SOUTHERN CALIFORNIA EDITION
SMALL YARD? BIG STATEMENT: How to Make the Most Out of Micro Outdoor Spaces Easy Blog Topics for Your REAL ESTATE BLOG EMOTIONAL FLUENCY: How to Communicate with Clients When Tensions are High MODERN EMAIL ETIQUETTE for Today’s Agents
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PHILIP KANG COVER STORY
MELISSA TUCCI
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SOUTHERN CALIFORNIA EDITION
PHILIP KANG After honorably completing his military service, Philip Kang was eager to face his next challenge. 7 He earned his first taste of the real estate industry as a loan officer, before making the transition to pursue his license back in 2009. Then, he earned first-hand experience working alongside short sales and distressed properties. Soon enough, he recognized the limitless potential of the industry and set out to take his practice to the next level. Today, Philip is now in command of a steadfast reputation for professionalism, diligence, and integrity.
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his own right, Philip’s understanding o inventory, and its regulations are unpara I’m familiar with financing and inves how to take advantage of various fina and help people make strategic choice an advisor, that knowledge really helps
When it comes to marketing propertie team put their detail-oriented talents t ning with pre-market preparations, P consultation prowess of a design co Based in Fullerton, Philip heads a tightknit team incorporates professional photograph MELISSA TUCCI PHILIP KANG that includes four agents serving the greater Orange Matterport 3D tours to provide pro County region. Thus far, more than 50% of Philip’s business is with an immersive first impression. Next, all listing generated by repeat and referral clientele—a testament to his through social media, the top online listing platform professional resolve and proven follow-through. In considering Philip’s enduring relationships with fellow indu his working philosophy, Philip cites meticulousness, education, in the area. What’s more, listings achieve exposu and communication as the foremost tenets CONTENTS of his business model. level, securing interest both locally and abroad. “W Likewise, morally-grounded ethics are central to his mission, and marketing, we really focus on preparation,” he says. Philip makes it a point to empower his clients through forthright believers in maintaining good relationships with ot advocacy. “WhetherFOR we are working with a18) sellerSMALL have an excellent networking 5)information EASY and BLOG TOPICS YARD? BIG system in place.” or a buyer, we make sure they are fully informed about what to YOUR REAL ESTATE BLOG STATEMENT: HOW TO MAKE expect,” he explains. “We don’t overpromise and under-deliver. We Beyond the office, Philip most enjoys time spent w THE MOST OUT OFas MICRO make sure that no detail is overlooked, and we’re very commuloved ones, as well escaping on the occasional t nicative and responsive—using whatever form of communication alongsideSPACES his wife. Looking ahead, Philip has pl OUTDOOR 13) EMOTIONAL FLUENCY: works best for our clients. We stay available at all times and it’s our growing his business mindfully, with an eye on the HOW COMMUNICATE number TO one goal that clients feel comfortable and confident about launched his enterprise years ago. “As we continue to the decision-making and moving forward in their 22) lives.”MODERN want to lose sight of our values,” he says. He also p WITH CLIENTSprocess WHEN EMAIL Furthermore, Philip and his team are proactive when it comes building relationships in the community as he and h TENSIONS ARE HIGH ETIQUETTE FOR TODAY’S down to the details, ensuring that every consideration and piece of to serve aspiring buyers and sellers, one home at a AGENTS fine print is accounted for. “It really comes down to our attention to Philip and his team are on track to close on $50 mi detail,” he says. “I’m very meticulous about details. When I started with a goal of closing $100 million in 2019. As a off in this business, I knew I had to go above and beyond in order to nationwide, the task is well-suited for Philip. Finall compete. That’s the principle we started off with, and we’ve really decade’s worth of experience behind him and an am carried that through in our business today.” for the road ahead, Philip Kang considers what he en his career thus far. “I have a lot of respect for those i Considering his prior experience in lending, Philip also offers clients he says. “If you rise to the challenge, put in the wor Phone 888-461-3930 | Fax 310-751-7068 the value-add of his financing knowledge. As a real estate investor in right choices—it really is a lifechanging industry.”
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No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S.
