Nationwide 5-15-17 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

JANET ANDERSON

SCOTT COOK

JUDY GOSMAN

SHAWNA GUTOWSKI

WOODY HENDERSON

TRACI ROBERTS JONES

CHARLES KING

KAREN LARSON

DEB McLEAN

MIRIAM "LORI" MORROW

ALEKSANDRA OBRAZTSOVA

JODI PARAS

STEVE SCHMITZ

PINAL SHAH

BEN WILLIAMS

NATIONWIDE & INTERNATIONAL EDITION

JODI PARAS

CHARLES KING

WOODY HENDERSON

SHAWNA GUTOWSKI

ALEKSANDRA OBRAZTSOVA

PINAL SHAH

BEN WILLIAMS

CONTENTS 4) 3 MIND-BENDING PHILOSOPHIES TO EXPAND YOUR PROFESSIONAL PERSPECTIVE 8) CREATIVE WAYS TO SAY THANK YOU 11) 4 REASONS WHY MULTITASKING CAN ACTUALLY DERAIL YOUR DAY

15) HOW TO THROW A CLIENT APPRECIATION EVENT NO ONE WILL FORGET 20) 5 THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS 23) BRANDING BAD IN REAL ESTATE MARKETING

27) MARKETING LESSONS FROM STEVE JOBS 31) TIPS ON BEING A GOOD TEAM LEADER 35) HOW TO SEND SMARTER EMAILS

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

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JANET ANDERSON

SCOTT COOK

KAREN LARSON

JUDY GOSMAN

DEB McLEAN

39) FOUR CHALLENGES AND SOLUTIONS FROM THE FRONT LINES OF THE REAL ESTATE INDUSTRY

MIRIAM "LORI" MORROW

43) HOW TO OVERCOME YOUR WORKPLACE FEARS

TRACI ROBERTS JONES

STEVE SCHMITZ

45) CREATIVE MEDITATION FOR THE REAL ESTATE PROFESSIONAL

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3 Mind-Bending Philosophies to Expand Your Professional Perspective

Beyond the day-to-day duties that make your business tick, so much of success is derived from the principles you put in place to guide your business. The foundational tenets you subscribe to can make or break your business for the long-term; they not only influence how you complete routine 4

tasks, but also impact your growth, your ability to manage a team, and what the future might hold. With all that in mind, here are three philosophies to remember as you strategize your professional lifeâ&#x20AC;&#x201D;whether youâ&#x20AC;&#x2122;re mapping your monthly goals or creating an overarching plan for growth.

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Treat Your Business Like a Business

One of the perks of working in real estate is that you’re often able to create and manage your own schedule and volume, but that doesn’t mean you can skimp on the technical details of being your own boss. No real estate professional worth his or her salt would forgo empowering tools like a business and marketing plan, or spreadsheets to track cash flow and expenses, or regular profit-and-loss statements, or fiscal year budgets and projections. Taking these measures may appear daunting at first— and completing them will certainly require discipline and a learning curve—but harnessing valuable data and information can intelligently inform your professional decisions, strategies, and long-term growth.

Achieve a Holistic Understanding

When schedules are busy, it sometimes feels like enough to reach the end of the week’s to-do list. But, if you’re planning on a lasting career built on year-to-year growth, it’s not enough to account for the short-term. By creating daily, weekly, monthly, quarterly, yearly, and five-year goals, you’re outlining and quantifying your progress. While your quarterly and yearly goals may be clear in your mind, what about five years from now? Perhaps you’d like to add to your designations, or incorporate a new team member, or add an additional branch. No matter how you envision your profesTop Agent Magazine

sional future, the first order of business is to create a timeline. Once you have a clear deadline in mind, it’s far easier to build out the steps and calendar necessary to achieve your goals.

3 Specificity is Empowering While you may have a general sense of where you’d like to see your business go in the next few months or years, it’s hard to work toward or attain a goal that’s abstract. To make the most of your time and efforts, you must identify and understand precisely what you’re aiming toward. For instance, instead of planning to add volume to your enterprise, outline a specific, attainable number to work toward. Or, if you’d like to add an administrative staff in the years to come, consider the details of this decision—the money it would take, the type of people you’d want to hire, how many hours per week they’d work, what tasks they would complete, etc. Adding hard details to your goals not only makes them more realistic, but progress is more easily made when you have specific items you can cross off your to-do list along the way. While there are no 100% fool-proof or guaranteed routes to success, shifting your mindset from the present and the abstract, to the specific and the long-term can have a major impact on your chances of success. Instead of dreaming of being more productive or successful, do yourself a favor and craft a gameplan you can bank on.

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JODI PARAS For Jodi Paras, real estate is all about helping people, and even other agents, to embrace the big picture. “I was a mortgage underwriter and broker for 10 years,” says Jodi, who runs a team within Berkshire Hathaway KoenigRubloff in West Suburban Chicago. “I’m able to help sellers and buyers see where they are now and where they can go based on their needs and wants.” Prior to her underwriting work, she co-owned a mortgage business, so she is also no stranger to entrepreneurism. The main key to success as a REALTOR®, she knows, is her eagerness to listen to people and her readiness to help find solutions. This combination of personality traits and professional characteristics blended beautifully in 2008 when the mortgage industry imploded. “I got my license at the worst possible time,” she says with a self-deprecating laugh. “I’ve always been interested in selling real estate, but there had never been the perfect time to do it.” When the mortgage bank she worked for shut its doors, Jodi discovered that “perfect time” and was invited to join the Pattie Murray Team with Berkshire Hathaway KoenigRubloff in Glen Ellyn, Illinois. “Now I have a partner within the team,” she says. “He and I started our own team within the team; we are five of the 12 total members and I now mentor and lead three other members within the overall team.” Their affiliation with the entre Pattie Murray Team with Berkshire Hathaway KoenigRubloff, Jodi explains, is among their strongest assets. “There’s always someone here and we really are full-service,” she says, explaining that she readily refers buyers and sellers to a trusted team of professionals who can help with their sale or purchase, including a lender, an attorney, an inspector and various home improvements and repair tradespeople. “We’re full service from beginning to end,” she says, nothing that people also appreciate her flexibility. “I can be there to hold their hand if they want that

kind of attention or I can take a step back and give them space.” As a result, Jodi runs a 100% referral-based business through which she closes approximately 50 transactions per year. Clients return to Jodi because she considers each transaction a personal engagement and customizes her service accordingly. “It’s a very emotional to sell or buy a house,” says. “Many clients turn into friends. We become very close and I stay meaningfully engaged. If I see something that reminds me of someone I send a text or an email.” Her clients appreciate the service she provides, whether they are buying or selling. For listings, she explains, the most important aspects of marketing are proper staging, photography and pricing. She of course lists with MLS as well as through various online real estate portals. But in a hot market like she’s in now, money is better spent on staging and professional photography than on elaborate advertising. “When people find your listing online, pictures and price make all the difference.” As chairperson for the Ways and Means committee of the West Suburban Women’s Council of REALTORS® for 2017, Jodi gives back her time to the industry she loves, while also volunteering with various nonprofits throughout DuPage County. In addition, she is a mother of four, with two in college and two in elementary school. “We’re always busy with sports and friends and visiting the older sisters away at college,” she says. “There’s never a dull moment!” Amidst all this activity, Jodi’s plans include growing her team within Berkshire Hathaway KoenigRubloff and finding opportunities to develop and mentor new agents. “That’s extremely important to me, especially within our office,” she says. “Licensing classes lack the hands-on trainings people need about what it’s really like; I’d like to get into training new agents on the real work we do every day that classes don’t teach.” She enjoys taking new agents under her wing, having them follow her on showings or inspections, learning with hand-on experience everything the real estate business really encompasses.

