NEW ENGLAND 11-14-22

NEW ENGLAND EDITION

By the Numbers:

GOOGLE ADWORDS:

How to Make Google Do the Work for You

Understanding the True Value of Square Footage

The Daily Schedule of a

Take My Word For It:

SUCCESSFUL REAL ESTATE AGENT

The Power of Testimonials & Making Word-of-Mouth Count

FEATURED AGENT

MARY PONT COVER STORY

GREGORY BUCKINGHAM

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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

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

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

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

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

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

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LOCATION IS EVERYTHING!

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

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

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

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

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

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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GREGORY BUCKINGHAM Top Agent Magazine

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Greg Buckingham works as a licensed associate broker for Premeer Real Estate The boutique firm services the entirety of Massachusetts, Rhode Island, and Connecticut, “We’re a small but mighty team - like a family.”

Gregory Buckingham is a passionate real estate broker serving clients across Massachusetts and Rhode Island. With over 15+ years of experience, Greg has touched both the construction and architectural industries.

Greg’s versatile repertoire includes successfully designing and constructing residential houses and commercial buildings all across the United States and he is fully prepared to walk his clients through any stage of the real estate process.

Greg shares his architectural and construction background. Originally attending architecture school, he was also interested in the real estate industry. For Greg, the two fields are perfectly complimentary, “With architecture, it’s how we create real estate - from the ground up.” He ultimately made the transition and became a real estate agent and broker shortly after school, just 8Copyright Top Agent Magazine

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celebrating five years officially in the business. Greg works as a licensed associate broker for Premeer Real Estate The boutique firm services the entirety of Massachusetts, Rhode Island, and Connecticut, “We’re a small but mighty team - like a family.” Greg is personally licensed in Massachusetts and

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Rhode Island and serves all of Massachusetts and all of Rhode Island.”

Greg’s current business consists of 100% repeat and referral clients. He notes, “All of my client relationships are very in-depth. I mostly work with past clients or their friends

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“It goes beyond buying and selling homes, but rather, it should prioritize community betterment as a whole.” He concludes, “For every transaction, regardless of volume, I take a percentage of my commission and donate it to a charity of my client’s choice.” and family referrals.” He attributes these exemplary numbers to his past experience in architecture and construction. To clients, his well-rounded expertise creates a certain level of comfort and value throughout the process. Additionally, Greg strives to provide the best level of service for all clientele, going above and beyond in every way. He shares, “I pride myself in being fully available for my clients.” Often rearranging his schedule to accommodate client needs, Greg Copyright Top Agent Magazine 10

says, “I’m there for you 24/7/365. As my client, you are family, you always come first.”

Greg creates personalized gifts for all his clients on holidays, even taking the time to handwrite Christmas cards. He laughs, “Call me old-fashioned, but I think it sends a stronger more personal message than an email.”

Greg also makes it a point to send his clients regular texts to check in, and even reaches out when in their part of town.

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Greg’s real estate approach prioritizes professional photography and videography, “It just has a way of taking listings to the next level.” His videos are personalized, guided tours and feature Greg himself walking the client virtually through the house and highlighting its features. His current sales volume is consistently in the millions annually, making him a top agent at Premeer Real Estate.

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When asked what he loves most about the industry, Greg shares, “It’s helping people. I just enjoy being there for people and helping them through everything.” He prides himself on his eclectic professional background and experience working with a diverse array of clientele, “I’ve done it all.”

Helping clients get their dream homes to build memories in is Greg’s driving force, “It keeps me going.”

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Greg notes that a core element of real estate is establishing a community presence, “It goes beyond buying and selling homes, but rather, it should prioritize community betterment as a whole.” He concludes, “For every transaction, regardless of volume, I take a percentage of my commission and donate it to a charity of my client’s choice.” Premeer Real Estate also holds a running beneficiary list of

multiple different local charities, with donations averaging in the tens of thousands annually.

Greg’s final message to his current and potential clients is, “Please don’t hesitate to contact me anytime.” He looks forward to continuing the journey of meeting new people and growing his real estate family while making clients’ dreams come true.

To learn more about Greg, please call 508-380-4540, email gjbuckingham33@gmail.com or visit premeerrealestate.com www.

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By the Numbers:

Understanding the True Value of Square Footage Measuring the square footage of a property may seem like an objective and straightforward task, but you’d be surprised at how many agents and homebuyers misunderstand this pivotal figure.

