NEW ENGLAND 6-20-22

NEW ENGLAND EDITION

Turn Open Houses INTO DESTINATIONS FEATURED AGENTS

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MATT HEALY ELLA MOBASSERI KATELYN SULLIVAN MICHELLE COOLEY SERENA LO PICCOLO

Untangling the Bidding War: A BUYER'S

5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS

HABITS OF HIGHLY PRODUCTIVE AGENTS

& SELLER'S PERSPECTIVES

COVER STORY

MUST AVOID

JACQUELINE G. YONG

NEW ENGLAND EDITION

amian Cashman is proud to congratulate

Matt Healy

KATELYN SULLIVAN ELLA MOBASSERI

Elsewhere, Ella as an Accred Creative, self-motivated 7 13 and passionate 21 22is just as hands-onBost (ABR) when about helping others, Katelyn Sullivan theeacS fully educating them with to uncover the right investmen has made her mark on the greater Boston deliv fact, she prefers to keep in to through regular check-ins—al area’s real estate market. Her professional Not are satisfied and thriving in the career originally started in theater and less less leading education, Ella is a enjoys welcoming new clients film, where Katelyn worked as an actress help of becoming a homeowner.

New YorkJACQUELINE and Los SERENA Angeles.

After hom MATT in HEALY ELLA MOBASSERI KATELYN SULLIVAN Over the years, Ella is known MICHELLE COOLEY LO PICCOLO G. YONG deciding to move back to Massachusetts, prov Agent throughout Massachuse Serena LoPiccolo is a different kind of real Portuguese.

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Fluent English andfor Italian, Palermo, has focused secured o 25 26into realbrother always Serena she remains needs. Since delving estate,inshe always been drawn to real estate.

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She whenever they need me.” noting how the home she buying process could on empower volume, remains focused the leadfamily, she found herself seeking a fresh time to focus her attention on each individDamian Cashman | NMLS #1622190 in heronce community. from thesetoexperiences, ing standards that continue set her markets apart. every home like it is aLovi opportunity that still complemented her “For proual client. carethose of and people Serena jumped at me, thetaking chance, sheDrawing was Mortgage Specialist Outside her career, Ella ismildeep she decided to pursue her real estate license in 2015.

In listing.

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“I fessional background, but better spoke to her is the most important thing,” Serena says. lion dollar You will find theculture, same r munity and its diverse P: 203.787.9892 | C: 203.859.1716 licensed, she began learning as much as she could about Collection makes the years since, she has gone onPICCOLO to author accomplished MICHELLE COOLEY LO never pressure them intoanmaking a decioutgoing personality.F:Inspired, she(E.Fax) decided “That›s my approach to real estate.

These SERENA level of 3-D virtual tours, walkthrough 800.887.5885 career as an agent, building a close-knit network ofestate clientslaw St. Jude’s Children’s Research sion; meanwhile, I use my real the time was right to pursueare her real estate thenotindustry. thriving as a memberand of drone the videos tocauses a her local clients, theseToday are peopleshe that Iis have on mostafter affordable ble throughout thesch year ascendfinancialnetwork.com and colleaguesbackground that spans thetostate. not only solve their problicense—and the restDCashman@ascendfinancialnetwork.com is history.

Under the or giving back, you can a responsibility towards. And so my agents and I treat listing as well as her priciest.clients Her staging specialist preat ACCESS inlems, Milton.

The team initially various health-ori but also recognize issues of top mentorship of a top producerDot in theCollection region, in the indus them as if they were family.” AsToday, such, Ella The isInspire Team pares the home forahead showing, andprofessionals her marketing director , with Keller Williams Cama REALTOR and prevent them from happening.” she would go on to author an accomplished CONTENTS enjoys practicing tango started with Cape Alex andtime Katelyn, anda strategy has since for medical resear of Keller Williams CodWalsh & the Islands promises a builds around it. “I would say ourdancing marketing career in real estate, having garnered a variety of acco- bridge, where she assists clients throughout Greater luxury experience at any price point. is atisadedicated very, very high level,” acting, she says. Buyers and sellBoston. There, she has established boutique workflow grown to include highly skilled real estate practicing Outside of real estate, Michelle to her com- Going lades, including the Coldwell Banker Diamond Award, multiple, forward, Ella has exc around the core values of integrity, openness, and experers also find in Serena a highly knowledgeable 4) 6theHABITS OFinternationally. munity. On top of having 20)previously TURNvolunteered OPENfor the of her business. As heragent. which recognizes top 10% of agents volum tise, allowing her to meet the needs of any Seller or Buyer. agents, working together to achieve their clients’ goals. her family.