To learn more about Jodi Paras, visit jodiparas.koenigrubloff.com, email jparas@koenigrubloff.com or call 630.404.9387 http://

Ullysses Soto and Key Mortgage congratulate

Jodi Paras

on being featured for the state of Illinois

Ullysses Soto NMLS # 444755 Vice President at Key Mortgage 630-688-3968 ullysses.soto@keymortgageservices.com ullysses.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

SHAWNA GUTOWSKI

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SHAWNA GUTOWSKI Shawna Gutowski had a successful career in furniture sales, when she had her daughter almost 14 years ago. She quickly realized she wanted to find a career that had more flexibility, and she had always been intrigued by the real estate business, a career that would combine her sales expertise and her love of homes and decor, and got her license in 2004. Although she started off part time, she quickly became an in-demand real estate agent and one of the top producers in her area. Shawna has been a multi-million dollar producer for the last several years and she recently joined forces with Heidi Pafumi to form Team 413. They have immediately become one of the most successful duos in their area and are currently with Hampden Realty Center. They are both licensed insurance brokers as well, and while they have numerous similarities, they also bring different strengths to the team, complementing each other perfectly, and bringing a distinct advantage to all of their clients.

response time when it comes to getting back to clients and answering any questions they might have. We do an excellent job for people, and I think that accounts for our high rate of repeat and referral business. People want their friends and family to have the same great experience that they had.” Maintaining the relationships that they have built is another aspect of the team’s success. Shawna is highly regarded at her company for her mastery of online marketing, and has built her company’s online presence as well. They use social media to stay in their past clients’ lives, and also make more personal touches throughout the year, through things like client events. Social media is also an important part of marketing their listings. “We have the expertise to price our listings correctly, and we know how to find the right buyers for each property. We know our market, and are able to get homes sold quickly and for top dollar, by really honing in with strategic marketing.” Shawna and Heidi would like to continue building their team, and couldn’t be more excited for the future of their partnership. “We both love what we do and we love getting to know people and then helping them achieve their dreams. We get to help people improve their lives, and that makes this career very rewarding.”

Although Shawna excels in all types of transactions, her specialty is working with investors and in particular, distressed properties. “Springfield has a lot of historic homes that really need to be brought back to life. I love focusing on that niche, because not only am I helping my clients find great investments, but I’m helping to revitalize the city that I love, which is amazing.” Another area that Shawna loves to focus on his first time home buyers. Her educational and personable approach to sales helps to alleviate the stress for clients who know nothing about the process. “Communication is key in providing excellent customer service. All clients really need that, but first time homebuyers in particular benefit from that extra hand holding. Both Heidi and I have an in depth knowledge of real estate, so we can really guide and educate clients so they can make the best decisions for their families. We are really attentive and always have a fast 10

To learn more about Shawna Gutowski call (413) 537-3186 or email team413sells@gmail.com Copyright Top Top Agent Agent Magazine Magazine

4 Reasons Why Multitasking Can Actually Derail Your Day Common wisdom dictates that a master multitasker is likely to garner the most success. After all, doesn’t juggling multiple projects at once mean you’ll work faster than if you took each one as it came? While multitasking is often cited as a desirable skill—and surely serves its purpose now and again—studies show that a mere 2% of individuals can actually multitask effectively. Meanwhile, the remaining 98% might be doing more harm than good by trying Top Agent Magazine

to tackle too much at once. Take a look below at some little-known facts about the risky side of waging a routine built on multitasking.

1. Multitasking decreases productivity While multitasking gives us the illusion of completing two tasks at once, it actually means

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our focus and productivity is split. In other words, switching back and forth between two activities doesn’t mean they’ll each be completed sooner; it means that you’re getting half-as-much complete as you would if you focused on a singular task. Multitasking fatigues your brain, elicits stress, and make you less efficient in retaining new information.

2. Multitasking is actually addictive While watching TV or taking a walk, have you ever noticed the impulse to check your smartphone or scroll through your social media feed? Even though we think about multitasking as a workplace skill, it’s also an addictive form of mental stimulation. By satiating our need for distraction with constant check-ins online, we become accustomed to frequent breaks in our focus, training us to crave updates, messages, and push notifications—we even hit refresh when we’ve checked in five minutes prior! This negative habit-building makes it difficult to complete sustained bouts of concentration.

3. Multitasking has negative physical side effects Studies show that those who juggle multiple focus-intensive activities actually show spikes in cortisol, a stress hormone. Likewise, frequent multitaskers display symptoms of sleep deprivation: fatigue, disorientation, and lack of focus. Studies in Europe have recently Copyright Top Agent Magazine 12

discovered that those who consistently multitask may actually show decreases in empathy and emotional control. What’s more, a constant sense of anticipation—readying to switch from one task to another, or persistently checking for e-mail updates—can potentially cause a decrease in overall IQ.

4. Multitasking breeds mistakes When our attention is split between tasks, it’s difficult to perceive and retain detail-oriented information. Because of this, mistakes—typos, clerical errors, mislabeled documents, and the like—occur with greater frequency. We’re in such a hurry to complete a portion of a task and switch to the next project that we lose sight of prompts, deadlines, and tying up loose ends. This means multitaskers are far more likely to overlook a glaring error than an individual who is devoting 100% of their attention to the task at hand. Now that we understand some of the dangers of multitasking, what can we do about it? While our tech-driven day-to-day might make focusing on a singular task a difficult endeavor, it’s the surest way to produce efficient, error-free work—while cutting down on stress, fatigue, and miscommunication. Try approaching your tasks for the day with a clear-cut schedule, moving one task at a time down your to-do list. This approach can eliminate some of the inefficiency inherent in multitasking and make for your most productive work routine yet.

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WOODY HENDERSON

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WOODY HENDERSON Top Broker/Agent Woody Henderson has a real passion for real estate, and has been providing satisfied customers with the highest levels of client service since he first earned his Broker’s license and became a Realtor in 2005. A former Navy Pilot, Woody had a dream of having his own business since high school. To fund his dream, he joined the Navy to pay for college (he holds degrees in Economics and Finance), and traveled the world with the military for 20 years before settling down and opening his highly successful brokerage American Dreams Real Estate in beautiful San Diego. Functioning as both Broker and producing Realtor, Woody supervises a staff of four agents, all of whom share Woody’s incisive attention to detail and absolute dedication to helping their clients with any and all real estate needs. With an impressive rate of 70% referral business, Woody is clearly doing something right. Part of his success can be attributed to the fact that he has streamlined the transaction process for his clients, to reduce stress and make the process more enjoy able for his clients. “Real estate is very complex, each transaction is very complex,” he says. “So I’ve put tools and processes in place to help my clients navigate the process, to make sure they are comfortable and know what to expect. I simplify it for them.” Communication is key for American Dreams Real Estate. “I try to remove the mystery from the process,” says Woody. “I’m an outstanding communicator, and I’m on the phone with my clients every day, even if I don’t have news to share with them, I will at least let them know everything’s going smoothly, see if they have any questions. That’s one of the reasons my clients keep coming back.”

One of the most aggressive marketers in his industry, Woody’s listings are given the full treatment, including what he has labeled a “pre-marketing” process. “One of the first things I do,” he says, “is I personally contact 150 agents in the local market and let them know about an upcoming listing. I market my listings more like Apple markets iPhones and Tesla markets their cars.” Agents, he says, appreciate the inside information, and their clients also appreciate early advantage. “It’s a win-win situation,” says Woody. This is then followed up by a rigorous 29-day, 22-step process for selling homes faster and for more money that includes broker’s caravans, exclusive showings, neighbors-only open houses, print media as well as social media. As a five-star Zillow Premier agent, he also has a leg up on that site via featured listings. With a staggering 54 five-star reviews on Zillow, Woody is truly among the upper echelon of southern California Realtors. Reads one such testimonial: “Personalized and dedicated service! Woody is your advocate through and through and it is his goal to ensure you are satisfied with your experience. Attentive and detail oriented. Would recommend without hesitation.” When he’s not working, Woody can be found outdoors, usually on the stunning beaches of San Diego, where he enjoys surfing, sailing and cycling, among other pursuits. Another priority is spending time with his wife and three children. Real estate is more than a way to make a living for Woody, and he truly values the ability to help his clients in a way that makes a big difference in their lives and helps make their dreams come true. “What I love most about what I do,” he says, “Is that I get to help change people’s lives in a very positive way. It’s a new beginning for them, and I love being a part of that. They’re more like family to me than clients.”

