NATIONWIDE & INTERNATIONAL 7-3-23 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

5 FRESH NEW APPROACHES TO

CONTENT MARKETING

FEATURED AGENTS

AMY & TIM SCHILLER AMY SIMS ASHLEY LAZARIAN BILL MYERS JOCELYN PORTERIA KEREN GONEN MATTHEW CHARLESWORTH NITASHA KASSAM TAMMY HILL

6 HABITS OF HIGHLY PRODUCTIVE AGENTS

BEYOND

CLEANING AND DECLUTTERING: What Improvement Expenses Make the Most Sense?

FEATURED LENDERS

DEREK McGOWAN REMI DOYLE COVER STORY

LAURIE RUSHING HENDERSON

mailto:mag@topagentmagazine.com

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons. First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal. To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar. Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience. Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded. We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

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. 6

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LAURIE RUSHING HENDERSON

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Top Agent Laurie Henderson runs another branch of the brokerage with her husband/business partner Ken Henderson in Hot Springs Village. When it comes to real estate dynasties, Laurie Henderson’s family reigns supreme. This seasoned agent, with roots dating back to 1989, has real estate in her blood – a passion she inherited from her mother, a veteran with 45 years in the industry. After dipping her toes into the business for a few years post-college, Laurie took a break to focus on motherhood. In 2002, she made her triumphant return, partnering with her mother to open their own real estate company in Hot Springs, Arkansas. 8Copyright Top Agent Magazine

Today she runs another branch of the brokerage with her husband/business partner Ken Henderson in Hot Springs Village. Nestled amidst the natural beauty of Arkansas, Hot Springs Village boasts a population of 11,000, offering residents a luxurious resort-style experience complete with nine golf courses, 12 lakes, and 46,000 acres of picturesque terrain. For Laurie, helping clients discover this hidden gem and fall in love with its charm is all in a day’s work. Top Agent Magazine

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relationship with someone, you want it to last.” By consistently reaching out and maintaining connections with her clients, Laurie goes beyond merely serving them professionally. She fosters a genuine bond that keeps clients coming back time and time again. Her marketing efforts and client appreciation events, such

Laurie’s enduring success as a real estate agent can be largely attributed to the strong relationships she builds with her clients. With 80% of her business coming from repeat and referral clients, she’s clearly doing something right. as summer cookouts and an annual Christmas party, further reinforce these relationships and illustrate her dedication to providing exceptional service. Laurie takes a multi-faceted approach to marketing her listings, leveraging various channels to reach potential buyers near and far. “We do a lot of online advertising,” she says, highlighting their use of Google ads to target out-of-state Copyright Top Agent Magazine 10

clients, particularly in California, Louisiana, and Texas – areas with a high concentration of retirees seeking a serene community like Hot Springs Village. Collaboration is key in Laurie’s marketing strategy. She works closely with the Hot Springs Village Property Owners Association (POA), sharing her listings with them to capitalize on any potential leads they may have from people inquiring about the area. In addition to her digital efforts, Laurie also taps Top Agent Magazine

into more traditional advertising methods, such as placing ads in local magazines to capture the attention of potential buyers in the region. As an active member of the community, Laurie participates in charitable work and served as an Arkansas State Representative for six years. Each year, her office selects a

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charity to support, with agents donating a portion of their earnings from each transaction. As a broker, Laurie matches these contributions, supporting causes like veterans, Altrusa, and Dolly Parton’s Imagination Library. During her time as a State Representative, she focused on real estate legislation, addressing issues such as education for REALTORS® and

landlord-tenant laws. In 2011, she was a member of the National Association of REALTORS® Leadership Academy, and in 2009 she won the Arkansas State REALTOR® of the Year Award. When she’s not working, Laurie and her husband love to travel and explore various destinations. As avid golfers, they particularly enjoy playing at the numerous courses in Hot Springs Village,

allowing them to combine their passion for the sport with the picturesque beauty of their local community. As Laurie looks toward the future, she sees expansion and growth. “We’re going to expand into another market just outside the village,” she explains. Wherever Laurie’s path leads, there’s no doubt she will reach great heights.

For more information about Laurie Henderson, please call 501-276-3018 or email laurie@trademarkhsv.com

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If it’s good for the soul,

IT’S GOOD FOR THE BUSINESS

Visibility, name recognition and knowing you’re supporting the community that makes your success possible are good reasons to take part in community service. But how is it that some people seem to be able to give time to charities while running their own businesses, managing their own families and households, exercising regularly, attending sporting events and concerts, eating well and sleeping seven or eight hours a night? The truth is, not all agents are able to do everything so easily. But more important is the fact that no one needs to do everything all of the time. The trick is to make sure that, whatever you do holds meaning. REALTORS® and mortgage professionals who seem the most gregarious in their community outreach are those whose giving seems to fill their own souls. When their Top Agent Magazine

volunteer efforts or donations directly impact causes they or their clients care deeply about, “giving back” becomes energizing. Jason O’Quinn of Prime Lending in Dallas Texas, for instance, says that his family’s ongoing work building homes for some of the poorest families in Honduras fills him immeasurably. “It rejuvenates me,” he says. “There’s quite a dichotomy between the houses we build there and the houses we finance here,” he says. “It refocuses me, going from financing $1 million homes in Dallas to physically laying cinderblock for $10,000 homes in Honduras. Everything has more meaning when we sacrificially give of our time, talent and treasure.” The longtime “big picture” for Colorado REALTOR® and property manager, Linda

