VIRGINIA 5-22-23

VIRGINIA EDITION

CONCIERGE CARE: Services that

Lure Clients and Transform Your Reputation

FEATURED AGENTS

CATHERINE KOWALSKY DANE WORK DAVID PATSEL IRINA BABB JESSICA COOPER S. LISA HERNDON STEPHANIE HINER COVER STORY

LILIAN JORGENSON

Is Starting a Team

THE RIGHT SOLUTION FOR YOUR BUSINESS?

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

A STEP-BY-STEP GUIDE TO

CONVERTING INTERNET LEADS TO REAL LIFE SALES

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 4

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and Top Agent Magazine

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

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marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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LILIAN JORGENSON Top Agent Magazine

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LILI AN JORGENSON “This job takes tenacity, love, and compassion. I treat every client, whether they’re buying or selling, as one of my own. I believe in being open and honest – when you’re working with me, you always know where everything stands, and I educate buyers and sellers to prepare them for the journey ahead.”

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ilian Jorgenson of McLean, Virginia, has distilled thirty eight years of experience in the real estate industry down to its core principles: “This job takes tenacity, love, and compassion. I treat every client, whether they’re buying or selling, as one of my own. I believe in being open and honest – when you’re working with me, you always know where everything stands, and I educate buyers and sellers to prepare them for the journey ahead. It really is a journey, and there are so many

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things happening along the way – I make sure clients are prepared so there are no surprises.”

Prior to stepping into real estate, Lilian enjoyed a career working as the Senior Danish Instructor for the Foreign Service.

“I was teaching Americans going to the foreign embassy in Copenhagen where I was born,” she recalls. “I had always wanted to sell houses, but with two small children the timing was never right. Then when they were teenagers, my husband

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and I went to a Christmas party, and his boss told me she had just passed the real estate exam. That was the spark, and at the start of the new year, I signed up.”

Since launching her career in August of 1985, Lilian has accrued a staggering number of accolades, designations, recommendations, and awards; the most notable of which being her lifetime average: one transaction per week, every week, for thirty-eight years, totaling $1.8 billion in career sales spread across 2,400 homes. She has been recognized

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as Washingtonian’s Best Top Real Estate Agent from 2015-2022, and in 2022, she was ranked amongst the top 1.5% of Real Estate Professionals in the US in Real Trends, and she was listed among the top 200 agents in the Wall Street Journal.

Lilian’s marketing strategy is a multifaceted technique that she outlines with candor: “If you throw enough mud up onto the wall, something is going to stick. If we knew ahead of time what would sell a home, we would do that and nothing else; but that’s just not the way the market

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“I’ve helped build three hundred houses from blueprint-to-kitchen-table – I’m very versed in a variety of home designs, so I like to use my time educating myself in the latest building technologies and staying abreast of neighborhood developments.” works, and things are constantly changing.” Lilian focuses on building personal relationships while relying on the robust digital footprint of Long & Foster and the aid of two full time assistants. She markets her listings with professional photography, three-dimensional floor plans, and social media accounts, but insists that the strength of her career hinges both on personal connections and on a different technological emphasis. “I’ve helped build three hundred houses from blueTop Agent Magazine

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print-to-kitchen-table – I’m very versed in a variety of home designs, so I like to use my time educating myself in the latest building technologies and staying abreast of neighborhood developments.”

As she closes in on four decades in the industry, Lilian looks forward to forming new relationships and perfecting her

daily practices. “I still go into the office every single day, I have lunch with my husband for half an hour, I spend time with my family and grandchildren, but beyond that, my hobby is really real estate. I love my business, and I like being able to show my track record to anybody who’s interested, so that they can see exactly where I stand.”

To learn more about Lilian Jorgenson, email Lilian.Jorgenson@longandfoster.com, call 703-407-0766 or visit: lilian.com, Instagram, or Facebook www.

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A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online.

Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales.

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RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up.

Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when 14

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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CATHERINE KOWALSKY Catherine Kowalsky’s journey into the world of real estate is one of serendipity and the power of personal connections.

With an associate’s degree in business and an itch for a career change, she found inspiration through a friend who happened to be a REALTOR®. Catherine quickly fell in love with the industry, first exploring new homes before moving into resale with Rose & Womble. After two decades in the business, her passion for this industry has only continued to grow. Her range is vast, covering areas in both Virginia and North Carolina, including Chesapeake, Outer Banks, and even Williamsburg. With a flexible attitude and an eagerness to serve her clients, Catherine is willing to travel up to two hours for the right opportunity. Her success is deeply rooted in the relationships she builds with her clients. The majority of her business comes from repeat and referral customers, a testament to the lasting impact she makes in the world of real estate.

What truly sets Catherine apart as a real estate agent is her desire to provide her clients with the utmost care and attention. She prides herself on equipping her buyers and sellers with extensive information, ensuring they feel confident and secure throughout the entire process. “I think the legal aspect of it is so important,” she explains. “I just make sure I keep up with all the rules and the laws to cover my people.”

When it comes to marketing her listings, Catherine combines the resources of her company with her own unique touches. “With our company, obviously, we do so much marketing in general,” she explains.

In addition to this, Catherine has her own website, which syndicates her listings to numerous other

sites, ensuring maximum exposure. Being aware of her market, Catherine also leverages military websites, catering to the needs of military personnel constantly moving in and out of the area. Furthermore, she offers staging services to make her clients’ homes more appealing to potential buyers. “I stage homes, if it needs it,” she says, emphasizing the importance of presenting a clutter-free and inviting space for buyers. Catherine’s keen eye for what each property requires, along with her extensive marketing strategies, ensures that her clients receive the best possible outcome when selling their homes.

Catherine is deeply committed to giving back to her community, participating in various charitable events and initiatives through her office. These include fundraisers like turkey basket brigade, slightly used coats for those in need, bowling events, and luncheons, as well as shoe drives for the homeless. Additionally, Catherine is actively involved in her church, where she helps feed the homeless and supports other community-focused efforts. When it comes to her personal life, Catherine’s top priority is spending time with her family. From bowling and watching movies to simply being together, she never takes for granted every moment spent with her loved ones.

As Catherine looks toward the future of her business, she envisions expanding her impact by mentoring new agents and sharing her wealth of knowledge. She finds satisfaction in helping others and aims to foster a supportive team environment. With her continued dedication to her clients, community, and colleagues, Catherine’s passion for real estate and desire to teach will undoubtedly contribute to her ongoing success in the industry.

For more information about Catherine Kowalsky, please call 757-714-6492 or email cksellsall@gmail.com Top Agent Magazine

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DANE WORK Dane Work of Samson Properties in Chantilly, Virginia, has distilled twenty-four years of success in the real estate industry down to core tenets centered on simplicity, empathy, and gratitude. “In today’s world, with all the tools we have in our pockets, it can start to feel like you need to be everywhere all at once to succeed. No doubt those things are useful – but you still need to talk to a professional, and that professional needs to work with everyone else involved. A handshake and a smile goes pretty far in those cases.”

While working in the service industry in 1999, Dane got his start as a result of his private property investments. “I was a small business owner in Arlington,” he recalls. “I owned a restaurant and another small operation in my twenties, and I bought up some properties after doing well for a few years. The RE/MAX agent I worked with told me I could be doing this for myself, so that’s exactly what I did.” Since then, Dane has owned and operated his own independent brokerage, along with his general brokerage, salesperson services (with the help of several dedicated administrators), all servicing Northern Virginia. His book of business is 100% referral based, and he has held a position in the Top 1% of producers in the Northern Virginia Association of REALTORS® from 2003 to 2022, with 2021 being a record setting year at $60 million in volume spread across sixty transactions.

