TEXAS EDITION
5 STEPS TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT TOP AGENT TIPS AND QUESTIONS FOR CHOOSING YOUR LISTING AGENT FEATURED AGENT
KAREN MARTIN COVER STORY
HOLLY FANNING
GOAL CONTRACTS (A LIFE LESSON FROM THE OLD SCHOOL) 5 LIFE LESSONS FOR REAL ESTATE PROS FROM THE 'ARCHITECT' OF THE BEATLES
TEXAS EDITION
7
17
HOLLY FANNING
KAREN MARTIN
CONTENTS 4) TOP AGENT TIPS AND QUESTIONS FOR CHOOSING YOUR LISTING AGENT 13) 5 LIFE LESSONS FOR REAL ESTATE PROS FROM THE 'ARCHITECT' OF THE BEATLES
19) GOAL CONTRACTS (A LIFE LESSON FROM THE OLD SCHOOL) 22) 5 STEPS TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT
Phone 888-461-3930 | Fax 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent 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 inquiry to mag@topagentmagazine.com. Published in the U.S.
2
Top Agent Magazine
mailto:mag@topagentmagazine.com
Top Agent Magazine
3
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
Top Agent Magazine
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 agents’ opinions.
How will you market the property? Each
Top Agent has a unique set of online or local marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however. You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours. What factors influence your list-price recommendation? Before an-
swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price. They’ll also educate you on how best to balance both market time and list price relative to sales histories your area. Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’
opinions on your home’s sale potential with or without some improvements. Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.
How will you help with staging? Some Top Agents will pay for part or
all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches. Top Agent Magazine
5
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! 6
Top Agent Magazine
HOLLY FANNING Top Agent Magazine
7
HOLLY FANNING Holly Fanning’s expertise has resulted in her being named Top Houston Real Estate Agent in both 2014 and 2015.
Top Agent / Broker and multi-million-dollar producer Holly Fanning of Fanning Realty in Houston, Texas is passionate about what she does. That passion has resulted in a thriving, successful company that she is extremely proud of, and of a large client base that has come to depend on her expertise and unparalleled commitment to providing the highest levels of service. Holly, who came to the real estate world armed with a vast resource of knowledge gleaned 8Copyright Top Agent Magazine
early on from her father’s construction company, obtained her real estate license in 2003 and her broker’s license a mere two years later. “After growing up in the construction business and loving that my father built and remodeled homes, it only seemed logical that I follow my passion for real estate.” In 2009, with her husband’s assistance, she opened Fanning Realty and a success story was born. “I own the company, and I’m still an active broker.” Her aforementioned passion is obvious in all aspects of her business, whether it’s marketing a property or selling homes at both ends of the price-point spectrum. Holly remembers her Top Agent Magazine
early days of selling homes, and sells homes for $100,000 as enthusiastically as she sells million dollar properties. “I have no problem doing any of it,” she says. “At this point in my career I still enjoy going out and helping someone lease a property. This is where a lot of other realtors miss the ball. I treat all my clients the same, and that pays off in terms of loyalty, and I’ve grown my business on that loyalty.” Education – her own, and her agents – is something Holly attributes to her success. With Top Agent Magazine
a staggering number of certifications and a B.A. in Business, she is able to provide a level of competence few of her competitors can provide. Included among these designations are Certified Residential Specialist (of which only 4% of realtors can boast), Certified Home Marketing Specialist, and Accredited Buyers Representative. Her expertise has resulted in her being named Top Houston Real Estate Agent in both 2014 and 2015. She also has membership in multiple real estate associations, including Austin Board of Realtors, Texas Association of Realtors and Copyright Top Agent Magazine9
“I think my clients would say that I’m loyal, that I’m honest, and that I have integrity.” Houston Area Realtors. She is also a Dave Ramsey Preferred Broker. Holly’s attention to detail and the deep value she places on her client’s concerns are among the reasons she can boast an almost 90% rate of referral business. “I think my Copyright Top Agent Magazine 10
clients would say that I’m loyal, that I’m honest, and that I have integrity.” The relationship with her clients does not end at the closing table, and that’s another aspect of Holly’s work ethic that has resulted in return business. “My follow-through and follow-up is extremely streamlined. We Top Agent Magazine
send out letters, note cards, and multiple touches throughout the year.” She also spends a significant amount of time utilizing social media to remain in touch with her clients. Holly has plans for the near future. Currently in the process of buying a new, larger office space, she intends to grow her business to around 20 agents, while striving to keep the smaller, familial dynamic that has been the hallmark of her company since it’s inception. “The reason Top Agent Magazine
we have agents come work for us is that family feel, the one-on-one relationships.” If past success is any indication, the future looks bright for Fanning Realty. For Holly, real estate is more than a vocation, it’s her life. Aside from family, volunteering, reading, being a wife and mother of 3 kids (Travis, US Marine Officer; Mandy, U.S Air Force Officer; and Shelly, Baylor University) – her career is her utmost priority. “I love the business,” says Holly, “I get up every morning excited to do what I do.” Copyright Top Agent Magazine 11
For more information about
HOLLY FANNING, please call 281-723-5654 or email Holly@FanningRealty.us FanningRealty.us
www.
