SOUTHERN CALIFORNIA EDITION
CONCIERGE CARE: SERVICES THAT LURE CLIENTS AND TRANSFORM YOUR REPUTATION
RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE
SMALL YARD? BIG STATEMENT: HOW TO MAKE THE MOST OUT OF MICRO OUTDOOR SPACES
FEATURED AGENT
ANGEL & PATTY HERNANDEZ
TOP AGENT TIPS AND QUESTIONS FOR CHOOSING YOUR LISTING AGENT
COVER STORY
CHERI STEELMAN
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SOUTHERN CALIFORNIA EDITION
ANGEL AND PATTY HERNANDEZ
When Angel was just 20 years old, a done before a house is liste 7 16 ® white lie about a Realtor ’s earnings put him on the path to becoming one When it comes to uniquely of the most sought-after agents in their listings, Angel and Whittier. It wasn’t just fate – Angel’s an astute approach. “The m father cleverly orchestrated the enacquire a property, we im counter. “My dad tricked me into share it with a long list o getting in the business,” Angel says, quiries,” Angel explains. T with a laugh. “When I was 19,STEELMAN my dad gy not only maximizes ex CHERI ANGEL & PATTY HERNANDEZ called me over and asked me to walk the property but also ser his real estate agent out to her car. So aid to other Realtor®s. Ta I did, and before she left, I asked her approach a step further, A how much money she made.” The “Each time we have a listin agent, unbeknownst to Angel, was a letter to 100 nearby sel CONTENTS already prepared to lie about her earnings, as Angel’s letter provides key details like when the pro father told her if she did so, he would hire her. “She on the market, the number of offers receiv 4) RECONSIDER 17) SMALL YARD? told me she made $70,000 a year, and back in the 80s, escrow status. Impressively, this letter al REFERRAL-ONLY WHEN BIG STATEMENT: TOseller leads. W this was a lot,” Angel explains. “Needless to say, I dethem three to fourHOW additional PLANNING FOR THENow, FUTURE MAKE THE average MOSTofOUT cided to earn my license.” over three decades pressive about OF 270 properties an MICRO OUTDOOR SPACES later, Angel and his wife Patty lead a team consisting clear their marketing strategies truly work. 14) CONCIERGE of themselves and a fewCARE: other agents. Together, they dominate the THAT Whittier,LURE Pico Rivera, and Hacienda AngelAGENT and Patty TIPS are deeply rooted in their c SERVICES 20) TOP AND Heights markets. Despite challenges faced in the early always seeking to give back. Every CLIENTS AND TRANSFORM QUESTIONS FORways CHOOSING days, Angel and Patty’s tenacity and innovative brandhost an event AGENT giving away backpacks, w YOUR REPUTATION YOUR LISTING ing efforts have cemented them as Whittier’s number treats like $100 checks and even Apple one team for many years. During their off hours, they spend time beloved grandkids. Angel and 310-734-1440 Patty have been married for nearly as long Phone | Fax 310-734-1440 as Angel has had his real estate license. “People alIn the coming months, Angel and Patty aim mag@topagentmagazine.com | www.topagentmagazine.com ways ask me how we have stayed together for so many line their operations, running the business i No portion of thissays. issue may be reproduced manner whatsoever without days prior consent of the publisher. Agent Magazine years,” Angel “And I just tellin any everyone, my wife a week withoutTopcompromising servi is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top is my webelisten to eachforother and commuWithby their extensive experience, spannin Agentsoulmate, Magazine cannot held responsible opinions expressed or facts supplied its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. nicate well.” They carry this excellent communicaeconomic shifts and recessions, one of Published in the U.S. tion into their work with clients, always keeping their Patty’s passions is assisting fellow Realtor® buyers and sellers updated. They also go above and want to see agents leave this business,” Ang beyond, with a team ready to clean windows, carpets, “I want to help them adapt. So in the fu Top Agent Magazine 3 and tend to the yard. “I have a handyman who will continue doing real estate, but we’ll also en go in and perform any cosmetic work that needs to be agents can succeed and stay happy in their c
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 4
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 expand 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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CHERI STEELMAN
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Top Agent Cheri Steelman is a real estate concierge with a “one-stop-shop” approach—working with Rodeo Realty in Calabasas and serving clients throughout southern California. There are many real estate agents who can sell a house. There are far fewer who will take care of everything else—and show up to help you decide what should stay and what could go. Cheri Steelman does. As a real estate concierge with a “one-stop-shop” approach, she’s there to offer a helping hand through what can be an emotional process. During real estate transactions, people are 8Copyright Top Agent Magazine
often going through major life transitions, such as the loss of a loved one, downsizing, moving into assisted living or just simply moving. “I work with many clients who have special circumstances and need a lot of hand-holding. While I can recommend a number of service providers to help them with things like organizing, packing, donations, and staging, typically I have built Top Agent Magazine
enough trust with them that they ask me to help them instead. I’m willing to do this for my clients. Moving is scary. It’s a big deal no matter what the circumstance. The part I really love? Helping people get to the next phase in life where they need or want to be.” Cheri’s passion for real estate began in Atwater Village, CA, in 2008 when she was selling a house to move back to the East Coast. As a part-time side job over the next eight years, she purchased, renovated, and flipped 10 properties in four states, eventually landing back in her native
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Los Angeles in 2016. Now she works fulltime as a listing and buyer’s agent with Rodeo Realty in Calabasas, serving clients throughout southern California. Cheri’s deep empathy and willingness to do whatever it takes to serve her clients have earned her clients’ trust as well as their frequent referrals. Clients often recommend her to their family and friends to handle extremely difficult and complex transactions. “Referrals are the best compliment anyone can give me, so I go wherever they take me. My clients know when they refer someone to me, that person will be 110% taken care of.”
