NOVEMBER 2014 N. SAN DIEGO by Executive Agent Magazine

EXECUTIVEAGENT MAGAZINE

Briana & Kristi Executive Agents of the Month

Inside Features: Christian & Ivana Century 21 Award

Oâ&#x20AC;&#x2122;Brien & Associates Berkshire Hathaway HS

Cameron Owens imortgage

THANK YOU! imortgage couldnâ&#x20AC;&#x2122;t have become the second largest purchase lender and builder lender in California without the best in the industry.

Andrew Sheftel NMLS ID 174457

Arlene Gill NMLS ID 1000528

Benjamin Lee NMLS ID 633036

Cameron Owens NMLS ID 390270

Cheryl Kuck NMLS ID 247809

Lisa Coleman NMLS ID 347566

Mike Savoca NMLS ID 461738

Stephen Sadatmand NMLS ID 331869

Sara Chullino NMLS ID 1148394

Penny Ong NMLS ID 399595

Josh Johnson NMLS ID 935659

Fernando Sansores NMLS ID 914751

Laura Alatorre NMLS ID 580606

Lora Calvert NMLS ID 291550

Maribel London NMLS ID 380676

Phana Par NMLS ID 568769

Terri Valdez NMLS ID 352862

Franc Marquez NMLS ID 454313

Terry Fry NMLS ID 258911

Eric Billock NMLS ID 271844

Joan Llanes NMLS ID 633016

Todd Eldridge NMLS ID 338834

Vicki Sweeten NMLS ID 324342

Jinny Johnston NMLS ID 442842

Denise Goodman NMLS ID 397338

Jon-Eric Lehman NMLS ID 255616

Kenny Jacques NMLS ID 174457

Discover what our loan consultants can do for you! Ron Stowers, Branch Manager UTC San Diego (858) 736-0777

NMLS ID 256121 ron.stowers@imortgage.com

4690 Executive Dr. Suite 150 San Diego, CA 92121

Eastlake

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contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

Magazine

November, 2014

N. San Diego

Editorials

Cover Story

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

08 - Mike Ferry: Monthly Report

32 - Craig Grella:

Professional Packages Get Attention

24 - Omar Johnson:

ADVERTISERS’ INDEX

Real Estate Marketing is the Business

City of Hope..................................35 Evergreen Realty HomeSmart..........6

14 - Joe Lane:

Greenpath Funding.........................11

Assemble Your Investment Team

17 Briana & Kristi

imortgage....................................2 i Photography Studio...............23 & 36

28 - Peter Vekselman:

Kinecta Federal Credit Union...........31

The Art of Negotiation...Are You A Skilled Negotiator?

Mike Ferry.........................................7

Executive Agents of the Month

PWAOR..........................................10 The Termite Guy.............................30

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, Steven McReynolds

26 O’Brien & Associates

04 Cameron Owens

12 Christian van’t Vlie & Ivana Milosevic

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© 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.

E XECUTIVE AGENT MAGAZINE

Written by Shannon Hartsoe

n a world seemingly driven by one technological advance after another, it would be easy to let impersonal systems and computerized operations take the place of true customer service. Easy, that is, unless you’re Cameron Owens.

every step of the transaction,” he explains. “My team and I set timelines and expectations from the beginning then strive to exceed their expectations each step of the way and by doing so we build trust and piece of mind.”

For Cameron, understanding that the homebuying process is often stressful and emotional is at the heart of what he does. “I like to make sure that the client is informed at

By asking himself one key question in every transaction, Cameron has built a solid reputation as an honest, dedicated, knowledgeable loan consultant.

