Ever wished you could stand out in a crowded market? Tired of competing on price and struggling to prove your worth? What if you could become the "go-to" agent in your area, the one clients can't imagine buying a home without?

It's possible. It's about creating your own "monopoly" – offering services so unique and valuable that clients won't even think of going elsewhere.

As CEO of PSAR and a seven-time home buyer, I've seen firsthand the challenges agents face today. Protecting your commission, navigating legal changes, and building client trust are top concerns. But the agents who thrive are those who differentiate themselves.

Stop Undervaluing Your Expertise!

Many agents shy away from the Buyer Representation & Broker Compensation Agreement (BRBC), fearing it might scare off clients. But the BRBC is your secret weapon! It's a commitment to a strong client-agent relationship, ensuring transparency and protecting both parties.

Here's the key: Don't just present the BRBC as a form. Present it as a benefit. Showcase your expertise and the unique value you bring to the table.

12 Ways to "Monopolize" Your Market

Ready to become the "only one" clients choose? Here's how to create a unique value proposition:

1. Roll Out the Virtual Red Carpet

For relocating clients, offer virtual tours of properties, neighborhoods, and local attractions. Organize "day-in-the-life" virtual tours showcasing schools, parks, and amenities. Become their virtual concierge, providing a comprehensive "new resident orientation."

2. Become the Ultimate Connector

Forge partnerships with trusted local vendors – cleaners, landscapers, handymen, interior designers, and more. Offer bundled services or a one-time setup as part of your commission. Connect clients with home security companies, smart home specialists, and utility providers.

3. Uncover Hidden Gems

Go above and beyond the MLS. Canvass neighborhoods to identify unlisted properties that fit your client's specific criteria. This proactive approach demonstrates your commitment to finding their dream home.

4. Make Move-In a Breeze

Arrange a comprehensive utility setup service, handling water, power, internet, and other essentials before move-in day. Offer setup services for smart home and security features. Give your clients peace of mind from day one.

5. Integrate Families into the Community

Go beyond school registration. Connect clients with local parent groups, recreational clubs, and community organizations. Provide "welcome packages" showcasing client-friendly amenities and events. Become their community connector.

6. Provide Expert Property Insights

Partner with inspectors to offer pre-inspections on properties. Go the extra mile and offer a home warranty, paid for by you, to provide peace of mind and demonstrate your commitment to their investment. Include an initial maintenance plan or warranty on major home systems. Arrange regular seasonal maintenance check-ins. Become their trusted advisor for property care.

7. Become a Hyperlocal Expert with RPR® & Cloud CMA

Leverage REALTOR® Property Resource® (RPR®), a REALTOR® benefit, to generate custom neighborhood reports. Provide insights into market trends, demographics, school performance, and amenities. Utilize the CRMLS benefit Cloud CMA to easily create amazing comparative market analysis reports, Buyer Tours, Property Reports, and Flyers. Position yourself as the go-to expert for specific zip codes.

8. Manage Every Detail of Relocation

Offer relocation management services, including coordination with moving companies, packing/unpacking services, and trash-out/resale services. Simplify downsizing with partnerships for storage solutions and home organization.

9. Welcome Clients to Their New Life

Provide a post-purchase orientation, introducing clients to local organizations, social groups, and even neighbors. Arrange "meet and greet" events. Make their transition memorable and welcoming.

10. Offer Financial Peace of Mind

Arrange consultations with local financial planners or tax advisors to help clients understand the full financial impact of their purchase. Provide guidance on property taxes, deductions, and long-term financial goals. Be proactive! Schedule a reminder to call clients at the end of the year to explain their supplemental tax bill and what it means. This provides ongoing support and reinforces your value even after the sale.

11. Create a "Go-To" Resource

Develop customized home-buying guides covering local regulations, financing options, and the closing process. Include area-specific tips and links to trusted local vendors. Become their trusted advisor throughout the entire journey.

12. Maximize Efficiency with CubiCasa

Use CubiCasa, a FREE PSAR/CRMLS benefit, to offer floor plans of potential homes, saving clients time and effort. Provide floor plans as part of a property preview service for efficient evaluation and fewer in-person visits. Save your clients time and money.