For more information about Woody Henderson, please call 619-850-5432 or email woody@woodyhenderson.com 14

How to Throw a Client Appreciation Event No One Will Forget Clients are the foundation of any flourishing enterprise, and this is particularly true in real estateâ&#x20AC;&#x201D;an industry where relationships are central. Demonstrating your gratitude to former and current clientele is a winning way to cultivate your network, while upping your potential referrals and creating face-to-face time with the individuals that make your business tick. Keep in mind a few of the tips below as you stage a client event that will positively impact your brand, while conveying your appreciation to those who have driven your business all year. Top Agent Magazine

Supersize Your Guest List Inviting former clients to your client appreciation bash is only the first step in crafting your guest list. To really expand your sphere of influence, invite neighbors, local business owners and staff, old friends, family, associates, fellow alumni from your alma mater, and the like. Think of your client appreciation event as a celebration of business bringing people together. Expand your guest list and youâ&#x20AC;&#x2122;ll create a coveted, in-person opportunity to forge relationships and broaden your reach.

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An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost.

Consider A Sponsor Client appreciation events shouldn’t skimp on the details, but you don’t want to break the bank, either. To defray the cost of a client appreciation event, consider enlisting local businesses as co-sponsors. Not only does this approach ease the price tag of throwing a party, but it also creates an easy partnership between you and other entrepreneurs—widening your database and making for a memorable and generous event.

ship, or the Super Bowl is coming up quick, tailoring client appreciation events to already-established happenings can create an organic tie-in and boost your attendance numbers in the process. Throw a gingerbread house decorating party during the holiday season, or throw a barbeque during the Fourth of July. Capitalizing on a naturally occurring theme creates the opportunity for comradery between you and your guests. Apply A Personal Touch

Don’t Forget To Reward Your Employees An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost, as well. By encouraging your employees to cut loose at this celebratory event—instead of having them run interference all night—your team will feel appreciated and validated, too. Theme Your Event Whether the area’s high school sports team has made it to the state champion16

Invitations may seem like a small detail, but they shouldn’t be one-size-fits-all. Consider handwriting some of your invitations for the clients you remember well, or for business associates who you regularly partner with. Personalizing invitations to key players is the surest way to a confirmed RSVP. Cultivating your network of professional connections is an essential part of driving business, and client appreciation events not only create memories between you and your clientele, but also inspire your to step back, reflect, and give thanks to those who keep your business booming.

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CHARLES KING

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CHARLES KING Although he is now one of the rising stars in the Boston real estate market, Charles King almost got into the real estate business by accident. After graduating from college in 2010, while he was waiting for a start up business to get going, he decided to get his license doing rentals to make some extra money. But with his knack for sales and his ability to really connect with people, his business quickly took off, and he entered the business full time. He couldn’t be more pleased with his decision to enter the career that is now his passion.. “I had always been intrigued by real estate and I grew up in the area, so I just know it like the back of my hand. I really love everything about what I do, it’s been an amazing fit.” Charles recently started his own brokerage, Charles King Real Estate, and is currently building a team. His office is located in South Boston, but his rapidly growing business focuses all over Boston, and the South Shore, where Charles grew up.

When he isn’t working, Charles enjoys frequenting local restaurants, golfing and attending sporting events. He also is a member of the Boston Athletic Club, and the Hingham Yacht Club and loves spending time on his boat. Since starting his business, Charles has sold over $25 million in real estate and has leased over 200 apartments, and his business has grown exponentially every year since he started. The sky is really the limit for Charles and his business, as he continues to make his mark as one the area’s most trusted real estate professionals. “Five years in and I couldn’t be happier with how well it’s going. I want to build my team with like-minded professionals and just continue to cement my reputation as an agent that really goes above and beyond to help my clients achieve their investment goals or real estate dreams. It’s a very rewarding career.”

One of the ways that Charles has really stood out from the rest is by truly excelling in all areas of the business, something he thinks keeps him flexible and easily adaptable to any market changes. He has sold multi-family homes, new construction developments, condo conversion projects, commercial property sales, as well as landlord and tenant representation for apartment leasing. Whether you’re a first time home buyer or an experienced investor, Charles is able to meet his client’s needs with customer service that truly goes above and beyond. Another key to Charles’s success is his personable approach to sales. “ I don’t see this business as being about sales, I see at as being about relationships. In addition to building relationships with my clients, I’m also building them with my peers and other professionals related to my industry. I have an extensive network in my area that offers everyone I work with a distinct advantage,” This approach to the business has led to Charles’s remarkably high rate of repeat and referral business. Charles is active in his community and supports several local charitable organizations including Julie’s Family Learning Programs, which helps mom’s with struggling with addiction better their lives. 18

To learn more about Charles King call 617-549-8542, email cking@charleskingre.com or visit charleskingrealestate.com www.

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

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5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks. But there is a method to setting them. It’s a process that takes careful thought and consideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately. 1. MAKE YOUR GOALS SPECIFIC Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming. 2. MAKE IT ATTAINABLE Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one. Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those 20

little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud! 3. PUT A PLAN OF ACTION IN WRITING Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways. Achieving goals is all about creating good new habits. 4. MAKE IT MEASURABLE This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know. Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone. 5. ADJUST AS YOU GO You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it. Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation. Sticking to a plan everyday means adjusting it accordingly.

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ALEKSANDRA OBRAZTSOVA Top Agent Magazine

ALEKSANDRA OBRAZTSOVA “Real estate is a very dynamic profession”, says Aleksandra Obraztsova, whose clients, fittingly, describe her as a dynamic Realtor. Originally from Russia, Aleksandra brings education and innovation to real estate, along with business and finance experience. After earning her Bachelor’s degree from Kazan Federal University (Russia) and her Master’s in International Business Management from Newcastle University Business School (UK), she spent 2 years forking for EY (formerly Ernst & Young) in Kazan, (Russia), where she was introduced to commercial real estate advisory services. After moving to the United States in 2014 she decided to continue working in the field. While conducting market analysis and contract negotiation for an investment fund Aleksandra first suspected she might thrive in residential real estate. Within months of earning her real estate license and joining Weichert, Best Beach in Southeast Florida her clients proved her right. “That year, things were tough for several months, but I managed to close enough deals to earn my first award at Weichert,” she says. By the end of her second year Aleksandra doubled her numbers.

her clients’ gratitude after working hard to realize their plans and make their dreams come true. “Oftentimes people are making their biggest investment with my help. This is a strong motivation to be your best self, in addition to the fact that it is truly an amazing feeling when you are part of someone’s lifetime decision.” The future is promising for Aleksandra, who continually educates herself to improve her skills. She is fluent in English and Russian, speaks Spanish and learns Hebrew. This helped her form a partnership with several international agencies who cater to overseas buyers interested in South Florida. The weekly courses in public speaking help her develop stronger communicative and interpersonal skills, which are key in this profession. In 2017 she plans to implement more of what she has learned, while aiming to significantly improve on her 2016 production. “There is so much more I can do,” she says. “And my focus will always stay on making my clients happy.”