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We have a loan for every home... simple as that.® “While every borrowers circumstances are different, a loan is still a loan.” he says. “What sets the transaction apart from any other is the customer experience. I continually ask myself, ‘What does this client need to make this an exceptional experience?’ Then I set out to make that happen.” Cameron got his start as a real estate agent, but quickly realized that he’d be better suited to lending. He spent his first three years as a lender building a firm foundation and creating relationships. His goal was to bring value to every transaction and help facilitate a smooth closing for every client and Realtor®. He began building relationships with area builders and gained valuable insight into the differing needs of new home buyers and resale buyers. Nearly 20 years later, Cameron is a senior loan consultant with imortgage in San Diego and has built a loyal base of clients. While he’s undoubtedly a ‘people person,’ Cameron also enjoys collecting and analyzing facts and data. That character trait helps him overcome challenges in the lending transaction and find creative solutions to problems. He says both sides of the coin are needed to help his clients through the process. “I have always liked puzzles, and loans can certainly be puzzles at times. I love the process of helping a family to purchase the biggest investment of their life,” he says. “Sometimes it is very straight forward, but other times you have to think outside of the box to make it work for them. Every loan is different, which is what keeps it exciting.” Cameron believes that an analytical mind is crucial to accurately assess each loan and his clients’ goals, ultimately helping him find the perfect loan program for their unique situation. It also helps, he says, to be proactive, rather than reactive. “I believe my team is successful because we do the hard work up front, we address any potential issues head on, we set realistic expectations for the customer, and we treat every loan as if we are helping a member of our family.” For Cameron, a successful transaction is about more than the close, it’s about the people. As a result of this deep connection to his clients and his peers, Cameron’s sense of authenticity always shines through. “At the end of the day, clients just want to know if you truly care and have their best interest in mind. That is essentially what customer service is about. My dad always taught me to tell the truth no matter what the cost. Credibility forms longevity in this business. It’s easy to

string people along to appear that you can do something that other loan consultants can’t do, but in the end the truth will always surface. Trust is the foundation of any relationship, so it is critical to me to build and maintain that trust.” Today, his team includes two Loan Specialists, Penny Ong, who has been his “right arm” for more than 14 years, and Josh Johnson, the newest member of the team. His Production Assistant, Anastasia Lee has been with the team for more than two years now. Collectively the team has more than 50 years of experience. “I’ve always been a people-pleaser and I truly get joy out of helping my clients,” he says. “There’s nothing like helping a family purchase a home.” Cameron Owens imortgage 4690 Executive Dr., Suite 150 San Diego, CA 92121 Tel: 858-736-0756 – cell: 619-302-3033 Email: Cameron.Owens@imortgage.com Web: www.imortgage.com/cameron.owens NMLS ID 390270

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For your lending needs, please contact: Elijah Aldinger 714-914-3661 NMLS # 244976 Elijah.Aldinger@AcademyMortgage.com

call us at 949-753-7888

2015 January 20 -22 | Disneyland Hotel | Anaheim, CA

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800-448-0647

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of thinking. Let me give you an example. If I’m standing in front of a large group of salespeople, I’ll often walk up to the white board and put in capital letters the letters “P” … “P” again … and “C”. I then ask the audience to write below each of these letters the following 3 words. The first “P” stands for prospect, or what we commonly refer to as lead generation. The second “P” stands for presentation, or our ability to present in a professional and timely manner. The letter “C” stands for the word close, or our ability to convince them to sign a contract with us versus anybody else. Every audience understands exactly what I’ve said and then I ask them to do the following … “Everybody please take a moment to look at the 3 letters and the 3 words they represent and I want you in your mind to decide which of the 3 words is the most important step in the sales process. Don’t overanalyze this by saying all 3 are important, which is what I call ‘creative avoidance behavior’. Pick one now if you would please.”

here is always a debate as to which part of the sales process is the most important. In the work I do with Real Estate salespeople, I tell them there are 21 different steps they need to master to become a highly productive, highly successful sales agent. I believe the same 21 steps apply to all the great loan officers like yourselves who are building and continuing to increase their production and income. With that being said, one of the fun things I’ve done for years is try to simplify the sales process to its lowest level, which allows more people to get involved with the thinking that I’m promoting and, in many cases, helps them move ahead just a little faster than they might have done if they weren’t following this type

I then asked the audience if they would do a vote with me and ask the audience to tell me by a show of hands which of the 3 words they picked. Here’s what I want each of you to see clearly … • 70% of every audience I’ve done this with has always picked prospecting as the most important step in the sale … I always agree with them and say fine. • 25% or more always select the close as the most important step in the sale and these people are quite vocal about why they feel that way, which I appreciate. • A small group, many times 1 or 2 people select the presentation as the most important step.

