SOUTHERN FLORIDA 11-13-23 by Top Agent Magazine

SOUTHERN FLORIDA EDITION

Reasons Why Your Prospects Aren't Turning Into Clients

Is Branding the Way to

TAKE YOUR BUSINESS TO THE NEXT LEVEL? FEATURED AGENT

CLAIRE JOHNSON

Playing the Real Estate Matchmaker

FOLLOW THESE 8 DATING RULES TO ENSURE YOU MATCH YOUR CLIENT WITH THE PERFECT HOME FOR THEM

COVER STORY

LAUREN RING

SOUTHERN FLORIDA EDITION

CLAIRE JOHNSON In the constantly changing world9 of real estate, a personal touch can make all the difference. Claire Johnson, who dove into the industry in 2003 upon her father’s suggestion, is a testament to this. With no familial connections or acquaintances in the field, Claire took a leap of faith in her early 30s, and it’s been a soaring journey ever since. Proudly serving the Florida Keys, Claire’s business is largely made of referrals and repeat cliRING and ents, thanks to her LAUREN genuine approach undeniable expertise.

cross-pollinate ideas with agent other regions. Key to her approach ing with top-tier visuals. “I start professional photographer to give photos and the video footage,” sh This content then gets channel engaging ads, curated meticulously marketing team for Facebook, an finds its way to her YouTube chan

Outside of work, Claire’s heart b her community, and her dedica evident in the myriad roles she’s taken. An integral figure in the “What you see is what you get with me,” she emphaKeys Rotary Club, she’s not just a member bu sizes, “I’m a straight shooter.” When it comes to serving president. Currently, she stands as the presiden her customers, she’s not one to CONTENTS shy away from delving Florida Keys Board of REALTORS®, a positio deep into the details, ensuring that her customers stay gearing up to hold for a second term in 2024. within the contractual timelines to achieve a successful these titles, Claire’s altruism shone brightly dur 4) UNTANGLING BIDDING 20) ARE 12-year YOU DOING BUSINESS home purchase THE or home sale. Beyond the transaction stint as a mentor with “TakeAS Stock in Ch management details, Claire’s approach to relationa program offering college opportunities to kid WAR: A BUYER’S & SELLER’S YOU ON FACEBOOK? ship-building is equally impressive. She’s pioneered a low-income households. As the chairperson PERSPECTIVES 22) PLAYING ESTATE tradition of hosting customer events in the Florida Ke Rotary THE Club’sREAL “Gigantic Nautical Market” eve MATCHMAKER— FOLLOW ys, aiming toWHY connectYOUR the many transplants she’s helped helps to orchestrate a grandTHESE affair that raises sig 6) 7 REASONS settle in. “A lot of times when people are moving here, funds—often touching $250,000—for 8 DATING RULES TO ENSURE YOU scholars PROSPECTS AREN’T TURNING they might know a few people, but sometimes they don’t YOUR local students, ensuring a direct impact on the MATCH CLIENT WITH THE INTO CLIENTS know anyone,” she explains. This initiative, now a few the youth in her community. PERFECT HOME FOR THEM years running, has become a platform for her clients to 15) BYmingle, THE NUMBERS: Looking ahead, Claire plans share stories, and form new friendships amidst 26) IS BRANDING THE WAY TOto embrace the UNDERSTANDING THE TRUE ise ofBUSINESS new technologies and continue expand the island paradise. TAKE YOUR TO THE VALUE OF SQUARE FOOTAGE skillset. But one thing will remain the same: he NEXT LEVEL? tion to showcasing the idyllic lifestyle of the Claire has deftly embraced the digital age to elevate her Keys—capturing not just homes but the essenc real estate marketing game. “I have a strong presence community and the water-centric way of life. W on Facebook,” she begins, highlighting how the platfinger on the pulse of emerging trends and a hear form serves as a primary channel for her promotional Phone 310-734-1440 | Fax 310-734-1440 in the Keys’ vibrant community, Claire looks endeavors. A collaboration with a boutique marketing mag@topagentmagazine.com | www.topagentmagazine.com future with a mix of tradition and innovation, r firm, exclusively partnering with one agent per area, No portion enables of this issue reproduced in any manner whatsoever consent of the publisher. Topestate Agent advancements. ride the next wave of real hermay tobenot only amplify her listings butwithout also prior

