OHIO 6-12-23

OHIO EDITION

24-HOUR TOUCH-UPS to Maximize Your Price List

7 REASONS WHY

COVER STORY

ABIGAIL SWIHART FEATURED AGENTS

STEPHANIE M. LEISURE TORI THOMAS

YOUR PROSPECTS AREN'T TURNING INTO CLIENTS

Welcome Home: WORKING WITH RELOCATORS IN TRANSITION

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

Top Agent Magazine

3

7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry.

But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

4

1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

Top Agent Magazine ®

Top Agent Magazine

If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours.

If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it?

Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too.

Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost.

It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

Top Agent Magazine ®

5

5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening.

You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood.

When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door.

Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

6

client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients.

As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier.

Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

Top Agent Magazine ®

Top Agent Magazine

ABIGAIL SWIHART

Top Agent Magazine

7

A BI G AIL SW I HAR T

Ninety percent of Abigail’s clients are millennials, a market she takes pride in serving. “I believe in home ownership. I believe that getting out of renting is one of the best things you can do for yourself.”

At only 21 years old, Abigail Swihart bought her first home and began her venture in real estate. Her first job out of college was working as a marketing director for Donald R. Kenny, and in 2018 she decided to get her license and invest in 8

rental properties. Abigail started by helping friends and family with their purchases, and today she has 35 rental units and last year sold 154 investment properties.

Abigail serves the entire Columbus, Top Agent Magazine

Ohio, area and is well-versed in the Worthington, Westerville, Powell, and Dublin markets for first-time homebuyers, in which she has had 24 of 25 first offers accepted. “I make sure that I set my clients up for success,” she says.

In investment realty, Abigail serves the Columbus, Dayton, Cincinnati and Springfield markets.

Working solo, Abbey’s repeat and referral business is between 80 and 90 percent, impressive considering she does not ad-

Top Agent Magazine

vertise. Her approach is relying on good branding and excellent photos from local photographers, and she is a big proponent of open houses every week. An integral part of her success in marketing is her assistants, Heather and Victoria, who Abigail says have changed her trajectory.

“I have two really strong, smart women behind me,” she says. “And Tyler, my boots on the ground. He’s been there with me since day one. I couldn’t have done it without them.” She also sends home value information quarterly and makes sure

9

her clients know they can reach out to her at any time. “I’m blessed that I can help clients post-close.”

Ninety percent of Abigail’s clients are millennials, a market she takes pride in serving. “I believe in home ownership. I believe that getting out of renting is one of the best things you can do for yourself.” One of her favorite areas in her work is helping women create their own investments, and as for

10

rentals, it’s giving people a second chance.

Abigail partners with the women’s shelter to assist in rental properties, which is only one way she immerses herself in the community. She and her mother are involved with their church, which is highly focused on giving back. Every Sunday they cook and serve food to anywhere from 60-100 people, as well as offer resources and clothing, something she’s been involved with for more than 10 years. “It can be

Top Agent Magazine

Abigail partners with the women’s shelter to assist in rental properties. One of her favorite areas in her work is helping women create their own investments, and as for rentals, it’s giving people a second chance. easy to get clouded on what’s important,” Abigail says. “I’m lucky to be able to serve and help someone.”

As for when she is not working or giving back to her community, Abigail likes gardening. “It’s taught me patience,” she says. “The delayed gratification gives me pride.” She is also involved in the art community and runs half marathons, yet lately has turned to less hardcore workouts, such as pilates. “Doing more Top Agent Magazine

relaxing workouts has helped me in real estate. It’s been a good balance.”

Looking forward, Abigail is focusing on the quality of her work rather than quantity and says she would like to get into development. Her golden rule for growth is ensuring she has the right people behind her for support. “As my day-to-day business grows, I’m really focused on making sure that I do good work and that I’m a good person.”

