EXECUTIVEAGENT MAGAZINE
Risa Myers Executive Agent of the Month
Inside Features: Holly Frost imortgage
Kevin J. Hood GreenTree Properties
Eliza Zerehi Berkshire Hathaway HS
TM
Purchase Financing:
Compare our stats to the industry. At Evergreen, we’ve never lost sight of the fact that serving real estate industry professionals and their clients is the cornerstone of our success, yesterday, today and tomorrow. As evidence of our focus on the home purchase market, we invite you to review our purchase loan percentage compared to the industry: Purchase Business Percentages
2013 YTD
2012
2011
Evergreen
75%
73%
83%
Industry
39%**
29%
**
**
32%
** Source: Mortgage Bankers Association (MBA) Percentages reflect portion of total volume that were purchase transactions.
That’s why we’ve developed an infrastructure with systems and procedures that allow us to quickly process loans so that we close On Time and as Promised®. In fact, our entire platform is engineered to close purchase transactions in 14 days*.
But stats are only part of the story. It’s the care and compassion of every Evergreen associate that makes a difference and is felt by the customers we serve. As a lender with strong convictions and a proven track record serving the purchase market, we invite you to become a business partner with Evergreen.
Michelle Coolidge-Tondu Sr. Loan Officer & VP / Corporate Relationships NMLS 176580
tel 310-818-1011 fax 855-296-8279 mcoolidge@evergreenhomeloans.com www.michelletondu.com 21250 Hawthorne Blvd Ste 500 Torrance, CA 90503 Branch NMLS 1127143
*The 14-day close does not imply a guarantee of any kind and only references the historical service level provided by Evergreen on standard FHA, VA, and conforming conventional loans. Assumes expeditious and complete cooperation by all parties to the transaction. Not all applications are eligible for a 14-day close, including but not limited to jumbo loans, renovation loans, loans brokered to other lenders, or properties requiring repairs. Not all applicants will qualify; certain restrictions apply. © 2014 Evergreen Home Loans is a registered trade name of Evergreen Moneysource Mortgage Company® NMLS ID 3182. Trade/service marks are the property of Evergreen Home Loans. All rights reserved. Licensed under: Arizona Mortgage Banker License 0910074; California-DBO Residential Mortgage Lending Act License 4130291; Hawaii Mortgage Loan Originator Company License HI-3182; Idaho Mortgage Broker/Lender License MBL-3134; Nevada Mortgage Banker License 3130; Oregon Mortgage Lending License ML-3213; Washington Consumer Loan Company License CL-3182. 1/14
contents
Southern California’s Publication for the Real Estate Professional
ExecutiveAgent
Magazine
January, 2015
South Bay
Cover Story
Editorials
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
14 - John Boe: Burn Your Boat
32 - Linda Brakeall:
Successful Realtor® Profile
28 - Carla Cross:
ADVERTISERS’ INDEX
Creating Credibility With Clients
City of Hope.....................................30 Evergreen Home Loans......................2
09 - Mike Ferry: Monthly Report
imortgage.................................25 i Photography Studio...............23 & 31
10 - Chris Widener:
Seven Steps to Achieving Your Dream
06 - Zig Ziglar:
Kinecta Federal Credit Union....8 & 36 SBAOR....................................35 The Termite Guy...............................24
Recognizing Potential
17 Marketing Director: Frank Arrias Editorial Manager: Trudy Van Graphic Designer: Garon T. Arrias Photography: i Photography Studio, Ian Wiant, Rob Paino Writers: Lalaena Gonzalez–Figueroa, Shannon Hartsoe, Haley Freeman, Steven McReynolds
Risa Myers
Executive Agent of the Month
26 Holy Frost
04 Kevin J. Hood
12 Eliza Zerehi
ExecutiveAgent Magazine
© Copyright 2014 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.
