WASHINGTON 5-9-22

WASHINGTON EDITION

Top Agent Tips and Questions for

CHOOSING YOUR LISTING AGENT FEATURED AGENTS

MYAH ALLEN DEANNA BARLEY DANNY BUELT QIANA DIDRICKSEN TRACI FISCHER JOSEPH HO & MARTIN HO DAVID SABBAN JOE & LETY TORRES MILAINA WEST

CONNECT BEYOND

REAL ESTATE

to Attract Future Clients Uncommon Contact:

CONNECTING WITH CLIENTELE THROUGH SOCIAL MEDIA COVER STORY

JOSIAH WILLIS

mailto:mag@topagentmagazine.com

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers.

Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent.

During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 4

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Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce.

Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to 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.

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What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses?

Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client.

Either approach is wonderful; you get to decide what suits you.

Now, let’s list!

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JOSIAH WILLIS Top Agent Magazine

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Top Agent Josiah Willis has evolved to a quality control analyst with Caliber Group. He combs through deals for their investment potential and underwrites anything from house flips to apartment buildings.

Real estate can be a puzzle with all the components it takes to close a deal. Josiah Willis has become masterful at putting the pieces together because he knows his Seattle area market from every angle. He has invested, is in the process of building, and has sold new construction. “So I’ve had a lot of experience looking at how to remodel a house, what’s the best use of space, what you can and can’t do with a property,” he says, adding that few agents ever get so much behind-the-scenes 8Copyright Top Agent Magazine

access. “And then, just coming across so many different real estate types of properties has made me a better overall agent to understand real estate from a holistic perspective.”

Focused on investing, Josiah got an early start in real estate. At 20, he bought his first five acres with money he earned working for his dad summers while in college studying finance. He landed a consulting job after graduation, but that first purchase had sparked a Top Agent Magazine

keen interest in real estate. “I liked the idea of passive income through buying rentals and investing,” he says. Josiah earned his license in 2017 and a year later began practicing full time. He found in Caliber Group a firm that embraced his finance background with his Top Agent Magazine

role as an agent. The opportunity proved pivotal for Josiah, whose retail sales volume has grown to over $10 million annually.

Josiah has evolved to a quality control analyst with Caliber. He combs through deals for Copyright Top Agent Magazine9

“I just like the idea of growing something from either nothing or very little and seeing the fruits of your labor.” their investment potential and underwrites anything from house flips to apartment buildings. He has analyzed a couple thousand deals in that capacity. He also maintains a network of wholesale and retail investors and assesses land development opportunities, a service he initiated at the firm. Always adding layers to his market knowledge, Josiah has studied zoning code to better assess possible uses for investment property. He can do more because he knows more.

Since his coming aboard, Caliber has sold its brokerage to fast-growing Compass. Josiah, Copyright Top Agent Magazine 10

an exceptionally well-rounded agent, juggles his growing brokerage and pursuit of his own developments. Already in the works he has a townhome development in Capitol Hill, Seattle, and a tear down in Monroe in addition to a 12-lot development in southwest Washington. He markets investments through his network as well as with community connections he has gained through his church involvement.

Josiah wants to keep his momentum as agent and developer, raising more capital to expand.

He sees, though, putting together a team to Top Agent Magazine

serve more retail home buyers and sellers. “I have all the knowledge,” he says. “Now it’s time to execute on the building out of a team and then being in a position where I can mentor people and help them grow.” Until then, Josiah wants to keep pushing the envelope on what he Top Agent Magazine

can learn in real estate. “I just like the idea of growing something from either nothing or very little and seeing the fruits of your labor.”

Josiah’s drive in business stems from the legacy that his grandpa started. Growing up Copyright Top Agent Magazine 11

learning from his grandpa and his dad and uncle—who took over the family garbage and recycling business— has taught Josiah the importance of working to pass the family torch on to the next generation. Josiah says this helps him focus on the values that matter in life, as

well as the drive to succeed for not just himself, but the generations that come after him.

For more about Josiah Willis, call 360.560.8073 email josiah.willis@compass.com or visit compass.com/agents/josiah-willis www.

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Top Agent Magazine

Things You Can Do to Anticipate Your Cleint’s Needs First and foremost, the real estate industry is a customer service business. The key to any successful real estate business is one that can build a reputation by providing an unsurpassed level of care. That usually means a transaction that is seamless and stress-free as possible throughout the whole process. Your client’s experience is what keeps them not only coming back, but gets them to recommend you to their friend and family.

tise. By showing you can not only anticipate their needs, but have insight into any potential problems that might arise, they will have complete confidence in you. Achieving that level of trust is the key to a transaction that is as stress-free as possible.

