SOUTHERN CALIFORNIA EDITION
CREATIVE WAYS TO SAY THANK YOU 7 DEADLY SINS OF PERSONAL BRANDING FIVE WAYS TO INCREASE YOUR COMMISSION WOULD YOU LIKE FRIES WITH THAT? HOW TO BUILD A TEAM THAT WILL WIN BIG NO MATTER ITS SIZE
FEATURED AGENTS
MEGANN CENTENO VANCE EDWARDS DANNY NAVARRO ANGELA SCOTT ANA VARCIAG COVER STORY
TIM DURKOVIC
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SOUTHERN CALIFORNIA EDITION
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19 MEGANN CENTEN ANA VARCIAG Top Agent Megann Centeno may only have been in the industry for four years, but she already possesses the skills and business savvy of much more seasoned real estate veterans.
Clients trust Ana Varciag insight into the local inve Currently the Sales Manager and market, especially consi a consistent Top Producer for RE/ NAVARROMEGANN CENTENO MAX New Horizon’s The MowTIM DURKOVIC DANNY ANA VARCIAG close ties erytoGroup the Whittier in California’s Inland In Danny Navarro’s first year as an agent, he of constantly chasing that next transaction,” VANCE EDWARDS
Empire, Megann began her journey
24 27 31as an assistant produced over $5 million in sales volume, Danny says. working He connects with clients onSCOTT in real estate to an appraiser, before fallANGELA earning rookie of the year in Keller Wilsocial media platforms like Facebook aslicense. ing in loveshe withleft the business and obtaining her Her first and highest pr When Romania employees Beverly Hills” after such Rayto C Not only is celebrities Angela notas afraid liams’ Long Beach office. In 2016, Danny’s Vance Edwards’ first dozenwell, where he posts the majority of his list-Scott thirty-seven years ago lasting agent-client rela were 12 “Open House” signs he purTurner, and Sammy Davis, Jr. began buying get her hands of her A self-professed person, Megann estimates her return second year as an agent, he more than douings. In order to people better serve his clients,dirty he on behalf chased and putStates, to workAna every weekend 1960s, has returned toisitseager former glory. Gentr for the United Varciag never dreamed of erous listener. “From clients, she tofor do so. In and referral business at around 40%. The reason this, shean bled his volume. His story was once much also markets listings by pitching directly to after he moved back to Southern CalHistoric Landmark designation for the comm uncommon sight within the Beverly “Everyone likes be h the possibilities a career in agents real estate might bring her. believes, is the trust herarea. clients place in is her. “I think theytojust different, though not unheard of—an eighworking in the Every day difHills“They real estate scene, Angela paints, ifornia from Georgia in 2009. “How Baldwin Hills, have brought still mon like me,” she says thoughtfully. trust me,inand wemore generis buying or selling, it’ After she and her husband purchased their second teen-year-old serving a sentence for being ferent, and every day, he falls moreand in love declutters decorates before her else was I going to compete ally withjust others areconnection. priced outIofthink many parts of West LA,” make a ple good it’s the same in any they’re anxious, or final if th home twenty-three years ago, Ana decided to take a list caught with the wrong people in the wrong the process. clients or everyone buyers take the business: you do are a good for someone, and they’ll refer cliwho’d been in the businesswith for years?” veryjob strong because wants to mo place at the wrong time—but now it’s leap a says and join the real estate business, putting her firstfusion regarding the pro “I like the opportunity to you. about a good relationship.” Vance, NAVARRO who previously ents invested inIt’sSCOTT viewshaving andwalk-through. mid-century charm homes.” VANCE EDWARDS DANNY ANGELA story he’s rewritten. One day he picked up Danny’s passion and desire to give back is, to flex my interior design muscle! help them understand, hand knowledge to work. Since then, she’s primarily multi-unit properties. He had left Calithe book Think and Grow by Napoleon inAsIt’s part, what has fueled his suc-by also a great experience with my clients,” saysn aearlier, Premier Agent on Zillow, sheofAna possesses amakes solid five-star also consist worked solo through Dynasty inbonding Whittier, forniaRich for Georgia to finish a building project a RE/MAX few years Vance setsmuch himself apart building his Angela, who joined the exclusive Beverly Hills brokerage, rating based on a large number of glowing testimonials, all oftran Hill. “The book changed my mindset. I sat cess. Roughly twice a month, he speaks at but returned when thethough market crash causedyears too many problems hasclose contact his past clients keepin long afterand their in recent her daughter joined thewith ents Nest Seekers International, after earning her license in 2014. which point to her dedication and willingness to go the extra back and told myselfwith I needed to come out of this place juvenile halls, high schools, continuation schools, or building and development. “Repeat business is now kicking in strong m af shooting an eagerness e-mail, enterprise part-time. With an impressive 75%and rate of“Megann Reads such review: was simply awesome. to Her eye forone fashion design her a better person than I was when I came in,” Danny says. trade schools,mile. to audiences filled with people anywhere street work I’ve coupled done, sowith I’m turning to work repeat and referral customers, clearher dropping a cardfind in takes the timedistinguish toworks clearly understand requirements, goit’s theunequivocally distance inorthis realth He went looking forHard morework personal and self-defrom ages 12She to 50. “Everything the wayultra-competitive it’s andgrowth dedication to others quickly propelled Vance pulling someout high dollar listings,” he says. “ inventory and locations that meet those requirements, works estate environment. trust herready firsthand insi Ana’s approach to tothe industry produces results velopment books, and upon the his slow release, hethat hadand come to supposed to,” Danny ofonly his own past, “but if I can through recovery dramatic changes real estate. says “I three years ago aren’t toabout move up diligently to ensuretothat youher understand everything the of the highest caliber, inspiring her clients sing and market, especially a conclusion: his future real estate. withhomes onestraight person, then that’s a true blessing.” put lied thoseinsigns out there every weekendconnect for six months are going very well.” At any given time, Van that she isofshowing and doesn’t compromise herremodeler/ integrity The daughter an interior designer and a home the community. Plus, praises andwho come back for more. The work He Ican seehomes the he’s makdoing open houses,” says Vance, has