Southern California 4-2-17 by Top Agent Magazine

SOUTHERN CALIFORNIA EDITION

6 Methods for Building BETTER EMAIL LISTS 10 Seconds to CHANGE A HABIT How to OVERCOME YOUR WORKPLACE FEARS

FEATURED AGENTS

ANDREJ NADY EDITH RODRIGUEZ COVER STORY

BRAD SCHMETT

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SOUTHERN CALIFORNIA EDITION

BRAD SCHMETT

ANDREJ NADY

EDITH RODRIGUEZ

CONTENTS 4) 6 METHODS FOR BUILDING BETTER EMAIL LISTS

18) HOW TO OVERCOME YOUR WORKPLACE FEARS

13) 10 SECONDS TO CHANGE A HABIT

20) ATTITUDE!

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6 Methods for Building Better Email Lists By Kendra Lee

Email lists can be a blessing or a curse. When they’re composed of real email addresses of people in your target micro-segment, and those people recognize you or your company by name, an email list is an invaluable lead generation resource. When the list is filled with contacts who don’t know of you or your company, i.e. a cold list, lead generation can be though – really tough. Likewise, if your list is populated with fake, inactive, or irrelevant accounts you’re at risk of being banned by your email software provider. Not surprisingly, I hear from clients all the time asking how to build an email list that will get results for their campaigns. Should they purchase? Should they attempt to build their own? Remember that with email list building your goal is to build a list of people within your micro-segment, so quality is more important than quantity. The more similar the contacts, the easier it is to tailor your nurturing and lead generation content to their specific needs. Here are six methods that will help you build a quality email list. 4

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

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

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

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

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

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

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

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.) Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding Copyright©, 2016 Kendra Lee. All rights reserved. strategies. 6

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BRAD SCHMETT 7

BRAD SCHMETT For Brad Schmett, real estate is all about providing world-class service. He is definitely a broker that clients want on their side when buying or selling a home as he is a keen negotiator that thrives on the ability to compete with other agents and get the price and property that his clients deserve. “I love the challenge,” he says. “I love the competition. It’s sort of a match of wits.” It is this competitive edge that keeps Schmett focused on the needs and wants of clients, proving that great customer service never goes out of style. This “customer-centric” philosophy and standard of putting the client first has contributed to the high level of success for Schmett and his team, Brad Schmett Real Estate Group, a leader in the Greater Palm Springs Copyright Top Agent Magazine 8

market he serves. Through his team, Schmett closed the most sales in the Palm Springs area in 2016 and was a top producing team for Keller Williams Realty’s Inland Empire Region several years running. With a background in sales and marketing, Schmett has a lot to offer his clients including leading the charge with an internet presence that is dominating his market and placing him in the position as a top REALTOR®. With a team of eight, Brad also has a dedicated internet marketing specialist, along with being personally involved in the promotion of his listings. Using the most effective online marketing tools available, he is able to assertively market his Top Agent Magazine

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Brad’s wife and business partner, Deanna Schmett.

listings on social media as well as on over 350 global real estate websites, allowing him to find the right buyer for his clients quickly and at the right price. “Most savvy people know the internet is where it’s at these days,” he says. “We dominate the internet for real estate in the greater Palm Springs area. Buyers see us everywhere.” The other members of his team, which also includes his wife and daughter, help to manage his buyers and complete the transaction process, making sure that every detail is taken care of in a professional and caring manner. Real estate wasn’t always in the picture for Schmett, who had a successful career traveling the United States as a vice president of sales for a company specializing in franchise 10Copyright Top Agent Magazine

acquisitions. Realizing that he wanted more of a change of pace from the exhausting travel schedule he was maintaining, he thought real estate could provide the career balance he was looking for. While most people enter the industry slowly, Schmett went into it guns blazing as he got his broker’s license right out of the gate and opened his own company in 2000 with his wife and daughter alongside. “I took a leap of faith that I could do this and have never looked back!” Brad said. Joining Keller Williams Realty in 2008, he has found his sweet spot and is reaping the rewards of his success with a 25 percent repeat and referral business. While the majority of his time is focused on his business, he does take a break from the action to Top Agent Magazine

