ONTARIO 10-3-22

ONTARIO EDITION

Is Branding the Way to

TAKE YOUR BUSINESS TO THE NEXT LEVEL?

5 STEPS

TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

FEATURED AGENTS

JENNIFER VAN GEYTENBEEK KEVIN CRIGGER LINDA CYBALSKI MATHEW TOUSSAINT MICA SADLER SYLVIA ECKERT WILL MANSOUR

1 Billion-Plus Reasons Why You Should be Active on Facebook

COVER STORY

STEPHANIE MOLS

mailto:mag@topagentmagazine.com

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

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FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

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CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

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BUILD A SOLID FOUNDATION

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SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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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 7

‘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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STEPHANIE MOLS Top Agent Magazine

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Serving the greater Upper and Lower Ottawa Valley regions plus North Frontenac, Top Agent Stephanie Mols assists a wide variety of clients.

Almost immediately upon entering the real estate business, Stephanie Mols found success.

Her background in entrepreneurship and her passion for helping others set her up for endless growth in this field. Moving to Canada from Germany in 2003 after working with her father in his mail-order business, she decided to start a company selling high-end home products. Working so closely with properties, she soon became inspired to earn her real estate licence. Before long, she was focused 10 Copyright Top Agent Magazine

exclusively on her work as a REALTOR®, and has seen it transform into a lifelong path. In the past two years, her business has skyrocketed with the market boom, and she added more staff to her team. “We now have four full-time licenced assistants,” Stephanie explains. “I have an incredible team. I wouldn’t be where I am without them.” Every aspect of the transaction is handled with a detail-oriented approach, with each team member having different responsibilities.

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“We provide as much information as possible in our listings,” Stephanie says. “This has become so important, especially with the pandemic. We want to make sure we are presenting the property in the best way.” Serving the greater Upper and Lower Ottawa Valley Top Agent Magazine

regions plus North Frontenac, Stephanie serves a wide variety of clients. This prompts her to think outside the box, and handle each transaction in an individualized way. Buyers are listened to and guided, so Stephanie and her team can create a smooth experience for all 11 Copyright Top Agent Magazine

Having recently received the Grand Centurion Award, Stephanie sees continuous growth in her future.

“I’m always planning to expand and reach for the top.” involved. Sellers receive thorough marketing of their listings, with properties being featured all across Canada and globally. “I’m consistently advertising on all the various mediums, including newspapers, magazines and social media.” For her social media platforms, Stephanie has an assistant dedicated solely to keeping them updated. “She ensures we’re active on Facebook, Instagram, LinkedIn, TikTok, Twitter, and everything else.” Nothing falls through the cracks, as Copyright Top Agent Magazine 12

Stephanie and her team are laser focused on every aspect of the process.

Even when the transaction is over, Stephanie is still providing her past clients with value. She sends out statistics on a weekly basis, demonstrating what the real estate market currently looks like and how the financial and mortgage markets are evolving. “I keep them informed at all times, whether it’s sending them new listings or news about the economy.”

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Stephanie carves out time for the community, supporting Easter Seals, an organization that enhances the quality of life for those affected by disabilities. She’s also involved with other local groups that benefit those on the autism spectrum. When she’s not working or giving Top Agent Magazine

back, she loves spending time with her family, including her son.

Having recently received the Grand Centurion Award, Stephanie sees continuous growth in her future. “I’m always planning to expand Copyright Top Agent Magazine 13

and reach for the top,” she explains. No matter what, she will never lose sight of her main goal, which is providing an exceptional experience to

everyone she serves. “I want to keep satisfying my clients. I do my very best to comfort them, create a smooth process and remove the stress.”

For more about Stephanie Mols of Synergy Realty Inc. Brokerage please call 613-812-5510 or email stephanie.mols@century21.ca BROKERAGE INDEPENDENTLY OWNED AND OPERATED

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If it’s good for the soul,

IT’S GOOD FOR THE BUSINESS

Visibility, name recognition and knowing you’re supporting the community that makes your success possible are good reasons to take part in community service. But how is it that some people seem to be able to give time to charities while running their own businesses, managing their own families and households, exercising regularly, attending sporting events and concerts, eating well and sleeping seven or eight hours a night?

The truth is, not all agents are able to do everything so easily. But more important is the fact that no one needs to do everything all of the time. The trick is to make sure that, whatever you do holds meaning.

