Nationwide 6-26-17 by Top Agent Magazine

NATIONWIDE & & INTERNATIONAL INTERNATIONAL EDITION EDITION NATIONWIDE

JUANITA ANDERTON

SEAN BRINK

DENZIL CHEESLEY

JONATHAN DEAN

MARYANNE FIORITA

SEALY HARGROVE

RICHARD E. KERR

LAURA KLINE

LINDA MARTIN

AZUR MESKOVIC

DEBBIE PUCKETT

SCOTT SCHILACI

JENNIFER SPRINGER RINDEN

LARRY THEODORE

CRAIG TIFFEE

NATIONWIDE & INTERNATIONAL EDITION

DEBBIE PUCKETT

RICHARD E. KERR

LINDA MARTIN

JUANITA ANDERTON

LAURA KLINE

SEALY HARGROVE

AZUR MESKOVIC

JENNIFER SPRINGER RINDEN

CONTENTS 4) WHY MILLENNIALS ARE NOW THE HOTTEST SEGMENT OF THE BUYERS MARKET 10) ARE YOU DOING BUSINESS AS YOU ON FACEBOOK?

14) 5 STEPS TO ACHIEVE LONG-TERM SUCCESS AS A REAL ESTATE AGENT 22) 5 THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS

25) 3 WAYS TO MAKE YOUR WORKSPACE WORK FOR YOU 29) HOW TO SEND SMARTER EMAILS 33) THINGS YOU CAN DO TO ANTICIPATE YOUR CLIENTS NEEDS

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

Top Agent Magazine

LARRY THEODORE

DENZIL CHEESLEY

SEAN BRINK

CRAIG TIFFEE

JONATHAN DEAN

37) TIPS ON BREAKING INTO LUXURY MARKET

MARYANNE FIORITA

47) FIVE WAYS TO INCREASE YOUR COMMISSION

41) THINKING OF LISTING? NINE WAYS TO GET READY

SCOTT SCHILACI

49) DAILY HABITS THAT WILL INCREASE YOUR MENTAL STRENGTH 53) SHUT UP AND SELL

Top Agent Magazine is seen by Real Estate Agents and Brokers in every U.S. city and Internationally!

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

Please contact mag@topagentmagazine.com or call 888-461-3930 for ad rates and information.

Why Millennials Are Now the Hottest Segment of the Buyers Market

and How You Can Attract Them to Your Home There are many factors when it comes to knowing how to sell your home to the Millennial generation. Millennials are becoming an important part of the buyer market, and to fail to cater to their needs will cut you off from a large and important segment. But, why have Millennials all of a sudden become interested in buying houses when they were perfectly content to rent for the rest of their lives? 4

Top Agent Magazine

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

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

Top Agent Magazine

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

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

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

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

Top Agent Magazine

DEBBIE PUCKETT

Top Agent Magazine

DEBBIE PUCKETT Although she is now one of the most respected Realtors® working in the state of Alabama, Debbie Puckett initially had a successful career in marketing and sales, before she made the leap into the career that is now her passion. “I had always been intrigued by the real estate business, and in 2011, I was looking to make a change. I wanted to start my own business and real estate just seemed to be the perfect choice. Not only would I be my own boss, but I’ve been able to take advantage of my expertise in sales and marketing as well.” Debbie is a member of both the Tuscaloosa Association of REALTORS® and the Birmingham Association of REALTORS®, which offers a distinct advantage to her clients as she specializes in both markets, expanding her reach which benefits both her buying and her selling clients. Key to Debbie’s remarkable success in the business has been her absolute devotion to providing an unsurpassed level of customer service. “I’m really willing to go the extra mile. I’m available to my client day and night, and I support them every step of the way. I earn their trust from the start because I think they know I’m looking out for their best interests and not my own. My goal is not to be the number one agent, but rather to be the best agent for my clients. This means managing the number of clients I commit to each day and personally being involved with them each step along the way. I try and make everyone feel like they’re my only client.” In a relatively short time, Debbie has already built up an impressive amount of referral business, something that is growing more and more as word gets out about the exceptional real estate experience she offers.

Debbie goes all out when marketing her listings, taking a comprehensive approach that utilizes both traditional and more modern techniques to get properties the maximum exposure possible. With her buying clients, she takes a lot of time upfront, really learning about her client’s must haves and the extras that would be nice to have, and then combining that with her in-depth knowledge of the marketplace to successfully find her clients the perfect home. For Debbie, this business is all about building and maintaining relationships. “This isn’t just a one-time transaction for me. My clients become my friends. I keep in touch with them as much as I can, providing information about their neighborhood, the market as well as more personal touches as it relates to their lives. My clients know they can call me even after the transaction is over. If they need something fixed, or other recommendations, I’m there for them.” Debbie is actively involved in her community and is a huge supporter of Habitat for Humanity, Junior Achievement, as well as Bark in the Park, a REALTOR®-based committee that raises funds to support a local dog park and pet adoption agencies. When she isn’t working, she enjoys getting together with friends, hanging out at the local brewery (with husband and dog in tow) and local restaurants to support her community businesses that she represents and loves. Although Debbie would like to continue to see her business grow, she never wants to sacrifice her ability to provide the one-on-one service she has built her reputation on. “I love being involved in every aspect of a transaction. It’s a great feeling to know that you’ve guided someone through this process and helped them achieve a successful outcome.”

To learn more about Debbie Puckett call 205 - 657 - 8563 or email DPuckett@hamnerrealestate.com 8

Brad Moore is proud to congratulate

Debbie Puckett

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

Brad Moore | NMLS #416043 | Mortgage Loan Officer 205-454-4573 | bradb.moore@bxs.com bradbmoore.com www.

Top Agent Magazine

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

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

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. 10

Top Agent Magazine

LINDA MARTIN 11

LINDA MARTIN When looking for a trusted Realtor® in the Greater Phoenix area, you won’t find one more respected and in-demand than Linda Martin. Linda is well known in Scottsdale, Paradise Valley and the Greater Phoenix area for being a fixture in real estate and has built her reputation on providing top notch customer service. She is well known as an agent who truly cares about her clients and works hard to help them achieve their real estate goals. Linda is so prominent in her market in fact, that she was featured with a young couple who were first time homebuyers on an episode of HGTV’s “My First Place.” The episode was filled with the humor and educational approach to sales that Linda excels at. “It was a great experience, and best of all my clients got the home of their dreams so it had a happy ending!” Key to Linda’s success has been her focus on building relationships. She does this through open and honest communication throughout the entire transaction. “I believe strongly that one of the most important things we can do, not just in this business but in life, is to be a good listener. I’m a retired ministry leader and we went through many hours of training to hone that skill. It’s truly been an invaluable tool that I’m certain has benefitted me in my personal life and in turn my clients in my business life.” Linda’s ability to build strong relationships has accounted for her remarkably high rate of repeat and referral business. She also doesn’t let relationships end after the active transaction. Linda genuinely enjoys staying in her clients’ lives long after closing. “I try and make phone calls and send emails. I’m currently working on getting back to the basics as an agent, to remind myself what got me to this point. It can be easy to lose track of that, but this business is all about making and keeping connections, so it’s vital to my success.”

