Here's My Story

Thinking Like Beatina

By Barbara Leiding Open House Journal

I understand realtors. I know what makes them tick. They are bold enough to venture into the high stakes game of real estate and wise enough to know how to play it.

Now, don't misunderstand me. My respect for realtors runs deep. My mother, Beatina, was a top agent for over 40 years.

Her last transaction began in an examination room, where she quickly learned her doctor was looking for a new house. Paper gown or not, nothing stopped Beatina from whipping out her cell phone if it meant making a commission by referral.

She was a master of the interview, putting everyone at ease and inspiring them to chat about themselves while she intently listened. Her interest was real. Getting to know new people was as natural to her as breathing. But whenever they said the magic words, "I'm looking to buy a new house," Beatina wasn't shy. She spoke up.

I still shake my head recalling how she effortlessly blended a wealth of business knowledge with a dazzling, reassuring smile, gaining the confidence and trust of her buyers and sellers alike. Many were repeat clients. She was known for listing and selling the same house more than once. They'd buy. Then sell. Then buy again, never breaking loyal bonds with the realtor they had grown to love and respect.

I keep her business card myself, one with her picture and list of awards.

She could juggle multiple deals at the same time with amazing agility--and without ever letting go of her clients' hands. She had to. She was a realtor. One of the best. Being a realtor means easing buyers' nerves and soothing anxious sellers who are determined to get their outrageous asking price. (Are any of them realistic?)

Perhaps selling real estate should require training as a counselor. When they worked with Beatina, they could count on hearing all the right words at exactly the right time, day or night. It was part of her service as a realtor she called, "tender loving care."

Her phone rang off the hook.

Let's face it. The service top agents provide is life-defining when you consider they buy and sell not just houses, but homes--ones that can last for generations.

I am not a realtor, but a real estate publicist. I originally launched Open House Journal with the vision of creating a magazine, similar to Architectural Digest, but with a regional focus.

The magazine can wait. It needs time to grow.

For now, Open House Journal is an essential real estate writing service designed exclusively for top agents and brokers. Its mission is to apply storytelling techniques in creating lively and candid Agent Q&A Interviews and breathe new life into listings through provocative Property Feature Stories.

Just like Beatina, I'll give you tender loving care. You can call me during the day, but hold off at night. After all, as a top realtor, you deserve a full night's sleep.

OPEN HOUSE JOURNAL: Two Products. Unlimited Service.

OPEN HOUSE JOURNAL is an essential real estate writing service for top agents and brokers.

Long after brochures are tossed to the wind, your Property Feature Stories and Agent Q&A Profile will last. Your buyers and sellers will share them online, extending the life of your marketing.

Both promotional tools are designed to give top agents new shine and visibility in an increasing competitive market:

1. Agent Q&A Interviews Market your personality. What makes you tick? Your candid answers to personalized questions in a lively Q&A format will reveal your distinctive brand. Buyers and sellers want to know you on a human level and understand how you differ from other agents. Your brand needs to pop. Nothing is more refreshing than an honest take of your personality traits. Quirks included. Review Samples

2. P roperty Feature Stories are viable alternatives to conventional brochures. Beyond a list of facts, stories about your listings will capture the imagination. Sellers will be thrilled to read about their homes. Buyers will be inspired to buy when your feature story gives your listing a distinctive edge on the competition. R eview Samples

Share Your Stories

Best of all, your Property Feature Stories and Agent Q&A Interviews extend the life of your marketing campaigns when you share them on your:

Social Media
New Listing Presentations
Email Campaigns
Agent Websites
Press Releases
Open House Materials.

Launch Your Legacy

As a Top Agent, building a community of Buyers & Sellers leads to profitability today and a proud legacy for you in the future.

Over time, your collection of real estate listings written as Property Feature Stories, along with your personalized Agent Q&A Interview, will extend your marketing.

Your stories will become your legacy and position you as a guiding light for real estate for many years to come.