REALTORS® and mortgage professionals who seem the most gregarious in their community outreach are those whose giving seems to fill their own souls. When their Top Agent Magazine

volunteer efforts or donations directly impact causes they or their clients care deeply about, “giving back” becomes energizing.

Jason O’Quinn of Prime Lending in Dallas Texas, for instance, says that his family’s ongoing work building homes for some of the poorest families in Honduras fills him immeasurably. “It rejuvenates me,” he says.

“There’s quite a dichotomy between the houses we build there and the houses we finance here,” he says. “It refocuses me, going from financing $1 million homes in Dallas to physically laying cinderblock for $10,000 homes in Honduras. Everything has more meaning when we sacrificially give of our time, talent and treasure.”

The longtime “big picture” for Colorado REALTOR® and property manager, Linda

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Todd, for instance, has included giving back to the community, whether serving as a lead carpenter for Habitat for Humanity, making deliveries for Meals on Wheels, or pitching in for the sake of baseball. And through her lifelong passion for baseball, she harmoniously blended her personal interests, her work and her community service. For many years, she was so involved Little League the local league named a new field after her. “I cried for 3 days after they told me that!” She and her husband also started a scholarship fund for junior college baseball players and serve as a host family for the rookie league of the Colorado Rockies, putting up newly drafted players in their home.

For Florida REALTOR® and property manager, Mario Gonzalez, neither his business nor his primary community outreach would exist without the other. A retired U.S. Navy pilot, Mario formed his brokerage, Navy to Navy Homes, when he saw a need for military personnel to find affordable homes to purchase. “We got into it to help, but that led to a full-blown real estate business.” Besides providing opportunities for investment and homeownership, the company donates 35% of every commission to Homes for Heroes, veterans’ groups, or organizations benefiting fire, police, medical organizations, churches and homeless shelters. “We’re small, but we give so much back that we were the top Homes for Heroes company in Florida and

top-five nationwide.” But he does none of this for the attention. His friends may call him the “Humble Hero of Heroes,” but helping is Mario’s passion. “To be such a small business and be the top Homes for Heroes affiliate is mind boggling!”

Like Mario, for many, the best service takes place in simple and quiet ways. Illinois REALTOR®, Susie Scheuber, for example, takes a humble approach to giving back. Although she donates a portion of every commission check to the Children’s Miracle Network, she doesn’t discuss this with clients unless they happen to ask. “I do it because I want to and because, to me, giving back is the right thing to do when you’ve been fortunate in business and life,” says Susie.

We all know how inertia works; the more energized we get by certain behaviors, the more likely we are to continue those behaviors. For some top agents, community outreach has become such a natural routine of their daily lives that they never find it burdensome. A good way to add community service into your life, therefore, is through the causes that mean the most to you. For starters, consider giving a small donation after closing to the charity of your client’s choosing. Learning the different causes that they care about just might foster a new mission for you.

If you have a unique story to share about how your community outreach has impacted your life and your business or inspired others, click here for consideration in our magazines: www.topagentmagazine.com/nominate-a-real-estate-agent-to-be-featured 16

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KEVIN CRIGGER

Kevin Crigger was recognized as a leader in the City’s real estate industry long before he assumed the presidency of North America’s largest real estate board - the Toronto Regional Real Estate Board (TRREB) - in 2021.

His position with TRREB was a fitting acknowledgement of Kevin’s reputation among his peers, and as the Realtor of choice for those buying or selling some of Canada’s most distinguished and most luxurious homes, condominiums, and recreational properties, and an appropriate reflection of his many years of volunteer service to both the real estate profession, and a variety of philanthropic causes.

Consistently appearing in lists of the top-performing Realtors, Kevin Crigger has generated over $1 billion in sales for his clients, a figure belied by the fact that he entered the profession only 10 years ago.

Following a successful career consulting in the luxury hospitality industry - including a global roster of leading hotel brands and boutique hoteliers - on issues related to design, sourcing, and procurement - Kevin developed and maintained a global network of high net worth, design-focussed clients. These colleagues and peers each came to rely on him not solely for the unique results he delivered, but for the unique process that produced them -- a process that included a focused eye 18

for detail, impeccable client-service, refined taste and a calm demeanor.

