Nationwide & International 3-4-24 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

MASTERING TALENT ACQUISITION In Real Estate

10 WAYS TO BECOME A CELEBRITY REALTOR® On Social Media

10 KEY STEPS

to Winning Real Estate Is Finding a Bidding Wars

What the First Thing You Do After Work Says About You THERE GOES THE NEIGHBORHOOD: How to List High When Neighbors Are a Nuisance

NICHE MARKET Right for You?

SANTE SANDHU

MASTERING TALENT ACQUISITION IN REAL ESTATE The ability to draw in and keep exceptional agents forms the backbone of any thriving brokerage. The art of follow-up stands at the forefront of transforming potential interests 4

into concrete assets for our teams. Below, we delve into the strategic nuances of follow-up, showcasing its role as a critical differentiator in securing the industry’s best.

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• Fostering Memorable Connections: The initial meeting lays the groundwork, but it’s the diligent follow-up that cements a solid relationship. A personalized email or call after the first interaction not only reiterates the benefits of joining your team but also highlights your brokerage’s dedication to building meaningful connections.

• Showcasing Commitment to Agent Success: Continuous engagement post-meeting signals to prospective agents that your firm is invested in their career trajectory. This level of dedication showcases a supportive environment where agents’ growth and success are paramount.

In a landscape where elite agents are pursued by numerous firms, staying actively engaged through follow-up can keep your brokerage at the forefront of their minds. Highlighting your unique offerings and culture through consistent communication underscores why your firm is the ideal choice.

• Highlighting Paths for Professional Development:

• Clarifying Doubts and Building Confidence: Utilize follow-up interactions as a platform to address any hesitations or queries. Engaging in open dialogue ensures that expectations and values are aligned, paving the way for a mutually beneficial partnership. Top Agent Magazine

• Ensuring Your Brokerage Stands Out:

Follow-up conversations are golden opportunities to outline the developmental prospects within your firm. Elaborating on mentorship programs, educational workshops, and career progression plans can tip the scales in your favor.

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• Elaborating on Brokerage Values and Culture: Post-meeting, candidates often seek deeper insights into your brokerage’s ethos and community. Follow-up communications are perfect for sharing success stories and the supportive network that defines your brokerage, aiding them in making an informed decision.

• Respecting Communication Styles: Recognizing and adapting to a candidate’s preferred method of communication tailors a more personalized and effective followup. This adaptability not only respects their preferences but also fosters a stronger rapport. 6

• Smooth Transition to Onboarding: A strategic follow-up process seamlessly bridges candidates to the onboarding phase, setting a positive tone for their integration into your team. This smooth transition is crucial in cultivating a productive and harmonious work environment from the get-go. In conclusion, the power of follow-up in recruiting real estate agents cannot be overstated. It is not merely a formality but a strategic and essential component of the recruitment journey. Brokers and agencies that prioritize effective and consistent follow-up demonstrate a commitment to their agents’ success and position themselves as attractive destinations for top-tier real estate talent. In a field where relationships are paramount, unlocking success often begins with the simple act of following up.

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BARBARA CORCORAN Barbara Corcoran made a life-changing decision 18 years ago when she transitioned from her role at Fidelity Investments to real estate, a move that allowed her to sell her favorite spot on earth, her hometown of Sandwich, Massachusetts on Cape Cod. It all began when Barbara’s family member, a real estate agent, encouraged her to take the plunge. “She kept telling me I’d be great at it, and I should get into real estate. As soon as I did, I found out I was blessed with a third child,” Barbara says with a laugh, adding that staying at home was not an option. “Real estate kind of gelled with my family life and I ended up working it out.” Currently a solo agent, Barbara thrives in the picturesque landscape of Cape Cod, focusing primarily on the upper to mid Cape. Her secret to success? Spotting opportunities everywhere, from kids’ games to PTA meetings and the various organizations she is a member of. “When my kids were young, I found every opportunity to get a listing or a buyer. I took every chance I could to sell a house.” When asked about Cape Cod, Barbara’s eyes light up. “The Cape is a peninsula surrounded by unbelievable ocean beaches, lakes, bike paths, boating, fishing and great hiking trails, and sunsets. The Cape is a summer and year-round community which really gives a feel of the seasons. The summer is alive with 2nd home owners, vacation and year-round. The peninsula wakes up,” she explains. “The Cape offers restaurants with amazing chef’s and atmosphere on the water and off the water. Each town has quaint main streets lined with local business. It’s just a beautiful place … and the sunsets are gorgeous here.” In the world of real estate marketing, Barbara leaves no stone unturned. While leveraging the power of social

media, she recognizes the enduring appeal of print, especially among the senior population of Cape Cod, many of whom are summer residents. “We still do print ads in local papers because that has a shelf life of seven days,” she says, adding that magazine advertising also has long-term appeal with the snowbirds. “With the FloridaCape Cod connection, there are a lot of people who go to Florida in the winter and come back on the Cape in the summer.” Barbara’s involvement in the Cape Cod community extends far beyond real estate. As a patron member of the Cape Cod Arts Foundation, a member of Cape Cod Children’s museum and an active participant in her son’s hockey team fundraising, she embraces the importance of giving back. “Whatever I can give back, I do, because at some point in time we’ve all needed help,” she stresses. Outside of real estate, Barbara finds joy in activities like pickleball, hiking with her husband and friends, and going to the beach. Her connection with nature and her community is evident as she describes walks with friends along the canal, where the water and the scenery are ever-changing with the season. With a son graduating high school and college expenses looming, Barbara laughs off the idea of retirement. “I’ll be working for a while,” she says. “But I love real estate, and I’m blessed to have this career.” For aspiring agents, Barbara’s advice is straightforward: “It takes hard work,” she points out, acknowledging the challenges and encouraging newcomers to focus on marketing without breaking the bank, understanding local real estate dynamics and, above all, building and maintaining a robust database. “Don’t get discouraged,” she adds, “because it’s worth it.”

For further information about Barbara Corcoran, please call 508-648-7569, email Barbara.Corcoran@raveis.com, or visit raveis.com/Agent/BarbaraCorcoran/? www.

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BILLY WEBBER With an entrepreneurial spirit and a heart for his community, Billy Webber has carved a niche for himself in the picturesque landscapes of western Wisconsin and eastern Minnesota, focusing on the Saint Croix River Valley area. “I had been an entrepreneur for 15 years with multiple companies,” reflects Billy, who leads the Fit Real Estate group at eXp Realty. “But in 2016 I reassessed my path. Real estate was always my passion, so I decided to take the leap.” Armed with a relentless drive and a vision for success, Billy ventured into the world of real estate, assembling a team along the way. When asked about his secret to success, Billy credits his streamlined process and innovative marketing strategies. “We remove obstacles for our clients,” he explains. “From automated listings to personalized marketing campaigns, we strive to make the buying and selling experience seamless.” With a keen eye for trends, he harnesses the power of social media and digital platforms to showcase properties, using “every social media platform available,” he says. “But we also tailor our approach based on the property and target demographic. From the beginning to the end, we try and hold the client’s hand and do so in more of an automated process. We do a tremendous amount of marketing and have a phenomenal videographer in house who does a great job of showcasing properties.” Because he enjoys problem solving, Billy is moving into development projects. “That’s really been my favorite part of real estate, just because it’s always

connecting dots and putting pieces together,” he says. “The typical, generic transaction doesn’t always fuel my fire. So those are the ones that the team focuses on, and I have been moving into development.” Despite his busy schedule, Billy remains deeply involved in his community. His most ambitious event is held every Memorial Day, called Memorial Day Music in the Park, which raises money for military organizations. Additionally, his group enjoys hosting community parades. “It’s our way of making a difference,” he says. He and his group also had the fortune to work with Operation Help, which assists families experiencing temporary financial setbacks, and Feed My Starving Children. Beyond real estate, Billy finds solace in fitness, travel and horseback riding. “I’m a gym rat,” he admits with a grin. “And I love traveling with my wife and five children.” Looking ahead, Billy is focused on the future of his business, with an emphasis on land development, which includes an upcoming 700-unit complex. “We have some exciting projects in the pipeline,” he reveals. “These developments will not only fuel our real estate group but also create job opportunities and economic growth.” Billy stresses that his group is dedicated to excellence in real estate, while keeping it fun. “Our culture is built on fun and integrity,” he concludes. “We want every client to enjoy the journey, from start to finish. We’re trying to remove all the stress and allow everyone to have a good time and enjoy the process.”