The key to creating a great experience is anticipating your client’s needs. They are relying on your professionalism and exper-

From the moment, you meet a po-tential client, your goal should be to find out not only what they are looking for as far as their real estate

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GET TO KNOW YOUR CLIENTS ON A PERSONAL LEVEL

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goals, but who they are as a person. Listening and asking the right questions from the start is one of the most important aspects of the job.

You almost have to become an amateur psychologist, really honing in on the emotional reasons behind their real estate transaction.

Taking time upfront not only gives you valuable insight into your client, but it is the first impression your clients have that you truly care about them, and that this isn’t just another commission check for you. This goes miles in helping them feel comfortable enough to rely on your guidance.

Knowing who your client is on a deep level will help you navigate the transition ups and downs, allowing you to anticipate the best way to handle it.

SPOT POTENTIAL PROBLEMS AND PROVIDE SOLUTIONS Having insight into your client’s per-sonality type will come in handy when you anticipate an upcoming snag in the transaction. Most people find the process to be stressful even under the best of circumstances. One of the best rules of thumb is to always provide the solutions to anticipated problems when you present them to the client.

This should be the case even when the problem isn’t on you. Anything that can ruin a client’s overall experience can reflect poorly on you, whether you deserve it or not. This is a business philosophy called “zero risk”. You don’t want to take any chances with having an unsatisfied customer.

This is where your experience in the business pays off. You’ve probably seen most things and can easily anticipate problems that are 14

likely to delay the process. Remember you are in charge. You are the expert. And, remember, part of avoiding potential problems is making sure your client knows what to expect upfront, always communicate openly and honestly.

Telling people what they want to hear and knowing you can’t deliver it, is destined to fail, and will always reflect poorly on you.

FIND WAYS TO EXCEED EXPECTATIONS Recognizing ways to exceed a cus-tomer’s needs is just as important as looking out for potential problems, when it comes to creating an exceptional experience. Have a vetted list of trusted service providers. Be hands on.

There are Realtors® who are out there helping clients pack, mowing lawns, and picking kids up from school. They are there for a client in ways that are unexpected. Having one thing taken off your plate during a stressful period in your life can feel like a lifesaver and is not soon forgotten. It is those “little” things that will turn a client into a lifelong advocate for your business.

TAKE IN FEEDBACK A good service provider is always trying to do better. Many Realtors® have clients fill out surveys after the transaction is over. This serves two purposes. It helps you become better at your job and it shows your clients that you care about them and their opinions. You can also use social media to get feedback via analytics and interactions. All of this information can then be used to create better customer experiences in the future. After all, this is a customer service industry. Treat it like one and you’re bound to succeed.

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MYAH ALLEN Serving the vibrant, naturally beautiful environs of Spokane, Washington, Myah Allen brings a wealth of experience and a love of real estate to every interaction. “I’ve always loved houses,” Myah recalls. “I got my start back in 2003 when I was looking to pick up some houses to remodel and flip.” One thing led to another, she says, “And then I just got selling!” Over the past 19 years, Myah has made a name for herself throughout Spokane by serving as a helpful guide through every part of the real estate process, and she is consistently in the top 20% of REALTORS® in Spokane.

That includes helping get the property ready for market when needed. “I like my listings to be perfect when they hit the market, sparkle-pretty and totally dialed in.

I hire a stager and a professional photographer. Then I promote my listings on Realtor.com and broadcast them throughout the internet. On my personal sign, I include a number that potential buyers can text to access a virtual tour, pictures, and other information about the property.”

Myah praises Spokane for its liveliness and variety.

“We have a wide range of real estate here, from rural properties to multi-families, single families, and historic properties,” Myah says. “Spokane is filled with nature and lots of green spaces. We have four ski resorts within two hours, and the city itself is full of beautiful, well-maintained parks.” She also points out the classic architectural splendor to be found in the historic neighborhood of South Hill around Manito Park, as well as the beautiful river running through the city. “Riverfront Park, which was developed for Expo ’74, is a wonderful addition to Spokane, and it keeps expanding. There is a new ice ribbon for skating, and a new park for disabled kids. Spokane is known to be a very family-oriented city, and our art and culinary scenes are also starting to grow and gain attention.”

“My favorite part of real estate is seeing satisfied customers,” Myah says. “I take personal pride in knowing I’ve done my best for them. That matters to me, and the end product is very satisfying. I take it seriously that my clients trust me with such a big investment, and it’s an honor that I never take lightly.”

About 97% of Myah’s business comes from repeat and referral clients, an impressive feat that goes to show the high level of trust her clients place in her.

“I’m a one-person show, and I like it that way,” Myah explains. “There is no one to pass the buck to. I take that responsibility very seriously, and when somebody chooses to work with me, they have my full attention from start to finish.”