Dane attributes the bulk of his success to a counterintuitive approach backed by a tried-and-true listing strategy that relies on fundamental, grass roots strategy. “I give all of my advertising to local small businesses,” he exudes. “I’ve been in those shoes,

and I know how valuable it can be to get advertising help. I also donate time and financial contributions to booster clubs at select high schools in the area.

Each yearI help them raise money, and I relinquish any advertisement space to a local business. Those businesses are grateful to be out in front of up to twelve hundred families in their communities, and lo and behold, they turn into tremendous referral sources.” This silent marketing approach lets Dane focus his efforts on building meaningful interpersonal connections and bolstering his listings on major platforms. “If you populate your listings properly in the MLS, it will make its way to the major real estate sites where serious buyers and sellers are already operating. I have my social media platforms like everybody else, but the video walkthroughs and personalized websites will only get you so far. The old school, one-on-one system we have works wonders if it’s used correctly.”

For Dane, this depth of industry understanding is only achievable with the mentorship and support of his predecessors and colleagues. “I’ve met some extraordinary people. The wonderful brokers and salespersons who have taught me the trade, sales skills, intuition; and those who have perfected ‘the old ways’ – I bring it all together to provide an exceptional service.” As he approaches a quarter of a century in the industry, Dane plans to perfect his practice and eventually hand the business over to his daughter. “She’ll be back from college in two weeks, and hopefully she’ll start doing some support work for me. Maybe she’ll absorb the business in five years or so if she wishes – or some other lucky person out there!”

To learn more about Dane Work, please call 703.869.4567, visit danework.com or email DaneWork@erols.com www.

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Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke.

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Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle.

First, think about a client’s everyday experience.

Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area?

Where might your client swing by for coffee?

Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert.

Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant 18

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call.

Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients.

Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole.

It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

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DAVID PATSEL Once a restaurateur, now a real estate maestro, David Patsel’s journey into this industry began 19 years ago.

“I wanted to try something new, so I was working to become a licensed appraiser, and I began looking for a mentor,” he explains. “I called one and he said if I really wanted to make a career out of real estate, I should become an agent.” So David took his advice, earned his real estate license, and hit the ground running. Today he leads CVA Home Pros and has grown his team year by year, currently boasting seven other agents and a full-time admin/marketing specialist. Covering an impressive expanse from Charlottesville to the North Carolina border, David and his team have built a robust presence in the Central Virginia real estate market. With a remarkable 75% of his business stemming from repeat and referral clients, it’s evident that David’s dedication to his craft, and his clients, has yielded a sterling reputation.

What sets David apart from other agents is his unparalleled service and his work ethic. “I treat this like a fulltime job and like I’m punching a clock,” he explains.

“I’m usually at the office no later than 7:30.” David’s secret to maintaining relationships with past clients lies in his sophisticated CRM system. Partnering with Delta Media, he uses multiple CRMs tailored to different groups, from fellow agents to family and friends.

Through these systems, David keeps in touch with his clients by sending email blasts, newsletters, and mailings. By touching base at least 26 times a year, David ensures that he remains at the forefront of his clients’ minds whenever they encounter someone looking to buy or sell a property.

After working with David, clients leave glowing reviews about their time together. One recently said, “David Patsel is a phenomenal and awesome person. He did a great fantastic job selling our house, he went above and beyond what is required of any agent Top Agent Magazine

I know. David and his Transaction Coordinator were there for us every step of the way. Any questions or concerns we had they were right on it with correct information and a great attitude every time.”

David is not only dedicated to his real estate career, but he’s also highly involved in his community. Actively participating in his local Chamber of Commerce and holding past leadership roles in a local association, David’s commitment to his region is apparent.

Alongside these pursuits, he remains active in his church, serving on various committees and bonding with fellow members in a group called the “Cavemen.”

When it comes to the future, David plans to maintain his momentum. With steady growth and a commitment to making a lasting footprint in the industry, he aims to continue expanding CVA Home Pros and enjoying everything he loves about this path. “It’s so amazing to know that I’m part of the largest transaction most people will ever make in their lives, and it feels great to have them trust me with that.”

