ONTARIO 9-18-23 by Top Agent Magazine

ONTARIO EDITION

THINGS YOU NEED TO DO TO BE A GREAT MENTOR FEATURED AGENT

SUSAN GUCCI

MILLENNIAL BUYERS:

WHERE THEY ARE & WHAT TO KNOW

BUSINESS GROWTH HACK: ABSORB YOUR CLIENTS' STRESS! COVER STORY

LENA CROSSAN

ONTARIO EDITION

SUSAN GUCCI crowded field, offering a level of real With an extensive background in mar7 was 16 estate expertise that makes a tangible keting and sales, Susan Gucci difference for her clients. destined for success in real estate. After working with companies like Xerox and For Susan, community and real estate GlaxoSmithKline, she decided to switch are closely intertwined. She cares gears, using her honed skills to help deeply for her neighborhood and the clients navigate the complex world of people within it. Susan was instrumenhome buying and selling. Over the past tal in establishing a breakfast program 17 years, Susan has built a family busiat a local high school, a self-sustaining ness (SUSAN GUCCI REALTY, INC.) initiative that continues to feed stuthat emphasizes developing skills and dents years after she left her position as co-chair of nurturing growth.CROSSAN Her success is evident in her rank- GUCCI LENA SUSAN LENA CROSSAN ings – from being the top agent in East York six years the parent council. Alongside this, she has served on in a row to ranking 115 out of 68,000 REALTORS® at the Board of Directors for the Toronto Regional Real the Toronto Regional Real Estate Board, she truly is Estate Board (TRREB) for four and a half years. She a force to be reckoned with. Susan is also recognized was voted in through 2 landslide victories, a testament among the top 1% of 19,000 agents across Canada in to her reputation amongst her peers. She’s also volunteered on nearly every committee at TRREB, the the Royal LePage network. Though she is a high producer, Susan never sees her work as mere transactions. largest board in North America. She emphasizes understanding her clients’ lives and However, her philanthropic efforts extend beyond making their experiences smooth and comfortable. education and professional realms. Susan and her team are among the top 10% of donors to the Royal A significant portion of her business comes from repeat and referral customers, a testament to the trust LePage Shelter Foundation, which provides safe and satisfaction she cultivates in her clientele. Rather havens for women and children escaping abusive than aggressively pursuing new business, Susan’s homes. Through each transaction, they contribute to reputation speaks for itself, attracting clients who are the foundation, affirming their commitment to providing shelter in its most crucial sense. Looking forward, seeking high-quality service. Even in the face of a Susan hopes to address more gaps in her community, changing market, her business continues to grow. “Our particularly in helping women needing a fresh start. gross commission income was up 20% last year,” she explains. “Even though unit sales were down 40%.” Susan’s significant sales growth, coupled with her She takes pride in her ability to navigate tough marmeaningful community efforts, showcase her holistic kets, ensuring her clients not only sell, but sell higher. Her customer-centric approach to business has seen approach to her profession. It’s clear she was meant her help buyers find their dream homes efficiently and for this career path, and she is eager to see where it takes her. “I’ve been doing this for almost 20 years effectively. By focusing on quality and personalized now, and I absolutely love it.” service, Susan has managed to stand out in an often

CONTENTS

4) 6 THINGS YOU NEED TO DO TO BE A GREAT MENTOR

17) BUSINESS GROWTH HACK: ABSORB YOUR CLIENTS' STRESS!

14) UNCOMMON CONTACT: CONNECTING WITH CLIENTELE THROUGH SOCIAL MEDIA

20) MILLENNIAL BUYERS: WHERE THEY ARE & WHAT TO KNOW

Phone 310-734-1440 |For Faxmore 310-734-1440 information about SUSAN GUCCI, please call 416-422-5115 or

mag@topagentmagazine.com | www.topagentmagazine.com email susan@susangucci.com, visit her Facebook, Instagram, or LinkedIn https://www.facebook.com/susanguccirealestate/

https://www.instagram.com/susan_gucci/

https://www.linkedin.com/company/susan-gucci-realty-inc/

No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. Copyright Top Agent Magazine To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S.