Technology that Transforms

In today's digital world, leveraging the right technology can be a game-changer. A platform like Rayse (exclusively for CRMLS brokers!) can revolutionize how you interact with clients. Imagine a system where your clients can see every step you take on their behalf, from property searches to scheduling showings and negotiating offers. Rayse provides that transparency builds trust, and demonstrates your commitment to their success.

Enhance Your Skills, Enhance Your Value

Take advantage of the free online Accredited Buyer’s Representative (ABR®) course offered for free by NAR until the end of 2024. This designation equips you with specialized knowledge in buyer representation, boosting your credibility and client service approach.

Flexible Packaging for Every Client

Offer services à la carte, bundled, or in tiered packages. Designate a team member to manage specific services. Provide direct, fee-for-service options for focused assistance.

Build Your Monopoly, Build Your Success

By focusing on these unique, client-centered services, you can build a "monopoly" based on differentiation, trusted relationships, and specialized knowledge. Attract more clients, create long-term relationships, and maximize your value and profitability. Embrace tools like the BRBC to safeguard your efforts and reinforce your commitment to your clients' best interests. But your service doesn't stop at the sale. Continue to provide referrals for services like landscaping, home maintenance, and even dog walkers. Offer ongoing support and recommendations, including annual property value updates using your free CRMLS access to Cloud CMA, to solidify your role as their lifelong real estate advisor.

PSAR/CRMLS Benefits to Assist Buyer's Agents

• REALTOR® Property Resource
• Cloud CMA
• CubiCasa
• Rayse
• Accredited buyers representation class

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Disclaimer

It’s essential for licensees to consult with their broker before making any changes to business practices, as brokers can provide guidance on legal and regulatory requirements specific to your practice. This ensures compliance and aligns with industry standards. I have 30 years of business management experience and hold a degree in marketing and business administration, but I am not an attorney or a licensed broker. 

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PSAR's mission is to empower real estate professionals.

Since 1928, the Pacific Southwest Association of REALTORS® has played a significant role in shaping the history, growth & development of the Real Estate industry in San Diego County.

The Accredited Buyer’s Representative (ABR®) designation is for real estate professionals passionate about working with buyer clients and who want to acquire enhanced business skills that lead to service-level excellence.

Who Should Consider the ABR® Designation?
This prestigious designation is tailored to real estate buyers' agents committed to enhancing their expertise in assisting buyer-clients throughout the home-buying process. REALTORS® who achieve the ABR Designation will stand out in a competitive market.

What Benefits Does the ABR® Designation Offer?

1. Advanced Education

Embarking on the ABR® designation journey enriches your understanding and skills, making you a more competent agent in the eyes of potential home buyers. This program offers a robust educational experience focusing on the needs and trends relevant to home buyers, ensuring you are well-equipped to handle various buyer scenarios effectively.

2. Exclusive Resources and Tools

As an ABR® designee, you gain exclusive access to members-only publications, marketing tools, and comprehensive resources crucial for remaining in the forefront of a fast-evolving real estate marketplace. These are tools that will enable you to market your services more effectively and efficiently.

3. Networking and Referrals

Joining the ABR® community opens up networking opportunities with other real estate professionals. Relationships lead to referrals and collaborative prospects, expanding your business reach and potential client base.

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How to Earn the ABR® Designation

• Take this two-day Core Designation Course (free to PSAR Members*)
  
• Complete one of the ABR® elective classes
• Document five completed transactions in which you acted solely as a buyer representative. (These transactions do not need to fall within a specific period of time.)
• Membership in good standing in the National Association of REALTORS® (NAR).
• Membership in good standing in REBAC

Application Process and Future Cost

• Submit the application and documentation of five completed buyer-agent transactions.
• The first year of REBAC membership is free
• The second year is $110, but prorated based on the month you joined REBAC
• $110 per year thereafter

The ABR® Designation is earned only by completing a series of achievement benchmarks, each of which demonstrates your superior skill set and advanced knowledge. 

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PSAR's mission is to empower real estate professionals.

Since 1928, the Pacific Southwest Association of REALTORS® has played a significant role in shaping the history, growth & development of the Real Estate industry in San Diego County.

Updated October 25th, 2024

PSAR's CRMLS subscribers can exchange registered old Gen 1 and Gen 2 lockboxes for new ones at a discounted price of $126 while supplies last!

