Property Manager 3-26-17 by Top Agent Magazine

PROPERTY MANAGER EDITION

8 THINGS Successful People Never Do COACHING 9-1-1 6 Methods for BUILDING BETTER EMAIL LISTS GOAL CONTRACTS (A Life Skill from the Old School)

FEATURED PROPERTY MANAGERS:

SHAWN JOHNSON MARCELLA QUEZADA

COVER STORY

AHMAD ZEIN

PROPERTY MANAGER EDITION

SHAWN JOHNSON 7

AHMAD ZEIN

SHAWN JOHNSON

MARCELLA QUEZADA

iche for himself, Shawn Johnson CONTENTS l-service property management other in New Mexico. Offering GOAL CONTRACTS 19) COACHING 9-1-1 e value when 4) it comes to leasing s, he has developed a portfolio (A LIFE SKILL FROM hin his company THEIndependence OLD SCHOOL) 22) 8 THINGS Management as the Executive SUCCESSFUL PEOPLE d Qualifying Broker. “We really 13)value 6 METHODS FOR providing a huge for our NEVER DO probably whyBUILDING we’ve grown BETTER so

EMAIL LISTS

the property management busihis wife Kristin that is also a with the company, after investPhone 888-461-3930 | Fax 310-751-7068 nd realizing the potential of the mag@topagentmagazine.com | www.topagentmagazine.com licopters for a living previously No with portionthe of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent ll gets to do local SherMagazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published opened Independence Capitalcannot be held responsible for opinions expressed or facts supplied by its authors. materials, Top Agent Magazine To subscribe or change address, ears ago, and has increased his send inquiry to mag@topagentmagazine.com. in the U.S. rcent in thePublished last year. This pheof growth can be attributed to ity properties that allow him to 2 Top Agent Magazine he Farmington, NM, community

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Goal Contracts

By Barry Eisen

(A Life Skill from the Old School) A few months ago I spoke at a real estate sales meeting in an office where Iâ&#x20AC;&#x2122;ve spoken and taught seminars for many years. As soon as I was finished, an agent, who had transferred into this office about a year before, standing in the back of the room, graciously offered a glowing testimonial about my seminar he had taken ten years ago. He talked of a number meaningful changes for the better he had experienced in his life since that seminar. Then he took out 4

of his pocket a small number of 3 by 5 cards and held them up like he was holding the Holy Grail. Of all the internal and external techniques he was exposed to in the seminar, these cards (Goal Contracts) were his game changer. I stopped guessing years ago, which ideas or systems I teach will be best or most appreciated. We all perceive ideas so differently. Generally, feedback I get in coaching sessions is Top Agent Magazine

that the biggest issue for most, who are not fulfilling their own personal promises, is lack of focus, not lack of ability or planning. There are lots of good ideas available to shake a person out of the Limbo they’ve created. Here’s one that has worked for many. If you like the idea, don’t just acknowledge it as a “nice idea.” Do it for a month. Get past the initial new/awkward/judgmental stage. Then decide whether this is an idea worth continuing or not. Come from KNOWING, not second-guessing. 3. On the second line, answer the You have everything to gain and time question. What is the specific nothing to lose. TARGET or DUE DATE for that goal to be accomplished? (A specific The Goal Contract date creates a sense of urgency.) Get as many 3 X 5 cards for as many 4. On the third line of each card selected personal/business goals answer the HOW? question. This is the action step, where the rubber you’d like to accomplish. meets the road. How are you going 1. Create 4 horizontal lines across to get from where you are to where each card with a few spaces in you are going? Dig deeper than the lazy answer: “If I knew what to do between each. I’d be doing it!” If you’ve crossed the street by yourself a few times You have everything to already, chances are you know what gain and nothing to lose. you need to do. Write this down in a few words on the third line. 2. On the top line of each card answer the question WHAT? What 5. On the bottom line of each card, is that card’s goal? Write that goal SIGN YOUR NAME. As simple and on the top line (e.g. Weigh 150 lbs., perhaps silly as this may seem, we $200,000, run a 42 minute 10K, etc). have been conditioned to live up to Top Agent Magazine

responsibilities we sign for (mortgages, insurance, credit cards, cars, etc). Personal and business goals don’t generally fall into that category. A small action can have a huge impact. As you sign your name, feel the responsibility of your commitment. 6. Stick a small piece of double sided tape on the back of each card.

you feel self conscious), on your office and home office desk, etc. Just the physical act of moving the cards, subconsciously reinforces what the cards represent. Since most of our attitudes and actions are subconsciously motivated, you will feel more immediately compelled to make the better, usually more productive decision.