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focus on his family and the things he loves doing such as working on his cars and heading to the golf course when he can. He also enjoys spending time with his four dogs and works out religiously five to six times a week. As he moves forward with his business, his goals are to provide unparalleled customer service, to grow his team, and continue

to dominate the Palm Springs area real estate market. He will also begin appearing on television this spring through targeted advertising that will help to continue to grow his brand. “We’re going to continue to grow our business by improving the systems we have in place while adding new ones to better serve our clients,” he says.

For more information about BRAD SCHMETT, call 760-880-5845, email Brad@BradSchmett.com, or visit BradSchmett.com www.

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10 Seconds to Change a Habit By Barry Eisen

I’ll bet that most of the speakers you’ve heard and books you’ve read on the subject of personal development, tell you that it takes 21-30 days to change a habit. Like a wives’ tale passed on generation to generation, sometimes the story is better than the information. Clichés like, “habits are hard dying,” and “you can’t teach an old dog new tricks,”etc., are primarily about protecting your ego from possible failure (psychological) and upsetting your brain in its quest to stay unchallenged and comfortable (physiological). Top Agent Magazine

If purpose is strong enough, shifts can happen immediately. A near death experience while driving on the freeway can make the driver quit tailgating forever. A drug overdose can have a sobering effect. Having The choice as to a new baby in the family can make a smoker stop smoking right now. whether you make Having enoughfinancial pressure, it easy or hard, like a child in the family needing fast or slow are college tuition money, can cause choicesyou get to an inconsistent salesperson to prospect consistently like their hair is make. on fire. There are lots of positive and negative motivations that can cause change instantly. When the perception of achieved pleasure is strong enough, the behavior will change. Purpose can take the form of the carrot or the stick. Some habits will never change if you perceive the end result not being worth the efforts necessary to get there. Over thinking is just another way of saying... self-sabotage. So, is there a real answer to the question, “How long does it take to change a habit or attitude?” Here’s my answer. See if it works for you. Immediately, NOW. The only time you spend on this earth is called NOW. What’s done is history. What hasn’t happened yet is the FUTURE. The only time you have to think or act is in the NOW. If you focus on the best decision in your NOW, for that moment you made a change. Make that same change again in the next NOW time, and you will have reinforced and made more comfortable the habit or attitude you are addressing. Make the same decision many times and you have the expression used by many neuroscientists that, “When brain cells fire together, they wire together.” At a certain point of critical mass (tipping point) the new behavior becomes a no-brainer... automatic. This can take a one time shift or days or weeks or...? The choice as to whether you make it easy or hard, fast or slow 14

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are choices you get to make. So why make things hard when you always have choice? You always have NOW. 3 Keys to Change Habits and Attitudes

When confronted with a “tough” decision (e.g.) Prospect for business or check out Facebook? - Eat this serious piece of cake or go for the fruit? - Go to the gym or turn on the TV? - Return the phone call or put it off for tomorrow? Take a deep breath and picture yourself doing what’s right, not what’s easy. Surrender the self-imposed stress you associate with the change. Let go of the history of excuses and make a better choice NOW.

Follow through with that thought (NOW), not just to make this better decision, but also to set a pattern of realizing the power you have in controlling your life. This is a simple, but valuable lesson about helping to develop confidence and a positive self-esteem. Most who go to the many varieties of therapy, usually go because of lack of control issues or self imposed victimization. Show yourself what you CAN DO.

