ONTARIO 11-21-22

ONTARIO EDITION

BEYOND

CLEANING AND DECLUTTERING:

What Improvement Expenses Make the Most Sense?

How to Answer the Inevitable Question:

WHY SHOULD I CHOOSE YOU?

MY CRYSTAL BALL:

FEATURED AGENTS

You CAN Predict You’ll Be Successful Selling Real Estate

COVER STORY

LANA MORGAN

CHRISTOPHER J. LACHARITY DELIA SILVA ERIC STANDEL

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

Top Agent Magazine

3

How to Answer the Inevitable Question:

Why Should I Choose You? In some markets, a real estate agent is competing against thousands of other individuals and teams. There are only so many bells and whistles—so many buzz words you can throw at prospective clients. To a buyer or seller who has interviewed several other agents already, all of it begins to blend together and every realtor sounds as though they’re reading off the same script.

Your clients want to know why they should choose you. They want to know what makes you different. It’s highly likely they’ll even 4

ask you this question directly in your initial interview, but as an agent, you might have a hard time coming up with a response that either you or your clients are truly satisfied with.

To answer your client’s why you must go back to your own why.

WHAT SKILLS DO YOU HAVE THAT OTHERS DON’T? Just because there are other agents in your area doesn’t mean those agents have the

Top Agent Magazine®®

Top Agent Magazine

same skills that you do. We each bring our own backgrounds and experiences to the table. What comes naturally to you? Maybe it’s your negotiating skills or your ability to connect people that sets you apart from the rest.

WHAT PART OF THE BUSINESS DO YOU ENJOY THE MOST? There are skills and then there are passions.

In real estate, there’s so much to enjoy.

There’s the opportunity to match a family with the right home and the sense of safety and comfort that brings their loved ones.

There’s the ability to give someone a sense of financial security by advocating and negotiating on their behalf. And then there’s the houses and neighborhoods themselves— the architecture, history, and community.

WHAT ARE YOUR ACCOMPLISHMENTS? When you look at your client list and the portfolio of work that you’ve built over the years, what are you most proud of? Sure, there are financial rewards, but there are also other accomplishments that your prospective clients will likely be eager to hear about, such as happy client testimonials, a thriving referral business, volunteer and charity work, or even how you lift and support your own team.

Everyone needs money, but those other accomplishments and how you speak about them show your client what kind of person Top Agent Magazine

you are and if that’s the type of person they want to work with.

WHAT ARE YOUR INTERESTS? Real estate might seem like your entire world at times, but you also have a life outside of work. Maybe you like music or traveling or being outdoors. The best part about being a realtor is that there are often ways you can thread these interests into your work, like hosting client functions and events.

WHAT DOES YOUR CLIENT CARE ABOUT THE MOST? Let’s face it, your clients likely care the most about only a few things: saving or making the most money, doing it as soon as possible, and making sure that doing so isn’t too stressful. Your response to your client’s question—why should I choose you?— should address these concerns.

Maybe you excel at creating systems that make the selling process efficient and profitable for your client. Or maybe you excel at providing a personalized experience for homebuyers.

Try out a few responses. You might even start with a template: My [skills or passions] helps me [provide this service] because I can [achieve my client’s goal].

Like most things in life, coming up with a compelling and concise response for why clients should hire you will take time and practice.

Top Agent Magazine®

5

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

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

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

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

Top Agent Magazine ®

Top Agent Magazine

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

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

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

Top Agent Magazine

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

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

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

Top Agent Magazine ®

7

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

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

Kitchens and baths

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

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

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

8

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

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

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

Top Agent Magazine ®

Top Agent Magazine

Top Agent Magazine

LANA MORGAN

9

Top Agent Lana Morgan with Royal LePage Key Realty in Sarnia has received the 2021 Diamond Award and Top Tier Member Award—attributing her success to the help of her brother Cory, her Royal LePage family and the ongoing support from her husband Jeff and son Brock.

