Nationwide 6-12-17 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

ARMANDO CHACON

ARNITA GREENE

KAREN CONVERSE

CRAIG HEINONEN

DAN JONES

GINA DINGMAN

CLAUDIA CAICEDO LONDOÃ&#x2018;O

ANDY PERENICK

ADI PEREZ

ADAM PERGAMENT

GAIL PETERSEN BELL

CAROL SNYDER

BRENT & TAMMI SULLENBERGER

NATIONWIDE & INTERNATIONAL EDITION

KAREN CONVERSE

DAN JONES

GINA DINGMAN

CRAIG HEINONEN

ADAM PERGAMENT

CLAUDIA CAICEDO LONDOÑO

CONTENTS 4) 1 BILLION – PLUS REASONS WHY YOU SHOULD BE ACTIVE ON FACEBOOK 9) 3 MIND–BENDING PHILOSOPHIES TO EXPAND YOUR PROFESSIONAL PERSPECTIVE

13) 9 THINGS THE BEST LEADERS NEVER SAY 17) EVERY PLAYER IS VALUABLE: HOW TO BOOST YOUR TEAM'S MORALE

21) DON'T FORGET YOUR CLOTHES 28) HOW TO OVERCOME YOUR WORKPLACE FEARS 31) IS FINDING A NICHE MARKET RIGHT FOR YOU?

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ARMANDO CHACON

ADI PEREZ

ARNITA GREENE

ANDY PERENICK

GAIL PETERSEN BELL

35) FIVE WAYS TO INCREASE YOUR COMMISSION

CAROL SNYDER

38) CREATIVE WAYS TO SAY THANK YOU

BRENT & TAMMI SULLENBERGER

40) TOP AGENT TIPS AND QUESTIONS FOR CHOOSING YOUR LISTING AGENT

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1 Billion-Plus Reasons Why You Should Be Active on Facebook By Bubba Mills

The number is staggering and potentially career ending for REALTORS® who ignore it: 1,440,000,000. That’s the total number of monthly active users on the social medium Facebook. That number alone is reason enough to use it regularly in your real estate business. But Facebook can also help turn you into the expert in your community. Just by sharing knowledge and relevant events about the community you can become the go-to source for all things local – a perfect way to capture the attention of prospective buyers. Plus, Facebook advertising also gives you tons of targeting layers like age, location, recent life events and interests. Plus, it constantly adds new targeting filters and functions that help you reach even more niche prospects who closely meet your customer criteria. Talk about pinpointing a target audience. 4

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Another Facebook real estate ad tool is Website Custom Audiences that lets you create Facebook ads that target users who have visited your website. And several apps specifically for Facebook have emerged. Consider these: • Heyo.com: Helps you host contests, showcase promotions and high-

light special offers. • Woobox.com: Let’s you easily create quizzes and other fun tools for engaging content. • Pagemodo.com: Helps you make your Facebook business page both sleek and stylish and tabs allow for easy lead capture. But the latest offering is just as cool. It’s called Facebook Live and it lets you stream live video on the internet. I recently wrote about Periscope, another live video streaming app, but when you use Facebook Live you’re automatically featured at the top of Facebook users’ news feed. What’s more, statistics show that live video is viewed more than recorded video. How can REALTORS® use Facebook Live? Open Houses: Broadcast a walk-through of a new listing

and highlight all the great features.

Webinars: Host live webinars targeted to buyers and sellers. They can sub-

mit questions just like a real-life seminar.

Real Estate Talk Show: Offer the latest news in the industry plus share lo-

cal events and your newest listings. In short, become the Lester Holt or Diane Sawyer of real estate in your town with your own “TV” show! Facebook offers these tips for using Facebook Live: Promote: Tease upcoming Facebook Live broadcasts for more viewers. Plan better: Take time to plan what you want to do in the video, whether

it’s a few key talking points or to have a few questions ready ahead of time in a Q&A, in case incoming comments slow down.

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Invest in some equipment: A shaky live stream turns off viewers so con-

sider a tripod or other stabilizing tools, especially if you’re taking viewers on a tour of an open house. And check the shot before going live.

Get the lighting right: If you’re indoors be sure you have plenty of good

lighting and avoid a lot of light directly behind you because it’ll wash you out.

Sound good: A common mistake for beginners is overlooking sound.

Consider an external microphone to make sure your viewers can actually hear you. And if the live option makes you a little nervous, you can also stream pre-recorded videos. Hey, that has worked like a charm for TV for decades. Some businesses promote their web series to “air” on Facebook Live at a certain time like TV shows. After they are streamed, Facebook Live videos function as normal Facebook videos. Some business owners believe videos may perform better if they begin as live ones. NowThis, a news company that publishes entirely on social platforms, experimented by streaming a 38-minute compilation of its favorite viral videos via Facebook Live. The stream received over 20,000 views and over 500 comments, according to Facebook’s counters. Yes, all the new-fangled internet tools, apps and options for REALTORS® can be a bit overwhelming. Just take it one step at a time and you’ll slowly be right there in the business-winning mix. E-mail me today at Article@CorcoranCoaching.com and I’ll send you more free information about how technology can help your real estate business. Copyright©, 2016 Bubba Mills. All rights reserved.

Bubba Mills is the CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international Real Estate, Mortgage, and Small Business coaching company committed to helping clients balance success in business, while building value in life. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com. 6

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KAREN CONVERSE

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KAREN CONVERSE Karen Converse’s interest in the real estate industry was first piqued while working as a computer programmer for an insurance company. There, a co-worker challenged Karen to get her real estate license. Karen kept her interest on the back burner until a family member needed to sell her house, and then the spark finally caught: she was a natural asset in helping her family member with staging, and upon walking into a RE/MAX office and conversing with the broker owner, Karen’s entree into the industry was sealed. That was nearly a decade ago and today, Karen is at the helm of a flourishing career, having founded her practice on the principles of accessibility, open communication, and consistent follow-through. What’s more, Karen has established a proven track record of success, typically selling over $4 million in volume each year in a community of about 11,000. She has earned awards and designations including the RE/MAX Excellence Award and the 100% Club Award, to name a few. Karen primarily focuses on servicing a thirty-mile radius around the Oskaloosa area, acting as the main point of contact for all her clients as a solo agent. Karen takes a methodic approach to every transaction, ensuring no details fall through the cracks. “I’m very organized,” Karen states. “I make sure I stay on top of everything, and my clients are able to trust that I’ll deliver on my promises.” Her dedication to following up and following through establishes trust between Karen and those she serves. Likewise, she is careful to keep the lines of communication open in order to demystify and de-stress the transactional process. Driving a robust 40% rate of repeat and referral business, Karen’s commitment to her clients’ successes is foundational to her role as agent. She sees every opportunity to work with a new client as an opportunity to develop a long-term relationship, and thus takes considered care with each and every deal she spearheads. To market her listings, Karen takes a multifaceted approach. Knowing that most homebuyers start their search online, she takes special care with the photography and staging of each home, even offering her own staging expertise complimentary to her clientele. In her initial consultation, Karen meets with clients to learn all about their home and share her insight on becoming “seller ready.” In their follow-up meeting numerous photographs are taken to create memorable digital presentations. Finally, once listings are complete, Karen distributes them across eight-five websites and platforms, giving each home worldwide visibility online, while incorporating social media targets exposure to particular audiences. Karen also utilizes tried-and-true traditional materials such as printed brochures, in order to publicize listings in her local community. Additionally, small town life has its perks—Karen is able to easily stay in touch with past clientele, from catching up around town to visiting clients in their new homes. In reflecting on her favorite part 8