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6 Things You Need to Do to Be a Great Mentor

Everyone reaches the point in their career where they feel they have gained enough experience and wisdom about business and what it takes to succeed, to actually help someone else achieve the same. Although you may have trained or given advice over the years, taking on the official status as a mentor to someone is a whole new ball game. 4

Although mentorship is an unpaid endeavor, you’ll be surprised to find out how much you’ll gain from the experience. You’ll also grow as a business person through the process of teaching someone else. It’s also an endeavor that many will pay forward one day, creating a business atmosphere that is based more on mutual success than competition, which is better for everyone.

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If you were mentored, you may already have an idea of what it entails, and what you liked or didn’t like in your mentor/mentee relationship. Although it is a personal relationship that will need an individual approach, there are certain things that are key when it comes to being a great mentor: 1. Be a good listener

est about your own failures. It can be a huge relief to find out someone they look up to has gone through similar experiences and still managed to come out on top. As we all know, oftentimes the greatest lessons come from failures, which can be times when our character is truly tested. Building trust through mutual respect and honesty will make every aspect of your mentorship more effective.

You’re basically a sounding board who needs to hear your mentee’s ideas, plans and goals in order to advise them. Strong, constant and clear communication is key to any successful mentoring relationship. Sometimes just letting them talk things out with you, will lead to them to discovering the solution they were looking for. 2. Set expectations and goals at the start When listening to your mentee in your first meeting about the potential relationship, it’s important to establish the parameters of what that relationship will be: What can you give them? What do they need or expect from you? Once the terms are agreed upon, you may want to set specific goals you’ll be working on together so that there’s a defined plan of action, timeline and result you can both expect. 3. Be honest This is important when it comes to offering them constructive criticism or tough love, but more importantly, you need to be honTop Agent Magazine

4. Get them to think, don’t make decisions for them Sometimes being a mentor is being a bit like a psychologist. By asking certain ques-

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tions you can lead your mentee to their own conclusions about their business dilemmas and strategies to reach their goals. Being a mentor is all about guidance. Build confidence by drawing out the best in your mentee rather than just presenting them with solutions. 5. Look at the situation objectively One of the key strengths you offer your mentee is a complete emotional detachment to their business. You have no sentimental attachment to doing things a certain way or working with an incompetent vendor because you ‘go way back’. Your only motive is what’s best for your mentee and their business. Although emotions cans still get in the way sometimes, having a detached perspective on hand to guide you is invaluable. 6. Don’t just offer constructive criticism, be supportive Yes, being a mentor is sometimes advising your mentee that he’s doing something ineffectively, but your main purpose is to alway approach everything like cheerleader. You need to let them know that through it 6

all, you are a reliable support to them and have a complete belief in their abilities. Make sure to always praise their accomplishments. Remember: your job as a mentor is more about guidance than constant feedback. Your goal is to help someone become the best they can be, not someone who just does everything the way you do it. You’re helping them build confidence in their own intuition, which will hopefully lead to a lifetime of success, and one day, they too might be a valuable resource to another mentee down the road.

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LENA CROSSAN Top Agent Magazine

Top Agent Lena Crossan works solo with Ingersoll Remax a-b Realty, Ltd, Oxford, servicing Huron Perth, Middlesex and Stratford, Ontario. Lena Crossan of Ingersoll Remax a-b Realty, Ltd, Ontario, combines a lifetime of private expertise in home renovation with a heartfelt passion for education to fuel her real estate enterprise. “I love seeing satisfied clients at the end of the journey – helping people live out their dreams keeps me doing my best work. Sometimes that means you have to create a path for people, and give them the education and support to guide them. That kind of service and care is what I do best.” 8Copyright Top Agent Magazine

Prior to entering the industry, Lena enjoyed a lengthy career as a professional chef, working at establishments such as Langdon Hall Relais & Chateaux. “I’m a red seal trained chef,” she exudes, “and cooking is still a huge passion of mine, but professional cheffing means you work a lot of late nights. With my ex-husband getting calls all hours as a firefighter and my son turning into a teenager, something had to change.” Lena decided to lean into her twenty-five years of experience as a Top Agent Magazine

renovator and house flipper, and she officially transitioned to full time real estate in 2017 and hung up her license with RE/MAX. Lena’s career blossomed as a solo agent servicing Stratford, Ontario, and she’s recently relocated her business to St. Thomas. “I

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work primarily in Oxford, Huron Perth, and Middlesex – but a good chunk of my sphere is still in Stratford, and I have plenty of connections there.” She boasts a book of business that is over seventy percent repeat and referral clients, and she is a three year inductee of The 100 Club with

