SOUTHERN CALIFORNIA 8-22-22

SOUTHERN CALIFORNIA EDITION

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Fresh New Approaches to Content Marketing

5 STEPS

TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE FEATURED AGENTS

JIN HONG CINDY SEDDON COVER STORY

GERARDO GONZALEZ

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

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FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

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CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

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BUILD A SOLID FOUNDATION

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

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SET GOALS

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

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The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons.

First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal.

To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar.

Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience.

Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded.

We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

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.

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GERARDO GONZALEZ

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Gerardo serves the greater Antelope Valley area, at the northern end of Los Angeles County. About 80% of his business comes from repeat and referral clients, an impressive feat that speaks to the exceptional service he provides.

Growing up in the restaurant business, Gerardo Gonzalez had the virtue of customer service instilled in him from an early age. He started working at his family’s restaurant when he was just 10 years old, working his way up the ranks and ultimately becoming co-owner of the business when his parents retired. When he finally decided to walk away from the restaurant industry and try something new, real estate was a no-brainer. Gerardo connected with a good friend who had gotten his broker’s license and opened his own brokerage, and he encouraged Gerardo to get his license too. Gerardo hasn’t looked back since, and for the past 6 years he has been helping clients achieve their real estate goals.

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Gerardo serves the greater Antelope Valley area, at the northern end of Los Angeles County. About 80% of his business comes from repeat and referral clients, an impressive feat that speaks to the exceptional service he provides.

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“I attribute my success to my restaurant days,” he explains. “Customer service was all I knew growing up, and I carried that over into real estate.” Gerardo prides himself on his many 5-star reviews from satisfied clients.

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“I love the relationship building and the people part of real estate,” Gerardo says. “The relationships I’ve formed over the years, and the interaction with people, are what I really love about real estate.”

Long after the closing, Gerardo nurtures those relationships by remaining in touch.

He reaches out to keep his clients up to date on market developments, and more importantly just to check in and see how they’re doing. “I like to be genuine with my clients,” Gerardo says. “I will check in not just with a blast email, but a personal text. I stay relevant and stay in touch with 12Copyright Top Agent Magazine

them by being personable and looking at them not just a client, but as someone I genuinely care about.”

When it comes to marketing his listings, Gerardo uses a combination of methods to ensure optimum exposure. He works with a professional photographer to produce high-quality photos and video of each Top Agent Magazine

property, which he then promotes across social media platforms. He boosts posts to secure greater visibility, in addition to using the MLS and syndicated sites like Zillow.

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Outside of real estate, Gerardo enjoys getting involved in his community through his church. When he’s not working or giving back, Gerardo loves to spend time with his Copyright Top Agent Magazine13

wife and three kids, getting away on trips and connecting with his family.

As for what the future holds, Gerardo looks forward to continuing to grow his business and rise up the rankings of agents in his market. Above all, for

Gerardo it’s all about the connections he forms with others. “I love the relationship building and the people part of real estate,” he says. “The relationships I’ve formed over the years, and the interaction with people, are what I really love about real estate.”

To find out more about Gerardo Gonzalez, call 661-418-8481,visit zillow.com/profile/GonzalezG82 or email g.goprorealty@gmail.com www.

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How to Throw a Networking Event

that Can Put Your Business on the Map It’s hard to argue with the benefits of attending networking events—you make new connections, enjoy industry skill-building conversation, and expand your reach in the local business community. However, have you ever considered the benefits of hosting a networking event?

Instead of attending as a guest, you’ll be the wizard behind it all. Throwing a networking event can position you as a local business leader, and you’ll be able to curate the experience to your tastes and goals. This idea may be tempting, but how do you pull it off? Review some Top Agent Magazine

of our tips and tricks below and you’ll be more than ready to throw a networking event that’ll put you on the map.

MAKE IT EASY FOR YOUR GUESTS TO SAY YES. From the outset, try to keep things as simple as possible for your guests. This means that e-invites should be structured, yet conversational.

Include a link to register online so that arriving to your event is seamless and requires no signup sheets or stuffy check-in procedures. Select a venue that’s relatively well-known and central

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Throwing a networking event can position you as a local business leader, and you’ll be able to curate the experience to your tastes and goals. to your area. It should also have easy-to-access parking so that attendance is streamlined and hassle-free. Also consider sending an automated event reminder the day before and the day of the event—that way you’ll set guests up for easy attendance that they don’t have to debate.

CREATE A THEME. Capitalizing on a holiday or local event is a great way to drive attendance to your networking function. While getting to know area professionals is a worthy reason to meet up, you’re likely to engender a livelier ambiance if you incorporate a holiday or theme. This will inspire comradery among your guests, in addition to giving your event a natural focus. Major sporting events, a Thanksgiving themed pie bakeoff, or a spring cleaning themed community volunteer day can generate more interest than your average mixer.

