NEW JERSEY 7-25-22

NEW JERSEY EDITION

ADDING VALUE TO LISTINGS

& the Advantage of Identifying Neighborhood Amenities

Embracing Smart Homes: Does New Technology Really Increase Home Value?

EVERY PLAYER IS VALUABLE:

HOW TO BOOST YOUR TEAM’S MORALE

FEATURED AGENTS

COVER STORY

FELICIA HANKERSON

LISA KULBACK JACQUELINE MORALES KELLY PETERPAUL

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry.

But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

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1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours.

If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it?

Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too.

Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost.

It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening.

You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood.

When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door.

Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

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client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients.

As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier.

Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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FELICIA HANKERSON Top Agent Magazine

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FELICIA HANKERSON Felicia has worked as a licensed real estate agent for nearly 30 years. She is a Certified Probate Expert (CPE) and her strong communal presence and dedicated client advocacy precede her.

Felicia Hankerson is a seasoned real estate agent and a passionate community advocate. Exposed to real estate from a young age, Felicia grew up watching her mother work in the industry. She shares, “When 8

I was really young, I would see my mom bring home these big books with pictures in them. I also would often accompany her to showings.”

Felicia continues, “I always thought, ‘I want to do what you do.’” This Top Agent Magazine

lifetime saturation in the real estate world led Felice to earn her real estate licensure and launch her career as a solo agent.

real estate agent for nearly 30 years.

She is a Certified Probate Expert (CPE) and her strong communal presence and dedicated client advocacy precede her. Felicia’s marketNow Felicia has worked as a licensed ing degree aids in helping her clients Top Agent Magazine

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make informed decisions in the buying and selling process. She primarily serves central and southern New Jersey, including Union, Essex, Middlesex, Somerset, Hudson, and Passaic Counties. Felicia notes, “I cover a large span of anything north or south of the turnpike.”

A large majority of Felicia’s current clientele comes from referrals, likely due to her efficient and client-focused approach. She is dedicated to provid-

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ing exceptional service and strives for consistently positive client testimonials. Felicia says, “I’m big on practicing what I preach.” She keeps clients consistently informed on the latest market trends via a monthly newsletter. Additionally, past clients Top Agent Magazine

regularly receive a check-in call or text from Felicia.

Felicia’s client background is extremely versatile, with specializations ranging from first-time homebuyers to seniors looking to downsize. She 11

markets current listings through paid advertising, both on web platforms and social media. She also distributes personalized postcards for all new properties. Her brokerage, Samsel & Associates is known for its

“caricature” billboards across town, which feature its agents portrayed in an eye-catching animated sketch.

Felicia describes this advertising method as “very memorable”. Felicia closes 44 transactions annually.

To get in touch with Felicia Hankerson, email buyfeliciaslistings@gmail.com or call (973) 868-8076.

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Adding Value to Listings & the Advantage of Identifying Neighborhood Amenities Everyone knows the famous real estate phrase: location, location, location. In fact, it is hard to underestimate the pivotal role that a region can play when it comes to determining a home’s value. In today’s competitive market, the littlest things can truly add up—especially when it comes to neighborhood amenities. While most savvy agents know the figures regarding school Top Agent Magazine

district ranking and local property taxes, have you ever considered the under-the-radar amenities that drive buyers and bidding wars? To derive the highest value from a listed home, you need to paint a complete picture of the area in which you’re selling. With that guiding principle in mind, let’s consider a few modern amenities and how they add drastically to your bottom line.

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Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites.

A little can go a long way: restaurants, coffee shops, and entertainment

Know thy history: creating a narrative of the neighborhood

Everyone has a favorite take-out spot, coffee shop, or neighborhood watering hole. Identifying the key players in an area—such as restaurants, nightlife, and entertainment hotspots—will create a livable picture that prospective buyers can latch onto. Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites. While a cute coffee shop down the street may seem like a bonus instead of a foundational amenity, you never know what kind of homebuyer you might net if you include the cozy characteristics that make a house a home.

As humans, we’re drawn to narratives. Sales pitches and marketing campaigns hinge on an alluring storyline. That’s why understanding a neighborhood’s history can frame and contextualize a property to great effect. After all, buyers aren’t just drawn to sturdy foundations and bedroom counts; they like to imagine their lives unfolding inside those four walls.

Get a sense of the area’s historical timeline, architectural style, noteworthy community members, and the like. Conveying this intriguing information to buyers helps them connect more personally with a property, while understanding the holistic picture of their potential new home.

