Planning and implementing a creative marketing strategy is as easy as 1-2-3- with the services of Michelle Ulrich of Reflections of You. Read how this California-based VA makes you look good and the process look easy.

MI:  Michelle, you have a reputation for having a great enthusiasm for the virtual assistance industry. Would you tell us a bit about why you became a VA?

MU:  I first got the idea to become a Virtual Assistant from one of my best friends who is a VA and would listen to me complain about the bad office politics and how I felt my talent and creativity was wasted. I was an office manager, payroll manager and HR director (all at one time) and she believed I had plenty of talent to become a VA. She encouraged me (often) to quit my job—so I finally did! That was almost 2 years ago and I haven’t looked back since.

I became a VA so I would be able to do all the things I love to do: help others grow, utilize my creativity, continue my quest for learning, and be home with my two elementary school age daughters. I am passionate about helping others find their dreams in life through doing what they love best, such as selling real estate, instead of the technical or mundane tasks, which I love to do! I am continually learning new technology or ways to improve upon the skills I already have. I have taken classes online through hp.com, teleclass.com and now, I am working through Santa Rosa Jr College’s VA certificate program to refine my skills even more.

MI:  When did you begin to specialize in providing support for real estate agents?

MU:  Actually, it was when I first met PJ Babcock of the Virtual Training Center in October 2003. She came to a VA networking meeting I hosted and talked about the real estate industry. From there, PJ and I corresponded via email and then she asked if I would be interested in attending the 2003 NAR conference where “Mr. Internet” was spearheading the “Meet the Virtual Assistant of Your Dreams” roundtable session. I was honored to be a part of something very new and exciting!

The connections I made with the real estate agents at the conference were incredible and I was also able to finally meet VAs I had only corresponded with via email or telephone before. My mother had been an agent for four years, so I asked her what her thoughts were on my becoming a Real Estate Virtual Assistant. She was very encouraging about the need in the real estate industry for the services I could offer. From that day on, I decided the real estate industry would be a great fit for me.

MI:  From your perspective as a VA, why do you think Virtual Assistance is such a good option for the kind of support that agents need?

MU:  The agents I currently support operate out of their home offices or a very tight office. My agents don’t want an assistant in their home or office for many reasons. Some of those reasons are financial (they don’t have the means to pay for an entire second office to be set up—including computers, furniture, software, etc.), then there are employee-based costs (i.e. health care, worker’s comp, payroll, taxes, etc.), and the list goes on and on why an independent contractor VA works and the traditional employee does not. My clients also like the fact that I am an equal. I am a business owner just like they are so I understand their trials and can help celebrate their successes. We build a relationship on trust and with that trust grows confidence and a flourishing business!

MI:  The services you provide to real estate professionals are concentrated in specific areas. Would you explain what those services are and how you begin working with an agent?

MU:  I use a 3-step process with new real estate clients when they begin working with me.

1. Contact Management – Having a clean contact management system is essential for the client interested in marketing. Whether clients use ACT!, MS Outlook or another system, I work with them to clean up and standardize the format. I teach them how to enter the information properly or how to do it for themselves if this is what they choose. When the database is set up properly using groups and other key features, clients can send mass emails, perform mail merges for letters and envelopes, and more—all activities that will streamline their time.

2. Marketing – Working with my client to determine how he/she wants to market to his/her clients. Many clients want to stand out from their competition, so I research for unique ideas or approaches and tap into the knowledge of my network of contacts for ideas. My clients want to know that I do not ‘rubber stamp’ my marketing ideas for all the agents I work with. They are confident I will come up with a customized plan for them; together we create a marketing plan and come up with a reasonable budget.

3. Developing collateral marketing materials – depending on the marketing needs, I can create postcards, newsletters, brochures or other materials using desktop publishing software.

MI:  You certainly have a well thought out approach to the services you offer, and it’s obvious you have a real commitment to working virtually. What do you see in the future for the partnership of VAs and real estate agents?

MU:  I believe real estate schools around the nation will start teaching team building with Virtual Assistants for new agents, so they will have the knowledge and understanding on how to become Top Producers. The schools will do this by showing the agents how to do what they love (selling real estate) and by building a key partnership with a VA to help them get to the top. NAR is already doing this through your “Meet the Virtual Assistant of Your Dreams” roundtable sessions. It is just a matter of time before Virtual Assistance is part of the curriculum in real estate schools. We (VAs) are helping to reshape the real estate industry by bringing our professionalism, our dedication to our clients’ businesses and our passion to the table.

MI:  What do you feel is the most important thing an agent should keep in mind when looking for VA services?

MU:  Delegating! If an agent is too controlling about all aspects of his/her business, it is going to be very difficult to make the VA experience a successful one. I’ve had to coach my agents to let things go and put them on my ‘to do’ list. After we have done this a few times, the agent feels less stressed and more energized. I am there to help my agents grow! I can take care of personal tasks as well. I recently booked and paid for travel arrangements for my client because he didn’t have the time to call and get all the details. I have a confidentiality agreement built into my contract and my references will speak highly of my confidential nature, so my clients feel comfortable giving me tasks like this to handle.

MI:  Michelle, thank you for taking the time to share your expertise and enthusiasm for the power of virtual assistance with my readers! Your efforts to support and promote the industry benefit all of us.

MU:  Thank you for inviting me to have this conversation! I love having opportunities to educate both real estate agents as well as new VAs about working virtually. It’s important to me that we encourage professionalism, integrity and high customer service skills, so our industry remains top notch.

EDITOR's NOTE: Michelle will be presenting a workshop on Virtual Assistance at the California Business Education Association’s (CBEA) conference held in San Diego, CA March 17-20, 2004.

To learn more about Michelle and her services just send her an email at michelle@ReflectionsOfYou.us or call her at 877-892-2948. Anyone interested in attending should contact her directly. Always remember to do a thorough due-diligence before hiring any kind of assistant. This interview is part of an ongoing series of VA profiles designed to help you find the perfect VA or VA team to help you get organized, profitable, and in control of your business.