VIRGINIA 6-12-23

VIRGINIA EDITION

Easy Blog Topics for Your Real Estate Blog

24-HOUR TOUCH-UPS to Maximize Your Price List

RECONSIDER REFERRAL-ONLY

FEATURED AGENT

WHEN PLANNING FOR THE FUTURE

RONNIE O. LEE COVER STORY

BERNICE SIM & THE HAPPY NEW BEGINNINGS TEAM CLIENT CENTERED REAL ESTATE

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6 Things All Successful Negotiators Do If you think about it, you’ve been negotiating your whole life. As a kid you negotiated constantly with your family, your teachers, and your classmates. If you’re a parent, you’re negotiating probably more than you ever have in your life. But it’s one thing to negotiate staying up late on a school night, people oftentimes have trouble translating those real world negotiation skills into the business world. But the truth is there are a lot similarities.

Expert negotiators all have skills and techniques they bring to the table. It’s quite possible you also have them, and don’t even realize 4

it. Here’s a look at some traits that are common among expert negotiators.

1. They keep emotion out of the process It’s very easy to feel frustrated, angry and defensive during a negotiation process. But when emotions run high, it’s often difficult to respond with logic and reason. This can be especially difficult if the person you’re negotiating with tries to escalate the situation. As the saying goes, keep calm and carry on. You

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have an end goal in mind, and getting heated won’t help you meet it. If things don’t go your way, remember it’s not personal. Best to leave the table with no hard feelings. Hopefully even though you may not have gotten what you’ve wanted this time around, you’ve established a foundation for success at your next try.

2. They’re reasonable If you don’t ask for what you want you’ll never get it, but at the same time, you need to be reasonable about what you’re asking for. Yes, ask for a little more than you want, so you have some wiggle room to compromise. But if you ask for too much too soon, you might shut down the person you’re negotiating with from the start, or even worse offend them. No one wants to feel like they’re being taken advantage of. Ask for what you deserve and you’ll never go wrong. At the very least you might start the conversation on how that might be possible down the line, if it isn’t just yet.

3. They’re well-prepared Part of being reasonable is being well-prepared. One of the biggest mistakes novice negotiators make is showing up over-confident and under prepared. Have the research and facts to back up what you’re asking for. Show your negotiation partner evidence of why what you’re asking for is not only fair, but necessary. Facts are hard to shoot down. This will also give you the confidence to really push for what you want. It’s not just something you think, it’s something that’s undeniable true. If you go in unprepared you’re more likely to flounder, which will damage your credibility going into future negotiations.

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4. They always strive for a win/win solution for everyone Yes, negotiations are about getting what you want, but as the old saying goes, you get more flies with honey than vinegar. Your negotiation partner might also have reasonable requests that you need to consider. Ultimately, successful negotiations are about compromise on both sides, and ending up with an outcome that benefits everyone.

5. They’re creative Problems and conflict are a natural part of any negotiation. One surefire way to impress, is to head off any impending roadblocks, by coming up with creative solutions. It’s easy to point out problems and be negative. Truly expert negotiators think outside the box, and dazzle with innovative concepts and ideas that leave everyone excited about the process.

6. They’re good listeners Listening in order to really understand where your negotiation partner is coming from is important for two reasons: you not only want to make them feel heard, but knowing what they want is invaluable information you can use to get what you want. At the start, you’re gathering information by asking questions and really hearing what they say, which includes picking up on body language and nonverbal cues as well. This is part of being well-prepared, using every possible thing you can to have an advantage.

Being in control of the situation, and then leading everyone to a successful conclusion all around is what great negotiation is all about.

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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 6

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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BERNICE SIM & THE HAPPY NEW BEGINNINGS TEAM CLIENT CENTERED REAL ESTATE Top Agent Magazine

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Top Agent Bernice Sim formed the Happy New Beginnings team at RE/MAX Commonwealth in Richmond serving all of Richmond and the surrounding area.