With the sunsetting of Sentrikey cards by Sentrilock back in March, these features are no longer available on the non-BlueTooth lockboxes:

• Non-Bluetooth lockboxes should not be bought or sold, as ownership cannot be transferred

• If one of these boxes has been inactive/not accessed for over a year and needs an internal clock reset, that action cannot be performed, which means the box will no longer function.

PSAR urges members not to dispose of old boxes in the trash but to drop them off at PSAR for recycling-- and for a 20% discount off the price of a new Sentriguard box if you need to replace it!

For more information, contact PSAR at support@psar.org, call: (619) 421-7811, or visit one of our offices.

 

 

A recent forum at the PSAR East County Events Center addressed California’s homeowner's insurance crisis. Experts shared insights and discussed ongoing efforts to improve the situation. Key takeaways include:

• Legislative Efforts: Legislators and state officials are actively working to solve insurance problems.
• Appeal Process: Consumers can appeal insurance cancellations through the California Department of Insurance.
• Regulatory Changes: The California Department of Insurance is considering regulations for forward-looking risk modeling to facilitate policy writing.
• Rate Hikes: State regulators may approve double-digit rate hikes as part of the Sustainable Insurance Strategy.
• HOA Challenges: Homeowners associations face significant increases in master policy prices.
• Early Shopping: Members’ clients should start shopping early for homeowners insurance due to rising costs.
• Cal Fire Resources: Cal Fire offers maps, home inspection resources, and suggestions for creating defensible space.
• Economic Realities: Factors like home age, and age of electrical, plumbing, and roofing systems contribute to higher rates. Inflation and increased home values also drive premium surges.
• Catastrophe Modeling: Allowing insurers to use future risk assessments with historical data might reduce reliance on the FAIR Plan, the insurer of last resort.
• FAIR Plan Safety Net: The FAIR Plan is crucial for many Californians amid climate-related threats.
• Legislative Insights: Insights into legislative efforts to control insurance costs were provided by Chris Jonsmyr from Assemblymember David Alvarez’s office.

The panelists included: Cal Fire Battalion Chief Alex Elward, Sharon Smith - California Department of Insurance, 
Maureen Moran - PSAR Member & Insurance Agent, Bob Hillard - PSAR Member & Insurance Agent, and Chris Jonsmyr - Office of Assemblymember David Alvarez

Thank you to Kay LeMenager - PSAR Broker, Organizer of the Forum, and Chair of PSAR’s Government Affairs Committee who worked with the East San Diego County Government Affairs Sub-Committee to host this informative event.  

Please see this link for an FAQ from the California Commissioner of Insurance.

Link to:  Location and Direction | Pitch Details | Property Coverage | Agenda | How To Pitch

 

To enter a property for a PSAR pitch session, use this link: "Request Pitch".

Join REALTORS® Trish Nuñez & Karina Souza as they moderate the Central Pitch!

Showcase listings, receive live feedback, network with fellow local agents. Coverage includes Bay Ho, Clairemont,   La Jolla, Linda Vista, Mission Beach, Mission Hills, Morena, Ocean Beach, Pacific Beach, & Point Loma  There's nothing like person-to-person interaction!

PSAR's Central Pitch will deliver these benefits: 

• Live listing Pitch: Promote your listings to a room full of engaged and motivated local agents
• Improve Your Marketing: Gain valuable insights through the interactive Q&A session that will help you market your listings more effectively.
• Network: Meet, mingle, and build important relationships with fellow top-producing agents who can bring qualified buyers to your listings.

Tuesday| March 12th, 2024
9:30 AM - 10:30 AM
...and every Tuesday thereafter at 9:30 AM
There will be coffee and some breakfast nosh items available as well!

 

PSAR Central Office in Clairemont
4340 Genesee Ave, San Diego, Suite 203*

*Located on the second floor. Please enter through the rear entrance of the building. Signage will direct you to the correct room once you reach the office.

Pitch Details

Great listing exposure! The property will be listed in the "pitch email" sent to agents in corresponding areas of the county the evening prior. This email has a consistently high open rate. 

At this time, pitched properties are not required to be held open after the pitch session, but it is encouraged due to the momentum generated at the session.