For more information about David Patsel, please call 804-931-4072 or email david.patsel@gmail.com 19

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Is Starting a Team the Right Solution for your Business?

You’ve started your own real estate business and after a slow start, you’ve found your footing and business has really taken off. Sounds great, doesn’t it? Until maybe you’re getting more business than you can handle. After all, you don’t want to sacrifice service for more listings. The top-notch level of service you offer is probably what created your boom in Top Agent Magazine

business in the first place, so you don’t want to compromise that. But, at the same down, you don’t want to turn down business either. It’s at this point, a lot of Realtors® consider starting a team. But, how do you know if that’s the right call for you? Here are a few questions you might want to ask yourself to help make your decision.

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The top-notch level of service you offer is probably what created your boom in business in the first place, so you don’t want to compromise that.

CAN YOU AFFORD IT? First things first, are you really making enough money to warrant hiring help? One of the key things to think about is your ability to generate leads. Are you so busy with your existing contracts, that you have no spare time to generate more business? Then, it might be time to consider your options. Figure out the time you’ll be afforded to generate more business, how many more transactions that will lead

to, and then see if that pays for the assistant’s wages. That should help you easily see if it’s worth the investment. If it’s on the border, you may still want to go for it if you have a lot of confidence in the market and your ability to bring in business. If you’re not quite there yet though, it might be a good idea to look into a virtual assistant until your business is ready to expand.

ARE YOU READY TO BE A TEAM LEADER? Or in other words, how comfortable are you delegating tasks and responsibilities? For some agents, they need to be actively involved in every step of the process. Being a team leader is not only about being able to delegate, it’s about mentoring and guiding your team as well. Not only do you have to help them serve the team

better, you need to look at yourself honestly too, constantly evaluating what you can do better. It’s also your job to set up systems and operations, that are constantly refined with the feedback of your team members. Clear and constant communication is key with your clients as well as your team.

CAN YOU FIND PEOPLE WHO SHARE YOUR VISION? Of course, the above two points are moot, if you’re unable to find people that you trust and that share your business’ philosophy. Having a supportive and professional team culture is instrumental in a team’s success. These are people you will be working with closely for long hours so you not only need to trust in their expertise and professionalism, you want to find people with a positive attitude. You will all be relying on each other to create seamless trans22

actions in sometimes stressful circumstances.

Having the right team spirit, so to speak, is what will help your business and team grow.

The ultimate goal of a team is to have thriving careers for everyone on board.

So, if you want to see your business grow maybe a team is right for you. It may even give you a little free time for a personal life. We can all dream, can’t we?

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IRINA BABB In the heart of Alexandria, Virginia, a real estate virtuoso has made a name for herself. Irina Babb, an 18-year veteran in the industry, found her niche in the charming Cameron Station community and beyond, where she has become synonymous with hands-on, personalized service. As the backbone of her small but mighty team, which includes her buyer agent, transaction manager, and marketing coordinator, Irina maintains full control over each listing, ensuring that her clients receive the attention they deserve. Her total closed sales volume as of Spring 2023 is $879 million, and she’s been awarded multiple accolades, including Life Time NVAR Top Producer, Diamond Clubs for 2021 and 2022 with NVAR and Re/Max Allegiance, Re/Max Hall of Fame, Re/Max Lifetime Achievement, and Re/Max Circle of Legends. An expert on Virginia real estate market, Irina’s business is continuing to grow, with a large portion of her work consisting of repeat clients and referrals.

Irina prides herself on being hands-on with every aspect of her listings, ensuring that no steps are skipped.

“I handle all of my listings myself,” she explains. One of the key factors that sets her apart is her commitment to providing added value to her clients. Irina is an Accredited Staging Professional, and she offers free professional cleanings and staging for her clients’ properties. She also has a free moving van available for both buyers and sellers to use during their transition. These extra services not only showcase Irina’s genuine care for her clients but also illustrate her determination to create a seamless and enjoyable real estate experience.