Kevin sold his business and departed the global hotel industry in 2010, shortly before earning his real estate licence in the Province of Ontario, and joining Johnston & Daniel (a storied independent brokerage which is now a division of Royal LePage Real Estate Service Ltd.). As he did in the hotel business, Kevin quickly established a reputation for successful results in real estate. Utilizing the carefully curated reputation and global network he built in the hospitality sector, as a realtor, Kevin earned the brokerage’s coveted “Rookie of the Year” award in 2011, and began what is now a decade-long run as one of Johnston & Daniel’s top-producing agents.

Today, Kevin Crigger and his team serve clients across Ontario, with a focus on several of Toronto’s most desirable central and west neighbourhoods including Yorkville, Forest Hill, The Annex, Rosedale, South Hill, The Cricket Club, Lytton Park, The Bridle Path, Lawrence Park, The Kingsway and Edgehill Park to name a few.

Helping residents in these communities buy and sell their primary address, Kevin’s clients have also turned to him for his guidance navigating transactions in the competitive cottage and recreational real estate markets.

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Among his most distinctive listings, Kevin has recently engaged to represent one of cottage country’s most luxurious properties known as Château du Lac. This estate on Lake Rosseau was designed and built by world-renowned Ferris Rafauli and is offered at $19,978,000.

As the preferred option for successful individuals navigating a challenging residential real estate market, Kevin Crigger has also become the development industry’s choice to help launch multi-unit, preconstruction luxury condominium residences. As the exclusive broker for several key, market making condo projects, Kevin offers the city’s most successful developers unparalleled insight into their target market. Among the earliest consultants retained on any luxury development team, his influence on a project extends far beyond his sales management mandate, offering valuable input on architectural detailing, floor-plan design, amenity offerings, and resident services.

Whether he’s advising on the purchase of a luxury condominium residence or estate home, a cottage sale, or the launch of a multi-unit luxury condo development in the heart of the city, Kevin Crigger’s success in real estate is not defined simply by the successes of an individual transaction, but by the success of his relationships with his clients. Respected for his candor and valued for his discretion, Kevin enjoys long-standing relationships with his clients; their sincere endorsements, and valuable referrals… attributes that have contributed to

a career highlighted by numerous industry awards and designations, and the respect of his peers.

Included every year since 2012 in Johnston & Daniel’s highly prestigious Chairman’s Club, Kevin Crigger has consistently ranked among the brokerage’s top five Realtors as determined by both revenue results and transaction volumes. In 2021, the Brokerage acknowledged his impressive results by awarding him the Chairman’s Lifetime Achievement Award, a designation awarded to a Johnston & Daniel Realtor only 9 times in the company’s 70-year history.

Reflecting on a relatively short real estate career when compared to his long list of achievements, Kevin describes real estate as “much more than a career,” adding, “its my life. “Real estate, when it is done right, creates a professional relationship that is at its essence, very personal. There is an intimacy to the relationship between a Realtor and their client, which when properly achieved and properly protected, allows for the exceptional to happen. I believe that to be done successfully we must create an environment in which our clients are comfortable sharing not only their aspirations, but their limitations; their sense of style and their sense of self, their dreams and their nightmares; who they are, and who they want to be. Getting to understand who a client is and how they live is critical to helping them find a property that will for them foster a sense of home,” says Crigger.

To contact Kevin, email kevin@kevincrigger.com, call 416.837.3296, or visit kevincrigger.com www.

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Why Employee Appreciation Matters & Can Boost Your Bottom Line Attracting and retaining talent creates a positive working environment for your business, but it’s also good for your bottom line. When team members come and go constantly, your office becomes a revolving door, with no steady workforce, abiding company culture, or continuity for your clients. What’s more, breaking from your duties to post ads, interview applicants, and train new hires takes up valuable time—and time is money. Instead, creating a working environment with built-in 20

perks and morale boosters makes everyone happy, including you as a leader. You’ll have fewer fires to put out or squabbles to referee if your employees are motivated, feel appreciated, and inclined to work together for the business’s greater good.

In that vein, let’s consider the concrete benefits of employee appreciation and how to apply these principles to your business in meaningful ways.

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What is employee appreciation and how do you enact it?

Whether built-in through perks and benefits or by hosting regular events, employee appreciation is about making your team feel valued and part of a whole. No one wants to feel replaceable or voiceless, so it comes down to this basic truth: employees who feel heard and appreciated invest more in their work and your business. Likewise, no one wants to hop jobs every six months.

