CREATE
Your Own Path to
Success
NJAR_9306 July_V2.indd 1
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R ealtor® Ombudsman Program
p. 10
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FAQs for Realtors®
p. 18
n
R ealtors® Take On Federal Issues
p. 20
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®
A publication of the New Jersey REALTORS
200 American Metro Boulevard Suite 123 Hamilton, NJ 08619 Phone: 732-494-5616 Fax: 732-494-4723 Website: njrealtor.com Jarrod C. Grasso, RCE CHIEF EXECUTIVE OFFICER COMMUNICATIONS DEPARTMENT Allison Rosen DIRECTOR OF COMMUNICATIONS Colleen King Oliver COMMUNICATIONS COORDINATOR Amanda Thorogood
ARKETING M COORDINATOR
Advertising Sales The Cyphers Agency 410-280-5451
2016 OFFICERS Tg Glazer
OF CONTENTS
New Jersey REALTOR®
TREASURER
New Jersey REALTORS® provides legal and legislative updates as well as information on a variety of real estate related topics solely for the use of its members. Due to the wide range of issues affecting its members, NJ REALTORS® publishes information concerning those issues that NJ REALTORS®, in its sole discretion, deems the most important for its members. The content and accuracy of all articles and/ or advertisements by persons not employed by or agents of NJ REALTORS® are the sole responsibility of their author. NJ REALTORS® disclaims any liability or responsibility for their content or accuracy. Where such articles and/or advertisements contain legal advice or standards, NJ REALTORS® recommends that NJ REALTORS® seek legal counsel with regard to any specific situation to which they may seek to apply the article. New Jersey REALTOR®, publication number 13260. Published monthly, except for combined November/December and January/February issues. Member subscriptions allocated annually from annual dues: $3. Non-member annual subscription: $10. Known office of publication: 200 American Metro Boulevard, Suite 123 Hamilton, NJ 08619. Periodicals postage paid at Hamilton, NJ 08619 and at additional mailing offices.
TA BL E
FIRST VICE PRESIDENT
Jeffrey Jones
3 4 5 5 6
PRESIDENT'S VIEW: INDEPENDENCE DAY
n TG GLAZER
MESSAGE FROM THE CEO: A NEW BEGINNING
n JARROD C. GRASSO
NEW JERSEY REALTORS EVENTS & DEADLINES ®
BOARD/ASSOCIATION NEWS
LEGISLATIVE UPDATE: UPDATE FROM AROUND
THE STATE n DOUGLAS M. TOMSON
8
CREATE YOUR OWN PATH TO SUCCESS n MICHELE LERNER
PRESIDENT
Robert Oppenheimer PRESIDENT-ELECT Christian Schlueter
JUly
13
REALTOR® OMBUDSMAN PROGRAMS ARE A GREAT SUCCESS! n DIANE K. DISBROW
16 18 20 22
BEYOND SOCIAL MEDIA MARKETING
n AMANDA THOROGOOD
FREQUENTLY ASKED QUESTIONS
REALTORS® TAKE ON FEDERAL ISSUES
n CHRISTINA GORDILLO FARRELL
DON'T CLICK THAT LINK
n JOHN SHEHATA
POSTMASTER: Send address change to Editor, 200 American Metro Boulevard, Suite 123 Hamilton, NJ 08619.
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P R E S I D E N T’ S V I E W
Independence
Day
S
ummer is here, and with Memorial Day
At last month’s hugely successful New Jersey
behind us, we have Independence Day
Realtors® Young Professionals Network Night
on our minds. While fireworks and fun
at the Racetrack event, I sat down for a bite
might be top-of-mind, it’s also a celebration
to eat at a table with a few people that I did
of our national pride and, ultimately, America
not know. We started talking and one of the
stepping out on its own.
young women indicated she was fairly new in the business and having trouble with a
As Realtors , some of us have been in the
transaction. She explained the situation and
business for quite some time and are
four complete strangers around the table gave
independent and well established. Others
her advice, guidance, and encouragement.
®
are just starting out and need a little assistance to get going.
The beauty of our industry is that we have so many members with varying backgrounds
I remember when I initially received my
and experiences. Whether you are young
license and spent those first days in my
or old, just received your license or are a
office with absolutely no idea what I was
member of the NJ Realtors® Quarter Century
doing or how to do it. I would go into the
Club — we all have something to offer and
office and say to myself, “OK, congratulations.
something to learn.
You’re here. Now what the heck are you supposed to do?” Yeah, I talk to myself.
My hope is one day that young woman from the YPN event will sit down at a table
Fortunately, I had a wonderful support
with some new agent she’s never met and
system of managers and mentors who
be able to help them through an unknown
helped me along the way, and soon I had a
situation. That’s how we all keep achieving
better grasp on how to run my days and my
our own Independence Day. n
business. I also came to learn that I was part of a bigger “Realtor® Family” that, while often competitive, is also cooperative. When we have a transaction with another agent on the other side, even though they may be from another company, we must both succeed in
Tg Glazer
order to complete the transaction.
