North Carolina 2-12-17

NORTH CAROLINA EDITION

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SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

COACHING 9-1-1

GET YOUR HEAD IN THE GAME! YOUR SECRET PRESENTATION WEAPON

FEATURED AGENT

IRENE HIGGINSON COVER STORY

PETER CONTASTATHES

NORTH CAROLINA EDITION

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PETER CONTASTATHES

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IRENE HIGGINSO

IRENE HIGGINSON

CONTENTS 4) YOUR SECRET PRESENTATION WEAPON

16) GET YOUR HEAD IN THE GAME!

When a client signs on to work with Irene Higginson, they get Irene every time as she prides herself on offering a personalized approach to every client. “I’m very hands-on,” she says. “I prefer to focus my attention to each individual person, in regards to every detail of the transaction.” It is this customized approach that has given her a 95 percent repeat and referral business and has won her many awards with The Allen Tate Company she works with. Irene placed in the top 5% company-wide for closed sales units and volume as well as being recognized as part of the Chairman’s Circle for over $10 million in closed sales volume. She was also named Associate of the Year for listing volume.

19) COACHING 9-1-1

13) 5 SOCIAL MEDIA MISTAKES REAL ESTATE PETER AGENTS MUSTCONTASTATHES AVOID

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Serving North Raleigh, downtown Raleigh and the entire Phone 888-461-3930 | Fax 310-751-7068 Triangle market of North Carolina, Irene offers an inside perspective on the region. “It’s nice that I’m able to call mag@topagentmagazine.com | www.topagentmagazine.com it home, but it’s also nice for me to be able to let peoNo portion of this issue may be reproduced in any manner whatsoever prior consent of themakes publisher.

Top Agent ple knowwithout the specifics of what Raleigh such a Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy published great place to live when we’re out searchingoffor homes,” materials, Top Agent Magazine cannot be held responsible forshe opinions or facts supplied by its authors. says. expressed She provides personalized real estate consultTo subscribe or change address, send inquiry to mag@topagentmagazine.com. ing services for exceptional quality of life in the luxury Published in the U.S. home market she caters to. She understands the unique needs of affluent buyers and sellers and recognizes the importance of being discreet. Her high-touch, personalized, and strategic approach to sellingTop and buying real Agent Magazine

estate u petitive

To kee she sen Report inform ative to get a re in their with pa keepin busine

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Your Secret Presentation Weapon

by Rich Levin

You are at a listing presentation, and Agent: “Do you know the number you know the seller is interviewing one complaint owners, like you, have other agents. Would you like to about their present REALTOR®? distinguish yourself as the best?

Here’s how.

“The agent doesn’t communicate or loses touch. It’s one of the simplest This is on an age-old and proven things and one of the most sales concept that is taught in high- important. I know some of the best level sales training in every major agents in town who sell a lot of corporation. In real estate, it is a homes and have the best intentions, subtlety that most agents simply but they just don’t follow up like don’t build into their skill set. Those they should, and you fall through who learn and use this skill stand out the cracks. and win against the competition.

“I set aside an hour each day just for Have you ever lost a listing and staying in touch with my clients.” could not figure out why? The seller says that they had more confidence “You don’t want to be in the dark, in another agent. This skill is the uncertain and uncomfortable. I reason they will choose you. They want you confident that we are both may not recognize why; they just doing everything we can to get your have more confidence in you. property sold for the most money in the shortest time. “I like to make Sample Seller Script these calls between eleven and Here’s an example. After, I’ll break noon on Thursday mornings. What it down for you so that you can is the best number to reach you at apply it for yourself. that time?”

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Robbins was a twinkle in his AABC: The Breakdown There are four steps to this mother’s eye. Most agents miss the presentation skill. They are subtle mark on this in today’s competitive and easy to learn. You must practice real estate market. To hit a bull’s to be natural with this skill, which I eye, use AABC as your secret weapon. You will begin to notice call AABC. sellers and buyers having more • Step one is the Action you take. In confidence in you, relaxing with the example above, it’s communicating you, and trusting your judgment. regularly.

Sample Buyer Script • Step two is the Advantage you “Would you like to have the bring that differentiates you. In the advantage of seeing the newest example above, it is setting aside an properties on the market, every day?” hour each day.

A – The Action: “Every day—often • Step three is the Benefit to them. twice a day—I will search for propIn the example above, it is making erties that are new to the market.” them certain, comfortable and A – The Advantage: “In our area confident. there are nearly three thousand real • Step four is the Close, which is estate agents. Every day, some of asking for a decision. In the them are placing new property on example above, it is asking for the the market. Within hours, often less, specific number to be reached on a I make sure that you are aware of any and every property that even specific day and time. remotely matches your desires.”