Aleksandra’s client reviews paint a picture of an energetic, reliable and determined agent. Her persistence and determination in achieving the goals she shares with her clients astonishes them. Other clients describe her as knowledgeable, patient and detail oriented. “I love it when clients tell me the story of their prior real estate experiences,” says Aleksandra. “There’s always a lot to learn from it”. As a result, only two years into her real estate career, she already draws nearly half of her business from referrals. “This is a truly rewarding experience when I get to regularly meet and work with new people. This profession allows me to develop a close connection with them, which made several of my past clients become my friends.” Among Aleksandra’s distinguishing factors are her strong work ethics and professional approach to marketing, the two pillars she believes should be integral in this profession. “This is an extremely competitive business, where you must set yourself apart to succeed. Representing the seller, you have to carry a strong message to the market. Representing the buyer, you should be the most reliable source of information and treat the process as if you are buying the property for yourself.” Aleksandra truly enjoys providing great service and being on the receiving end of 22

To learn more about Aleksandra Obraztsova, visit aobraztsova.weichertsunnyisles.com or sbrmiami.com, email aobraztsova@bestbeach.net or call 954.830.7425 www.

www.

Branding Bad in Real Estate Marketing by Rob Flitton

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

with their brokerage company is a mistake that is causing them to be invisible to a large pool of potential clients, and lose traction or growth in their business. This mistake sees them repeating anemic efforts season after season to hunt for clients, instead of reaping the much larger benefit of farming or growing clients. In any given marketplace there are, say, a dozen major real estate brokerage brands. Just like some people love Ford and hate Chevrolet, or like Apple and hate Microsoft, they will either like or love the brand you’re with, or be indifferent to it—we can ignore the indifferent category, because they make the case that the company’s brand isn’t very important. By choosing to co-brand or line up with their brokerage, the agent therefore has as much as an 11 out of 12 chance of alienating a potential client. And there is another devastating result—the agent ends up financing the brand of their brokerage. 23

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

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

And finding potential clients comes down to two fundamental activities: hunting—the effort to find “right If an agent ever decides to look into now” business every day form a changing their brokerage they are variety of sources; and farming—the somewhat trapped. Not only do they effort to grow a reliable bounty of lose any equity or money they spent leads by having a long term online on co-branding and collateral mater- and offline strategy with the agent, ials, and the reliance on having some and not their company, as the central leads here or there, but they are empty- core of a targeted branding strategy. handed vis-à-vis Google Juice—each time they leave a brokerage, they are Rob Flitton is a Seattle Real Estate Marketing specialist helping independent starting all over. The solution for any agent is to drill 24

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

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PINAL SHAH Top Agent Magazine

PINAL SHAH In 2005, when Pinal Shah and her husband were hunting for their first home, she began to consider that a career in real estate might make good use of her people skills and natural diligence. Then in 2009, after becoming a mother of two, Pinal decided to pursue her license. Soon after, in 2011—just her third year in the industry—she sold $4 million in sales volume before relocating to North Jersey and beginning her network anew. Undaunted by the challenge, she swiftly forged new connections and demonstrated her determination, and in 2013 she closed $12 million in volume. Every year since then, Pinal has averaged over $20 million in annual volume, an impressive figure that underscores her commitment to quality client care and her ability to deliver quantifiable results. Primarily serving Bergen and Hudson counties—with a particular presence in downtown Jersey City—Pinal runs a solo operation that specializes in luxury properties typically north of $900,000. With a robust 75% rate of repeat and referral clientele, Pinal’s success is grounded by a philosophy fixed on hard work, honesty, and communication. In fact, it’s her work ethic that Pinal cites as the foremost driver of her business, an attribute forged by her family. What’s more, Pinal takes a personalized approach to the agent-client relationship, prioritizing clear and regular communication to ease the stresses inherent in buying or selling a home. She also makes an effort to keep her clients informed of the ins and outs of a transaction, so that those she serves are empowered by a market education along the way. To keep in touch with past clients, Pinal again takes a personal and involved tact. Not only does she stay abreast of her clients’ lives through social media, but she also sends out considered quarterly e-newsletters. To market her listings Pinal incorporates twenty-first century techniques, using social media and the leading digital listing platforms to ensure that each property receives maximum exposure. Likewise, she makes use of professional staging services, professional photography, and drone footage for video tours to make sure her listings make the ideal first impression, whether in person or

online. While her proven track record of success over the course of eight years is unequivocal, the most cherished part of Pinal’s work is the relationships she’s able to cultivate with the clients she’s proud to serve. “I love that I can help my clients achieve the American Dream of homeownership, whether they’re buying their first home or selling their property and upgrading to a new one,” she explains. “I haven’t had any clients that have been unhappy yet, and I’d like to keep that trend going!” In fact, clients have nothing but high praise for Pinal. One past client described her experience: “Pinal is a sincere professional, responsible, and has a vast understanding of the local real estate market. She always stayed on top of everything, suggesting and guiding us throughout the whole process. I highly recommend Pinal to anyone who is looking for an agent that will work for the best of your interests.” In addition to the consistent communication Pinal mounts during and after a transaction, she also stays involved with past, present, and potential clients through her various community engagements. She and her husband are actively involved in the local Indian community, and her husband, Sanket Shah, is currently a candidate for Republican council office in their hometown of Englewood Cliffs. While she spends much of her free time taking in her children’s various sporting events, Pinal is also active in her own athletic activities, including tennis and badminton. A lover of music, Pinal and her friends stage classical Indian music performances once a year for the local community, as well. As for the future, Pinal has plans to continue her business’s upward trajectory, already on track to close $17 million in volume long before 2017’s halfway mark. Her long-term goal is to maintain the high level of service and performance her clients have come to expect, while preserving the work-home balance her family-oriented values require. At the end of the day, Pinal’s ethos is straightforward and thus far effective: “If you’re hardworking and patient, success will come,” she says. Today, with almost a decade of hard-won experience and market insight already behind her—along with an untiring work ethic to secure her clients’ success—the years ahead are sure to yield continued promise for Pinal Shah.

To learn more about Pinal Shah visit pinalshah.kwrealty.com, e-mail pinal.zota@gmail.com, or call (201) 952 - 7387 www.

Marketing Lessons from Steve Jobs by Rob Flitton

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

Steve Jobs was the highest master in this.

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

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

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

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

1.What known or unknown or irrational pain, angst, worry, concern, fear, anger or sadness is the potential client experiencing? 2.Do they perceive or feel that they 28

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

BEN WILLIAMS

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BEN WILLIAMS Ben Williams was a member of the U.S. Air Force for twelve years before taking the leap into the real estate world. Once out of the military, Ben got his first taste of the industry working as a project manager on construction sites and continued to garner experience as he began renovating properties and flipping them. Then in 2014, he decided to make the transition to real estate full-time. Today, Ben is at the helm of a striking career, equipped with a philosophy grounded by service and a proven track record of success. Ben primarily serves the Traverse City, Michigan area and works with one other member on his tightknit team. He specializes in selling lakefront properties, and praises the Traverse City area for its clear waters and unrivaled beauty. As an area expert for veterans and the VA, Ben works closely with military professionals, providing buying and selling services and rewards back after closing. With repeat and referral business rolling in, Ben leaves a lasting impression on those he serves, curating a memorably superior client experience in every transaction. “Anyone can get into real estate,” Ben says, “but what sets you apart from everyone else is your level of dedication. I hold myself accountable—following up, staying communicative, and seeing everything through.” Likewise, Ben makes a concerted effort to stay both responsive and detail-oriented, so that clients mount the buying or selling process with a sense of confidence and calm. “In this business, things move fast,” Ben explains. “Details can slip through the cracks if you’re not careful. I pride myself in never leading anyone into a situation where they feel that they didn’t get the full picture.” Astutely recognizing that real estate is a business built on relationships, Ben goes the extra mile to be a helpful, comprehensive resource to his clients and colleagues alike. Long after closings, Ben makes himself available to his clients, always willing to pick up the phone to answer questions and share his knowledge of the field. “It’s in my nature to want to be of service to people,” Ben remarks. “I’m a person people can count on. I want to help people accomplish their mission.” Taking a considered approach to his marketing efforts, Ben utilizes the latest digital strategies to ensure each listing enjoys maximum

