or a cleaner, I

want them to think of me. My whole team works together to implement our client care program. We keep in regular contact with past clients by sending them home-related service coupons and have monthly drawings every month where they can win fun prizes. We also hold client appreciation events several times a year, anything we can do to let them know we appreciate them, their referrals and their business.” Karen is primarily a listing agent and she takes a comprehensive approach when it comes to marketing, ensuring that the properties are seen in the best light by the most possible potential buyers. “We hit as many avenues as we can so that the community at large knows the house is on the market. We do a ton of online advertising, social media and print media, as well. Of course the foundation for everything is a high quality, professional presentation. If that isn’t top notch, it doesn’t matter how much you do, the job won’t get done.” Family and community are at the forefront of everything Karen does. A mom of three, she is an active supporter of the local schools and youth sports teams. She is a lifelong member of Lovettsville Volunteer Fire & Rescue, and spent over 10 years as an EMT/Shock Trauma Technician. Karen is also the founder of Empowering Women in Real Estate, a group for women who are in or support the real estate industry, which currently has over 3000 members on Facebook. After just one full year as a team, the Platinum Group Real Estate Team has already surpassed their goal of helping 200 families in 2016, and are looking to reach 350 families in 2017. “What we get to do as Realtors® is so rewarding. I love the challenges of this business. No two days are ever the same and I can truly say I look forward to going to work every day. Not many people can say that.”

To learn more about Karen Cooper call 540.454.0467, email Karen@GoPlatinumGroup.com or visit GoPlatinumGroup.com www.

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Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives. But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend. Top Agent Magazine

JASON DURAJ Top Agent Jason Duraj, of Future Home Realty in Tampa, Florida understands the importance of one-on-one, top notch client service. Assisted by his wife, he is one of the most reputable and successful realtors in the entire Sunshine state. A former mortgage broker who built the second largest mortgage company in the state from the ground up, he prides himself on cutting edge technology and the best customer service in the industry. He is also part of the top 25 Elite Real Estate Agents in Pinellas County. His knowledge of the finance side of the business allows him to help his clients overcome financial obstacles and get them the best mortgage for their money. He also works with some of the best mortgage brokers in the country and considers himself a one-stop-shop that makes closing on a home as easy as 1, 2, 3. With over fifteen years of expertise that is available to all of his grateful clients, Jason prefers to dispense his deep knowledge of the industry in a more personal manner than many of his competitors. “I honestly prefer doing it on a smaller basis,” he says. “My wife and I work as a team, and we try to focus and devote attention towards our clients as opposed to putting that attention towards running a large office. I don’t have a lot of overhead and employees, so my time can be better spent helping my clients and allowing them to benefit from my experience.” Jason has not only embraced the concept of high-tech marketing, he has perfected it with a self-maintained website that would be the envy of any one of his top competitors. As the owner of FloridasBestRealtor.Net, he has turned this website into a virtual one-stop-shopping internet destination. A premiere tool for anyone interested in buying, selling or financing a home, it is also the primary source of Jason’s clientele. “The website has about five thousand individuals who log in on a monthly basis,” he says. “The website allows them to browse through listings in real time,

and it allows customizable searches for each of my clients.” His many satisfied clients have resulted in a business that operates with a 50% rate of referrals. His unparalleled understanding of the local market and available inventory has gone hand-in-hand with his dedication to his clients, and has resulted in glowing reviews. One five-star testimonial on Zillow.com reads: “If you want your realtor to walk in your shoes, understand your needs, successfully negotiate a deal and make for a smooth transaction, Jason Duraj is your only choice for a realtor. I have never worked with someone more proficient, conscientious and impressive as a realtor. He even managed to close on the sale of my house which he listed and the purchase of my new home the very same day.” Jason’s knowledge of the industry works in tandem with the enthusiasm he possesses for what he does. “I’ve got a passion, a zest for this. I love helping individuals purchase the home of their dreams.” He also has a passion for the area in which he sells. “The quality of life here is amazing,” he says. “The fantastic beaches, the low crime and all the cool little towns we have around here have made it a major destination for those baby boomers who are now retiring.” An avid outdoorsman, he also avails himself of the region’s opportunities for hunting, boating, fishing and other outdoor activities. As for the future, Jason and his wife would like to grow their business, but still maintain that one-on-one ethos that has become their hallmark. “I’d like to hire agents to work underneath us,” he says, “people newer to the business who need the help of someone who has been doing this a very long time. We’d like to teach them how to grow themselves, grow their business and to sell homes.” “I’m as excited about this business now as I was the day I started,” he says.