For more information about Billy Webber call 715-716-0934, email billy@fitregroup.com, or visit fitregroup.com www.

10 WAYS TO BECOME ® A CELEBRITY REALTOR ON SOCIAL MEDIA

Establishing yourself as a well-known REALTOR® on social media requires developing a solid personal brand, producing captivating content, and engaging with your audience. Here are some steps to help you achieve that: Top Agent Magazine

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1. Produce Regular Content

6. Communicate With Your Audience

Create a content plan that matches your brand and appeals to your target audience. Share a mix of professional real estate content, behind-the-scenes glimpses of your life, and engaging personal content. To keep it interesting, use a variety of content types, including photos, videos, and written posts.

Respond promptly to comments and messages. Ask questions and encourage interaction in your posts. Host live Q&A sessions or virtual tours to engage with your audience in real-time.

2. Use Creativity in Marketing

Share educational content about the real estate market, home buying/selling tips, and industry trends. Position yourself as a knowledgeable expert in your field by providing valuable information.

Your Listings

Use high-quality images and videos to showcase your properties. Incorporate storytelling techniques to make your property listings more engaging. Highlight unique features and selling points of each property.

3. Set Your Brand Determine what makes you stand out from other REALTORS®. Discover your selling points and unique traits. Create a brand that reflects your personality, expertise, and values, and give it a name that is memorable and aligns with who you are.

4. Enhance Your Profiles Make sure you’re using high-quality, high definition profile photos. Write a bio that highlights your real estate experience, areas of expertise, and any unique qualities that make you stand out. Include contact information and links to your website or other relevant platforms.

5. Connect With Your Peers Collaborate with other influencers or professionals in the real estate industry. Attend local events and network with other professionals in your community. Cross-promote with other REALTORS® or businesses in related industries. 10

7. Provide Information and Value

8. Use and Create Hashtags Research and use relevant real estate hashtags to increase the discoverability of your posts. Create a branded hashtag to encourage your audience to share their experiences with your services.

9. Stick to a Regular Posting Schedule Establish a consistent posting schedule to keep your audience engaged. Use analytics tools to determine the best times to post for maximum visibility.

10. Be Yourself Showcase your personality and be authentic in your posts. Share your successes, challenges, and personal experiences to connect on a deeper level with your audience. Remember, building a celebrity presence on social media takes time and dedication. Stay true to your brand, be patient, and adapt your strategy based on what resonates with your audience.

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CHUCK SILVERSTON REDEFINING REAL ESTATE EXCELLENCE IN GREATER BOSTON Chuck Silverston brings a unique blend of entrepreneurial spirit and a deep understanding of client needs to the real estate arena. With a background in leading sales for a prominent real estate magazine publisher and owning a successful Brookline café, Chuck’s journey into real estate was influenced by his passion for entrepreneurship and a colleague’s insightful encouragement. Since earning his license in 2004 and officially starting his real estate career in 2005, Chuck has consistently demonstrated a knack for problem-solving and delivering exceptional results, traits honed during his time in the restaurant business where efficiency and quick thinking were paramount. As the head of a dynamic team of four, including two dedicated full-time agents, a meticulous database manager, and an efficient transaction coordinator, Chuck has cultivated a practice that thrives on building and maintaining relationships, with an impressive 84% of his business stemming from repeat business and referrals. Based in Brookline, Massachusetts, Chuck’s reach extends throughout the Greater Boston area, where his expertise and client-centric approach have made him a trusted advisor in the local real estate market. Chuck stands out in the real estate world for his unwavering commitment to prioritizing his clients’ unique needs above all else. He’s committed to providing a smooth and stress-free experience from start to finish. “We really focus on our client’s needs,” Chuck emphasizes, reflecting his dedication to personalized service and tailored solutions. His holistic approach intertwines strategic and comprehensive planning, ensuring that every real estate decision aligns seamlessly with his clients’ broader financial goals. Collaborating with financial advisors, estate planning attorneys, and other professionals, Chuck ensures that every aspect of his clients’ financial health is considered, fostering lifelong partnerships that extend well beyond the closing table. Since 2006, Chuck has been a proud advocate and coach of the Buffini Company’s training programs, leveraging its principles to cultivate enduring connections

and provide unparalleled service throughout his clients’ real estate journeys. Chuck and his team adopt a multifaceted approach to marketing their listings, ensuring maximum exposure and optimal results for their clients. Leveraging their affiliation with Sotheby’s International Realty®, Chuck’s team taps into a global network renowned for its prestige and reach, attracting international buyers drawn to Greater Boston’s renowned educational institutions, cutting-edge medical facilities, and thriving tech industry. With a recent merger with Gibson Sotheby’s International Realty®, Chuck’s team seamlessly combines local expertise with international exposure, forming the cornerstone of their marketing strategy. The team’s marketing efforts encompass digital campaigns, compelling storytelling, and personalized social media initiatives, all aimed at showcasing each property’s unique features and attracting qualified buyers. Their meticulous attention to detail and strategic approach have yielded impressive results, with listings consistently achieving above 107% of the list price on average, a testament to Chuck’s unwavering commitment to excellence. Looking ahead, Chuck is focused on expanding his influence within the real estate sector, leveraging the robust brand of Gibson Sotheby’s International Realty® to reach and assist an even broader audience. “I just want to help more people achieve their real estate and financial goals,” Chuck affirms, highlighting his dedication to making a meaningful difference in the lives of his clients and the community at large. Outside of his professional pursuits, Chuck is a self-proclaimed foodie with a keen eye for culinary delights and a penchant for travel and sports. Whether attending Patriots and Red Sox games or embarking on adventurous travels, Chuck finds rejuvenation in these activities, balancing his professional commitments with his personal passions.