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Todd, for instance, has included giving back to the community, whether serving as a lead carpenter for Habitat for Humanity, making deliveries for Meals on Wheels, or pitching in for the sake of baseball. And through her lifelong passion for baseball, she harmoniously blended her personal interests, her work and her community service. For many years, she was so involved Little League the local league named a new field after her. “I cried for 3 days after they told me that!” She and her husband also started a scholarship fund for junior college baseball players and serve as a host family for the rookie league of the Colorado Rockies, putting up newly drafted players in their home. For Florida REALTOR® and property manager, Mario Gonzalez, neither his business nor his primary community outreach would exist without the other. A retired U.S. Navy pilot, Mario formed his brokerage, Navy to Navy Homes, when he saw a need for military personnel to find affordable homes to purchase. “We got into it to help, but that led to a full-blown real estate business.” Besides providing opportunities for investment and homeownership, the company donates 35% of every commission to Homes for Heroes, veterans’ groups, or organizations benefiting fire, police, medical organizations, churches and homeless shelters. “We’re small, but we give so much back that we were the top Homes for Heroes company in Florida and

top-five nationwide.” But he does none of this for the attention. His friends may call him the “Humble Hero of Heroes,” but helping is Mario’s passion. “To be such a small business and be the top Homes for Heroes affiliate is mind boggling!” Like Mario, for many, the best service takes place in simple and quiet ways. Illinois REALTOR®, Susie Scheuber, for example, takes a humble approach to giving back. Although she donates a portion of every commission check to the Children’s Miracle Network, she doesn’t discuss this with clients unless they happen to ask. “I do it because I want to and because, to me, giving back is the right thing to do when you’ve been fortunate in business and life,” says Susie. We all know how inertia works; the more energized we get by certain behaviors, the more likely we are to continue those behaviors. For some top agents, community outreach has become such a natural routine of their daily lives that they never find it burdensome. A good way to add community service into your life, therefore, is through the causes that mean the most to you. For starters, consider giving a small donation after closing to the charity of your client’s choosing. Learning the different causes that they care about just might foster a new mission for you.

If you have a unique story to share about how your community outreach has impacted your life and your business or inspired others, click here for consideration in our magazines: www.topagentmagazine.com/nominate-a-real-estate-agent-to-be-featured 14

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ASHLEY LAZARIAN Top Agent Magazine

ASHLEY ASHLEY LAZARIAN LAZARIAN

In In aa world world brimming brimming with with real real estate estate agents, agents,Ashley Ashley Lazarian Lazarian stands stands out out as as aa relationship-driven relationship-driven proprofessional fessional with with aa unique unique beginning beginning in in the the industry. industry. Eighteen Eighteen years years ago, ago, she she embarked embarked on on her her journey journey while while pursuing pursuing aa degree degree in in interior interior design, design, iniinitially tially working working with with aa builder builder before before transitioning transitioning into into resale resale in in the the tumultuous tumultuous market market of of 2008-2009. 2008-2009. Licensed Licensed since since 2005, 2005, Ashley Ashley proudly proudly serves serves North North Metro Metro Atlanta Atlanta as as aa solo solo agent, agent, leveraging leveraging her her local local expertise expertise to to navigate navigate the the market market with with ease. ease. RemarkRemarkably, ably, 80% 80% of of Ashley’s Ashley’s business business comes comes from from repeat and repeat referral and referral clients,clients, a testament a testament to hertoexceptional her people exceptional skills people and commitment skills and commitment to building lasting relationships. to building lasting Rather relationships. than focusing Rather solely than on sales, Ashley focusingpositions solely onherself sales, as Ashley a trusted positions connector, helping herself asclients a trusted with connector, everything helping fromclients landscaping to with house everything painting.from Withlandscaping a love for community to house and apainting. penchantWith for turning a love for clients community into friends, and ashe has created penchant a thriving for turning realclients estate into business. friends, she has created a thriving real estate business. Ashley’s approach as a real estate agent revolves around Ashley’smodern approach marketing as a real strategies estate and agent involvement revolves witharound local organizations. modern marketing She strategies leverages social media and involvement platforms like with YouTube, local organizations. TikTok, Instagram, 16

and She Facebook leverages social to showcase media platforms her listings, likepartnering YouTube, with TikTok, a videographer Instagram, to and create Facebook engaging to showcase reels, virtual her tours, listings, andpartnering live videoswith before a videographer a property hits to thecreate market. engaging Listing reels, on Thursdays virtual tours, andand hosting live videos open houses before on a property the following hits the weekend, market. Ashley Listing employs on Thursdays tried and and true hosting strategies open houses like door-knocking on the following to create weeka buzz end, around Ashley her employs properties. tried With and true an annual strategies volume like of door-knocking $10 to $15 million, to create what a buzz truly sets around Ashley her apart properis ties. With an annual volume of $10 to $15 million, what truly sets Ashley apart is her passion for

her passion for building relationships. She fondly recalls attending a dinner at a past client’s home, noting that moments like those “literally are the definition of why I do what I do.” As a dedicated member of her community, Ashley serves on various local boards, including the PTA and the Swanee town center redevelopment board. By giving back and staying involved, she not only creates lasting connections but also keeps a pulse on the community’s needs and values. After working with Ashley, clients leave glowing reviews about their time together. One buyer said, “We recently bought a house here in Georgia, we were moving here from California. This was such a big decision to relocate. Ashley was willing to help us during the entire process. There were several phone calls and emails with all of our questions and Ashley was able to provide all of the answers. We really appreciate the time and effort Ashley put in on our behalf. What a blessing to have someone like Ashley to help us with this process.” When Ashley isn’t working, she enjoys spending quality time with her family, exploring the beautiful North Georgia mountains. Living in the North metro area, they are only a 45-minute drive away from picturesque hikes, playing soccer, and discovering the various sights that the region has to offer. The great outdoors provides Ashley and her family the perfect escape from the hustle and bustle of daily life. As Ashley looks to the future of her business, she envisions the formation of small, specialized micro-teams to better serve clients across Georgia. With her expanding YouTube channel attracting clients from various locations, her goal is to assemble experts in specific areas to ensure top-notch service tailored to each client’s unique needs. Ashley’s passion for cultivating relationships and her innovative approach to real estate promises continued success and growth in the years to come. Top Agent Magazine

For more about Ashley Lazarian, please call 678-776-0177 or email ashley@myhaventeam.com Copyright Top Agent Magazine 17

6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 18

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day. Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list. You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second. We all do it! Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful. Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova19

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news? Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 20

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business. Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about. Top Agent Magazine

JOCELYN PORTERIA

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JOCELYN PORTERIA

Jocelyn Porteria has been a power player in the Virginia real estate market since 2008. Her entrance into the industry was sparked by her experience purchasing a home. “I bought my first property, and I wasn’t really satisfied with how it was handled,” she explains. So Jocelyn set out to earn her license, never wanting her clients to ever feel the way she did. Balancing her burgeoning real estate career with a full-time job, Jocelyn juggled both responsibilities for two years before the volume of her clientele allowed her to fully transition into real estate. Today she works as a solo agent providing an unrivaled level of service, evident in the fact that 80% to 90% of her business is repeat or referral clients.

