December 2013 inland empire by Executive Agent Magazine

EXECUTIVEAGENT MAGAZINE

Annette Fraley Executive Agent of the Month

Inside Features: Steven Abraham First Team Estates

Guy Knox imortgage

William Soto Realty ONE Group

Your career with imortgage? The sky’s the limit! ● If you’re a loan officer or production assistant determined to take control of your high-flying career, now’s the perfect time to target imortgage. ● imortgage and its new partner, loanDepot, have combined to become the 3rd largest private mortgage retailer in the United States. ● imortgage is not only the perfect place to land. It’s the perfect place to launch the next phase of your exciting career.

Watch your career take flight with us. Call today! (951) 893-6300 Judy Marburger, Branch Manager Direct Mobile

(951) 893-6300 (909) 821-7741

NMLS ID 150951 judy.marburger@imortgage.com

contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

Magazine

DECEMBER, 2013

INLAND EMPIRE Editorials

Cover Story

28 - Charlie Cook:

Get More Clients Using Pull Then Push Marketing

12 - Susanne Gaddis:

Putting A Positive Spin On Workplace Evaluations

32 - Louise Kaelin:

ADVERTISERS’ INDEX

Letting Go Vs. Giving Up

26 - Greg Whitaker:

Eagle Home Mortgage......................35

An Unusual Hiring Tool

5 Annette Fraley

Executive Agent of the Month

Fred Arrias Executive Publisher PO Box 73384 San Clemente, CA 92673 Ph: (949) 366-3349 Fax: (949) 266-8757 Info@eamag.net www.EAMag.net

Evergreen Realty...............................25

22 - Zig Ziglar:

imortgage.............................................2

Hitting The Bull’s Eye

i Photography Studio.................11 & 21

16 - Zig Ziglar: Employment

Prominent Escrow...........................24 Realty ONE Group............................36 The Termite Guy...............................20 TIGAR....................................34

30 Steven Abraham

Guy Knox imortgage

First Team Estates

William Soto

Photography: i Photography Studio, Ian Wiant, Rob Paino Graphic Designer: Garon T. Arrias Editorial Manager: Trudy Van Writers: Lalaena Gonzalez–Figueroa, Shannon Hartsoe, Haley Freeman, Julie Brown © Copyright 2013 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.

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Cover Story

Annette Fraley Executive Agent of the Month

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Annette Fraley By Haley Freeman - Ian Wiant Photographer

nnette Fraley spent eight years working in mortgage loan servicing and advancing in the corporate environment, when she decided to become a licensed Realtor®. “The market shifted about the time I committed to real estate full time. I had never been self-employed before, and at first it was very stressful,” Annette remembers. In those uncertain times, Annette began aggressively reaching out to the people she knew in loss mitigation. “I contacted people to find out how to get in on the sales side for bank-owned properties….I started out doing broker price opinions for different companies. When the bank-owned market came up, I had already established relationships with major banks. I was already connected and knew what I was doing,” Annette explains.

Annette never left her success to chance. She also signed up for real estate sales workshops with trainer Mike Ferry. “He was very in your face about the stigmas of the industry. I learned to go out and talk to people and find the deals. Nothing is guaranteed in this business. Mike taught me to talk to at least 25 people every day.” While applying Mike’s training, Annette met her next mentor, professional life coach with ‘Coaching Your Success of America,’ Warren Hawkins. “I have been coaching with Warren ever since. He has helped me to achieve in all areas of my life – business, spiritual and personal. It makes such a difference to have that person who says, ‘Hey, did you do what you were supposed to do today?’”

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Annette and husband Stephan Escalante are now working together Early on, Annette developed a successful partnership with her friend, Gabby Cabrera. “We had a vision of doing luxury home sales and getting involved with helping clients to de-clutter and beautify their homes to help them sell.” Annette and Gabby joined the prestigious firm of Sotheby’s International Realty, where they ranked in the top 10% of Sotheby’s agents nationwide. The team distinguished themselves in the sale of bank-owned properties, as well as luxury homes. “Then, around 2010, we started to see the market shift again, and I went back to more traditional real estate sales…. Gabby got married and became focused on starting a family.”

Over the years, Annette has built a strong referral base. Sellers are her favorite clients to work with. “I love to make adjustments to the property. I help with staging, and I bring in a professional photographer. The number one thing now is that buyers begin their search online, and our job is to get as many people through the house as possible. One of biggest things I do is de-cluttering for clients. They may have beautiful furniture and a beautiful home, but you can’t always see it.” For example, Annette suggests that having too much clutter out on kitchen counters may cause the room to look much smaller than it actually is. “The home you live in is not the home you sell,” she says.