For more information about Jason Duraj, please call 813-992-7771 or email Jason.Duraj@gmail.com Top Agent Magazine

ROBIN FINK Robin Fink has a no holds barred approach to real estate. She keeps it honest with her clients and tells it like it is. This frank assertiveness has gotten her far in an industry that is teeming with competition. “I’m not pushy,” she says. “Instead, I give them my honest opinion based on my 15 years in the industry and my construction knowledge. I don’t like to beat around the bush.” With an over 90 percent repeat and referral business through Keller Williams, this style is definitely working for her and has gained her a reputation with clients for being a person they can count on to be genuine with them. Fink came to the real estate business after a career as a recruiter. Unhappy with office life she quickly got her real estate license and considered commercial real estate for a brief moment. Realizing that residential was more suited to her, she joined Keller Williams in 2002. In her first year, she made Rookie of the Year at the company for the Southeast. “That’s when I knew I needed to stay in this career,” she says. Today, she has a closing coordinator and assistant at her disposal and has developed a business that is thriving in the Buckhead, Smyrna, Brookhaven, and Intown areas of Atlanta. She serves a large portion of the Atlanta region as she is originally from the area and knows the market well there – a trait her clients truly appreciate. Because Fink has a strong knowledge of construction as her father was a builder, she is able to see things in a home that a typical buyer isn’t able to see at first glance. “There’s a lot I can pick up on that the average person wouldn’t even know,” she says. This additional knowledge that Fink has in her back pocket has saved her buyers from making a decision they regret and truly gained her their trust to guide them through the buying process. Fink has a real affinity for buyers and loves to help them find the home they have always been looking for. For sellers, she offers an exceptional marketing plan that helps to ensure their home gets sold quickly. Using an array of electronic techniques that always include professional photography, she is able to market a home to its true potential. ““The most important thing in selling a house is presentation,” she says. “It has to be priced right, look good and have a great agent.” She also enlists a large database of Metro Atlanta agents when listing her properties and uses email and professional print materials to complement a home’s online presence. 20

Giving back is also important to Fink as she donates to several charities each year. One in particular, Beloved, was started by her clients to help women that are sexually exploited. She also gives to dog rescues such as Angels Among Us and You Lucky Dog Rescue and is an owner of three rescue dogs herself. Although Fink is kept busy with her real estate business, she does find time to work out regularly and has recently taken up guitar lessons. She also enjoys spending time with her dogs, seeing live music, and having a nice dinner with friends. Over Fink’s 15 years in the industry her focus on being a top producer continues along with the growth of her business. “I’d ultimately like to grow my business with additional agents to join my team,” she says. “Because of the traffic in Atlanta, I can’t be as spread out as I used to be but having an agent on my team to work the outer lying suburbs would be great.”

For more information about Robin Fink, visit robinfink.net, call 404-271-3491, or email robin@robinfink.net www.

#Reaching the Millennial Market Through Social Media by Bubba Mills

The old adage in marketing says if you aim at everyone you’ll miss them all. I know REALTORS® sometimes fall into the trap of attempting to reach everyone and then scratch their heads when they only hear crickets chirping. If you’re one of those (or even if you’re not), stick with me and I might be able to help you.

know how to reach them. For that part, I’ll share two words: social media. Many surveys have confirmed that social media is the Millennials’ dominant source of information, even above search engines. So the best way to build relationships and trust with Millennials is through social media.

The true beauty of social media is not only its reach but its implied advocacy. When Millennials find content they relate to, they share it with their The National Association of REAL- peers. So if one person shares your TORS® has found that Millennials message, it could instantly go to hunrepresent the largest share of recent dreds (or even thousands) of people buyers (32 percent of all buyers last with the inferred praise of the person year were Millennials). But here’s sharing it. the kicker: the overwhelming majority use real estate agents. Are If you’re not using social media, lights and bells going off in your again, check your pulse. Then start learning about social media and get head? If not, check your pulse. active on it. I promise it’ll be well So a great place to sharpen your worth your time. The big ones are marketing aim is with Millennials. Facebook, Twitter, Pinterest, Tumblr That’s half the equation—knowing and Instagram. You can Google each who to go after. The second half is to and get a feel for which ones make Let me start with one word: Millennials—those between the ages of 18 and 34.

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Many surveys have confirmed that social media is the Millennials’ dominant source of information. the most sense for you, but all of them have something to offer REALTORS®.

I’m proud of that because I know in this day and age anyone who sells anything must use social media.

Now I’m not one to toot my own horn, but for this topic I will only with the hope that you give what I say a little more weight. Last year, a national magazine named me to its 25 most connected professionals list.

So here are some tips you can start using to reach Millennials on their terms:

1. First, take time to understand social media. Join them (they’re free!) Top Agent Magazine

Millennials under stand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

and just take it all in. See what it’s all about and what kind of information people share. Spend at least several days learning before you share info. 2. Make sure what you share fits the specific social media outlet. For example, Facebook and Twitter are primarily personal tidbits, news and they’re both fairly casual, while Instagram is geared almost exclusively for visuals and photos. 3. Make sure your information is relevant and useful to improve the chance it gets shared. Millennials understand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it. Top Agent Magazine

4. Make it interesting. Instead of saying, ‘Gee, I have this great listing.’ Why not just share a picture of a cool looking wrap-around front porch of a house (that just happens to be one of your listings) that was built in the 1940s. 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 1800-957-8353 or visit us at www.Corcoran Coaching.com. 23