through.” Jocelyn is devoted to providing the most honest transactions possible, wanting only what is best for her clients. She’s there for them every step of the way, answering questions and providing advice. Her communication style has created a domino effect of referrals. “One client turns into ten...it just multiplies,” she says. Operating more as a consultant than a sales professional, she has

Those who work with Jocelyn are blown away by her top-notch guidance and support. Her tenacity during the early years of her career, navigating the difficult waters of short sales and foreclosures, has afforded her an ease and expertise with home buying and selling. “I learned the hard way,” Jocelyn says. “Now, standard home buying and selling is simple for me, compared to the short sales era that I went 22

fostered a level of trust that continues to bring clients back. Cultivating personal relationships with her clients is a cornerstone of Jocelyn’s approach to real estate. In the days before social media, she stayed in touch via emails, offering personal updates, market trends, and helpful real estate tips. Now, in the digital age, she continues this connection through social media. She leverages these platforms for more than just communication, harnessing them for marketing as well. Using video testimonials from satisfied clients and posts about new listings, she effectively captures her audience’s attention. Additionally, she utilizes the power of the MLS for her listings, and hires professional photographers and videographers to showcase each property, with select listings featured on her YouTube channel. Jocelyn is not only an exceptional real estate agent, she is also an avid community supporter. Through her involvement with the Booster Foundation, she makes a tangible difference both locally and in her home country, the Philippines. They extend help to those in need and engage the community through various sports events. Outside of work and community efforts, Jocelyn is a traveler, taking advantage of those unplanned weeks off that allow her to explore new places at a moment’s notice. Looking towards the future, Jocelyn envisions her business expanding, evolving from a solo operation to a full-fledged team. Recognizing her reputation as a go-to resource in her community, particularly for those with real estate needs, she is eager to mentor and train others. By building a team, she aims not only to help those starting in the industry but also to provide an even higher level of service to her clients. As Jocelyn embarks on this exciting new phase, her dedication to both personal relationships and professional growth remains as strong as ever. Photography by Ralph Mcfly. Top Agent Magazine

For more about Jocelyn Porteria, please call 571-432-8335, email porteriaproperties2021@gmail.com or visit PorteriaProperties.com www.

Beyond Cleaning and Decluttering: What Improvement Expenses Make the Most Sense? Decluttering open spaces, emptying cabinets and drawers and removing knick-knacks might seem like obvious – and free – ways to improve a home’s presentability. Unfortunately, however, not all sellers or agents are willing to do much more than decluttering and cleaning. Think of the listing as a reflection on yourself. If you didn’t comb your hair, shine your shoes, dress 24

neatly and drive a clean car, people would think you don’t care about yourself. They may wonder, “If he doesn’t care about how he presents himself, how is he going to present my house?” Likewise, not prepare a house for its most beautiful presentation might cast doubt on how the overall marketing will go. And, while not all changes will be immediately noticeable, chances are that what isn’t changed will be noticed.

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Ashley Aguilera, REALTOR®, broker and owner of The Aguilera Team in California’s Murrieta Valley and Temecula, says that after every consultation, her team formulates a game-plan. “We want to set their property apart from everything else on the market, but also fall within the comfort zone of the seller’s lifestyle,” she says. Changes may run the gamut from minor repairs and moving furniture for better flow, to adding accent pieces to harmonize the home’s look or create a “wow” factor before professional photography. Many agents recommend conducting a professional inspection prior to listing; some will even hire the inspector at their own expense. Of course, any necessary repairs found during inspection and not repaired before listing must be formally disclosed. But wouldn’t it be nice to have no surprises during the buyer’s formal inspection? In general, some improvements are required, others are low-cost and others pay for themselves

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with lower time on the market, competing offers or higher sale price.

Landscaping & Exterior First impressions begin outside. Be sure to mow and edge the lawn regularly; prune back overgrown trees and hedges; hire a professional to repair uneven pavement (especially if it’s a hazard); remove or replace dying annuals; and clean or repair porches or railings. Are there dry or dead patches of lawn? An inexpensive repair to the irrigation system might be the solution. While painting an entire house can be extreme, a wise investment is to paint trim, porches, steps or railings that may look tired or have too many colors; choosing a single, neutral color for trim can create a bright, cohesive look. Finally, check the roof, gutters and windows, looking for spots to caulk, shingles to replace, or debris to remove.

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Paint is extremely important if the home has faded or dirty walls, holes or chips on paint or plaster. If an entire paint job is not feasible, at least consider cleaning repairing the obvious and adding a fresh coat of semi-gloss to baseboards, moldings, windowsills, doors, banisters balustrades and built-ins. Don’t overlook the ceilings! A long-ago leak from a second-floor bathroom may have been completely repaired and moisture abated, but a patched-up ceiling is a red-flag.

Kitchens and baths

Walls, carpets, ceilings and trim Next, it’s time for agent and seller to open up to one another about the interior. Janelle Holte, who leads Seller’s Edge Home Team in the Minneapolis/St. Paul area, loves walking into a home knowing that her team will be the driving force behind selling it. “I like seeing how owners took care of it and raised their family in it,” she says. “But I won’t sugar-coat anything, so I tell them not to shoot the messenger!” She gives it to them straight, explaining what needs to be done to stage it to present well from a buyer’s perspective. Those changes often include repainting at least the primarily living areas and replacing carpet, especially worn carpet or carpet that has faded or stained beyond what professional carpet cleaning could remedy. Sometimes, all that’s needed is professional carpet stretching to remove any buckling prior to cleaning. 26

Most agents agree that the easiest costs to recoup in home improvements prior to selling are those spent in bathroom and kitchen updates. Complete remodels are unwise; you can’t anticipate the style preferences of their buyer. But refinishing, touching-ug up or painting cabinets can create a great impact, while also forcing the seller to remove unwanted or overstocked items from cabinets and drawers. Don’t forget the cabinet pulls – shiny, new nobs look nice. Lee Ritchie of Ritchie Realty Group in Columbus, Ohio, gives a reminder to discuss any and all issues up front. “People need to be able rely on the professional who’s presenting, pricing and marketing their home,” she says. An honest and diligent agent will be an open book about the current market conditions, the quality of comparable listings and the potential return-on-investment for improvements. Some agents, like Debra Dobbs of @properties in Chicago, even roll up their sleeves to help with decluttering and repairs. While not at all required or expected, doing so sure lets sellers see the investment their agent is willing to make for them.