President
NEW JERSEY REALTOR® | JUly 2016 | 3
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message from the ceo
A New
Beginning
T
his month marks a momentous
In addition to the benefits our members will
occasion for our association: our new
see, we’re also moving into the heart of a
headquarters in Trenton will be opening
redevelopment zone in Trenton, which will
and we will now have a permanent presence
spark a renaissance in the area. Already, we
in our state’s capital. Mid-month, we will
know that there are new businesses and new
officially make the move and solidify a vision
apartments coming into the area. It’s exciting
of the association’s that has been in the works
to be part of the city’s revitalization, which will
for years – one that will lead New Jersey
positively impact its residents, commuters,
Realtors into the next 100 years of success.
and the local economy.
Being in Trenton will give our government
We’re pleased that our neighborhood includes
affairs department an extra edge – it
the headquarters for the Boys & Girls Clubs
means that staff can be in the State House
of Mercer County. With a partnership between
networking with officials and lobbying them
Realtor® associations and Boys & Girls
on important issues at a moment’s notice.
Clubs across America this year, it’s a happy
This additional face time will translate into
coincidence that we’re taking advantage
more protections for the real estate industry,
of. Already this year we’ve worked with the
homeowners, and private property owners in
New Jersey clubs to do summer swim drives
New Jersey.
and fundraisers to support their incredible
®
programs. Our Housing Opportunity We’ve also got state-of-the-art meeting
Foundation has a project in the works with the
spaces, which will make committee meetings
Mercer Club – we’ll announce more details in
more efficient, and will provide room to invite
the coming months.
VIPs to private events, furthering our lobbying abilities. With our new media room, we’ll be
Here’s to the future! n
able to create materials to educate and inform members and also lend the space to local boards for their video marketing needs.
Jarrod C. Grasso
Chief Executive Officer
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Events & Deadlines J u ly 1 , 2 0 1 6 t o S e p t e m b e r 3 0 , 2 0 1 6 J u LY 4
S e p t . 13
NJ REALTORS® OFFICE CLOSED — INDEPENDENCE DAY
NJ REALTORS® BOARD OF DIRECTORS MEETING Edison, N.J.
A u g . 22 - 23 2016 LEADERSHIP SUMMIT Chicago, Ill.
S e p t. 5 NJ REALTORS® OFFICE CLOSED — LABOR DAY
S e p t . 13
11:00 a.m.
NJ REALTORS® EXECUTIVE COMMITTEE MEETING Edison, N.J.
1:00 p.m.
S e p t . 16 NJ REALTORS® GOOD NEIGHBOR AWARD APPLICATION DUE njrealtor.com/membership/awards
O C t. 3 NJ REALTORS® CIRCLE OF EXCELLENCE RPAC INVESTMENT DEADLINE njrealtor.com/account
Board/Association News Realtors® Care
in Paterson The Passaic County Board of Realtors®, in cooperation with the New Jersey Realtors® Housing Opportunity Foundation, held its first Realtors® Care Day on Thursday, May 26. Members were able to help a local family clean, repair, and beautify a home on East 23rd Street in Paterson.
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Update
Legislative Update
From Around the State By Douglas M. Tomson
I
Burlington Camden County Association of Realtors®
n the beginning of the year, we made a conscious effort to become more involved with the local boards’ government affairs needs. We dedicated one government affairs staff member to each board so they could play a stronger role in supporting issues that impact you on the municipal, county, and regional levels.
During their Feb. 2 legislative committee meeting, Burlington Camden County Association of Realtors® discussed a variety of important government-related topics, including the permit extensions act, legislative priorities, and arranging congressional meetings to further champion for the real estate industry.
This is only a small sampling of what has been accomplished — make sure to read the August edition of New Jersey Realtor® for our annual government affairs-focused issue.
Gloucester Salem Counties Board of Realtors® On June 7, a NAR placemaking grant application for $2,700 was awarded to the Gloucester Salem Counties Board of Realtors®. The grant monies will be used to assist the Salem Main Street organization with their alleyway activation project to help revitalize its downtown area.
Atlantic City and County Board of Realtors® On May 19, Atlantic City and County Board of Realtors® held a new member orientation, where NJ Realtors® Grassroots and Legislative Affairs Coordinator, Catherine Best, attended to educate new members on the ways Realtors® have been able to positively affect and protect the real estate industry through government affairs initiatives and campaigns.
Mercer County Association of Realtors® The Mercer County Association of Realtors® met with Mayor Eric Jackson of Trenton on April 18 to discuss the city’s vacant property registration initiative and landlord registration requirements.
$392,196
May 15, 2016
RPAC OF NEW JERSEY
2016
GOAL $ 888,260
Where Every Dollar Counts $25,000
$50,000
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
$900,000
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Monmouth County Association of Realtors® On Feb. 29, the Monmouth County Association of Realtors® held a presentation for members to better understand issues affecting real estate at all levels — including seasonal rentals, CO inspections, and the state budget — and how investments in RPAC relate to these issues.