exposure across online listing platforms and social media. What’s more, Ben assists his clients in staging their homes to prepare for professional photography and open house events. Crisp, high resolution images and video tours provide a stunning online presentation of each home, whether first impressions are made in person or online. Likewise, drone services and aerial views also paint an inviting portrait of each property and its surrounding area. Ben also plans to begin utilizing 3D imaging of each property’s interior to create an immersive viewing experience for online shoppers. With distribution of his listings extending across seven-hundred different websites, Ben makes wise use of the internet’s vast reach, targeting specific demographics and buyer types to ensure the right homebuyer is sourced. To stay in touch with his past clientele, Ben takes a personalized approach to building lasting relationships; he enjoys sending cards, catching up, and going for the occasional lunch. In reflecting on his favorite aspect of the business, Ben says, “I love meeting new people and helping make their dreams come true.” Outside of the office, Ben stays avidly engaged with the local community. Utilizing his background and experiences, Ben helped work on a building project for his church, and to support his fellow veterans, Ben volunteers his time each week with Reining Liberty Ranch. There he serves his fellow veterans during the rehabilitation process and as they resettle into civilian life. When he finds free hours away from work and his community efforts, Ben enjoys spending quality time with his family, relishing Michigan’s great outdoors. He and his wife especially love to kayak on the lake and soak up the sun. As for the future, Ben’s goal is to continue developing his business and its reach, with hopes to bring on one or two more agents in the near future. With a potential partnership with a local contractor in the works, Ben would also like to help build affordable housing for people in the area. With unrelenting dedication to his clients’ successes, and an authentic desire to give back to his community, the future possibilities are boundless for Ben Williams and his team.

To learn more about Ben Williams, visit LakeLifeRealEstate.com, e-mail ben.williams@cbgreatlakes.com, or call (231) 632-7888 www.

Tips on Being a Good Team Leader Your business is booming, so much in fact, that you’ve finally made the decision to start a team. You’ve made sure it’s financially feasible, and you’ve found the right people, but there is still one other component of a successful team. And that’s an effective leader. It’s your job to not only generate business, but to motivate your team, which in turn increase productivity. Here are a few simple tips on being a good team leader. 1. Evaluate each team member, making sure to utilize their strengths Hiring the right people is one of the first steps in creating a successful team, but once you have those people it’s really Top Agent Magazine

important to figure out where they best fit into the operation. Having every team member be an ‘expert’ in their part of the process leads to seamless transactions and a business that runs like a well-oiled machine. 31

Of course it’s also important to create a supportive atmosphere that allows team members to stretch beyond their comfort zones, under your guidance. It’s to the whole team’s advantage when people take initiatives to up their game by taking additional training or mastering a new and innovative technology that can improve productivity. The key is to constantly evaluate not only your systems but the people running them. It’s your job as a leader to encourage that personal growth while making sure to always protect against any major misfires. Which leads us to… 2. Always reevaluate what is and isn’t working It’s a good idea to have a weekly meeting where the whole team can convene and go over any snags they may have hit in the systems that you developed when starting your team. Your team is in the trenches with you and since everyone probably focuses on a different aspect of the transaction, it’s important to make sure things are working on every level. Make sure copious notes are taken during these meetings so you have a track record of what was suggested, as well as a history of things that may have been tried and the results. Another good thing to focus on in these meetings is goal setting. Set weekly and monthly goals, and use the meetings to discuss what’s being done or needs to be done to meet them. When goals are met, it’s a great bonding experience for everyone. When they aren’t, it’s a moment to learn how you can do better in the future. 32

Don’t forget to always take in what you can do to be a better team leader as well. 3. Stay connected and in communication These are your team members! There’s more to that than just a label. Be connected to them on a daily basis. Clear, open and honest communication is important on a busy team and that’s much easier if you actually like and trust your co-workers. Sure you want to succeed for yourself, but knowing that other people you respect are counting on you, is an additional motivating factor, that is certain to lead to everyone going above and beyond creating a wildly successful business. 4. Be inspiring and supportive If you’re enthusiastic about what you’re doing, it really will be infectious. Encourage innovation and creativity. Yes, systems and consistency are great but don’t let your team get in a rut either. Support their individual careers, always encourage them to go for more, let them rely on you for mentorship. If they sense that you want each member to succeed as much as you have, you won’t find more loyal employees. And perhaps most importantly focus on what’s being done right. Don’t be the boss that just points out things they don’t like. Let them know when they’ve done an amazing job and be specific about what it is. Make them feel valued and they will become a valuable asset to you and your business. Top Agent Magazine

JANET ANDERSON Janet Anderson radiates care. She has her clients’ backs and keeps them informed at every step of the process. It’s no wonder they trust her. She treats them like family.

social media and YouTube and in flyers and advance mailers. But Janet doesn’t stop there. She also does brokers’ tours and blasts the listing to other Realtors in the region.

“Buying or selling a home can be overwhelming,” she says. “There’s a potential for roller-coaster emotions. I take it one piece at a time and explain everything. My clients know that I care, and I take that trust very seriously. I represent them.”

Her job is never dull, and that’s what she loves. “Every client is different, every transaction is different,” she says. “My biggest reward is to see each client’s excitement as they move into the next chapter of their life.”

Before Janet earned her real estate license 10 years ago, she managed lenders, many of whom had their real estate license. It was something she always wanted to do. “I had an instinct about real estate,” she says. “I bought my first home at 23, and I always knew what the values were. I was passionate about it.” She went for it. Now she wouldn’t trade her career for anything. As lead listing agent of Janet Anderson & Associates with Keller Williams, Janet serves the Central Valley and East Bay, including Tracy, Mountain House, Livermore, Pleasanton, Patterson, Discovery Bay, Manteca, Lathrop, Dublin, Danville and San Ramon. She aligns herself with her team members so that her clients get the best service. It works. Thanks to outstanding service and touching base regularly, her business is almost all repeats and referrals. Whether she’s making phone calls, sending gifts for holidays and anniversaries or sending newsletters with market updates, her clients are never far from her mind. Marketing her listings is one of her specialties. “I tell clients that you can never over-market a home,” she says. “The house has to showcase beautifully, so I might do minimal staging, and I always hire a professional photographer and videographer. If there’s property involved, we do drone photography, too.” From there the listing is promoted on

As caring as Janet is about her clients, she’s equally devoted to her community, a small town of about 85,000 people, where she’s lived since 1993. She has served on the board of the Central Valley Association of Realtors (CVAR) as secretary, and continues to be involved organizing fundraisers to benefit charities. Last year, the CVAR raised close to $60,000, which was donated to approximately 22 local charities. She also supports “Tracy Celebrates Children,” the city’s response to a tragedy that occurred in 2009. On a designated day each March, local businesses provide free services—bowling, dance lessons, ice cream—throughout the day for children 12 and under. “Last year, 24 businesses participated,” she says. “I got a couple of real estate offices involved. It’s great to see the children so excited. I’m so proud that something good came out of the tragedy.” Janet keeps herself in shape. She’s on a coed softball team and exercises four or five days a week. She also likes just hanging out with her family and friends and decompressing a little. Janet is in real estate for the right reasons, and that comes through to her clients. She wants to continue developing those relationships and educating herself on the latest real estate trends so she can be of service to her clients. “I really enjoy my business,” she says. “I’m motivated to get up every day!” Her clients are the lucky ones!