For more about Chuck Silverston, please call 617-699-6234 or email chuck@chuckteam.com

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COLLEEN OLSON Work is often just a daily task for many, but for Colleen Olson, it is a treasured journey in real estate. Her career, spanning over two decades, has taken her from being an assistant in her father’s real estate firm in Minnesota to becoming a distinguished figure in Maricopa County’s property market. Colleen’s day begins at 4 a.m. with a bootcamp session at the gym, a ritual she adheres to five days a week. She believes these workouts are crucial for the energy and positive mindset needed for her long workdays. Colleen’s early interest in real estate was inspired by her father, who dedicated 55 years to the industry. She began assisting him at a very young age, handling phone calls at Viking Properties in Apple Valley, MN. Her son Connor is currently following in her footsteps, preparing to lead the Olson real estate empire as Colleen starts to enjoy her retirement benefits from a previous career in the airline industry. Adding to the family business, her daughter Katie plays a vital role on Colleen’s team as a professional organizer, helping clients streamline their homes for sales or moves. During her nearly two-decade tenure in real estate, Colleen’s path has been diverse, encompassing roles in banking and a significant 31-year stint with airlines. She fondly remembers balancing her real estate career with her part-time airport job for 16 years, while training for the Arizona Ironman 70.3 and participating in a 3-day Navy Seal Training

with her mastermind group and a full-time business coach. Colleen often transformed her car into an impromptu dressing room, as she recalls with a laugh. Colleen’s transition from the customer service counter at the airport to mastering the Maricopa County real estate scene is a testament to her adaptability and skill. Catering to a substantial part of the county, 82 percent of her business involves relocation, assisting over 640 families across 72 zip codes. Her partnerships with various national companies have led to an impressive $35 to $45 million in annual sales. Colleen’s success in business is complemented by her dedication to ensuring smooth transactions, often resolving issues before they reach the clients. Beyond her career, Colleen is deeply engaged in her community, viewing her role as a connector between her clients and Maricopa County, akin to the welcome wagon ladies of yesteryears. When not focused on real estate, she finds joy in family time, fitness, and travel, cherishing moments with her four grandchildren and friends. As Colleen looks forward, she remains committed to her philosophy of ‘building to last,’ which she embraced when she began in 2004. While planning for more travel and gradually handing over responsibilities to her son, she intends to stay connected to the real estate world, fueled by her passion for the industry.

For more information about Colleen Olson, please call 602-989-8641 or email her at COlson@ArizonaBest.com

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What the First Thing You Do After Work Says About You We all have our routines. From that morning cup of coffee to a jog at the gym, it’s common to establish touchstones for our daily lives. But have you ever considered what these habits tell us about ourselves? Our actions reveal much about our motivations and emotional life, so taking a second look at your first move at the end of the day can be telling. With that in mind, see how you fare when it comes to post-workday habits... Top Agent Magazine

Break a Sweat After a long day of work, is your first instinct to strap on your sneakers and take off on a run? Do you stop off at the local yoga studio for an extended stretch? Maybe you head to the weight room to pump some iron. Whatever your exercise pick, if you’re inclined to sweat it out at the end of a long day, you’re likely a routine-oriented profes-

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sional who internalizes work-related stress. Of course, you’ve chosen a healthy release for all that pent-up tension, and you’ve discovered the power of endorphins. Once work hours are over, not everyone finds the motivation to stay active. This means you’re driven by routine, conscious of your emotional and physical health, and prefer to leave your cares at the gym, rather than bring them into your home oasis. However, it’s important to give your body a rest now and again, as recuperation time is not only beneficial for physical health, but can help prevent burnout for the long haul. Flexibility is a skill, and one just as important to cultivate as rigid commitment. If you find yourself out of sorts if you miss just one day of working out, you might want to pay some attention to your routines and motivations, and rebalance your commitments and fitness routine accordingly.

Round-the-Clock Hustle If you’re the type to bring work home with you, you aren’t alone. While your motivation to work nonstop is admirable, it’s also important to make the mental transition from workplace to home, establishing the time to hustle and the time to relax. Just like those that hit the gym without fail after a long day, sometimes you’ll need to practice saying no. If your work life is indistinguishable from your personal life, it’ll be hard to catch a break and recharge. This means burnout, frayed nerves, and missed details will soon be on the horizon. Of course, round-the-clock hustle is a strength, too. You’re passionate about your work, care deeply about doing things right, and failure is not an option. Just make sure that you establish some foundational boundaries so that you maintain an 14

appropriate, healthy balance between your time at work and your time at home with the loved ones and hobbies you cherish. If making way for downtime isn’t easy, try penciling it in the way you would a work engagement. Dinner with a friend, a date night with a significant other, or a solo movie fest can be readily added to your calendar, and thus built in to your regimented schedule.

Turn to Food If your first instinct after work is to eat, it can say a few different things about your routine. Perhaps you’ve been so on-the-go all the day that you haven’t had time for lunch. In this case, you might need to regiment your schedule with more purpose aimed towards downtime and self-care; food is fuel, after all. If you head home and gorge after an average day, you may be turning to food as a way to relieve stress. In this case, you may need to reassess some of your post-work habits and find a healthier balance and outlet for your tension. Taking a walk, grabbing fresh ingredients for dinner, hitting the gym, or decompressing by catching up with a friend or a good book—all are healthier, more balanced ways of executing the transition from the office to the home. Pay attention to your consumption post-work. Determine how hungry or satiated you really are before making a grab for the nearest sustenance. People decompress in all different ways after getting home from the office, but always remember that routines are telling. Don’t take your daily actions and impulses for granted. Examine the root behind your well-worn practices, and you may detect nuances at play beneath the surface that can you help you recalibrate for the better.

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DAKOTA COBURN Before initiating his real estate journey as an investor, Dakota Coburn spent twenty years in the restaurant industry as his first line of work. Reflecting on his career path upon reaching his thirties and becoming a parent, he remembered the sentimental moments he had missed. Contemplating alternative options, Dakota got involved in flipping houses and managing his own rental property. Striving to improve in his new role, Dakota realized that becoming a realtor would enhance his skillset. Fast forward, and he has been an agent for three years.

Despite his professional achievements and closing last year with a bang, he most cherishes being able to assist clients through the home-buying process amidst the ever-changing and concurrent challenges that life brings. As an individual who values empowering others, Dakota leaves a meaningful imprint on his clients’ lives. Lastly, he recalls how fulfilling it has been to craft his reality and leave a legacy for his son, teaching the importance of acquiring a positive mindset and a strong work ethic to achieve your goals.

Serving the primary geographic area of Central New Hampshire, specifically the Lakes region and greater Concord, Dakota operates as a solo agent with plans of building a small team in 2024 from his mentorship program. His business is continuing to grow, so Dakota relies on various strategies to nurture relationships with past clients. “I pride myself on staying in touch through a wide variety of touch points throughout the year, including gifts, social, digital, and mail.” He also sends check-in texts and requests referrals twice per year. Closing 2023 with twenty-six transactions, Dakota’s referral and repeat business are expanding rapidly. Additionally, he plans to boost this percentage in the coming years substantially.

To stay active in his community, Dakota is involved in his brokerage’s continued charitable ‘Care’ programs, and he gives back to Feeding America and Arbor Foundation. “I am also a member of the Central NH Chamber of Commerce,” he explains. To unwind from work, Dakota soaks up the outdoor lifestyle, attributing his passion for the wilderness to his roots as a Colorado native. Whether hiking, biking, snowboarding, traveling, golfing, or hitting the beach, you can find him chasing his passions to experience the world’s beauty and offer his family an adventurous and cultured lifestyle. Dakota’s wife, son, and pets are what keep him going, and he loves spending time with them.

Dakota brings a wide array of marketing strategies to ensure his listings are sold and he is constantly striving to learn more and educate himself on creative tactics. He is currently taking advantage of digital marketing, Facebook ads, direct mail, and adding new features like geo-targeting and social media videos.

The future looks promising for Dakota as he has big goals to double his sales, build his team, and earn his Colorado real estate license. One day, he aspires to become a broker. Dakota’s journey is a testament to the dreams that materialize when you put in the effort, consistency, and earnest work.