Annette’s husband, Stephan Escalante, is a real estate investor and, like her, a licensed broker with Prudential. She and Stephan are now working together. “He focuses on buying for investment. We have a symbiotic relationship that allows us to benefit our clients, as well as each other,” Annette explains. Stephan also has an extensive default servicing background in which he focuses on distressed property as a fix and flip investor. Since they both received their real estate license in 2005, their vision was to build a successful family owned and operated company which provides exceptional service to all of their clients. Today that vision has become a reality as they now work together bringing their strengths and knowledge to all of their clients.

Annette also assists sellers by helping them to understand what motivates their buyers. “I evaluate who the buyer will be, whether it will be a first-time buyer or someone looking for an upgrade. I try to help the client understand that and show the house in a way that will make it desirable to that audience.” Annette is sensitive to the fact that buying or selling a home is often a stressful process for the client. “I am fulfilled by coming in and taking a stressful situation for the client and turning it into a beautiful situation. Whether it is a short sale or any other scenario, this is one of the biggest investments anyone ever makes. There can be many emotional circumstances around a transaction. I like to alleviate those stresses and help the client to focus on what is important.”

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Achieving Success by Serving Others Sometimes being of service means doing someone else’s job to get the transaction done. “My husband says that my strength is getting everyone together. I even take that approach with the other agent. There are so many people involved in a transaction. I tend to be a problem solver, but that is one of the things I actually enjoy, because I am bringing that value to my clients. It alleviates my own stress too. It is great to work with another agent again when they remember that you made the last transaction easy.” Annette and Stephan share four children. They live in a new community in Corona and attend the Agape International Spiritual Center. As a family, they participate in the Hand-to-Hand Program to help feed the hungry. Annette comments that “since the economic shift, more people are hungry, even people who are working. There are a lot of regular people who are going through hard times. One of the main focuses of the program is to treat these people like an honored guest in your home. It is a different attitude that you have when you invite someone to your home, and they feel it.”

mom’s side of the family is from a third world country. She has always travelled there and helped people….My husband is such a giver, too. His philosophy is that you always give. I believe that we have to be the change we want to see.” “Every year I look back and feel good about my struggles and what I was able to accomplish in spite of them. I look back now at the crash and feel like those were my best years in real estate. That was when I did my highest volume. The most challenging moments are the moments that really push you and bring out your best qualities. They force you to push to the next level. It’s easy to get complacent when things are okay.” Every year for the last three years, Annette has ranked in the top five percent of Prudential’s agents nationally. She is proud of her professional achievements, but “being of service to whoever I come into contact with, whether it is my kids, my clients, or a person asking me for money on the street, that is what is most important to me. We are all here together and need to find a way to support one another as human beings.”

Annette credits her mother with teaching her to be aware of the needs of others and always ready to give. “My

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Annette Fraley Prudential California Realty 12335 Baseline Rd., Ste. 101 Rancho Cucamonga, CA 91739 Tel: 626-926-2972 Email: anete824@live.com Web: www.annetteandgabby.com BRE # 01503736

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Putting A Positive Spin On Workplace Evaluations

ave you ever worried about your annual evaluations? Do you know you do a good job at work, but your mind keeps spinning with all the things your supervisor said you need to improve? You are not alone. In fact, if you were to ask just about anyone who has just been evaluated what he or she remembers most, an honest response would be not the things that he or she is doing right. Rather, it is easiest to recall the supervisor’s suggestions for improvement. This has to do with the way our brain is wired. Everyday we are presented with millions of messages. The way that our perception works is that we select out the messages that are the most important to us. Think for a moment about how this relates to the evaluation process. Prior to going into an evaluation, what is the typical person thinking? Not, “I wonder what great things they are going to say about me this time.” Rather, you are more likely thinking, “I wonder what they are going to find wrong this time.” Because we set up our brain to look for this information, this will be what information we select out. Subsequently this is the information we will hold in long term memory, where it remains. And at a moments notice, we can replay the message like a broken record. Communication experts refer to this as “sharpening.” Sharpening happens when we pay attention to certain aspects of a message while ignoring or overlooking the other aspects of a message. Imagine you have a huge “mental highlighter” and at any given moment you take it out to mark or highlight the messages most important to you.

