NEW ENGLAND 5-16-22

NEW ENGLAND EDITION

TIPS ON BREAKING INTO THE

The Daily Schedule of a SUCCESSFUL REAL ESTATE AGENT

LUXURY MARKET

Are You A VALUE-ADDED AGENT?

FEATURED AGENTS

CYNDI DESHAIES JUAN LOPERA

COVER STORY

NAO ROUHANA

NEW ENGLAND EDITION

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NAO ROUHANA

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CYNDI DESHAIES

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JUAN LOPERA

CONTENTS 4) ARE YOU A VALUE-ADDED AGENT? 13) TIPS ON BREAKING INTO THE LUXURY MARKET

17) THE DAILY SCHEDULE OF A SUCCESSFUL REAL ESTATE AGENT 20) WELCOME HOME: WORKING WITH RELOCATORS IN TRANSITION

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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NAO ROUHANA Top Agent Magazine

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As a solo agent with eXp Realty, Nao Rouhana positions herself not as an area specialist but as a global agent. She is licensed in Massachusetts, Connecticut and New Hampshire.

Nao Rouhana is a Tokyo native. After attending college in California, she got started in real estate when she relocated to Massachusetts.

With a young baby and a desire to build a career for herself, Nao transitioned away from her marketing business and got her real estate license in 2009. As a competitive person by nature, Nao told friends at the time that she wanted to be the number one agent in the area. She achieved that goal, becoming the top-selling agent in 8Copyright Top Agent Magazine

Cambridge, just three months later! That drive and commitment to professionalism are hallmarks of Nao’s success.

As a solo agent with eXp Realty, Nao positions herself not as an area specialist but as a global agent. She is licensed in three states: Massachusetts, Connecticut and New Hampshire and also advises on real estate investments for international clients. Nao works to meet her Top Agent Magazine

investor clients goals whether they are focused entirely on numbers and returns or looking to build a portfolio of unique properties as with some of her international clients.

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Nao sees her Japanese background and cultural values as key aspects of her approach to business that set her apart. Her strict, traditional upbringing in Japan contributes to an Copyright Top Agent Magazine9

With sales last year of $30 million and a repeat and referral rate near 100%, Nao describes the way she works with clients not as friends but as a trusted advisor who will take care of them forever. unparalleled level of customer service modeled by her father who owns a sushi restaurant in Japan. In the small restaurant, every one of the twenty customers was treated like a king.

Nao describes the way she works with clients not as friends but as a trusted advisor who will take care of them forever. She keeps personal life out of her business while building “exquisite, respectful relationships” with her clients.

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In all interactions, Nao maintains a high-level of professional integrity.

With sales last year of $30 million, Nao is a busy agent. But even in a hot market with scarce inventory, she is committed to giving each property and client equal effort. Nao makes sure that each property listing is seen by at least 100 people. Her repeat and referral Top Agent Magazine

rate near 100% brings her plenty of business but she is also careful to invest her marketing dollars wisely. In addition to online marketing, she has also done local advertising such as a bus billboard.

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What Nao enjoys most about her work as a real estate agent is the opportunity to create a successful business, the reward of a job well done and the new experiences that each day brings. Her future plans include adapting to Copyright Top Agent Magazine 11

a constantly-changing market and continuing to bring a fresh perspective and commitment to quality to each new challenge. Most of all, Nao sees the importance of balancing work and family life; her goals are to keep loving what she does for a living while enjoying time with

her husband, their children and extended family. When she’s not working, Nao soaks up time with her husband, Victor & daughter, Epo who will be going to college in the fall. She also loves to cook daily, something she attributes to growing up with a chef father.

To learn more about Nao Rouhana, please call 617-372-7221, email nao.rouhana@exprealty.com or visit naorouhana.exprealty.com https://

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach.

One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect.

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LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance.

That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling.

It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively

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involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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Working with you to highlight aspects of your organization or celebrate that special someone, Graham is just an email away! gtoonist@shaw.ca

grahamharrop.com

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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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CYNDI DESHAIES Throughout her life, Cyndi Deshaies has always been passionate about empowering those in her community. For 13 years, she served as an Applied Behavior Analyst teacher for children with autism. Along the way, she would launch two businesses, where she further refined her outstanding communication skills while cultivating her entrepreneurial spirit. Inspired by these experiences, she then decided the time was right to pursue her real estate license in 2016—and the rest is history. In the years since, she has gone on to author an accomplished career as an agent, garnering President’s Club honors with Lamacchia Realty, Inc. in 2021.

