TENNESSEE 12-12-22

TENNESSEE EDITION

CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS

FEATURED AGENT

CHRISTINA BRANHAM

HOW TO SPEED UP

FIRST-TIME HOMEBUYER TRANSACTIONS

TURNING YOUR PROFESSION INTO

A PASSION

IS FINDING A

NICHE MARKET RIGHT FOR YOU?

COVER STORY

RICK TRAVERS

TENNESSEE EDITION

CHRISTINA BRANHAM

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RICK TRAVERS

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CHRISTINA BRANHAM When Christina Branham entered the real estate field in 2005, she knew it was her ideal path. Her mom worked in real estate while Christina was growing up, and it sparked her interest in this industry. “So when my husband and I moved to the town he grew up in, I decided to get my real estate license and start a career as an agent,” Christina says. After adopting five children in 2009, she took a couple years off, and returned to it in 2015. She’s been thriving ever since, and can’t wait to see where it leads.

Working as a solo agent and specializing in buyers, she serves all of Roane County in Tennessee. With a small town feel and tight knit communities, Christina loves helping people find home here.

CONTENTS 4) CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS 14) HOW TO SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS

20) TURNING YOUR PROFESSION INTO A PASSION

22) IS FINDING A NICHE MARKET RIGHT FORconsists YOU? Much of her business of repeat

clients and referrals. As the rector of her brokerage, sh ceptional advertising service throughout the year, and s social media. “We host a that bring the community explains. This helps her stay those she’s served, and ke ness growing. “I make sure them on special occasions, and anniversaries,” Christin love to talk with my buyers year to see what changes th their home. It’s just so muc During the transaction, Ch ops a close bond with her b ing their trusted advisor. Sh throughout the process, and comes to negotiate an offer,

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CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 4

of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients.

To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals.

So, how do you share content that will speak to a wider audience, but also still be relevant to your business?

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Talk About Your Philanthropic Activities

The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause.

In fact, they want and need you to promote them.

And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n

Your Local Community

We humans are connected to each other through our community – our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didn’t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n

Use Your Creativity to Connect

Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n

Share Your Hobbies

Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a Top Agent Magazine

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secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n

Divulge Interesting Experiences

This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n

What and Who Inspires You

No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you.

Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content 6

that will draw in a broad range of followers.

Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.

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RICK TRAVERS Top Agent Magazine

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Top Agent Rick Travers works as a solo agent specializing in buying and selling throughout Memphis and downtown. He boasts a book of business that is over seventy percent repeat and referral clients, and he averages between $25-$32 million in total annual volume.

Rick Travers of Memphis, Tennessee, has enjoyed a tremendously successful thirty-five year career in real estate. He attributes his eminence and longevity in this competitive industry to a combination of candor, diligence, and simplicity.

“My business is built on transparency, 8Copyright Top Agent Magazine

dedication, and communication. That’s the approach that has placed me in the top 1% of real estate agents in the city of Memphis.”

Originally, after graduating from University of Memphis, Rick was recruited by a Top Agent Magazine

friend who owned a boutique real estate agency, and after finishing his first year he transitioned to Crye-Leike Real Estate where he has been ever since. Today in 2022, Rick works as a solo agent (with a full time assistant), and he specializes in buying and selling throughout Memphis and downtown. He boasts a book of business that is over seventy percent repeat and referral clients, and he averages between $25-$32 million in total annual volume.

In addition to relying on the strength of his interpersonal network and pre-

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established sphere of influence, Rick diligently markets his listings and communicates with previous clients to bolster his business. His marketing strategy depends on a professional network of photographers and videographers who help him prepare his digital and print material. “My professional photographer gets us ready for Zillow, Realtor. com, and my own personal website.

We also send out brochures and fliers on those new listings every time something hits the market – I’ve been doing that for a long time now, and that’s been very successful.”

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“My business is built on transparency, dedication, and communication. That’s the approach that has placed me in the top 1% of real estate agents in the city of Memphis.”

