NATIONWIDE & INTERNATIONAL 6-3-19 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

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HOW TO MAKE GOOGLE DO THE WORK FOR YOU

A STEP-BY-STEP GUIDE TO

CONVERTING INTERNET LEADS TO REAL LIFE SALES

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NICHE MARKET Right for You?

Tips on Being a GOOD TEAM LEADER

NATIONWIDE & INTERNATIONAL EDITION

16 BRANDON JEFF ARZONICO

Agent Brandon How did Jeff Arzonico Top become found of Coldwell Banker one of the most trusted agents in he say Brokerage in sun the Lake Norman area? Beach, California to let– open p working, talented During the years Jeff spent in committ campa who has sales, coaching college and high comp to providing his m BRANDON BURDICK MICHELE TAYLOR JEFF ARZONICO ERIC AUGER and sellers with u school baseball, and teaching customer service. personal finance and entrepreAfter track record of success and long list of satis SHANNON neurship at a high school, he attent 26 20 19 23 GRETCHEN CASTORINA KATHRYN EARLY DEBBIE FISCHER have also translated into a reputation as an always had an interest in real estate. When Top he and relatio Agent Shanno dependableGretchen real estate advocate. By the time Gretchen Castorina When listing selling leverages the Kathryn Early Helping people motivates Kathry his wife had understands trouble theirsince home in 2010, they their Aproperties, broker 2004, Debbie Likew of Century 21 Realg launched her career in real Sotheby’s Realty brand’s customized there areit no shortcuts inmarket real work day, and she’s involved in put on the rentalInternational and received fifteen inquihearin Fischer started her real estate fastes Camp Brandon entered the in world of Hill, real Pen est estate, she’d seen her fairestate. share marketing platforms to her campaigns. Beginning with no silver andfollowing organizations than weproducts. could ries “There’s in twenty-four hours. “We realized were onto dream has been providing company her career as exper successful careerwe selling other of corporate relocations. She professional photography drone video, Gretchen buyers an bullet in this business,” she range from professional groups - cs something,” Jeff says. and hisand wife began tosenior buy rewar anHeexecutive director ofgrateful instil own photography business while I was in the south central and her family had moved up turns to the leading digital listing platforms to ensure recalls, “and that led me to selling my says.foreclosed “Youthen haveproperties to put in living the the local board of the Northeast in the area as a way to build a the co communities. There, she leaprept ® Keystone State wit and down the east coast, and wide-ranging exposure online, pairing each property services to a lot of different magazines. I SHANNON KATHRYN EARLY hours DEBBIE FISCHER GRETCHEN CASTORINA and you have toJeff stay Realtors - the to fundraising coll property portfolio. studied the FOSTER market and even- andchurc learned firsthand challenges unde customer service quickly that I was very good at the sales as as Gretchen house-hunted with with attitude compelling Marketing sophistifor charities like the Lazarus resilient.” is part tually That decided to obtain his license so their he through could use trainin thatcopy. seniors and families Debb Shannon’s potent c nication aspects of that, and with making agents in new regions, she email campaigns, displaying listings featured Swear on of what hascated rocketed Kathryn supports the homeless. his expertise to help others.as He soonnavigate had a thriving face they late-inexpla of industry knowledge andfootsteps true concern foru people.” Following in the of his gleaned personal insight from the buying and to selling AppleTV’s Sotheby’s International Realty app, and success in her inahas business. He ten nowyears leads team of seven serving with c life transitions. Sensing a Lake niche and CONTENTS translated intoin a Florida, stellar reputation as aw estate developer Brandon deci process. “I felt I had something unique to offer,” networking with fellow agents in the region also ensure real estate; coming into she the business as an assisWhen it’s time to relax Kathryn lo Norman and the Greater Charlotte area. opportunity to lend her respected talents insights to the avail real estate advocate. real estateand a shot. “I love that in this busine remembers of her decisiontant, to earn her license. “I underis leftlaunched unaccounted for. Whether she’s working Kathryn has worked her waynoupdetail toDebbie leading her so many her husband and their two year-o In community, Brevard Relocate Realty It’shis opportunities and avenues you car 4) GOOGLE 21)new MAKE MEDIA 35) WHY EMPLOYEE stood theADWORDS: stress of moving,own learning communities, alongside buyers or“I sellers, Gretchen keeps her focus team, and all theSOCIAL teamWhat members of Kathryn have a busy life, so it’s important f sets and hisbuilt team apart from other agents in Norm Group andJeff hasthe since a rapidly growing enterprise. clien decided to become an agent becaus and I like the sort of humanitarian aspect of HOW TO MARKETING YOUR CALLING APPRECIATION MATTERS and MAKE making GOOGLE that transition as a family. I’ve always squarely on a well-executed transaction and her clients’ corporate wife who had relocated seven toishelp people achieve their financial goals Early Real Estate Group share herher commitment to services, my free time with my family,” she sa the area? “Our team name Elevate Real Estate. Wea suppo Beyond specialized Debbie has built DO THE WORK FOR & CAN BOOST YOUR loved meeting newYOU people,doing and ICARD wanted to show them ultimate “I clients do best to awith educate my clients in aShan mymy family in very time,” says the best work possible foron their spending time with my daughter.” focus elevating our expectations, elevating ball a reputation asclients. a goals. client-centric Realtor ashort knack for Beyo asked how her real estate career began. “I l Unlike many ofelevating his competitors, Brand my perspective on real estate. I enjoyed it immensely funexecution, way, andfor there’s nothing like seeing the lightbulbs BOTTOM LINE our expectations ourselves, and our hope logistics, and personalized care. comm things that I felt were invaluable in term big-picture and empathetic view of wo ® come on when I’mof from the outset.” working with my clients and they knowledge of the area,” Jeff says. He and teamfar work taking not drive-thru Realtors Kathryn hashis come from her da ,” Kathryn says. “We 9) 6 WAYS TO GET YOUR “We’re27) A STEP-BY-STEP GUIDE Help clients. “I’m very tuned-in to the financia manage the stress of moving, and the proc begin to gain confidence in the process.” very hard to ensure that every conversation they have next t tant, and she has plans for the futu take our time to sit down with our clients and counsel Serving the Brevard and Indian River Counties Direc CLIENT TO TRUST YOU TO CONVERTING INTERNET 39)felt TIPS ON BEING Avalue real estate,” he explains, “andtoshowing that I could provide my clienp Since 2013, Gretchen has them established a reputation as a with clients adds value. Both and of his team blessi “I want totwo continue being a mento before we hop the car and look at properties. of LIFE Florida, Debbie heads a Jeff tightknit team ofbuy five LEADS TO inREAL SALES GOOD TEAM LEADER they can protect their money against inflat in terms of helping them or sell State a hom client advocate, well-versed in the intricacies ofpaperwork reloBeyond the office, Gretchen gives back by committing members are former educators, and are always looking nity w says. “I love working with my tea We go through all the and we make sure professionals and counting. Every member on Asso residential realsupport estate over commercial beca the emotional I could give them, 13) TIPS ON BREAKING cating, house-hunting, and properties portion every commission to Habitat for Humanity. to educate their of clients about each step of the process supporting them as they grow. I wa theylisting understand what’sacross going toabe expected from Debbie’s team has earned the Senior Real Estate and rewarding help hard-working help them through atosmooth transition. Tt INTO THE LUXURY MARKET 31) ISCounty FINDING A NICHE 42)toincredibly ARE YOU Chapel Hill, Durham, and them the Chatham region. In her free hours, she enjoys time spent with her about potential neighborhoods and school districts. achieve their goals. And want in terms of financialand obligations.” themselves and their families up Ifor succes Specialist designation, and together they offer seniors freetoh my passion.” MARKET RIGHT FOR YOU? DOING BUSINESS AS Under the banner of Hodge & Kittrell Sotheby’s husband, twin daughters, and Pembrook Welshsomething Corgi, growing - you learn a one-stop-shop to fulfill theirand real estate needs. “We’re loved YOU ON FACEBOOK? 17) 9 THINGS THE BESTshe By Brandon cherishes the relationships he for International Realty, hasspending managed drive the Bella. Italy is one of their favorite vacation destinations. Impressively, almost the entirety of To keep up with past clients, Jeff hosts two annual in this business, and that’s what kee thetoextra time laying the groundwork really here to serve the community and offer a muchclients, and works hard to nourish and mai business is based upon repeat clients LEADERS NEVER majority of herSAY business for through repeat and referral client appreciation parties, an outing to county watch betterexisted and better.” her clients, Kathryn puts them at ease.that “When needed product really including hadn’t in our As afo his goal is to make them clients for life and word-of-mouth, perhaps the most accurate business alone. In 2018, they she continued to set Aswhat for is thegoing future, Gretchen intends keep progress abefore,” minor league baseball andare a Breakfast with feel educated andherself understand on game, Debbie explains. “These oftento complex stead offering them support long after the tra of a job well done in the highly-competitiv apart as the number one they agentareformuch closed volume in steady. “There aretoso many changes in real estate that Santa. “It’sshe a great spend time with past clients more comfortable,” says. “And transactions, so weway make sure that everyone on clients our educate mem closed. “I want tothat keephas my industry. “A lot of to do with my ac her company’s Chapel Hill office. To account for between her exciting every year. I don’t see myself leaving and them forthere’s all they’ve done for us,” Jeff says. it creates a relationship - now teamthank isit us astays seasoned agent. When we’re working with economy,” he says,“I“so that gro Shannon explains. truly trywe to can besenio avai Phonesustained 310-734-1440 | Fax loyalty 310-734-1440 success, Gretchen citesbetween forthright the business anytime soon,” she says. “I am honored to the commuclientclients, and us, and that loyalty we consider the my entire situation, clients need me.not I letjust themthe know “It’s they nication, due diligence, and a personal touch as her clients Oftentimes, reach their real estate goals, I welcome To listings, Jeff first advises clients onIand decluthas been salemarket of help a property. a senior client’s children senio mag@topagentmagazine.com | earned.” www.topagentmagazine.com anytime. Even though have a lot of oth foremost attributes. “I’m genuine, straightforward, and new opportunities and challenges every day.” tering and staging before professional photographers live out of state, so we coordinate with the whole them Top to still feel like I am No portion of this issue may be reproduced in any manner whatsoever without prior consent of thewant publisher. Agent Magazine is giving the T truly lookPublications out for myGA, clients’ best empowers interests,” she take pictures so likely the all property looksattention.” its best. HeAgent uses Kathryn her clients, and tothe undivided family andshe’s navigate details. From packing and publishedI by Feature Inc. Although precautions aresays. taken to ensure the accuracy of published materials, Top always beopinions patient, have from aorpositive online “Coming Soon” programs that allow him to guide themexpressed away the wrong property before Magazine“It’s cannot be heldimportant responsibletofor facts supplied by its authors. To subscribe change address, send sorting, conducting estate sales,orcoordinating movers, Other factors come into play when 336 and be willing placing toPublished step them in inand solve probinquiry toattitude, mag@topagentmagazine.com. the show listings before they go on the market. “We’ve in U.S. one that’s just right. For Kathryn gathering documents, measuring furniture—it’s really assessing success: a fierce work ethic, expert com lems.” Likewise, Gretchen’s professional background that’s the true joy of the job. love helping people,” a “I comprehensive service for seniors when it’s time skills, and top-drawer negotiating abiliti in commodities research adds a unique her she says. “I’ve skillset always to been of a mother forsomething a life transition.” Likewise, Debbie and her team significant Top roles in her top producer sta Agent Magazine repertoire. “I focus a lot on background hen,research and my and whole life I’ve wantedin to the make arealways well-versed area’s senior-oriented services. and pro-active marketing strategies ensure To find outthey more about Kat information,” she explains.sure “I call it forensic real estate. everyone felt included and takentheir care free of. Now I are sold Through at-home consultation, quickly and for share top dollar, and visit thekathrynearlygrou http://