GET CREATIVE WITH YOUR GUEST LIST. While you may be trying to keep your invite list industry-specific, you may benefit from casting a wider net. Invite area entrepreneurs, young professionals, collegiate professional organizations, and even friends and family. You never know what sort of connections will be made, and high attendance is key to keeping the energy of your networking event at a high tier. Don’t worry about only collecting info from realtors or brokers or mortgage pros. Instead, create a 16

sense of community so that opportunities flow naturally and conversation remains diverse.

BE THE BOSS. As host, it’ll be your job to play matchmaker and drive conversation at your networking event. This means that you’ll get to know more people, but it also means you’ll be able to create connections between different professionals and businesses. You can maximize your matchmaking abilities by planting a few socially-minded friends around to drive additional conversations. Your goal is to keep people talking and to be outgoing. It should also be your goal to follow-up once the event is complete. Use this as an opportunity to continue to connect different people you met, or to follow-up with coffee or lunch with someone you found interesting. Try sending out a group thank-you e-mail to your guests after the fact, telling them to keep an eye out for your next event, or to get in touch with you for any questions or contact information of fellow attendees.

While it may feel like a risk to throw a networking event, it’s a risk worth taking. By positioning yourself as the host of your event, you’ll drive awareness to your business and brand, and build up the local professional community in a way that’s sure to draw good will your way.

Keep these ideas in mind as you go about planning a memorable networking event of your own, and above all—have a good time and others will follow suit.

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 18

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and Top Agent Magazine

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

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marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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JIN HONG Jin Hong is a seasoned real estate agent with a true passion for training up-and-coming agents on industry best practices. He is the Branch Manager for EXP Realty of California and CEO of the JHT Group, an Orange Countybased, future-oriented group of real estate agents dedicated to providing unparalleled service to every client.

Backed by his ever-growing team, Jin touts nearly two decades of real estate experience, effectively proving himself as a valuable asset for any client looking to buy or sell.

Jin shares how he launched his real estate career at 19 years old. His longtime passion for the industry motivated him to quickly earn his real estate license and dive headfirst into the field. He notes how he has been exposed to various aspects of real estate over the years; his self-starter mentality and tenacity shaped him into the trustworthy and knowledgeable agent he is today.

He and his team at the JHT Group serve the expansive real estate market of Southern California.

Jin’s lengthy tenure in the real estate industry has led to a high number of repeat and referral clients. He notes how he is currently prioritizing serving friends and family, as well as training new agents who are joining the JHT Group. Regarding his personal approach to the industry, he says, “My primary job is to help negotiate on client’s behalf and build relationships with other agents who have listings in client’s favorite neighborhoods.” Jin stays in close contact with all past clients and perpetuates this principle across his entire group.

Together, his team uses their CRM system to regularly follow up with all clients across the board.

The JHT Group incorporates an intentional social media marketing strategy into the promotion of every property, utilizing platforms from Facebook, Twitter, to TikTok. Their in-house marketing team is dedicated to Top Agent Magazine

equipping every agent with the resources and materials they need to succeed. The group currently averages an astounding 85 million in annual sales volume.

Jin shares how he highly values 1:1 mentorships between himself and newer agents, “I am very passionate about teaching young professional realtors out there.” His two decades of experience ensure that he often can predict outcomes and offer valuable advice to agents looking for guidance. Jin notes how the first year in the industry is especially difficult for a real estate agent, and how he often had to learn things the hard way. This ardor is evident in Jin’s close involvement with the American Realtor Association.

He also facilitates monthly meetings, called “Level Up,” at the JHT Group for budding real estate agents seeking support and community.

Outside of work, Jin enjoys spending time with his family. He has two young children, ages four and six, and shares how they often go on family trips in their free time. In closing, he shares, “My ultimate purpose is to reach a lot of agents out there in order to get them the help they need and desire.”

Contact Jin at 714.336.5222, email jin@jhtrealty.com or visit him online at jhtrealty.com www.

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3 Mental Tricks That Will Take Your Business to the Next Level It’s no secret that running a successful business requires careful planning and a tireless work ethic.

Beyond those obvious ideals, it also takes the right mindset in order to capitalize on professional opportunity. In the world of real estate and mortgage lending, mental fortitude is a major component to reaching the next level and achieving longevity in a sector that requires so much self-discipline. With that in mind, we’ve compiled a few key mental tricks you can employ to reinvigorate your working philosophy. Incorporate these techniques into your daily mindfulness routine and your business will surely benefit.