Buyers and sellers appreciate her ability to make the process stress-free. One recently said, “Irina is the best REALTOR® we have known, and we have moved 17 times in 30 years. She has played a role in our last three buys/sells and clearly knows the market. We relied on her sage advice for both buying and listing properties. She has the unique ability to represent both sides of the transaction fairly, set realistic prices, and Top Agent Magazine

manage expectations. Her responsiveness and professionalism are unparalleled. We highly recommend Irina to both buyers and sellers. You will be glad you chose her!”

Community plays an important role in Irina’s life. She is always looking for ways to give back and make her neighborhood a fun place to live. Irina recently finished furnishing and decorating Cameron Cafe, a local, favorite coffee shop. She also donates $100 from each closed sale to Samuel Tucker PTA, and arranges free ice cream events for her neighborhood twice a year, complete with various entertainment artists. Irina also sponsors HOA community events.

Irina’s future plans for her business are rooted in the belief that consistency is key to her success. She intends to maintain her current team size and continue the practices that have made her a powerhouse in the state of Virginia. With an impressive track record, including closing nearly 50% of the entire inventory in Cameron Station for 2022, and ranking as #34 in the state of VA for production volume for the first quarter of 2023, Irina’s focus on providing personalized, fivestar customer service is a winning formula that she plans to uphold in the years to come.

For more information about Irina Babb, please call 571-217-2571 or email homes@irinababb.com 23

JESSICA COOPER Jessica Cooper, President and Team Lead of Cooper & Company, Inc., has built her real estate enterprise on a bedrock that combines client education with unwavering patience and empathy. “We bring an authentic touch to real estate. We’re very cognizant about the circumstances around each buyer and seller, and we never try to push an idea or a home onto anybody. We work hard to understand the stories and motivations for every client, and we help bring their ideal dream to fruition.”

After nearly eight years in the world of real estate, Jessica has recently restructured Cooper & Company to house three agents servicing all of Richmond Metro.

Collectively, the team averages $9 million in volume (with 2023 on track to shatter that figure), and Jessica individually boasts a book of business that is over seventy-five percent repeat and referral clients. Her testimonials broadcast her penchant for patience, her willingness to go above and beyond when it comes to constant communication, and an eagerness to share her hard earned expertise. “I just love seeing people get where they really want to go. Watching that light bulb come on when they not only understand something, but they really see how it’s obtainable for them – I don’t think I’ll ever get tired of helping people get to live that American Dream.”

In addition to her passion for assisting homebuyers, particularly as a luxury certified agent, Jessica prides herself on the creative strategies the team employs to garner competitive offers for their listing clients. “We don’t piece together a puzzle based on what we want,” she exudes. “We start with the picture the client paints, and work with different lenders, photographers, and other professionals to bring it to reality. Especially when it comes to moving people seamlessly out of one home and into another – that can be one tricky puzzle, and that’s where we excel.” The Cooper & Company Team packages this diligence and distributes it through various digital and physical pipelines, including Jessica’s 24

Influencer Tier Facebook Account, and Coldwell Banker’s robust digital footprint.

“We like to take advantage of Coldwell Banker’s ‘first look’ for our listings – we can get it in front of international agents associated with our brokerage. That global connection isn’t something you can get everywhere.”

With a strong social media presence and a network that spans time zones, Jessica and her team are poised to serve Richmond Metro for years to come. They are constantly seeking creative pathways to help their clients capitalize on market fluctuations, while still enjoying a seamless and enjoyable transition. “We are always strategizing.

There are ways to help clients make the most of their money when the market is hot, and wait to make purchases when the timing is right. The future is really about meeting the needs of buyers and sellers in a deeper, original way – that’s what we seek!” When she’s not living on the cutting edge of real estate, Jessica enjoys spending time with her husband and three dogs, or visiting one of her seven fully grown children.