been aninspires independent more in escrow and multiple hou topainter, get him. the Angela sale. would recommend her a heartbeat.” honed herimpact interest inin real estate fromopen a young agent since entering estate but is in ing the process launching Danny soon took a job as an assistant forreal a top producer even in of theage. cracked spines of the books he donates Ana boasts a superior “I’ve been around it my whole life. I’ve always loved the Edwards Estates Group Keller on Williams. “IofStaying have seven When he lists aishome, he goes the extra mile in Newport Beach while he took the steps get his these visits—Think and Grow Rich, the book that in and touch with past clients something Megann is comthat done she happily passe As to a with long-time resident Whittier, Ana primarily to paint design,” she says. “I’ve everything from working on their real estate licenses who all want to work price. “I work with a professional photograp mitted to, and social media is the perfect venue for those efforts, license. Meanwhile people he attended classes and seminars, started it all for Danny, being one of them. patioclients. furniture setswith. to rentAs a moving for focuses on her local area inrearrange servicelarge of her for hertruck marke As soon as they closed the and photography for me and I’m ramp learning the ins andwith outsme.” of the business sohave when his some deals collectively, my clients anything else Iand canvideo do.” This attention to detail of t be official. ofget our he listings. says, his helps her topmarketing,” dollareverything for their She explains time came he could team hit thewill ground running. Danny now Speaking to Danny, oneclients quickly realizes he describing too ads, landing web marketing that everyone in real estatepages hasand aand driving motivation;that for works with the elite KASE Real Estate team, currently does is purposeful. He exercises, meditates, writes of his office in Encino, Vance will in mentor each agent toreminding be pages. He alsohas creates mai her that is the landing ability to use variety of to skillsand to sends make the her ranked in Wall StreetOut Journal’s Top 200 Teams Nationa journal daily, himself of aall he and the atmosphere, kind of thorough, caring agent on his clients have comeclients toofapprepartnering withHe a lender happy. wide. Despite the team he works largely be appreciative and all heis intends to do. investsto produce co-br ciate him for being. “My clients know I’ll go to war for them,” he market his business. She his own, knocking on doors and making phone calls to in and rehabs his own properties too, aiming to reach Onrock.’” the buy side, first-time buyers are a pure joy to Angela. says. “They say, ‘When it came down to it, you were the keti bring in new clients. He’ll travel a roughly 45-minute a position allowing him to help more people. “At the “There’s nothing more rewarding thanreal seeing close on Escrow, afterCounty. all, is an emotional process. But given Vance’s “The best thing about estatethem is having the radius to Los Angeles or Orange end of the day, it’s not about how many properties you Phone 888-461-3930 | Fax that home start the first steps of theirmost livesimportant together,” esta she experience as an310-751-7068 investor, he knows how to take the emotion out and ple,” says Vance. “The part own or how much moneysuch youa make. The partsitof myself Lis says. gets mebuying chokedaup.” While of a transaction. “I’m a problem solver,” he says, noting that“It’s the arebeautiful having thing, a child and/or home; it’s It’s the pursuit Danny enjoys the most about the job— I give to others and the legacy I leave behind—that’s mag@topagentmagazine.com | www.topagentmagazine.com showinginhomes, sheclose enjoys helping up of with the uni greatest satisfaction comes from closing a difficult transaction you a deal andpeople get tocome be part someo the daily routine of going out into the world and helping what matters,”vision Dannyofsays. Free time, be on like the other hand, what itthe would toAgent live in a particular eve interests of in hisany client. opportunity and the ability to share home his e No portion of this issue the maybest be reproduced manner whatsoever without prior consent ofthe publisher. Top people achieve their dreams. He likes to check in with means family and time. “Iseeing have the lostprocess time to make toupwhen for. they move in and then through and experience is a blessing both for Vance an Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published turn clients even after a Serving closing. clients He might give them a call for Small things,inlike eating dinner aFor family, feel amazbegin living outwhole the as dream they envisioned together. more information ab also means advocating the region which he supplied can change depending on the neigh materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts bylife its authors. or send a mailer when he takes“My a new listing.area “I’m so where ing. II appreciate soright much more inhelife.” If“I there’s one live,” says. give my knowledge to a cho specializes. primary is near used to live To subscribe or change address, send inquiry to mag@topagentmagazine.com. Bey please call 951-415-9044 or ema grateful to my clients. Mostly, I just want to be a part of thing Danny has learned, it’stothat if callanything clients, is butpossible the satisfaction is that I’m Published in the U.S. next to Culver City, including Baldwin Hills, View Park and of h their lives and speakLadera to themHeights.” like human beings instead you stay focused and have faith. The area, which was nicknamed “the Black families set themselves up.”
CONTENTS
4) HOW TO BUILD A TEAM THAT WILL WIN BIG NO MATTER ITS SIZE 16) CREATIVE WAYS TO SAY THANK YOU
Top Agent Magazine
20) 7 DEADLY SINS OF PERSONAL BRANDING
25) FIVE WAYS TO INCREASE YOUR COMMISSION 28) WOULD YOU LIKE FRIES WITH THAT?
To learn more about Danny Navarro, visit bestocrealestatesearch.com, email www.
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How to Build a Team That Will Win Big No Matter its Size In the real estate world building a team is a goal almost every agent strives towards achieving. Doing business with a team as opposed to solo has numerous advantages. With more agents handling clients as well as other employees specialized in areas such as marketing and administrative support there to assist you; you can greatly increase your business and sales. 4
So, when creating a team, logic would tell us that the bigger it is, the better, right? Wrong. When it comes to real estate teams, size doesn’t matter so much as the players you bring onto that team to work with you. A team doesn’t have to be big to win big, and here are the secrets to building a team that wins big no matter its size.
