Southern California 1-22-18 by Top Agent Magazine

SOUTHERN CALIFORNIA EDITION

6 Habits of HIGHLY PRODUCTIVE AGENTS Are You Doing Business As You on FACEBOOK?

5 Tips to GET NEW CLIENTS Top 4 Ways to JUICE UP YOUR OPEN HOUSE STRATEGY

COVER STORY

SHANE DEBERTI

FEATURED AGENT

CASEY MARKOVIC

COMPLETE RETROFITTING AND WATER CONSERVATION COMPLIANCE (PER SENATE BILL NO. 407)

LGS was founded in 1987 to assist Realtors in meeting mandatory requirements prior to the close of escrow. As the list of requirements grew, so did we! LGS has been committed to providing the professional service necessary to successfully meet our customer's needs. One hundred percent customer satisfaction is not only our goal, but it is our mantra. n

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Call 1-800-771-5971 or visit us at www.lgscompliance.com email info@iusecompliance.com Top Agent Magazine

SOUTHERN CALIFORNIA EDITION

SHANE DEBERTI

CASEY MARKOVIC

CONTENTS 4) 6 HABITS OF HIGHLY PRODUCTIVE AGENTS 13) 5 TIPS TO GET NEW CLIENTS

18) ARE YOU DOING BUSINESS AS YOU ON FACEBOOK? 20) TOP 4 WAYS TO JUICE UP YOUR OPEN HOUSE STRATEGY

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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 4

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day. Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list. You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second. We all do it! Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful. Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova5

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news? Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 6

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business. Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about. Top Agent Magazine

SHANE DEBERTI Top Agent Magazine

SHANE DEBERTI “Having such good knowledge of construction, I’m able to share that with my clients.” Shane DeBerti, founder of Divine Properties at Miramar International Real Estate, got his start in real estate as part of the family business, flipping and remodeling homes from 2008-2012. “I was 18 when I started,” he says of the family’s Bakersfield, CA, business. “I worked on the properties and managed all the crews to do the rehabs on properties.” During that time, he cultivated his resourcefulness and talent in working with investors. “I remodeled and sold a 8 Copyright Top Agent Magazine

little more than 400 properties in four years,” he says, explaining that the knowledge he gained in construction became a key part of his success. For Shane, age is irrelevant. Although only is in his 20s, the success he achieved during his first years in real estate helped put him on par with the best agents in the industry. While still running the construction portion of the family business, Shane moved with his Top Agent Magazine

wife to Pismo Beach, due West of Bakersfield on California’s Central Coast. “Construction on the coast wasn’t at all like it was in Bakersfield,” Shane discovered, later applying his entrepreneurial spirit to owning and operating a limousine service. While exploring his options, he also earned his real estate license, a move that made sense on many levels, given his longtime interest in the industry. “I serve both the Central Coast and Bakersfield,” he says, describing a career that included “Million Dollar Club” sales with Miramar International before he moved back to Bakersfield in 2015. As a REALTOR® with two licensed team members, Shane enjoys the ease of networking that accompanied his return to Bakersfield. Top Agent Magazine

“Having such good knowledge of construction, I’m able to share that with my clients,” says Shane, whose buyers and sellers enjoy his personable, consultative approach to real estate. He actively represents clients in residential, commercial, luxury and ranch properties. “They also like that I’ve figured out what works best for marketing properties as well as possible,” he says. Among his standard marketing practices are the use of drone videography and professional photography for every listing, as well as lifestyle videos. “First and foremost, though, I only take on properties that I am confident I can sell.” This approach demonstrates the value he places on people’s time. “We also offer a special perk of property specific websites with custom URLs.” Copyright Top Agent Magazine 9

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Online and video marketing are the most effective components of Shane’s sales package. He takes digital marketing to new levels and directs all print marketing to the websites. This creative aspect of marketing homes is one of Shane’s favorite aspects of the business, as is the ability to sell properties that other agents haven’t been able to sell, with a growing bulk of his business coming from referrals. “I know several business owners in Bakersfield,” he says. “Referrals have been doubling every year.” Shane aims to become the #1 agent in Bakersfield, an exponential growth goal that is attainable, he believes, especially with continued dedication to the community. Among his community efforts, Shane offers some of his vacant investment properties as a roof over Top Agent Magazine

the heads of people who have been out of luck and are trying to get back on their feet. He says that while this may not be a traditional form of community service, it’s meaningful for him to help others and it also keeps the homes secure until sold. He and his wife are also busy with their church, helping with events such as a 2018 Tim Tebow Rising Stars event that provides young people with disability the night of a lifetime along the lines of red-carpet prom, complete with limousine service from the company Shane sold. Shane continually goes over and above for clients, whether they need utilities activated, smoke detectors installed or any number of other services. “At closing, I bring them personalized gifts,” he says, adding that he’s always available Copyright Top Agent Magazine11

to them. “It drives my wife crazy that I always answer the phone!” he says with a laugh, noting that first and foremost, his wife and young daughter are his top priorities. But the special touches

Shane offers clients create relationships that feel those of family and close friends. “I love being able to help people achieve exactly what they want and being part of a happy, emotional time.”

