NEW ENGLAND EDITION
5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID
HOW TO SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS
HOW TO CUT DOWN ON DIGITAL DISTRACTIONS AND UP YOUR PRODUCTIVITY
MILLENNIAL BUYERS:
Where They Are & What to Know
FEATURED AGENT
MARIYA DONCHEVA
COVER STORY
ED GARDNER
NEW ENGLAND EDITION
MARIYA DONCHEVA
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In April of 2021, Mariya Doncheva, a arsenal. She goes 9 17 staff accountant at the time, found heractions, actively co self yearning for a change as she gazed agents to share infor out her office windows. The sudden ings and engage in loss of her father from COVID-19 in collaboration. Bulgaria had shaken her to the core, compelling her to reevaluate her life’s Mariya isn’t just a direction. “I was so tired of feeling - she’s deeply invest caged in an office at my desk and workAs one of the nine ing 10-12 hour shifts,” she explains. “As Committee (Young P ED GARDNER MARIYA DONCHEVA I looked outside through the window, I under the Greater B realized how much I’d enjoy meeting REALTORS®, she with clients & helping them move forto support the local ward in their lives.” A trip to Bulgaria to of her tireless work ED GARDNER CONTENTS attend her father’s funeral turned out to cherishes moments be the unexpected push into real estate connection with na she successfully helped sell the tice yoga,” she shar 15) HOW TO CUT DOWN 4) when 5 SOCIAL MEDIA MISTAKES family’s vacation home.MUST Fast forward to October of the activities are her absolute favorite REAL ESTATE AGENTS ON DIGITAL DISTRACTIONS same year, Mariya became a licensed real estate AVOID ANDagent. UP YOUR PRODUCTIVITY Serving the Greater Bangor area, Mariya’s knowledge Her future looks as vibrant and beyond the UP cityFIRST-TIME and includes areas like, With aBUYERS: slate of educational goals t 6) extends HOW TO SPEED 20) Orono MILLENNIAL Bar Harbor, Ellsworth, and more. tise, she’s eyeing expansion. HOMEBUYER TRANSACTIONS WHERE THEY ARE & also WHAT TO KNOW to brand it a ‘team’, she’s on the Mariya’s approach to real estate is candid and client-cenlike-minded individuals who share tric. She sets herself apart by focusing on the genuine ication. “If I can bring someone w satisfaction of her clients: “I am a representative; not a ethic, then we’ll be able to help m salesperson” she emphasizes, underscoring her philosoreflects, emphasizing the core of phy 310-734-1440 of listening intently to their needs & goals. In fact, genuine help to as many clients as Phone | Fax 310-734-1440 she often finds herself reminding clients of their own mag@topagentmagazine.com | www.topagentmagazine.com expressed preferences, guiding them to make decisions No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent thatistruly resonate their GA, desires. More than just an to ensure the accuracy of published Magazine published by Featurewith Publications Inc. Although precautions are taken materials, Top Agent Magazine cannot be held responsible for opinions expressed or agent, Mariya becomes a guardian, ensuring that herfacts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. clients Published in theare U.S. ready for the responsibility that comes with buying or selling a property. Even after the papers are signed and the keys are handed over, Mariya remains a Top Agent Magazine source of support, ready to assist in any post-transaction concerns or reminders, truly showcasing her enduring
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SOCIAL MEDIA MISTAKES
Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.
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1 Using it to Vent
Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse? Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.
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Lack of Consistent Branding
Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.
3Not Posting Enough
It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement. Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that
can let you see when interactions are the highest. Stick to your schedule and adjust accordingly. It’s also important to not just post your listings. Be a resource for people who follow your page. Post community events, or other informative articles that are relevant to home ownership. Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.
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Not interacting With Your Followers
It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.
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Not Sharing or Linking to Others
It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.
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TopTop Agent Magazine Agent Magazine
How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon. Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 6
helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises. So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?
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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises. Set expectations upfront and often. It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc. Then, tailor your outreach accordingly. Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine
whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.
Know your first-time homebuyer programs and perks. There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research. The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.
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Get pre-approved for a mortgage—and shop around for the best rate. Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and
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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge. All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.
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ED GARDNER Top Agent Magazine
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As Broker/Owner of Gardner Real Estate Group in greater Portland, Maine, Top Agent Ed Gardner has helped shape the vision of the city and made major contributions to its vitality, economy, and character. Ed Gardner’s real estate career is not just about selling houses. It’s about building successful community through real estate development. As Broker/Owner of Gardner Real Estate Group, a real estate company in greater Portland, Maine, he’s helped shape the vision of the city and made major contributions to its vitality, economy, and character. “I try not to let a minute go by 10 Copyright Top Agent Magazine
where I’m not involved in some way in this great community of greater Portland.” With over 35 years of experience, Ed has handled hundreds of successful transactions, from single family homes to condos to multi-family buildings to large development projects. He works mostly by referral and now has clients he’s worked with for Top Agent Magazine
two or even three generations. “When I got started, I met a real estate developer who liked my style and knew that I understood the city and building and renovation very well. He gave me almost 100 listings for condo conversions, apartments that were being converted into condominiums. I was known as the Condo King for several years.