11

To learn more about Abigail, call 614-560-5443 or email swihartrealtor@gmail.com

12

Top Agent Magazine

3 Mental Tricks That Will Take Your Business to the Next Level It’s no secret that running a successful business requires careful planning and a tireless work ethic. Beyond those obvious ideals, it also takes the right mindset in order to capitalize on professional opportunity. In the world of real estate and mortgage lending, mental fortitude is a major component to reaching the next Top Agent Magazine

level and achieving longevity in a sector that requires so much self-discipline. With that in mind, we’ve compiled a few key mental tricks you can employ to reinvigorate your working philosophy. Incorporate these techniques into your daily mindfulness routine and your business will surely benefit.

Top Agent Magazine ®

13

1

Visualization helps you work efficiently and keep your cool.

This may sound like one of the oldest tricks in the book, but there’s a reason why Olympic athletes and those serving in first-responder positions use visualization as a time-honored mental technique. Not only does visualizing your daily tasks help you organize your mind, but it amps up your ability to focus on what’s important. Visualization also helps reduce stress in the moment, since you’ve already created a mental expectation of the task ahead. Whether you’re preparing for a negotiation or a pitch to new a client—visualization primes your brain and affords you an extra sense of control as you tackle your day.

2

Distill concepts into their simplest terms for ultimate understanding.

As an agent or loan officer, you’re likely juggling numerous clients and commitments on any given day. That’s why it helps to distill your responsibilities in clear, definitive terms. Let’s say you have a meeting set with a client to outline a marketing approach for their property. You may understand the broad strokes, but beforehand, try verbalizing the exact takeaways you’d like to impart to your client.

This may seem obvious, but one of the best ways to clarify your communication and ensure your com-

14

plete understanding of a subject is to explain it aloud in its simplest terms. This crystallizes your main point and can come in handy if you drift off-topic or need to double-down on your message.

3

Accept that mistakes will be made.

While it’s natural to fear failure, sometimes the dread of making an error can overwhelm your ability to perform. As the saying goes: don’t let the fear of striking out keep you from playing the game.

If you accept in advance that set-backs will occur, challenges will come, and things won’t always go accordingly to plan—you’ll be less confounded when hurdles do arise. What matters is keeping an even keel as you sort through unexpected delays or mishaps. Accepting that mistakes will happen allows you to shift your focus towards a solution or contingency plan. In other words, don’t spend your energy trying to achieve perfection. Aim high and work hard, but be in touch with reality: upsets are bound to occur. Accept this and you’ll be ready when they do.

The path to lasting success is ongoing, and there are bound to be challenges along the way. It takes mental fortitude to make it to the top, so keep these tricks in mind as you continue to grow as a person and a professional. Seeing situations in a new light can make all the difference as you adapt, evolve, and take your business to the next level.

Top Agent Magazine ®

Top Agent Magazine

STEPHANIE M. LEISURE Going the extra mile is a phrase that aptly describes Stephanie Leisure’s approach to real estate. Not only does she often travel hours for listings and sales in rural Ohio, but she does not shrink from picking up a hammer and nails or some paint to help spruce up a house before listing it. “I go above and beyond for my clients,” says Stephanie. “There have been plenty of times when my husband and I will do some repairs to a house for a client. I do more than the average agent.”

Stephanie entered real estate in 2019 and is now with Key Realty. Since then, she has cultivated a specialty in farm homes and properties with large acreage, a territory with about a 90-mile radius. Her expertise lies in catering to the unique needs of rural property buyers and sellers. She especially enjoys working with firsttime home buyers. “I’m an empathetic person,” she says. “I’m able to put myself in somebody else’s situation. I’m also patient, and that really helps a lot” with new buyers just entering the market. On the flip side, having grown up with her grandparents, she also loves connecting with some of the older folks who live in her rural territory. “I click well with them,” she adds.

“I guess I’m an old soul.”

