SOUTHERN CALIFORNIA EDITION
THINKING OF LISTING? Nine Ways to Get Ready
ADDING VALUE TO LISTINGS
MY CRYSTAL BALL: You CAN
& the Advantage of Identifying Neighborhood Amenities
Predict You’ll Be Successful Selling Real Estate COVER STORY
DARRELL DONE
COMPLETE RETROFITTING AND WATER CONSERVATION COMPLIANCE (PER SENATE BILL NO. 407)
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SOUTHERN CALIFORNIA EDITION
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DARRELL DONE
CONTENTS 4) ADDING VALUE TO LISTINGS & THE ADVANTAGE OF IDENTIFYING NEIGHBORHOOD AMENITIES
15) SMALL YARD? BIG STATEMENT: HOW TO MAKE THE MOST OUT OF MICRO OUTDOOR SPACES
6) MY CRYSTAL BALL: YOU CAN PREDICT YOU’LL BE SUCCESSFUL SELLING REAL ESTATE
19) THINKING OF LISTING? NINE WAYS TO GET READY 22) CREATIVE MEDITATION FOR THE REAL ESTATE PROFESSIONAL
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Adding Value to Listings & the Advantage of Identifying Neighborhood Amenities Everyone knows the famous real estate phrase: location, location, location. In fact, it is hard to underestimate the pivotal role that a region can play when it comes to determining a home’s value. In today’s competitive market, the littlest things can truly add up—especially when it comes to neighborhood amenities. While most savvy agents know the figures regarding school 4
district ranking and local property taxes, have you ever considered the under-the-radar amenities that drive buyers and bidding wars? To derive the highest value from a listed home, you need to paint a complete picture of the area in which you’re selling. With that guiding principle in mind, let’s consider a few modern amenities and how they add drastically to your bottom line.
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Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites. A little can go a long way: restaurants, coffee shops, and entertainment
Know thy history: creating a narrative of the neighborhood
Everyone has a favorite take-out spot, coffee shop, or neighborhood watering hole. Identifying the key players in an area—such as restaurants, nightlife, and entertainment hotspots—will create a livable picture that prospective buyers can latch onto. Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites. While a cute coffee shop down the street may seem like a bonus instead of a foundational amenity, you never know what kind of homebuyer you might net if you include the cozy characteristics that make a house a home.
As humans, we’re drawn to narratives. Sales pitches and marketing campaigns hinge on an alluring storyline. That’s why understanding a neighborhood’s history can frame and contextualize a property to great effect. After all, buyers aren’t just drawn to sturdy foundations and bedroom counts; they like to imagine their lives unfolding inside those four walls. Get a sense of the area’s historical timeline, architectural style, noteworthy community members, and the like. Conveying this intriguing information to buyers helps them connect more personally with a property, while understanding the holistic picture of their potential new home.
From here to there: public transportation and commuter access While this rule may not apply to all properties, considering access to public transportation is a major draw for today’s buyers. Especially amidst the more eco-conscious Millennial segment eager to buy within city limits—knowing public transportation access points and schedules can add serious value to listed properties. Also, think outside the box: do nearby thoroughfares boast dedicated bike lanes? Are there plans to expand rail lines to the area in the future? Deliver a confidant picture of the area’s public transportation access and prospective buyers will trust your expertise. Top Agent Magazine
While it is always good to cover the basics of school districts and property values, it is even more useful to expand your knowledge base and bring a warm, human element to locational knowledge. Not only will you appeal to a younger demographic of homebuyers who values this strategic information, but you will also broaden your understanding of your service area at large. Think of it this way: a neighborhood is far more than a collection of homes on a block. A neighborhood is about atmosphere, access, and a sense of community. If you authentically appeal to this guiding truth, and buyers will surely rise to the occasion.
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My Crystal Ball:
You CAN Predict You’ll Be Successful Selling Real Estate ►Carla Cross, CRB, MA
You can predict if you’ll be successful in real estate. It’s not what you think, either. Top Agent Magazine ®
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Grab the best business start-up plan you can find and start the plan. Find someone to coach you to the plan. What New Agents Expect From my survey of hundreds of agents under three months in the business, I found that more than 1/2 of them expected a sale the first month of the business. What does that mean? When do they have to start looking for leads? That first week in the business! Yet, how many new agents start lead generating even in the first month? How long have you been in the business? When did you start lead generating on purpose? Or, have you started? That’s why my book, Up and Running in 30 Days, now in its 6th edition, has you lead generating in week one. It’s your assurance plan you will get a sale fast and will stay in the business.