For instance, where would you use your “mental highlighter” if your evaluator said, “You’ve really had a great year. I appreciate how you’ve covered extra shifts for your colleagues who have called in sick. I also appreciate your willingness to take on extra projects. You have also come a long way with regard to learning the new computer system which represents an area that I’d like for you to continue to work on.” The reality is - all of these messages are of equal importance. However, because of our tendency to sharpen on the negative or corrective messages we are more likely to be driving home later that evening saying to ourselves, “I hate that computer system. I can’t believe that they expect me with all of my other roles and responsibilities to learn that too.” A good way to gauge whether you are sharpening on the negative or corrective aspects of a message is to play the game, “Get Off Your Buts.” When we are being evaluated, chances are we’re not as interested in the messages that come before the “but.” Rather, we are interested in the messages coming after. Supervisor: “You do a great job around here, BUT . .” Supervisor: “Overall we’ve seen great improvement, BUT . . ” To keep from sharpening, ask yourself, “what just came before the BUT that needs my attention.”

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Written By Susanne Gaddis

As you know, an evaluator’s purpose is to provide you with feedback. This is in hope that you will take this information and make positive changes in behavior. Equipped with the information that you learned from your evaluation, you are set to begin on a journey toward making these improvements. So, my best advice? Rather than letting your mind spin with all the things that your supervisor said that need to be improved, let your mind spin with all of the behavioral changes you can make so as to be the best employee you can be.

Susanne Gaddis, Ph.D., known as The Communications Doctor, has been speaking and teaching the art of effective and positive communication since 1989. Gaddis’ workshops, seminars, and keynote presentations are packed with tips and techniques that can be immediately applied for successful results. Gaddis also provides quality training and executive coaching for organizations, corporations, and associations across the United States. © 2008, Susanne Gaddis. All rights reserved. For information about Susanne’s Keynote Presentations or Executive Coaching, contact FrogPond at 800.704.FROG(3764) or email Susie@FrogPond.com; http://www.FrogPond.com

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E XECUTIVE AGENT MAGAZINE

By Julie Brown

William Soto

Destined For Real Estate

illiam Soto has a background in marketing, sales, property management, home repair, business management and customer service. It sounds like the dream skill set for a real estate professional, but it took several years for William to realize just what he had. After spending the early part of his career in advertising and managing his own business, William eventually followed his destiny and went into real estate. “The stars just aligned,” shares William. “You don’t know what skills you have until you need them and my past definitely helped me to build my future.” As a REALTOR®, broker and licensed contractor, William brings true meaning to the idea of being a full-service real estate professional.

ness. His father owned several rental properties and taught him from a young age the concept of passive income as well as how to fix just about anything in a house. His mother owned a Mexican restaurant and taught William about customer service and business management. Intrigued by the marketing side of running a business, William studied advertising and went to work for an ad agency. A few years later he and a fraternity brother came up with an idea for a fishing product and started an outdoor company. They manufactured their product and sold it to stores throughout California with success, but eventually hit a wall. “We exhausted the personal funds we put into the business and needed investment capital,” says William. “We just couldn’t get the business to the next level.”

William grew up in the real estate and restaurant busi-

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The experience fueled the entrepreneurial spirit that William inherited from his parents. He knew he didn’t want to go back to the corporate world, so he pursued a career in real estate. He earned his license in 2002 and went to work for a local brokerage company. William sold five properties in the first five months and attributes his success to good old fashioned customer service. “Growing up in the restaurant business you learn all about serving people,” explains William. “Some agents don’t like to pick up the phone anymore, but the way of doing real estate hasn’t changed despite all of the technology that we have. It’s still about serving people.”

In 2012 William joined Realty ONE Group in Mission Viejo and says they have the best financial model for agents to be successful. He also recently brought on a partner and is focused on building a team as well as continuing to grow his real estate portfolio. Even though he has his broker’s license, William has no plans to start his own business at this time. “I don’t want to worry about managing an office as I’d rather focus on my business and clients,” explains William. “It doesn’t matter what company you work for, it matters what type of service you provide. The brand doesn’t make you a better agent. Only I can make myself a better agent.”

By the time the recession hit, William had built a solid business, but diversified his skill set to survive the downturn and prepare for the future. Taking the lessons he learned from his father about using real estate to create cash flow, William flipped homes and relied on that extra income during the tougher times. He also broadened his education and earned a broker and contractor’s license. “You have to constantly reinvest yourself in this business and be able to adjust to the market changes,” says William. “The licenses help set me apart from other agents and I knew they would put me in a better position when the market turned back around. It also shows that I take this profession seriously and am passionate about the industry.”

