Be a Student of Life and Business

In Step With Career Agent Leonard Giarrano

by Julie Escobar

One of my dear friends in this business is a fellow by the name of Len Giarrano. We met in New York years ago and he’s just the kind of businessman you want to pull up a chair next to and let his wisdom and sage advice wash over you. He was kind enough to share some of his insights with our readers.

Here’s a little of what we learned:

Q: Thank you, you my friend. Can you start by telling us a little about you?

A: My name is Leonard Giarrano.  I started my career as a Hotel and Restaurant major, part-time community college restaurant management and marketing teacher. I found myself wanting a career and practice that I could help facilitate the interests of others like my Dad in his law practice.  At the same time, I wanted a vehicle to develop my own personal wealth.  Creating Wealth by author Robert Allen inspired me with its promised nuts and bolts of real estate for building wealth. And that led me to real estate, and I’ve never looked back.

Q:  Most agents coming out of real estate school have high aspirations and goals, but lack clear direction on how to even get started. What would your top three pieces of advice be to head them in the right direction?

A:  The master appeared as this student was ready.  I found a real estate office that had a spaced-training program that had recipes that I could apply myself to and get the foundation of listing and selling real estate in a defined area. Emphasis on a planned listing presentation chalk full of quality service techniques far and above the efforts of other agents.  You are going to WOW them with crisp, prepared professional presentation. Get high-quality business cards.

Q:  What common misconception do you think most agents have in terms of making it in today’s market and what myth-buster would you share with them?

A: Bottom line?  Real estate is about relationships and listings are (and always have been) the name of the game. Read Robert Allen’s book Creating Wealth, for some sound fundamentals.  Also, note that buyers will come as you build a practice from listings. Inspect what you expect as product knowledge is the fuel for confidence.

Q:  Building a Book of Business is one of the smartest things an agent can do, yet so many agents instead continuously “chase new business”. What advice do you have for building a strong sphere of influence?

A:  Get a personal core list of people you know and could pop by to say hello to for referral.  You will need an annual calendar and thank you notes.  Start a geographic community to focus on. Find an active market in both price point and volume as an area to focus your efforts.  There is a seller in that enclave that needs the services of a professional agent. A printed listing presentation that you share at the seller’s kitchen table with visual support materials will walk the conversation towards your representation. Raising the seller’s consciousness to the task ahead builds the needs of your service.  I am happy to share my 25-point listing presentation with anyone who asks.

Q:  That’s generous Len! Prospecting is a crucial component for agents (new and experienced) – what tips would you give someone new to the process?

A:  Get a foothold, identify an active real estate community of homes as a farm. Take a six-month snapshot of homes available listed and inspect those.  What is in-contract and 180 days sold?  Find an office agent that has a listing there.  Volunteer to run two weekends of open house.  Send a mailing campaign to invite people to the open house. Hand write an invitation to the immediate neighbors.   Develop a thick flyer to show your effort far and above the other local agents’ handouts. Buy 110-pound paper stock for 1st page of the flyer.  Next, 28 or 32-pound paper for remaining pages. Buy a tri-level clear plastic flier rack. Up front is the thick flier, next fliers on area info, schools, shopping etc. last and not least have pre-printed contracts (full price filled in) and all disclosures high-lighted printed on 28 or 32-pound stock. Snacks and bottled water for the open house and York Peppermint individual wrapped candies add a great finishing touch.  Collect as much information as you can and be sure to add those folks to your new database so that you can continually stay in touch.

Q:  Follow up is where a lot of agents fall short. Do you have any strategies for helping agents get over the fear of the phone and following up?

A:  I’m old school, so my first inclination is to say watch an old episode of Columbo. He was a master at follow up! Or just always look for something that is a fair trade item to get back in touch with all that you meet.  Example, you can offer entry to a drawing, local school information, a free survey, market analysis, home component content such as tips for their HVAC or even their home tech system.  Local restaurants and businesses can even supply you with coupons to send.  The key word is communication Share the item with an “As Promised” message which subliminally lets them know that you keep your promises

Q:  Any business planning tips that you think would be important to share?