Another key advantage Linda offers her clients is access to Coldwell Banker’s exemplary marketing department. “I really take advantage of all the tools they offer me. We have a strong internet and social media presence, and all of my listings goes on our YouTube channel and are then marketed heavily on the internet, as well as print through the largest real estate magazine in the Southwest, The View.” Linda also recently became a Certified Property Stager. “It’s just another added value I can offer my clients. Several of my recent listing clients were downsizing, so it’s been especially helpful getting their homes ready for sale. It can be an overwhelming process for them, and incredibly emotional. I’m very empathetic and patient, so I’m able to tenderly lead them through the process, and to a happy conclusion. It’s a very gratifying experience.” Linda is actively involved in her community and with her church. She volunteers with UMOM, primarily with the Watkins women’s homeless shelter, and mentoring women and supporting them in their journey towards independence through a non-profit organization called Saving Amy. She is also a leader with Valley Interfaith Project, (VIP) a broad-based, nonpartisan grassroots organization, that helps build relationships within and between institutions, working with all levels of government on issues like better health care, children and education, immigration, work force training and housing. Linda is an animal lover and has four rescue dogs and three cats. She is also an avid gardener, and works out at the gym several times a week. Linda is planning on offering more people the unsurpassed level of customer service she has become known for as she expands her business. “I really love what I do. It’s very satisfying to guide and mentor people throughout the process. I think there’s a latent teacher inside of me. There’s nothing I enjoy more than seeing my clients’ happy faces at the closing table and knowing that I helped them get there.”

To learn more about Linda Martin call 480 - 225 - 8884, email lindamartin272@cox.net or visit LindaSellsArizona.com www.

Mike Hamilton is proud to congratulate

Linda Martin

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

Mike Hamilton Pillar to Post Home Inspections 480 -202 -4142 Top Agent Magazine

5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business. So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

Top Agent Magazine

BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

BUILD A SOLID FOUNDATION

SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy. You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

Top Agent Magazine

JUANITA ANDERTON Top Agent Juanita Anderton of Keller Williams sells real estate in Central Alabama and North Georgia. She holds her license with the Keller Williams Metro South Office in Alabaster, Alabama and the Keller Williams Atlanta Partners Office in Buford, Georgia. Juanita takes her career very seriously, and in so doing provides each and every one of her many grateful clients customer service that is almost unparalleled in the real estate industry. Juanita left a 20-year career in the telecommunications industry in 2007 to pursue real estate on the recommendation of her brother, who she also considers a mentor. “My brother read ‘The Millionaire Real Estate Agent’ by (Keller Williams founder) Gary Keller and encouraged me to quit corporate America,” says Juanita. “I was hesitant to leave a full-time corporate job and salary to begin a 100% commission career. I prayed for a sign and shortly after had the opportunity to take a buyout due to downsizing with AT&T Wireless. I’ve never looked back.” Licensed in both Alabama and Georgia, Juanita specializes primarily in listings that range from $200,000 to

those considered luxury homes. With an impressive rate of 55% referral and repeat business, Juanita is clearly doing something right. “I offer phone and office listing appointments if my clients prefer that, and I tell my clients what they need to know, not what they want to hear. I treat my client’s biggest financial investment as if it were my own.” Based on Juanita’s advice, she even obtains referrals from people who’ve not yet hired her or have waited a while to list based on her recommendations.” Giving back is a major part of Juanita’s business ethos. “I come from contribution, first and foremost,” she says. “I give advice based on what is best for the client, not for me.” She is also passionate about giving back to the business that has given her so much. Recruiting and mentoring up-and-coming agents is of paramount importance, as is participating in Keller William’s highly respected KW Cares public charity. “This charity is the heart of Keller Williams’ culture in action; finding and serving the higher purpose of business through charitable giving in the market centers where Keller Williams associates live and work. I choose to hold my license with Keller Williams for many reasons, but mostly because their values align with mine: God, family, and then business.” While she is quick to point out that she hasn’t reinvented the wheel, Juanita’s highly professional approach has resulted in her being named among the top 20 agents in sales volume out of 10,500 in the Keller Williams Southeast Region, and to her having been quoted in Inman News. “I utilize my Executive MBA in Management and previous Project Management Professional (PMP) experience to run my business like a business. I’m an investor/owner in the Keller Williams Alabaster, Alabama office with multiple years on the Agent Leadership Council (ALC) for Keller Williams Realty.” Top Agent Magazine

Savvy marketing is another reason for Juanita’s position among the top real estate agents in the country. “I always use professional photography and virtual tours, but something else I do that many other agents don’t is ask the photographer to show the good, the bad, and the ugly. I want buyers to be really clear about what the property looks like before they get there, so that when we have a showing we know it’s a valid, interested buyer.” Juanita utilizes personalized print marketing, social media and hundreds of marketing websites for sellers.

As for the future, Juanita plans to continue building a Keller Williams referral base, both nationally and internationally, and to create an admin HUB for her recruits so “they can focus on their sales volume and clients without worrying about back-end paperwork.” When asked to account for her success, Juanita is succinct: “As per Theodore Roosevelt, people don’t care how much you know until they know how much you care. I treat all my clients as if they are my only one.”

For more information about Juanita Anderton, visit her FB page @ Juanita Anderton - Keller Williams Realty in Georgia & Alabama.

For GA, call 470-485-HOME, email TheAndertonRealEstateGroup@gmail.com or visit TheAndertonRealEstateGroup.com website. www.

For AL, call 205-902-2500, email AndertonRealEstateGroup@gmail.com or visit AndertonRealEstateGroup.com website. www.

Top Agent Magazine

Carmell Cantrell is proud to congratulate

Juanita Anderton

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

Carmell Cantrell | Mortgage Specialist | NMLS #457089 205-369-3794 | carmell.cantrell@amerisbank.com 1 Perimeter Park South Suite 100N Birmingham, AL 35243 www.

amerisbank.com

Top Agent Magazine

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

Top Agent Magazine

SEALY HARGROVE Before becoming one of Auburn’s premier Realtors®, Sealy Hargrove had a successful career in Interior Design. “In 2005, our family had an opportunity to move to Auburn and I thought it would be the perfect chance to switch careers. With my background, I had quite a few friends who were Realtors® and the business had always intrigued me. It just fit perfectly with a lot of my interests. So, in 2006 I got my real estate license and I haven’t looked back since.” Four years ago, after several years with one of the area’s most successful teams, Sealy struck out on her own, and since doing so, has seen her business grow exponentially. “I learned so much being on a team, and I was able to take everything I learned and incorporate it into my own way of doing things, in a way that has proven to be remarkably effective.” Sealy is with RealtySouth’s Auburn-Lake Martin office and she has naturally evolved into specializing in the lucrative Lake Martin market. Key to Sealy’s success has been her focus on providing an unsurpassed level of service that makes each client feel like they are her only one. “There is a lot of competition out there, so I always want my clients to know I care about them and that I’m never too busy for them. That’s really crucial”. Sealy not only builds strong relationships during the active transaction, she also works hard to maintain those relationships after closing. “It all boils down to showing people that they aren’t just a commission check to you. You are there

for them long after the closing because you truly care, and you touch base with them from time to time just to ask what’s going on in their lives. I try to stay in touch through handwritten notes, phone calls, and other personal touches.” Sealy’s devotion to her clients has been rewarded with a 95% rate of repeat and referral business. Another way Sealy goes above and beyond is with her comprehensive marketing packages. “When I get a listing, they all get the same top- notch marketing package. All of my listings, whether it’s an entry level condo or a million dollar home, get professional photos and video. Then I get the listings out on all the major websites, social media and some print media as well, so they get maximum exposure.” In addition to client relationships, Sealy feels strongly that it is important to build relationships with other Realtors®. “Even though we work as independent contractors and we are licensed with different real estate companies, it is important that we work together as a team toward one common goal….That goal is to do what is in the best interest of our clients and see the transaction through to closing as smoothly and stress free as possible.” Sealy couldn’t be happier with where she’s is in her career, but knowing that there is always room for improvement, she is consistently working to grow her business in order to better serve her clients. “I absolutely love what I do and I want to be successful for my clients. It’s tremendously exciting to help people move on to the next phase of their lives. Helping them achieve their real estate goals keeps me motivated. I couldn’t ask for a more rewarding career.”