This is a little idea that can play 7. Carry these cards with you big in getting you to another level. through the travels of your day. In Because it’s easy to do, it becomes your pocket or handbag, carry case, easy to NOT do. Do it, you’ll like it! on the dashboard of your car (not when you have others with you, if Copyright©, 2015 Barry Eisen. All Barry Eisen teaches personal development seminars and coaches Southern California top producing rEALtOrS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 6

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AHMAD ZEIN 7

AHMAD ZEIN Foursquare Property Management in Triangle area of NC has made a name for itself as a company that deeply understands it’s clients many needs and works hard to meet each of them on a timely, consistent basis. Owner Ahmad Zein possesses a deep understanding of the rental property market in the Triangle, having become a realtor in 2007. “Back then,” says Ahmad, “I was acting as a general brokerage, helping investors find, fix and flip homes. Soon, when flipping was not sustainable any more, my investors switched to buy and hold strategy. I was helping them find/buy deals and they would hand them back to me saying, ‘okay, can you take care of it?’ Before I know it, I was accidentally managing dozens of properties and very good at it. A light 8 Copyright Top Agent Magazine

bulb came on, and I decided I should do property management full time.” “In 2014, I decided to launch Foursquare as a Full Service Property Management Company. Although I am a Licensed Realtor, I decided to specialize in property management only.” Since 2014, Foursquare has tripled in size, providing top-notch client service to every one of it’s satisfied customers, including both local property owners and absentee landlords. Offering services that include tenant screening, monthly billing, maintenance, upkeep and repair chores, the talented staff at Foursquare work to ensure the satisfaction of every client. One of the reasons Ahmad is so in tune with his client’s needs is that he too is a property Top Agent Magazine

“In 2014 Ahmad Zein decided to launch Foursquare as a Full Service Property Management Company. Although I am a Licensed Realtor, I decided to specialize in property management only.” investor. With several investment properties of his own, Ahmad is aware of the pressures and burdens of a real estate owner first-hand. In every situation, he works to handle issues with the same level of care he brings to his own properties. The excellent service Ahmad and his company provide is evident in the number of referral Top Agent Magazine

customers they assist. “I’d say almost all of my business is referrals,” he says. “I get my clients from current owners and investors, but also from realtors. I’ve partnered up with several realtors in my area, and they refer me property management leads and I’ll refer them my buyer or seller leads. I also get a lot of business just from local networking, word of mouth and current clients.” Copyright Top Agent Magazine 9

10Copyright Top Agent Magazine

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The personal touch is important to Ahmad, and is one of the factors he considers crucial to his success. “I’m a small business owner,” he says, “and I wanted it this way. I want that personal relationship with my clients. I’m very nimble, I’m very responsive. I don’t have the corporate structure where there are three or four layers of bureaucracy to get through. My clients always have direct access to me.” Communication is key to running a successful business, and Ahmad is on the cutting edge, particularly in an industry not well-known for it’s quick adoption of the technological. “I come from an I.T. background, back in my school days,” he says. “I think that adapting to the latest technology for communication helps me keep up with clients, and it sets me apart. Everything I do here at Foursquare is customTop Agent Magazine

ized and very technologically advanced. It’s one of my biggest strengths.” Multiple five-star Zillow reviews are a testament to Ahmad’s skills and commitment to excellence. Reads one of several: “Ahmad was very helpful in answering any questions I had it has been a pleasure renting from him for a almost a year!! He always returned my phone calls and he mad sure my family had everything we needed before move in I recommend foursquare properties if you are looking to rent!” As for the future of Foursquare, Ahmad is looking forward to growing his business and adding additional property managers to work within the successful template and framework he has built. Copyright Top Agent Magazine11

For more information about AHMAD ZEIN, call 919-977-6508 or email ahmad@foursquareNC.com 12Copyright Top Agent Magazine

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6 Methods for Building Better Email Lists By Kendra Lee

Email lists can be a blessing or a curse. When they’re composed of real email addresses of people in your target micro-segment, and those people recognize you or your company by name, an email list is an invaluable lead generation resource. When the list is filled with contacts who don’t know of you or your company, i.e. a cold list, lead generation can be though – really tough. Likewise, if your list is populated with fake, inactive, or irrelevant accounts you’re at risk of being banned by your email software provider. Not surprisingly, I hear from clients all the time asking how to build an email list that will get results for their campaigns. Should they purchase? Should they attempt to build their own? Remember that with email list building your goal is to build a list of people within your micro-segment, so quality is more important than quantity. The more similar the contacts, the easier it is to tailor your nurturing and lead generation content to their specific needs. Here are six methods that will help you build a quality email list. Top Agent Magazine

Nurturing and lead generation activities: When you engage in social media, nurturing activities, SEO, and Adwords, those mediums provide forums for you to drive people to your website, start a conversation via a social channel, attend an event you’re hosting, and add people to your list. People who respond really do want to be part of your list.