Lena boasts a book of business that is over seventy percent repeat and referral clients, and she is a three year inductee of The 100 Club with RE/MAX. Lena insists that her consistent success is a product of a tried-and-true approach: rolling up her literal and metaphorical shirtsleeves! RE/MAX. Lena insists that her consistent success is a product of a tried-and-true approach: rolling up her literal and metaphorical shirtsleeves! “I’m a hands-on agent, and I’m not afraid to get my hands dirty. Power washing, weeding, painting eavesdrops; whatever it takes. Especially Copyright Top Agent Magazine 10

in this era, where professional photography and video footage make up a bulk of our advertising, it’s important to get things right – even if I have to do it myself. Many clients that are downsizing due to age or deteriorating health need extra help to prepare their home and are reliant on the profit Top Agent Magazine

to sustain their futures, but just can’t do it themselves. I consider that a big part of my job to get my clients the most return on their investment.” As Lena continues to grow alongside her new hometown, she’s excited to bring her industry expertise to the next generation of homeowners. “My son is twenty-one now, and I’m discovering how much he and his

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peers don’t really understand about homeownership. I’m starting to focus on the teaching aspects of my work – building those relationships with potential first time homeowners and bringing together teams of brokers and real estate lawyers to put on seminars. When I was younger, I know I didn’t understand credit scores – I want to make sure the next generation has more information than I did.”

In addition to her work educating the extended community, Lena is an active member in her church, a proud contributor to the Children’s Miracle Network and the Canadian Breast Cancer Foundation, and she regularly supports the food driven charities such as Soups On and the chili Heartburn Day. When she’s not growing her business

or supporting her community, Lena enjoys cooking, spending time with her son, and “planning our wedding in August! My fiance and I just picked out my dress, and we’re going to ride in a bright yellow bumblebee limo. It’s not traditional, but it’s fun – as long as we’re married at the end of the day, it doesn’t matter how we get there.”

To learn more about Lena Crossan, call 519-272-9312, visit remaxabrealty.ca or email l_mcc1@outlook.com https://

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Uncommon Contact:

Connecting with Clientele Through Social Media Social media is one of the newest and most powerful tools in an agent or mortgage professional’s arsenal. With just a few keystrokes, you can stay top-of-mind with buyers, sellers, and borrowers near and far, past and present. The key is knowing how to use these mediums to your advantage, working smarter instead of harder to keep the thread of professional relationships intact. With that in mind, here are a few ways you can maximize the pull and power of social media by shifting just a few of your ideas and practices for the better. 14

Not everything has to be about business. While your relationship with a client or fellow vendor began over the course of business, your relationship going forward doesn’t have to be limited. One of the great things about social media is that’s it’s social. Not every comment, post, or communication has to revolve around your business, its metrics, or turning a sale. In fact, you should do your best to branch out and curate a brand and online identity that’s about who you are and

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the lifestyle you’re authentically interested in living. In that vein, consider interacting with clients in an organically-driven way, encouraging them during life’s milestones, reaching out with a local event, restaurant, or news item that’s relevant to their interests or neighborhood. The goal is to be a persistent presence in their lives without feeling like a talking head. Engage as you would like to be engaged with, as a human being with interests and needs and boundaries. Keep that personal thread in mind and your dynamic will shift from past business contact to present resource.

Expand your medium. Many Realtors are comfortable on Facebook as an interactive meeting to connect with clients, but there are several other mediums where you can connect with clients both past and present, as well as future. Particularly when courting Millennial clientele, the fastest-growing segment of the buying market, a presence on Instagram and Snapchat are key to finding new faces, demonstrating hot properties, and creating an interactive brand as an agent. Not only does this help when you’re listing a property and seeking potential buyers, but it also serves as a perusable portfolio of your work and real estate prowess. You can also use these mediums to interact with clients on an outlet they might feel most comfortable in. Liking pictures, commenting, streaming Instagram Live home tours and Stories are all ways you can build engagement by simply spreading your social media presence around. Likewise, Top Agent Magazine

these photo and video driven mediums are popular for home design ideas, and before and after renovation pictures. When you expand from Facebook into these new platforms, you’ll already have plenty of visual content ready to be transferred and consumed by an expanded audience.