Expecting ‘Dumb Luck’ to Carry You to Success Inevitably, there is a new agent who has an Aunt Martha in his back pocket. That is, Aunt Martha wants to buy a home, and has told nephew Tommy she’ll wait until he gets his license to purchase from him. Ca-ching. Dumb luck. Tommy concludes that’s how the business goes. You just wait for someone to find you and
sell them a home. We know that’s not the norm, though. Unfortunately, Tommy’s going to wait a long time for that next transaction! The ‘dumb luck’ approach to the business results in low results. Since the ‘dumb luck’ agent isn’t doing a business start-up plan, we have no way of predicting results, because we can’t measure businessproducing activities. We can only measure other ‘dumb luck’ agent incomes. That’s way too late to actively coach–or to terminate with purpose.
Your Manager Could be a ‘Dumb Luck’ Manager– Pardon the Expression… Dumb luck managers just look at results; sales and listings sold. So, they are not aware that agents may be failing for months. If new agents expect to make a sale in month one, how many months do you think it takes for them to get dis enheartened? 2-3? Not long. So, once new agents are mentally and emotionally out of the business, they will resist any help from managers. They’ve decided they can’t make it in the business. They’ll stay awhile, though, for ‘dumb luck’ transactions.
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Are You Lead Generating on Purpose? Are you working a specific, prioritized lead generating plan? Is it made up of prioritized lead generating activities? Does it have ratios of activities to results, so the new agent knows whether he is on track to his goals? Here are my activity ratios from Up and Running that will result in 8-12 transactions the first year in the business: • 20 contacts to get one buyer or seller lead • 8 times of putting people in the car to sell someone a home • 3 listing appointments to gain one marketable listing
• 80% of listings sell • 80% of transactions close What are the ratios in your office? Do you know? Do you know the work it takes to consistently generate the income you want to generate? Or, are you counting on ‘dumb luck’?
Best Advice to Create your Assurance Plan Grab the best business start-up plan you can find and start the plan. Find someone to coach you to the plan. Analyze your numbers frequently. You’ll stay on track AND assure your success.
https://carla-cross.com In the real estate business for over 3 decades, Carla Cross is an international speaker, trainer, and coach for real estate. She specializes in career development, business planning, leadership, and instructor development.
She’s won numerous sales and leadership awards in each area, including being named as a National Realtor Educator of the Year. A popular international speaker, Carla has spoken on leadership and training topics for 16 years at national Realtor conventions. Author of eight books on real estate sales, her wildly popular book, Up and Running in 30 Days, is used by hundreds of thousands of new agents internationally to start their careers right. Top Agent Magazine ®
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With more than 25 years of experience in the greater Pasadena area, Top Agent Darrell Done specializes in marketing “architecturally significant properties” designed by renowned architects. For REALTOR® Darrell Done, entering the real estate profession gave him the chance to have an impact on people’s lives—not just to sell real estate. “I realize that real estate is about life changes,” says Darrell. “You get married, you want to buy a house. You get divorced, you need to sell the house. You buy a little house, you have a baby, so you need to buy a bigger house. The kids grow up and move 10 Copyright Top Agent Magazine
out and the house is too big. Then you need a smaller house. Every step of the client’s life journey involves real estate, and I’ve had the good fortune to be involved.” He adds, “My goal is always to minimize the disruption to my clients’ regular daily life. It’s not merely about buying or selling a house, it’s about helping them through this transition, and real estate is a component of that transition.” Top Agent Magazine
With more than 25 years of experience in the greater Pasadena area, Darrell’s journey into real estate began after a successful career in the men’s apparel business, working in buying and product development. Faced with the uncertainty of corporate takeovers, he decided to take control of his own career and pursue his passion for real estate. Today he
specializes in marketing “architecturally significant properties” designed by renowned architects. “I love to explain to people about architecture and help them understand when these houses were built in the early part of the 20th century, why the architects did the things that they did and how clever they were.” He serves as Global Luxury Director
Darrell serves as Global Luxury Director for the South Lake office of Coldwell Banker and has been designated an Architectural Properties Specialist.