To learn more about Sealy Hargrove call 334 - 444 - 4527, email shargrove@realtysouth.com or visit sealyhargrove.realtysouth.com http://

Angie Richardson is proud to congratulate

Sealy Hargrove

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

Angie Richardson | Home Place Mortgage 256-397-2771 NMLS# 216556 HPM NMLS# 203775 angie@homeplacemtg.com

Top Agent Magazine

5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks. But there is a method to setting them. It’s a process that takes careful thought and consideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately. 1. MAKE YOUR GOALS SPECIFIC Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming. 2. MAKE IT ATTAINABLE Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one. Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those 22

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

Top Agent Magazine

RICHARD E. KERR

Top Agent Magazine

RICHARD E. KERR Richard E. Kerr is the consummate professional, with a heart of gold and brains to match. He brings it all together with his incomparable skills. The Prescott area luxury property specialist earned an MBA in marketing, and since selling real estate, he’s also earned designation as a Master Certified Negotiation Expert (MCNE). “Those MCNE classes really cemented how I negotiate deals,” he says. “My broker tells me that when I negotiate, people oftentimes don’t realize what they are losing or gaining. A win-win is not always a 50/50 proposition.” Originally from Los Angeles, Richard came to Prescott to care for his 98-year-old father. He had been in outsourcing and IT and ran a worldwide travel practice for Ross Perot, a business magnate and presidential candidate. When his father passed away, Richard wasn’t sure if he wanted to go back to business in L.A. When he talked to some Realtor friends in Scottsdale, they said, “You should be in real estate!” He had always thought about selling commercial real estate, but Prescott, where he lives, doesn’t support a large commercial opportunity. So he tried residential. “The rest is history,” he says. “I’m having the time of my life!” In just over two years, Richard has accomplished a nearly 40 percent referral rate, serving the Prescott and Williamson Valley luxury market. His business acumen serves him well—he delivers an outstanding experience to busy clients who expect to reach him at all hours. And they do. In his website testimonials, they say he treats them as if they’re the only client he has. “I give 120 percent of myself,” he says.

For listings, Richard likes to target the appropriate market. Besides using social media, print advertising and his website, he has a database of about 4,000 luxury agents. He might send a flier to Los Angeles agents, for example, informing them that he has a million-dollar property available, if they’re looking for a horse or golf property or a few acres. The method takes time, but it’s very effective. The best part of the job is that each day is a little bit different. “I plan my work and work my plan,” he says, “but I might suddenly have to negotiate an offer, and everything else goes on the back burner!” He loves it. He also loves working with a support group of Alzheimer’s caregivers that was especially helpful in guiding him to resources for his father, who wasn’t even an Alzheimer’s patient. Richard likes to right wrongs, as well. When he discovered, for example, that one of his elderly clients was still paying AT&T $4 a minute to speak long distance with her grandchildren, he wrote to 12 on Your Side and called AT&T, demanding that they give the woman a credit and put her on a new plan. “They gave her lifetime free long distance and a check for $5,000!” he says. “Now she can call her grandkids without worrying about what it costs. It made me happy.” Something else that makes Richard happy is the kayaking, mountain biking and hiking the area offers. He’s traveled all over the world and lived overseas, so he doesn’t want to go anywhere—he’s happy here. In the future, if many more people get to know him as the preeminent agent who handles luxury properties in the area, and does it well, he will have achieved his goal.

For more information about RICHARD E. KERR of Coldwell Banker Residential Brokerage, Prescott, AZ, please visit richardekerr.com, call 928.227.2437 or email richard@richardekerr.com www.

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

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

Top Agent Magazine

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

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

Top Agent Magazine

LAURA KLINE 27

LAURA KLINE Top Agent Laura Kline of RE/MAX Direct in Palm Beach County, Florida has made a name for herself as a real estate agent who is a true advocate for each and every one of her clients. Working in tandem with her business partner William Foland, Laura – a Florida native and former sports medicine practitioner- entered the real estate industry sixteen years ago. Since then, she has amassed an impressive number of designations and national award recognitions that gives both sellers and buyers a level of business acumen that is superior in the marketplace. One of her many skill sets includes being a nationally Certified Staging Agent and was even filmed by HGTV helping her buyers and sellers as a complementary service. Selling in all 75 Zip Codes that comprise Palm Beach County, Laura and her partner do not farm specific locations as many other realtors do. Their familiarity with the region allows them to cover the entire county and provide their clients with expert, best-in-class service. As equally concerned about both the financial and the emotional impact on her clients during the often convoluted transaction process, Laura has developed a particular passion for guiding people through some of the most difficult sales situations agents can encounter: properties in probate. This willingness to delve into circumstances that would make other less seasoned agents unwilling to take them on was born out of an extremely devastating personal experience. “My son suddenly lost his dad, and quickly was made the personal representative of the estate when he was only 20, without even time to grieve,” says Laura. What followed was a lengthy nightmare of legal and financial entanglements that forced Laura to take a hiatus from selling and oversee the process. “Let me tell you few of life’s hardships are as emotionally and physically draining as suddenly being faced with the loss of a loved one and on top of it all, we quickly discovered there was little to no guidance available to ease the countless probate responsibilities and fiduciary duties. We didn’t know where to start, what to do or even the questions to ask,” she says. Upon returning to the industry, Laura soon realized she could utilize that very difficult experience to benefit others, and is now an expert, certified to work in Probate: Estates, Trusts and Guardianships. “I think God was preparing me to help others going through

the same hardships,” she says, “He gave me the gift of understanding exactly how difficult it is to watch a love one’s personal belongings disappear and then sell the home that holds your oldest and dearest memories.” Laura’s empathetic approach goes even further: she is a certified Senior Real Estate Specialist, and assists the elderly with upgrading living situations to allow for lengthier at-home stays when the senior does not want to leave the comforts of their own home. “We work with them free of charge. We’ll go in and meet with the senior and their families, and make suggestions regarding the next steps and how to increase their safety. We do what we can to keep them in their home as long as possible.” The care with which Laura and her partner treat their many grateful clients is made evident by their countless five-star glowing reviews on Realtor.com, such as: “I must say that when you said “You would deliver extraordinary services with extraordinary results,” you certainly did and then some! I have worked with my fair share of real estate agents in the past and your level of professionalism, knowledge, services, attention to detail and work ethic are simply superb. It has been such a great pleasure working with you and know that Wendell would have adored you, God rest his soul. Thank you, very much for your invaluable customer service, you are a class act! You can be rest assured that I will highly recommend you, not only as a real estate agent but also a person of dependability and integrity.” Laura firmly believes in giving back to her community, and participates in RE/MAX’s program that donates a portion of their profits to the Children’s Miracle Network, as well as participating in other charitable events. When she’s not working, Laura loves the outdoors, fishing, travel and spending time with family and friends. With goals to open a Probate Division within their brokerage, Laura and her partner are passionately dedicated to helping others who are facing the challenging roads of senior transitions and probate, by creating a place of best practice guidance and solutions. “The big thing is that whether we’re representing a seller or a buyer, we always represent our clients the way we would want to be represented. We define hard-working and are committed to leaving a legacy of compassion, seamless results and being our clients lifetime agents.”