CLAIRE JOHNSON

Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send to mag@topagentmagazine.com. Forinquiry more information regarding Florida Keys Real Estate, Published in the U.S.

please call Claire Johnson, 305-731-4602 or email flkeysclaire@gmail.com

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Untangling the Bidding War: A Buyer’s & Seller’s Perspectives In a competitive marketplace, bidding wars become the norm. While this may put sellers in an excellent position to recoup on their investment, it can push buyers beyond their budgets and test their temperaments in the process. As an agent, how do you navigate both sides of the coin? After all, you want to net the best results for your client—regardless of which side of the closing table they’re on. To fortify your approach to a heated bidding war, here are a few ideas and insights to better clue you in on the perspectives of buyers and sellers alike. 4

Buyer’s Perspective: Emotions Running High? Channel it. When the market is booming, buyers feel the pressure—especially when affordable inventory is limited. This can create stress, feelings of hopelessness, and impulsivity. As an agent, how do you channel this emotional energy into something positive? Consider asking buyers to put those anxieties and high hopes onto paper. Have buyers outline

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who they are, why they’re inspired to buy a home at this juncture in their lives, and how they see their lives unfolding once they become a homeowner (or repeat homeowner). Think of it as a letter of intent. Buyers benefit from taking abstract fears and dreams and articulating them on paper. Likewise, this document can serve as a valuable tool during a bidding war. Letters like these can help sellers with multiple offers make a personal, emotional connection with a particular buyer.

Sellers Perspective: Manage expectations. When multiple offers are rolling in on a property, it’s easy for sellers to get carried away. Numbers are flying, expectations are heightened, and sellers may become hypnotized by higher and higher offers and ideal outcomes. While it’s good to celebrate prime market positioning, it’s also important to maintain an even keel so that your seller’s mind is clear and they’re thinking rationally through their options. Sometimes the highest offer isn’t necessarily the sure thing. Manage your clients’ expectations by leading by example, offering a balanced perspective, and talking them through all potential outcomes so that they don’t only hone in on the best-case scenario. During a bidding war, tensions are running high for seller’s too, who will soon begin their next chapter in another home. Keep a cool head and remind your client to see the big picture, recognize that it’s possible for some offers to fall through, and to sit tight until the closing table has been successfully reached.

Buyer’s Perspective: How do you authentically and convincingly convey your interest? When ten or so offers are in the mix, it can be hard to differentiate your buyer from the next. While numbers will obviously do a lot of the talking, you’d be surprised how much of a difference a Top Agent Magazine

personal touch can make. Some popular approaches to standing out include personal letters—as mentioned above—tailored to the property. Was the property in question a family home for years? You might have clients detail their dreams of raising a family inside those walls, rather than tear the property down and rebuild something to boost the lot’s value. Including a family photo is also a good tact for personalizing letters in a bidding war. Likewise, little gifts included with your offer can speak volumes about your personality and due diligence as an agent. It may seem a little cheesy, but when sellers are looking at ten near-identical offers, those personal touches can really paint a compelling, personalized picture.

