AugustNOCDig by Executive Agent Magazine

Southern Californiaâ&#x20AC;&#x2122;s Publication for the Real Estate Professional

EXECUTIVEAGENT MAGAZINE

Naum & Naum Executive Agents of the Month

I NSIDE F EATURES: TRISHA A VEY Battiata Real Estate Group

D ANIEL CARPENTER Veranda Homes

G AETANO LO G RANDE Keller Williams Realty Alliance

BRETT M CD ONELL imortgage

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Alan Cipolletti (949) 705-0558

Ryan Grant (949) 705-0582

Edna Austin (949) 705-0543

Chris Black (949) 705-0567

Marc Bui (949) 705-0587

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Alan Cipolletti (949) 705-0558 John Davis

Ryan Grant (949)De 705-0582 Cory Pass

Edna Austin (949) Eckles 705-0543 Janice

Chris Black (949) 705-0567 Nipper Larson

Marc Bui (949) McDonell 705-0587 Brett

Sales Manager NMLS ID 341251

Sales Manager NMLS ID 259274

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Mina Roditis (949) Janice705-0586 Eckles

Stan Shechtman (949) 705-0579 Nipper Larson

NMLS 705-0576 ID 653005 (949)

Matt Miede (949) John705-0573 Davis NMLS ID 470783

(949) 705-0576 NMLS ID 341251

NMLS 705-0584 ID 118767 (949)

Lynn Nelson (949) Cory705-0580 De Pass NMLS ID 653022

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NMLS ID 283761 (949) 705-0581

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NMLS ID 275073 (949) 705-0583

NMLS ID705-0577 380219 (949)

(949) 705-0583

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If you are looking for an excellent employment opportunity, please contact John J. Reed, Branch Manager, (949) 705-0550.

We have a loan for every home...simple as that®. Lynn Nelson Mina Roditis Stan Shechtman

Matthew Miede (949) 705-0573

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imortgage 1301 Dove Street, Suite 101 Newport Beach, CA 92660. Rates, terms and loan program availability are subject to change without notice. Consumer is subject to specific program qualifications. This is not an advertisement to extend consumer credit as defined by section 226.2 of Regulation Z. Licensed by California Department of Corporations CRMLA 4130969. imortgage NMLS ID 3096. All rights reserved. 04/2012.

If you are looking for an excellent employment opportunity, please contact John J. Reed, Branch Manager, (949) 705-0550.

We have a loan for every home...simple as that®. imortgage 1301 Dove Street, Suite 101 Newport Beach, CA 92660. Rates, terms and loan program availability are subject to change without notice. Consumer is subject to specific program qualifications. This is not an advertisement to extend consumer credit as defined by section 226.2 of Regulation Z. Licensed by California Department of Corporations CRMLA 4130969. imortgage NMLS ID 3096. John Reed NMLS ID 869516. All rights reserved. 08/2012.

contents ExecutiveAgent

Magazine

AUGUST, 2012

VOL. 4 NO. 42

Cover Story

Editorials

16 - Tony Alessandra:

Your Competitive Advantage

14 - John Boe: Burn Your Boat

Fred Arrias Executive Publisher 2929 Calle Frontera San Clemente, CA 92673 Ph: (949) 366-3349 Fax: (949) 266-8757 info@executiveagentmag.com www.ExecutiveAgentMag.com

ADVERTISERS’ INDEX

36 - Linda Brakeall:

Successful Realtor® Profile

Advantage Title..............................11 imortgage.................................2

28 - Chris Widener:

i Photography Studio.........................24

Seven Steps To Achieving Your Dream

5 Naum & Naum

Kinecta Federal Credit Union...........19 NAHREP..................................18

34 - Dirk Zeller:

Understanding The Process

Executive Agents of the Month

PrimeLending................................25 Prominent Escrow...........................40 PWAOR....................................30 Realty ONE Group............................12 Talk of the Town..............................20 The Termite Guy................................38

32 Daniel Carpenter Veranda Homes

31 Trisha Avey

Battiata Real Estate Group

26 Gaetano Lo Grande

Keller Williams Realty Alliance

Wells Fargo Home Mortgage...........39

Photography: i Photography Studio Graphic Designer: Rob Paino Editorial Manager: Garon Arrias Writers: Lalaena Gonzalez–Figueroa, Shannon Hartsoe © Copyright 2012 Executive Agent Magazine. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Although every precaution is taken to ensure accuracy of published materials, Executive Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

Brett McDonell imortgage

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Nominate a fellow REALTOR® to be profiled in one of our feature stories: on the cover as Executive Agent of the month, or as a special feature story. All candidates must be nominated by a real estate professional or affiliate. The selection process includes a questionnaire, personal interview, reference check and final approval by the Advisory Council. Candidates are evaluated based upon professionalism, length of service and uniqueness of story, as well as industry and community involvement. Nomination form I nominate:

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Cover Story

Naum & Naum Executive Agents of the Month

ExecutiveAgent Magazine

Sebastian

Sebastian “Seba”

NAUM

By Lalaena Gonzalez-Figueroa - Ian Wiant Photographer

father and son team with an international approach to business, Sebastian Naum and Sebastian “Seba” P. Naum offer their clients a superior level of representation and care. The duo leads a successful group of agents in tending to the individual needs of a diverse clientele, providing exceptional service throughout the course of each transaction and beyond. A lawyer in his native Argentina, Sebastian moved his family to the United States in 1994 to study International

into life in the U.S., Sebastian established a thriving international law practice which involved frequent travel. Despite his professional success, the dedicated father realized he was sacrificing family for the sake of business. Long interested in real estate, he transitioned into the field and discovered that he was well-suited for a career in the industry. Within a few years he had earned his broker’s license and opened a company of his own. Growing up around the industry, Sebastian P. “Seba” Naum was influenced by his mother Clara’s focus on maintaining a bilingual and bicultural family and his father’s keen business acumen and solid work ethic. As a teenager he gained invaluable work experience, learning the ins and outs of real estate and lending transactions as an office assistant. “It was a great opportunity to learn about the industry,” Seba recalls. An entrepreneurial spirit