Your Success is Our Mission! ExecutiveAgent Magazine

Monthly Report I then ask them to listen carefully to what I’m going to say next. Because what I say next, if thought about logically, makes a lot of good common sense. Don’t forget that common sense is certainly not very common to most salespeople. I’ll then say, “For all of you who picked prospecting … if it is as important as you say it is, why don’t you do it every day with a high level of energy and enthusiasm? If it’s so important, why aren’t you committing to making it part of who you are and part of the daily habits that you have? If you’re committed to prospecting, why aren’t you waiting patiently by the phone or by the door of your office so you can start that process the moment the phone is available? The truth is, prospecting is one of the least important steps of the sale.” They never like to hear this. Then I’ll tell them … “If you picked the close, wouldn’t you agree that the close is a natural ending to a good presentation?” They always agree because, again, it’s common sense. The close is a natural ending to a good presentation. I can have 25 trick closes up my sleeve but if I make a lousy presentation … they will buy from someone else every time. So, then I say … nobody ever picks the presentation as the most important step … when, in truth, the presentation is the most important step. Watch this example … if I am a very strong presenter, I mean, if I can really get them excited about what we’re going to accomplish together … the close is simple. If I am not a good presenter … I have a herky jerky presentation and I can’t present with a high level of energy and enthusiasm … the customer picks somebody else.

In summary … master your presentation and you’ll prospect. Be lousy at your presentation and you won’t prospect. Be great at your ability to present and the close is always easy because, as I stated earlier, it’s a natural ending to a good presentation. Read and re-read these thoughts and burn them into your head.

I will then tell the audience that the key to great salespersonship is developing the skillset and ability to present at the highest level possible using the best scripts and canned presentations available and presenting in a manner that causes people to buy. This makes prospecting fun. You can’t wait to go out and prospect because you spent your time doing a great job for the client. The close is always easy because after making a great presentation, they want to be involved with you.

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

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E XECUTIVE AGENT MAGAZINE

Written by Shannon Hartsoe

vana Milosevic fell in love with the real estate process when she bought her first home in the United States. From then on, she says, it was only a matter of time before she made real estate her career and her passion. “For me it was a matter of cultural pride and I wanted others to be able to feel that same pride in homeownership,” she says. Christian van’t Vlie bought his first townhome when he was just 21. When he saw the value more than double in the first eight years, he knew that real estate was a solid investment.

From these two seemingly divergent paths, Ivana and Christian formed the basis for their successful real estate partnership. As the San Diego at Home team of Century 21 Award, the duo is well-versed in creating an experience tailored to each client’s needs, working closely with them to help sellers and buyers meet their goals. “I never sold anything in my life before deciding to obtain my real estate license,” says Ivana. “I think that’s why I still don’t see myself as a salesperson, but rather a consultant.”

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Christian van’t Vlie and Ivana Milosevic San Diego at Home Team Christian shares Ivana’s vision of real estate as a consultative service. “My clients will be the first to say I never sold them anything, I provide detailed information, good or bad so my clients can make the best possible decision. I talk my clients out of buying more homes than I do trying to ‘sell’ them something that is not right for them.”

Christian and Ivana both believe that working with Century 21, a leader in real estate training and support, has helped them grow as business people and as real estate agents. And this year, Christian and Ivana both plan on adding “broker” to their already impressive list of designations.

As a result, the two enjoy a near 100 percent repeat and referral rate, meaning that time they might otherwise spend prospecting for new business is spent focusing on their clients instead.

“It’s all part of improving the level of customer service we provide,” says Ivana.

Together and individually, Ivana and Christian have earned nearly every award possible in the Century 21 franchise, including CENTURION, President’s Team, Master’s Team and the Quality Service Pinnacle Award. No doubt their similar personalities have played a part in their success. Eastern European by birth, Ivana says that her traditionally old world upbringing helps keep her rooted in the things that matter – honesty, grace and a solid work ethic – all wrapped up in a sense of humor. “I care for people and I think people can tell that I am just a genuine person who wants to help them get to where they want to be and will work hard to find the best way to get them there,” she says. “Working with a great business partner, a team I can rely on and a company that stands behind me are further instruments in my success.”