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Outside of real estate, Myah enjoys volunteering in her local community. She has been involved with Meals on Wheels, Habitat for Humanity, and other local charities, including serving meals at the Women and Children’s Free Restaurant and Union Gospel Mission. When she is not working or giving back, Myah enjoys doing artwork, gardening, kayaking, watersports, and reading.

For more about Myah Allen, please call 509 954-9207 email myahallen@comcast.net, or visit Myohmyah.com www.

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Area Specialist DEANNA BARLEY It only takes a few minutes of reading through some of Deanna Barley’s reviews to understand why she is fast-becoming one of the most sought after Realtors® in Washington State’s Eastside communities.

Clients consistently praise her knowledge of the area and the industry, her warmth, and the hard work she puts in to ensure that every transaction goes smoothly. But homebuyers and sellers who share Deanna’s commitment to serving those who are less fortunate have yet another reason to work with her.

It’s there on all of her signs.

“For several years now I’ve been donating 10 percent of my commission from every transaction I close to a charity called SEAOF, which builds homes called “Hope Houses” for orphans in Viet Nam,” Deanna explains. “I indicate that on my signs to raise awareness, which has even helped draw donations to the cause independently of our home sales.”

Deanna earned her real estate license 6 years ago at the urging of a Realtor® friend in California, who recognized that her personality and impulse to service were exactly what the industry needed. As a daughter of two carpenters, Deanna had also grown up around construction, often accompanying her parents to job sites and to view model homes. “So I think a latent passion was there for me as well,” she says. “I see myself as an advisor rather than a salesperson. My job is to help my clients recognize both the pros and the cons of a home or property, and to help them distinguish between problems to be avoided versus issues that can be easily resolved. It’s incredibly rewarding to be trusted with one of the biggest financial decisions most people will make, and I take that responsibility very seriously.”

She’s a top-producing agent with Keller Williams-Pacific Northwest out of Everett, representing clients all over King and Snohomish counties. A healthy-half of her business comes from either referrals or repeat clients, who value Deanna’s down-to-earth personality and her 16

trustworthiness. “Those are the most important qualities,” says Deanna. “Because it doesn’t matter how much an agent knows if they are not acting in the best interest of the client.” All of her clients also know that Deanna will always go the extra mile to help them achieve their goals, and she’s built a reputation for finding the yes in a no when it comes to negotiations. “Let’s just say that where there’s a will, there’s a way,” she laughs.

Deanna deploys a comprehensive marketing campaign for her listings, utilizing everything from postcards and brochures, to social media ads, to custom websites that are built for each property. She also creates QR codes that potential buyers can scan from her signs—or upon entering the home during an open house event—which directs them to the website. The tool has been incredibly successful in gaining maximum exposure for her sellers’ homes.

Going forward, Deanna is in the process of earning her designation as a Certified Luxury Home Marketing Specialist (CLHMS), and then plans to pursue a managing broker’s license somewhere down the road, when she will begin building a small team. She also works helping a custom homebuilder with interior design. “Ultimately, I want to brand myself as a Designer/Realtor® who offers value in every aspect of real estate.”

Contact Deanna at 253-468-5062, email deanna.barley@kw.com or visit deannabarley.com 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 18

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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DANNY BUELT Over his 15 years as a fitness coach, Danny Buelt forged lasting relationships with his clients based on their trust that he would always have their best interests at heart. So when Danny decided to transition into real estate, it’s no wonder he soon established himself as a trusted guide his clients could rely on for help navigating a challenging marketplace.

“Through building my fitness business and fostering relationships with people, those same people then saw me move into this realm and knew that I would take care of them in real estate, too,” Danny says.

Danny serves the greater Seattle area, including King and Snohomish Counties, as well as some of Pierce County. About 75% of Danny’s business comes from repeat and referral clients, a testament to the strong bonds he forms. “My business is sphere-of-influence built and social media-based,” Danny explains.

“Working with my fitness clientele has also led to them referring business to me from people in their life who need real estate help.” Danny connects with his clients on social media and in person. “I try to be a face in my clients’ lives, whether that is business-related or just social.”

When it comes to marketing his listings, Danny partners with a local media company to create a specially tailored website to showcase marketing materials for each property. “We can take the photos, 3D tour, and video depending on the listing, and push it out on the website,” Danny says. That’s in addition to extensive social media marketing and promotion on syndicated websites like Zillow. Danny’s penchant for making connections also adds value for clients in the form of word-of-mouth marketing via his network.

As for what the future holds, Danny says, “Eventually I would love to start a small team of my own, and also Top Agent Magazine

start investing in real estate properties, parlaying the early success I’m having into a portfolio.” All in all, Danny says he loves helping people achieve their dreams. “Especially in this market, helping a homebuyer get a home they have envisioned living in is huge,” he says.