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Hire the Right Team Members
Put Your Team Members in the Right Positions to Win
You’ve probably heard the saying, “you’re only as strong as you’re weakest link.” That idea holds true for any kind of team, including those in real estate. If you have weak members on your team, then it’s not possible to have a strong team. Drawing strong team members to your business is essential.
Finding strong team members is just one part of the equation. As the leader of your team, you now have to assess each member’s strengths and weaknesses and position them appropriately. You want the best player for each role playing that part and catering to their strengths. Choose your team member’s roles wisely, and place each individual in the position where their strengths can shine and they can best contribute to a win for the entire team. Every role is important to the team working smoothly and winning as a whole, so it is important to place each team member in the role most suited to his or her skills.
To better understand what kind of person would make a strong addition to your team, you need to ask yourself what skills and characteristics you want your team members to possess. The strongest members are often ones that share their leader’s values. When you share values with your teammates, you are all running along the same course towards the same goal as one. Your definition of a victory in this case is also your teammates’ definition of it. This helps strengthen even the smallest of numbers because you are all working together toward a common goal. Another characteristic too look out for in potential team members is a positive attitude. You can teach someone the skills needed in real estate, but you can’t teach someone how to have a positive attitude. Positive members tend to achieve more due to their optimistic nature, but more importantly, they spread that positive attitude to the rest of the team, which improves every members’ performance. Top Agent Magazine
Communicating Your Vision to Your Team
Your team members are the key ingredients to ultimate victory, but what recipe do you follow now to lead them to victory? That is what communication is for a winning team; the recipe you will use to
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help best utilize each team member and instruct them on how they need to work together to fulfill the recipe that will lead them to be a winning team. Your team members need to know the plan and you must give them the tools to successfully execute it. It is up to the leader of a team to help your players see your vision and help them understand what a victory looks like. The goal may seem simple and obvious to you, but you must communicate it over and over again to your team members, so they understand it as well as you do. With different personalities coming together to form a unit, you are going to be dealing with numerous challenges such as competing agendas. You will find this on any team. You must keep the goal and at the forefront of your player’s minds in order to encourage them to put aside their own personal desires in order to come together as one cohesive, single-minded unit and push towards the team’s goal.
Give Your Team Members the Tools to Help Them Perform at Their Best The final thing all great leaders do is equip their team members with the proper tools and training needed for them to succeed. You have to show them how they can each come together with their different strengths to work as a team towards one unified goal. This involves more than simple skills training, but also endurance, so they can last as a team and win even those matches that seem unending and impossible. Think of all the challenges that they could possibly face ahead, and clear their path to victory by giving them the necessary training and tools they will need to get past any obstacle. As the leader, you must be prepared to continually communicate the team’s goal and your vision. Use that vision to motivate your team members throughout the journey towards victory.
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TIM DURKOVIC 7
TIM DURKOVIC
When passion, hard work, creativity and savvy business practices blended in harmony, Tim Durkovic secured rapid success in highend Southern California real estate. Tim initially imagined that by earning his real estate license he and his partner could hold onto more of their profits from remodeling and selling their residences every couple of years across LA. “We would buy a house, fix it up, live in it for a little while and sell it for a profit,” says Tim, a concert pianist who at the time taught music at the college level. He and his partner, interior designer and celebrity photographer Mark Liddell, intended to keep improving and selling homes alongside their careers. But after Tim 8 Copyright Top Agent Magazine
obtained his license and made more on his first personal sale than he was making in a year as a college professor, he quit teaching and entered real estate full time, earning rookie of the year right off the bat. Since 2014, he has ranked #1 in his office; currently he has close to $40 million in escrow. As Senior Estates Director with Dilbeck Real Estate/Christie’s International Real Estate, Tim takes an innovative, collaborative approach to luxury real estate. Tim and the members of The Durkovic Group leverage his background in the arts when marketing properties. They also take full advantage of Mark’s talents. As a high-end interior Top Agent Magazine
designer and celebrity photographer, Mark’s eye for design and artistic photography allows the group to stage and market homes in unexpectedly unique fashions. “Our pictures look much different than your typical real estate photography,” says Tim. “People want to dream about the kind of house they can live in, so we present homes in a way that draws them to a lifestyle.” They ensure the property looks beautiful before pushing out images, videos, floor plans and descriptions to a wide array of online portals and targeted media outlets. “We host open houses, of course, and depending on the price point and notoriety, we might do special events and parties.” Top Agent Magazine
While there may be some luck involved in becoming an overnight real estate sensation, the most important factors in Tim’s success are his passion for real estate and the people he has kept in place. “This is hard work,” he says. “But the fact that I love what I do really has been the hallmark of success in making my career grow as fast as it has.” Besides passion and hard work, various other factors boosted Tim’s position in LA-area luxury real estate. “I work in the areas where we’ve lived – and we have bought, improved and sold homes in several places – so I have a wide geographic net,” Tim says. He lists and shows properties with authority from Beverly Hills, Hollywood Hills and Los Feliz to Pasadena Copyright Top Agent Magazine 9
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and La Cañada Flintridge. “I also just closed the most expensive sale ever in Big Bear.” With each listing or buyer, Tim and The Durkovic Group provide specialized, concierge service. “We’re there from beginning to end, no matter what our clients need,” says Tim. “My clients become my friends; I work with people I like. We don’t just close the deal and move on.” As a result, approximately 80 percent of the people who list their homes with Tim also work with him to buy their next homes. Tim loves the flexibility that his Top Agent Magazine
luxury real estate business affords him and the excitement of having new experiences every day. “I still play 30 to 40 concerts a year as a pianist,” he says, adding that he also loves to cook and that he and Mark enjoy the Southern California lifestyle of beaches, hiking and supporting the arts and entertainment. “I love that I am able to keep my piano career going along with real estate, which also has a creative side to it,” he says, noting that he plans to grow his business to the point that it supports itself. “Music and real estate are the perfect left brain-right brain balance.” Copyright Top Agent Magazine11
To learn more about TIM DURKOVIC, visit TheDurkovicGroup.com, email tim@thedurkovicgroup.com or call 310.738.8098 www.