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An active networker with a deep network of connections, Cheri also serves as the current President of her Business Networking International (BNI) chapter called Business Builders. An active networker with a deep network of connections, Cheri also serves as the current President of her Business Networking International (BNI) chapter called Business Builders. She finds the organization invaluable not only for the referrals she’s received but also for the list of service providers she’s able to recommend to her clients. Their motto is “Givers Gain™.” Cheri’s involvement in BNI has given her listings an expanded reach beyond the regular Copyright Top Agent Magazine 10
realtor networks and traditional marketing avenues. “If I have a house on the market, I let my chapter members know about the listing and they help out by sending it to everyone in their sphere of influence.” While Cheri has achieved impressive success as a REALTOR®—including being named to the Rodeo Realty’s Executive Club for the last two years—she’s committed to maintaining a balanced and healthy Top Agent Magazine
lifestyle. She’s been active in community service for years with organizations such as the Woodland Hills Woman’s Club, a 501c3 serving the community since 1948. Mission to Assist and Provide for Seniors (MAPS), the Pay it Forward app(PIFster), and the West Valley Food Pantry are a few
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of Cheri’s favorite charitable organizations. In her free time, she has a passion for the culinary arts, music, gardening, and travel, especially Joshua Tree National Park. As she looks ahead, Cheri is planning on obtaining her Seniors Real Estate Specialist
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(SRES) designation and real estate license in Oregon. Her three-year-old grandson was recently diagnosed with autism, which has given her a deep desire to not only be closer to family, but help others with special needs as well. “I can envision myself owning and operating a small local brokerage on the
Oregon Coast that provides opportunities for gainful employment to those with special needs or retired veterans alike, while still being able to serve my clients here in California. The west coast is my home and it’s my honor to be of service to my clients and community alike.”
For more about Cheri Steelman, please call 818-932-5300 visit cherihomes.com or Facebook, Instagram or Linkedin https://www.facebook.com/CheriSteelmanREALTOR/
https://www.instagram.com/cheristeelmanrealtor/?hl=en
https://www.linkedin.com/in/cheristeelman/
http://
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mailto:mag@topagentmagazine.com http://www.topagentmagazine.com
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Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke. 14
Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-
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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.
Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle. First, think about a client’s everyday experience. Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area? Where might your client swing by for coffee? Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert. Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.
Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant Top Agent Magazine
message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call. Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.
Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients. Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole. It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.