Learn and use self-hypnosis and hypnosis to reinforce the habits you choose. In “speaking” to your subconscious mind with words, pictures and emotion, in a relaxed state of mind, you are encoding brain cells with instructions (cause). You become what you think about (effect). Hypnosis will speed up learning, whether it be specific subject matter or whether it be learning an improved habit, 2-5 times faster. Habit change doesn’t have to be difficult, but it does usually entail being Mindful. Exercise your good decision making abilities and you’ll develop a do it now attitude, improve physical health and energy, develop consistency in your business, more fully enjoy your relationships and so much more. 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 Top Agent Magazine

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ANDREJ NADY Andrej Nagy of The Agency is developing a name for himself as someone who not only finds opportunities, but creates them. LA-area real estate is so hotly competitive for buyers, sellers and the agents who represent them that ingenuity is a requirement to succeed as a REALTOR®. To meet that requirement, Andrej blends his outgoing personality, his resourcefulness – and fair dose of daring – to match real buyers with houses the market may not even be aware of yet. Considering that Andrej was raised in the New York Metro area, the laid-back surf-loving life he has built over the past 15 years puts his approach to real estate in perspective. Andrej, who is as inherently relaxed as he is aggressive, has written offers on homes that aren’t even listed, striking up friendly dialogues with owners when presenting offers directly. “I like finding something other people can’t find,” he says. After only five years as a REALTOR®, Andrej has already turned some impressive results. “I had five off-market sales in West Hollywood last year,” he says. His first sale as a REALTOR® set new records in Santa Monica’s Sunset Park area. Though based at the Brentwood office and living in Santa Monica, he has sold in Malibu, Beverly Center and other points. “I work solo, but collaborate with other agents in the office,” says Andrej, who decided to enter real estate after several people convinced him he was perfect for the field. “In meetings other successful agents, including some from The Agency, I asked what they would do if they were starting out and what advice they would give me,” says Andrej, who enjoys working alongside such immense talent. Although he doesn’t formally partner with these other agents, he does shadow them, door-knock for them and sit open houses for them. “I try to sit an open house every weekend, whether it’s my listing or not.” He enjoys this

opportunity to engage with people in the market. “LA is a place where you can meet and connect with people much more easily than you would in other cities. Just by being social, you get to know people from all over who are doing all different kinds of things in life.” For Andrej, the goal is finding people with life changes. “That’s what drives my business, especially when someone needs to find somewhere to live in a specific timeframe.” Going above and beyond to help them gives Andrej great satisfaction and creates client loyalty. “My goal is to be ahead of everything,” he says. For example, if a buyer is purchasing with a loan during a multiple-offer situation, he’ll be ahead of schedule. “If the appraisal is due on day 10, I aim for day 9 or earlier. I want to close in 19 days instead of 21.” Andrej also lists other key ingredients to success. “I’m hardworking, I answer my phone, I always do what I say I’m going to do, and I show up.” An agent who can be available, responsive and honest will be successful in the long run, he says. “My relationships with clients are extremely important, but my relationships with agents on the other side of a deal are also important.” He wants to work smoothly with other agents not just because he will interact with them over the years, but to ensure win-win transactions for everyone involved. In the near future, Andrej plans to increase his community involvement while raising his brand awareness. He is already quite visible as an agent and a resident. “I do a lot of CrossFit, surfing and travel, and my wife and I often take our eighteen-month-old son down to Ocean Park in Santa Monica,” he says. While he has been offered opportunities to consider other aspects of real estate, he is thrilled with residential. “Residential is a people business, which is perfect for me.”

To learn more about Andrej Nagy, visit theagencyre.com/agent/andrej-nagy, email anagy@theagencyre.com or call 424.321.4946 www.

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How To Overcome Your Workplace Fears Fear is something that can help protect us from danger, but it is also something that can be a hindrance to us in our lives, especially when it keeps us from potentially thriving and growing as a person. This is especially true in the workplace. Here’ a look at some proven ways to overcome common workplace fears.

ASSESS THE FEELINGS BEHIND THE FEAR

Really owning the emotions that are putting you in a place of fear, is the first step. By just naming it and then talking it out in your head, what exactly you’re feeling and why, it can help deflate the fear. Think of it as releasing some of the fear into the ether. Yes, you’ll still be nervous about your presentation, but a lot of what was holding you back is gone. You’ll feel lighter, and hopefully have just enough butterflies to make your soar.