North Central Jersey Association of Realtors® On Jan. 22, a presentation was given to the North Central Jersey Association of Realtors® highlighting examples of what RPAC investments have done for Realtors® in the area and also reaffirming continued support for the PAC in order to advance the industry’s needs.
Ocean County Board of Realtors
®
On Jan. 21, members from the Ocean County Board of Realtors® met with representatives from Congressman MacArthur’s office to discuss the federal Housing for Older Persons Act and its impact in Ocean County.
New Jersey Legislative Bills A1543 – Peterson (R-23), DeAngelo (D-14) Authorizes design professionals to self-certify construction plans.
New Jersey Realtors® Position: Support We support this bill, which creates a program in the Department of Community Affairs that speeds up the permitting process. It allows the state to certify architects and engineers to declare that their permit applications comply with relevant construction codes, laws and ordinances.
Bill History: 1/27/2016 – Introduced in Assembly and referred to Assembly State and Local Government Committee
A1740 – Greenwald (D-6) Expands applicability of “The Truth-in-Renting Act.”
New Jersey Realtors® Position: Oppose
Passaic County Board of Realtors®
We oppose this bill that expands the applicability “The Truth-in-Renting Act” to one- and two-family residential properties including owner-occupied homes.
The Passaic County Board of Realtors held a mayors' luncheon on May 4 with officials from Passaic County. This event provided an opportunity for a local government update and fostered positive discussions between local elected officials and members of the association.
Bill History:
RealSource Association of Realtors®
A2060 – Gusciora (D-15), Sumter (D-35)
®
On May 23, RealSource Association of Realtors® held an impressive RPAC phone-a-friend event. Of the $600 raised, many of the contributions came from new RPAC investors. Learn more about this program at njrealtor.com/government-affairs. n
1/27/2016 – Introduced in Assembly and referred to Assembly Housing and Community Development Committee
Establishes process for consideration of offers from short-sale buyers during residential mortgage foreclosures.
New Jersey Realtors® Position: Support with amendment We support this bill with an amendment that will ensure there are no abuses relating to fake offers in short-sale situations in order to help speed up the short-sale process.
Bill History: 1/27/2016 – Introduced in Assembly and referred to Assembly Housing and Community Development Committee Douglas M. Tomson is the Director of Government Affairs. He can be reached at 732-494-4720 or dtomson@njrealtor.com.
Douglas M. Tomsonout is theofDirector 5/12/2016 – Reported committee, 2nd reading in Assembly of Government Affairs. He can be reached at 732-494-4720 or dtomson@njrealtor.com.
Support
Monitor
Oppose NEW JERSEY REALTOR® | JUly 2016 | 7
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Create Your Own Path to Success By Michele Lerner
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W
hile statistics vary on how many people opt out
in the business and expect to wait at least four to six
of being a Realtor® within a few months or a few
months to see a return on that investment. He juggled
years, the consensus is that a certain number
part-time bartending and other jobs for a few months
(sometimes estimated at 10 to 20 percent or more) of
when he first started as an agent to cover his living
new agents fail. But, more than 75 percent of Realtors®
expenses.
have been in business more than six years, according to the National Association of Realtors® 2015 Member
“Before you start out you need to know how much
Profile, which clearly shows that success and longevity
money you need to make per year to avoid being
are attainable in this challenging business.
forced to quit and take a different a job,” says Farrow. “You estimate the amount you’ll earn per sale and
According to an Inman Select Special Report about
then you work backwards and figure out how many
new agent onboarding in April 2016, 77 percent of
closings per month it will take to achieve your goal.
respondents said “new agents fail at least in part
You also need to determine how many listings you
because they are unprepared for the realities of working
need to get to that number of closings.”
as an independent contractor.” Maryanne Elsaesser, a Realtor® with Coldwell Banker Christina Weiner, a Realtor® with Weichert Realtors® in
Residential Brokerage in Wycoff, says agents who
Short Hills, who has been successful in her first year as
don’t have any savings or financial support from
an agent, says setting realistic expectations is essential.
a spouse or family member often drop out of the business because they need a paycheck.
“New agents need to realize they are starting their own business and that they need to make some
Weiner says agents should start every year with a
upfront investments,” says Weiner. “You can’t expect it
business plan and an understanding of what sets
to support you right away.”
them apart and what it will take to succeed.
Planning and saving come first
“You need to have a learning mindset,” says Bernice
Successful agents have solid business and financial
Ross, CEO of RealEstateCoach.com in Austin, Texas.
plans, says Roseann Farrow, Realtor® Emeritus,
“A lot of agents come in thinking there’s a short-cut
owner of Roseann Farrow Seminars, and a real estate
to success, especially if they hurried through the
broker in Wallkill, N.Y. She says new agents need to
licensing classes. New agents need to take the time
be prepared to sustain themselves for at least two to
to learn the inventory in their area, sit at open houses,
three months–or longer–without a paycheck.
learn how to evaluate home values, and understand the contract inside and out.”
