NORTHERN CALIFORNIA 7-18-22

NORTHERN CALIFORNIA EDITION

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TIPS TO GET NEW CLIENTS IS STARTING A TEAM

FEATURED AGENT

CARLA HIGGINS

THE RIGHT SOLUTION FOR YOUR BUSINESS?

HOW TO ANSWER THE INEVITABLE QUESTION:

WHY SHOULD I CHOOSE YOU?

3 WAYS TO MAKE YOUR WORKSPACE WORK FOR YOU COVER STORY

ARE A SPECIALIST

HEIDI CHOI P R O U D LY S E R V I N G S F B AY A R E A

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NORTHERN CALIFORNIA EDITION

CARLA HIGGINS

When Carla Higgins isn’t serving clients her buyers. As an in 7 16 as a leading Bay Area producer, she can be owner of several la found training for her latest marathon. An throughout the Uni avid runner, she has competed in marathons her acute knowled on each of the seven continents, including cover the right hom the Great Wall of China Marathon, African interests. In fact, s Safari Marathon, Rio Marathon, Antarctience in the investm ca Marathon and many others—a feat only of a vacation hom 289 women worldwide have accomplished.

ADU, which she re CHOIdirectly to her CARLA HIGGINS But this achievementHEIDI speaks cant portion of her mindset as an agent. “Running has given me these foundations, the daily discipline required to excel for my clients,” cate her clients on the impor she says. “I’ve got a system for everything.

My clients real estate portfolio to produc CONTENTS never have to guess when things will get done, or how they’ll be handled.”

More than anything, though, 4) 5 TIPS TO GET 18) HOW TO ANSWER THE to the Bay Area, NEW CLIENTS INEVITABLEnewcomers QUESTION: WHY Carla would first take an interest in real estate in the I CHOOSE dustry and YOU? tech opportunities SHOULD early after TO purchasing 14)1990s, 3 WAYS MAKEher first condo in the Bay found in its diverse parks an YOUR Area.

She WORKSPACE gradually transitioned into becoming Over theA years, 20)a fullIS STARTING TEAMshe has earn WORK YOU a network of satisfied THE RIGHTthroughout SOLUTION time agent,FOR establishing clients the region, with FOR YOURvolume BUSINESS? and colleagues that spans the region while consistentcoming from repeat c A R E A S P E C I A L I S T ly being there for her three daughters. Today, she is a REALTOR® with The GRUBB Company, where she Beyond real estate, Carla is community. On top of volun assists clients throughout the East Bay Area. Having Phone 310-734-1440 | Fax 310-734-1440 beenmag@topagentmagazine.com a consistent Platinum Top Producer since getting she recently sponsored a 5K www.topagentmagazine.com P R O U D LY S E R V I N G S F B| AY AREA her start in 2000, she has cultivated a boutique work- school, where children and th No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine Feature Publications GA, Inc.buyer Although precautions are taken to ensure the accuracy of published Top district. money for thematerials, school flow istopublished meetbythe needs of any or seller.

Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. with her teenage girls, having To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S. When listing a property, Carla is there for her clients New York City to Iceland, Sri each step of the way. Starting out, she helps them ful- plans to vacation to Italy, Croa ly Agent prepare their home for the market, providing them Top Magazine 3 with a suite of professional staging, photography, and Looking ahead, Carla also h

HEIDI CHOI

5 Tips to Get New Clients

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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

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.

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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.

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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 6

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.

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ARE A SPECIALIST

HEIDI CHOI Top Agent Magazine

P R O U D LY S E R V I N G S F B AY A R E A

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With over 12 years of experience in the real estate industry, Heidi Choi has emerged as a force in a highly dynamic and competitive field. Paralleled with a determination that knows no boundaries and extremely high expectations of herself, Heidi has repeatedly pushed boundaries to give her clients 8Copyright Top Agent Magazine

the best representation. While the real estate process can be overwhelmingly challenging, Heidi has persevered with optimism to deliver the best results. These attributes have made Heidi a vital source of hope and courage to her clients helping them navigate through the ever-changing, complex Top Agent Magazine

Heidi Choi is a Top 1% Producer and a multiaward-winning Realtor, serving buyers, sellers and investors across the Bay Area. market situations and real estate process of Buying/Selling/Investing/Remodeling.