Employees desire reliability and consistency in their work options, but they’ll be forced to move on to greener pastures if they don’t feel like their talents and contributions are recognized, or if there isn’t enough value to match their output.

By displaying gratitude through employee appreciation, you’re sending the message that your employees’ efforts are respected and considered integral to your operation’s success. Employee appreciation also sets the right tone for professional relationships in your office to flourish, which makes for better workflow and communication on an interpersonal level. Motivation and morale are closely tied to employee appreciation, so there is a clear symbiotic benefit to investing in your employees’ happiness in order to breed a happier, more productive work environment.

How do you make employee appreciation an active part of your business model? To start, keep it simple. Treat your employees to a bagel spread on a Monday morning to boost morale ahead of the workweek. Or, consider Top Agent Magazine

an employee happy hour on a Friday, or a group lunch mid-week. Well-timed moments of generosity can lift spirits and signal your intuitiveness as a leader, while creating fuel for upcoming projects and deadlines.

If you want to take it to the next level, consider in-office perks from which your employees can derive value or morale. For instance, some offices allow employees to bring in their docile pets. Other offices keep the communal kitchen stocked with sparkling water, fresh fruit, and quality coffee to keep team members satiated. Maybe your office would benefit from a modern décor update, which might make for a more compelling, progressive workspace for your employees to enjoy. Whatever route you take, cultivating a positive office environment can extend employee appreciation on a daily, hands-on basis.

Perks and benefits are another way to build-in employee appreciation and demonstrate your investment in your team. Bike-to-work benefits, subsidies for public transportation or gym membership costs, or even supplying your team with their own smartphone—all demonstrate a company culture that’s focused on fueling your team’s morale and productivity.

While some of these steps may seem like a costly investment, the returns are unequivocal when it comes to lasting employee retention.

Turnover is a blight on your bottom line, so taking a proactive approach to employee appreciation can inspire a dynamic team, lead to a more positive work environment, and boost your financials for the long term.

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JENNIFER VAN GEYTENBEEK With her caring, client-first ethos and her background in media sales, Jennifer Van Geytenbeek’s approach to real estate is both compassionate and effective at achieving the best outcomes for buyers and sellers. Jennifer spent 18 years selling both radio and out-of-home advertising, and she says, “Over the years, my love for real estate grew as I purchased my current house and turned it into a home where I could spend time with friends and family.” It’s that love for helping people build their dreams and passion for the business that Jennifer brings to every interaction with her clients.

Jennifer serves Toronto’s West End, with a focus on South Etobicoke. The area boasts excellent proximity to downtown, as well as to Toronto Pearson International Airport. “We’re close to Lake Ontario, great restaurants, highways, shopping and all the amenities you need. On top of that there are tons of recreational opportunities; beautiful parks and walking and biking trails.” Jennifer says. “It’s a great area to call home.”

Jennifer’s business is heavily referral-based, a testament to the strong relationships she builds. “Much of my business is referral, coming from my past life as well as from people I have met in the community,” she says.

“People who were my clients when I sold media are now my clients in real estate, which is amazing!” It’s easy to see what keeps clients coming to work with Jennifer.

“They know that I genuinely want to help them. I’m not in it for a quick sale,” Jennifer explains.

When it comes to marketing her listings, Jennifer’s approach is custom-tailored to each individual property.

“Every property is different, and not everybody is targeting the same consumer,” Jennifer says. She utilizes the latest advertising technology to identify interested buyers and advertises to those buyers. She then re-targets anyone who has engaged with the ad to ensure the property stays top of mind. This approach goes hand in hand with the extensive marketing resources available to 22

Jennifer through her brokerage, Berkshire Hathaway HomeServices.

Outside of her real estate endeavors, Jennifer is active in her community, supporting a local outreach center, Haven on the Queensway. When she’s not working or giving back, Jennifer loves spending time with her friends and family and playing with her dog Lincoln, a 2-yearold Australian Labradoodle, as well as staying active by exercising regularly. If you live in the area, you have likely seen her walking Lincoln or running through the neighbourhood!

