Ohio 3-12-18 by Top Agent Magazine

OHIO EDITION

CONNECT BEYOND REAL ESTATE to Attract Future Clients

Things You Can Do to ANTICIPATE YOUR CLIENTâ&#x20AC;&#x2122;S NEEDS

PROPERTIES: The Good, The Bad, and The Ugly FEATURED AGENTS

MEREDITH TOMLINSON SCOTT WEAVER

COVER STORY

BUYERS AND SELLERS: Understanding How Home Inspections are Negotiation Tools

MIKE INCORVAIA JR

OHIO EDITION

r Williams Advantage is proud to congratulate

SCOTT WEAVER 6

SCOTT WEAVER

MIKE INCORVAIA JR.

MEREDITH TOMLINSON

on being featured for the state ofCONTENTS Ohio in Top Agent Magazine! 4) THINGS YOU CAN DO TO ANTICIPATE YOUR CLIENTâ&#x20AC;&#x2122;S NEEDS

17) BUYERS AND SELLERS: UNDERSTANDING HOW HOME INSPECTIONS ARE NEGOTIATION TOOLS

8) CONNECT BEYOND REAL ESTATE TO 20) PROPERTIES: THE Ryan Riddell ATTRACT FUTURE GOOD, THE BAD, AND CLIENTS | Office 937-848- 6255THE UGLY RyanRiddell@kw.com 50 Chestnut St #220 | Beavercreek, OH 45440 Phone 888-461-3930 | Fax 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com

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Things You Can Do to Anticipate Your Cleint’s Needs First and foremost, the real estate industry is a customer service business. The key to any successful real estate business is one that can build a reputation by providing an unsurpassed level of care. That usually means a transaction that is seamless and stress-free as possible throughout the whole process. Your client’s experience is what keeps them not only coming back, but gets them to recommend you to their friend and family.

tise. By showing you can not only anticipate their needs, but have insight into any potential problems that might arise, they will have complete confidence in you. Achieving that level of trust is the key to a transaction that is as stress-free as possible.

The key to creating a great experience is anticipating your client’s needs. They are relying on your professionalism and exper-

From the moment, you meet a po-tential client, your goal should be to find out not only what they are looking for as far as their real estate

GET TO KNOW YOUR CLIENTS ON A PERSONAL LEVEL

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goals, but who they are as a person. Listening and asking the right questions from the start is one of the most important aspects of the job. You almost have to become an amateur psychologist, really honing in on the emotional reasons behind their real estate transaction. Taking time upfront not only gives you valuable insight into your client, but it is the first impression your clients have that you truly care about them, and that this isn’t just another commission check for you. This goes miles in helping them feel comfortable enough to rely on your guidance. Knowing who your client is on a deep level will help you navigate the transition ups and downs, allowing you to anticipate the best way to handle it.

SPOT POTENTIAL PROBLEMS AND PROVIDE SOLUTIONS Having insight into your client’s per-sonality type will come in handy when you anticipate an upcoming snag in the transaction. Most people find the process to be stressful even under the best of circumstances. One of the best rules of thumb is to always provide the solutions to anticipated problems when you present them to the client. This should be the case even when the problem isn’t on you. Anything that can ruin a client’s overall experience can reflect poorly on you, whether you deserve it or not. This is a business philosophy called “zero risk”. You don’t want to take any chances with having an unsatisfied customer. This is where your experience in the business pays off. You’ve probably seen most things and can easily anticipate problems that are Top Agent Magazine

likely to delay the process. Remember you are in charge. You are the expert. And, remember, part of avoiding potential problems is making sure your client knows what to expect upfront, always communicate openly and honestly. Telling people what they want to hear and knowing you can’t deliver it, is destined to fail, and will always reflect poorly on you.

FIND WAYS TO EXCEED EXPECTATIONS Recognizing ways to exceed a cus-tomer’s needs is just as important as looking out for potential problems, when it comes to creating an exceptional experience. Have a vetted list of trusted service providers. Be hands on. There are Realtors® who are out there helping clients pack, mowing lawns, and picking kids up from school. They are there for a client in ways that are unexpected. Having one thing taken off your plate during a stressful period in your life can feel like a lifesaver and is not soon forgotten. It is those “little” things that will turn a client into a lifelong advocate for your business.