Business and Marketing at the University of California, Irvine. Though he originally intended to return to his homeland, Sebastian reveals that California quickly began to feel like home. “I love this country,” he enthuses. “The opportunities are endless.” As the Naum family settled ExecutiveAgent Magazine

drove him; he earned a Bachelor’s Degree in Psychology with a minor in Education from the University of California, Santa Barbara with the intention of pursuing professional success. “I took my real estate licensing exam while I was still in college,” reveals Seba. “I knew that this was the path I would be taking.” Their relationship is natural, thoughtful. Sebastian and Seba enjoy an easy rapport, a partnership that is as comfortable as it is professional. And so Seba became an official member of his father’s team even before he graduated from college. Within their first year of working together, says Sebastian, the partnership was a successful one. “We found our rhythm,” he explains. “Since then we have continued to grow and thrive, to explore opportunities to improve upon our systems and approaches, to build our knowledge and to hone our skills.” The Naums established themselves as knowledgeable and resourceful real estate professionals, and have maintained a competitive edge by adapting their business

according to the needs of a changing marketplace. “We never give up, never stay static,” remarks Seba. “In our industry, it is imperative that you be able to successfully think outside the box and identify creative solutions to challenges.” Their tenacity and drive are undeniable, and have allowed the Naums and their team to successfully weather the industry’s brutal storms. Sebastian’s adaptability proved an invaluable element to his team’s success when he successfully closed a short sale early into the most recent market shift. “That sale positioned us where we are today, as one of the region’s most accomplished short sales specialist teams,” says Seba, who followed his father’s lead. “It wasn’t easy,” he recalls of his early months in the field. “It was nearly ten months before I closed my first sale.” But by maintaining a focus on learning the business, understanding his clients’ needs and implementing solutions, he found his footing. In five years, he says, he was involved in over 300 transactions, completed over 200 BPOs, and helped to postpone over 350 scheduled foreclosures.

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The Naums affiliated themselves with Evergreen Realty, citing the brokerage’s cohesive work ethic, strong management and support systems, and multicultural environment. Their team, The Elite Division, includes buyer specialists and REO negotiators, and offers clients an enhanced level of services and care. They’ve become well-known amongst their colleagues as well. Seba reveals that The Elite Division regularly works with other agents, who refer clients with distressed properties. “Upwards of forty percent of our short sales are professional referrals,” he says. “Because we’ve earned a reputation for our ability to identify and implement creative solutions in the most challenging of situations, we have had the opportunity to assist other agents’ clients in closing successful short sales.” They’re sharing their knowledge as well. Recognized within their brokerage as “The Short Sale Gurus,” Sebastian and Seba act as mentors and consultants for their colleagues. The Elite Division has negotiated

well over 200 short sales, and is poised to continue to meet the needs of the distressed market. Sebastian has earned designation as a Certified HAFA Specialist who is able to offer clients assistance through The U.S. Treasury Department’s Home Affordable Foreclosure Alternatives program. The Naums work with traditional equity sales as well, offering their clients comprehensive marketing and advertising campaigns designed to showcase the distinct appeal of each home. Seba’s extensive experience with BPOs is invaluable in identifying what he describes as a home’s “true market value.” He explains, “Honesty is critical, not only in establishing and maintaining solid relationships, but in helping our clients to achieve their goals. We aren’t here to provide inaccurate information or empty promises; we explain, in detail, exactly what we believe lenders and buyers are going to expect. Armed with this knowledge, our sellers can make better decisions.”

The Naum’s at work at their Irvine branch with Evergreen’s RE Director, Lisa Schulz, and two of their team members, Susy Wright and Teagan Prukop. ExecutiveAgent Magazine

A home represented by The Elite Team is one that commands attention. From individual websites to extended open houses, the group ensures that each property receives maximum exposure to brokers, agents and prospective buyers. “Our team is a tremendous resource,” notes Sebastian. “We are able to hold, for example, three to four open houses in a week for one property. This attracts attention and brings in buyers.” Print and online advertising enhances the outreach, with beautiful photography and graphic design creating high-end visual appeal. Their professionalism is unwavering, but the Naums and the members of The Elite Team are also empathetic individuals who understand the human value of the services they’re providing. “I learned early on that customer service is paramount in this industry,” says Seba. “We aren’t just attending to our clients’ needs when they’re in active transactions; well beyond the closing of a purchase or sale, they remain our priorities.” He explains, “My father Sebastian follows up with clients, checking in to see what additional services or information they may need. The relationships we establish become like friendships, and we’re there for people when they need us.” The Elite Team’s dedicated efforts have earned them a significant amount of customer loyalty; Seba estimates that upwards

of 90% of the group’s business stems from repeat and referral clients. Not only is business booming for The Elite Team; it’s also expanding readily throughout Southern California. “We have closed transactions in over twenty five cities within Orange County alone,” says Seba, who adds that the group has also handled business in Los Angeles, Riverside, San Bernardino and San Diego Counties. “A reach like that is not common in our industry,” Seba observes. “Our team approach makes this possible.” The Elite Team is a consistent Top 10% group for production, and features agents fluent in Spanish, Italian, Farsi and Chinese. Sebastian’s international business experience makes the team an ideal contact for transactions involving out-of-country buyers and foreign investors, who appreciate the group’s multi-cultural approach. Sebastian, Seba and the members of The Elite Division look forward to ongoing success as they continue to meet the developing needs of their thriving clientele. “We are committed to always doing the right thing,” asserts Seba. “Our clients’ interests will always drive our approach to business.”

ExecutiveAgent Magazine

Naum & Naum Evergreen Realty - Elite Division 9901 Irvine Center Drive Irvine, CA 92618 Telephone: 949-254-0070 Sebastian.Naum@evergreenrealty.net www.EliteHomesOC.com DRE # 01261830 - DRE # 01774851

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EXECUTIVEAGENT

Advisory/Selection Committee

MAGAZINE

Executive Agent Magazine would like to thank the Advisory/Selection Committee for selecting the cover Agent of the Month. The Executive Agent Magazine 2012 Advisory Selection Committee members:

949.705.0582

Jim & Marcia Brashier McMonigle Group Teles Properties 949.734.6228

Derek Graham Advantage Title365 949.584.2570

714.422.1840

Sue LaPeter Prudential California Realty 714.369.4689

Elizabeth Do Keller Williams Realty 714.317.7243

Spyro Kemble Surterre速 Properties 949.717.7248

Chris McKeen Prudential California Realty 714.921.9457

Shauna Covington Prudential California Realty 949.395.8786

Barbara Amstadter Prudential California Realty 949.500.0155

Jim Mecklenburg Prominent Escrow 949.825.5125

Gerold Grosso Evergreen Realty 714.396.5514

Lynn Wong First Team Real Estate 714.414.8809

Tom Slyman Advantage Title365 714.585.9333

Fred Arrias Executive Agent Magazine 949.366.3349

Ryan Grant

Marlene Veal

Burn Your Boat believe that the great NFL Hall of Fame coach, Vince Lombardi, had it right when he said, “The quality of a person’s life is in direct proportion to their commitment to excellence, regardless of their chosen field of endeavor.”

In your sales career your battles are not fought with weapons on foreign shores, but within the confines of your own mind. A truly committed salesperson does not have the luxury or the time for the self-indulgence of negative thinking.