Photos, Mark Liddell 12Copyright Top Agent Magazine
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Raffie Kalajian is proud to congratulate
on being featured for the state of California in Top Agent Magazine!
Raffie Kalajian, Area Sales Manager NMLS #186619 626.787.2571 Office | 626.705.2506 Cell 123 North Lake Avenue, Pasadena, CA 91101 Raffie@NewPennFinancial.com Shelter Lending Services • Capital Partners Mortgage Shelter Mortgage Company • Summit Home Mortgage Garanty Mortgage Services
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Stephanie Maldonado is proud to congratulate
Tim Durkovic
on being featured for the state of California in Top Agent Magazine!
Stephanie Maldonado | Escrow Officer Inter Valley Escrow | 447 Burchett Street | Glendale, CA 91203 Phone: 818-547-9999 | Fax: 818-658-2213 Stephanie.Maldonado@IVEscrow.com | IVEscrow.com www.
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Creative Ways to Say Thank You
Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives. But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.
1. How about a streaming video device, like a Roku
or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.
2. Matching bathrobes and Bath kits: Fleece or ter-
rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!
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3. Arrange a catered meal from a local vendor. As-
certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.
4. For homes with swimming pools or Jacuzzis, a
stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.
5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.
So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend. 15
ANA VARCIAG
Clients trust Ana Varciag’s firsthand insight into the local inventory and market, especially considering her close ties to the Whittier community. When she left Romania thirty-seven years ago for the United States, Ana Varciag never dreamed of the possibilities a career in real estate might bring her. After she and her husband purchased their second home twenty-three years ago, Ana decided to take a leap and join the real estate business, putting her firsthand knowledge to work. Since then, she’s primarily worked solo through RE/MAX Dynasty in Whittier, though in recent years her daughter has joined the enterprise part-time. With an impressive 75% rate of repeat and referral customers, it’s unequivocally clear that Ana’s approach to the industry produces results of the highest caliber, inspiring her clients to sing her praises and come back for more. As a long-time resident of Whittier, Ana primarily focuses on her local area in service of her clients.
Her first and highest priority methods for building a lasting agent-client relationship is to become a generous listener. “From day one, I listen,” she says. “Everyone likes to be heard, and whether my client is buying or selling, it’s a huge deal in their lives. If they’re anxious, or if they have any concerns or confusion regarding the process, I’m here to explain and help them understand, no matter the time it takes.” Ana also makes consistent efforts to connect with clients long after their transaction is complete, whether shooting an e-mail, making a personal phone call, or dropping a card in the mail. What’s more, clients trust her firsthand insight into the local inventory and market, especially considering her close ties to the community. Plus, with decades of experience, Ana boasts a superior proficiency and knowledge that she happily passes along to those she works with. As for her marketing efforts, Ana makes use of the MLS—an agent’s trustiest tool—in addition to employing the vast reach of social media and digital listing platforms. She also utilizes traditional marketing methods favored by real estate agents, including “Just Listed” postcards and mailers, uniquely curated open house events, or just calling a clientturned-friend to say hello. Beyond the transactional elements of her work, the interpersonal is
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of deepest importance to Ana. “I’m so happy to have become part of an amazing industry like real estate,” Ana reflects. “I can make a living doing what I love and contributing positive experiences to a community that I support, and that supports me.” Extending her spirit of service civically, Ana engages in a variety of causes and awareness raising efforts, including 5k and 8k walks and races to support charity, participation in Whittier area festivals, and contributions to the local Women’s Shelter, as well. In her coveted free hours, Ana loves to spend time with her tightknit family, and particularly with her two dear grandchildren. Additionally, she also enjoys staying active, hiking the hills
of Whittier, gardening, and taking vacations to explore new places. Looking ahead, Ana has plans to merge her real estate practice with her family’s construction business, with hopes to move into more of a development specialty in the future. She also has ambitions to continue to grow her business along the way, all while maintaining the high standard of client care those she serves have become so loyal to. Today, with more than two decades of hard-won experience under her belt, along with a legacy of meaningful service to her community, the years ahead are sure to remain bright for Ana Varciag.
To learn more about Ana Varciag e-mail avarciag@gmail.com or call (562) 201-3429 Top Agent Magazine
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mailto:mag@topagentmagazine.com http://www.topagentmagazine.com
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MEGANN CENTENO Top Agent Megann Centeno may only have been in the industry for four years, but she already possesses the skills and business savvy of much more seasoned real estate veterans. Currently the Sales Manager and a consistent Top Producer for RE/ MAX New Horizon’s The Mowery Group in California’s Inland Empire, Megann began her journey in real estate working as an assistant to an appraiser, before falling in love with the business and obtaining her license. A self-professed people person, Megann estimates her return and referral business at around 40%. The reason for this, she believes, is the trust her clients place in her. “I think they just like me,” she says thoughtfully. “They trust me, and we generally just make a good connection. I think it’s the same in any business: you do a good job for someone, and they’ll refer clients to you. It’s about having a good relationship.” As a Premier Agent on Zillow, she possesses a solid five-star rating based on a large number of glowing testimonials, all of which point to her dedication and willingness to go the extra mile. Reads one such review: “Megann was simply awesome. She takes the time to clearly understand requirements, find inventory and locations that meet those requirements, works diligently to ensure that you understand everything about the homes that she is showing and doesn’t compromise her integrity to get the sale. I would recommend her in a heartbeat.” Staying in touch with past clients is something Megann is committed to, and social media is the perfect venue for those efforts,
she says. “It’s just really easy to see what they’re up to on a daily basis,” says Megann. More traditional efforts are utilized as well: Monthly newsletters, quarterly phone calls, holiday and birthday cards, and any other means of staying in touch. Megann is not the type of agent to rest on her laurels, and to that end she is adamant about continuing to educate herself on the industry and the market. “I’m all about sharpening my skills,” she says. “So I spend a lot of time in role play sessions, practicing a lot. I’m huge on education. Every day I spend thirty to sixty minutes just reading up on new laws, and different market-related issues.” Megann also works with her staff of 14 Top Producing agents to educate them on how to better their already-sharp performances. “Our office is entirely made up of top-producing agents,” she says. “That’s what our office is about.” During the rare times she’s not working, Megann enjoys spending time with her family, cooking, or playing softball. “Softball is such a stress reliever for me,” she says, laughing. “I definitely love to have fun, and I occasionally head over to an amusement park.” As for the future, Megann is thinking big. In addition to two new offices scheduled to open in both Temecula and Orange County, she is thinking internationally as well, in keeping with her ambitious nature. “I’m just thinking growth for the entire company,” she says. “I really want to open a bunch of offices.” As for herself, Megann wants to be known in the real estate world as someone who can be trusted with what is often a client’s largest transaction, and as someone who understands the human side of the deal. “I really want to be famous in the real estate industry,” she says.