Serena has been taking care of clients at their most vul-highHer certifications Seller›s Representative crew team at her local school, she currentlyinclude sup- intends on expanding her rea HIGHLY PRODUCTIVE HOUSES INTO www.

Ascend Financial Network | NMLS #75269

®

® nerable stage for a long time. She career as Specialist,Society.

Cape She Cod also Residential Specialist and the portsbegan The her Leukemia & Lymphoma with Coldwell Banker Today, Michelle is a REALTOR sionate service throughout the When to listing a Cod property, Ella CE2X equips her clients withfrom a a pediatric oncologist.

After moving Cape from endorsement the National Association enjoys helpingapproach. individuals in-need; for example, when Residential, where she assists clients throughout the South comprehensive she is more than happy with th Starting out, she crafts for them WithItaly, much ofshe Katelyn’s business deriving from repeats As goes on, Sicily, she turned her toward community of Realtors.

She is due mosttoproud oftime her designation asK she has cultivated in the com a couple in her community had been displaced Shore of Boston and its surrounding areas.

There, has energy a personalized pre-listing strategy and helping them fully in her new hometown.

She led in atheir campaign over a Real Estate Expert Negotiator.

“Iteam. think that isof the appreciate the process buil a fire their apartment, Michelle wasworking able towith raise cultivated a workflow aroundefforts the core values of openness, and referrals, it’s clear she’s providing unparalleled and She wo prepare home for the market.

When with my clients,” she says.

“O years to build a local Watching her build most important thing, andtothe main reason why a client thousands dollars her clients and colleagues integrity, and compassion toseven meet the needs of any buyerYMCA. Ella, you getofaccess tofrom a highly targeted blend of digiservice and support.

“Our number one priority is qualintroduce them to are the most important things help their lives, and need even she refurnish their or seller. a community around a cause, tal one ofthem the rebuild other would to be represented by an agent: to negotiatein and social mediavoluncampaigns.

Moreover, leverages nothing rewarding than b apartment with furniture donated from her her col- the teers convinced Serena toshe try her hand at real estate.

She on their behalf and to keep deal more together.” her extensive sphere of influence through theand company ity of service,” explains.

“As well as our personal “Every day is diff understanding their needs, and league’s former sellers. When withanclients When listing a property, Michelle herthe clients a and her area personal to giveshe’s eachnot client added or joinedequips one of top with agencies in the and database quickly plish their goals in our ever ch touch.

We are very people, and we make itreaching our goal And the Serena camarade giving back, can be found gardening, visitingthree comprehensive strategy. Starting out, she helps them fully advantage. became Rookie of the Year.real Since then, sheMichelle launched Already across nations, envithe beach, practicing needlepoint, or spending quality For starters, she wants to prepare their home for the market, providing them has withsurpassed a her own team which $15 million volsions even more expansion. toand get to know our clients on a indeeper level.”

Katelyn the best parts. It’s time with her family. suite of standout photography videography services.

Phone 310-734-1440 | Fax 310-734-1440 To learn more about Ella Mobasseri email ume within its first year and has established its place address both ends of theellamobasseri@kw.com rental market in Cape Cod or by c From there, she broadcasts her listings to a highly targeted will tend to every detail of their transaction, attending among top area agencies. Serena’s volunteer work representing buyers and helping renters become homemag@topagentmagazine.com www.topagentmagazine.com her volume maintains its steady growth, Michelle blend of digital and social media campaigns. Along the | As continues, as she has served on the YMCA advisory owners. For have that second part, in collaboration with showings meeting them one-on-one. intends on expanding her reach in “We the Boston area, a scalway, though, she utilizes proven outlets like and “just listed” Cop No portion of this issueand mayisbeanreproduced in any whatsoever without prior consent of the she publisher.