To learn more about Jessica Cooper, email jessica@centralvirginiahomes.net, call 804-687-6718 or visit: centralvirginiahomes.net www.

Facebook | Instagram | Linkedin Broker: Coldwell Banker Prime 15871 City View Drive STE 204 Midlothian, VA 23113

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How to Make Your Commute Productive The highest caliber business owners and entrepreneurs utilize every minute of their day.

Though this may be a lofty goal, there are certainly ways to make our daily routines more efficient and productive. Consider the morning and evening commute—time blocks that are accounted for every day. For some of us, daily commutes may mean a lengthy drive through gridlock traffic, or perhaps just a quick fifteen-minute crosstown excursion. However short or long your commute may be, there are ways to maximize this component of your daily routine and reap the rewards.

With that in mind, take a look at some ideas below to inject some energy and productivity into your daily commute.

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Listen to the latest industry-centric podcasts or audiobooks Whether you drive, bike, walk, or take public transportation, a commute is the perfect time to tune into an industry-oriented podcast or audiobook as a way of building your skills or getting into the zone for the day. Instead of letting your commute time be passive, you can process insights from leading industry professionals, or develop your skillset on a topic you haven’t yet made time for. Perhaps you’d like to develop your social media presence, or maybe you’d like to tap into the millennial homebuyer market—whatever the case may be, there is audio material out there suited to your interests. What’s more, podcasts are free and easy to incorporate on your smartphone or

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tablet, and there are ample audiobook subscription services out there that make regular listenership cost effective.

Create a mental to-do list to get a head-start on your day, or to prepare for tomorrow Getting your thoughts in order with a straightforward to-do list can help you dive in once you make it to your desk, or serve as a conclusive mental routine to end your work day.

If you drive to and from work and don’t have your hands free, don’t fret. Speaking your to-do list aloud can help you detangle your thoughts and tasks by vocalizing them. You can also try breaking down your to-do list by verbalizing the day’s goals, the week’s goals, and the month’s goals as a way of structuring priorities. If your commute is hands-free, you can incorporate a variety of apps that serve as custom-made todo lists that’ll organizationally map your duties for the day. In either case, use your commute window to identify and name the tasks ahead of you, and you’ll be able to hit the ground running when the time comes to perform.

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Tend to your personal commitments and planning A productive commute can boost your professional performance, but it can also serve your personal growth and out-of-the-office responsibilities, as well. Perhaps you can think out and plan your meals for the week so that you don’t come home burnt out and with nothing in mind for dinner. Maybe you check in with a relative or partner and catch up for a spare twenty minutes.

Not only does this eliminate a few items off of your personal to-do list, it can actually give you a more focused mind at the office. If your personal life is in good order, you’ll be able to devote your full attention to work tasks.

As the old saying goes, there are only so many hours in a day. If you added up all the minutes spent commuting around town, how many hours would amount? Though the trek to and from the office is an engrained part of professional life, it doesn’t have to be a drag. Account for those spare commute windows in productive ways, and in only a month you’ll have devoted a significant portion of your time to bettering yourself as a person and a professional.

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S. LISA HERNDON For S. Lisa Herndon, real estate is first and foremost a way to help people in her community. After hearing a report on radio about predatory lending practices in the area through subprime loans, S. Lisa knew she wanted to be part of the solution. “I felt a calling, and I knew this was how I could make a difference,” S. Lisa recalls. “I had always been interested in real estate, but that was the moment that told me: This is where you need to go.” Now going on her thirteenth year in real estate, S. Lisa puts her clients’ interests at the heart of everything she does.

S. Lisa serves the greater Charlottesville Area Association of REALTORS® footprint, which includes Fluvanna, Albemarle, Greene, Nelson and Louisa counties. An impressive 90% of her business comes from repeat and referral clients, and it’s easy to see what keeps people coming back. “I have a very straightforward approach to doing business,” S. Lisa explains. “I tell it like it is, and I talk to people the way I would want them to talk to me. I treat them as if they’re a family member and they’re dealing with a trusted expert in the industry.”