“One agent knew she couldn’t sustain herself at all got a bank loan to live on for her first few months,”
Personal qualities essential for successful agents
says Farrow. “That was a huge motivator because she
While most Realtors® consider themselves extroverts,
had to earn the money to repay her loan.”
there are some specific personality traits that many
without a paycheck so she wrote a business plan and
highly successful agents share: a strong work ethic, Shawn Anen, a Realtor with Better Homes and
discipline, devotion to serving others, fearlessness,
Gardens Rand Realty in Wayne, says Realtors® need
and self-confidence.
®
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“I can teach the sales part, so when I am hiring
Norman says Realtors® have to be personable and
agents I’m looking for people who are aligned with
unafraid to get in front of a crowd.
my values and the values of our company,” says Susan Norman, branch vice president and managing
“As a Realtor®, you need to always be positive and
broker of Coldwell Banker Residential Brokerage in
always be a problem-solver for your clients,” says
Princeton. “I’m looking for people who are honest and
Norman. “You also need to be able to brush off negative
who understand customer service. Former teachers
responses, be open to suggestions, and constantly seek
and nurses often make good Realtors® because they
out resources that can help your clients.”
understand the importance of customer service and know how to work long hours.”
Coaching, commitment, and consistency Of course, real estate isn’t all about personality. The
Farrow says that many people go into real estate with
business requires training, staying on top of trends,
the idea that it will be a fun career.
and a continued commitment to goal-setting. Ross says agents should find training resources through
“Many people don’t realize that being a successful
their local and state Realtor® associations and
agent takes a lot of work,” says Farrow. “You need to be
earn designations to increase their knowledge and
a goal-setter with a great self-motivated work ethic.”
reputation.
At the same time, Farrow says, you have to be able to
“As a Realtor ®, you always need to have the mentality
handle rejection.
that you are always the student and never the master,” says Weiner. “This business changes rapidly so you
“You need to have the self-confidence to sell, a feeling
need to constantly learn new things. I commit to
of self-worth, and the feeling that you are offering to
spending at least two hours every week learning
help people,” says Farrow. “Successful agents see that
something new such as a Facebook feature or a new
they are providing services rather than pushing people.”
part of my contact management program.”
Honesty and putting your customers’ needs first are
Anen, who earned his real estate license when he was
essential to establishing complete trust, says Elsaesser.
22, convinced his broker to split the fee for a coach
“The Realtors® with the most referrals are forthright
after he had been in business just three weeks.
and fair and don’t manipulate anyone to get a deal
“I am convinced that having a coach is essential to
done,” she says. “I never bash other agents in order
a successful real estate career,” he says. “I believe in
to get business. It’s important to be good to other
accountability and consistency. If you forget to keep
agents."
prospecting consistently you’ll end up crashing out of
Understanding people and how they want to be
the business.”
treated help build a referral-based business, says
According to the Inman survey, 47 percent of
Elsaesser.
respondents said training agents in lead generation is
“If someone likes statistics I’ll talk to them about the market and give them all the numbers they want,” she says. “For people who are more emotional, I’ll talk about the beautiful features of a home.”
critical in their initial training and 38 percent said it’s the most important area to work on in ongoing training. “Before you hire a coach you need to know how to do your business,” says Ross. “95 percent of people need a trainer, but not necessarily a coach.”
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but Farrow says successful agents who have the right
Time management required for longevity
attitude will find a way to get trained through their
Staying on top of the market as well as addressing
company, a mentor, or their Realtor® association.
customer needs and marketing requires stellar time
Training programs vary from one company to the next,
management. Tom Ferry, CEO of Tom Ferry – Your Coach, an International Coaching and Training Company in
“I use my iPhone, MacBook Pro, and iPad to keep
Irvine, Calif., says that agents succeed when their
everything in my business organized,” says Anen.
behavior aligns with their goals.
“I don’t keep a to-do list. Instead, I put everything on my schedule including a ‘build my biz’ recurring
“Those that win consistently work on their mindset,
appointment for prospecting and follow-up. I even
sales skills, and commitment to giving the consumer
schedule my gym time.”
an exceptional real estate experience,” he says. “Agents who work with their manager and a personal
Norman says customers want to know that their agent
coach have the best combination to ensure success.”
is available and constantly working for their interests.
Know your business While having the right attitude and commitment to
Since people want instant communication at all hours, Norman says agents need to be organized and ready to respond to emails at night and early in the morning.
your customers are important, there’s no question that you need to devote time to maintain and expand
“You need to set aside time for tasks to grow your
your local market acumen. “Knowledge plus passion
business,” says Weiner. “Your schedule should include
equals persuasion,” Farrow explains.
time to make cold calls, to hold open houses, and to preview properties.”
