NEW ENGLAND 10-17-22

NEW ENGLAND EDITION

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FRESH NEW APPROACHES TO CONTENT MARKETING FEATURED AGENT

BORIS KUSTURIC HOW TO GET THE BIGGEST RECHARGE OUR OF YOUR LUNCH HOUR

HOW TO CUT DOWN ON DIGITAL DISTRACTIONS

AND UP YOUR PRODUCTIVITY COVER STORY

LAURIE HOGAN

NEW ENGLAND EDITION banking and Boris keeps h a wealth of ing client b g and consulting them with and sales, Boris unnecessary nge of careers in tact a few t 7 18 tate market. He holiday ca th the flexibility update to k financial potenoverwhelme Boston Metro action on so ars of extensive need to push sidering options LAURIE HOGAN come up, h BORIS KUSTURIC or heading into in New En In the end, the as the tradi CONTENTS proved to be and Market ded. He4) quit hisNEW photos 5 FRESH 19) HOW TO CUT DOWN ON are a TO DIGITAL DISTRACTIONS AND fullyAPPROACHES into the for a social m CONTENT MARKETING UP YOUR PRODUCTIVITY eal estate.

HomeSpotte To learn more about Laurie Hogan email lauriecsong@gmail.com, visit rovihomesne.com/team/lhogan or call (413) 654-8699 www.

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15) HOW TO GET THE BIGGEST RECHARGE OUR YOUR LUNCH HOUR he OF made the switch.

Now,

22) MODERN EMAIL ETIQUETTE FOR TODAY’S AGENTSpositioned He’s firmly

nce he to is wing to show them the ins and future, although that may in real estate. While he has those new constructions and deve Phone 310-734-1440 | Fax 310-734-1440 oris maymag@topagentmagazine.com link up with other agents Boris will reach further into | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine c clients, but generally he tends more spread, including the is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. one. At Agent asendtransaction where he’s very active, Tothe subscribeoffice, or change address, inquiry to mag@topagentmagazine.com.

Published in the U.S. the paperwork and documenta- Festival every September. A him more time to handle clients player, he meets new people of his business comes from the course. Within a few years 2

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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?

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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.

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LAURIE HOGAN Top Agent Magazine

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Top Agent Laurie Hogan with ROVI Homes New England, assists buyers and sellers throughout Western Massachusetts and Northern Connecticut.

A longtime resident of Massachusetts, Laurie Hogan took a winding road to her current status as a distinguished real estate agent.

She would first take an interest in the business as a professional singer—performing, doing studio work, and contributing to multiple groups throughout all of New England.

Little did she know, the connections she made during that time would later contribute to her extensive sphere of influence in real estate. Through her bass player’s mother, a prominent REALTOR® in the area, Laurie was inspired to pursue her license and get her 8Copyright Top Agent Magazine

start as an agent in 2016. In the years since, she would leverage her strong New England roots to find quick success in the business, establishing a network of satisfied clients and colleagues that spans her region.

Today, Laurie is a REALTOR® with ROVI Homes New England, where she assists clients throughout Western Massachusetts and Northern Connecticut. There, she has cultivated a hands-on process to meet the demands of any transaction, whether serving a first time home-buyer or seasoned investor.

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When listing a property, Laurie utilizes a comprehensive strategy. After helping her clients fully prepare their home for the market, she utilizes her local marketing expert to craft a personalized campaign around their listing. Along the way, though, she is there

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for her clients, catering her approach to their distinct needs.

Elsewhere, Laurie is just as attentive when serving her buyers, thoughtfully uncovering the right investment for their best interests.

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“To me, being a REALTOR® means service to my community,” Laurie says. “From connecting a client with their starter home to selling them their forever home...they know they can always count on me and forever feel like I’m someone they can call.”

With her husband being a USMC military veteran, she is especially passionate about helping her local service members realize the dream of homeownership, drawing from her in-depth knowledge of VA loans to ensure a seamless transaction. Over the years, she has earned a fantastic reputation throughout both Massachusetts and Connecticut, with the majority of her volume coming from repeat clients and referrals.