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Easy Blog Topics for Your Real Estate Blog Today, blogging looks a lot different than it did back in 2007, when the platform was just beginning to take off. Successful bloggers don’t choose blog topics on a whim. They think strategically and develop pillar content that their target audience will come back to again and again. Real estate bloggers should be less concerned with whether the same post already exists (it does) Top Agent Magazine
than with how they can be more informative and helpful than their competition. Your personality is likely the thing that your clients connect with, and your blog is another place where you can let it shine. Pillar content refers to those evergreen posts that never get old because they are always timely. Think about those questions that you’ve had to
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answer a hundred, if not thousands of times— that’s your pillar content. Wouldn’t it be nice if you could direct your clients to a blog post or, better yet, they discovered the answer on your website rather than you having to constantly repeat yourself?
Or maybe you helped a client sell their house for much more than they were expecting by conducting a series of small and inexpensive renovations. Tell your readers how you did it.
Evergreen Content
Your clients are likely new to the area. Inform them about upcoming community events or mom-and-pop shops they may have never heard of. Are there hiking trails or parks nearby? What’s the best place to grab a cup of coffee before work or a beer after? You can spotlight these places regularly as a monthly series.
This should really make up the bulk of your content. The possibilities are endless, and you could easily come up with an entire year’s worth of content with only a few hours of brainstorming. Here are some examples: You could provide your readers with a list of questions they should ask when interviewing a realtor, the steps to becoming a real estate investor, real estate facts all first-time homeowners should know, steps new parents should take to prepare their home for a baby, recommended vendors for home maintenance, or common real estate terms defined. You could explain to your readers what they need to know about home staging, which home renovations add the most value to their home, how to research schools or crime rates in specific neighborhoods, what a home association is, or how to start flipping houses and buying foreclosures.
Case Studies Sometimes realtors work with a client for years before they are ready to buy a home. Personal finance blogs are a thing for a reason. People want to see exactly how someone else achieved a shared goal. If you have a close relationship with a client who you helped become a homeowner, consider interviewing this client and writing up a case study that shows exactly how the two of you worked together to achieve this goal. 6
Stay Local
There are plenty of real estate news outlets that will be posting about the state of the market—but they won’t be talking about your specific community, and that’s where your blog comes in. Of course, if you only blog about community functions or properties on the market, then as soon as that event is over or that listing is sold, your content ceases being useful. The best real estate blogs balance their content by posting a little about all the above. Maintaining a high-quality blog means your prospective clients don’t need to visit several websites to have their questions answered because you’ve done the work for them. It’s a tool that helps you make a great first impression. If you still need help coming up with blog topics for your real estate blog, consider sending a survey out to your clients. You can send it via email and post it on social media. Ask your clients what real estate problems they need help solving and write your content with their responses in mind.
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MELISSA TUCCI 7
Top Agent Melissa Tucci has her finger on the pulse of the San Diego real estate market. Ranked as the number one Coldwell Banker Agent in both for California and Nationwide, and as the Official Agent of the San Diego Padres, Melissa has spent nearly two decades cultivating her reputation as a Realtor who consistently goes above and beyond for each and every one of her many grateful clients. Her focus on exceptional client service, coupled with her deep well of industry knowledge have set her firmly at the pinnacle of her profession. 8 Copyright Top Agent Magazine
Melissa found success in the industry almost instantaneously. “I took off running from the get-go,” she remembers. “I had a great first year, so I knew it was the right field for me, and my business has grown every year since then.” Melissa obtained her broker’s license in 2005, and since then she has become the recipient of numerous awards and accolades attesting to her business acumen, her dedication to her profession, and her authentic, ethical approach. Her recognition as San Diego Magazine’s 5-Star Winner for Customer Satisfaction a staggering nine years in a Top Agent Magazine
row is impressive by any standard. She has also been recognized multiple times by this magazine, appearing on our front cover three times. With nearly half of her business based on repeat and referral clients, Melissa is clearly inspiring deep loyalty among her buyers and sellers. “I always listen to what my clients have to say,” she says by way of explaining this loyalty. “I respond in a very timely manner, and I’m always there for them to share my knowledge. I have the Top Agent Magazine
answers at my fingertips, because I’ve been doing this for a really long time.” There are many other factors, as well, including her Copyright Top Agent Magazine 9
impressive work ethic and her personable nature. “I make my clients feel as if they’re my only client,” she says. Melissa’s status as the Official Agent of the San Diego Padres baseball team is a testament to Melissa’s Top Agent status. “I’m the only agent the team has ever endorsed,” she says. “So that definitely sets me apart from my peers. I’m able to help the players and the staff, and I get to market with all their partners and have signage in the ballpark.” Her presence as a real estate specialist on local 10Copyright Top Agent Magazine