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With a remarkable 70 percent of his business stemming from repeat and referral clients, Darrell’s annual sales volume consistently reaches between $25-30 million, demonstrating his ability to navigate the ever-changing real estate market. for the South Lake office of Coldwell Banker and has been designated an Architectural Properties Specialist. With a remarkable 70 percent of his business stemming from repeat and referral clients, Darrell’s annual sales volume consistently reaches between $25-30 million, demonstrating his ability to navigate the ever-changing Copyright Top Agent Magazine 12
real estate market. “I’ve been in this job for 25 years,” he notes. “I’ve seen lots of market cycles and we are never consistent. The business cycle is always changing because the world is changing and consumer confidence varies from cycle to cycle. My goal is to continue to figure out the best way to help clients by looking at real estate as the most important investment people make. I stay on Top Agent Magazine
top of trends, not only in real estate but in the business cycle and the political cycle to see how that will affect the real estate market. The only thing that is certain is uncertainty.” Outside of work, Darrell enjoys attending concerts and immersing himself in southern California’s outdoor activities. He has
served on the board and has been president of the Young and Healthy organization, which helps youth from disadvantaged families receive medical care. He has volunteered with the Pasadena Symphony for many years, sponsoring outreach programs for children to attend free concerts and learn more about music education. Darrell
Darrell has achieved membership in the Top 100, a select group of 100 agents out of more than 4,000 Coldwell Banker agents in southern California.
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serves as chairman of the Pasadena Parking Commission and is a member of the Holy Family Church’s Pastoral Council.
of Coldwell Banker agents internationally, Darrell has also achieved membership in the Top 100, a select group of 100 agents out of more than 4,000 Coldwell Banker agents in southern California. He is one of only six Coldwell Banker agents in Pasadena to be the recipient of the Distinguished Achievement Award for sales.
Having achieved membership in Coldwell Banker’s prestigious International President’s Premier, which represents the top one percent
To contact Darrell Done, call 626.354.3551, email darrell@darrelldone.com or visit his website: DarrellDone.com www.
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Small Yard? Big Statement: How to Make the Most Out of Micro Outdoor Spaces When house-hunters compile their lists of musthave home items, a dreamy backyard space is often near the top. After all, who doesn’t want an outdoor oasis of their very own? From summer barbecues to open space for your dog to frolic— everyone has their own aspirations when it comes to creating the perfect backyard paradise. But as homebuyers seek properties deeper within city limits, and Millennials opt for properties with Top Agent Magazine
urban amenities and access, home-connected outdoor spaces are becoming a bit smaller in stature. Of course, size isn’t everything when it comes to outdoor space. Even balconies, rear patios, and ultra-tiny yards can provide homebuyers with the outdoor reprieve they crave—even on a smaller scale. For a few ideas that can help you envision all the possibilities of a micro outdoor space, read on for inspiration.
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Think vertically. When space is at a premium, think up instead of out. In other words, make the most of small spaces by capitalizing on your backyard, balcony, or patio’s overhead height. Mood-setting string lights, hanging pocket or wall gardens, floating shelves, and modern overhead hangings can create a sense of privacy and luxury without cluttering the square footage on the ground.
Soothing sounds set the mood.
Upgrade the look of structural components. Not in love with your patio pavers? Don’t have the sweetest view off your balcony? Whatever your small backyard living space gripe may be, there’s always a solution if you go back to the basics. Consider the structural components of your outdoor space that you aren’t in love with and there’s likely an affordable, eye-pleasing solution. For instance, plenty of home goods 16
retailers make a variety of punchy or luxe outdoor rugs that can disguise stained or lackluster outdoor flooring. Power-washing is another great solution for old grime and dirt that’s an eyesore. Don’t have a great view? Planting ivy on bare walls, installing adjustable mood lighting, or hanging planters can create a more inviting ambiance.
While there may not be room for a swimming pool or pond in a micro yard or balcony, you can still bring the calming presence of water to your outdoor oasis. Fountains run the gamut in sizing and price, making this amenity an easy acquisition. What’s more, a running fountain not only adds a soothing sound to your space, but it also helps drown out noise from the street or the neighbors—making your space entirely your own and stress-free.