To learn more about Dakota, email dakota@rognextlevel.com, call 603-707-6510, or visit dakotacoburnrealtor.com http://

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HEATHER ZITO Born into a family that owned construction companies, Heather Zito was immersed in the real estate industry from an early age. Her professional career started with managing construction companies and a home cleaning company. It was Heather’s first home purchase that ignited her passion for real estate at 21 years old. “I remember asking my real estate agent, ‘do you think I could do this full time?’ and she said it’s difficult,” Heather recalls. “So I took the course but decided to put it on the back burner and focus on small business development.” But when the pandemic hit, Heather had time to think about it more, and finally decided it was time to give it a try as a career. “I wanted to finish everything I started, so I took the exam again and went straight into it.” Heather’s leap of faith into real estate, initially anticipated to be part-time, blossomed into a full-time dedication that she loves. Operating with a wonderful group of people, Carbutti & Co Realtors, she now serves clients across all of Connecticut, bringing her lifelong experience and passion for homes to every transaction. Heather distinguishes herself in the real estate industry with a personal touch and an approach that goes far beyond the conventional. With at least 50% of her business stemming from referrals, it’s clear she has built a solid foundation of trust and satisfaction among her clients. She doesn’t shy away from the physical aspects of the job, offering to roll up her sleeves to help clients pack, move, bring contractors in, or anything else they may need to make the transaction less stressful. “I like to go above and beyond... I’m happy to do all that with them,” she says. Her dedication is further underscored by her personal investment in her clients’ lives. Heather sees each client as an opportunity to build a lasting bond. The relationships she forms remain strong long

after the sale is complete, as she engages in regular communication through texts, cards, and even casual lunches. Another way Heather sets herself apart is through her marketing strategies, adopting a proactive and multifaceted approach. “I never just put a listing up and let it sell itself,” she explains. Utilizing her background in small business development, Heather takes an active role in selling her properties. She employs a diverse array of digital marketing techniques, including Facebook ads, Google ads, Instagram ads, and more, ensuring her listings reach a wide and targeted audience. Beyond online advertising, she engages in community outreach, prospecting within neighborhoods and inviting locals personally to open houses. “I always circle prospect, informing neighbors that I’m putting a house on the market, and if they know anybody, I’ll be doing an open house, come see me,” she says. Heather’s community involvement seamlessly combines her professional skills with her personal passions. Living on the shoreline, she is not only a real estate agent but also a yoga instructor who dedicates her practice to charity events, particularly those supporting veterans. “I tend to only do charity yoga events. I work with veterans a lot,” she explains. Beyond her altruistic endeavors, Heather cherishes her free time, especially adventures with her daughter. From embarking on trips to exploring the great outdoors through hiking up north, she finds joy and relaxation in nature. Looking ahead, Heather hopes to continue building her business. Her love for what she does and her deep affection for Connecticut serve as the foundation for her goal. “I just love seeing my clients’ faces at the closing table, it’s so rewarding.”

For more about Heather Zito, call 203-589-7226 or email heather@heathersellsct.com 16

Uncommon Contact:

Connecting with Clientele Through Social Media Social media is one of the newest and most powerful tools in an agent or mortgage professional’s arsenal. With just a few keystrokes, you can stay top-of-mind with buyers, sellers, and borrowers near and far, past and present. The key is knowing how to use these mediums to your advantage, working smarter instead of harder to keep the thread of professional relationships intact. With that in mind, here are a few ways you can maximize the pull and power of social media by shifting just a few of your ideas and practices for the better. Top Agent Magazine

Not everything has to be about business. While your relationship with a client or fellow vendor began over the course of business, your relationship going forward doesn’t have to be limited. One of the great things about social media is that’s it’s social. Not every comment, post, or communication has to revolve around your business, its metrics, or turning a sale. In fact, you should do your best to branch out and curate a brand and online identity that’s about who you are and

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the lifestyle you’re authentically interested in living. In that vein, consider interacting with clients in an organically-driven way, encouraging them during life’s milestones, reaching out with a local event, restaurant, or news item that’s relevant to their interests or neighborhood. The goal is to be a persistent presence in their lives without feeling like a talking head. Engage as you would like to be engaged with, as a human being with interests and needs and boundaries. Keep that personal thread in mind and your dynamic will shift from past business contact to present resource.

Expand your medium. Many Realtors are comfortable on Facebook as an interactive meeting to connect with clients, but there are several other mediums where you can connect with clients both past and present, as well as future. Particularly when courting Millennial clientele, the fastest-growing segment of the buying market, a presence on Instagram and Snapchat are key to finding new faces, demonstrating hot properties, and creating an interactive brand as an agent. Not only does this help when you’re listing a property and seeking potential buyers, but it also serves as a perusable portfolio of your work and real estate prowess. You can also use these mediums to interact with clients on an outlet they might feel most comfortable in. Liking pictures, commenting, streaming Instagram Live home tours and Stories are all ways you can build engagement by simply spreading your social media presence around. Likewise, 18

these photo and video driven mediums are popular for home design ideas, and before and after renovation pictures. When you expand from Facebook into these new platforms, you’ll already have plenty of visual content ready to be transferred and consumed by an expanded audience.

Don’t just react. Create your own content. It’s easy enough to post a link to a new listing, or retweet a helpful article on real estate news. Creating your own organic content is a different story, but worth its weight in gold when it comes to luring engagement, ranking higher in search fields, and overall crafting an interactive presence for yourself and your business online—which is where more than 90% of homebuyers and sellers begin their process. Creating your own content can seem risky, or else like no one is listening in a digital world already crowded with information. However, original content is sure to boost personal engagement with your social media pages, guaranteed. Instead of recycling content, consider posting a video with a Q+A theme for first-time homebuyers, or perhaps posting a live tour of a new listing will perk up your clientele surfing at home. No matter how you decide to expand your social media presence when it comes to interacting with clients, consistency is key. Find the ways that work best for you and stick to them, and you’ll watch your audience and business grow in tandem.

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JODI FITZGERALD Meet East Coast agent Jodi Fitzgerald, whose journey in the real estate realm first began at the family business, where she worked alongside her mother from age fifteen. Equipped with a degree in finance, Jodi initially anticipated a corporate “9-5” desk job but soon discovered it wasn’t in alignment with her aspirations or offering freedom in her career life. Hence, she opted for a full-time venture into real estate after finishing college. Serving as a solo agent, Jodi’s professional territory spans the North suburbs of Boston, reaching the New Hampshire border and eastward to the ocean. Seeing a continued increase in her volume each year since devoting herself to real estate, Jodi attributes her success to relationships she has developed over the years within her network. Leveraging her vast sphere of influence, Jodi welcomes her natural role as a “matchmaker,” enabling others to fulfill their homeownership dreams. To stay in touch with past clients, Jodi utilizes various strategies including sending holiday cards, personalized texts through a CRM, and delivering small gifts throughout the year. Additionally, she launches quarterly mailings in collaboration with a

marketing platform. Amidst the vibrant real estate landscape on the East Coast, Jodi remains concentrated on visibility and effective property marketing, leveraging social media and her network of agents. Despite her professional achievements, Jodi most cherishes the relationships she has built with clients over the years. Jodi stays actively engaged with her community by hosting raffles on Facebook and tapping into her large following, where a portion of her proceeds are donated to the local food pantry. When Jodi isn’t working, she is a dedicated gym-goer, loves spending time with her husband at their home in Maine and hanging out with her girls. As a parent and also a caretaker to her animals, Jodi foresees her future marked by continuing to nurture relationships. As part of her developing strategy, she has recently integrated videography to produce engaging content for reels and TikTok. Jodi’s success is a testament to her patience, compassion, and tenacious loyalty to serving others. Illuminating newer agents with wisdom to consider, Jodi shares, “Have patience and empathy for others, and keep building and maintaining your relationships as best as you can.”

To learn more about Jodi Fitzgerald, please email jodifitz365@gmail.com, call 781-439-1856, or visit JodiFitzgerald.com www.