For more information about Megann Centeno, please call 951-415-9044 or email megann@mowerygroup.com Top Agent Magazine
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and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish. Compliants are thinkers. They’re always wondering how things work. They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy. They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information.
7 Deadly Sins of Personal Branding
some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. php and you’ll be guided through a quick questionnaire to learn your own What is a style ‘personal Just likeothers com- as sistently dominant andbrand’? how to read well. (across all marketing platforms), pany or product branding, it’s built around a well-defined brand can elevate agent recimaging and messaging that is designed to ognition and help to establish credibility Yes, understanding people, listening to their needs and wants and responding create a feeling. And in the case of personal and authority. However, when executed appropriately all takehow work But because realare estate is a people branding, it influences you and wantattention. others incorrectly, the effects lackluster at best, business, it’s simply a must. And the better at it you become, the to feel about you. From your photos to other and harmful at worst. To help you better avoid living as an or broker. brandyou’ll images,make elements andagent even content, theI promise. pitfalls of personal branding, we’ve there is a lot that goes into creating your compiled a list of what we feel are the 7 unique brand.to Displayed Best of luck you! correctly and con- deadliest sins.
Copyright©, 2015 BubbaNO Mills. All rights reserved. DIFFERENTIATION Branding about being known forvicereal estate agent who expressed to us that Bubba Mills isis not co-owner and executive president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an in international your profession. It’s about being known she was already well branded her area. consulting coaching that performance coaching and for being and different in yourcompany profession. If specializes She stated,in“When I walk into a restaurant theallimplementation sound systems Real Estate Companies, Mortgage agents were the of same, howbusiness would your in into my community, people already know Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational customers know who to choose? Lack of I’m a real estate agent.” And while that and education speaker, coach and mentor to the top real estate agents and mortgage differentiation is out by more far the #1 personal is a great start, it’s nowhere close to succompanies. To find about Corcoran Consulting & Coaching, call 1-800-957-8353 We love to tell the story of a cessful branding. Let’s assume I walked or branding visit us at sin. www.CorcoranCoaching.com. 20
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into that restaurant and noticed her. But I also noticed two other agents in the same restaurant. Now, who do I choose? Which
‘brand’ stands out to me? What lets me know that one of them is uniquely positioned to serve my needs?
and they don’t care for sudden changes in procedure or lifestyle. They also NO FOCUS like activities they can start and finish. In business, you can’t be all things to all side of your specific focus. That would be people. Many have and failed. In or- always quite difficult. It does mean over work. time Compliants are tried thinkers. They’re wondering howthat, things der to have business and brand, doneacorrectly), you approach. will do moreWhen and They wanta successful practicality, logic, fairness(ifand systematic you must define yourfacts, ideal custommore ofand the data. exact They kind ofseek business you talking toclearly thinkers give documentation accuracy. er and how you will super-serve that cus- want, and conversely, even stop doing They’re motivated by standards of high quality, limited social interaction, tomer. In other words, declare and develop the kind of business you don’t want. And detailed tasks and focused, logical itorganization of information. a specialty. By being does NOT that’s what a great brand is designed to mean that you stop doing all business outaccomplish.
some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’veNO opted for a much more affordable offering: a free AUTHENTICITY DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. Recognizable personal brands can be very You should be able to ‘breathe your brand’ php and you’ll be guided through a quick questionnaire to learn your own clever and memorable, but if your brand in everything that you do. This is importdominant andlast. how to read as well. isn’t ‘you’,style it won’t If you try toothers put ant not only for your customers, but perout a persona that is different from your haps most importantly for you. There is Yes, needs and wants responding ownunderstanding and the way you people, live yourlistening life, peo- to their a tremendous amount of and confidence that ple will take notice overwork time. and The attention. most comes knowing youisare who appropriately all take Butwith because realthat estate a people incredible it’s personal brands weaveAnd pro-theyou portray, that become, you have the business, simply a must. better at itandyou thehabits, better fessional and personal intoorone. inspiration, knowledge and expertise to living you’ll make asqualities an agent broker. I promise. Your brand becomes an extension of you. back it up.
Best of luck to you!
NO CONSISTENCY
You can have a2015 recognizable memocards, postcards, brochures, etc. Other peoCopyright©, Bubbaand Mills. All rights reserved.