Staying connected with past clients is of utmost importance to Stephanie. She prefers a personal approach and values the significance of snail mail, striving to establish lasting relationships with her clients. Her consistent performance and dedication to her work have resulted in a commendable sales volume year after year. She averages between $1.5 to $2 million in sales per year, with remarkable achievements early on in her career. In her second year, she surpassed her goal of 12 transactions and closed 36 deals. Stephanie remains motivated to surpass her previous accomplishments.

What Stephanie cherishes most about her career are the freedom and flexibility it offers. She appreciates the ability to structure her schedule around her family Top Agent Magazine

while also accommodating her clients’ needs. “I love having the freedom to come and go according to my schedule, and work around my family,” she relates. “And I love helping people. I love that I’m not there to sell somebody something. I’m there to advise and help guide them in the right direction for what could very well be one of the biggest purchases or sales of their lifetime.

It’s nice to know that they trust me and that I’m able to help get them to the finish line.”

Beyond her real estate endeavors, Stephanie remains actively involved in her community. She and her husband sponsor a ball team each year. Additionally, she actively participates in her church, organizing events such as a large Easter egg hunt and a community pool party. Stephanie’s commitment to her community reflects her dedication to fostering relationships and making a positive impact.

Looking ahead, Stephanie has ambitious goals for her future in real estate. Although she doesn’t foresee immediate plans to open her own brokerage, Stephanie envisions pursuing her broker’s license and possibly obtaining a business degree within the next five to 10 years. Her primary focus is on continual growth and surpassing her achievements year after year.

To find out more about Stephanie Leisure, please call (740) 463-4985, email stephanie.keyrealtor@gmail.com, or visit stephanieleisure.ikeyrealty.com or explorekeyrealty.com www.

www.

15

24-Hour Touch-ups to Maximize Your List Price Sometimes it takes a full-scale overhaul to prepare a house for market. Other times, only a series of small adjustments are required to make a listing’s true potential shine. Whether you’re gearing up for an open house, assessing a list price, or maximizing a property’s appearance prior to photography—the devil is in the details. However, touch-ups and refreshes don’t have to dominate your schedule or break the bank. For a few ideas of where 16

to begin, consider our handy check-list below for quick home projects that will fortify your bottom line.

Refresh grout for a sparkling clean look.

Perhaps the quickest and most cost-effective way to make bathrooms, kitchens, and other tiled areas shine is to refresh grout until it looks

Top Agent Magazine ®

Top Agent Magazine

good as new. Specialty grout stain removers and cleaners are inexpensive and sold at most home improvement stores. Plus, the project only takes a bit of elbow grease and an hour or two for a major makeover effect. Suddenly, dark, stained, and worn-down bathrooms gleam as if tile has just been placed.

Create mood lighting with soothing bulbs and fixtures.

A warm white light from specially chosen LED bulbs creates a welcoming environment when potential buyers come calling.

If outdated fixtures are bringing down a home’s otherwise modern styling, consider more design-neutral replacements that won’t

Top Agent Magazine

detract from the property’s charms. These are inexpensive but highly noticeable and impactful upgrades that shift a home’s ambiance for the better.

Repaint doors for an updated and inviting entryway.

It may sound like a hassle, but repainting doorways with a fresh coat signals a wellkept property—and that’s before prospective buyers even pass through the threshold. You can also change out generic doorknobs and switch-plates to add an updated flare while on a budget. Color-of-the-year trend choices can turn heads, while neutral paint choices signal less hassle for future homeowners.

Top Agent Magazine ®

17

scrub, or with the addition of new shelves or styled bulbs.

Make windows shine— both inside and out.

Cleanliness goes a long way in communicating a well-cared for home in which buyers can imagine themselves. Cleaning the inside and outside of windows not only refreshes a room, but it allows light to infuse the space while appealing to the move-in ready crowd.

Closet spaces are not an afterthought.

Every prospective buyer wants storage options, and you’ve surely led a home tour where guests inspect closets and pantries.

Don’t let these hidden spaces go overlooked. Make sure they’re clean, cleared as much as possible, and you can even touch them up with fresh paint, a good

18

Remove tough appliance stains with a bit of elbow grease.