Looking toward the future, Jennifer says, “Over the next few years I see myself with additional support which will allow me to help more people achieve their real estate goals”.” Above all, Jennifer looks forward to continuing to super-serve her clients. “I want to make sure that if they’re purchasing a home, it fits their needs and is right for them and their family. And if they’re selling, I want to get them the top dollar for their home in the shortest amount of time possible. Whatever they do, it needs to be right for them. I think people really appreciate my honesty and sincerity. They know that I’m trying to act in their best interest and give them the best advice possible with the knowledge I have gained over the years as well as with the resources I have access to.”

Contact Jennifer at 416-567-1274, email jennifer@paulnusca.com, or visit her online at jennifervangeytenbeek.com https://

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

2

Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

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can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

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Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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LINDA CYBALSKI Linda Cybalski of Waterloo, Ontario, combines her inherited construction expertise with the skills of a professional interior designer and home stager to build her real estate business in and around Kitchener–Waterloo. “This isn’t really my career – this is my passion and my hobby. Matching people with real estate is what I love to do, and I realize looking back that, even though I work independently, without the trust and faith of my clients, I wouldn’t be where I am today. I realize now that all of the different career paths along the way have been part of the set-up for my success in real estate.”

As a native to the Waterloo region, Linda is fortunate to have insider information about the inner workings of the region: both on the surface, and within the world of construction and property management. “My dad’s the one who put the spark in me. He still works to this day, even at the age of eighty-two, as a commercial property developer. I started working with him when I was a teenager, then I did his property management and commercial design work, and eventually took my own path from there.” After absorbing decades of information from her father, Linda took her knowledge and launched a career in interior design, specializing in commercial builds (particularly working on golf courses and plazas with her father!). “I’m very fortunate that my clients respect my background and knowledge in commercial and home construction, along with interior design.”

Linda transitioned to full time real estate in 2015, and over the past seven years, her enterprise has grown tremendously. She works as a solo agent with Royal LePage Wolle Realty and specializes in listings around Kitchener-Waterloo region. “I stay pretty tight to my area and know the market very well. I think it’s really important to know the product you’re selling and the location.” Her dedication has helped her build a book of

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business that is over eighty percent repeat and referral clients, and she prides herself on the interconnectedness she maintains with her customers and local businesses.

“I work on my own – I prefer it that way.

I think that’s why people hire me – they know that they’re going to get me every step of the way. I only outsource some of my marketing, and I have an assistant that handles my social media – I prefer as much direct contact with my clients as possible, by picking up the phone!

Linda also enjoys a lifelong desire for ongoing education. She currently holds the SRES (Seniors Real Estate Specialist) designation, as well as ASP (Accredited Staging Professional) and SRS (Seller’s Representative Specialist) designations. She is currently completing her ABR (Accredited Buyer’s Representative) designation, and looks forward to her upcoming CDS (Certified Divorce Specialist) training. “My objectives are to keep my customers informed during the sale or purchase process and drive hard for the best results. The market changes week-to-week and I am continually monitoring new listings and sales transactions. I am a strong communicator and have a good track record of negotiation and successful closings.”

Contact Linda at 519-502-8264. email lindacybalski@gmail.com, or visit lindacybalski.com www.

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MATHEW TOUSSAINT Big Bold Moves Pay Off for a Determined Ontario Realtor While selling a 5,000 square foot home that had been built back in the 1950s, Mathew Toussaint, Team Lead of TR Group at eXp Realty, sensed a unique way to help his clients stand out in their highly competitive Toronto market. Collaborating with his marketing expert, he posted a sign outside the property that read, “Not Haunted.” Sure enough, this approach would yield global results, as the sign went viral and gained traction with news stations throughout the world.

“I’m always searching for an out-of-the-box approach,” Mathew says. “For me, real estate is all about providing great client service; after all, that’s my background.”

Originally from the Waterloo area, Mathew would begin his career in the hospitality industry, relocating to the Bahamas to manage five restaurants across the country. At the onset of the COVID pandemic, however, he would fall on hard times, which drove him to move back to Canada in search of a new opportunity that still spoke to his entrepreneurial spirit. Inspired, he switched tracks and delved into real estate, leveraging his strong business acumen to earn his license in less than five months and close 30 transactions within his first year as an agent.

Mathew has been a rising star ever since. Today at TR Group, he leads a team to assist clients throughout Southern Ontario, where he has cultivated a process to meet the demands of any transaction, from residential properties to commercial real estate.