Copyright Top Agent Magazine 12
Top Agent Magazine
mailto:mag@topagentmagazine.com http://www.topagentmagazine.com
Top Agent Magazine
13
5 Life Lessons for Real Estate Pros from the ‘Architect’ of the Beatles By Carla Cross, CRB, MA What in the world do the Beatles have to do with real estate pros success? A lot, I think. We’ve all heard of Paul, George, Ringo, and John—but, does the name “George Martin” ring a bell? Maybe. Martin was the record producer who discovered and molded the Beatles, adding his classical musical background to the Beatles’ creativity to produce the Beatles’ unique and ever evolving sounds. 14
Top Agent Magazine
As a musician myself, I’ve always marveled at how the Beatles put classical musical aspects into their rock ‘n roll. Well, guess what? They didn’t do it by themselves—they melded their How are talents with Martin. George Martin just died at age 90, and many articles are being written about his you keeping collaboration with the Beatles. As I read these your business articles, I was thinking, “These life and performance fresh and lessons are absolutely applicable to us real estate professionals.” So, here are five life and performance exciting? lessons we can learn from their association:
• Keep improving your team until you are working with the best.
Martin urged Beatles’ manager Brian Epstein to replace drummer Pete Best with Ringo Starr, who he felt was a better drummer. Is your team the strongest it can be? Who’s holding you back? Who’s hindering your best performance? Who do you need to replace? I know, as an emsemble musician, you never play any better than your worst player!
• Start every listing, buyer and training presentation with an attention-getting ‘hook’.
Starting with the ‘hook’: Martin suggested Paul McCartney replace the first verse of Can’t Buy Me Love with the ‘can’t buy me love’ intro. That’s the hook, and we never forget it, do we? Do your listing/buyer and training presentations start with something attention-getting, or do you ‘ease into’ your presentation with banal comments like ‘I’ll keep this short’ or ‘we’ve got a lot to cover’. Stop being banal and get creative with your opening (we practice this in my Instructor Development Workshop and I teach this in The Ultimate Real Estate Trainer’s Guide).
• Take your presentation apart and rebuild it with new elements.
You know the great ballad Yesterday (see, you’re humming it in your head!). But, did you know McCartney originally sang it with just acoustic guitar accompaniment? Martin added a string quartet, and that’s how that mellow, full, ethereal sound was created. Have you gone outside your comfort zone with your presentations? Have you gotten some coaching to polish and improve?
Top Agent Magazine
15
• Think outside the box—for a change.
Martin took his classical music background and added Souza marches and a calliope to Sgt. Pepper’s. But, he didn’t just add them—he cut the tapes in pieces, turned them upside down, and switched the phrases to provide a somewhat chaotic, yet captivating music. Are you thinking outside the box? What have you done for the first time this year? What have you done differently? How are you keeping your business fresh and exciting?
• No one succeeds alone.
As you can see from these examples, Martin’s genius and the Beatles’ creativity resulted in something that had never been heard before—and will never be replicated again. But, what would they have been without each other? The Beatles would have been just another English rock ‘n roll group, and Martin would have been just another successful record producer. They melded their talents and were both flexible and adventuresome in trying new approaches. Who’s your partner in success? Real estate agents like to think they do it all on their own. But, studies show that virtually no one succeeds alone. Yes, someone may be the ‘front man’ (or woman), but there’s a partner behind the scenes, making everything better.
Remember to thank that partner now and then. It could be your manager, the owner, a trainer, a coach—or your family. Now, take these five life lessons to make your real estate career even more spectacular! Copyright ©, 2016 Carla Cross. All rights reserved.
Carla Cross, CRB, MA, is an international speaker, writer, and coach, specializing in real estate management. Her Leadership Mastery Coaching program is unique in the industry. A National REALTOR® Educator of the Year, Carla was recently named one of the 50 most influential women in real estate. Join Carla’s Community and receive special offers and free resources. Contact Carla at 425-392-6914 or http://www.carlacross.com. 16
Top Agent Magazine
KAREN MARTIN Top Agent Magazine
17
KAREN MARTIN Karen Martin found her passion for real estate through the urging of her former boss. After working for him as an executive assistant for 27 years, he encouraged her to get her license and start helping clients. His advice was just the push that Martin needed and she began working for his brokerage company, Sigma Properties as an agent. While she has since moved on to United Real Estate, she remembers her time with the brokerage fondly, and is thankful that the owner saw her potential. “He saw something in me that I didn’t see in myself,” she says. When you first meet Martin, you will immediately notice her warm and caring spirit which transcends to her work with her clients. She develops a partnership with each buyer and seller she works with and is quick to point out that she will stand by their side through the long haul. “Until we get this transaction closed, we’re in this partnership together,” she says. Each client that she meets immediately turns into a new friend as Martin has a natural ability to put them at ease. Her work ethic helps her stand out among other agents as she is truly dedicated to her business and the clients she serves in the North Dallas, Texas, area. The business that Martin has developed is growing as she has just partnered with another agent to share the workload. It will also soon turn into a family affair as both her son and her husband will obtain their real estate licenses too. Closing 27 transactions last year with her partner Kelley, she has a real knack for sealing the deal. She had the most transactions at United Real Estate Dallas in 2015, and is a preferred partner with Redfin, where she closed $1.5 million in sales last year. Her clients come to her because she is easy to work with, down to earth, and relatable. She has earned the reputation of being “real” with one client as she always guides her buyers and sellers through the process. “I 18
advise my clients like I would want someone to advise me,” she says. “That’s how I treat people.” While Martin’s life used to revolve around her son and his school as she served for several years as a board member of his school’s PTA, today she is more focused on her parents. She takes care of them and spends much of her time helping them to get around as best they can. She also has served on her homeowner’s association for five years and is a lifetime member of the Texas PTA. When Martin has some free time, she enjoys reading, cooking, and cross stitch. She has been happily married for 28 years and gets out as often as she can to see friends – the same ones she made over 13 years ago, as a board member of the PTA.