TAKE IN FEEDBACK A good service provider is always trying to do better. Many Realtors® have clients fill out surveys after the transaction is over. This serves two purposes. It helps you become better at your job and it shows your clients that you care about them and their opinions. You can also use social media to get feedback via analytics and interactions. All of this information can then be used to create better customer experiences in the future. After all, this is a customer service industry. Treat it like one and you’re bound to succeed. 5

SCOTT WEAVER Scott Weaver hadn’t considered a career in real estate, but in 2010, when he bought a home, the agent he worked with was convinced Scott had what it took to become a successful agent himself. “At the time, I was very happy with the company I was working at. But in 2011, after 16 years, that company was sold, and I needed to make a decision quickly about what I wanted to do next. I contacted the agent I had worked with, and he guided me through the process of what I needed to do. I got my license and here I am six years later. It really was the perfect fit for me.” Scott is now with Keller Williams and primarily serves Lima, Ohio and the surrounding areas. Since moving back to his hometown of Lima in 2014, his business has really taken off. Last year he had 70 transactions, and eight and a half million sales, a remarkable feat. He is looking to close ten million this year. In an area that has a lot of seasoned agents, Scott has been able to stand out from the rest with his strong work ethic and his absolute devotion to providing an exceptional customer experience. “I really go above and beyond in every aspect of my job. With a listing client, I really try and find the perfect buyer, and I’m willing to go where needed to find them. With a buyer, I’m aggressive about finding them off market properties, whatever I can do to give my client a competitive advantage, I do. Actions speak louder than words, and I make sure my clients see that I have their best interests at heart. I work hard to accommodate them and provide excellent communication and am always available. They never

feel like I’m not fighting for them every step of the way.” Another way Scott goes above and beyond is with his comprehensive approach to marketing that uses both traditional marketing methods, as well as all of the latest technology. “I get so much support form Keller Williams as far marketing goes. I do social media, internet, and am always on the lookout for any new cutting edge technology that can help my listings stand out. I still do a lot of the more traditional things as well, postcards, open houses, and door knocking. I price my listings well and then I get them maximum exposure. We’ve had amazing results with that approach.” Scott is active in his community and is a member of the local Chamber and also holds seminars for first time home buyers. “I really try and make myself available in the community as a local expert on all things real estate. I love sharing my knowledge and guiding people on the path towards home ownership. It’s very rewarding.” When Scott isn’t working he enjoys spending time with his dog and girlfriend, playing golf, and vacationing whenever he can. Scott couldn’t be more thrilled with how far he’s come in his career, and would love to open his own Keller WIlliams franchise in the near future. “I’ve really built a wonderful business, and have made some many amazing relationships in the community and with other local business owners. I’m definitely looking forward to taking that to the next level. Being able to help people achieve their real estate dreams is amazing. I just want to keep the success rolling and help even more people find that joy.”

To learn more about Scott Weaver call 937-321-4740, email scottweaver@kw.com or visit HomesbyScottWeaver.com www.

Keller Williams Advantage is proud to congratulate

SCOTT WEAVER

on being featured for the state of Ohio in Top Agent Magazine!

Ryan Riddell RyanRiddell@kw.com | Office 937 - 848- 6255 50 Chestnut St #220 | Beavercreek, OH 45440 Top Agent Magazine

CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 8

of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients. To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals. So, how do you share content that will speak to a wider audience, but also still be relevant to your business?

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Talk About Your Philanthropic Activities

The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause. In fact, they want and need you to promote them. And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n

Your Local Community

We humans are connected to each other through our community â&#x20AC;&#x201C; our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didnâ&#x20AC;&#x2122;t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n

Use Your Creativity to Connect

Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n

Share Your Hobbies

Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a Top Agent Magazine

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secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n

Divulge Interesting Experiences

This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n

What and Who Inspires You

No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you. Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content 10

that will draw in a broad range of followers. Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.

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MIKE INCORVAIA JR

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Based in Strongsville, Ohio, The Incorvaia Team serve all of the surrounding areas and last year alone closed 525 transactions and $115 million in volume. be on the prestigious Wall Street Journal’s ‘1000 List’, which features the top 1000 agents in the country.

