NORTH CAROLINA

NORTH CAROLINA EDITION

A STEP-BY-STEP GUIDE TO CONVERTING INTERNET LEADS TO REAL LIFE SALES

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WAYS TO TRANSFORM RENTERS INTO OWNERS

FEATURED AGENT

TAYLOR OLDHAM

DEVELOPING YOUR PRICING PHILOSOPHY

THINKING OF LISTING?

NINE WAYS TO GET READY

COVER STORY

ABIGAIL HINES MILLER

NORTH CAROLINA EDITION

TAYLOR OLDHAM Taylor Oldham of Raleigh, North Carolina, has built a successful real estate 7 enterprise by combining her knack for digital branding with a sincere dedication to candor and client satisfaction. “I tell everyone I work with, ‘I’m going to do what a good friend would do and tell you the truth, even if it hurts.’ That brutal honesty can make some folks do a double ABIGAIL HINES MILLER take, but in the long run, they appreciate it – my job is to make sure that this huge decision is the right decision for clients in the long run.”

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her willingness to tra The Triangle (includin Chapel Hill, and b Taylor boast a recent a ing $10 million.

In addition to her ence, Taylor attribute innate ability to pers TAYLOR OLDHAM and experience. “The to offer, so I try to h opportunities of a ho else. If I’m doing an CONTENTS screened in porch, y HINES MILLER Prior to entering the industry, Taylor charcuterie and cham enjoyed working sunset and showcasin 4)a 5career WAYS TO for the Carolina 16) DEVELOPING YOUR Hurricanes.

“I was with them for five my authentic self,” sh TRANSFORM RENTERS PRICING PHILOSOPHY seasons, and IOWNERS really fell in love with The Triangle,” she ple respond to that. Not every home INTO OF LISTING? recalls, “but the lifestyle demanded so much travel –21) par- THINKING try to make sure agents and clients s 14) A STEP-BY-STEP GUIDE NINE WAYS TO GET ticularly while I was employed by the Wasserman Media client finally doesREADY get the keys to th CONVERTING GroupTO – hosting executives INTERNET at the Kentucky Derby, or get to spray a bottle of prosecco in c LEADS TOgames REALatLIFE SALES bouncing between The Final Four; it just wasn’t for me.” After a heartfelt conversation with her then As her position in the industry s fiancé (now husband), Taylor decided to meet with the excited to share her knowledge and REALTOR® who had recently sold them their first home two recently licensed agents. “We Kait Sronce and Megan Florence, w to explore the profession.

“It| Fax was310-734-1440 a perfect fit. The only Phone 310-734-1440 Residential brokered by Choice R thing that gave anyone pause was the| fact that I absomag@topagentmagazine.com www.topagentmagazine.com as weTopkeep our n lutely refuse toofdo calling – it’sin any justmanner not whatsoever my brand.”

No portion thiscold issue may be reproduced without prior hopefully consent of the publisher.

Agent growing, Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top bly be a transaction coordinator.” In She obtained her licensure in 2019, and eagerly absorbed Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. her newly minted colleagues, Taylor as muchToknowledge as address, possible. subscribe or change send inquiry to mag@topagentmagazine.com.

Published in the U.S. to share her expertise and collabor real estate community. “I have an Presently, Taylor is approaching four years as a full time ner who lives in Georgia, and I jus licensed REALTOR®, and she’s built a book of business 2 Top Agent Magazine a social media class to a lot of her a that is one hundred percent repeat and referral clients.

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5 Ways to Transform

Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty 4

visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term.

As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.

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Show renters that purchasing a home isn’t impossible

Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount.

One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.

into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.

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Collaborate with mortgage professionals to find the right financing opportunities

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Help would-be homebuyers create a road-map to ownership

It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair.

That’s where your expertise as an agent comes Top Agent Magazine

Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership.

Work with a mortgage pro and find the route that suits your renter best.

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pay monthly in a mortgage—while building a lasting asset.

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Compare and contrast rental rates with monthly mortgage payments One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can

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Paint the big picture

For most, renting isn’t the most sustainable financial option when it comes to housing.

Rents rise, families grow, and retirement looms.

Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle.

Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side.

Keep these tips in mind as you broach the conversation with renters in your hometown.

All it takes is clear-cut value proposition and a listening ear.

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ABIGAIL HINES MILLER

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Top Agent Abigail Hines Miller with Christie’s International Real Estate assists buyers and sellers in the Charlotte, North Carolina area.