UG YNOT

34 TOM Mc 33 CLAUDIA KUNIHOLM MICHELE HERNDON

Top Agent Claudia KuniholmTomTheMcClosk appreci tuoba lla era eW“ Top Agent Michele Herndon a sales for top dollar, not rt – of is Berkshire Hathaway more than the true value o elyts-egreicnoc a consummate and dedicated real have marketing that is sec HomeServices in Lynwood,on make clear, the North lpxe eirhtuG ynoT estate professional whoWashington is truly – isformer marketing instruct a consumon which si Island. “Movin rac sih gnissucsid professional who, armedlife overall fivecommitted to providing mate her many changer,” T M norahS rentrap ® a wealth While of industry understandin buyers and sellers withwith preemiany nice REALTOR when I can ega pot emoceb CLAUDIA KUNIHOLMknowledge TOM and McCLOSKEY TONY GUTHRIE MICHELE HERNDON a true concern overwhelme nent customer service in both the the true assessment of th from Manhatta ,noiger doC epaC & SHARON MABILE for her clients’ well-being,more was very kn congested Tampa and Apollo Beach, Florida reviews, and Michele has ivres lanoitpecxe has firmly established herself as trusted and dedicated available to HAYLEY W and show them STEVEN PADILLA markets. honesty, deep testimonials, thi 41 neilc yreve dna 37 NICOL Realtor.Michele’s Claudia’s commitment to providing all43 of her including scary proces c 38 JAMES check in with my past clients a few time market knowledge and truebuyers passion her helping peopleabove-and-beyond site she holds amend perfect, fi r er’yeht ,seitreporP luaP treboR egarekorb andfor sellers with Top excellent, Claud Hayley Westhoff Agent Steven Padilla factor” every seeing living here is having an im ® how Top Agent James Nicol – of for top dollar. In addition to util has translated into a stellar reputation as a REALTOR not easy clients because customer service has translated into a stellar ecudorp pot eht neeb evah dna ediwetatsTop Agent and multi-millionhouses, she’s se – of Century 21 A reputaBetter the market, pr when negotiating for a client, you use your conc the Ballarat office oftobest Biggin marketing system provided by dow Big tion grow, year Realty after year. Claudia is who is known to always putthat hercontinues clients’ interests her team never let us She’s working wi ef gnihsinotsa na si hcihw ,sraey eerht tsap Service in Downey, sively to ensu dollar producer Diana McKay – of– is tual skills, intellectual skills, and you must be abl When Tom moved tosizeable the North For & Scott a dedicated real reaches out to a number community, to get them ao m 53$ ot esolc dlos yeht raey tsaL .rotlaeR California – is a for consummate exploitation front and center during every transaction. things to be doneinto tha opportunity. “Iproperty saw a they’ll niche in resolve they arise. are all managem estateClaudia professional who isjourney firmly before theThose even hitsthe thema m not only s began herissues in real estate in 2014, organization realasestate professional with media platfor siht srebmun esoht deecxe ot kcart no eraRealty One Group Gold Standard purchase. We service would highl concierge, customized that committed to providing his photography, drone videos and stag live, laugh and Pennsylvania following – is traits that have prepared me well for aalways career in F a two-decade career as athree corporate credit are Clothes more than decades of resulti .nialpxe yeht ”,nevird pihsnoitaler lla tsujin Pittsburgh, As the Tampa regionmany expansion partner of the internateam for anyone looking t value to the buyer and the seller,” a very emotion grateful buyersmanager, and sellers ensure that each listing is presented and collections an experience that played twice annua experience under his belt. a consummate, hard-working real estate sales.” E .slaog cificeps ’stneDIANA ilc ruo oMcKAY t secivres ruo STEVEN PADILLA HAYLEY WESTHOFF JAMES NICOL Ben Kinney Team – Keller Williams’ tionally acclaimed surrounding areas ofsucces Flor Hayley says. “T initial vision led to incredible in this of Melbourne withher a suburb large role in developing excellent County, and Steven’s focus on negotiation providing The appreciat professional truly nikool nehW ”.tnereffid yrev si laed dnaestatenumber one sales who entity – in 2018 Michele closed over many sales jobs McCloskey Team at Douglas Ellima skills. she says, “it many has helped mewhen understand the very best“Also,” in customer service. “I love I’m ablebest to made exceed his grateful clients with evi about the well-being of her When speaking with Diana about what she does cus taerg dnuof ev’yeht yhw raelc s’ti ,tsapcares $20 become so entwi million in sales,Extensive and early projections show that When she’s not working –fw how tomarket work with buyers who might need toservice repair Her plans exceptional customer has received constantly closing transactions rangin knowledge, tations,” says James, when asked ude ni dnuorgkcab smany ’norahSbuyers htiW .yand rtsudsellers. ni client’s lives an In addition to extensive a abefore living, one can’t help but notice afor certain exu has played large role inwork establishing hiswhat stellar repurave posted their credit they can buy ahundreds home. I of stick with intends to co number be her climbing exponentially. Currently overnothing more than spendi the thousands to over two clear andwill constant communication and a fierce about he does a living. “o You’re part oftrusted a verywith special time in th snart sah gninrael dnindustry a ytinummknowledge, oc rof evol honesty, integrity and expert ance when she discusses working clients, and tation as an agent who can be consistently to to thank our them until they’re ready, and help them get to that ficing none and their properties average a lightnin ethic areher justown a few of the reasons behind James’ ever-Tampa had clients who were thinking of seeing local team – Ben Kinney Team their teenaged son, parti become very close with them.” ni dnuorgkcab s’ynonegotiating T dnA .etatseskills, laer otnDiana i confidently navigate his clients transacour home and point. itshe takes two or three years, Imuch become syno also brings to the table aas Sometimes has received are perhaps the best evide on through market -any butto it’s hard work that has growing andWilliams stellar reputation a reviews trusted real estate were able dobut so philanthropist earlier bek – at Keller Realty South Shore (which includes an ardent meht fo htob deplehsense sah tekof ram y t i l a t i p s o h tion, regardless of how challenging. process. We stick with them.” making my empathy during advocate the sometimes emotionallyof the positive overall experience she provides thwt team on top. who always places his customers’ needs front to get them so much more money That attitude has catapulted Hayley her husband, Carl) Michele can currently boast of table organizations, inclu .ecivres ni snoitatcepxe deecxe very nervous business is gt and center during every transaction. basically means they and can live outGr challenging transaction process that puts her clients at interest “Diana istheknowledgeable, approacha success with the MacPherson Westhoff having a business that is based upon repeat ofprofessional, America Steven’s world of real estate began at mostForce of the s( When significantly assessing in Claudia’s impressive success story, “The team are all full time made her patience a members TopThat 1% Producing Agent, in comfort. means a so lot to meaa arereferral safe in customers, her hands. perhaps personable, has endless and gener and indicator of which wo the agesurest offactors fifteen, when heinto metEmpowered), someone at is the process ,dnoyeb dna noiger ease doC eand paCassures eht gnivthem reS they theretender are the many that come play. Among by the Chicago Association of Realtors. B North Fork,” he says. “We’re in the James, who works alongside his wife, fellow agent with her time…whatever question asked her, church worked in thereal field. Impressed bywe was very easyo consumer confidence inhis the highly-competitive women affected by heredi them are herwho genial, authentic and warm personality lifluf stneilc pleh ot ereht syawla era norahS list-to-sale ratio is significantly higher tha looking our customers’ best intee and Biggin & Scott Director late Francesca Nicol, been Whenafter he’s not working, James person’s lifestyle, Steven decided he wanted to timely manne technically gave us has the most honest and trustworthy answe that puts her clients at ease, asatwell as her fierce work estate world. began in thethat t fo duorp era eW“ . sDiana’s maerd dncareer a slaoginetreal atse estate 99.1% and her listings average at my job asatwhile an advisor, much like licensed for twelve years. A true renaissance man, James’ than spending time poolside with emulate him, and began working for him his real ethic andreads sincere willingness to gotestimonials above call selling,” she recalls, “when just one of many on market, she’s notthe driven by Zillow.com numbers. s ynoT ”,ssenisub la1980’s. rrefer fo“Itnuhad omajust suostarted d Michele’s plans thean futu accountant. I’m dealing someon pre-real estate background included international two young boys. Hewith isfor also a estate company at the stints age“I’m of eighteen. Since then, Steven’s plan of duty when necessary. always there for my because my husband was which site she holds a perfect overall five-star ratin la stneilc sa ,krow rIiehad ht tuotobaleave tsaf sdthe aerpbusiness s “There are a lot of reasons,” says Michele, when asked and to add up to ten mor with their largest investment, and I tak working in television, as Steven’s onboard entertainment for who gives back to his community business has grown exponentially, and he continue grow clients,” she explains. “I just don’t up,goal no matter “My give annual is never a number,” sh iug ,gnihcaeT .ecneirediagnosed pxe elbaromwith em a cancer. htiw So for she theCruise next Lines, twenty how and her team have inspired such impreshowever is one overarchin currently oversees a team of three equally-dedicated hismy clients wi ously. I am always here for clients Carnival as years an auctioneer, and perhaps including his support of HeartKids never volume. It’s always happy clients. how challenging the circumstances are.” A recent enisub rieht fo senotsor renso rocI eworked ht era troin pputhe s CPA and management arenas.” When asked about her plans for the future, Diana gr professionals, which includes his son, Nate, and which