SOUTHERN CALIFORNIA 8-1-22

SOUTHERN CALIFORNIA EDITION

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REASONS

WHY YOUR PROSPECTS AREN'T TURNING INTO CLIENTS FEATURED AGENT

KIM WILDER A STEP-BY-STEP GUIDE TO CONVERTING INTERNET LEADS TO REAL LIFE SALES

THINKING OF LISTING? NINE WAYS TO GET READY

6 THINGS

ALL SUCCESSFUL NEGOTIATORS DO COVER STORY

DIANA SUTTLES

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as other social media including Instagram.

Kim also belongs to a SOUTHERN powerful business netCALIFORNIA EDITION working group in her area that helps boost her profile within her community.

Being involved in her community is important to Kim, and her brokerage, First Team, gives back every year through a Christmas toy drive to benefit a local foster care7 facility. Kim also supports Habitat for Humanity.

When she is not working or giving back, Kim enjoys spending time with her husband and two teenaged kids, going to the gym, traveling, playing polo and tennis, cooking, and relaxing in the beautiful wine country she calls home.

DIANA SUTTLES

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KIM WILDER

Looking toward the future, Kim says, “My goals are to grow my team and to give back DIANA by mentoring young agents. Getting into this CONTENTS SUTTLES business is tough and there’s so much to learn, so you really need to be taken 4) 7 REASONS WHYunder the wing 18) 6 THINGS ALL of someone who can teach AREN'T and train you.” SUCCESSFUL YOUR PROSPECTS Above all, Kim looks forward to continuing NEGOTIATORS DO TURNING INTO CLIENTS to serve her clients. “There is a great satisfacA STEP-BY-STEP tion that14) I derive from helping GUIDE someone buy 20) THINKING OF TO CONVERTING INTERNET their home,” she says. “I love guiding peo- LISTING? NINE WAYS LEADS REAL SALES ple through the TO process andLIFE helping them get TO GET READY the home where they will raise their families, make memories and live their lives. When I close a deal, whether it’s a listing where I’ve Phone 310-734-1440 | Fax 310-734-1440 gotten top dollar for a client, or I’ve helped mag@topagentmagazine.com | www.topagentmagazine.com buyers buy their dream home, it’s absolutely 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,I’ve Inc. Although the most rewarding experience everprecautions had 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. in a business setting.”

Kim putsto it, “Real To subscribe or change As address, send inquiry mag@topagentmagazine.com.

Contact Kim at 951-551-7 Published in the U.S. estate is not just a paycheck - it’s a calling. It email kimwilder@firstteam satisfies the service mindset that I have, and I or visit kimwilder.com absolutely it!”

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry.

But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

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1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours.

If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it?

Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too.

Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost.

It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening.

You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood.

When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door.

Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

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client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients.

As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier.

Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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DIANA SUTTLES

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DIANA SUTTLES “I think clients come back to me because of my integrity and transparency. It makes people feel comfortable, and they can tell that sincerity is number one for me.”

Diana Suttles, of Tehachapi, California, leverages a combination of thorough industry knowledge and interpersonal transparency to serve Antelope Valley and surrounding areas. Her willingness to go above and beyond for her clients, 8

especially first time home buyers, fuels her tremendous success in the competitive real estate industry of greater Los Angeles: “It’s such a joy to help various groups – particularly the veterans that we have around here, that’s one of my soft Top Agent Magazine

spots – helping them get into homes in the area that I serve.”

Originally, Diana started as an assistant working for a pair of brokers attached to Keller Williams. “I launched an office with them when I was brand new, and helped them run market centers for several years. I learned the marketing angle early on, and have progressed within the Top Agent Magazine

business ever since.” Her deep knowledge of the industry supports her ongoing career, and today, Diana is a solo agent working with the national Jason Mitchell Group. Her sprawling geographic area covers Antelope Valley, Bakersfield, and Tehachapi, and she averages fifty transactions each year.

Diana attributes her success to her 9

signature candor: “I think clients come back to me because of my integrity and transparency. It makes people feel comfortable, and they can tell that sincerity is number one for me.” Her devotion to transparency has helped her build a business that boasts forty percent repeat customers, and they are especially fond of the services Diana offers to help them manage the logistics of moving. “People remember the concierge service. I have alarm security services, moving services, discounted insurance services, and even utility services. A lot of clients find that

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helpful, especially if they’re moving in from out of state. Helping them get that taken care of turns a house into a home.”

This white glove service and attention to detail lasts long after Diana’s happy clients have left the closing table. “Two weeks after closing, I check in with all my clients to make sure everything is going well, and then every year on their house anniversary. I also host different events throughout the year, usually quarterly, just something fun to keep in touch. Whether that’s a movie showing somewhere, or a date night where we run events for the kids so that mom and dad can have a nice Top Agent Magazine

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Valentine’s Day together!” This unparalleled level of service extends outward to Diana’s greater community, and she participates in the local neighborhood watch, improvement association, and most enjoyably, “I volunteer quite a bit with all the kiddos at the local 4H Club!”

Now that Diana has cemented herself in

the industry, she looks forward to growing her influence by training and mentoring a team of buyer’s agents in the area.

If she’s not servicing clients, colleagues, or community, Diana can be found outdoors: “Gardening is definitely where I get grounded and check out, but until I moved here, I didn’t know what a desert sunset could look like!”

To learn more about Diana Suttles, visit dianasellscahomes.com, email dsuttles@jasonmitchellgroup.com, or call 661-425-2826. www.

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A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online.

Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales.

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RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up.

Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when Top Agent Magazine

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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KIM WILDER

With the ability to create strong personal connections with people and a knack for making the whole process as stress-free as possible, Kim Wilder loves helping her clients turn their real estate dreams into reality. Kim says her background in the entertainment industry as a television executive “made me a good listener and a good businessperson. I know how to give people exactly what they want, because that was my job for so long! Studio executives and celebrities are used to getting a high level of service, and that’s how I run my business.

I work with everyone from all walks of life on all kinds of sales, from manufactured homes to multimillion-dollar properties. Everybody gets the luxury treatment, regardless of price point.”

Diego County and Orange County. Kim’s repeat and referral business is growing at an exciting pace, owing to the great client experience she delivers. “People love my ability to connect with them on a personal level right away, and I’m very focused on getting them the best outcome,” Kim explains. “Whether it’s selling their home for way over asking price or finding them their dream home even in a difficult market, I make the process easy, streamlined, simple and stress-free. That’s my mission, and I love delivering for my clients.”

Kim serves the area known as SoCal wine country, including Temecula, Murrieta, and the surrounding cities of Menifee and Fallbrook as well as parts of San 16

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When it comes to marketing, Kim uses the best resources available to ensure optimum exposure for her listings. That includes ads on Google Business and Facebook, as well as other social media including Instagram.

Kim also belongs to a powerful business networking group in her area that helps boost her profile within her community.

Being involved in her community is important to Kim, and her brokerage, First Team, gives back every year through a Christmas toy drive to benefit a local foster care facility. Kim also supports Habitat for Humanity.

When she is not working or giving back, Kim enjoys spending time with her husband and two teenaged kids, going to the gym, traveling, playing polo and tennis, cooking, and relaxing in the beautiful wine country she calls home.

Looking toward the future, Kim says, “My goals are to grow my team and to give back by mentoring young agents. Getting into this business is tough and there’s so much to learn, so you really need to be taken under the wing of someone who can teach and train you.”

Above all, Kim looks forward to continuing to serve her clients. “There is a great satisfaction that I derive from helping someone buy their home,” she says. “I love guiding people through the process and helping them get the home where they will raise their families, make memories and live their lives. When I close a deal, whether it’s a listing where I’ve gotten top dollar for a client, or I’ve helped buyers buy their dream home, it’s absolutely the most rewarding experience I’ve ever had in a business setting.” As Kim puts it, “Real estate is not just a paycheck - it’s a calling. It satisfies the service mindset that I have, and I absolutely love it!”

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Contact Kim at 951-551-7624, email kimwilder@firstteam.com, or visit kimwilder.com http://

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6 Things All Successful Negotiators Do If you think about it, you’ve been negotiating your whole life. As a kid you negotiated constantly with your family, your teachers, and your classmates. If you’re a parent, you’re negotiating probably more than you ever have in your life. But it’s one thing to negotiate staying up late on a school night, people oftentimes have trouble translating those real world negotiation skills into the business world. But the truth is there are a lot similarities.

Expert negotiators all have skills and techniques they bring to the table. It’s quite possible you also have them, and don’t even realize 18

it. Here’s a look at some traits that are common among expert negotiators.

1. They keep emotion out of the process It’s very easy to feel frustrated, angry and defensive during a negotiation process. But when emotions run high, it’s often difficult to respond with logic and reason. This can be especially difficult if the person you’re negotiating with tries to escalate the situation. As the saying goes, keep calm and carry on. You

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have an end goal in mind, and getting heated won’t help you meet it. If things don’t go your way, remember it’s not personal. Best to leave the table with no hard feelings. Hopefully even though you may not have gotten what you’ve wanted this time around, you’ve established a foundation for success at your next try.

2. They’re reasonable If you don’t ask for what you want you’ll never get it, but at the same time, you need to be reasonable about what you’re asking for. Yes, ask for a little more than you want, so you have some wiggle room to compromise. But if you ask for too much too soon, you might shut down the person you’re negotiating with from the start, or even worse offend them. No one wants to feel like they’re being taken advantage of. Ask for what you deserve and you’ll never go wrong. At the very least you might start the conversation on how that might be possible down the line, if it isn’t just yet.

3. They’re well-prepared Part of being reasonable is being well-prepared. One of the biggest mistakes novice negotiators make is showing up over-confident and under prepared. Have the research and facts to back up what you’re asking for. Show your negotiation partner evidence of why what you’re asking for is not only fair, but necessary. Facts are hard to shoot down. This will also give you the confidence to really push for what you want. It’s not just something you think, it’s something that’s undeniable true. If you go in unprepared you’re more likely to flounder, which will damage your credibility going into future negotiations.

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4. They always strive for a win/win solution for everyone Yes, negotiations are about getting what you want, but as the old saying goes, you get more flies with honey than vinegar. Your negotiation partner might also have reasonable requests that you need to consider. Ultimately, successful negotiations are about compromise on both sides, and ending up with an outcome that benefits everyone.

5. They’re creative Problems and conflict are a natural part of any negotiation. One surefire way to impress, is to head off any impending roadblocks, by coming up with creative solutions. It’s easy to point out problems and be negative. Truly expert negotiators think outside the box, and dazzle with innovative concepts and ideas that leave everyone excited about the process.

6. They’re good listeners Listening in order to really understand where your negotiation partner is coming from is important for two reasons: you not only want to make them feel heard, but knowing what they want is invaluable information you can use to get what you want. At the start, you’re gathering information by asking questions and really hearing what they say, which includes picking up on body language and nonverbal cues as well. This is part of being well-prepared, using every possible thing you can to have an advantage.

Being in control of the situation, and then leading everyone to a successful conclusion all around is what great negotiation is all about.

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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

up baseboard moldings and doorways and open wall spaces in high-use areas 20

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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.

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