of her day-to-day work, Karen says, “I love the people. I truly do. It’s so enjoyable to get to know different families.” Karen is actively engaged in her local community, donating her time and resources to support a charity called Love INC., which offers those in need physical and spiritual assistance, paired with educational classes for long-term budgeting and finances. She also recently joined an organization called Golden Goose dedicated to enhancing the community through various projects, one of which recently included the creation of a community space in an underutilized alleyway. She has served on the Board of Directors of the new Southeast Iowa Regional Board that consists of eleven southeast Iowa counties. She currently serves as the Vice President and will soon resume her role as President in 2018. “I enjoy meeting other agents from the entire region and having a role in the governing rules and by laws we pass for our members,” she explains. “Having high professional standards that protect the public is very important to me.” In her free time, Karen loves to play the piano, a hobby which she applies to her church’s worship team. She also enjoys landscaping, shopping, spending time with her grown children when possible, and even the occasional Hallmark movie—her favorite pastime for easy unwinding. As for the future, Karen has plans to steadily grow her business, streamlining routine activities around the office to maximize her efficiency so that she can ultimately spend more time with clients in the field. With close to a decade of professional experience under her belt, combined with a sustained dedication to client-centric care, the years still to come are sure to remain bright for Karen Converse.

To learn more about Karen Converse, visit karenconverse.com, e-mail karen@remaxpride.com, or call (641) 295 - 4546 www.

3 Mind-Bending Philosophies to Expand Your Professional Perspective

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

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

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Treat Your Business Like a Business

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

Achieve a Holistic Understanding

When schedules are busy, it sometimes feels like enough to reach the end of the week’s to-do list. But, if you’re planning on a lasting career built on year-to-year growth, it’s not enough to account for the short-term. By creating daily, weekly, monthly, quarterly, yearly, and five-year goals, you’re outlining and quantifying your progress. While your quarterly and yearly goals may be clear in your mind, what about five years from now? Perhaps you’d like to add to your designations, or incorporate a new team member, or add an additional branch. No matter how you envision your profes10

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

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

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GINA DINGMAN

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GINA DINGMAN Although she is now one of the most respected Realtors® working in Wisconsin, Gina Dingman initially got her start working for an engineering firm. It was through that job that she first came in contact with the real estate business. “We were working with a developer on a subdivision, and he really encouraged me to get my license and sell his subdivision. At the time I was a busy mom, and the idea of having a bit more flexibility in my schedule really appealed to me, so I got my license and I haven’t looked back since.”

real estate business. “I truly want to be a resource to my clients. My background in engineering has given me a lot of relationships with the most amazing service providers, so I’m able to recommend top professionals for anything a client might need to maintain or improve their home. I also have great relationships with Realtors® in my area, that’s something I really pride myself on. Not only does it lead to smoother transactions, but a lot of times it leads to listings being sold before they even go to market.”

That was 17 years ago, and Gina’s career quickly took off. She is currently with Realty Executives and was recently honored to be named to their Diamond Club. Gina serves all of Southeastern Wisconsin, and really excels in every types of transaction.

Gina would like to continue to expand her business, but her main priority will always be cementing her reputation as a Realtor® who truly goes above and beyond. “This business is not just about a commission for me. It’s about working hard for my clients and making sure they get the best outcome possible.”

One of the keys to Gina’s success has been her ability to build longlasting relationships with her clients. “I’m really passionate about what I do. I’m not looking for one time clients, I want clients for life. When I’m working with a buyer, I’m not just getting them into a house. I consider what their long term goals are and then really analyze for them what the best option is. I also take in the whole scenario with my sellers. I’m always thinking about how I can best serve them to get the deal done. I’m building relationships here, and I’m willing to make sacrifices in order to achieve my client’s goals. Realty Executives gives me a lot of freedom in order to do what’s best for my clients, which allows me to get things done in more creative ways when necessary. I really care and I think it shows.” This approach to her business has been enormously successful and accounts for Gina’s 100% repeat and referral business rate. “I really treat every client like a friend and just want them to be happy. Kids of past clients are now buying homes with me, and that’s a great feeling. I feel very honored that people can trust I’ll do a great job for their friends and family, and feel comfortable recommending me to them.” Another distinct advantage Gina offers her clients is her comprehensive professional network, and the wonderful relationships she has built with people in all aspects of the 12

Gina is active in her community and is a huge supporter of the United Way. She also volunteers at the local high school, teaching students about the mortgage process and building credit.

To learn more about GINA DINGMAN call 262 - 613 - 3898 or email gina@realtyexecutives.com Copyright Top Top Agent Agent Magazine Magazine Copyright Top Agent Magazine

Things the Best Leaders Never Say

As Spider-Man’s Uncle Ben said, “With great power, comes great responsibility.” Being the boss is a great thing, but there’s a reason the ‘bad boss’ is common stereotype. Some people tend to use their power in destructive ways and that isn’t good for anyone. You might not even know you’re being a bad boss, it can be subtle sometimes. There are common traits among great leaders, if you want to be a boss that operates with integrity and is respected by everyone

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you work with, make sure you don’t say any of the following things.

I’M THE BOSS

Stating a fact that should be obvious is always a sign of weakness, and when you are the boss, strength of leadership is THE key component. It also may indicates a stubbornness that is the death knell of a healthy work environment. Your job as a leader is to bring everyone to your level of success, not to create a larger rift.

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I’LL DO IT MYSELF

Being a good leader is all about delegation. If you are hiring people who are professional and trustworthy, then this should be a no brainer. It is your job as a leader to get the right people for the job and then lead them in away that means success for everyone.

THAT WASN’T MY FAULT

There’s an old saying “The Buck Stops Here.” and that is still true today. Good leaders take responsibility for what happens. They don’t blame others or make excuses. They take the hit for the team and then find the solution to make it better. Not only does it show they have integrity, but it also fosters a warm team environment that makes all players feel like their boss has their back.

I’M SORRY TO ASK YOU TO DO THIS

Treating your employees with respect is mandatory, at the same time there is no reason to be sorry when you ask people to do their job. Leadership is strength and confidence. Expecting your employees to put in the same work ethic as you is your job.