Do you agree with Coach Lombardi, or are you the type of person who has difficulty staying focused and keeping commitments? Do you allow the negative influences of fear, anxiety, self-doubt and worry to dominate your thinking and sabotage your results?

The true underlying motivation for all success is a deep and unwavering commitment to the task at hand. The sales profession is a demanding and challenging career, but it is also personally rewarding and financially lucrative for those who are fully committed to becoming successful.

Sadly, most people fail to achieve their goals, not because they are lazy or lack self-motivation, but because they were never “fully committed” to succeed! I cannot think of a single great achievement that has ever been attained without first a plan of action and then an unshakable commitment to its accomplishment. Walt Disney was arguably one of the most creative dreamers and determined men of the twentieth century. Walt understood the power of commitment and would frequently tell those around him, “When you believe in a thing, believe in it all the way, implicitly and unquestionably.” The ancient Greek warriors were both feared and respected by their enemies. In battle, the Greeks established a well-deserved reputation for their unsurpassed bravery and unshakable commitment to victory. The key to their overwhelming success on the battlefield had far more to do with how the Greek commanders motivated the warriors, than it did with issues of tactics or training. The Greeks were master motivators who understood how to use a “dramatic demonstration” to infuse a spirit of commitment into the heart of every warrior. Once the warriors had been offloaded from their boats onto their enemy’s shore, the Greek commanders would shout out their first order…”burn the boats!” The sight of burning boats removed any notion of retreat from their hearts and any thoughts of surrender from their heads.

If you are being pushed around mentally by thoughts of fear, anxiety, self-doubt and worry, it is time to “burn your boat” and become fully committed to your sales career! “Until one is committed, there is hesitancy, the chance to draw back, always ineffectiveness. Concerning all acts of initiative and creation, there is one elementary truth the ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, and then providence moves too. All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision, raising in one’s favor all manner of unforeseen incidents, meetings and material assistance which no man could have dreamed would have come his way. Whatever you can do or dream you can, begin it. Boldness has genius, power and magic in it. Begin it now.” - Johann Wolfgang von Goethe John Boe presents a wide variety of motivational and sales-oriented keynote/breakout session/seminar programs for sales meetings and conventions. When you book John for your next sales meeting or convention, you get a nationally recognized author, sales trainer and business motivational speaker with an impeccable track record in the meeting industry. Copyright 2007, John Boe International. All rights reserved. For additional information, contact the FrogPond at 800.704. FROG(3764) or email susie@FrogPond.com; http:// www.FrogPond.com

Imagine the tremendous psychological impact on the soldiers as they watched their boats being set to the torch. As the boats turned to ash and slipped quietly out of sight into the water, each man understood there was no turning back and the only way home was through victory.

ExecutiveAgent Magazine

Written by John Boe ExecutiveAgent Magazine

Your Competitive Advantage By Dr. Tony Alessandra

s I’ve traveled around the country over the past several years working with companies, I’ve been amazed to find that they do not know, and cannot articulate their competitive advantage! How can a company expect prospects and customers to give their time and attention if they do not understand, clearly and concisely, what that company can do for them that no one else can do? Companies who don’t understand their competitive advantage say things like “Our product is better quality” or “Our service is better.” Even if a company has better quality or better service, it won’t convince it’s customers just by saying so because many of it’s competitors will be saying the exact same thing! You have to define quality. You have to show what outstanding service looks like and how your service differs from the competition. How can you demonstrate your competitive advantage? Suppose someone walks up to you at a business conference or social gathering, introduces herself, and asks you what you do for a living. Exactly what would you say? Did you have any trouble? Did you stumble? Do you know what sets you apart from your competitors? If this was hard for you, you’re not alone. If you were to ask the average car dealer, computer store or furniture manufacturer what they do for a living they’ll probably say “I sell cars, computers or furniture.” But what does every other car, computer or furniture company say? Exactly the same thing! So what should the businessperson who understands his competitive advantage say? How about this for the car dealer. “My name is Mike from Competitive Motors. We’ve found that there is a lot of confusion in the automotive market today because there have been over 150 new models introduced in just the past three years. We’ve developed a computer book that profiles everything the buyer wants in a car and in less than five minutes, identifies the models most likely to fit their needs.” Your Statement of Competitive Advantage has four components: -your name -your company -a statement about a problem in your market -how you and your product solve that problem. The statement of competitive advantage is a 30 second statement of what differentiates your company in the marketplace. 16

Here’s another example. “My name is Marlene, and I’m owner of the company ‘The Prescription for Doctors.’ Physicians today are being pressured by insurers, employers, and patients to cut health care costs. Yet overhead costs for physicians are constantly rising. We provide a service that allows the physician to spend more time with patients and cut overhead costs at the same time resulting in better quality care at a lower cost. It’s just what the doctor ordered!” Here’s one last example. “My name is Beth. It’s nice to meet you. I’m with a company called ‘The Greatest Advertising Agency in the World.’ We’ve discovered that almost every successful product has either been the first entry in it’s category or it has been able to create a new category in the mind of it’s customers. What we do is help companies who are launching new products or having trouble with old ones ensure that their product is positioned to win!” That really does set you apart from the competition and it makes you sound like a polished expert right form the start. But how do you determine exactly what your competitive advantage is? The best way to determine your competitive advantage is to break down the components of your product or service into four distinct categories: competitive uniquenesses, competitive advantages, competitive parities, and competitive disadvantages. Let’s look at each one individually. Competitive uniqueness: What can I do for my customers that no one else can do? What can I offer that no one else can offer? Competitive advantage: What can I do for my customer that my competitor can also do, but I can do it better and I can prove it? Competitive parity: Objectively speaking, my competitors and I are the\same here - no real differentiation. Competitive disadvantages: Where does the competition have an advantage over me? You may want to do your analysis by market segment, by competitor, by product or all of them, but knowing your competitive position will quickly get you onto your customers’ wavelength. An example of competitive uniqueness exists if a pharmaceutical company receives FDA approval to sell a

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new drug. Since no one else has the drug, this company now has a competitive uniqueness with this drug. An example of a competitive advantage might be where two companies market the same drug, but one is a large well-known company and the other is a small relatively unknown company. Even though both are selling essentially the same product the larger company has an advantage because its well-known and people ask for the drug by its company name because of its wide name recognition. If no real competitive advantage exists in your product, try to focus on your company reputation, your excellent service, your responsiveness and reliability or any other factors than can positively differentiate you from your competition. Next let’s look at competitive parity - what things are the same between the competition and us? That is, what do you have that is exactly like what the competition has but is still important to the customer? Birth control pills are a good example. Several ethical drug companies make different formulations, but all with similar records for preventing pregnancy. This is competitive parity. And finally, competitive disadvantages - what specific disadvantages does your product or service possess? That is, what does the competition do better than you do? Your drug may have more side effects than the competitor’s. That’s a competitive disadvantage. I can’t stress enough the importance of doing this analysis and knowing your competitive advantage. By doing this analysis, you’ll be in a position to help your customers distinguish between you and your competition. Once they see your uniquenesses and advantages, it will be easier for them to make a decision in your favor.