longtime calli sive trust and loyalty. “It’s all about the client, rather her buyers and sellers wi most notably, as a contributor of comedic to where of local schools, oth thatsorship ABC - Always Be Closingamong - mentalit example of this material is a listing a client’s family ,yaw eht gnola spmuAfter b deepsher fo thusband ol a eb napassed c services aletter wideofswath of the Los Angeles region. away inShow, 2004which she decided pensive for a moment before replying. “My dre When he’s not in the office or staying than ourselves. We’re also incredibly responsive to wealth through real estate The Daily resulted in a recommenmentality that my job is to make my clien member had passed away, and the home needed es dloh eW .meht ezim im roreal mehestate t diovaanother ot tothe work hard in property theiritfuture, best he’s helped find aand newthe lifesty dation from Stephen Colbert himself. This background, Looking to the James’ plans toingive go. “I truly believe thatalways this would be to findclients perfect per their needs, and we’re looking to our extensive repairs andimprove cleaning prior to putting on interest.” Steven’s successupon is such that Fork, a significant portion of a lles ot sekat ti tahw tuoba nrael ot elpoep Tom likes to get out on the w he believes, formed a solid groundwork which continue building his business wh the market. “The be home literally needed to be shoveledshe says. service. Anotherhis factor might that if someis what I’m supposed to customer be doing,” says Diana, “but builders and create a word-of-mouth development,” business is based upon positive and a gnidulcni ,rehtegot elpoep fo lenap a teg That mentality fuels Hayley’s astonishing boating family,” he says. “I have a sa he hasfirst. built Isouth his successful sales career. recalls. “It really of the incredible out,” Claudia “So Ihard had my contractors comecustomer servic For thing goes during aname transaction, wehas work toreferral things honestly believe recognition. Committed to providing top-of-the and rate. “I have never done ad sid dna ,mrif gnireelife nignhad e ,rome tcepdoing sni emother oh boat, and I love to do a lot of fishin in and clean it and paint it and get it up to snuff. It took helped me to be able to articulate and communicate synonymous with his name. fix it and it right quickly as possible. whyNordstrom’s inmake my life haveasmade Her overarching however, remains line service – he strivesThat’s to be objective, the of the marketing,” she said. “I tried Zillow,the but sa it ”.deraperp eb ot wthat oh dnthe a stnlosses enopmI’ve oc ehexperienced t a says little while, but we didworks the off work and sold it for Long Island. Wefarrecently bough with my buyers James. ple real estate world – Steven hard toInstead stay inIconstant ourand clients referand ussellers,” tohelps friends and family and allowbeen; us to much. focus on staying her in touch I believe that me as it has always to continue providing buy iter fo gnitsisnoc sseme nisumuch b riehmore t fo noempathetic, itrop more than my seller thought he’d ever be planning able clients. to get.” and we’re on those cruising out email Cla communication with both and current after closing and service growing relationsh live our mission of adelivering dream of homeownerbuying selling home is the and sellers withpast the very best available in t wonk ot meht tnawhelp yllaicmy epseclients, norahS because dna Newport or maybe Martha’s Vineyard. More thanorhalf of James’ business is based upon repeat “He’s always on the phone,” says his son Nate. “My ship in Tampa Bay.” So, when my clients are Pittsburgh area. yaw a ni evitroppuas every r’eW“emotional .edis rieht process. no clients and referrals, an impressive achievement in the dadatis a very likable person, very approachable, he weapons is th One of Hayley’sand secret eno oN .stohs eht lltheir a llacwits nac end, yeht for wonwhatever k reason, I’m able to stay thatofwould require long 20% weeken a lot on relationship side the business. highly-competitive world offocuses real estate, andthe one that is But off-market specialist anda over of ”.ecalm reh mand eht fhelp o egathem tnavdathrough Thorough, creative marketing have Tom also He truly has solidwell connection with histwo clients, and he it.” the most the past years were off market. But A doesn’t have many of those. perhaps accurate measure ofstrategies aa job done. hard to be their Realtor story. for life.” can be advantageous for her cl played prominent roleworks inconsistency Michele’s off-market “A lot of athat has to do with my ofsuccess commuis prepared to makeFor the more best presentation High-quality professional photography is utilized exclunication,” says James, when asked how he manages abou Selling a wide swath of the Pittsburgh region, Diana especially through staging. “I’m an accre Exceptional marketing of his listings has also played to inspire such impressive consumer loyalty. “Every sively to ensure that listing is presented in its best For more i is extremely proud of her association witheach Realty call 813-52 professional,” she says. very hands o a large role in Steven’s long and successful career. No“I’m morning, and“Unlike I are on the phones 8 am, and light, andFrancesca deft,says. targeted utilization of theatinternet pl One. “They are just wonderful,” she my own for staging.” expense is spared when working withaccessories his sellers to MicheleHerndon@ reaching out to provide past and current clients with Top Agent Magazine 3 exposure, resultingandinhisquick em prepare their property, goal to achieve a “wow other brokerages, they social don’t media foster maximize a competitive relevant information, and by noon we’re out and about environment. Here the agents each other, and doing support appointments.”

DIANA M KAY

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How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someoneâ&#x20AC;&#x2122;s search results, and you can set a budget for each campaign that will dictate itâ&#x20AC;&#x2122;s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 4

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

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

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

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

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

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

LOCATION IS EVERYTHING!

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

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

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

HARNESS THE POWER OF DATA

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

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you donâ&#x20AC;&#x2122;t want to simply go into the process blind or youâ&#x20AC;&#x2122;re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. 6

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ERIC AUGER

Real Estate Innovators and Creators of the Signature Approach to Sell Homes

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ERIC AUGER Ranked among the Top Ten Best Real Estate Agents in Las Vegas in 2019, Realtor Eric Auger is a consummate professional who is truly dedicated to providing the very best in customer service to his many grateful clients in the Las Vegas area. Working alongside his wife – the equally talented and committed Yvette Auger – at America’s Choice Realty, the pair have forged a highly-respected and successful business based on vast industry knowledge and an honest, ethical value system. Rapidly approaching two decades in the real estate industry, Eric can boast of a business that is based entirely on referrals, perhaps the most accurate indicator of consumer satisfaction in their incredibly competitive field. “What I hear from my clients is that I’m very good at problem solving,” says Eric, when asked how he manages to inspire such impressive trust and loyalty. “They also say that I deliver results quickly, and that I’m a good negotiator. Also, I always do what I say I’m going to do.” Another factor in Eric and Yvette’s success is that they focus more on the relationships they form with their clients than on their commission checks. “When we work with someone, we’re in touch with them all the time,” says Eric, and he and Yvette stay in touch with their clients long after the transaction ends. Their focus is to continue to be of value to them and to serve them, especially when there is nothing to gain because they believe that relationships are built on leading with a giving hand. Expert, considered and thorough marketing has also played a large role in the success of Eric and Yvette’s business. Eric created “The Signature Approach to Sell Homes,” a new and innovative approach designed to sell homes for the maximum possible price, without wasting time or money and with no stress at all. Eric feels the traditional method of selling homes is flawed and delivers mediocre results at best. He feels that with proper preparation it is possible to extract up to $30,000 8

in profit from any home on the market and his results prove it. Eric takes full advantage of every possible exposure outlet including the internet and social media platforms. Quick sales for top dollar and with no stress are the result, as are satisfied customers. Eric is the founder of Las Vegas Mastermind Group, which brings together business owners, sales professionals and entrepreneurs and is focused on three core pillars of impact: Philanthropy, Business and growth. Additionally, he personally gives back through myriad charitable organizations, including St. Jude’s Children’s Hospital, the Wounded Warrior Project and the Susan G. Komen Race for the Cure, among others. Above all else, perhaps, is a single reason for Eric and Yvette’s success: integrity. “We have strong values both in business and in our personal lives,” says Eric. “We are using our business platform to teach our children how to be self-sufficient, reliable, and to solve their own problems. Our business is much more than a way to earn money. It is the vehicle we’ve chosen to build our family legacy.” When asked about his plans for the future, Eric grows thoughtful for a moment before replying. “My goal is to promote a higher level of professionalism in the real estate industry; to continue to be a home seller advocate and create memorable home selling experiences for each and every client.”

