Tennessee 2-19-24

TENNESSEE EDITION

Why Delegating is the Key to

15 MARKETING TIPS for Real Estate Agents

LONG-LASTING SUCCESS

THERE GOES THE NEIGHBORHOOD: How to List High When Neighbors Are a Nuisance

Top Agent Tips and Questions for

CHOOSING YOUR LISTING AGENT COVER STORY

YU ‘TONY’ CAI

TENNESSEE EDITION

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YU ‘TONY’ CAI

CONTENTS

YU ‘TONY’ 16) WHYCAI DELEGATING IS THE

4) TOP AGENT TIPS AND QUESTIONS FOR CHOOSING YOUR LISTING AGENT

13) THERE GOES THE NEIGHBORHOOD: HOW TO LIST HIGH WHEN NEIGHBORS ARE A NUISANCE

KEY TO LONG-LASTING SUCCESS 20) 15 MARKETING TIPS FOR REAL ESTATE AGENTS

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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: 4

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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.

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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!

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YU ‘TONY’ CAI Top Agent Magazine

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As a leading expert in commercial real estate, Top Agent Tony Cai works solo in the competitive markets of Shelby County, Tennessee, and DeSoto County, Mississippi.

Over the past several years, Tony Cai has carved out a niche for himself in the competitive markets of Shelby County, Tennessee, and DeSoto County, Mississippi. As a solo agent, Tony prides himself on his ability to maintain personal and detailed attention to all his clients, a trait that has resulted in an impressive 90% repeat and referral business rate. Licensed since 2015, his commitment to excellence is further underscored by his achievements, including pursuing & obtaining his broker’s license, and earning the Certified Real Estate Negotiation Expert (RENE) designation. A proud member of the prestigious Certified Commercial Investment Member (CCIM), Tony is recognized as a leading expert in commercial real estate, reflecting his comprehensive understanding of financial and market analysis.

Tony stands out in the real estate industry not just for his expertise but also for his unique ability to bridge cultural and linguistic gaps.

Speaking both Mandarin and English fluently, Tony has become a pivotal figure for clients who might otherwise be underserved due to language barriers. “I’m in a niche right 8Copyright Top Agent Magazine

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now where I am helping many clients who speak Mandarin,” he explains. “I guide them throughout the transaction, offering clarity and support.” This personal touch and understanding have proven invaluable, enabling him to

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smooth out transactions and act as a crucial intermediary for his clients. He immerses himself in the process, ensuring that all parties fully comprehend each step and that every client feels understood. This dedication to

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Speaking both Mandarin and English fluently, Tony has become a pivotal figure for clients who might otherwise be underserved due to language barriers. personalized service and the ability to address the unique needs of his clients is what truly sets Tony apart as a real estate agent.

Marketing his listings through a combination of traditional and innovative strategies, Tony reaches a broad audience. Utilizing the local MLS system ensures his listings are pushed out to major social media sites like Zillow and Trulia. However, Tony also taps into niche markets through platforms such as WeChat, which he likens to “a Chinese Facebook.” This approach allows him to reach specific demographics. “We have a lot of WeChat groups that we can market listings to,” he explains.

With a mix of residential and commercial real estate deals, Tony’s marketing savvy contributed to an impressive volume of about 50 deals last year, culminating in close to $15 million in sales.

Tony’s involvement in his local area goes beyond real estate transactions. He plays an active role in the Memphis region’s Chinese community, especially during significant cultural celebrations. “We’re going to actively participate in the Chinese Lunar New Year’s celebrations,” he shares. When he’s not immersed in work or Copyright Top Agent Magazine 10

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community activities, Tony enjoys traveling, investing, and spending quality time with his family and kids.

Deriving a profound satisfaction from assisting clients in achieving their dreams, Tony is eager

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to continue building his business for years to come. “It’s a great feeling to help them,” he says. Tony’s approach is not just about transactions, it’s about making meaningful contributions to people’s lives, whether they are buying a home or starting a new venture.

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For more information about Yu ‘Tony’ Cai, please call 901-674-1327 or email tonycai1225@gmail.com

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Top Agent Magazine

There Goes the Neighborhood:

How to List High When Neighbors are a Nuisance Troublesome neighbors are a relatively common issue that agents come across. You can control the image of your client’s property and you can control your listing presentation, but you can’t always control what’s happening on your client’s street. How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers?

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First of all, it takes tact and a gameplan. With that in mind, let’s consider a few ways you can maintain a listing’s viability and competitive edge—even when bothersome neighbors are involved. Here are a few common neighborly scenarios agents encounter and how to diffuse them to your advantage.

