NEW JERSEY EDITION
Easy Blog Topics for Your Real Estate Blog
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TIPS TO GET NEW CLIENTS
Thinking of Listing? Nine Ways to Get Ready
COVER STORY
PATRICK J.
BUTERA
FEATURED AGENT
JOHN SAMSEL JACKIE THOMAS
NEW JERSEY EDITION
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PATRICK J. BUTERA
JOHN SAMSEL
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JACKIE THOMAS
CONTENTS 4) EASY BLOG TOPICS FOR YOUR REAL ESTATE BLOG 6) 5 TIPS TO GET NEW CLIENTS 15) THINKING OF LISTING? NINE WAYS TO GET READY
19) REACHING THE MILLENNIAL MARKET THROUGH SOCIAL MEDIA 22) CREATIVE WAYS TO SAY THANK YOU
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Easy Blog Topics for Your Real Estate Blog Today, blogging looks a lot different than it did back in 2007, when the platform was just beginning to take off. Successful bloggers don’t choose blog topics on a whim. They think strategically and develop pillar content that their target audience will come back to again and again. Real estate bloggers should be less concerned with whether the same post already exists (it does) 4
than with how they can be more informative and helpful than their competition. Your personality is likely the thing that your clients connect with, and your blog is another place where you can let it shine. Pillar content refers to those evergreen posts that never get old because they are always timely. Think about those questions that you’ve had to
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answer a hundred, if not thousands of times— that’s your pillar content. Wouldn’t it be nice if you could direct your clients to a blog post or, better yet, they discovered the answer on your website rather than you having to constantly repeat yourself?
Or maybe you helped a client sell their house for much more than they were expecting by conducting a series of small and inexpensive renovations. Tell your readers how you did it.
Evergreen Content
Your clients are likely new to the area. Inform them about upcoming community events or mom-and-pop shops they may have never heard of. Are there hiking trails or parks nearby? What’s the best place to grab a cup of coffee before work or a beer after? You can spotlight these places regularly as a monthly series.
This should really make up the bulk of your content. The possibilities are endless, and you could easily come up with an entire year’s worth of content with only a few hours of brainstorming. Here are some examples: You could provide your readers with a list of questions they should ask when interviewing a realtor, the steps to becoming a real estate investor, real estate facts all first-time homeowners should know, steps new parents should take to prepare their home for a baby, recommended vendors for home maintenance, or common real estate terms defined. You could explain to your readers what they need to know about home staging, which home renovations add the most value to their home, how to research schools or crime rates in specific neighborhoods, what a home association is, or how to start flipping houses and buying foreclosures.
Case Studies Sometimes realtors work with a client for years before they are ready to buy a home. Personal finance blogs are a thing for a reason. People want to see exactly how someone else achieved a shared goal. If you have a close relationship with a client who you helped become a homeowner, consider interviewing this client and writing up a case study that shows exactly how the two of you worked together to achieve this goal. Top Agent Magazine
Stay Local
There are plenty of real estate news outlets that will be posting about the state of the market—but they won’t be talking about your specific community, and that’s where your blog comes in. Of course, if you only blog about community functions or properties on the market, then as soon as that event is over or that listing is sold, your content ceases being useful. The best real estate blogs balance their content by posting a little about all the above. Maintaining a high-quality blog means your prospective clients don’t need to visit several websites to have their questions answered because you’ve done the work for them. It’s a tool that helps you make a great first impression. If you still need help coming up with blog topics for your real estate blog, consider sending a survey out to your clients. You can send it via email and post it on social media. Ask your clients what real estate problems they need help solving and write your content with their responses in mind.
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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business. Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 6
your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base. Top Agent Magazine
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Become a referral partner with industry peers
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Cold Call Expired and FSBO Listings
Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.
Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set. You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.
This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again. It will not only sharpen your sales skills, but could generate a lot more business. People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even
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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do. 7
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Partner up with a Relocation Company
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Become a Builder’s Realtor® of choice
This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often
times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.
This can be a real score for any Realtor®. The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest. Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property. Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills. Take on properties they haven’t been able to sell. You can even offer to throw an open
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Create a Website that Offers Real Value to Potential Clients
Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much 8
house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.
it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell. Top Agent Magazine
PATRICK J.
