The right message in the right place can be key in helping agents stand out from the competition, and VA Sharon Trombly of Las Vegas specializes in giving her clients a distinctive voice in marketing materials and Website copy. Here's how she does it...

MI: What type of work experience did you have prior to becoming a VA?

ST: My background consists of several years in the corporate environment beginning with customer service, where I received intensive corporate customer service training. From there I moved on to assisting high-level executives with project management, maintaining schedules, and coordinating meetings and social events.

I left the corporate world to pursue my interest in becoming a legal assistant. I learned quite a bit about different areas of law such as estate planning, corporate, and personal injury law. I hired, trained, and supervised office administrative staff members. After a few years in law, I became the project coordinator for a nonprofit consumer group. For this company I provided Internet research and handled customer care. I also assisted with composing articles for an online educational library.

The last “onsite” job I worked was as a marketing manager for a transportation company. This position offered quite a bit of variety. I was responsible for developing strategic marketing campaigns and planning private and public sightseeing tours. In addition, I trained and supervised dispatchers and created the company newsletter. As a co-manager for the company I was responsible for preparing and presenting weekly staff meetings.

MI: How did you begin working as a VA?

ST: Between the time when I worked as a project coordinator for the nonprofit group and then moving on to accepting the marketing manager position, a friend had introduced me to a real estate agent who was seeking a part time assistant. I had an interest in real estate, so I began working in the agent’s office on Saturdays. It was during this time that I met a VA online who became my mentor. I soon learned that I could easily create virtual working relationships with past and present employers.

At the same time there was a restructuring at the transportation company where I was employed. This resulted in my promotion to a co-management position. My duties increased, as well as the stress level. Although I had already negotiated working virtually with this company a few days a week, I began to realize I could no longer maintain a healthy life balance; I then took the leap into pursuing my virtual business fulltime. The agent I was already assisting was thrilled to have more of my time, and I’m proud to say that she is still a client with me today.

Although most of the clients I have assisted over the years have been referred to me from other satisfied clients, I also found by responding to companies advertising in the help-wanted ads I gained more clients. Just as my mentor had suggested, I also approached a previous employer, the nonprofit company, and they too are a client with me to this day.

MI: What skills from past experience do you feel have helped you in working with real estate clients?

ST: Primarily I would say that my early training in customer service has given me the skills and understanding to handle most any personality type or situation. I also have the ability to quickly create a level of trust with my clients which then lends itself to a calm working atmosphere. I have found that in the real estate industry this can be a welcome feature for a successful business relationship.

In addition, as a former legal assistant to several attorneys I learned very quickly the importance of focusing and maintaining office organization. Still to this day I follow the mantra of “one file at a time”. What this means is that only one client’s file is open on my desk at a time. When a VA is working on several projects for a number of clients it is imperative that steps are taken to prevent accidental misfiling of client data or notes.

MI: What services does your company provide for real estate clients?

ST: My passion for writing keeps copywriting at the top of my service list. I have found this to be my niche and therefore this correlates into my fabulous career (this term should sound familiar to your students). Copywriting includes agent bios and resumes, Website and brochure copy, and articles.

I have also realized that my second passion lies in connecting employers with job seekers and vice versa. This part of my business is in its infancy at this point, however I know it will grow by leaps and bounds as the Virtual Assistant pool grows and you continue to get the word out that outsourcing is a viable solution for any kind of business today.

I also offer training teleseminars for aspiring VAs and onsite assistants. I do this monthly with a couple of other specialized VAs. With this informal Q&A style training, onsite assistants and VAs can keep abreast of real estate-related marketing trends and tips and how they impact (borrowing your terminology here) the Internet Empowered Consumer (IEC).

In addition, I have recently introduced agents to new venues in which to market their services with video e-mail, blogging, pod casting and live broadcasting. It is exciting to watch as agents surpass others in their competitive marketplaces by utilizing these cutting edge tools.

MI: In what ways do your research skills benefit your clients?

ST: Due to an increasing demand for product comparisons, I do offer Internet research for real estate agents. Every day agents are bombarded with vendors and sales calls. They seem to receive more soliciting mail than anyone I know! On request, I will prepare product comparisons so agents can make an informed and money-wise decision. Some of the comparisons I have done in the past include virtual receptionist services, postcard companies and virtual tour companies.