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How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers? It takes tact and a gameplan.

as a courtesy introduction to the neighborhood.

While it may seem like needless busy work, it can dramatically improve prospective buyers’ perceptions of the area. Plus, you may positively ingratiate yourself with neighbors in the area and demonstrate your above-and-beyond service to your clientele in the process.

Is the neighbor’s landscaping an eyesore?

Here’s your recourse.

Most towns and cities have established ordinances regarding yard upkeep. If any of the properties adjacent to your listing are wildly overgrown, littered with junk, or otherwise in a state of obvious disrepair—take it up with the city. Rather than get directly involved at first glance, you might loop in city officials whose job it is to monitor clean-up efforts on rundown yards and properties. If this doesn’t work, you may have to take a more hands-on approach.

Start by thinking small and operating from a place of authenticity and neighborly service.

You might explain to the neighboring tenant that you’re listing and offer to mow their lawn 14

Are there foreclosed or abandoned homes on your client’s block?

Do your homework.

It may take a little research and digging to figure out the banking entity that owns a foreclosed home, but it’s well worth the effort. Banks are typically required to maintain foreclosed homes on at least a basic level. If you’re worried about

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squatters, an unsightly façade, or general disrepair of a neighboring foreclosed property—go to the source. Sometimes banks take their time in hiring a third party to maintain a foreclosed property, but with some proactive prodding on your part, you may be able to speed the process along and resolve eyesores even before prospective buyers come calling. Remember: the squeaky wheel gets the grease. An improved bottom line will be your reward for those few prodding phone calls and emails.

Noisy, nosy, or annoying neighbors?

Don’t be discouraged.

Obnoxious neighbors can really rain on a seller’s parade, especially the kind of neighbor Top Agent Magazine

that takes their less-than-stellar behavior to their porch, front yard, or sidewalk. While this sensitive issue may seem daunting, there are a few official channels you can utilize to thwart the issue before getting personally involved. If the neighborhood in question is governed by an HOA, you might take it up with them. If the troublesome neighbor is harassing passersby or taking to the sidewalk—in other words, public space—then you may be able to involve local authorities in worst-case scenarios. Of course, it’s always possible to talk to troublesome neighbors faceto-face, but do so with caution and with safety as the priority. Always reason gently and empathetically, utilizing I... phrasing, instead of accusatory You... phrasing. After all, some neighbors are clueless about their impact on the neighborhood and may adjust their behavior after being called out. If the issue persists and no third-party authority can help, then you may have to disclose the neighbor’s issues to prospective buyers, depending on the disclosure laws in your region. While this may seem like a blow, you can at least rest easy knowing you pursued all the potential avenues for resolution available. Likewise, your client will likely appreciate your thorough efforts to resolve the issue.

While troublesome neighborhoods can bring down an optimistic mood when listing a property, sometimes being real estate is all about being resourceful. With diligence, digging, and a little follow-up, you just may be able to resolve some of the issues plaguing your neighborly plot.

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Why Delegating is the Key to Long-lasting Success Delegating isn’t a dirty word. In fact, it’s the secret weapon of some of the most successful real estate leaders out there. Those that want to succeed and lead a business built to last understand that delegating is the key to growth and longevity. While the idea of delegating may sound nice, consider a few ways in which delegating adds professional value that goes far beyond efficiency.

DELEGATING DEVELOPS YOUR MANAGEMENT TECHNIQUE Have you ever considered that delegating tasks and responsibilities can help you, as 16

a leader, develop your managerial skills?

While the main objective of delegation is to distribute work in a balanced, efficient way, it’s also a chance to assign tasks with insight, calibrating your team in the process.

Consider delegation an opportunity to build strengths and address weaknesses on your team by choosing specific tasks for specific employees. You can also work on and expand your communication skills, find ways to streamline your delegation tactics, and create opportunities for collaboration. Don’t just delegate blindly, be thoughtful in how you parcel out the workload and responsibilities. Doing so will allow you to fortify your

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While the idea of delegating may sound nice, consider a few ways in which delegating adds professional value that goes far beyond efficiency.

management skills, in addition to lightening your load for the better.

DELEGATING BUILDS COLLECTIVE CONFIDENCE Another byproduct of delegating is that it builds collective confidence in the ranks of your office. By giving employees the chance to flex their skills and control their own small slice of the pie, you’ll be fostering a sense of responsibility and growth on your talent roster. Not only will your staff benefit from the chance to step out on their own, but the team will also benefit as a whole, as each member will attack their duties with a renewed sense of confidence and competence. This collective aptitude will translate to clients and industry colleagues, who will sense the power of a practiced, well-calibrated team in which each member has the chance to shine.