True square footage provides homebuyers a concrete understanding of their prospective domain, but here’s the problem: the rules to determine a home’s square footage are not always uniform across the board. What’s more, much of Top Agent Magazine

a home’s value is determined by its size, so accuracy is certainly important. While many real estate agents have their own systems for determining or confirming a home’s true square footage, it doesn’t hurt to update your practices and become an expert on the subject. After all, you may learn a few techniques that could add value to a listing, or better prepare you in guiding house-hunters on the lookout.

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1. Do your due diligence Most towns and cities have a local records department where floorplans and blueprints are kept on file. It’s worth noting that these records don’t typically include any subsequent additions or remodels on a property, but they still give archive hunters a legal baseline when outlining a property’s square footage. Oftentimes, a straightforward online search of a city or county’s records office can pull the information necessary, or else agents can poke around in person to uncover informative blueprints at the records office. Either way, access to original blueprints or floorplans is a great tool for determining livable square footage. As a bonus,

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original blueprints and floorplans—especially in historic properties—can be intriguing visual aids for prospective buyers, as well.

2. Know the rules While there aren’t universal standards when it comes to measuring square footage, there are general guidelines that can help determine square footage in an authentic way. Per the American National Standards Institute (ANSI), here are the official recommendations for measuring a home’s real square footage: n

Called “below grade spaces,” basements and sunrooms beyond a home’s typical

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living quarters do not count toward a home’s true square footage. According to ANSI, even big draws like finished basements don’t count toward a property’s Gross Living Area. Of course, even below grade spaces have their own desirable value and should be outlined as such on listings. n

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Did you know the space inside closets and on stairways counts toward a home’s square footage? Even if these areas are relatively small, they still add to a property’s calculable square footage.

When recording square footage, ANSI actually suggests performing measurements from a property’s exterior—though this method does not account for the

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thickness of exterior walls, which could skew square footage numbers. n

Just like below grade spaces, a garage, a pool house, or even a guest house should not be included in a property’s Gross Living Area. The rationale at work here is this: if you must go outside to access additional living areas, then they are beyond the square footage scope of the primary dwelling and should not be included in a home’s Gross Living Area.

3. Double-check by doing the dirty work Buyers and sellers have or will make a sizable investment in a property, so isn’t it fair to double-check all the relevant facts and figures

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when it comes to true square footage? If you want to take on the endeavor yourself, here are a few helpful steps to take. n

First, you’ll need a few things to get started, including a tape measure that can measure at least 100 ft., graph paper, and a pencil.

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Next, choose a room to start measuring wall-by-wall. Measure Wall 1, then proceed to assign each square on the gridded paper a corresponding measurement, rounding to the nearest tenth of a foot for the sake of clarity.

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From there, draw out the wall you measured and measure the remaining walls in the

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room. Once you’ve completed the room’s measurements, multiply the room’s length and width to determine its square footage. n

As you go measure throughout the home, using your own system to scale, you will construct a failsafe floorplan.

Mastering your craft is everything, and the real estate industry is no different. Every now and again, it’s worthwhile to update your well of information, take matters into your own hands, and continue to innovate with the industry. While square footage may not seem like the juiciest starting off point for such a venture, never forget: mastery of technical knowledge is a sure sign of expertise.

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MARY PONT Mary Pont of Branford, Connecticut, combines her prior professional expertise in high-end retail marketing with a tireless dedication to sincerity and hard work to fuel her real estate enterprise. “I’m a people person. I’m honest, I’m hardworking, and I would do anything for my clients – people remember when you go the extra mile to get the job done.”

Pregnant with her daughter Zu Zu, Mary’s journey into real estate began fifteen years ago. After completing her initial round of licensing, she went to pass her state exam, and discovered she was pregnant with her son, Tommy: “Things got put on hold – family comes first. I was a stay at home mom for about eight years, and right when I got back into my retail career, COVID hit. In the heart of everything, my best friend said, ‘What about your real estate license?’ That was two years ago – I did the entire course online – and it’s been full throttle ever since.” Today, in 2022, Mary works as a solo agent for the Page Taft Group within Compass, and she primarily services the shoreline of Connecticut, along with Hartford, Middlesex County, and New Haven County. “We have the gorgeous shoreline and ocean, the Long Island Sound, and so many universities, including Yale! Right here in Branford, we’re famous for our Stoney Creek pink granite – it’s used in high end real estate all over the world.”

Mary’s presence in Branford extends beyond her professional career and into the extended community. She organizes fundraisers and events throughout the year as a sitting board member for BACA (Branford Arts and Cultural Alliance); additionally, her entire family participates in Closer To Free: “My husband is a cancer survivor, and we have been involved with them for seven

years now. This past year we were a featured family – our team, Six Pack Strong, rides sixty-five to one hundred miles and has raised over $100,000. One hundred percent of the proceeds go to Smilow Cancer Hospital in New Haven.” Her volunteer efforts are a natural extension of Mary’s athleticism and drive – she is an avid crossfitter of eleven years, a master’s athlete, and she’s always on the lookout for the next opportunity to get her hands dirty renovating a house.