William grew up in Orange County and is married with three kids. He started a Commission for Causes program where he donates a portion of his commission back to local charities. “I’m so blessed to be in the position that I am and want to give back,” says William. He is already taking his kids with him to work on some of his properties and is teaching them the value of hard work. He’s not sure if it will inspire a third generation of real estate investors in his family, but says he is motivated to work hard to send his kids to college. “I just want them to be entrepreneurs as that has been part of our family tradition and legacy,” adds William. “I’m glad that I’m still here doing real estate when a lot of people bowed out during the tough times. I’m positioning myself for a long term career.”

Those extra credentials have put William and his clients in a better position. When he looks at properties he can evaluate as well as provide contracting services to get any repair or construction work done. He’s even done the work on many of the homes he has bought and sold for his clients. “It’s a definite advantage for my clients because I provide that extra perspective as a broker, contractor and even as an investor myself,” adds William.

William Soto Realty ONE Group 25910 Acero, Suite 100 Mission Viejo, CA 92691 Ph: (949) 783-2499 wm@sotoaa.com BRE # 01328793

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Employment

n today’s job market, employers consider a multitude of factors when choosing qualified employees. They may be looking for people with a certain skill set or a certain educational background. Thanks to the power of the internet, they can perform extensive background checks, advertise jobs to millions of job seekers, and literally “shop around” for the best person to fill any opening. There have been many research studies done on what employers are looking for in an ideal employee. The one I often quote found that 85% of the reason that a person gets a job and then gets ahead in that job is due to attitude and only 15% is due to a technical skill. Employers are looking for someone who is willing to get the job done…and get it done without complaining or griping. Where are employers finding this type of employee? Many of them are looking at what they believe is a much more certain bet: graduates of faith-based colleges and universities. Here is what the Dallas Morning News has reported: “Many employers say the moral and ethical lessons that are taught along with the academic curriculum at faith-based schools better equip graduates to become valued employees.” December 7, 2006 Dallas Morning News “What I hear from the business people I’m dealing with is that ethics and corporate responsibility are absolutely at the top of their list when searching for new employees,” says Frank Lazarus, president of the University of Dallas. December 10, 2005 Dallas Morning News What does this mean to you? You may not have graduated from a faith-based school, but you can show that you have the qualities that the employer is looking for. You can highlight your integrity, your responsible attitude and your positive attitude. Read what these educators are emphasizing in their schools. 16

“Self-esteem is founded in the value of being created in the image of God and the adoption into God’s family.” Tim Myers, Director of Student Counseling Services, Southwestern Assemblies of God University “There was a time when the three r’s were shorthand for readin’, ‘ritin’ and ‘rithmetic, but those letters take on a new meaning in today’s faith-based schools. Respect, reverence and responsibility are the three r’s we stress for our students,” says Rosemary Seltzer, Principal of Christ the King, a 425-student k-8 school that has been challenging the minds and spirits of children for more than 60 years. The third r for responsibility reflects the expectations of the faculty and staff for the school’s students to understand their place in the community and the world, and to live what they learn in the classrooms, chapel and bible studies in word and deed. You can strive to showcase to your employer how you exhibit the qualities discussed here. You can be respectful of the authority of your boss, even when you disagree. You can show responsibility for your work. You can demonstrate your pride in yourself and your job by showing up on time and being productive throughout the day. You can make yourself employable and grant yourself career security. Notice I did not say job security – but if you are the right kind of person - there will always be an employer willing and even eager to have you in their organization. Zig Ziglar is a beloved author and America’s motivator. He is the author of 25 books and offers training and consulting to organizations all across the globe. To learn more about Zig and his business visit his website at www.ziglar.com