Don’t just react. Create your own content. It’s easy enough to post a link to a new listing, or retweet a helpful article on real estate news. Creating your own organic content is a different story, but worth its weight in gold when it comes to luring engagement, ranking higher in search fields, and overall crafting an interactive presence for yourself and your business online—which is where more than 90% of homebuyers and sellers begin their process. Creating your own content can seem risky, or else like no one is listening in a digital world already crowded with information. However, original content is sure to boost personal engagement with your social media pages, guaranteed. Instead of recycling content, consider posting a video with a Q+A theme for first-time homebuyers, or perhaps posting a live tour of a new listing will perk up your clientele surfing at home. No matter how you decide to expand your social media presence when it comes to interacting with clients, consistency is key. Find the ways that work best for you and stick to them, and you’ll watch your audience and business grow in tandem.

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SUSAN GUCCI With an extensive background in marketing and sales, Susan Gucci was destined for success in real estate. After working with companies like Xerox and GlaxoSmithKline, she decided to switch gears, using her honed skills to help clients navigate the complex world of home buying and selling. Over the past 17 years, Susan has built a family business (SUSAN GUCCI REALTY, INC.) that emphasizes developing skills and nurturing growth. Her success is evident in her rankings – from being the top agent in East York six years in a row to ranking 115 out of 68,000 REALTORS® at the Toronto Regional Real Estate Board, she truly is a force to be reckoned with. Susan is also recognized among the top 1% of 19,000 agents across Canada in the Royal LePage network. Though she is a high producer, Susan never sees her work as mere transactions. She emphasizes understanding her clients’ lives and making their experiences smooth and comfortable. A significant portion of her business comes from repeat and referral customers, a testament to the trust and satisfaction she cultivates in her clientele. Rather than aggressively pursuing new business, Susan’s reputation speaks for itself, attracting clients who are seeking high-quality service. Even in the face of a changing market, her business continues to grow. “Our gross commission income was up 20% last year,” she explains. “Even though unit sales were down 40%.” She takes pride in her ability to navigate tough markets, ensuring her clients not only sell, but sell higher. Her customer-centric approach to business has seen her help buyers find their dream homes efficiently and effectively. By focusing on quality and personalized service, Susan has managed to stand out in an often

crowded field, offering a level of real estate expertise that makes a tangible difference for her clients. For Susan, community and real estate are closely intertwined. She cares deeply for her neighborhood and the people within it. Susan was instrumental in establishing a breakfast program at a local high school, a self-sustaining initiative that continues to feed students years after she left her position as co-chair of the parent council. Alongside this, she has served on the Board of Directors for the Toronto Regional Real Estate Board (TRREB) for four and a half years. She was voted in through 2 landslide victories, a testament to her reputation amongst her peers. She’s also volunteered on nearly every committee at TRREB, the largest board in North America. However, her philanthropic efforts extend beyond education and professional realms. Susan and her team are among the top 10% of donors to the Royal LePage Shelter Foundation, which provides safe havens for women and children escaping abusive homes. Through each transaction, they contribute to the foundation, affirming their commitment to providing shelter in its most crucial sense. Looking forward, Susan hopes to address more gaps in her community, particularly in helping women needing a fresh start. Susan’s significant sales growth, coupled with her meaningful community efforts, showcase her holistic approach to her profession. It’s clear she was meant for this career path, and she is eager to see where it takes her. “I’ve been doing this for almost 20 years now, and I absolutely love it.”

For more information about SUSAN GUCCI, please call 416-422-5115 or email susan@susangucci.com, visit her Facebook, Instagram, or LinkedIn https://www.facebook.com/susanguccirealestate/

https://www.instagram.com/susan_gucci/

https://www.linkedin.com/company/susan-gucci-realty-inc/

Business Growth Hack: Absorb Your Clients’ Stress! Your business coach or a CRM software sales rep has probably described a number of products or services to help you grow your business. But sometimes the easiest way to increase the deals you’re closing is to simply be present for your clients. In doing so, you’ll find have the power to decrease the stress they feel. And when you decrease their stress, you increase your value to them, leading to new referrals and organic growth. Top Agent Magazine

You may be thinking, “I have enough stress; how can I find the emotional bandwidth for other people’s stress?” But consider this: As their day-to-day point of contact in this life decision, you are already a strong presence in your client’s lives. Why not allow yourself to be the only seemingly calm part of this process? By asking them what’s on their mind, by truly listening, by showing that you truly understand and even by rolling up

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your sleeves to relieve some of their grunt work, you’ll prove yourself invaluable. Think of yourself as the equivalent of an anti-anxiety pill to your clients. All you have to do is form a few easy habits.