Born and raised in Sarnia, ON., Lana now resides in Sarnia’s lakefront community of Bright’s Grove. Lana gained invaluable knowledge of real estate while managing a local office and assisting a credited appraiser.

She convinced her brother, Cory Gonyou, to get licensed with her in 1987. While they don’t have an official partnership on paper, they do everything together supporting each other’s transactions, including making sure 10 Copyright Top Agent Magazine

that they are both there at the first face-toface meeting with a client.

Currently, Lana is a Realtor® with Royal LePage Key Realty in Sarnia, receiving the 2021 Diamond Award and Top Tier Member Award. She attributes her success to the help of her brother Cory and her Royal LePage family and the ongoing support from her husband Jeff and son Brock.

Top Agent Magazine

Top Agent Magazine

11 Copyright Top Agent Magazine

Prefering to service the Bright’s Grove region that she is intimately familiar, Lana is different from other agents in the area because she takes a personal approach to real estate as most of her clients become her neighbour.

Lana is different from other agents in the area because she takes a personal approach to real estate as most of her clients become her neighbour. She prefers to service the Bright’s Grove region that she is intimately familiar with as she has a referral network of over 19,000 Royal LePage Realtors nationwide. Clients quickly recognize that she handles all her own paperwork and offer negotiations, wanting to keep a hands-on approach to each and every step in a transaction. This hands-on approach has over 50% of her current transactions coming through Copyright Top Agent Magazine 12

Top Agent Magazine

Top Agent Magazine

Copyright Top Agent Magazine 13

Photography by Richard Beland, Bright’s Grove

referrals. She establishes an immediate rapport with each client, giving them a feeling of being part of her family, treating them exactly as she would her own mother.

the right property for them. A major portion of her transactions occur off market. When the match is right, they feel it in the pit of their stomach. A feeling Lana loves to bring to them.

Lana believes it is an education process for her buyers. It is the most money they will ever spend on a single item. It could be their first viewing or take years to secure

Helping to improve her industry, Lana regularly assists local Realtors through mentorship, networking, and collaboration. Consequently, she is very well respected by her peers.

For more about Lana, call 519-384-9339, email lanamorgan@royallepage.ca or visit BrightsGroveRealEstate.com www.

Copyright Top Agent Magazine 14

Top Agent Magazine

Francis De Sena and Martin Riley are proud to congratulate

LANA MORGAN

on being featured for Canada in Top Agent Magazine!

t 519.336.9999 | e realestate@desenalaw.com | desenalaw.com www.

422 East Street North | Sarnia, Ontario | N7T 6Y4

Top Agent Magazine

15

My Crystal Ball:

You CAN Predict You’ll Be Successful Selling Real Estate ►Carla

Cross, CRB, MA

You can predict if you’ll be successful in real estate. It’s not what you think, either.

16

Top Agent Magazine ®

Top Agent Magazine

Grab the best business start-up plan you can find and start the plan. Find someone to coach you to the plan.

What New Agents Expect From my survey of hundreds of agents under three months in the business, I found that more than 1/2 of them expected a sale the first month of the business.

What does that mean? When do they have to start looking for leads? That first week in the business! Yet, how many new agents start lead generating even in the first month? How long have you been in the business?

When did you start lead generating on purpose? Or, have you started? That’s why my book, Up and Running in 30 Days, now in its 6th edition, has you lead generating in week one. It’s your assurance plan you will get a sale fast and will stay in the business.

Expecting ‘Dumb Luck’ to Carry You to Success Inevitably, there is a new agent who has an Aunt Martha in his back pocket. That is, Aunt Martha wants to buy a home, and has told nephew Tommy she’ll wait until he gets his license to purchase from him. Ca-ching. Dumb luck. Tommy concludes that’s how the business goes. You just wait for someone to find you and Top Agent Magazine

sell them a home. We know that’s not the norm, though.

Unfortunately, Tommy’s going to wait a long time for that next transaction! The ‘dumb luck’ approach to the business results in low results. Since the ‘dumb luck’ agent isn’t doing a business start-up plan, we have no way of predicting results, because we can’t measure businessproducing activities. We can only measure other ‘dumb luck’ agent incomes. That’s way too late to actively coach–or to terminate with purpose.