Membership organizations: Whether it’s through industry associations, mastermind groups, or networking events, these types of organizations provide an excellent means for collecting contact information. Generally, people will update or provide their own information because they want other members to have easy access to them so you know the data is current.

Shared lists: By finding a peer who targets a similar microsegment with a non-competitive offering, you may be able to forge a partnership in which you promote to each other’s lists. This happens frequently within the high tech space, with consultants, and with professional services organization where they understand the value of collaboration.

Research the web and build your own: Increasingly, we’re seeing companies comb LinkedIn, Zoominfo. com, InsideView.com, DiscoverOrg.com and other websites for contact information, and then follow-up with companies to confirm the validity of that information. This approach is time consuming, but it can be very effective. A client who we coached through this process recently got a 41% open rate on their email nurturing campaign. I really like DiscoverOrg for the detailed information they have if you’re selling in the IT or telecom industry.

Purchase lists: There are numerous companies that sell email lists, but you need to be careful which vendor you buy from

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and how much you spend. Prices typically range from hundreds to several thousand dollars depending on list specificity and size. One warning: Expect higher bounce rates with these lists and negotiate for that issue when you purchase. To avoid high bounce rates, look for a list company that validates the information. In this way I’ve been very pleased with ExchangeLeads for new lists and validation of current lists. If you don’t have any list, this may be the way to get started.

Trade information for information: Sites like ExchangeLeads and Data.com community give you credit for providing contact information for companies you’ve worked with in the past. As you earn credit, you can use it to acquire lists for free. These services generally have a fee option as well, and the data integrity is dependent upon users keeping it current. Again, look for companies that validate data to reduce bounce rates and wasted time. I really like ExchangeLeads for trading information as well as purchasing it. Ultimately, my advice would be to focus as much on the organic list building methods (#s 1-4) as possible, and supplement with the purchased methods (#s 5 and 6) when necessary. If you start with a purchased list, plan to nurture it and build your recognition. Don’t toss it away if you don’t get immediate results. At the end of the day, you want to strive for list quality over list quantity. Pushing your messaging out to unwitting, uninterested, or unsuspecting prospects won’t do anything to help you close more deals.

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.) Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding Copyright©, 2016 Kendra Lee. All rights reserved. strategies. Top Agent Magazine

SHAWN JOHNSON

By carving out a niche for himself, Shawn Johnson has created a full-service property management business like no other in New Mexico. Offering his customers more value when it comes to leasing out their properties, he has developed a portfolio of 540 homes within his company Independence Capital Property Management as the Executive Vice President and Qualifying Broker. “We really like to focus on providing a huge value for our clients and that’s probably why we’ve grown so fast,” he says. Johnson got into the property management business, along with his wife Kristin that is also a Qualifying Broker with the company, after investing in properties and realizing the potential of the market. Flying helicopters for a living previously – something he still gets to do with the local Sherriff’s office – he opened Independence Capital four and a half years ago, and has increased his revenue by 27 percent in the last year. This phenomenal amount of growth can be attributed to his focus on quality properties that allow him to offer the best to the Farmington, NM, community he serves. With a team of nine working under him, they are experts in the area, all hailing and living in the tight-knit area themselves. “We’re just a group 16

of 11 people that passionately love what we do and just enjoy what it offers the community,” he says. Unlike typical property management companies in their market, Johnson offers more for his clients and is the only business in the County that personally shows homes to potential tenants with a dedicated Leasing Manager. This full-service approach has garnered him a 60 percent repeat and referral business that he doesn’t take lightly. He gives back to the real estate agents that have generously referred him by guaranteeing them a referral back if the same property he is managing comes up for sale by the owner. “That has built us a nice referral base,” he says. “We promise if they refer a property, we absolutely refer it back,” he says. This honest approach is key to how Johnson runs his company and is a trademark of all his employees. Marketing his properties is big business for Johnson as he leaves no avenue unturned and uses techniques that are truly groundbreaking for the industry. Using more than 90 different websites, he is able to promote a rental to potential tenants and uses video tours in a way that provides an authentic view of the home. This is in addition