In order to discover your competitive advantage, you may have to do some intelligence gathering - talk to your customers, your salespeople, watch the local newspapers, attend tradeshows, talk to your customers’ suppliers, build a file of your competitors’ marketing and product information, do a debriefing when you lose a customer to a competitor, use a clipping service to gather information on competitors or on major prospects, obtain annual and quarterly reports of your competitors and prospective customers, watch the market trends in your industry and in your customers’ industries-become the expert on your product or service and how it can help your customers. Let’s summarize the two powerful strategies that will give you THE COMPETITIVE ADVANTAGE. First, know what your competitive advantages and uniquenesses are and, second, be able to articulate them clearly to prospective customers in thirty seconds or less. This all important first impression that sets you apart from your competition and clearly shows your customers what your company can do for them that no one else can do. Dr. Tony Alessandra, CSP, CPAE has authored 13 books, recorded over 50 audio and video programs, and delivered over 2,000 keynote speeches since 1976. Copyright© 1999, Tony Alessandra. All rights reserved. This article has been adapted from Dr. Alessandra’s book, Charisma (Warner books, 1998. Dr. Tony Alessandra is recognized by Meetings and Conventions Magazine as... “one of America’s most electrifying speakers.” For information about Tony’s keynote presentations, please call The Frog Pond Group at 800-704-FROG (3764) or email susie@frogpondgroup.com.

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Unique mortgage solutions from a one-of-a-kind lender. • Loans up to $4 million • Jumbo ARM at 90% LTV • Attractive mortgage insurance programs

IN THE SPOTLIGHT

• $500 OFF Closing Costs1 • Conforming fixed-rate mortgage – 0.625 discount on points2 • Super Conforming fixed-rate mortgage – 0.500 discount on points2

Your clients could save BIG on their home purchase! Contact me today! Jason Sasena, NMLS# 465199 Manager Mortgage Loan Sales Tel: 855.273.9849 jsasena@kinecta.org www.kinecta.org/JSasena Orange County Mortgage Center 4041 MacArthur Blvd., Ste. 100 Newport Beach, CA 92660 The Kinecta Difference: Not-for-profit • Member-owned • Over 70 years in business Terms and conditions subject to change. All loans subject to credit approval. Information is intended for Mortgage Professionals only and not intended for consumer use as defined by Section 226.2 of Regulation Z, which implements the Truth-In-Lending Act. The guidelines are subject to change without notice and are subject to Kinecta Federal Credit Union underwriting guidelines and all applicable federal and state rules and regulations. 1) $500 Gift Card Offer restrictions: Offer applicable to home purchase transactions in the state of California financed with a Kinecta mortgage. Eligible Kinecta mortgages include conforming and government mortgages (including HomePath®). Limited to 1-4 unit primary residence, second home, or investment property. Loan amount must be from $150,000.00 to a maximum of as much as $625,500 (conventional) / $729,750 (FHA), subject to specific county-based maximums which are lower for most counties. $500 Gift Card will be mailed after mortgage funds (minimum of 3 weeks after the funding date). Visit www.kinecta.org/gift_cards for gift card terms and conditions, including fee information. Borrower may opt to forego $500 gift card and instead apply a $500 credit towards mortgage closing costs (request must be made prior to mortgage application submission). Other discounts, such as the existing VIP closing cost discounts, may not be applied in addition to the Purchase Power discount offer. 2) Applicable to home purchase transactions only. 0.625 discount offer applicable to Conforming fixed-rate mortgages with 45-day rate lock. 0.500 discount offer applicable to Super Conforming fixed-rate mortgages with 30-day rate lock. Valid on home purchase loans locked on or after 5/17/2012. For investment properties or second homes, discount offers valid on loans with terms of up to 15 years. Not valid on detached condominiums. Offer subject to change without notice and maybe cancelled at any time. Ask Kinecta Mortgage Loan Consultant if offer is still valid at the time of rate lock. 8318-07/12

Talk of

AWARDS - ANNOUNCEMENTS - RECOGNITIONS - EVENTS * The Robin Milonakis Group recently celebrated the Grand Opening of their Dana Point office. Ideally located across from the Dana Point Harbor at 24921 Dana Point Harbor Drive, Suite B220, the office presents the perfect blend of location, sophisticated style, and function.

The Robin Milonakis Group, which includes Robin, Kristle Bartolome, and Jessica Schofer, has long enjoyed a well-established presence in the Southern California real estate market. Robin, a Columbus, Ohio, native and a graduate of Ohio State University, came to California at age 24 and hit the ground running. She is a most consistent game changer in her career as a leading Dana Point real estate professional in Coastal and South Orange County; her knowledge and mastery of the market builds upon her background in finance and home loans. “My team and I can move mountains for you,” she says. “Our credo is Go Big or Go Home.” * Spyro Kemble, Surterre® Properties is proud to highlight the following property; Beautiful Ocean, Catalina, City light and Newport Harbor view home located in the gate guarded Harbor Ridge. Stunning double glass door entry with marble floors lead you to the dramatic living room, vaulted ceilings, marble fireplace, walk behind wet bar and large windows featuring ocean views. The oversized

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kitchen is equipped with large center island, double ovens, gas and electric cooktops, subzero and nook with fireplace and chandelier. The formal dining room exudes privacy and elegance w/ glass cabinets and sparkling chandelier. Travel downstairs via elevator to the grand family room hosts brick and wood fireplace, built-in entertainment center with surround sound and second kitchen. Romantic master suite with fireside lounging, steam shower and luscious master bath sunken jetted tub for two, separate shower and walk in closets. Features include an elevator, pool, spa with waterfall and views of the coast. Owner could carry a 2nd...perfect for a new custom or remodel. MLS # U12002007. Please contact Spyro Kemble at; 949.717.7248, skemble@surterreproperties.com. $2,925,000 - 11 Narbonne, Newport Beach, Ca. * Chris McKeen, Prudential California Realty is proud to present: Gorgeous single story home located on a full acre in a gated community, *Flowing floorplan has huge kitchen which opens to family room & breakfast nook, *Family room has fireplace, built in cabinetry & shutters, *Kitchen has huge granite topped center island, walk in pantry, direct access to family room & incredible yard *Covered lanai also has granite counters, BBQ & is adjacent to pool, *Sport court & childrens playhouse accent one side of the yard, sprawling lawns, firepit & covered patios accent the backyard itself. RV

the

Town...