Here are the pitch guidelines:

• Properties "Coming Soon" and "Active" properties can be pitched. Coming soon properties may not be shown  Here are the rules.

• Only "Active" properties may be part of the broker's open.

• If the listing agent cannot come in and pitch, no need to worry as you can assign another MLS subscriber to make the pitch for you. Make sure to indicate it in the pitch form!

• Cancellations must be received by 12:00 pm the night before via email (pitch@psar.org), or you will be considered a "No Show." No Shows without an email cancellation will be suspended from the Pitch Session for 90 days.

• All MLS subscribers are welcome regardless of association affiliation. Those marketing properties must be licensed subscribers or participants in an MLS.

• PSAR affiliate members are welcome to participate and network. More information is available on sponsoring a pitch session and addressing attendees.

Registration & Questions:

• Call 619-421-7811 or email pitch@psar.org with any questions.

• To enter a property for a PSAR pitch session, use the "Request Pitch" form.

• Pitches MUST be submitted by 3:00 pm the day before the meeting (Monday) to be included.

Coverage Area

Properties in the following zip codes may be included: Bay Ho, Clairemont,   La Jolla, Linda Vista, Mission Beach, Mission Hills, Morena, Ocean Beach, Pacific Beach, Point Loma   (92037, 92103, 92107, 92108, 92110, 92111, 92121, 92122, 92123,92037.)  (Out-of-area pitches are allowed as time permits)

Caravan Tour Number To Come

 

Pitch Agenda

• Host introductions

• We request the attendees to keep mobile phones silent as a courtesy to the pitch speaker

• Introduce this week's sponsor: Pitch session begins: each agent pitches their property (2 minutes each)

• Coming soon properties: agents highlight listings coming soon

• Price changes: agents announce recent price changes

• Additional announcements: relevant industry news/updates

• Upcoming PSAR events and classes

• Reminder of open houses: agents state if they are holding opens after the pitch

Meeting announcements / Market Update

Pitch sessions provide a valuable platform to gain insights from industry experts on current real estate trends, vital updates and announcements for REALTORS® in the county, that could impact their business.

• Meeting announcements: cover any PSAR updates/news

• Market update: provide an overview of the latest market trends and statistic

How to Pitch Your Property

When it's your turn to pitch:

• Walk to the front of the room

• State your name, company, and phone number clearly and slowly

• We will display photos while you provide key property details:

  • Address

  • Property type (e.g. single-family home, condo, etc.)

  • Asking price

  • Brief description

  • Key features and details

  • Why agents should see this property

  • Will you be holding an open house after the pitch session?

• Wrap up the pitch by repeating:

  • Your name

  • Company

  • Phone number (slowly and clearly)

• Allow agents to ask questions after your pitch

• Limit pitch to 2 minutes maximum

 

Candidate for Secretary / Treasurer (1 Seat)

Sam Calvano

 

Candidates for Director Pick Up to Five (Two-Year Seats)

 

 

PSAR members get to engage in the decision-making process and choose our leaders. The association's management of policies, programs, events, and investments has a direct impact on our personal lives and businesses. Elected Directors not only offer practical guidance but also motivate the association to strive for greater heights.

It takes just a few minutes to cast your vote, but the outcomes can be significant. Take the time to make a difference and shape the future of our association.

We look forward to counting your ballot!

For a Complete Copy of the PSAR  By-Laws download them here:

Many owners who want to move within California can now transfer their lower property tax base from one property to another, anywhere in the state, The tax base transfer can save owners tens of thousands of dollars or more in taxes. 

Under Proposition 13, a home is normally appraised at its full market value at the time it is purchased. This program allows the taxable value on the original home to be transferred to the replacement home thereby preventing an increase in property tax.

The program befits owners who meet the qualifications listed here.

Homeowners Age 55+ If you're a senior, retiree, or older homeowner who feels trapped in a home that no longer fits your needs.

People With Severe Disabilities  If you live with a severe or permanent disability.

Victims of Wildfire & Natural Disasters
If you are one of the tens of thousands of Californians whose family home has been destroyed or substantially damaged by wildfire.

The new law called Proposition 19 makes it easier for you to move to another home without incurring a property tax hike.* 

Explainer Video Prepared by San Diego Chief Deputy Assessor, Jordan Marks,
and produced by the PSAR.