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Don’t compromise on your culinary dreams. If you love to entertain in outdoor spaces or relish the chance to man the grill—small outdoor spaces don’t have to trip you up. Grill options (both propane and charcoal) come in a range of sizes, many of which can be outfitted securely to balcony posts or be tucked away and out of sight when out of use. Consider nesting tables or those with a removable leaf to adjust your seating and dining options depending on company.
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Another trick? A small, oscillating fan can keep air flow moving in a small space during grill season—and can be easily affixed to walls or posts, as well. Don’t let yourself or clients be discouraged by spaces with more limited square footage in outdoor areas. Furniture and design trends have already begun shifting toward providing better small-space options, and at the end of the day, a backyard space is all about providing an area for relaxation. With a few well-placed, strategic choices, you can still have it all.
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Laughs!
Graham Harrop Graham Harrop Cartoons Cartoons
Putting the power of humour to work for you!
Putting the power of humour to work for you! grahamharrop.com
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Thinking of Listing? Nine Ways to Get Ready The less time a home spends on the market, the more likely it is to sell at or above list price. That’s why our Top Agents recommend getting a property ready for marketing well before listing. Anyone who is even just starting to think about listing will benefit from some basic upkeep and pre-staging work. Even if you decide now is not the time to list, you’ll enjoy these simple improvements around the home. With the right local resources, most pre-listing preparations take less than a week and will make the formal staging process simpler for all involved. Ask Top Agents in your area for referrals of local pros to hire. Once you’ve selected your Top Agent, keep yourself open to his or her opinion on other TLC to help decrease your home’s market time. 1. Inspection: The last thing a seller or buyer wants is a surprise at
inspection. That’s why a complete inspection before listing is so valuable. Many necessary fixes, such as minor roof or appliance repairs, can be discovered and repaired in less than a week. If inspection uncovers a major issue, any Top Agent will tell you that this knowledge is power; disclosing and expecting to take responsibility will increase buyers’ trust without affecting market time. 2. De-Clutter: Take a little time to pack away surplus furniture items and
extra knick-knacks, papers, books or occasional-use items throughout your house. Remember this may require boxing away video game supplies or packing up comfy throw pillows and blankets. Move these items temporarily into closets, the garage or attic with the assumption of possibly renting a storage unit just before listing. 3. Paint: Whole-house painting is likely not necessary, but consider touching
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such as bathrooms, the office, family room and indoor recreation spaces. Also consider a little varnish on the front door or banister. 4. Artwork and Decor: Take a neutral look at your décor. Better yet, ask a
Top Agent to do so. Buyers should be able to picture themselves living in your home. While your Top Agent may not advise you to appear generic, you’ll likely need to thin out any shrine-like displays to family, hobbies or cultural interests.
5. Deep-Clean Housekeeping: After you’ve de-cluttered and touched up
the paint, request a deep cleaning from your housekeeping service and weekly cleanings thereafter. Make sure they pay attention to details like dusting or vacuuming window treatments and lampshades or wiping smudges off door jams and baseboard moldings. 6. Carpets and Rugs: Bring in the pros, but don’t just clean the carpets.
Because the cleaners will be moving furniture anyway, ask them stretch and tighten any buckled areas of carpeting. Doing so now saves the trouble of having to credit your buyer for this following final walk-through. Also consider removing small area rugs to let the beauty of your hardwood floors shine.
7. Look at the Loo: Buyers may not notice a brand-new toilet seat, but they
will turn up their noses at the one with the broken hinges. Freshly replaced toilet seats, faucets or doorknobs in heavily trafficked bathrooms can go a long way in first impressions.
8. “Mow & Blow”: Consider buyers as guests you want to feel welcome
as they ascend the front walk. If you don’t already have one, hire a weekly gardening service to keep up with the mowing, weeding, pruning and basic maintenance outside so you can focus on other things. 9. Staging: Once you’ve selected a staging professional for the finishing
touches, ask them and your Top Agent for final recommendations on day-today upkeep, storage options and what-to-do (or what not to do) while your house is on the market. 20
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Creative Meditation
for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental.
easily into the daily hustle & bustle world of the busy real estate agent.
Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite
• When driving to a showing or to meet a client
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First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning
• Before your open house begins • After the open house • Driving home in the evening Top Agent Magazine
Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts. These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument. Here are some examples of meditations you can try:
1 For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business. 2 Repeating a mantra can be very calm-
ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.
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3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.
4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.
Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis. When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity. 23
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