Nationwide 5-8-17 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

MAGGIE ABREU

BETH HOBART

ROQUE CASTRO

CHAD HOLMES

PETER HELLER

GARY MILLER

ALLYN RAWLING

MARCO RODRIGUEZ

MARY F. RUFLEDT

JAMES SERVOSS

JESSICA TERPSTA & GEORGE WILLIAMS

JEFF VANDERLINE

GORDON VAUGHN

KATIE WALSH

NATIONWIDE & INTERNATIONAL EDITION

BETH HOBART

MAGGIE ABREU

ROQUE CASTRO

KATIE WALSH

PETER HELLER

CHAD HOLMES

CONTENTS 4) 3 WAYS TO MAKE YOUR WORKSPACE WORK FOR YOU

14) HOW TO RECOGNIZE TRUE LUXURY PROPERTIES

23) IS FINDING A NICHE MARKET RIGHT FOR YOU?

6) ARE YOU DOING BUSINESS AS YOU ON FACEBOOK?

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

27) BUYERS AND SELLERS: UNDERSTANDING HOW HOME INSPECTIONS ARE NEGOTIATION TOOLS

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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GARY MILLER

ALLYN RAWLING

JAMES SERVOSS

MARCO RODRIGUEZ

31) THINGS YOU CAN DO TO ANTICIPATE YOUR CLIENT'S NEEDS

MARY F. RUFLEDT

JEFF VANDERLINE

GORDON VAUGHN

JESSICA TERPSTA & GEORGE WILLIAMS

35) DON'T FORGET YOUR CLOTHES

38) 5 THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS

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3 Ways to Make Your Workspace Work for You Productivity experts agree that a curated workspace positively impacts productivity and mood, but oftentimes we settle for bland desks and cubicles that lack personalized details or considerations for workflow. Why miss out on the opportunity to optimize your surroundings when it could brighten your day—and boost your performance? Keep in mind some of these tactics to make your workspace your own and reap the benefits along the way. 4

DETERMINE YOUR WORKING STYLE AND DECORATE ACCORDINGLY For the creative set, a colorful and art-filled workspace can inspire fresh ideas and reduce stress. Likewise, casual yet aesthetically pleasing furniture, accessories, and décor set an inviting yet functional mood. A pop of color from an office tool—even something as basic as a stapler—can inject a sense of fun and modernism into your daily tasks. For the more analytical, right-brained worker, clean

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lines and zero clutter go a long way. A few well-chosen personal photos in tasteful, unassuming frames can provide a motivating connection to the world beyond the office, while accessories and supplies that are sleek, monochrome, and contemporary inspire a sense of calm efficiency. BUILD A WORKSPACE WITH YOUR DAILY ROUTINE IN MIND If you find yourself spending hours on the phone per day, or assembling stacks of documents and brochures, or even coming and going from the office with frequency—there are simple adjustments you can make to your workspace that will save you time and energy. If you sit for long hours—responding to e-mails or making calls—try incorporating an ergonomic chair or keyboard wrist-pad to maximize comfort. If you spend a long time assembling presentation materials, then file organizers, trays, and easy-to-pull labels can shave valuable time off your efforts. Lastly, those who step out for frequent meetings can reduce the hassle of being on-the-go by making your space mindfully organized—a coatrack and a dish for your keys by the door, an auto-brew coffeemaker, or an easily edited whiteboard calendar can make jet-setting simpler.

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ADD EASY DETAILS THAT ENRICH YOUR WORKING EXPERIENCE While organization and décor can rally productivity and mood, there are also a few extra details you can introduce to your workspace to improve the quality of your working life. Healthy, easy to grab-and-go snacks—think nuts, homemade trail mix, and fresh fruit— can keep your energy up without the sugar crush or guilt. If there’s a window nearby, a hard-to-kill plant like a philodendron or a fern not only cleanse the air around you, but also provide a welcome connection to the natural world. Being prepared in a pinch is another great way to make your workspace work for you: a spare tie, a tube of lip balm, hand sanitizer, or a box of Band-Aids can save you a trip to the store when an unexpected need arises. While we take great pains to make our homes our sanctuaries—complete with the decorations, furniture, and food we favor—we often overlook our work areas, even though we spend a sizable portion of our week sitting at the same desk. Challenge yourself to add a few of these personalizing, productivity-boosting details to your work area and bring the comfort of home to your working life.

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BETH HOBART There is great privilege in being a part of people’s life stories. Beth Hobart embraces that privilege with passion for helping others and the realization that she can make a difference for individuals, families and communities. An Orlando REALTOR® since 2005, Beth infuses verve and thoughtfulness into every aspect of her business, whether assisting a client at the micro level or helping improve the Orlando community so that its people – and its real estate – thrive. Beth’s first exposure to real estate came while working on the graphic design side of real estate marketing. “My husband, Jim, and I moved to the UK in 2004, where we worked with real estate companies marketing European warm-weather escapes to the British, who love their beach properties.” When they returned to Orlando in 2005, Beth discovered an opportunity. Unimpressed by the sales agents she had encountered, she seized an opportunity to provide better service and entered real estate with a boutique agency. Over time, she enrolled herself in every training program possible to learn as much as she could and offer her clients the best possible service. Beth and her team at Mainframe Real Estate have a reputation for impeccable service in the Orlando market. A “Clients First” approach keeps them readily available, listening to clients and placing their needs above all else. Beth’s manager even jokes that she is “practically spooning with clients” by the time each transaction closes. Clients compliment her attention to detail, thorough communication and ability to anticipate their needs. “I don’t get caught behind emails and texts; the technology that’s meant to bring us together can actually push us apart.” Instead, she puts herself “in the trenches” with clients. With sellers, she finds innovative ways to market properties using staging, professional photography, social media, 360 videos and any technology she can access. For buyers, she offers in-depth knowledge and relentlessly matches them with their ideal Orlando communities. “We also have a great network of professionals who can help our clients, from inspectors, insurance agents, contractors and more,” she says. “We absorb the stress, so our clients can keep moving forward.”

With a love of Orlando that runs deep, Beth intertwines community outreach with her work. Since long before entering real estate, Beth has volunteered with Quest Inc., a nonprofit fostering independent living for children and adults with developmental disabilities. She also serves on the board for the Orlando City Soccer Foundation, the fundraising arm for Orlando City Soccer Club, which uses the sport of soccer to promote healthy lifestyles enabling children and families to reach their full potential. She takes part in community garden building projects and meal distribution programs; and she and Jim were recently chosen for the inaugural class for Connect DTO, a six-month course for Orlando regional area business professionals who receive in-depth insights into Downtown Orlando. And as a current member of Orlando’s Leadership Class 90, Beth observes and learns from public, private and civic leaders. “We gain access to parts of the community that people might not normally know about,” she says. Additionally, Beth recently joined The Collective – a group that launched this year and is made up of change agents, social disruptors and “unapologetic leaders” trying to make a difference. Beth explains that The Collective brings together leaders in monthly gatherings to share ideas, learn from proven social innovators and create a community of like-minded passionate advocates. Beth’s specialty designations, awards and accolades speak volumes and include rankings among the Top 5 REALTORS® in Northern Florida and one of Orlando Magazine’s Hot 100 REALTORS®. She even received a Humanitarian award from the Women’s Council of REALTORS® for her ongoing outreach. Not surprisingly, Beth even spends much of her discretionary time giving back to others. She and Jim also hold season tickets to the Orlando City Lions and the Orlando Pride and enjoy Orlando’s Thursday Art Strolls in Orlando. An avid runner, Beth has several 5k, half-marathon and full marathon completions to her name. “And everyone knows I love coffee,” she says, laughing. It’s not unheard of for Beth to give coffee cards to clients either in commemoration of purchase anniversaries or just to stay in touch. “We can always do more,” Beth says of the future. “But I’m happy with the good work we do while staying engaged in the community.” She may consider adding more team members, but will do so organically, as opportunity arises. “We want to keep looking for ways to be change agents. We’re so fortunate to live in this strong, inclusive community.”

