OHIO 5-16-22

OHIO EDITION

How to Answer the Inevitable Question:

WHY SHOULD I CHOOSE YOU?

MILLENNIAL BUYERS:

Where They Are & What to Know

BEYOND

CLEANING AND DECLUTTERING: What Improvement Expenses Make the Most Sense?

FEATURED AGENT

CANDACE PAPOTTO

COVER STORY

LORI HICKS

OHIO EDITION

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LORI HICKS

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was on a team that didn’t require her to specialize as a buyers’ or sellers’ agent. It was perfect, because she wanted to learn both sides. When she became a team leader, that’s how she structured her team.

Moving forward, she wants to help her team do more, and plans to put more systems in place so they can.

“I don’t want to get any bigger,” she CANDACE PAPOTTO says, “I just want to get my team trained so they can take on more of the clients.”

CONTENTS

For someone who puts extraordinary effort into her work, Lori still makes time for the most important thing 4) HOW TO ANSWER THE 15) MILLENNIAL BUYERS: in her life: her family. She enjoys INEVITABLE QUESTION: WHY WHERE THEY AREvacations & WHAT going on family with her and her team have a high cusLori husband and children, such as the SHOULD I CHOOSE YOU? rating and have TO KNOW tomer satisfaction variety of awards and recogupcoming trip to the Gauley River won a in West Virginia, for whitewater nition. But the awards people nom6) BEYOND CLEANING 21) PROPERTIES: THE them for that they haven’t rafting. They rent a GOOD, little house inate AND DECLUTTERING: THE BAD, ANDjust THE UGLY applied for WHAT are the ones that mean there that’s right for staying the most to her. in, cooking dinner and having time IMPROVEMENT EXPENSES together. Time away from work MAKE THE MOST SENSE? always gives her team members actually helps Lori to be the best Lori opportunities to work with both buy- REALTOR® she can be . . . the one ers and sellers. When she started, she she always wanted to have.

For more information about Lori Hicks ASP | BPO | CTA | MRP | SFR | SRS Phone 310-734-1440 | Fax 310-734-1440 Keller Williams | Greater Columbus Hicks Elite Realty Professionals mag@topagentmagazine.com | www.topagentmagazine.com (614) 332-4391 Cell (614) 474-5679 Fax No portion of this issue may be reproduced in any manner whatsoever without prior of the publisher. Top Lori.Hicks1@Outlook.com | consent www.lori-hicks.com

Agent Magazine is published byTop Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy Copyright Agent Magazine of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com.

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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 4

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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Beyond Cleaning and Decluttering: What Improvement Expenses Make the Most Sense?

Decluttering open spaces, emptying cabinets and drawers and removing knick-knacks might seem like obvious – and free – ways to improve a home’s presentability. Unfortunately, however, not all sellers or agents are willing to do much more than decluttering and cleaning.

Think of the listing as a reflection on yourself. If you didn’t comb your hair, shine your shoes, dress 6

neatly and drive a clean car, people would think you don’t care about yourself. They may wonder, “If he doesn’t care about how he presents himself, how is he going to present my house?” Likewise, not prepare a house for its most beautiful presentation might cast doubt on how the overall marketing will go. And, while not all changes will be immediately noticeable, chances are that what isn’t changed will be noticed.

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Ashley Aguilera, REALTOR®, broker and owner of The Aguilera Team in California’s Murrieta Valley and Temecula, says that after every consultation, her team formulates a game-plan. “We want to set their property apart from everything else on the market, but also fall within the comfort zone of the seller’s lifestyle,” she says. Changes may run the gamut from minor repairs and moving furniture for better flow, to adding accent pieces to harmonize the home’s look or create a “wow” factor before professional photography.

Many agents recommend conducting a professional inspection prior to listing; some will even hire the inspector at their own expense. Of course, any necessary repairs found during inspection and not repaired before listing must be formally disclosed. But wouldn’t it be nice to have no surprises during the buyer’s formal inspection?

In general, some improvements are required, others are low-cost and others pay for themselves

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with lower time on the market, competing offers or higher sale price.

Landscaping & Exterior First impressions begin outside. Be sure to mow and edge the lawn regularly; prune back overgrown trees and hedges; hire a professional to repair uneven pavement (especially if it’s a hazard); remove or replace dying annuals; and clean or repair porches or railings. Are there dry or dead patches of lawn? An inexpensive repair to the irrigation system might be the solution.

While painting an entire house can be extreme, a wise investment is to paint trim, porches, steps or railings that may look tired or have too many colors; choosing a single, neutral color for trim can create a bright, cohesive look. Finally, check the roof, gutters and windows, looking for spots to caulk, shingles to replace, or debris to remove.