3
E XECUTIVE AGENT
TM
MAGAZINE
KEVIN J. HOOD Written by Haley Freeman
K
evin Hood is a native San Diegan who loves his Southern California heritage. “I have always been a SoCal boy. I loved the ocean and surfing with my friends growing up. I can’t imagine leaving Southern California,” he says. He and his wife, Melissa, established their family and business in San Clemente. “We love it here and wouldn’t change it for anything. It is a close community with a small town feeling. When we walk down the streets, we see lots of people we know, and we love being a part of the community we work in.” Kevin began his career in the mortgage side of the industry, working for E Trade Financial and IndyMac Bank. In 2004, he made the decision to get his broker’s license and start his own mortgage company. “Being in the corporate environment, I realized that it wasn’t for me. Starting my own company allowed me the flexibility to spend more time with my family and grow my own busi-
ness. I’m not afraid of taking risks as I had just bought a new house, and four months later I quit my job. Looking back I realize that I didn’t even think about the repercussions. I just had faith that we would make a success of it.” Kevin and Melissa did make a success of GreenTree Loan Solutions. “We built up a good name for ourselves. We saw a lot of changes in the market as it peaked and then crashed in 2008. I had to make a decision about whether I was going to continue down that path, go back to work for a large bank, or try my hand at real estate.” Kevin saw an opportunity to build a new kind of real estate brand, one founded on integrity and positivity – qualities which seemed to be lacking in many of the individuals he had previously met in the business. “When I decided to reach out and use my license to start a real estate company, I wanted to create something new and progressive – a place where everyone is kind to one another and treats others the way they want to be treated.”
ExecutiveAgent Magazine
A mentor helped Kevin to establish himself in the foreclosure market by introducing him to a number of asset managers. “It usually takes a couple of years to build up a book of business, but with the help of my associate, I was able to get into those departments, acquire the business, and along with it a fast education in real estate. I did a lot of volume during those few years when there was so much REO work. Many agents learn from an instructor – I got to learn hands-on in the field.” Today, Kevin is expanding his company to make room for more agents in his interactive, people-focused culture. With a larger office, he is excited about bringing on new people who share his passion for professionalism and customer service. “We have been looking for the right location for a long time. We’re not trying to build a traditional corporate culture. I don’t want to mandate desk hours for agents. They will have more success out meeting people and hosting open houses than sitting behind a desk all weekend.” He continues, “The vision we have for the new office is collaborative. There is an open layout, and we want this openness to contribute to a culture where everyone can share ideas and information. We imagine this as a place where agents want to come together and enjoy working in a comfortable environment while having a cappuccino. We are building a place where they can proudly bring their clients and show them what our work environment is like.”
of them as family. We support one another outside of the office as much as inside. We are looking for agents who are self-sufficient and motivated and want to take home more of their commission than they do at a big franchise. Our goal is to invest in people who will come here and stay.” Reflecting on the human significance of his role as a Realtor®, Kevin says, “The monetary value pales in comparison with the sentimental value of a home – the hallways where kids learn to walk or the carpet stain where the dog got sick after eating the Halloween candy. It is a privilege to be allowed into peoples’ homes, and it is something I don’t take for granted.” Kevin J. Hood GreenTree Properties 156 Avenida Victoria San Clemente, CA 92672 Ph: 949-350-5495 Email: Kevin@greentreeproperties.net Web: www.GreenTreeProperties.net CalBRE # 01476642
‘Crafting a Progressive Real Estate Culture’
Melissa is also a licensed Realtor® and the company’s office manager, taking care of the day-to-day needs of the team. “We don’t look at our team like a staff, we think ExecutiveAgent Magazine
EA
Recognizing Potential
A
New York businessman dropped a dollar into the cup of a man selling pencils and hurriedly stepped aboard the subway train. On second thought, he stepped back off the train, walked over to the beggar and took several pencils from the cup. Apologetically, he explained that in his haste he had neglected to pick up his pencils and hoped the man wouldn’t be upset with him. “After all,” he said, “you are a businessman just like myself. You have merchandise to sell and it’s fairly priced.” Then he caught the next train. At a social function a few months later, a neatly-dressed salesman stepped up to the businessman and introduced himself. “You probably don’t remember me and I don’t know your name, but I will never forget you. You are the man who gave me back my self-respect. I was a “beggar” selling pencils until you came along and told me I was a businessman.” A wise man said, “A lot of people have gone further than they thought they could because someone else thought they could.” How do you see others? The greatest good we can do for anyone is not to share our wealth with them, but rather to reveal their own wealth to them. It’s astonishing how much talent and ability rests inside a human being. Just as the first step to success is knowing your own potential, the second step is knowing the potential of others. Fortunately, as we recognize our own ability, it’s easy to recognize the ability of others. Once we see it, we can help them discover it for themselves. 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.
6
ExecutiveAgent Magazine
EA
Written By Zig Ziglar ExecutiveAgent Magazine
7
LOAN CONSULTANTS
Now Hiring Mortgage Loan Consultants throughout Los Angeles!