For more information on Beth Hobart, visit BethSellsFlorida.com, email beth@bethsellsflorida.com or call 407.955.4668 www.

Susie Carlton is proud to congratulate

Beth Hobart

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

PRMI NMLS 3094 Top Agent Magazine

Are You Doing Business As YOU On Facebook? Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page? Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?” The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use. Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times. We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers. They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you). 2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us. Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. 8

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ROQUE CASTRO 9

ROQUE CASTRO Roque Castro has plenty to brag about, but that’s not his style. Called one of the area’s best and brightest agents, the Miami native uses his whirlwind energy to accomplish his clients’ goals. It’s what makes him happy. “I really like helping people,” he says, citing a smaller deal he closed recently for a couple about to get married. “They’re going into a life-altering moment,” he says. “It was so nice to be able to bring them together into the house where they’ll start their new life together.” This type of interaction counts for much in his life. For sellers, Roque loves the thrill of going after the deal, asking himself “how can I market this, how can I put it together?” In addition to numbers and analysis, marketing is his favorite part of the business. Roque started out in finance. Although he had completed his real estate training, in 2005 he received an opportunity to work with a large mortgage vendor. He stayed until 2008, when the market took a turn. From there he moved into real estate sales. “It was an easy segue,” he says.

For sellers, beyond the MLS and a yard sign, he markets via social media, the Internet and boots-on-the-ground farming to draw as many people as he can to the property. “I also do ‘twilight brokers,’” he says, “depending on the property. These are night parties where we bring in professionals from the community—wealth managers or private bankers—to generate interest. We spend good money on value added. With the service, food and wine, we put together a nice networking event. Sellers definitely like that.” For someone who appreciates the people aspect of his job, it’s logical that Roque’s family is #1 when it comes to spare time. Roque helps coach and put together sports teams with his son’s friends. He loves going to sporting events with his family or watching his daughter play volleyball and his son play baseball. He also takes advantage now and then of everything Miami has to offer, from diving and fishing with his kids to going out on a boat with friends. The future looks bright for Roque. Having been a member of top-producing teams, he’s going out on his own now. “This is my time,” he says. “I’m putting together my own team, with the goal of being #1 in my market.” If anybody can do it, he can.

Since then, his business has grown to 60 percent referrals/ repeats and 40 percent new business. Over the last seven years he’s worked primarily in Coral Gables, Coconut Grove and South Miami, growing his business there. It’s no surprise his repeat business is high—clients are happy and he stays in touch with them on a consistent basis. “It’s not a ‘me me me’ marketing approach where you show clients how much you’ve closed,” he says. “I always offer more. I let them know what’s going on in the market in terms of sales, numbers, statistics, how it’s going to affect them. And I send community-related information they want to read, rather than throw in the trash when they see my name on the envelope.” His knowledge of the market and endless energy catapult him beyond the competition. When he’s working with buyers, he doesn’t stop with the MLS. If his clients are looking in a market with low inventory, he takes action to generate listings, going to cancelleds, expireds and withdrawns. 10

For more information about Roque Castro of Douglas Elliman Real Estate, Coconut Grove, Florida, visit RoqueCastro.com, call 786.302.9578 or email roque@roquecastro.com www.

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KATIE WALSH

Originally licensed in 2005, Keller Williams agent Katie Walsh’s real estate career has spanned the US from San Francisco to New York and, most recently, to her hometown of Tempe, Arizona. As a local specialist there, she is earning top production awards. “I had been in media sales, but in 2005 I reached the point that I didn’t want limitations on my income,” she says, adding that she lived in San Francisco when she started selling for a global developer. That developer, New York-based Tishman Speyer, built highrise luxury condos in the city. “We broke ground and started selling in 2005 and 2006 and the homes were ready in 2008 – at the bottom of the market.” Despite the unfortunate reality that homes lost 30% of their value, Katie appreciates having been a part of that amazing project. “I sold the highest price-per-square-foot condo at the time,” she says. “It was $11 million for 3,300-square-feet.” Her tenacity earned her an award from the developer and a promotion to manage the

sales team in New York. Years later, after a transfer back to California and another short stint in media sales, Katie eagerly returned to real estate. “I wanted to be closer to family, so in 2014 I returned to Tempe, where I was born and raised.” Katie jokes that when she learned she was named the top-producing real estate agent in Tempe for 2016, she didn’t believe it. “I didn’t think that was possible!” But the results proved otherwise: By specializing exclusively on Tempe, Katie more than doubled her 2015 sales, closing just under $12 million – all in Tempe. “2017 is shaping up to be even better.” Katie’s success, and the success of buyers and sellers she represents, directly stems from her distinct effort to not be everything to everyone. “I don’t pretend to be a Paradise Valley luxury specialist one day and a Glendale horse ranch expert the next day,” she says, “I can triple my production by not spending so much time in the car.” Specializing also enables her to provide better service and insider expertise to buyers and sellers focused on Tempe. Katie knows the area so well that she can instantly rattle off comps and market conditions when meeting sellers. “All I bring is my business card. People know I understand the market and they trust me.” Remarkably, Katie manages all this without a formal team, yet she counts herself lucky because “it takes a village” to succeed. “I’m on my own, but I’ve got my

three-year-old son,” she says, smiling. Her little boy is her world, and clearly motivation for her to succeed. “My team consists of everyone that supports me as his mom – from the nanny and the housekeeper to my family, friends and neighbors.” Because Katie loves what she does, she’s always working; all the free time she does have, however, is fully devoted to her son. As Katie continues to expand coverage in Tempe, she’s reconnecting a network linked to her childhood, all the while widening her current sphere of influence by hosting special events and giving back to her community. “I’ve volunteered at March of Dimes and been involved in their Nurse of the Year awards, but the charity I support the most is a local non-profit, Childsplay.” Childsplay, a nationally-recognized performing arts group, provides entertainment for

young audiences and education for children of all ages and backgrounds – anyone who dreams of getting involved in theater. This connection is deeply rooted in Katie’s desire to celebrate and share good things with the community. She’s a believer in helping others, including “a local neighborhood association that regularly sponsors families in need.” As a person and professional, Katie loves serving people in ways they might not expect. She goes above and beyond for clients with high-tech listings marketing, including 3D Matterport tours, drone work and floor plans, or spending extra time showing newcomers around Tempe as they hone in on their ideal neighborhood. “My goal is to continue to grow by focusing on quality, not quantity. I want to work with the people interested in working, living and playing in Tempe – people I know I can connect with and help the most.”

To learn more about Katie Walsh, visit propertiesintempe.com, email katiewalsh@kw.com or call 480.468.7933 www.