“Over the last two years I have helped 35 buyers win homes in one of the most competitive markets in the US, and it’s not because we were always the highest price or were waiving contingencies.

There’s a method you need to follow and a relationship you need to build on the other end, and that can end up working out for you more often than not.”

The same holds true for working with sellers. “I love walking sellers through the process and teaching them how to do it well so that the income they get from the deal helps lead them to their next dream or venture. My favorite part of real estate is helping people achieve a life goal, and in that way it’s not dissimilar to the health and fitness world. They are both different ways of helping people achieve something, and that’s why I love real estate so much.”

To find out more about Danny Buelt, please call 425.633.0878, email danny.buelt@compass.com, or visit compass.com/agents/danny-buelt www.

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QIANA DIDRICKSEN After starting a career as a police officer in her early 20’s, Broker Qiana Didricksen decided to make the move to real estate in anticipation of starting a family. Within a short period of time, however, her realty practice started to boom and eventually, her husband got his license and joined her to help manage and grow the business.

Qiana has been in the industry for fifteen years now. She represents buyers of residential properties and vacant land in the greater Seattle area with a high level of skill, knowledge of the local market and a passion for helping people.

Spread across King and Snohomish counties, Qiana’s business is completely referral-based. With the help of her husband and their assistant, they are expanding quickly. Instead of focusing on selling one house, Qiana’s strategy is to take on clients for the long haul.

“My goal is never to sell you one house. It is to sell you every house for the rest of your life and for you to be so happy that you can’t help but tell a friend,” she says.

Right now, she’s working with a client on his 7th transaction with her. “In life and in real estate, whatever you give out in slices, comes back in loaves. We are always looking for ways to help folks out.”

When it comes to marketing, Qiana offers a robust listing package, including everything from professional cleaning crews and home inspectors to staging, making use of drone photography and 3D tours, and social media advertising. In short, she does everything possible to set listings up for success before they ever hit market. As an extra special touch, Qiana organizes fun events for her clients throughout the year. She hosts a Valentine’s Day cookie decorating event, a mid-summer client appreciation party featuring a professional face painter for kids and a family photographer, and

a “Mom’s night out” white-elephant gift exchange around the holidays. “We spend our marketing budget on the people we know and love and who already know and love us. Not only do we thoroughly enjoy these events, but it reminds people what we do, and it never fails that someone at the party suddenly remembers they have a friend or family member who might need our help buying or selling a home,” she says. “When you work by referral, all aspects of life turn into potential real estate conversations.”

In her time off, Qiana and her family love spending time at their vacation home in Eastern Washington. “We can drive there in less than 90 minutes, but it’s a completely different climate. That’s the cool thing about Seattle…

If you go an hour in either direction you can be staring at the ocean or skiing. You could do both on the same day if you wanted. It’s hard to beat.” In addition to abundant opportunities for outdoor adventures, people are drawn to the Seattle area because of the diverse economy and great schools.

Looking to the future, Qiana has plans to expand her team to keep up with the growing business. Last year, she sold 33 homes, which totaled around $25 million in volume. “We won’t compromise on service. And now that means bringing on someone else who is willing to care for our clients the same way I do,” she says. For every house the team sells, they donate 1000 pounds of fresh produce to local food banks. At the heart of Qiana’s success is her drive to give back and make people’s lives better. “This is truly a helping profession, much like being a police officer, but in a different way.

People think they’re just buying a house they love, but I know I’m also helping them build long term wealth for their families, and that feels really good.”

To learn more about Qiana Didricksen and her team, please call 206-412-7473 or email Qiana@SoundRealtySolutions.com

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Uncommon Contact:

Connecting with Clientele Through Social Media Social media is one of the newest and most powerful tools in an agent or mortgage professional’s arsenal. With just a few keystrokes, you can stay top-of-mind with buyers, sellers, and borrowers near and far, past and present. The key is knowing how to use these mediums to your advantage, working smarter instead of harder to keep the thread of professional relationships intact. With that in mind, here are a few ways you can maximize the pull and power of social media by shifting just a few of your ideas and practices for the better.

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Not everything has to be about business.

While your relationship with a client or fellow vendor began over the course of business, your relationship going forward doesn’t have to be limited. One of the great things about social media is that’s it’s social. Not every comment, post, or communication has to revolve around your business, its metrics, or turning a sale. In fact, you should do your best to branch out and curate a brand and online identity that’s about who you are and

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the lifestyle you’re authentically interested in living. In that vein, consider interacting with clients in an organically-driven way, encouraging them during life’s milestones, reaching out with a local event, restaurant, or news item that’s relevant to their interests or neighborhood. The goal is to be a persistent presence in their lives without feeling like a talking head. Engage as you would like to be engaged with, as a human being with interests and needs and boundaries. Keep that personal thread in mind and your dynamic will shift from past business contact to present resource.