rable brand, but if you don’t display those ple don’t see them nearly as often, so don’t branding correctly consis- viceapply or compare your own habits and Bubba Millselements is co-owner andand executive president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international tently across all of your marketing plat- exposure to theirs. Repetitiveness in marconsulting andyou coaching company in only performance coaching and forms, it does little good. In orderthat to specializes keting is not a good thing, it’s essenthe implementation sound systems Real Estate Companies, Mortgage accomplish this taskofwell, youbusiness must step tialinto for retention. Once you determine the Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational back from your marketing and see it the overall messaging and look of your brand, and education speaker, coach and mentor to the top real estate agents and mortgage way others To do.find Youout seemore yourabout socialCorcoran media Consulting that look should continuecall across literally companies. & Coaching, 1-800-957-8353 every day. You see your business every marketing platform you touch. orchannels visit us at www.CorcoranCoaching.com. Top Agent Magazine
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NO CONTENT The ultimate goal of personal branding is comfortable producing is the key to keeping to become known as an authority in your it simple. No one wants to be bogged down andchosen they niche. don’t That caremeans for sudden or lifestyle. They also withprocedure producing content. But on the flip side, that youchanges must in likedemonstrate activitiesthe they can start and finish. knowledge, expertise and/ no one knows how much you know until or experience to back up your position. you share it. Great content demonstrates your knowledge and how helps your customers Content that are best expresses youThey’re and your always Compliants thinkers. wondering things work. at the same time. In addition, it serves anbrand could be as simple as a series of They want practicality, logic, fairness and a systematic approach. When other purpose with search engine optimizaphotos, quotes, e-books, video shorts, etc. talking to thinkers give facts, documentation and data. They seek accuracy. Choosing the type of content you’re most tion and attracting prospects online.
They’re motivated by standards of high quality, limited social interaction, detailed tasks and logicalNO organization of ACTION information. CALL TO
You’re spending money to market across using other people’s money’. Your call some personality assessment tools can cost thousands of dollars, but at multiple platforms, so why not take the to action may change with different marCorcoran Coaching, opted for more affordable offering: keting channels or purposes, buta free you opportunity to extendwe’ve an invitation fora much DIsC Just with visityou? www.corcorancoaching.com/behavioralstyle. your assessment. prospects to engage It can should always, always have one. If you want people to do something, tell them a simple call be to action, such as ‘call me phpbeand you’ll guided through a quick questionnaire to learn your own you’d like them to do. That’s how you first’ or more ‘contact me others for a aswhat dominant stylespecific, and how to read well. free home staging assessment’ or ‘download my e-book and learn how to invest
move prospects one step closer to becoming customers.
Yes, understanding people, listening to their needs and wants and responding appropriately all take work attention. But because real estate is a people NOand FOLLOW-THROUGH business, it’s simply a must. And the better at it you become, the better with hundreds of agents, folWhyyou’ll is this included in branding, living make as an agentyou or may broker.munication I promise. ask? Because your brand is your bond. It’s low-through is at the top of the list when it comes to customer complaints. You don’t your handshake. When you say you’ll do Best of luck how to you! something, can people trust you if want to be that person. Putting an incredible you don’t follow through with your prom- message and image out there isn’t enough. must live up to those standards with ise? This is often elementMills. that people Copyright©, 2015theBubba All rightsYou reserved. forget altogether. And in fact, in our com- every customer, every transaction
Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), international ® Tonya Eberhart is the Branding Agent to Business Stars and founder ofan BrandFace , LLC. ® consulting andMichael coaching company that specializes in performance coaching Carr is America’s Top Selling Real Estate Auctioneer & BrandFace partner. and the implementation of they sound systems into Real Estatedesigned Companies, Mortgage Together, focusbusiness on personal branding and marketing to help real estate ® professionals become theBubba face of their & a star in their market. BrandFace Companies and Small Businesses. Millsbusiness is a nationally recognized inspirational Real Estate Professionals is a book, speaking and and an exclusive and educationfor speaker, coach and mentor toprofessional the top real estateseries agents mortgage workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 For more information, visit www.BrandFaceRealEstate.com. or visit us at www.CorcoranCoaching.com. 22
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VANCE EDWARDS Vance Edwards’ first dozen employees were 12 “Open House” signs he purchased and put to work every weekend after he moved back to Southern California from Georgia in 2009. “How else was I going to compete with others who’d been in the business for years?” says Vance, who previously invested in multi-unit properties. He had left California for Georgia to finish a building project a few years earlier, but returned when the market crash caused too many problems with building and development. Hard work and dedication to others quickly propelled Vance through the slow recovery and dramatic changes to real estate. “I put those signs out there every weekend for six months straight doing open houses,” says Vance, who has been an independent agent since entering real estate but is in the process of launching the Edwards Estates Group with Keller Williams. “I have seven people working on their real estate licenses who all want to work with me.” As soon as they have closed some deals collectively, the team will be official. Out of his office in Encino, Vance will mentor each agent to be the kind of thorough, caring agent his clients have come to appreciate him for being. “My clients know I’ll go to war for them,” he says. “They say, ‘When it came down to it, you were the rock.’” Escrow, after all, is an emotional process. But given Vance’s experience as an investor, he knows how to take the emotion out of a transaction. “I’m a problem solver,” he says, noting that the greatest satisfaction comes from closing a difficult transaction in the best interests of his client. Serving clients also means advocating for the region in which he specializes. “My primary area is near where I used to live right next to Culver City, including Baldwin Hills, View Park and Ladera Heights.” The area, which was nicknamed “the Black
Beverly Hills” after celebrities such as Ray Charles, Ike and Tina Turner, and Sammy Davis, Jr. began buying homes there in the 1960s, has returned to its former glory. Gentrification and even a Historic Landmark designation for the community of View Park, Baldwin Hills, have brought in still more money and status. “People are priced out of many parts of West LA,” says Vance. “Values are very strong because everyone wants to move here now for the views and mid-century charm homes.” Vance sets himself apart by building his name, remaining in close contact with his past clients and keeping his visibility high. “Repeat business is now kicking in strong after the five years of street work I’ve done, so I’m turning to working with buyers and pulling some high dollar listings,” he says. “Clients who bought only three years ago aren’t ready to move up yet, but my referrals are going very well.” At any given time, Vance may have two or more homes in escrow and multiple open houses in the area. When he lists a home, he goes the extra mile to sell for the best price. “I work with a professional photographer who does aerial photography and video for me and I’m ramping up every aspect of our marketing,” he says, describing his targeted Facebook ads, landing pages and web marketing that drives traffic to the landing pages. He also creates and sends mailers. In addition, he is partnering with a lender to produce co-branded giveaways to market his business. “The best thing about real estate is having the ability to help people,” says Vance. “The most important parts of a person’s life are having a child and/or buying a home; it’s so gratifying when you close a deal and get to be part of someone’s life.” To have the opportunity and the ability to share his extensive knowledge and experience is a blessing both for Vance and his clients. “Your whole life can change depending on the neighborhood where you live,” he says. “I give my knowledge to a chosen few people I get to call clients, but the satisfaction is that I’m truly able to help families set themselves up.”