Christian adds, “Taking care of our clients is always our number one goal. By being honest, dedicated, communicate, share and being available to them my clients know they have my attention 100 percent. I’m not on my phone or checking emails when I am supposed to be with them. I truly care about their well being and I want to make sure they buy the best home. I believe when I do a great job, my clients realize it and they refer me to their family and friends.” Christian van’t Vlie & Ivana Milosevic Century 21 Award 7676 Hazard Center Drive #200 San Diego, CA 92108 Christian van’t Vlie: 619-894-9153 Ivana Milosevic: 619-261-0400 christianvantvlie@century21award.com Ivana@century21.com www.SanDiegoAtHome.com CalBRE # 01387089 - 01397386

Christian adds an analytical aspect to the team. “It’s important to strive for balance in all aspects of my life, work, family, fun, rest,” he says. “I look at obstacles as a learning experience so I don’t repeat them in the future. If I can help avoid issues for my clients then it will keep the process balanced and everyone happy.” In the long run, the two say that adaptability is crucial to continued success “Not long after I started in the industry, the market crashed,” says Christian. “As I looked around, I realized that there were still homes to be sold and there was lots of work to be done, so 2007 – as the market was in a full downturn -- turned out to be one of my best years. The key is to stay educated and aware of the market conditions at all times.” ExecutiveAgent Magazine

Assemble Your Investment Team

n sports, the way a team works together to achieve a common goal can mean the difference between success and failure. Much has been made, and rightfully so, about team chemistry in professional sports and your real estate investment goals can benefit from the same kind of solid teamwork. As you delve deeper into real estate investment, the people you work with will go a long way towards increasing your profitability. There are some key people that you will involve in every real estate investment situation and there are some that will see only situational work. Trying to do too much yourself is a great way to burn out on real estate investing all together, so keep that in mind when you decide on just how much work to divvy up. These are some key members that you might consider for addition to a real estate investment team. Real Estate Agent/Real Estate Attorney Many real estate investors will rely on a real estate agent to help them hunt down potential listings for investment work. An even better way to use a real estate agent is to draw on their experience with a particular area to get information about the financial situation of the area, which directly impacts the future profitability of your investment. Along those lines, if you are unfamiliar with a particular area, it can sometimes make sense to include a real estate attorney in the proceedings to advise you about any laws or regulations specific to the area that might affect your investment strategy. These two team members offer expertise where you may lack it, especially if you are a brand new investor. Appraiser/Inspector Getting a good idea for the true value of a property, no matter what sales price is attached, will put you quickly on the way towards determining how viable an investment may be. Relying on an appraiser will give you the ability to not only determine the value of a home but get ideas on what can be improved to quickly add value. Having an appraiser on your side can help you pinpoint those types of

parts of a home, putting on you the road to understanding just how much you can raise the value of your investment quickly after purchase. Similarly, an inspector, especially one that is extremely experienced, can not only tell you what needs to be repaired in a home but also estimate how much those repairs will cost to give you a better picture of what youâ&#x20AC;&#x2122;ll have to spend to get an investment property up to the level it needs to be at. Both an appraiser and inspector can do all of this work before ever making an offer and that will tell you clearly what needs to be done and what dollars are involved when evaluating a property. Cleaning Assistance/Property Management Often times, value will be added to a property after a simple run through by a cleaning agency. Cleaning up prominent areas like the front yard and bathroom will instantly add value to a property and a good, efficient cleaning company can help you turn around your investment quickly. Giving that responsibility to someone else will cost money, but it will also take stress out of the situation as well. Along those same lines for reducing stress, a property management company could be a good team member to add to reduce your involvement in the day-to-day operations of a property. Most of those types of companies will handle the entire process of renting a property and arranging for payment, freeing you up for other real estate investment opportunities. In the great scheme of reducing stress through adding team members, a rental management company can be one of the best ways to do so. This is another original article by Joe Lane, co-owner of The Lane Real Estate Team at http://www.joelane.com/. Are you looking for an experienced Tri City WA Real Estate agency? With 20 years of service based, business experience, Joe and Colleen Lane work hard to serve home buyers and sellers for the Tri Cities of Washingtonâ&#x20AC;&#x2122;s Kennewick, Richland, Pasco, and surrounding areas.