Expand your medium.

Many Realtors are comfortable on Facebook as an interactive meeting to connect with clients, but there are several other mediums where you can connect with clients both past and present, as well as future. Particularly when courting Millennial clientele, the fastest-growing segment of the buying market, a presence on Instagram and Snapchat are key to finding new faces, demonstrating hot properties, and creating an interactive brand as an agent. Not only does this help when you’re listing a property and seeking potential buyers, but it also serves as a perusable portfolio of your work and real estate prowess. You can also use these mediums to interact with clients on an outlet they might feel most comfortable in. Liking pictures, commenting, streaming Instagram Live home tours and Stories are all ways you can build engagement by simply spreading your social media presence around. Likewise, 22

these photo and video driven mediums are popular for home design ideas, and before and after renovation pictures. When you expand from Facebook into these new platforms, you’ll already have plenty of visual content ready to be transferred and consumed by an expanded audience.

Don’t just react.

Create your own content.

It’s easy enough to post a link to a new listing, or retweet a helpful article on real estate news. Creating your own organic content is a different story, but worth its weight in gold when it comes to luring engagement, ranking higher in search fields, and overall crafting an interactive presence for yourself and your business online—which is where more than 90% of homebuyers and sellers begin their process. Creating your own content can seem risky, or else like no one is listening in a digital world already crowded with information. However, original content is sure to boost personal engagement with your social media pages, guaranteed.

Instead of recycling content, consider posting a video with a Q+A theme for first-time homebuyers, or perhaps posting a live tour of a new listing will perk up your clientele surfing at home.

No matter how you decide to expand your social media presence when it comes to interacting with clients, consistency is key.

Find the ways that work best for you and stick to them, and you’ll watch your audience and business grow in tandem.

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TRACI FISCHER With a family history in real estate, Traci Fischer was exposed to the business early but didn’t at first see herself becoming this type of business owner.

She was enjoying a 13-year career in the corporate biotech industry when she came to realize the potential of becoming an entrepreneur as a Real Estate Broker. Now Traci is going on her 7th year as a solo agent.

She lives and works on the Eastside of Seattle, Washington in the greater Puget Sound area including Woodinville, where her office is located. This area is the headquarters for much of the tech industry which brings in a lot of new residents each week. Many of these are young tech millennials who understand and appreciate investments and are looking for a curated experience. This boutique luxury market makes up a large portion of her business but is not the only part of her mostly repeat and referral practice. “The ethos of my business has always been to guide, advise, protect, and educate my clients.

Regardless of price point, I give everyone that same experience in time, love, and attention. I love to serve my clients. This is not a transaction for me, this is a relationship. Even if clients start as strangers and cold leads, they turn into really good friends.”

With a volume of nearly $30 million per year, Traci understands her market. She feels the best strategy for a home is a mix of appropriate pricing with a very high-quality product. A strong and quality team behind her makes sure each home is shining in the best possible light and translates most profitably. She knows how to approach each client to make sure they are part of the process. That means putting a lot of emphasis on keeping in touch with customers by checking in and following up, plus using social media and fun events when possible. She sends birthday greetings, anniversary wishes, and thank you notes for any

referral, but stresses that the connection is just as it would be with friends.

They know she always has their back.

What she enjoys most about her work is the connection and service she provides to people. “While it is a nice perk to go inside a beautiful home, touring homes is not what it is all about for me. This is arguably the largest purchase of someone’s life. I truly feel like it is my call to service to help protect, educate, and guide them the best I can so they can make the wisest decision.”

Even though busy with work, she creates a balance with community involvement. Part of this is donating time and money every year to Friends of FSH, committed to increasing scientific and clinical research into FSHD, a form of muscular dystrophy. She has a wonderful family made up of a husband of 15 years, a seven-year-old daughter, and two stepsons. She loves to cook, to travel, and is redeveloping her interest in horseback riding with her daughter. By all accounts her life is full.

To learn more about Traci Fischer: Email: traci.fischer@marketplacesir.com Phone: 206.992.3959 Copyright Top Agent Magazine

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3 Ways to Make Your Workspace Work for You Productivity experts agree that a curated workspace positively impacts productivity and mood, but oftentimes we settle for bland desks and cubicles that lack personalized details or considerations for workflow. Why miss out on the opportunity to optimize your surroundings when it could brighten your day—and boost your performance? Keep in mind some of these tactics to make your workspace your own and reap the benefits along the way.