BUTERA Top Agent Magazine
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PATRICK J.
BUTERA
High-profile agent Patrick J. Butera of RE/ MAX Paradigm Realty Group in New Jersey is a results-driven dealmaker and no-nonsense Top Producing Realtor who has made a name for himself through an impressive work ethic, excellent communication skills and his solid industry know-how. Patrick has been setting records year after year by applying his comprehensive professional approach to his craft, and is truly a force to be reckoned with in the highly-competitive Jersey Shore area. He has personally closed over $300,000,000 in transactions since 2006 and consistently outperforms over 99% of all 10 Copyright Top Agent Magazine
licensed Monmouth County real estate agents in Millions Closed annually and has done so for every year between 2006 – 2018. Additionally, Patrick’s achievements include the Platinum Award, Chairman Cup, Diamond Award, and Titan Award, all of which are not simply designations, but rather they are awards very few agents ever achieve once, let alone multiple times. Top Agent Magazine
“There is a lot more to buying or selling a home than most people think,” says Patrick, on his impressive website www.shoreliving.com. “Very often, people don’t consider how important their agent can be until it’s too late. There are a lot of steps behind the scenes nobody tells them about. I know this from years of experience at the highest level of production. My goal is to bring heightened negotiating and marketing skills to the table, combined with proven results and real world experience.” Top Agent Magazine
With more than a decade of experience under his belt, Patrick can boast of a business that is based significantly upon repeat clients and referrals, perhaps the surest indicator of success in this highly-competitive industry. “I think that has a lot to do with my proven track record of delivering results,” says Patrick. “It has to come naturally to you or it doesn’t work.” Another factor in his consistent success is the fact that he places a strong emphasis on being available to his clients 11 Copyright Top Agent Magazine
whenever they might need him. “Some agents just leave their clients in limbo,” says Patrick, citing one of the most common customer complaints. “I’ll answer my phone, even if the call comes in at 10 pm. If for some reason you can’t get me because I’m with a client, for example, You’re going to get a call back. How refreshing.” For proof of Patrick’s excellence in the real estate field, one needs to look no further than the reviews on www.shoreliving.com. One client, Copyright Top Agent Magazine Copyright 12
with whom he closed a $7.6 million transaction, wrote: “Pat knows the local market, and premium homes in particular, better than anyone we have worked with in the last ten years. Ultra-professional, very motivated, and easy to work with. I recommend him very highly.” Four generations of Patrick’s family have resided in the New Jersey Tri-State area, which adds to his depth and breadth of local knowledge. “This gives me more tangible knowledge and insights than most,” says PatTop Agent Magazine
rick, “as well as a clear understanding of why people move to our county and what they are looking for in terms of community lifestyle, leisure, beaches/ boating/equestrian, commuting options, entertainment, culture and education. Many agents pride themselves – and I find this revealing – that they only specialize in one town. I close deals from Spring Lake to Rumson. It’s not 1995 anymore, it’s almost 2019, you don’t want a small network, you want a BIG net. I pull clients from Top Agent Magazine
many areas which gives me and my clients way more exposure than most expect.” Patrick’s plan for the future of his business is to continue its growth, while sacrificing none Copyright Top Agent Magazine 13
of the superior client service that has become synonymous with his name. When asked if there is anything he’d like potential buyers and sellers to know about him, his sense of humor is fully evident. “I’d like them to know that I’m a much better agent than any-
one else,” he says with a laugh. “If they are considering someone else, they should just scribble out their name, write mine down and never use anyone else but me for the rest of their lives.” All joking aside, that might be great advice.