ToptoAgent Magazine board ambassador of manner the Mashpee Chamber local agencies, wants create a downpayment ing her vision of boutique service throughout the region. campaigns to the surrounding neighborhoods, advertisevery highboard quality protocol and template foraccuracy howof we is published by of Feature Publications GA, Although precautions are taken to ensure the published materials, Top too much for Commerce ofInc. directors. program fornew buyers who earn In the meantime, though, she assistance looks forward to all the ments in print publications like thebeBoston Globe and Agent Magazineserve cannot held responsible for opinions expressed or facts supplied by its authors. programs but“Real earn too little to save a signifibothto mag@topagentmagazine.com. buyers sellers,” Katelyn says. clients andand opportunities thatexisting await on the coast.

Boston Magazine, or evenorspotlights onclients, Coldwell Banker To subscribe change address, send inquiry Serena and her multicultural, multilingual team serve cant downpayment.

She estate is trulypre-marketing a journey,” she says. “The buying or sellingalso is leading her team into Realty’s weekly television show—all to give her clients “We exceptional and pre-adPublished in the U.S. implement customers on the Cape while also making headway securing investment properties.

Abroad, Serena and her process is a learning experience for everyone. But as a an added advantage. in overseas markets.

The team helps customers feel Italian team offer remodeling and fix-and-flip service visory services, and client, attend walkthroughs. we you should stand strong untilBecause you find the property 2 fluency in and Spanish and working to foreign clients. you want, that means with an agent who willTop Agent Magazine Elsewhere, Michelle is justwelcomed as helpfulwith whenadditional specialize inassisting development and new construction, we treat you well and put your interests first.” her buyers, drawing from her in-depth knowledge of the

AGENTS

DESTINATIONS

11) UNTANGLING THE BIDDING WAR: A BUYER'S & SELLER'S PERSPECTIVES

23) 5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

CQUELINE G. YONG

also assist in picking out finishes. We go above and

mailto:mag@topagentmagazine.com

Top Agent Magazine

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

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 4

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day.

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

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it.

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

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list.

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

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second.

We all do it!

Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

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

Top Agent Magazine

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful.

Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova-

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

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news?

Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

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

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of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business.

Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about.

Top Agent Magazine

Area Specialist

MATT HEALY

Top Agent Magazine

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MATT HEALY

Before Matt Healy was a full-time Realtor he was a career firefighter living in Massachusetts.

While out doing inspections of smoke detectors and carbon monoxide detectors he became interested in pursuing a career in real estate. In 2015 he received his license and moved to his wife’s hometown of Guilford, Connecticut, and they began their family together with their first daughter.

Now, seven years, and two more daughters later, he is a full-time Realtor® serving the Shoreline of Connecticut from New Haven to Essex. The first few years he worked with 2 business partners, on a team at Page Taft Compass, but then in 2018, he decided to go solo. He has to do very little marketing of his business because he has nearly 100% repeat and referrals from friends and family.

What keeps his clients coming back is their experience with him. “My number one focus is 8

on the experience my client is receiving with me. Customer service and client satisfaction are what I value. I am not focused on price point, from my lowest transaction of $80,000 to my highest of $1.4 million, I give the same level of care and service to both.”

He stays in touch with clients through text messages, phone calls, and hosting fun events for past clients. Always working to be authentic and his true self in all interactions.

“My clients become close friends. It is a very organic process that brings them from strangers to clientele to friendship. Whether I have known someone for three weeks or ten years, I give them the same consideration and respect.” His conscientious care is showing in a steadily increasing volume, with last year at $9 million and the current year projected to be $15 million.

What Matt likes most about what he does is Top Agent Magazine

the people. “The thing I like most about being a Realtor® is cultivating the relationship. It is such an intimate process. You get to help people when they are the most stressed they will ever be, and then you also see them at their best and happiest. I try to keep as much stress away from my clients and put that on my own shoulders. A smooth transaction is hard to come by, and in a challenging market, it is rewarding to see people through the process and into the end zone whether buying or selling.”

His community involvement includes running a free Friday night basketball clinic in the summer for Shoreline boys and girls. He is also very involved with The Sarah Foundation, which works with special needs people of all ages. Healy enjoys supporting The Women & Family Life Center, and The Guilford Foundation. He was the past board President for Guilford Center for Children and served as the Guilford Fire Commissioner as well.