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

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

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

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

• Unobstructed Views and Light: You want to live in

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

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

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

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

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

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

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

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

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

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

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

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

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

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

If you want to buy luxury property that is really worth it’s price, then I would suggest adding these points to your list of things your new home must have. If you want to get a high quality home that is a true luxury, you’ll want to watch out for these aspects as well as the location. Some properties might claim to be luxury based on their location, but when compared against this list, they don’t make the cut. So, don’t be fooled by imposters, and make sure you find a true high-end property. 16

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MAGGIE ABREU Maggie Abreu grew up surrounded by friends and family who were active in the real estate business, but when her father began interviewing real estate agents when it came time to sell his home, Maggie was more intrigued than ever and decided to pursue a career in the industry. Shifting gears from working as a paralegal to working full-time as a licensed real estate agent, Maggie found that the transition was a natural one, having finally discovered her passion. Just three and a half years later, Maggie is a breakout star at Coldwell Banker and has earned multiple awards, designations, and honors. She is the recipient of the 2014 Rookie of the Year Award for the state of Florida, the 2014 International Diamond Society Award, the 2015 President’s Elite Award, the President’s Premier Award, and is soon to receive the International President’s Premier Award, conferred to agents in the top 1% at Coldwell Banker. Primarily serving the Naples area, with a particular focus on Golden Gate Estates, Maggie leads a tightknit team that includes her full-time assistant, who is in the process of becoming licensed herself. Maggie’s professional philosophy is grounded by a genuine love for her daily work, commitment to her clients, and the ability to deliver quantifiable results. In her first year in the industry alone, she closed fifty units, and in the years since that number has nearly doubled. She has also managed to garner an impressive 70% rate of referral clients, and has even fielded repeat clients though her business is in its establishing years. The secret behind her success? Maggie cites her devotion to those she works with. “Investing in your clients is key,” Maggie explains. “If your clients are pleased with your work, then it’s only logical that they’ll refer you to their friends and family. On top of doing a great job, I’m committed to staying accessible and easy to communicate with. I always keep my clients in the loop, aware of our targets, and on task.” To market her listings, Maggie takes a holistic approach, combining the tried-and-true traditional with the modern and

digital. Not only does she incorporate professional photography, floorplans, and 3D virtual tours of her listings, she also invests in print ads in local newspapers and magazines, enlists social media’s vast influence, makes use of the leading digital listing sites, and even does the occasional round of door-knocking. Because client relationships are Maggie’s foremost priority, she makes dedicated efforts to keep in touch with those she works with. In addition to sending out mailers and following up by e-mail, Maggie also makes use of social media to stay involved in her past clients’ lives. Likewise, Maggie sends out personal gifts to her clients on their home-buying anniversary and checks in even after close to answer any follow-up questions and to see how they’re faring in their new property. At the end of the day, Maggie never loses sight of the individual or family at the heart of every transaction she facilitates. “What fascinates and energizes me most about my work is the people I’m lucky enough to meet,” she reflects. “I love learning about their life stories and goals. So many of my clients become friends.” Positioning her spirit of service toward her local community, Maggie donates a portion of all her closed transactions to charity. She also makes an effort to stay up-to-date on the evolving market, and favors professional ongoing education so as to grow as an agent and to best serve her clients. In her free hours, she enjoys spending time outside with her three dogs and goats, as well as getting together as much as possible with her loved ones. As for the future, Maggie has aspirations to earn her broker’s license in the coming year and to continue the steady stream of growth her business has enjoyed thus far. With an ethos centered on memorable client care and ability to already pull in big numbers, Maggie has an assuredly promising career in real estate ahead. “Choosing real estate as a career was one of the best decisions of my life,” she reflects. “I sell real estate from the heart and every day is a new opportunity to grow.”

To learn more about Maggie Abreu visit 4sellnaples.com, e-mail amagdevys@gmail.com, or call (239) 289-0749 www.

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someoneâ&#x20AC;&#x2122;s search results, and you can set a budget for each campaign that will dictate itâ&#x20AC;&#x2122;s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 18

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

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

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

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

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

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

LOCATION IS EVERYTHING!

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

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

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

HARNESS THE POWER OF DATA

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

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you donâ&#x20AC;&#x2122;t want to simply go into the process blind or youâ&#x20AC;&#x2122;re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. 20

Top Agent Magazine

PETER HELLER Since he was a kid, Peter Heller has been intrigued with the real estate business. “l remember going to the local restaurants when I was young, and looking through the local real estate magazines. I loved looking at the farms and waterfront properties. After I graduated college, I just kept coming back to real estate. I grew up on the Eastern Shore of Maryland, so I have a tremendous love for the area, and I finally decided to give it a shot. When I started in 2011, the market was still depressed after the housing crash, and I wasn’t sure what would come of it. But I had a real passion for it, and it has turned into a great business for me.” Not only is Peter a top-producing agent, he was recently awarded the J. Hurst Purnell Award of Integrity. This is an award that is usually given to longtime agents, making it all the more impressive that Peter has built such a strong reputation already for only being an agent in the business for last 5 years. “It was an honor to win this award. I was honestly happy just to be nominated and never expected to win. Your reputation is everything in this business, so it means a lot.” Specializing in the sales of farms, waterfronts, and historic properties on the Eastern Shore, Peter credits his strong work ethic and his ability to provide customer service that goes above and beyond as the keys to his success. “My client’s needs are really the top priority with me. I put a lot of time and effort into exceeding their expectations. I

want them to always feel well taken care of. One thing that sets me apart is my focus on constant communication and going the extra mile when it comes to making the transaction happen for my clients”. Because of this, Peter has had over 100 transactions during his first 5 years in the business and was named to The Coldwell Banker International Diamond Society for the past 3 years. This honor is given to the top 10% of all agents affiliated with the Coldwell Banker worldwide. Peter tries to find time in his busy schedule to give back. For the past two years, he has acted as the Chairman of Kent County Ducks Unlimited which he has helped grow from an event of 220 people his first year, to 480 people last year. Peter has decided to join the board of his local real estate association to try and better the industry and his association. When he isn’t working, he enjoys spending time with his wife Shelley, stepsons James and Jake, their families, and friends. During that time, they enjoy relaxing on their farm, boating, fishing, and hunting. Peter couldn’t be happier with how far he has come in such a short time, and would like to continue to see his business grow. “l want to be in this business as long as I can while continuing to adapt over time, and I will always be looking for better ways to serve my clients. I really love helping people. I take a lot of pride in doing that throughout the process, and giving them the guidance and tools they need to make the right decisions. They say if you do what you love as a career, you’ll never be miserable a day in your live, and that couldn’t be truer for me. Real Estate has become a huge part of my world.”

To learn more about Peter Heller please call 410-708-3301 visit easternshorehomesandland.com or email pheller@cbchesapeake.com www.