To contact Patrick J. Butera, call 732 - 996 - 8030 or email Pat@ShoreLiving.com
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Thinking of Listing? Nine Ways to Get Ready The less time a home spends on the market, the more likely it is to sell at or above list price. That’s why our Top Agents recommend getting a property ready for marketing well before listing. Anyone who is even just starting to think about listing will benefit from some basic upkeep and pre-staging work. Even if you decide now is not the time to list, you’ll enjoy these simple improvements around the home. With the right local resources, most pre-listing preparations take less than a week and will make the formal staging process simpler for all involved. Ask Top Agents in your area for referrals of local pros to hire. Once you’ve selected your Top Agent, keep yourself open to his or her opinion on other TLC to help decrease your home’s market time. 1. Inspection: The last thing a seller or buyer wants is a surprise at
inspection. That’s why a complete inspection before listing is so valuable. Many necessary fixes, such as minor roof or appliance repairs, can be discovered and repaired in less than a week. If inspection uncovers a major issue, any Top Agent will tell you that this knowledge is power; disclosing and expecting to take responsibility will increase buyers’ trust without affecting market time. 2. De-Clutter: Take a little time to pack away surplus furniture items and
extra knick-knacks, papers, books or occasional-use items throughout your house. Remember this may require boxing away video game supplies or packing up comfy throw pillows and blankets. Move these items temporarily into closets, the garage or attic with the assumption of possibly renting a storage unit just before listing. 3. Paint: Whole-house painting is likely not necessary, but consider touching
up baseboard moldings and doorways and open wall spaces in high-use areas Top Agent Magazine
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such as bathrooms, the office, family room and indoor recreation spaces. Also consider a little varnish on the front door or banister. 4. Artwork and Decor: Take a neutral look at your décor. Better yet, ask a
Top Agent to do so. Buyers should be able to picture themselves living in your home. While your Top Agent may not advise you to appear generic, you’ll likely need to thin out any shrine-like displays to family, hobbies or cultural interests.
5. Deep-Clean Housekeeping: After you’ve de-cluttered and touched up
the paint, request a deep cleaning from your housekeeping service and weekly cleanings thereafter. Make sure they pay attention to details like dusting or vacuuming window treatments and lampshades or wiping smudges off door jams and baseboard moldings. 6. Carpets and Rugs: Bring in the pros, but don’t just clean the carpets.
Because the cleaners will be moving furniture anyway, ask them stretch and tighten any buckled areas of carpeting. Doing so now saves the trouble of having to credit your buyer for this following final walk-through. Also consider removing small area rugs to let the beauty of your hardwood floors shine.
7. Look at the Loo: Buyers may not notice a brand-new toilet seat, but they
will turn up their noses at the one with the broken hinges. Freshly replaced toilet seats, faucets or doorknobs in heavily trafficked bathrooms can go a long way in first impressions.
8. “Mow & Blow”: Consider buyers as guests you want to feel welcome
as they ascend the front walk. If you don’t already have one, hire a weekly gardening service to keep up with the mowing, weeding, pruning and basic maintenance outside so you can focus on other things. 9. Staging: Once you’ve selected a staging professional for the finishing
touches, ask them and your Top Agent for final recommendations on day-today upkeep, storage options and what-to-do (or what not to do) while your house is on the market. 16
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John Samsel Top Agent Magazine
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JOHN SAMSEL Top Agent John Samsel, Broker/ Owner of Samsel & Associates in Clark, New Jersey has achieved stellar success in the real estate world through a combination of hard work, true concern for his client’s best interests, and his focus on providing his buyers and sellers with impeccable, white-glove service. John, who will soon appear on HGTV’s legendary series House Hunters, and who has also been featured on television networks ABC, NBC, FOX and CBS, unofficially began his real estate career in 2002, when he began buying and selling his own homes. In 2004, he made it official and obtained his license. As the proprietor of Samsel & Associates, he currently oversees a highly-dedicated team of 26 agents, all of whom he has a personal interest in seeing succeed, working hard to educate, encourage, and hopefully open their own brokerages at some point. “What I’m truly trying to do is to create a company that really cares about its agents, and isn’t simply looking to line its own pockets,” he says. Nearly half of John’s considerable business is based on repeat and referral clients, a sure indicator that the aforementioned white-glove service is impacting and satisfying his clients. “We go above and beyond