A:  Schedule your prospecting and personal time off.  Early to bed and early am with some exercise, all in writing and in an obvious space for your and those that are part of your efforts to see what is on the menu for your shared success. I’ve also had great success with local small builders.

Q:  What are the top 5 tools or sites that you would recommend to new agents just starting to build their business and marketing platforms? 

A: Professional dress appropriate to climate, polished shoes, pressed clothing. Gals dress carefully look up Barnard University, a collegial fashion. Dress for success is a great primer. Equipment: Black or cordovan color, leather or vinyl letter or legal pad with pocket. Silver or chrome ballpoint pen, 25’ tape measure. Three-ring notebook with divides (three-hole punch). Dividers define priorities, year, month, at a glance, one-page worksheet for each day as a day planner. Next section seller leads, next section buyer registrations other sections to organize activities.  This book is your office. Two-hole punch and file folders with two dividers for your listings. Start a file on serious leads gives you an assumption to the listing.

Q:  Any last bits of advice for agents to take to heart?

A: This exciting and rewarding career is a practice so crush the fundamentals, own them. Invest in real estate to build your pension and retirement. You are ten years to a net worth of a million.

Q:  How can our reader’s best connect with you to share their success and referrals?

A:  Direct 941-724-0690, text to see if I can spare a conversation with you and give you the attention you need, e-mail an outline of questions you wish me to discuss with you. Leonard Giarrano, Associate Broker, RE/MAX Alliance Group, or email me at LVGiarrano@hotmail.com.

 

 

 

 

 

 

 

Don’t Be an Invisible Agent

An Interview with the Talented Kathy Casarin

By Julie Escobar

I’m so fortunate in my travels to have met and connected with some creative and talented real estate professionals. One of those, who I met through Facebook actually is Kathy Casarin!  She’s a full-time REALTOR® with Nasser Real Estate who believes that Real Estate is all about networking, getting yourself and your name out there to be known. Her top advice: “Get testimonials, volunteer, use social media, get involved in your community, children’s school, attend fundraisers, and participate. All that is free and comes back to you in spades.  Real Estate is a very social business, people want to feel they know you and can identify with you.  So I would tell you to not be shy, or sit around the office waiting for leads to come to you.  Instead – get out there and meet your next client!”

Q:  Most agents coming out of real estate school have high aspirations and goals, but lack clear direction on how to even get started. What would your top three pieces of advice be to head them in the right direction? 

A:  First: Distinguish yourself.  Find a way to stay apart from what everyone else is doing and ahead of your competition.  How?  Get designations!  You can take the classes online or even travel to do that.  I recommend the Certified Negotiation Expert Designation first. How impressive does that sound – right?  Another designation that requires more course work but you learn a lot is the Certified Residential Specialist.  Once you have your designations, be sure to use them everywhere.  On your business cards, social media, advertisements etc.  Designations and awards if you can get them from a publication, board etc. help you stand out and validate you.  During my first year in the business, I earned RISMedia’s National Top 50 Realtors On the Rise award. During my first listing appointment, I remember getting the listing, because the client said how professional and prepared I was and that having awards and designations meant that I was serious about my business.  The results spoke for themselves.  Confidence won and I then tackled the market with ease.  I was also told I was so much more prepared than the prior agent and they I know were in the business for years.  So it’s all up to you be prepared, read, stay up to date on Inman News, Real Estate blogs, feeds…talk up your local market – and BE the expert. Will it take work?  Absolutely.  But when you take the time to be the source of information, data, and real estate facts in your market, you will blossom.

Next, saturate yourself in social media.  Remember this: It all works — you just have to do it!  Get on Facebook, create a business page…use Twitter, LinkedIn, etc.  Create accounts on Realtor.com, Trulia, Zillow, ActiveRain and start to get your name out there.  Once you’re up and running, Google yourself to see how much you fill the internet.  You want clients to find you!

If you’re new to Real Estate?  Don’t be an Invisible Agent!  Take phone time, go after expired listings, offer to hold other agents’ open houses.  Get involved in community groups and by all means, make sure people know you’re in real estate.  Your business cards and all correspondence should have your professional headshot on them so that people can identify who you are.  Write a press release announcing that you’ve recently joined the XX Real Estate Group and submit it to all local media outlets with your headshot.  This is free press if you don’t write it for yourself who will?  It’s a good start to building your business profile.