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Eventually, the clients that I had sold condos to later graduated into either multi-family buildings or single-family homes--and the business just snowballed from there.” Another key development in Ed’s career was in 1995, when he purchased a performing arts center in Portland. He’s been
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“When people finally find the right property that they want to buy, and their eyes light up…or when we can tweak a property, make it shine and stand out from other listings, and negotiate a great deal: that’s the best reward we can have in this business.” a major player in the community ever since. He’s a co-founder of the Equality Community Center, a groundbreaking organization for collaboration and creativity that houses LGBTQ+ and allied justice-seeking nonprofits under one roof. Ed is heading up building a 54-unit affordable housing project for 55+ adults on a parking lot that he is donating to the ECC. He’s served as the president of Copyright Top Agent Magazine 12
the Greater Portland Board of REALTORS and president of the Maine Association of REALTORS and was named Maine REALTOR of the Year, an award that recognizes leaders with great ethics and a history of community service. His latest development project is Stevens Square at Baxter Woods, an innovative, 160-unit condominium community for residents aged 55+. Top Agent Magazine
Whether he’s working with a couple buying their first house or a developer planning a new apartment building, Ed gets his greatest satisfaction from helping clients achieve their real estate goals. He particularly enjoys sharing his knowledge with first-time home buyers, showing them how to correctly assess and buy and sell
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property to increase their equity and build wealth over time. “When people finally find the right property that they want to buy, and their eyes light up…or when we can tweak a property, make it shine and stand out from other listings, and negotiate a great deal: that’s the best reward we can have in this business.”
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In the future, Ed plans to expand his business, but in a thoughtful way, with the right people. “We’ll probably grow to 15 or 20 agents in the next few years as we continue to represent new developments that come our way. But it’s important that we hire people who want to walk the walk, not just make money.
As we’re helping people buy and sell homes, we also want to help them integrate into the community. Portland is one of those towns where everyone seems to feel a sense of family and community spirit. When we can do that through real estate, that’s something that our agents really appreciate.”
Contact Ed Gardner at 207-415-4493, email ed@gardnerregroup.com, or visit gardnerregroup.com or Facebook or LinkedIn https://www.facebook.com/Gardner.Real.Estate.Group.Portland.ME
https://www.linkedin.com/in/ed-gardner-2a4641a
http://
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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. 16
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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MARIYA DONCHEVA In April of 2021, Mariya Doncheva, a staff accountant at the time, found herself yearning for a change as she gazed out her office windows. The sudden loss of her father from COVID-19 in Bulgaria had shaken her to the core, compelling her to reevaluate her life’s direction. “I was so tired of feeling caged in an office at my desk and working 10-12 hour shifts,” she explains. “As I looked outside through the window, I realized how much I’d enjoy meeting with clients & helping them move forward in their lives.” A trip to Bulgaria to attend her father’s funeral turned out to be the unexpected push into real estate when she successfully helped sell the family’s vacation home. Fast forward to October of the same year, Mariya became a licensed real estate agent. Serving the Greater Bangor area, Mariya’s knowledge extends beyond the city and includes areas like, Orono Bar Harbor, Ellsworth, and more. Mariya’s approach to real estate is candid and client-centric. She sets herself apart by focusing on the genuine satisfaction of her clients: “I am a representative; not a salesperson” she emphasizes, underscoring her philosophy of listening intently to their needs & goals. In fact, she often finds herself reminding clients of their own expressed preferences, guiding them to make decisions that truly resonate with their desires. More than just an agent, Mariya becomes a guardian, ensuring that her clients are ready for the responsibility that comes with buying or selling a property. Even after the papers are signed and the keys are handed over, Mariya remains a source of support, ready to assist in any post-transaction concerns or reminders, truly showcasing her enduring care and dedication. When it comes to marketing, Mariya relies on tried and true methods. “Professional photography, social media marketing, various types of advertising, word of mouth,” she lists as some of the primary tools in her Top Agent Magazine
arsenal. She goes beyond digital interactions, actively connecting with fellow agents to share information about her listings and engage in discussions, fostering collaboration. Mariya isn’t just a real estate aficionado - she’s deeply invested in her community. As one of the nine founders of the YPN Committee (Young Professional Network) under the Greater Bangor Association of REALTORS®, she actively seeks ways to support the local community. Outside of her tireless work dedication, Mariya cherishes moments of relaxation and connection with nature. “I like to practice yoga,” she shares, and water-related activities are her absolute favorite. Her future looks as vibrant and ambitious as she is. With a slate of educational goals to enhance her expertise, she’s also eyeing expansion. While not quite ready to brand it a ‘team’, she’s on the lookout to onboard like-minded individuals who share her passion and dedication. “If I can bring someone who has the same work ethic, then we’ll be able to help more people,” Mariya reflects, emphasizing the core of her vision: providing genuine help to as many clients as possible.
For more information about Mariya Doncheva of Berkshire Hathaway HomeServices Northeast Real Estate, please call 207-404-3368 or email m.c.doncheva@gmail.com 17 Copyright Top Agent Magazine
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Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there 20
is one generation that is making big strides in homeownership these days: Millennials. Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about
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a demographic whose influence and homeownership goals are rapidly evolving, tune in below for a few pointers that can help you expand a segment of your clientele in the process.
Where do Millennials prefer to buy? Many Millennials came of age during or immediately following the Great Recession, and as such, many of them relocated or returned to mid-size cities and smaller communities where the cost of living was most affordable. Of course, there are countless Millennials that call the U.S.’s major cities home—especially those in the
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tech industry. The good news is that you can court Millennial clientele no matter where you service area is located. That said, community amenities are of great importance to this generation. They value public transportation, green space, and entertainment—from coffee shops and topnotch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will be key in selling to Millennials and locating neighborhoods they’re most interested in.
What sort of communication do Millennials prefer? Most Millennials are digital natives, or close to. That means they grew up learning
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how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know
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that you’re savvy, available, and understand the value of their preferred method of communication.
Are Millennials ready to buy? It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound
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financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home. Also consider fielding Millennial clientele with the long view in mind. You might be Top Agent Magazine
courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone. As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.
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