Southern California 2-26-17 by Top Agent Magazine

SOUTHERN CALIFORNIA EDITION

HOW TO SEND SMARTER EMAILS GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU HOW TO CREATE A BUSINESSWINNING PLAN IN ONE HOUR GET YOUR HEAD IN THE GAME!

FEATURED AGENTS

SHANNON ITZANIA KEVIN KELLY JODI TICKNOR COVER STORY

MICHAEL EISENBERG

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SOUTHERN CALIFORNIA EDITION

MICHAEL EISENBERG

KEVIN KELLY

MICHAEL EISENBERG

13) GET YOUR HEAD IN THE GAME!

JOD

Shannon Itzaina of Pacific Sotheby’s A tru International Realty in San Diego A Los andA has spent the last ten years building Bellspec Ti a solid reputation as one of the most gene by way hands-on, client service-focused quan e realtors currently doing business in as an anyo Southern California. Fordjoke C that She mo Segueing from retail management andciate aft to real estate sales in 2007, ShanSHANNON ITZANIA JODI TICKNOR non did not hesitate to embrace her films, TheJ for low-income new advocating career, throwing herself into victim cess it with the same passion that for has Family invit Harriet Buhai Center ensured her success today. “I saved thing I learned I liked to help people,” Jo my money, quit my job, got my license and started doing it stres ing and the mentality…it organizationwas was fanta full-time,” she says. “I had a sink-or-swim resul and drafting documents, and get I wu full-steam ahead.”

CONTENTS Servicing North

4) GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU

SHANNON ITZANIA 27

much as I like to.” Jodi decided to

San Diego County andfulfilling parts of Riverside WheS be both and lifelong. County, Shannon can boast a staggering 95% rate of repeat and a liv owing real estate agents. After e referral business. “I’m the Nordstrom’s of real estate,” she says ple. offers from several with a laugh. “I’m full-service, I job do everything. I bring boxes brokerage to the f well I Banker of best Beverly my clients so they can move quickly, provide the service Hills I getN vendors. I provide staging, professional photography and video, training, number one office and m all at my own cost.” As f week working there, I went into grow with by theherloveliest clients, in m This top-notch service is appreciated many grateful cli-and unpa lion-dollar home in the Beverly ents, as thirty-three five-star, glowing reviews on Zillow make reallH abundantly clear. Among them: had “Shannon absolute best foundisathe profession that fittrans my realtor bar none. We needed our house to sell and she guided and us through everything. She treated our home sale like it was her Now in her fifth year in the real es own, always making time for our questions and concerns and Shan Banker International Previews addressing them very promptly, while staying on top of the other mileL side making sure everything gotInternational done on time correctly. is clien SterlingShe Society aw honest, reliable, and awesome. If you want your house to sell,Los I’m range of clientele across Ang hire Shannon Itzaina.” abou

20) HOW TO CREATE A BUSINESS-WINNING PLAN IN ONE HOUR 25) HOW TO SEND SMARTER EMAILS

worked with attorneys dealing w long-term homeowners, first-t mag@topagentmagazine.com | www.topagentmagazine.com investors, developers doing flips soldTop properties from Altade No portion of this issue may be reproduced in any manner whatsoever without prior consent of theshe’s publisher. Agent mary focusof is in Beverly Hills, wh Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts suppliedremarkable by its authors.rate of repeat and refe To subscribe or change address, send inquiry to mag@topagentmagazine.com. coming back because they believ Published in the U.S. and a trusted professional who kee confidential. But, she’s not just a

Phone 888-461-3930 | Fax 310-751-7068

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For more information3 abo please call 760-420-3227 or emai

Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someoneâ&#x20AC;&#x2122;s search results, and you can set a budget for each campaign that will dictate itâ&#x20AC;&#x2122;s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 4

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic. You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you donâ&#x20AC;&#x2122;t want to simply go into the process blind or youâ&#x20AC;&#x2122;re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. 6