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REMI DOYLE Top Agent Magazine

REMI DOYLE

With a natural knack for relationship-building and a head for numbers, ReMi Doyle is definitely her mother’s daughter. While she was in college, ReMi worked part-time in her mother’s mortgage office on the West Coast before later stepping out on her own. It was there that she first learned about the many possibilities that exist to finance property beyond Conventional or FHA loans. “I think because I’m from California, I shine in the jumbo and investor markets. I’m used to working with really complicated income structures, and I’ve seen a lot of out-of-the-box ways for people to structure their finances” she says.

from our peers is in the experience that we provide while doing the loans. Our team excels in communication and in creating an experience. The goal is not to do one transaction and be done. We want to be lifelong mortgage advisors and let our customers know how much we care.” According to ReMi, what makes the mortgage loan business so rewarding are the opportunities

Now, with almost 20 years in the business, she runs Atlantic Bay Mortgage Group as a Producing Branch Manager with her best friend and business partner Emily Sedlar. Together they formed the River City Lending Team. Working strictly through realtor relationships and past client referrals, their business is on track to generate between $60-70 million serving homeowners in Richmond, VA this year. “The way we differentiate ourselves 28

that it provides to help her clients individually in both personal and practical ways. For example, she was recently able to structure a loan in order to save a client almost $1,100 on her monthly cash flow. “What I love the most about what I do is that I get to focus on the relationship piece. We’ve got a really amazing operations team and I have an amazing Production Partner who takes care of the business side of it, so I get to go out and create meaningful relationships.” As active supporters of the community, the River City Lending Team has a particularly soft spot in their hearts for children. One of their favorite organizations is Yellow Door, which provides free, long-term lodging for the families of pediatric patients undergoing cancer treatment at UVA Children’s Hospital. Another is Connor’s Heroes, which also eases the burden for families with children with cancer. “By being involved in these charities, it’s a reminder to ourselves that life is bigger than all of the 9-to-5 work that we do,” ReMi says. As a mother of three young children herself, ReMi is constantly on the go keeping up with their activities. On the rare days when she has a few hours alone, she adds, “I’ll go to the beach or the golf course. Those are my two happy places, and if I can do it with coffee or wine, I’m set!” Looking ahead, ReMi has exciting plans for her business. One of her primary objectives is to provide good financing for the builder market. “Our goal is to bring the Richmond area up to a $250 million market. We have an inventory problem here in town, so the more builder business we can close, the better.” She’d also like to recruit and train the next generation of loan officers. “We want to make it fun, and cool and accessible, and interesting—because it really is a very interesting line of work!” Top Agent Magazine

To learn more about ReMi Doyle, please call 804-904-9662, email remidoyle@atlanticbay.com, or visit rivercitylending.com www.

Laughs!

Graham Harrop Graham Harrop Cartoons Cartoons

Putting the power of humour to work for you!

Putting the power of humour to work for you! grahamharrop.com

grahamharrop.com 30

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How to Build a Team That Will Win Big No Matter its Size In the real estate world building a team is a goal almost every agent strives towards achieving. Doing business with a team as opposed to solo has numerous advantages. With more agents handling clients as well as other employees specialized in areas such as marketing and administrative support there to assist you; you can greatly increase your business and sales. 32

So, when creating a team, logic would tell us that the bigger it is, the better, right? Wrong. When it comes to real estate teams, size doesn’t matter so much as the players you bring onto that team to work with you. A team doesn’t have to be big to win big, and here are the secrets to building a team that wins big no matter its size.

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Hire the Right Team Members

Put Your Team Members in the Right Positions to Win

You’ve probably heard the saying, “you’re only as strong as you’re weakest link.” That idea holds true for any kind of team, including those in real estate. If you have weak members on your team, then it’s not possible to have a strong team. Drawing strong team members to your business is essential.

Finding strong team members is just one part of the equation. As the leader of your team, you now have to assess each member’s strengths and weaknesses and position them appropriately. You want the best player for each role playing that part and catering to their strengths. Choose your team member’s roles wisely, and place each individual in the position where their strengths can shine and they can best contribute to a win for the entire team. Every role is important to the team working smoothly and winning as a whole, so it is important to place each team member in the role most suited to his or her skills.

To better understand what kind of person would make a strong addition to your team, you need to ask yourself what skills and characteristics you want your team members to possess. The strongest members are often ones that share their leader’s values. When you share values with your teammates, you are all running along the same course towards the same goal as one. Your definition of a victory in this case is also your teammates’ definition of it. This helps strengthen even the smallest of numbers because you are all working together toward a common goal. Another characteristic too look out for in potential team members is a positive attitude. You can teach someone the skills needed in real estate, but you can’t teach someone how to have a positive attitude. Positive members tend to achieve more due to their optimistic nature, but more importantly, they spread that positive attitude to the rest of the team, which improves every members’ performance. Top Agent Magazine

Communicating Your Vision to Your Team

Your team members are the key ingredients to ultimate victory, but what recipe do you follow now to lead them to victory? That is what communication is for a winning team; the recipe you will use to

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help best utilize each team member and instruct them on how they need to work together to fulfill the recipe that will lead them to be a winning team. Your team members need to know the plan and you must give them the tools to successfully execute it. It is up to the leader of a team to help your players see your vision and help them understand what a victory looks like. The goal may seem simple and obvious to you, but you must communicate it over and over again to your team members, so they understand it as well as you do. With different personalities coming together to form a unit, you are going to be dealing with numerous challenges such as competing agendas. You will find this on any team. You must keep the goal and at the forefront of your player’s minds in order to encourage them to put aside their own personal desires in order to come together as one cohesive, single-minded unit and push towards the team’s goal.