Laura and Raj, their agent and their loan officer soon came to learn that Laura’s 80-year-old mother may eventually move in with the family. This news not only helped the agent best meet Laura’s and Raj’s needs for a new home; it gave both the agent and the loan officer opportunities to go above and beyond for their clients. Their REALTOR® connected Laura with a senior services nonprofit near Laura’s mom’s current home that may be able to assist the family. And their loan officer outlined various, detailed options to Laura and Raj make smart, long-term financial decisions. Meanwhile, the agent and loan officer earned the trust of Laura and Raj, who felt less worried about the future.

Listen – really listen – with patience Behind every home purchase or sale is a person or a family with a uniquely complex set of needs, motivations, objectives and priorities. Asking the right questions and truly listening to the answers are the easiest ways to learn how to make clients’ lives easier. In doing so, you not only show that you’re interested in them as people, but you help yourself discover ways to surprise your clients with service. Take “Laura and Raj,” for instance – a couple in their 30s who wanted a larger home because their family of five outgrew their first home. By patiently getting to know 18

Empathize Don’t be afraid to describe your own personal experiences as a homebuyer or seller, explaining how you felt at the time; let your client know you “get” it. The agent who is willing to open up and let buyers and

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sellers know that they personally understand their needs and concerns will connect with clients quickly, break down barriers and help the process move smoothly. Chayan Alavi, Broker/Owner of Alavi Agency in Long Beach, California, challenges himself and his team to ensure that every action of every day serves others. “If we can put ourselves in other people’s shoes with empathy, then we become stellar professionals and great human beings, too,” he says. “I like knowing that we remove the sales pitch from real estate and make it all about the customer.” Chayan and his team focus on customer advocacy and building trust. But they don’t take trust for granted. Instead, they know trust must be earned and nurtured over time.

Roll up your sleeves “You can’t be afraid to do anything!” says Matthew Todd of d’aprile properties in the Chicago area. “People know there’s nothing I won’t do to get the job done.” He has Top Agent Magazine

mowed clients’ lawns, walked dogs and personally cleaned someone’s 8,000-squarefoot, $2 million home for a showing one day after his seller left the house. Two days before another closing, Matthew’s client was unable to move large amounts of unneeded furniture out of the house he sold. No problem! Matthew joined or created five online garage sales; sold or gave away most of the client’s belongings and had the remainder hauled away before cleaning in time for the closing. “The first time I sit with a seller on listing presentation or the first day I take someone on a buyer’s tour, they know I’m ‘all-in.’” Meanwhile, in the Cincinnati area, Aaron Denton of Summit Funding considers himself and his team members to be concierges for their borrowers. “We’re like personal assistants,” says Aaron. “People are happier when you remove the stress.” Included in their standard services are researching moving quotes; arranging and organizing movein day; scheduling utility transfers; assisting with children’s school registration paperwork; and even connecting buyers with local resources like daycares. If “rolling up your sleeves” isn’t your strongest skill, then an easy alternative is to get to know professionals in your area who can do these tasks for you. In the end, remember that by listening with patience, empathizing, and being willing to go the extra mile, you have the power to remove the stress your clients would experience without your help. When clients feel cared for, they remember the agents and partners who helped them.

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Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there 20

is one generation that is making big strides in homeownership these days: Millennials. Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about

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a demographic whose influence and homeownership goals are rapidly evolving, tune in below for a few pointers that can help you expand a segment of your clientele in the process.

Where do Millennials prefer to buy? Many Millennials came of age during or immediately following the Great Recession, and as such, many of them relocated or returned to mid-size cities and smaller communities where the cost of living was most affordable. Of course, there are countless Millennials that call the U.S.’s major cities home—especially those in the

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tech industry. The good news is that you can court Millennial clientele no matter where you service area is located. That said, community amenities are of great importance to this generation. They value public transportation, green space, and entertainment—from coffee shops and topnotch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will be key in selling to Millennials and locating neighborhoods they’re most interested in.

What sort of communication do Millennials prefer? Most Millennials are digital natives, or close to. That means they grew up learning

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how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know

that you’re savvy, available, and understand the value of their preferred method of communication.

Are Millennials ready to buy? It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound

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financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home. Also consider fielding Millennial clientele with the long view in mind. You might be Top Agent Magazine

courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone. As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.

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