STEPHANIE HOGENMILLER Stephanie Hogenmiller of Real Estate Xpress in Arnold Missouri racked up almost six million dollars in sales this year. What is truly astounding, however, is that she achieved this figure not by focusing solely on high price point or luxury homes, but with an egalitarian approach which is rare in a business that is sometimes fueled solely by monetary goals. “The thing is,” she says, “I treat everyone the same, with the same respect and work ethic, whether it’s a price point that’s under ten thousand dollars or a million-dollar listing. I honestly believe that makes me different than a lot of other realtors, who sometimes can’t be bothered with a low-end property. I don’t think that’s right.” This conscientious and open-minded approach has resulted in a flourishing business that is primarily referral-based. “Just because someone can’t afford something more right now, doesn’t mean that they won’t be able to in the future, or that they might not know other people who will give you their business.” After obtaining her real estate license in 2010, Stephanie had a solid preference from the very beginning: a desire to work at a small, boutique agency rather than a large corporate entity. She believes that working for a big name realty company has few advantages other than initial training, which she needed less of, having been raised in a real estate family. “I don’t think my realtor friends that work for large companies are obtaining their business because of the company they are associated with. I feel they are getting their business because of who they are and their level of commitment.”

i Kandi Photography

After being recruited by a friend, Stephanie joined the small but respected Real Estate Xpress in 2012, where she not only sells properties, but is now the office manager and oversees the other realtors and training. The company was initially swamped with foreclosure properties throughout the state of Missouri. “When I came aboard,” she says, “is basically when we began focusing on retail sales as well.” Given a choice, Stephanie prefers to work solo: “For me, I feel like I can’t give my customers and my clients everything they want unless I’m doing it myself. I feel that if my name is on a listing and I’m then handing it off to an assistant, that’s not beneficial to my client. I take my own photos, enter my own listings, and write my own marketing remarks. That’s how I work, and yes, it can be stressful, but I feel in the long run I’m giving my clients much better service.” During the rare times when she is not working, Stephanie’s priority is spending time with her husband and daughters. Her girls are both teenagers who play competitive club sports that require several out-of-state weekend getaways for games. “I rarely get time off, but when I do I know it’s a treat for them to enjoy mom for a weekend.” Looking to the future, she wants to see Real Estate Xpress continue to grow and flourish, and her own client base as well. “I really hope this company grows bigger, but also stays humble and like a family, where we’re people and not just a number like at companies with hundreds of employees,” she says. I don’t want to compete with other realtors, I just want to focus on giving my clients the very best service I can,” she says, and if her stellar success to date is any indication, she will continue to do so.

i Kandi Photography

For more information about Stephanie Hogenmiller, visit Facebook.com/StephanieMovesYou please call 314-566-5555 or email shogenmiller@gmail.com www.

Your Secret Presentation Weapon by Rich Levin

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

Robbins was a twinkle in his AABC: The Breakdown There are four steps to this mother’s eye. Most agents miss the presentation skill. They are subtle mark on this in today’s competitive and easy to learn. You must practice real estate market. To hit a bull’s to be natural with this skill, which I eye, use AABC as your secret weapon. You will begin to notice call AABC. sellers and buyers having more • Step one is the Action you take. In confidence in you, relaxing with the example above, it’s communicating you, and trusting your judgment. regularly. Sample Buyer Script • Step two is the Advantage you “Would you like to have the bring that differentiates you. In the advantage of seeing the newest example above, it is setting aside an properties on the market, every day?” hour each day. A – The Action: “Every day—often • Step three is the Benefit to them. twice a day—I will search for propIn the example above, it is making erties that are new to the market.” them certain, comfortable and A – The Advantage: “In our area confident. there are nearly three thousand real • Step four is the Close, which is estate agents. Every day, some of asking for a decision. In the them are placing new property on example above, it is asking for the the market. Within hours, often less, specific number to be reached on a I make sure that you are aware of any and every property that even specific day and time. remotely matches your desires.” AABC B – The Benefit: “You’ll have the Action: What you do. best opportunity to find the property Advantage: Your distinction. that has the most of what you want Benefit: What’s in it for them? before you are in competition for it, Close: Asking for a decision. and you often get it at the best price. This has been taught by Fortune 500 Each year, many of the homes I sell Companies decades before Anthony are those fresh listings that have 26

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

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

Rich Levin is one of the most successful Real Estate coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning your business. Copyright©, Rich Levin. All rights reserved. 27

CHRISTIAN KREITZ Don’t be fooled by his relative youth and his short time in the real estate industry: 5-star Zillow Professional Christian Kreitz of Weichert Realtors in Union, New Jersey possesses a savvy and dedication to his craft that far surpasses many long-time veterans of the real estate business. Working under the umbrella of Weichert Realtors, Christian obtained his real estate license when he was a college freshman, having been inspired by the HGTV shows he watched in his youth. “They made it look so fun and easy,” he says, laughing. “So two weeks after graduating from High School, I took my exams and passed, and eventually signed with Weichert Realtors in 2015. Right from the start I’ve been loving it.” Gateway Homes, his own brand within the company, has been providing the utmost in customer service and care since it’s inception.

people, figuring out exactly what it is they’re looking for, and then making that happen. I just love meeting all these different people…the diversity, different cultures. It’s really rewarding.” During those rare moments when he has some free time, Christian is passionate about cooking, and is a budding screenwriter/filmmaker who once directed a film for the Leukemia & Lymphoma Society of New Jersey that is still being shown in schools today to generate understanding and donations. He has also utilized those same skills to generate client testimonial marketing videos that demonstrate how happy his clients are to have worked with him. Christian sums up his real estate philosophy: “It’s simple: Clients come first. I pledge to be in constant communication with them throughout the process and keep them fully informed. I believe that if you’re not left with an amazing experience, I haven’t done my job. I don’t measure success through achievements or awards, but through the satisfaction of my clients.”