Heidi views real estate as an extension of herself to serve other people and make a difference in their lives. This maxim sets her apart from her peers. Married to her incredible work ethic and unrelenting pursuit of excellence for service, Heidi is a formidable industry leader and a highlevel performer. Her unwavering passion and unfettered resolve to give each client her best without exclusion have earned her respect and recognition among her peers, Top Agent Magazine

watching her emerge as a Top 1% Producer and a multi- award-winning Realtor.

She has received the Pinnacle Achievement Award several times from her local Real Estate Board and achieved the Yelp 5-Star Agent and Zillow 5-Star Premier Agent platform. Heidi is proudly featured in Top Agent Magazine and Luxury Home & Country Club Magazines. Furthermore, her dedication to her local community awareness has attracted coverage from media outlets and sponsorship from local organizations manifesting into valuable friendships and professional networks.

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Heidi’s never fading smile and radiant caring personality endears her to many, giving her an in-depth understanding of her clients’ specific life chapter, goals, and housing needs.

Heidi’s affinity for broadening her industry understanding has enabled her to gain essential design, staging, and renovation skills. Complimented with her extensive knowledge of the local real estate market, these talents enable Heidi to offer her clients holistic professional services that enhance client satisfaction and earn her many repeat and referral business.

Heidi is passionate about people, and she purposefully invests her time in connecting personally with her clients.

Her never fading smile and radiant carCopyright Top Agent Magazine 10

ing personality endears her to many, giving her an in-depth understanding of their specific life chapter, goals, and housing needs.

Recently deciding to go VEGAN for the animals and planet, Heidi has discovered a new authentic self and journey in being more mindful about her health, prioritizing a good work-life balance. “I strive daily to be the best version of me.” When she has time to herself, she loves exploring different hiking trails, listening to Top Agent Magazine

GREEN SANCTUARY

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music, and frequenting farmers markets in the Bay Area. Additionally, she loves traveling, wining & dining, and going to the latest musicals, movies, and concerts. She is a loyal GS Warriors and SF Giants fan too. But most of all, Heidi is a huge animal

lover & advocate and finds her true peace and joy when being with her two dogs (labradoodle & malitpoo) who are simply the loves of her life. “I am complete with my dogs in our own sanctuary in which we call home.”

To learn more about Heidi Choi, please call 510.789.8788, email homes@heidichoi.com, or visit her website at HeidiChoi.com www.

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3 Ways to Make Your Workspace Work for You Productivity experts agree that a curated workspace positively impacts productivity and mood, but oftentimes we settle for bland desks and cubicles that lack personalized details or considerations for workflow. Why miss out on the opportunity to optimize your surroundings when it could brighten your day—and boost your performance? Keep in mind some of these tactics to make your workspace your own and reap the benefits along the way.

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DETERMINE YOUR WORKING STYLE AND DECORATE ACCORDINGLY For the creative set, a colorful and art-filled workspace can inspire fresh ideas and reduce stress. Likewise, casual yet aesthetically pleasing furniture, accessories, and décor set an inviting yet functional mood. A pop of color from an office tool—even something as basic as a stapler—can inject a sense of fun and modernism into your daily tasks. For the more analytical, right-brained worker, clean

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lines and zero clutter go a long way. A few well-chosen personal photos in tasteful, unassuming frames can provide a motivating connection to the world beyond the office, while accessories and supplies that are sleek, monochrome, and contemporary inspire a sense of calm efficiency.

BUILD A WORKSPACE WITH YOUR DAILY ROUTINE IN MIND If you find yourself spending hours on the phone per day, or assembling stacks of documents and brochures, or even coming and going from the office with frequency—there are simple adjustments you can make to your workspace that will save you time and energy. If you sit for long hours—responding to e-mails or making calls—try incorporating an ergonomic chair or keyboard wrist-pad to maximize comfort. If you spend a long time assembling presentation materials, then file organizers, trays, and easy-to-pull labels can shave valuable time off your efforts. Lastly, those who step out for frequent meetings can reduce the hassle of being on-the-go by making your space mindfully organized—a coatrack and a dish for your keys by the door, an auto-brew coffeemaker, or an easily edited whiteboard calendar can make jet-setting simpler.

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ADD EASY DETAILS THAT ENRICH YOUR WORKING EXPERIENCE While organization and décor can rally productivity and mood, there are also a few extra details you can introduce to your workspace to improve the quality of your working life.