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Written By Zig Ziglar

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E XECUTIVE AGENT MAGAZINE

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Guy Knox

Helping Others Fuels Success By Julie Brown

uy Knox always set out to have a career that enabled him to help other people. He did just that as a former physical therapist aid and health club manager until the long hours and salary cap became too much for his growing family. “I stumbled into a job in the mortgage industry,” shares Guy. “It was right during the refinance boom and they were hiring. I enjoy finances and helping people and this business allows me to do both,” adds Guy. He went to work in a customer service call center for a mortgage company and focused on refinancing. “I was so enthusiastic because in many cases we were helping people to save hundreds of dollars,” stares Guy. That was until interest rates went up and the refinance boom ended. Luckily Guy’s passion earned him a promotion as a loan assistant where he learned everything he could about the business and started building relationships with REALTORS®. In 2006 Guy worked up the confidence to set out on his own as a loan officer but shortly after that the market began its rapid decline. The next few years were his toughest both personally and professionally. He bounced around a few jobs as many lenders went out of business. A doom and gloom attitude seemed to have affected everyone in the industry according to Guy. “I experienced many of the personal and professional hardships so many others experienced, but I always had a job and my faith in God has continued to give me strength and guidance,” explains Guy. “I questioned many times if I had made a mistake going into the lending industry, but knew that in the end I had to be the last man standing no matter what it took.” One of the things that changed Guy’s attitude and renewed his energy and enthusiasm was the book “Who Moved My Cheese,” which shares strategies to cope with change in life. “I lost it all, but slowly built it all back,” says Guy. “The experience has given me great appreciation for things and insight into what many others were going through as well.” He has taken that insight and used it to help consult his clients.

Educating his clients has been one of the keys to Guy’s success. He focuses on really sitting down with his clients to explain the “why” which has helped to ease their frustration and anxiety over the loan process. He also has invested in the latest technology including a software program that enables him to compare multiple loan scenarios over time and deliver meaningful advice to his clients. “I always ask my clients how much they are willing to pay to get the keys to their home and how much they are willing to pay to keep them,” explains Guy. “They have to be able to sustain their lifestyle and sleep at night with what their mortgage payment is or I have done them a great disservice.” Guy joined imortgage in 2010 and says it has been his best career move so far. “They have a great culture and operations team and are always consistent in everything they do,” says Guy. “They are set up to succeed.” What fuels his personal success is the appreciation that he receives from his clients. “It’s very rewarding to have a client thank you for your work,” adds Guy. “I’ve been doing this for so long that I can’t imagine doing anything else. It says a lot that I have made it through some really tough times, but have used that experience to really connect and help other people.”

Guy Knox imortgage 1250 Corona Pointe Court, Ste. 101 Corona, CA 92879 Tel: (951) 893-6307 Guy.Knox@imortgage.com www.imortgage.com/guy.knox NMLS ID 299995 www.imortgage.com/janet.scott NMLS ID 488762

imortgage is licensed by the California Department of Corporations CRMLA 4130969, NMLS 3096. Equal housing lender. 12/2013

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Hitting the Bull’s Eye

omebody once said the difference between a big shot and little shot is that the big shot was the little shot who kept on shooting. There’s much truth in that witticism. The reality is, no matter what our target might be, we seldom hit it on the first try unless the target is low, which means the accomplishment--and the rewards--will be insignificant. In bow shooting, experienced archers test the wind by using the first shot to judge its strength and direction, enabling them to zero in on the target with their following shots. In short, archers learn from their mistakes. That’s good advice for all of us. Success in business, athletics, science, politics, etc., seldom comes on the first effort. Walt Disney went bankrupt a number of times and had at least one nervous breakdown before he made it big. Athletic skills are acquired over a long period of time and after countless hours of practice. Authors by the hundreds can tell you stories by the thousands of those rejection slips before they found a publisher who was willing to “gamble” on an unknown. It’s more than just a cliché that persistent, enthusiastic effort produces powerful, positive results, that failure is an event--not a person--and that the only time you must not fail is the last time you try. Whatever your target might be, chances are good that you’re not going to hit the bull’s eye on the first effort you make at being “successful.” The key is persistence and the willingness to try again in the face of those early misses. You can learn from those early mistakes and if you do keep on shooting, it’s just a question of time before you, too, are hitting the bull’s eye.

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Written By Zig Ziglar

Zig Ziglar is a beloved author and Americaâ&#x20AC;&#x2122;s motivator. He is the author of 25 books and offers training and consulting to organizations all across the globe. To learn more about Zig and his business visit his website at www.ziglar.com

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Written By Greg Whitaker

f you make hiring decisions, take a few notes. There’s a hiring tool not many people are aware exists. Written as early as the 1600’s and in use all over the world today, this powerful pre-screening method is known as Graphology or handwriting analysis. The American Heritage® Dictionary of the English Language, 4th Edition defines Graphology as “The study of handwriting, especially when employed as a means of analyzing character.”

By no means inclusive, a list of personality traits handwriting can reveal: Productivity / Goal Setting / Procrastination Self-esteem / Determination / Persistence Mental Processes / Emotional Expression

Some mistakenly assume it is related to palm reading, astrology, numerology, etc. Nothing is further from the truth. The Library of Congress recognizes Graphology as a science, listing it under Psychology.