“I understand that buying or selling a home is more than just a transaction,” says Christian. “It’s a life-changing experience. That’s why I’m dedicated to providing exceptional, personalized service for all of my clients. I take great pride in the relationships we build and always work relentlessly on the client’s behalf to help them achieve their real estate goals.” That pride and dedication is what keeps clients coming back to him, as well as his obvious drive and authenticity. His relationships with his clients transcends business, and he has maintained very close relationships with them following closings. “I think my clients can tell that I’m honest, and that I’m not just trying to make a sale. I really do care about what my clients are looking for, and ultimately that’s what keeps them satisfied and happy with my work,” says Christian. “One client recently told me that they think of me more like family than just a real estate agent.” Follow up is important to Christian as well, and to that end he makes sure he stays in touch with his past customers, offering himself as a resource for vendors, local information or anything they might need once they’ve moved in. Having been raised locally, he is an expert on any recommendations in these arenas. “When I help people move into the area, it’s like I’m sharing part of my childhood with them.” It’s the forging of these relationships that Christian enjoys most about what he does. “I know it sounds so cliché,” he laughs, “but it’s true. My favorite thing truly is meeting all these new 28

For more information about CHRISTIAN KREITZ, please call 908-603-9097 or email cjkreitz@gmail.com Copyright Top TopAgent AgentMagazine Magazine

Marketing Lessons from Steve Jobs by Rob Flitton

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

Steve Jobs was the highest master in this.

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

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

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

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

1.What known or unknown or irrational pain, angst, worry, concern, fear, anger or sadness is the potential client experiencing? 2.Do they perceive or feel that they 30

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

MINDY OBERHARDT By providing concierge-style service that blends traditional service with contemporary practices, Mindy Oberhardt has formed lifelong friendships and made countless real estate dreams come true since 1987. An active community member and distinguished professional, Mindy has experienced firsthand the growth of North Carolina’s Research Triangle Park area. “I still remember what it was like to be new in town,” says Mindy, who moved to the Triangle in 1984 and enjoys helping the many new families moving there. “In addition to Wake County, my comprehensive territory also includes parts of Johnston, Granville, Franklin, Durham and Chatham Counties,” says Mindy, who explains that she keeps her team intentionally small to provide the hands-on service that shaped her reputation. “My clients have direct contact with me.” Those clients regularly praise Mindy’s negotiation skills on their behalf and appreciate that she and her team go above and beyond for them. For instance, after one recent client closed on their home purchase, Mindy followed up with them and the listing agent daily for several weeks to ensure her client’s needs were met as promised by the sellers. “We make sure our clients are completely happy with the results,” she says. Each client knows that their relationship with Mindy doesn’t end at closing. “They’re stuck with me forever!” she says, laughing. “Even if there’s an issue two years down the road, they know they should call me.”

websites for each property,” she says. “We include a great deal of information and make sure we repost their property every week on social media” with targeted advertising in addition to various real estate and classified sites. “We also use Proquest, which immediately puts people in touch with someone on our team when they inquire about a listing,” she says. Her strong community presence, both personally and professionally, contributes to Mindy’s referral rate. She recently served two, back-to-back, two-year terms on the board of the Raleigh Regional Association of REALTORS®, during which time she served on the Professional Standards Committee and participated in teaching Code of Ethics to new REALTOR® inductees. “I also previously served on the Grievance Committee and the Community Service Committee.” An active member of her synagogue congregation, Mindy gives a great deal of time and effort to help members of the congregation or community who are in need. Naturally, it’s the “people part” of her work that inspires Mindy the most. “This is a great industry,” she says. “I feel very fortunate that I’ve had the opportunity to do what I do and to meet the people that I’ve met.” Her goal for next year is to help even more people using the efficient practices that distinguish her. “I won’t ever be your run-of-the-mill agent!” Meanwhile, Mindy makes sure to take care of herself, starting most mornings with early Pilates or TRX fitness classes. She also enjoys hiking, traveling and upholding her standing as a skilled baker. “I have a pretty good reputation for that,” she says, smiling. “When people come over, I put out a good spread of desserts if I can!”