His wife Carrie is the CFO of Bishop’s Orchards, a farm, winery, and market located in Guilford. Between their two busy schedules, they are devoted to raising their three girls, ages eight, five, and three. When they are not working, they love to travel as a family and love bringing their kids on adventures around Connecticut. If he is not working or with family, we will probably find Matt playing golf at Guilford Lakes Golf Course.

His future plans are to keep a healthy work and life balance while still enhancing his business growth. “I am not a numbers person, it is more important to focus on my client’s experience versus the production numbers. If you are doing good business practices and putting good out there, then the good will follow you around whatever you do.”

Top Agent Magazine

To get in contact with Matt Healy, email matt.healy@compass.com, call 203-806-5383 or visit his website at compass.com/agents/matt.healy www.

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Damian Cashman is proud to congratulate

Matt Healy

on being featured in Top Agent Magazine for the state of Connecticut!

Damian Cashman | NMLS #1622190 Mortgage Specialist P: 203.787.9892 | C: 203.859.1716 F: 800.887.5885 (E.Fax)

ascendfinancialnetwork.com DCashman@ascendfinancialnetwork.com

www.

Ascend Financial Network | NMLS #75269

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Top Agent Magazine

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

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Buyer’s Perspective: Emotions Running High?

Channel it.

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

Top Agent Magazine ®

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who they are, why they’re inspired to buy a home at this juncture in their lives, and how they see their lives unfolding once they become a homeowner (or repeat homeowner). Think of it as a letter of intent.

Buyers benefit from taking abstract fears and dreams and articulating them on paper. Likewise, this document can serve as a valuable tool during a bidding war. Letters like these can help sellers with multiple offers make a personal, emotional connection with a particular buyer.

Sellers Perspective: Manage expectations.

When multiple offers are rolling in on a property, it’s easy for sellers to get carried away. Numbers are flying, expectations are heightened, and sellers may become hypnotized by higher and higher offers and ideal outcomes. While it’s good to celebrate prime market positioning, it’s also important to maintain an even keel so that your seller’s mind is clear and they’re thinking rationally through their options.

Sometimes the highest offer isn’t necessarily the sure thing. Manage your clients’ expectations by leading by example, offering a balanced perspective, and talking them through all potential outcomes so that they don’t only hone in on the best-case scenario.

During a bidding war, tensions are running high for seller’s too, who will soon begin their next chapter in another home. Keep a cool head and remind your client to see the big picture, recognize that it’s possible for some offers to fall through, and to sit tight until the closing table has been successfully reached.

Buyer’s Perspective: How do you authentically and convincingly convey your interest?

When ten or so offers are in the mix, it can be hard to differentiate your buyer from the next. While numbers will obviously do a lot of the talking, you’d be surprised how much of a difference a 12

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

Seller’s Perspective: How powerful is cash?

Data shows that cash offers—typical of investor clientele—double the chances of having an offer accepted. This goes hand in hand with waiving a financing contingency, which also helped boost the probability of an accepted offer, according to research. Cash is king, however, since offers that aren’t completely reliant on comprehensive financing seem to minimize risk for sellers, who are already eager to see a deal go through. Cash deals also tend to go through quickly, freeing sellers up to pursue their next property and move on to new horizons. While not every buyer has the ability to operate in cash, it’s a worthwhile consideration for those in ultra-competitive markets and with liquid capital.

While the bidding process can be stressful for agents and clients alike, it’s important to remember that it’s a time of opportunity, too. If you want to make the most of it as a seller, data shows that a personal touch can endear buyers to their seller counterparts. For sellers navigating a competitive process, it’s important to keep a balanced perspective. For agents, here’s the bottom line: get creative, be resourceful, and use all the tools in your arsenal to achieve the best result for the clients you serve.

Top Agent Magazine ®

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JACQUELINE G. YONG

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Top Agent Jacqueline G. Yong of Three Hills Real Estate serves buyers, sellers and investors throughout three counties in Massachusetts (Suffolk, Essex, and Middlesex).

After acting as a general manager at her current place of employment for seventeen years, Jacqueline G. Yong is ready to transition to a career as a full time REALTOR®. Since obtaining her license in August of 2021, her business has spread throughout three counties in Massachusetts (Suffolk, Essex, and Middlesex), and she is already mentoring a couple of up and coming agents.