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“To me, being a REALTOR® means service to my community,” Laurie says. “From connecting a client with their starter home to selling them their forever home, I get to watch their kids grow up and their lives develop over time—much like their family dentist or doctor.

Above all, they know they can always count on me and forever feel like I’m someone they can call.”

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Now averaging $10 million in annual volume, Laurie is most heartened by the lifelong friendships she has forged through real estate. “I love the moment when I can hand over the keys, knowing my client has made the right decision. My only goal is to help them reach that point—especially when competing against multiple offers. I often tell my clients that once they cross the finish line, they can trust that they will have made the best choice possible.”

Outside of real estate, Laurie can be found offering entertainment to her local senior center by performing with her band. On top of contributing to charitable causes throughout the year, she is also a frequent contributor to the American Legion. When she’s not with

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clients, she can be found attending concerts, spending quality time with her family, or taking a bike ride around town.

Going forward, Laurie has exciting plans for her business. As her volume maintains its steady growth, she intends on building her team while scaling the leading standards that have consistently set her apart. “Buying or selling a home is one of the most important decisions we ever make,” she says. “Each morning, I look at my ongoing transactions and identify touch points where I can anticipate a client’s needs before they have to ask me any questions. At the end of the day, I want to keep them as calm and informed as possible—from start to finish.”

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To learn more about Laurie Hogan email lauriecsong@gmail.com, visit rovihomesne.com/team/lhogan or call (413) 654-8699 www.

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Team Fister is proud to congratulate

LAURIE HOGAN

on being featured for the States of Massachusetts & Connecticut in Top Agent Magazine!

PETER FISTER REGIONAL VICE PRESIDENT 844-434-7837 | teamfister.semperhl.com http://

21 Canal Street Suite 100, Westerly, RI 02891

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How to Get the Biggest Recharge

Out of Your Lunch Hour When things get busy, it’s typical to find a grab-and-go lunch and keep plugging away on the tasks at hand. While some days demand this kind of hustle, your lunch hour can be a valuable window in which to recharge and set the tone for the latter half of your day. In fact, taking a mindful break at midday can create Top Agent Magazine

mental space for extended productivity and provide the morale boost necessary to take on a new task for the afternoon.

But how do you maximize that hourlong reprieve amidst a busy schedule?

Here are a few ideas for inspiration, no matter what your tastes or preferred habits may be.

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Taking a mindful break at midday can create mental space for extended productivity and provide the morale boost necessary to take on a new task for the afternoon.

GET MOVING Just ten minutes of light exercise can get your blood pumping and your energy renewed.

Step outside and take a brisk walk around the block, or walk to your favorite sandwich shop instead of hopping in your car. Find ways to incorporate light exercise into your lunch hour routine and you’ll not only enjoy a chance to stretch your legs and get your eyes off of screens, but you’ll also reap the health and mood benefits of endorphins. Even extended stretching or mild calisthenics can provide rejuvenating relief in short order.

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PLAY CATCH UP Sometimes catching up with an old friend or family member can brighten your day and give you a morale-boosting outlet beyond the office. During your next lunch hour, why not combine a jaunt around the block with a call to catch up with your sibling or college buddy? Shifting your focus from work and centering instead on a comforting interpersonal relationship can really boost your mood and reinforce your personal values.

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CHANGE YOUR TUNE

SOAK UP THE SUN If you’re tempted to eat your lunch at your desk while staring into the same computer screen that you’ve been working on for hours—think again. Sure, a busy schedule sometimes means making that sacrifice, but when your schedule and weather permits, try to take your lunch outside and disconnect from your office setting. Soak up the sun, feel the breeze, and lift your gaze to the horizon instead of toward your phone or computer screen. The mood-boosting benefits of time spent recharging outside are well-documented, and a change of scenery can give you the boost you need to power through your afternoon to-do list.

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Use your lunch hour to treat your senses. As you eat or get active, try queuing up your favorite music or the latest episode of your favorite podcast. If you focus on the same tasks and stimuli for too long, your brain will fatigue and your focus will erode steadily over time. Shift gears and treat your mind to some music or stimulation outside of your daily tasks. You’ll help yourself relax, recharge, and create a natural transition point for your ensuing afternoon workflow.