When listing a home, Mathew prefers a comprehensive strategy. After helping his clients prepare for the market, he shares their listing via a highly targeted blend of digital and social media campaigns. Elsewhere, he is just as attentive when assisting his buyers, drawing from his own experience as an investor to uncover the right property for their best interests.

With eXp Realty being a Metaverse-integrated company, Mathew has established a network of clients and 26

colleagues that spans the globe. “Because our team is so digitally engaged, we can really streamline the client experience,” he says.

“For example, I recently assisted a client from Las Vegas who was looking to acquire an island in South America through a company here in Canada. These are the sorts of opportunities we can maximize for our clients through the latest technology.”

Outside of real estate, Mathew is dedicated to his community, hosting booths at Waterloo’s annual events and festivals. This year, he will be launching food and toy drives at his open houses for the holiday season. Equally committed to his industry, he also enjoys mentoring newer agents and sharing the core values that have set him apart. When he’s not with clients or giving back, he can be found traveling, spending time with family and friends, or adding new entries to his own popular YouTube series on all things real estate.

As his volume maintains its steady growth, Mathew intends on scaling his real estate coaching work while expanding his reach further throughout Ontario. “This industry has given me a platform to empower others,” he says. “Whether I’m helping an underprivileged client transition from living in a homeless shelter to acquiring a brand new, pre-construction townhome, or mentoring a fellow agent on how to grow their business, this has truly been a life changing career.”

To learn more about Mathew Toussaint, email mathew.toussaint@exprealty.com, visit tr-group.ca or call (289) 983-0990. www.

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Is Branding the Way to Take Your Business to the Next Level?

Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet.

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When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. 27

SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website

to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals.

Every brand is strengthened when it is built on a foundation of integrity and trust.

CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap.

This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or 28

not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites.

If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take.

But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised.

If done right, soon you’ll become an in-demand agent whose name is synonymous with success!

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MICA SADLER It was quite the jump from a corporate account manager working in technology to Real Estate. Mica was setting up agents with Blackberries and Palm Trios when he was brought on to be a recruiter for the largest ReMax brokerage in Canada. He shifted back to tech and landed at a startup that did very well.

While he could have stayed in tech and retired, he found he has just too much energy and got bored. His wife wanted to buy a small hi end restaurant, and in that process, found himself drawn back into real estate. He quit his position with no license and no income.

Mica had a single target in real estate.

Either he was going to make a huge splash and make people take notice, or he wouldn’t bother doing it.

People took notice. He thrived on the energy from buyers and sellers, landing an astonishing 47 transactions in his first year. His third month in the business was his first six figure month. That kind of record easily nabbed him Rookie of the Year. He’s in his fourth year now, expecting a year end total of 75-100 units.

There’s an open, honest approach that keeps people referring more clients to Mica’s firm that covers the Waterloo region. The special referral dinners at the restaurant his wife runs don’t hurt, either. But he knows his field, and also knows that not knowing the right answers at the right time is a way to get into trouble.

The referrals grow because he’s not a salesperson and doesn’t conduct business like one. He’s a negotiator and broker of needs. He can give unparalleled exposure of a house to the marketplace with a top notch marketing and advertising team, but he’s not going to sell it to someone who doesn’t want it.

The industry seems to attract a bad element – agents who just want a quick commission and move on.

Mica’s working hard to erase that image. Coming from Top Agent Magazine

the tech industry, he collects and analyzes datapoints to learn everything he can about his clients. That means they can expect birthday cards, holiday calls and the occasional pies. He loves watching the families he has placed in homes grow on social media and see the impact he’s had in their lives, especially when he sees career day come around and a second grader shows they want to be a real estate agent.

While social media may be king for getting the word out for new listings, along with ad spreads as the property warrants it, it’s a far more human touch that keeps Mica in front of the community. From the chamber of commerce to the local business association, nothing is quite as personal as being a major sponsor of the Kitchener Blues Festival. It’s a unique experience, much like the one he offers to those who work for him. Mica thrives in the flexible world of real estate, and he spreads that opportunity to his team.

Whether it’s building up his workers or bringing people to music festivals, it’s all bout spreading joy and bringing people together.

Contact Mica at 519-589-3521, email mica@sadlerrealty.ca or visit sadlerrealty.ca/about/Mica-Sadler www.