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MICHAEL EISENBERG 7

MICHAEL EISENBERG Although he is now one of the most successful agents working in the lucrative Southern California market, Michael Eisenberg fell into real estate almost by accident. “At the time, I owned a restaurant and a motorcycle business on Sunset Boulevard. When I decided to get out of those business, I ended up selling my lease and made more money doing that than I had operating the business for all of those years. I had worked with hands my whole life, as a builder and a restorer, and it kind of clicked with me, working with your head was the way to go. After I put the deal together to sell my lease, I decided there was another way to make an opportunity for myself and for my family. I decided to pursue a career in 8 Copyright Top Agent Magazine

real estate. Sometimes you just have to trust the universe and make the jump. Everything happens for a reason, and opening that business is what opened up my eyes to a career in real estate that I never would have done otherwise. It’s been an amazing ride and I’ve never looked back.” Michael is a multi-million dollar producer, and was just recognized as one of the 100 Most Influential Real Estate Agents in S. California for 2016. He was recently announced to be the top office producer at Keller Williams Beverly Hills out of 450 agents for 2016, an accomplishment he has proudly received since joining the company in 2007. Top Agent Magazine

Key to Michael’s success has been his personable approach to sales. He’s truly a hands on agent. Although Michael has a team, when you hire him, you deal with him. “I don’t hand my clients off to assistants. They hire me for my experience in all aspects of the business. In addition to my skills as an agent, I’ve also built and designed over 25 homes, so there really isn’t anything I haven’t seen. When you hire me you get the full package. I treat everyone the same. They all get top notch level of service that includes honest, open and constant communication.” MIchael is truly an expert in his marketplace and is constantly looking at properties in his Top Agent Magazine

area to be on top of what’s available. “My advice to any new agent or any agent that wants to increase their productivity is to go see everything on the market. You never know when someone is going to call you looking for something specific. Your client has already looked on the computer. You need to be able to tell them in 3D what they haven’t seen on their screen. “ It comes as no surprise that Michael has a remarkably high percentage of repeat and referral business. This is even more impressive considering that Michael has a large amount of clients who are celebrities in film, tv and music, and discretion is of the utmost importance. Copyright Top Agent Magazine 9

“When you press me for a name or two, it’s not gonna happen. Loose lips are the number one reason for canceled escrows. I have a reputation built on integrity, my clients can trust me completely, celebrities or not.” Michael is always looking to give back to the community that he represents and loves. For many years he used his expertise in the field of real estate to help with real estate related fraud and crimes. He is also trying to start a local Junior Achievement program, something that is close to his heart, since he was involved with it as a teen and considers it a life-changing experience that gave him his first chance. 10Copyright Top Agent Magazine

Michael has a passion for vintage motorcycles and movie props and wardrobe, and he maintains a museum quality collection of Hollywood artifacts. He also has one of the largest collections of pre-1930s bikes, so when he isn’t working or spending time with his family, he’s probably buying and restoring them. “My motto has always been“bone up and drill deep.” I am impassioned about whatever it is I do. If it interests me I try and learn everything I can about it. Whether it be about a particular property, vintage car, motorcycle or film used movie prop, I want to know everything there is possible to know about it. The devil is truly in the details.” Top Agent Magazine

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As his marketplace soars to record new heights, Michael continues to set records on price per square foot by focusing more on International buyers and clients who are relocating to the area to enjoy the climate and lifestyle that can only be found in Southern California. Michael wants to continue seeing his business grow and build upon his already stellar reputation as ‘everybody’s

favorite agent’. His laidback style combined with consummate professionalism and a solid foundation of integrity, has proven to be a winning formula. “I try not to focus on my past successes, I’m always looking to move forward. I love what I do. Every day is different, and exciting. It’s what gets me up in the morning. I don’t see myself ever stopping. I’ll be doing this until the day I die.”