Healthy, easy to grab-and-go snacks—think nuts, homemade trail mix, and fresh fruit— can keep your energy up without the sugar crush or guilt. If there’s a window nearby, a hard-to-kill plant like a philodendron or a fern not only cleanse the air around you, but also provide a welcome connection to the natural world. Being prepared in a pinch is another great way to make your workspace work for you: a spare tie, a tube of lip balm, hand sanitizer, or a box of Band-Aids can save you a trip to the store when an unexpected need arises.

While we take great pains to make our homes our sanctuaries—complete with the decorations, furniture, and food we favor—we often overlook our work areas, even though we spend a sizable portion of our week sitting at the same desk. Challenge yourself to add a few of these personalizing, productivity-boosting details to your work area and bring the comfort of home to your working life.

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CARLA HIGGINS When Carla Higgins isn’t serving clients as a leading Bay Area producer, she can be found training for her latest marathon. An avid runner, she has competed in marathons on each of the seven continents, including the Great Wall of China Marathon, African Safari Marathon, Rio Marathon, Antarctica Marathon and many others—a feat only 289 women worldwide have accomplished.

But this achievement speaks directly to her mindset as an agent. “Running has given me the daily discipline required to excel for my clients,” she says. “I’ve got a system for everything. My clients never have to guess when things will get done, or how they’ll be handled.”

Carla would first take an interest in real estate in the early 1990s, after purchasing her first condo in the Bay Area. She gradually transitioned into becoming a fulltime agent, establishing a network of satisfied clients and colleagues that spans the region while consistently being there for her three daughters. Today, she is a REALTOR® with The GRUBB Company, where she assists clients throughout the East Bay Area. Having been a consistent Platinum Top Producer since getting her start in 2000, she has cultivated a boutique workflow to meet the needs of any buyer or seller.

When listing a property, Carla is there for her clients each step of the way. Starting out, she helps them fully prepare their home for the market, providing them with a suite of professional staging, photography, and copywriting services. From there, she shares her listings via a highly targeted blend of digital and social media campaigns, ensuring a seamless transaction throughout.

Elsewhere, Carla is just as committed when serving

her buyers. As an investor herself and partial owner of several larger apartment buildings throughout the United States, she leverages her acute knowledge of the market to uncover the right home for each client’s best interests. In fact, she has extensive experience in the investment space as the owner of a vacation home and its accompanying ADU, which she rents out to pay a significant portion of her mortgage. Drawing from these foundations, she can effectively educate her clients on the importance of expanding their real estate portfolio to produce generational wealth.

More than anything, though, Carla loves welcoming newcomers to the Bay Area, from its thriving film industry and tech opportunities, to the gorgeous scenery found in its diverse parks and wilderness preserves.

Over the years, she has earned a fantastic reputation throughout the region, with the vast majority of her volume coming from repeat clients and referrals.

Beyond real estate, Carla is just as dedicated to her community. On top of volunteering in her free time, she recently sponsored a 5K race for her local middle school, where children and their families ran to raise money for the school district. She also enjoys traveling with her teenage girls, having visited everywhere from New York City to Iceland, Sri Lanka, and Israel—with plans to vacation to Italy, Croatia, Jordan, and Thailand.

Looking ahead, Carla also has strong plans for the future of her business. As her volume maintains its steady growth, she intends on further scaling the standards of service and expertise that have set her apart.

In the meantime, she is excited for all the new clients and opportunities that await in the Bay Area.

To learn more about Carla Higgins email Chiggins@GRUBBCO.com, visit carlajhiggins.com or call (510) 390-6930 www.

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How to Answer the Inevitable Question:

Why Should I Choose You? In some markets, a real estate agent is competing against thousands of other individuals and teams. There are only so many bells and whistles—so many buzz words you can throw at prospective clients. To a buyer or seller who has interviewed several other agents already, all of it begins to blend together and every realtor sounds as though they’re reading off the same script.

Your clients want to know why they should choose you. They want to know what makes you different. It’s highly likely they’ll even 18

ask you this question directly in your initial interview, but as an agent, you might have a hard time coming up with a response that either you or your clients are truly satisfied with.

To answer your client’s why you must go back to your own why.

WHAT SKILLS DO YOU HAVE THAT OTHERS DON’T? Just because there are other agents in your area doesn’t mean those agents have the

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same skills that you do. We each bring our own backgrounds and experiences to the table. What comes naturally to you? Maybe it’s your negotiating skills or your ability to connect people that sets you apart from the rest.