Graphology isn’t 100% accurate. No screening method is. People are too diverse in their behavior and actions. But a sharp analyst can give you a very good idea whom you’re dealing with before you hire. You can screen existing staff for promotion, team building, or conflict resolution. You might save time, hassle, and money while you’re at it. I say throw convention to the wind and give handwriting analysis a try. Order a quick profile analysis of yourself or a current staffer. This is to test the analyst’s accuracy. If you’re impressed and want to explore further, a more indepth analysis can be requested.

Traditional hiring techniques involve written application, interview, and references. People can become adept at interviewing. You are relying on subjective answers from applicants. Who lists references that discredit past performance? Handwriting analysis can really supplement existing hiring processes. This personality assessment tool is an “ace up your sleeve” before or after interviewing prospects. Here’s how it works. Individual letter formations reveal personality traits when we write. Basic psychological principles are observed such as dark/light, left/right, narrow/ wide, up/down, etc. What’s written isn’t important; how it’s written is. Handwriting is as unique as a fingerprint. An experienced analyst sees traits in all their combinations on paper. The handwriting should be analyzed as a whole. One of my first clients wrote me a check. A few days later I noticed an unusual trait in his signature. I emailed asking had he ever had a severe injury of lower leg or foot. He had suffered a severe ankle injury and asked how I knew. Without divulging trade secrets, I gave a hint. I’m certainly not a doctor. Nor do I diagnose illness or recommend treatment, since I have no medical training or license. The above true account is simply meant to illustrate one of many things found in handwriting. 26

Positive aspects of Graphology: Objective / Nondiscriminatory (analyst never meets applicant) Doesn’t rely on subjective input from applicant Your competition probably doesn’t know about handwriting analysis

Age, gender, and race can’t be determined by handwriting analysis. Graphology should never be used as the sole criteria for hiring decisions, but should supplement existing screening methods. You have to make a profit. You hire and retain people to do that. Understanding those people and their potential is just smart business. Handwriting analysis can help in that endeavor. Remember, it’s not what you write that counts, but how you write it! Greg Whitaker is a Certified Master Handwriting Analyst. He is a member of The American Association of Handwriting Analysts (AAHA), with a working background including 5 years military service, 3 years Radio/TV broadcasting, and nearly 4 years in the lending industry. Copyright 2004 by Greg Whitaker. All rights reserved. For information, contact Frog Pond at 800.704.FROG(3764) or email Susie@frogpond.com; http://www.frogpond.com.

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An Unusual Hiring Tool

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Get More Clients Using

arketing is like rowing. You pull hard on the oars to go forward, then lift them out of the water and push them back to finish the stroke and get ready for the next pull. Once you’ve got the sequence of the stroke right, you and your boat slip forward through the water and build speed and momentum. If you push when you should be pulling, the boat goes backwards, or, even worse, you lose your balance and fall into the bottom of the boat. One of the biggest mistakes people make in marketing their services is to simply PUSH information about their services and themselves out to prospects and hope that this will result in attracting prospects. Unless you are already a household name and in such demand that your phone is ringing off the hook, this approach rarely attracts the numbers of new clients you want. The result is that most marketing falls into the bottom of the boat instead of propelling your business forward. An alternative to the typical push and hope approach to marketing is to PULL prospects in and then in the context of a growing relationship, PUSH useful information out to them. If you want prospects to remember your firm when they have a need for your services, start by attracting their interest.

Generate interest by focusing on what your potential clients want and the problems they need solved. Use this client centered marketing strategy to pull prospects in so you can push your expertise out to them. Give them ideas they can apply instead of information about credentials, or past clients. Like rowing your boat, you won’t move very far unless you repeat the sequence again and again. Are you pulling prospects in or just pushing your information out? Review your marketing materials to see if you have the sequence right. Take a look at your web site, brochures, newsletters, correspondence and postals. PULL TACTICS – Client Centered Do your marketing materials 1. Begin with a clear identification of the niche market(s) you work with? 2. Lead with client problems and concerns? 3. Use the two elements above to create a picture that your target market can identify with? 4. Provide useful ideas that your target market can use and that demonstrates your expertise?

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Pull Then Push Marketing

Written By Charlie Cook

PUSH TACTICS -You centered Do your marketing materials

details about your services, credentials and testimonials. But this is often the last information you need to provide.