AABC B – The Benefit: “You’ll have the Action: What you do. best opportunity to find the property Advantage: Your distinction. that has the most of what you want Benefit: What’s in it for them? before you are in competition for it, Close: Asking for a decision. and you often get it at the best price.

This has been taught by Fortune 500 Each year, many of the homes I sell Companies decades before Anthony are those fresh listings that have Top Agent Magazine

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only been viewed by my buyers.

It’s fun for me. It’s the best way to give you the competitive edge.”

C – Close: “Do you want me to contact you each day as soon as we become aware of any property in which you may be interested? If I call during the workday with an excellent choice—something that looks perfect—would you be able to come fairly quickly to see it?”

You will find AABC is your secret weapon. While other agents present their same old way, the buyers and sellers to whom you present see, hear, and feel something different, something more. They will more easily sign exclusive contracts with less commission challenges. They will trust you and make your job with them easier, because they strongly believe in your efforts on their behalf.

A Few Subtleties I like to start with a question. Do you know? Have you heard? Would you like?

The Action can be very simple. It is your Advantage—the way you do it differently—that makes the distinction.

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The Benefit is always more money, the best time frame, and/or more ease and convenience. That is WIIFT: What’s In It for Them.

The Close is critical. In addition to confirming their agreement, it makes them an active participant in the process.

In my work, I occasionally accompany Agents on listing presentations—Agents who take over a hundred listings a year. Once they begin to apply AABC, they immediately express that they feel, hear, and see the difference in the way their clients responded to them.

This is an advanced skill that raises your effectiveness and enhances your relationships and your results.

It requires preparation and practice.

It is a secret weapon that can shift your work and your career into the next gear.

Rich Levin is one of the most successful Real Estate coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning your business.

Copyright©, Rich Levin. All rights reserved.

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PETER CONTASTATHES 7

Everything you need when buying or selling a home can be facilitated through Forward Realty.

PETER CONTASTATHES Peter Contastathes grew up around the real estate business. His father was a general contractor, and although Peter was always interested in the business, he initially got started in another area of sales. “When I was working for Dodge in marketing and sales, I got into real estate investment, buying and flipping homes. I got my license in 2003 in order to list and sell my own properties in Pennsylvania, but I loved it so much I ended up doing it full time. It’s funny...I always think back to a moment when I was in junior high school; my teacher asked everyone what they wanted to do when they grew up, and I said real estate.

I guess I knew from early on, and it really has been a perfect fit.”

Eleven years ago, Peter moved to North Carolina and worked as an agent for a new home builder; he was a top producing agent almost from the start. He was so successful 8Copyright Top Agent Magazine

in fact, that he decided to open up his own firm, Forward Realty, in 2006 which quickly became one of the most respected and in-demand Real Estate Company’s serving the Lake Norman and Charlotte areas.

The last few years have seen remarkable growth for both Forward Realty and for Peter himself. Almost two years ago, Forward Realty opened up a second office and Peter recently got his General Contractor’s license; just another advantage he can offer his clients. In addition to his in-depth knowledge of construction, Peter also is part owner of a mortgage company; so when you work with him, it is almost like a “one stop shop” experience. Everything you need when buying or selling a home can be facilitated through Forward Realty; making the process as easy as possible for his clients is always Peter’s main goal. “I have the expertise to really guide my cliTop Agent Magazine

ents through every aspect of the process; from securing financing, to home warranty and inspection, to staging and remodeling.

I remain a resource to my clients long after the active transaction. I’d say one of the keys to my success is my vast knowledge of every aspect of the real estate business.�

In an area that can be oversaturated with part time agents that do not offer the top knowledge, marketing or skills, Peter has stood out from the rest by operating his business with the utmost integrity, earning the trust of those he works with by always exceeding expectations.

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Peter is actively involved in his community in addition to supporting several organizations including the Hope House Foundation, the Davidson Parade, and Toys for Tots. He enjoys spending his free time with his wife and his four year old daughter, being out and about in the community that he represents and loves.

Peter could not be more thrilled with his success and would like to continue seeing his business grow. Peter is even considering expanding into new areas, bringing more people the unsurpassed level of service he has built his reputation on. “I believe Copyright Top Agent Magazine9

“I have the expertise to really guide my clients through every aspect of the process; from securing financing, to home warranty and inspection, to staging and remodeling. strongly that everyone who wants to own a home should. There is no better feeling for me than helping someone purchase a home when they thought it was impossible. It’s all about helping people; my goal in every Copyright Top Agent Magazine 10

transaction is to make a deal where both parties leave happy. Being a Realtor® is not just about selling homes, it is about building relationships and helping people achieve their real estate dreams and financial goals.”

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To learn more about Peter Contastathes and Forward Realty call 704-439-6253, email forwardrealty@yahoo.com or visit newnchome.com www.

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

2

Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

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can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

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Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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Get Your Head in the Game!