Offering twice monthly pay, high commission splits, full benefits, expense accounts, marketing support, local processing operations, laptop and mobile phone. We need top salespeople to promote our unique products and join a great team!
Contact me today! Duane Reddington Mgr., Mortgage Loan Sales tel: 310.643.2238 dreddington@kinecta.org | NMLS# 410579 www.kinecta.org/dreddington
You can also APPLY NOW at www.kinecta.org or e-mail resumes to ajackson@kinecta.org The Kinecta Difference: Not-for-profit • Member-owned • Over 70 years in Business NMLS (Nationwide Mortgage Licensing System) ID: 407870. Kinecta is an Equal Opportunity Employer. 16931-12/14
E XECUTIVE AGENT
TM
MAGAZINE
Monthly Report Category 2 are the agents doing 5/6 to 9/10 transactions a year and, so often, these are people who’ve been in the business for a period of time and just worked past clients and center of influence. It’s interesting talking to them because they can’t even imagine doing any more than what they do. Category 3 would be everybody else, with the exception of that unique group of people like yourself who truly want to make sales a profession ... productivity a natural conclusion ... and make respectable money in the process. What I want you to think about as we enter 2015 is which category you’re in and if you want to move up and do more, we need to plan carefully how that’s going to happen. Depending on where you want to go, we’ll determine the amount of planning and execution that is required. Don’t kid yourself, you can do a lot more. And, if we can help you do it, be sure to let us know. In the meantime, have a great holiday season.
F
or many years everybody talked about the 80/20 rule when it came to selling or to business. It seems things have changed dramatically. Over the last 2 years, in talking to tens of thousands of Real Estate agents ... and virtually watching the blank look on so many agents’ faces ... it seems the rule has now become 95/5 (at best). When you think about it carefully, it’s probably not an exaggeration. If you look at the office you work in (and I’m sure there are some exceptions) you’re going to see that the majority of people simply don’t do anything. There are reports, and there’s no way to verify them, that up to 50% of all the agents in the U.S. did not do a deal in 2014.
“Get Your Plans Written And Keep Learning” Mike Ferry - CEO The Mike Ferry Organization 7220 S. Cimarron Road, Suite 300 Las Vegas, NV 89113 800-448-0647 702-430-4406 (Fax) www.MikeFerry.com
The blank look on agents’ faces that I see every day almost verifies what we’re referring to. I believe there are still 3 categories of agents ... and we need to decide in 2015 which category you would like to be in. Category 1 is the new licensees or the people doing from zero to 4/5 transactions a year. I don’t know why they stay in the business ... they’re certainly not great salespeople ... and new ones coming in don’t seem to be that interested in learning how to do their jobs.
Your Success is Our Mission! ExecutiveAgent Magazine
EA
Seven Steps To Achieving Your Dream “Vision is the spectacular that inspires us to carry out the mundane.”
C
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 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.
10
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 example: A person with no college education can dream that he will build a 50 milliondollar 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. 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
ExecutiveAgent Magazine
EA
Written By Chris Widener
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 short-term 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. 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
11
E XECUTIVE AGENT
TM
MAGAZINE
Eliza Zerehi Written by Haley Freeman
E
liza Zerehi is a broker associate at Berkshire Hathaway HomeServices, Beverly Hills with nearly 20 years of experience selling some of the most unique and desirable real estate in the world. She understands the needs and sensitivities of buyers and sellers in
Eliza began her real estate career at the firm of notable business executive and investor Fred Sands, where she received world-class training. She went on to work with a number of major real estate brands including Coldwell Banker, Nourmand & Associates and Sotheby’s. “I tend to work with high-end properties,” Eliza says. “I will go wherever my clients need me, but the majority of my listings are located in Brentwood, Westwood, Beverly Hills and Santa Monica. I handle single family residences as well as income properties, and I also work with a partner to facilitate commercial transactions.” By working in the corporate real estate environment, Eliza offers her clients the stability, connectivity and support that come with a reputable brand. “At Berkshire Hathaway, my clients benefit from the company’s wide access to marketing resources, social media and our network of agents. If I have a pocket listing, I can go to all of those agents and get a response before the property ever hits the market. I also have a very knowledgeable staff that I can rely upon to help me with whatever my clients need.”
these elite markets and how to successfully market their one-of-a-kind properties.