Referrals and repeat business are the heart of Mindy’s business. “I care about my clients and keep in contact a number of ways,” she says. Among the many ways she does so, Mindy hosts appreciation get-togethers or pays personal visits several times per year. “They know I’m a friend for life,” she says, adding that she also produces a homemade newsletter. “I don’t subscribe to a premade newsletter format. I want mine to be specific to our area. People also count on us for reminders of things like time changes and local events,” she says. “And if someone refers someone to us, we send a little gift without waiting for the referral to call us; we just want to thank our client for remembering us.” For listings, Mindy’s service includes a marketing package that blends traditional approaches with more contemporary techniques, providing a personal touch and broad exposure. Following professional photography and visual tours, Mindy launches a multipart print and digital campaign. “We create beautiful, fullcolor fliers and top-of-the-line fold-over brochures plus personal Top Agent Magazine

To learn more about Mindy Oberhardt, visit MindyOberhardt.com, email Mindy@MindyOberhardt.com or call 919.349.6688 www.

RHONDA OVERBERG & THE OVERBERG TEAM AT RE/MAX BEST CHOICE Without expecting to eventually build a highly respected St. Louis real estate brokerage, Rhonda Overberg made real estate her business at a young age. “I started buying houses as investment properties at the age of 18,” says Rhonda, who with her husband Jerry co-owns The Overberg Team, a top RE/MAX team, as well as a top brokerage, RE/MAX Best Choice in the St. Louis region. The five investment properties she owned by the age of 23 ended up laying the foundation not only for her career but for the inspiration she has provided hundreds of real estate professionals. “I decided if I was going to keep investing, then real estate was what I should do,” says Rhonda, who in 2017 celebrates 30 years of real estate service. Five years after entering the industry, Rhonda met Jerry and formed their first team. Now their company consists of offices in three locations with a fourth satellite office. Their 80 agents cover a wide span from northwest Saint Louis through St. Francis County and Ste. Genevieve to the south. With Jerry as team leader on the sales side, Rhonda focuses on finding and developing agents to their highest potential. Her experience in all facets of real estate, along with her inspirational approach to training, attracts a variety of agents. “I’ve owned investment properties, managed commercial properties, been a team leader, manger and agent,” she says, “I have a real desire to help agents excel; there’s so much joy in helping them reach new levels.” Agents at all stages of their careers come to her, from new agents just building their businesses to top producers wanting to expand or build their own teams. Rhonda also encourages agents to invest in real estate personally, just as she and Jerry do. “My philosophy is to inspire others to invest in what we do and build residual income for retirement.” They remind agents of the important role real estate investments can play in their futures. The advice echoes their devotion to their agents. “I’ve never wanted to be the biggest company, but to be the company where agents can do

their best work and have the best life,” she says. “I love when someone comes to our company ready to quit real estate because they’ve struggled, but after we meet and figure out where they want to go and how we can get them there, their enthusiasm returns.” Any agent whose heart is in the industry, she says, can reach their goals with the right direction. By empowering agents and remaining on the leading edge of technology, The Overberg Team maintains its strong reputation. “If technology is available, we try to be the first to have it,” says Rhonda, describing their 3D Matterport virtual tours, aggressive online and social media marketing, high-quality materials and print advertising to rural areas. Another unique factor in their success is visibility. “We started a charity called Amy’s Wish, named after one of our agents who passed away from breast cancer,” she explains. Through Amy’s Wish, they run “St. Louis Night of Superstars” annually at River City Convention Center. Each year, children dealing with illness or disability are turned into “Superstars” for a day: They’re treated to pampering at a local salon; formal attire from local vendors; limousine rides; a red-carpet walk with celebrity escorts and paparazzi; an on-stage “Oscar” ceremony with individual recognition; and a post-party with live concert. “It’s all about being a kid for a day and giving kids and families a day they don’t have to worry about the battles they’re fighting. It’s feels good to be able to do this,” says Rhonda. “It reminds us that every day is a gift and we should do our very best to enjoy it.” Doing her best to embrace life, Rhonda and Jerry enjoy couple-time. “Our favorite things are spending time at Lake of the Ozarks and getting out on our boat,” she says. Their love of real estate is also deeply intertwined with their lives. As the business grows, they plan to help build up more agents to thrive. “We want them to have the time and the money to do the things they want to do and the future they deserve,” she says.

To learn more about Rhonda Overberg, visit bestchoicehomes.com, email roverberg@aol.com or call 314.714.7208 www.

To learn more about Night of Superstars, visit stlnos.com www.

Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someoneâ&#x20AC;&#x2122;s search results, and you can set a budget for each campaign that will dictate itâ&#x20AC;&#x2122;s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. Top Agent Magazine

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic. You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you donâ&#x20AC;&#x2122;t want to simply go into the process blind or youâ&#x20AC;&#x2122;re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. Top Agent Magazine