The personal connection S. Lisa forms with her clients turns them into friends for life. “Even if I’m not reaching out to them, they’re reaching out to me, because it’s not just transactional,” S. Lisa says. “I create a relationship. Every time I end a transaction, I let them know we’re family. They see me as a trusted real estate advisor and able to talk beyond that particular transaction.”

S. Lisa’s commitment to service sets her apart. “I have a very strong customer service background, and my focus is on making sure I offer the absolute best possible

service,” she says. “Clients appreciate my follow-up, and the way I make sure they truly understand the documents that they’re signing. It also takes a special skill to maneuver the different environments we have here in the Charlottesville area, and in addition to working in luxury listings, I also have a passion for affordable housing.

I want to make sure everyone has an opportunity to live out their dream of homeownership, and I offer that custom fit whether I’m dealing with luxury clients or first-time homebuyers.”

Giving back to her community is of vital importance to S. Lisa. She is the first African American to ever serve as President of the Charlottesville Association of REALTORS® in the organization’s nearly 100-year history. “My community involvement is where I solidify that I’m not just in this business to turn a profit,” S. Lisa says. “I’m here to make a difference and have an impact. Don’t get me wrong, I need to make a living as well but also want to have an impact within the varying communities.”

As for what the future holds, S. Lisa is currently developing a team with her oldest daughter, Alexandria Herndon, with the goal of one day creating their own brokerage. “My priorities for the future are continuing to grow my business while giving back to the community,” S. Lisa says. “I’m committed to everything real estate and adding greater diversity to the real estate industry. The fact that I’ve had leadership positions at the local, state, and national level speaks volumes to my ability to adapt to all different environments and bring that knowledge to my clients, buyers and sellers alike.” S. Lisa Herndon is a leading real estate expert and indispensable influencer in the real estate industry.

To find out more about S. Lisa Herndon, you can reach her at 434-566-5634 or SLHERNDON@KW.COM. You can find her online at slherndon.kw.com https://

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4 Ways to Win the Battle Against Procrastination One of the most common professional afflictions is procrastination. The funny thing is, everyone knows that procrastination is negative—it’s a waste of time, a creator of stress, and is entirely a problem of our own making. Still, knowing all of this doesn’t necessarily decrease our odds of procrastination. There are plenty of explanations we give when putting work off until the last minute. Perhaps you convince yourself that you work best under pressure, but it’s truer that you’re used to working under pressure by necessity. Maybe you’re a perfectionist and the fear of getting it all wrong puts you off from the task. Whatever the justification may be, overcoming procrastination requires some willpower and technique. With that in mind, take a look at a few tricks below to jumpstart your motivation and nix the last-minute time crunch.

After all, you owe it to yourself and your business to operate like a procrastination-free professional.

1. Make Your Intentions Known As realtors and mortgage professionals, you may serve as your own boss. So, when the time comes to complete a task and you put it off—perhaps you’re only disappointing yourself. This is easily remedied by making a new promise to try again tomorrow. On the other hand, it’s much harder to break promises and commitments to others. Try verbalizing your intent and commitment to your team, or to an assistant who can hold you accountable, or better yet—to a business partner or to a client. Make a hard deadline public and you’re likely to perform for fear of embarrassment or losing face. In a way, this puts the pressure of expectation on you, instead of the pressure of the ticking clock.

2. Take a Baby Step When tasks pile up, it’s easy to get overwhelmed.

If you’ve got a number of items on your to-do list, including some heavy hitters that require a lot of attention and time, begin by taking on something simple. Identify an easily completed job that needs 28

attention and put it first in your queue. Duties that are straightforward and aren’t time-intensive can lead you to the rest of your to-do list, fueling you with the satisfaction of a task already complete. Even if it’s as small as returning e-mails, or dropping off your dry-cleaning, one simple thing off your list can inspire you to continue on to the next item in the spirit of productivity.