With creativity, design prowess, and a people-first mentality, REALTOR® Abigail Hines Miller is building a strong real estate practice in the Charlotte, North Carolina area. After years of working in commercial design sales, she was recruited into real estate just two years ago by her friend and former agent. “With my background in interior design and familiarity with homes, it felt like the right industry to be in,” Abigail explains. While she still runs an interior design business, she is now working with Christie’s International Real Estate as of July 2022 to assist her clients locally and from afar.

Abigail’s business is split 50/50 between buyers and sellers — and no matter which side you are on, customer service will always be at the forefront. “I’m wired to go above and beyond,” she says. Honesty and integrity are pinnacles of her service and she is readily available to help clients 8Copyright Top Agent Magazine

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whenever they need it. “My clients trust me 100% and many of them are now my friends.” To show her appreciation to them throughout the year, Abigail sends holiday gifts and postcards as well as

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monthly newsletters with helpful tips and information about the housing market.

With Christie’s history, reputation, and network, Abigail is able to tap into a

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With Christie’s history, reputation, and network, Abigail is able to tap into a worldwide referral base of agents who work in specific sectors. Christie’s also provides an internal marketing team who publish all her listings online and in their magazine. worldwide referral base of agents who work in specific sectors. Christie’s also provides an internal marketing team who publish all her listings online and in their magazine. She has also been featured in local magazines as well as larger publications like The Wall Street Journal.

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“We choose to advertise in certain publications based on the type of listing and where it is located,” she explains.

As her husband was in the military for almost 12 years, including serving overseas, she’s always had the military very Top Agent Magazine

close to her heart and frequently volunteers to support them. “We’re always looking for new ways to get involved,” she says. Her interior design business takes up some of her free time, though she admits that it is more of a passion than a chore. With two small children, aged 3 and 6, she and her husband have their hands full when not working. When they can, they escape as a family to the North Carolina mountains or Rosemary Beach, Florida for vacation.

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While she’s only just getting started in real estate, Abigail is already at the forefront of the industry competing with top level agents from across the country. She’s predicting a lot of growth this year and has a goal of doing $15-20 million in sales volume. With her design and real estate businesses feeding each other, there are a lot of exciting projects on the horizon for Abigail. “I’m really motivated to do more and want all of my clients to walk away satisfied. Their happiness fuels my fire.”

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To learn more about Abigail Hines Miller, call 980 621-1641, email abigail@ivesterjackson.com, or visit ivesterjackson.com www.

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A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online.

Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales.

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RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up.

Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when Top Agent Magazine

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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Developing Your Pricing Philosophy

By Dirk Zeller

Ask a dozen agents to explain their home pricing philosophy, and you’ll

hear a dozen different approaches. And if the talk reveals frank responses, you’ll also learn that the most common pricing strategy is no strategy at all.

Here’s my advice: Break out of the ranks by establishing and following a specific strategy for arriving at the ideal selling price for each home.

Adopt the philosophy that, in real estate sales, price is king. Price trumps all other factors—including marketing approaches, home condition, market competitiveness, and sales approach. I believe that, in the end, marketing and condition of the property are controlled by the price.

The alternative, advocated by many agents, most sellers, and even some sales trainers, is to emphasize marketing over pricing. Rather than working to set the ideal price, they believe success will come from optimizing the home’s condition and presentation and then marketing it with skill and savvy.

I take the opposite belief, based on years of experience working with sellers who wanted unrealistic prices for their homes and who experienced firsttime sales failures as a result.

Over my sales career, I resurrected and re-listed more than 600 expired listings—nearly 75 a year. Among all those transactions, I never met an owner with an expired listing who thought that an unreasonable price had anything to do with the home’s failure to sell. They all blamed the previous Copyright Top Agent Magazine 16

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agent and that person’s approach to marketing. Each sought some magic marketing strategy to change the reality of the law of supply and demand.

There is a magic strategy: Price the home correctly.

Price is the only factor that can overcome sales obstacles, compensate for a home’s deficiencies, and motivate a purchaser even if the condition of the property and your marketing approach is less than perfect.

Getting the listing at any cost Does this scenario sound familiar? An agent (usually a newer agent) is short on business or maybe even desperate for the chance to stake a sign in someone’s yard. The agent wants a listing at any price – even if the chance Top Agent Magazine

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to seal a deal erodes the likelihood of selling the property. To gain a seller’s nod of approval, the agent makes a flatteringly high pricing recommendation, throwing out a number the client wants to hear and then hoping something good will result from the bad situation.

I can think of few examples, if any, where this philosophy works. Hope isn’t a successful pricing strategy. Worse, the please-the-client mindset is a hard one to abandon. Agents who achieve listings with unrealistic prices find it hard to later counsel their clients honestly.

If you take and price a good listing competitively, it will sell. You can’t keep a good price a secret!