Q:  What common misconception do you think most agents have in terms of making it in today’s market and what myth-buster would you share with them? 

A:  Do not speak negatively about the market.  In fact, don’t dwell on the negative at all.  Every day, no matter what market you’re in, people are out there looking to buy. In tough markets, lazy agents give up — and that means those agents aren’t doing the work – so their market share could be yours.  Take the reins! Don’t forget referrals, and past clients either.  Build your book of business database from day one and watch it grow.  You never know when someone’s cousin, co-worker, or friend needs a home.  You want to ensure they remember and then contact you!

Q:  Building a Book of Business is one of the smartest things an agent can do, yet so many agents instead continuously “chase new business”. What advice do you have for building a strong sphere of influence?

A:  Perfect – since I just mentioned building your book of business!  Your book of business is a database that contains past, present and possible future clients.  Think of everyone you know, everyone you do business with – get them all into one big database, and use identifiers so you know who is who. (Friend, family, acquaintance, past client, etc.) Use your social media to gain new clients for this book, engage them, with blogs, e-newsletters, post cards, letters and more.  And here’s an out of the box idea: always consider doing what nobody else doing.  Like attend a bridal expo and host a drawing for a prize to one lucky couple!  These people are getting married and will soon be looking to buy their first home!  Obtain their contact info for the prize and follow up with them.  Congratulate them when they do wed that thoughtfulness costs nothing and will earn you their trust.

Q:  Prospecting is a crucial component for agents (new and experienced) – what tips would you give someone new to the process? 

A:  Get involved, attend local chamber events, network, business to business breakfast meetings where you exchange referrals with professionals in other lines of work.  Read!  Know your market and what is going on.  You are the expert.  You are the one they will come to.  Example:  “I just read this morning on Realtor.com that…”

Q:  Follow up is where a lot of agents fall short. Do you have any strategies for helping agents get over the fear of the phone and following up?

A:  There are services that help you with this, small fee…tap them.  Software that offers to generate newsletters, such as iContact and Constant Contact are great. Think of every Monday as new business Monday!

Q:  Any business planning tips that you think would be important to share? 

A:  Your board most likely offers classes, scholarships, officer and board roles, and awards opportunities. Check into this…it’s an easy way to get involved in your local market and your best bet is to act like a sponge and learn all you can from the well-seasoned agents all around you.  Look for a broker than will be a mentor. You know what they say, “there aren’t any stupid questions.”  Ask and learn as much as possible.  About sales, and about your contract and deadlines.

Q:  What are the top 5 tools or sites that you would recommend to new agents just starting to build their business and marketing platforms?  

A:  Get online! I love Facebook, LinkedIn, Inman News, and REALTOR.com.  I also recommend that you create a comprehensive pre-listing presentation package! I created one years ago when I got my start and would mail it out to expireds several times per week.  It contained testimonials, information about me, my company, articles I thought pertinent to someone thinking about selling, information on what sells a home, staging information, and more.  I put all this together with the intent of addressing and answering any question these potential sellers would ask me during a listing interview.  It worked like a charm. I would not only get an interview — once they read through my packet, I got the listing.  Why?  They weren’t my client and I already delivered way more that all the other agents sending a quick expired letter. This one tool alone helped me to fast-track my start in this business.

Q:  Any last bits of advice for agents to take to heart? 

A:  You build your reputation on how you conduct yourself with each transaction. Always give it your best.  It’s not about you, it’s about your client or potential client.  Always put yourself in their mindset.  Think like they would and this helps you best direct them.  It also helps you when showing houses, as you listen to them, you can help narrow down their searches and keep them focused.

Q:  How can our readers best connect with you to share their success and referrals? 

A:  Please like my business Facebook page Kathy Casarin, Realtor or email me:  KathyCasarin@yahoo.com.

Thank you Kathy for your powerful insights. You’re a rock star!

If you’d like to learn more about being a