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DETERMINE YOUR WORKING STYLE AND DECORATE ACCORDINGLY For the creative set, a colorful and art-filled workspace can inspire fresh ideas and reduce stress. Likewise, casual yet aesthetically pleasing furniture, accessories, and décor set an inviting yet functional mood. A pop of color from an office tool—even something as basic as a stapler—can inject a sense of fun and modernism into your daily tasks. For the more analytical, right-brained worker, clean

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lines and zero clutter go a long way. A few well-chosen personal photos in tasteful, unassuming frames can provide a motivating connection to the world beyond the office, while accessories and supplies that are sleek, monochrome, and contemporary inspire a sense of calm efficiency.

BUILD A WORKSPACE WITH YOUR DAILY ROUTINE IN MIND If you find yourself spending hours on the phone per day, or assembling stacks of documents and brochures, or even coming and going from the office with frequency—there are simple adjustments you can make to your workspace that will save you time and energy. If you sit for long hours—responding to e-mails or making calls—try incorporating an ergonomic chair or keyboard wrist-pad to maximize comfort. If you spend a long time assembling presentation materials, then file organizers, trays, and easy-to-pull labels can shave valuable time off your efforts. Lastly, those who step out for frequent meetings can reduce the hassle of being on-the-go by making your space mindfully organized—a coatrack and a dish for your keys by the door, an auto-brew coffeemaker, or an easily edited whiteboard calendar can make jet-setting simpler.

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ADD EASY DETAILS THAT ENRICH YOUR WORKING EXPERIENCE While organization and décor can rally productivity and mood, there are also a few extra details you can introduce to your workspace to improve the quality of your working life.

Healthy, easy to grab-and-go snacks—think nuts, homemade trail mix, and fresh fruit— can keep your energy up without the sugar crush or guilt. If there’s a window nearby, a hard-to-kill plant like a philodendron or a fern not only cleanse the air around you, but also provide a welcome connection to the natural world. Being prepared in a pinch is another great way to make your workspace work for you: a spare tie, a tube of lip balm, hand sanitizer, or a box of Band-Aids can save you a trip to the store when an unexpected need arises.

While we take great pains to make our homes our sanctuaries—complete with the decorations, furniture, and food we favor—we often overlook our work areas, even though we spend a sizable portion of our week sitting at the same desk. Challenge yourself to add a few of these personalizing, productivity-boosting details to your work area and bring the comfort of home to your working life.

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JOSEPH HO & MARTIN HO When Joseph Ho and Martin Ho, Seattle’s premier father and son real estate team, talk about real estate being a family business, they aren’t just referring to themselves but to their clients as well. “Ours is a generational business,” said Joseph Ho. “Not only do I get to work with my son every day, but we are now selling homes to the children and even the grandchildren of people I did business with early in my career.”

In 1984 Joseph Ho did two things that changed his life: he bought his first home and he obtained his real estate license. His son, Martin grew up helping out in the family business and joined his father on a full-time basis in 2016. Together with their assistant Barbara, who has been with Joseph for 28 years, and other team members, Joseph and Martin make up the Ho Realty Group of Berkshire Hathaway Northwest Real Estate in Bellevue, Washington.

Joseph and Martin go wherever their client’s needs take them, but their primary business area covers all of Washington’s King County, including Bellevue, Kirkland, Redmond, Mercer Island and the city of Seattle. Since 1984, Ho Realty Group has sold over $1 billion in real estate and has helped more than one thousand families realize the American dream of home ownership. “We are at the stage where 90% of our business comes from repeat clients and referrals,” explained Martin. “I am going to brag on my father a bit here and say that has a great deal to do with the reputation he has built over the years. Plus, we are very service-focused,” he added. “We do a lot of things that others don’t do.” What are some of those extras?

The Ho Realty Group conducts pre-list inspections for sellers and helps them with staging their home prior to sale. They also pay for home inspections for their buyer clients and provide a one year post-closing home warranty.

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Martin’s family roots go five generations deep in Seattle. Joseph is the co-founder of the Seattle chapter of the Asian Real Estate Association of America (AREAA) where he remains involved. Over the years he has also become very active in commercial real estate, working with everyone from small investors to publicly-traded REITs. When he manages to find some free time he will most likely spend it boating on Lake Washington. Says Joseph, “You just can’t beat the summers in Seattle. They may be short but they are beautiful…and what better place to be than out on the boat?” Martin, like his father a proud University of Washington Husky, is more likely to spend his free time at a sporting event. He is a season ticket holder for UW football, UW basketball, Seattle Kraken and the Seattle Mariners. Martin also coaches lacrosse at his high school alma mater, Bellevue High School.

What does the future look like for Ho Realty Group?

“I think we are going to see a strong seller’s market for at least the next five years,” says Martin. “We want to grow the team and continue to build on what my father started nearly 40 years ago.” They certainly couldn’t ask for a better foundation on which to build.