The pitfalls of a “please the buyer” approach are many and significant. By overpricing, you can practically count on a reduction in your productivity, profitability, and salability, and here’s why: It’s impossible to keep your productivity high when your time is spent in conversations with an unsuccessful seller who lacks motivation to take corrective action. The seller’s negativity, concerns, and phone calls will only increase with each week or month the house remains on the market.

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As time goes on, you’ll devote more and more time unsuccessfully trying to create a sale not only for your seller but also for yourself. This will pull you away from activities that are more likely to deliver income. The ensuing frustration will de-motivate you and stunt your ability to secure better appointments that create other income opportunities.

An unsold, overpriced listing negatively impacts your profitability because it costs you time and money to service while it delivers no revenue to your business. And the situation only gets worse the longer the listing languishes on the market. You’ll end up deducting the expenses of this in-limbo listing from the proceeds generated by any revenue-producing deals you manage to close in the meantime, reducing your net profit and business success.

Unsold homes that linger on the market seriously diminish your salability, which is the term that describes your sales success track. Your salability is based on such key statistics as your average ratio of listing price compared to sale price and the average number of days your listings are on the market.

Obviously, these statistics, which prospects rely on when choosing one agent over another, can be crushed by a “get the listings at any cost” philosophy. They’re also harmed by the “start high and reduce later” tactic.

If you take and price a good listing competitively, it will sell. You can’t keep a good price a secret!

Dirk Zeller is an Agent, an Investor, and the President and CEO of Real Estate Champions. Copyright©, Dirk Zeller. All rights reserved.

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TAYLOR OLDHAM Taylor Oldham of Raleigh, North Carolina, has built a successful real estate enterprise by combining her knack for digital branding with a sincere dedication to candor and client satisfaction. “I tell everyone I work with, ‘I’m going to do what a good friend would do and tell you the truth, even if it hurts.’ That brutal honesty can make some folks do a double take, but in the long run, they appreciate it – my job is to make sure that this huge decision is the right decision for clients in the long run.”

Prior to entering the industry, Taylor enjoyed a career working for the Carolina Hurricanes. “I was with them for five seasons, and I really fell in love with The Triangle,” she recalls, “but the lifestyle demanded so much travel – particularly while I was employed by the Wasserman Media Group – hosting executives at the Kentucky Derby, or bouncing between games at The Final Four; it just wasn’t for me.” After a heartfelt conversation with her then fiancé (now husband), Taylor decided to meet with the REALTOR® who had recently sold them their first home to explore the profession. “It was a perfect fit. The only thing that gave anyone pause was the fact that I absolutely refuse to do cold calling – it’s just not my brand.”

She obtained her licensure in 2019, and eagerly absorbed as much knowledge as possible.

Presently, Taylor is approaching four years as a full time licensed REALTOR®, and she’s built a book of business that is one hundred percent repeat and referral clients.

“I turned to Instagram, social media, and my sphere of influence to really get my footing. I didn’t set out to build a specific brand, but that turned into an important aspect of my business – it’s something I’m really passionate about.” Her dedication to organic digital marketing, and

her willingness to travel to all corners of The Triangle (including Raleigh, Durham, Chapel Hill, and beyond) has helped Taylor boast a recent annual volume clearing $10 million.

In addition to her social media presence, Taylor attributes her success to an innate ability to personalize every home and experience. “The Triangle has a lot to offer, so I try to highlight the lifestyle opportunities of a home above anything else. If I’m doing an open house with a screened in porch, you’ll find me with charcuterie and champagne enjoying the sunset and showcasing the room – that’s my authentic self,” she exudes, “and people respond to that. Not every home is the same, and we try to make sure agents and clients see that – and when a client finally does get the keys to that dream home, they get to spray a bottle of prosecco in celebration!”

As her position in the industry solidifies, Taylor is excited to share her knowledge and personal touch with two recently licensed agents. “We have two brokers, Kait Sronce and Megan Florence, with Taylor Oldham Residential brokered by Choice Residential now, and hopefully as we keep growing, our next hire will probably be a transaction coordinator.” In addition to teaching her newly minted colleagues, Taylor goes to great lengths to share her expertise and collaborate with the greater real estate community. “I have an accountability partner who lives in Georgia, and I just flew there to teach a social media class to a lot of her agents. It’s given me the chance to grow, and meet brilliant people who have taught me so much – I like being able to help them in return. There’s enough clients out there for everybody, and we can all be successful; I don’t need to keep this knowledge to myself!”

To learn more about Taylor Oldham, visit yourtayloredhome.com, email Taylor@tayloroldham.com, or call 828-443-9372 www.

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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.

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Laughs!

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