14 Copyright Top Agent Magazine

Jackie’s passion for the industry was born as a homeowner. While purchasing a home with her husband, she was connected with an agent, but found herself doing most of the heavy lifting.

“I pretty much did everything on my own. I did the searching, I called and scheduled showings. We were searching for almost a year until we found our house, going to open houses …

I fell in love with it.” Despite suffering from Top Agent Magazine

COVID-19 in early September, she still managed to have her first client under contract within thirty days of receiving her license.

Jackie’s passion for her hometown, and her long standing relationships with its neighborhoods Top Agent Magazine

and businesses, has helped her to quickly grow.

She outlines her relationship with Battambong Market, her favorite supermarket in Revere, highlighting the importance of these connections (and great food!): “I’ve known the owners for almost two decades – they’re great people.

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Her widespread knowledge of metropolitan Massachusetts, combined with a business approach that favors honesty above all else, makes Jackie an expert with clients who are relocating They do a lot of charity work, and are quietly doing the little things, like giving away food.

And because I’m doing a lot of the same, they give out my business cards … I get so many referrals and clients by being part of the community, by just being there. They help you.”

She excitedly describes her upcoming meeting with the local Boys and Girls Club that she herself attended while she was growing Copyright Top Agent Magazine 16

up, and loves giving back – especially with her own children in the area.

Her widespread knowledge of metropolitan Massachusetts, combined with a business approach that favors honesty above all else, makes Jackie an expert with clients who are relocating under specific circumstances.

Whether it’s for professional or personal Top Agent Magazine

reasons, she prides herself on being able to find precisely the right house for every client.

“I had one client relocating from Pennsylvania for work purposes. This client has six dogs – and I was able to find them a property right out here in Woburn. I’d been working with them Top Agent Magazine

since October, and I finally got them in in January. Even with one or two pets, it can be hard – I was able to make it work with six. I just sent them a text to check up on them – they love the location, they love the landlord. It’s perfect.” By prioritizing honesty, on behalf of Copyright Top Agent Magazine 17

all interested parties, Jackie is able to build sustainable, long lasting relationships.

Jackie is looking forward to maintaining those relationships, and continuing to expand her enterprises around the state. In the short term, she aims to grow her current team at Three Hills

Real Estate, “flipping houses, getting more people on my team, and just helping. We need more kindness, and more people helping each other.”

When she’s not going full throttle growing the business, she takes every opportunity to hit the streets of Salem on her motorcycle, enjoying some much needed “throttle therapy.”

For more information about Jacqueline G. Yong, please visit http://www.3hillsres.com/jacqueline-yong/ email jackie@threehillsres.com, or call 781-325-8084 Copyright Top Agent Magazine 18

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Turn Open Houses into Destinations People are busy. Even those who are actively looking to buy a house or want to learn about the market for a future purpose have busy schedules. But with bit of added time, creativity and investment in making open house into destinations, you’ll see greater turnout. And we all know that greater turnout increases the likelihood of offers.

There are several creative ways to hold an open house with a mindset of hospitality and with the goal of providing something of value to each person who attends.

The neighbors-only open house Some agents embrace the “nosy neighbor” concept as a benefit, not an eye-rolling challenge. With his client’s permission, Wesley Peters, a Keller Williams broker in the Baltimore Metro Area, often gets the neighbors together before a home hits the market. “We invite other brokers, too, but we include as many neighbors as we can,” he says, explaining that he schedules these events for a Thursday or Friday evening, happy hour-style, rather than midday on a Sunday. They get a better turnout at 5:00 pm than midday on a weekend when the neighbors are busy with their lives. In a relaxed setting, conversations flow, neighbors can mingle and catch up, and the buzz begins before the home is listed. In advance, prepare invitations and hand-deliver them to homes on the streets you and your client agree are best to include. The destination is the event; the value each attendee receives is the social interaction and the removal of any awkwardness over visiting their neighbor’s house. Your client’s benefit is the buzz.

A turnkey block party any time of year Once a property is listed, some agents take on the role of party planners. Certain streets or neighborhoods, they find, are perfect for low-key social occasions. In some place, such as neighborhoods with many young families, a bounce-house or games may even ramp up the fun factor.