Give Your Team Members the Tools to Help Them Perform at Their Best The final thing all great leaders do is equip their team members with the proper tools and training needed for them to succeed. You have to show them how they can each come together with their different strengths to work as a team towards one unified goal. This involves more than simple skills training, but also endurance, so they can last as a team and win even those matches that seem unending and impossible. Think of all the challenges that they could possibly face ahead, and clear their path to victory by giving them the necessary training and tools they will need to get past any obstacle. As the leader, you must be prepared to continually communicate the team’s goal and your vision. Use that vision to motivate your team members throughout the journey towards victory.

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AMY & TIM SCHILLER No, they’re not married! Real Estate has run in the Schiller family for many generations & this Brother/ Sister Team & is Dupage County’s local expert. Amy and Tim Schiller’s parents owned their own real estate agency, Schiller Real Estate which was the number one real estate business in their hometown of Elmhurst, Illinois. Mom and Dad passed the torch on to their children & they both share the same passion for real estate. Amy has held her real estate license for over thirty years, and her brother Tim was not far behind, as he is entering his 25th year as a licensed real estate agent. When Amy decided to develop a team she asked Tim to come onboard to help her divvy up responsibilities. “We ended up doubling her business within a year,” Tim states, “and it blew up from there!” They rank as Elmhurst’s #1 agent and #1 team at the #1 office, and ranked as the #1 Team in DuPage for 2023 Q1.

Getting involved in the community has also promoted their local business. The Schiller Team sponsors many events with the communities & local park district. Tim remembers growing up watching movies in the park, which he helped bring back to the park, along with sponsoring big races and charity. Between sponsoring big community events and their marketing endeavors, The Schiller Team continues to grow a high volume of sales, coming in at just around $157 million last year.

The Schiller Team, which consists of Amy, Tim, and their team of twelve associates, serve DuPage County, which consists of many suburban towns and smaller cities approximately thirty minutes outside of Chicago. Amy and Tim are partners in “everything they do” within the business, and they manage three offices — two in Elmhurst, one in Lombard. A good majority of their business stems from repeat, referral clients & lots of new clients that want to work with the market leader. As a team who serves the area they grew up in, Tim believes that “market knowledge is everything. Knowing everybody here, knowing who is going to sell, getting the property first,” helps this team stay at the forefront of real estate business in the region.

“We love being busy” Tim comments. “We love to give back to our clients, [and] we’re hands-on from start to finish.” The team is a family, both literally and figuratively, who gets together, works hard, and has a lot of fun. Outside of a fast-paced, always-on work schedule, both Amy and Tim are all about their families. Amy has one daughter, and Tim has four girls, so off-hours are filled with enjoying their girls and chauffeuring them to their many extracurriculars. Tim hopes that he and Amy can pass the torch on to their children and keep The Schiller Team moving into the next generation. In the meantime, Tim wants to keep building their business, and “make Amy work as long as possible.” Spoken like a true brother!

Amy and Tim take their marketing prowess to the next level in their listings, making sure that each property looks top notch through premium pictures and videos, and utilize all the networking tools that social media provides. They feel lucky to be aligned with @ Properties & have learned & grown with their guidance.

To learn more about The Schiller Team, call 630-814-4065, amyschiller@theschillerteam.com or tim@theschillerteam.com. Check out their Team at TheSchillerTeam.com http://

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AMY SIMS It’s a rare thing in life to find someone who will really listen to you and what you want and who also has the ability to make that dream come true. That’s one reason why home buyers and sellers seek out Amy Sims. A resident of Ladera Ranch, she’s a highly skilled real estate professional who’s spent the last 15 years handling traditional sales, luxury homes, short sales, and foreclosures in Orange County, California. With her deep knowledge of the local market and expert negotiating ability, Amy has a talent for writing the successful winning bid in a highly competitive market when homes often receive multiple offers. “I love helping people get out of rentals and into the home they want,” she says with a smile. “My clients know that I’ll take care of them and protect them throughout the entire process.” Her focus on turnkey service clearly works: last year, Amy Sims Real Estate Team did $45 million in sales volume and sold over 700 homes. Amy credits her team’s experience as their main advantage in this competitive market. Amy markets her listings with a multi-tiered marketing approach that includes traditional online listings, social media, open houses, and personal connections. “We do targeted social media marketing of our listings with Instagram and Facebook,” she explains. “And we do a lot of premarketing with the real estate community. Whenever I have a listing going live soon, I’ll call all of the top agents in the area and let them know about it.” Amy demonstrates her dedication to her community through the numerous causes she supports.

Wherever there’s a local event, you can usually find her somewhere on the scene. “My motto is if you’re not giving back, you can’t move forward, so I truly do give as much as I can back to the community,” she says. Amy serves on the Board of the Ladera Ranch Chamber of Commerce, helps with the homeless, fosters animals, supports nonprofit organizations that fight cancer, and volunteers with organizations that help battered women recover from lives of abuse. She’s also passionate about helping and encouraging the next generation to reach their full potential. As a volunteer with Big Brothers Big Sisters of America, she’s served as a steady presence and go-to mentor for her Little Sister, Alexandra, for the last six years. Alexandra is now a junior in high school. “Her mom came from Mexico,” Amy says. “Alexandra really wants to be a nurse. I want her to know there is no ceiling in her life. She can be whatever she wants to be.” In her free time, Amy enjoys visiting her adult children, one of whom also works with her now as a fellow realtor, while the other is pursuing her Doctorate in physical therapy. In the future, she wants to continue growing her thriving small agency. But she has no interest in ever becoming a mega-corporation. “I really like having a boutique, hand-on real estate company where we can give that special white glove treatment to our buyers and sellers so they never feel lost in the crowd,” she says. “We’re not about turn’em and burn’em. I always want to keep that personal touch. We’re about creating friendship, loyalty and trust through a high level of ethics and morals”

To contact Amy Sims, call 949-559-5959, email amysimsteam@gmail.com, or visit amysims.com www.

