Pennsylvania 4-30-18 by Top Agent Magazine

PENNSYLVANIA EDITION

COVER STORY

6 Things You Need to Do to BE A GREAT MENTOR Top 4 Ways to JUICE UP YOUR OPEN HOUSE STRATEGY Tough Prospecting Environment Creates Need for NEW SOLUTIONS 4 Qualities of EXCEPTIONAL EMPLOYEES

MARSHA MARSH FEATURED AGENT

ADAM SLIVKA

PENNSYLVANIA EDITION

MARSHA MARSH

ADAM SLIVKA

CONTENTS 4) 6 THINGS YOU NEED TO DO TO BE A GREAT MENTOR 13) TOP 4 WAYS TO JUICE UP YOUR OPEN HOUSE STRATEGY

19) TOUGH PROSPECTING ENVIRONMENT CREATES NEED FOR NEW SOLUTIONS 22) 4 QUALITIES OF EXCEPTIONAL EMPLOYEES

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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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MARSHA MARSH

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MARSHA MARSH Marsha Marsh, Top Agent in Erie PA, can sum up the reason her independent and eponymous brokerage, Marsha Marsh Real Estate Services has been so incredibly successful in just a few words. “We help our community,” she says. “It’s not necessarily that we are more skilled than others. It is that we involve ourselves in the community and that makes an impact statement. I wish more agents would become invested in the community,” she adds.

the Erie community, including the United Way. When she’s not working with buyers or sellers, Marsha’s spare time is spent serving on the Board of Incorporators for the Corry Hospital, on the Board of the Erie City Mission, and as vice president of the Erie Chamber & Growth Partnership. Her sons also coach sports in the local schools and her family is active in their respective churches. “We give back and that’s the big difference,” Marsha says.

But that’s not to say that Marsha and her team aren’t driven to be the best REALTORS® they can be. As a matter of fact, Marsha personally handles millions of dollars in purchases and sales each year. She is also incredibly invested in the real estate industry on both a local, state and national level. She has served on the Board of Directors for the Pennsylvania Association of REALTORS® since 2010. She is a member of the Greater Erie Board of REALTORS® where Together, the Marsh family has she served as president in 2010. She raised tens of thousands of dollars was also named “REALTOR® of the for organizations directly benefitting Year” in 2012. A Senior Real Estate Marsha’s sincere desire to help others is frankly palpable, and she’s clearly proud of the charitable endeavors her fellow REALTORS® at Marsha Marsh Real Estate Services are engaged in as well. As a family run business, Marsha says that her team goes to incredible lengths to improve upon the lives of those in their community. Incidentally, that team includes her husband Greg, and her sons Laban, Levi, and Lucas.

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Photo by Rob Frank Photography

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say the least. The brokerage regularly carries hundreds of listings at a time. “We focus on building relationships and become trusted advisors. We know the market and we know the families here. They trust us. We provide a valuable service, and we love what we do. We show our clients that we appreciate them through giving back in a variety of ways,” Marsha says. The community has responded well Indeed, in addition to raising money to the Marsha Marsh team’s abilities, for the local community, Marsha and efforts to help the community, to Marsh Real Estate Services throws Specialist, Marsha carries multiple designations including Accredited Buyer’s Representative (ABR), and Certified Distressed Property Expert (CDPE). Not surprisingly, given this level of dedication to her craft, Marsha attributes nearly 90% of her business to direct referrals from satisfied past clients.

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customer appreciation parties each business. We have coaches, and we all year, and gives hundreds of pies to work very hard. We get to work with the people we love the most, and we clients each Thanksgiving. get to make a positive impact on the Clearly, it is the charitable-mindedness community through helping others,” driving her team which ultimately Marsha says. differentiates Marsha Marsh Real Estate Services from others. “We Continuing she adds, “I am happy have never been concerned with to help any agent become more what other agents or other real estate successful. When agents help buyers companies are doing. We know what purchase homes, we increase our is important to us. We have an agent- tax base, which in turn benefits the friendly rather than broker-centric community.” Top Agent Magazine

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Marsha has certainly come a long way from the very first day when she opened her office on Peach Street in 2007, but she still plans to grow. To date, her company has grown to include two additional offices, and has become licensed in New York as well. “We will probably open an office on the east

side of town next,” she says. Yet no matter how large her brokerage becomes, Marsha says the overriding business model she’s adhered to thus far, will remain the same moving forward. “I love coming to work, and I love helping others. I really do believe that you get what you give.”