DELEGATING SHARPENS WEAK SPOTS IN OFFICE COMMUNICATION Proper delegation requires clear communication and the careful outlining of responsibilities, goals, and expectations. By regularly delegating to staff, you’ll be giving the whole office the chance to curtail careless communication habits and establish a new benchmark for quality correspondence. Begin by setting an example by clearly communicating delegated responsibilities, leaving the door open for Top Agent Magazine

questions, and by making progress reports the standard. After a while, these good habits will become engrained in your team, and your office will benefit from a uniform and effective communication style, no matter the project.

DELEGATING TURNS ACCOMPLISHMENTS INTO A TEAM WIN The ultimate goal of delegating duties is to get the job done, but when you practice delegation, each team member will have a stake in the outcome. In other words, a job well done can be celebrated by all. Giving your team the chance to invest themselves in an overarching project allows for a big pay-off once success is achieved. Not only does this boost morale and provide meaningful motivation for daily work, but it also builds a sense of comradery among the ranks. What’s more, team members will know they’re taken seriously and considered valuable to the team’s dynamic. And don’t forget: a job well done is a reward in and of itself, but it also doesn’t hurt to demonstrate your gratitude for a team goal accomplished.

Delegating responsibilities isn’t a new idea, but the benefits are more plentiful than most imagine. With that in mind, capitalize on opportunities to delegate and you’ll not only be bolstering your business, but building your team and your own professional profile for the long haul.

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15 MARKETING TIPS

FOR REAL ESTATE AGENTS Successful marketing is essential for differentiation and drawing in clients in the competitive real estate industry. Here are 20

some quick and easy marketing tips for REALTORS® to enhance their visibility and success in the competitive market:

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1. Create a Professional Website

4. Have Video Marketing

Craft a user-friendly, visually appealing website showcasing your expertise, active listings, and client testimonials, ensuring it’s optimized for search engines to enhance your online visibility.

Create and share video content, including property tours, market updates, and informative pieces about the buying or selling process, to engage audiences across multiple platforms.

2.Have a Strong Social Media Presence

5. Build an Email Marketing Strategy

Establish a solid presence on key platforms such as Facebook, Instagram, and LinkedIn. Post engaging content, property listings, and industry news to connect with potential clients, using high-quality visuals and paid ads to broaden your reach.

Build a comprehensive email list of clients, prospects, and industry contacts. Send regular newsletters featuring market updates, new listings, and useful advice to keep your audience engaged.

6.Keep Engaged in Local Communities

3. Utilize Professional Photography

Prioritize high-quality photography for your listings to attract attention and make a memorable first impression.

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Take an active role in local events, sponsor community initiatives, and participate in neighborhood groups to build a trusted local presence.

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7. Enhance Online Listings

10. Use Online Testimonials

Ensure your property listings on various real estate websites are complete, compelling, and accurate, featuring high-quality images and detailed descriptions to draw in potential buyers.

Encourage satisfied clients to leave positive feedback on platforms like Google and Yelp, leveraging good reviews to build trust and influence prospective clients’ decisions.

8. Network with Peers

11. Remain Consistent with Branding

Attend real estate industry events, join professional networks, and connect with fellow REALTORS®. Networking can lead to referrals and partnerships, and maintaining connections with past clients can open doors to repeat business and referrals.

Keep your branding uniform across all marketing materials, including business cards, social media profiles, and your website, to foster recognition and trust.

9. Share Expert Content

Adapt to the digital trend by organizing virtual open houses, utilizing live streams or prerecorded tours to showcase properties and interact with potential buyers.

Position yourself as an industry expert by distributing valuable content, such as blog posts, infographics, and market reports, to establish credibility and attract potential clients.

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12. Host Virtual Open Houses

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13. Use Real Estate Apps

15. Implement Google My Business

Make sure your listings are optimized for mobile viewing on popular real estate apps, exploring advertising options to reach a broader audience.

Set up and fine-tune your Google My Business profile to improve your local search presence and provide potential clients with key information about your services.

14. Stay Informed and Educated

Incorporating these quick and easy marketing tips into your real estate strategy can make a significant impact on your visibility and success in the competitive market. Stay agile, adapt to emerging trends, and consistently refine your marketing approach to stay ahead in the dynamic real estate landscape.

Keep abreast of industry trends, market shifts, and emerging technologies to offer valuable insights to clients and remain a knowledgeable resource.

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