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PARKER PEMBERTON Born into a family with deep roots in the world of real estate, transitioning to the industry was a natural evolution for Parker Pemberton. Parker’s father—an agent of thirty-eight years in Apple Valley—along with his mother, a former agent herself, afforded Parker early exposure to the industry he would come to cite as a passion. After five years as a professional golfer, followed by a successful turn as a landscape and snow removal company owner, Parker transitioned full-time to the real estate world almost a year ago, swiftly making a mark on the local scene. Having worked part-time as an agent back in his college days, in addition to founding and successfully running a company of his own, Parker reentered the industry already armed with practice sales skills, hands-on experience, and astute insight. Since then, he has made a home within the Pemberton Homes Team of Coldwell Banker Burnet Apple Valley. Alongside his father Steve and four other partners, Parker primarily serves the south of the river market, along with the south and west suburbs of St. Paul and Minneapolis. Carving out clientele all his own, Parker’s professional ethos pairs an unflagging work ethic with a knack for mastering even the most minute details of a transaction. What’s more, he builds in time to connect personally with each of his clients, ensuring that none slip through the cracks. Whether touching base by text message or e-mail, quarterly mailers or online, Parker’s tailored approach to the agent-client relationship has set a promising tone. “If you treat every client you work with well, giving it your best and providing personal attention, not skimping on any of the details—it’s only natural for clients to mention your name when they return again to buy or sell real estate,” Parker recounts. With deep roots in in the local area and a commitment to quality, Parker is already

fielding a steady stream of referrals from pleased clients. As for his marketing efforts, Parker concentrates on creating digital exposure for his listings, making use of online listing portals and social media’s vast footprint, along with a forthcoming website with all the contemporary trimmings. Beyond the marketing and day-to-day hustle, Parker is keenly aware of the personal stakes at play in buying or selling a home. “Being in sales is about helping people,” he recounts. “Every day is different, with its own challenges that you have to get creative to overcome. That’s what drives me, overcoming those difficulties and helping families and people find homes. The biggest win is when you can climb that mountain and bring in a success for your client.” With deep ties to Apple Valley, it’s little wonder that Parker is civically engaged in his community. Not only does his real estate group sponsor a range of fundraising and charity events throughout the year, but Parker also spearheads efforts to donate quarterly $100 per transaction to a local foundation called Second Hand Hounds, based in Eden Prairie. As an animal lover, Parker and his fiancée regularly foster dogs until they find their future homes. In his free-time, Parker takes his own two rescue pets, Bernie and Harry, to the dog park, spends quality time with his wife-to-be, and still manages to play a round of golf when he can. Looking toward the future, Parker has plans to expand his business into one of the highest producing outfits in the state—all while maintaining the same exemplary standard of service his clients have become loyal to. With a promising chapter already in place, and a wealth of knowledge ripe for application, the future ahead seems bright with promise for Parker and the Pemberton Homes Team.

To learn more about Parker Pemberton visit parkerpemberton.com, e-mail parker@parkerpemberton.com or call (612) 386-8575 www.

Why Flexibility Hurts (Not Helps) Your Ability to Close Sales Deals By Kendra Lee

For many sales reps, being flexible throughout the sales process seems like the best, consultative approach to establish a strong prospect relationship and win more sales. Rather than suggest what a prospective client should buy, reps opt to empower the client to dictate their needs. In doing so, the thought process is that reps convey patience and a commitment to ensuring the client gets exactly what they want, which will in turn improve their chances of closing the deal. Here’s what that approach accomplishes instead: Slower buy cycles and lower closing ratios. Truth is, most buyers don’t know exactly what they need from you. Sure, prospects know the outcome they want to achieve. They might even have an idea of which tools or services might help accomplish it. But they don’t know which specific products, services, or solutions will get them there. Other prospects know the outcome they want to achieve, but have no idea how to get started, let alone which products, services or solutions to look at. Top Agent Magazine

Either way, to achieve the outcome they’re aspiring to, buyers often look to you to guide them toward the right decision. When you don’t provide that guidance, it stalls the sales process and dramatically reduces closing ratios. Here’s why: 1 Flexibility doesn’t empower buyers — it confuses them 2 Forcing work on to your buyers typically causes them to look elsewhere for someone who can figure out how exactly to address their problem In both cases, your performance suffers. Ultimately, buyers — particularly in the earlier stages of their buy cycle — don’t want total flexibility or the freedom to choose any possible solution. They want, and need, guidance from you to navigate toward the right one. When you provide that definitive insight in the early stages of the buying cycle, customers gain confidence that you’re the right person to get them to where they need to be. To put it more bluntly, being “flexible” is a cop out. It might make you feel better, but it’s not helping prospects. If you really want to empower small and mid-size businesses to make meaningful change, you have to be willing to make a definitive, confident recommendation and show prospects a clear path to addressing their problem. When you do that, you’ll close sales faster and your clients will be happier. They’ll get what they need (and want), and your closing ratios will trend in the right direction. Copyright©, 2016 Kendra Lee. All rights reserved.

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 strategies. 38

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MELISSA ROBBINS STARKEY Melissa Robbins Starkey knows what she wants and gets it. Within four years of earning her real estate license she opened her own brokerage, Starkey Realty, and is already expanding her team.

window. People walk up all day and look. It’s great for visibility.” Her brand helps as well. She has a sophisticated website and uses social media such as Facebook and Instagram to get pictures of the property out there.

Melissa was headed toward real estate all her life, she just didn’t recognize it at the time. In college she was an art major and then an interior design major. Her first career, as a jewelry store manager, helped her develop the skills she uses as a Realtor. “Real estate combines my strengths in customer service and handling large, important purchases,” she says.