For more information about Marsha Visit www.MarshaMarsh.com Email Marsha.Marsh@MarshaMarsh.com Call 814.866.8840 12 Copyright Top Agent Magazine

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Top 4 Ways to Juice Up Your Open House Strategy by Rob Flitton

I go to open houses, but not just because of my profession or interest in architecture and interior design. I go to open houses to see how effective real estate agents are at selling. It has been rather eyeopening because there is very little selling going on—the average open house strategy needs work.

1.Build a Dynamic Open House Booklet After they leave, open house visitors will discard a one-page for-sale info sheet naming a home’s features. But they will keep, and possibly use, a 6 or 8 page booklet loaded with interesting items that directly solve problems for them.

Perhaps “selling” is considered an outdated skill, or that it feels socially awkward for agents to be regarded as a salesperson. But if you’re a real estate agent, you are a salesperson. At most of the open houses I go, I see money floating out the door every time a visitor leaves because of the agent’s inability or refusal to sell.

It will require some strategic thought to nail the content and design, but perhaps include: (i) descriptives about the benefits of buying the property you’re showing, and not just data, (ii) compelling reasons why they should consider working with you along with a web link to search for listings on your website, (iii) a web link telling them how to get a prompt, written estimate on the value of their home, or to find out what other homes in their neighborhood sold for, (iv) possible discounts on real estate related services—maybe a reduction in fees from your preferred lender, or a reduced home inspection price, (v) possible discounts on non real estate related items.

An open house is a lucrative opportunity to find buyer or seller clients –selling the listing itself may also be the goal, but an agent should not pass up this chance. There are 4 distinct strategies an agent can immediately employ to juice up their open houses and get awesome leads. Top Agent Magazine

If you combine this dynamic booklet with properly trained closing language, as touched upon below, it is something the average person will either keep and use or pass along to someone they know. A well designed booklet can bring you a lot of business.

data—and they are void of interesting or problem-solving information.

2.Work The Neighborhood A few days prior to your open house, find the names and addresses (from tax records—or elsewhere) of, say, 20 homes in each direction from the Pre-internet, both open houses for open house. resale listings, and model homes for new construction, relied on strategic For the cost of postage and some collateral materials (handouts). Vis- sweat-equity, mail a postcard to these itors were ostensibly looking at sev- 80 homeowners inviting them to the eral competitors at the same time, so open house and offering something collateral materials had to have the unique and compelling—perhaps a power to bring them back to your drawing or giveaway for those willing site—a great call to action, eye- to provide their opinion on the asking catching color, identification of the price of the home (and the entry card, of course, will net you their email benefits of buying your product. address and phone number). People Yet at open houses today, I primarily are generally nosy and like to be see bland information sheets dis- validated, so asking for their opinion cussing features—the listing price, on something happening in their own the square footage, and the standard neighborhood is very appealing. 14

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And, it is best to mail them again right after the open house to talk about what happened. “From our Saturday open house, we discovered 3 qualified and eager buyers that are now looking for a home in this neighborhood—if you would like to know what your home is worth for these buyers to consider, please give me a call.”

dynamic booklet and say: “Please enjoy our open house, and am hoping you’ll do me a favor. This booklet is loaded with great information about, and if you become interested at some point in buying or selling, would you please call and give me the opportunity to earn your business? Or if you happen to know someone now who is looking now, would you kindly pass this booklet onto them?”