From here to there: public transportation and commuter access While this rule may not apply to all properties, considering access to public transportation is a major draw for today’s buyers. Especially amidst the more eco-conscious Millennial segment eager to buy within city limits—knowing public transportation access points and schedules can add serious value to listed properties. Also, think outside the box: do nearby thoroughfares boast dedicated bike lanes? Are there plans to expand rail lines to the area in the future? Deliver a confidant picture of the area’s public transportation access and prospective buyers will trust your expertise.

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While it is always good to cover the basics of school districts and property values, it is even more useful to expand your knowledge base and bring a warm, human element to locational knowledge. Not only will you appeal to a younger demographic of homebuyers who values this strategic information, but you will also broaden your understanding of your service area at large. Think of it this way: a neighborhood is far more than a collection of homes on a block. A neighborhood is about atmosphere, access, and a sense of community. If you authentically appeal to this guiding truth, and buyers will surely rise to the occasion.

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Embracing Smart Homes:

Does New Technology Really Increase Home Value?

Technology and innovation move at a lightning-fast clip, so it can be hard to keep up with all the smart-home trends sweeping the market at a given time. From smart thermostats to security systems accessed through an app on your phone—there are endless options to customize and update your home for the modern era. But which, if any, of these smart home products add 16

value to property in a significant, worthwhile capacity? Especially with new generations of the same products released in quick succession, it can be hard to determine whether it’s worth it to take the plunge. With that in mind, we’ve conducted a deep-dive into the smart home options out there that make the most sense for your bottom line and real estate investments.

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Smart home amenities range in price and return.

There are certain smart home products that won’t break the bank while still adding lovely touches and time-saving features to your space. For instance, a smart thermostat may not run more than a few hundred dollars, but it can take so much of the guesswork and analog nuisance out of programming your home’s internal environment. That said, buyers selling properties with mid-range amenities like this can’t expect a windfall in return. While smart home features can certainly lure buyers and give the sense that a home is attractively modern (and thus move-in ready), it doesn’t mean that you’ll be reaping a sizable monetary reward for your foresight. Conversely, this reality doesn’t mean those smart options

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are without value entirely; it just means that the value of smart home options may be apparent in a different capacity, like luring a particular buyer or creating a desirable, sleek image for a property headed to market.

On the other hand, larger scale smart home amenities that are being left behind for the buyer—like a smart refrigerator or wired sound throughout the property—may be able to lure particular buyers who value high-end details. While it can be difficult to state definitively the value of smart home options, the rule tends to be that the more you put in, the higher the likelihood you’ll reap the investment you sow. Focus your smart home options on home appliances first, then work your way toward security, thermostat, and entertainment options.

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Smart home amenities capture the attention of buyers

Agents must know how to pitch the value of smart home options

Even if you have mostly opted for small or mid-range smart home options, you can still benefit from their presence in a property—even if they don’t inflate your bottom line as a result. Smart home amenities have the power to focus the attention of buyers, sending a clear signal that the previous owners were tech-forward and made an effort to upgrade the property for the contemporary era. Millennial or Gen Z buyers especially value these up-to-date modifications, and the presence of these desirable gadgets can create added interest and drive up value naturally. Likewise, featuring these options in listing photography can also drive interest from younger or high-end buyers looking for move-in ready spaces.

Remember that smart home features are relatively fresh to the market. While some new construction properties are equipped with these smart amenities, just as many homes on the market don’t offer these upgrades and modern flairs. This means that many buyers, of all ages even, aren’t familiar with the benefits and perks of these options, let alone how they’re operated. Before you can derive value from a smart home or smart home features, you’ll need to understand a product’s proper usage, cost, and benefits. Do your homework regarding what smart home features can offer in terms time or cost savings, and be able to show prospective buyers how easy these objects are to use, as well. Do both, and you’ll be in proper command of what smart home features can offer buyers and pitch them accordingly.

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LISA KULBACK Ever since she was a kid, Lisa enjoyed looking at the listings that her mother, the real estate agent, was working on.

She wanted to go out to see the houses for herself and hear about the market.

It was her mother’s influence that led her to get her own real estate license 17 years ago. Things have changed quite a bit since then and she now works with a team of three canvassing the Summit, Berkely Heights and New Providence regions.

The trainline that runs through the area makes it a prime market, along with the celebrated school systems. Repeated recognition as the best small towns in the area and best place to raise a family bring in first time property buyers looking for their starter homes. Once those families settle in, they stay for the extensive selection of family oriented events throughout the summer, running the selection from concert series, parades, street fairs and famer markets. When events aren’t running, the community pools and parks are always popular.

Even in the winter, there’s a vibrant recreational community with camps, sporting events and activities for kids of all ages.