This systematic, formulaic approach helps Rick maintain his stellar track record, and he goes to great lengths to keep in touch with clients well beyond they have left the closing table. “I follow up with every client at least twice a month. Everyone gets a flier or a postcard, and I have a sphere of influence list to keep track of emails and communication. I like keeping up with people, and Copyright Top Agent Magazine 10

I just enjoy being around people. I’ve been doing this for so long I’ve made a lot of friends in this business, and a lot of my clients have become close.” By maintaining such intimate connections with all of his past clients, Rick is able to fuel his business with a steady stream of referrals, but he regularly takes on new clients because meeting new people is his favorite part of the job!

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With his position firmly cemented in the real estate industry, Rick is excited to share his success and prosperity with the greater Memphis community. “I’m a big supporter of St. Jude – I have a lot of clients there; doctors, nurses, scientists. I’m also a big supporter of the Humane Society!” When he’s not expanding his enterprise or contributing

to the health of his neighbors, Rick takes every opportunity to travel, and he revels in returning to the hometown that he adores.

When asked about his plans for the future of his business, Rick’s response paints a picture of contentment and stability: “I just love selling houses. I plan to keep on making friends while I sell as many as I can!”

For more information about Rick Travers, call 901-218-3961, email rtravers@crye-leike.com or visit crye-leike.com/real-estate-agents/rick/travers/egeniref www.

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 14

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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CHRISTINA BRANHAM Top Agent Magazine

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CHRISTINA BRANHAM

When Christina Branham entered the real estate field in 2005, she knew it was her ideal path. Her mom worked in real estate while Christina was growing up, and it sparked her interest in this industry. “So when my husband and I moved to the town he grew up in, I decided to get my real estate license and start a career as an agent,” Christina says. After adopting five children in 2009, she took a couple years off, and returned to it in 2015. She’s been thriving ever since, and can’t wait to see where it leads.

Working as a solo agent and specializing in buyers, she serves all of Roane County in Tennessee. With a small town feel and tight knit communities, Christina loves helping people find home here.

Much of her business consists of repeat 18

clients and referrals. As the marketing director of her brokerage, she provides exceptional advertising services, hosts events throughout the year, and stays active on social media. “We host a lot of events that bring the community together,” she explains. This helps her stay in touch with those she’s served, and keeps her business growing. “I make sure to reach out to them on special occasions, like birthdays and anniversaries,” Christina explains. “I love to talk with my buyers after their first year to see what changes they’ve made to their home. It’s just so much fun to see.”

During the transaction, Christina develops a close bond with her buyers, becoming their trusted advisor. She guides them throughout the process, and when the time comes to negotiate an offer, she utilizes all Top Agent Magazine

of her effort and skills to get them the best deal possible.

One buyer says, “We moved to Knoxville a little over a year ago, completely new to the area. Christina was flexible when our schedule to look at homes was a little crazy, and really listened to what we were looking for. We’ve loved the neighborhood and school district we are in. Excellent agent, truly enjoyable to work with!” Another wrote, “Christina is extremely friendly, professional and very easy to work with!

I’ve recommended her to many friends.

She will always go the extra mile to help you out.”

As a multimillion dollar producer, Christina doesn’t have a lot of free time, but she always makes sure to stay active in her community. She is president of the Harriman Rotary Club, and sits on the board of Cornstalk Heights Community Organization, which is the historical organization for her neighborhood. Christina is an ambassador for the Chamber of Commerce, and helps raise funds throughout the year for various non-profits and charities. When she’s not working or giving back, she’s spending time with her husband and their children.

Christina sees herself continuing to grow her business for years to come. She recently earned her broker’s license, and hopes to expand into a team one day. “I love putting people in houses. I truly enjoy the challenge, and getting people through these obstacles and into their dream homes. It’s the best part about real estate.”

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To get in touch with Christina Branham, please call 865-376-2121 or email christina@coldwellbankerjimhenry.com Property Photos: Chris Branham 19

Turning Your Profession into a Passion The old adage goes that if you do what you love, you’ll never work a day in your life.