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1 Billion-Plus Reasons Why You Should Be Active on Facebook

By Bubba Mills

The number is staggering and potentially career ending for REALTORS® who ignore it: 1,440,000,000. That’s the total number of monthly active users on the social medium Facebook.

That number alone is reason enough to use it regularly in your real estate business. But Facebook can also help turn you into the expert in your community. Just by sharing knowledge and relevant events about the community you can become the go-to source for all things local – a perfect way to capture the attention of prospective buyers.

Plus, Facebook advertising also gives you tons of targeting layers like age, location, recent life events and interests. Plus, it constantly adds new targeting filters and functions that help you reach even more niche prospects who closely meet your customer criteria. Talk about pinpointing a target audience.

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Another Facebook real estate ad tool is Website Custom Audiences that lets you create Facebook ads that target users who have visited your website.

And several apps specifically for Facebook have emerged. Consider these: • Heyo.com: Helps you host contests, showcase promotions and high-

light special offers.

• Woobox.com: Let’s you easily create quizzes and other fun tools for engaging content.

• Pagemodo.com: Helps you make your Facebook business page both sleek and stylish and tabs allow for easy lead capture.

But the latest offering is just as cool. It’s called Facebook Live and it lets you stream live video on the internet. I recently wrote about Periscope, another live video streaming app, but when you use Facebook Live you’re automatically featured at the top of Facebook users’ news feed. What’s more, statistics show that live video is viewed more than recorded video.

How can REALTORS® use Facebook Live?

Open Houses: Broadcast a walk-through of a new listing

and highlight all the great features.

Webinars: Host live webinars targeted to buyers and sellers. They can sub-

mit questions just like a real-life seminar.

Real Estate Talk Show: Offer the latest news in the industry plus share lo-

cal events and your newest listings. In short, become the Lester Holt or Diane Sawyer of real estate in your town with your own “TV” show!

Facebook offers these tips for using Facebook Live: Promote: Tease upcoming Facebook Live broadcasts for more viewers.

Plan better: Take time to plan what you want to do in the video, whether

it’s a few key talking points or to have a few questions ready ahead of time in a Q&A, in case incoming comments slow down.

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Invest in some equipment: A shaky live stream turns off viewers so con-

sider a tripod or other stabilizing tools, especially if you’re taking viewers on a tour of an open house. And check the shot before going live.

Get the lighting right: If you’re indoors be sure you have plenty of good

lighting and avoid a lot of light directly behind you because it’ll wash you out.

Sound good: A common mistake for beginners is overlooking sound.

Consider an external microphone to make sure your viewers can actually hear you.

And if the live option makes you a little nervous, you can also stream pre-recorded videos. Hey, that has worked like a charm for TV for decades. Some businesses promote their web series to “air” on Facebook Live at a certain time like TV shows. After they are streamed, Facebook Live videos function as normal Facebook videos. Some business owners believe videos may perform better if they begin as live ones.

NowThis, a news company that publishes entirely on social platforms, experimented by streaming a 38-minute compilation of its favorite viral videos via Facebook Live. The stream received over 20,000 views and over 500 comments, according to Facebook’s counters.

Yes, all the new-fangled internet tools, apps and options for REALTORS® can be a bit overwhelming. Just take it one step at a time and you’ll slowly be right there in the business-winning mix. E-mail me today at Article@CorcoranCoaching.com and I’ll send you more free information about how technology can help your real estate business.

Copyright©, Bubba Mills. All rights reserved.

Bubba Mills is the CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international Real Estate, Mortgage, and Small Business coaching company committed to helping clients balance success in business, while building value in life. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com.

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SYLVIA ECKERT While REALTOR® Sylvia Eckert’s first career was in social services, she has always had a love of houses. Over the years, she bought her own properties and renovated them, learning firsthand about the industry before finally getting licensed. After starting part-time as a REALTOR®, she finally went full-time with Pay It Forward Realty. “I am proud to be part of a high-performance and socially responsible real estate brokerage where people are the top priority.

We combine unique and strategic marketing and negotiation initiatives to ensure our clients receive the best results when buying or selling a home,” she says.