I ALREADY KNOW THAT

Having a ‘know-it-all’ attitude isn’t pleasant coming from anyone, but the last thing you need to do as a boss is shut down the people working for you. If you give them the impression that you’ve thought of everything, why should they bother giving potentially valuable contributions? Make people feel good about all input, even if you don’t think it will work or have already thought of it. Open flow of communication and ideas is key to a successful team. 14

THAT’S NOT THE WAY WE DO IT HERE

Well, why not? Being a successful leader means always being open to change and improvement. No great leader is ever accepting of the status quo. It’s not only lazy, it’s uninspiring and usually leads to a work environment that is stagnate. Yes, keep things that work going, but nothing should ever be untouchable. Creative thinking should never be faced with constant roadblocks. A good option is to always ask for more information. Let your employee show you why they think their way might be better. This gets them energized and excited to approach you with more in the future.

I’M NOT HERE TO MAKE FRIENDS

This is a workplace, not a reality show competition. Good leaders know that building strong workplace relationships, with employees, vendors and peers, is the foundation of a successful business

DON’T BRING ME BAD NEWS

No true leader avoids bad news. They confront everything head on because as we said above, they know that ultimately everything is their responsibility, and ignoring a potential problem will most likely end up being worse down the road. Good leaders want to know bad news right away, and the last thing you want is to foster a work environment where employees feel like they have to lie to you.

YOU JUST DON’T GET IT.

You’re the boss. If someone who works under you is having trouble understanding something, it’s on you to make it clear to them. Getting frustrated makes them less likely to ask for help in the future. Sharing your expertise and experience is not only generous, but a necessary tool in the success of your business.

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CRAIG HEINONEN

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CRAIG HEINONEN Craig Heinonen discovered the real estate business while on the hunt for a new career path. Beforehand, Craig had already amassed experience that translated well to the industry—a degree in Construction Management, for instance, along with experience working in the realm of construction. He knew he wanted to work more directly with others and put his people skills to use, so Craig decided to take on the challenge and earn his real estate license. That was back in April 2014, and since then Craig has swiftly ascended the ranks of a thriving career. His work thus far is characterized by unwavering enthusiasm, tireless dedication, and a clear goal of serving others—and Craig has loved every moment. Craig works as a solo agent, serving as the singular point of contact for his clientele, which allows him to stay engaged and informative throughout every aspect of the transactional process. Not limited to one geographic location, Craig has garnered a wide range of experience traveling all over the Upper Peninsula of Michigan to serve eleven out of fifteen counties in the region. Given his sales history, Craig demonstrates a deep understanding of the niche markets in the state and a proven ability to work affably and effectively on his clients’ behalf. “I like working with people,” Craig reflects. “Buying and selling a house can be a stressful process, and when people talk to me, I’m able to set a positive mood and help people relax.” Closing out his third year in the business, Craig has been seeing more and more repeat and referral business rolling in. “Creating a positive experience is really important,” Craig explains. “I have customers coming back to me wanting to buy their second home, and word of mouth travels fast.” While the buying or selling process is not without its intricacies and pitfalls, Craig ensures that each of his clients feel the fun and excitement of buying or selling a home. To market his listings, Craig utilizes a combination of digital and tried-and-true traditional methods. Staying up-to-date on the latest industry advancements, he employs striking photography, 3D tours, and his broker’s state-of-the-art digital marketing platform and tools to culminate in compelling and immersive online presentations. Craig also distributes his listings to as many digital listing platforms and social media portals as possible, ensuring a wide reach for each property. Yard signs and newspaper ads ensure visibility within the local community, as well. To stay in touch with past clients, Craig prefers a personalized approach. Courting a younger generation of clientele, Craig checks in on social media, wishing happy birthdays and remembering closing anniversaries. “I stay in touch,” Craig explains. “I let each of my clients know that I’m available after 16

closing— to call or e-mail with any questions—I’m an open book when it comes to real estate. I’ll help any way I can.” In reflecting on his favorite part of the business, Craig says, “It’s a people business, and I love meeting new people, helping them look at houses and properties to find the right thing.” Outside of the office, Craig is avidly involved in giving back to the community. Just last year, among all the agents in Michigan, he received a Humanitarian Award for his volunteer efforts. In addition to working as a volunteer search and rescue team member—carrying a pager on him at all times to jump in and help recover lost persons who may be in danger—he also participates weekly in a program to provide food for underprivileged students in local school districts. He and his fellow volunteers also participate in fundraising efforts which allow them to put together seventy packs a week and distribute them to those in need. In his coveted free time, Craig enjoys spending time with his wife and their one-year-old puppy named Teddy, doing all kinds of outdoor activities—hiking, biking, and boating. A fan of hockey, Craig also enjoys watching games at the local university. When his schedule permits, he loves to travel and explore new places. As for the future of his business, Craig plans to keep growing his enterprise, while continuing to advance his own professional knowledge. He is currently working towards his Graduate Realtor Institute certification, and plans to earn his Broker License this summer. With continued dedication to client satisfaction, and a natural enthusiasm that energizes him day-to-day, the future is sure to remain filled with promise for Craig Heinonen.

To learn more about Craig Heinonen, call (906) 231- 3635 Copyright Top Top Agent Agent Magazine Magazine Copyright Top Agent Magazine

Every Player is Valuable: How to Boost Your Teamâ&#x20AC;&#x2122;s Morale In the fast-paced world of real estate, it can be easy to overlook the contributions of those lower-level employees who are instrumental in our success, yet are overlooked when it comes to recognizing the important roles they play in keeping our business operating smoothly. Even a task that seems simple, such as answering phones, can be overwhelming at Top Agent Magazine

times. Letting these employees know that they are appreciated is something that often goes overlooked at busier companies, and can often result in impaired morale overall, as employee dissatisfaction tends to be contagious. Here are some things that you can do to increase morale and productivity in your workplace: 17

While it’s important to point out when an employee is doing something wrong, it is equally – if not more – important to acknowledge when that employee is doing something right.

While it’s important to point out when an employee is doing something wrong, and sometimes to reprimand, it is equally – if not more – important to acknowledge when that employee is doing something right. Even a simple compliment can go a long, long way towards building that employee’s morale, and therefore their willingness to go the extra mile for your team. An example: “Sally, I just heard you on the phone with that client. You sounded very professional and I really appreciate your representing our business that way.”

Determine what all of your employee’s goals are, and what their expectations for growth might be. There may be lower level employees who are perfectly content doing what they’re doing, and who have absolutely no expectations for growth in your business. Others, however, may have an interest in moving up the ladder. Make it your business to determine this early on, and try to take a personal interest in your employee’s growth with your company. Knowing there is room to grow is an important factor in employee satisfaction, and knowing who wants to grow and who

doesn’t is something you should be aware of. Groom from within, and your employees will be grateful and work harder.