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JULIA TORSIELLO Meet East Coast broker-associate Julia Torsiello, who began her real estate career in 2009, initially balancing her role as a realtor with that as a stay-at-home mom. Julia’s fondness for the business along with a deep-rooted confidence in her capabilities, were guiding factors toward her decision to pursue a career in the industry. After obtaining her license, she joined a reputable brokerage in the area, marking the beginning of her thriving real estate career. Today, Julia is a top-producing, award-winning agent with Century 21 Christel Realty. Located in Morris County, New Jersey, Julia’s brokerage is a member of five Multiple Listing Services providing a coverage area that spans from the Lincoln Tunnel to the Delaware Water Gap to the Jersey Shore. This increased service area provides Julia with the necessary information needed to help her clients achieve their homeownership dreams. Notably, 75-80% of Julia’s business arises from repeat clients. In addition, she has etched out a niche and gained substantial success in the 55+ active adult market, while also nurturing an abundance of personal referrals. Differentiating Julia from her peers is her extensive market knowledge paired with her proactive and communicative approach during transactions. Furthermore, she stays in touch with clients, fostering relationships through CRM tools and personal

efforts. Julia is committed to providing her clients with consistent communication, whether it’s a friendly text, a quick phone call, or a social media exchange. As a result, clients often become lifelong friends. To effectively market listings, Julia leverages social media, the MLS, print materials such as postcards, as well as the ability to create interactive, visually appealing Storybook platforms to showcase each of her listings. Consequently, she averages an impressive 20+ Million in Closed Dollar Volume annually. In addition to her professional accomplishments, including a host of accolades and awards, Julia values the flexibility her career offers as well as the dynamic, ever-changing nature of the industry. She also enjoys meeting new people. Actively engaged in the community, Julia participates in local organizations and is an active member of her church. When she isn’t working, she loves spending time with her two college daughters, boating, and unwinding at the Jersey Shore. The future looks bright for Julia as she anticipates a promising future, with plans to increase her production and acquire new clients, particularly in new and upcoming developments. While she maintains an authentic passion for her work, she treasures the path her journey has taken her so far, from a dedicated stay-at-home mom to a flourishing force in the New Jersey real estate landscape.

To learn more about Julia Torsiello, email juliatorsielloc21@gmail.com, call 973-907-4938, or visit JuliaTorsiello.com www.

There Goes the Neighborhood:

How to List High When Neighbors are a Nuisance Troublesome neighbors are a relatively common issue that agents come across. You can control the image of your client’s property and you can control your listing presentation, but you can’t always control what’s happening on your client’s street. How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers? Top Agent Magazine

First of all, it takes tact and a gameplan. With that in mind, let’s consider a few ways you can maintain a listing’s viability and competitive edge—even when bothersome neighbors are involved. Here are a few common neighborly scenarios agents encounter and how to diffuse them to your advantage.

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How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers? It takes tact and a gameplan.

as a courtesy introduction to the neighborhood. While it may seem like needless busy work, it can dramatically improve prospective buyers’ perceptions of the area. Plus, you may positively ingratiate yourself with neighbors in the area and demonstrate your above-and-beyond service to your clientele in the process.

Is the neighbor’s landscaping an eyesore? Here’s your recourse. Most towns and cities have established ordinances regarding yard upkeep. If any of the properties adjacent to your listing are wildly overgrown, littered with junk, or otherwise in a state of obvious disrepair—take it up with the city. Rather than get directly involved at first glance, you might loop in city officials whose job it is to monitor clean-up efforts on rundown yards and properties. If this doesn’t work, you may have to take a more hands-on approach. Start by thinking small and operating from a place of authenticity and neighborly service. You might explain to the neighboring tenant that you’re listing and offer to mow their lawn 22

Are there foreclosed or abandoned homes on your client’s block? Do your homework. It may take a little research and digging to figure out the banking entity that owns a foreclosed home, but it’s well worth the effort. Banks are typically required to maintain foreclosed homes on at least a basic level. If you’re worried about

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squatters, an unsightly façade, or general disrepair of a neighboring foreclosed property—go to the source. Sometimes banks take their time in hiring a third party to maintain a foreclosed property, but with some proactive prodding on your part, you may be able to speed the process along and resolve eyesores even before prospective buyers come calling. Remember: the squeaky wheel gets the grease. An improved bottom line will be your reward for those few prodding phone calls and emails.

Noisy, nosy, or annoying neighbors? Don’t be discouraged. Obnoxious neighbors can really rain on a seller’s parade, especially the kind of neighbor Top Agent Magazine

that takes their less-than-stellar behavior to their porch, front yard, or sidewalk. While this sensitive issue may seem daunting, there are a few official channels you can utilize to thwart the issue before getting personally involved. If the neighborhood in question is governed by an HOA, you might take it up with them. If the troublesome neighbor is harassing passersby or taking to the sidewalk—in other words, public space—then you may be able to involve local authorities in worst-case scenarios. Of course, it’s always possible to talk to troublesome neighbors faceto-face, but do so with caution and with safety as the priority. Always reason gently and empathetically, utilizing I... phrasing, instead of accusatory You... phrasing. After all, some neighbors are clueless about their impact on the neighborhood and may adjust their behavior after being called out. If the issue persists and no third-party authority can help, then you may have to disclose the neighbor’s issues to prospective buyers, depending on the disclosure laws in your region. While this may seem like a blow, you can at least rest easy knowing you pursued all the potential avenues for resolution available. Likewise, your client will likely appreciate your thorough efforts to resolve the issue. While troublesome neighborhoods can bring down an optimistic mood when listing a property, sometimes being real estate is all about being resourceful. With diligence, digging, and a little follow-up, you just may be able to resolve some of the issues plaguing your neighborly plot.

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

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10 Key Steps to

WINNING REAL ESTATE BIDDING WARS Navigating through a bidding war demands a tailored strategy. Here’s how to position yourself as the top contender in a bidding frenzy:

1. Financial Pre-Approval:

6. Heartfelt Offer Letter

Securing a mortgage pre-approval signals to sellers your serious intent and financial capability, setting you apart from other prospects.

A personalized letter to the seller can forge an emotional connection, potentially swaying their decision in your favor.

2. Budget Mastery:

7. Thoughtful Contingency Waivers

Establish and adhere to a firm budget. This discipline ensures you remain grounded and financially prudent, even amidst bidding fervor.

Waive certain contingencies judiciously to render your bid more attractive, but proceed with caution to mitigate undue risk.

8. Increased Earnest Deposit

3. Compelling Opening Bid Make your first offer count by presenting a substantial bid that showcases your earnestness in securing the property.

4. Strategic Escalation Clause Employ an escalation clause to incrementally outbid others while capping your offer at a maximum you’re comfortable with.

Elevate your earnest money deposit to reaffirm your commitment and sincerity toward the purchase.

9. Market Savvy Keep a pulse on local market trends and property valuations to inform your bidding strategy with actionable insights.

10. Prompt and Decisive Action

5. Adaptable Closing Dates Demonstrate flexibility in closing dates to align with the seller’s preferences, enhancing the appeal of your offer.

In a fast-moving market, agility and decisiveness are key. Be prepared to swiftly make and adjust offers based on market dynamics and feedback.