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Visualization helps you work efficiently and keep your cool.

This may sound like one of the oldest tricks in the book, but there’s a reason why Olympic athletes and those serving in first-responder positions use visualization as a time-honored mental technique.

Not only does visualizing your daily tasks help you organize your mind, but it amps up your ability to focus on what’s important. Visualization also helps reduce stress in the moment, since you’ve already created a mental expectation of the task ahead.

Whether you’re preparing for a negotiation or a pitch to new a client—visualization primes your brain and affords you an extra sense of control as you tackle your day.

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Distill concepts into their simplest terms for ultimate understanding.

As an agent or loan officer, you’re likely juggling numerous clients and commitments on any given day. That’s why it helps to distill your responsibil22

ities in clear, definitive terms. Let’s say you have a meeting set with a client to outline a marketing approach for their property. You may understand the broad strokes, but beforehand, try verbalizing the exact takeaways you’d like to impart to your client. This may seem obvious, but one of the best ways to clarify your communication and ensure your complete understanding of a subject is to explain it aloud in its simplest terms. This crystallizes your main point and can come in handy if you drift off-topic or need to double-down on your message.

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Accept that mistakes will be made.

While it’s natural to fear failure, sometimes the dread of making an error can overwhelm your ability to perform. As the saying goes: don’t let the fear of striking out keep you from playing the game.

If you accept in advance that set-backs will occur, challenges will come, and things won’t always go accordingly to plan—you’ll be less confounded when hurdles do arise. What matters is keeping an even keel as you sort through unexpected delays or mishaps. Accepting that mistakes will happen allows you to shift your focus towards a solution or contingency plan. In other words, don’t spend your energy trying to achieve perfection. Aim high and work hard, but be in touch with reality: upsets are bound to occur. Accept this and you’ll be ready when they do.

The path to lasting success is ongoing, and there are bound to be challenges along the way. It takes mental fortitude to make it to the top, so keep these tricks in mind as you continue to grow as a person and a professional. Seeing situations in a new light can make all the difference as you adapt, evolve, and take your business to the next level.

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CINDY SEDDON They say that what you do away from your job nonetheless still mirrors your employment and how you see yourself – and how others see you. Cindy Seddon is a solo REALTOR® with Keller Williams Empire Estates, covering the Inland Empire of California. But in her spare time she is heavily involved in Chicktime, a grassroots movement supporting and encouraging women to pursue their passions. Chicktime groups help connect women with their likes to help break the cycle of abuse.

“Our adopted organization is a home, and we help young ladies through counseling and hands-on work.

We recently helped the children with their prom, getting them dresses, getting their hair and makeup done, even got them a limo. It’s just something that makes you feel good,” said Cindy, who has also been a Girl Scouts Leader for her daughters for 17 years as well as a PTA past president, treasurer, and current volunteer.

The point is, Cindy does what it takes to help others, especially when it comes to buying and selling a home.

A district manager for a large company for 34 years, Cindy briefly retired when her youngest daughter was in high school but if six months of staying home and doing nothing taught her anything, it was that retirement was not in her wheelhouse. Not when she is passionate about helping others. Six months later, Cindy got her real estate license in 2017 and joined Keller Williams.

“Everything blossomed for me at that point. About a year-and-a-half ago my repeat business really shot up to about 40-50 percent, and referral business, where I get most of my clients, is now about 85 percent,” Cindy said. “I am easy to talk to. I communicate very well with my clients. I answer my phone. Somebody calls I answer, or I call back immediately. I don’t like to make people wait and worry. I get answers immediately. I don’t like worry or stress from my clients. I educate my clients and provide detailed information.”

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Cindy said she makes it a point to not only stay connected with clients – birthday cards, anniversaries, quarterly contacts, texts – but she loves the idea of getting to know the entire family and what makes them tick. Quite often, when they have similar interests, client-REALTOR® develops into a friend-friend. Cindy said she averages about 12-15 transactions per year and wants to take it to the next level. Currently, her leadership skills have led her to become a member of the Keller Williams Empire Estates Agent Leadership Committee. This is an important program that grows and develops agents in the office that counsels the agents on leadership decisions. Cindy is one of just six such leaders in an office of 200 agents charged with providing skilllearning and education.

“I have one part-time admin and I want to grow my business to take the leadership skills I have from my previous employment and grow it into a small team, and have a couple of buyers and agents,” she said. “I have a five-year plan that I set last year so that is my goal.”

Cindy Seddon is a REALTOR® with Keller Williams Empire Estates, BRE #02017966

Please call 909-434-3349 or email cindyseddon.realtor@gmail.com 23 Copyright Top Agent Magazine

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