Also, adding on door-knocking or If they reply with a “don’t know” type flyer-hanging to your mailings boosts of answer this usually means they are your neighborhood equity even more. indeed looking but are just not ready yet to reveal this to you, so you will 3.Close and Qualify need to work to make a connection. Engage every single visitor in closing Good consultative sales connections dialogue, because every single visitor are made when you can make them feel you’re not pushy and are able to is there for a reason. directly resolve their problem. While smiling, with shoulders erect, and maintaining suitable distance, A “yes” type of response is great, but look them in the eye and offer your you should take the qualifying step of handshake while stating your full asking them if they’re working with another agent. If they are, the dyname and company—and then ask: namic booklet comes in handy again: “Are you out looking to buy a home “If for any reason your agent is today?” unavailable to show you homes, I can be reached at the phone number in There are 4 categories of answers, this booklet. Plus, it contains fantastic and any answer they provide is an resources for searching online and a opportunity to get to the marrow of discount on financing.” what they need. There are “nos”, “don’t knows,” “yeses,” and “other.” If you can’t get a sandwich, get a bite. If they are definitive about looking, If they reply with a “no” variety of and don’t have an agent, then they are answer, then you can hand them your available for you to work with and Top Agent Magazine

here again you need the right type of closing and qualifying dialogue. The goal here is to evoke from them their home-buying goals so that you can match and narrow down to a single opportunity. It’s a mistake to present multiple listings to a buyer at once. Ask broad questions and then narrowing questions followed up by “if-then” questions. Example: “What types of functions do you want in your new home, or activities near your neighborhood?” Followed by something like, “is the number or size of bedrooms important to you?” Followed by, “so if I can show you the kind of home we just described, are you ready to go see it and possibly make an offer?”

4.Have Interactive Tech Tools Onsite It is the worst feeling to engage someone as a potential client at an open house and then have no tools available to solve their problem— don’t assume they aren’t going to want to do business right away. If you’re engaging a potential buyer, you better be able to instantly gratify their desire to see viable homes online so internet access and an easily view-able screen are necessary. They may ask you to go see other homes in-person, so you need to have a coagent available to either show them those homes, or spell you off as host while you do. You may be asked to write up an offer for them so you will need the tools and ability to create and e-sign documents.

Naturally, any objections or “nos” you receive in this process are just fan- When a potential listing client is in tastic opportunities to learn about their front of you, you need to be able to needs and earn a connected trust. show them recent comparable sales and may even be asked to list their The “other” thing they might tell you home and will need the tools and is that they’re not a buyer at all, but a ability to create and e-sign documents potential seller. Potential sellers often for taking that listing. go to open houses to find out how their home stacks up, but are you It happens sometimes—but it never aware what the number one reason happens if you’re not ready. they attend open houses is? Potential sellers go to open houses to Rob Flitton is a Seattle Real Estate Mardirectly or indirectly interview you, a keting specialist helping independent agents to increase their income. Email Rob potential listing agent. And they hire robflitton@gmail.com at any time or call/ confident, prepared professionals. text him at 206-612-2314. 16

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ADAM SLIVKA When Adam Slivka and his wife decided to move back home to Westmoreland County, he’d been working successfully as a teacher and assistant principal. Ready for a career shift, Adam decided real estate would be a good fit as it would allow him to continue helping people while also engaging his entrepreneurial spirit. He launched his career as an agent in 2012, and he now leads a thriving team that includes two other sales agents and an admin assistant. Adam primarily serves Western Westmoreland and Eastern Allegheny counties. What keeps Adam’s clients coming back and eager to spread the word about the amazing service he provides? His background in math and teaching allows him to educate his clients throughout the process. “I don’t think anybody really likes surprises when they are trying to buy or sell a home,” Adams says. “People appreciate that I’m honest with them about what they should expect. I focus more on doing what’s right for the client than on making a sale.” Adam understands that’s better for him in the long run because clients who trust him come back! Currently over forty-five percent of his business comes from repeat and referral clients. It’s natural for Adam to stay in touch with past clients. “Some of my past clients have become friends so we meet to have dinner or hang out,” Adam says. For other past clients he reaches out by email or phone. “How I keep in touch depends on the relationship I’ve developed with the person,” he explains. To help clients prepare a property for sale, Adam advises on cleaning, decluttering and minor home improvements. “As a