Your lunch hour isn’t just about being purely functional. If you want to maintain a steady rate of productivity and leave the office satisfied by the progress of your day—use your lunch hour wisely. As important as it is to nourish your body, also consider nourishing your mind. No matter what your chosen outlet may be, don’t overlook the power of a well-spent lunch hour and the positive benefits that are sure to follow.

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BORIS KUSTURIC With experience in banking and investments and with a wealth of experience in coaching and consulting as well as marketing and sales, Boris was looking for a change of careers in Boston’s fluid real estate market. He wanted something with the flexibility he needed and the financial potential to thrive in the Boston Metro area. After several years of extensive research, he was considering options like getting an MBA or heading into investment banking. In the end, the path of Real Estate proved to be exactly what he needed. He quit his position and jumped fully into the world of residential real estate.

It’s been six years since he made the switch. Now, he takes mentees under his wing to show them the ins and outs of Boston metro real estate. While he has those he’s helping along, Boris may link up with other agents to serve very specific clients, but generally he tends to work the field alone. At the office, a transaction coordinator handles the paperwork and documentation details, allowing him more time to handle clients directly. About 70% of his business comes from the towns immediately surrounding Boston.

There are so many agents available to work with, Boris strives to set himself apart by personality and approach. It’s all about forming a good match and partnership between client and agent. Around half of his business is generated from either repeat clients or referrals. He believes this success rate comes from his responsiveness, being available and ready to answer questions and a most importantly a sense of measured calm. He connects well with people, and at the time of stress that comes with buying or selling a house.

Clients want someone who dots the Is and crosses the Ts with a steady hand. That steady hand worked on over 25 million in transactions last year.

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Boris keeps in touch with his growing client base, but doesn’t bombard them with news of every listing and unnecessary emails. He’ll make contact a few times a year with a simple holiday card and mid-year market update to keep people informed, not overwhelmed. There’s enough interaction on social media that he doesn’t need to push harder. When new listings come up, he’ll run spot on “At Home in New England” TV show as well as the traditional “just listed” mailers and Marketing News ads. Professional photos are always a priority, especially for a social media boost and spot on the HomeSpotter app.

He’s firmly positioned to stay in real estate for the future, although that may include a little more work on new constructions and development side with builders.

Boris will reach further into his sphere of influence for more spread, including the Serbian Orthodox Church, where he’s very active, especially in the Serbian Festival every September. As an avid golfer and tennis player, he meets new people every time he is out on the course. Within a few years, he sees himself finding a business partner with aligned goals to share marketing and motivation.

For more info, call 631-633-0347 or email boris.kusturic@NEMoves.com

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How to Cut Down on Digital Distractions

and Up Your Productivity As a real estate professional, staying tethered to your phone and computer are likely par for the course. When your office is on-the-go and you’re fielding round-the-clock questions from clients, it’s only natural that you’ll be drawn to your phone for professional updates. From refreshing your inbox and engaging with clients on social media, to drafting email blasts and coordinating with colleagues by text message— Top Agent Magazine

it can feel impossible to untangle yourself from the worldwide web.

As a professional, you may not be able to withdraw from the digital world completely, but there are a few techniques you can use to limit your extraneous digital distractions and streamline the time you spend online. After all, it’s entirely common to faithfully begin one task and then

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get unexpectedly drawn down the digital rabbit hole. To save yourself time and virtual burnout, here are a few ways to unplug, recharge, and make the most of your time online and off.

Focus on one digital task at a time.

While multi-tasking may seem like a sound approach to productivity, this method usually results in surface-level progress across a few tasks, rather than reaching the finish line on any.

Instead of opening multiple tabs and trying to do it all at once, hone in on one digital task at a time. Have emails to return? Allocate an hour to work exclusively on this to-do list item. Need to post a new blog entry? Pencil in a dedicated half hour. If you focus on one task a time and exclusively devote your energy and productivity to it for a set period, you’ll make a far bigger dent in your list of duties for the day.

Give yourself a curfew.

