How To Sell A Home To The ‘Snowflake’ Generation

Mar 10, 2017 by

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Covering the Market from Every Generation

Feb 11, 2017 by

In the following interview, Kristin Beran Krupp and Sherry Beran of The Beran Group, LLC with Long & Foster discuss the advantages of a team dynamic and the value of a multi-generational approach.

Beran_TeamYears in Real Estate: Kristin: 13; Sherry: 13
Region Served: Metro Richmond, Va.
Team Members: 7

You and your mother, Sherry Beran, founded the team 13 years ago and have been very successful—named top listing and top closing team leaders for November 2016 at Long & Foster. Talk about the benefits of being a mother/daughter team. 

Kristin Beran Krupp: We always have each other to lean on and we have strengths and weaknesses that complement each other. I list and do the business aspect, which means I run things, and I talk to my mom to make sure she agrees with everything I do. My mom, on the other hand, is the communicator and problem-solver.

Sherry Beran: I’m more social and I like to get involved with different networking groups. Real estate is a 24/7 job, and because we’re family, we have the same work ethic and values. We also trust each other implicitly, so when one of us takes time off, it’s seamless.

KBK: My mom and I got into real estate at the same time and set up a 50/50 partnership. We hired an accountant from day one and we treat the team like a business, so much so that we cut ourselves paychecks. I think that’s a huge reason we’ve succeeded. In addition to paying ourselves a set amount on a monthly basis, we’re prepared for a rainy day.

Where do you spend the bulk of your marketing money? 

KBK: Online. Even though we have access to great online tools, we hired an online social media company to not only help us incorporate Facebook,® and Trulia, but to ensure we’re using all of these tools effectively. We also still believe in the newspaper. We do a great deal of work in construction for active adults, and they tend to look for houses in the paper.

What are you most proud of about your team?

SB: Our reputation. We strive day-in and day-out to do the right thing and treat people the way we want to be treated. Richmond isn’t a huge market, and at some point, if you do enough business, you will work with people again. When I meet agents face-to-face, they’re always complimentary about their experience in working with our team, which is what we aim for.

You both have Seniors Real Estate Specialist® designations. How does this help you? And what does it entail?

KBK: We got the designation years ago and it gave us the opportunity to work with a builder in town who caters to the active adult community. There’s a huge need in the marketplace.

SB: When you work with older adults, not only are emotions higher, but there tend to be more decision-makers involved in the transaction. Families are far more involved. Since this part of the market is huge, selling older adults’ homes can be more challenging, so our training has been invaluable in being able to help this segment of the market.

How do you differentiate your team from the competition?

SB: By being innovative and incorporating technology into the mix. In fact, we were using professional photographers before anyone in the marketplace. In addition, we span the generations. Kristin is 36, my son—who is also on the team—is 29, and I’m a senior, so we have the different perspectives covered.

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Make Your Lead Generation More Productive

Aug 19, 2016 by

We’re deep into the third quarter of the year, and you know what that means; it’s time to ramp up your lead generation. While many agents succumb to the temptation to take their foot off the gas at this time of year, the most successful agents apply more pressure to the pedal and focus on generating the leads that will carry them into next year. Set your business up for lasting success with these tips.

Plan for success. Planning your day ahead of time allows you to hit the ground running when you turn on your computer in the morning, instead of wasting time thinking about what you need to get done. One of the biggest complaints agents have is they simply don’t have time. If you want to succeed, you make time. List your top two priorities—one of which should be lead generation. This will ensure you have the time to generate those leads.

Prioritize your people. Who are the clients who have referred you the most? These are the people you should communicate with the most. After all, their business and referrals are the lifeblood of your business. That means call your top clients first, deliver their pop-bys first and write them personal notes most frequently. The more you connect with them, the more likely you are to stay at the top of their minds so they can refer you.

Delegate. It’s hard to find time to generate leads when you’re bogged down by tasks that take up a large chunk of your time. Try to delegate time-consuming tasks, such as stuffing envelopes with marketing flyers and filing paperwork to your assistant. This will give you more time to generate leads.

Schedule “wiggle room” into your day to handle the unexpected. It’s still essential to serve your clients, and there are times when emergencies pop up. However, when you have to divert your attention from the task at hand to put out a fire, chances are you won’t return to it later. When you build wiggle room into your day, you know you’ll handle the issue later on, and you’re less likely to abandon your lead generation to deal with it right away.

Track your progress. Tracking not only provides perspective on how close you are to reaching your goals, it also helps you see what’s been done and what still needs doing. Plus, it provides helpful motivation on those days when you may not feel like picking up the phone.

Lead generation is an essential part of your business, and when you work by referral, those leads come from the relationships you build with your clients. The more you stay in touch with your top clients, the more referrals you get to people just like them. Build a database of clients you love to serve by staying on top of your lead generation. Remember, the best time to sow the seeds for future business is now.

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Bridging the Generation Gap with New Hires

Mar 22, 2016 by

“Did you see what he wore to work today? This is a corporation, not a club!” “How does she not know to bring a notebook and a pen to a meeting?” “What would make him think it was okay to party with clients until three in the morning?” If you have new hires fresh out […]

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