MIKE INCORVAIA JR You might say that Mike Incorvaia Jr. was destined to become a successful Realtor®. Both of his parents are highly-regarded agents in Northeast Ohio, and Mike grew up surrounded by the business. In 2006 when Mike got his license, The Incorvaia Team was born. Mike joined his parents as co-owners, and since then, he has been instrumental in helping them become one of the top teams in the state of Ohio, in both volume and units. For the last several years, The Incorvaia Team has been honored to 12 Copyright Top Agent Magazine

Based in Strongsville, Ohio, The Incorvaia Team serves all of the surrounding areas and last year alone closed 525 transactions and 115 million in volume. Just over 100 of those transactions were Mike’s alone, a truly remarkable feat. The Incorvaia Team consists of the owners, Mike Sr, Sylvia, and Mike Jr. and they have four full time administrative people, including a Listing Manager, two Transaction Coordinators, and a Marketing/ Staging professional. The team is rounded out by a number of agents who work with both buyers and sellers. The team specializes in working with first time home buyers, corporate relocation, luxury homes, and new construction. Their devotion to providing an exceptional customer experience has cemented Top Agent Magazine

their reputation as the top team in the city of Strongsville. They have sold the most homes in their city every year since 2005 of any agent, with any brokerage. It’s no surprise that when HGTV’s hit TV show House Hunters was looking for an agent in the area, they called on Mike for the Strongsville episode. He did so well on his first appearance, they asked him to do a second episode. Mike credits The Incorvaia Team’s ability to provide a nearly seamless transaction Top Agent Magazine

as being one of the keys to their success. “We’re honest, upfront and knowledgeable, and have excellent communication, which puts clients at ease from the start. We also have a ton of systems in place, ensuring that every transaction goes off without a hitch. If problems do arise, we have the experience to provide immediate 13 Copyright Top Agent Magazine

solutions, so things get right back on track again.” One unique aspect that Mike brings to the team is his passion for staying on the cutting edge of the latest technology and all industry innovations. Mike has developed an expertise in social media marketing, especially Facebook and Instagram, that has given his listings the competitive edge that has led to impressive results. Last year, The Incorvaia Team sold approximately 50 listings using Facebook marketing alone. “We really go all out marketing our listings. Copyright Top Agent Magazine Copyright 14

We get professional photos on every one of our listings, no matter the price, and then we share them across all social media platforms. Our listings are enhanced on all of the major real estate websites. We do a lot more than the average agent in our area. We don’t just put a sign in the yard and hope for the best.” Mike and the whole team are actively involved in the community, and participate in Keller WIlliams’ community outreach program, Red Day, every year. They support the local food banks, as well as the local Top Agent Magazine

VFW, and have helped Veterans fix up homes that might be in need of repair. Mike also has taught continuing education classes for Board of Realty members, along with local Keller Williams offices, on the advanTop Agent Magazine

tages of employing such tools as Facebook, LinkedIn, Twitter and YouTube. When he isnâ&#x20AC;&#x2122;t working, Mike loves spending time with his wife Cara and two young Copyright Top Agent Magazine 15

daughters, Luciana and Natalia. He’s also a car enthusiast and Corvette owner and goes to car shows whenever he can. Mike looks forward to many more years of growing his family business and maintaining their status as one of the top real estate teams

in the country. “I eat, sleep and breathe this business. We see what we do as building relationships, and once we make those connections, it doesn’t end after the transaction. We are always a resource for our clients. Everything we do is to help them reach their goals. We want clients for life.”

To learn more about

MIKE INCORVAIA JR. call 440.454.2202, email theincteam@gmail.com or visit greaterclevelandlife.com www.

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Buyers and Sellers: Understanding How Home Inspections are Negotiation Tools That stunning home or vacation property may seem perfect. But Top Agents advise anyone buying or selling to prioritize the importance of professional home inspections. For sellers, many agents recommend preparing for two separate inspections, one for your own information before listing and the second at the buyer’s obligation. For buyers, know that the listing agent is required to disclose certain major issues discovered on professional inspection. But every buyer should also order a thorough home inspection. For both buyers and sellers, inspection provides knowledge and knowledge may translate to power, time saved or money. THE SELLER’S INSPECTION You’ll save time before closing if you find potential “sticking points” before listing your home. Even those repairs that a seller isn’t required to fix may be worth the upfront investment. Replacing or repairing leaky faucets, wornbut-not-compromised sections of roofing or cosmetic masonry work will go a long way to build trust between you and buyers in your market. In addition, the last thing a seller wants right before closing is a major surprise. If your inspection uncovers a significant issue requiring disclosure, you’ll have an opportunity either to make repairs or to get professional estimates on cost, which you then can present to buyers either as a credit or reduction in sale price. Top Agent Magazine