Top Agent Magazine

CHAD HOLMES Back in 2002, Chad Holmes was in search for a career path that would not only earn him a living, but would also provide him the flexibility, challenge, and ability to help others that he desired in his daily work. That’s where real estate came in. Recognizing that many of his contacts in the real estate world were both happy and successful to boot, Chad decided to take a leap and earn his license. Now in his fifteenth year of business, Chad is at the helm of a thriving enterprise, governed by an ethos fixed on client-care, forthright communication, and accessibility. With the vast majority of his work stemming from repeat and referral business—amounting to an impressive 90%--Chad never underestimates the power of responsiveness and follow through when it comes to serving his clientele. Though his dedication to clients sometimes take him farther afield across the state, Chad primarily spearheads his work in the Utah County region. There, his services and specialties run the gamut, including work in both residential, land and commercial properties. While his proven track record of success is unequivocal, Chad’s approach to the buying and selling processes is transparent, dedicated, and above all at his clients’ pace. He also prioritizes speediness and responsiveness, so that clients are instilled with a sense of confidence and security throughout the transactional process. Combining his laidback sensibility with his industry knowhow, clients receive the best of both worlds when working with Chad: the affability of a friend and the competence of an expert. To keep in touch with clients both past and potential, Chad wisely incorporates the modern and digital. Making use of

social media’s vast reach, Chad stays up to date on his sphere of influence’s daily lives and developments. Likewise, he sends out personalized birthday cards and meets clients-turned-friends for the occasional meal, as well. To market his listings, Chad also employs a web-based approach, astutely recognizing the majority of modern homebuyers begin their housing search online. Therefore, Chad incorporates the leading digital listing platforms to ensure maximum exposure for the properties for which he is responsible. While Chad’s sizable rate of referrals speaks to his clients’ faith in his ability to execute, he never loses sight of the individual or family at the heart of every transaction. “The most rewarding and enjoyable part of this work comes from all the new people I’m able to meet,” he explains. “I like helping others find exactly what they’re looking for and facilitating the process, so that buying or selling a house isn’t a stressful struggle, but rather an enjoyable milestone.” In his free hours, Chad enjoys staying on the go and spending as much time as possible in the great outdoors. Not only does he count himself an avid mountain-biker, boater, waterskier, and wakeboarder, but he also relishes a host of winter sports too, including skiing and snowmobiling. As for the future, Chad has hopes to continue to grow his business and brokerage. He also plans to expand his home-flipping business, as well—a multifaceted expertise he brings to his role as real estate agent. With fifteen years of industry insight and experience already under his belt—along with a philosophy dedicated to his clients’ successes—the years to come are sure to be bright for Chad Holmes.

To learn more about Chad Holmes e-mail chad@holmes4sale.com 22

Is Finding A Niche Market Right for You?

A lot of Realtors® take the ‘jack of all trades’ approach to their businesses, and some are extremely successful with doing it all and doing it well. But taking that approach can also make it hard to stand out if there are a lot of agents in your area taking the same approach. If you’re looking for a way to stand out from the rest, finding a niche market might be the way to go. Although it might sound limiting at first, with the right branding and marketing, your specialty and expertise may help you lock up a market after you become well known for being the ‘go to’ Realtor® in a certain demographic. Having a niche helps you target your marketing, making it more effective, until eventually people are seeking you out as you build your reputation as the foremost expert in your particular niche. Top Agent Magazine

Despite the benefits of taking on a specialty, it’s still something that only a small percentage of Realtors® do, which means you have a great opportunity to get in on the ground floor in your area by being ahead of what is sure to be a looming real estate trend. You want to claim your stake on the niche that best fits not only your passions, but something that fills a void in your market. If this all sounds good to you, the next step is finding your niche! Here are a few things you need to consider:

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 23

In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams? Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus. Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures. When things pick up, you may take your innovative approaches and start applying them to luxury homes. Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There 24

are numerous demographics that truly need expert real estate advice. Be the one to fill it. You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.

Are you already serving a niche? Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official. Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.

Find ways to really sell your expertise Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you. There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients. Top Agent Magazine

GARY MILLER In the midst of a lucrative career selling stereo equipment, Gary Miller was approached by a client who also happened to be a real estate broker. Impressed with Gary’s knowhow and easy way with people, the client persistently offered him a job working as an agent until Gary finally accepted, energized by the idea of a new challenge. Fast forward thirty-eight years and today Gary is at the helm of a thriving real estate enterprise under the RE/MAX banner. Leading a tightknit team of capable real estate professionals, Gary’s philosophy is grounded by mutual respect, transparency in communication, and the ability to deliver quantifiable results. Primarily serving the Pueblo County region, Gary’s offices are based in Pueblo. At Team Gary Miller, he leads his stepson and co-worker Casey, a buyers’ agent of fifteen years, along with his wife Renee, a transaction coordinator, and Lisa, his administrative assistant of five years. Together, they combine to create a unified, accomplished team that has earned a robust rate of repeat and referral clients over the span of their work. Much of Gary and his team’s success can be attributed to an emphasis on empathy for their clients, applying patience throughout the transactional process, and remaining candidly communicative all the while. Considering his ample years of experience navigating the complexities of the real estate world, Gary acts as a seasoned advocate for his clients, valuably passing along his earned insight. “Working with people and getting to know them is the most rewarding part of my job,” Gary recounts. “I’m able to help my clients as their real estate counselor, and my world is filled with positivity as a result.” To promote his business and to keep in touch with clients both past and potential, Gary makes use of his considerable database to launch tailored marketing campaigns, in addi-

tion to print efforts in the local, widely-read newspaper. He and his team also send out a monthly mailer or newsletter to keep former clients up-to-speed on Team Gary Miller’s professional news and developments. To market his listings, Gary takes a personalized approach to each property he is responsible for. His first step in launching a curated campaign is to ascertain exactly who he is aiming to sell a property to—taking into account demographics and appropriate ad verbiage, among other factors—which ultimately helps to hone in on the techniques necessary to provide a listing with the maximum amount of exposure. He also ensures that each property makes the ideal first impression, whether online or in print, with extensive photography and appealing verbiage provided to house-hunters. Turning his spirit of service toward his local community, Gary has been active in a variety of civic and charitable engagements over the years. He has previously served as President of his local Board of Realtors, in addition to serving as the president of his country club. He has been President of the Board at his area’s Crime Stoppers chapter, as well as having served on the Membership Committee of the area’s Economic Development Council. In his free hours, Gary enjoys spending quality time with his loved ones, playing the occasional round of golf, going to concerts, and traveling. As for the future, Gary has plans to continue his business’s overwhelmingly positive trend contributing to the Pueblo County community. As a believer in ongoing professional education, he also has plans to remain up-to-date on the continuous fluctuations of the market, its inventory, and many regulatory evolutions—all the better to aid his substantial roster of clients. With almost four decades of knowledge and experience serving residents of his community, navigating transactions, and forging a deep understanding of the intricacies of the real estate industry, there is no doubt that the future will yield continued success for Gary Miller and his team.

To learn more about Gary Miller visit TeamGaryMiller.com, e-mail garymiller@remax.net, or call (719) 586-8701 www.