See the California Board of Equalization Prop 19 information page for additional details about filing checklists, guidelines, rulemaking, frequently asked questions, related legislation, deadlines, forms requirements, types of relief, intergenerational transfer exclusions, additional resources, and general property tax information.

Filing forms for Seniors and the Disabled may be found here. See the tabs "Forms"

* Always check with your tax professional to verify your particular situation prior to making financial decisions.

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PSAR's mission is to empower real estate professionals.

Since 1928, the Pacific Southwest Association of REALTORS® has played a significant role in shaping the history, growth & development of the Real Estate industry in San Diego County.

DRE Commissioner Douglas McCauley releaseS the Summer DRE Bulletin.

• Comments on the housing shortage and adaptive reuse or converting a building from one use to another.
• Senate Bill 263 (SB 263), amended the continuing education requirements for real estate licensees becomes effective January 1, 2023.
• DRE Survey, Realtors, please comment.  The Commissioner is looking for feedback.
• Continuing Education (CE) audits
• Trust Fund Signatories. Can a property owner sign on a real estate broker’s trust account? Can a real estate broker sign on the property owner’s general account?
• California’s Call to Action: Build 2.5 Million Homes in the Next Eight Years
• California Mortgage Relief Program
• Mortgage Loan Servicers and the Foreclosure Process
• Advertising Guidelines and the Use of Former Surnames and Nicknames

READ The Entire Bulletin Here

 

  

 

 

CSA San Diego County, Written by Monica Lopez

CSA San Diego County investigates hundreds of fair housing complaints annually. Not all complaints have intentional actions at their source. A certain number are the result of agents or landlords lacking proper training, in-depth knowledge of fair housing laws, or the use of rental documents that are out of date.

Fair Housing Training
Fair housing training is a critical element in reducing complaints. Housing providers should ensure that they and their employees understand their responsibilities under federal and state fair housing laws, and act on those responsibilities in their daily interactions with both applicants and residents.

An example of the need to stay current on fair housing laws training: 
Amy the apartment manager received training in fair housing laws in 2008 when she was first hired. Recently, she denied an applicant because their housing community, to her knowledge, does not accept Section 8 vouchers. Had Amy updated her training annually, she would have been made aware that the applicants receiving assistance from programs such as Section 8 are now protected under Source of Income laws.

Fair Housing Knowledge
In-depth knowledge of fair housing laws is essential as well. Limited fair housing education can result in wrongful actions and costly lawsuits.

An example of the need for in-depth knowledge of fair housing laws:
Sara the leasing agent was recently hired and was required to watch a 1-hour fair housing training video during orientation. The video covered very basic information regarding protected groups and prohibited actions, but do specifics on disability-related topics. Six months later, Sara encountered a complaint. She had informed an applicant with a disability that they could not rent a unit in her building because his assistance animal was on the "breed restricted" list. Sara was unaware of "reasonable accommodations" under California law.

Discriminatory Policies, Practices, and Procedures
CSA has experience in investigating errors that occur in rental applications, rental agreements, and house rules. A well-educated and currently trained individual should always review any of these documents before implementing them to ensure the contents comply with fair housing laws.

An example of the need for awareness of discriminatory practices:
A house rule that prohibits children from leaving their apartment unless accompanied by a parent. The Fair Housing Act prohibits rules that target any protected groups. Families with children may encounter issues with housing providers who maintain overly restrictive or targeted rules. Having a fair housing law-educated and trained individual review your rules prior to posting is always the best practice.

The solution to housing discrimination starts with you.  If you or your staff are in need of training, contact CSA.

327 Van Houten Avenue, El Cajon, CA 92020
www.c4sa.org
Phone: 619-444-5700
TTY: 800-735-2929

CSA San Diego County is a 501(c)(3) non-profit organization whose primary mission is the promotion of social justice and public welfare through programs, services, and advocacy against all forms of discrimination, including advocacy for the eradication of housing discrimination to assure equal housing opportunity for all individuals.

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By March 30, 2022, SentriCard key cards will no longer open lockbox key compartments (unless you own the lockbox)!

The SentriKey phone application must be used by non-lockbox owners to open key compartments!