“Every agent needs to be ready to answer the question, ‘how’s the market?’ at any moment. You need to have
No matter how you plan your time, optimism is an
your elevator speech ready and always know the number
important component of a robust referral business.
of homes for sale in your area, the average list-to-sale price, and the average days on the market.”
“An ‘I can do it’ attitude is essential to success in real estate,” says Farrow. “Knowledge can be taught and
Elsaesser says her knowledge base includes knowing
skills can be taught, but without the right attitude
which towns and homes may require a septic tank
and the drive to work hard you can’t make it in this
replacement so she can prepare buyers and sellers for
business.” n
a potential major expense. Norman recommends starting small and focusing on one community to grow your reputation and gradually expand your marketing to more locations. “I was selective at first with my location so while I was learning the business I stuck to Short Hills where I had recently bought a home,” says Weiner.
Michele Lerner, a freelance writer from Washington, D.C., specializes in real estate-related articles. She can be reached at MVLerner@comcast.net.
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REALTOR Ombudsman Programs 速
are a great success! By Diane K. Disbrow
R
ealtor速 associations across the country have been busy developing and adopting ombudsman programs to meet the National
Association of Realtors速 requirement to offer the service to their members and consumers.
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What is the program?
experience, are familiar with the Realtors® Code of
In its simplest definition, the ombudsman program
Ethics and the professional standards process, have
is informal telephone mediation. In some cases it
knowledge of their state real estate regulations, are
can address and solve minor complaints from the
active in the real estate business, and understand
public. The ombudsman can also solve inter-Realtor®
current real estate practices. Ombudsmen must
conflicts before they become serious problems.
be fair and credible, avoid making a judgement
Since some complaints do not allege specific articles
of who is right or wrong, and may not give legal
of the NAR Code of Ethics, many times they are
advice to any party. Real estate practitioners make
transactional, technical, and procedural questions
wonderful ombudsmen because, by the nature of
that can be addressed by communication. Like a
their business, they are used to negotiating win-win
mediator, an ombudsman helps parties find solutions
real estate transactions. The same skill set is used
that everyone can be happy with.
in dispute resolution–careful listening, summarizing the situation, determining what is most important to
In most cases, the designated contact person at the
resolve the situation or make everyone satisfied, and
local association listens to the caller’s complaint or
working toward that goal.
concerns and then explains the ombudsman service if the complaint meets the association's criteria. The staff
Simple conflict resolution
person also explains that if the ombudsman service is
It seems that many members of the public are
not successful, the complainant may still file a formal,
reluctant to file a written ethics complaint because
written ethics complaint. The ombudsman’s role is to
the process is cumbersome and the paperwork is
communicate the concerns of one party to the other
hard to understand. Often times the problem is not a
and seek a resolution so that a positive relationship
violation of the Realtor® Code of Ethics. If a consumer
between the parties can be restored.
took the time to file a complaint, he would become frustrated when the grievance committee reviewed and
Let’s face it–most people don’t like conflict, so it’s
dismissed it as not relating to a violation of one of the
easier for a consumer or Realtor® to contact the local
articles of the Code. Even Realtors® are often reluctant
association to vent or voice their concerns than bring
to file ethics complaints. Many ethics complaints can
the problem up directly with the Realtor® they are
be averted with enhanced communications and initial
upset with. It’s so much easier with a neutral person
problem-solving capacity at the local association level.
who can be the go-between.
Putting it into practice Who are ombudsmen?
It’s interesting to note that in reality, many associations'
Typically, Realtor® associations appoint members
staff have been providing services similar to that of an
who have a certain number of years of real estate
ombudsman for years since they are the first point
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of contact when a Realtor® or consumer wants to file
implement their own ombudsman programs. It’s a very
a complaint. In many instances, staff is successful in
positive step in providing an opportunity for the public
alleviating the concerns, though that isn’t always the case.
and our members to resolve disputes without anyone having to file a formal complaint. It helps Realtors®
The term “ombudsman” isn’t new in other industries,
ensure customers and clients continue to have great
but this fairly new dispute resolution service in
relationships and a great real estate experience. n
Realtor® associations has been warmly received.
Just like mediation of monetary disputes between Realtors® has been a huge success over the years and mediation is the “preferred dispute resolution” process of the National Association of Realtors®, we’ll
Diane K. Disbrow, GRI, CRS, CRB, ABR, SFR, RSPS, SFR, SRES, SRS, e-Pro® was the 2015 National Association of Realtors® Professional Standards Committee Chair.
see the same thing happen as associations adopt and
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ecent New Jersey customer research revealed that many buyers, particu‑ larly younger ones, have huge misconcep‑ tions about the safety of oilheat. The fact is, oil‑heated homes are incredibly safe! Keep these points in mind for your clients: ✔ No explosions – Contrary to what many people believe, heating oil cannot explode. The oil that’s stored in a tank is as likely to explode as the water in a swimming pool! ✔ No fire hazard – Heating oil can’t burn in its liquid state. Before combustion can occur, heating oil must be vaporized and turned into a fine mist. ✔ No dangerous surprises – Oilheat poses a very low risk of carbon monoxide poisoning. If an oil burner malfunctions (usually due to lack of maintenance), the safety devices in the unit will typically shut the furnace off.