For more information about Eric Auger, call 702-813-2661 or email eric@reelevated.com Copyright Top Top Agent Agent Magazine Magazine

6 Ways to Get Your Client to Trust You The word “REALTOR®” can leave a sour taste in some people’s mouths. Many of today’s home buyers and sellers grew up during the 2009 recession. They are wary of anything Top Agent Magazine

or anyone who comes off as too salesy, and they want to work with individuals who they can trust. But how do you prove to someone you’ve likely never met that you can be trusted?

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Put Testimonials or Case Studies on Your Website

When something goes wrong, own up to your mistakes. Don’t hide bad news from your clients. Be upfront and responsive.

Testimonials and case studies are social proof that you have both the experience and the skills to do the job your clients are hiring you for. People often leave testimonials when they are either incredibly disappointed or extremely happy with the service they were provided, so they’re a good indication to prospective clients of the treatment they’ll receive. Case studies, which you can post on your blog or website, have much of the same effect, but even more than testimonials, case studies demonstrate your real estate and finance expertise because they explain how you achieved a specific set of results.

Be Responsive and Accessible

Can your clients reach you easily? That doesn’t mean you need to be available 24/7, but you should respond to your clients within a few hours of receiving their message. When agents don’t respond to their clients’ calls or emails for days on end or fail to provide them with a direct line of contact, their clients’ experience can quickly become frustrating. Agents are busy but so are their clients. If you constantly show up late to or reschedule meetings, your clients won’t feel like their time is respected or their business is valued. Make sure you set a realistic schedule for yourself rather than spreading yourself too thin.

Be Honest and Transparent

Sometimes you don’t have the answer to a client’s question. Be honest about your strengths, weaknesses, and the limits of your knowledge. A good response might be, “I don’t know, but I can find out.” Be transparent with your clients, and they’ll respect you for it. You should always act in their best interest. 10

Go the Extra Mile

If you do the bare minimum, that’s what your clients will remember. Their experience won’t be memorable, and they won’t gush about you in online testimonials or in real life to people they know who could use your services. It’s that simple.

Put Yourself in Your Client’s Shoes

Clients understand that you need to earn money, but that doesn’t mean they want to feel like they’re just a dollar sign to you. Be empathetic to your client’s concerns, even if you’ve heard it all before. Your clients should know that you are there for them.

Be Consistent

Being responsive, friendly, and knowledgeable shouldn’t be an act. If you “turn on” your personality for clients and then suddenly become a different person when they leave the room, it’s likely that the cracks in your mask will eventually become apparent. But “faking it till you make it” is so common it’s become a cliché. When we are starting out, we don’t always have the systems or resources in place to create a smooth client journey, from onboarding to closing, so instead we constantly try to reinvent the wheel. Give yourself time to pause, slow down, and reevaluate your workflow. Creating systems creates

consistency, and those systems can and should be constantly updated.

Developing trust between you and your clients will take time, but doing these things can give you a running start.

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MICHELE TAYLOR Top Agent Magazine

MICHELE TAYLOR How did Michele Taylor become one of the most trusted agents in Northern Colorado? Michele has had a lifelong interest in real estate. After moving to Colorado in 2007, a broker friend noticed she also had all the makings of a great agent. He encouraged her to pursue a career in the industry. After receiving her license in 2010, Dominic put Michele under his wing as his buyers’ agent and taught her how to become a successful Realtor. She now leads the Michele Taylor Team, which consists of four agents serving all of Northern Colorado. An impressive fifty percent of her business comes from repeat and referral clients. What keeps her clients coming back and eager to refer their friends and family to Michele? She’s personable, easy to talk to, and focuses more on their goals than on sales. “They become my friends, and I want to help my friends buy and sell their homes,” she explains. When she first meets with a client, she asks them how she can help them, what they are looking for in an agent, and—if they’ve ever worked with an agent before—what they liked or didn’t like about the service they received. “I’m not focused on sales. Instead I try to get to know my clients and give them what they are looking for,” Michele says. “That’s my approach.” She educates them throughout the process and keeps them up-to-date during every step of the transaction. For buyers, she does daily personal searches, only contacting them about listings that will likely be a great match. She does not put them on an automatic search that could sometimes send them homes they are not looking for. She will go above and beyond to search outside of the MLS and think outside of the box to find them homes, even knock on doors if she has to. “This is my job, to find them homes” she says. To keep in touch with clients, Michele prefers a personal touch, reaching out by phone or text a couple times a year. 12

When it comes time to market listings, Michele’s expertise really shines. She sends mailer’s to nearby neighborhoods to let them know about the listing, conducts a thorough campaign on social media, and posts the listing on all the major real estate websites. But she also talks up the listing among her circle of influence and other top agents in the area. The result of the buzz she creates is often a quick sale at a very competitive price. After working with Michele, her clients say she’s an authentic, spunky, go-getter who clearly loves her job and always keeps their best interests at heart. She’s down-to-earth, straightforward, and makes the process as fun as possible for her clients. What’s Michele’s favorite part of the job? “I love working with people. It’s great to see how excited they are when they reach their goals—especially first-time homebuyers.” To give back to the community, Michele volunteers to support local events. In her cherished free time, Michele loves boating in the summer. During a cold winter, she enjoys taking a week off to soak up the sun in Mexico. The mother of six children, she spends as much time as possible with her family. For the future, she plans to grow her team and would eventually like to have her own RE/MAX office.

To find out more about Michele Taylor, email michele@micheletaylorteam.com, call (970) 556-1108, or visit MicheleTaylorTeam.com www.

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. 13

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

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.

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JEFF ARZONICO How did Jeff Arzonico become one of the most trusted agents in the Lake Norman area? During the years Jeff spent in sales, coaching college and high school baseball, and teaching personal finance and entrepreneurship at a high school, he always had an interest in real estate. When he and his wife had trouble selling their home in 2010, they put it on the rental market and received fifteen inquiries in twenty-four hours. “We realized we were onto something,” Jeff says. He and his wife began to buy foreclosed properties in the area as a way to build a property portfolio. Jeff studied the market and eventually decided to obtain his license so he could use his expertise to help others. He soon had a thriving business. He now leads a team of seven serving Lake Norman and the Greater Charlotte area. What sets Jeff and his team apart from other agents in the area? “Our team name is Elevate Real Estate. We focus on elevating our clients expectations, elevating our expectations for ourselves, and elevating our knowledge of the area,” Jeff says. He and his team work very hard to ensure that every conversation they have with clients adds value. Both Jeff and two of his team members are former educators, and are always looking to educate their clients about each step of the process and about potential neighborhoods and school districts.

found that’s the best way to get our clients top dollar,” he says. He reaches out to other top agents in the area to let them know about the listing, hosts well attended open houses, and conducts a thorough social media campaign. The result is often a quick sale at a very competitive price. After working with Jeff, past clients rave that he’s attentive, focused and present, and focuses on building relationships with them so he can best help them reach their goals. What’s his favorite part of the job? “I love hearing from past clients who are thrilled to be in their dream home or relieved they sold a house. That’s the rewarding side of what we get to do!” To give back to the community, Jeff and his wife volunteer at their local church. His wife has a parent coaching and adolescent training business and volunteers her time with the Pinky Swear Foundation, an organization that helps children with cancer and their families. In his free time, Jeff enjoys spending time on Lake Norman with his wife and their two daughters, and supporting his daughters as they participate in volleyball and cheerleading. For the future, Jeff and his team hope to continue growing their group thoughtfully, taking on new agents who are hungry to become the next top producers in the area. “Real estate has been a blessing to us. We want to teach and share that opportunity with others in our community,” he says.

To keep up with past clients, Jeff hosts two annual client appreciation parties, including an outing to watch a minor league baseball game, and a Breakfast with Santa. “It’s a great way to spend time with past clients and thank them for all they’ve done for us,” Jeff says. To market listings, Jeff first advises clients on decluttering and staging before professional photographers take pictures so the property looks its best. He uses online “Coming Soon” programs that allow him to show listings before they go on the market. “We’ve Top Agent Magazine

To find out more about Jeff Arzonico, email jeff@elevaterepros.com, call 336-909-0284, or visit elevateREpros.com www.