(though soon to be national) television show The American Dream and her appearances on a local radio show have only increased her visibility and provided an exceptional showcase for her listings. Melissa’s comprehensive and intelligent approach to marketing ensures that each and every one of her listings is seen by as many potential buyers as possible. High-end professional photography, drone videos, Matterport Floor Plans and individual websites for each listing are among the many tools in her arseTop Agent Magazine
nal. Additionally, Melissa leverages social media to great advantage using platforms that include Facebook, Instagram, Snapchat and Twitter. “You really have to be up on social media and technology,” she says, “because people want immediacy and newspapers and magazines don’t typically provide that anymore.” Despite the financial rewards of her chosen profession, Melissa points to the more personal side of the business when asked what she enjoys most about what she does. “I love Top Agent Magazine
the aspect of helping people,” she says, her sincerity obvious. “I love when people get their dream home or when they’ve sold their house and feel like they got a great price for it. I feel like I get to make a difference in people’s lives and that’s very important to me.” Melissa is a firm believer in giving back to her community, and though her philanthropic efforts are too numerous to list here in their entirety, she has been involved with the YMCA, the National Breast Cancer Foundation, the Make-a-Wish Foundation and Copyright Top Agent Magazine11
the Miracle Babies Non-Profit Organization, among many others. She also donates a portion of each commission to the San Diego Foundation which benefits multiple local charities. During those rare moments when she isn’t servicing her buyers and sellers, Melissa enjoys nothing more than spending time with her husband and three children. She is also an avid runner.
As for the future, Melissa is looking forward to growing her business. In anticipation of this, she recently tore down two properties she owns and is in the process of building a 29,000 square foot commercial mixed-use building where they once stood. “When the building is done,” she muses, “I would potentially consider creating a team and getting more people involved. I’m so excited to see what the future holds.”
For more about Melissa Tucci, please call 619-787-6852, email Sold@Melissatucci.com, or visit MelissaTucci.com www.
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Emotional Fluency:
How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently Top Agent Magazine
involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout. Acknowledging this, how do you steer the ship when emotions and tensions are running high?
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For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.
Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s
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why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or
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what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.
When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems
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clearly and with solutions already in hand. Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.
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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client 16
needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on. Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.
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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 18
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 Top Agent Magazine
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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PHILIP KANG After honorably completing his military service, Philip Kang was eager to face his next challenge. He earned his first taste of the real estate industry as a loan officer, before making the transition to pursue his license back in 2009. Then, he earned first-hand experience working alongside short sales and distressed properties. Soon enough, he recognized the limitless potential of the industry and set out to take his practice to the next level. Today, Philip is now in command of a steadfast reputation for professionalism, diligence, and integrity. Based in Fullerton, Philip heads a tightknit team that includes four agents serving the greater Orange County region. Thus far, more than 50% of Philip’s business is generated by repeat and referral clientele—a testament to his professional resolve and proven follow-through. In considering his working philosophy, Philip cites meticulousness, education, and communication as the foremost tenets of his business model. Likewise, morally-grounded ethics are central to his mission, and Philip makes it a point to empower his clients through forthright information and advocacy. “Whether we are working with a seller or a buyer, we make sure they are fully informed about what to expect,” he explains. “We don’t overpromise and under-deliver. We make sure that no detail is overlooked, and we’re very communicative and responsive—using whatever form of communication works best for our clients. We stay available at all times and it’s our number one goal that clients feel comfortable and confident about the decision-making process and moving forward in their lives.” Furthermore, Philip and his team are proactive when it comes down to the details, ensuring that every consideration and piece of fine print is accounted for. “It really comes down to our attention to detail,” he says. “I’m very meticulous about details. When I started off in this business, I knew I had to go above and beyond in order to compete. That’s the principle we started off with, and we’ve really carried that through in our business today.” Considering his prior experience in lending, Philip also offers clients the value-add of his financing knowledge. As a real estate investor in