For more tips on overcoming buyer misconceptions, visit OilHeatPROS.com/NJ
15 Minutes Can Make All the Difference Time is money. And PRO$ is here to help you make more money in less time. When you or your broker schedule a brief, 15-minute presentation with PRO$, you’ll learn everything you need to secure more listings and close more sales. Our local experts will meet in your office, bring our FREE materials and get you answers to the tough questions that can make or break a deal. Visit OilHeatPROS.com/NJ or contact Susan Janett at sjanett@oilheatpros.com to schedule your presentation today!
Paid for by the Fuel Merchants Association of New Jersey and the National Oilheat Research Alliance
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Beyond
Social Media Marketing By Amanda Thorogood
A
re Facebook, Twitter, Instagram, and Pinterest
Since many buyers search online at some point during
important pillars of marketing for Realtors ? Yes.
the buying process (90% according to realtor.org),
Is social media marketing your only option in the
your business will gain visibility simply by having a
®
digital world without breaking the bank? Absolutely not.
website. Once it’s established, utilize your website as a brochure-of-sorts that lets users learn about you, your
Your website
services, and expertise. And unlike print ads which can
We’ve evolved into a “need it right now” society and
become outdated, you can continually update your
websites allow businesses to be available 24 hours
website to ensure its relevancy.
a day, seven days a week. In many ways, having a website and related URL has become just as
User-friendly domain registering and hosting
important as a company’s name and logo.
companies like GoDaddy and FatCow offer the
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direction and support you need to get started. And
When it comes to email marketing, heed this warning:
now that template-based websites have become
Blatant self-promotion isn’t going to garner many
prevalent and affordable, it is more feasible than ever
clicks. However, an email that contains important
for Realtors to have a strong online presence.
news, advice for buyers and sellers, or solutions for
®
your clients will. Be sure to put time and effort into
Content marketing
your emails—it will show.
Content marketing is the process of creating and distributing relevant content to attract and engage
Did you write a recent blog post on how school
a desired audience. In residential real estate, this
districts impact resale values? Share that with
would most likely be buyers and sellers.
sellers! Has there been a recent announcement that a new state-of-the-art hospital will be erected in the
What has propelled content marketing as a viable
neighborhood? Let people know! Content like this will
strategy is that it lets the creator reach their audience
help solidify your role as an expert in both real estate
beyond a tagline or simple call-to-action. As the
and the communities you serve.
Content Marketing Institute explains, “Traditional marketing and advertising is telling the world you’re
Once you have a recipient’s attention with an enticing
a rock star. Content marketing is showing the world
subject line and supporting content, you should
that you are one.”
integrate information that reminds them of who you are. This is where links to your current listings,
How do you show the world you’re a real estate rock
upcoming open house dates, social media pages,
star? Start by creating content (blog posts, articles,
client recommendations, and website URLs are most
videos, etc.) that addresses some of the common
appropriate.
problems or questions your past clients have brought to your attention.
Video marketing Video marketing has been on an upward trajectory
Do you know many first time buyers who are unaware
in both popularity and effectiveness for the better
of what PMI is? Or maybe you’ve met sellers who are
part of the decade; and with reason. Video presents
unfamiliar with the art of decluttering before an open
the distinct opportunity for companies to create
house.
campaigns that are reminiscent of powerful TV commercials, but for a fraction of the cost. It allows
Use the concerns you’ve heard from countless clients
you to be as creative, witty, heartfelt, informative, or
as the building blocks for your content marketing
serious as you’d like your message to be. And with
campaign. Your content will serve as a first impression
programs that come standard on many computers
for potential clients, and having buyers and sellers
(such as iMovie), creating, editing, and uploading
turn to you for consistent, reliable content builds trust
videos is relatively easy to master. n
and portrays you as the expert—or rather, rock star— you are.
Email marketing Email marketing serves as a quick, cost-effective channel to distribute marketing solutions, and
Amanda Thorogood is the marketing coordinator for NJ Realtors®. She can be reached at athorogood@njrealtor.com or 732-494-4706.
promote your brand. NEW JERSEY REALTOR® | JUly 2016 | 17 NJAR_9306 July_V2.indd 17
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Frequently asked questions What are the rules for advertising my business?
A
I saw another Realtor® using an NJ Realtors® contract. How can I get it?
When it comes to advertising, the New
It’s easy! NJ Realtors® provides an entire
Jersey Real Estate Commission has full
online forms library with contracts, leases,
jurisdiction over what you can and cannot
addendums, and more. You can access this
say in your advertisements. While the rules
library at njrealtor.com/zipform. So, why
are lengthy, it’s important to be knowledgeable
should you use these forms? Well, first,
and well versed in these regulations. You
they’re free! It’s a benefit of membership
don’t want to leave yourself liable, so make
to use everything in the zipForms library.
sure you know exactly what must be included
Why make your life harder if you don’t have
and what should be left out.
to? Second, it reduces your risk because these forms are prepared, reviewed, and
Read the full statute and rules at
often updated by our attorney. Third, it
njrealtor.com/government-affairs/advertising-rules.
includes unlimited e-sign and storage, so you can completely manage your transactions online.