But the idea of a seemingly spontaneous block party during an open house can be easy to pull off, whether you’re serving lemonade and cookies or coffee and pastries. The 20

chance to meet prospective neighbors turns the event into a destination for both buyers and the neighbors; the value comes in buyers’ ability to see how the neighbors interact.

Your seller’s benefit is that the grapevine will be filled with happy stories about their home. Tips: By keeping basic supplies in storage, you’ll be ready for a pop-up block party any time. Promote this type of event with targeted social media marketing and fliers or postcards to communities within a short distance of your listing.

Invite other professionals It’s common mortgage lenders to attend open houses. But why not provide even more value to people who attend?

Chances are, you have more than a handful of professional partners who welcome an opportunity to join you at your open house. Consider inviting an interior designer, a contractor, a gardener, even a gardener or a painter. Invite them to your broker’s open in advance or give them time to view the property before the open house begins. Then encourage them to stroll the property during the open house or to sit with you. When visitors ask about needs or concerns they may have about the house – such as loan questions, the cost of improvements or upgrades or even remodeling – you’ll be able to introduce them to an expert on the spot. For that matter, your invited pros don’t even necessarily have to be in home-related businesses! Prospective buyers always want to know about the community when visiting open houses. Consider inviting representatives of community organizations, like youth sports group or owners of mom-and-pop retailers to help your visitors get a feel for the neighborhood or town.

For this type of open-house, prepare a flyer or card with your community contacts on it so visitors can leave with resources as well as information.

Open house should be about the buzz. They’re about creating a conversation about your listing and making the home memorable to visitors. By giving people a unique experience they won’t forget, you’ll show your sellers how creative you are in meeting their needs.

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ELLA MOBASSERI Elsewhere, Ella as an Accredited Buyer Representative (ABR) is just as hands-on when assisting her buyers, carefully educating them with each step of their transaction to uncover the right investment for their best interests. In fact, she prefers to keep in touch long after the closing through regular check-ins—all to make sure her clients are satisfied and thriving in their new homes. With boundless leading education, Ella is always tuning her skills and enjoys welcoming new clients to help them on their path of becoming a homeowner.

Throughout her life, Ella Mobasseri has always been passionate about helping others. As an immigrant to the United States, she understands how owning a home brings sense of security to the family and took interest in real estate, noting how the home buying process could empower those in her community. Drawing from these experiences, she decided to pursue her real estate license in 2015. In the years since, she has gone on to author an accomplished career as an agent, building a close-knit network of clients and colleagues that spans the state.

Today, Ella is a REALTOR®, with Keller Williams Cambridge, where she assists clients throughout Greater Boston. There, she has established a boutique workflow around the core values of integrity, openness, and expertise, allowing her to meet the needs of any Seller or Buyer.

When listing a property, Ella equips her clients with a comprehensive approach. Starting out, she crafts for them a personalized pre-listing strategy and helping them fully prepare their home for the market. When working with Ella, you get access to a highly targeted blend of digital and social media campaigns. Moreover, she leverages her extensive sphere of influence through the company and her personal database to give each client an added advantage.

Over the years, Ella is known as a reputable Real Estate Agent throughout Massachusetts, as evidenced by her rapidly growing rate of repeat clients and referrals. As always she remains focused on what matters most: the client experience. “I devote my fullest attention to my client at all times throughout the process,” she says. “These are among the most significant investments and decisions we will ever make. I’d like them to feel supported and well-informed throughout their transaction. I’m available whenever they need me.”

Outside her career, Ella is deeply committed to her community and its diverse culture, regularly contributing to the St. Jude’s Children’s Research Hospital and other charitable causes throughout the year. When she’s not with her clients or giving back, you can find her networking with top professionals in the industry. In her downtime, Ella enjoys practicing dancing tango, traveling—exploring.

Going forward, Ella has exciting plans for the future of her business. As her volume continues to grow, she intends on expanding her reach and vision of compassionate service throughout the region. In the meantime, she is more than happy with the fulfilling life and career she has cultivated in the community she loves. “I truly appreciate the process of building a lasting connection with my clients,” she says. “Our families and our homes are the most important things in our lives. For me, there is nothing more rewarding than being there for my clients, understanding their needs, and making sure they accomplish their goals in our ever changing market.”