his own right, Philip’s understanding of the market, its inventory, and its regulations are unparalleled. “Because I’m familiar with financing and investments, I know how to take advantage of various financing programs and help people make strategic choices,” he says. “As an advisor, that knowledge really helps build trust.” When it comes to marketing properties, Philip and his team put their detail-oriented talents to work. Beginning with pre-market preparations, Philip enlists the consultation prowess of a design coordinator, then incorporates professional photography, video, and Matterport 3D tours to provide prospective buyers with an immersive first impression. Next, all listings are leveraged through social media, the top online listing platforms, and through Philip’s enduring relationships with fellow industry colleagues in the area. What’s more, listings achieve exposure on a global level, securing interest both locally and abroad. “When it comes to marketing, we really focus on preparation,” he says. “We are also big believers in maintaining good relationships with other brokers and have an excellent networking system in place.” Beyond the office, Philip most enjoys time spent with family and loved ones, as well as escaping on the occasional travel adventure alongside his wife. Looking ahead, Philip has plans to continue growing his business mindfully, with an eye on the core values that launched his enterprise years ago. “As we continue to grow, we never want to lose sight of our values,” he says. He also plans to continue building relationships in the community as he and his team continue to serve aspiring buyers and sellers, one home at a time. This year, Philip and his team are on track to close on $50 million in volume, with a goal of closing $100 million in 2019. As a Top 1% Agent nationwide, the task is well-suited for Philip. Finally, with nearly a decade’s worth of experience behind him and an ambitious outlook for the road ahead, Philip Kang considers what he enjoys most about his career thus far. “I have a lot of respect for those in this business,” he says. “If you rise to the challenge, put in the work, and make the right choices—it really is a lifechanging industry.”
To learn more about Philip Kang email Phil@KNARealEstate.com, call (714) 724 – 1842, visit KNARealEstate.com, or his Facebook page here www.
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Modern Email Etiquette for Today’s Agents In today’s tech-forward culture, consumers are constantly inundated with promotional emails, alerts, invites, and social media blasts. As a real estate agent or a loan officer, how do you stand apart from the noise? What’s more, how do you stay relevant in a digital landscape that’s constantly changing? For starters, there are a few timeless techniques you can apply to up your skillset when it comes email and digital communication: asking questions that
inspire conversation, politeness, and following up regularly—to name a few. Likewise, there are surely new tricks you can add to your arsenal to stay ahead of the curve. Let’s outline a few ways you can refine and update your email etiquette to compete in today’s virtual marketplace.
Make your subject line count Too often, we labor over the content of our emails without giving much thought to subject lines.
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Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. However, these little headlines can go a long way in luring the consumer to open your email and ultimately click through to your website in search for your services. An enticing subject line should be short and sweet, ideally less than fifty characters. You might also include the name of the recipient, and be up front (though concise) about the subject matter of your message. Remember: the first thing a client will see is your name and subject line—be sure to make this prime real estate shine.
Think mobile Research tells us that 79% of Americans check their phones within fifteen minutes of waking up. In fact, much of modern day correspondence occurs by smartphone. Accordingly, you’ll want to account for email readability on a mobile phone. For instance, incorporating paragraph breaks for each new thought allows information to be parceled out in a palatable way for readers utilizing small screens. Also, any sort of graphic flair or links within your email should be shortened and streamlined for mobile consumption. Send yourself an email every now and again and access it from your phone—you’ll be able to double-check that all the elements of your emails are working well on a mobile platform.
Incorporate email tools There are excellent tools out there to enhance your email experience. With just a quick download,
you can add spellcheck, a URL address shortening feature, or a delay option that holds emails for thirty seconds before they’re sent. Think about the possibilities! Haven’t you sent an email without including the attachment you intended, or realizing you sent correspondence to the wrong client? If that’s the case, a delay feature can help you save face and build in a window for error— just in case. Regardless of which tools speak to your email habits, there are plenty of add-ons out there that can revamp your digital correspondence style.
Use email to maximize your online presence These days, there are plenty of ways to communicate—email, text, phone, apps, and social media. When you interact through email, consider it an opportunity to invite your client to follow you elsewhere online. Ensure that your email signature includes unobtrusive, streamlined links to your social media accounts, professional website, or review page. This will build in an opportunity for clients to engage with your brand, and you may even add an online follower for the long term. Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. Keep these approaches in mind as you reenergize your email technique and fortify your communication in the digital era.
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