If your workplace is highly stratified, with multiple levels of employees (agents, senior agents, loan processers, assistants, etc.,) make an effort to ensure that everyone feels valued as part of the team regardless of what they earn. Various team building exercises that encourage trust and a sense of familiarity can go a long way towards fostering an environment that is less unnecessarily competitive and more productive and cooperative. A quick web search for “Trust Building Exercises” will help you locate many good ways to achieve a newfound level of camaraderie amongst your team. Many of them are quite a bit of fun, too. Hopefully these tips will assist you in creating a better-functioning, higher-achieving team of motivated, caring employees. Remember, a chain is only as strong as the weakest link, so be sure to keep everyone feeling appreciated, supported and valued, and your company will only benefit. Top Agent Magazine

DAN JONES

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DAN JONES With a minister for a father who built a career first by faith and erecting churches, then by turning his talents toward construction, Dan Jones’ exposure to the real estate industry began early. He even remembers that at the age of two, he sat at the top of a new-build church and watched his father assemble the roof. Then, after a successful career in corporate advertising, Dan returned to his roots and transitioned to the role of real estate agent. That was twelve years ago, and today Dan is a thriving agent who has earned multiple honors and designations, including as the top agent in his area at his office, Better Homes and Gardens Real Estate Metro Brokers. He is also a member of the Better Homes and Gardens Distinctive Collection Group, tailoring his services to buyers and sellers in the area’s luxury home market.

Astutely recognizing that the vast majority of homebuyers begin their search online, Dan takes special care with the presentation of each and every listing he’s responsible for. Knowing that high quality images are of foremost importance, Dan hires a professional photographer to capture the unique charm of each home for sale. What’s more, Dan ensures that every property enjoys maximum exposure, marketing across a multitude of digital listing platforms and even in print. Taking an unconventional yet inspired approach to publicizing his listing, Dan also hosts effective, popular open houses—drawing crowds by running a $1000 raffle at each showing. To keep in touch with past clients, Dan reaches out personally—through e-mails and phone calls— and also sends out regular newsletters to keep clients up to date on industry developments and his business’s updates.

Primarily serving the north Atlanta area with an office based in Roswell, Dan prefers to work solo—acting as the primary point of contact for all transactions in order to ensure five-star service to each of his clients. With an impressive 95% percent of his business stemming from pleased referrals and repeat clientele, Dan’s dedication to comprehensive, effective service is unequivocal. Having grown up in a family of ministers, Dan understands his work as a calling and thus, it is his mission to make a positive contribution to the lives of others.“I treat every single client with respect, no matter the deal,” he explains. “I want to help each client find their dream home, because every house is someone’s castle.” Likewise, Dan’s fruitful turn in the world of corporate marketing has allowed him to cultivate a nuanced understanding of people and their needs. Accordingly, he passes along his keen interpersonal insight to those he serves, particularly those going through the often stressful process of a relocation. Dan has also forged a special connection with the USAA, and his brokerage is one of the most highly praised USAA partners.

Positioning his natural spirit of service toward his community, Dan is actively involved with Habitat for Humanity—a charitable effort and proficiency that seems to run in the family. When he isn’t working, Dan enjoys getting out onto the water and sailing. During his younger days, he even mounted a voyage from Philadelphia down to the Florida Keys and the Bahamas—a testament to his taste for adventure and his ability to be undaunted by a challenge. Dan is also a private pilot, canoer, and outdoorsman.

To learn more about Dan Jones, visit DreamHomesInformation.com, MetroBrokers.com, BHGRealEstate.com, e-mail Dan.Jones@MetroBrokers.com, or call (678) 372 - 7207 www.

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As for the future, Dan has plans to keep growing his business and enjoying his adventurous life outside the office. Guided by the foundational principle of treating his clients with respect, sincerity, and effective service—no matter their homeownership goals—Dan lives life to the fullest outside the office and on the job, too. With more than a decade of industry experience already under his belt, and an ethos fixed on memorable client care, the years ahead are sure to be bright for Dan Jones.

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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. 22

Top Agent Magazine

ADAM PERGAMENT

ADAM PERGAMENT Adam Pergament’s experience in the real estate industry runs the gamut. Beginning in 1990 when his career began, Adam worked in commercial real estate before launching a successful early internet CMS system for the modeling industry, ultimately settling for a permanent tenure in the residential real estate market. Today, twenty-six years since his initial industry foray, Adam’s experience and expertise is both seasoned and versatile, inspiring him to serve clients with professionalism, unparalleled knowhow, and easy affability. Adam works as a solo agent, acting as the main point of contact for each of his clients, believing that today’s fast-paced market requires a personalized, one-on-one relationship to ensure top professional service. He primarily serves the West Los Angeles area, from the edge of Bel Air all the way through to Hancock Park, Silver Lake and Eagle Rock. With a robust rate of repeat and referral business—amounting to about 40% of his total clientele—the masterful perspective Adam brings to each transaction keeps clients coming back. Lending his market savvy to buyers and investors alike, Adam digs into the details of sub-markets to help his clients understand the complexities and nuances of the Los Angeles real estate world. Having gone through the process of selling his own properties multiple times, he relates well to sellers and is intuitive regarding their short and long term needs.

busier times in the year. “I really enjoy the people-oriented aspect of my work,” Adam reflects. “No two people live the same way. I like getting to know each client and helping them envision themselves in a new place. I like giving them a broader perspective on things, trying to understand what their vision for their life is—that’s the exciting part.” Outside of the office, Adam has two small children and stays engaged with their local school-based community activities. He enjoys spending as much time with them as he can outside of the office, and also embraces an outdoor, active lifestyle that includes hiking and yoga. As for the future of his business, Adam plans to continue growing his professional network and helping as many people possible reach their homeownership goals under his direction. He also has hopes to focus on the investor side of the business, and work more closely with commercial properties in the future, particularly in the off-market commercial arena, especially after successfully closing an eight-figure off-market redevelopment deal in 2016. With a lengthy career already earned—in addition to multifaceted experience and a genuine passion for service—the years still to come are sure to yield continued success for Adam Pergament.

When it comes to buying in a market as competitive as Los Angeles, Adam outlines each property’s full potential for his clients’ benefit; certain zoning laws could result in developments that could significantly change the value of a property, and Adam ensures that every client understands the range of possibilities inherent to big city buying. “It’s a complex business in Los Angeles,” Adam explains. “No two properties are the same. I make sure I know exactly what’s going on so I can pass that knowledge onto the people I serve.” Extending his tailored approach to the listing side of his work, Adam customizes his marketing techniques to each property, taking a strategic approach based on projected timelines and valuation goals. Ultimately, Adam strives to create a competitive environment for listing a property. To prepare for professional photography and open houses, cleaning and staging homes ensures optimal presentation. Likewise, he leaves no detail overlooked, incorporating pristine photographs to make for memorable online presentations. To stay in touch with past clients, Adam prefers to reach out to clients personally, catching up about neighborhood happenings and what’s going on in their day-to-day lives. E-mail and text communications also serve as simple ways to touch base during 24

To learn more about Adam, visit adampergament.com, e-mail adam@adampergament.com, or call (323) 899 - 1819 www.