Top Agent Magazine

ALLYN RAWLING Allyn Rawling has always had a love for architecture and used to attend Sunday open houses as a hobby. “I always said if I had any artistic talent, I would have been an architect.” It was at one of these open houses she realized that real estate could be more than a just a hobby. “I overheard a potential buyer asking questions about the neighborhood. The agent had no idea what the answers were so I stepped in to help out. Several questions later, I thought to myself, if she can do this, I can too!” I decided to go for it and now here I am 25+ years later and still loving it. She made a name for herself as a highly respected and hardworking agent placing among the top producers in her office regularly. She is now the managing broker at Berkshire Hathaway Home Services KoenigRubloff Realty Group in Evanston, IL where she helps 58 agents find their own success in the business. Evanston is the first suburb north of Chicago on the shore of Lake Michigan. “Evanston is a fabulous place, you can find just about anything you are looking for here – beautiful houses, new condos, vintage properties, a model school system, Northwestern University, shopping and dining! And if you can’t find it here, Chicago is right next door!” Key to her longevity in the business has been her goal of always making her client’s number one goal, her number one goal. “My clients trust me to do what is best for them. I’ve always lived by the Golden Rule which is found in the Realtor’s Code of Ethics.” This philosophy has ensured that the bulk of Allyn’s business comes from repeat clients and personal referrals, which is a

testament to her ability to maintain relationships long after the closing of the transaction. “I put a lot of effort into reminding my clients that I am still in the business.” This includes a monthly email newsletter full of useful market information, staying in touch by phone, anniversary cards on the date of a closing, Thanksgiving cards, and handwritten notes. “People get hundreds of emails daily but a personal, handwritten note really stands out. Whenever I get a handwritten note, it’s the first thing I open.” Allyn has always been involved in her community. While her children were in school she was a member of the PTA and Booster Club Boards for grades K-12. She ran the concession stand at the High School for 3 years and managed to make over $40,000 annually in profit for the extra-curricular programs there. Even though her children are now adults, she is still a huge supporter of the public schools. She is currently working to help pass a tax referendum to keep music and arts programs funded in the local elementary school system. She is also involved with the historical society, participating in their annual Mother’s Day fundraiser as a docent for their historical house tour. Allyn is a music lover and sings in a local church choir as well as the Chicago Bar Association Chorus and Orchestra where she is the alto section leader. Mentoring newer agents and helping them to achieve success in real estate has been something she has done all along but in her role as managing broker, it’s even more important. “Real estate is truly my passion. It’s been very rewarding to pass on all that I’ve learned over so many years in the business. I’ve seen almost everything and I’m happy to share my knowledge. It’s so rewarding to see the “light come on” in a new agent’s eyes when they understand how this business works. I’ve been training for the last 25 years for this position and I love it!”

To learn more about Allyn Rawling call 847.556.5800, email arawling@koenigrubloff.com or visit allynrawling.koenigrubloff.com www.

Buyers and Sellers: Understanding How Home Inspections are Negotiation Tools That stunning home or vacation property may seem perfect. But Top Agents advise anyone buying or selling to prioritize the importance of professional home inspections. For sellers, many agents recommend preparing for two separate inspections, one for your own information before listing and the second at the buyer’s obligation. For buyers, know that the listing agent is required to disclose certain major issues discovered on professional inspection. But every buyer should also order a thorough home inspection. For both buyers and sellers, inspection provides knowledge and knowledge may translate to power, time saved or money. THE SELLER’S INSPECTION You’ll save time before closing if you find potential “sticking points” before listing your home. Even those repairs that a seller isn’t required to fix may be worth the upfront investment. Replacing or repairing leaky faucets, wornbut-not-compromised sections of roofing or cosmetic masonry work will go a long way to build trust between you and buyers in your market. In addition, the last thing a seller wants right before closing is a major surprise. If your inspection uncovers a significant issue requiring disclosure, you’ll have an opportunity either to make repairs or to get professional estimates on cost, which you then can present to buyers either as a credit or reduction in sale price. Top Agent Magazine

Top Agent Magazine

THE BUYER’S INSPECTION Selecting your Inspector: Before hiring an inspector, your agent may ask if the seller conducted an inspection and who conducted it. With this knowledge, you’ll hire a different inspector. Consider some important factors when choosing your home inspector: First, remember the adage that “you get what you pay for.” This property is one of your biggest investments it’s the place you’re going to cherish as your home or vacation destination for years to come. Entrust it to a highly rated and properly licensed inspector with the appropriate professional affiliations and credentials. Your Top Agent is your best referral source, but read online reviews or ask for recommendations to learn more about inspectors and the inspection process. As a buyer, know that a home inspection report gives you opportunities to request repairs, a lower sale price or credit for work to be done. Talk to your agent about how to make the most of your inspection report. Your agent will likely have contacts with local professionals you can consult with for fair estimates on the cost of the repairs you would like made. In extremely competitive markets however, your negotiating power may be limited to major issues requiring disclosure. Heed the advice of your agent in making necessary requests without risk of losing your dream home. Be sure to attend the inspection or assign a proxy if you’re out of the area. Then, go above and beyond and give a luxury property the attention it deserves. Your inspector should help you find concealed issues that can help you negotiate. Honest oversights on the part of the seller, for instance can only be rectified if discovered before closing. For example, clogged exterior drainage inadvertently concealed by hardscape may become a flooding issue down the road. On the flip side, recent partial-room painting may indicate something more than the seller’s beautification efforts. HOW SERIOUS IS IT? Remember that a home inspection is one of the most useful items in the buyer’s toolkit, but be careful not to get overwhelmed by the results. Prioritize issues by immediacy (safety) and break down each category by cost to repair to determine how the issues may impact negotiations. 28

Top Agent Magazine

MARCO RODRIGUEZ Marco Rodriguez discovered his passion for real estate by happenstance. While searching for a career track that allowed him to serve others—while appealing to his talents as a people person—he secured an opening at a real estate agency where he could cut his teeth in the industry. That was in 2003, and today Marco is at the helm of a thriving enterprise alongside his wife, Vanessa. Together, their business is grounded by an ethos of personalized client care, advocacy, and the ability to deliver quantifiable results to those they serve. Their office celebrated its fifth flourishing anniversary in February 2017. Marco leads a tightknit team that includes his wife Vanessa, and a full-time assistant, and thirteen other agents. Their office primarily serves the Bay Area, with a focus in Alameda and Contra Costa counties. While Marco and his team serve a variety of home-buyers and sellers, he particularly delights in working with first-time buyers, providing an industry education and helping them navigate the waters of homeownership. With over 90% of Marco’s business driven by repeat and referral clients, he and his team make it a foremost priority to provide a memorable level of care to those they work with. “You have to go above and beyond a client’s expectations,” Marco explains. “We want our clients to be raving fans of the service they receive.” In the same vein, Marco was drawn to real estate as a career because of its multifaceted opportunities to serve, a grounding principle that energizes his work. “Something I really enjoy about this business is that we’re able to serve others, that we’re called to do something bigger than ourselves,” he says. “We’re able to pass along experience, give financial counsel, and provide a real path to homeownership.” To keep in touch with clients both past and potential, Marco and his team systematically manage a sizable database of those within their

sphere of influence. In addition to spearheading drip campaigns, they also send out postcards and host an annual client appreciation event to honor and reconnect with those they’ve done business with in the past. To market their listings, Marco blends the triedand-true traditional with the modern and digital. He incorporates professional photography and the occasional guided video tour to ensure that each property makes the ideal first impression, whether in print or online. Likewise, he utilizes open houses, social media and the leading digital listing platforms, in addition to curated print ads to ensure maximum exposure for his listings. Marco and his team position their spirit of service toward their local and global communities as well, participating in a number of charitable and civic engagements. Every time Marco and his team close on a listing, they donate a portion of the proceeds toward EdFund, a non-profit that provides financial resources and services to under-supported adolescents seeking a chance at higher education. They are also active in EcoViva a non-profit organization that supports environmental sustainability, social justice and peace for communities in Central America. Marco’s team also avidly supports the non-profit charitable organizations Samaritan’s Purse and Children’s Hope. In his free time, Marco makes it a point to spend quality time with his wife and five-year-old daughter, enjoying his leisure in the outdoors and with his loved ones. As for the future, Marco has plans to continue to grow his thriving business, with hopes to build continued connections within his community and help more potential homeowners on their path. He also has aspirations to expand his brokerage and continue adding even more agents to the team. With over a decade of experience in the real estate industry, in addition to launching his own successful business with a passion for serving others, Marco has cultivated an admirable, client-driven career. With a focus on God, family, integrity, and making others’ dreams come true, the future ahead is sure to be bright for Marco Rodriguez and his team.