In the real estate business, the hours may seem never-ending, but if you don’t want to slow your productivity with fatigue, you’ve got to set some boundaries. Try setting up a digital curfew for yourself and put your phone away after a certain hour. Devote an hour or two before bedtime to time away from your computer and your phone—read a book, prep your lunch for the next day, or try a round of mindful meditation. Carve out space and time to disconnect from your technology and stick to the habit. By morning, you’ll be refreshed and ready to dive back in.

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Mute social media notifications and create dedicated check-in times instead.

Instead of taking a reactionary approach to social media—waiting for the dings and pings that lure you back to your screen—try muting some of your social media alerts and instead dedicate three timed windows per day to check-in on your timelines and engagement. If you’re constantly interrupted at unexpected intervals when someone likes a post or leaves a comment, your whole workflow can be derailed. Instead, unchain yourself from the instant gratification of responding to every buzz and beep your phone emits. Systematize your professional social media life and you’ll stay organized and on task.

Keep your inbox organized.

While it may take some time and effort to create a sorting system for your email inbox, it can go a long way to limiting distractions and stress. Create folders and an organizational flow and every communication will have a place and a priority.

That way, when you open up your inbox and have to go digging for old emails or exchanges with past clients, you won’t have to waste time sorting or feel overwhelmed by the clutter. If everything has its place, you’ll have an unobstructed, streamlined canvass to conduct business from.

Digital distractions don’t have to derail your day or sap your productivity. Email, internet, social media—all are tools to be commanded. With the right planning, understanding, and consistent execution, you’ll be able to wield the power of each without the downside of distraction.

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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

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Modern Email Etiquette for Today’s Agents In today’s tech-forward culture, consumers are constantly inundated with promotional emails, alerts, invites, and social media blasts. As a real estate agent or a loan officer, how do you stand apart from the noise? What’s more, how do you stay relevant in a digital landscape that’s constantly changing?

For starters, there are a few timeless techniques you can apply to up your skillset when it comes email and digital communication: asking questions that 22

inspire conversation, politeness, and following up regularly—to name a few. Likewise, there are surely new tricks you can add to your arsenal to stay ahead of the curve. Let’s outline a few ways you can refine and update your email etiquette to compete in today’s virtual marketplace.

Make your subject line count Too often, we labor over the content of our emails without giving much thought to subject lines.

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Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity.

However, these little headlines can go a long way in luring the consumer to open your email and ultimately click through to your website in search for your services. An enticing subject line should be short and sweet, ideally less than fifty characters.

You might also include the name of the recipient, and be up front (though concise) about the subject matter of your message. Remember: the first thing a client will see is your name and subject line—be sure to make this prime real estate shine.

Think mobile Research tells us that 79% of Americans check their phones within fifteen minutes of waking up. In fact, much of modern day correspondence occurs by smartphone. Accordingly, you’ll want to account for email readability on a mobile phone.

For instance, incorporating paragraph breaks for each new thought allows information to be parceled out in a palatable way for readers utilizing small screens. Also, any sort of graphic flair or links within your email should be shortened and streamlined for mobile consumption. Send yourself an email every now and again and access it from your phone—you’ll be able to double-check that all the elements of your emails are working well on a mobile platform.

Incorporate email tools There are excellent tools out there to enhance your email experience. With just a quick download, Top Agent Magazine

you can add spellcheck, a URL address shortening feature, or a delay option that holds emails for thirty seconds before they’re sent. Think about the possibilities! Haven’t you sent an email without including the attachment you intended, or realizing you sent correspondence to the wrong client? If that’s the case, a delay feature can help you save face and build in a window for error— just in case. Regardless of which tools speak to your email habits, there are plenty of add-ons out there that can revamp your digital correspondence style.

Use email to maximize your online presence These days, there are plenty of ways to communicate—email, text, phone, apps, and social media.

When you interact through email, consider it an opportunity to invite your client to follow you elsewhere online. Ensure that your email signature includes unobtrusive, streamlined links to your social media accounts, professional website, or review page. This will build in an opportunity for clients to engage with your brand, and you may even add an online follower for the long term.

Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. Keep these approaches in mind as you reenergize your email technique and fortify your communication in the digital era.

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