PRESS RELEASES - PROMOTIONS - HONORS - ACTIVITIES

parking is gated & spacious, *Bonus room is an extra plus, *Formal dining room, *Formal living room w/ fireplace, high ceilings, glass accent shelving, *One bedroom & bath is separate, *Master suite has full retreat w/fireplace, walk in closet, circular tub, dual vanities & shutters, *Located on a quiet cul de sac, *Two AC units, two heaters, *Study could easily be a 6th bedroom. MLS # P827296_SOCAL. Please contact Chris McKeen at; 714-921-9457, Chris@ ChrisMcKeen.com. $1,995,000 - 1630 Pepper Wood Circle, Orange, Ca.

Orange County real estate veteran Rick Hudson will serve as director of franchise development, with plans to seek opportunities in the western and southern regions, with an eventual eye toward expanding nationally.

* Realty ONE Group To Expand its Successful Model into Franchising. Realty ONE Group will expand its successful model of a unique compen-

* Lynn Wong, First Team Real Estate is proud to highlight the following property; GORGEOUSLY UPGRADED! Largest Glen Willow Plan in West Irvine. Excellent floor plan w/ formal living & dining, large family room opens to kitchen with a center island. All new carpeting. Top of the line granite kitchen counters & one of a kind travertine, glass mosaics back splash. Large chef kitchen sink & high end faucet, professional series stove. This excellent floor plan has four large bedrooms, plus computer niche. Master bath has a separate shower & tub, two walk-in closets. No HOA Dues, Low Tax. Award winning MYFORD elementary, Orange County #1 PIONEER Middle School and CA distinguished BECKMAN High School. Great neighborhood near Tustin Market Place & parks. A home you will be proud to own! MLS # S702763. Please contact Lynn Wong at; 714-414-8809, lynnwong@cox.net. $739,000 - 12 Robins Tree Lane, Irvine, Ca.

sation plan backed by a full suite of marketing, technology and educational support, into franchise opportunities. “We will offer a non-conventional franchise partner agreement that is as opposite from today’s outdated industry norms as our compensation and other systems are,” said Kuba Jewgieniew, CEO and owner of Realty ONE Group. Realty ONE Group will allow select business partners to utilize the company’s successful business model, propriety paperless technology and support systems -- all with zero royalty and annual fees.

REAL Trends, Inc. ranks Realty ONE Group as No. 11 in its national rankings, and INC. 500 has named it one of the fastest-growing companies for three consecutive years. For more information, visit www. RealtyOneGroup.com.

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Brett McDonell ExecutiveAgent Magazine

By Lalaena Gonzalez-Figueroa

e launched his mortgage career at the age of 20, and Brett McDonell maintains that he’s in the industry “for life.” He explains, “Real estate is in my family’s blood. My parents were successful agents working throughout Huntington Beach and my uncle has managed several local mortgage companies throughout the past twenty five years. I’ve been around the business for many years, and have always known I wanted to be a part of it.” His enthusiasm has shaped Brett’s business, propelling him in his relationship-driven approach and motivating him to consistently offer an exceptional level of client care. His focus, he says, remains firmly fixed on accomplishing each individual’s unique long-and short-term goals. “I love structuring financial plans,” he asserts. “My business isn’t transactional; I’m not just providing a mortgage. Instead, I partner with CPAs and financial planners to assist clients in preparing for their futures.” Brett is a solution-oriented mortgage banker who works with new home purchase loans as well as refinances. His ample product knowledge and communicative style have earned him the trust and respect of consumers, real estate professionals and industry specialists alike. Supporting the collegial relationships Brett has cultivated with his referral partners is imortgage, a mortgage banking company established with a specific understanding of the needs of industry professionals. On the cutting-edge of technology, imortgage offers a wealth of products designed to meet the needs of a range of real estate consumers. He joined imortgage in May 2011, and Brett explains how the company’s localized approach to lending has made a difference. “With in-house processing, underwriting and funding, we are able to significantly expedite the process of securing mortgage loans for our customers,” he says. “imortgage is truly dedicated to conducting business, even during challenging financial times.” In addition to an array of competitively-priced loan and refinance products, imortgage also offers real estate professionals the advantage of co-branded marketing and advertising, educational seminars and outreach tailored to consumers, and the company’s history of excellence

in client care. With an experienced and knowledgeable leadership team, imortgage continues to explore new opportunities to assist consumers in achieving their real estate-related goals. “While we are an approved direct lender for traditional loans such as FHA and VA as well as state and government loan programs, imortgage also works with independent investor groups,” states Brett. “Our relationships allow us to offer exceptions on loans that might not fit with traditional banks, and to provide creative solutions for our customers’ unique situations and needs.” Brett adds that he appreciates the support of a knowledgeable and dedicated team of professionals who uphold the imortgage standard of care. “Our company is structured to ensure not only that consumers’ needs are consistently met, but that mortgage planners have the resources and assistance necessary to allow us to focus on developing and maintaining client relationships. We have what we need to create our own success.” Brett’s dedication to his business has yielded notable results; he reveals that his business is thriving thanks to a growing base of repeat and referral clients. A dedicated professional, Brett is an active member of the Newport Beach Association of Realtors® and the Orange County Association of Realtors® as well as the Financial Planning Association of Orange County. He has funded in excess of $250 million in loans throughout the course of his career, working with a spectrum of clients including first-time buyers and high net-worth individuals. The Orange County native is also a family man who enjoys spending time with his wife Autumn and son Cruz. Brett McDonell - Loan Consultant imortgage 1301 Dove Street, Suite 101 Newport Beach, CA 92660 Telephone: 949.705.0577 Brett.McDonell@imortgage.com www.imortgage.com/brett.mcdonell NMLS ID 303085

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imortgage is licensed by the California Department of Corporations CRMLA 4130969, NMLS 3096. Equal housing lender. 08/2012

Kevin Budde

Joelynn Warner

Branch Manager 949-422-2075 kbudde@primelending.com NMLS: 325450

Loan Originator 949-370-1027 jwarner@primelending.com NMLS: 632721

Tiffany Garcia Loan Originator 949-933-7814 tgarcia@primelending.com NMLS: 632719

Katrina Hanshaw Loan Originator 714-244-0005 khanshaw@primelending.com NMLS: 483906

Suzanne Ginn Loan Officer Support 949-325-1262 sginn@primelending.com

MORTGAGES WITHOUT OBSTACLES.