math person, I consider where they will get the highest return for the dollar,” he says. He hires a professional photographer to highlight the property’s best features. “Since most people are house hunting online, great photographs are essential,” he explains. For certain properties he’ll use drone photography and videography as well. To market listings, he runs targeted Facebook ads, creates a single property web page, posts the property on major real estate websites, and sends out “Just Listed” door hangers to all the neighbors. He sends an email blast to his extensive database of potential buyers and realtors, and he posts a “Text to” sign in the yard that allows potential buyers to receive the single property website by smart phone. He also develops high-quality paper materials for each listing. Each time the property is shown, Adam collects feedback for the seller so they’re aware if any further changes to the property need to be made. This cutting-edge, comprehensive approach results in quick sales at high prices. After working with Adam, his clients remember his professionalism, constant communication and willingness to teach them how to navigate each step of the process so they can achieve their goals. Adam is involved in his local church and he and his wife participate in local fundraisers such as the Race for Grace. With every completed transaction he makes a donation to St. Jude’s Children’s Research Hospital. “I’ve been blessed at doing well at my work and I feel passionate about giving back,” he says. In his free time, he enjoys spending time outdoors with his wife and daughter. For the future, he plans to continue to grow his team and mentor up-and-coming agents. “I enjoy being a teacher/coach resource and teaching agents to serve our clients better,” he says. “I want to make sure our clients receive a superior level of service in every facet of the transaction.” With his passion for teaching and service, he’s sure to succeed in that worthy goal!

To find out more about Adam Slivka, email adamslivka27@gmail.com or call 724-787-1659. You can also check him out online at adamslivka.com https://

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Tough Prospecting Environment Creates Need for New Solutions

By Richard Weylman

Agents at all levels of experience in the industry continue to have a difficult time gaining access to qualified prospects on a favorable basis. The negative image that has been portrayed of the industry together with the general cynicism of the population has translated into more and more barriers being erected to close out sales people of all types. The evidence of this continues to mount. Inquiries as well as questions at my various speaking engagements at industry functions indicate a general frustration with the state of the marketplace and the difficulty agents and managers are facing. Today’s prospecting environment requires new solutions to old problems. No longer does “make more calls, see more people” address or solve the problem. Specific relational strategies and tactics are needed to gain access to qualified prospects. Top Agent Magazine

Here are just a few of the questions I’ve received recently from advisors and managers: Q: “Voicemail is everywhere. How can I get people to return my calls?”—Stephen G., Chicago, Illinois A: People return calls based on prioritization of the other calls they’ve received. People return calls for reasons of urgency or reasons of benefit. I would suggest that you write out very specific messages that you’re going to leave for your prospects. These messages should be laden with benefits, i.e., positive reasons that the prospect should return the call. As an example, “Mr. Donovan, this is Stephen G. As a teacher, you create lesson plans. As an advisor, I specialize in working with teachers to create a financial plan. Please call me at your earliest convenience.” Devise several of these messages specific to the market that you’re working so that 19

Today’s prospecting environment requires new solutions to old problems.

each of them sounds different and gives people specific reasons to return your call. Review the to be sure they are relevant and speak the language of the market. If in doubt, create 5-10 messages and ask clients to select the ones they like and to which they would respond. Q: “How can I get CPAs and attorneys to work with me? I want them to refer their clients to me.” — George A., New York, New York A: CPAs and attorneys particularly like to stay in control of their clients and the decision-making process. For this and other reasons, CPAs and attorneys are not highly motivated to help you build your business by using them as the source of new prospects. However, positioned as a valueadded asset, you can succeed here. As an example, if you are targeting a specific market in the food industry, align yourself with CPAs and attorneys who are also working in the 20

food industry. You find them by asking current prospects and clients who their attorneys and CPAs are and then meeting with them. Ask your clients to introduce you if necessary. When you meet, give them specific reasons to work with you. As an example, by pointing out the financial knowledge and services you have available which could enhance the value they bring to their clients that will motivate them to act as a center of influence for you. They are in a competitive environment also, and the good ones are seeking to increase client value. In addition, when meeting with CPAs and attorneys, let them know of your long-term interest and that you will respect the relationship that they have with their clients. As a value-added asset, you can create a consistent prospect flow. Q: “I’m targeting executives of major companies here in Rochester. How can I best get their attention?” —Bob J. Rochester, New York Top Agent Magazine

In today’s environment, only a systematic approach to relational marketing and prospecting will keep you in sales. A: To reach executives effectively, keep three things in mind. First, you have to relate to these individuals. Two, you need to speak their language. Third, you must recognize that they are typically screened from any unwanted calls and/or mail. The best way to get their attention is to involve yourself in the activities and organizations that they support. As an example, the Senior Vice President of Marketing will most likely be involved in the American Marketing Association. The CFO will be involved in the CFO Society, heads of communication in IABC, etc.

belong to, ask executive clients to have or refer to Gale’s Encyclopedia of Associations regional edition (1800-877-GALE).