By integrating these strategies, real estate professionals can guide their clients to make informed, competitive offers that stand out in a bidding war, ultimately enhancing their chances of success without compromising their financial boundaries. 26

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KANWAR MANGAT While Kanwar Mangat was in school studying engineering, he decided to get his real estate license, having always been intrigued by the industry. This strategic move allowed him to embark on a real estate career early on, laying the foundation for his future in the field. Kanwar quickly shifted gears from selling residential properties to specializing in development land, identifying his niche in land sales and development-focused properties. With a career now spanning just under five years, he operates a small team, allowing him to maintain a hands-on approach to real estate in Surrey and Langley, British Columbia. These areas, nestled in the suburbs of Vancouver, serve as the primary canvas for his work, reflecting his deep-rooted connection to the region and its development potential. Kanwar stands out in the real estate market through a unique blend of technical expertise and local market knowledge. His proficiency is a direct benefit of his background in civil engineering, equipping him with an intimate understanding of the critical aspects of development, from servicing requirements like sewer, drainage, and water lines, to the intricacies of municipal fees, construction costs, and financing. Kanwar’s methodical evaluation of projects, including the consideration of timelines and potential returns, makes him a pivotal advisor for developers and investors. It’s this comprehensive service and insight that have cultivated a balanced mix of repeat and referral business. Half of his clientele stems from his proactive efforts in door-knocking and cold calling, and the other half from a loyal base of investors

and developers who rely on him for all their transactions. When it comes to marketing his real estate listings, Kanwar has a personal and targeted strategy. “The most unique aspect of my business is the database I’ve created through door knocking and cold calling developers, and development land owners, and through networking events,” he explains. The personalized database allows him to market properties directly to a niche group of investors and developers, as well as other agents working within this specific market segment. For properties that suddenly gain development potential, Kanwar ensures they are promoted to his carefully cultivated list, guaranteeing attention from the most relevant and interested parties. Beyond his professional work, Kanwar is engaged in the community through local sports and development organizations. He is a volunteer with the BC Tigers Soccer Club that showcases a personal passion for giving back, having contributed in various capacities for over a decade, from coaching youth teams, helping out at events and sponsoring tournaments. As Kanwar looks to the horizon of his real estate career, his vision is clear and focused on handling larger deals. He never tires of seeing his clients happy, making good returns and watching neighborhoods around him develop. “It’s the perfect balance of what I always wanted to do. I’m able to make use of my degree, but at the same time enjoy a new adventure every day.”

For more information about Kanwar Mangat, please call 778-865-9742 or email kanwar@developingsuccess.ca Top Agent Magazine

KARA LYNESS Kara Lyness of Atlanta, Georgia, combines professional acumen in fashion and design with hometown knowledge and attention to detail to fuel her thriving real estate business. “The highest praise I received was from a lender who referred one of his clients to me, and when I asked him what made him think of me he said, ‘I just feel like you actually care about people.’ It’s that simple – that’s what my business really comes down to, and I thrive when I can work hard to serve others.” For Kara, her unrelenting work ethic was instilled at a very young age. “I was a Junior Olympic figure skater,” she recalls. “I turned professional at age fifteen, and I guess I’ve always been extremely disciplined and high energy.” In addition to this tireless spirit, Kara inherited her parents’ dual disciplines of sales and interior design, studying fashion design and marketing at the American Intercontinental University in London, England. After graduating, with the gentle insistence of her sister, Kara became a fully licensed REALTOR® in 2014 with Keller Williams Intown Atlanta. In her first year, she was awarded Rookie of the Year, closing fifty-three transactions totaling over $5.3 million in sales. Today in 2024, Kara is the founder of The Blue Grace Group, which boasts a book of business that is one hundred percent repeat and referral clientele. Her organic, word-of-mouth business model has her traveling all over Atlanta, specializing in inspired, state-of-the-art urban luxury listings. As a solo agent, Kara maintains an annual volume between $10 and

$20 million, marketing her listings by relying on a broadly cast digital footprint. “I make sure I list my houses properly, describe them in vivid detail, and present them in the best possible light. Interior design expertise is just the baseline – I get them out to all of the third-party sites, and make plenty of Instagram reels and Facebook posts.” This white glove treatment helps Kara garner competitive offers for every listing, and she’s found that her meticulous attention to detail guarantees that there is no ceiling for her endeavors. “I love the flexibility of the life I lead,” Kara exudes. “There’s no limit to how many people you can help – the relationships you can form, and the communities you can serve. I love being able to provide a perfect home for multiple people in a neighborhood, watching it grow and flourish over time; seeing a development grow into what it was always meant to be.” Her keen eye for fashion and her penchant for helping others blossom have Kara poised to branch out into a collaborative professional environment, aiming to spend more time and energy in the field redesigning houses and working with clients. When she’s not fielding referrals or designing her next virtual marketing campaign, Kara enjoys traveling, volunteering at her church, and spending time with her eleven-year-old daughter. “This year, my plan for the business is to do a better job reaching out to clients and just keeping up with them. I’m in a new neighborhood now, and I’ve joined the East Atlanta Community Association, so I’m excited to make new connections and strengthen old ones!”

For more information about Kara Lyness, please call 404-542-3790 or email kara@bluegracerealty.com 28

Turning Your Profession into a Passion The old adage goes that if you do what you love, you’ll never work a day in your life. On the other hand, it’s easy to get bogged down in the day-to-day worries and responsibilities of your career, even if you generally enjoy what you do. While there’s no guaranteeing that every day on the job will be a picnic, there are a few steps you can take to vastly improve your morale and transform your profession into a passion. After all, cultivating a passion for what you do will not only add to your quality Top Agent Magazine

of life, but will likely make you more successful in the long run. BUILD YOUR BASE OF KNOWLEDGE Knowledge builds confidence, and confidence breeds success. A sure way to light a fire in your heart for your daily work is to challenge yourself to learn more and expand your understanding of your field. By doing so, you equip yourself for success, create challenges, and find the most inter-

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esting features of your work—especially those that most appeal to your interests and talents. Try reading the top five books on the topic of your industry, or subscribe to a podcast where thriving professionals offer their two cents. Either way, learning more about your industry is bound to reveal a source of inspiration worth pursuing. THINK ABOUT THE BIG PICTURE

TAKE RISKS

CONNECT WITH LIKE-MINDED PROFESSIONALS

One of the biggest hindrances of professional passion is falling into a rut. Routines are familiar and everyday responsibilities vie for our energy. But the next time you tackle a task the way that you always have, take a moment and try to refresh your perspective—is there a more clever or efficient way you could approach this project? Even better: why not take the plunge and do the things you’ve always been meaning to—throw that client appreciation event you’ve put off planning, take the continuing education course you keep forgetting to register for, even try a creative activity that pushes you out of your comfort zone. There’s no better way to inject some passion into your life than by going outside your bubble and taking a risk.

Have you ever chatted with someone who was overflowing with energy for what they do? That sort of passion tends to be infectious—often causing us to beg our own questions about professional engagement. By participating in local organizations or networking with those who are active

Passion comes from all directions—from your own interior journey and from the world around you. To transform your profession into a passion worth having, invest in yourself and venture into the vast world around you. You’ll surely reap the rewards.

Sometimes reinvigorating your passion for your work is about looking outward, rather than inward. Gain some perspective and consider who your work helps in the long run. As a real estate professional—whether you work as an agent, broker, in mortgages, home inspections, or otherwise—your work positively impacts someone else’s home-sweet-home. You make a difference. While it may seem like just another day at the office, taking a moment to visualize exactly who you are helping in the world at large is a great way to add some motivational fire to your daily tasks.

and excelling in your field, you may find that others’ approaches inspire your own. Likewise, what you learn from other successful, passionate people in your field can help you shape your own office and work life, in turn creating more opportunities for you to fall in love with what you do, all over again.