To learn more about Ella Mobasseri email ellamobasseri@kw.com or call (617) 229-9770 Top Agent Magazine

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KATELYN SULLIVAN Creative, self-motivated and passionate about helping others, Katelyn Sullivan has made her mark on the greater Boston area’s real estate market. Her professional career originally started in theater and film, where Katelyn worked as an actress in New York and Los Angeles. After deciding to move back to Massachusetts, Katelyn was looking for a way to make steady income, and landed on real estate.

“A close friend of mine was the owner of a real estate company, and he suggested I become an agent,” Katelyn explains. She jumped at the chance, and once she was licensed, she began learning as much as she could about the industry. Today she is thriving as a member of the Dot Collection at ACCESS in Milton. The team initially started with Alex Walsh and Katelyn, and has since grown to include multiple, highly skilled real estate agents, working together to achieve their clients’ goals.

With much of Katelyn’s business deriving from repeats and referrals, it’s clear she’s providing unparalleled service and support. “Our number one priority is quality of service,” she explains. “As well as our personal touch. We are very real people, and we make it our goal to get to know our clients on a deeper level.” Katelyn will tend to every detail of their transaction, attending showings and meeting them one-on-one. “We have a very high quality protocol and template for how we serve clients, both buyers and sellers,” Katelyn says.

“We implement exceptional pre-marketing and pre-advisory services, and attend walkthroughs. Because we specialize in development and new construction, we also assist in picking out finishes. We go above and beyond.” For their sellers, they offer professional photography, videography and highlight specific features of the neighborhood. They also offer staging and always ensure the property looks its best.

After the transaction, clients leave glowing reviews about their time together. One recently said, “My husband and I recently worked with Katelyn to sell our house in 22

Boston and purchase our dream home on the South Shore. To say that Katelyn over delivered would be an understatement.

Not only did she help us sell our house in less than 2 days for over asking, she also helped us secure and acquire our forever home. Throughout the process Katelyn provided guidance with our financing, inspections and even our new home renovations. Working with Katelyn was an absolute pleasure and I would highly recommend her!”

Loving their community, the Dot Collection makes it a point to give back. They donate to a local after school program every year, and support various health-oriented foundations that raise funds for medical research. During Katelyn’s free time, she’s acting, practicing yoga, walking or enjoying life with her family.

As time goes on, Katelyn hopes to expand her business and team. She would love to mentor new agents and introduce them to the opportunities real estate presents.

“Every day is different, so there is always excitement.

And the camaraderie we have with our team is one of the best parts. It’s just a great industry to be a part of.”

For more about Katelyn Sullivan, please call 781-589-4780 or email katelyn@findyouraccess.com Copyright Top Top Agent Agent Magazine Magazine

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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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MICHELLE COOLEY Throughout her life, Michelle Cooley has always been drawn to real estate. After graduating from Suffolk Law School, she would go on to build a successful career in real estate law, where she established the foundations she would later need to excel as an agent. After taking time off to raise her family, she found herself seeking a fresh opportunity that still complemented her professional background, but better spoke to her outgoing personality. Inspired, she decided the time was right to pursue her real estate license—and the rest is history. Under the mentorship of a top producer in the region, she would go on to author an accomplished career in real estate, having garnered a variety of accolades, including the Coldwell Banker Diamond Award, which recognizes the top 10% of agents internationally.

Today, Michelle is a REALTOR® with Coldwell Banker Residential, where she assists clients throughout the South Shore of Boston and its surrounding areas. There, she has cultivated a workflow around the core values of openness, integrity, and compassion to meet the needs of any buyer or seller.

When listing a property, Michelle equips her clients with a comprehensive strategy. Starting out, she helps them fully prepare their home for the market, providing them with a suite of standout photography and videography services.

From there, she broadcasts her listings to a highly targeted blend of digital and social media campaigns. Along the way, though, she utilizes proven outlets like “just listed” campaigns to the surrounding neighborhoods, advertisements in print publications like the Boston Globe and Boston Magazine, or even spotlights on Coldwell Banker Realty’s weekly television show—all to give her clients an added advantage.

Elsewhere, Michelle is just as helpful when assisting her buyers, drawing from her in-depth knowledge of the

region to uncover the right home for their needs. Since delving into real estate, she has earned a fantastic reputation throughout Massachusetts, as evidenced by her strong rate of repeat clients and referrals, as well as her countless five-star reviews.