If you’re packaging appliances with the sale of a property, you’ll want to make sure those big-ticket items are also in top shape to showcase their value. Stainless steel polish, electric cooktop polish, and stain removing pads for the kitchen sink can make your appliances look five years younger with nothing more than an hour or two’s labor.

Organize garage and basement areas to maximize storage and hint at bonus space.

It may take a labor of love, but organizing and decluttering these special storage spaces

Top Agent Magazine ®

Top Agent Magazine

can add significant value to a property. Instead of telling prospective buyers how much storage space there is—let these areas speak for themselves by giving them a neutral, airy bout of cleansing. That way, craft-lovers, car aficionados, and buyers with interest in renovating basement areas can witness the potential immediately.

Individually, these bit to-do list items might seem like extra work without the promise of Top Agent Magazine

a major return. But combined? These small tasks go a long way in crafting a home’s image and projecting pure potential. After all, prospective buyers imagine their lives unfolding inside those walls. That’s why cobbling together these small-scale projects can have a big payoff in the end. Not only will a home present itself in a cohesive, attractively-packaged form, but it can also translate to higher interest and a significant pay-off—in more ways than one.

Top Agent Magazine ®

19

Welcome Home:

Working with Relocators in Transition People stage moves for all sorts of reasons.

From the joyous and pre-planned, to the unfortunate and unexpected, new chapters begin with the help of an agent. When you’re working with buyers from a different region, state, or country, the typical complications of a transaction can be compounded. So, what’s a savvy agent to do?

For starters, envision the big picture. Relocators have extra obstacles between them and 20

their dream home. They don’t necessarily know which neighborhoods are ideal for their lifestyle, what they should budget for utilities, what type of homeowner’s insurance is ideal, or how they can tour, let alone close, on a house from afar. All in all, it’s a tall order, but if you can manage a relocation transaction successfully, you could tap into a sizable pool of clientele. Think of it this way: if you’re the shining star of a relocator’s moving process, their word-of-mouth praise could be

Top Agent Magazine ®

Top Agent Magazine

exponential. Likewise, a winning reputation within that client’s corporate sphere could lead to lucrative, stable referrals and partnerships for years to come. Here are a few key ways to help clients navigate the relocation process with minimal stress and maximum results.

Create a full-scale timeline for you and your client that makes expectations clear.

Moving is already one of life’s biggest stressors, but relocations have a dozen more moving parts that your average deal. Consider creating a master-plan of sorts to help you and your client visualize the steps required to achieve success in the midst of a relocation.

Even from afar, your client will be able to refer to the roadmap you’ve set. Likewise, this makes sure you and your client are on the same page regarding expectations, timelines, and checklists. Assemble an articulated, overarching gameplan also helps demystify the process and lower stress. Instead of clients wondering what’s next, what’s needed, who to call, and when to be ready—handy guidelines of your own devising will be at their fingertips.

Top Agent Magazine

Attune your communication style so that nothing goes overlooked or miscommunicated.

Establish early on how your client prefers to communicate and which methods should be excluded. Also, make sure to outline what timeframes are ideal to communicate in, and how often they expect to hear from you with status updates or follow-ups. Some clients might prefer a more hands-off approach that lets you manage most details behind the scenes with updates only when progress is made. Most clients in the midst of a serious relocation, however, will prefer to be in touch more frequently. Customizing is key. If they prefer text messages and emails over calls, that’s a helpful detail to know from the outset. If they prefer face-to-face video chats or can only speak after business hours—those are also key parameters to work within. The less mystery and hassle, the better.

Be a local resource with vetted recommendations and vendors on-hand.

Relocating homeowners may not know the best neighborhoods and their amenities, or where the best school districts are, which areas are high-traffic, or where their dollar might stretch a little further. Identifying your clients’ goals can help narrow this field, but you’ll also want to be careful not to overwhelm them with information. After all, they’re taking on a huge life transition and making a move as an outsider. You’ll want to serve as a onestop-shop who can remove some steps and stress from their organizational obligations.