WHAT PART OF THE BUSINESS DO YOU ENJOY THE MOST? There are skills and then there are passions.

In real estate, there’s so much to enjoy.

There’s the opportunity to match a family with the right home and the sense of safety and comfort that brings their loved ones.

There’s the ability to give someone a sense of financial security by advocating and negotiating on their behalf. And then there’s the houses and neighborhoods themselves— the architecture, history, and community.

WHAT ARE YOUR ACCOMPLISHMENTS? When you look at your client list and the portfolio of work that you’ve built over the years, what are you most proud of? Sure, there are financial rewards, but there are also other accomplishments that your prospective clients will likely be eager to hear about, such as happy client testimonials, a thriving referral business, volunteer and charity work, or even how you lift and support your own team.

Everyone needs money, but those other accomplishments and how you speak about them show your client what kind of person Top Agent Magazine

you are and if that’s the type of person they want to work with.

WHAT ARE YOUR INTERESTS? Real estate might seem like your entire world at times, but you also have a life outside of work. Maybe you like music or traveling or being outdoors. The best part about being a realtor is that there are often ways you can thread these interests into your work, like hosting client functions and events.

WHAT DOES YOUR CLIENT CARE ABOUT THE MOST? Let’s face it, your clients likely care the most about only a few things: saving or making the most money, doing it as soon as possible, and making sure that doing so isn’t too stressful. Your response to your client’s question—why should I choose you?— should address these concerns.

Maybe you excel at creating systems that make the selling process efficient and profitable for your client. Or maybe you excel at providing a personalized experience for homebuyers.

Try out a few responses. You might even start with a template: My [skills or passions] helps me [provide this service] because I can [achieve my client’s goal].

Like most things in life, coming up with a compelling and concise response for why clients should hire you will take time and practice.

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Is Starting a Team the Right Solution for your Business?

You’ve started your own real estate business and after a slow start, you’ve found your footing and business has really taken off. Sounds great, doesn’t it? Until maybe you’re getting more business than you can handle. After all, you don’t want to sacrifice service for more listings. The top-notch level of service you offer is probably what created your boom in 20

business in the first place, so you don’t want to compromise that. But, at the same down, you don’t want to turn down business either. It’s at this point, a lot of Realtors® consider starting a team. But, how do you know if that’s the right call for you? Here are a few questions you might want to ask yourself to help make your decision.

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The top-notch level of service you offer is probably what created your boom in business in the first place, so you don’t want to compromise that.

CAN YOU AFFORD IT? First things first, are you really making enough money to warrant hiring help? One of the key things to think about is your ability to generate leads. Are you so busy with your existing contracts, that you have no spare time to generate more business? Then, it might be time to consider your options. Figure out the time you’ll be afforded to generate more business, how many more transactions that will lead

to, and then see if that pays for the assistant’s wages. That should help you easily see if it’s worth the investment. If it’s on the border, you may still want to go for it if you have a lot of confidence in the market and your ability to bring in business. If you’re not quite there yet though, it might be a good idea to look into a virtual assistant until your business is ready to expand.

ARE YOU READY TO BE A TEAM LEADER? Or in other words, how comfortable are you delegating tasks and responsibilities? For some agents, they need to be actively involved in every step of the process. Being a team leader is not only about being able to delegate, it’s about mentoring and guiding your team as well. Not only do you have to help them serve the team

better, you need to look at yourself honestly too, constantly evaluating what you can do better. It’s also your job to set up systems and operations, that are constantly refined with the feedback of your team members. Clear and constant communication is key with your clients as well as your team.

CAN YOU FIND PEOPLE WHO SHARE YOUR VISION? Of course, the above two points are moot, if you’re unable to find people that you trust and that share your business’ philosophy. Having a supportive and professional team culture is instrumental in a team’s success. These are people you will be working with closely for long hours so you not only need to trust in their expertise and professionalism, you want to find people with a positive attitude. You will all be relying on each other to create seamless transTop Agent Magazine

actions in sometimes stressful circumstances.

Having the right team spirit, so to speak, is what will help your business and team grow.

The ultimate goal of a team is to have thriving careers for everyone on board.

So, if you want to see your business grow maybe a team is right for you. It may even give you a little free time for a personal life. We can all dream, can’t we?

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