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There are so many requirements when it comes to CE and ethics, what’s the breakdown?
As a Realtor® in New Jersey, you have two main continuing education requirements to fulfill: A. New Jersey Real Estate Commission Continuing Education Requirements (every 2 years)
Key Facts
hat are some ways I can W refresh my standard listing presentation?
• You must complete 12 continuing education credit hours • At least two hours must be completed in ethics training • At least six hours must be completed in core
Consider having the following in your quiver of tools and
topics (ethics included) • The six remaining hours may be completed in
information when giving a listing presentation: • S pecific town housing data (available at
core or elective topics • Visit the NJ Realtors® Academy of Continuing Education at njrealtorsace.com to find CE courses, see your CE record, print transcripts, and more.
njrealtor.com/10k and updated monthly) • Charts, graphs, and infographic on specific data sets from Realtors® Property Resource (narrpr.com) • Answers to commonly asked questions, such as
Important Dates: • April 30, 2017: 2015-17 CE Term closes • May 1-June 30, 2017: Licensees may submit CE credits, but are subject to a $200 late fee • July 1, 2017: New 2017-19 CE Term begins. All
“What makes you different from other Realtors®” or “Why should I hire you?” • M ake sure each presentation is personalized to the prospective client — you wouldn’t send a generic cover letter for a job you really wanted, so don’t
licensees who did not renew or submit CE credits
present a generic presentation for a listing you really
may no longer practice real estate until license is
want.
reinstated.
• H ighlight your sales history, but also your
B. National Association of Realtors Quadrennial ®
Ethics Requirement (every 4 years) • Realtors® are required to complete ethics training of not less than two hours, 30 minutes of instructional time within four-year cycles. The training must meet specific learning objectives and criteria established by the Nawtional Association of Realtors®.
professional and business history. Did you earn an office award? Do you have a designation or certification that’s unique? Let them know – a listing presentation is not the time to be shy. • I f you choose to use any apps or gadgets in your presentation, make sure you are comfortable and familiar with the technology — it will show if you’re not.
• The current four-year cycle will end Dec. 31, 2016. • Complete the course at njrealtorsace.com. NEW JERSEY REALTOR® | JUly 2016 | 19 NJAR_9306 July_V2.indd 19
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Realtors Take on ®
Federal Issues By Christina Gordillo Farrell
T
he National Association of Realtors® Legislative Meetings and Trade Expo are a time for members and key legislators to interact, talk important policy, and be present in Washington,
D.C. each May. Our leadership team, members, and staff were able to meet with U.S. Senator Bob Menendez, who has been known to champion many Realtor®-supported issues. This year’s conversations focused on how to ensure the National Flood Insurance Program remains solvent and viable while also encouraging more private market insurance companies to write affordable policies for residents. The association also held congressional meetings with representatives, members, and local board staff. These members of Congress were interested in learning how federal real estate policies impact the market in their congressional districts. With local knowledge of the industry, New Jersey Realtors® assisted representatives in making informed decisions on pending real estate legislation. New Jersey Realtors® declared support of the “Housing Opportunity Through Modernization Act,” which makes much needed reforms to the Federal Housing Administration condominium loan program, as well as the federal assisted housing programs and Rural Housing Service loan programs. This act would help seniors looking to downsize, first-time and low-income buyers, and recent graduates who carry student loan debt. Current FHA condo-lending rules restrict the number of condos available to FHA homebuyers, which limits an affordable choice for many buyers. This Act would change FHA’s condo rules by reducing the condo occupancy ratio to 35%, and streamline the condo recertification process. Changes to the processing of rural housing loans will improve access for deserving families, and reforms to
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federally-assisted housing programs will ease burdens for landlords and improve access for residents. Realtors® also discussed the need for the Mortgage Cancellation Debt Relief. In discussions with members of Congress, New Jersey Realtors® pressed for an extension and provided the most up-to-date information on short sales and foreclosures to continue to highlight this as a top priority. The representatives understood the need for this very important tax extender, and were encouraged to support legislation that would provide for future extensions once the current extension expires. Another area of great importance for Realtors® across the country —and especially in New Jersey—is to preserve the Mortgage Interest Deduction and real estate tax benefits. Members of the congressional delegation agreed these tax benefits were among the top priorities in continuing the nation’s economic recovery. Tax benefits such as the MID, 1031 like-kind exchanges, and property tax deductions make private property ownership possible for millions of American families. Realtors® reminded their representatives that 1031’s are an important part of the tax code and critical to New Jersey’s economy. While tax reform will most likely not be enacted this year, ideas being discussed now by the House and Senate leaders will be the ones in play when political conditions line up in favor of moving tax reform next year. As a unified Realtor® Party our message is clear when discussing reform measures: Congress must remember to do no harm to the real estate industry. Reform ideas that repeal or weaken homeownership must be rejected, and we will continue to make sure the Realtor® Party message is heard loud and clear from the 1.1 million Realtors® around the nation. To learn more about federal issues, please visit njrealtor.com/government-affairs/federal-issues or contact Christina Gordillo Farrell in the Government Affairs Department at 732-494-4708. n
Christina Gordillo Farrell is the Legislative & Political Advocacy Coordinator for NJ Realtors®. She can be reached at cfarrell@njrealtor.com or 732-494-4708.