For more information on the Ho Realty Group, you can email them at team@ho-realty.com Copyright Top Agent Magazine 27

DAVID SABBAN David Sabban begins his business relationships with a commitment: to ensure his clients are empowered with the most up-to-date information they need for what is often one of the most important financial and life decisions for many people.

Whether working with new or returning clients or mentoring other real estate agents, David’s experience has taught him how best to prepare for the broad range of circumstances and complexity of real estate transactions. “Every transaction is unique, that’s part of what makes this field so interesting. I’ve also learned that uncertainty can be stressful. There are many tools to make the process as seamless as possible. For example, background work to understand the hyper-local details of the community; the importance of tracking specifics in great detail; along with clear and consistent communication are all aspects of real estate that we can control. David continues, “We know there is an element of uncertainty when looking to buy or sell a home; but we can manage that uncertainty by empowering clients with knowledge of the process—even brain science tells us that we all do better when we know what to expect.”

David’s combination of interdisciplinary resourcefulness and interpersonal sincerity has helped him build a strong foundation of repeat and referral clients, who make up nearly one hundred percent of his business, and drive his transactions at Keller Williams upwards of $45 million per year.

David found a home in this unique industry that demands proficiency in both “the technical and interpersonal aspects of real estate.” His background in nonprofits and fundraising fueled his passion for deep personal connections, and his subsequent, eleven-year career in the tech sector honed his data-driven mind. When he began as a REALTOR® in 2006, David was uniquely equipped to support clients in the Seattle-Bellevue metropolitan area, and he takes the time to work with clients to help them along every step of the process--even after a transaction is complete. “: “I take a very educational approach to every aspect of working with my clients. Whether it’s sellers or buyers, I need to truly understand what their motivations are, what they want, and what they need. I am their advocate, and people feel that I’m on their side.”

The breadth of knowledge that he eagerly shares, along with his passion for Seattle, make it easy to see why David has found success: he clearly loves his community. “It’s a really special 28

area…we still have neighborhood block parties, for example, but we’re metropolitan enough to have arts and theater, great restaurants and transit . We have a magical combination of mountains, forests, and water.” David embraces the small-town-big-city blend in his advertising approach, highlighting the strong Instagram presence of his team’s brick and mortar home decor and clothing store, The Camano Shop.

David earned an award for his exemplary leadership in 2021. He was recognized for his commitment to mentor and coach agents who are learning the ropes. He now hopes, “to really lift up the quality of the industry through spending time with newer agents, and teaching them responsible, ethical ways of doing business”. David feels invested in the success of the real estate industry, and everything it encompasses.

Ranging from the ability to offer clients his team’s award-winning staging services, to providing some of every transaction to on-the-ground disaster relief that Keller Williams provides families and agents around the country. It is an incredibly gratifying industry to be a part of.

Deeply connected to the people and industries of Seattle, David is quick to acknowledge that what motivates him to work hard on behalf of his clients is helping people reach their goals. “I like being involved in people’s lives, understanding what’s important to them and being in this field within a community that I love and where I’m raising my kids.”

For more about David Sabban, please call 206-854-9258 or email dsabban@kw.com TopAgent Agent Magazine Magazine Copyright Top

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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JOE & LETY TORRES Washington State’s Tri-Cities region offers unparalleled natural beauty, outdoor activities, wineries and restaurants. There are countless museums, parks, coffee shops and family friendly activities. About 3.5 hours south east from Seattle, the climate is vastly different from the rainy western side of the state, with an average of 300 sunny days a year. It’s clear why this region is experiencing immense growth.

REALTORS® Joe and Leticia ‘Lety’ Torres understand the appeal, and love to help people establish roots here.

This husband and wife duo got their start in real estate after deciding to spend more time with their growing family. “Joe worked for Amazon in technical support, and I was in the nonprofit industry,” Lety explains. “After having our fourth child, we knew we needed to do something different, because those fields were not compatible with the type of life we wanted.” So they earned their real estate licenses and hit the ground running. Serving the Tri-Cities and surrounding areas, their business is largely referral-based, as they aim to deliver a memorable experience to everyone they serve.

“We’re super passionate about being ourselves and abiding by our ethical values,” they explain. “We are all about doing what is right and making sure that we are always in pursuit of what our clients want.” Genuine and welcoming, Joe and Lety work with all types of buyers and sellers and provide the same excellent service to each of them. “It doesn’t matter if they’re buying their first home and it’s $200,000, or if it’s their sixth investment property, we are honored to help them and make their real estate dreams come true.”

For their sellers, they utilize social media to spread the word about listings. This results in their properties selling for top dollar in a short period of time. “We are very active on social media. We post on Instagram, Facebook, LinkedIn, Twitter and Snapchat,” Lety says.