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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 38

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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BILL MYERS Still active and on point at the young age of 73, Bill Myers is not planning to retire anytime soon. When you love what you do and spend time doing it, why do anything else? It is clear from the smile on his face and his positive demeanor that real estate is in Bill’s blood. Growing up on the outskirts of Northern Colorado and the Front Range, Bill spent his days as a child outdoors where he and his brother-built forts, tree houses and rafts. The taste of nature and the land had a profound impact on him. Years later after attending CSU and serving in the Armed Forces, as a General Contractor he began to remodel houses and build additions throughout the Front Range. This step introduced him to real estate. Eager to learn all he could, he went back to college and consumed all of the real estate courses he could take. That was over 45 years ago and he still represents clients of all sorts in Northern Colorado and the Front Range. Bill’s commitment to his clients is to encourage and support them as they navigate through real estate transitions with compassionate care and customized solutions. “It’s not uncommon that real estate accompanies most life transitions” comments Bill. Due to his emphatic nature, ease of connections and creative nature he’s able to aid people during difficult and trying times. “I love people, I truly care for my clients and their lives. I pay as close attention and give myself to a single small transaction as I do a large client and multi-million dollar one. It’s the people I serve – not the money.” He communicates with clients regularly. “I call people and send them notes and texts.” states Bill, “I have calendars printed every year that I either mail or drop off at ‘my people’s houses with a friendly greeting.”

And to go that extra mile, sometimes Bill will drop off food when moving day comes around. “If I’m in the area, often I will help my clients load and unload their trucks.” If it’s a commercial or land project we usually celebrate our successes together in other ways. If they win – I win!“ It is this dedication and integrity that helps Bill maintain such good relationships and friendships with his clients. It comes as no surprise then to find that what Bill likes most about his profession is helping others. “I can learn to get along with almost everybody. I don’t have to agree with them, but I can get along with them and help them to achieve their goals.” He also enjoys the challenge of staying up to date on all areas of real estate. Whether it’s a course on new practices or the most up-to-date technology, you can find Bill enrolled in it, challenging him, and keeping him as he puts it, “alive and learning.” When not practicing or learning about real estate Bill and his wife love the Lord, their church, family, outdoors, bicycling, hiking, fishing, traveling, and even has a small sailboat he tries out on different lakes. Bill’s wife, Natalie, is Executive Director of a local charity called Colorado Kids Create. The two work tirelessly to ensure approximately 600 – 800 kids a year receive the art supplies and resources needed to study the arts. He is also a member of National, State two local boards, as well as numerous outdoor organizations. As for the future, he just wants to continue training and mentoring others while staying active in the business. “What I’ve learned over the years I want to share to others,” Bill says with a smile.

To find out more about Bill Myers, contact him at 970-599-0011, bill@billmyersrealtor.com, or visit his website at: billmyersrealtor.com www.

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DEREK MCGOWAN It’s all about moving the needle for Derek McGowan. In 2015, he began a new career as a loan officer, dove head first, and wound up loving it. He worked alone the first few years, and while he was closing hundreds of transactions, Derek knew he could do better than that. “I wanted to provide a good customer experience,” he explains. “I wanted people to return for a second and third time and have a lasting impression.” He is now branch manager of McGowan Mortgages under Nexa and has been in business for seven years. With a team of six loan officers, a virtual assistant, and a marketing and business developer, Derek’s job is to generate the business, a role in which he feels very fortunate. “I worked hard to build and craft my team. It’s allowed me to work more on the business rather than being in the business. We work together to get to the finish line.” While 80 to 90 percent of their loans are conventional, what ultimately drives McGowan Mortgages is their unique ability to capture many types of loans. “That’s why Realtor®s work with us,” Derek says. “We can figure out a way to hold it together. If it can be done, we’ll find a way.” It’s easy to see why his referral business is between 60 and 70 percent. “We co-market with Realtor®s to keep building the business,” he says. “We’re all in on the referrals together.” One key factor in their continued growth and success is their dedication and commitment, particularly when it comes to communication. “We’re set up to always have someone available to answer,”

Derek says. “We provide an experience where they want to keep coming back.” As for marketing, he and his team utilize paid advertising and targeted ads aimed at customers and Realtor®s, but it’s Derek’s approach at video content that sets them apart as a powerhouse lender. Often customers contact them after seeing one of his videos, which range from information on mortgage rates to defining and explaining industry terms. “It’s my responsibility to get the word out there to tell our story,” he says. “We work really hard. We take care of clients. And we’re growing.” The marketing and business developer, who is also Derek’s fiancee, is a large part of their impressive achievements. “Her primary role is to build relationships and foster them,” Derek explains. “That’s the biggest part of our business.” Understandably so, Derek’s favorite part of the business is, in fact, the relationships. “We’ve become good friends with a lot of the Realtor®s,” he says. “It’s rewarding at the end of the day when you can look back and see how you’ve built the team and strengthened the bond. I trust my team, they trust me. I trust my Realtor®s, they trust us. We’re all working hard for a similar goal.” Looking forward, Derek plans to continue to grow, specifically in video creation. “I know the best vision for our company is to get our face out there more. We have a whole army now that is self-sourced. We should get to a bigger milestone. Next year, break that four-hundred mark and only grow from there.”

For more information on Derek McGowan, you can call (816) 631-9687, email dmcgowan@nexamortgage.com, or visit mcgowanmortgages.com www.

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Untangling the Bidding War: A Buyer’s & Seller’s Perspectives In a competitive marketplace, bidding wars become the norm. While this may put sellers in an excellent position to recoup on their investment, it can push buyers beyond their budgets and test their temperaments in the process. As an agent, how do you navigate both sides of the coin? After all, you want to net the best results for your client—regardless of which side of the closing table they’re on. To fortify your approach to a heated bidding war, here are a few ideas and insights to better clue you in on the perspectives of buyers and sellers alike. Top Agent Magazine

Buyer’s Perspective: Emotions Running High? Channel it. When the market is booming, buyers feel the pressure—especially when affordable inventory is limited. This can create stress, feelings of hopelessness, and impulsivity. As an agent, how do you channel this emotional energy into something positive? Consider asking buyers to put those anxieties and high hopes onto paper. Have buyers outline

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who they are, why they’re inspired to buy a home at this juncture in their lives, and how they see their lives unfolding once they become a homeowner (or repeat homeowner). Think of it as a letter of intent. Buyers benefit from taking abstract fears and dreams and articulating them on paper. Likewise, this document can serve as a valuable tool during a bidding war. Letters like these can help sellers with multiple offers make a personal, emotional connection with a particular buyer.