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Paint is extremely important if the home has faded or dirty walls, holes or chips on paint or plaster. If an entire paint job is not feasible, at least consider cleaning repairing the obvious and adding a fresh coat of semi-gloss to baseboards, moldings, windowsills, doors, banisters balustrades and built-ins. Don’t overlook the ceilings!

A long-ago leak from a second-floor bathroom may have been completely repaired and moisture abated, but a patched-up ceiling is a red-flag.

Kitchens and baths

Walls, carpets, ceilings and trim Next, it’s time for agent and seller to open up to one another about the interior. Janelle Holte, who leads Seller’s Edge Home Team in the Minneapolis/St. Paul area, loves walking into a home knowing that her team will be the driving force behind selling it.

“I like seeing how owners took care of it and raised their family in it,” she says. “But I won’t sugar-coat anything, so I tell them not to shoot the messenger!” She gives it to them straight, explaining what needs to be done to stage it to present well from a buyer’s perspective.

Those changes often include repainting at least the primarily living areas and replacing carpet, especially worn carpet or carpet that has faded or stained beyond what professional carpet cleaning could remedy. Sometimes, all that’s needed is professional carpet stretching to remove any buckling prior to cleaning.

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Most agents agree that the easiest costs to recoup in home improvements prior to selling are those spent in bathroom and kitchen updates. Complete remodels are unwise; you can’t anticipate the style preferences of their buyer. But refinishing, touching-ug up or painting cabinets can create a great impact, while also forcing the seller to remove unwanted or overstocked items from cabinets and drawers. Don’t forget the cabinet pulls – shiny, new nobs look nice.

Lee Ritchie of Ritchie Realty Group in Columbus, Ohio, gives a reminder to discuss any and all issues up front. “People need to be able rely on the professional who’s presenting, pricing and marketing their home,” she says. An honest and diligent agent will be an open book about the current market conditions, the quality of comparable listings and the potential return-on-investment for improvements.

Some agents, like Debra Dobbs of @properties in Chicago, even roll up their sleeves to help with decluttering and repairs. While not at all required or expected, doing so sure lets sellers see the investment their agent is willing to make for them.

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LORI HICKS Leading a team of eight real estate agents, Lori Hicks has her finger on the pulse of the Columbus market, and she’s ready to share her expertise at a moment’s notice. “I try to be the REALTOR® I always wanted to have,” she says. “That’s my motto.

I remember what it was like when I was on the other side—agents would take three days to get back to you.

That’s my pet peeve.”

Customer service is clearly the key for Lori. When she receives a phone call or an email, she returns it immediately. She understands that people want feedback, especially in today’s market. “Buyers want to get in that day and have a chance at the house,” she says. She makes it her business to to be available.

Lori always wanted to be a real estate agent, but instead she managed properties for 25 years. One day she got a heads-up that her company planned to sell the properties. Did she panic?

Not at all. She knew an opportunity when she saw one. “I figured at my age, I had one chance left in life to do what I really wanted,” she says.

She went back to school and got her Top Agent Magazine

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real estate license. She started selling in 2008 just as the market crashed, but it didn’t really affect her. “I just started selling and have been very successful at it ever since,” she says.

It’s no wonder she’s been successful. She markets her business on all the major sites such as realtor.com, Trulia and Zillow, as well as on social media—particularly Facebook. And she has a steady stream of referrals.

Nothing pleases her more than helping make her buyers’ and sellers’ dreams come true. “It’s about what works for them, not for me,” she says. She particularly enjoys seeing first-time home buyers get to the finish line and understand what they’ve done to get through the process, which can be very confusing. “When they get there and they’re happy,” she says, “that’s most rewarding part for me.”

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was on a team that didn’t require her to specialize as a buyers’ or sellers’ agent. It was perfect, because she wanted to learn both sides. When she became a team leader, that’s how she structured her team.

Moving forward, she wants to help her team do more, and plans to put more systems in place so they can.

“I don’t want to get any bigger,” she says, “I just want to get my team trained so they can take on more of the clients.”

Lori and her team have a high customer satisfaction rating and have won a variety of awards and recognition. But the awards people nominate them for that they haven’t applied for are the ones that mean the most to her.

Lori always gives her team members opportunities to work with both buyers and sellers. When she started, she

For someone who puts extraordinary effort into her work, Lori still makes time for the most important thing in her life: her family. She enjoys going on family vacations with her husband and children, such as the upcoming trip to the Gauley River in West Virginia, for whitewater rafting. They rent a little house there that’s just right for staying in, cooking dinner and having time together. Time away from work actually helps Lori to be the best REALTOR® she can be . . . the one she always wanted to have.