Now averaging over $14 million in annual volume, she remains focused on the leading standards that continue to set her apart.

“I always put my clients first,” she says. “I never pressure them into making a decision; meanwhile, I use my real estate law background to not only solve their problems, but also recognize issues ahead of time and prevent them from happening.”

Outside of real estate, Michelle is dedicated to her community. On top of having previously volunteered for the crew team at her local high school, she currently supports The Leukemia & Lymphoma Society. She also enjoys helping individuals in-need; for example, when a couple in her community had been displaced due to a fire in their apartment, Michelle was able to raise thousands of dollars from her clients and colleagues to help them rebuild their lives, and even refurnish their apartment with furniture donated from her and her colleague’s former sellers. When she’s not with clients or giving back, Michelle can be found gardening, visiting the beach, practicing needlepoint, or spending quality time with her family.

As her volume maintains its steady growth, Michelle intends on expanding her reach in the Boston area, scaling her vision of boutique service throughout the region.

In the meantime, though, she looks forward to all the new clients and opportunities that await on the coast. “Real estate is truly a journey,” she says. “The buying or selling process is a learning experience for everyone. But as a client, you should stand strong until you find the property you want, and that means working with an agent who will treat you well and put your interests first.”

To learn more about Michelle Cooley, please call (617) 733-4257 or email Michelle.Cooley@nemoves.com Top Agent Magazine

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SERENA LO PICCOLO Serena LoPiccolo is a different kind of real estate agent. Fluent in English and Italian, she represents buyers on both sides of the Atlantic. She came into real estate through an unlikely career change and volunteering with her community. She is set on mastering three real estate markets while taking time to focus her attention on each individual client. “For me, taking care of people is the most important thing,” Serena says.

“That›s my approach to real estate. These are not clients, these are people that I have a responsibility towards. And so my agents and I treat them as if they were family.” As such, The Inspire Team of Keller Williams Cape Cod & the Islands promises a luxury experience at any price point.

Serena has been taking care of clients at their most vulnerable stage for a long time. She began her career as a pediatric oncologist. After moving to Cape Cod from Sicily, Italy, she turned her energy toward community efforts in her new hometown. She led a campaign over seven years to build a local YMCA. Watching her build a community around a cause, one of the other volunteers convinced Serena to try her hand at real estate. She joined one of the top agencies in the area and quickly became Rookie of the Year. Since then, she launched her own team which has surpassed $15 million in volume within its first year and has established its place among top area agencies. Serena’s volunteer work continues, as she has served on the YMCA advisory board and is an ambassador of the Mashpee Chamber of Commerce board of directors.

Serena and her multicultural, multilingual team serve customers on the Cape while also making headway in overseas markets. The team helps customers feel welcomed with additional fluency in Spanish and

Portuguese. Working with her architect brother in Palermo, Serena has secured her first clients in Italy. If she has her way, she will introduce that country to a new role, the buyer’s agent. She also works in partnership with local developers to sell properties in the Dominican Republic.

Serena markets every home like it is a million dollar listing. You will find the same level of 3-D virtual tours, walkthrough and drone videos on her most affordable listing as well as her priciest. Her staging specialist prepares the home for showing, and her marketing director builds a strategy around it. “I would say our marketing is at a very, very high level,” she says. Buyers and sellers also find in Serena a highly knowledgeable agent.

Her certifications include Seller›s Representative Specialist, Cape Cod Residential Specialist and the CE2X endorsement from the National Association of Realtors. She is most proud of her designation as a Real Estate Expert Negotiator. “I think that is the most important thing, and the main reason why a client would need to be represented by an agent: to negotiate on their behalf and to keep the deal together.”

Already reaching across three nations, Serena envisions even more expansion. For starters, she wants to address both ends of the rental market in Cape Cod by representing buyers and helping renters become homeowners. For that second part, in collaboration with local agencies, she wants to create a downpayment assistance program for buyers who earn too much for existing programs but earn too little to save a significant downpayment. She also is leading her team into securing investment properties. Abroad, Serena and her Italian team offer remodeling and fix-and-flip service to foreign clients.

To learn more about Serena LoPiccolo, visit theinspireteam.com, email serena.lopiccolo@kw.com or call 774.251.0117 www.

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