ONTARIO 1-8-24 by Top Agent Magazine

ONTARIO EDITION

The Daily Schedule of a SUCCESSFUL REAL ESTATE AGENT

TIPS ON BREAKING INTO THE

LUXURY MARKET

Are You A VALUE-ADDED AGENT?

FEATURED AGENTS

NATASHA OMRIN TED TSANAS

COVER STORY

STACEY CLARKSON

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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? 4

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’!

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. 6

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STACEY CLARKSON Top Agent Magazine

Top Agent Stacey Clarkson remains a solo act in the real estate arena. Her expertise is concentrated on the small town of Listowel in North Perth, a place close to her heart. In the heart of southwestern Ontario, where small-town charm abounds, Stacey Clarkson has not only made a name for herself in the real estate business but has become a pillar of her community. With almost a decade of experience and a portfolio boasting more than $71 million in sold real estate, Stacey’s journey is nothing short of inspiring. Stacey’s real estate odyssey began in 2014 when she found herself at a crossroads after a second layoff from her previous job. Inspired by her father, a seasoned real estate professional, she decided to seize control of her destiny. “After having a good conversation with him I decided to take that leap, because it was pretty stressful being laid off from a job,” she recalls. “And it wasn’t the first time it had happened.” Nearly 10 years later, her decision has proven to be the right one. Stacey remains a solo act in the real estate arena. Her expertise is concentrated on the small town of Listowel in North Perth, a place close to her heart. “I was born and raised here in Listowel and moved back after college,” she shares. “I decided that if I was going to sell real estate, this is the place I want to do it.” 8Copyright Top Agent Magazine

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honest truth about what’s happening,” she explains. Staying connected is key for Stacey, who employs a mix of modern and traditional methods, from social media platforms to personalized cards and phone calls. In a

What sets Stacey apart is her impressive 70 percent repeat and referral business, a testament to her hard work and easy-going approach. “I offer down-to-earth, friendly service without pressure, and I give people the honest truth about what’s happening,” she explains. world dominated by digital marketing, Stacey embraces both the new and the old. Facebook and Instagram play a significant role, but she doesn’t shy away from the appeal of traditional mail flyers. Her unique blend of marketing strategies is reflected in her impressive annual volume averaging more than $7 million. Beyond real estate, Stacey is a community champion. She has dedicated herself to causes close to her heart, including serving as event chair for Relay for Life and volunteering with various fundraisers through the Listowel Memorial Hospital Foundation. “The Canadian Cancer Society holds a special place in my heart because I lost my stepmom to cancer,” she reveals. Her involvement extends to her children’s school and various town events, showcasing her commitment to the well-being of her community. Outside the hustle and bustle of real estate, Stacey cherishes time with her husband and daughters. Outdoor activities, Copyright Top Agent Magazine 10

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family golf outings and travel are their favorite pastimes. And when she has a moment to herself, Stacey indulges in the simple pleasure of reading a good book. Looking ahead, Stacey envisions developing a team under the Kempston and Werth umbrella, recognizing the value of collaboration. “The

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more volume I do, the harder it is to be a oneman show,” she admits. In the meantime, she will continue to work hard for her clients and her community. One thing is certain: the future is looking bright for Stacey Clarkson, who combines authenticity and community spirit into a winning combination to shape the landscape of real estate in North Perth.

For more about Stacey Clarkson, email clarkson@wightman.ca, call 519-505-3762, or visit kempstonwerth.ca/stacey-clarkson www.

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach. One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect. 13

LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance. That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling. It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively

involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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The Daily Schedule

of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar. Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first. Top Agent Magazine

The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.” You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result. Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you

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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.

3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.

1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.

2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed. It’s important that you make time for these moments the same way you make time for your work.

2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead. 1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments. 1.5 hours – Spend this time prospecting and appointment setting. 1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.

.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.

2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines. 8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive. As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.

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NATASHA OMRIN From early on, Natasha Omrin’s fascination with homes was evident. She fondly recalls urging her parents to stop at open houses and take drives through luxurious neighborhoods. “It became one of my favorite things to do,” she explains. This early passion laid the foundation for her future career. While pursuing a degree in Kinesiology and Health Sciences, Natasha simultaneously seized the opportunity to obtain her real estate license. This decision marked the beginning of her eleven-year-long career in the field. After university, Natasha immediately joined a prominent real estate team, emphasizing the importance of providing top-notch service to her clients. Her dedication to constant improvement through training and mentorship has been a cornerstone of her success. Today, Natasha operates as an agent within a distinguished boutique brokerage that has facilitated more than 6 billion in transactions in the last decade. Serving the Greater Toronto Area, she brings her lifelong passion for real estate to each client, ensuring they receive personalized care, effective marketing strategies, and successful outcomes. With her drive and dedication, Natasha consistently ranks amongst the top 1% in Re/ Max for her sales volume. Additionally, her brokerage Re/Max Realtron Barry Cohen Homes, is ranked #1 in home sales in Toronto and the Greater Toronto Area for homes sold between $2M-$35M. What sets Natasha apart is her extensive proficiency of the market which allows her to accurately assess property values and provide her clients with invaluable knowledge to assist them in making informed decisions about their properties. Coupled with her unrivalled marketing strategy, which incorporates both local and international publicity, Natasha is able to deliver a competitive advantage for her clients that