Sellers Perspective: Manage expectations. When multiple offers are rolling in on a property, it’s easy for sellers to get carried away. Numbers are flying, expectations are heightened, and sellers may become hypnotized by higher and higher offers and ideal outcomes. While it’s good to celebrate prime market positioning, it’s also important to maintain an even keel so that your seller’s mind is clear and they’re thinking rationally through their options. Sometimes the highest offer isn’t necessarily the sure thing. Manage your clients’ expectations by leading by example, offering a balanced perspective, and talking them through all potential outcomes so that they don’t only hone in on the best-case scenario. During a bidding war, tensions are running high for seller’s too, who will soon begin their next chapter in another home. Keep a cool head and remind your client to see the big picture, recognize that it’s possible for some offers to fall through, and to sit tight until the closing table has been successfully reached.

Buyer’s Perspective: How do you authentically and convincingly convey your interest? When ten or so offers are in the mix, it can be hard to differentiate your buyer from the next. While numbers will obviously do a lot of the talking, you’d be surprised how much of a difference a 42

personal touch can make. Some popular approaches to standing out include personal letters—as mentioned above—tailored to the property. Was the property in question a family home for years? You might have clients detail their dreams of raising a family inside those walls, rather than tear the property down and rebuild something to boost the lot’s value. Including a family photo is also a good tact for personalizing letters in a bidding war. Likewise, little gifts included with your offer can speak volumes about your personality and due diligence as an agent. It may seem a little cheesy, but when sellers are looking at ten near-identical offers, those personal touches can really paint a compelling, personalized picture.

Seller’s Perspective: How powerful is cash? Data shows that cash offers—typical of investor clientele—double the chances of having an offer accepted. This goes hand in hand with waiving a financing contingency, which also helped boost the probability of an accepted offer, according to research. Cash is king, however, since offers that aren’t completely reliant on comprehensive financing seem to minimize risk for sellers, who are already eager to see a deal go through. Cash deals also tend to go through quickly, freeing sellers up to pursue their next property and move on to new horizons. While not every buyer has the ability to operate in cash, it’s a worthwhile consideration for those in ultra-competitive markets and with liquid capital. While the bidding process can be stressful for agents and clients alike, it’s important to remember that it’s a time of opportunity, too. If you want to make the most of it as a seller, data shows that a personal touch can endear buyers to their seller counterparts. For sellers navigating a competitive process, it’s important to keep a balanced perspective. For agents, here’s the bottom line: get creative, be resourceful, and use all the tools in your arsenal to achieve the best result for the clients you serve.

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KEREN GONEN In a world where communication is key, Keren Gonen emerged as a real estate agent with a mission. Frustrated by the lack of response from agents when searching for a home to flip with her boyfriend, Keren decided to take matters into her own hands. Signing up for real estate classes that very night, she soon became a force to be reckoned with in the industry. Six years later, Keren covers an impressive seven counties in New Jersey, drawing on her experiences living in various areas to better serve her clients. She’s passionate about her home region of Sussex County, a picturesque area brimming with wilderness, forests, lakes, and unparalleled lakefront living opportunities. It’s Keren’s dedication to bringing people into this “last frontier” of New Jersey that truly sets her apart, as she invites clients to explore and fall in love with the beauty of her surroundings. “I’ve found my little slice of heaven, and I want to do that for everyone else,” she explains. Keren’s commitment to maintaining strong relationships with her clients sets her apart as an exceptional real estate agent. “I send them text messages and gifts for something that I call a ‘house-aversary,’ like a house anniversary,” she says, noting her dedication to reconnecting with clients throughout the year on holidays, birthdays, and significant milestones. Despite the challenges of recent years, Keren has consistently achieved impressive sales volumes, demonstrating her tenacity and expertise in the industry. Keren utilizes cutting-edge marketing tools provided by Realty Executives to promote her listings in unique and effective ways. She believes that the extensive resources offered by her brokerage enable agents to excel and become top producers. “Realty Executives gives you all the tools you need to become a top producer, the system they have is excellent,” she says. Keren’s confidence in her brokerage’s marketing tools highlights her commitment to adopting innovative strategies that benefit her clients. Top Agent Magazine

An active member of her community, Keren takes on various roles and responsibilities. She serves as the vice president of the School and Community Association at Vernon Township High School and is a member of the Economic Development Advisory Committee and Beautification Committee in her town. Additionally, Keren is a director on the Chamber of Commerce in Vernon and Sussex County Association of REALTORS®, where she is set to become president in 2024. She also founded a networking group that has grown to 40 members and has facilitated nearly a million dollars in business this year alone. In her spare time, Keren enjoys relaxing with her family, traveling to visit her father and sister in North Carolina, and taking her kids on vacation. When she has a moment to herself, she loves to read. As Keren recently began adding people to her team, she is excited for what the future holds. It’s clear she is heading towards momentous growth, and she can’t wait to see what happens next. “What I love most about what I do is the connection I have with my clients, and being able to serve them. It’s so rewarding to calm their fears and hold their hands throughout the process.”

For more about Keren Gonen, please call 551-262-4062 or email gonen.keren1@gmail.com 43 Copyright Top Agent Magazine

MATTHEW CHARLESWORTH For almost a decade, Matthew Charlesworth has built a name for himself as a real estate professional clients can trust. Serving Loudoun County, Fairfax County, Prince William County, and occasionally, Fredericksburg, Virginia, he brings a deep understanding of the real estate market and expertise in buying and selling to every transaction. Currently based in Chantilly, Matthew’s interest in the real estate industry was sparked years ago while he was living in North Carolina. “My mother-in-law suggested I take a real estate course and I’ve loved it ever since,” he explains. Working on a team, Matthew regularly achieves upwards of $15 million in sales volume each year. Over a third of Matthew’s business comes from repeat and referral clients, demonstrating his commitment to their happiness. “I go out of my way to make everyone feel connected to the steps involved in real estate,” he explains. For example, every three to four months, Matthew organizes fun client appreciation events. Just last month, he hosted a VIP event at a local winery. Additionally, Matthew sends out regular email newsletters to past clients to keep them in the loop. To make his open houses shine, he brings in food trucks and invites the neighbors — strengthening their sense of community in the process. To market his listings, Matthew begins by offering