Seller’s Perspective: How powerful is cash? Data shows that cash offers—typical of investor clientele—double the chances of having an offer accepted. This goes hand in hand with waiving a financing contingency, which also helped boost the probability of an accepted offer, according to research. Cash is king, however, since offers that aren’t completely reliant on comprehensive financing seem to minimize risk for sellers, who are already eager to see a deal go through. Cash deals also tend to go through quickly, freeing sellers up to pursue their next property and move on to new horizons. While not every buyer has the ability to operate in cash, it’s a worthwhile consideration for those in ultra-competitive markets and with liquid capital. While the bidding process can be stressful for agents and clients alike, it’s important to remember that it’s a time of opportunity, too. If you want to make the most of it as a seller, data shows that a personal touch can endear buyers to their seller counterparts. For sellers navigating a competitive process, it’s important to keep a balanced perspective. For agents, here’s the bottom line: get creative, be resourceful, and use all the tools in your arsenal to achieve the best result for the clients you serve.

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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. 6

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

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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LAUREN RING Top Agent Magazine

Top Agent Lauren Ring of Pompano Beach Realty caters to customers in the entire Broward and Palm Beach county areas. Three years ago, Lauren Ring was in a time of sorrow as she was both pregnant and mourning the loss of her mother due to cancer. To alleviate the distress of her father, she moved to New York from Florida, sold her parents’ abode, and returned to Florida with her dad in tow. After buying a new house for her father and giving birth to her son Noah, she started working as an assistant to a Florida real estate agent. Through her exceptional performance in communicating with her boss’s customers, many of them inquired why she wasn’t a real estate agent herself. This drove her to take the necessary exams and obtain a license by February of 2022. With her limited experience in the real estate industry, Lauren has now sold around 70 properties and is on track to close more than $20 million in volume this year. Lauren is now a part of Pompano Beach Realty and caters to customers in the entire Broward and Palm Beach county areas, which consists of various cities, including Sunrise, Jupiter, Coral Springs, Pompano Beach, Lighthouse Pointe, Deerfield Beach, Boca Raton, and Delray Beach. She promotes her listings through social media, 10Copyright Top Agent Magazine

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MLS, and Zillow. In addition, she focuses on networking as a valuable tool for expanding her business and getting more engaged in commercial real estate.

ensures that her clients receive the full service they deserve. Lauren keeps in touch with her clients regularly, often leading to further business opportunities.

Lauren has achieved her early successes by providing personal attention to her clients. She abides by the Golden Rule of treating people the way she wants to be treated and

Her passion for assisting people is evident in her work. For instance, she recently assisted a weeping woman who faced foreclosure and had so far lost all her deals. After helping

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Lauren has achieved her early successes by providing personal attention to her clients. She abides by the Golden Rule of treating people the way she wants to be treated and ensures that her clients receive the full service they deserve. her to close on one of her properties, Lauren received a half-hour-long cry of joy through the phone from the woman, an experience that was both touching and significant. As a result of her superb service, Lauren’s clients are happy, bringing in a plethora of referrals and repeat business. Lauren is a proud mother, and she enjoys spending time with her son whenever she’s 12Copyright Top Agent Magazine

not working. During the early days of her real estate career, she had to take her son to every showing. However, she now has a full-time nanny, which allows her to commit more to her own well-being and health, ultimately leading to her becoming a better mom. Besides real estate, Lauren enjoys giving back to the community by volunteering at her church, working with life groups, and Top Agent Magazine

participating in community outreach. She believes in the concept of ‘giving to receive’ and believes that blessings come from giving. Lauren plans to take her ambitions to a higher level by getting a broker’s license in two years and setting up her real estate agency named ‘Ring Realty.’ She is currently working on her tagline, “Helping people get married to real

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estate,” she told us with a playful smile on her face. Lauren is also working on her new company called LR Property Management, so she can further fulfill her clients’ needs. In just two years, Lauren has successfully turned her personal tragedy into professional triumph, but her story is far from over. Nonetheless, she has kickstarted her journey to attaining a marvelous and gratifying conclusion.

For more about Lauren Ring, please call 631-848-1804, email Lauren@PompanoBeachRealty.com, or visit PompanoBeachRealty.com www.