To learn more about MICHAEL EISENBERG call 310 748 5410, email mikeeisenberg@sbcglobal.net, or visit michaeleisenberg.com 12Copyright Top Agent Magazine

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Get Your Head in the Game! By Barry Eisen

Can you think of any top athlete in any sport who is inconsistent in prepara tion, has little focus, has no defined game plan, and has low confidence and self-esteem? If you can, you’re not thinking of a top athlete, you’re thinking of a wanna-be poser. There are lots of gifted and talented people in sports, but the world doesn’t care as much about the talent unless it shows up, demonstrates focus, shows a dedicated plan of action and acts like success is the natural by product of all the previous preparation. The same scenario is true about successful entrepreneurs. You’d be hard pressed to think of a winner who wasn’t prepared, focused, strategized and confident. Top Agent Magazine

The stories about Ben Hogan, Jack Nicklaus, Billie Jean King, John McEnroe, Kobe Bryant, Michael Jordan, Michael Phelps, Lionel Messi, Amanda Beard, and thousands of other sports greats share many When you hear negative basic success principles. Think of the Captains of Commerce in your business and chances are the success principles are much the same.

messages in your mind... take a deep breath and replace them with supportive words.

I’ve been privileged to have worked with some of the very best in sport and business over many years and this is some of what I’ve learned from them. 5 ideas for stepping up your game.

Preparation is what creates confidence. Don’t work on confidence. Practice more. Whether it’s practicing getting out of the starting blocks quickly in the 100 meter dash, efficient flip turns in the pool, chipping onto the green from 30 yards away or rehearsing business presentation scripts, introducing yourself while knocking on doors, or closing assertively after a strong presentation...you can’t get around practice/preparation. Check out “the 10,000 Hour Rule,” in Gladwell’s, Outliers. Ya gotta do the work! Mental practice in a relaxed state of mind (self-hypnosis) can speed up the success process from 2-5 times. Read almost any autobiography of a successful athlete or business personality and recognize this common trait; almost all successful people saw and savored the end result in their quiet, meditative states first.

The quality of Self-Talk is a big reason for the separation between superstars and the herd that follows. It’s easy to be positive and use positive words when things are going great and your attitude is up. One way of getting and keeping an “up” attitude is to silently tell yourself what the outcome of the next event will be...where the ball will land, your time for the 100 butterfly, the height of the high jump you’ll clear, the room you’ll mesmerize with your speech, the powerful listing presentation you’ll 14

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give today, etc. The result of negative self-talk (self fulfilling prophesy) is obvious...poor posture, unfocused, procrastination, fear. Self sabotage! When you hear negative messages in your mind...take a deep breath and replace them with supportive words. This will get easier and more automatic with practice and so will your successes. (If you don’t achieve what you set out for...it doesn’t matter...keep doing this.) The difference in how the ultimately successful get to where they are and where everyone one else gets, is how soon you pull the plug and quit. Raise your game by staying in it. As you shift your mind your game will improve/your business will improve.

Visualize the self-talk. Pictures make more and deeper neurological impressions. A picture IS worth a thousand words. The greats in every sport played the game, walked the course, saw the 100 mph fastball come in, saw the touch at the pool’s wall, broke the beam at the finish line well before their bodies were involved. Your actions are based on your thoughts. Don’t be random. Choose successful pictures that move you forward.

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Feel the satisfaction of success for just a moment. How would it feel hitting that perfect dive, making the 20 foot putt, running your personal best in a 10k, nailing that listing presentation, passing that test? Allowing the neurotransmitter dopamine to flash through the pleasure centers of your brain, reinforces the positive goal towhich you are moving. We do things to maximize pleasure or to minimize discomfort. As you associate the task or goal with a positive feeling, you’ll approach the task/ goal with a more open, “CAN DO,” attitude. It’s attitude not aptitude that usually matters more. Like a pep talk before a game, like a supportive hand on a child’s shoulder before a test in school, like a smile from a prospect that says, “I’m open to what you have to say,” feel good about what you’re here to do. You’ll make changes, not because you need to or want to, but because it feels good. Take the kicking and screaming out of your life to experience a more centered and focused energy.

Relax before you compete/take care of that piece of business. Some use music, some meditate, some create physical rituals (eat a certain food, do push ups, clap hands, stretch, a couple of breathes (and a whole lot of other crazy things you’ve seen. It ain’t crazy if it works.) Create a small ritual that focuses you in the last moment before the event/business presentation/prospecting/public speaking... Some sport psychology is about emotional, social and or physical issues, more to be addressed by qualified coaches, counselors or therapists, trained to deal with psychological baggage and physical scars. Some business leaders sit in with therapists and coaches to sort out individual blocks. But after all the analysis is said and done, the smart ones go back to the basics. See the ball, hit the ball. Copyright©, 2016 Barry Eisen. All rights reserved.

