OHIO 9-5-22

OHIO EDITION

Are You A VALUE-ADDED AGENT?

MAKE SOCIAL MEDIA MARKETING

Your Calling Card

7 REASONS WHY

YOUR PROSPECTS AREN'T TURNING INTO CLIENTS FEATURED AGENTS

CHRIS SWITZER JODIE FRYDL

COVER STORY

ANDREA CASTLE

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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ANDREA CASTLE

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Specializing in everything from new construction to residential properties, Top Agent Andrea Castle with e-Merge Real Estate, assists clients throughout Columbus and the surrounding areas of Central Ohio.

A lifelong resident of Ohio, Andrea Castle has always possessed an entrepreneurial spirit.

After graduating from college with her degree in Business Administration and Management, she accepted an opportunity with a home building company in the Columbus area, where she went on to author a successful career selling new construction. Inspired by these experiences, she decided to pursue her 8Copyright Top Agent Magazine

real estate license in 2019 and leverage her strong roots in the community to establish a network of satisfied clients that now spans the state.

Today, Andrea is a REALTOR® with e-Merge Real Estate, where she assists clients throughout Columbus and the surrounding areas of Central Ohio. Specializing in everything Top Agent Magazine

from new construction to residential properties, she has cultivated a boutique process to meet the needs of any buyer or seller.

When listing a property, Andrea is there for her clients each step of the way. After helping Top Agent Magazine

them fully prepare their home for the market, she shares it via both the regional MLS and a highly targeted blend of digital and social media campaigns. Meanwhile, she also utilizes proven outlets like shareable videos and door-knocking campaigns to the surrounding Copyright Top Agent Magazine9

Having completed $7.5 million in volume in 2021 alone, Andrea remains committed to the lasting standards that continue to set her apart. neighborhoods—all in the lead-up to the standout open house showing.

Elsewhere, Andrea is just as helpful when assisting her buyers, drawing from her acute knowledge of the region to uncover the right investment for their best interests. In fact, she enjoys keeping in touch long after the deals are done through regular mailers, gifts, and even appreciation events to make sure her clients are fully satisfied in their new homes. This outgoing approach has earned her a fantastic reputation throughout Ohio, with the vast Copyright Top Agent Magazine 10

majority of her volume coming from repeat clients and referrals. Having completed $7.5 million in volume in 2021 alone, she remains committed to the lasting standards that continue to set her apart.

Outside of real estate, Andrea is dedicated to her community. On top of volunteering for REALTOR® Care Day events around Columbus, she also organizes the Castle/Steinicke Memorial Golf Outing, a yearly event founded in her father’s memory, which provides support and college scholarships to families impacted by Top Agent Magazine

cancer. When she’s not with clients or giving back, she can be found gardening, camping, caring for her pets, or relaxing on the lake— enjoying all the gorgeous scenery the Midwest has to offer.

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Going forward, Andrea has a clear vision for the future of her business. Already on pace to exceed last year’s volume, she intends on adding to her team while scaling the compassionate approach that brought her to real Copyright Top Agent Magazine 11

estate in the first place. In the meantime, though, she is excited for all the new clients and opportunities that await. “I truly love what I do,” she says. “Most of all, I look forward to mentoring new agents and showing them how to grow their business the same

way I grew mine. After all, I was so fortunate to find my place in this community and industry at such a young age, and I could think of nothing more rewarding than sharing that sense of joy with my colleagues—and my clients.”

Contact Andrea Castle at (614) 989-5864, email Andrea.Castle@e-Merge.com or visit andreacastle.e-Merge.com www.

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Top Agent Magazine

6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things Top Agent Magazine

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day.

Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as 13

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it.

As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list.

You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second.

We all do it!

Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do 14

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful.

Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innovaTop Agent Magazine

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news?

Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out Top Agent Magazine

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business.

Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about.

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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results.

Instead, let’s consider a few techniques that will make your social media presence Top Agent Magazine

interactive, unmissable, and effective in generating business.

Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated.

Consider your profile a landing page.

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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and 18

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content?

How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience.

Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.

Things are always changing on the social media frontier, but some rules never shift.

Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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CHRIS SWITZER Chris Switzer had been laid off from her factory job at Campbell Soup when she offered to fill in at her boyfriend Sam’s real estate office doing administrative work. As she started to learn the business, Chris saw an opportunity to pursue a career she’d always been interested in. With Sam’s support, she decided to complete her real estate license in 2001. Today the couple (now married) work together along with a group of solo agents at the independent brokerage Sam started in 2000. Sam Switzer Realty is the largest non-franchise company in the area with two offices located in Defiance and Hicksville, Ohio.