For more information about Laura Kline, call 561- 312 - 5396 or email LauraKline@PBCPropertyPros.com 28

How To Send

SMARTER EMAILS

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

1. SEND A WELCOME EMAIL TO

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

2. NURTURE YOUR RELATIONSHIP

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

Top Agent Magazine

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

3. CELEBRATE IMPORTANT DATES

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

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

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

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

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

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner. 30

Top Agent Magazine

AZUR MESKOVIC

Top Agent Magazine

AZUR MESKOVIC Azur Meskovic joined the Real Estate Industry in 2010 in one of the worst economic climates in history. Starting as a Residential Real Estate Agent with no experience during a financial crisis was one of the hardest decisions Azur had ever made. Coming from a middle-class family, Azur moved to the United States in 1997 from a small town in Germany where he and his family resided for five years after fleeing the war in Bosnia. Left with nothing, his parents were able to create a nice life for Azur and his sister. Azur was taught a good work ethic at an early age. He was taught to work hard toward his goals and to do them honestly and efficiently, with dignity. Soon after becoming a Real Estate Agent, Azur found his passion in life and career where he knew he could be successful while maintaining the moral standards he was raised with. Several years into his Real Estate career, Azur decided to make his dream come true by opening his own Real Estate Brokerage, Meskovic Realty Group. Meskovic Realty Group stands for more than just residential sales; it stands for the meaning of ultimate achievement of the American Dream, something Azur takes very seriously. The agency focuses on perfecting the buyer and seller experience, incorporating modern age technology and a system of efficiency throughout a transaction from start to finish. Azur and his team focus mainly on St. Louis County areas such as the South County area including Melville and Oakville, and the West St. Louis County areas of Ballwin and Manchester and surrounding cities. Azur’s availability and dedication to improving the client experience has set him apart from other Realtors. “No call, text, or email goes unanswered,” Azur says. This holds true for his work with both clients and vendors. “If you ask lenders or title companies: ‘How do you feel about working with Meskovic Realty Group?’ They’ll say they love it, because we are efficient. If they need a document, we are all over it. They get it instantly and that’s something we do really, really well. The relationships we as professionals hold with other professionals that our clients are relying on for the transaction to go smoothly are just as important.” As a

result of Meskovic Realty Group’s business practices, Azur and his team have earned and enjoy a 90% repeat and referral rate. His social media presence includes video testimonials of clients enthusiastically sharing their experience while working with MRG, along with recommendations for anyone interested in purchasing or selling their home. Meskovic Realty Group has more of a personal approach to their business strategy, from their transaction procedures to their social media posts. “When a client chooses us, they already know who they are using. They know who we are. They see my family and my employees’ families and know that we are real people with real values and that we care not only about business but about the quality of life. It’s this personal touch that makes a difference,” Azur says. Azur’s marketing strategies for listings are a success as well. From the professional photos to the live videos, Azur gets thousands of views on social media, which maximize exposure for his clients. “Our listings get the best marketing exposure whether it’s a lowprice listing or a higher priced listing. We represent the best across the board,” Azur says. Azur’s favorite part about being a Realtor is interacting with his diverse client base. “Not only do I get to see beautiful homes, I get to see different cultures, different families, how they live, and what they like,” he says. He also loves to see the buyers’ eyes light up when they walk into the home that’s “the one.” Azur says, “It never gets old. It’s incredible to see and that’s when I know I’ve really done my job.” Meskovic Realty Group also enjoys being a part of the community. They stay in touch with past clients, use social media for personal interaction, and donate their time and money to the needy through a variety of charities such as Lydia’s House for Abused Women and Children, various GoFundMe pages, and community organized events. Meskovic Realty Group plans to grow its employee size and plans to construct a new building and an office space that clients and employees can enjoy with their families.

To find out more about Azur Meskovic, email azur@meskovicrealtygroup.com or call 636-346-4163 32

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

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

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

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

Top Agent Magazine

GET TO KNOW YOUR CLIENTS ON A PERSONAL LEVEL

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

SPOT POTENTIAL PROBLEMS AND PROVIDE SOLUTIONS Having insight into your client’s per-sonality type will come in handy when you anticipate an upcoming snag in the transaction. Most people find the process to be stressful even under the best of circumstances. One of the best rules of thumb is to always provide the solutions to anticipated problems when you present them to the client. This should be the case even when the problem isn’t on you. Anything that can ruin a client’s overall experience can reflect poorly on you, whether you deserve it or not. This is a business philosophy called “zero risk”. You don’t want to take any chances with having an unsatisfied customer. This is where your experience in the business pays off. You’ve probably seen most things and can easily anticipate problems that are 34

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

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

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

JENNIFER SPRINGER RINDEN

Top Agent Magazine

JENNIFER SPRINGER RINDEN Jennifer Springer’s career in real estate began with an “a-ha moment” about how she could put years of experience in corporate marketing and sales to use in service of her clients’ goals. When she and her husband moved to Florida she continued to fly back to Wisconsin for consulting work. Her husband suggested she obtain a real estate license so she could work close to home. She did so, but wasn’t convinced it was the career for her until a friend asked her to list her home. The house sold quickly in a down real estate market. “I realized I could utilize all of my 20+ years of corporate marketing and sales experience combined with the skills I obtained when studying for my MBA to position the property,” Jennifer says. So what started on a whim soon grew into a booming real estate business. Now five years into her real estate career, Jennifer runs a team of ten, which serves from Cape Coral down to South Naples. Each agent focuses on the particular area where they live, so that they help people to buy and sell homes in neighborhoods where they have strong expertise and community ties. After every transaction, Jennifer and her agents survey their clients. One of the most important questions to them is: Would you recommend the company and team to a family member or to someone you know who is interested in buying and selling? “We have a 100% rating on that,” Jennifer states with a smile. Jennifer is proud of her team’s tagline: We do real estate better. “That for me is a simple way of saying everyone on the team is on-board to make sure the process we go through–from start to finish–is better than what any other agents/real estate companies can provide,” Jennifer explains. “We have a network of Attorneys, Inspectors and support people we rely on that we have built relationships with so that when we do get into situations where we need assistance we can rely on these proven relationships to get through whatever is necessary,” Jennifer says. Once the transaction has happened, Jennifer and her team share a “preferred customer vendor list” of vetted businesses that provide decorating, cleaning,

furniture, and other vital services. This allows customers to feel welcomed and to have a smooth transition into their new home. The term “team” is becoming more prevalent in Real Estate today. Jennifer is very proud of the people that are on her team and will place high standards on those that will ultimately be recruited in the future. Jennifer’s existing team members come from diverse backgrounds from high levels of education, previous Corporate Management positions and beyond. “My team members are business people first, which helps our customers relate to them as they work together through a very personal and “high dollar investment” experience. Bringing her experience from her MBA and her previous 20-year plus Corporate Executive Marketing background to each listing, Jennifer uses a combination of staging, professional photography, and listing materials that incorporate the voice of the seller to highlight and showcase the special features of each property. The result: high-level marketing that gives potential buyers a warm feeling and an intimate understanding of the positive aspects of living in each potential house. Each year she holds a customer appreciation party with food and live music to say “thank you” to her customers for their business and loyalty. She also keeps in touch with her customers throughout the year via calls and emails. Jennifer’s passion project is working to raise money for female survivors of human trafficking. She also works to raise money and awareness for the local healthcare system. Jennifer has three and a half-year-old twin boys, so when she’s not working, she’s spending time with them and her husband. “People ask me, “How’s life?’ and I say ‘B & B. Boys, and Business,” Jennifer says. “I love every minute of it.” And she’s thinking big for the future. “Our goal is to have 25 strong, producing agents on the team within the next 12 months.” She wants to maintain a niche, boutique feel for an agency that provides excellent service. With her strong background and wide ranging skills, she’s sure to succeed.