Clients in the luxury home market have needs and expectations that differ from the traditional marketplace. Eliza has both the professional expertise and the personal sophistication to deliver service to her clients that is on par with their requirements. She also possesses the right relationships to get business done in exclusive markets. “I am in my comfort zone working at that level. I am honest and very punctual, and people are quick to trust me. I have strong negotiation skills, and I make sure that my client is educated about their transaction. I check the market four or five times a day to evaluate what homes are going for and how long they are staying on the market. Then I communicate with clients to make sure they have the most current information to help make their decisions easier.”
ExecutiveAgent Magazine
EA
Selling the Diamond Life Always sensitive to the stresses her clients may be experiencing during a transaction, Eliza describes herself as “a good psychologist. Whether clients are selling or buying, it is a very emotional process and they may feel scared or vulnerable. I always try to put myself in their shoes and help them to feel comfortable with the decision they are making. I try to support them by giving them confidence that they are working with someone who is competent to take care of the paperwork and legal aspects of their transaction. It is also important to know the right words to say to the other party in the deal so that they do not get aggravated and destroy the deal for your client. Problem solving is a big part of what I do.” One of Eliza’s very appreciative clients had this to say about her unparalleled service: “Thank you very much for your hard work. It is because of your professional work that I managed to purchase my beautiful property in Brentwood at a good price. You worked very hard to get the best price for me. I would definitely recommend you as an excellent real estate broker to anyone, and I’m looking forward to doing more real estate business with you as my broker. Thanks again for everything you have done for me,” says H. Naghi. Eliza’s caring nature is also evident in her contributions to her community. She regularly donates to UNICEF and local facilities for the elderly. Eliza is also a big advocate for the environment. “I encourage my clients who are building to go eco as much as they can.” Eliza describes her husband as “my great mentor in my life. We raised two wonderful, successful daughters that I am so proud of.” Working in this very demanding field, Eliza finds peace in swimming or driving to Malibu to spend a couple of hours by the beach. “By the time I leave, I feel like I have resolution and I can go back and take care of things,” she says. “I understand that high-end clients have high expecta-
tions. I am always reachable, and I help them make wise decisions with information based on my experience and education. I value every single person I work with as a client and as a friend.” Eliza Zerehi Berkshire Hathaway HS 9696 Wilshire Blvd., 3rd Floor Beverly Hills, CA 90212 Tel: 310-926-3835 Email: Ezerehi@yahoo.com Web: www.ElizaZerehi.com CalBRE # 01175838
ExecutiveAgent Magazine
EA
Written By John Boe 14
ExecutiveAgent Magazine
EA
Burn Your Boat
I
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.” 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? 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. 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. 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. 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. 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
ExecutiveAgent Magazine
15
Nomination Form Nominate a fellow REALTOR速 to be featured 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. 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.
I Nominate: Name_______________________________ Company___________________________ Address____________________________ _____________________________________ City, State, Zip_____________________ _____________________________________ Phone______________________________ Email_______________________________ Submitted By: Fax/Email nomination to: Executive Agent Magazine PO Box 73384 San Clemente, CA 92673 Fax: 949.266.8757 Email: Info@eamag.net Tel: 949.366.3349
Name_______________________________ Company___________________________ Phone______________________________ Email_______________________________
EA
Cover Story
Risa Myers Executive Agent of the Month
ExecutiveAgent Magazine
Risa Myers “Get the Star Treatment” By Haley Freeman - Ian Wiant Photographer
I
f you could bottle enthusiasm, Risa Myers would be the next Coca-Cola. Her effervescent personality and real estate expertise combine to create fantastic results for her clients, and everyone has a great time along the way! Risa is not shy about revealing the fact that she grew up as one of eight children in an economically disadvantaged family, often living in small apartments in bad neighborhoods. “Early in my life I aspired to the ‘American Dream’ of owning my own home. I wanted to be that cookie-baking mama who gathered the family around the table for dinner at 6:00 every night.”
As for the rest of her team, Risa says, “I look for trust and energy in people. I want to work with somebody who is excited to get the job done. My team includes 10 women and they all have so much talent – I am constantly blown away because they are so good. I do a lot of volume, so I get the best service response from all of those professionals who support me. When my clients hire me, they hire the whole team. My listing packets include pictures of all of the team members with a description of what they do so that my clients know everyone who is working for them.” A fixture in the South Bay community, Risa says she knows everyone. “I grew up here, and I know and love my area. I generally refer out if a client needs property elsewhere so that I can focus on what I do best. I know the schools and neighborhoods and have the knowledge to find the right fit for my clients’ needs.”