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KENDRA COLLIER Kendra’s passion for real estate began in childhood, sensing her calling for real estate as early as elementary school. Overcoming her initial resistance to a commission-based career, she took the plunge and became a full-time agent at the age of 21. She started working for a local veteran agent, Pat Spettel, who at the time was in the business for over 30 years. Kendra trained and worked underneath Pat for about 7 years, managing his transactions, serving as his buyer’s agent, and managing his office all while soaking in valuable insights and skills that she uses on an everyday basis. Today, Kendra leads a team at RE/MAX with her business partner who happens to be her late mentor’s son, Pat C. Spettel. Together they serve the Firelands area and help clients achieve their homeownership dreams and business goals. Kendra and Pat are the ideal real estate team and complement each other well. They pride themselves on prioritizing their clients’ long-term goals. Maintaining connections with past clients, Kendra assumes an organic and personalized approach, engaging on social media and being an active community member. While around 75% of Kendra’s business comes from repeat and referral clients, she also nurtures a solid lead base with first-time homebuyers. Word-of-mouth remains a significant driver of her business, which she attests to her work ethic, experience and insight of the industry, and

the valuable relationships she has developed with her clients, many of whom she considers friends. In her marketing efforts, Kendra leverages her digital marketing background, employing quality photography, including wide-angle and drone shots to enhance the appeal of listings on the MLS. Cross-listing on significant platforms and great signage further elevates her marketing reach. Additionally, she consistently networks among her peers and local business owners. As a result of her efforts, Kendra and her team successfully closed on about $9 million in gross sales in 2023. Despite her professional achievements, Kendra finds the greatest fulfillment in helping others, especially in supporting them on their homeownership journey. As a 4th generation small business owner in Bellevue, Kendra embodies the American dream. In memory of her late boss, Kendra regularly volunteers, serves as a Habitat for Humanity board member and collaborates closely with Catholic Charities to provide housing for those facing challenging circumstances. When Kendra isn’t working, she enjoys walking her dog, spending time with her kids, supporting local businesses and participating in local community events. Kendra’s future holds promise as she envisions providing more housing for the community, recognizing the vital need for economical homes that the average working household can afford.

For more information about Kendra Collier, call 419-706-6511 email kendrac419706@gmail.com, , or visit callpatandkendra.com www.

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LUC BILODEAU Luc Bilodeau of Embrun, Ontario, combines an unwavering dedication to client service with a penchant for building relationships to fuel his real estate business. “I thought when I got started I was going to have to turn myself into a salesman – and I can’t sell water in a desert. If you’re good at connecting with clients and putting yourself in their shoes, that’s seventy-five percent of real estate. I don’t consider myself a ‘business person,’ but always thought that ‘I’m good for business!’” Prior to formally entering the industry, Luc enjoyed a fourteen-year career at the University of Ottawa. “I decided to take a leap of faith and pursue something different,” he recalls. “It was tough to leave my security/law enforcement background – but the work was taking a toll on me, and I wanted to chase a new horizon.” In August 2019, Luc decided to become an official REALTOR®, and he hung up his license at Exit Realty Matrix and joined the Tessier Team. “You couldn’t ask for a better group – there are no big shots, everybody supports one another and we’re always on call to answer questions. We’re not bashful about asking for help – it’s a demanding lifestyle, and I just had twins (a beautiful 6 yr old daughter and caring & supporting fiance), so I’d be lost without my colleagues!” During his first year, Luc shattered the Rookie Record at his brokerage serving everything within ninety minutes of Embrun. His innate interpersonal charisma, paired with the robust virtual marketing platforms at Exit, helped him clear forty-nine transactions in his inaugural year. “We have a solid CRM here, and I have an outstanding admin to help me make the most

of it,” he exudes. “I’m always sending messages for anniversaries and holidays, not because I have to, but because I value the relationship I have with my clients – it’s a friendship that I want to continue. I like to have fun with it and post real estate memes on my Facebook page – I want people to know I’m human and I enjoy my work.” Exit Realty celebrates this holistic and humanizing touch, and they go to great lengths to spread their knowledge and prosperity with the extended community. They regularly raise funds to support their local food bank, and once a year near Thanksgiving, the team straps on their rollerblades to hand deliver pumpkins to their neighbors! “It’s a lot of fun – we pack a trailer full of approximately two thousand pumpkins, and slowly drive through neighborhoods while rollerbladers drop them off along with dessert recipes.” Additionally, Luc was a proud Big Brother of Canada from 2006 to 2015, and even though his Little Brother has aged out of the program (and outgrown Luc considerably), the two still consider themselves family. When Luc isn’t busy helping his clients, he seizes every chance he gets to fish or camp at his cottage north of Ottawa, play golf, baseball, or hit the gym . Most of his time and energy goes toward those who are dearest to him. “The twins were definitely blessing, but I’m thankful I can create that work-life balance to let me be a great agent and family man. On the business side, I’d like to do more teaching and mentoring – I did it a ton while I worked at Ottawa U, and I want to get back into it!”

For more information about Luc Bilodeau, please call 613-816-2561 or email luc@tessierteam.ca

Easy Blog Topics for Your Real Estate Blog Today, blogging looks a lot different than it did back in 2007, when the platform was just beginning to take off. Successful bloggers don’t choose blog topics on a whim. They think strategically and develop pillar content that their target audience will come back to again and again. Real estate bloggers should be less concerned with whether the same post already exists (it does) Top Agent Magazine

than with how they can be more informative and helpful than their competition. Your personality is likely the thing that your clients connect with, and your blog is another place where you can let it shine. Pillar content refers to those evergreen posts that never get old because they are always timely. Think about those questions that you’ve had to

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answer a hundred, if not thousands of times— that’s your pillar content. Wouldn’t it be nice if you could direct your clients to a blog post or, better yet, they discovered the answer on your website rather than you having to constantly repeat yourself?

Or maybe you helped a client sell their house for much more than they were expecting by conducting a series of small and inexpensive renovations. Tell your readers how you did it.

Evergreen Content

Your clients are likely new to the area. Inform them about upcoming community events or mom-and-pop shops they may have never heard of. Are there hiking trails or parks nearby? What’s the best place to grab a cup of coffee before work or a beer after? You can spotlight these places regularly as a monthly series.

This should really make up the bulk of your content. The possibilities are endless, and you could easily come up with an entire year’s worth of content with only a few hours of brainstorming. Here are some examples: You could provide your readers with a list of questions they should ask when interviewing a realtor, the steps to becoming a real estate investor, real estate facts all first-time homeowners should know, steps new parents should take to prepare their home for a baby, recommended vendors for home maintenance, or common real estate terms defined. You could explain to your readers what they need to know about home staging, which home renovations add the most value to their home, how to research schools or crime rates in specific neighborhoods, what a home association is, or how to start flipping houses and buying foreclosures.

Case Studies Sometimes realtors work with a client for years before they are ready to buy a home. Personal finance blogs are a thing for a reason. People want to see exactly how someone else achieved a shared goal. If you have a close relationship with a client who you helped become a homeowner, consider interviewing this client and writing up a case study that shows exactly how the two of you worked together to achieve this goal. 34

Stay Local

There are plenty of real estate news outlets that will be posting about the state of the market—but they won’t be talking about your specific community, and that’s where your blog comes in. Of course, if you only blog about community functions or properties on the market, then as soon as that event is over or that listing is sold, your content ceases being useful. The best real estate blogs balance their content by posting a little about all the above. Maintaining a high-quality blog means your prospective clients don’t need to visit several websites to have their questions answered because you’ve done the work for them. It’s a tool that helps you make a great first impression. If you still need help coming up with blog topics for your real estate blog, consider sending a survey out to your clients. You can send it via email and post it on social media. Ask your clients what real estate problems they need help solving and write your content with their responses in mind.