To learn more about Vance Edwards, visit edwardsestatesgroup.com, email edwards2estates@gmail.com or call 310.871.9096 www.
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Five Ways To Increase Your Commission By Walter Sanford
Sanford Systems has the best systems for making money in real estate. Sometimes, our clients forget how to stop discounting and to instead raise their “fee.” This month, we’ll cover five ideas. Here we go:
1
Raise it. Before the listing appointment, fill out all paperwork with the new rate and make it business as usual. Scared? Well, make a great listing presentation. Don’t leave until you get the objection. Learn how to overcome the objection. If you have to, drop it back down to your old retail rate but only after much hesitation.
2
Email new listings. Send new listings to your database immediately, hours before it hits the MLS. This is a two-fer: #1 - Keep your database informed with secret, prelisting information that they are reluctant to spam and in the email tell them to forward this hot info to their sphere. #2 - You make more double ends with new people.
3
Institute a cancellation fee. Many agents allow sellers to cancel listings with a guarantee stating
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they can cancel if they are not happy with the process. If you offer this guarantee, you will always be worried about offending sellers who are serial cement heads with a bent toward overpricing. You won’t try hard enough to get the price reduction, thinking they are going to cancel the listing. On the other hand, sometimes sellers have a legitimate reason for needing to cancel, and, as upsetting as that is, you can’t sell a property that the seller does not want sold. Offer them an out and you get paid for your time, while working with a chance to get the listing back. “I offer an ‘any reason to cancel’ clause. It is $1000 in the first month and goes up an additional $500 a month after that. (Adjust for your price range.) It is fully refundable should you ever re-list the property with me and I am successful in contributing to its close.”
4
Gain limited partnership as commission. I carried many of my commissions due from builders as a limited partnership interest in their next project, rather than giving them discounts.
5
Skip the discounts. Instead of discounts, carry your commission as part of any seller carry back. It is better than taking a beating on the amount. I coach top agents on a limited basis. If you are interested in coaching or a speaking engagement, please call our office at 800.792.5837. Be sure to ask about the half-off sale on our already discounted internet prices for training systems. Don’t re-invent the wheel. Use 30 years of real estate wisdom and experience to your benefit! Copyright©, 2016 Walter Sanford. All rights reserved.
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 online at www.waltersanford.com. 26
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DANNY NAVARRO In Danny Navarro’s first year as an agent, he produced over $5 million in sales volume, earning rookie of the year in Keller Williams’ Long Beach office. In 2016, Danny’s second year as an agent, he more than doubled his volume. His story was once much different, though not unheard of—an eighteen-year-old serving a sentence for being caught with the wrong people in the wrong place at the wrong time—but now it’s a story he’s rewritten. One day he picked up the book Think and Grow Rich by Napoleon Hill. “The book changed my mindset. I sat back and told myself I needed to come out of this place a better person than I was when I came in,” Danny says. He went looking for more personal growth and self-development books, and upon his release, he had come to a conclusion: his future lied in real estate. Danny soon took a job as an assistant for a top producer in Newport Beach while he took the steps to get his license. Meanwhile he attended classes and seminars, learning the ins and outs of the business so when his time came he could hit the ground running. Danny now works with the elite KASE Real Estate team, currently ranked in Wall Street Journal’s Top 200 Teams Nationwide. Despite the team atmosphere, he works largely on his own, knocking on doors and making phone calls to bring in new clients. He’ll travel a roughly 45-minute radius to Los Angeles or Orange County. It’s the pursuit Danny enjoys the most about the job— the daily routine of going out into the world and helping people achieve their dreams. He likes to check in with clients even after a closing. He might give them a call or send a mailer when he takes a new listing. “I’m so grateful to my clients. Mostly, I just want to be a part of their lives and speak to them like human beings instead
of constantly chasing that next transaction,” Danny says. He connects with clients on social media platforms like Facebook as well, where he posts the majority of his listings. In order to better serve his clients, he also markets listings by pitching directly to agents working in the area. Every day is different, and every day, he falls more in love with the process. Danny’s passion and desire to give back is, in part, what has fueled much of his success. Roughly twice a month, he speaks at juvenile halls, high schools, continuation schools, or trade schools, to audiences filled with people anywhere from ages 12 to 50. “Everything works out the way it’s supposed to,” Danny says of his own past, “but if I can connect with one person, then that’s a true blessing.” The work inspires him. He can see the impact he’s making even in the cracked spines of the books he donates on these visits—Think and Grow Rich, the book that started it all for Danny, being one of them. Speaking to Danny, one quickly realizes everything he does is purposeful. He exercises, meditates, and writes in a journal daily, reminding himself of all he has to be appreciative of and all he intends to do. He invests in and rehabs his own properties too, aiming to reach a position allowing him to help more people. “At the end of the day, it’s not about how many properties you own or how much money you make. The parts of myself I give to others and the legacy I leave behind—that’s what matters,” Danny says. Free time, on the other hand, means family time. “I have lost time to make up for. Small things, like eating dinner as a family, feel amazing. I appreciate so much more in life.” If there’s one thing Danny has learned, it’s that anything is possible if you stay focused and have faith.
To learn more about Danny Navarro, visit bestocrealestatesearch.com, email dannynavarro.kw@gmail.com, or call 949-903-6633 www.