The “aha” moment for REALTOR® Bernice Sim came just a few months after she entered the real estate profession. She recalls posting a recent home sale on Facebook with the tagline, “Another Happy New Beginning,” then it hit her that that is what she wanted to focus on: her clients and their happy beginnings.

She formed the Happy New Beginnings team at RE/MAX Commonwealth in Richmond and has never looked back. “I wanted to do real estate differently,” Sim recalls. “I

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wanted to flip that script. Instead of agents being the focus, I decided this is about you, the client, about your goals, about your dreams, about your happy new beginning. I wanted to focus my whole business on the client and not on me.”

Since moving to Richmond from Boston and launching her real estate career in 2014, Bernice’s Happy New Beginnings team is now serving all of Richmond and the surrounding Top Agent Magazine

area. Her enthusiasm for the region is evident. She jokes that, because of her love for Richmond and the real estate choices here, she was selling Richmond real estate to friends and family before she even became a REALTOR®. “This is a great place to live,” she enthuses. “And the home values

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are amazing; you get so much more for your money here compared to other markets.”

Her team’s client-centered approach is evident in the unique ways she markets her listings.

She offers a full-service package to sellers that includes staging, upgraded photography

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“We’re ready to jump in at any time. We help each other.

We have a very healthy, happy and fun team environment.

Our clients know that they come first. We’re client centered all the way down to the name—Happy New Beginnings.”

Bernice adds: “We’re the fun agents!” that often includes drone and Zillow tours, floor plans and expanded marketing packages. “I believe in spending money to make money,” Bernice says, “especially when I’m spending it on my clients.” She also assists sellers who have homes in need of work and does what it takes to get a home prepared for Copyright Top Agent Magazine 12

the market, sometimes spending months of preparation on a home before deciding it is ready to list. But being-client centered can cause some “separation anxiety” at the end of the transaction, as Bernice puts it. “We love our clients so much,” she relates. “We love to see them, and we love to hear about how Top Agent Magazine

they’re doing. So, we have several client events throughout the year to help keep in touch with them.”

Bernice and the Happy New Beginnings Team are deeply involved in the community and sponsor many children’s causes. She has worked as a “Miracle Agent,” giving a

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portion of her commission to the Children’s Miracle Network. Her team also sponsored a child to attend a camp called Comfort Zone, and they sponsor PTA events and athletic associations for children.

Bernice cannot say enough good things about her team. “It gives me great satisfaction to see

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some of my teammates grow their businesses,” she says. “Two of the first agents who joined me have increased their businesses three or four times.” Her client-centered team approach sets the Happy New Beginnings Team apart from the competition. “If you’re preoccupied as a solo agent, we don’t have that problem

because there are four other agents,” she says.

“We’re ready to jump in at any time. We help each other. We have a very healthy, happy and fun team environment. Our clients know that they come first. We’re client centered all the way down to the name—Happy New Beginnings.” She adds: “We’re the fun agents!”

Contact Bernice at Bernice.Sim@gmail.com, call (804) 874-8890 or visit HappyNewBeginnings.com www.

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Easy Blog Topics for Your Real Estate Blog Today, blogging looks a lot different than it did back in 2007, when the platform was just beginning to take off. Successful bloggers don’t choose blog topics on a whim. They think strategically and develop pillar content that their target audience will come back to again and again.

Real estate bloggers should be less concerned with whether the same post already exists (it does) Top Agent Magazine

than with how they can be more informative and helpful than their competition. Your personality is likely the thing that your clients connect with, and your blog is another place where you can let it shine.

Pillar content refers to those evergreen posts that never get old because they are always timely.

Think about those questions that you’ve had to

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answer a hundred, if not thousands of times— that’s your pillar content. Wouldn’t it be nice if you could direct your clients to a blog post or, better yet, they discovered the answer on your website rather than you having to constantly repeat yourself?

Or maybe you helped a client sell their house for much more than they were expecting by conducting a series of small and inexpensive renovations. Tell your readers how you did it.