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By the Numbers:

Understanding the True Value of Square Footage Measuring the square footage of a property may seem like an objective and straightforward task, but you’d be surprised at how many agents and homebuyers misunderstand this pivotal figure. True square footage provides homebuyers a concrete understanding of their prospective domain, but here’s the problem: the rules to determine a home’s square footage are not always uniform across the board. What’s more, much of Top Agent Magazine

a home’s value is determined by its size, so accuracy is certainly important. While many real estate agents have their own systems for determining or confirming a home’s true square footage, it doesn’t hurt to update your practices and become an expert on the subject. After all, you may learn a few techniques that could add value to a listing, or better prepare you in guiding house-hunters on the lookout.

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1. Do your due diligence Most towns and cities have a local records department where floorplans and blueprints are kept on file. It’s worth noting that these records don’t typically include any subsequent additions or remodels on a property, but they still give archive hunters a legal baseline when outlining a property’s square footage. Oftentimes, a straightforward online search of a city or county’s records office can pull the information necessary, or else agents can poke around in person to uncover informative blueprints at the records office. Either way, access to original blueprints or floorplans is a great tool for determining livable square footage. As a bonus,

original blueprints and floorplans—especially in historic properties—can be intriguing visual aids for prospective buyers, as well.

2. Know the rules While there aren’t universal standards when it comes to measuring square footage, there are general guidelines that can help determine square footage in an authentic way. Per the American National Standards Institute (ANSI), here are the official recommendations for measuring a home’s real square footage: n Called “below grade spaces,” basements

and sunrooms beyond a home’s typical

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living quarters do not count toward a home’s true square footage. According to ANSI, even big draws like finished basements don’t count toward a property’s Gross Living Area. Of course, even below grade spaces have their own desirable value and should be outlined as such on listings. n Did you know the space inside closets

and on stairways counts toward a home’s square footage? Even if these areas are relatively small, they still add to a property’s calculable square footage.

n When recording square footage, ANSI

actually suggests performing measurements from a property’s exterior—though this method does not account for the

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thickness of exterior walls, which could skew square footage numbers. n Just like below grade spaces, a garage, a

pool house, or even a guest house should not be included in a property’s Gross Living Area. The rationale at work here is this: if you must go outside to access additional living areas, then they are beyond the square footage scope of the primary dwelling and should not be included in a home’s Gross Living Area.

3. Double-check by doing the dirty work Buyers and sellers have or will make a sizable investment in a property, so isn’t it fair to double-check all the relevant facts and figures

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when it comes to true square footage? If you want to take on the endeavor yourself, here are a few helpful steps to take.

room. Once you’ve completed the room’s measurements, multiply the room’s length and width to determine its square footage.

n First, you’ll need a few things to get started,

n As you go measure throughout the home,

including a tape measure that can measure at least 100 ft., graph paper, and a pencil.

n Next, choose a room to start measuring

wall-by-wall. Measure Wall 1, then proceed to assign each square on the gridded paper a corresponding measurement, rounding to the nearest tenth of a foot for the sake of clarity.

n From there, draw out the wall you measured

and measure the remaining walls in the

using your own system to scale, you will construct a failsafe floorplan.

Mastering your craft is everything, and the real estate industry is no different. Every now and again, it’s worthwhile to update your well of information, take matters into your own hands, and continue to innovate with the industry. While square footage may not seem like the juiciest starting off point for such a venture, never forget: mastery of technical knowledge is a sure sign of expertise.