1. Focus on you, your services and staff? 2. Focus on glowing testimonials and your client list?

Use the pull then push strategy to get your marketing moving. You’ll be amazed as you watch both your prospect and client lists grow and your business gains momentum.

Which works best? Both. The challenge is getting the emphasis and order right. The pull then push marketing sequence that works to move your business forward involves the following: 1. Create resources that pull prospects to you and your firm. 2. Get prospects to give you their contact information (Most firms let over 99% of the people who see their information go away and never follow up) 3. Push useful information out to self-selected prospects on a regular basis. (Remember the majority of buyers won’t make a purchase until they’ve had a minimum of 5-6 contacts with your firm.)

Charlie Cook, Marketing Coach, helps small business owners and marketing professionals attract more clients and be more successful. Sign up for the Free Marketing eBook, ‘7 Steps to get more clients and grow your business’, full of practical marketing strategies you can use at: Small Business Marketing Strategies Copyright©, 2005, In Mind Communications, LLC. All rights reserved. For Information, contact the Frog Pond at 800.704. FROG(3764) or email Susie@frogpond.com; http://www. frogpond.com

When your prospects have a compelling need, they will turn to the firm that they’ve had regular communication with, know and trust. At some point prospects will want more ExecutiveAgent Magazine

E XECUTIVE AGENT MAGAZINE

By Julie Brown

Steven Abraham ExecutiveAgent Magazine

F IRST TEAM® WELCOMES

teven Abraham is a former musician who spent the early part of his career performing with many famous artist and groups. Nearly three decades later he’s still working with many of the top names in music and entertainment as a successful Realtor® with First Team Estates® and has earned the nickname “Realtor® of the Stars.” As a top producer he sells the most luxurious homes in Orange County, with a full team supporting him, Steven still prefers to be a hands on Realtor®. “When my clients contact me, I’m on it and am committed to doing the best job I possibly can,” shares Steven. As a musician, Steven toured throughout Europe and the United States with many music legends including B.B. King, The Platters and Lee Greenwood. When the touring ended he followed in his family’s footsteps as a fourth-generation clothing merchant. Steven owned and operated several apparel stores, but always stayed personally invested in real estate. In 1993, he sold his apparel business and made real estate his official career. “Whatever career path a person chooses, I believe experience is one of the most important ingredients to success,” says Steven. He was able to use his experience in business management and sales to help build his real estate business. Like any other sales business, the key to success is all about client service according to Steven. “It’s crucial to understand your client’s wants and needs in order to provide the very best solution for them,” explains Steven. “When you are an ethical person, have knowledge and experience, and truly have your client’s best interest, everything falls into place.” In addition to great service, Steven stresses the importance of relationships in building a successful business. He estimates that 90% of his business is based on referrals. “I dedicate every day, all day, to assisting my clients,” shares Steven. “I have built my business working with anyone and everyone interested in a real estate transaction.” Though he specializes in working with high-net worth individuals, his client base includes first time home buyers, tenants, landlords, relocating buyers and more. He also enjoys working with people buying and selling businesses, investment properties and commercial sales and leases. Buying and selling homes can be a tough process for some, especially for people relocating which is considered the third most stressful life changing event after death and divorce according to Steven. “When my job is performed correctly, I make the entire process for my client as stress free as possible,” says Steven.

inspection and event that involves his client’s property. Doing so enables him to provide beneficial feedback as well as meet potential new buyers. “Many top-producing agents delegate an assistant to attend the showings and inspections for them,” explains Steven. “I couldn’t run my business this way as I believe this approach is not servicing the client to the best of one’s ability.” One of his areas of expertise is in contract negotiation. His skills have enabled him to negotiate sales prices an average of 10-20% more than competitors and assist buyers in saving as much as 30% in some cases. “Knowing how far to push the envelope, being an excellent listener, and demonstrating even-handed diplomacy, are essential as I help buyers and sellers wend their way through the emotional process of closing their deal,” says Steven. “My value to my clients is achieving the best price and best terms possible for them.” In addition to being a skilled negotiator, persistence has also helped Steven to secure great deals for his clients. He shares the story of a buyer he represented that was outbid at an auction. Steven contacted the auction company daily and discovered that the property fell out of escrow. “I refused to give up and it paid off,” explains Steven. “My client purchased the property for less than $3 million and a few months later rejected a purchase offer for $8.5 million, as he had no intention of selling. The amazing fact is that this Orange County estate is a slightly larger than 30,000 square feet on two acres with an ocean view.” Steven joined First Team this year, with 28 years of professional real estate experience, and says the decision was an easy one. What attracted him to the company was their reputation, marketing expertise and the unique resources they offer their clients including a call center. “First Team understands what drives this sophisticated local real estate market and has pioneered a repertoire of proprietary innovative tools and strategies that clearly benefit our clients by maximizing our client’s home’s values,” says Steven. “Bottom line, First Team supports me in fulfilling my client’s needs.” Steven Abraham First Team Estates 900 Glenneyre Street Laguna Beach, CA 92651 Ph: (949) 378-4005 LagunaCastles@cox.net www.LagunaCastles.com BRE # 01246369