Martin wants to continue to give back to the community through a preferred vendor program for educators. She also wants to continue to grow her business, which will no doubt expand with the addition of her son and husband. She certainly has no regrets that she got into the real estate business as she takes great pleasure in the clients she gets to meet and the work she gets to do. “I enjoy it enormously,” she says. “I’m very thankful.”
For more information about KAREN MARTIN, visit dfwsmartrealty.com, call 214-535-8840, or email karen@df wsmartrealty.com www.
www.
Copyright Top Top Agent Agent Magazine Magazine
Goal Contracts
By Barry Eisen
(A Life Skill from the Old School) A few months ago I spoke at a real estate sales meeting in an office where I’ve spoken and taught seminars for many years. As soon as I was finished, an agent, who had transferred into this office about a year before, standing in the back of the room, graciously offered a glowing testimonial about my seminar he had taken ten years ago. He talked of a number meaningful changes for the better he had experienced in his life since that seminar. Then he took out Top Agent Magazine
of his pocket a small number of 3 by 5 cards and held them up like he was holding the Holy Grail. Of all the internal and external techniques he was exposed to in the seminar, these cards (Goal Contracts) were his game changer. I stopped guessing years ago, which ideas or systems I teach will be best or most appreciated. We all perceive ideas so differently. Generally, feedback I get in coaching sessions is 19
that the biggest issue for most, who are not fulfilling their own personal promises, is lack of focus, not lack of ability or planning. There are lots of good ideas available to shake a person out of the Limbo they’ve created. Here’s one that has worked for many. If you like the idea, don’t just acknowledge it as a “nice idea.” Do it for a month. Get past the initial new/awkward/judgmental stage. Then decide whether this is an idea worth continuing or not. Come from KNOWING, not second-guessing. 3. On the second line, answer the You have everything to gain and time question. What is the specific nothing to lose. TARGET or DUE DATE for that goal to be accomplished? (A specific The Goal Contract date creates a sense of urgency.) Get as many 3 X 5 cards for as many 4. On the third line of each card selected personal/business goals answer the HOW? question. This is the action step, where the rubber you’d like to accomplish. meets the road. How are you going 1. Create 4 horizontal lines across to get from where you are to where each card with a few spaces in you are going? Dig deeper than the lazy answer: “If I knew what to do between each. I’d be doing it!” If you’ve crossed the street by yourself a few times You have everything to already, chances are you know what gain and nothing to lose. you need to do. Write this down in a few words on the third line. 2. On the top line of each card answer the question WHAT? What 5. On the bottom line of each card, is that card’s goal? Write that goal SIGN YOUR NAME. As simple and on the top line (e.g. Weigh 150 lbs., perhaps silly as this may seem, we $200,000, run a 42 minute 10K, etc). have been conditioned to live up to 20
Top Agent Magazine
responsibilities we sign for (mortgages, insurance, credit cards, cars, etc). Personal and business goals don’t generally fall into that category. A small action can have a huge impact. As you sign your name, feel the responsibility of your commitment. 6. Stick a small piece of double sided tape on the back of each card.
you feel self conscious), on your office and home office desk, etc. Just the physical act of moving the cards, subconsciously reinforces what the cards represent. Since most of our attitudes and actions are subconsciously motivated, you will feel more immediately compelled to make the better, usually more productive decision.
This is a little idea that can play 7. Carry these cards with you big in getting you to another level. through the travels of your day. In Because it’s easy to do, it becomes your pocket or handbag, carry case, easy to NOT do. Do it, you’ll like it! on the dashboard of your car (not when you have others with you, if Copyright©, 2015 Barry Eisen. All Barry Eisen teaches personal development seminars and coaches Southern California top producing rEALtOrS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 Top Agent Magazine
21
5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business. So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.
1
FIND A MENTOR
Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.
2
CONTINUOUS TRAINING
This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.
22
Top Agent Magazine
3
BUILD A STRONG ONLINE PRESENCE
Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.
4
BUILD A SOLID FOUNDATION
5
SET GOALS
One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.
Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy. You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.
Top Agent Magazine
23
mailto:mag@topagentmagazine.com
24
Top Agent Magazine