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CLAIRE JOHNSON In the constantly changing world of real estate, a personal touch can make all the difference. Claire Johnson, who dove into the industry in 2003 upon her father’s suggestion, is a testament to this. With no familial connections or acquaintances in the field, Claire took a leap of faith in her early 30s, and it’s been a soaring journey ever since. Proudly serving the Florida Keys, Claire’s business is largely made of referrals and repeat clients, thanks to her genuine approach and undeniable expertise. “What you see is what you get with me,” she emphasizes, “I’m a straight shooter.” When it comes to serving her customers, she’s not one to shy away from delving deep into the details, ensuring that her customers stay within the contractual timelines to achieve a successful home purchase or home sale. Beyond the transaction management details, Claire’s approach to relationship-building is equally impressive. She’s pioneered a tradition of hosting customer events in the Florida Ke ys, aiming to connect the many transplants she’s helped settle in. “A lot of times when people are moving here, they might know a few people, but sometimes they don’t know anyone,” she explains. This initiative, now a few years running, has become a platform for her clients to mingle, share stories, and form new friendships amidst the island paradise. Claire has deftly embraced the digital age to elevate her real estate marketing game. “I have a strong presence on Facebook,” she begins, highlighting how the platform serves as a primary channel for her promotional endeavors. A collaboration with a boutique marketing firm, exclusively partnering with one agent per area, enables her to not only amplify her listings but also

cross-pollinate ideas with agents from other regions. Key to her approach is starting with top-tier visuals. “I start with a professional photographer to give me the photos and the video footage,” she says. This content then gets channeled into engaging ads, curated meticulously by her marketing team for Facebook, and even finds its way to her YouTube channel. Outside of work, Claire’s heart beats for her community, and her dedication is evident in the myriad roles she’s undertaken. An integral figure in the Upper Keys Rotary Club, she’s not just a member but a past president. Currently, she stands as the president of the Florida Keys Board of REALTORS®, a position she’s gearing up to hold for a second term in 2024. Beyond these titles, Claire’s altruism shone brightly during her 12-year stint as a mentor with “Take Stock in Children,” a program offering college opportunities to kids from low-income households. As the chairperson of the Rotary Club’s “Gigantic Nautical Market” event, she helps to orchestrate a grand affair that raises significant funds—often touching $250,000—for scholarships for local students, ensuring a direct impact on the lives of the youth in her community. Looking ahead, Claire plans to embrace the promise of new technologies and continue expanding her skillset. But one thing will remain the same: her devotion to showcasing the idyllic lifestyle of the Florida Keys—capturing not just homes but the essence of the community and the water-centric way of life. With her finger on the pulse of emerging trends and a heart rooted in the Keys’ vibrant community, Claire looks to the future with a mix of tradition and innovation, ready to ride the next wave of real estate advancements.

For more information regarding Florida Keys Real Estate, please call Claire Johnson, 305-731-4602 or email flkeysclaire@gmail.com

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Are You Doing Business As YOU On Facebook? Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page? Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?” The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use. Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times. We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers. They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you). 2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us. Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

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. 20

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Playing the Real Estate Matchmaker –

Follow These 8 Dating Rules to Ensure You Match Your Client with the Perfect Home for Them When you think a bit more about it, the ultimate goal of a real estate agent serving a client is really to match them up with the perfect house for them, almost the way a matchmaker tries to find two people that will fit well together as a couple. When people are looking for a house, they often treat the process as a quest for “the one” house that will fulfill their dreams of living in the house of their dreams. Don’t be fooled. It is always a search for “the one”, at least when it comes to helping a couple or family find a home. When you look at your client’s search for a home in this manner, then you might begin to notice some pretty obvious similarities 22

between shopping for a home today and online dating. In this day and age most people live a substantial part entire lives online. People socialize with their friends on Facebook, they meet potential friends in forums and online communities, and we now even search for our perfect mate online. Shopping for a home also happens to usually start online. When they begin this search, make no mistake; they are looking for the “one.” These people then turn to you, the REALTOR® to play matchmaker for them. It is your job to wade through the pool of eligible homes (bachelors) and sort through all the ones that are too expensive, too nerdy, not cute enough, not smart enough, etc. until you find the “one.”

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It makes sense then to consult the tried and true practices in matchmaking that help those professionals find the right people for each other, and see if any of them could also apply for matching your clients with their dream home. You’ll find that these 8 dating rules may just show you the secret to matching your clients with the perfect home.

back to the store if you’re not happy with your new home. It’s best to first help your client get prequalified. This is a tangible step that shows they are ready to move on to a new home. You want to make sure they are completely over their love affair with their previous home. You can even ask them for a sign or proof that they’re ready to move on.