To learn more about Shane DeBerti (BRE# 01950272), visit mydivineproperties.com or go to Facebook, email shane@mydivineproperties.com, or call 661.444.1467 (Bakersfield) or 805.710.7773 (Central Coast) https://www.facebook.com/DivinePropertiesrealestate/

(Broker BRE# 01929732)

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business. Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of Top Agent Magazine

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base. 13

Become a referral partner with industry peers

Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set. You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again. It will not only sharpen your sales skills, but could generate a lot more business. People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even

with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do. Top Agent Magazine

Partner up with a Relocation Company

Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®. The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest. Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property. Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills. Take on properties they haven’t been able to sell. You can even offer to throw an open

house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much

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it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell. 15

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CASEY MARKOVIC Top Agent Casey Markovic of Berkshire Hathaway Home Services in Beverly Hills has firmly established himself as an up-and-comer to watch in the highly-competitive Southern California real estate market, and got there through a combination of knowledge, enthusiasm and sheer determination in the face of odds that would have deterred someone of lesser character. After a lengthy career in the mortgage side of the business, Casey made the transition to real estate sales just over two years ago after being presented with a novel opportunity to represent a highly-visible VIP client who was looking to purchase a home. With the blessing of his Broker, he switched his license from finance to sales. “Ultimately we went into escrow and the deal canceled, and the client ended up not buying at all. I was just this sort of naïve mortgage broker thinking it would be a piece of cake to come into the business and start selling. Safe to say I was dead wrong.” After a period of little to no business, Casey’s persistence paid off when he convinced a builder to let him sell a newly-constructed home. “I walked on that site every day for 6 months straight, I got emotionally attached to the project and refused to take no for an answer.” That snowballed into multiple referrals from the builder, and today Casey’s business is thriving and continuing to grow at a rapid pace. “I was finally able to catch my groove,” he says. Casey’s loyal client base sticks by him and continues to refer new customers because, he believes, “my personal goal is to stay hungry, stay persistent, stay on the phone and stay in front of people. One thing I’ve learned is that buyers and sellers love agents who are interested. They really need to feel like they’re the only client you’re working for.” Empathy plays a large role in Casey’s success, as well. “A lot of my way of doing business is to put myself in the buyer or seller’s shoes and think how I would want my agent to be,” he says, “and that’s how I choose to treat my buyers and sellers. I’ve chosen the path of hard work and persistence, and my clients tend to appreciate that.”

While based in upscale Beverly Hills, Casey sells pretty much the entire Los Angeles Metro area, with recent sales of homes in such disparate locations as Pasadena, the San Fernando Valley and even coastal Malibu. “I work for my clients, and go wherever they need me to go.” Intelligent and strategized marketing also plays a role in Casey’s continued success. Utilizing tried and true methods like emailing and phone calling, he also takes time to cultivate relationships with other agents. “I’m constantly cold e-mailing agents I’ve never met or spoken to in my life.” A heavy internet presence on web portals like Zillow and on social media rounds out his approach. “It’s a numbers game,” he says. “I guerrilla market my listings from all aspects.” As someone who once held a routine, punch-the-clock accounting job, Casey enjoys the flexibility and challenges that his real estate profession provides. “I love the unpredictability,” he says. “Working a nine-to-five job sucked the energy out of me. With real estate, every day is a new story and new opportunity to prove myself.” When he’s not working, Casey enjoys nothing more than spending time with his fiancé and their three-year-old son. “I like hanging out with my son, watching him grow, playing with him, taking him to soccer. My days revolve around my kid when I’m not working. I’m a new dad and I’m soaking it all in and it’s an amazing experience.” Casey also gives back to his community via multiple charitable organizations, including those servicing veterans. When asked if he has any advice for those thinking about entering his profession, Casey replies: “The thing about real estate is that you can go from zero to hero pretty quickly if you put the work in. By no means am I a hero yet, but I feel like I’ve created a path where I can see the light at the end of the tunnel. Each agent’s path is different; I just hope that every agent finds their path the way I did.”

For more information about Casey Markovic please call 310 - 596 - 1815 or email CaseyJMarkovic@gmail.com Top Agent Magazine

Are You Doing Business As YOU On Facebook? Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page? Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?” The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use. Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times. We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers. They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you). 2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us. Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. 18

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

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

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

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

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

An open house is a lucrative opportunity to find buyer or seller clients –selling the listing itself may also be the goal, but an agent should not pass up this chance. There are 4 distinct strategies an agent can immediately employ to juice up their open houses and get awesome leads. 20

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

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

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

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

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

Also, adding on door-knocking or If they reply with a “don’t know” type flyer-hanging to your mailings boosts of answer this usually means they are your neighborhood equity even more. indeed looking but are just not ready yet to reveal this to you, so you will 3.Close and Qualify need to work to make a connection. Engage every single visitor in closing Good consultative sales connections dialogue, because every single visitor are made when you can make them feel you’re not pushy and are able to is there for a reason. directly resolve their problem. While smiling, with shoulders erect, and maintaining suitable distance, A “yes” type of response is great, but look them in the eye and offer your you should take the qualifying step of handshake while stating your full asking them if they’re working with another agent. If they are, the dyname and company—and then ask: namic booklet comes in handy again: “Are you out looking to buy a home “If for any reason your agent is today?” unavailable to show you homes, I can be reached at the phone number in There are 4 categories of answers, this booklet. Plus, it contains fantastic and any answer they provide is an resources for searching online and a opportunity to get to the marrow of discount on financing.” what they need. There are “nos”, “don’t knows,” “yeses,” and “other.” If you can’t get a sandwich, get a bite. If they are definitive about looking, If they reply with a “no” variety of and don’t have an agent, then they are answer, then you can hand them your available for you to work with and 22

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

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

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

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