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

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CLAUDIA CAICEDO LONDOÑO As a Brooklyn native, Claudia has been able to lend her expertise to the highly desirable real estate area—offering her clients a unique perspective. “I know Brooklyn like the back of my hand, so I can really give an informed viewpoint.” In 2009, Claudia Caicedo Londoño began her career in real estate after spending twenty years as a national sales director for a high-end women’s clothing line. “I always loved architecture, and I enjoyed sales,” she says. The market collapse didn’t deter Claudia, and so she began her work as a Realtor with Triumph Property Group in New York City. “It’s a boutique firm with listings predominantly in Manhattan, but at the time the company had just started to work in Brooklyn and needed to expand in that locale, so it was a great fit,” she says. “Brooklyn is the place to live right now, so being a native of the area really helped me.”

Claudia takes great care in listening to her individual client’s needs in order to provide them with the best service possible. “I’m very straightforward and take great pride in my work” she says. Claudia is known for the way in which she guides her clients through the home buying process with ease. She knows how to listen while helping to find her clients the right home in the desired location within a price range that they are comfortable with. As a Brooklyn native, Claudia has been able to lend her expertise to the highly desirable real estate area. Claudia’s in-depth knowledge of the area allows her to offer her clients a unique perspective. “I know Brooklyn like the back of my hand, so I can really give an informed viewpoint. It’s that same expertise that aids me in selling a home for a seller,” she says. Claudia makes sure her clients are well-informed so that they can make the best decision for their investments and their future. Over the years, Claudia’s excellent reputation has earned her a high volume of repeat and Copyright Top Agent Magazine

referral business, and she likes to stay in touch with her past clients. Claudia says her favorite part of the real estate business in getting to work with people. “I love people, I love meeting people, and I love being able to help them in a new chapter in their life, and to help them achieve their dreams,” she says. “The areas that I work in are very family oriented. I’m a fan of my hometown, so it’s nice getting to see the new generation that will be on the block.” For Claudia, getting to play a role in helping a family’s home-owning dream come true is one of the most rewarding parts of her job. Staying involved in her community is important to Claudia. “I do a local charity bowl-a-thon for Horizons which is based out of a church here in Park Slope,” she says. In her spare time Claudia enjoys traveling, swimming, yoga, and spending time with her fiancé and their two dogs. “One of the things I love about working in real estate is that I’m able to have my own schedule. You can work 40, 60, or 80 hours a week if not more, but it’s my own schedule,” she says. In the future, Claudia looks forward to her continued success as a Realtor. “I’m getting more involved in commercial spaces and developments. I look forward to the next client’s happy face when they find ‘their place,’ and I know that I helped them get there,” she says. Top Agent Magazine

To learn more about Claudia, visit: triumphproperty.com email: ccaicedo@triumphproperty.com or call: Direct: 646.693.1220 Cell: 917.435.5554 www.

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

ASSESS THE FEELINGS BEHIND THE FEAR

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

TALK ABOUT YOUR FEARS WITH A TRUSTED CO-WORKER

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

THINK OF THE WORST CASE SCENARIO

Although it might seem counter-productive, truly assessing what the worse outcome of the situation you’re afraid of serves two purposes. It might lead you to realize the worst case scenario isn’t that bad 28

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

COMPARTMENTALIZE

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

START THINKING OF YOUR FEARS AS OPPORTUNITY FOR GROWTH

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

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ARMANDO CHACON Top Agent Armando Chacon, Managing Partner of Century 21 S.G.R. in Chicago understands the value of personalized, dedicated client service, and this has made him one of the most sought-after realtors working in the Windy City today. Before signing up with Century 21 S.G.R., Armando was the Director of Finance for Jones Lang LaSalle, an international commercial real estate firm, and the Chief Financial Officer for Aspire Properties. In 2004 he segued into selling residential real estate. “I just found something I was really passionate about,” says Armando. The past seventeen years have been about building a solid reputation based on excellent customer service. “We are in a service industry,” says Armando, “and I always want to stay true to why I got into this business.” Where other agents tend to focus on the number of clients they have, Armando prefers to focus on giving the clients he has a more personal type of care. “I’ve never been the broker who has 100 listings,” he says. “It’s very important to me to be able to provide excellent service to my clients. When they need to reach me they can do so pretty quickly and easily. Providing boutique service is still something that is crucial to me, because it’s one of the reasons I enjoy the business as much as I do.” A lifelong resident of Chicago, Armando is able to share with his clients his vast resources of local knowledge. “I’m very big on living the lifestyle I promote,” he says. “I embody someone who really appreciates living in this city and taking advantage of all it has to offer.” In 2016, this insight led, in part, to his being named the number one agent in the West Loop neighborhood. “When I counsel clients,” he says, “it comes from real, relevant experience.”

A slew of five-star Zillow reviews provides evidence as to the quality of Armando’s service. One testimonial reads: “Armando is an expert in his field. His knowledge base of the West Loop exceeded our expectations. He puts heart and energy into every project he works on and commits his time to selling your property. We look to him as a trusted resource and I refer him to as many people as I can.” As a resident of the West Loop, Armando gives back to his community in many ways, sitting on multiple boards and spearheading numerous civic and charitable events, including an annual street fest, tree lighting ceremony, a menorah lighting ceremony, and championing the Chicago Children’s Theater, among many others. He also is current president of the West Central Association-Chamber of Commerce and is leading an effort to brand Madison Street as Madison Row. “I do it all because I’m passionate about wanting to make an impact,” says Armando. “I’ve been very fortunate. I came from a humble upbringing, I grew up in this city. This business has been very good to me, so I try to give back as much as I can. I enjoy doing these things and love being involved in building a great community and a great city.” Looking to the future, Armando is eager to continue growing his own development company, ACG Development, while also expanding the footprint of Century 21 S.G.R. “Since becoming managing partner,” he says, “we hit a new sales volume record in 2016, and have a higher goal for 2017. I want to continue to create an energetic, fun place to work, to provide a culture that is supportive of our agents and develops them along the way. There is a lot of collaboration here. We want to be a brand that resonates in an urban environment like Chicago.”

For more information about Armando Chacon, please call 312-543-8219 or email Armando.chacon@century21.com Top Agent Magazine

ARNITA GREENE There’s nothing stopping Arnita Greene – nothing. “I love what I do,” says Arnita, leader of the Greene Property Group with Keller Williams Preferred Properties in Prince George’s County, MD. While leaving a stable, full-time job with a steady paycheck was the hardest career decision she’s ever made, she knows that her full-time transition to real estate was the best decision of her life. “I’ve always been interested in real estate and got my license 10 years ago,” she says, explaining that for her first eight years, she did real estate part-time alongside her other career. But in 2015, she finally made the leap, knowing that she needed to follow her passion. “It didn’t feel like I was doing well at first; it was hard,” she admits. “But I went full-time that summer and by the end of the year I was #7 out of 358 agents in our office.” Arnita has faced a lot of personal doubt and plenty of things went wrong at the beginning, but she forged ahead, eventually reaching the #2 spot in her office for 2016. “This work is crazy hard,” she says. “But when you love what you do, it’s worth it.”