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ANGEL AND PATTY HERNANDEZ When Angel was just 20 years old, a white lie about a Realtor®’s earnings put him on the path to becoming one of the most sought-after agents in Whittier. It wasn’t just fate – Angel’s father cleverly orchestrated the encounter. “My dad tricked me into getting in the business,” Angel says, with a laugh. “When I was 19, my dad called me over and asked me to walk his real estate agent out to her car. So I did, and before she left, I asked her how much money she made.” The agent, unbeknownst to Angel, was already prepared to lie about her earnings, as Angel’s father told her if she did so, he would hire her. “She told me she made $70,000 a year, and back in the 80s, this was a lot,” Angel explains. “Needless to say, I decided to earn my license.” Now, over three decades later, Angel and his wife Patty lead a team consisting of themselves and a few other agents. Together, they dominate the Whittier, Pico Rivera, and Hacienda Heights markets. Despite challenges faced in the early days, Angel and Patty’s tenacity and innovative branding efforts have cemented them as Whittier’s number one team for many years. Angel and Patty have been married for nearly as long as Angel has had his real estate license. “People always ask me how we have stayed together for so many years,” Angel says. “And I just tell everyone, my wife is my soulmate, we listen to each other and communicate well.” They carry this excellent communication into their work with clients, always keeping their buyers and sellers updated. They also go above and beyond, with a team ready to clean windows, carpets, and tend to the yard. “I have a handyman who will go in and perform any cosmetic work that needs to be
done before a house is listed for sale.” When it comes to uniquely marketing their listings, Angel and Patty have an astute approach. “The moment we acquire a property, we immediately share it with a long list of buyer inquiries,” Angel explains. This strategy not only maximizes exposure for the property but also serves as an aid to other Realtor®s. Taking their approach a step further, Angel says, “Each time we have a listing, we mail a letter to 100 nearby sellers.” This letter provides key details like when the property went on the market, the number of offers received, and its escrow status. Impressively, this letter alone yields them three to four additional seller leads. With an impressive average of about 270 properties annually, it’s clear their marketing strategies truly work. Angel and Patty are deeply rooted in their community, always seeking ways to give back. Every year, they host an event giving away backpacks, with special treats like $100 checks and even Apple computers. During their off hours, they spend time with their beloved grandkids. In the coming months, Angel and Patty aim to streamline their operations, running the business in just three days a week without compromising service quality. With their extensive experience, spanning multiple economic shifts and recessions, one of Angel and Patty’s passions is assisting fellow Realtor®s. “I do not want to see agents leave this business,” Angel explains. “I want to help them adapt. So in the future, we’ll continue doing real estate, but we’ll also ensure other agents can succeed and stay happy in their careers.”
For more information about Angel and Patty Hernandez, please call 562-714-0967 or email angel@angelandpatty.com
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Small Yard? Big Statement: How to Make the Most Out of Micro Outdoor Spaces When house-hunters compile their lists of musthave home items, a dreamy backyard space is often near the top. After all, who doesn’t want an outdoor oasis of their very own? From summer barbecues to open space for your dog to frolic— everyone has their own aspirations when it comes to creating the perfect backyard paradise. But as homebuyers seek properties deeper within city limits, and Millennials opt for properties with Top Agent Magazine
urban amenities and access, home-connected outdoor spaces are becoming a bit smaller in stature. Of course, size isn’t everything when it comes to outdoor space. Even balconies, rear patios, and ultra-tiny yards can provide homebuyers with the outdoor reprieve they crave—even on a smaller scale. For a few ideas that can help you envision all the possibilities of a micro outdoor space, read on for inspiration.
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Think vertically. When space is at a premium, think up instead of out. In other words, make the most of small spaces by capitalizing on your backyard, balcony, or patio’s overhead height. Mood-setting string lights, hanging pocket or wall gardens, floating shelves, and modern overhead hangings can create a sense of privacy and luxury without cluttering the square footage on the ground.
Soothing sounds set the mood.
Upgrade the look of structural components. Not in love with your patio pavers? Don’t have the sweetest view off your balcony? Whatever your small backyard living space gripe may be, there’s always a solution if you go back to the basics. Consider the structural components of your outdoor space that you aren’t in love with and there’s likely an affordable, eye-pleasing solution. For instance, plenty of home goods 18
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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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers. Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent. During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 20
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Will you please describe your sales experience and local network?
Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce. Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.
You’ll learn a lot by listening to How will you market the property? Each agents’ opinions. Top Agent has a unique set of online or local
marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however. You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours. What factors influence your list-price recommendation? Before an-
swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price. They’ll also educate you on how best to balance both market time and list price relative to sales histories your area. Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’
opinions on your home’s sale potential with or without some improvements. Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.
How will you help with staging? Some Top Agents will pay for part or
all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches. Top Agent Magazine
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What attributes of the property will you want to highlight? Each Top
Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!
What is your approach to Open Houses? How many agent-only Open
Houses will your Top Agent want to host? How many truly Open Houses? Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.
Who will be our primary point(s) of contact from your office? This
important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client. Either approach is wonderful; you get to decide what suits you. Now, let’s list! 22
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Laughs!
Graham Harrop Graham Harrop Cartoons Cartoons
Putting the power of humour to work for you!
Putting the power of humour to work for you! grahamharrop.com
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