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 16

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KEVIN KELLY 17

KEVIN KELLY Top agent Kevin Kelly of Sotheby’s International Realty’s Brentwood branch in Los Angeles combines honesty and dedication with extensive experience in the construction industry to provide his satisfied clients with top-notch, premium service. Selling single-family homes and condos, as well as multi-unit buildings, Kevin also handles relocation sales and temporary housing for entertainment industry professionals. His expertise resulted in him being named one of the Top Producers by Sotheby’s. Originally from Chicago, he began his career working with his brother - a construction company owner - as a carpenter, eventually working his way up to project management and development. In 2007, when the market began to spiral, he obtained his real estate license and relocated to Los Angeles, and has since flourished selling the City of Angels. With a stunning 95% of his business based on referrals, Kevin points to his professionalism as one of many reasons for his success. “I think professionalism equals security for my clients,” he says, “and it creates security for other agents, too. So there is less chance of things falling out of escrow.” His relaxed, genial, Chicagoan nature also plays a part. Says Kevin, “I think I’m easy to work with, and I’m very honest. I try to look at it as a fun process. I just love this industry. It can be frustrating at times, but I love finding solutions in tough situations.”

His clients seem to appreciate the joy Kevin takes in his work, not to mention the hardworking, hands-on approach with which he approaches every deal. What Kevin enjoys most about what he does is the interactions he has with his clients. “I think being a realtor you have to be part therapist,” he says with a laugh. “Transactions can be stressful for clients, my job is to keep the ship steady and on course.” Maintaining relationships with past clients is of paramount importance to Kevin, and to that he checks in with each of them on a consistent basis. “Most of my clients have become friends,” he says, “and I’ll just be reading through articles and when I see something pop up that a client might be interested in, like a new restaurant, I’ll send it to them.” Kevin also prides himself on being a reliable resource for referrals of all kinds, from gardeners to contractors. He also hosts a yearly client appreciation party, and often takes them out to dinner. When he’s not working, he loves spending time with his wife and two children, and enjoys traveling and hiking. He also loves spending time when he can at his family’s vacation home on the west coast of Ireland. As for the future, Kevin plans to grow his business. “I’ve got aggressive goals,” he says. “But the trick is to grow without losing touch with the clients who helped me reach those goals.” Growth without compromise can be a tricky proposition, but if Kevin Kelly’s track record is any indication, he’ll absolutely find a way.

For more information about Kevin Kelly, call 310-730-3396 or email Kevin.Kelly@SothebysHomes.com 18

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How to Create a Business-Winning Plan in One Hour by Bubba Mills

Baloney! That’s what I say to those who think building a business plan should take days, weeks, even months. And I say baloney again to those who think a plan has to have a bunch of pages with graphs and charts. I know for a fact REALTORS® don’t have that kind of time. But I also know every serious REALTOR® needs a good plan. That means if you’re reading this, you’re in the right place. Stick with me and you’ll end up with a plan that can make your year much better. A comprehensive business plan (two pages max) can help you: • Account for what you accomplish • Clarify your life • Keep track of each of your goals • Manage your time 20

• Determine if you’re heading in the right direction So let’s get right to it. Here are the steps to take to get your plan in place and your year (and rear) in gear: Create a mission statement. This gets right to the heart of your life and addresses why you’re in real estate. It answers why you’re here, what your purpose is and what your business is truly about. Use positive, present tense statements such as “I am,” “I provide,” “I strive” as you define who you are and what you provide your clients. Take 10 minutes now to brainstorm some possible mission statements. Perform a SWOT analysis (strengths, weaknesses, opportunities and threats). For strengths, maybe you’re tech savvy. For weaknesses perhaps you’re unorganized. With opportunities, it could be that a large firm is relocating to your city. And for threats, maybe Top Agent Magazine

Every serious REALTOR® needs a good plan. the mid-term, one year; and the long-term, five years. Also, in this same section, write your personal objectives. We can’t be balanced in life if all we focus on is business. So consider what your ideal sitWrite your business objectives. In uation would look like with your this section I’d like you to consider family, your spiritual life and your what you want your business to look social life. Spend 10 minutes now like in the short-term, six months; in on these topics. interest rates are rising. Take 10 minutes now and fill in a few items for each category. If you get stuck, ask a co-worker or friend, who knows you well enough, for suggestions.