Arnita’s strongest motivation is her desire to make every client is happy – an altruism that extends to community. As chairperson of her office’s Keller Williams Red Days event, she has managed the group’s effort to complete improvement projects at local schools. “This year we raised $25,000 to match Heart of America’s $25,000 for a total renovation of District Heights Elementary School library,” she says, explaining that her office members were divided into teams, each handling a different aspect of the renovation, from packing outdated books or building book cases to shelving new books or painting walls. “It’s so fun to interact with the kids at the school all day, too!” says Arnita. With boundless energy, Arnita will expand her team, continue to provide excellent service, and also create more balance in her own life. “I always see myself in real estate, but I need a team behind me to share the work,” she says, noting that she enjoys traveling and time with her husband and two children. However, creating a team is a challenge Arnita is prepared to face! No matter what obstacles she has ever encountered, she remembers the importance of pushing forward. “You have to keep trying and trying for your clients. When you do that, you’re successful and it’s a beautiful thing when it all comes together,” she says.

Arnita’s existing love of real estate has grown exponentially since leaving her other job to become a full time agent in 2015. “I love entering into new relationships,” she says. “You never know who you are going to meet.” Many of Arnita’s clients feel like family; she receives invitations to children’s and family’s milestone events or to visit homes after a client completes renovations. “I’m so happy to be part of that,” she says. “And the best is when they call and say their children or family members are looking for a house now.” Arnita recently began forming her team, which she plans to expand. In tune with the Keller Williams way, she started with an administrative assistant. “It is important for me to build a team that is not only professional, but personable and comforting,” says Arnita, who is licensed in Maryland and Washington, D.C., and is currently earning her Virginia license. Currently, her team pulls 80% of their business from referrals and repeat clients. Arnita truly loves her clients and constantly reflects on her work to make sure she’s giving her clients the very best experience. She’s also extremely grateful for their loyalty and hopes that her positive approach, love of a real estate and commitment to “keeping lasting relationships” remains the hallmark in every working opportunity. “I do everything I can to network with other agents,” she says. She also believes that effective networking allows transactions to move more smoothly for both the selling and listing agents. Speaking of listings, Arnita ensures that she only uses professional photography with video tours and fully maximizes all opportunities to share listings across various social media platforms and real estate websites. 30

To learn more about Arnita Greene, visit gpghome.solutions, email arnitagreene@gmail.com or call 240 - 997 - 0198 www.

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 31

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 32

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

ANDY PERENICK When Andy Perenick was working as a police officer in Boston, he never would’ve imagined his future as a real estate agent in Western Massachusetts. However, after falling in love with the daughter of a top agent, real estate was soon on the horizon. Just two days after resigning from the police department, Andy was training to follow in the footsteps of his father-in-law. That was back in 2004, and today Andy has cultivated an outstanding career founded on the professional tenets of dedication to his clients, direct communication, and the ability to deliver results. Andy primarily serves the Berkshires area, a region of Massachusetts he loves for its beauty, affordability, and the overall quality of life enjoyed by residents. Three years ago, he opened Berkshire Dream Home, where he heads a tightknit and talented team, drawing on his wide breadth of first-hand training and experience to manage their flourishing enterprise. With a robust 90% rate of repeat and referral business, Andy and his team’s commitment to forthright communication goes a long way in building lasting client relationships. “I tell people what they need to hear, not just what they want to hear,” Andy explains. “There’s a difference between listing and selling a house. Anyone with a license can list a house, but my team and I are able to make a listing stand out and sell.” Dedicated to the continued success of their clients, Andy and his team invest in training to continuously refine their skills—keeping up to date on best practices and evolving industry standards. These mindful efforts not only allow Andy and his team to stay sharp, but also add value to their clients’ experience. “I like helping people achieve their goals,” Andy states. “It’s a rewarding feeling when I’m able to meaningfully help someone and then they leave a good review. I believe that if you help enough people reach their goals, then you’ll ultimately reach yours, as well.” To prepare new listings for the market, each property Andy and his team are responsible for undergoes a self-described “Andy

Bootcamp.” Astutely understanding that a fresh, clean, and bright display is key in yielding top dollar for a listing—especially for modern clientele mounting their house-hunt online—Andy incorporates a professional photographer at all his listings. He and his team also provide clients with a list of resources for home enhancement, in order to appropriately prep homes prior to listing. This attentiveness in presentation results in Andy and his team’s listings selling for a high price in short order, lending effectiveness and efficiency to the sale process. In fact, Andy curates down to the smallest detail to make a listing shine—like reflective signs that relay important selling information to passersby even after sundown. To garner the most visibility online, Andy utilizes a cutting-edge service to distribute listings to multiple platforms on websites both national and local. What’s more, staying in touch with past clients comes naturally, as Andy throws regular client parties, relishing the social element inherent in his work. Likewise, he and his team also send out newsletters to his clients throughout the year, sharing valuable information on industry changes and special offers at local businesses specializing in home improvement. Beyond the office, Andy is actively engaged in his community, acting as a Boy Scout leader and sponsoring the youth lacrosse team. Currently, Andy and his wife are working to raise money for a family in the Dominican Republic to help them in their homebuilding efforts, believing in the importance of a home for all families. In his free time, Andy loves to unplug and travel, enjoying destinations both domestic and abroad, and is especially values his quality time spent with his two sons. As for the future of his business, Andy knows there is always room to grow and plans to strategically expand his network. In the near future, he hopes to add and train new team members that share his values and keen work ethic. Currently, Andy is developing a branch of BDH Real Estate in Cape Cod, a popular vacation destination south of Boston. Considering his untiring positivity and inspired dedication to his work, continued prosperity surely lies ahead for Andy Perenick and his team at Berkshire Dream Home.

To learn more about Andy Perenick, e-mail andy@bdhrealestate.com or call (413) 443 - 7274 Top Agent Magazine

ADI PEREZ Having a real estate agent like Adi Perez is a client’s dream. Tell him he can’t do something? Just watch. He’ll think about it, dream about it, work hard towards it—and make it happen. “These are qualities people look for,” he says. “They want a go-getter.” Adi loves people, but he believes in” saying less and doing more”. With a degree in Business Management and Economics and the kind of strategic thinking that turns a vision into reality, he was named a Keller Williams Beverly Hills Top 25 agent in 2016. He’s only been in real estate since the end of 2015, and his achievement, as a rookie, was a first for his office. At his core, though, Adi is no rookie. He dreamed about doing real estate in Los Angeles since he was little. “I always saw the value of flipping a house or making little changes, like painting this wall or knocking down that one. I knew what would make a house look amazing and appreciate in value. As a child, I told my parents, ‘You should buy this house, it’s going to go up!’ Now 10–20 years after, everything I said has happened!”