For more information about Janet Anderson of Janet Anderson & Associates, Keller Williams, Tracy, CA, please visit tracyhomes.kwrealty.com, call 209.321.5981 or email janetandersonrealty@gmail.com http://

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SCOTT COOK Ranking in the top 1% of the State of Arizona, Top Agent Scott Cook of RE/MAX Solutions in Gilbert, Arizona has made genuine concern for his clients the hallmark of his business. This conscientious approach has resulted in not only scores of grateful customers, but also a slew of awards such as: Executive, 100%, and Platinum Clubs not to mention industry leading awards such as Multi-Million Dollar Producer, Top 40 Under 40, and RE/MAX Hall of Fame. As one of RE/MAX’s Top Producers in the entire Southwest and named ‘Top 40 Agents Under 40’ in the the valley, Scott possesses an authenticity and affability that guides every client interaction. “My clients know they can trust me,” says Scott. “I’m not just in this business to make a sale. I know that I am affecting people’s lives so I take it very seriously. It’s never been about making a sale but doing what is right by the client.” His concern is so genuine that he has discouraged his clients from buying a home if the circumstances are less than beneficial to them or to hold out for a better offer. Scott began his foray into real estate not long after graduating from Arizona State University when he set out to find a career that would provide long-term fulfillment. “I wanted to do something where I could help other people succeed as well as finding something fulfilling for myself. I decided I could have the biggest impact on people’s lives doing real estate.” That was eleven years ago and the results are a testament to his having made the right decision. Scott’s concern for his buyers and sellers is evidenced by this glowing five-star testimonial on Zillow: “Scott is very humble and personable. I appreciated the knowledge and

intuition that he had and how he helped guide me through the selling and buying process. In addition, he was able to work with my schedule and make me feel valued as a client.” Scott is meticulous in his marketing approach and negotiation saying “Most agents pay others to put their listings in the MLS which results in a lack of representation for the client. I do my listings personally. I make sure everything is detailed and correct. I personally input every character.” When it comes to negotiation, Scott is relentless. Scott says, “There is strategy in each phone call I make to other agents, each email and every text has purpose. You are building up to the grand finale and to getting the client winning results”. It’s an approach like this that has made him successful and keeps his clients coming back. When he’s not working, Scott is extremely involved in his community. Currently he is planning to take a youth group to a surf camp in California. “They’re going to learn how to surf, learn about themselves as individuals, about God, and about how to serve and lift one another. During the holiday season, Scott helps organize charitable drives to help families in need. Scott and his wife Tiffany have three beautiful children. Scott loves wrestling with his boys, teaching them to work in the yard and treat their mom like a queen. His little girl has him wrapped around her finger. “When she smiles it absolutely melts my heart, it’s going to be tough not to spoil her.” “As much as I enjoy what I do and enjoy spending time with clients, I take it very seriously. If someone comes to me asking for help, I don’t take that trust they put in me lightly. Their concerns are my concerns, their wants are my wants. We work together as a team to achieve success.”

For more information about Scott Cook, please call 480-993-9317 or email Scott@ScottCookHomes.com 34

How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contactâ&#x20AC;&#x2122;s attention. Let them know they are welcome and that you appreciate their interest. Top Agent Magazine

2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated. Schedule emails to go to each client that celebrate their purchase anniversary or birthday. Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention. You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner. 36

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JUDY GOSMAN Back when Judy Gosman was taking classes at a local college and working part-time with a construction company, she discovered an unexpected passion for real estate. What began by partnering with individuals on their properties developed into a deep desire to serve others, especially after her own relocation experience. “When I went through the stress and pain of relocating, I understood just how hard it is to move,” Judy says. She trusted her real estate agent at the time to help her find the right home, but also to guide her to a neighborhood and school district that suited her family’s needs. Ever since Judy and her family moved back to Southern Indiana a few years later, she’s been building a real estate career with an emphasis on helping others navigate the relocation process, and to much success. Today, she is at the helm of a thriving, thirty-six-year career that’s included over 1,400 transaction. Additionally, Judy has earned multiple designations including as a ABR, CRS, and GRI.

view of the community they may soon call their own. “A person has to commit to a community before they can commit to buying a house,” Judy says.

For the past ten years, Judy has spearheaded her work on a real estate team alongside her daughter. Together, they serve all of Southern Indiana with a particular focus on the city of Jasper and Dubois County, where Judy was born and raised. As a result, Judy fosters a deep, detailed understanding of the local community, its inventory, and the ever-changing market—knowledge she seamlessly passes along to her clients. Paired with her area expertise, Judy employs a detail-oriented, client-centric approach to her work. Her commitment to quality customer care has amounted to an impressive 95% rate of repeat and referral clients. The buyers and sellers that Judy works with appreciate her exceptional devotion to the long-term. “I try and give my clients, especially first-time homebuyers, a complete understanding of the properties they’re thinking about buying,” she recounts. “My clients know I’m honest and always thinking about their interests, goals, and budget—now and in the future.” She prides herself on taking the time to provide community tours to potential clients considering a transfer to a local company, giving them a personalized, first-hand

In her spare time, Judy extends her spirit of service to her community. Over the years, Judy has been involved in Girl Scouts, Boy Scouts, and her local church. Additionally, she served on the board of a local private school and she currently belongs to the area’s Chamber of Commerce, the Advisory Board of a local health facility, and a group called Women Empowering Women, a networking resource and organization that inspires and promotes female empowerment in the workplace. In her remaining leisure time, Judy loves to travel with her husband and together they enjoy fishing in Alaska. She also enjoys spending time with and spoiling her three grandsons.

To stay in touch with past clients, Judy personally reaches out several times a year. She provides all of her buyers with a carefully curated closing packet, understanding that these important documents are often misplaced during a hectic move. With that in mind, every January Judy sends extra copies of all closing documents to her clients’ new homes so that they’ll be ready come tax time. In October, she delivers painted pumpkins to her clients and to everyone who has given her a referral during the year. It’s these thoughtful, meticulous touches that keep Judy’s clients coming back. To ensure all her listings receive maximum exposure, Judy incorporates virtual tours, professional photography, and innovative drone footage of both the house and lot, and its surrounding area. Always going the extra mile, these comprehensive marketing methods ensure that every property Judy is responsible for makes the ideal first impression, whether in person or online.

Her daily interactions with others are what continue to drive and energize Judy’s passion for her career. Her ability to share the quality of life possible in Southern Indiana is a big part of what’s made her business such a success. With over three decades of experience under her belt—and a professional philosophy dedicated to delivering memorable service and quantifiable results—the years ahead are sure to yield continued success for Judy Gosman.

To find out more about Judy Gosman of ERA First Advantage email jgosman@psci.net or call (812) 631-0000 Top Agent Magazine

TRACI ROBERTS JONES As the granddaughter of a commercial real estate developer and the daughter and granddaughter of a local builder, she may have been “born into” real estate, but Traci Roberts Jones holds a position of her own in Tucso- area real estate. More than 13 years ago, she became a REALTOR® and now owns and operates The Jones Real Estate Team, providing first-class customer service, marketing, along with honesty, integrity and loyalty to all of her clients. Clients of her six-member team with Keller Williams Southern Arizona would add that Traci’s positive attitude, warm demeanor and ability to adapt to every situation distinguish her even further from her competition.

proud to be part of the Keller Williams family,” she explains. “We’re also introducing virtual staging and 3D Matterport tours, which gives us more value to the consumer.” Traci places great emphasis on adding a personal touch to each listing through staging. “We strategically work with a few staging companies to create a vision of what the home could become.” Additionally, one of the most aggressive aspects of the team’s marketing is the way they prospect by phone every weekday to find buyers for their sellers. “We don’t just put a sign out and pray another agent brings the buyer. We actively prospect for potential buyers, that’s what we do.” Traci’s passion is to be an integral part of the process, helping families from start to finish when buying or selling a home. “This experience changes people’s lives. When I see families’ lives being changed and their dreams coming true it makes everything I do worth it,” she says. “It puts a fire in my soul.” Traci further puts fire in her soul by giving back to local efforts such as Homes for Heroes. “We support educators, law enforcement and nurses or doctors in the community by crediting a percentage of our commission to say thank you,” she says. “We partner with local schools and the Sheriff’s Department to bring awareness to the community through home ownership.” The team also take part in Keller Williams Southern Arizona Red Day annually, getting out into the community to work on building sites for Habitat for Humanity or support organizations like the Marana Food Bank. “I’ve also hired people through a local agency to do odd jobs, helping my clients get their homes ready to sell.”