to using social media and local advertising. One of the things that truly sets him apart is his use of video texts to keep property owners informed about their rentals. After a showing is complete, his staff will video text the owner to let them know how it went, which really keeps them up-to-date with their properties. “It’s been a huge success,” Johnson says. The pride that Johnson has in his community is evident as a local Chamber of Commerce member. He is also President of the National Association of Residential Property Managers (NARPM) Albuquerque Metro Chapter, which in New Mexico is one chapter for the entire state. “It’s a huge responsibility, but I surely enjoy it,” he says. Johnson also enjoys spending time with his wife and kids and is an avid outdoorsman that likes to hunt and fish. He also loves to take his Polaris RZR for a wild ride in the sand dunes and mountains. Johnson knows that continued growth is in his future as the sky is the limit when it comes to adding more properties to his portfolio. He also wants to increase his personal property investment, offering his clients the option to buy their rentals when the time is right.

For more information about Shawn Johnson, visit sjcproperties.com, call 505-436-3688, or email shawn@sjcproperties.com www.

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Coaching 9-1-1 By Walter Sanford

Having a coach can provide the right answers when you need it. Below is an exchange with one of our coaching clients and it provided a little “911” for his current situation: Coaching Client: I went on what I thought was a great listing presentation yesterday. However, the couple would not sign at our meeting. They said they needed to talk. I then felt like something was up. Walter: On the phone while making the appointment, one of the questions needs to be – “If everything meets with your approval, are you wanting to start the marketing plan tomorrow night when I meet with you?” Coaching Client: The guy just left me a voicemail saying they loved everything I had to offer; however, they were listing with some schmo that doesn’t do any FRICKIN’ business. Walter: Always make it your goal to get the signature! Fake that you are Top Agent Magazine

leaving then do the “Columbo” and say, “So, I can email all answers at the office – what are you thinking about so I can do more research for you?” Coaching Client: They said they had a personal connection that really suggested that they use this guy. I know them as well and I can hear the conversation: the (name) Team are doing just fine and (name) really needs the business. How in the heck do I fight that? Walter: Let’s not try to fight until you are sure that’s what happened. Call them back. “(Wife’s name) and I are always trying to improve our services. Could you help me by letting me know what I could have done differently to earn your business? Was there anything I could have improved on for you?” Coaching Client: This other guy doesn’t even know how to spell marketing much less apply it! I am as mad as I have been since getting into real estate. Thanks for any suggestions. Walter: If that was the REAL reason, you needed to find it out while you were there then counter it by letting them know that more than anything else…an agent makes the difference on the amount a seller nets at the closing. Experience makes a difference in – • A large buyer database • More trust from buyers • More money to spend on marketing • The ability to convert leads into showings by uncovering needs of buyers and demonstrating how your property fulfills them having experience in negotiating • Understanding in how to write contracts to prevent post-closing seller litigation • Having a team who monitors every aspect of the closing successfully • Overcoming objections and challenges in the most cost-effective manner Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us Copyright©, 2015 Walter Sanford. All rights reserved. online at www.waltersanford.com. 20

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MARCELLA QUEZADA Top Las Vegas Property Manager Marcella was working in the fast food industry when she decided, on the advice of her father, to change careers. She did so in 2006, and it ended up being a fortuitous decision. Prior to her career in property management, she worked in residential sales and was Re/Max’s top agent five times, and was among the top five teams in residential sales. She was a member of the Platinum Club and President Club, as well as among the top 250 Nahrep agents in 2013 and 2014, before switching her focus to property management. What sets Marcella’s company – Monarch Property Management & Realty - apart from other property management companies is a hands-on-approach. “No matter how many properties I’m managing, my hands are in everything,” she says. “I have some staff to do different tasks, but I still check everything myself.” Currently managing 150 properties in the Las Vegas and Henderson communities, she prides herself on providing full service for her clients. “I’ll do pretty much anything the owner wants, whether that’s obtaining bids, preparing the property for occupancy, and once it’s prepared, marketing it and finding a tenant.” As evidence of her commitment to client service, whether that’s tenant or owner, Marcella can boast a referral business rate of over 80%. “I haven’t done any heavy marketing,” she says, “most of my clients are referrals from other agents who have investors, and the rest come from the same owners I currently have who are either buying new properties or are referring friends. That’s how I get my business.” Her clients come back, she says, because she likes to be clear when it comes to communication. “I want to make sure they never have any questions. I probably give them more information than they probably want. But that’s how I like