Chris serves a primary geographic area centered on Defiance but she is also a licensed agent and broker serving an area of northeast Indiana. Defiance is a mid-sized city located between Toledo, Ohio and Fort Wayne, Indiana. Known for its community-centered culture, this beautiful river town is home to a small liberal arts college and Fort Defiance historic site. She brings a strong work ethic and love of problem solving to her business and loves to help make people dreams come true through home ownership. In their award-winning company, Chris averages annual sales between $2 and $5 million with $4.5 million in sales last year.

In addition to REALTOR® services, Chris and Sam own a custom modular home business. This additional knowledge in home building and construction is one of the things that sets Chris apart. As someone who loves learning and sees her role more as a trusted advisor than a salesperson, Chris is committed to providing her clients with the most honest, thorough information and guidance she can offer. Her approach consistently produces satisfied clients with repeat and referrals making up the majority of her business.

Chris keeps in touch with past clients through mailings, social media and personal calls or texts as well

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as through active involvement in the local community. She is a past President and Board Member on the Chamber of Commerce including serving on the Housing Committee and assisting with Business After Hours and other events. She also helps out with the Defiance Optimist’s Club events as Sam is a member and the brokerage participates in fundraising events for the Defiance Development and Visitors Bureau.

While Chris jokes that marketing hasn’t been necessary with the hot real estate market of the past couple years, she does have proven marketing strategies in place. She promotes new listing on the office website and Facebook page and through local newspaper and radio advertising. Chris is also a member of Defiance Premier Networking, a group of local businesses and business owners promoting a thriving local business community. Going forward, Chris hopes to continue growing the business and expand her role as a trainer and mentor to other agents.

To learn more about Chris, call 419.438.3073, email 1chrisswitzer@gmail.com or visit the brokerage website: samswitzerrealty.com www.

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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.

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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

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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.

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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

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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.

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JODIE FRYDL Wanting to pursue a career with unlimited growth potential, it was only natural for Jodie Frydl to follow in her mother’s footsteps and become a real estate agent.

Nearly 30 years later, Jodie is still thriving as a REALTOR®, and is forever grateful she chose to pursue this path. Serving the greater Cleveland region, the majority of Jodie’s business derives from repeat clients and referrals. When working with her buyers and sellers, she focuses on developing strong relationships, becoming their go-to person for any and all real estate related questions. She is truly dedicated to delivering the best possible service, making the experience stress-free and simple. By removing the pressure and giving her clients all the information they need to make educated decisions, Jodie earns their lifelong trust.

“They continue returning to me and referring me to their loved ones because they know I care,” Jodie explains. “I answer every question they have, and I go above and beyond. I treat them the same way I would treat my own family.” Her mom has observed the lasting connections Jodie’s built over the years, knowing that it’s her caring nature that keeps people coming back. “She always says to me, ‘your clients adore you, and they recognize that you are committed to finding exactly what they want.’” Patient throughout every transaction, Jodie never rushes clients to make decisions. Even if it takes her buyers years to find what they’re looking for, she remains by their side. “I still have clients I’ve been working with for two years,” Jodie explains. For her sellers, Jodie goes above and beyond to market their listings. She hires a professional photographer to capture the property, advertises on social media, and spreads the word through her office.

Once the transaction is over, clients leave glowing reviews about their time together. One recently said, “Jodie helped my fiance and I buy our first home, and was extremely helpful during the entire process. She provided great advice, was super flexible when scheduling Top Agent Magazine

showings, and was very fast to process paperwork and get back to us with any questions we had. I would recommend Jodie to anyone looking for a great real estate agent!”

Another wrote, “Jodie advised me on what improvements were needed prior to listing.

The condominium was listed on Monday and sold on Wednesday after many showings so her advice certainly paid off quickly. The contract and closing were processed professionally and there were no issues.”

When Jodie isn’t working, she’s giving back to the community by volunteering at the local food bank. She also works with Santa’s Hideaway Hollow, which is an organization for terminally ill children that allows families to have Christmas and to see Santa at Santa’s village at any time of the year. During her free time, she loves to relax with family and friends.

Her ten-year goal is to keep growing her office and reaching more clients. But she’s happy with where she is now, and is soaking up each moment. Jodie wants to inspire anyone thinking about a career in real estate to jump in. When she started, she was a new mother with 2 very young children. Shortly into her career she became a single mother recovering from cancer. “I put my mind to succeeding and I did it, and I want people to know that if I can do it, you can do it. It just takes dedication.”

To get in touch with Jodie Frydl, please call 216-390-2366 or email jodieshomesales@gmail.com

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