Your Manager Could be a ‘Dumb Luck’ Manager– Pardon the Expression…

Dumb luck managers just look at results; sales and listings sold. So, they are not aware that agents may be failing for months. If new agents expect to make a sale in month one, how many months do you think it takes for them to get dis enheartened? 2-3? Not long. So, once new agents are mentally and emotionally out of the business, they will resist any help from managers. They’ve decided they can’t make it in the business. They’ll stay awhile, though, for ‘dumb luck’ transactions.

Top Agent Magazine ®

17

Are You Lead Generating on Purpose?

Are you working a specific, prioritized lead generating plan? Is it made up of prioritized lead generating activities? Does it have ratios of activities to results, so the new agent knows whether he is on track to his goals?

Here are my activity ratios from Up and Running that will result in 8-12 transactions the first year in the business: • 20 contacts to get one buyer or seller lead • 8 times of putting people in the car to sell someone a home • 3 listing appointments to gain one marketable listing

• 80% of listings sell • 80% of transactions close What are the ratios in your office? Do you know? Do you know the work it takes to consistently generate the income you want to generate? Or, are you counting on ‘dumb luck’?

Best Advice to Create your Assurance Plan Grab the best business start-up plan you can find and start the plan. Find someone to coach you to the plan. Analyze your numbers frequently. You’ll stay on track AND assure your success.

https://carla-cross.com In the real estate business for over 3 decades, Carla Cross is an international speaker, trainer, and coach for real estate. She specializes in career development, business planning, leadership, and instructor development.

She’s won numerous sales and leadership awards in each area, including being named as a National Realtor Educator of the Year. A popular international speaker, Carla has spoken on leadership and training topics for 16 years at national Realtor conventions.

Author of eight books on real estate sales, her wildly popular book, Up and Running in 30 Days, is used by hundreds of thousands of new agents internationally to start their careers right.

18

Top Agent Magazine ®

Top Agent Magazine

CHRISTOPHER J. LACHARITY Charismatic and self-motivated, Christopher Lacharity is always up for a challenge. He had a great career in sales at Mercedes for several years, and when one of his clients convinced him he’d flourish in Real Estate, he listened. Chris built his own team and now owns an Engel & Volkers in Manotick, while also owning the territory south of Ottawa. Much of his business consists of repeats and referrals, as Chris aims to deliver a hands-on service to his buyers and sellers. His extensive experience in the field gives him the knowledge required to reach his clients’ goals. Everyone is guided through each step of the transaction, so the experience is always enjoyable.

best in the business to display each home as a lifestyle. “Having the exposure we do allows us to tell a story and sell the home first along with the location second. Meaning, not everyone is looking for a home in our areas of expertise, but it is up to us to draw them in with our marketing of that home and explain why the area is most appealing with all it has to offer,” Chris says.

Engel & Volkers encourages relationships between brokerage owners, so Chris utilizes his vast network to spread the word about any properties they have available. “There are many referrals coming in from other countries and cities, so Ottawa is really growing on an international scale.”

As a smaller boutique brokerage of about 20 people, their like-minded approach leads to happy customers.

“Our biggest goal is to keep a constant influx of past clients and their extended family,” Chris explains. “We’re career agents, and we’re not trying to find great success overnight. It’s a long haul, with the client always coming first.” Chris and his team make themselves available at all times, and go above and beyond to impress those they serve. The Manotick Brokerage offers much more than most with assistant duties offered to the agents, they have their own truck and furniture, allowing them to stage homes they sell. “We’re very self-sufficient, we don’t want to rely on someone else.”

After the transaction is over, Chris stays in touch with his clients by sending personal letters and staying active in the community. He continually supports local sports teams and charity events. He participates in as many events Manotick has to offer, and is always hosting meetings or events at local restaurants. “We do what we can to keep everything in Manotick whenever possible,” Chris says. When he’s not working or giving back, Chris can be found often with his circle of friends who are clients and local business owners.