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“We want to be on every platform we can so that we can reach a wide range of buyers.”

Joe and Lety stay active in the community through their local chamber of commerce, where Lety serves as an ambassador. “I attend new business ribbon cuttings and celebrate their openings, and we also host luncheons and other events,” she explains. Lety is also a board member of a nonprofit called Women Helping Women Fund Tri-Cities, with their goal being to help raise over $100,000 in a year for nonprofits that serve women and children. Joe is a member of the LEARN Group, which provides networking opportunities to those in the Tri-Cities area.

Joe and Lety try to volunteer somewhere once a month at different places and have recently spent some time volunteering at Habitat for Humanity where they have helped build 3 homes.

Looking ahead, they hope to keep expanding in both the residential and commercial real estate sectors.

Their passion for what they do will continue to grow as the years go on. “There’s something really special about guiding and partnering with someone to help them invest in real estate. We love what we do.”

For more about Joe and Lety Torres, please call 509-619-6304 or email joeandlety@bhhscentral.com Copyright Top Agent Magazine 31

CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 32

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

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

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

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Talk About Your Philanthropic Activities

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

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

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

Your Local Community

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

Use Your Creativity to Connect

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

Share Your Hobbies

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

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

Divulge Interesting Experiences

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

What and Who Inspires You

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

Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content 34

that will draw in a broad range of followers.

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

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Area Specialist MILAINA WEST It’s no big secret that all Realtors® need to be people persons – friendly, charismatic, personable and with a generous spirit. When it comes to Milaina West, a Realtor® with Keller Williams Greater Seattle, double that.

No, triple. No, quadruple. You get the idea.

“I’m outgoing!” Milaina said with a laugh.

“I probably have about a 60 percent repeat and referral rate, so I still get quite a bit of new business. I still throw a lot of parties. I invite anyone. I am an inclusive person. But I also meet me through meet-ups, charitable events, organizational events, concerts and more. And I like to stay in touch. I send text messages, emails, quarterly notes sometimes with goodies from unique things I find in local shops. It’s also why I have a marketing person. I’m known for big parties.

I really like to get people together. COVID threw a wrench in that, but I think we’re moving back toward that.”

Milaina has been in real estate for three-and-a-half years but honed her skills for 15 years before that working in relocation services for some of the largest companies in the Seattle area. It was her job to help settle and acclimate new workers, especially those coming internationally, to the northwest. That included helping them understand the nuances of all the neighborhoods and a just a general knowledge of the Seattle area. Milaina also worked as a national account executive in financial health and wellness, so she has a strong understanding of finance from investing to lending – all of which has served her well as a Realtor® in her beloved city.

“We have the most beautiful landscape here we are surrounded by mountains and water. Where else can you hike and ski and have the most beautiful summers?

We’re highlighted by the outdoors. It’s a family-oriented place,” said Milaina, who moves an average of 35 units a year working mostly downtown on north, and from east to west. In fact, she can often be found at Le Coin,

a French restaurant in Seattle’s Fremont neighborhood. “It’s amazing. It’s really tiny, maybe six tables outside and 10 inside, but it’s incredible.”

Milaina is an individual agent backed by a licensed operations manager, a fulltime marketing assistant and a fulltime transactions coordinator. She plans on bringing in another licensed broker, a fulltime interior design assistant, and she is currently partnered with a local female-owned contractor for renovation projects – all of whom help her with extensive marketing.

Very extensive – MLS, YouTube, Instagram, LinkedIn, Google Business, a videographer, high-end photography, newsletters, postcards to targeted areas, door-knocking and open houses. It all works because Milaina’s listings sell within seven days on average.

“My favorite is that I specialize in renovations. I have creative solutions how to get these houses ready. I have done seven or eight projects in the last year that have been really special to me. These are my babies,” said Milaina, who has her own babies – a daughter that works in the office with her as operations manager and a son with whom she has a standing Tuesday night movie date. She also loves her barbecues and spending time on the lake.

As for the future, well, don’t expect big changes.

“I’m happy with where I’m at right now. I am OK with not becoming too big. I love the uniqueness of where I’m at in this stage of my business and I love to cater individually to my clients,” Milaina said. “I like to customize everything for my clients and make them really feel special. I think sometimes that can become lost when you become too big, and I am not really looking to do that. So, I’m happy where I am currently and if I can continue to create these beautiful relationships that I have I would be ecstatic.”

Milaina West is with Keller Williams Greater Seattle. Her phone is 214-650-4749 and her email is milainawest@gmail.com. Her website is livingingreaterseattle.com and you can check out her profile at zillow.com/profile/milaina and homesnap.com/Milaina-West www.

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