MI: Jeannine
with your 30 years administrative and customer
service experience, what made you choose real
estate marketing support as your primary
specialty?
JC: There is such a
great need for assistance in this industry, and
Real Estate Professionals really do “get it.”
What I mean by that is that they understand the
value of their own time, and they know that
doing the administrative stuff (paperwork), is
not what drives their income and makes them
successful. It seems to be a really good fit for
me because they are always looking for new ideas
and innovations, and I can relate to them on an
entrepreneurial level. I guess it’s a good fit
for both of us.
MI: How
important is it for your real estate
professional clients to target a specific niche
market –and why?
JC: Extremely
important, I think. I really get a sense for
this working with varying agents. The
ones that have identified their strengths in the
market, and really target the areas they LOVE,
are truly the most successful. Working as
closely as a VA has to with their real estate
clients, it’s easy to see that specializing in a
specific market helps them become the “expert”
in that niche. Clients can tell the difference,
and are much more likely to maintain a long term
relationship with someone they feel is an expert
in their field.
MI: I find that
many real estate professionals have trouble
choosing a target market –how do you help them
with this issue?
JC: Some REP’s know
immediately what has drawn them to the industry,
what they love about what they do, and how that
translates into their niche market. But for
those with uncertainties, we work to increase
awareness of the marketing trends in their
region, identify programs with past proven
results, and work together to discover their
particular passion in life. Whether they’re
working with buyers or sellers, or growing and
defining their SOI, they will increase their
level of success by taking the time to find out
what it is about them that makes them unique to
their client. Then we can use that information
to create and implement the right combination of
programs that will get them out in front of that
niche, which will lead to not only more clients,
but the right clients; lifelong clients.
MI: Most
salespeople don’t have a marketing plan. How do
you help your clients formulate a comprehensive
marketing plan?
JC: The first thing
we discuss is their goals, where are they now,
and where would they like to be in six-months or
six years. Then we need to identify what types
of programs will help them achieve those goals,
and finally, what our marketing budget will be.
Once we’ve outlined those details we can put
together a detailed plan that will get us moving
in the right direction. Working with agents all
across the country gives me great insight into
what works and why. Being involved with VA
organizations like the
REVA Network helps me stay abreast of all
the latest trends, innovations and technology,
which allows me to help clients design the right
program to fit their needs at any stage in their
career. Once we’ve decided on a plan, I set up a
timeline and set the program into motion.
MI: Your Website
indicates that you also provide a broad range of
other real estate support services besides
marketing. Among those what do you enjoy doing
the most and why?
JC: I truly enjoy
the variety that comes with being a Real Estate
VA, so it’s difficult to say what I enjoy doing
the most. I really do enjoy those things that
get us to the marketing plans, like database
management, and word processing, but I would
honestly have to say the most enjoyable thing
about my job is helping REP’s. Sounds simple,
but for me it’s a lot about pride. I take pride
in giving clients more than what they expected,
showing them some new technology, or introducing
them to something that will make their lives
easier, and more fulfilling, while helping them
be more profitable and effective. Just recently,
I was trying to come up with an idea for client
gifts for one of my REP’s and I stumbled upon
this cool book about the history of food at the
1904 World’s Fair in St. Louis. Since my REP is
in St. Louis, and I knew her to be a history
buff, it seemed to be a match made in heaven. I
couldn’t believe how excited she was with this
simple suggestion. That’s what I enjoy doing
most, finding my clients exactly what they want;
right when they need it!
MI: When a real
estate professional first contacts you about the
possibility of you handling some of their work,
how do you determine if they are the kind of
client you want to help? And, if there is not a
fit –what do you say to them?
JC: I realized many
years ago that I can’t be all things to all
people, and sometimes there just isn’t a good
fit. We first need to get specific and identify
their needs, and how my special skills answer
those needs. I ask them lots of questions, and
provide information about me, as well as, my
business goals and practices. If they identify a
need that doesn’t fit into my area of expertise,
I have a great network of dynamic VA’s that I
put them in touch with, or I coordinate that
project for them with a VA that has the
expertise they need. If there doesn’t seem to be
a good fit, I provide them resources to assist
them in their search for the perfect VA. The
true beauty of working with a VA is finding
someone that’s a good fit for you. It doesn’t
benefit either of us to invest our time and
money getting a project up and running just to
find out it’s not a good fit, leaving us to
start the process all over again.
MI: What is the
best way for a real estate salesperson to
prepare before they contact a VA?
JC: I would suggest
starting with your “list of demands.” Decide
where you need the most assistance and list them
in order of importance. Once you know what
you’re looking for, start searching for a VA
with the expertise in those areas. I would
suggest searching the two sites I consider to be
the best,
www.ivaa.org (International Virtual
Assistants Association), or the REVA Network
www.revanetwork.com. There, you can search
for someone who specializes in areas matching
your criteria. Look for someone who is involved
in the VA industry, and has taken the time to
increase their expertise by achieving
certifications. Create a short list of interview
questions that will give you some indication of
their character and personality. You will be
communicating important confidential information
to your VA; find out who they are and how they
practice business. Make certain that your goals
are a good match and that they understand you
and your needs. And most importantly ask for and
check references.
MI: Last
Question: You are heavily involved with the
Virtual Assistance movement. Where do you see it
heading over the next 3 – 5 years?
JC: I got involved
with the VA industry in its infancy, five years
ago, and have been amazed at the growth it has
attained in such a short time. I think you’ll
see some distinct changes in the way VAs market
themselves, with much more specialization. I
have found my fellow VAs to be willing mentors
and volunteers who will set industry standards,
and find additional ways to perpetuate the
industry through increased awareness, and more
challenging and accepted certifications. It’s
only a matter of time before the demand will
exceed the need, which will increase the
necessity for experienced and talented VAs in
the marketplace. As the awareness of the
benefits of working with VAs continues to
expand, the industry will gain the confidence of the
business world and provide a valued niche to
meet the expectations of the savvy entrepreneur.
MI: Jeannine,
thank you for sharing your thoughts and wisdom
—and especially for being such a great supporter
of the virtual assistance movement!
JC: Michael, thank
you so much for this incredible honor. I am a
small fish by comparison to the incredible
impact you have had on the VA trade. Your
support, encouragement, and promotion of the use
of VAs have truly made you the “Champion” of
our industry. Best wishes for continued success.
This has been a pleasure for me.