Adi recently asked clients what they liked about working with him. The overwhelming response was trust, the most important asset to have in the industry. “They said they trust me because I am genuine and I understand that selling people’s real estate is very personal. And because I work really hard for them, I find great deals and I do what it takes to get the job done. I even get them their loans.” A people person who’s loud, warm and talkative, Adi loves the good energy his clients bring. In turn, he enjoys giving back to the community by feeding the homeless, teaching basketball to kids, and helping wherever he can. He spends his spare time with his wife Sabrina, his business partner in crime and his 9 month old baby girl Mia Valentina, or playing basketball and relaxing aftewards with a cigar and a good glass of wine in the beautiful southern California weather. Adi jokes that he might just take over the Beverly Hills real estate market. But in lieu of that, he does plan to become a Top 25 agent for all of Los Angeles, increase his sales to $10–20 million and be recognized as one of the best. Watch closely, you may soon see Adi’s name in Forbes magazine!

Once Adi got to Beverly Hills, he connected with high-end businesspeople and celebrities. When he saw their multimillion dollar homes, he knew he wanted to buy and sell for them. And he does, serving the high-end market in Beverly Hills, Bel Air and West Hollywood. He puts a great deal of effort into his sphere of influence. After a transaction closes, for example, he continues to develop those relationships with phone calls, emails, a magazine, and attending clients’ events. “I stay in people’s minds,” he says. “The world moves fast, your clients are always meeting new people. It’s a lot about timing.” Adi understands that people buy with their eyes, so staging plays a huge role in his marketing. “You can show an empty house to a client and they won’t like it. Show that same client how it could be for them, show them the dream, and they’ll like it way more and possibly buy. I stage it and create picture postcards as a marketing tool to bring people in.” If he’s selling a building, he invites the neighbors in for a private brunch before it comes on the market. He also finds it useful to find a niche like physicians and other medical professionals who have the income to invest but not enough experience in doing it and on social media, as well as sending listings to his friends around the world who have concierge services, to post on their websites. 34

For more information about Adi Perez of Keller Williams, Beverly Hills, CA, visit adi-perez.com, call 347.238.7622 or email adiperez@kw.com www.

Five Ways To Increase Your Commission By Walter Sanford

Sanford Systems has the best systems for making money in real estate. Sometimes, our clients forget how to stop discounting and to instead raise their “fee.” This month, we’ll cover five ideas. Here we go:

Raise it. Before the listing appointment, fill out all paperwork with the new rate and make it business as usual. Scared? Well, make a great listing presentation. Don’t leave until you get the objection. Learn how to overcome the objection. If you have to, drop it back down to your old retail rate but only after much hesitation.

Email new listings. Send new listings to your database immediately, hours before it hits the MLS. This is a two-fer: #1 - Keep your database informed with secret, prelisting information that they are reluctant to spam and in the email tell them to forward this hot info to their sphere. #2 - You make more double ends with new people.

Institute a cancellation fee. Many agents allow sellers to cancel listings with a guarantee stating

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they can cancel if they are not happy with the process. If you offer this guarantee, you will always be worried about offending sellers who are serial cement heads with a bent toward overpricing. You won’t try hard enough to get the price reduction, thinking they are going to cancel the listing. On the other hand, sometimes sellers have a legitimate reason for needing to cancel, and, as upsetting as that is, you can’t sell a property that the seller does not want sold. Offer them an out and you get paid for your time, while working with a chance to get the listing back. “I offer an ‘any reason to cancel’ clause. It is $1000 in the first month and goes up an additional $500 a month after that. (Adjust for your price range.) It is fully refundable should you ever re-list the property with me and I am successful in contributing to its close.”

Gain limited partnership as commission. I carried many of my commissions due from builders as a limited partnership interest in their next project, rather than giving them discounts.

Skip the discounts. Instead of discounts, carry your commission as part of any seller carry back. It is better than taking a beating on the amount. I coach top agents on a limited basis. If you are interested in coaching or a speaking engagement, please call our office at 800.792.5837. Be sure to ask about the half-off sale on our already discounted internet prices for training systems. Don’t re-invent the wheel. Use 30 years of real estate wisdom and experience to your benefit! Copyright©, 2016 Walter Sanford. All rights reserved.

Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com. 36

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GAIL PETERSEN BELL Although Gail Petersen Bell’s mother owned a successful real estate company, Gail wasn’t sure if she wanted to follow in her mother’s footsteps. ”After I had my son, I started itching to get back to work. My mom really encouraged me to join her business. The flexibility appealed to me, and I reluctantly gave it a shot. I got my license, and I sold two homes my first weekend! That was 34 years ago, and I couldn’t be happier with my decision.” For the last 25 years, Gail has been the top listing agent in Boston’s lucrative South Shore market, and is a widely respected leader in her area. After owning the company for 30 years, she is currently the Senior Vice President of Home Center Sotheby’s International Realty, with offices in Hingham and Cohasset. Although Gail excels at all types of transactions, she specializes in new construction and historic and unique homes and is the only Broker on the South Shore certified by the prestigious National Trust for Historic Preservation in Washington D.C. to market unique and antique properties. Another area that Gail has a particular passion for is working with seniors. She is in fact so devoted to helping seniors, she even started another business called “Transitions” which is devoted solely to helping them downsize from their family homes. “It’s really been wonderful. I’ve become so wellversed in that aspect of real estate that I now get asked to speak at senior and community centers offering my advice to people. I really put my heart and soul into my career... It’s not just a job for me. I want to make my client’s experiences enjoyable and as stress-free as possible. That’s always my

goal. Relationship building is my favorite part of what I do. I’ve made so many friends over the years in this business. I really see myself as one of the team members in helping my clients achieve their goals.” Another advantage Gail is able to offer her clients is the backing of Sotheby’s marketing system that is truly unsurpassed in their global reach. “When I put out a listing through Sotheby’s system, it is seen across the world, which is especially beneficial when you’re listing properties that are high-end and historical like the ones that I often get to work with. I really go all out with my marketing. We take professional photos and videos, and do whatever we can upfront to get the home show-ready. We have a very strong presence on social media and even though most buyers find their homes online, I do include select print media, depending on the property. It really is a customized and comprehensive approach that best serves the listing, and therefore the client.” Gail is active in her community, and is a member of The Neighborhood Club of Quincy and the Cohasset Golf Club. When she has some free time she enjoys hosting dinner parties, golf, and destressing at yoga retreats. She is also the Past President of the Board of Realtors and a past Realtor of the Year. Gail couldn’t be happier with where she is in her career, and would like to continue growing her business, as well as expanding the program she offers through Transitions. “I find my work with seniors very gratifying. It really is an emotional process, so it’s wonderful to be able to help people through what is often a difficult period. Every transaction is different, it’s like putting the pieces of a puzzle together. I love working with people, figuring out the right approach, and helping them achieve the best possible outcome.”