TALK ABOUT YOUR FEARS WITH A TRUSTED CO-WORKER

Nothing can make you feel more isolated than going down the path of “This is something that only happens to me.” Trust me, it doesn’t, and you might be surprised to find out that some people have had it even worse. Talking to someone you trust and admire, hearing their own fear horror stories and how they overcame them, will help normalize what you’re feeling. Releasing yourself from the idea that it’s something about you, will be an enormous relief.

THINK OF THE WORST CASE SCENARIO

Although it might seem counter-productive, truly assessing what the worse outcome of the situation you’re afraid of serves two purposes. It might lead you to realize the worst case scenario isn’t that bad 18

after all. Of course it could also lead you to a really uncomfortable thought, you could lose your job. As bad as that is, it also gives you an opportunity to start focusing on what really matters, and how you might grow from the experience and possibly end up better off. Countless people in their dream jobs now, were once fired and thought it was the end of the world. Hopefully, that won’t happen to you, but learning to have confidence in your abilities to always find a way, will be a great tool in overcoming fears.

COMPARTMENTALIZE

If you’re a super-organized type, you might try actually setting aside time in your day to focus on your fears. It might seem odd, but it will let you NOT focus on your fears during the other hours of your day. Think of it as a task, you aren’t just sitting there worrying, you’re taking in your fears and figuring out ways to overcome them.

START THINKING OF YOUR FEARS AS OPPORTUNITY FOR GROWTH

Start thinking of fears as challenges. As scary as it might seem to face them, for the most part they are things that can be fixed. A lot of fear is based on inexperience which leads to a lack of confidence. A common fear is workplace evaluations. Instead of looking at it as hearing everything that is wrong about you, think of it as an opportunity to see where you can improve. Going into it with a positive attitude rather than a defensive posture, will make the whole thing better for both parties. Overcoming fears is oftentimes about a simple attitude adjustment. Like anything it takes practice, but the results of that practice will lead to a life that you’re able to thrive in both personally and professionally.

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Attitude! By Verl Workman

My father was a former Marine and I learned as a small child that there is no such thing as an ex- Marine! He used to wake us up early in the morning by yelling â&#x20AC;&#x153;Reveilleâ&#x20AC;? and all seven of us children would march up the stairs to have a family breakfast together. As a high 20

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school history teacher, Dad was big on education and drove home the importance of being good in school and paying attention. One year he had a group of students from his AP (advanced placement) classes compete in a nationwide model United Nations project where the students would deal with world issues. His class from Skyline High School in Utah won the national award in Washington DC where they competed and received that great honor. Dad was very proud of his students and their accomplishment. He talked about that award for years. I suggested to my dad one time that he was lucky because he had all the smart kids from his AP classes and could pick the smartest students in the school to compete. He looked me in the eye and raised his left eyebrow and said this “Son, I work with some of the smartest kids, but I choose to work with the kids who have the best attitudes.” He went on to say that “it doesn’t matter how smart you are if you don’t have a good attitude”. That conversation made a deep impression on me and has been one of my favorite memories of my father. In this challenging real estate market many agents find themselves faced with some difficult choices—but the most important choice we can make today is to keep a positive attitude and take action when others are simply whining and looking for excuses for failure. There are enormous opportunities today in every market. The business out there may not be your favorite type of business and it may not be the most fun, but if you have the right attitude, you can not only make money, you can thrive today. Here are a few simple things you can do each day to keep moving in the right direction: • GET up • Get showered and dress for success Top Agent Magazine

