NEW ENGLAND 8-1-22

NEW ENGLAND EDITION

HOW TO SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS FEATURED AGENT

KATIE BILLINGSLEY CONCIERGE CARE: SERVICES THAT LURE CLIENTS AND TRANSFORM YOUR REPUTATION COVER STORY

HOW TO GET THE BIGGEST RECHARGE OUT OF YOUR LUNCH HOUR

GOOGLE ADWORDS:

HOW TO MAKE GOOGLE DO THE WORK FOR YOU

Greater Boston Area Specialists

MERULLO PEOPLES TEAM

NEW ENGLAND EDITION

KATIE BILLINGSLEY

With a twenty year background in hospiShe took the time to w 7 18 tality and restaurant management, Katie step and was there Billingsley quickly hit her stride in the real the way. Any time a estate world. She entered this field in 2018, arose, Katie was the after one of her closest friends encouraged solution. Her profess her to earn her license. “She was selling in the industry.” mine and my husband’s first home,” Katie explains. “She kept saying real estate would Katie is the co-fo be perfect for me.” After staying home to Spectrum Grant al raise her children for a few years, she knew Autism moms. This she didn’t want to return to theTEAM hotel busiservices to local fam MERULLO PEOPLES KATIE BILLINGSLEY ness. So Katie decided to pursue real estate, Autism Spectrum th Greater Boston Area Specialists knowing her skills would translate well into this indus- Arc Autism Support Center. “A MERULLO PEOPLES try. Today she is part of The KristinTEAM Gennetti Group in diagnosed with Autism, I joine Malden, Massachusetts and isCONTENTS loving every second of and we created this grant. We ar her career. “I honestly never feel like I’m going to work. other families,” Katie says. Ka I enjoy bit of it, from being with my clients, to TO Northeast Arc Parent Advisory 4) HOW TOeach SPEED 19) HOW GET THE listing their home or finding their perfect property.”

Support Center.

UP FIRST-TIME HOMEBUYER BIGGEST RECHARGE OUT

TRANSACTIONS

OF YOUR LUNCH HOUR

Katie loves building lasting relationships with those Earning her New Hampshire lice she serves, ADWORDS: staying in touch after the transaction and Katie CARE: sees expansion on the h 14) GOOGLE 22) CONCIERGE for them when they need her. “I will check many buyers looking to move to HOWbeing TO there MAKE GOOGLE SERVICES THAT LURE in with them months later and ask how they are do- this area, and it’s only a twenty DO THE WORK FOR YOU CLIENTS AND TRANSFORM ing,” she says. “I’m so passionate about connecting eager to assist them,” she expl YOUR REPUTATION with them and guiding them through this journey.” grows, she is taking in each m Katie’s career is made even more exciting by the fact living her dream. “I will contin that she is helping people in the greater Malden area, happy. They are so important to where she was born raised. Knowing every inch Phone 310-734-1440 | Faxand 310-734-1440 of this region, from the North Shore to Boston and mag@topagentmagazine.com | www.topagentmagazine.com beyond, Katie finds it rewarding to introduce them No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine to everything it has GA, toInc. offer.

“My family is published

by Feature Publications Although precautions areand taken Ito live ensurein the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by Peabody, and each city is in such close proximity toits authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com. onein the another,” she explains. “Our communities are very Published U.S. tight-knit. It’s a great place to call home.”

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Whether she’s helping someone buy their ideal property, or selling a home for top dollar, Katie’s focused on

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 4

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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Greater Boston Area Specialists

MERULLO PEOPLES TEAM

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M I C H A E L M E R U L L O, T E A M L E A D E R Top Agent Michael Merullo brings a multifaceted approach to recognizing their clients’ needs and supporting their goals.

When Michael Merullo and his partner Aaron Peoples dove into the real estate business, they had no idea how rewarding it would be. As a classically trained opera singer, Michael started his real estate journey looking for a way to leave behind his side hustles and build a career 8

still driven by a need to connect with others. At first, Michael’s competitive nature pushed him and Aaron to work at separate brokerages, but they soon realized their efforts would meet greater success by working together. With gratitude for their previous mentor, they took Top Agent Magazine

their skills to Coldwell Banker where they formed their team with the addition of Michael’s brother, Joey. They quickly experienced how fulfilling it was to lead their team. Finally, they could see the positive impact their efforts had on the lives of clients whom they had the privilege to support. “We have an opportunity to connect with people...to guide, educate, support, and help build communities.” Michael feels incredibly fortunate to have built this exceptional team and is beyond proud of the recognized success Top Agent Magazine

they’ve shared over the years.

The Merullo Peoples Team brings a multifaceted approach to recognizing their clients’ needs and supporting their goals.

Aaron’s analytical nature enables him to quickly assess and share data in an accessible way. Joey’s background in physical therapy lends a calming and nurturing experience to clients. Michael, as a performer, is open and receptive to his client’s emotions, quickly addressing concerns to alleviate stress by listening and 9

outlining clear options forward. “I would not be where I currently am if it wasn’t for my team. I credit all my success to the ability to work in a team dynamic.” The team specializes in Cambridge, MA, and is successful through its ability to adapt their approach when their clients’ needs are rooted in neighboring communities.