The same passion for helping others through her career also translates to her community. Melissa is a Girl Scout troop leader, eagerly helping girls embrace the concept of leadership through community service, budgeting, trip planning and travel to such places as Costa Rica. “When I first moved to the area, I saw a newspaper article begging for Girl Scout volunteers so the city could continue to have a troop,” she says. “I don’t have a daughter, but I volunteered right away. I just wanted to give back!”

When she left the jewelry store, real estate was her natural next step—but not yet as an agent. She opened a property management company, bought some properties and renovated them herself. In order to do the same for other people, though, she had to get her real estate license. “When I took the class for my license,” she says, “I realized that this was what I really wanted to be doing!” She’s been helping others buy or sell homes ever since. In early 2016, Melissa opened her brokerage. Her husband got his license and joined her, and she recently brought on a second new agent. The team is licensed throughout the state, so they work in a radius from downtown Concord to the borders of Massachusetts, Maine and up into the Lakes Region.

Melissa likes to travel too, so the Girl Scout work is perfect for her. She’s also a photography buff. She brings her camera on trips and focuses on seeing things differently than she would at home. For Starkey Realty, the future is about growth and expansion. Melissa plans to market to other agents and those who might be interested in a real estate career. Given her single-minded determination, the path ahead looks bright.

Melissa is already gaining repeat clients and referrals. Part of it is her passion for helping people, part is her skillful communication and timely follow-up. “That’s so important in our business,” she says. “You really need to be on top of it for a seamless transaction. All the pieces have to be in place— with your client, the other agent, the lender—to keep things moving smoothly.” Coupled with outstanding customer service, Melissa has the expertise clients need to help them through the process. “I’m also about two decades younger than the average New Hampshire agent,” she says, “so I’m very relatable, especially for first-time buyers, people who are selling their first home, and those looking for a second home.” Starkey Realty’s location is a huge plus when it comes to marketing the company’s listings. “We scored an awesome storefront location downtown, next to a popular restaurant,” Melissa explains, “and we put all our listings in our big front Top Agent Magazine

For more information about Melissa A. Robbins Starkey of Starkey Realty LLC, Concord, NH, please visit StarkeyRealty.com, call 603.491.8776 or email MelissaRobbinsRealtor@gmail.com www.

DYRON TAYLOR There are many things award-winning Top Agent Dyron Taylor knows about how to keep his clients coming back. The key, says Dyron, is being available. “I’m always available for my clients, I answer the phone all the time. I know some agents turn their phone off after they leave the office, but I know that I’m dealing with the most expensive purchase of my client’s lives, and sometimes it requires answering those late night phone calls.” Additionally, the quality of his service, his commitment to honesty and integrity throughout all transactions is a hallmark of his work, and his attention to detail, is greatly appreciated by both his buyers and sellers. “Exceeding Expectations For Your Austin Area Real Estate Needs” is his motto, and his greater than 60% referral business is evidence that whatever he’s doing, he’s doing right. Dyron, who began in the real estate industry back in 2005, and after award-winning stints at several home builder companies, he ultimately joined Austin’s Keller Williams Southwest Market Center office in 2010. Keller Williams, The largest brokerage in the nation, boasting over 900 agents in the Southwest Market center, is a company Dyron is proud to be associated with. “I’m pretty honored to be a part of such a reputable institution,” he says. Servicing the Central Texas area, Dyron’s hands-on approach and willingness to hand-hold his clients as they go through the sometimes rigorous buying or selling process, is what he believes sets him apart from other real estate agents. “I’ll go and sit in on inspections when the buyer isn’t available, maybe they’re out of state or something, and I still attend closings, which is something a lot of realtors don’t do.” Dyron attributes his client satisfaction to his constant availability. “I’m excellent at follow-up,” he

says. “If they have questions, they can count on me to get them an answer quickly. I’m always available to wholeheartedly deliver any information they might need, and I think that’s one of the reasons my clients keep coming back.” When speaking with Dyron, one notices immediately his personable nature. “I would say my clients can see that I’m genuine, that I’m straightforward, and that I’m prompt in getting issues resolved.” That he readily gives credit to his team, which consists of an assistant and a buyer’s agent, is an indicator of Dyron’s generous nature. “I get many compliments on my assistant, who does an outstanding job facilitating our business and helping us with our contracts-to-close process.” His generosity extends to the community he services, as well. As part of the Keller Williams Jams Committee, he is instrumental in organizing events that benefit local charities and also helps real estate agents who are in need. A yearly food drive is another charity activity in which Dyron takes great pride. “We go out and put donation bags on homes for our Austin area food drive and anyone wanting to donate food, will leave the bag on the curb. Afterwards, I walk the streets and collect the bags.” he says. When he’s not working, Dyron loves spending time with his family. “I have a son and a step-son,” he says, “and I love participating in outdoor activities with them.” Gym time and running are among his favorite recreational activities. “I love being outdoors, and Austin has a lot of exciting outdoor activities available,” he says. His plans for 2017 are to continue to grow his already successful business, and to that end he is looking to hire another selling agent. “I’m just a genuine guy who loves God, has faith in the Lord, and will work really hard to facilitate all of my client’s real estate needs,” he says.