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THE BUYER’S INSPECTION Selecting your Inspector: Before hiring an inspector, your agent may ask if the seller conducted an inspection and who conducted it. With this knowledge, you’ll hire a different inspector. Consider some important factors when choosing your home inspector: First, remember the adage that “you get what you pay for.” This property is one of your biggest investments it’s the place you’re going to cherish as your home or vacation destination for years to come. Entrust it to a highly rated and properly licensed inspector with the appropriate professional affiliations and credentials. Your Top Agent is your best referral source, but read online reviews or ask for recommendations to learn more about inspectors and the inspection process. As a buyer, know that a home inspection report gives you opportunities to request repairs, a lower sale price or credit for work to be done. Talk to your agent about how to make the most of your inspection report. Your agent will likely have contacts with local professionals you can consult with for fair estimates on the cost of the repairs you would like made. In extremely competitive markets however, your negotiating power may be limited to major issues requiring disclosure. Heed the advice of your agent in making necessary requests without risk of losing your dream home. Be sure to attend the inspection or assign a proxy if you’re out of the area. Then, go above and beyond and give a luxury property the attention it deserves. Your inspector should help you find concealed issues that can help you negotiate. Honest oversights on the part of the seller, for instance can only be rectified if discovered before closing. For example, clogged exterior drainage inadvertently concealed by hardscape may become a flooding issue down the road. On the flip side, recent partial-room painting may indicate something more than the seller’s beautification efforts. HOW SERIOUS IS IT? Remember that a home inspection is one of the most useful items in the buyer’s toolkit, but be careful not to get overwhelmed by the results. Prioritize issues by immediacy (safety) and break down each category by cost to repair to determine how the issues may impact negotiations. 18

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Properties: The Good, The Bad, And The Ugly by Denise Lones

I was shocked. There it was. An expensive property near a busy intersection that had stayed on the market for almost a year. I asked one of my agents, “Why hasn’t this one sold?”

But none of these are reasons to put this property on the back shelf. In fact, there is a market for every market, no matter its location or condition. Too often, we make the mistake of shortchanging sellers who don’t have manicured lawns on cul-de-sacs with perfect houses. We prejudge our own listings to the detriment of the people we’re supposed to be serving.

He said, “Because it’s a dog. Look at it. Nobody wants those turrets that stick out like that. And besides, it’s at that intersection where there’s traffic all day long.” I’ve been there. I’ve driven to properties hoping for a terraced I couldn’t believe what I was masterpiece with a stunning garden, hearing. This agent had “classified” and then felt that sick dropping this property in his own mind as feeling in the pit of my stomach something that wasn’t worth the when I finally saw it. trouble to market—pretending to service his customer while doing What do most agents do? They’re nothing. True, it wasn’t as beautiful polite, they take the listing, and they or pristine as surrounding neigh- get out of there fast. They rely too borhoods. True, it was in a not-so- much on their own opinion of the prime location. True, it could use property rather than pulling statistics to determine its true market value. some handyman work. 20

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OR they tell the seller, “This house isn’t going to sell unless you change the carpet, fix the paint, install new roofing, etc.” Beware! This could lead into a legal nightmare. While on the surface this agent is giving generic advice, what if the seller does everything the agent suggests—and the house still doesn’t sell? That agent might want to call a good lawyer.

If a property needs work, that’s never a reason it won’t sell. There are investors, handypersons, contractors, and do-it-yourselfers who love these properties. Go to your local real estate investment club meeting and you’ll find people searching frantically for such properties. Advertise it as a “Handyman’s Special.” Target these people directly. You may be amazed how many of them are out there.

Here’s the truth: Every property— True, you may have to advise the good, bad, and ugly—will sell if seller they won’t get top-dollar if priced right. It is always about price. a lot of work needs to be done. There is always someone in the But this is the true issue here—not market ready and willing to buy the work itself. It’s always about right now for the right price. price. Top Agent Magazine

Let’s talk ugly. A house is in pristine condition, but has a rather peculiar look. Well, I have news for you: Just because you think a house is ugly doesn’t mean there isn’t someone out there who will say, “This is the home I’ve been looking for all my life!”

cannot tell you how many times my jaw dropped when someone told me, “Perfect! We love it!” So, I’ve learned never to judge a house by its paint job, landscaping, or design.