As a local who grew up in the area and has watched the market since she was little, Lisa knows the market inside and out. The knowledge and experience she brings plus her confidence has gotten her recognitions as the #1 Realtor® in Berkeley Heights. She’s always straightforward with her clients, staying honest and trustworthy – traits

that brings about half of her business through referrals. Sooner or later, most of her clients bring her new faces to work with, wanting to recommend the best in the area to their friends.

Many of those clients become friends themselves, with Lisa dropping by or heading out to dinner with them for a chat. When at one of the great local street fairs, there are always lots of clients to say hi to, and they often seek her out for advice. Whether it’s for a trustworthy plumber for a new leak, or to re-tile the roof or maybe they need a recommendation for a nursery school in the area, Lisa is the Go-To agent for answers about pretty much everything to get ready for whatever the next phase of life is.

When new listings come up, Lisa takes to social media like Facebook and Instagram to show off the latest professional photos and floor plans as well as newer tech including drone work and matterport. She’ll still use traditional post cards for a hot ‘just listed’ among the other marketing like open houses, broker open houses and the attention getting TV spot. All of this work adds about 40 annual transactions to Lisa’s portfolio.

Then it’s off to enjoy the small town amenties for herself, from the summer concert series in the park that she sponsors or the fall pickleball tournament, as a sponsor as well as player. Then it’s back to keeping that #1 area Realtor® title, now with an eye on growing her team for even more thorough coverage.

For more information about Lisa Kulback, please call 908-230-5449 or email lkulback@comcast.net

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JACQUELINE MORALES Compassionate and caring, with a can-do attitude that helps her clients achieve their goals, Jacqueline Morales stands out in her local market. Jacqueline always had an interest in real estate while working in corporate America, so once she had an opportunity after working for Citibank for 19 years, she decided to take a leap of faith and switch over to real estate full-time.

That was in 2007, and Jacqueline hasn’t looked back since. She has built her real estate career on a solid foundation of helping others and showing them that anything is possible.

Heading the Jacqueline Morales Homes Team, Jacqueline has three buyer’s agents as well as an Administrative Assistant, a Transaction Coordinator and a Marketing Director to make the process smooth for her clients. All of the agents on Jacqueline’s team are dual licensed in New York and New Jersey, and the team serves an area primarily covering Bergen County and parts of Essex and Passaic counties in New Jersey as well as Rockland, Orange, and some of Westchester County in New York.

The team’s rate of repeat and referral business is high, at close to 80%. It’s a sure sign that clients trust Jacqueline and her team to keep their best interests at heart and go the extra mile to serve them. “We pride ourselves on our customer service,” Jacqueline explains. “Our clients are #1.” That goes not just for the transaction itself, but also extends to taking care of the client long afterward. “We feel that customer service is not just in the transaction, but also in keeping that relationship going after closing. This is when we really show them our appreciation through client appreciation events, anniversary gifts, and just constantly making them feel special.”

Jacqueline likes to pay it forward by being involved in her community. In the past she served as Vice President of NAHREP, the National Association of Hispanic Real Estate Professionals, for two years, and is now forming a new organization to be called Latinos of Real Estate, 20

of which she will be President and CEO. “This organization’s mission is “To educate, assist and guide the Hispanic community in their journey to work, build and invest in real estate,” Jacqueline explains. When she’s not working or giving back, Jacqueline enjoys meditating, reading, and hitting the beach for relaxation.

Looking toward the future, Jacqueline plans to expand her real estate toolbox by expanding into investing and property management. Most of all, she looks forward to continuing to help her community through real estate. “It’s very rewarding to be part of the process of helping buyers and sellers achieve their goals,” Jacqueline says. “Especially as a first-generation homeowner in my family, it means so much to be able to say, ‘Yes, I can do it,’ and to help others, especially the next generation of homebuyers. I’m very proud to be able to help my community realize that they, too, can own a home, and to be a strong role model for my children. I demonstrate to them with my strong work ethics and entrepreneurial spirit that you can do anything you want to do if you work hard enough for it. It’s extremely important to me and very rewarding as a mother and business owner.”

To find out more about Jacqueline Morales, you can call her at (917) 509-7107 or email Jackie@jmhomesteam.com.

You can find her online at jacquelinemoraleshomesteam.com www.

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Every Player is Valuable: How to Boost Your Team’s Morale In the fast-paced world of real estate, it can be easy to overlook the contributions of those lower-level employees who are instrumental in our success, yet are overlooked when it comes to recognizing the important roles they play in keeping our business operating smoothly.

Even a task that seems simple, such as answering phones, can be overwhelming at Top Agent Magazine

times. Letting these employees know that they are appreciated is something that often goes overlooked at busier companies, and can often result in impaired morale overall, as employee dissatisfaction tends to be contagious.