Today, Cyndi is a REALTOR® with Lamacchia Realty, Inc. where she assists clients throughout Worcester and the surrounding areas. There, she has combined her foundations in education with her strong business acumen to meet the needs of any buyer or seller.

When listing a property, Cyndi leverages the expert marketing team at Lamacchia Realty, Inc. to give each client an added advantage. After helping them fully prepare their home for the market, she shares it via a highly targeted blend of digital and social media campaigns. She also utilizes proven outlets like postcards to the surrounding neighborhoods and her own sphere of influence to ensure a seamless transaction catered to each client’s best interests.

Elsewhere, Cyndi is just as attentive when assisting her buyers, drawing from her background in behavior psychology to negotiate tirelessly on their behalf and uncover the right investment for their needs. More than anything, though, she enjoys welcoming newcomers into her thriving community, from the beautiful hiking and

skiing opportunities along the Worcester Mountain Range to the many locally owned restaurants and shops surrounding the Boston area.

Since delving into real estate, Cyndi has earned a fantastic reputation throughout Massachusetts, as evidenced by her rapidly growing rate of repeat clients and referrals.

Having completed 46 transactions in 2021 alone, she remains committed to the core values that brought her to the business in the first place. “In real estate, you have the opportunity to help someone achieve their dreams,” she says. “Whether a client is a first time homebuyer or a seasoned investor, I love sharing in the excitement of their transaction.”

Outside her career, Cyndi is deeply committed to her community. On top of fostering dogs, she volunteers with Kylie’s Kare Kits for Kidz to provide meals for over 450 food-insecure children spanning the region. Meanwhile, she helps organize local fundraisers as a member of the Community Action Board within the The REALTOR® Association of Central Massachusetts. When she’s not with clients or giving back, she can be found going for a run, coaching women’s softball in Worcester, or spending quality time with her family and two dogs.

As for the future, Cyndi has exciting plans for her business. With her volume maintaining its steady growth, she intends on expanding her mentorship work within Lamacchia Realty, Inc., imparting her leading standards to the next generation of real estate professionals. “First and foremost, our job is to make our clients happy,” she says. “That means earning their trust and keeping their transaction as calm and stress-free as possible. At the end of the day, there could be nothing more rewarding than seeing them satisfied at the end of their transaction.”

For more about Cyndi Deshaies, email Cyndi@lamacchiarealty.com, visit lamacchiarealty.com or call (978) 424-7112 www.

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Welcome Home:

Working with Relocators in Transition People stage moves for all sorts of reasons.

From the joyous and pre-planned, to the unfortunate and unexpected, new chapters begin with the help of an agent. When you’re working with buyers from a different region, state, or country, the typical complications of a transaction can be compounded. So, what’s a savvy agent to do?

For starters, envision the big picture. Relocators have extra obstacles between them and 20

their dream home. They don’t necessarily know which neighborhoods are ideal for their lifestyle, what they should budget for utilities, what type of homeowner’s insurance is ideal, or how they can tour, let alone close, on a house from afar. All in all, it’s a tall order, but if you can manage a relocation transaction successfully, you could tap into a sizable pool of clientele. Think of it this way: if you’re the shining star of a relocator’s moving process, their word-of-mouth praise could be

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exponential. Likewise, a winning reputation within that client’s corporate sphere could lead to lucrative, stable referrals and partnerships for years to come. Here are a few key ways to help clients navigate the relocation process with minimal stress and maximum results.

Create a full-scale timeline for you and your client that makes expectations clear.

Moving is already one of life’s biggest stressors, but relocations have a dozen more moving parts that your average deal. Consider creating a master-plan of sorts to help you and your client visualize the steps required to achieve success in the midst of a relocation.

Even from afar, your client will be able to refer to the roadmap you’ve set. Likewise, this makes sure you and your client are on the same page regarding expectations, timelines, and checklists. Assemble an articulated, overarching gameplan also helps demystify the process and lower stress. Instead of clients wondering what’s next, what’s needed, who to call, and when to be ready—handy guidelines of your own devising will be at their fingertips.