For more information about Lori Hicks ASP | BPO | CTA | MRP | SFR | SRS Keller Williams | Greater Columbus Hicks Elite Realty Professionals (614) 332-4391 Cell (614) 474-5679 Fax Lori.Hicks1@Outlook.com | www.lori-hicks.com Copyright Top Agent Magazine 14

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Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there Top Agent Magazine

is one generation that is making big strides in homeownership these days: Millennials.

Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about

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a demographic whose influence and homeownership goals are rapidly evolving, tune in below for a few pointers that can help you expand a segment of your clientele in the process.

Where do Millennials prefer to buy?

Many Millennials came of age during or immediately following the Great Recession, and as such, many of them relocated or returned to mid-size cities and smaller communities where the cost of living was most affordable. Of course, there are countless Millennials that call the U.S.’s major cities home—especially those in the

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tech industry. The good news is that you can court Millennial clientele no matter where you service area is located. That said, community amenities are of great importance to this generation. They value public transportation, green space, and entertainment—from coffee shops and topnotch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will be key in selling to Millennials and locating neighborhoods they’re most interested in.

What sort of communication do Millennials prefer?

Most Millennials are digital natives, or close to. That means they grew up learning

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how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know

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that you’re savvy, available, and understand the value of their preferred method of communication.

Are Millennials ready to buy?

It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound

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financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home.

Also consider fielding Millennial clientele with the long view in mind. You might be 18

courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone.

As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.

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CANDACE PAPOTTO Candace Papotto got her start in real estate as an investor interested in purchasing and renovating her first property.

After a lot of market research, she and her partner purchased a century home and kept the historic character but modernized the kitchens, baths and laundry.

Once complete, the next logical step was to get her real estate license. Candace now works on a unique team at eXp Realty + Mancuso Homes. They do traditional transactions, like marketing and listing homes, and help buyers find beautiful turnkey homes. They also have the ability to help buyers find homes that are potentially great renovation projects, provide quotes and also complete the renovations. Candace can provide full-service realty to all her clients.

Candace serves Cuyahoga county and the greater Cleveland, OH metro area. Cleveland has a lot of interesting suburbs where you’ll find a variety of historic homes mixed in with newer homes, depending on the neighborhood. “It’s really an interesting & varied market depending on the neighborhood you visit.”

Approximately 40% of Candace’s repeat business is client referral. She goes above and beyond to ensure her clients get what they want and that she is surpassing their expectations. “I assure that everyone has a great experience overall and that they consider it a win.” Her clients keep coming back because Candace tailors her communication to her clients’ needs.

Candace loves to do follow up visits with clients, after closing, to see how they have transformed their homes.

Clients often become long time friends and Candace enjoys staying in touch by meeting for coffee dates and the like. Additionally, she sends messages letting them know each experience means a lot to her and that she

is here to help. “If they say hey we want to remodel our bathroom, find a plumber or the best coffee shop, I’m here for that as well.”

When marketing a listing, Candace’s team has one of the widest reaches of any other team in the area. They have a social media audience in the tens of thousands and market to clients both in the area and those relocating from other parts of the USA. Her team’s brand has built up such a social media following that they stand out amongst the rest. Likewise, they also market listings to a network of agents and in the community to existing clients. Last year, Candace closed on an impressive $9.2M in sales volume across 30 transactions.

As an animal lover, Candace is involved with various animal charities in her community. She is also involved with a new network of agents that collectively get together to brainstorm and collaborate on the best solutions to current market conditions for their clients. Her team takes an active stance in the community as well and has just listed a home for charity on behalf of the Home Builders Association Charitable Foundation for the Make A Wish Foundation. “I co-listed this gorgeous home; it’s closing this week and all of the proceeds are going to charity.”

The future of Candace’s business is ever evolving. “I think as the market changes weekly and monthly, I have some predictions for the future but you have to have your finger ever on the pulse of this market.” Her goals include engaging more with the community to develop strong bonds with her current and past clients, and finding innovative ways to both market her business and make authentic connections.

To learn more about Candace Papotto email candace@livingwellcle.com, call (440) 212-4971; https://www.instagram.com/candacepapotto/ @candacepapotto visit mancusohomes.com, facebook.com/candacep.realestate, or Instagram https://

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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.

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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.

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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 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 creative. Use your marketing to have to tear down half the planet! 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 ugly. wanted that house. Period.

You are not the world’s taste critic. Copyright©, Denise Lones.

You cannot tell what people want. I All rights reserved.

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