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Create a mission statement. This gets right to the heart of your life and addresses why you’re in real estate. It answers why you’re here, what your purpose is and what your business is truly about. Create your sales goals. Here’s where I don’t want you to be afraid to think bigger. Take 15 minutes for this section. As part of this segment here at Corcoran Consulting and Coaching Inc., we include what’s called a goal achievement system that helps you stay on track with your goals. So for each goal, we include a why, excuses for failure, resolve and action items. I believe this is a vital step because it allows you to examine why you might hesitate in completing parts of your business plan. Email me at Article@CorcoranCoaching.com, and I’ll send you a free worksheet on this system. Develop action items. To wrap up your plan, you need to get specific about how you’ll achieve your goals. So for each goal you should have action items, due dates, who will 22

complete the items and a step-by-step daily and hourly plan with what has to be done. Take 15 minutes and do it. Tell me what you’re thinking. Do you have a plan? If not, why not? What’s preventing you from creating one? What successes or failures have you had with plans in the past? Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1800-957-8353 or visit us at www.Corcoran Coaching.com. Top Agent Magazine

http://www.generalrealty.com

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SHANNON ITZANIA Shannon Itzaina of Pacific Sotheby’s International Realty in San Diego has spent the last ten years building a solid reputation as one of the most hands-on, client service-focused realtors currently doing business in Southern California. Segueing from retail management to real estate sales in 2007, Shannon did not hesitate to embrace her new career, throwing herself into it with the same passion that has ensured her success today. “I saved my money, quit my job, got my license and started doing it full-time,” she says. “I had a sink-or-swim mentality…it was full-steam ahead.” Servicing North San Diego County and parts of Riverside County, Shannon can boast a staggering 95% rate of repeat and referral business. “I’m the Nordstrom’s of real estate,” she says with a laugh. “I’m full-service, I do everything. I bring boxes to my clients so they can move quickly, I provide the best service vendors. I provide staging, professional photography and video, all at my own cost.” This top-notch service is appreciated by her many grateful clients, as thirty-three five-star, glowing reviews on Zillow make abundantly clear. Among them: “Shannon is the absolute best realtor bar none. We needed our house to sell and she guided us through everything. She treated our home sale like it was her own, always making time for our questions and concerns and addressing them very promptly, while staying on top of the other side making sure everything got done on time correctly. She is honest, reliable, and awesome. If you want your house to sell, hire Shannon Itzaina.”

A true commitment to detail is another of Shannon’s hallmarks, and in order to maintain her exacting standards she is circumspect about the number of listings and buyers she will work with, generally about five of each on a monthly basis. Quality, not quantity, is the ethos of Shannon’s business. “I don’t know of anyone who is as insane as I am when it comes to details,” she jokes. “I just want to make sure everything goes smoothly and that I stay on top of things. That’s what I think my clients appreciate most about me. I really take care of them.” The care she takes of her clients throughout the transaction process has resulted in a multitude of friendships. “I frequently get invited to weddings, birthday parties, bar mitzvahs, that kind of thing. The escrow process is very personal and it can be very stressful. Counseling my clients and helping them through that results in a connection that’s deeper than just client and agent. I get under their skin,” she laughs, “but in a good way.” When queried as to what she likes best about what she does for a living, Shannon grows thoughtful before answering, “The people. I love the people. I love my sellers, I love my buyers. I love the fact that I get to meet new people pretty much every day and I get to hear their story.” As for the future of her business, for Shannon it’s less about growth and more about enhancing and perfecting her already unparalleled customer service, and doing so with gratitude. “I really believe there is good in everyone, and if you go into the transaction with that in mind, that the other side is not the enemy and that we’re all in this together, that’s a win-win situation.” Shannon’s honesty, work ethic and willingness to go the extra mile are among the many reasons she has endeared herself to her clients. “I may not be the most glamourous agent,” she says, “but I’m pretty down-to-earth. And I think that’s what my clients like about me.”