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Don’t Click That Link… By John Shehata
E
mail has become the most dominant
Examples
form of business communication
The sender is phishing for your
with over 100 billion emails sent and
information so they can commit fraud,
received each day.
some common examples may contain text like this:
Throughout the course of the day, you
• " We suspect an unauthorized
may receive emails from your clients,
transaction on your account. To
appraisers, mortgage lenders, attorney,
ensure that your account is not
your co-workers, and other sources. It is
compromised, please click the link
no surprise that email has also become
below and confirm your identity."
the number one target for phishing
• " During our regular verification of
schemes. A phishing scheme is an
accounts, we could not verify your
attempt to acquire sensitive information
information. Please click here to
(usernames, passwords, credit card
update and verify your information."
details, and sometimes even, money)
• “Our records indicate that your
by impersonating a reputable company,
account was overcharged. You must
organization, or entity.
call us within 7 days to receive your refund.”
You may have seen some of these emails in the past, or heard of your friends
There are anti-phishing websites which
or co-workers falling prey to these
publish exact messages that have
attempts. Some phishing schemes
been recently circulating the internet,
target your email providers, banks, or
such as FraudWatch International
online payment services. Many of these
(fraudwatchinternational.com) and
emails look very real and authentic, so
Millersmiles (millersmiles.co.uk). Such
it’s important to verify everything before
sites often provide specific details about
sending sensitive information. Recently,
the particular messages.
we’ve heard of people receiving emails Service, with hackers hoping to gain
How to deal with phishing scams
access to sensitive data. Attackers who
Your first line of defense is to have a
broke into TD Ameritrade's database
healthy skepticism when you receive
and took 6.3 million email addresses
emails asking for personal information.
were able to launch a follow-up spear
If the message appears to be from an
phishing attack asking TD customers to
organization that you do business with
verify their information by logging into
— banks or credit cards, for example–be
their accounts.
aware that legitimate companies do not
allegedly from the Internal Revenue
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ask for account numbers, passwords, Social Security numbers, etc. via email or text. Delete any email that asks you to confirm personal information.
Glossary Phishing - An attempt to acquire sensitive information such as usernames, passwords,
Do not click reply and do not click any links or call the
and credit card details (and sometimes,
phone numbers provided in the messages. These links
indirectly, money), often for malicious reasons,
will often direct you to spoof sites — sites that look real
by masquerading as a trustworthy entity in an
but whose purpose is to steal your information.
electronic communication.
If you are concerned about your account or need to
Spear Phishing - Phishing attempts directed
reach an organization that you do business with, call
at specific individuals or companies. Attackers
the number on your financial statements or the back
may gather personal information about their
of your credit card.
target to increase their probability of success.
Report emails that you suspect are phishing emails to spam@uce.gov — and to the company, bank, or organization impersonated in the email. Also let your friends and co-workers know. Often times, people you know will be the target of similar attacks. n
This technique is, by far, the most successful on the internet today, accounting for 91% of attacks. Whaling - A phishing attack directed specifically at senior executives and other high profile targets within businesses. In the case of whaling, the content will be crafted to target upper management and the person's role in the
John Shehata is the Director of Technology. He can be reached at jshehata@njrealtor.com.
company. Often the content of a whaling attack email is written as a legal subpoena, customer complaint, or executive issue.
M A R K E T P L A C E Advertise Today Ten times a year, REALTORS® statewide depend on New Jersey REALTOR ® as a key source of industry news. Approximately 45,000 strong, New Jersey REALTORS® members are a key professional business audience throughout New Jersey.
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For more information or to reserve space, contact Cindy Stambaugh at 410.647.5869 or cindy@thecyphersagency.com NEW JERSEY REALTOR® | JUly 2016 | 23 NJAR_9306 July_V2.indd 23
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RE/MAX of NJ Agents have the liberty to run their businesses however they choose with the support of a world-renowned company. Our Associates have the knowledge and experience to successfully work for themselves but not by themselves. The technology tools and industry training that RE/MAX of NJ provides its Agents is unmatched and allows them to become the independent entrepreneurs that they strive to be.
FREEDOM TO GROW. FREEDOM WITH RE/MAX. www.remax-nj.com/careers Each RE/MAX office is independently owned and operated. Equal opportunity employer.
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