That dream inspired Risa’s interest in real estate, and after an early career in corporate operations and sales, she went on to obtain her license. Today she is a top-producing agent at RE/MAX, ranked #39 of 680 of her Southern California peers. Risa is quick to share the credit for her successes. She describes her executive assistant, Rose Powers, as “the wind beneath my wings. I cannot do this without her. Rose has been right alongside me for four years now. We love each other. She shows up every day with a great attitude and works hard – she is detail-oriented and gets things done.”
Risa’s commitment to her clients’ welfare is evident in every transaction. She goes the extra mile, even when it means correcting someone else’s mistakes. “I once wrote a check for $10,000 for a client who didn’t get their buyer credit at escrow. The mistake was made by someone else in the transaction, but I made it right. It hurt, but I felt it was the right thing to do.”
ExecutiveAgent Magazine
From L - R: Melody May, Graphic Designer; Michelle Coolidge-Tondu, Mortgage Lender; Kara Wilkins, Home Warranty Representative; Bree Walrath, Computer Tech; Renee Barnett, Office Coordinator; Risa Myers; Rose Powers, Executive Assistant; Kathleen Knoll, Title Representative; Pamela Boboc, Director of Social Media; Beth Lester, Home Stager; Lisa McMullen, Escrow Officer; Janet Johnson, Transaction Coordinator Risa’s number one reason for loving her work is it’s an opportunity to help others. She strives to make each transaction stress-free and enjoyable for buyers, sellers and the other agents. “I want to be the kind of Realtor® that I would want to do business with – the kind you brag to your friends about.” And people do brag to their friends about Risa. She is the recipient of numerous, sincere thank you letters and generous gifts from grateful clients. The greatest demonstration of their gratitude comes in the form of referrals, which make up about 95% of Risa’s business. One young couple gave Risa the most meaningful thank you of her career. “While the home they wanted was in escrow, we realized that it had a lot of problems and the seller wouldn’t fix anything. I had a bad feeling about it and advised them not to buy. That decision ended up being especially important because they found out they were pregnant and it wasn’t the right time to buy. We connected on such a deep level through the buying process, that they asked me to be the Godmother to their son. I am
more than just a Realtor®. This business can’t be about money. When I look at the box full of cards and letters from my clients, I see evidence of all the good we do and how many people we have helped.” To say thank you to her clients in return, Risa hosts an annual customer appreciation bash. “This year’s party was an Elvis theme. We always host it at Polliwog Park in Manhattan Beach, and every year we have gifts for everyone there. There is music and food – we spare no expense to make sure everyone has a great time.” With her dazzling personality and California smile, it is no wonder that Risa has also become an industry television star. She and her clients have been featured on HGTV’s “House Hunters” and “House Hunters Renovation”. “When I found out HGTV was looking for Realtors®, I submitted my application and was relentless with follow up. When I decide to do something, it’s going to happen. I have a lot of tenacity, so I made a video and sent it in, and I got the opportunity!”
ExecutiveAgent Magazine
More Than Just a Realtor® Risa is passionate about marketing her business. Everything she does sets her apart from the crowd. For Thanksgiving, she sent clients gratitude spoons. “There was a card attached that talked about starting a new holiday tradition. The person holding the spoon talks about what they are grateful for and passes it to the next person. I have personalized blankets made when a baby is born. I host housewarming parties for new buyers. I provide all of my sellers with leather-bound listing packets featuring an 8x10 photo of their home on the front. I’ve always been entrepreneurial and had a knack for marketing. I love to do things that are outside the box.”
Risa with Godson, Gabriel, and his parents, Diego and Ashleen Caino
Risa thinks outside the box in every aspect of her business. “When I write an offer, it gets accepted. It is no accident. The offers I submit stand out. I include photos
of my clients who want to buy the home along with a wonderful letter about them and why the house is a good fit. I assure the seller and their agent that when they accept our offer, it will be a smooth transaction. My goal is to take care of my clients and get the deal done.” Risa is also generous about sharing her ideas and expertise with fellow professionals.
ExecutiveAgent Magazine
She is the Director of Networking for RE/MAX Estate Properties, and every Thursday Risa hosts a meeting in the Torrance office. She provides training, invites guest speakers and creates a forum where agents can share their off-market listings. While Risa loves her life in real estate, she has another passion that is also about being of service to others. “Long before I had a corporate job, I was a minister. This is my true calling, and I hope to get my self-help books published in the next year. My soul’s journey is to be of service, and that is when I’m the most happy and fulfilled. I believe this is my life’s purpose.” Giving back to the community is especially important to Risa. She donates a portion of every commission to Children’s Miracle Network Hospitals and participates in their annual fundraising run.