Evergreen Content

Your clients are likely new to the area. Inform them about upcoming community events or mom-and-pop shops they may have never heard of. Are there hiking trails or parks nearby?

What’s the best place to grab a cup of coffee before work or a beer after? You can spotlight these places regularly as a monthly series.

This should really make up the bulk of your content. The possibilities are endless, and you could easily come up with an entire year’s worth of content with only a few hours of brainstorming.

Here are some examples: You could provide your readers with a list of questions they should ask when interviewing a realtor, the steps to becoming a real estate investor, real estate facts all first-time homeowners should know, steps new parents should take to prepare their home for a baby, recommended vendors for home maintenance, or common real estate terms defined.

You could explain to your readers what they need to know about home staging, which home renovations add the most value to their home, how to research schools or crime rates in specific neighborhoods, what a home association is, or how to start flipping houses and buying foreclosures.

Case Studies Sometimes realtors work with a client for years before they are ready to buy a home. Personal finance blogs are a thing for a reason. People want to see exactly how someone else achieved a shared goal. If you have a close relationship with a client who you helped become a homeowner, consider interviewing this client and writing up a case study that shows exactly how the two of you worked together to achieve this goal.

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Stay Local

There are plenty of real estate news outlets that will be posting about the state of the market—but they won’t be talking about your specific community, and that’s where your blog comes in.

Of course, if you only blog about community functions or properties on the market, then as soon as that event is over or that listing is sold, your content ceases being useful.

The best real estate blogs balance their content by posting a little about all the above. Maintaining a high-quality blog means your prospective clients don’t need to visit several websites to have their questions answered because you’ve done the work for them. It’s a tool that helps you make a great first impression.

If you still need help coming up with blog topics for your real estate blog, consider sending a survey out to your clients. You can send it via email and post it on social media. Ask your clients what real estate problems they need help solving and write your content with their responses in mind.

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RONNIE O. LEE For 22 years, Ronnie O. Lee has been dominating the real estate scene in Maryland, DC, and Virginia. Her professional life began as a flight attendant, but after witnessing the tragic events of 9/11, she took a break to reassess her path. During this time, she decided to pursue her longheld passion for real estate, obtaining her license and making a full-time switch to the industry. As the principal broker of New Star 1st Realty, Ronnie oversees a team of agents in both Maryland and Virginia offices. Her exceptional service has earned her an astounding 90% repeat and referral rate.

Known for her attention to detail and commitment to continuous learning, Ronnie has acquired various licenses and certifications to provide her clients with the best possible advice. “When it comes to my transactions, I am very detail-oriented,” she says. With certifications in staging and extensive knowledge about loan products, Ronnie is an invaluable resource for clients. “I spent my first five years in real estate learning about loans and everything involved in that process,” she explains. “So when a loan officer says something, I can explain it very well in every day language so my clients understand.”

Her ability to speak English and Korean fluently allows her to assist the immigrant community with not only their home purchases but also translations and other essential services.

Ronnie embraces a multifaceted approach to marketing her listings, ensuring that they reach a wide audience.

“My listings are generally on the MLS and in the newspapers,” she says, highlighting the importance of both traditional and digital media in her marketing strategy. In addition to these channels, she sometimes creates dedicated websites for individual properties, enhancing their online presence. Social media plays a significant role in her marketing efforts, keeping up with the times and the ever-changing landscape of real estate promotion. Ronnie has been utilizing innovative marketing strategies to promote her real estate listings.

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One such strategy is her partnership with a Korean cable TV program, which has been showcasing her listings for over five years. Additionally, Ronnie creates informative videos for YouTube, where she provides insights into the current market, offers advice to buyers and sellers, shares decorating tips, highlights buyer/seller preferences, and introduces her listings to potential customers.

As an active member of her community, Ronnie is always looking for ways to give back. She participates in mission trips, and during the pandemic, she used her skills and resources to help the Korean community navigate the complexities of unemployment applications, creating videos and offering assistance over the phone. In her free time, Ronnie enjoys staying active by working out, cooking, skating and spending quality time with her family and church members.