To learn more about Gail Petersen Bell call 781- 844 - 3277, email gail.petersenbell@sothebysrealty.com or visit gailpetersenbell.com www.

Top Agent Magazine

Creative Ways to Say Thank You

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

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

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

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

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

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

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

4. For homes with swimming pools or Jacuzzis, a

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

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

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

CAROL SNYDER Carol Snyder got her first taste of the real estate business when she and her husband started investing in properties. To represent themselves in their transactions, she decided to be proactive and earn her real estate license. She was soon surprised to learn just how thoroughly she enjoyed the insand-outs of the selling process, having inadvertently found a perfect path for her skillset and ambition. Nine years ago, Carol made the transition to a full-time agent and did not look back. Today, with nearly a decade of experience behind her, Carol is at the apex of a thriving career, built on the tenets of communication, follow-through, and client-centered care. Carol primarily serves the greater Annapolis market, specifically Anne Arundel County and Queen Anne County. Just last year, she and two other veteran agents joined forces, leveraging their individual talents to form a powerhouse team. Jennifer Sowers brings her background in IT to the business, offering sophisticated ideas on marketing campaigns. Tina Bradshaw, a consummate professional and personable communicator, instills ease in clients throughout the process. As for Carol, she possesses a broad understanding of the market, and brings her PR knowledge and marketing prowess—along with her experience as the former VP of a luxury real estate auction company—to her role as team leader. With the unmatched brand power of Monument Sotheby’s International Realty, Carol and her team leverage all the resources necessary to provide a superior standard of care to their clientele. With a high rate of repeat and referral business—upwards of 85%—attentiveness and accessibility keep business booming. “We’re detail-oriented,” Carol explains. “We communicate clearly with all of our clients, and we’re very careful and specific with our approach to each property.” Carol and her team’s attentiveness yields consistent, proven results. Accordingly, Carol is able to turn properties quicker and at a higher value than the average market statistics. “I like the challenge of every deal,” she says. “I enjoy

putting strategies and negotiations together, and walking people through the excitement of it all.” Elegant photography and a strategic approach to distribution ensure that each listing receives maximum exposure while making a memorable first impression. Carol and her team enlist the expertise of a professional photographer who takes stunning twilight photos to bring out the warmth in each home, while videos and drone services create an engaging online viewing experience. Likewise, each listing is equipped with its own dedicated website based on its address, so buyers can easily locate relevant property information. What’s more, listings are publicized both nationally and internationally, reaching demographics as far afield as China. When promoting properties within their local market, Carol and her team market listings to their database and target specific buyers through demographics tailored to each property. To stay in touch with past clients, Carol is sure to keep in regular communication, sending newsletters to provide insightful market information to those she’s served. Additionally, she employs a personal approach, checking in by phone and catching up in person at yearly client events. Outside of the office, Carol stays involved with her community, sitting on the boards of two non-profit organizations—one for developmentally-disabled adults, the other for the local community center. Carol also engages with the local episcopal school, participating in volunteering and fundraising. For fun, she loves spending time with her husband and three children, cheering on her family at a myriad of sporting events, sometimes even as a coach! When she finds time away from the field or court, she also enjoys singing and is part of a small band. As for the future, Carol plans to continue to grow her team and network. Having recently joined the coveted ranks of the Top 500 agents in Baltimore, Carol is excited to cultivate relationships with other agents and spend time learning cutting-edge ways to better serve her clients. Energetic about her daily work and primed to provide the best in client care, the years to come are sure to remain prosperous for Carol Snyder and her team.

To learn more about Carol, visit carolsnydergroup.com, e-mail carol@carolsnydergroup.com, or call (410) 271- 5448 www.

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers. Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent. During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 40

Top Agent Magazine

Will you please describe your sales experience and local network?

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

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

How will you market the property? Each

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

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

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

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

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

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

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

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

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

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

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client. Either approach is wonderful; you get to decide what suits you. Now, let’s list! 42

Top Agent Magazine

BRENT & TAMMI SULLENBERGER (THE SULLY TEAM) Husband and wife Brent and Tammi Sullenberger (aka The Sully Team, Inc) of Keller Williams have been providing their clients in the Peachtree, Georgia area with conscientious, detail-oriented and results-focused service for well over a decade, and have built a solid reputation on a bedrock of passion for the real estate industry. Tammi entered the world of real estate first, in 2004, following a seventeen-year stint as an interior designer for a large residential firm. “I got to meet many of the realtors because we worked with their clients,” says Tammi. “I just decided that I loved what they did. I wanted to still be able to look at houses, but in a different way. That’s when I made the jump from interior design to real estate.” Brent, who was working in corporate America for a plastics manufacturer, made the jump to selling homes in 2006, when they teamed up and formed The Sully Team. Selling primarily in the South Atlanta area, The Sully Team offers its clients a wealth of experience, and the benefit of combined talents. Says Tammi: “When you hire us, you get two agents for the price of one. You have two agents marketing your property, and you have access to two totally different spheres of influence.” In addition to their accumulated years of knowledge and experience, Brent and Tammi offer their clients something many of their competitors often neglect, and that’s a dedication to treating every one of their buyers and sellers with respect and with concern for making the often-complicated process of buying or selling a home as smooth as possible. Says Brent, “We’ve been told by people that we’re the most trustworthy agents they’ve ever met, and that’s the thing. We give people special

care, and we treat everybody as if they’re our only customer.” Marketing prowess is another element of the Sullenberger’s success. “We put our listings on over 1,200 websites,” says Tammi. “We do upgraded virtual tours, professional photography regardless of the price range.” Networking is also paramount to them. “There are 216 agents in our offices alone, and we do a lot of networking not just with them, but with agents in competing brokerages. We let them know about new listings, and we sell a lot by word of mouth that way.” Despite their financial success, what the Sullenbergers enjoy most about what they do for a living is the ability to help people achieve their dreams. “Whether they’re moving up, or downsizing,” says Brent, “it gives us a thrill to be able to help our clients.” When they’re not working, Brent and Tammi can be found engaging in philanthropic events, including Keller Williams’ annual Red Day. With three college-age children, the family enjoys taking small trips together, and both Tammi and Brent are avid animal lovers who are involved with pet rescue and adoption. As for the future, the couple is looking to grow their business. “We’ve been talking about expanding out of our area and into the coastal reagion of Georgia, and I have my realtors license in Florida as well, so that’s something that’s maybe three to five years out.” “We take our clients very seriously,” concludes Tammi. “We don’t just put a sign in your yard and dump it in the MLS. We’re very proactive about finding buyers for their listings. It’s nothing we take lightly.”

For more information about The Sully Team, call 678-409-6690 or email brents66Wbellsouth.net or Tammis@bellsouth.net Top Agent Magazine

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