The goal at PrimeLending is to provide unsurpassed quality service and support throughout the entire mortgage process for every client and referral source. This proactive sales and operational philosophy simplifies and accelerates the loan process at all levels. The company's experienced mortgage professionals are dedicated to making every customer's home loan experience a positive and successful one.

28202 Cabot Road, Suite 135, Laguna Niguel, CA 92677 ÂŠ 2012 PrimeLending, A PlainsCapital Company. Trade/service marks are the property of PlainsCapital Corporation, PlainsCapital Bank, or their respective affiliates and/or subsidiaries. Some products may not be available in all states. This is not a commitment to lend. Restrictions apply. All rights reserved. PrimeLending, A PlainsCapital Company (NMLS no: 13649) is a wholly-owned subsidiary of a state-chartered bank and is an exempt lender in the following states: AK, AR, CO, DE, FL, GA, HI, ID, IA, KS, KY, LA, MN, MS, MO, MT, NE, NV, NY, NC, OH, OK, OR, PA, SC, SD, TN, TX, UT, VA, WV, WI, WY. Licensed by: AL State Banking Dept.- consumer credit lic no. MC21004; AZ Dept. of Financial Institutions- mortgage banker lic no. BK 0907334; Licensed by the Department of Corporations under the California Residential Mortgage Lending Actlender lic no. 4130996; CT Dept. of Banking- lender lic no. ML-13649; D.C. Dept. of Insurance, Securities and Banking- dual authority lic no. MLO13649; IL Dept. of Financial and Professional Regulation- lender lic no. MB.6760635; IN Dept. of Financial Institutions- sub lien lender lic no. 11169; ME Dept. of Professional & Financial Regulation- supervised lender lic no. SLM8285; MD Dept. of Labor, Licensing & Regulation- lender lic no. 11058; Massachusetts Division of Bankingâ&#x20AC;&#x201C; lender & broker license nos. MC5404, MC5406, MC5414, MC5450, MC5405; MI Dept. of Labor & Economic Growth- broker/lender lic nos. FR 0010163 and SR 0012527; Licensed by the New Hampshire Banking Department- lender lic no. 14553-MB; NJ Dept. of Banking and Insurance-lender lic no. 0803658; NM Regulation and Licensing Dept. Financial Institutions Division- lender license no. 01890; ND Dept. of Financial Institutions- money broker lic no. MB101786; RI Division of Banking- lender lic no. 20102678LL and broker lic no. 20102677LB; TX OCCC Reg. Loan License- lic no. 7293; VT Dept. of Banking, Insurance, Securities and Health Care Administration- lender lic no. 6127 and broker lic no. 0964MB; WA Dept. of Financial Institutions-consumer lender lic no. 520-CL-49075.

E XECUTIVE AGENT MAGAZINE

Gaetano Lo Grande By Lalaena Gonzalez-Figueroa

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EA “My aim is to provide my clients with the highest level of representation and care that I can.” - Gaetano Lo Grande

n entrepreneurial spirit and a keen sense of business have long driven Gaetano Lo Grande in his professional endeavors. His creativity and adaptability have facilitated success, and he utilizes a results-oriented approach to accomplish his objectives and his clients’ goals. As a real estate consultant he offers skillful and thoughtful representation designed around the unique needs of each customer. Gaetano’s diligence and vision propelled him to early success; after graduating from California State University, Fullerton he launched a mobile notary service that exploded from a local start-up to a $1.5 million company with a nationwide presence. After nearly a decade, Gaetano determined that the time was right for a new venture. Already well-versed in the business of residential real estate, he transitioned into the field in 2008. In a competitive marketplace, Gaetano’s ingenuity has helped him to become a standout agent with notable performance. Even before earning his license, he identified an innovative opportunity to capture leads. His system was so successful, he recalls, that within a few weeks of earning his license, he had a home in escrow. “The key to business is simply to never stop working,” he explains. “I started off strong and didn’t stop.” Today Gaetano’s business continues to thrive thanks to his dedicated efforts and big-picture plan. As a member of Agent Alliance he operates an independent business backed by the support of a team of industry specialists. “It’s a new approach to real estate,” he remarks of the group. “Agent Alliance has been a key to my success, because thanks to the assistance of experienced transaction coordinators, customer service specialists, a marketing department, legal counsel and assistance drawing contracts.” Administrative assistance allows Gaetano to focus on his strengths, which include cultivating solid client relationships, networking and negotiating on behalf of his clients’ best interests. At a time when consumers are privy to more information than ever, savvy real estate professionals must raise the bar in order to add value to the process of buying or selling a home. Gaetano excels not only in identifying his clients’ wants and needs, but in delivering an experience that is as smooth and stress-free as possible. He

is objective and professional, consistent in his approach and delivery. He attributes much of his success to his mother Flo Bullock, an accomplished Realtor® who, says Gaetano, exemplifies professionalism. “She is brilliant,” he enthuses. “I’ve been fortunate to have the opportunity to learn from her.” Gaetano’s commitment to excellence includes dedicated efforts to consistently improve upon his systems and approach. He regularly dialogues with colleagues and incorporates best practices into his own repertoire. “Experience makes a difference,” he observes. “I’ve learned from my own transactions, but there is always someone with a unique perspective or a distinct way of managing business. My aim is to provide my clients with the highest level of representation and care that I can, and I’m constantly looking for ways to better my level of service.” While Gaetano specializes in home sales throughout Lantern Village, the Dana Point resident manages transactions throughout South Orange County and beyond. “My clients’ needs drive my business,” he explains. This is true in every aspect of his approach; Gaetano offers objective and informative communication designed to educate and empower his clients to make their best decisions. “I’m not focused on selling, but on providing my clients with facts,” he offers. “I believe that people appreciate that.” His loyal clientele are testaments to Gaetano’s dedicated efforts. “At the end of the day, my business isn’t strictly about closing a transaction,” he reflects. “It’s about building relationships, accomplishing objectives and helping people realize their dreams. In what is typically the largest investment my clients will make, I gain tremendous satisfaction from seeing those dreams come to fruition.” Gaetano Lo Grande Keller Williams Realty Alliance Telephone: (949) 973-6914 Email: gaetano@ggcoastal.com Web: www.GGCoastal.com DRE# 01861815

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Seven Steps To Achieving Your Dream By Chris Widener

an achievement be broken down into steps? Well, it is not always that clean and easy, but I do know that those who achieve great things usually go through much of the same process, with many of the items listed below as part of that process. So if you have been struggling with achievement, look through the following and internalize the thoughts presented. Then begin to apply them. You will be on the road to achieving your dream!