To learn more about Marco Rodriguez visit mvrod.com or e-mail marco@mvrod.com www.

Top Agent Magazine

MARY F. RUFLEDT After being recruited into the business back in 1997, Mary Rufledt completed several successful stints at area agencies, forging her skills, cultivating relationships, and earning firsthand experience in the world of real estate. Since then, Mary has built her own thriving business and recently completed two record-breaking years, the best yet in her career. As the owner and broker of her own office, Elite Realty Group, Mary has founded an enterprise bound by a commitment to considered client care and results-driven execution—a winning combination that has put her and her team on the map. Primarily serving the area of northwestern Wisconsin, Mary is licensed in both her home state and in Minnesota. At Elite Realty Group, Mary oversees a capable and tightknit team that includes another full-time agent, a marketing expert, a researcher, and an administrative professional. There, Mary and her team work together to bring in a sizeable market share, manning the office six days a week and staying constantly accessible for their clients’ benefit. With a robust rate of repeat and referral clients, Mary and her team provide memorable service that guide those they work with to their goals, whether as buyers, sellers, or commercial clients. What’s more, Mary has built a dependable network of likeminded professionals to better facilitate the transactional process. “Between our office and the lenders and title companies we’ve developed strong relationships, we have a really strong team,” Mary recounts. “Our professional network knows how to keep their promises and stay in constant contact, always going above and beyond the criteria of our work.” To mount her marketing efforts, Mary combines traditional, triedand-true techniques with a modern twist. From direct mailers, custom print work, and mining her database for potential leads, to digital marketing, using online listing portals, and social media—

Mary and her team ensure that every property they’re responsible for receives maximum exposure, both in print and online. She also incorporates professional photography, staging, drone videos, and 3D tours so that each listing makes the ideal first impression, astutely recognizing that modern homebuyers first encounter potential homes online. Perhaps one of Mary’s most distinct attributes is her extensive experience rehabbing and reselling homes, a skill that serves her clients’ needs as well. For clients aiming to sell but unable to afford the repairs and renovations necessary to successfully list their home, Mary offers a special investment option, fronting the cost of repairs and updates for reimbursement after the home is bought—a win-win opportunity indicative of Mary’s faith and fondness for the individuals and families at the heart of every transaction. “The people I’m able to work with are my favorite part about what I do,” Mary reflects. “Working with my clients as a team to help them achieve their goals is completely rewarding.” Positioning her spirit of service toward her community, Mary and her team take part in a variety of charitable efforts, including portioning a segment of every transaction to be collected for a giving fund, allotted to a charity annually. Mary is also an avid supporter of the local Boys & Girls Club and contributes to the local Youth Association of Hockey and Bloomer Girls Association of Basketball. In addition, she also contributes her resources and efforts to Feed My People, awareness-raising races to benefit worthy causes, and to Camp Manitou, a YMCA summer escape for kids and their families. In her free hours, Mary is an active jogger and enjoys the occasional half-marathon or 10k. Looking ahead, Mary has aspirations to continue her business’s swift growth, with hopes to expand her imprint in the commercial and new construction realms of real estate. With two decades of experience already under her belt—along with a proven ability to deliver results and provide personalized client care—the future ahead is bound to be busy and bright for Mary Rufledt and her team at Elite Realty Group.

To learn more about Mary Rufledt visit EliteRealty-Wisconsin.com, e-mail info@MaryRufledt.com, or call (715) 828-9347 www.

Things You Can Do to Anticipate Your Cleint’s Needs First and foremost, the real estate industry is a customer service business. The key to any successful real estate business is one that can build a reputation by providing an unsurpassed level of care. That usually means a transaction that is seamless and stress-free as possible throughout the whole process. Your client’s experience is what keeps them not only coming back, but gets them to recommend you to their friend and family.

tise. By showing you can not only anticipate their needs, but have insight into any potential problems that might arise, they will have complete confidence in you. Achieving that level of trust is the key to a transaction that is as stress-free as possible.

The key to creating a great experience is anticipating your client’s needs. They are relying on your professionalism and exper-

From the moment, you meet a po-tential client, your goal should be to find out not only what they are looking for as far as their real estate

Top Agent Magazine

GET TO KNOW YOUR CLIENTS ON A PERSONAL LEVEL

goals, but who they are as a person. Listening and asking the right questions from the start is one of the most important aspects of the job. You almost have to become an amateur psychologist, really honing in on the emotional reasons behind their real estate transaction. Taking time upfront not only gives you valuable insight into your client, but it is the first impression your clients have that you truly care about them, and that this isn’t just another commission check for you. This goes miles in helping them feel comfortable enough to rely on your guidance. Knowing who your client is on a deep level will help you navigate the transition ups and downs, allowing you to anticipate the best way to handle it.

SPOT POTENTIAL PROBLEMS AND PROVIDE SOLUTIONS Having insight into your client’s per-sonality type will come in handy when you anticipate an upcoming snag in the transaction. Most people find the process to be stressful even under the best of circumstances. One of the best rules of thumb is to always provide the solutions to anticipated problems when you present them to the client. This should be the case even when the problem isn’t on you. Anything that can ruin a client’s overall experience can reflect poorly on you, whether you deserve it or not. This is a business philosophy called “zero risk”. You don’t want to take any chances with having an unsatisfied customer. This is where your experience in the business pays off. You’ve probably seen most things and can easily anticipate problems that are 32

likely to delay the process. Remember you are in charge. You are the expert. And, remember, part of avoiding potential problems is making sure your client knows what to expect upfront, always communicate openly and honestly. Telling people what they want to hear and knowing you can’t deliver it, is destined to fail, and will always reflect poorly on you.

FIND WAYS TO EXCEED EXPECTATIONS Recognizing ways to exceed a cus-tomer’s needs is just as important as looking out for potential problems, when it comes to creating an exceptional experience. Have a vetted list of trusted service providers. Be hands on. There are Realtors® who are out there helping clients pack, mowing lawns, and picking kids up from school. They are there for a client in ways that are unexpected. Having one thing taken off your plate during a stressful period in your life can feel like a lifesaver and is not soon forgotten. It is those “little” things that will turn a client into a lifelong advocate for your business.