Michael and his team take a service-first approach, learning their clients’ goals and creating a tailored action plan for success.

The time they take to get to know their clients helps them build deep and lasting relationships and friendships. Michael and the team realize referrals are the bedrock of their business, and they anticipate their success will only continue to grow, thanks

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to the network of friends, past clients, and current clients who enjoy the team’s service. The team is always conscious of the bigger picture. They’re constantly focused on providing the highest level of service to their clients.

For listings, the team takes great care in crafting highly descriptive “written tours” of their properties. These guides lead buyers through the experience of living in that property. Their network of industry professionals helps prepare the property. Leading real estate photographers are then hired to ensure that the property is shown in the best light. Naturally, pricing is taken seriously, so the Top Agent Magazine

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team researches comparable properties and explains how they reached their market opinion. By midyear, they produced over $23M in either closed or pending transactions and are poised to exceed last year’s sales volume of over $36M. “What I’m even more proud of is the feedback we receive and relationships that we build with our clients”, says Michael while pondering his team’s success.

Looking ahead, the team is focused on making more friends, meeting more people, and growing the business so that they can continue to support their community. “We’re constantly learning, growing, and adapting to the market,” says Michael. The Merullo Peoples Team is grateful and proud that their results continue to match or exceed their clients’ expectations.

To learn more about The Merullo Peoples Team, email merullopeoplesteam@cbrealty.com call (617) 520-4638, or visit merullopeoplesteam.com www.

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Vivian Meranda of Cambridge Savings Bank would like to congratulate

Michael Merullo

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

Vivian Meranda | NMLS#35377 Senior Mortgage Loan Officer vmeranda@cambridgesavings.com Cambridge Savings Bank 508-735-5244 www.cambridgesavings.com 81 Wyman Street, Waltham, MA 02451

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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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KATIE BILLINGSLEY With a twenty year background in hospitality and restaurant management, Katie Billingsley quickly hit her stride in the real estate world. She entered this field in 2018, after one of her closest friends encouraged her to earn her license. “She was selling mine and my husband’s first home,” Katie explains. “She kept saying real estate would be perfect for me.” After staying home to raise her children for a few years, she knew she didn’t want to return to the hotel business. So Katie decided to pursue real estate, knowing her skills would translate well into this industry. Today she is part of The Kristin Gennetti Group in Malden, Massachusetts and is loving every second of her career. “I honestly never feel like I’m going to work.

I enjoy each bit of it, from being with my clients, to listing their home or finding their perfect property.”

Katie loves building lasting relationships with those she serves, staying in touch after the transaction and being there for them when they need her. “I will check in with them months later and ask how they are doing,” she says. “I’m so passionate about connecting with them and guiding them through this journey.”

Katie’s career is made even more exciting by the fact that she is helping people in the greater Malden area, where she was born and raised. Knowing every inch of this region, from the North Shore to Boston and beyond, Katie finds it rewarding to introduce them to everything it has to offer. “My family and I live in Peabody, and each city is in such close proximity to one another,” she explains. “Our communities are very tight-knit. It’s a great place to call home.”

Whether she’s helping someone buy their ideal property, or selling a home for top dollar, Katie’s focused on what’s best for her clients. She alleviates their stress, educating them at every opportunity so they feel empowered. Katie never pressures them to make decisions, giving them space to choose their next steps.

One recent seller said, “Katie’s experience, patience, and expertise was instrumental in selling my house.

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She took the time to walk me through every step and was there for me every inch of the way. Any time a question or a concern arose, Katie was there with the immediate solution. Her professionalism is unmatched in the industry.”

Katie is the co-founder of Rock the Spectrum Grant along with two other Autism moms. This grant offers funds and services to local families of those on the Autism Spectrum through the Northeast Arc Autism Support Center. “After my daughter was diagnosed with Autism, I joined two other mothers and we created this grant. We are on a mission to help other families,” Katie says. Katie is also part of the Northeast Arc Parent Advisory Group for the Autism Support Center.

Earning her New Hampshire license in the near future, Katie sees expansion on the horizon. “There are so many buyers looking to move to New Hampshire from this area, and it’s only a twenty minute drive, so I am eager to assist them,” she explains. As her business grows, she is taking in each moment, grateful to be living her dream. “I will continue to make my clients happy. They are so important to me.”

For more about Katie Billingsley, please call 617-823-9358 or email katiebillingsleyrealtor@gmail.com Top Agent Magazine

How to Get the Biggest Recharge

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

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

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

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

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

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

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

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

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CHANGE YOUR TUNE

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

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

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

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Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke.

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Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle.

First, think about a client’s everyday experience.

Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area?

Where might your client swing by for coffee?

Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert.

Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant Top Agent Magazine

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call.

Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients.

Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole.

It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

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