“The number-one thing consumers want is to trust their agent,” says Traci. “We always stay one step ahead with open communication and building trust through relationships.” As a result, nearly 75% of Traci’s team’s business comes from repeat clients and referrals. “We stay in touch with our past clients,” she explains. “Our goal is to provide something of value every time we pick up the phone and have a conversation.” Whether calling their client base every few months or sending newsletters and market updates, Traci ensures that each touch is meaningful and purposeful. “We also host an annual tailgate event when the University of Arizona plays longtime rival Arizona State University for the Territorial Cup. This is a huge event with food, drinks, games and prizes for several hours before the game, the event gives us a chance to interact one on one with clients and recognize and appreciate them for their business. It also provides opportunities to meet friends and family of our clients to earn their business, as well!”

Besides all of her work and outreach, Traci’s pride and joy is her family, including her husband, her five children and her infant granddaughter. “We love to travel, too,” she says, explaining that recent business travel has taken her and her husband to San Antonio, Texas, where they have started expanding The Jones Real Estate Team. Expansion is the next big game-changer. “This is an exciting time of for us all.”

In addition, their specialized services for sellers and buyers help maintain the team’s reputation for going above and beyond to do right by their clients. “All of our listings are on over 350 websites, with additional syndication across the country and the world; we provide a professional photographer and videographer along with a drone to capture the aerial view. We are

To learn more about Traci Roberts Jones, visit JonesResults.com or JonesTeamTucson.com, email Traci@JonesResults.com or call 520-955-8088 www.

www.

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

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

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

Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com. 40

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KAREN LARSON Top Agent Karen Larson of RE/MAX Realty 100 in Milwaukee became a Realtor in 1981. Unlike many of her fellow seasoned veterans, she still maintains an enthusiasm and passion for the business that has contributed to her long-time reputation as one of the best in this highly competitive field. “Buying or selling a home is one of the most important decisions a client will ever make,” says Karen. “It is critical to choose the right Realtor to work with, one who can truly work for them. Whether purchasing or selling, I always put my client’s best interests first.” Karen began her career during a market downturn, which she credits with providing an excellent training ground. “When I got into the business,” she says, “interest rates were 21%. I had to learn really well how to do this. As a result it created a strong base for the rest of my career.” Her clients appreciate her not only for her extensive knowledge, but for her aforementioned passion and concern for their well-being. “I really enjoy working with people,” says Karen. “I try to have fun with it, to make it as stressfree as I possibly can to go through the sometimes difficult transaction process. I keep a smile on my face, I’m a good problem solver, and I help them through whatever needs to be done.” This concern extends to maintaining contact after the transaction is completed. “I give them a phone call, and I send out a monthly newsletter,” she says. “I also send out a quarterly market report, which tells people what’s really

going on in their area in terms of values going up or down. Owning a home isn’t only about someplace to live, it’s an investment for most people, and they want to see how that investment is doing.” Karen feels it is important to continue educating herself about the industry, to better serve her clients. With a slew of designations to her name (ABR, ASP, CRS, GREEN and GRI among them), she is fully prepared to handle any kind of transaction with full aplomb. Strategic marketing is a hallmark of Karen’s, and to that end she carefully targets each of her listings for the best possible exposure. “Each house has its own individual personality,” she says. Professional photography and video, as well as cutting-edge three-dimensional schematic floor plans are among the services she utilizes. Karen’s reliability and unparalleled client service has translated into a business based almost entirely on referrals and repeat clients. “At this stage in my career,” she says, “a lot of my clients are now moving into their final home, and many of them are moving into luxury homes.” To better service these clients, Karen has recently achieved her Luxury Home Specialist status. When not working, Karen stays involved in her community via speaking engagements to explain the current status of the real estate market, and is an advocate for local children’s hospitals. “I love everything about this business,” she says. “I don’t think I’ll ever retire. I might slow down, but I’ll never stop because this is my life.”

For more information about Karen Larson, please call 414-588-2798 or email KLarson@HomesByKaren.com and make sure to check out her website at KarenLLarson.com www.

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DEB McLEAN After fourteen years in the industry, Top Agent Deb McLean of RE/MAX Alliance Group in Gilbert, Arizona can boast a return/referral rate of business of close to 100%. Integrity, a solid work ethic and a commitment to providing top-notch client service are among the many reasons her loyal clientele keep returning and referring other customers. A long, windingly diverse path led Deb to the real estate world. A 1978 graduate of Luther College in Decorah, Iowa, Deb possesses Bachelor degrees in Psychology, Biology, and Physiological Psychology with an emphasis in Sports Management. She has previously worked for the US Olympic Training Center in Colorado Springs and the Wrestling Department of the University of Minnesota, among numerous other high-profile athletic administrative postions. Eventually, a gig doing award-winning real estate marketing turned into her current career of selling homes. “I realized one day that it was smarter to sell real estate than just do marketing for it,” says Deb. “It’s funny when I look back at my life and see all the different things I’ve done, and how each job has pushed me towards being a real estate agent. Everything I see as a plus in what I do comes from the diverse background I have. Real estate ended up being the thing I have never gotten bored of.”

When she is not working, Deb is equally dynamic, and among her passions is fostering deaf and/or blind Australian Shepherds for the Amazing Aussies Adoption group. She is also an avid gardener and sports fan. Among her charitable endeavors is the work she does with a Ugandan non-profit, Peace for Paul, sponsoring a child’s education and care since 2010. She is also on the Board of Directors for Playworks Arizona, which leverages the power of play before, during and after school to transform children’s physical and emotional health. Deb also does a yearly backpack drive for Phoenix Sun’s Charities; contributing in excess of 450 fully equipped backpacks this year alone. She was also interviewed and selected to participate in the year-long City of Mesa Leadership Training. As for the future, Deb’s plan is to carry on doing what she has been doing all along, providing the utmost in customer care and service, while never ceasing to find the joy in what she does for a living. “Just continuing to have good clients, working with them over and over again, and being a part of their lives. That’s what success means to me.”

Among Deb’s trademarks in the industry is an accessibility that defines every single one of her client relationships and transactions. “One thing people comment on about me,” she says, “is that I’m very down to earth, very casual. That’s because I want my clients to feel comfortable with me. I don’t dress up to sell a house, because I don’t want my clients to feel like they have to dress up to look at a house.” Honesty is of paramount importance to Deb, and to that end she is not hesitant to offer an opinion, even at the risk of losing a sale. “If you don’t want my opinion,” she says, “please tell me. But I feel it’s important to point things out to people who may be too distracted by the interesting things inside a home to notice things like road noise, or wires going through a yard.” For Deb, it’s less about the deal that it is about the important relationships she forms. “I love seeing the look on people’s faces when they walk into their new home, or when a seller gets their check at closing and they’re getting ready to move on to something new. I always make a point to go to closings, because it’s important for me to see the entire process through and to be there for my clients the entire way.” 42

For more information about DEB MCLEAN, call 480-205-5979 or email DKayMcLean@aol.com Copyright Top Top Agent Agent Magazine Magazine

How To Overcome Your Workplace Fears Fear is something that can help protect us from danger, but it is also something that can be a hindrance to us in our lives, especially when it keeps us from potentially thriving and growing as a person. This is especially true in the workplace. Here’ a look at some proven ways to overcome common workplace fears.

ASSESS THE FEELINGS BEHIND THE FEAR

Really owning the emotions that are putting you in a place of fear, is the first step. By just naming it and then talking it out in your head, what exactly you’re feeling and why, it can help deflate the fear. Think of it as releasing some of the fear into the ether. Yes, you’ll still be nervous about your presentation, but a lot of what was holding you back is gone. You’ll feel lighter, and hopefully have just enough butterflies to make your soar.