TAKE IN FEEDBACK A good service provider is always trying to do better. Many Realtors® have clients fill out surveys after the transaction is over. This serves two purposes. It helps you become better at your job and it shows your clients that you care about them and their opinions. You can also use social media to get feedback via analytics and interactions. All of this information can then be used to create better customer experiences in the future. After all, this is a customer service industry. Treat it like one and you’re bound to succeed. Top Agent Magazine

JAMES SERVOSS In recent years, James Servoss has built a respected business serving various real estate needs of the unique Tucson, Arizona, market. Having earned his license in 2003 while working as a tennis instructor after graduating from Miami University in Oxford, Ohio, it was while purchasing his own condo in 2006 that James decided to focus his full-time real estate business on Tucson’s condo market. Over the next four years, however, while building a reputation as one of Tucson’s top selling condo agents, James found he was consistently referring his property management business to his competitors. “But didn’t need to do that any longer, because I understood the nuances of Tucson’s short- and long-term condo rental market as well as the condo sales market,” says James. So his wife Nicolette joined him in real estate to run a property management segment of the business. In 2010, the couple joined Keller Williams Southern Arizona and formed The Servoss Group, where they consistently rank as the top sales team. The Servoss Group handles real estate sales; property management; and vacation rentals and corporate housing throughout Southern Arizona.

lette’s cousin) moving to Tucson from North Dakota, The Servoss Group appeals to the high number of Tucson buyers who come to the area from the Midwest. The Servoss Group has eight condo communities where they send quarterly postcards, “Just Listed” and “Just Sold” postcards, in addition to holding open house events. In each of the condo communities they farm, the group ranks as the top sales team. “For example, in one community we farm (Pinnacle Canyon Condos), 18 condos sold in 2016 and our team represented 11 of those sales,” says James. “All of our direct mail pieces let homeowners know we handle real estate sales, property management and vacation rentals. Nearly every time we send our mailers, we earn a piece of new real estate business.” They also see clients socially at the popular quarterly happy hour events they hold to thank people for their business. The Servoss Group believes the key to selling and leasing real estate is good photography combined with successful Internet advertising programs. “We work with a professional photographer for all of our properties for sale”, says James. These high definition professional photographs will be featured on our two main websites, www.LuxuryTucsonCondos.com & www.ServossGroup.com, and syndicated out to over 350 other real estate websites.

As one of just a few companies in Tucson that handle real estate sales, property management and vacation rentals, The Servoss Group has become Tucson’s #1 selling condominium team, where they average more than 50 condo sales per year. James says, “Tucson consistently ranks as one of the top retirement destinations in the United States, which means we see a high volume of winter visitors coming to Tucson every fall and winter.” Since 2010, The Servoss Group has grown its property management business to 200 rental units, 160 of which are unfurnished rentals; the remaining 40 are fully furnished short-term rentals. While many of these rental properties are condos, The Servoss Group also sells and manages single family homes and townhouses. With James coming to Tucson from Ohio, Nicolette growing up in Minnesota and their fulltime business manager Danielle Nordsletten (Nico-

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Over the past 12 months The Servoss Group has closed $18 million in sales volume. Looking forward, The Servoss Group understands they will need to bring on additional team members to continue to expand their business. “We know our real estate farming strategies work,” says James. “However, with a small real estate team you reach a point where there is only so much business you can handle and still offer excellent customer service.” For a team that believes excellent customer service, honesty and commitment are the key ingredients of success, The Servoss Group plans to expand carefully, adding new members who uphold the strong principles on which they founded their business.

To learn more about James Servoss, visit servossgroup.com and luxurytucsoncondos.com, email jservoss@kw.com or call 520.603.1549

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JESSICA TERPSTA

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When Jessica Terpstra and George Williams combined Jessica’s tax and real estate finance expertise with George’s 12 years of real estate sales experience, they created a powerhouse Southern California real estate team. “The broker I worked for in real estate had been asking me to get my license for years and I finally did so in August of 2015,” says Jessica. “Customer service and working with people was much more in line with personality than accounting and finance!” While earning her license, she inquired about a transaction coordinating role with the Brubaker-Culton brokerage. “They wouldn’t hire me as a transaction coordinator; they said I should be an agent and started me on a paid training program.” Once licensed, Jessica teamed up with George, a Top Ten listing and sales agent since 2006, who previously worked in hospitality management for a five-star resort. Speaking of five stars, George says he and Jessica provide nothing short of five-star service. “First of all, we answer our phone when it rings!” he says. “We won’t keep people waiting and find answers to their questions quickly.” Jessica explains how they are driven by a strong work ethic and won’t stop until a deal reaches a beneficial close. “We teach clients everything about the paperwork and the process, but we bear the weight. We’re here to protect them and make sure they don’t feel stress.” They dedicate themselves to this work on all their transactions in Riverside County, from Murrieta to San Jacinto, and even in parts of Orange County. “It doesn’t matter what side of the transaction we’re on; we represent each buyer or seller to the fullest extent.” They each also contribute unique skills to the team. George has the experience of working in real estate since 2004 and Jessica brings cutting-edge digital and marketing expertise. Their transaction coordinator, Valerie Hollingsworth, and their trusted team of external professionals help ensure every transaction closes smoothly. These professionals include an escrow group, a preferred lender and a title company.

GEORGE WILLIAMS Jessica and George further apply their high standards to listings marketing. “We market properties like crazy,” says Jessica, describing high-quality photography along with some drone photography, videography and printed materials. “Any agent can say they’re on MLS or online, but we do heavy, Google sponsored ads targeted to ideal buyers.” In addition, George is an active member on the governing committee and presents the team’s listings regularly at the MLS marketing meetings. “We do open houses, broker’s opens, and everything possible to keep homes visible.” It’s no surprise that Jessica and George have become a top team, having closed more than 125 properties in 18 months, with over 40 in production between January and April of 2017. They keep in touch with their clientele through social media and by mailing cards and gifts. “Some clients become close friends!” Jessica says. George and Jessica both agree that seeing the smile on clients’ faces when they hand them the keys to their new home is one of the best parts of their jobs. “A home is one of the largest assets someone will own and we get to help them and make the process easy for them,” she says. “It’s rewarding and addicting!” Going forward, Jessica and George look forward to expanding their team, with George planning to earn his broker’s license soon. Meanwhile, they are each active in the community and with their families. Jessica, who is married with three children, enjoys time at the kids’ sporting events and family outings. George says his escape is the beach – “the best place to unwind and enjoy time with my family.” And as a business, they give back in many ways, supporting local businesses through a network that has brought some small “mom and pop” restaurants or businesses back from near closure. They also donate to an ongoing fundraising effort that supports local nonprofits. “And we do smaller-scale things like helping clients pack or move,” says Jessica, adding that she loves working with the senior citizens they represent. In their line of work, she says, they can’t help making friends and helping people in any way possible.

To learn more about Jessica Terpstra and George Williams, visit teamgjbrubakerculton.com, email jessicalterpstra@gmail.com or gjrwilliams@hotmail.com, or call Jessica at 714.883.8885 and George at 951.962.1307 www.

Don’t Forget Your Clothes We’re sure your goals are lofty, and to hit them, your marketing needs to be on point. But is your brand and position defined? If not, it’s like leaving the house each day without clothing. And while some would argue that this would certainly gain attention, we don’t believe it’s the kind of attention you had in mind when you set out to become #1 in your market. A common misconception is that if you are recognized, you are well branded. Almost a year ago we had a conversation with a Realtor about personal branding. She said, “I feel like I’m already well branded in my market. When I walk into a restaurant, they know that I’m Susan, the Realtor.” We replied, “That’s a great start, Susan. But what happens when other Realtors are in the restaurant, too? What sets you apart from them?” At that point, the light bulb came Top Agent Magazine

on and she realized that she wasn’t truly positioned or branded. She was seen as just another Realtor. We explained to her, “Great branding isn’t about being known for your profession. It’s about being known for being DIFFERENT in your profession.” Another misconception is that you should begin marketing before your brand is defined. For instance, we’ve spoken with numerous Realtors who say they plan to finish their website, conduct a photo shoot, create their collateral materials or even launch a social media marketing campaign, then they will think about branding and positioning. But how do you know what types of photos to take? What will you put on your website to differentiate yourself from others? What will your business cards, brochures and even your social media

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platforms say that will encourage prospects to connect with you first? And finally, why on earth would you waste all the time and money on these very important marketing elements before you establish your brand? In order to develop an iron clad position and brand, here are some questions you should be asking yourself BEFORE you begin ANY kind of marketing.