BRANDON BURDICK Top Agent Brandon Burdick – of Coldwell Banker Residential Brokerage in sunny Laguna Beach, California – is a hardworking, talented professional who has committed himself to providing his many buyers and sellers with unparalleled customer service. Brandon’s track record of success and long list of satisfied clients have also translated into a reputation as an honest and dependable real estate advocate. Brandon entered the world of real estate after a successful career selling other products. “I ran my own photography business while I was in college,” he recalls, “and that led me to selling my photography services to a lot of different magazines. I figured out quickly that I was very good at the sales and communication aspects of that, and with making deals with people.” Following in the footsteps of his uncle, a real estate developer in Florida, Brandon decided to give real estate a shot. “I love that in this business there are so many opportunities and avenues you can go down, and I like the sort of humanitarian aspect of being able to help people achieve their financial goals.” Unlike many of his competitors, Brandon takes a big-picture and empathetic view of working with clients. “I’m very tuned-in to the financial aspect of real estate,” he explains, “and showing people how they can protect their money against inflation. I chose residential real estate over commercial because I find it incredibly rewarding to help hard-working people set themselves and their families up for success.” Brandon cherishes the relationships he forms with his clients, and works hard to nourish and maintain them; his goal is to make them clients for life and to continue offering them support long after the transaction is closed. “I want to keep my clients educated about the economy,” he says, “so that we can grow together 16

instead of just doing one transaction.” His clients reciprocate that appreciation, as is made evident by the scores of glowing reviews he has received, including this rave from Zillow.com, on which site he holds a perfect overall five-star rating: “Brandon knows the market inside and out. He has great sales instincts and intuition. He is good with people; he is sincere, trustworthy and personable, which makes him very easy to work with. He knew how to attract the most interested buyers and he provided consistent and thorough follow-up until our home was sold.” Expert and comprehensive marketing strategies have also played a large role in Brandon’s continuing and ever-growing success story. In addition to employing Coldwell Banker’s exceptional marketing platform that syndicates each listing to hundreds of websites – both domestic and international – Brandon also exploits social media platforms, open houses and neighborhood targeting to maximize exposure. The most common result is a quick sale for top dollar, not to mention happy customers. Brandon’s plans for the future can be summed up fairly easily: to continue growing his team and his business, while sacrificing none of the amazing service that has rapidly become his calling card.

For more information about Brandon Burdick, please call 760-472-7546 or email brandon_burdick@mail.com Copyright Top Top Agent Agent Magazine Magazine

Things the Best Leaders Never Say

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

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

I’M THE BOSS

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

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I’LL DO IT MYSELF

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

THAT WASN’T MY FAULT

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

I’M SORRY TO ASK YOU TO DO THIS

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

I ALREADY KNOW THAT

Having a ‘know-it-all’ attitude isn’t pleasant coming from anyone, but the last thing you need to do as a boss is shut down the people working for you. If you give them the impression that you’ve thought of everything, why should they bother giving potentially valuable contributions? Make people feel good about all input, even if you don’t think it will work or have already thought of it. Open flow of communication and ideas is key to a successful team. 18

THAT’S NOT THE WAY WE DO IT HERE

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

I’M NOT HERE TO MAKE FRIENDS

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

DON’T BRING ME BAD NEWS

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

YOU JUST DON’T GET IT.

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

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GRETCHEN CASTORINA By the time Gretchen Castorina launched her career in real estate, she’d seen her fair share of corporate relocations. She and her family had moved up and down the east coast, and as Gretchen house-hunted with agents in new regions, she gleaned personal insight from the buying and selling process. “I felt I had something unique to offer,” she remembers of her decision to earn her license. “I understood the stress of moving, learning new communities, and making that transition as a family. I’ve always loved meeting new people, and I wanted to show them my perspective on real estate. I enjoyed it immensely from the outset.” Since 2013, Gretchen has established a reputation as a client advocate, well-versed in the intricacies of relocating, house-hunting, and listing properties across Chapel Hill, Durham, and the Chatham County region. Under the banner of Hodge & Kittrell Sotheby’s International Realty, she has managed to drive the majority of her business through repeat and referral business alone. In 2018, she continued to set herself apart as the number one agent for closed volume in her company’s Chapel Hill office. To account for her sustained success, Gretchen cites forthright communication, due diligence, and a personal touch as her foremost attributes. “I’m genuine, straightforward, and I truly look out for my clients’ best interests,” she says. “It’s always important to be patient, have a positive attitude, and be willing to step in and solve problems.” Likewise, Gretchen’s professional background in commodities research adds a unique skillset to her repertoire. “I focus a lot on research and background information,” she explains. “I call it forensic real estate. I dig into every home my clients look at or list. It’s my job to learn as much as possible about a property, so that I can share that knowledge with my clients and fellow agents. It’s how I would want to be treated, and I want my clients to feel confident that they have the tools they need to make the best decision possible.” Top Agent Magazine

When listing properties, Gretchen leverages the Sotheby’s International Realty brand’s customized marketing platforms to her campaigns. Beginning with professional photography and drone video, Gretchen then turns to the leading digital listing platforms to ensure wide-ranging exposure online, pairing each property with compelling copy. Marketing through sophisticated email campaigns, displaying listings featured on AppleTV’s Sotheby’s International Realty app, and networking with fellow agents in the region also ensure no detail is left unaccounted for. Whether she’s working alongside buyers or sellers, Gretchen keeps her focus squarely on a well-executed transaction and her clients’ ultimate goals. “I do my best to educate my clients in a fun way, and there’s nothing like seeing the lightbulbs come on when I’m working with my clients and they begin to gain confidence in the process.” Beyond the office, Gretchen gives back by committing a portion of every commission to Habitat for Humanity. In her free hours, she enjoys time spent with her husband, twin daughters, and Pembrook Welsh Corgi, Bella. Italy is one of their favorite vacation destinations. As for the future, Gretchen intends to keep progress steady. “There are so many changes in real estate that it stays exciting every year. I don’t see myself leaving the business anytime soon,” she says. “I am honored to help clients reach their real estate goals, and I welcome new opportunities and challenges every day.”

To learn more about Gretchen Castorina email gretchen.castorina@hodgekittrellsir.com, visit hodgekittrellsir.com, or call 919 – 951 – 5566 www.

KATHRYN EARLY Kathryn Early understands there are no shortcuts in real estate. “There’s no silver bullet in this business,” she says. “You have to put in the hours and you have to stay resilient.” That attitude is part of what has rocketed Kathryn to success in her ten years in real estate; coming into the business as an assistant, Kathryn has worked her way up to leading her own team, and all the team members of the Kathryn Early Real Estate Group share her commitment to doing the best work possible for their clients.

Helping people motivates Kathryn beyond the work day, and she’s involved in more charities and organizations than we could list here. They range from professional groups - she’s active on the local board of the Northeast Association of Realtors® - to fundraising and collecting supplies for charities like the Lazarus House, which supports the homeless.

“We’re not drive-thru Realtors®,” Kathryn says. “We take our time to sit down with our clients and counsel them before we hop in the car and look at properties. We go through all the paperwork and we make sure they understand what’s going to be expected from them in terms of financial obligations.”

Kathryn has come far from her days as an assistant, and she has plans for the future of her team. “I want to continue being a mentor to them,” she says. “I love working with my team, and I love supporting them as they grow. I want to help them achieve their goals. And I want to keep learning and growing - you learn something new every day in this business, and that’s what keeps making you better and better.”

By spending the extra time laying the groundwork for her clients, Kathryn puts them at ease. “When they feel educated and understand what is going on they are much more comfortable,” she says. “And it creates a relationship between us - now there’s loyalty between the client and us, and that loyalty has been earned.” Kathryn empowers her clients, and she’s likely to guide them away from the wrong property before placing them in one that’s just right. For Kathryn that’s the true joy of the job. “I love helping people,” she says. “I’ve always been something of a mother hen, and my whole life I’ve always wanted to make sure everyone felt included and taken care of. Now I get to do that professionally, and nothing makes me happier than being a part of this important moment in people’s lives - and helping them through it.” 20

When it’s time to relax Kathryn loves to be with her husband and their two year-old daughter. “I have a busy life, so it’s important for me to spend my free time with my family,” she says. “I just love spending time with my daughter.”

To find out more about Kathryn Early visit thekathrynearlygroup.com, call (978) 257-7683 or email kearly.cocoearly@gmail.com http://

Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results. Instead, let’s consider a few techniques that will make your social media presence Top Agent Magazine

interactive, unmissable, and effective in generating business.

Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated. Consider your profile a landing page.