They travel, work out, play sports and dine together as often as they can. Chris’s favourite pastime as of late is hanging out with his newborn son, Maverick, wife Amy and French bulldog Hugo.

When it comes to marketing their properties, Chris and his team are strategic, placing the homes in local and global magazines and extremely well researched online portals with the assistance of Engel & Volkers.

They pride themselves on the consistent international exposure they offer each client regardless of price. He ensures each one is looking its finest by only using the

In the coming years, Chris plans on fine tuning his business and opening up more locations. No matter how much he grows, he will continually love this career path. “I love the rush I get when I close a transaction and make both sides happy. I also get just as much satisfaction helping a new advisor/agent achieve their goals.”

For more information about Christopher Lacharity, please call 613-240-8609 or email chris@chrislacharity.com Top Agent Magazine

19

DELIA SILVA With a passion for homes and helping people, REALTOR® Delia Silva always wanted to work in real estate.

She initially became interested in the industry after learning about it from her sister, who is a successful mortgage broker. After waiting until her children were old enough that she could go to work full-time, Delia took real estate courses and got licensed in 2011. Now, she represents residential homebuyers and sellers in Ontario, Canada as a solo agent with eXp Realty®. While Delia is based in Hamilton, she serves the communities in and around Niagara and Burlington as well. Her honest demeanor, work ethic, and friendly demeanor has made her a sought after agent in her area.

In the past decade of being in real estate, Delia has built a strong network with around 50% of her business coming from referral clients. “People come to me because they know I will work hard to help them through the ups and downs of the real estate process — whether they are looking for their dream home or downsizing,” she says. As an example of Delia’s willingness to go the extra mile for clients, she recently drove an hour just to put a notice on a tenant’s door for one of her landlord clients. “I’m here to help with whatever they need. It’s my job, but it’s also what I love to do.”

While a lot of Delia’s business finds her through word-of-mouth, social media has been another means of attracting new business. “As eXp is cloudbased without an office, I spend a lot of time working on digital strategies to keep up with clients. Social media is a great way to share my listings and put out useful content about the real estate market and neighborhood resources,” she explains. Of course, Delia also hosts open houses to give potential homebuyers 20

the chance to see the listings in person.

Once she has worked with a client, she makes sure to follow-up throughout the year with phone calls, emails, and holiday cards.

Delia splits her time away from work between caring for her kids, volunteering at a retirement home, and exercising. “I’ve been at the retirement home for a long time and it’s just too hard to leave — it’s a very meaningful part of my life,” she says. She has a very active lifestyle and goes to the gym five days a week, enjoying activities like pickleball, tennis, running, and biking.

On average, Delia does between 12-14 transactions per year, a number that she is hoping to grow as she looks to the future. “Right now, as a single mom, I’ve got my hands full with a very busy schedule, but I’m always learning and looking to expand my business.”

To learn more about Delia Silva, please call 905-512-6207 or email delia.silva@exprealty.com Copyright Top Top Agent Agent Magazine Magazine

Daily Habits That Will Increase Your Mental Strength When it comes to building physical strength, the solutions are obvious, but keeping up your mental strength isn’t as easy as going to the gym. Although physical exercise does help clear your head and relieve stress, there are other things you can do daily that will help your mind be as strong and flexible as your body after a workout. Here’s just a few things you can do to help clear your head and make you more productive.

Top Agent Magazine

DON’T WASTE YOUR BRAIN POWER That might seem obvious, but think about how much mental energy you might use up worrying about negativity or things you have no control over. Instead of focusing on problems, focus on solutions.

This actually take a lot of effort, we’re all conditioned to let worry paralyze us sometimes. Try and catch yourself when you’re 21

wasting time thinking about about past mistakes or current dilemmas you don’t have the power to stop. You really only have so much mental energy, and if you have kids and an especially stressful work situation, that might be even less than normal. Start treating your brain like the precious resource it is. You don’t want to be running on empty when it really matters.