Who Is In and Not In Your Client’s League? Know Your Client’s Price Range:

Be Genuine, Not Superficial

When a person is looking for a mate, it is a waste of time for them to even consider those potential mates that are clearly out of their league. These people won’t even stop to give them the time of day. In the world of real estate the idea is the same. There is no point showing your clients houses that they can’t afford and will simply lust after without having any real chance of purchasing the house. It is your job to keep your client ground in reality, and help them be realistic in terms of price when choosing their next home.

Never Let Your Client’s First Impression of a Home Rule Their Decisions

Make Sure Your Client is Ready to Move On From Their Last Dream Home You’re job is also to make sure that your client is truly ready to move on from their previous home. This is a long term commitment, and they need to be absolutely sure they actually want to buy a new house. You can’t simply take the receipt Top Agent Magazine

When trying to manage the many pitfalls of online dating, on inevitably goes on a date where the other person looks nothing like their picture online. That can be just as big of a problem when looking for a house. When clients show you a particular house they want to visit, ask them to name something about the house that they like other than the aesthetics. This way you can see if they are simply infatuated with the way the house looks in those pictures, or if there is a deeper interest in the home that could become a deeper connection between your client and the house.

When your client first sees a house they have already been lusting after in their mind, they’re often so excited to finally be looking at it, especially if it does in fact look as good as it did in the pictures. Make sure to encourage them to take some time before making such a big com-

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mitment, and don’t let their excitement push them into making a rash decision. It is your job to keep them grounded in reality. Push for your clients to do an inspection to make sure the house isn’t hiding any dark secrets. Sometimes the most charming facade can hide tons of slime and deadly mold.

Follow Your Heart (or Gut) People often laugh at and ridicule the idea of love at first sight, but when it comes to homes, the phenomenon can certainly happen. Your client may just find their perfect dream home at the very first place you take them. If you have a client that does insist this is the case, then you don’t want to try and rationalize with them or talk them out of their decision. You do, however, want to make sure you are watching out for their interest and make sure your clients take all the necessary precautions before they jump in headfirst.

See What Other People See in The Home – Do They See What Your Client Sees? Have you come to the conclusion that your clients are being blinded by all of the twinkling windows and crystal clear water glistening in the backyard pool, and can’t see that the house they’ve fallen in love with is really just a dirty animal (maybe a pig) dressed up in nice clothes and lipstick. Ask your client if they would be willing to look at the house again with 24

their close friends, family, and anyone else they trust for a second opinion there to see it with them. If the house really is a dud, they’ll be able to see past any personal bias your client might have to the truth. They will be able to help your client see through the shining facade

Celebrate the Happy Union! When a couple gets married they tend to throw a big party and celebrate their union. The same goes for the closing. Your clients have just essentially married the house of their dreams, and now it’s time to rejoice. Congratulate them on their new union. Show your support for their new homeowner status by going to their housewarming party.

Help Your Clients Maintain Their Dream Home & Ensure a Lifetime of Happiness You can’t just disappear after the transaction is finished. Become their realtor for life by showing your clients how to maintain their dream home. Act as their resource for other professionals they may need to maintain the house such as handymen, plumbers, electricians, etc. Show them how to keep up with home maintenance so they don’t ignore problems that surface and end up with a much larger issue than they started with. Help them make sure their dream home lasts so they can live happily ever after in their home for a lifetime.

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Laughs!

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Is Branding the Way to Take Your Business to the Next Level? Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet. 26

When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. Top Agent Magazine

SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website

to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals. Every brand is strengthened when it is built on a foundation of integrity and trust.

CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap. This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or Top Agent Magazine

not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites. If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take. But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised. If done right, soon you’ll become an in-demand agent whose name is synonymous with success! 27

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