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Would You Like Fries With That? By John Boe
While you may not have recognized it, the last time you ordered from a fast food restaurant or went to the post office, there is a good chance you experienced some type of cross-selling or up selling. Cross-selling and up selling are well-established and highly effective marketing practices utilized by a wide variety of industries. Shortsighted salespeople are often quick to suggest that customers get irritated by attempts to cross-sell products and perceive cross-selling as an aggressive sales technique. Interestingly enough, consumer research indicates that the reverse is true. The majority of consumers surveyed actually preferred a full range of products and services and appreciate the convenience that is provided through a comprehensive cross-selling approach. Top producing sales reps and progressive companies understand the power of crossselling and recognize it as a critical component for promoting both customer retention and revenue growth. What is cross-selling? Cross-selling is nothing more than a proactive, ongoing sales process designed to provide your customers with a full spectrum of your company’s products and services. Not surprisingly, two of the key elements that drive effective cross-selling and up selling are trust and convenience. 28
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Your customers’ trust in your company can be converted into additional sales that are not directly related to their existing products. The good news about the cross-selling and up selling process is that it’s one of the most profitable and least risky endeavors a sales rep can undertake. It pays to cross-sell and up sell, because when you go the extra mile and provide information about additional products to your customers, you are financially rewarded for helping them make a more informed buying decision.
The first exposure I had to cross-selling and up selling was as a teenager in high school working part-time at McDonalds during my summer vacation. Looking back on my brief tenure at the restaurant, I can still hear my manager’s daily refrain; be polite, keep the counter clean, and always ask the customers if they would like some fries with their meal. Top Agent Magazine
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A couple of years later while attending college, I took a part-time job selling shoes at the mall. I was paid an hourly wage to sell the shoes, but I received a commission whenever I sold any accessory items such as shoe polish, socks, or purses. This was my first taste of commission-based sales and I took to cross-selling and up selling like a duck to water. After I had sold a woman a pair of new shoes, I would routinely hand her a bottle of leather cleaner and a purse to match the shoes. As a college student, the extra money I was able to make from cross-selling and up selling additional products was like manna from heaven. The best place to introduce your customer to the concept of cross-selling and up selling is during your initial needs analysis meeting. Unfortunately, many salespeople fail to take the time to conduct a thorough needs analysis and as a result, do not uncover potential products and services that would be of benefit to their customers. The key to effective cross-selling and up selling is all about guided self-discovery. Through a series of thought provoking, open-ended questions, successful sales reps help their customers identify the products and services that they require. Developing a systematic approach to cross-selling and up selling enhances the customer’s buying experience and brings in additional revenue with relatively low expense and effort. As you prepare for your next sales appointment, I challenge you to look for cross-selling and up selling opportunities that you can incorporate into your presentation. Sales reps who fail to effectively cross-sell and up sell products actually do a disservice to their customers and leave the back door open to their competitors! “The sad truth is that most salespeople forget to cross-sell their products and services. This is a big mistake, because cross-selling gives customers more options and is a good way for a sales rep to make additional income.” – Don Roberts Copyright ©, 2016 John Boe. All rights reserved.
John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions. John is a nationally recognized sales trainer and business motivational speaker with an impeccable track record in the meeting industry. To have John speak at your next event, visit www.johnboe.com or call 937-299-9001. Free Newsletter available on website. 30
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ANGELA SCOTT Not only is Angela Scott not afraid to get her hands dirty on behalf of her clients, she is eager to do so. In an uncommon sight within the Beverly Hills real estate scene, Angela paints, declutters and decorates before her clients list or buyers take the final walk-through. “I like the opportunity to flex my interior design muscle! It’s also a great bonding experience with my clients,” says Angela, who joined the exclusive Beverly Hills brokerage, Nest Seekers International, after earning her license in 2014. Her eye for fashion and design coupled with her eagerness to go the distance distinguish her in this ultra-competitive real estate environment. The daughter of an interior designer and a home remodeler/ painter, Angela honed her interest in real estate from a young age. “I’ve been around it my whole life. I’ve always loved to paint and design,” she says. “I’ve done everything from rearrange large patio furniture sets to rent a moving truck for my clients and anything else I can do.” This attention to detail helps her clients get top dollar for their listings. She explains that everyone in real estate has a driving motivation; for her that is the ability to use a variety of skills to make her clients happy. On the buy side, first-time buyers are a pure joy to Angela. “There’s nothing more rewarding than seeing them close on that home and start the first steps of their lives together,” she says. “It’s such a beautiful thing, it gets me choked up.” While showing homes, she enjoys helping people come up with the vision of what it would be like to live in a particular home and then seeing the process through to when they move in and begin living out the dream they envisioned together.
By personally investing time and energy in her clients’ success Angela already draws more than 75% of her business from referrals after only three years in the business. “I’m also very active on social media; I make it known that I’m a REALTOR® and that I love my work,” says Angela. Reminding everyone about the career she loves is as common sense to Angela as watering gardens to keep them fresh. “You have to nurture relationships for them to grow,” says Angela, adding that she is originally from Texas and stays in touch with everyone she knows from all over the country. “When people move here or know someone moving here they tend to refer me.” Past clients frequently refer their friends and families to Angela. The repeat business will come not only because of Angela’s excellent service, but because she remains close with her clients. “I stay in touch on social media, but I’m also not afraid to pick up the phone,” she says. “REALTORS® have to remember to make time to talk to people, go to lunch, dinner or coffee and to stay relevant in people’s minds.” Real estate, after all, is not just Angela’s job; it’s her career and her passion. She wants others to know that they can count on her and believe in her total dedication. That dedication extends to Angela’s colleagues. Angela has grown to love mentoring and helping new agents at Nest Seekers. “I find a lot of strength and joy in helping other agents,” she explains. “I remember how scary it was trying to learn how to structure a business and get rolling; I want to show them I have their backs and help them believe in themselves.” As a result, Angela has discovered her desire to become a leader in the business. “I plan to stay in real estate my entire career and I would love to run my own office at some point,” she says. And although she allows herself to relax and recharge, she can’t imagine stopping; she even laughs at the idea of retiring several decades from now. “That would be too much sitting still!”
To learn more about Angela Scott, visit angelascottre.com, email Angelascott@nestseekers.com or call 817.692.6526 www.
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