You are not the world’s taste critic. You cannot tell what people want. I

You have a job to do: sell the house at top-market price. You are hired to be the market expert. Sellers don’t Did you know there are people out have the time to do so themselves. there who prefer ugly houses? Yes, That’s why you have a career. ugly houses! Some people don’t care about the outside of a property. It’s always the market that They’re only interested in the determines what sells. No matter the inside, where they know they will shape, size, or condition. And you be spending most of their time. are not in charge of the market, These are people who don’t buy to which as always is based on supply impress others, but rather to please and demand. Whatever is in demand themselves. Thank goodness for will sell, whether it’s a beachfront these people. Without them, we’d mansion or a shack in the woods. Be have to tear down half the planet! creative. Use your marketing to target people who truly want these I’ve seen houses that look like properties. But most importantly, something from a Stephen King price the property correctly for the novel sell overnight while another market. that could be on the cover of Home and Garden languishes on the market Know thy market and thou shalt for weeks. Why? Because somebody know what sells—good, bad, or wanted that house. Period. ugly.

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MEREDITH TOMLINSON Top Agent Meredith Tomlinson, Agent/Owner at Coldwell Banker in Chillicothe, Ohio has spent over a decade developing a reputation as a Realtor who can be counted on to provide her many buyers and sellers with the very best client service available in her area. With a combination of cutting-edge marketing, honest and forthright customer guidance, continuing education and deep community involvement, Meredith has secured herself a position at the top of her profession in this small town of 21,000 residents. Meredith began her journey in real estate in 2006, when she began considering a career change. Inspired by her mother-in-law, a thirty-plus-year veteran of the real estate industry, she took a leap of faith and obtained her license. “She was my encouragement to explore the real estate option,” says Meredith. The rest, as they say, is history. Since then, Meredith has seen her business expand exponentially year after year, and she is now recognized as one of the most trusted real estate professionals in South Central Ohio. With more than three-quarters of her business based on repeat and referral clients, Meredith is clearly providing her satisfied clients with unparalleled service. Much of this loyalty, she believes, has to do with her involvement in her local community. Having grown up in the area, she is a passionate booster of the local scene, and recently she formed a non-profit and opened the Mighty Children’s Museum. “I work a lot with people who are relocating to the area,” says Meredith. “I saw a need for local families and those moving here.” Meredith and her husband are also heavily involved with the revitalization of Chillicothe’s downtown area. Her clients, she believes, recognize her passion for the community and have repaid her with their loyalty.

Younger by far than many of her competitors, Meredith brings to the real estate game a fresh, progressive approach to her business, and this manifests itself most clearly in her marketing strategies. “I have a marketing team that I hire, and we do a lot of social media videos, and things like that. I really feel that it sets me apart.” Professional photography for all listings, videos, social media marketing, mailers, complimentary staging, and geographic farming are some of the other tools in her arsenal that she utilizes to great effect. “I’m really invested in marketing,” she says. “I truly believe in investing back into my business to better serve my clients.” Judging by the dozens of perfect five-star reviews she has garnered on Zillow.com, Meredith’s clients feel a deep appreciation for the service she provides, and for the support she continues to offer long after the closing table has been left behind. “It’s just about always being there for them,” she explains. “I want to help them any way I can to help them solve any problems. It might not be in our job description, but this is a repeat and referral business, so it’s important to make sure they all know how much I value them.” “I love that every day is different,” says Meredith, when asked what she enjoys most about her job. “You never know what you’re going to face day to day. I also love that it’s an entrepreneur kind of thing, too, building your business. It’s completely up to you, what you make of it.” As a client of Tom Ferry’s legendary coaching program, Meredith keeps her education up-to-date, and is continually networking with agents all over the country to constantly better her skills. As for the future, Meredith is working to continually build and expand her team so she can best serve her clients and offer them the best quality of customer service and marketing. Summing up her overarching business ethos, Meredith says, “I just truly want my clients to be happy.”

For more information about Meredith Tomlinson, please call 740 - 701 - 9915 or email MT45601@gmail.com Top Agent Magazine

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