Risa is working on a self-help series, which includes her life story. “I came from a big family that was poor and had a lot of struggles. I’m writing about my life with the hope that I can help others by telling my story. I have had success in my life and even ended up on TV, but I am not special. I just work really hard.” With her usual light-hearted determination, Risa says, “I have an intention. I will not play unless I’m going to win. I’m a winner. If you want to win too, you want to be on my team.”
ExecutiveAgent Magazine
Risa Myers RE/MAX Estate Properties 1720 S. Elena Avenue Redondo Beach, CA 90277 Tel: 310-429-2969 Email: Risa@risamyers.com Web: www.RisaMyersHomes.com CalBRE # 01715618 ExecutiveAgent Magazine
Our Non-Conforming loans will fit the unique needs of your affluent clients . . .
● Maximum financing up to $5 million
● Up to 80% LTV
● 15 and 30-year fixed-rate loans
● Single-family home or condo
● 3/1, 5/1, 7/1 and 10/1 ARMs
● Primary, secondary & investment properties
● Competitive interest rates
● Minimum credit score
● Reserve amounts: 10-40% of loan amount
● Maximum debt-to-income ratios apply
● Can be tailored to borrowers’ specific needs
● Refinancing options possible
Our Non-Conforming loans are a great solution for your luxury-home sales. Call today! (714) 422-1840
Marlene Veal Branch Mgr. (714) 422-1852
Wendy Buettner Sales Mgr. (714) 422-1858
Anthony Colacion (714) 422-1872
Holly Frost (714) 422-1863
Laura Neves (714) 422-1840
Teresa White (714) 422-1870
Nancy Olivares (714) 422-1854
Janet Lee (714) 422-1869
Nicole Lopez (714) 422-1888
Francis Lau (714) 422-1889
NMLS ID 450765
NMLS ID 209710
NMLS ID 329651
NMLS ID 483931
NMLS ID 267679
NMLS ID 485094
NMLS ID 1106021
NMLS ID 248696
imortgage ● 2400 E. Katella Avenue, Suite 150 ● Anaheim, CA 92806 Rates, terms, and availability of programs are subject to change without notice. Licensed by the Department of Business Oversight under the California Residential Mortgage Lending CRMLA 4131040. Corporate NMLS ID 174457. All rights reserved. 12012014. * Interest-rate locks require a buyer-paid deposit equal to 0.50% of the loan amount. Buyer will receive a credit at closing for the lock deposit. If buyer does not close the loan with imortgage, there will be no reimbursement of the lock deposit.
NMLS ID 430391
NMLS ID 459545
E XECUTIVE AGENT
TM
MAGAZINE
Written by Lalaena Figueroa-Gonzalez
F
or over 25 years, Holly Frost has been in the business of helping others achieve their dreams of home ownership. After launching her career as a real estate agent she transitioned into the lending industry where, she discovered, she had found her niche. A diligent professional with an amiable person-
Relationship-driven, she adds value to her services by maintaining communication long after her closings; Holly’s efforts have earned her a loyal clientele who believe in her commitment to their success. Holly’s early career was spent working in new home construction. Cultivating business with the building community meant meeting the exacting demands of the industry. Her ability to consistently perform and her exceptional communication skills made a difference; not only was she working to garner consumers the loans that would allow them to purchase homes, but she was also adding significant value to her builder clients, who relied upon her ability to maintain their flow of business. Her energetic and personable approach appealed to a range of clients, allowing Holly to successfully expand into the resale market as well. She eventually moved her business to national banking institutions, though she reveals that the organizations’ guidelines and overlays began to impede her ability to accomplish her clients’ goals.
ality, she easily connects with clients and business colleagues alike, offering attentive and thorough care throughout the course of every loan transaction.
She joined imortgage in 2012 and has been thrilled with the company’s philosophy of customer care. “imortgage has returned to the traditional lending model, a way of doing business that makes sense,” Holly asserts. “We’re able to provide great products at competitive rates, and to operate with a focus on meeting each client’s unique needs.”