a staging service to his clients. “We operate on a renovate now, pay later plan where clients can get the home makeovers they need without having to invest up front,” explains Matthew. He then uses professional photography, drones, and 3D walkthrough footage to capture his listings beautifully. All of his high-end content is shared on social media and his website. When he’s not working, Matthew generously splits his time between charitable work and spotlighting other businesses in his local area. He is a part of the Keller Williams Rainbow Network and supports the LGBTQ+ community in Loudoun County. “I want to help others rise to success,” he says. “Giving back is so important.” Of course, after being a ballroom dancer for fifteen years, Matthew still enjoys dancing in his free time. “If I have an available night or weekend, I’m either dancing or at the beach,” he says. Additionally, Matthew spends time investing in his own properties. “My love of real estate, my belief in the value of investing in real estate has led me to grow my own investment portfolio, with several properties including beach condos.” Looking ahead to the future of his business, Matthew’s goal is to continue to expand his reach as a REALTOR®. He plans to do so by taking on more clients and acquiring additional rental properties. Licensed in both Virginia and Maryland, Matthew has plenty of ground to cover in the coming years. “Growing the business is all about building relationships with everyone I meet,” he says. “I love being a part of peoples’ lives and seeing them get into their dream homes.”

To learn more about Matthew Charlesworth, call 703-403-8701, email mcharlesworth@MLREhomes.com or visit MLREHomes.com www.

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

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

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

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

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NITASHA KASSAM Nitasha Kassam’s journey to a career in real estate began when she was just 12 years old. “My parents are immigrants, and I helped them buy their first home,” Nitasha recalls. “We had a real estate agent who wasn’t so helpful, especially with them being first-time homebuyers and not knowing all the ins and outs. It was quite an overwhelming process for them, and the house they ended up buying was actually a house that I found for them.” Years later, when Nitasha decided to pursue real estate professionally, she met Crystal Tran and joined her team in 2017. “It’s been great,” Nitasha says. “My focus has been to help people of color, women, and people in the LGBTQIA+ community step out and make homeownership more accessible to them. I help clients start that journey for themselves to build their wealth equity portfolio.” Nitasha serves all of Chicago, as well as the North Shore and Northwest suburbs. Her business comes from repeat and referral clients as well as new clients who find her online. And it’s easy to see what keeps clients coming back. “I’m very honest with my clients,” Nitasha explains. “I’m not one of those agents who is going to only tell you the best parts of every home you walk into and try to sell that property. I focus on what my clients’ needs are, what their lifestyle looks like, and what they are hoping to gain from this home. This is a big deal in anyone’s life, and I want to make sure this is the right decision for them.” Through her dedication to her clients, Nitasha builds long-lasting relationships. “Once I start a relationship

with someone and we’ve gone through the transaction together, they are not just a past client. They are friends and family of mine,” Nitasha says. “I let my clients know that I’m there for them outside of real estate as well.” When it comes to marketing her listings, Nitasha’s approach goes far beyond just putting a home on the MLS. “I like to make sure there is an active presence on the internet, including advertising on Facebook, Google, Instagram, Waze, and other platforms,” Nitasha says. “The buyer today is very savvy, and everything can be found online. I want to make sure that the listing is accessible, with premium photography and video. That makes sure my clients are always putting their best foot forward.” Nitasha also incorporates print marketing and open houses, in addition to reaching out to a network of over 25,000 agents in the state to ensure maximum exposure. Looking toward the future, Nitasha says, “In the next few years I would like to help grow the Crystal Tran Team and provide REALTORS® with an opportunity to grow their own business from the ground up. I also want to continue working with clients and empower more women and women of color to go into homeownership. I believe that it’s very important for women to have control of their own finances and start building wealth for themselves. Homeownership is possible for anyone, and REALTORS® are here to help make that possible. It can be an overwhelming process, but as long as you make sure the person you’re working with is really looking out for you, it’s something that anyone can achieve.”

To find out more about Nitasha Kassam, you can reach her at 847-809-8869 or nitasha@crystaltranteam.com. You can find her online at huntchicago.com www.

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How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes48

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening. How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team. Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area. Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in. Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

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TAMMY HILL Before becoming a REALTOR®, Tammy Hill’s interest in the real estate industry was sparked by the opportunity to invest. She began looking into becoming a real estate agent, but as a single parent, decided to wait until her son graduated from high school before taking the plunge and getting licensed. Surprisingly, it was during the pandemic that she was finally able to start working full-time as a REALTOR®. In the three years that have passed since then, Tammy has earned a reputation for providing a high-end real estate service that puts her clients first. With an office in Alexandria, Virginia, she services the northern part of the state as an independent agent, helping clients at all stages of residential home buying and selling. From the very first home visit to the closing table, Tammy is always there for her clients. She’s known for being transparent and easy to communicate with — even in challenging times. “I help them with everything from calling lenders to negotiating the best deal at the end,” she explains. Timely with her responses to questions, Tammy uses her expertise coupled with her calm demeanor to walk her clients through the tricky real estate process. “My clients feel at ease because they are always informed about what is going on,” she explains. With the help of her trusty database, Tammy keeps up with a large network of past and current clients, sending out regular newsletters about listings and market updates. She also frequently makes personalized phone calls, and sends out holiday and birthday cards throughout the year. Some of her favorite marketing platforms are MLS, Facebook, and Instagram, though word of mouth has also played an instrumental role in the growth of her business. “I try to stay proactive Top Agent Magazine

with my marketing,” she explains. “As a result, I often sell homes even before they officially hit the market.” In addition to her real estate commitments, Tammy has been a volunteer firefighter EMT for 27 years. “It’s something that is really important to me. I want to help my community in every way that I can,” she says. As an affiliate for Homes for Heroes, she gives back to the military and first responders community by providing some assistance with closing costs. Last year, Tammy independently closed 33 transactions, but her goals are less number-oriented and more about continuing to help others. As she looks to the future, she is hoping to expand into the Carolina’s while still going strong with her business in Virginia. “I love helping people through this exciting time in their lives,” she says. “It is so rewarding to see them happy with their new homes at the end of the day.”

Contact Tammy Hill at 571-237-3063, email hill.re.investments@gmail.com or visit zillow.com/profile/tammyhill or tammyhill.kw.com www.

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