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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and 22

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content? How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience. Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post. Things are always changing on the social media frontier, but some rules never shift. Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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DEBBIE FISCHER A broker since 2004, Debbie Fischer started her real estate company following her career as an executive director of senior living communities. There, she learned firsthand the challenges that seniors and their families face as they navigate late-inlife transitions. Sensing a niche opportunity to lend her talents and insights to the community, Debbie launched Brevard Relocate Realty Group and has since built a rapidly growing enterprise. Beyond her specialized services, Debbie has built a reputation as a client-centric Realtor with a knack for logistics, execution, and personalized care. Serving the Brevard and Indian River Counties of Florida, Debbie heads a tightknit team of five professionals and counting. Every member on Debbie’s team has earned the Senior Real Estate Specialist designation, and together they offer seniors a one-stop-shop to fulfill their real estate needs. “We’re really here to serve the community and offer a muchneeded product that really hadn’t existed in our county before,” Debbie explains. “These are often complex transactions, so we make sure that everyone on our team is a seasoned agent. When we’re working with clients, we consider the entire situation, not just the sale of a property. Oftentimes, a senior client’s children live out of state, so we coordinate with the whole family and navigate all the details. From packing and sorting, conducting estate sales, coordinating movers, gathering documents, measuring furniture—it’s really a comprehensive service for seniors when it’s time for a life transition.” Likewise, Debbie and her team are well-versed in the area’s senior-oriented services. Through their free at-home consultation, they share their insight into regional assisted living centers, retirement communities, and other next steps seniors and their families might consider. Almost the entirety of Debbie’s business is driven by referral clientele—a striking testament to her services. Top Agent Magazine

Likewise, Brevard County has one of the nation’s fastest growing senior communities, and Debbie’s experience as a licensed nursing home administrator instills confidence and security in seniors making the leap to their next chapter. “Because of my experience, I understand both sides of the transaction and transition,” Debbie says. “To seniors and their families, I’m able to explain, step-by-step, the different levels of care, how and why they differ, and what options and choices are available in large communities versus at-home settings. It’s really about consulting with and educating my clients and their families along the way.” Beyond the office, Debbie keeps busy with various community involvements. She is a proud member of Helping Seniors of Brevard, serves on the Board of Directors for the local chapter of AARP, supports Florida State Guardianship, the Brevard Human Services Association, the Brevard Assisted Living Association, and the Cocoa Beach Chamber of Commerce. In her free hours, she most enjoys time spent with family and loved ones and relishing Florida’s idyllic outdoors. As for the future, Debbie’s brokerage is primed for steady growth, and intends to add even more team members in the year to come. “I’ve been working with seniors since 2003 here in Brevard,” Debbie reflects. “It’s always been my mission to improve the lives of seniors and do all that I can to give back.”

To learn more about Debbie Fischer email BrevardRelocate@gmail.com, visit BrevardRelocateRealty.com, or call (321) 298 – 5562 www.

Laughs!

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SHANNON FOSTER Top Agent Shannon Foster – of Century 21 Realty Services in Camp Hill, Pennsylvania – has been providing her many grateful buyers and sellers in the south central region of The Keystone State with top-notch customer service since 2013. Shannon’s potent combination of industry knowledge and true concern for her clients has translated into a stellar reputation as a trusted and respected real estate advocate. “I decided to become an agent because I was a corporate wife who had relocated seven times with my family in a very short time,” says Shannon, when asked how her real estate career began. “I learned a lot of things that I felt were invaluable in terms of how to manage the stress of moving, and the process itself. I felt that I could provide value to my clients not only in terms of helping them buy or sell a home, but also the emotional support I could give them, and in how to help them through a smooth transition. That became my passion.” Impressively, almost the entirety of Shannon’s business is based upon repeat clients and positive word-of-mouth, perhaps the most accurate assessment of a job well done in the highly-competitive real estate industry. “A lot of that has to do with my accessibility,” Shannon explains. “I truly try to be available when my clients need me. I let them know they can call me anytime. Even though I have a lot of other clients, I want them to still feel like I am giving them my full, undivided attention.” Other factors come into play when assessing Shannon’s success: a fierce work ethic, expert communication skills, and top-drawer negotiating abilities all play significant roles in her top producer status. Expert and pro-active marketing strategies ensure her listings are sold quickly and for top dollar, and the strong 26

relationships she forms with her clients transcend the closing table. “I try to stay connected to them,” she says, “because it’s about more than just selling them a house, it’s about enriching their lives and helping them succeed.” Shannon’s empathetic approach has also endeared her to her many clients. “Buying or selling a home can be a really difficult time in someone’s life,” she says. “Nobody is at their best during the process. They can be a bit stressed with packing up their stuff and moving to a new location. I work hard to earn their trust and to ensure that they know that I am doing everything in my power to make this as smooth a transition as possible.” Shannon is also passionate about giving back, and does so through myriad philanthropic organizations, including the American Heart Association and Family Promise, which assists homeless families in the area, and her work with a local high school’s theater department. “This is the most rewarding career I could possibly have,” says Shannon. “It’s a lot of hard work, but it does pay off, particularly if you have the right attitude, and you make it more about helping people than about making money. If you do that, the sky is the limit.”

For more information about Shannon Foster, please call 717-303-6317 or email Shannon.Foster@Century21.com Copyright Top Top Agent Agent Magazine Magazine

A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online. Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales. Top Agent Magazine

RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up. Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when 28

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease. Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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TONY GUTHRIE & SHARON MABILE “We are all about providing a concierge-style service,” Tony Guthrie explains, when discussing his career. He and partner Sharon Mabile have become top agents in the Cape Cod region, providing exceptional service to each and every client. Within brokerage Robert Paul Properties, they’re ranked #65 statewide and have been the top producers for the past three years, which is an astonishing feat for any Realtor. Last year they sold close to $35 million, and are on track to exceed those numbers this year. “It’s just all relationship driven,” they explain. “We tailor our services to our clients’ specific goals. Every client and deal is very different.” When looking at their past, it’s clear why they’ve found great success in this industry. With Sharon’s background in education, her love for community and learning has translated well into real estate. And Tony’s background in the luxury hospitality market has helped both of them constantly exceed expectations in service. Serving the Cape Cod region and beyond, Tony and Sharon are always there to help clients fulfill their real estate goals and dreams . “We are proud of the tremendous amount of referral business,” Tony says. Word spreads fast about their work, as clients always leave with a memorable experience. Teaching, guidance and support are the cornerstones of their business. “There can be a lot of speed bumps along the way, our job is to avoid them or minimize them. We hold seminars for people to learn about what it takes to sell a home. We get a panel of people together, including an attorney, home inspector, engineering firm, and discuss all of the components and how to be prepared.” With a large portion of their business consisting of retirees, Tony and Sharon especially want them to know that they’re on their side. “We’re supportive in a way where they know they can call all the shots. No one is taking advantage of them here.” Top Agent Magazine

When it comes to showing appreciation for their clients, they take it very personally. “Often times we will randomly stop by present and past clients’ places with some sort of treat. We like to let them know we are thinking of them. That’s what really sets us apart in this business.” Tony and Sharon also appreciate the fact that their success is in large part due to the remarkable connections with handymen, landscapers, painters and other trades. “ We can make one call and have virtually any type of work done for sellers or buyers within hours”. Clients love to leave reviews about their time with Tony and Sharon. One recently said, “Tony and Sharon were a perfect team. I can’t thank them enough for their professionalism, patience, encouragement and persistence. If we still lived in the age of Rolodex, theirs could crush a table. They have great connections to get things done. From pricing and staging the house to updates on the market, I always felt preparedness and interest from them both.” As Tony and Sharon look towards the future, they’re eager to continue mentoring younger agents, as well as growing their business even more. “Our philosophy is to treat people with respect, as long as we do that, we will thrive.”

For more information about Tony Guthrie and Sharon Mabile, please call 508-246-3236 or email teamguthriemabile@robertpaul.com Copyright Top Agent Magazine 29

MICHELE HERNDON Top Agent Michele Herndon is a consummate and dedicated real estate professional who is truly committed to providing her many buyers and sellers with preeminent customer service in both the Tampa and Apollo Beach, Florida markets. Michele’s honesty, deep market knowledge and true passion for her helping people has translated into a stellar reputation as a REALTOR® who is known to always put her clients’ best interests front and center during every transaction. As the Tampa region expansion partner of the internationally acclaimed Ben Kinney Team – Keller Williams’ number one sales entity – in 2018 Michele closed over $20 million in sales, and early projections show that number will be climbing exponentially. Currently overseeing her own local team – Ben Kinney Team Tampa – at Keller Williams Realty South Shore (which includes her husband, Carl) Michele can currently boast of having a business that is based significantly upon repeat and referral customers, perhaps the surest indicator of consumer confidence in the highly-competitive real estate world. “There are a lot of reasons,” says Michele, when asked how she and her team have inspired such impressive trust and loyalty. “It’s all about the client, rather than ourselves. We’re also incredibly responsive to their needs, and we’re always looking to improve our customer service. Another factor might be that if something goes south during a transaction, we work hard to fix it and make it right as quickly as possible. That’s why our clients refer us to friends and family and allow us to live our mission of delivering the dream of homeownership in Tampa Bay.” Thorough, creative marketing strategies have also played a prominent role in Michele’s success story. High-quality professional photography is utilized exclusively to ensure that each listing is presented in its best light, and deft, targeted utilization of the internet and social media maximize exposure, resulting in quick 30

sales for top dollar, not to mention happy clients. “We have marketing that is second to none,” says Michele, a former marketing instructor. While any REALTOR® can sing their own praises, the true assessment of their skill can be found in their reviews, and Michele has racked up scores of glowing testimonials, including this one on Zillow.com, on which site she holds a perfect, five-star overall rating: “We are not easy clients because we expect a lot. Michele and her team never let us down even when we were asking for things to be done that had nothing to do with the purchase. We would highly recommend Michele and her team for anyone looking to buy or sell in the Tampa and surrounding areas of Florida.” When she’s not working – which is rare – Michele enjoys nothing more than spending time with her husband and their teenaged son, particularly outdoors. She is also an ardent philanthropist who supports multiple charitable organizations, including the Boys and Girls Club of America and Force (Facing Our Risk of Cancer Empowered), which works to improve the lives of women affected by hereditary breast and ovarian cancer. Michele’s plans for the future are to “grow tremendously,” and to add up to ten more agents this year. Above all, however is one overarching goal: to continue providing her buyers and sellers with knowledge of how to build wealth through real estate in The Sunshine State.