TALK ABOUT YOUR FEARS WITH A TRUSTED CO-WORKER

Nothing can make you feel more isolated than going down the path of “This is something that only happens to me.” Trust me, it doesn’t, and you might be surprised to find out that some people have had it even worse. Talking to someone you trust and admire, hearing their own fear horror stories and how they overcame them, will help normalize what you’re feeling. Releasing yourself from the idea that it’s something about you, will be an enormous relief.

THINK OF THE WORST CASE SCENARIO

Although it might seem counter-productive, truly assessing what the worse outcome of the situation you’re afraid of serves two purposes. It might lead you to realize the worst case scenario isn’t that bad Top Agent Magazine

after all. Of course it could also lead you to a really uncomfortable thought, you could lose your job. As bad as that is, it also gives you an opportunity to start focusing on what really matters, and how you might grow from the experience and possibly end up better off. Countless people in their dream jobs now, were once fired and thought it was the end of the world. Hopefully, that won’t happen to you, but learning to have confidence in your abilities to always find a way, will be a great tool in overcoming fears.

COMPARTMENTALIZE

If you’re a super-organized type, you might try actually setting aside time in your day to focus on your fears. It might seem odd, but it will let you NOT focus on your fears during the other hours of your day. Think of it as a task, you aren’t just sitting there worrying, you’re taking in your fears and figuring out ways to overcome them.

START THINKING OF YOUR FEARS AS OPPORTUNITY FOR GROWTH

Start thinking of fears as challenges. As scary as it might seem to face them, for the most part they are things that can be fixed. A lot of fear is based on inexperience which leads to a lack of confidence. A common fear is workplace evaluations. Instead of looking at it as hearing everything that is wrong about you, think of it as an opportunity to see where you can improve. Going into it with a positive attitude rather than a defensive posture, will make the whole thing better for both parties. Overcoming fears is oftentimes about a simple attitude adjustment. Like anything it takes practice, but the results of that practice will lead to a life that you’re able to thrive in both personally and professionally.

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MIRIAM “LORI” MORROW Miriam “Lori” Morrow has wanted to be a real estate agent since she was 20-years old and her background in construction and sales made the career path a natural fit for her. So in 2005, when her kids were old enough for her to take the time to study for her license, she went for her dream; and ever since, she’s had a thriving real estate business. Lori now serves all of Westchester County, focusing primarily on Lower Westchester. Her dedication to customer service, attention to detail and putting her clients’ needs first has resulted in a 90% repeat and referral rate. “I make my customers my number 1 priority and I stay focused on the end result,” Lori says. She learned this client-focused approach when she managed retail clothing stores; and her true, core value that “The customer is always number one” sets her apart from other realtors in her area. To stay in touch with past clients, Lori uses a variety of approaches such as social media, handwritten notes, birthday and anniversary cards, and gifts. She has a goal of seeing past clients face-to-face at least quarterly. Her background of volunteer work and community service lends her credibility and gives her a wide network throughout Westchester County. People know she’s a hard worker. “When I’m on a volunteer committee, I’m the person that’s rolling up my sleeves, getting in there and doing the work,” Lori says. When marketing her listings, Lori throws the net as wide as possible using direct mail, social media and email blasts. She hosts open houses with food and refreshments to maximize visibility. She uses all the public real estate websites and markets to other active agents, both in the neighborhood and in New

York City. Lori hires professional photographers and stagers so as to showcase her listings. Increased exposure often leads to multiple offers. Lori’s favorite part of being a real estate agent is the varied nature of the work and the different roles she is able to play as she helps families sell and purchase their dream homes. “Every client I meet comes to me with a different base of knowledge. So I get to help them in the areas where they need help. It is not a one-size fits all approach to real estate,” Lori says. Lori’s passion is evident in her mission statement and her results. “My highly intuitive nature helps me provide a level of service that goes beyond the ordinary real estate professional. I’m able to blend my financial background with my relationship skills to offer the client a fulfilling and educational experience.’” She does this by listening attentively to her clients’ needs and she prides herself on her outstanding ability to deliver. The amazing result: 100% of Lori’s transactions close, she sells homes 50% faster and for a 7% higher sales price than the MLS average. In her office of 170 agents, she ranks in the top three of single agents. Currently Lori sits on the Board of the Partnership for the Huguenot Children’s Library, which is one of two freestanding children’s libraries in the United States. When her children were in school, she was active in the PTA and the Junior League of Westchester on the Sound, as well as other nonprofits and committees. When she’s not working, Lori’s favorite thing is to be with her children, but she also stays active, participating in a variety of sports herself. Lori is currently training a real estate agent mentee to head up her rental division and is focused on building a strong team. With her dedication to service and her strong community roots, she’s sure to succeed.

For more information about Miriam “Lori” Morrow, contact her via email at lorimorrow@kw.com or by phone at 914-260-5349 44

Creative Meditation

for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental. Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite Top Agent Magazine

easily into the daily hustle & bustle world of the busy real estate agent. First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening 45

Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts. These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument. Here are some examples of meditations you can try.

For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.

2 Repeating a mantra can be very calm-

ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.

3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.

4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.

Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis. When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity. Top Agent Magazine

STEVE SCHMITZ Steve Schmitz’s first exposure to the real estate industry dates all the way back to the eighth grade, where his first fascination with homes began. During college, Steve put his early passion into practice and cut his teeth working as a leasing agent. One summer, Steve reached out to the realtor who had listed his parents’ home, asking for the opportunity to work alongside him for the season. In fact, it was the same agent who Steve had interviewed for a project during high school, wherein students wrote about a career that might appeal to them. Steve aced that assignment and years later, that same agent encouraged Steve to be proactive and earn his own real estate license. Inspired by the challenge and energized by his passion for the industry, Steve followed suit and so began his tenure as an agent. That was back in 1988, and today Steve is at the helm of a flourishing enterprise, guided by a philosophy fixed on client-centric care and integrity.

heard, careful to listen and understand their overarching needs and goals so that the buying or selling process is not only successful on the transactional level, but also on the interpersonal level, as well.

With his home and office based in Edina, Steve primarily serves his hometown in addition to the southwest area of Minneapolis, along with its western suburbs—which include Eden Prairie, St. Louis Park, Minnetonka, and Shorewood, to name a few. Steve’s operation is a one-man-show that derives much meaningful help from his wife and assistant, Sally. Of the sixty-five units that Steve single-handedly closed last year, forty-eight of them were the direct result of repeat and referral clientele—a testament to Steve’s ability to deliver results, while creating a memorably positive experience for those he serves. In fact, it is his devotion to his clients’ successes that sets Steve apart. Foundational to his mission as an agent, Steve cites communication, patience, and attentiveness as major drivers of his work. He makes it a point to make his clients feel

In his free hours outside the office, Steve likes to get involved with his church and their many volunteer opportunities. He also relishes the two-hour drive north to his family’s cabin to spend time out on the water—on the boat, fishing, or waterskiing. He and wife also enjoy trying new restaurants around town and hosting neighborhood gatherings, as well.

To keep in touch with past clients, Steve favors a twofold approach that blends traditional mailers and e-mails, and simply picking up the phone and giving a former client a call when he’s in the neighborhood. When marketing a property for sale, Steve takes the time to guide his clients’ through the listing process. In addition to utilizing professional home staging services and professional photography, he also makes use of the leading digital listing platforms to ensure that each property receives maximum exposure and makes an ideal first impression—whether in person or online. While his ability to close is underscored by his impressive rate of repeat and referral business, Steve never loses sight of the individual or family at the heart of every transaction. It is his relationships with clients that he cites as one of the most rewarding aspects of his work.

As for the future, Steve has plans to continue his business’s dependable service, with an eye toward steady growth and maintain the hallmark standard of care his clients have come to expect. With thirty years of first-hand experience in the world of real estate—along with an ethos assuredly centered on his clients’ wellbeing and success—the years to come are sure to remain bright for Steve Schmitz.

To learn more about Steve Schmitz visit sellshouses.com, e-mail SteveSchmitz@sellshouses.com, or call/text (952) 484-6045 www.

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