For more information about Shannon Itzaina please call 760-420-3227 or email ShannonHomes@Cox.net 24

How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contactâ&#x20AC;&#x2122;s attention. Let them know they are welcome and that you appreciate their interest. Top Agent Magazine

2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated. Schedule emails to go to each client that celebrate their purchase anniversary or birthday. Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention. You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner. 26

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JODI TICKNOR A Los Angeles native and attorney, Jodi Bell Ticknor’s path to real estate was by way of Hollywood. Jodi started out as an executive working with Francis Ford Coppola and Paramount Pictures. She moved into writing and producing and after making several independent films, Jodi decided to go back to law, advocating for low-income victims of domestic violence at the Harriet Buhai Center for Family Law. “Through that journey, I learned I liked to help people,” Jodi says. “The work was rewarding and the organization was fantastic, but I was in a cubby writing and drafting documents, and I wasn’t interacting with people as much as I like to.” Jodi decided to transition to a career that would be both fulfilling and lifelong. Soon enough, she started shadowing real estate agents. After earning her license and fielding job offers from several brokerages, she took a position at Coldwell Banker of Beverly Hills North because of its excellent training, number one office and mentor, Peter Whyte. “In my first week working there, I went into escrow on a Brentwood triplex with the loveliest clients, and in my first year I sold a multi-million-dollar home in the Beverly Hills flats,” Jodi says. “I knew I had found a profession that fit my skills and personality.” Now in her fifth year in the real estate industry, Jodi is a Coldwell Banker International Previews Luxury Agent and a Previews International Sterling Society award recipient. She serves a wide range of clientele across Los Angeles. Over her career, Jodi has worked with attorneys dealing with probates, trusts, divorces, long-term homeowners, first-time homebuyers, celebrities, investors, developers doing flips and 1031 exchanges. Likewise, she’s sold properties from Altadena to Playa del Rey, but her primary focus is in Beverly Hills, where she lives and works. With a remarkable rate of repeat and referral business, Jodi’s clients keep coming back because they believe in her ability as an advocate and a trusted professional who keeps her clients and their business confidential. But, she’s not just a consummate professional, she’s

also relatable and human, understanding the personal element behind each transaction. “I try to be mindful, and approach each day with kindness, generosity and gratitude,” Jodi says. As an agent firmly rooted in the twenty-first century, Jodi embraces new technology and social media, integrating it into her business to keep in touch with clients past and potential. She is 100% mobile and extremely responsive via email, phone or text. She also makes it a point to personally reach out to past clients, often visiting them in their new homes. What’s more, Jodi is driven by a challenge, relishing the ever-changing nature of her work. “Every day in Los Angeles real estate is different—where I am, who I meet, who I speak with,” Jodi reflects. “The work is challenging, but it’s also very rewarding. I love that I’m able to experience something new every day and also give back to my community.” Extending her spirit of service to civic engagement, Jodi is a board member at the Harriet Buhai Center for Family Law. She’s also a Community Emergency Response Teams (CERT) volunteer in Beverly Hills, and a member of both Team Beverly Hills and the Beverly Hills Chamber of Commerce. Jodi also donates a portion of each sale in Beverly Hills to local organizations. In her coveted free hours, Jodi loves to explore Los Angeles and stays up-to-date on the vibrant happenings across the city. She particularly enjoys going to comedy clubs, concerts, museums and new restaurants. “There’s always something fun to do here in L.A.,” Jodi says. Looking toward to the future, Jodi plans to continue to grow her business in a mindful way, embrace and integrate new technology and give back as much as possible to the community. “My goal in business and in life is to put good things out into the world,” Jodi says. “I feel fortunate that I’m able to do something I love every day.” With experience under her belt and a professional ethos centered on service and quality, the years ahead are bound to be busy and bright for Jodi Ticknor.

To learn more about Jodi Ticknor, go to joditicknor.com, email jbtrealty@gmail.com or call 310-428-7724. www.

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