For more about Michele Herndon, call 813-523-9222 or email MicheleHerndon@BenKinneyTeam.com Copyright Top Top Agent Agent Magazine Magazine

Is Finding A Niche Market Right for You?

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

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

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 31

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

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There 32

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

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

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

CLAUDIA KUNIHOLM Top Agent Claudia Kuniholm – of Berkshire Hathaway HomeServices in Lynwood, Washington – is a consummate professional who, armed with a wealth of industry knowledge and a true concern for her clients’ well-being, has firmly established herself as trusted and dedicated Realtor. Claudia’s commitment to providing all of her buyers and sellers with excellent, above-and-beyond customer service has translated into a stellar reputation that continues to grow, year after year. Claudia began her journey in real estate in 2014, following a two-decade career as a corporate credit and collections manager, an experience that played a large role in developing her excellent negotiation skills. “Also,” she says, “it has helped me understand how to work with buyers who might need to repair their credit before they can buy a home. I stick with them until they’re ready, and help them get to that point. Sometimes it takes two or three years, but I stick with them.” When assessing Claudia’s impressive success story, there are many factors that come into play. Among them are her genial, authentic and warm personality that puts her clients at ease, as well as her fierce work ethic and sincere willingness to go above the call of duty when necessary. “I’m always there for my clients,” she explains. “I just don’t give up, no matter how challenging the circumstances are.” A recent example of this is a listing where a client’s family member had passed away, and the home needed extensive repairs and cleaning prior to putting it on the market. “The home literally needed to be shoveled out,” Claudia recalls. “So I had my contractors come in and clean it and paint it and get it up to snuff. It took a little while, but we did the work and sold it for far more than my seller thought he’d ever be able to get.” Top Agent Magazine

The appreciation Claudia holds for her clients is more than reciprocated, as her many online reviews make clear, including this rave from Zillow.com, on which site she is a Premier Agent with a perfect overall five-star rating: “Claudia was so patient and understanding. Being first time buyers, we were very overwhelmed and had lots of questions. Claudia was very knowledgeable and always made herself available to answer any and all of them. She made a scary process easy, fast and simple. I highly recommend Claudia Kuniholm!” Claudia is also committed to giving back to her community, and does so through a few charitable organizations that are close to her heart. Among them are Clothes For Kids, which provides new wardrobes twice annually for in-need children in Snohomish County, and the Seattle Children’s Hospital. Her plans for the future are fairly simple: Claudia intends to continue growing her business, while sacrificing none of the amazing customer service that has become synonymous with her name. “I want to keep making my clients happy,” she says. “Every year my business is growing, and I couldn’t be more grateful.”

For more information about CLAUDIA KUNIHOLM, please call 206-498-3889 or email ClaudiaKuniholm@bhhsnwre.com Copyright Top Agent Magazine 33

TOM McCLOSKEY Tom McCloskey understands the true value of buying a home on the North Fork of Long Island. “Moving out here was a life changer,” Tom says. “So it’s nice when I can bring somebody from Manhattan, or one of the more congested suburban areas, and show them this lifestyle. I check in with my past clients a few times a year and I love seeing how living here is having an impact on them.” When Tom moved to the North Fork he saw a real opportunity. “I saw a niche in the market for a more concierge, customized service that provides more value to the buyer and the seller,” Tom says. That initial vision led to incredible success - The Thomas McCloskey Team at Douglas Elliman Real Estate is constantly closing transactions ranging in value from the hundreds of thousands to over two million dollars, and their properties average a lightning quick 72 days on market - but it’s hard work that has kept Tom and his team on top.

to grow his business, he also continues to move into the future with it. “Social media has become very important,” he says. “Placing properties on Instagram, Facebook and Linkedin gets more buyers for us, because our buyers don’t live in our backyard. They come from Brooklyn, Manhattan or Nassau County, so with social media we can target those areas and those buyers. It’s more efficient than traditional advertising, like placing ads in newspapers.” Tom has a team right now, but he’s looking to grow it. “I’d like to add two buyer’s agents,” he says. “And potentially a showing agent. For me, it’s all about adding to the team so we can better service the community.”

“The team members are all full time residents on the North Fork,” he says. “We’re in the office every day, looking after our customers’ best interests first. I look at my job as an advisor, much like a lawyer or an accountant. I’m dealing with someone’s largest asset, with their largest investment, and I take that very seriously. I am always here for my clients.” When he’s not in the office or staying in touch with the clients he’s helped find a new lifestyle on the North Fork, Tom likes to get out on the water. “We are a boating family,” he says. “I have a sailboat, a fishing boat, and I love to do a lot of fishing in the waters off Long Island. We recently bought a Downeaster, and we’re planning on cruising out to Block Island, Newport or maybe Martha’s Vineyard.” But that would require a long weekend, and right now Tom doesn’t have many of those. As he continues 34

To find out more about Tom McCloskey, visit thomasmccloskey.elliman.com, call 516.680.0118 or email Thomas.McCloskey@elliman.com https://

Why Employee Appreciation Matters & Can Boost Your Bottom Line Attracting and retaining talent creates a positive working environment for your business, but it’s also good for your bottom line. When team members come and go constantly, your office becomes a revolving door, with no steady workforce, abiding company culture, or continuity for your clients. What’s more, breaking from your duties to post ads, interview applicants, and train new hires takes up valuable time—and time is money. Instead, creating a working environment with built-in Top Agent Magazine

perks and morale boosters makes everyone happy, including you as a leader. You’ll have fewer fires to put out or squabbles to referee if your employees are motivated, feel appreciated, and inclined to work together for the business’s greater good. In that vein, let’s consider the concrete benefits of employee appreciation and how to apply these principles to your business in meaningful ways.

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What is employee appreciation and how do you enact it? Whether built-in through perks and benefits or by hosting regular events, employee appreciation is about making your team feel valued and part of a whole. No one wants to feel replaceable or voiceless, so it comes down to this basic truth: employees who feel heard and appreciated invest more in their work and your business. Likewise, no one wants to hop jobs every six months. Employees desire reliability and consistency in their work options, but they’ll be forced to move on to greener pastures if they don’t feel like their talents and contributions are recognized, or if there isn’t enough value to match their output. By displaying gratitude through employee appreciation, you’re sending the message that your employees’ efforts are respected and considered integral to your operation’s success. Employee appreciation also sets the right tone for professional relationships in your office to flourish, which makes for better workflow and communication on an interpersonal level. Motivation and morale are closely tied to employee appreciation, so there is a clear symbiotic benefit to investing in your employees’ happiness in order to breed a happier, more productive work environment. How do you make employee appreciation an active part of your business model? To start, keep it simple. Treat your employees to a bagel spread on a Monday morning to boost morale ahead of the workweek. Or, consider 36

an employee happy hour on a Friday, or a group lunch mid-week. Well-timed moments of generosity can lift spirits and signal your intuitiveness as a leader, while creating fuel for upcoming projects and deadlines. If you want to take it to the next level, consider in-office perks from which your employees can derive value or morale. For instance, some offices allow employees to bring in their docile pets. Other offices keep the communal kitchen stocked with sparkling water, fresh fruit, and quality coffee to keep team members satiated. Maybe your office would benefit from a modern décor update, which might make for a more compelling, progressive workspace for your employees to enjoy. Whatever route you take, cultivating a positive office environment can extend employee appreciation on a daily, hands-on basis. Perks and benefits are another way to build-in employee appreciation and demonstrate your investment in your team. Bike-to-work benefits, subsidies for public transportation or gym membership costs, or even supplying your team with their own smartphone—all demonstrate a company culture that’s focused on fueling your team’s morale and productivity. While some of these steps may seem like a costly investment, the returns are unequivocal when it comes to lasting employee retention. Turnover is a blight on your bottom line, so taking a proactive approach to employee appreciation can inspire a dynamic team, lead to a more positive work environment, and boost your financials for the long term.

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DIANA McKAY Top Agent and multi-milliondollar producer Diana McKay – of Realty One Group Gold Standard in Pittsburgh, Pennsylvania – is a consummate, hard-working real estate professional who truly cares about the well-being of her many buyers and sellers. In addition to her extensive industry knowledge, honesty, integrity and expert negotiating skills, Diana also brings to the table a sense of empathy during the sometimes emotionallychallenging transaction process that puts her clients at ease and assures them they are safe in her hands. Diana’s career in real estate technically began in the late 1980’s. “I had just started selling,” she recalls, “when I had to leave the business because my husband was diagnosed with cancer. So for the next twenty years or so I worked in the CPA and management arenas.” After her husband passed away in 2004 she decided to give real estate another go. “I truly believe that this is what I’m supposed to be doing,” says Diana, “but life had me doing other things first. I honestly believe that the losses I’ve experienced in my life have made me much more empathetic, and I believe that helps me help my clients, because buying or selling a home is a very emotional process. So, when my clients are at their wits end, for whatever reason, I’m able to stay calm and help them through it.”

when negotiating for a client, you use your conceptual skills, intellectual skills, and you must be able to resolve issues as they arise. Those are all management traits that have prepared me well for a career in real estate sales.” When speaking with Diana about what she does for a living, one can’t help but notice a certain exuberance when she discusses working with clients, and the reviews she has received are perhaps the best evidence of the positive overall experience she provides them. “Diana is knowledgeable, professional, approachable, personable, has endless patience and is so generous with her time…whatever question we asked her, she gave us the most honest and trustworthy answers,” reads just one of many testimonials on Zillow.com, on which site she holds a perfect overall five-star rating. When asked about her plans for the future, Diana grows pensive for a moment before replying. “My dream would be to find the perfect property and the perfect builders and create a development,” she says. Her overarching objective, however, remains the same as it has always been; to continue providing her buyers and sellers with the very best service available in the Pittsburgh area.