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• Get into a productive work environment • Prospect 2-3 hours every day • Work your most profitable business (your database) • Look for real buyers and generate buyer leads from every source possible (buyers are paychecks) • Surround yourself with positive people that are goal focused and happy Hire a coach that can give you direction and guidance and hold you accountable to do the right things in your business We are blessed to live in this country where we can work for ourselves and enjoy all of the freedoms that make this such a wonderful place to live. We have our families, health, and skills that allow us to help people and we get paid very well for the service we provide. And we have technology and resources that allow us to do our jobs better. It is now up to each one of us to get going, stay positive and keep our attitudes in check. The first time I visited my Dad’s classroom I saw the sign above his desk that simply said this “Attitude is more important than Aptitude.” To this day, I believe that simple quote has made a great impact on my life and career. I love what I do! Verl Workman is a leading national speaker, coach and consultant. Despite his busy speaking schedule, and role as co-founder of Pinnacle Quest Consulting Group, he still sells real estate so that he can test and stay abreast of the latest tools and techniques that maximize results. He uses that knowledge to assist individuals and companies in building effective business strategies, implementing powerful technology solutions, and establishing strategic competitive advantages through coaching, seminars and private consultations. To contact Verl visit www.verlworkman.com. ©Verl Workman. All rights reserved. 22

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EDITH RODRIGUEZ Edith Rodriguez is all about helping. If she can impact a family by sharing the knowledge they need to make an informed decision, it makes her day. She accommodates her working families’ busy schedules by being responsive to all communications, day or night, throughout the entire transaction. This quality of service sets her apart from the competition and is highly recognized among her referring clients. “I love helping people understand the market and the characteristics of a quality home,” she says. “First-time homebuyers might not know if a house has insulation or the plumbing is old. I help them understand what they’re really going to pay after they summarize the repairs. I love knowing I’ve made those decisions easier.” Before Edith began in real estate, she was working for Children’s Bureau, a mental health counseling service. She realized how much she loved helping the families she worked with and ended up making it her profession. Edith was licensed in April 2015 but continued working full time in the public health sector until June 2016. Once she kicked in with real estate, though, she closed 25 transactions by herself in her first year! She focuses on law enforcement families as her special niche, giving top-notch service that encourages repeat and referral business. One listing, for example, ended up giving her six transactions within three months! Edith is married to a police officer, but her core business has come from word of mouth through clients in law enforcement. In this short time, referrals already account for 60 percent of her business. For listings, Edith provides professional videos and photography, then posts the listings online through all the real estate portals as well as the company’s entire database (Realty Executives International), and spends a generous

amount of money advertising on social media and other traditional advertising methods. “It’s a good investment,” she says. Edith isn’t one to walk away after a transaction. Besides phone calls and monthly drip campaigns, she likes face-to-face contact, such as thank-you dinners. “I’m there to troubleshoot, to make sure they’re taken care of beyond the closing table,” she says. Her clients become her friends, so their time together is special. “I think people have lost touch because of technology,” she notes. “There’s nothing like a face-toface connection.” In addition to her work with the law enforcement community, Edith also supports youth sports throughout southern California. Her son, currently a sophomore and committed to play baseball at Vanderbilt University, has provided plenty of opportunities for her to be involved in baseball fundraisers. When she has down time, she loves to spend it with her immediate family and her parents. Because the elderly can feel left out, she arranges for her kids to do activities with their grandparents that help them out in various ways. “We make it a family event,” she says. “When I see the smile on my parents’ faces, it’s such a joy.” Always caring for others, Edith’s goal is to build a team, double her business and open her own boutique brokerage focusing on law enforcement clients. She’s currently training for her broker’s license. “I want to be available for them on a smaller scale,” she says, “and roll over the costs. Instead of paying a franchise fee, I want to give that back to the families that serve us.” She also hopes to start a charity in a few years to help educate new law enforcement families about the emotional aspects of their service. Can there be any doubt that this compassionate, committed go-getter will succeed?

For more information about Edith Rodriguez of Realty Executives— Cornerstone, Whittier, California, please visit homesandmorebyedith.com, call 323.630.8933 or email homesandmorebyedith@gmail.com www.

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