By Barry Eisen

Can you think of any top athlete in any sport who is inconsistent in prepara­ tion, has little focus, has no defined game plan, and has low confidence and self-esteem? If you can, you’re not thinking of a top athlete, you’re thinking of a wanna-be poser. There are lots of gifted and talented people in sports, but the world doesn’t care as much about the talent unless it shows up, demonstrates focus, shows a dedicated plan of action and acts like success is the natural by product of all the previous preparation.

The same scenario is true about successful entrepreneurs. You’d be hard pressed to think of a winner who wasn’t prepared, focused, strategized and confident.

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The stories about Ben Hogan, Jack Nicklaus, Billie Jean King, John McEnroe, Kobe Bryant, Michael Jordan, Michael Phelps, Lionel Messi, Amanda Beard, and thousands of other sports greats share many When you hear negative basic success principles.

Think of the Captains of Commerce in your business and chances are the success principles are much the same.

messages in your mind... take a deep breath and replace them with supportive words.

I’ve been privileged to have worked with some of the very best in sport and business over many years and this is some of what I’ve learned from them.

5 ideas for stepping up your game.

1

Preparation is what creates confidence. Don’t work on confidence.

Practice more. Whether it’s practicing getting out of the starting blocks quickly in the 100 meter dash, efficient flip turns in the pool, chipping onto the green from 30 yards away or rehearsing business presentation scripts, introducing yourself while knocking on doors, or closing assertively after a strong presentation...you can’t get around practice/preparation. Check out “the 10,000 Hour Rule,” in Gladwell’s, Outliers. Ya gotta do the work!

Mental practice in a relaxed state of mind (self-hypnosis) can speed up the success process from 2-5 times. Read almost any autobiography of a successful athlete or business personality and recognize this common trait; almost all successful people saw and savored the end result in their quiet, meditative states first.

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The quality of Self-Talk is a big reason for the separation between superstars and the herd that follows. It’s easy to be positive and use positive words when things are going great and your attitude is up. One way of getting and keeping an “up” attitude is to silently tell yourself what the outcome of the next event will be...where the ball will land, your time for the 100 butterfly, the height of the high jump you’ll clear, the room you’ll mesmerize with your speech, the powerful listing presentation you’ll

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give today, etc. The result of negative self-talk (self fulfilling prophesy) is obvious...poor posture, unfocused, procrastination, fear. Self sabotage!

When you hear negative messages in your mind...take a deep breath and replace them with supportive words. This will get easier and more automatic with practice and so will your successes.

(If you don’t achieve what you set out for...it doesn’t matter...keep doing this.) The difference in how the ultimately successful get to where they are and where everyone one else gets, is how soon you pull the plug and quit.

Raise your game by staying in it. As you shift your mind your game will improve/your business will improve.

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Visualize the self-talk. Pictures make more and deeper neurological impressions. A picture IS worth a thousand words. The greats in every sport played the game, walked the course, saw the 100 mph fastball come in, saw the touch at the pool’s wall, broke the beam at the finish line well before their bodies were involved. Your actions are based on your thoughts.

Don’t be random. Choose successful pictures that move you forward.

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Feel the satisfaction of success for just a moment. How would it feel hitting that perfect dive, making the 20 foot putt, running your personal best in a 10k, nailing that listing presentation, passing that test?

Allowing the neurotransmitter dopamine to flash through the pleasure centers of your brain, reinforces the positive goal towhich you are moving.

We do things to maximize pleasure or to minimize discomfort. As you associate the task or goal with a positive feeling, you’ll approach the task/ goal with a more open, “CAN DO,” attitude. It’s attitude not aptitude that usually matters more. Like a pep talk before a game, like a supportive hand on a child’s shoulder before a test in school, like a smile from a prospect that says, “I’m open to what you have to say,” feel good about what you’re here to do. You’ll make changes, not because you need to or want to, but because it feels good. Take the kicking and screaming out of your life to experience a more centered and focused energy.

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Relax before you compete/take care of that piece of business. Some use music, some meditate, some create physical rituals (eat a certain food, do push ups, clap hands, stretch, a couple of breathes (and a whole lot of other crazy things you’ve seen. It ain’t crazy if it works.) Create a small ritual that focuses you in the last moment before the event/business presentation/prospecting/public speaking...

Some sport psychology is about emotional, social and or physical issues, more to be addressed by qualified coaches, counselors or therapists, trained to deal with psychological baggage and physical scars. Some business leaders sit in with therapists and coaches to sort out individual blocks.

But after all the analysis is said and done, the smart ones go back to the basics. See the ball, hit the ball.

Copyright©, 2016 Barry Eisen. All rights reserved.

Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 Top Agent Magazine

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IRENE HIGGINSON

When a client signs on to work with Irene Higginson, they get Irene every time as she prides herself on offering a personalized approach to every client. “I’m very hands-on,” she says. “I prefer to focus my attention to each individual person, in regards to every detail of the transaction.” It is this customized approach that has given her a 95 percent repeat and referral business and has won her many awards with The Allen Tate Company she works with. Irene placed in the top 5% company-wide for closed sales units and volume as well as being recognized as part of the Chairman’s Circle for over $10 million in closed sales volume. She was also named Associate of the Year for listing volume.

Serving North Raleigh, downtown Raleigh and the entire Triangle market of North Carolina, Irene offers an inside perspective on the region. “It’s nice that I’m able to call it home, but it’s also nice for me to be able to let people know the specifics of what makes Raleigh such a great place to live when we’re out searching for homes,” she says. She provides personalized real estate consulting services for exceptional quality of life in the luxury home market she caters to. She understands the unique needs of affluent buyers and sellers and recognizes the importance of being discreet. Her high-touch, personalized, and strategic approach to selling and buying real 20

estate uniquely positions her clients for success in a competitive, fast-paced market.

To keep at the forefront of her past and present clients, she sends them an informative company tool, “Market Report.” This is a monthly email designed to keep clients informed as they monitor their home’s potential value relative to the market around them. With this tool, sellers can get a real-time picture of what the market conditions are in their particular subdivision. Irene also keeps in touch with past clients by calling three to four times a year and keeping them informed with what’s going on with her business and the successes she’s had. To market Copyright Top Agent Magazine

a home, Irene draws on her extensive negotiation and marketing expertise to create custom and targeted programs for each home listing. Recognized as a leader in the industry, Irene has earned her Million Dollar Guild status with the Institute for Luxury Home Marketing and is a Certified Luxury Marketing Specialist, which allows her access to high-end marketing tools just for the luxury home market. As an example, she uses specialized techniques such as drones, for these high-end homes, to get a full view of a property. It’s the little things, the specialized techniques, the amount of detail put into staging a home, etc. that is what gets a home sold.

Going forward, Irene believes the future for her business is to continue to serve her clients through communication and to the attention to detail required in this industry.

Irene also gives back to the community by supporting the Juvenile Diabetes Association, a charity that is dear to her heart having diabetes herself. She participates in the Diabetes Walk for the Cure as well as other events put on by the organization. She specifically reaches out to parents with children of diabetes to help them understand you can still be successful while having the disease. When Irene wants to have some fun, she plays or takes a walk with her three dogs. In her leisure time, Irene enjoys spending time with her husband, three daughters, and three dogs.

For more information about IRENE HIGGINSON, visit ihomesnc.com, call 919-389-7778, or email irene.higginson@allentate.com www.

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Coaching 9-1-1

By Walter Sanford

Having a coach can provide the right answers when you need it. Below is an exchange with one of our coaching clients and it provided a little “911” for his current situation: Coaching Client: I went on what I thought was a great listing presentation yesterday. However, the couple would not sign at our meeting. They said they needed to talk. I then felt like something was up.

Walter: On the phone while making the appointment, one of the questions needs to be – “If everything meets with your approval, are you wanting to start the marketing plan tomorrow night when I meet with you?”

Coaching Client: The guy just left me a voicemail saying they loved everything I had to offer; however, they were listing with some schmo that doesn’t do any FRICKIN’ business.

Walter: Always make it your goal to get the signature! Fake that you are 22

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leaving then do the “Columbo” and say, “So, I can email all answers at the office – what are you thinking about so I can do more research for you?”

Coaching Client: They said they had a personal connection that really suggested that they use this guy. I know them as well and I can hear the conversation: the (name) Team are doing just fine and (name) really needs the business. How in the heck do I fight that?

Walter: Let’s not try to fight until you are sure that’s what happened. Call them back. “(Wife’s name) and I are always trying to improve our services.

Could you help me by letting me know what I could have done differently to earn your business? Was there anything I could have improved on for you?”

Coaching Client: This other guy doesn’t even know how to spell marketing much less apply it! I am as mad as I have been since getting into real estate.

Thanks for any suggestions.

Walter: If that was the REAL reason, you needed to find it out while you were there then counter it by letting them know that more than anything else…an agent makes the difference on the amount a seller nets at the closing. Experience makes a difference in – • A large buyer database • More trust from buyers • More money to spend on marketing • The ability to convert leads into showings by uncovering needs of buyers and demonstrating how your property fulfills them having experience in negotiating • Understanding in how to write contracts to prevent post-closing seller litigation • Having a team who monitors every aspect of the closing successfully • Overcoming objections and challenges in the most cost-effective manner Walter Sanford has been designing and implementing real estate systems for 30 years.

One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us Copyright©, 2015 Walter Sanford. All rights reserved. online at www.waltersanford.com.

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