1) Dream it Everything begins in the heart and mind. Every great achievement began in the mind of one person. They dared to dream, to believe that it was possible. Take some time to allow yourself to ask “What if?” Think big. Do not 28

let negative thinking discourage you. You want to be a “dreamer.” Dream of the possibilities for yourself, your family, and for others. If you had a dream that you let grow cold, re-ignite the dream! Fan the flames. Life is too short to let it go. (Also, check out my article “Dare to Dream Again,” Which has been read by close to a million people in the last 4 months alone. You can see it at the website.) 2) Believe it Yes, your dream needs to be big. It needs to be something that is seemingly beyond your capabilities. But it also must be believable. You must be able to say that if certain things take place, if others help, if you work hard enough, though it is a big dream, it can still be done. Good

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“Vision is the spectacular that inspires us to carry out the mundane.” World-class speakers picture themselves speaking with energy and emotion. All of this grooms the mind to control the body to carry out the dream. 4) Tell it One reason many dreams never go anywhere is because the dreamer keeps it all to himself. It is a quiet dream that only lives inside of his mind. The one who wants to achieve their dream must tell that dream to many people. One reason: As we continually say it, we begin to believe it more and more. If we are talking about it then it must be possible. Another reason: It holds us accountable. When we have told others, it spurs us on to actually do it so we do not look foolish. 5) Plan it Every dream must take the form of a plan. The old saying that you “get what you plan for” is so true. Your dream will not just happen. You need to sit down, on a regular basis, and plan out your strategy for achieving the dream. Think through all of the details. Break the whole plan down into small, workable parts. Then set a time frame for accomplishing each task on your “dream plan.” 6) Work it Boy, wouldn’t life be grand if we could quit before this one! Unfortunately the successful are usually the hardest workers. While the rest of the world is sitting on their couch watching re-runs of Gilligan’s Island, achievers are working on their goal - achieving their dream. I have an equation that I work with: Your shortterm tasks, multiplied by time, equal your long-term accomplishments. If you work on it each day, eventually you will achieve your dream. War and Peace was written, in longhand, page by page.

example: A person with no college education can dream that he will build a 50 million-dollar a year company. That is big, but believable. Bad example: That a 90 year-old woman with arthritis will someday run a marathon in under 3 hours. It is big alright, but also impossible. She should instead focus on building a 50 million-dollar a year business! And she better get a move on! 3) See it The great achievers have a habit. They “see” things. They picture themselves walking around their CEO office in their new 25 million-dollar corporate headquarters, even while they are sitting on a folding chair in their garage “headquarters.” Great free-throw shooters in the NBA picture the ball going through the basket. PGA golfers picture the ball going straight down the fairway.

7) Enjoy it When you have reached your goal and you are living your dream, be sure to enjoy it. In fact, enjoy the trip too. Give yourself some rewards along the way. Give yourself a huge reward when you get there. Help others enjoy it. Be gracious and generous. Use your dream to better others. Then go back to number 1. And dream a little bigger this time! Chris Widener is the President of Made For Success. He teaches leaders how to become Extraordinary Leaders. Chris’ speaking and consulting services have challenged the best to become optimists, to pursue excellence relentlessly, and to dream big dreams. Copyright© 2007, Chris Widener. All rights reserved. For information about Chris’ speaking and consulting services, contact the FrogPond at 800.704.FROG(3764) or email susie@ FrogPond.com; http://www.FrogPond.com

ExecutiveAgent Magazine

2012 SAVE THE DATE Saturday, September 8, 2012

Last yearâ&#x20AC;&#x2122;s TechDay was a huge success TechDay 2012 promises to be another fun & informative day with food trucks, giveaways, & the latest trends in real estate technology.

PWR Members FREE! | Non-Members $25

Mark your calendar today! To pre-register or sponsor contact Lalaine C. Castillo at 714-245-5530 or lalainec@pwr.net. Pacific West Association of REALTORSÂŽ

Trisha Avey Trust is Earned By Lalaena Gonzalez-Figueroa

ust out of high school when she earned her real estate license, Trisha Avey entered the industry with a sense of purpose and direction beyond her years. Her parents were successful agents, and she grew up with an insider’s perspective on the elements of successful business practices. In 2011 Trisha earned her broker’s license, and has continued to offer her clients the attentive and personalized service that has become her trademark. Her tenacity is evident in every aspect of her career; Trisha’s drive has propelled her to face challenges head-on, working tirelessly to accomplish each client’s goals. She has gained invaluable experience working with other agents, studying successful approaches to business and incorporating best practices into her own repertoire. The opportunity to work with a range of transactions including distressed properties allowed Trisha to establish herself as a knowledgeable professional. Trisha’s ample experience enables her to offer exceptional representation for her clientele. Her patient and communicative style is well-suited to her work as a buyer’s specialist, a role she cherishes. “Buying a home can be so emotionally stressful, and I strive to make the process as smooth as possible,” she explains. “I’m there for my clients, available to answer questions and address concerns so that the experience can be a positive one.” She adheres to a team mentality noting, “We’re all a part of the business,” and Trisha appreciates the collegial support within her primary office, Battiata Real Estate Group, which offers comprehensive marketing and advertising campaigns, a strong industry network, and access to a wealth of pre-listed properties. “We have established excellent professional relationships with banks, as well,” notes Trisha. “This allows agents affiliated with Battiata Real Estate Group to assist our clients buying and selling distressed homes.” Trisha, who grew up in North County, has cultivated her own professional network that spans an ample region including San Diego, Orange County, Los Angeles and Riverside County. She is sociable and succinct, and utilizes her strengths in order to successfully align herself with like-minded individuals whose level of customer care matches her own.

Her dedicated efforts have earned Trisha a thriving base of repeat and referral customers, who appreciate her unwavering focus on accomplishing their objectives. “I believe in earning my clients’ business,” she says. “By establishing solid relationships built upon trust and respect, I’m able to ensure that each client is comfortable, educated, and well-prepared for the real estate process.” Trisha Avey Battiata Real Estate Group Telephone: (760) 622-9182 Email: TrishaAvey@yahoo.com Web: www.Battiata.com DRE # 01513246