To find out more about Jennifer Springer, email Jennifer@orchidrealtygroup.com or call 920 - 540 - 6822 36

Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach. One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect. 37

LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance. That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling. It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively 38

involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business. Top Agent Magazine

Top Agent Magazine

LARRY THEODORE 39

LARRY THEODORE With the spirit of an entrepreneur, Larry Theodore started his own landscaping business at the ripe age of thirteen. Fast forward to age eighteen and Larry was then running a flourishing company, managing thirty employees and fostering plans to expand. Having learned early on the value of hard work from his grandfather, Larry attributes his ensuing success to his foundational work ethic. At age twenty-nine, looking for a new challenge and recognizing his skillset as a talented salesman, he decided to go into the real estate industry and partnered with Century 21. That was thirty-one years ago, and today Larry works in the same beloved office, having mounted a fruitful career grounded by ingenuity and consistent follow-through. To date, he has earned numerous designations, including as 2016’s #1 Century 21 Agent in the New York Region, one of the Top 21 Century 21 Agents Worldwide in 2016, and as the recipient of the Prestigious Pinnacle Service Award. Larry focuses on one specific area in Nassau County, a charming town called Farmingdale. Concentrating his efforts in this area for the last thirty-one years has given Larry unparalleled knowledge and insight into the local inventory and market. The beginning of his career saw Larry going door-to-door from sun up to sun down and introducing himself to homeowners to build his network. Now, that same unflagging diligence sets his daily routine, making himself available to clients around the clock. To those he serves, Larry offers empathy, a proven ability to deliver results, and an expert’s knowledge of the buying and selling processes. Recognizing that his clients are undertaking one of the most intense transactions of their lives, Larry provides attentive, personalized service every step of the way, driving repeat and referral business for years and generations to come. “To this day, I still love what I do,” he says. “It’s an honor having sellers and buyers entrust me with one of the largest investments of their lifetime, their home.” He describes much of what he does for clients as project management—from home repairs, to marketing, to fielding offers. Not only does Larry prioritize a stress-free transactional process, but he also remains available as a resource to clients long after close.

In a nutshell, Larry’s ultimate goal is to help clients price their properties correctly, sell quickly, and put money in their pockets. To market his listings, Larry employs strategies both tried-andtrue and decidedly modern. Part of a tightknit community, his easily recognizable “For Sale” yard signs lend visibility to newly listed properties. Meanwhile, a professional photographer takes bright, immersive photos to accompany listings online, where properties are distributed across the leading digital listing platforms. To stay in touch with past clients, Larry stays proactive in maintaining his professional relationships by focusing his efforts on building “clients for life.” He sends out over 5,000 cards, distributes magnet calendars to share in the joy of the holiday season, places over 3,000 American Flags on the lawns of homeowners in Farmingdale on the Fourth of July, and gifts pumpkins to community members during Halloween. To thank every client that he’s served, Larry delivers Poinsettia plants, harkening back to his days working in landscaping. This year he has over 1,500 plants to distribute. Outside of the office, Larry loves spending time with his wife, Patricia, his soulmate of over thirty years. She is also a licensed realtor, and Larry cites her as the most supportive person in his life. Together they raised three sons, and now enjoy spending time with them and their seven grandchildren. Every morning Larry is up at the crack of dawn and goes on a four to five mile walk/run, which is his one hour of peace and solitude as he begins his day. In his leisure hours, Larry loves to soak up the sun and swim at the beach. Living in their 250-year-old farmhouse, Larry and his wife dedicate much of their time to fixing it up and making home improvements. Of course, he also enjoys gardening. As for the future of his business, Larry plans to continue bringing the same energy to each transaction, performing on average over one hundred sales a year. With a storied career behind him, and an unwavering passion for his daily work, the best is assuredly still to come for Larry Theodore.

To learn more about Larry Theodore, visit LarryTheodore.com, e-mail ltheodore@c21amhomes.com, or call (516) 859 - 8738 www.

Top Agent Magazine

Thinking of Listing? Nine Ways to Get Ready The less time a home spends on the market, the more likely it is to sell at or above list price. That’s why our Top Agents recommend getting a property ready for marketing well before listing. Anyone who is even just starting to think about listing will benefit from some basic upkeep and pre-staging work. Even if you decide now is not the time to list, you’ll enjoy these simple improvements around the home. With the right local resources, most pre-listing preparations take less than a week and will make the formal staging process simpler for all involved. Ask Top Agents in your area for referrals of local pros to hire. Once you’ve selected your Top Agent, keep yourself open to his or her opinion on other TLC to help decrease your home’s market time. 1. Inspection: The last thing a seller or buyer wants is a surprise at

inspection. That’s why a complete inspection before listing is so valuable. Many necessary fixes, such as minor roof or appliance repairs, can be discovered and repaired in less than a week. If inspection uncovers a major issue, any Top Agent will tell you that this knowledge is power; disclosing and expecting to take responsibility will increase buyers’ trust without affecting market time. 2. De-Clutter: Take a little time to pack away surplus furniture items and

extra knick-knacks, papers, books or occasional-use items throughout your house. Remember this may require boxing away video game supplies or packing up comfy throw pillows and blankets. Move these items temporarily into closets, the garage or attic with the assumption of possibly renting a storage unit just before listing. 3. Paint: Whole-house painting is likely not necessary, but consider touching

up baseboard moldings and doorways and open wall spaces in high-use areas Top Agent Magazine

such as bathrooms, the office, family room and indoor recreation spaces. Also consider a little varnish on the front door or banister. 4. Artwork and Decor: Take a neutral look at your décor. Better yet, ask a

Top Agent to do so. Buyers should be able to picture themselves living in your home. While your Top Agent may not advise you to appear generic, you’ll likely need to thin out any shrine-like displays to family, hobbies or cultural interests.

5. Deep-Clean Housekeeping: After you’ve de-cluttered and touched up

the paint, request a deep cleaning from your housekeeping service and weekly cleanings thereafter. Make sure they pay attention to details like dusting or vacuuming window treatments and lampshades or wiping smudges off door jams and baseboard moldings. 6. Carpets and Rugs: Bring in the pros, but don’t just clean the carpets.

Because the cleaners will be moving furniture anyway, ask them stretch and tighten any buckled areas of carpeting. Doing so now saves the trouble of having to credit your buyer for this following final walk-through. Also consider removing small area rugs to let the beauty of your hardwood floors shine.