Holly Frost ExecutiveAgent Magazine
EA
We have a loan for every home... simple as that.®
Success is in the Details The result, she notes, is simple: “We’re consistently closing loans early or on time.” Her penchant for numbers is matched by her genuine enthusiasm for the human element of her industry. “These transactions aren’t just about dollars,” she observes. “I have the terrific opportunity to meet real people, to assist them in defining and achieving their long - and short-term goals. It’s a tremendous responsibility, and an exciting one.” Thorough communication allows Holly to understand the distinct paths each of her clients might follow to reach their objectives, and years of experience enable her to offer creative strategies designed to meet their needs. Supported by imortgage’s comprehensive array of products and programs, Holly provides her clients with ample information, educating them to their options so that they may make their best decisions. “I’m not here to ‘sell’ something,” she states. “I’m here to facilitate successful transactions that will have lasting impacts on the lives of others.” Holly’s versatility has led to her ability to establish a far-reaching professional clientele as well. Top-producing residential agents appreciate her thorough and diligent approach, while builders and developers are thrilled to have the strength and reliability of a trusted teammate whose commitment to their success is unwavering.
than ideal credit, products for investors adding to their portfolios, FHA, VA, FNMA, state and local programs, jumbo loans, and construction loans. “We are helping individuals who might, with larger banks, find obstacles in achieving their goals,” Holly states. Consultative by nature, Holly enjoys the opportunity to forge professional partnerships with agents and builders, availing herself to match their business needs. “My hours are their hours,” she smiles. “I’m able to manage prequalifications after hours or on weekends, which is particularly important in today’s competitive buyer’s market.” Every day offers a new challenge, a new opportunity, and Holly looks forward to the journey. Her ambition remains fixed on achieving a greater good. She explains, “I’m helping people get to where they want to be. There’s nothing like it.” Holly Frost imortgage 2400 E. Katella Ave., Ste. 150 Anaheim, California 92806 Telephone: 714-422-1863 Email: Holly.Frost@imortgage.com Web: www.imortgage.com/holly.frost NMLS ID 483931
“Beyond the loan application is someone’s livelihood, dreams, and financial future,” she observes. “It’s imperative that those needs be met.” To that end, imortgage continues to offer products and programs for every end of the real estate spectrum: low down payment loans for individuals with less
imortgage is licensed by the CA Department of Business Oversight, CRMLA 4131040. NMLS ID 174457. Equal Housing Opportunity. All rights reserved. 2014.
Versatile & Communicative ExecutiveAgent Magazine
EA
Creating Credibility With Clients: How To Write An Article That Gets Published
Y
ou’re a successful agent. You have limited advertising/recruiting funds. You want to enhance your image in the marketplace. One of the best strategies is to write articles that get published, and use those articles in all of your marketing strategies. Here are the steps to follow to write articles that are valuable and that get published every time.
The Process: Simple and Straightforward Writing an article follows the same process composers use in writing a popular tune: It starts with the theme (A), continues with the middle, where you expand on the idea and example (B), and ends again with the theme. When I’m teaching my “Train the Trainer” course, we practice this simple structure when we create training programs. Here are the simple steps I’ve used over the years to create articles that have gotten published hundreds of times in major real estate magazines and newsletters: 1. Decide on who your audience is, so you realize for whom you’re writing. 2. Decide on the challenge (s) they have that you want to address. 3. Jot down all the ideas you have about the challenges and solutions. 4. Narrow the topic so you can zero in specifically on what you want to write about. The biggest mistake writers and teachers make is to choose too broad a topic for the time or word framework. For example, it’s difficult to write 500 words on how to create a team. You CAN write 500 words about why to create a team; or three strategic tips in creating a team. 5. Choose one to three ideas to discuss. 6. Arrange the topics in the order you want to discuss them. 7. To expand on the ideas, present the idea clearly and then give an example. One commonality I’ve found among editors is that they want examples with the idea. Otherwise, the reader doesn’t really get the picture. 8. Close the article with the reiteration of your challenge and solution, and give your audience positive motivation to take action.
28
ExecutiveAgent Magazine
EA
Written By Carla Cross
Biggest Lessons From writing all those articles, here are the lessons I’ve learned: 1. A smaller topic is better. 2. Less ideas are better. 3. More examples are better. So, in about 400-500 words, you’ll only have time for one to three ideas and examples. Make the examples ‘real life’. Also, be sure your article is as perfect as you can get it before submitting. These editors don’t have time to work with any of us in extensive editing. The person who submits articles “ready to go” gets published much more often! Getting Started Pick up your favorite real estate magazine or newsletter. See the kind of articles that the publisher likes. Note the length. Ask yourself: Why would my articles be a benefit to that publication? Then, contact the publisher for article specifications and submission policies. You’re on your way to standing out as an exceptional agent! Carla Cross, speaker, trainer and author, has had the good fortune to learn effective teaching techniques from the best. She is a master Certified Real Estate Broker (CRB) national instructor. Her passion is to assist owners and managers in conquering the challenges of managing in today’s real estate world. Copyright 2003, Carla Cross. All rights reserved. For information, contact the Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com; http://www.frogpond.com.