for our clients,” says John, attempting to explain the impressive level of customer loyalty he and his company produce. Much of his success has to do with the level of expertise and training John, himself possesses. “I have a broker’s license, a mortgage originators license, a title insurance license, construction license and an EPA license,” says John. Remarkably, his clients also benefit greatly during any transactional difficulties from the fact that he is also a licensed counselor. John cherishes the relationships he forms with his clients, and works hard to make sure they understand that. In addition to sending personal texts to them, he also relies heavily on social media to maintain contact with them all. “It’s one of the best methods I’ve found for staying in touch with them,” he explains. He has also become a trusted post-transaction resource for his clients, and often finds himself providing recommendations on area restaurants, vendors and other local businesses. “They reach out to me on a regular basis,” he says. “I actually love what I do, and I don’t consider it work at all,” says John, when asked what he enjoys most about his life in real estate. “I enjoy every aspect of helping people, educating 18
people, and equipping people with the information they need to make a good decision,” explains John. “I also love to help and see agents grow and develop their own business.” John not only likes giving back to his community. “I don’t just give back to our community, I give back to all communities,” he says. Among the recipients of his philanthropic efforts are an organization that assists with special needs children, sponsorship of athletic teams and assisting with senior living facilities and the area school systems. Additionally, he was recently elected to the Board of Directors of the Gateway Chamber of Commerce, to which he was nominated because of his many civic commitments. When he’s not working, John enjoys nothing more than spending time with his wife and children, and is conscientious about carving out time from his busy schedule for them, making them a priority. The family can often be found on the Jersey Shore, a place John professes a great love for. “I make sure family comes first in my life, and then everything else after that flows nicely.” Looking to the future, John’s plans include continuing to grow his business, and perhaps begin a franchise at some point. He also plans on continuing to groom and support his dedicated agents. Above all, however, would be the goal of continuing to provide the very best customer service available in the state of New Jersey. “We really care about people,” says John. “A lot of people say that, but I learned a long time ago that actions speak louder than words. Stop chasing the money, and the money start chasing you.”
For more information about
JOHN SAMSEL, please call 908 - 422 - 9650 or email johnsamseljr@gmail.com Copyright Top Top Agent Agent Magazine Magazine
#Reaching the Millennial Market Through Social Media by Bubba Mills
The old adage in marketing says if you aim at everyone you’ll miss them all. I know REALTORS® sometimes fall into the trap of attempting to reach everyone and then scratch their heads when they only hear crickets chirping. If you’re one of those (or even if you’re not), stick with me and I might be able to help you.
know how to reach them. For that part, I’ll share two words: social media. Many surveys have confirmed that social media is the Millennials’ dominant source of information, even above search engines. So the best way to build relationships and trust with Millennials is through social media.
The true beauty of social media is not only its reach but its implied advocacy. When Millennials find content they relate to, they share it with their The National Association of REAL- peers. So if one person shares your TORS® has found that Millennials message, it could instantly go to hunrepresent the largest share of recent dreds (or even thousands) of people buyers (32 percent of all buyers last with the inferred praise of the person year were Millennials). But here’s sharing it. the kicker: the overwhelming majority use real estate agents. Are If you’re not using social media, lights and bells going off in your again, check your pulse. Then start learning about social media and get head? If not, check your pulse. active on it. I promise it’ll be well So a great place to sharpen your worth your time. The big ones are marketing aim is with Millennials. Facebook, Twitter, Pinterest, Tumblr That’s half the equation—knowing and Instagram. You can Google each who to go after. The second half is to and get a feel for which ones make Let me start with one word: Millennials—those between the ages of 18 and 34.
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Many surveys have confirmed that social media is the Millennials’ dominant source of information. the most sense for you, but all of them have something to offer REALTORS®.
I’m proud of that because I know in this day and age anyone who sells anything must use social media.
Now I’m not one to toot my own horn, but for this topic I will only with the hope that you give what I say a little more weight. Last year, a national magazine named me to its 25 most connected professionals list.