7. Look at the Loo: Buyers may not notice a brand-new toilet seat, but they

will turn up their noses at the one with the broken hinges. Freshly replaced toilet seats, faucets or doorknobs in heavily trafficked bathrooms can go a long way in first impressions.

8. “Mow & Blow”: Consider buyers as guests you want to feel welcome

as they ascend the front walk. If you don’t already have one, hire a weekly gardening service to keep up with the mowing, weeding, pruning and basic maintenance outside so you can focus on other things. 9. Staging: Once you’ve selected a staging professional for the finishing

touches, ask them and your Top Agent for final recommendations on day-today upkeep, storage options and what-to-do (or what not to do) while your house is on the market. 42

Top Agent Magazine

CRAIG TIFFEE

Top Agent Magazine

CRAIG TIFFEE Craig Tiffee found his way to the real estate industry through his work in law. At the time, he was heading up a local boutique firm he held an interest in, and noticed that more and more of his clients required services pertaining to real estate law. Oftentimes, those same clients were in search for an agent’s expertise, to navigate negotiations amidst the buying or selling process. When the agent he put on staff to accommodate his clients ultimately moved on, Craig seized the opportunity to earn his own real estate license. That was back in 2015, and today Craig works full-time as a real estate professional. While the route to his flourishing career as an agent was pleasantly unexpected, he has much to show for his swift success. Currently, he is on track to close 120 deals this year alone.

want everyone we meet to get to know us, like us, and trust us. Because we provide our clients a lot of value, referrals naturally follow.” Accordingly, Craig and his team have netted an impressive 85% of repeat and referral business, evidence of their personable yet effective approach. To market his listings, Craig customizes his strategy to each property’s unique features. In addition to utilizing the Keller Williams syndication network to ensure broad visibility for each home, he also features properties across the leading online listing platforms. To create a buzz in the local market, he and his team advertise new listings and recent transactions within the community. In reflecting on his favorite aspect of his day-to-day work, Craig explains: “What helps me sleep at night is knowing I’m always learning something new, watching and taking lessons from other leaders in the industry.” All in all, Craig’s genuine enthusiasm for his daily work—combined with his drive to evolve as an agent and a team leader—ensures his clients are served by a forward-thinker with an unflagging work ethic.

While he serves the whole of the Las Vegas valley, Craig has a foremost focus in Summerlin, Anthem, and Seven Hills. Under the banner of Keller Williams, Craig leads a team of nine, along with two support staff. While his ability to close is evidenced by his high annual volume, he cites relationship building as a foundational tenet of his work. Craig is mindful in understanding his clients’ personalities, needs, and long and short term goals. “I don’t just sell homes,” Craig explains, “I help my clients reach the next level in their life.” What’s more, Craig’s prior professional background informs his daily work, where those he serves can count on him to negotiate capably, be cognizant of the most minute contractual details, and ultimately deliver a winning result.

Outside of the office, Craig and his team are actively involved in their community. The team donates to charity a portion of revenue from every deal closed, while they also donate signs to new agents and make a concerted effort to support and mentor up-and-comers in launching a career. Craig’s team also contributes to KW Cares, a non-profit that supports Keller Williams associates and families in times of extreme hardship. As a member of the LGBTQ community, Craig makes a special effort to support and contribute to the wellbeing of the community at large. He also arranges team building events and trips for his team. Engaged in his professional community, Craig serves on the Agent Leadership Committee at My Keller Williams Market Center, in addition to teaching the fundamental models of the Millionaire Real Estate Agent (MREA). In his free time, he enjoys traveling—a passion he picked up when working on a cruise ship, seeing the world

Craig cites his team as the driving force behind enterprise’s success. Together, they are a tightknit team of professionals, sharing knowledge and playing to each other’s strengths. He and his team wisely offer the support of five agents for the price of one—instilling a sense of calm and confidence in their clientele as a result. “I want my clients to know that they’re well protected,” he recounts, “that I’m minimizing any liability throughout the buying or selling process.” When meeting new clients, Craig lays the groundwork for meaningful professional relationship that lasts the long term. “Our business model is less focused on making a commission,” Craig explains. “Instead, we

As for the future of his business, Craig is currently exploring expansion opportunities in Northern California and South Florida. Likewise, his target for the next twelve months is to grow his team to twenty-five agents. Equipped with a capable crew of likeminded professionals—and a steady track record of success to date—the years still to come are sure to remain fruitful for Craig Tiffee and his team.

To learn more about Craig, visit Craig.HomeSweetHome702.com, e-mail CraigSells702@gmail.com, or call (702) 785 - 8240 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

Top Agent Magazine

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. 46

Top Agent Magazine

SEAN BRINK Sean Brink was raised in the real estate industry–his mom was an agent for several decades in the Frederick area–so he grew up watching and learning about the business. Before going into the industry himself, he worked as an entrepreneur for fifteen years, owning several successful businesses with partners. He found himself intrigued by a customer who was big into commercial and land development. Realizing he wanted to expand his own career, he went to study for his real estate license. His new career took off so quickly that he soon went to his business partners and asked if they wanted to buy him out so he could dive full time into real estate. “They did, and actually they were probably my best clients the first three years. They ended up buying roughly 50 houses from me as investment properties,” Sean says. After 21 years in real estate, the heart of Sean’s business is in Frederick County, though he also works in Washington, Montgomery, Carroll and Howard counties. Over 80% of his clients come from repeat and referral business. His integrity, longevity, full time dedication to the work and honesty are what keep his clients coming back. “You get what you get with me,” Sean says. “I’m up front and honest with my clients. I’m going

to tell you the truth.” Sean’s clients can trust he will always be honest with them, and that commitment to the truth ultimately helps them achieve their goals. “I’ve been through just about everything in the real estate business. To keep in touch with clients, Sean reaches out with monthly mailers, a quarterly newsletter and holiday cards. To market his listings, he uses social media, internet, and he also syndicates his listings through the MLS, hitting “hot topic” websites. Sean loves every aspect of the real estate business. “I like it all,” Sean says. “I like the ability to help people. Obviously you are helping people with one of the bigger purchases in their life–buying a house, or maybe selling a house and relocating for retirement. I’m there to help my clients achieve their goals.” When Sean is not working, he enjoys traveling to see either of his sons play collegiate NCAA hockey or USPHL and traveling to sandy beaches with his lovely fiancée. In the future, he plans to continue to grow his thriving business. “The status quo is not good enough for me,” Sean says. “I’m always looking to branch out and broaden the horizons.” With his dedication to real estate and his clients’ goals, he’s sure to succeed.