While Mary is technically a solo agent, her real estate endeavors are a family business: “My husband Dave Strong is an architect and a builder, and we have a passion for building homes, building furniture, and doing renovations.” Her lifelong exposure to architecture, combined with her expertise in high-end luxury sales give her a keen eye for marketing. “I love treating every listing like a luxury listing – that’s what people deserve, and that’s one of the things I’m best at. I use top of the line photographs, videos, and drones; along with Compass’s fantastic marketing program. I’m a huge advocate of social media, and everything that I’ve listed has sold very quickly.”

Mary’s white glove service, combined with the national network of Compass, have quickly cemented her business. In her first year, Mary cleared over $3.5 million in volume, and was recognized as an Emerald Club Member and won Page Taft’s “Rising Star” award for 2021. Presently, at the halfway point of the year, she is on track to exceed $10 million. “These first two years have been non-stop, and so far, I’ve been able to work one hundred percent from referral. I’m excited to grow the business, take on more luxury listings, and eventually get licensed in other states in case I need to relocate!”

To learn more about Mary Pont, visit www.marypont.com, email Mary.Pont@compass.com, or call 718.986.0026

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The Daily Schedule

of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar.

Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first.

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The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.”

You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result.

Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you

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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.

3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.

1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.

2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed.

It’s important that you make time for these moments the same way you make time for your work.

2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead.

1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments.

1.5 hours – Spend this time prospecting and appointment setting.

1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.

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.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.

2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines.

8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive.

As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.

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Laughs!

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Take My Word for It:

The Power of Testimonials & Making Word-of-Mouth Count Ratings, reviews, and testimonials are among the most powerful tools an agent or real estate professional has at his or her disposal. Think of it this way: almost all of us go online to get a sense of dining options, film scores, and product reviews. When it comes to real estate pros, people what the same measure of comfort and advice from those who have already experienced your services. The 22

bottom line is this: testimonials create a relatable emotional appeal to others, while giving potential clients some first-hand insight into your ability to deliver.

With all that in mind, consider the valuable rationale behind testimonials and word-ofmouth attention: how to harness it, and what it can do for you and your business.

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Testimonials and word-ofmouth buzz build your brand If you aren’t displaying positive testimonials and reviews on your social media outlets and website, then you’re missing out on a key opportunity. Those exploring your pages are likely seeking real estate representation, and reviews and testimonials serve as a first-hand glimpse into who you are and what you can do.

If you can, try to tie reviews and testimonials to specific names or social media handles, as you’ll be highlighting the interpersonal component at play. Think of it this way: potential clients are more likely to trust the experiences of past clients than to place blind faith in your pitch, which is crafted to create a sale. Most customers would rather look to the experience of fellow consumers before taking your word for it, sight unseen. Well-place testimonials and personal reviews can bridge the gap when it comes to your brand and the prospective client.

Testimonials and word-ofmouth buzz demonstrate your value compared to others Good agents are a dime a dozen, but top agents stand apart from the pack for a variety of reasons. Chief among those reasons is the ability to differentiate themselves from the norm by highlighting their personalities, their track records, their values. Testimonials and wordof-mouth buzz don’t just focus on whether an experience was good or bad. It dives into the details of personality and consumer relationships. While the qualifications of many agents might be similar, you can stand out by showTop Agent Magazine

casing stellar reviews and testimonials that shine upon your character and delivery. When pitched by two agents with similar experience and credentials, but only one has the testimonials featuring positive experiences and lasting relationships—wouldn’t you be more inclined to work with the agent who has a proven track record of success?

Do your homework and compile the testimonials that will drive your business At the close of a transaction, consider providing a comment card with room for clients to write a few reflections, or create an e-mail ready online form that makes submitting feedback a breeze. You can also touch base via e-mail and ask politely for a review of their experience with you. Referred or repeat clients are excellent candidates for testimonials, as they will already know your business well, or will likely be happy to contribute their perspective.

If asking for testimonials makes you cringe, you can always incentivize this process in minor ways. For example, you could offer a fun, cost-effective gift certificate in exchange for a testimonial.

Whichever way you gather testimonials that speak to your positive performance, there is no question that these documented first-hand experiences are priceless when it comes to drawing and retaining clients. If you want to inspire interest and build a living brand, there is no better method than by having clients vouch for your working style.

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