ExecutiveAgent Magazine

E XECUTIVE AGENT MAGAZINE

ExecutiveAgent Magazine

Daniel Carpenter By Lalaena Gonzalez-Figueroa

eal estate professional Daniel Carpenter has cultivated a thriving career with inimitable passion, drive and preparation. He knew he was destined for the industry early on, and has charted the course to success with an unwavering sense of enthusiasm and positivity. Personable and professional, he provides his clientele with exceptional market knowledge and thorough and attentive care. Daniel first entered the market as a mortgage consultant, where he gained invaluable knowledge on the financial elements that impact real estate transactions. Though he enjoyed the opportunity to consult with real estate professionals and consumers, he found the environment less than stimulating. “I wanted to spend more time developing relationships with clients, working beyond the parameters of an office,” he recalls. Armed with industry experience and an entrepreneurial spirit, Daniel transitioned into a position as a real estate consultant in 2006. Despite a challenging marketplace, he didn’t waver in his decision. “I’ve never limited myself to the easy route,” he explains. “The professional challenges I’ve encountered have allowed me to maximize my abilities and offer my clients a more thorough level of representation.” In order to provide an enhanced level of care, Daniel aligned himself with Veranda Homes, a boutique brokerage founded upon solid business principles. “I’m surrounded by ethical, knowledgeable and successful professionals who employ a collegial approach,” he says. “Veranda Homes offers great support, and the autonomy to manage my business the way I best see fit.” Driving that business are the unique needs of Daniel’s clientele. “Above all else, I’ve found that people desire great service,” he observes. “I’m here to listen to my clients, to assist them in identifying their goals, and to execute a plan designed to help them achieve their objectives.” While he works throughout Orange County and the surrounding market regions, Daniel has become a noted specialist in the community of Quail Hill. The Orange County native researched the region thoroughly before focusing on Quail Hill. He explains, “I believe in the community – and the lifestyle – I am selling. From the architecture, to the planning, to the amenities, Quail Hill is an amazing place to live.”

term goals of my clients,” he explains. His approach has yielded solid results; Daniel’s business continues to expand through a growing base of repeat and referral clientele. By customizing his services to the unique wants and needs of every client, Daniel has established himself as an incredibly diligent real estate consultant whose assiduous approach is evident in every element of his business. “I’m directly involved with my clients throughout the course of each transaction and beyond,” he states. “This allows me to avoid miscommunications and ensure that I’m on point with each client’s expectations as well as the transaction itself. Nothing is lost in translation.” Daniel works with buyers and sellers, offering a thorough knowledge of market trends and movement, strong negotiation skills and comprehensive marketing and advertising campaigns designed to showcase the unique appeal of every property. His commitment to quality is immediately evident in high-gloss print pieces that translate well online. “I’ve reinvested heavily in my marketing and advertising efforts,” he notes. “Professional photography and the expertise of a talented graphic designer can make a remarkable difference; my marketing pieces are nothing short of spectacular.” A genial professional who is committed to the ongoing needs of his clientele, Daniel Carpenter is poised for ongoing success. Throughout Quail Hill and beyond, he has proven a knowledgeable and respected resource for residential real estate, and he looks forward to continuing to provide his clients with an exceptional level of care and representation. Daniel Carpenter Veranda Homes 2850 Mesa Verde Drive E, Suite 115 Costa Mesa, CA 92626 Telephone: 714.747.7207 Daniel@LiveQuailHill.com www.LiveQuailHill.com DRE # 01787203

As a community specialist, Daniel’s emphasis is on the relationships he has cultivated. Working with buyers and sellers, he focuses beyond the course of a given transaction. “I’m looking at meeting the short- and longExecutiveAgent Magazine

Understanding The Process By Dirk Zeller

eing a salesperson is one of the greatest professions on earth. As real estate salespeople, we are helping people achieve the great “American Dream”. We get into trouble when we don’t understand the process of the sale. Most real estate salespeople have never studied sales. They have learned a few scripts and dialogues, but they don’t clearly understand the buying process. They have never become students of selling. To be a Champion salesperson you have to understand and study sales. The first step is to understand the sales process. The truth in sales is that people make decisions based on emotion. How they feel emotionally about something governs their decision-making process. We don’t do things based on logic, reason, and intelligence. We will use those tools to justify our decision. Reality is we all act emotionally, and our behavior is shaped by our emotions. Because we are human, we are in a constant state of trying to satisfy our emotional needs and emotional wants. How do we talk to our clients’ or prospects’ emotions? We need to first put ourselves in their situation. We need to clearly understand their needs, wants, and desires. We need to have true empathy for the prospect or client. To really be effective, we need to imagine what the prospects feel like. By clearly knowing their feelings, we can gently and patiently help them see our point of view. For example, you are working with sellers who want to overprice their home. They believe they need to get above fair market value. The most effective way to turn them to reality is to empathize with their problem, to acknowledge that you understand their feelings.

Once you do that, then you can gently show them why their desires will not happen. You have to meet those overpriced sellers where they are and work them towards your position. If you draw a line in the sand and you are worlds apart, all you are doing is yelling at them across a canyon. You have to cross the canyon to their side. You need to lead them back across the canyon. People can often be like cows. You can push, poke, and prod them, and they won’t budge. Your reason for your way has to be a benefit to them. Once they see how they can benefit, they will follow your thinking. The key is to talk to people in terms of needs and emotional benefits to them. Once you have established the benefits, you can persuade people to do anything. Dirk Zeller is an Agent, an Investor, and the President & CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. He’s the widely published author of Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, Telephone Sales for Dummies®, and over 300 articles in print. You can get more information by visiting www.RealEstateChampions.com. © 2009, Dirk Zeller. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@ FrogPond.com; http://www.FrogPond.com.

ExecutiveAgent Magazine

Successful Realtor® Profile

’ve been involved in a number of studies that tried to figure out why top agents are top agents.

Do they have a common educational background? No. Good ones have high school diplomas, masters and doctorates. No correlation. Similar previous careers? No. One of the best agents I know used to teach baton twirling. I doubt if I could find a lot of those if I tried! I’ve had waiters, teachers, high powered executives and stay-at-home Moms who were all very successful. Common interests? No. Other than eating, (which we Realtor-types seem to do exceptional well) the interests are widely diverse. After 13 years in real estate sales and management, I’ve only found a few constants.

1. Successful agents treat the real estate business as a business. They actually have a business plan and a budget. They understand that you have to spend money to make money. They know how many sales they need to make the income they require and then they figure how they’ll get from here to there. They plan in advance and execute the plan. 2. They actually work when they work and play when they play and take a day or two off every week. (just like a “real job!”) 3. They have fun and enjoy selling real estate but know that it won’t be forever. 4. They buy a lot of real estate for investment when they see good deals because they know that no one gets rich selling the stuff. You get rich owning it! Financial independence gives one a lot of freedom, autonomy and a certain air of confidence that smells like success. . . . And people like to do business with successful people so they do more business! Linda Brakeall, GRI, CRB, is a nationally recognized expert in sales and marketing for Realtors® and Mortgage industry. She has been speaking professionally speaking, training and consulting since 1992. © 2008, Linda Brakeall. All rights reserved. For information about Linda, contact the FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond.com.

ExecutiveAgent Magazine

By Linda Brakeall

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