To find out more about SEAN C. BRINK contact him by phone at 301.748.4675 or email at sean@precise-re.com Top Agent Magazine

DENZIL CHEESLEY Denzil Cheesley’s father sold real estate in the 1980s and 90s, and though Denzil had never really thought of following in his Dad’s footsteps he clearly remembers his father telling him, “It’s great, son! You can work as many hours as you want!” Looking back with a chuckle, Denzil admits he’s not quite sure if that was a warning or an encouragement. But eventually he decided to give it a go and jumped into the real estate game. Over the past 15 years, he’s gotten very encouraging results, all with Magain Real Estate in Australia’s southern Adelaide area. Denzil credits his success to a genuine passion for helping people. “This business is more about people than it is about houses,” he points out. He takes a very hands-on approach to the business, getting to know his clients personally and handling all their concerns directly, regardless of his workload. But he is also quick to sing the praises of his personal assistant, Krissy Stoutley, who works as an all-around admin and business development facilitator. “She’s kind of the boss,” Denzil says. “And that seems to work really well for us. It keeps me effective.” So effective, in fact, that Denzil has seen his repeat customer rate rise every single year of his career. “As it should if I am doing a good job!” he adds. With returning and referral customers making up about 85% of his business, it’s very rare that clients don’t come back

to him. Denzil’s core areas are in Adelaide’s southern coastal suburbs, but over the past 15 years his business has expanded to include the entire southern region, a geographic area which includes the entire Onkaparinga Council District, which has a population of over 170,000. His success is due in part to keeping in touch with past clients with quarterly updates on the local market and annually sending personalized fridge magnets to his entire database. He uses a customized approach to marketing listings, always finding ways to set each property apart depending on location and market. Employing a combination of local press, letter box drops, sign boards, websites and social media, he also prudently employs his own professional photographers to be sure of getting the perfect pictures even if that means reshoots, and his listings often use eye-catching styling and de-cluttering “before and after” layouts. But all these efforts are in place to serve his overriding objective: helping families be happier and achieve their goals. Denzil confesses that seeing people happy at the end of the process is the thing he loves most about real estate. When not working, Denzil can often be found walking or riding on the beach in his VW Beach Buggy along with his trusty companion Hardy, a 15-year-old Welsh Corgi. “Work obviously takes up a big portion of my time,” he says with a smile. “But the dog comes a close second!” As for the future of his work, Denzil says he hopes to keep his impeccable reputation. “I would like to think that nobody has ever had a bad experience with me in buying or selling a home and I intend to keep it that way.”

For more information on DENZIL CHEESLEY call: +61- 422 - 300 - 718 or email: denzil@magain.com.au 48

Daily Habits That Will Increase Your Mental Strength When it comes to building physical strength, the solutions are obvious, but keeping up your mental strength isn’t as easy as going to the gym. Although physical exercise does help clear your head and relieve stress, there are other things you can do daily that will help your mind be as strong and flexible as your body after a workout. Here’s just a few things you can do to help clear your head and make you more productive. Top Agent Magazine

DON’T WASTE YOUR BRAIN POWER That might seem obvious, but think about how much mental energy you might use up worrying about negativity or things you have no control over. Instead of focusing on problems, focus on solutions. This actually take a lot of effort, we’re all conditioned to let worry paralyze us sometimes. Try and catch yourself when you’re 49

wasting time thinking about about past mistakes or current dilemmas you don’t have the power to stop. You really only have so much mental energy, and if you have kids and an especially stressful work situation, that might be even less than normal. Start treating your brain like the precious resource it is. You don’t want to be running on empty when it really matters. BE MORE POSITIVE Eliminating negative thoughts is essential to increasing your mental strength. Carrying around negativity is like swimming with all of your clothes on. You might be okay at first, but eventually you’ll feel like you can barely stay afloat. Don’t drown in negativity, use positive thoughts as a lifesaver. This doesn’t mean you should ignore things you need to improve, just approach them with solutions rather than beating yourself up. Constant monitoring of this is important since it’s really easy to slide back into negative thinking. STEP OUTSIDE YOUR COMFORT ZONE A lot of mental energy can go to dealing with anxiety. One way to deal with that is by forcing yourself to try new things and take on new challenges, that you might normally avoid because they make you feel unsure or scared. Challenge yourself daily, even with small things. This is definitely something that becomes easier with practice. Start small, and in no time you’ll be taking on things you never 50

thought were possible. The simple task of trying something new every day will have you feeling energized and put you on the path to self-growth. BE SELF-AWARE Your emotions affect everything you do, even if they’re not at the surface. Recognizing and labeling them is key. A lot of the above exercises require selfreflection. It’s okay to have the emotions you have, understanding why and where those emotions come from allows you to focus on dealing with them rather than just wallowing in them. Being self-aware is also about self-care. Know the things that help relax and rejuvenate you. That way you can handle everyday stresses and remain calm even during the most turbulent times. BE WILLING TO LEARN A lot of people are still hung up on the idea that learning is a boring and tedious process, but you aren’t in junior high anymore. You can find something you’re actually interested in and immerse yourself in it, which engages your mind like nothing else. Whether it’s learning a new technology that will improve your business or something that will make you a more well-rounded person, the learning process keeps you engaged and open to new ideas. A curiosity about the world and new things is something that all mentally strong people have in common. Top Agent Magazine

JONATHAN DEAN Although Jonathan Dean is now considered a rising star in the Dallas/Fort Worth real estate market, he initially got his start in the aviation industry. “I had a successful career in that field, and although I was intrigued with the real estate business, it never seems like the right time to make the switch. When I started working nights, I decided to try real estate during the day, part-time. It just immediately clicked with me and I took the leap, went fulltime, and I haven’t looked back since.” Jonathan is with Rogers Healy and Associates Real Estate, one of the premier brokerages serving the lucrative Dallas/Fort Worth area. With his extensive international background and a diverse expertise that includes experience in both automotive and telecommunication engineering, Jonathan is unique in the industry. This allows him to offer his clients a different perspective on the business that is detail oriented, thorough and focused when it comes to providing clients with the best possible service. He also has an international database and network, so he is able to offer his listings a global reach when it comes to marketing. Key to Jonathan’s rapid success has been his focus on building relationships. “I am open, honest and sincere with my clients from the start. I treat every client the same, whether it’s a 100 thousand dollar condo or a million dollar home. I show up professionally dressed, and ready to give it my all every day. I don’t separate my clients in any way. I’m not in it for one transaction, I’m building relationships, I not only want clients for life, but I want them to feel completely comfortable referring their friends and family to me.”

By focusing on relationships, Jonathan has been able to key in on what his clients needs are, ensuring a successful transaction. “Because I focus on really getting to know my clients, I’m able to really understand exactly what their needs are, and can adjust the my plan to help them reach their goals accordingly. My goal is to always proved an experience that is a smooth as possible. My job is to mitigate any issues that might keep that from happening. That;s possible when you operate yourself with the utmost integrity, and are completely upfront and honest the whole way through.” Another key advantage Jonathan offers his clients is the backing of Rogers Healy and Associates’ incomparable marketing department. “We really pride ourselves on having our social media game on point here. All of the marketing I provide is top notch, professional photos and walk through videos, that are all on my YouTube channel which I’m really focusing on building up right now.I also still believe strongly in face-to-face meetings and throw open houses that have been quite successful.” Jonathan is actively involved in the community that he represents and loves. A resident of the city of Frisco, you can often find Jonathan out and about socializing at various neighborhood events throughout the year. Through his agency he is involved with charities that support autism causes. When he isn’t working, Jonathan enjoys spending time with his son, and golfing. Jonathan couldn’t be more excited for what the future holds, and looks forward to many more years of growth and success in the industry that is now his passion. “I’d love to start moving into the luxury market more, but for now I’m really focused on cementing my reputation as an agent people can trust. I love what I do. There’s no better feeling than knowing you’ve helped someone achieve their real estate dreams.”

To learn more about JONATHAN DEAN call 214-551-6086, email JonathanDean@RogersHealy.com or visit JRDsellshomes.com www.