ExecutiveAgent Magazine
29
Our bone marrow transplant reunion is now standing room only. Each year, City of Hope invites bone marrow transplant recipients and their families to attend the “Celebration of Life” event. It’s a joyous time during which survivors of blood cancers such as lymphoma, leukemia and myeloma embrace their health, their life and each other. It began more than 35 years ago when City of Hope created what is now one of the largest and most successful bone marrow transplant programs in the world. In fact, we’ve completed over 11,000 transplants and, according to national reports, our outcomes are among the best in the nation. The goal of curing cancer isn’t just something we work at. It’s what we live for. If you have cancer, make us your first call. Or ask your doctor for a referral. We accept most insurance. 800-826-HOPE
COH-0726_BMT_Hem_fp_4c_ExecAgt.indd 1
WE LIVE TO CURE CANCER. Science saving lives. cityofhope.org/bmt
11/25/13 6:02 PM
EA
Successful Realtor速 Profile
Written By Linda Brakeall 32
ExecutiveAgent Magazine
EA
I
’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
33
Now You Can Get Executive Agent Magazine Online! We’ve Gone Digital So You Have Access To All Executive Agent Has To Offer-On The Go, Anytime, Anywhere
Link directly to Advertisers
Search for Articles
Interact and Connect
Executive Agent Magazine www.ExecutiveAgentMagazine.com
949.366.3349
Info@eamag.net
Denim & Diamonds
SNSNBSNNSNG NNN SNSNNSSNNSSN SS
MICHELE BROWNN NNNNNNN
2015 BOARD OF DIRECTORS SSSSSSSSSSSSSSSSSSS SSSSSSSSSSSSSSSSSSSSSSSSSS SSSS SS NSNNNS S SSSGSNS SSSSSSSSSSSSSSSSSS SSVN BNNN S NNNSSNG NS SSSSSW South Bay Nssociation of SNNSNSSS速 228SS Nrlington NvenueS Norrance SS5S1 Surchase tickets before S1/S2/15 www.SouthBayNSS.com or call S1S-S2S-SS1S ext. 7SS
Depend on Your Local Mortgage Lender
Serving members in Southern California since 1940, Kinecta Federal Credit Union provides borrowers with a seamless experience from application to funding. Kinecta’s Mortgage Loan Consultants and underwriters understand the marketplace and continuously strive to meet the needs of regional homebuyers. Working with a local lender means you get the personalized support you expect and your clients get the outstanding service they deserve. It means you have access to competitive pricing and a full suite of mortgage products to fit your clients’ lifestyles, including conventional, government, jumbo, and even niche product offerings. It also means profits stay in the communities Kinecta serves, contributing to economic growth and stability.
Homebuyer offers: • $500 off loan closing costs1 • 21 day loan closing guaranteed1 • 0.75 point discount on conforming loans and super conforming fixed rate loans2 • 0.125% rate discount on Jumbo Loans • Loans up to $3 million
Contact us today! Duane Reddington, NMLS# 410579 Mgr. Mortgage Loan Sales cell: 310.292.7527 • tel: 310.643.2238 Duane.Reddington@kinecta.org www.kinecta.org/dreddington
Byron Enriquez, NMLS# 388896 Mgr. Mortgage Loan Sales cell: 818.836.0545 • tel: 310.643.2513 Byron.Enriquez@kinecta.org www.kinecta.org/benriquez
Not-for-profit | Member-owned | Est. 1940 Terms & conditions subject to change. All loans are subject to credit approval. Guidelines are available upon request. NMLS # 407870. Intended for mortgage professionals only and not for consumer use. 1) Visit www.kinecta.org/Smart_Move for $500 closing cost and 21-Day loan closing guarantee restrictions. 2) 0.750 discount offer applicable to Conforming and Super Conforming fixed-rate mortgages with 45-day rate lock. 0.625 discount offer applicable to Conforming and Super Conforming fixed-rate mortgages with 30-day rate lock. 15040-08/14