Have a contractor who can get a head-start on home projects while clients make the move?

Top Agent Magazine ®

21

Excellent. Or, perhaps you can provide an out-of-state agent referral so that clients can sell their existing property in a timeline that works in conjunction with their new purchase. Make yourself a community expert and a connector, and you’ve won a client— and their referrals—for much longer than a single transaction.

Think outside the box when weighing variables.

Relocations aren’t your typical transaction.

You’ll need to do a bit more planning to avoid pitfalls along the way. For instance, have you considered how you’ll tour homes with clients if they live hundreds of miles away?

Are there time zone differences to factor in?

22

If clients are relocating from another country, are there any special visa or naturalization considerations? How will their belongings travel? Are there pets to relocate? There are plenty of questions to ask and plan for, but the key is to be communicative and thorough up front. The more information and planning time you have, the smoother the transition will go.

There are certified real estate agent designations you can pursue that set you apart for your experience when it comes to relocations, but in lieu of those—arm yourself with the planning details and methods that will make your client a raving fan. In the process, you’ll up your game, create a happy client, and hopefully field similar business for years to come.

Top Agent Magazine ®

Top Agent Magazine

TORI THOMAS In the competitive world of Central Ohio real estate, one name is starting to stand out – Tori Thomas. Born into a family legacy of real estate investment, Tori’s immediately felt at home in this industry.

Her father has invested in multifamily buildings, condos, and other properties throughout his life. Once Tori graduated from Ohio University, she took a leap of faith into the familiar territory of real estate and never looked back. Within a year, she has carved a niche for herself in the industry, now eagerly working towards earning her broker’s license. Her success is deeply rooted in the strong network of referrals she has cultivated, with a title agent from Superior Title and a reliable lender among her strongest allies.

When it comes to standing out as an agent, Tori’s approach is refreshingly unique and client-centered. Her relentless drive and high-level service have helped her exceed expectations and grow at a rapid rate. She works just as diligently for her $90,000 clients as she does for her million-dollar ones. “I think clients really appreciate that I’m treating everyone the same,” she explains.

“Many agents are only working for clients with bigger budgets, or are doing different things for those clients.”

Another distinguishing factor is her personal involvement in real estate investing, which allows her to offer valuable insights into what her clients are looking for.

But perhaps the cornerstone of Tori’s success is her focus on communication. With a robust CRM and personal phone calls to her clients every other day, she eliminates the common issue of communication gaps, ensuring her buyers and sellers always feel valued and informed.

For her listings, Tori leverages the power of social media to spread the word. While traditional methods, such as MLS entries, remain a staple, she has found great success with Facebook and other platforms. “I do a lot of Facebook marketing,” she explains. “It’s been a huge help.” Being the youngest agent in her market, she has a unique advantage in understanding and utilizing the Top Agent Magazine

latest technology. This digital prowess has proved fruitful: in less than a year, she’s already closed nearly 40 deals.

Outside of her flourishing real estate career, Tori is deeply connected to her community in central Ohio. She actively volunteers in her town, and recently, she contributed to a local cause by participating in a 5K run to raise funds for the renovation of a rundown baseball field for local children. When she’s not working or volunteering, Tori maintains a balanced lifestyle by staying active, with regular gym visits being a part of her routine.

She also cherishes spending time with loved ones and exploring new places.

Tori is fueled by a desire to continue growing in her real estate career. She remains open to possibilities for expansion, including potentially starting her own brokerage. Regardless of the path she chooses, she remains committed to the business, investing, and most importantly, helping people. At the heart of Tori’s work is a genuine love for her clients, especially first-time homebuyers and investors. “I love helping people through the process, answering all their questions, and making them feel comfortable.”

For more about Tori Thomas, please call 937-869-8042 or email torithomas@fathomrealty.com Copyright Top Agent Magazine 23

24

Top Agent Magazine