Ronnie takes immense pride in her role as a real estate agent, helping families find their perfect homes. Her greatest satisfaction comes from the lasting relationships she builds with her clients, as they reach out to her for assistance years later or invite her to their housewarming parties. The joy she derives from their successes truly sets her apart as a one-of-a-kind real estate professional. “I take so much pride in what I do. It’s just a rewarding business to be in.”

For more about Ronnie O. Lee, please call 703-899-8999 or email Ronnie.Oh@NewstarWashington.com 17 Copyright Top Agent Magazine

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24-Hour Touch-ups to Maximize Your List Price Sometimes it takes a full-scale overhaul to prepare a house for market. Other times, only a series of small adjustments are required to make a listing’s true potential shine. Whether you’re gearing up for an open house, assessing a list price, or maximizing a property’s appearance prior to photography—the devil is in the details. However, touch-ups and refreshes don’t have to dominate your schedule or break the bank. For a few ideas of where 20

to begin, consider our handy check-list below for quick home projects that will fortify your bottom line.

Refresh grout for a sparkling clean look.

Perhaps the quickest and most cost-effective way to make bathrooms, kitchens, and other tiled areas shine is to refresh grout until it looks

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good as new. Specialty grout stain removers and cleaners are inexpensive and sold at most home improvement stores. Plus, the project only takes a bit of elbow grease and an hour or two for a major makeover effect. Suddenly, dark, stained, and worn-down bathrooms gleam as if tile has just been placed.

Create mood lighting with soothing bulbs and fixtures.

A warm white light from specially chosen LED bulbs creates a welcoming environment when potential buyers come calling.

If outdated fixtures are bringing down a home’s otherwise modern styling, consider more design-neutral replacements that won’t

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detract from the property’s charms. These are inexpensive but highly noticeable and impactful upgrades that shift a home’s ambiance for the better.

Repaint doors for an updated and inviting entryway.

It may sound like a hassle, but repainting doorways with a fresh coat signals a wellkept property—and that’s before prospective buyers even pass through the threshold. You can also change out generic doorknobs and switch-plates to add an updated flare while on a budget. Color-of-the-year trend choices can turn heads, while neutral paint choices signal less hassle for future homeowners.

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scrub, or with the addition of new shelves or styled bulbs.

Make windows shine— both inside and out.

Cleanliness goes a long way in communicating a well-cared for home in which buyers can imagine themselves. Cleaning the inside and outside of windows not only refreshes a room, but it allows light to infuse the space while appealing to the move-in ready crowd.

Closet spaces are not an afterthought.

Every prospective buyer wants storage options, and you’ve surely led a home tour where guests inspect closets and pantries.

Don’t let these hidden spaces go overlooked. Make sure they’re clean, cleared as much as possible, and you can even touch them up with fresh paint, a good

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Remove tough appliance stains with a bit of elbow grease.

If you’re packaging appliances with the sale of a property, you’ll want to make sure those big-ticket items are also in top shape to showcase their value. Stainless steel polish, electric cooktop polish, and stain removing pads for the kitchen sink can make your appliances look five years younger with nothing more than an hour or two’s labor.

Organize garage and basement areas to maximize storage and hint at bonus space.

It may take a labor of love, but organizing and decluttering these special storage spaces

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can add significant value to a property. Instead of telling prospective buyers how much storage space there is—let these areas speak for themselves by giving them a neutral, airy bout of cleansing. That way, craft-lovers, car aficionados, and buyers with interest in renovating basement areas can witness the potential immediately.

Individually, these bit to-do list items might seem like extra work without the promise of Top Agent Magazine

a major return. But combined? These small tasks go a long way in crafting a home’s image and projecting pure potential. After all, prospective buyers imagine their lives unfolding inside those walls. That’s why cobbling together these small-scale projects can have a big payoff in the end. Not only will a home present itself in a cohesive, attractively-packaged form, but it can also translate to higher interest and a significant pay-off—in more ways than one.

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