Sylvia focuses on serving homebuyers and sellers in and around Kitchener, Waterloo, and Brantford, Ontario. With everything she does, she brings a dedicated, organized, and knowledgeable approach to real estate with a passion for helping her clients. Having worked in social services for 30 years, she is also an expert at communication. The majority of her clients are people she has worked with in the past who have come back because of how easy she makes the real estate process. Sylvia also receives some new business from Rate My Agent, where a lot of the testimonials feature clients praising the high level of service she provides. Going the extra mile to make clients feel appreciated, Sylvia sends informational emails, birthday cards, and holiday greetings throughout the year as well as a closing gift for new homeowners.

When it comes to marketing, Sylvia uses the resources of her brokerage to promote all of her listings. She posts on multiple social media platforms and the Toronto Regional Real Estate Board. Using professional photography, staging, and drone videos, she creates unique pre-marketing campaigns that help sell homes before they are even listed. In addition, she Top Agent Magazine

receives a lot of support from her team, who share her listings.

Giving back is an important part of Sylvia’s life and she, along with her brokerage, donates every month to different charities. “At Pay It Forward Realty, we are proud to be dedicated to giving back and enriching our communities through monthly donations, local giveaways, and charitable events hosted throughout the year,” explains Sylvia.

Sylvia is certain that she made the right move getting into this business and she’s had success from a very early stage.

This year, she is on track to do $25 million in sales, but it’s the excitement of helping people that keeps her motivated long-term. As she looks to the future, she’s planning to grow her team and help other REALTOR®s in the process. She’d also love for her daughter, who currently oversees Sylvia’s administrative tasks, to grow in the business. “I couldn’t imagine doing any other work. I am so grateful to my clients who give me the opportunity and allow me to work every day in a career that I not only love but that inspires, challenges, and drives me.”

To learn more about Sylvia Eckert, please call 226-808-2734 or email agentsylvia1@gmail.com 33 Copyright Top Agent Magazine

Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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WILL MANSOUR With a large network and a vibrant personality, Will Mansour knew he could flourish in the real estate world. His professional life started in marketing, where he worked for large sporting events like the Olympic Games and the Super Bowl. A colleague recognized Will’s affinity for building relationships, and suggested he look into getting his real estate license. “I thought about it for a while,” Will explains. “And ultimately decided to become an agent in 2004.” At the time, he thought he could at least buy and sell his own properties, but he soon realized he could grow it to exponential heights. “Fast forward to today, and I eat, sleep and breathe real estate. I just love it.” Today he’s part of eXp Realty, where he has a collaboration group, which he operates like a team.

He helps coach and mentor agents, setting them up for success and continuous growth.

Serving the greater Toronto area, about 90 percent of his business is based on repeats and referrals. He does everything possible to ensure he’s maintaining a high level of contact with people he’s served in the past. “I block off time in my schedule to make calls and talk to my clients,” Will explains. “It can even be stopping by their home and having a short conversation with them.” Will instills within his new agents the value of helping everyone, even those that aren’t buying or selling at the moment. “Developing connections with each person that crosses our path is so important.” On special occasions he never hesitates to send over a video message, wishing them a happy birthday or happy holidays. This high level of care and concern results in the natural expansion of his business, as clients never hesitate to refer him to their friends and family.

Will goes above and beyond to market his listings.

He focuses largely on social media, as he’s able to reach the most buyers this way. “We post our listings on a variety of Social Media Platforms, which has been a great way to not only advertise but also generate leads.” Everyone on his team is kept on the same Top Agent Magazine

page through their dynamic WhatsApp group, where each new listing is shared.

These strategies mean higher sales prices and shorter listing times, which every seller appreciates.

When Will isn’t working, he’s giving back to the community through JDRF, a nonprofit that funds type 1 diabetes research.

“My daughter has type 1 diabetes, so I am always looking for ways to raise awareness and funds for the condition.” Will participates in various local events, and is also working on finding charities for his team to consistently donate towards.

This fall he plans to host an event, where he will rent out a facility and invite locals to partake in support of the veterans for Remembrance Day. During Will’s free time, he relaxes with family and visits his property in Florida’s Gulf Coast.

More coaching is in Will’s future, as he plans to keep assisting agents in growing their businesses. “There’s nothing more rewarding for me than seeing someone close their first deal.” He also hopes to build his business into other parts of the world, including the UK and Florida.

For more information about Will Mansour, please call 416-737-3746 or email wmansour@willmansour.com 35

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