BE MORE POSITIVE Eliminating negative thoughts is essential to increasing your mental strength. Carrying around negativity is like swimming with all of your clothes on. You might be okay at first, but eventually you’ll feel like you can barely stay afloat. Don’t drown in negativity, use positive thoughts as a lifesaver. This doesn’t mean you should ignore things you need to improve, just approach them with solutions rather than beating yourself up. Constant monitoring of this is important since it’s really easy to slide back into negative thinking.

STEP OUTSIDE YOUR COMFORT ZONE A lot of mental energy can go to dealing with anxiety. One way to deal with that is by forcing yourself to try new things and take on new challenges, that you might normally avoid because they make you feel unsure or scared. Challenge yourself daily, even with small things.

This is definitely something that becomes easier with practice. Start small, and in no time you’ll be taking on things you never 22

thought were possible. The simple task of trying something new every day will have you feeling energized and put you on the path to self-growth.

BE SELF-AWARE Your emotions affect everything you do, even if they’re not at the surface. Recognizing and labeling them is key. A lot of the above exercises require selfreflection. It’s okay to have the emotions you have, understanding why and where those emotions come from allows you to focus on dealing with them rather than just wallowing in them. Being self-aware is also about self-care. Know the things that help relax and rejuvenate you. That way you can handle everyday stresses and remain calm even during the most turbulent times.

BE WILLING TO LEARN A lot of people are still hung up on the idea that learning is a boring and tedious process, but you aren’t in junior high anymore. You can find something you’re actually interested in and immerse yourself in it, which engages your mind like nothing else. Whether it’s learning a new technology that will improve your business or something that will make you a more well-rounded person, the learning process keeps you engaged and open to new ideas. A curiosity about the world and new things is something that all mentally strong people have in common.

Top Agent Magazine

ERIC STANDEL From a young age, Eric Standel knew he wanted to work in real estate. As a third-generation REALTOR®, he followed in the path of his father, stepmother and grandmother to reach the level of success he has today. He grew up going to their open houses, which sparked his lifelong passion for properties. Now in his twelfth year in the business, Eric is a multi-million dollar producer specializing in residential resale and investment properties and strategies.

He is a Re/Max Platinum Club award winner, an Accredited Buyer Representative, a Seller Representative Specialist, and a Smith Manoeuvre Certified Professional. Currently working as an independent agent, Eric brings over a decade of experience to homebuyers and sellers in Windsor and Essex County, Ontario, Canada.

Around 70-75% of Eric’s business comes from repeat and referral clients from his network. He now calls many of his clients friends. Whether he is working on a real estate purchase, sale, or investment, Eric exudes warmth and sincerity that makes his clients feel at ease during a stressful time in their lives. “I never pressure clients — I’m there for them with the resources they need, but with an easygoing attitude that puts their fears to rest,” he says.

To market his listings, Eric uses MLS, social media, and Ylopo. His digital marketing efforts include specific targeted ads, dynamic video ads, and retargeting to reach potential homebuyers. To follow up with his clients, he has a CRM that helps him keep track of holidays and special events in their lives. Every month, Eric sends out Top Agent Magazine

informational newsletters to stay top of mind and provide useful information about the home buying and selling process as well as market updates.

When he is not working, Eric is actively involved with sports-related endeavors and charities in his community. He sponsors local hockey and baseball events as well as the annual Princess Ball in support of Cystic Fibrosis.

He and his wife have young children, a daughter, 5, and son, 3, who keep them busy with all of their activities, from music to dance classes. In his spare time, Eric enjoys golfing and spending time with family and friends.

Last year, Eric completed 41 real estate transactions in addition to personally purchasing a family home in Florida near Disney World. As he looks to the future, he is working to build out a team.

“Bringing on another agent and an assistant would help expand our volume, reach, and reputation,” he says. “As I grow my business, I can help serve more people with success and efficiency.”

To learn more about Eric Standel, call 226-345-9199, email eric@standelrealestate.com or visit ericstandel.com www.

23

mailto:mag@topagentmagazine.com

24

Top Agent Magazine