MI: Tell us more about what's involved in writing agent bios and resumes. How do you get the raw content you need to work with, and what is the most important information that should be included in these products?

ST: When I am asked to write an agent bio I begin with reviewing the agent’s current Website (if they have one already live). I also review any additional marketing materials they choose to provide. I’m looking for any information that gives me a feel for the agent’s personality. This may be within the existing text, or within the agent’s client testimonials. I then e-mail or fax to the agent an Agent Bio Questionnaire to fill out. I have found that this questionnaire brings up some topics that agents don’t always consider including in their bios. Topics such as what inspired them to become an agent and what motivates them in this career choice. After the questionnaire is completed and returned, I schedule a conference call with the agent. I have found that this call is the most important aspect of writing an agent’s bio. Through this conversation I am then able to translate into my writing the personality and tone of the agent. It’s virtually painless for the agent!

MI: What types of articles do your clients ask you to create, and what part can these articles play in an agent's overall marketing effort?

ST: I have been asked to write a wide variety of articles, everything from how to carve a pumpkin to how to sell your home yourself (before you get frustrated and hire an agent!). Agents use the articles I write for their Websites, newspapers, and/or newsletters. By submitting articles to newspapers or online venues, agents can create a powerful marketing opportunity. This can assist an agent in developing the status of being an expert in their field. Not only do they offer information of value, they also show a clear sense of expertise. This then leads to consumer trust and the consumer responding to, as you would say Michael, the call-to-interaction.

To get started, agents simply provide a concept for an article and a general idea of the direction they wish the article to go. From there I will do my own research on the topic to come up with a well-rounded base for the article. Keywords are sprinkled carefully throughout and if the article is online there will be links to other pages on the agent’s site if appropriate. The article always ends with the all important call-to-interaction.

MI: As a VA whose main focus is writing for clients, how would you describe your ideal client?

ST: My ideal client understands my need to get to know their personality and style. This interaction involves more than just e-mails from their staff. In the beginning it could mean more than one conference call in order for me to be able to bring out the best for the agent through my writing. It is my clear intention to personalize each customized piece I write.

MI: Take us through the steps you would follow with a client in creating Website content.

ST: The first step is always discussing the agent’s target market. I attempt to get agents into their target market’s shoes, so to speak. This way they can truly see what the consumer is looking for when they land on their Website. We then talk about answering the consumer’s ultimate question, “What’s in it for me?” answering this question allows for the target market to perceive high value in the agent’s Web content. The next step is reviewing what they already have put together for their Website. Together we then determine the content that needs to be written. A timeframe is then set up for each Website section and draft copy reviews.

MI: What's your biggest challenge in working on client Website content?

ST: The biggest challenge is when agents don’t know what they want in their Website content. It is clear to me, Michael, that your work with agents has helped them to focus and prepare better. One of the many reasons I enjoy staffing at your events is that I am able to participate in creating my own ideal clients! What I mean by this is those students that follow your lead, and your program, and commit to doing their homework, from the bubble charts to the Website planner, those are my ideal clients. I know that no time will be spent (or billed) on aspects that can be prepared and planned in advance of hiring a copywriter like myself. These clients come to me knowing what they want and I can easily take it from there.

MI: Are there any unique challenges in writing for real estate clients that are not a factor in more general VA work?

ST: With general VA work you are assigned a task to complete and it becomes a repetitive process with definitive steps. One of the unique challenges to writing for a real estate client that is not a factor in more general VA work is there can sometimes be barriers on writing creativity. This can be caused by an agent that does not allow or release enough creative control. I have found that overcoming this barrier is simply handled within a matter of time in which the agent develops a higher level of trust in my advice and abilities.

MI: Sharon, thanks for sharing your writer's perspective as a VA working in the real estate field. You've given us some great information and food for thought.

ST: Thank you Michael, I look forward to your next workshop!

To learn more about Sharon and her services just send her an e-mail at info@sharontrombly.com or call her at 702-277-9586.

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.

(NOTE: Mr. Internet, his company and staff receive no compensation whatsoever from any third party vendors or service providers. Also any virtual assistant or consultant mentioned in this publication is not to be construed as an endorsement of their services by Mr. Internet or his company. Always remember to do a thorough due-diligence before hiring any kind of assistant.)