it. I want them to know that their property is well taken care of and that they don’t have to worry about anything.” Helping people is what Marcella enjoys most about her job, and that applies equally to both owner and tenant. One of her primary objectives is to alleviate any and all worries her owners might have regarding their property. “My goal is for them to not have to worry about anything,” she says. “And it’s rewarding when they ask me about something and I can almost always reply, ‘I already took care of that,” she laughs. What she enjoys most about her interaction with the tenant side is being able to guide them towards future homeownership. “When I see good tenants who are often paying more in rent than they would on a mortgage, being able to help them achieve the goal of owning their own home is very rewarding.” Marcella gives back to her community in many ways, though her most personal charitable involvement is with the St. Jude Foundation, which provides assistance to children battling cancer. A cancer survivor herself, she is particularly passionate about this cause. When not working, Marcella is taking advantage of the fact that her children are now adults by checking off an item on her bucket list: she is now training to run the grueling Spartan Race obstacle course. Marcella’s future plans are to continue to grow her business in 2017, while keeping intact the same level of detailed service and commitment that has long been her hallmark. The mother of six children, five of whom are quintuplets, she wants anyone reading this article to know that there are no limits in life. “If I as a single mother of six children, five of whom were born at the same time, can accomplish my goals…so can anyone.”

For more information about Marcella Quezada, call 702-412-7189 or email pm@lasvegasyourhome.com Top Agent Magazine

Things Successful People Never Do

There always seems to be people around you who find success with ease, but trust me, that is NOT the case. Although luck can often times play a role in someone’s success, most of the time it’s due to hard work and avoiding bad habits. The best way to find your own success is to implement some of qualities you see in people you admire into your own life. The hard work part is still up to you, but by shifting your perspective a bit, and NOT doing some of the following

things, that success might happen a little quicker.

DON’T JUST WING IT

Successful people plan everything. Not only do they have yearly goals, but weekly and sometimes daily ones as well. By giving your time a purpose, and a clearly defined goal, you’ll eliminate the time you spend haphazardly doing things that might not be a priority. It will also make you feel less scattered, which is always a good thing.

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THEY DON’T TAKE ON MORE THAN THEY CAN ACHIEVE

Successful people take on what they can do well, and no more. That all starts with a daily ‘do to’ list. They always make sure their list is manageable and then they don’t sleep until that list is completed. If you find yourself not finishing your list, assess whether it was too much or if you slacked off. You’ll be surprised at the feeling of accomplishment you feel when you finish your list. Not finishing will bring you down, so make sure you aren’t biting off more than you can chew.

THEY DON’T WORK HARDER, THEY WORK SMARTER

Yes, having a strong work ethic is key, but that doesn’t mean you should waste time on things that will have less of an impact on your success. Focus on the things that will give you the most bang for your buck. Better to spend the majority of your time there, than spread yourself thin on numerous tasks.

THEY DON’T TRY TO PLEASE EVERYONE

This might seem like a bad call in business, but successful people know when to cut your loses and move forward. Anything or anyone, that frustration into your life, is never a good thing.

REPEAT THE SAME MISTAKES

Similar to not trying to please everyone, successful people are also diligent about accepting when something isn’t working Top Agent Magazine

and moving on from mistakes. Yes, you learn from them, but don’t repeat them. Part of being innovative is trying new things, that will keep you fresh and energized, but learning how to let go is an equally important part of the equation.

GO FOR THE SHORT RUN SOLUTION

Successful people are in it for the long haul and therefore thinking long term. When you have a plan for success and the patience to see it through, while you might have a slow start, you’re establishing a foundation for long term success. Going for the easy fix, usually doesn’t pay off.

PAY ATTENTION TO THE NAYSAYERS

Lets face it, we all have people in our lives who might be a little more pessimistic than is healthy to be around. You can’t change them, all you can do is not let them drag you down into their ‘glass half full’ mentality. Have your plans and goals, be confident about them. When you’re insecure, that’s when you’re most vulnerable to those types of people.

THEY NEVER QUIT

That doesn’t mean letting go of things that aren’t working. It means having an end goal. Whatever obstacles or challenges come up, you take them on, always with that end goal in sight. Successful people know that adversity and overcoming those challenges, is how you grow, and will ultimately make you a better business person.

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