Here are some things that you can do to increase morale and productivity in your workplace: 21

While it’s important to point out when an employee is doing something wrong, it is equally – if not more – important to acknowledge when that employee is doing something right.

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While it’s important to point out when an employee is doing something wrong, and sometimes to reprimand, it is equally – if not more – important to acknowledge when that employee is doing something right. Even a simple compliment can go a long, long way towards building that employee’s morale, and therefore their willingness to go the extra mile for your team.

An example: “Sally, I just heard you on the phone with that client. You sounded very professional and I really appreciate your representing our business that way.”

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Determine what all of your employee’s goals are, and what their expectations for growth might be. There may be lower level employees who are perfectly content doing what they’re doing, and who have absolutely no expectations for growth in your business. Others, however, may have an interest in moving up the ladder. Make it your business to determine this early on, and try to take a personal interest in your employee’s growth with your company. Knowing there is room to grow is an important factor in employee satisfaction, and knowing who wants to grow and who

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doesn’t is something you should be aware of. Groom from within, and your employees will be grateful and work harder.

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If your workplace is highly stratified, with multiple levels of employees (agents, senior agents, loan processers, assistants, etc.,) make an effort to ensure that everyone feels valued as part of the team regardless of what they earn. Various team building exercises that encourage trust and a sense of familiarity can go a long way towards fostering an environment that is less unnecessarily competitive and more productive and cooperative. A quick web search for “Trust Building Exercises” will help you locate many good ways to achieve a newfound level of camaraderie amongst your team. Many of them are quite a bit of fun, too.

Hopefully these tips will assist you in creating a better-functioning, higher-achieving team of motivated, caring employees.

Remember, a chain is only as strong as the weakest link, so be sure to keep everyone feeling appreciated, supported and valued, and your company will only benefit.

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KELLY PETERPAUL When Kelly Peterpaul commits to something, she is truly dedicated to it. While raising her seven children with her husband Anthony, and working as school nurse, she knew how to multi-task effectively. She always made the most of every day, from scheduling play dates, to team practices and volunteer work, to making dinner every night.

Though her days were always full, she was encouraged by her husband to become a real estate agent. “My husband, a real estate attorney, recognized in me that I did have a certain drive that would help me flourish in this demanding business,” Kelly explains. “I genuinely love to meet people, to find out about who they are and where they come from, and I think in real estate that’s the first step in making a connection with a potential client.”

With her husband’s unwavering support, Kelly decided to take the leap and earned her real estate license.

She started her career working with a successful brokerage; she was a quick learner, soaking up information she put in to practice. Soon, she reached great heights as an agent and continued to hone her skills.

Today Kelly has become a prominent REALTOR® in the northern New Jersey area, working mainly with referrals and repeat business.

Anyone can be a real estate agent, but not everyone can be a GREAT one. And Kelly is at the top of her game.

It’s her honesty and extensive knowledge of the markets she serves that keep clients coming back. “My buyers and sellers trust me; they know that I truly want what’s best for them,” she explains. “We become a team.”

Kelly recognizes buying and selling real estate is a process. During the initial meeting, she asks thoughtful questions to get a good understanding of what her client’s needs and wishes are in order to develop a plan

to effectively meet their goals. Throughout their journey together, she wears many different hats: negotiator, decorator, organizer, therapist, but most importantly friend and advocate.

Those who work with Kelly feel as if they are her only client, receiving one-on-one attention and support whenever they need it.

One buyer praised Kelly for her ability to make the process stress-free, saying, “Because of Kelly we can confidently say our home buying process was fun, exciting, joyful, quick and EASY! We believe a large part of the reason our offer was accepted, was because of the connections and relationships Kelly maintains, as well as the incredible offer package she put together for us. From start to finish, Kelly has been with us every step of the way, from helping us understand the towns and neighborhoods, to teaching us the basics of home architecture and design.”

As busy as Kelly is, she has never put aside her passion for giving back to those in need, a central part of Kelly’s life. She volunteers her time working with senior citizens and families with special needs and acts as a community care nurse at the Visiting Nurse Association Basking Ridge. She is an integral part of the Thomas Peterpaul Foundation, raising both awareness and money for childhood cancer research. Kelly also sponsors St. James Church and is a Eucharistic Minister.

When she has free time, she is relaxing with her family, including her adult children and 11 grandchildren.

Kelly is not ready to slow down any time soon, as she will keep helping people realize their real estate dreams.

“I always say, if you do something nice for someone, it will come back to you. Just as I have helped my clients, the return from them is immeasurable. I truly am so grateful for where I am in my life today.”

For more information about Kelly Peterpaul, please call 908-410-6777, email kelly.peterpaul@coldwellbankermoves.com or visit kellypeterpaul.net www.

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