These questions represent a larger problem. In years past, the industry was focused on sales and transactions. Not a great deal was done to enable the development of the local sales agency into a marketing and prospecting organization. Advisors were expected to simply sell their friends and neighbors. Today’s marketplace, however, is significantly different. In the past, sales kept you in business; in today’s environment, however only a Getting involved in these organization systematic approach to relational will allow you to reach these exec- marketing and prospecting will keep utives and, most importantly, position you in sales. yourself as a resource to them. By serving on committees and activities C. Richard Weylman is an expert in that they’re involved in and support- marketing, selling and communicating to ing the causes to which they are affluent and high net worth people. He is drawn, it will position you as a the author of “Opening Closed Doors, Keys resource to them, someone who is a To Reaching Hard-to-Reach People," as caring and credible individual. If well as numerous sales, relationship and you’re having difficulty determining marketing and management audio and the organizations that these executives video education programs.

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4 Qualities of Exceptional Employees Hiring a new employee is one of the more stressful parts of being a business owner. After all, you’re taking someone on and trusting that they’ll not only be a valuable addition to the team, but won’t do anything to hurt your business’s hard earned reputation. Sometimes a person comes in and you click right away, and other times you might be blown away by an impressive resume. But there are things you should look for that might not be as obvious at first. Employees that have the following qualities are ones you should seek out, because they will definitely be well worth the time and energy you invest in them. 22

1. They have the confidence to be innovative There’s a reason people are drawn to those who think outside the box. Not only do innovations often lead to an extremely profitable business, even when that thinking doesn’t pan out, creative thinking is something that will energize your business and will motivate more employees to start taking chances. Innovative thinkers also usually have great leadership skills. Ironically, you want an employee who isn’t afraid to speak up to authority and is someone who knows how to bend the rules without breaking them. They know that

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the success of the team and business is what’s most important, as long as it’s done ethically and with respect for everyone involved.

2. They are constantly reviewing their past performance A good employee looks forward, but they also look back. They are always evaluating what worked and what didn’t work in past performances and then adjusting their plans going forward accordingly. If they are coming off a big win, they know how to capitalize on that by using the momentum and cementing in everyone’s minds the value that they add to the team. If things didn’t go as planned, they assess what they can do better next time, and they don’t get bogged down in insecurity. They take responsibility and they have confidence that they won’t repeat past mistakes. They know that failure is a temporary state, and are able to learn lessons from their mistakes, that will make them a better employee going forward. While no one wants to fail, having the confidence to try something and fail will one day let you strike gold. Someone who lets failure shut them down, leads to a dead end and will soon make them a dead weight on your team.

3. They value teamwork Even though an exceptional employee might be a rising star, they realize that success is Top Agent Magazine

not an individual endeavor, it relies strongly on who you’re working with. Exceptional employees make sure that everyone is contributing and valued for their input. They put the interests of the company above their own, and thrive in an environment where ideas and information are shared freely. Shared success is the ultimate goal for every project. Exceptional employees have the confidence to know that even when they’re not singled out for praise, they’re an irreplaceable component of a larger machine.

4. They are self-motivated learners A key thing to remember is that while experience is a valuable commodity, intelligence and intellectual curiosity is usually something that can’t be taught. Yes, you might request employees get additional training or attend seminars, but exceptional employees will be seeking out educational opportunities constantly. Even if they don’t have a lot of money for weekend retreats, they will be getting books from the library, downloading audiobooks, and most importantly, taking advantage of one their greatest resources, YOU. Exceptional employees know that the way to stay ahead is to always be at the forefront of new technology and systems. They don’t see educating themselves as a burden, they actually enjoy it. They realize that everything they take in, will one day make them not only an exceptional employee, but an exceptional boss as well.

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