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Attune your communication style so that nothing goes overlooked or miscommunicated.

Establish early on how your client prefers to communicate and which methods should be excluded. Also, make sure to outline what timeframes are ideal to communicate in, and how often they expect to hear from you with status updates or follow-ups. Some clients might prefer a more hands-off approach that lets you manage most details behind the scenes with updates only when progress is made. Most clients in the midst of a serious relocation, however, will prefer to be in touch more frequently. Customizing is key. If they prefer text messages and emails over calls, that’s a helpful detail to know from the outset. If they prefer face-to-face video chats or can only speak after business hours—those are also key parameters to work within. The less mystery and hassle, the better.

Be a local resource with vetted recommendations and vendors on-hand.

Relocating homeowners may not know the best neighborhoods and their amenities, or where the best school districts are, which areas are high-traffic, or where their dollar might stretch a little further. Identifying your clients’ goals can help narrow this field, but you’ll also want to be careful not to overwhelm them with information. After all, they’re taking on a huge life transition and making a move as an outsider. You’ll want to serve as a onestop-shop who can remove some steps and stress from their organizational obligations.

Have a contractor who can get a head-start on home projects while clients make the move?

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Excellent. Or, perhaps you can provide an out-of-state agent referral so that clients can sell their existing property in a timeline that works in conjunction with their new purchase. Make yourself a community expert and a connector, and you’ve won a client— and their referrals—for much longer than a single transaction.

Think outside the box when weighing variables.

Relocations aren’t your typical transaction.

You’ll need to do a bit more planning to avoid pitfalls along the way. For instance, have you considered how you’ll tour homes with clients if they live hundreds of miles away?

Are there time zone differences to factor in?

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If clients are relocating from another country, are there any special visa or naturalization considerations? How will their belongings travel? Are there pets to relocate? There are plenty of questions to ask and plan for, but the key is to be communicative and thorough up front. The more information and planning time you have, the smoother the transition will go.

There are certified real estate agent designations you can pursue that set you apart for your experience when it comes to relocations, but in lieu of those—arm yourself with the planning details and methods that will make your client a raving fan. In the process, you’ll up your game, create a happy client, and hopefully field similar business for years to come.

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JUAN LOPERA learning experience he gets from all the details of selling, investing, and learning about insurance.

Juan Lopera got his start in real estate 4 years ago when he began working for a friend who was a broker. He has now been a Realtor® for the past 3 years. He works as a solo agent with a focus on the North Shore area of Boston. His clients like this area because it feels suburban, yet they don’t have to go too far from the city with an under 30-minute drive at the most.

His business is about 60% repeat and referral which he attributes to the fact he gives 100% to all his clients along with making sure they are educated about the home. He wants to make sure they are prepared for what is coming and how to make important updates so that the property value increases. Juan makes sure that investors are getting the ROI they are looking for and are happy with the value they receive.

He markets through a combination of sending mailers and social media. He also does a lot of giveaways to previous customers and will pop by during holidays and throughout the year, trying to check in every three to four months to make sure they are doing okay. His marketing relies heavily on social media as well as the MLS and he makes sure to get his name out through advertising. The volume of business has grown each year from a $10 million start in his first year, to $15 million in the third year. His plans include becoming a broker-owner and teaching other people what he has been doing to grow.

He is a new father and he loves spending time with his wife and oneand-a-half-year-old daughter. He is invested in his community locally and abroad. He was born and raised in Colombia and brought here by his mother when he was only15 years old. He went straight to work and was unable to attend high school. This made him autodidactic in his quest to teach himself what he needed to know to get by. His experiences of having no choice about being brought as an undocumented minor to the US drove him to become part of a coalition. This group helped create DACA, whose purpose is to protect eligible immigrant youth, who come to the United States as children, from deportation. This program has made it possible for people like him to be able to be legalized and generate more for their families and community. He is proud to be involved in real estate and to help families to achieve the American dream of homeownership.

There is much he likes about the business, from exploring different homes and different towns to meeting people and networking. Of his clients and their families, he says, “It is all about the connections you make meeting people. After they become clients they become your friends.” He enjoys the continuous Top Agent Magazine

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To contact Juan Lopera: Email: juanloperamar@gmail.com Phone: 781-632-9761 Copyright Top Agent Magazine 23

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