3. Work in Windows If work is the last thing you want to do and you can’t seem to self-motivate, make a compromise with yourself. Agree to work just fifteen minutes, and mean it. This tiny window of time is easy enough to complete, isn’t overwhelming, and you’ve already agreed to move on once time is up. The truth? Odds are that just fifteen minutes of active work will inspire you to keep going. After all, the most difficult part of procrastination is getting started. By putting in those fifteen minutes, you’ll trick yourself into diving into the action.

4. Switch Up Your Environment If you’re stuck in rut when it comes to procrastination and productivity, try changing your surroundings. If the office feels stale and stressful, take your work to the nearest coffee shop and try to tackle your tasks there. Perhaps the quiet, studious ambiance of a library can make you focus, or a picnic table outside the office can stimulate the senses.

Sometimes changing your scenery can breathe new life into your routine and give you the extra push you need to get work done.

There’s no one way to overcome procrastination. In fact, it’s likely a lifelong process of building discipline, finding techniques that work for you, and simply prioritizing your time more effectively. Don’t lose hope—remember these tricks and winning the war will be possible, even if you lose a few battles along the way.

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STEPHANIE HINER Stephanie Hiner’s journey into the real estate world began when she least expected it. As a young mother of three, she longed for a change from her dental office job, and real estate beckoned as the perfect opportunity to rekindle her passion. With a family history in the business—her grandfather was a broker in Florida—Stephanie has always been drawn to the industry. Now, six years into her career, she works solo, focusing on a 50-mile radius around Fredericksburg, Virginia. This broad range allows her to serve her many military clients who appreciate her extensive knowledge of the local area. In a profession that combines her love for people and property, Stephanie has found her true calling.

An impressive 73% of her business comes from repeat and referral clients, a testament to the care and personal touch she brings to her work. Stephanie diligently follows up with her clients, not just after a transaction, but also at key milestones like home purchase anniversaries. “My clients are not just my clients; they’re like family to me,” she explains. During the process, she aims to make each buyer and seller feel comfortable. Buyers are guided through each step and Stephanie negotiates to get them the best possible deal. When it comes to marketing her seller’s listings, her main goal is to ensure they reach the right audience and sell quickly. “I do a lot of online advertising through social media,” she says, while also recognizing the value of traditional mailers. To stay ahead of the game, she reaches out to fellow agents before her listings even hit the market, informing them about upcoming properties and gauging their interest. This

pre-marketing strategy is designed to create a quicker and smoother process for both the buyer and the seller.

Stephanie’s dedication to utilizing various marketing channels, combined with her proactive approach, has led to an impressive annual sales volume of over $25 million.

Stephanie is not only a dedicated real estate agent, she is also an active community member. She dedicates her free time to supporting her four children’s school and extracurricular activities. When she’s not working, Stephanie cherishes the moments spent with her family, from her husband and children to her parents and siblings. “Family is very important to me,” she emphasizes, making it the focal point of her life outside work. Additionally, she invests time in continuing education and exploring new fields to expand her knowledge and expertise within the real estate industry.

A bright future is ahead, as Stephanie focuses on growth and providing exceptional service to her clients. Rather than building a team, she aims to mentor newer agents who are eager to learn and grow in the industry. Her long-term goal includes potentially passing her thriving business down to her children, with her 15-year-old already showing interest. At the core of her passion for real estate is her love for meeting diverse people—clients, fellow agents, and vendors alike—and building lasting relationships.

Whether it’s helping clients achieve their homeownership dreams or supporting military families in their relocation journey, Stephanie is dedicated to finding the perfect fit for each unique situation.

For more information about Stephanie Hiner, please call 540-621-9355 or email stephanie.hiner@penfedrealty.com Top Agent Magazine

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