Top Agent Magazine

MARYANNE FIORITA It’s not every day that you find a Real Estate Agent who can say they’ve been in the business for fortyplus years but MaryAnne Fiorita is one of those rare finds. In 1975 MaryAnne was studying Psychology when she decided to change direction and enter the profession. Fast forward four decades, and MaryAnne is still moving and shaking! Proud to be a licensed agent in three jurisdictions, (Maryland, DC and Virginia), MaryAnne remains very “hands on” with the assistance of her dedicated staff. “Luckily, my early clients didn’t give me an option to focus on one area or one type of home,” she says with her trademark smile. “They said ‘this is where we’re moving and we want you to be the agent that takes us there!’ ” The where turned out to be the entire metro-DC area and MaryAnne has been a full time Real Estate professional ever since. Her psychology studies have benefitted her greatly and her intuition, negotiating skills and superior service ethic have made her a Top Producer (1% of Realtors nationwide) and earned MaryAnne a 95% or better repeat/referral rate. “Trust is everything and what sets me apart is that I’m an advocate for my clients,” she says. “Whether they are selling or buying, I do more than just list or sell properties. I’m there to advise them every step of the way including decorating staging renovating pricing negotiating and anything else they might need right down to financing.” There can be no doubt that MaryAnne knows every aspect of the business inside

and out and her clients know that she will take great care of them! She provides a complete concierge style service. As an agent MaryAnne knows the power of marketing. “The cliché is ‘location location location’ but people buy homes they like everywhere. In addition to the business aspect, Real Estate has an emotional component,” she says, “so giving the best impression with colors and décor along with correct pricing becomes very, very important.” Visual appeal plays right into the marketing strategy both online and in print. As an added value MaryAnne always provides an exceptional photographic presentation. “To succeed in Real Estate you need to present the property to the buying and selling public as well as marketing to the area’s agents. You can’t assume that by placing a property in the MLS or on the internet that people will know about it! Good marketing involves telling the world!” MaryAnne has always kept in touch with her clients through phone calls and good old-fashioned hand written cards and printed calendars. “I do send out fancy marketing materials but a handwritten note or personal phone call really stands out in this age of technology.” After 40-plus years MaryAnne has sold homes to children and even grandchildren of clients! MaryAnne loves visiting her children and grandchildren as well as entertaining friends and traveling the world with her husband. The round-the-clock hours of a real estate career suit her just fine. “My favorite part of my career is getting to meet so many different people,” she admits. “They always remember my energy and tech-savvy positive attitude. I feel so honored and privileged, and can only thank my fabulous clients from the bottom of my heart,” she says. “After so many years I absolutely love what I do!”

For more information call MaryAnne Fiorita at 301- 529 - 0090 or email her at maf@maryannefiorita.com 52

Shut Up and Sell By Mark Hunter

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

shorter ones. Long questions tend to result in short answers, while short questions will generally result in long answers. An example of a great short question is, “Why?” In my opinion, there isn’t a better follow-up question you can ask after the customer has shared with you some information. Consider how your customers would respond to other short examples like, “Can you elaborate on that?” and “Could you explain more?” These shorter questions elicit detailed responses and that’s just what you want. On the other hand, asking complex questions often tends to perplex customers. Because they are not sure what you are looking for, they respond with the universal answer representing total confusion, “What did you say?” Questions should not be your means of showing your customers that you are an expert. Save that for your statements. When preparing your sales presentation, a guideline I subscribe to is to limit yourself from talking for more than 20 seconds at a time without asking a question. The question you ask should be one directed at the 53

comments you just made. By doing so, you’re checking with the customer to see if they understood what you just shared with them. Again, this is something many salespeople overlook. They get caught up in sharing with the customer their expertise and the features of their product or service and forget all about what the customer is thinking. Even if your product or service requires a complex presentation, you should still follow this rule. Whether you’re selling software, high value medical equipment, or technical tools, it’s essential to check your clients understanding by asking a question every 20 seconds. Your goal on any sales call is to talk only 20% of the time. To help ensure that this takes place, you have to plan ahead. Before you start developing your sales presentation, create your list of questions. This is contrary to the pattern of most salespeople who often spend a substantial portion of their time developing their presentation and, at the last minute, develop their list of questions. Consider that if you’re expecting to have a 20 minute presentation, you should have 40 questions (2 questions per minute). Even though you may not use all 40, you’ll definitely be more prepared. In addition, you’ll be able to pick and choose which ones you want to ask. If you’re following the rule of asking 54

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

SCOTT SCHILACI During his tenure rehabbing property, Scott Schilaci considered it a wise investment to earn his own real estate license. Then, in his first year of work, he surprised himself by climbing to number six in sales for his entire company. Having found a productive career that spoke to his skillset, Scott has since never looked back. Today, he is at the pinnacle of a twelve-year career grounded by more than a decade of hard-earned experience and industry insight. Scott works as a solo agent, equipped with a support staff in-office to ensure daily operations progress with efficiency. He primarily serves the northwest suburbs of Chicago, though his business extends as far north as the border of Wisconsin and as far south as Naperville. Scott assists a range of buyers and sellers, and has demonstrated a special proficiency in foreclosures and distressed properties. With a significant portion of his business driven by repeat and referral clientele, Scott creates memorable experiences for his clients by applying discipline, affability, and the consistent competency he brings to all his transactions. Accordingly, he instills a sense of confidence and calm in those he serves, setting clear expectations and applying a steady and seasoned hand throughout the buying and selling processes. Maintaining accessibility and open lines of communication provide Scott’s clients a distinct sense of security, knowing their needs can be met at any hour. What’s more, Scott utilizes his creative problem-solving abilities to set his clients up for success. “It’s most rewarding and memorable when I’m presented with many different options for a deal and I get to work and figure out the best solution,” he recounts. For Scott, delivering on his professional promise means going above and beyond to create a positive customer service experience, and he strives to achieve results that will keep his clients happy for the long run.

To market his listings, Scott deploys a range of digital tactics while dually leveraging the Berkshire Hathaway network. Astutely noting that for most, the home buying process begins online, Scott pays particular attention to distributing properties across a range of online listing platforms to ensure maximum exposure for his clientele. While many leads are generated from his web presence, Scott also taps into his own network, publicizing listings through word of mouth to let other agents in the area know when a property has hit the market. To stay in touch with past clients, Scott makes use of social media’s far reach and sends mailers each month to stay connected. Keeping a pulse on the industry, he also shares useful information with clients regarding market conditions and developments—passing along empowering knowledge to those he has served. In reflecting on what he enjoys most about his work, Scott reflects, “It’s always been in my personality to want to help others. In this line of work, I can do just that; I strive to help my clients make the best financial decision, that will ultimately keep them happy for ten years or longer.” Above all, Scott hopes that each and every client remembers his sincerity, that they walk away knowing he served their best interests. Outside of the office, Scott prefers an active lifestyle, having participated in athletics since childhood. To this day, he plays all kinds of sports, including hockey and football. Most recently, he has enjoyed playing as much golf as he can when his schedule permits. In fact, Scott participates in golf outings and other activities with his fellow realtors, to stay involved in his local professional community. As for the future of his business, Scott is currently expanding his reach beyond the Illinois market. Understanding that many buyers and sellers migrate to or vacation in warmer climates, Scott is now in the process of earning his license in the state of Florida as well. With more than a decade of experience already acquired—along with an authentic drive to deliver on his clients’ goals—the future is bound to be busy and bright for Scott Schilaci.

To learn more about SCOTT SCHILACI, call (847) 310-1886 or e-mail sschilaci@starckrealtors.com Top Agent Magazine

mailto:mag@topagentmagazine.com

Top Agent Magazine