will ensure effective exposure of their home. Furthermore, Natasha explains that through her brokerage’s exclusive affiliations and collaborations, including their partnership with Forbes Global properties, she can ensure her clients’ homes are exposed on highly visited platforms which showcase real estate’s finest homes. Her customized approach extends to numerous online portals, social media campaigns, digital and print ads, email marketing, featuring homes in prestigious magazines such as Living Luxury Magazine and Homes and Land, and more. Natasha collaborates with industry professionals, and constantly analyzes data to optimize listings. With a deep love for the regions she serves, Natasha is committed to her community through various initiatives. Her brokerage plays a significant role in organizing drives and charity events, which she actively supports. They host a toy drive for Christmas, and Natasha and her team also participate in food drives and make charity donations to various causes. This blend of professional and personal community engagement emphasizes Natasha’s dedication to making a meaningful impact in the lives of those around her. Looking towards the future, Natasha’s vision for her real estate business is one of continuous growth and innovation. Natasha envisions potentially building a small team within the Barry Cohen Homes brokerage to serve a broader clientele and diversifying her services to include educational seminars for her clients. Above all, her passion lies in delivering exceptional results and fostering long-lasting relationships with her clients. Her success is not just measured in transactions, but in the joy and satisfaction she brings to her clients at every milestone.

For more information about Natasha Omrin, please call 647-309-2100 or email natasha.omrin@gmail.com Top Agent Magazine

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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

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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?

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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?

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.

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TED TSANAS In the exciting realms of hospitality and real estate, Ted Tsanas ventured on a professional journey through Marsh and Company Hospitality Realty Team, specializing in restaurants, hotels, and motels. During his time there, Ted became interested in the hospitality industry, eventually owning various franchise restaurants. “I’ve always had the desire to be involved in buying and selling restaurants,” Ted shares. Later, he joined Remax Premier. Ted leads his boutique enterprise, Southbrook Business Development Group, focusing on hospitality and business sales and support in the real estate industry.

while they are busier than ever amidst a fickle market. Ted and his team also pride themselves on forming partnerships with many well-known and reputable brands. Ted effectively markets his listings by leveraging various platforms such as his website, a CRM system boarding a database of over 20,000 contacts, Google Ads, Instagram, and Facebook, as well as repeat clientele. This approach and his company’s reputable standing have established client loyalty. As a result of his efforts, Ted averages between twelve and seventeen million dollars in volume annually. Unlike traditional real estate, Ted’s success hinges on securing single, multiunit and master franchises. Remarkably, this year, Ted has already secured in excess of 110 units for one of his clients’ alone.

Ted guides a rapidly expanding team of agents, business development specialists, marketing professionals, and operations support members, offering their services across Canada. Their clientele primarily comprises of investors pursuing nationwide franchise and business expansion. Recently, Southbrook Business Development Group expanded their services to the United States, representing brands seeking to enter the Canadian market. Thus far, they have established deals in Washington and are progressing in Florida and eager to expand their network across the United States.

Beyond financial accomplishments, Ted emanates the most joy from interacting with others and the responsibility involved in building success for his clients. He stays engaged with the community by giving back to various charities and donating to the Children’s Foundation, specifically assisting sick children and supporting children’s needs in Toronto. As Ted’s company rapidly grows, he intends to expand his team by selecting individuals with expertise in his niche area. Ted expresses optimism for the future, sharing, “I am confident the economy will turn and that everyone will do well in the upcoming year.” His optimistic nature and devotion make him an honorable figure in the real estate landscape of Canada.

With an impressive 60% repeat and referral business, Ted emphasizes that their in-house social media marketing and lead generation strategies draw prospects interested in investing in franchise businesses. His team’s knowledge and professionalism greatly contribute to their business’s ongoing success and growth

To learn more about Ted, email ted@southbrookbusiness.com, call 905-832-4999, or visit SouthBrookBusiness.com www.

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