Even though Steven has a full-time professional team assisting him, he is sure to be a hands-on Realtor®. For him that means personally attending every showing, ExecutiveAgent Magazine

Letting Go Vs. Giving Up

ave you ever wondered what the difference is between ‘letting go’ and ‘giving up’? There certainly seems to be a very fine line between the two. Intuitively, I know there is a different feeling between the two, but it’s only recently that I was able to understand the essence of that difference.

of is the attachment to the results, especially the results I decided the action would have before starting. This process allows me to play out the hand knowing ‘Yes, I might win; Yes, I might lose’ but either way I gain something from the experience”. It also allows me to keep investing energy into whatever it is.

For me, ‘giving up’ is like folding your cards in poker, throwing in the hand before all the cards are dealt. You stop investing energy into the project and concede failure at a point way before the finish line. Like in poker, we usually fold as a result of fear, uncertainty or a spot-on analysis of the situation and the likelihood of success. You can usually tell the difference by how you feel about the ‘giving up’ after you’ve done it. When you feel calm, confident and free, you can be pretty sure it was based on sound analysis. There are definitely times when moving on is the appropriate way to go.

So often in life we judge ourselves not by the results of our actions, but by what we decided in advance the results ‘should’ be, our expectations.

On the surface, ‘letting go’ looks the same. What I now understand, however, is that what I’m actually letting go 32

We often speak of others’ expectations of us and how deadly they can be, yet we forget that we develop expectations as well. In many ways, our own expectations can be more devastating than someone else’s expectation of us. We may have an initial knee-jerk reaction to the idea of someone else having expectations, something inside us that shouts ‘No!’ even as we try to live up to them. Unfortunately, our own expectations seem normal and ‘right’ and we rarely question them.

ExecutiveAgent Magazine

Written by Louise Kaelin

A long time ago, I heard an _expression that I must admit I don’t remember as consistently as I’d like: Let go and let God. For me, it’s the essence of letting go of my attachment to the results. I believe (and tell my clients) that it is our job to figure out what we want, to develop a clear picture of that and to start moving towards it. It’s God’s responsibility to figure out “how”. Our actions send a strong message that we are truly committed to experiencing whatever our stated goal is. The process is definitely one of “co-creation”. Next time you are feeling disappointed in how things are turning out, here are some questions to help you determine if it’s time to let go: How have I defined success in this area? Where did that definition/number come from? What is that result supposed to bring me? What feeling? What other definition/number can bring me that feeling? What am I learning in the process?

Am I taking all the actions necessary to make this come true? Am I willing to let go of my attachment to the results? Louise Morganti Kaelin is a Life Success Coach who partners with individuals who are READY (to live their best life), WILLING (to explore all options) and ABLE (to accept total support. She publishes a free bi-monthly newsletter, The 3-Minute Coach, which offers tools, ideas, strategies and action plans to assist individuals in creating the life they truly want. In addition, she is the author of the ebooklet “Blueprint for Success: 101 Tips to Reclaim your Vital Energy & and Get the Results You Want “. Copyright© 2003, Louise Morganti Kaelin. All rights reserved. For more information about Louise, contact the Frog Pond at 800.704.FROG(3764) or email susie@ frogpond.com; http://www.frogpond.com.

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More Control. More Deals. At Eagle Home Mortgage, our world revolves around the relationships weâ&#x20AC;&#x2122;ve cultivated with the real estate community. Our culture is geared toward support and empowerment of our loan officers, in order to provide the best possible service to you and your clients. Everyone at Eagle Home Mortgage is focused on the importance of closing loans and closing on time. Unlike other lenders, we process files locally, use in-house underwriters and have our own appraisal management team. This results in more control, improved communication and a faster, more efficient process; so as partners, we can make more deals happen.

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