To learn more about Dyron Taylor, Broker Associate, REALTOR, GRI, ABR, SFR call 512-791-7725 or visit dyrontaylor.com www.

Graduate REALTOR® Institute, Accredited Buyer’s Representative, Short Sales and Foreclosure

Shut Up and Sell By Mark Hunter

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

shorter ones. Long questions tend to result in short answers, while short questions will generally result in long answers. An example of a great short question is, “Why?” In my opinion, there isn’t a better follow-up question you can ask after the customer has shared with you some information. Consider how your customers would respond to other short examples like, “Can you elaborate on that?” and “Could you explain more?” These shorter questions elicit detailed responses and that’s just what you want. On the other hand, asking complex questions often tends to perplex customers. Because they are not sure what you are looking for, they respond with the universal answer representing total confusion, “What did you say?” Questions should not be your means of showing your customers that you are an expert. Save that for your statements. When preparing your sales presentation, a guideline I subscribe to is to limit yourself from talking for more than 20 seconds at a time without asking a question. The question you ask should be one directed at the 41

comments you just made. By doing so, you’re checking with the customer to see if they understood what you just shared with them. Again, this is something many salespeople overlook. They get caught up in sharing with the customer their expertise and the features of their product or service and forget all about what the customer is thinking. Even if your product or service requires a complex presentation, you should still follow this rule. Whether you’re selling software, high value medical equipment, or technical tools, it’s essential to check your clients understanding by asking a question every 20 seconds. Your goal on any sales call is to talk only 20% of the time. To help ensure that this takes place, you have to plan ahead. Before you start developing your sales presentation, create your list of questions. This is contrary to the pattern of most salespeople who often spend a substantial portion of their time developing their presentation and, at the last minute, develop their list of questions. Consider that if you’re expecting to have a 20 minute presentation, you should have 40 questions (2 questions per minute). Even though you may not use all 40, you’ll definitely be more prepared. In addition, you’ll be able to pick and choose which ones you want to ask. If you’re following the rule of asking 42

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

BRADLEY THOMPSON With uniformly glowing reviews and a perfect five-star rating on zillow.com and his recognition by the Charleston City Paper as one of the top four realtors in Charleston, Bradley Thompson of Colony & Craft Realty is reaping the rewards of one of his primary character traits: authenticity. Bradley, who graduated from Clemson University in 2004, initially set his sights on a career in law. After two years of working in that field, he knew he wanted something different and decided to obtain his agent’s license in 2006, eventually founding Colony & Craft and slowly building the company and adding team members, growing it to it’s current prominence and respect in the Charleston realtor community. “I have three realtors on my team, including myself. I actively sell real estate - which some brokers don’t do - because I enjoy it.”

While Colony & Craft services the entire Charleston area, Bradley himself prefers selling in what he calls “walkable areas, places with sidewalks, older houses that are close to downtown.” His love for the Charleston area is evident from his level of community involvement, particularly with an organization called “Charleston Moves,” which is dedicated to making Charleston a more bikefriendly city. He is also involved with a host of other charitable organizations, among them the Florence Crittendon program to help disadvantaged young mothers. The rehabilitation and beautification of a local dog park destroyed by Hurricane Matthew is another of Bradley’s current civic passions. But it’s Bradley’s authenticity, eschewing of tradition and dedication to his clients that has brought Colony & Craft to it’s current status of one of the premier Real Estate Agencies in Charleston. “I don’t think i’ve tucked my shirt in for about six months. I’m definitely not a formal dude. I definitely like to roll my sleeves up and get to work,” he says.

“I’ve been told I’m the anti-realtor, the anti-broker,” he says. “I’ve been told by many clients that i’m different from any other Broker/ Agent they’ve ever met. I think that’s because I’m not a salesman, not a pitch man. I just really enjoy working with people and I really love houses.” While some realtors tend to view and approach clients with strict, industry-established business and marketing protocols, Bradley’s success has been based on a less-traditional, more personal approach. “For me, the whole process is a dialogue, a continuous conversation with my client working towards a positive outcome. I’m not a hard-seller, and would never push or pressure my clients in any way, and they always appreciate this. However, when I know my client truly desires a certain outcome I become a tenacious bulldog and I do everything in my power to make sure my client has every competitive advantage to get exactly what they want,” he says. Colony & Craft benefits from this non-traditional approach with nearly 100% of it’s business generated via referrals from past clients and realtor partners, who clearly appreciate Bradley’s unorthodox methods. “My clients are more like friends than customers. A lot of the business I generate is simply from walking around my neighborhood and talking to people. I sell mostly in the neighborhood I live in, so I like to keep things organic, and that has worked out very well.” One of the things Bradley is most proud of is the marketing of his listings. “First and foremost, anything I list is going to have amazing professional photography,” he says. “I get frustrated with some of these realtors who list their properties with what looks like a cell phone photo. Great photography is a must. The product is the house, but i’m also selling my company and I want it to look really good and to have amazing photos accompanying the listing.” Top Agent Magazine

For more information about BRADLEY THOMPSON and COLONY AND CRAFT REALTORS, call 843-323-7600 or email Bradley@charlestonhomebuying.com Copyright Top Agent Magazine 43

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