What is my ultimate goal? Take a strong look at what you want in terms of both professional and personal achievement. What makes you most fulfilled? Where would you like to be financially? Define your path of intended growth.

Who is my ideal customer? Trust us when we say that you don’t want just any customer. You want a customer who appreciates your expertise and dedication, will take repeat advantage of your services and will recommend you enthusiastically to others. Define this person in detail so you have a clear understanding of who you’ll be marketing to and what your message should be.

What is my point of differentiation? This is the most critical question of all. It’s not about what makes you ‘better’. It’s what makes you different. Better is subjective. Different is inarguable.

What am I willing to be known for that is authentic to me and significant to my ideal customer? Find a position that you’re willing to put forth every day. We call this ‘breathing your brand’. It must also be a position that is meaningful to your ideal customer. We’re trying to create an image that makes your ideal customer immediately connect with you and feel as though they simply shouldn’t be working with anyone else. A well-defined brand will help you stand out among your competitors. It will serve as a magnet for your ideal customer. And if promoted consistently and passionately—and lived authentically—it will make you instantly recognizable among your community in an unforgettable way. And finally, a solid brand can give you the confidence you’ve likely never experienced at the same level. There’s such power in walking out the door every morning knowing who you are, what makes you unique, who you will be helping today and exactly how you’ll be helping them. And when all of your marketing materials are consistently branded with the same image and messaging, there is undeniable pride as well. So before you dive into more marketing, don’t go out the door without your branding clothes. You wouldn’t want to portray the wrong perception, now, would you?

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. 36

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JEFF VANDERLINE In 1992, Jeff Vanderlinde was working in construction, when his mother became a successful Realtor®. She quickly became an in-demand agent, and asked her son to join her. At the age of 21, he finally made the leap, quickly making his mark. 25 years later, he’s one of the most respected agents working in Minnesota. Jeff was a pioneer of the team concept in his state. He currently leads the Vanderlinde Group which includes four full time agents and two full time assistants. The team covers the Western side of Minneapolis, and are currently the number one team specializing in that marketplace. Jeff credits the fact that he operates his business with the utmost integrity for the long term success he’s been fortunate enough to achieve. “I’m pretty black and white when it comes to ethics. I even serve on the Professional Standards Committee for the Board of Realtors®. Being highly ethical and providing top notch customer service is what it’s all about in this business. My clients know that I always tell the truth and am giving them the best advice I can to help them reach their real estate goals. That’s why my business is nearly all repeat and referral. I just sold someone their fifth home and I’m even helping the kids of people I helped when I started out. I’m honored to be a part of their lives like that.” One way Jeff really stands out is with his communication. “Not only am I honest and straightforward, I make myself constantly available to my clients and always get back to them with any questions they have or problems that I might see on the horizon. I’m very proud of the lengths we go to to keep our clients

informed throughout the process. I really couldn’t sleep at night, if I wasn’t giving them the best level of care I can. I think being honest and accessibility are what makes you successful in this business. I love making deals, but ultimately I know if you do a good job the money will come. Doing right by your client is always the top priority.” Jeff’s clients truly do become a part of his life, and he keeps in touch with them throughout the year. One way he does that is with an annual Customer Appreciation party including bbq and a pumpkin giveaway. Jeff grows and gives away 600 pumpkins at a customer appreciation party that also includes Jeff’s award winning barbeque. Jeff actually competes in barbeque, winning the Kansas City World Championship where he was up against 600 teams. He was also featured on TLC’s popular show, BBQ Pit Masters. Jeff is actively involved in his community supporting many youth organizations, as well as being a member of the local Lions Club and Chamber of Commerce. When he isn’t working, Jeff enjoys spending time with his wife and his four children. Jeff couldn’t be more proud of the business he’s built and would like to continue to thrive by offering his clients a level of customer service that is truly unsurpassed. “Our numbers right now are ones we never thought we’d see again after the boom in the mid2000s. So we’d like to continue to build upon that and help even more people. I love life and I love what I do. I was built for real estate and I don’t know what other career could make me as happy.”

To learn more about Jeff Vanderlinde call 763-972-3500, email jeff@vanderlindegroup.com or visit vanderlindegroup.com www.

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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 38

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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GORDON VAUGHN Very early on, Gordon Vaughn knew he wanted to enter the real estate industry. Originally from Los Angeles, he spent his free-time working at a real estate company while attending college at California State University - Northridge. During that time, he gained a lot of knowledge about what it meant to work in this industry, including the importance of delivering superior service while working for agencies like Coldwell Banker in Sherman Oaks, Ca. Once he graduated he became a performer and musician, which brought him to Georgia. “I joined a rock band and had a 10 year career as a singer-songwriter” Gordon explains. He enjoyed every minute of it, but real estate was always a passion. Today, he is a prolific agent at Atlanta Communities, with a team of people behind him who help him remain successful. “It’s a network of people I rely on,” Gordon says. Specializing in investment properties, he and his team are able to identify, market and price homes all over the greater Atlanta area. “What sets me apart is my ability to accurately assess investment properties and gauge market values. I can also point out potential opportunities. I’ve had a lot of experience analyzing good deals.” Because Atlanta includes such a wide range of neighborhoods, he understands that there is not one specific formula to follow for every area. “You have to look at each and every subdivision,” he says. Because he is also a certified BPO (Broker’s Price Opinion) agent, he is extremely knowledgeable about true market values. “I’ve developed my own solid style of assessing properties and identifying investments. I can tell my clients with absolute certainty what sale price they can expect from

purchasing a property and renovating it in a particular neighborhood,” he says. “I tell them a specific price based on area and rehab strategy, and typically I’m dead on give or take $5,000-10,000. In most cases, they get a little more than what I assess, as I tend to value it conservatively.” It is clear Gordon’s talent for investing is what keeps his clients coming back. After they purchase one property with him, they have great trust in his approach. It’s not uncommon for investors to continue utilizing his services for years. “I have clients that buy a home and list a home once a month with me, so I stay very active and on top of market trends daily” Gordon says. Now more than ever, it is challenging to find the best properties in the Atlanta area, so Gordon is constantly searching and working hard to make his clients’ lives easier. When it comes to marketing, Gordon feels lucky to have his brokerage by his side. “My brokerage has wonderful tools that link our MLS to multiple different sites like Trulia, Zillow, Homes.com, Facebook, and many different online search engines, so our listings get out in front of as many eyes as possible,” he says. He also takes open houses very seriously, ensuring each of his listings gets at least two. “We will put out sushi, wine, grapes, and lots of goodies to keep people coming in.” During any free time, Gordon loves to give back to the community. He is involved with Toys for Tots, Habitat for Humanity, and hosts multiple networking events for professionals. Gordon also loves spending time with his family, including his two boys Simon and Grey. Music is his creative outlet, and he continues to write songs. As he looks towards the future, he is excited to continue growing both as a person and a businessman.

For more information about Gordon Vaughn please call 404-787-9959 or email gordon_vaughn@yahoo.com Top Agent Magazine

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