Selling a wide swath of the Pittsburgh region, Diana is extremely proud of her association with Realty One. “They are just wonderful,” she says. “Unlike other brokerages, they don’t foster a competitive environment. Here the agents support each other, and it’s wonderful; truly a breath of fresh air.” There are many factors that come into play when assessing Diana’s success story. “A lot of it has to do with my work ethic,” says Diana. “Also, I used to work in management, so I know how to manage my time and manage people, and I can get a lot done. Also, Top Agent Magazine

For more information about Diana McKay, please call 412-779-0259 or email Diana@GoldStandardPittsburgh.com Copyright Top Agent Magazine 37

JAMES NICOL Top Agent James Nicol – of the Ballarat office of Biggin & Scott – is a dedicated real estate professional who is firmly committed to providing his many grateful buyers and sellers in this suburb of Melbourne with the very best in customer service. Extensive market knowledge, clear and constant communication and a fierce work ethic are just a few of the reasons behind James’ evergrowing and stellar reputation as a trusted real estate advocate who always places his customers’ needs front and center during every transaction. James, who works alongside his wife, fellow agent and Biggin & Scott Director Francesca Nicol, has been licensed for twelve years. A true renaissance man, James’ pre-real estate background included international stints working in television, as onboard entertainment for Carnival Cruise Lines, as an auctioneer, and perhaps most notably, as a contributor of comedic material to The Daily Show, which resulted in a letter of recommendation from Stephen Colbert himself. This background, he believes, formed a solid groundwork upon which he has built his successful sales career. “It has really helped me to be able to articulate and communicate with my buyers and sellers,” says James. More than half of James’ business is based upon repeat clients and referrals, an impressive achievement in the highly-competitive world of real estate, and one that is perhaps the most accurate measure of a job well done. “A lot of that has to do with my consistency of communication,” says James, when asked how he manages to inspire such impressive consumer loyalty. “Every morning, Francesca and I are on the phones at 8 am, reaching out to provide past and current clients with relevant information, and by noon we’re out and about doing appointments.” Another prime factor in James’ success story is his excellent marketing strategies that ensure quick sales 38

for top dollar. In addition to utilizing the structured marketing system provided by Biggin & Scott, James reaches out to a sizeable number of potential buyers before the property even hits the market. Professional photography, drone videos and staging when necessary ensure that each listing is presented in its best light. “I love when I’m able to exceed our vendor’s expectations,” says James, when asked what he enjoys most about what he does for a living. “In some cases, I ‘ve had clients who were thinking of retiring in 2021, but were able to do so much earlier because I’ve been able to get them so much more money for their sale, which basically means they can live out the rest of their years in comfort. That means a lot to me.” When he’s not working, James enjoys nothing more than spending time poolside with Francesca and their two young boys. He is also an ardent philanthropist who gives back to his community in a variety of ways, including his support of HeartKids Australia and sponsorship of local schools, among other efforts. Looking to the future, James’ plans are fairly simple: to continue building his business while sacrificing none of the incredible customer service that has become synonymous with his name.

For more information about James Nicol, please call +61-499-844-499 or email JNicol@bigginscott.com.au Copyright Top Top Agent Agent Magazine Magazine

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

important to figure out where they best fit into the operation. Having every team member be an ‘expert’ in their part of the process leads to seamless transactions and a business that runs like a well-oiled machine. 39

Of course it’s also important to create a supportive atmosphere that allows team members to stretch beyond their comfort zones, under your guidance. It’s to the whole team’s advantage when people take initiatives to up their game by taking additional training or mastering a new and innovative technology that can improve productivity. The key is to constantly evaluate not only your systems but the people running them. It’s your job as a leader to encourage that personal growth while making sure to always protect against any major misfires. Which leads us to… 2. Always reevaluate what is and isn’t working It’s a good idea to have a weekly meeting where the whole team can convene and go over any snags they may have hit in the systems that you developed when starting your team. Your team is in the trenches with you and since everyone probably focuses on a different aspect of the transaction, it’s important to make sure things are working on every level. Make sure copious notes are taken during these meetings so you have a track record of what was suggested, as well as a history of things that may have been tried and the results. Another good thing to focus on in these meetings is goal setting. Set weekly and monthly goals, and use the meetings to discuss what’s being done or needs to be done to meet them. When goals are met, it’s a great bonding experience for everyone. When they aren’t, it’s a moment to learn how you can do better in the future. 40

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

STEVEN PADILLA Top Agent Steven Padilla – of Century 21 A Better Service Realty in Downey, California – is a consummate real estate professional with more than three decades of experience under his belt. Steven’s focus on providing his many grateful clients with exceptional customer service has played a large role in establishing his stellar reputation as an agent who can be consistently trusted to confidently navigate his clients through any transaction, regardless of how challenging. Steven’s interest in the world of real estate began at the tender age of fifteen, when he met someone at his church who worked in the field. Impressed by that person’s lifestyle, Steven decided he wanted to emulate him, and began working for him at his real estate company at the age of eighteen. Since then, Steven’s business has grown exponentially, and he currently oversees a team of three equally-dedicated professionals, which includes his son, Nate, and which services a wide swath of the Los Angeles region.

factor” every time. Once the home is ready to be put on the market, professional photography is utilized exclusively to ensure it is shown in its best light. Finally, deft exploitation of both the internet and multiple social media platforms provide maximum exposure, almost always resulting in quick sales for top dollar. The appreciation Steven’s clients feel for him is perhaps best made evident by the scores of glowing reviews he has received for his services, including this five-star rave posted on Zillow.com: “My wife and I would like to thank our agent Steven Padilla for helping us find our home and guiding us through the home purchase process. We were first-time home buyers, and we were very nervous at the beginning. Steven helped alleviate most of the stress by clearly explaining each step of the process and setting realistic expectations. Steven was very easy to reach and answered all questions in a timely manner. He is a true professional.” Steven’s plans for the future are fairly simple: to continue growing his business and to keep providing his clients with the amazing service that has been his longtime calling card.

Steven’s success is such that a significant portion of his business is based upon positive word-of-mouth and name recognition. Committed to providing top-of-the line service – he strives to be the Nordstrom’s of the real estate world – Steven works hard to stay in constant communication with both past and current clients. “He’s always on the phone,” says his son Nate. “My dad is a very likable person, very approachable, and he focuses a lot on the relationship side of the business. He truly has a solid connection with his clients, and he works hard to be their Realtor for life.” Exceptional marketing of his listings has also played a large role in Steven’s long and successful career. No expense is spared when working with his sellers to prepare their property, and his goal to achieve a “wow Top Agent Magazine

For more information about Steven Padilla, please call 562-607-1036 or email Stevenpc21@aol.com 41 Copyright 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. 42

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HAYLEY WESTHOFF Hayley Westhoff isn’t selling houses, she’s selling homes. She’s working with her clients to get them into a place where they’ll not only sleep but also live, laugh and love. “It’s a very emotional process,” Hayley says. “There are not many sales jobs where you become so entwined with the client’s lives and emotions. You’re part of a very special time in their lives and become very close with them.”

Hayley’s success allows her to give back. “I donate part of my commissions to Team Bright Side,” she tells Top Agent. “It’s a non-profit that was started by one of my clients whose seven-year old son had cancer. It raises money for pediatric cancer research, and I’m so proud to be involved with it.”

That attitude has catapulted Hayley to incredible success with the MacPherson Westhoff Group, and has made her a Top 1% Producing Agent, as recognized by the Chicago Association of Realtors. But while her list-to-sale ratio is significantly higher than the average at 99.1% and while her listings average 14.5 days on market, she’s not driven by numbers.

Hayley’s career has been incredibly successful so far, and she wants to protect the root of that success. “Some people strive to continue to grow and grow,” she says. “But my success has come from my relationships, and if I grow too much I’m going to lose touch with my clients. Right now I’m at a place where I’m happy, and I want to maintain while still getting better at what I do. By that I don’t mean making more money or having more clients, but working harder and smarter for them to improve their experiences and make sure I’m helping them find the home that will make them happy.”

“My annual goal is never a number,” she says. “It’s never volume. It’s always happy clients. I don’t have that ABC - Always Be Closing - mentality. I have the mentality that my job is to make my clients happy and to work hard in their best interest.”

When she’s not working hard for her clients or giving back to her community, Hayley loves to travel. “My husband and I are big international travelers,” she says. “Next year we’re going to Vietnam. But we also love going out locally in Chicago - just trying different restaurants and having a glass of wine!”

That mentality fuels Hayley’s astonishing 99% return and referral rate. “I have never done advertising or marketing,” she said. “I tried Zillow, but it didn’t return much. Instead I focus on staying in touch with clients after closing and growing those relationships.” One of Hayley’s secret weapons is that she’s an off-market specialist and over 20% of her deals in the past two years were off market. But while selling off-market can be advantageous for her clients, Hayley is prepared to make the best presentation on market, especially through staging. “I’m an accredited staging professional,” she says. “I’m very hands on, and I have my own accessories for staging.” Top Agent Magazine

To find out more about Hayley Westhoff, visit macwestrealestate.com, call 773.729.0594, or email hwesthoff@atproperties.com www.

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