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MARCY ESTRADA: A SUCCESS STORY Marcy Estrada of Burlington, Ontario, has thrived for over twenty years in the real estate industry by grounding her practice in a personal holistic, and humanizing approach. “Life always returns what you put into it” – and that’s equally true for business. Her business model from the start has consisted of leading with integrity, always doing the right thing, and putting her client’s best interests above all. Before formally entering the real estate industry, Marcy studied Business Administration and became licensed to trade in the stock market. After working in the Securities Industry for eight years and starting her family, Marcy returned to University to study Psychology and Sociology, reframing her endeavors by adding Life Coaching, Neuro-Linguistic Practices, and Advanced Human Behavior to her curriculum. “I understand people and their needs and my business background allows me to help them navigate their real estate transaction in a professional and personal manner”. This powerful and unique combination led Marcy to obtain her real estate license, and she began serving the Halton area, spreading her sphere of influence around Oakville, Burlington, Mississauga, Hamilton, and Stoney Creek. Today in 2024, Marcy has cleared over $200,000,000 in career sales. She has been a consistent award-winning REALTOR® since her first year in the industry. In addition to her successful business as an agent,

Marcy is the former productivity coach at Keller Williams Edge Realty and served as a member of the Agent Leadership Council. “I run a very personal, boutique-style business.” As a full-service, client-oriented REALTOR®, Marcy provides professional staging, moving boxes, cleaning services, and recommendations for industry professionals long after she’s left the closing table. “Everything from recommending a landscaper, painter, or gardener to staying in touch with lawyers and bankers – I keep my client’s interest at the forefront, and work diligently to ensure a smooth transaction.” This intimate, client-centered approach has helped Marcy build a book of business that is well over eighty percent repeat and referral clients. Marcy is fully bilingual in both English and Spanish, allowing her to succesfully expand her services to both communities. In her spare time, Marcy practices yoga, adding to the benefits of her healthy diet and healthy mindset. With a deep passion for personal growth, she is an avid reader and lifelong learner. As her enterprise continues to flourish, Marcy is excited to watch her unique systems blossom as she continues to grow and expand her business and her mind. “Even after twenty years, real estate still finds new ways to make me excited! I love people and being a part of such important decisions of their lives is exciting!

For more information about Marcy Estrada, please call 905-220-2670 or email info@marcyestrada.com Top Agent Magazine

SALLY SCRIMGEOUR Sally Scrimgeour brings twenty-five years of successful real estate expertise to the suburbs of the Twin Cities in Minnesota. Throughout her career, she’s relied on unparalleled customer service and dedication to represent her client’s best interest and fuel her thriving business. “I never want to over promise and under deliver- but we have a substantially higher list to sale price than the average agent, and our median time on the market is significantly lower. I provide those results no matter the list price level, because I’m intuitive to the market, I know the competition and I know what buyers’ expectations are.” For Sally, her introduction to the world of real estate was born from frustration and personal experience. “My husband and I sold a home in Colorado,” she recalls. “The entire process was subpar – in terms of service and agent follow through and lack of results. I had come from a position where I saw firsthand the service commitment from Fortune 500 companies to their clients, providing exceptional service and results. I knew that I could make a difference for people going through this process, making a move whether buying and selling, and bringing results while caring for that family and home as if it were my own.” Sally converted that negative experience into positive action and became a fully licensed REALTOR in 1999. Today, in 2024, Sally serves as CEO of The Scrimgeour Group at eXp Realty Group, she specializes in the southwest suburbs of Minneapolis/St Paul. “We

are a family business, my family is one of my top priorities,” she exudes. “I’m proud to have my husband and children working alongside me and it makes me work that much harder for the families I serve. I want to help others with one of the biggest investments of their lives and one that impacts their families for years into the future.” Sally averages $25 million in annual volume, bolstered by a book of business that is predominantly repeat and referral clientele. In addition to her vast private database, The Scrimgeour Group provides a robust digital marketing strategy to garner competitive offers for every listing. Their marketing targets specific audiences of identifiable buyers and sellers and they tailor this approach to clients at every price point they service. With her position cemented in the real estate industry, Sally looks forward to building a legacy for her children and 6 grandchildren and helping nearby businesses thrive in the Twin Cities. As a former planning commissioner, she is uniquely poised to offer guidance and advice to blossoming entrepreneurs and she is eager to spread her knowledge and prosperity to her children and colleagues. I’m raising a granddaughter right now, she’s ten, I’ve already got her tuned in to the world of real estate as she picks up on the little things I say here and there. My kids, all own their own homes and I see what that has done for them. Being able to help others, whether it’s a dream home purchase, a down-size, a first-time purchase or investment, it’s such an honor to be a part of that significant decision and investment.

For more information about Sally Scrimgeour, please call 952.200.9461 or email Sally@ScrimgeourGroup.com

Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke. Top Agent Magazine

Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle. First, think about a client’s everyday experience. Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area? Where might your client swing by for coffee? Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert. Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant 38

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call. Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients. Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole. It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

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TRINA MACCHI With a decade of interior design expertise under her belt, Trina Macchi’s transition into real estate was sparked by a friend’s encouragement. After earning her license, Trina quickly realized her knack for the trade, finding her interior design background to be a unique asset. Her design skills not only allowed her to guide sellers in effectively preparing their homes for the market but also helped buyers envision the potential of their future homes. As her real estate career began to flourish, Trina decided to make it her full-time focus. Despite the challenging market conditions during 2008 and 2009, her dedication paid off, leading to the establishment of The Macchi Group. Today, alongside her assistant and two agents, Trina not only continues to excel in her field but also takes pride in mentoring newcomers, sharing the wisdom she wished she had received. Based in Hopkinton, where she has lived for over two decades, her expertise extends to several surrounding areas. Trina and her team were just awarded the Platinum Club award for 2023, for ranking in the top 2% company-wide in volume, and is ranked in the top 25 in Massachusetts for volume, as well as in the top 25 for company-wide volume. Trina distinguishes herself through innovative client engagement and sophisticated marketing strategies. She maintains connections with past clients by sending them a curated magazine filled with recipes and interior design tips—a thoughtful gesture that keeps her name at the forefront of their minds. Trina emphasizes the personal bonds formed during transactions, routinely reaching out to check in. When it comes to marketing listings, Trina utilizes a comprehensive suite of high-end services to ensure her clients’ properties shine online. She offers professional photography, video tours, 3D Matterport walkthroughs, and even aerial photography when necessary. Her focus on staging and preparing a house before

capturing it ensures that each property’s online presence is nothing short of stellar. “My main focus is making sure the photos look great, and that the house is prepared to be showcased,” she says. After working together, clients leave glowing reviews about their time with Trina. One recently said, “I had a very positive experience working with Trina. She made a point of understanding what type of house we were looking for, offered excellent alternatives and options, and always ensured we were fully aware of the pros and cons of every property and town we looked at. In fact, one of her best qualities was her down-to-earth approach, never shying away from sharing negative attributes and things we may have never considered without her help. Trina is the way to go if you’re looking for someone who is down-to-Earth, direct, real, and willing to make sure you find the right house and town.” Outside of real estate, Trina dedicates herself to several organizations. She has contributed to Project Just Because, the Humane Society, and GirlyGirl P.A.R.T.S., an organization focused on improving ovarian cancer pre-screening. Additionally, she supports the Hopkinton Center for the Arts. In her free time, Trina indulges in her passions for cooking, baking (especially sourdough bread), and gardening. Her love for interior design continues to flourish, not just as a profession but also as a hobby. She personally stages her listings using her own inventory of furniture, providing this service to clients at no extra cost. In the years ahead, Trina envisions a future where growth and mentoring remain key elements of her business. Her journey has led her to a well-curated team she deeply values. “What I love most about my career is the relationships I build with my clients and my team.”

For more information about Trina Macchi, please call 508-509-4236 or email trina.macchi@raveis.com

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