On the other hand, it’s easy to get bogged down in the day-to-day worries and responsibilities of your career, even if you generally enjoy what you do. While there’s no guaranteeing that every day on the job will be a picnic, there are a few steps you can take to vastly improve your morale and transform your profession into a passion.

After all, cultivating a passion for what you do will not only add to your quality 20

of life, but will likely make you more successful in the long run.

BUILD YOUR BASE OF KNOWLEDGE Knowledge builds confidence, and confidence breeds success. A sure way to light a fire in your heart for your daily work is to challenge yourself to learn more and expand your understanding of your field. By doing so, you equip yourself for success, create challenges, and find the most inter-

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esting features of your work—especially those that most appeal to your interests and talents. Try reading the top five books on the topic of your industry, or subscribe to a podcast where thriving professionals offer their two cents. Either way, learning more about your industry is bound to reveal a source of inspiration worth pursuing.

THINK ABOUT THE BIG PICTURE

and excelling in your field, you may find that others’ approaches inspire your own.

Likewise, what you learn from other successful, passionate people in your field can help you shape your own office and work life, in turn creating more opportunities for you to fall in love with what you do, all over again.

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CONNECT WITH LIKE-MINDED PROFESSIONALS

One of the biggest hindrances of professional passion is falling into a rut. Routines are familiar and everyday responsibilities vie for our energy. But the next time you tackle a task the way that you always have, take a moment and try to refresh your perspective—is there a more clever or efficient way you could approach this project?

Even better: why not take the plunge and do the things you’ve always been meaning to—throw that client appreciation event you’ve put off planning, take the continuing education course you keep forgetting to register for, even try a creative activity that pushes you out of your comfort zone.

There’s no better way to inject some passion into your life than by going outside your bubble and taking a risk.

Have you ever chatted with someone who was overflowing with energy for what they do? That sort of passion tends to be infectious—often causing us to beg our own questions about professional engagement.

By participating in local organizations or networking with those who are active

Passion comes from all directions—from your own interior journey and from the world around you. To transform your profession into a passion worth having, invest in yourself and venture into the vast world around you. You’ll surely reap the rewards.

Sometimes reinvigorating your passion for your work is about looking outward, rather than inward. Gain some perspective and consider who your work helps in the long run. As a real estate professional—whether you work as an agent, broker, in mortgages, home inspections, or otherwise—your work positively impacts someone else’s home-sweet-home. You make a difference. While it may seem like just another day at the office, taking a moment to visualize exactly who you are helping in the world at large is a great way to add some motivational fire to your daily tasks.

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Is Finding A Niche Market Right for You?

A lot of Realtors® take the ‘jack of all trades’ approach to their businesses, and some are extremely successful with doing it all and doing it well. But taking that approach can also make it hard to stand out if there are a lot of agents in your area taking the same approach.

If you’re looking for a way to stand out from the rest, finding a niche market might be the way to go. Although it might sound limiting at first, with the right branding and marketing, your specialty and expertise may help you lock up a market after you become well known for being the ‘go to’ Realtor® in a certain demographic. Having a niche helps you target your marketing, making it more effective, until eventually people are seeking you out as you build your reputation as the foremost expert in your particular niche.

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Despite the benefits of taking on a specialty, it’s still something that only a small percentage of Realtors® do, which means you have a great opportunity to get in on the ground floor in your area by being ahead of what is sure to be a looming real estate trend.

You want to claim your stake on the niche that best fits not only your passions, but something that fills a void in your market.

If this all sounds good to you, the next step is finding your niche! Here are a few things you need to consider:

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market Top Agent Magazine

In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams?

Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus.

Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures.

When things pick up, you may take your innovative approaches and start applying them to luxury homes.

Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There Top Agent Magazine

are numerous demographics that truly need expert real estate advice. Be the one to fill it.

You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.

Are you already serving a niche?

Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official.

Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.

Find ways to really sell your expertise Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you.

There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients.

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