So here are some tips you can start using to reach Millennials on their terms:
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1. First, take time to understand social media. Join them (they’re free!) Top Agent Magazine
Millennials under stand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.
and just take it all in. See what it’s all about and what kind of information people share. Spend at least several days learning before you share info. 2. Make sure what you share fits the specific social media outlet. For example, Facebook and Twitter are primarily personal tidbits, news and they’re both fairly casual, while Instagram is geared almost exclusively for visuals and photos. 3. Make sure your information is relevant and useful to improve the chance it gets shared. Millennials understand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it. Top Agent Magazine
4. Make it interesting. Instead of saying, ‘Gee, I have this great listing.’ Why not just share a picture of a cool looking wrap-around front porch of a house (that just happens to be one of your listings) that was built in the 1940s. Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1800-957-8353 or visit us at www.Corcoran Coaching.com. 21
Creative Ways to Say Thank You
Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives. But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.
1. How about a streaming video device, like a Roku
or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.
2. Matching bathrobes and Bath kits: Fleece or ter-
rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!
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3. Arrange a catered meal from a local vendor. As-
certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.
4. For homes with swimming pools or Jacuzzis, a
stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.
5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.
So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend. Top Agent Magazine
JACKIE THOMAS Jackie Thomas comes from an extremely tight family. So it’s no surprise that her business operates as a family. From the family members and friends on the team to the knowledgeable and attentive care they provide their clients, people describe Jackie’s team as a “breath of fresh air.” Eagerly serving their longtime hometowns in New Jersey’s Morris, Passaic and Essex Counties, plus surrounding communities, team members and clients mutually feel like close friends and family members. “People love family,” says Jackie, who entered real estate in 2002 following a marketing career. “I had stopped working to have kids and was deciding what to do next,” she says. On a suggestion from a friend who was an agent, Jackie earned her license and joined a big agency, thinking she’d sell a few houses a year to start. “But a little over a year later, I was the top agent in the office! I was so driven by reaching that level so quickly that I became a listing machine!” Jackie soon wondered if she should go out on her own to maximize her full potential. “My sister finally told me to start my own team; she said she’d earn her license and be my buyer’s agent.” Once that happened, the family business blossomed to a team of six family members and close friends. “We were enormously successful for a number of years,” says Jackie. But sometimes, life gets in the way. During a personally challenging period when both sisters went through divorces, they closed their business and took on other work. And when the time came to return to real estate In 2014, neither sister could have imagined how quickly they would rebuild their team and their success. “We been top agents before, so it was kind of a midlife awakening when my sister said, ‘Let’s do it again!’” Years later, they are still soaring. “I’m an animal out there again! We’re known as ‘Your Family Team’ and people didn’t forget us.” Clients, past and present, know that every member of the team is close with one another, that they all know everything about each client’s needs and that they’re all available to cover for each other. “We go so far above and beyond for our clients. I mean, I can’t avoid my phone,” Jackie laughs. “I swear I take a bath with my phone; I love my clients that much!” Jackie and team have mastered the fine art of breaking through and developing openness with people, which helps them to empathize and help people. Top Agent Magazine
They’ve earned Gold level (top 1% for the State of New Jersey) and are aiming for Platinum. “And we’ve done this by working for real people,” Jackie explains. “We’re mostly selling homes in the $200,000 to $500,000 range, plus some in the $700,000 range, but we don’t focus on getting million dollar homes.” From month to month, their client engagements include a mix of listing and buyers, which helps in better understanding the market and in successfully marketing their listings. “We’re area experts; we know how to market to buyers here,” she says. In addition to online advertising through Re/Max’s strong network, they maximize social media. As local experts and neighbors, they’re visible around their communities, leading charitable outreach efforts including events for animals and children. “For years, we’ve run a Christmas show that’s free to attendees; we had as many as 1,000 kids attend the last time we did it; they get to play games, have pictures with Santa and watch dance companies that come in to perform.” They also host adopt-a-pet events at the office. And when she’s not busy giving of herself to clients and community, Jackie enjoys running on the shore, going to the spa, vacationing, and enjoying laughter and fun with family. Going forward, Jackie and team expect to build on their winning formula. “When someone calls us, I fit them with the perfect team member for their area and personality,” says Jackie. “Our motto is, ‘Let our family move yours’ and we mean that. We want people to notice the family feel and they do; they tell us all the time.”
For more information about JACKIE THOMAS, email jackiethomasremax@gmail.com or call 973.477.2350 Copyright Top Agent Magazine 23
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