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Written By Joe Lane

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Cover Story

Briana & Kristi Executive Agents of the Month

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Kristi Kissinger and Briana Amador Written by Shannon Hartsoe - Ian Wiant Photographer

ince its founding in Ontario, Canada, in 1956, Brookfield Residential (formerly Brookfield Homes) has maintained the same solid values that have helped it successfully navigate through several decades of growth and change. With core values including passion, integrity and community, the company continually aspires to make a positive difference with each interaction. For Kristi Kissinger and Briana Amador, it was the opportunity to impact their community for good that attracted them to the company. On-site sales people for Brookfields’s Descanso at Del Sur in San Diego, both women cite the company’s dedication to quality homebuilding and genuine concern for the customer experience as key draws. “Brookfield does a tremendous amount of research and

listens to buyer feedback in order to produce incredible homes and communities,” says Kristi. “I partnered with Brookfield because I knew they shared my values and they live by their motto of ‘Doing the Right Thing.’ It is important to me that I work for a company and community that I believe in, am passionate about and that has integrity. It allows me to feel good about what I do every day – my clients feel that and they in turn feel good about purchasing a Brookfield home.” Looking to make a difference Kristi should know. Having purchased her first home when she was only 19, Kristi was instantly drawn to the process. Her energy and drive attracted the attention of a local builder, who recruited her to sell new homes. “It was an instant fit,” she says. “I ended up being a top sales person for the company and I’ve been selling ever since.”

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Licensed in both California and Colorado, Kristi has earned numerous awards for production and customer service including Home Builder’ Association of Metro Denver Peak Performance, Home Builders Association of Metro Denver Top Dollar Sales Producer, Salesperson of the Quarter, Salesperson of the Month. Briana’s path to new home sales was a little less straightforward. With a keen eye for detail and a gift for working out the finer points of a transaction, she originally thought she’d be an attorney. But once Briana started working in

real estate, her outgoing personality made her a company favorite. She started out knocking on doors and coldcalling. Now she helps homebuyers through the exciting world of new home construction at Brookfield. “My mother worked in the lending side of real estate so I had some exposure to it when I was growing up,” she says. “Now I can’t imagine doing anything else. There is something new every day and I love helping people and working for Brookfield.”

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Both women say that selling new homes is unique and their comprehensive understanding of a client’s wants and needs helps them be successful. “In new home construction, we are fortunate to be able to work with our clients for a much longer timeframe than in resale,” says Briana. “From the time they pick out their homesite and begin to customize their design options and desired details, we’re here to help them.”

for families and individuals seeking the finer things in life. All of the two-story residences feature tile roofs and Spanish architectural designs, blending the best of contemporary amenities with old-world San Diego details.

“Brookfield builds beautiful homes, and many of our buyers are Brookfield Enthusiasts, meaning they’ve purchased more than one home through our company,” says Briana. “Once someone buys a Brookfield home, they’re very often clients for life.” The Community Descanso at Del Sur in San Diego is a community of award-winning family homes located on a circular street that cultivates a sense of connection. Descanso offers a limited collection of just 39 homes including the Residence Two, which was named Best Architectural Design of a Detached Home at the 2014 SoCal Awards.

Interiors include great rooms, the centerpiece of social gatherings, and kitchens with oversized islands offering expansive seating. First-floor bedrooms and en-suite baths in all secondary bedrooms ensure needs are met for the growing family. Smart technology including pre-wiring with Category 5e data wire in kitchen, master bedroom, great room, retreat, den, and craft room as well as energyefficient appliances, windows and hot water heaters are standard in all homes. Working closely with Kristi and Briana, buyers may choose from a wide variety of optional design upgrades.

Three distinct floor plans, inspired by spa-resort ambiance, have helped make Descanso a sought-after location

Residence One is designed with growing families in mind. With ample room for outdoor gatherings, this plan blends grand indoor and outdoor living spaces for function and style. Up to 3,423 square feet with four to five bedrooms and a three-car garage and optional covered deck off the master bedroom, this is a classic design for entertaining and daily life.

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At 3,799 square feet with all options, Residence Two is dramatic and inspiring. Featuring a kitchen prep room, craft room and optional family retreat (or sixth bedroom), this home is retreat living at its finest. A charming courtyard with soothing fountain, this plan offers a sense of arrival. Residence Three features the ultimate in luxury living and includes a library, family retreat and five bedrooms. Up to 3,940 square feet, allows plenty of room for family gatherings or quiet reflection on the optional decks or Del Sur Room. “Brookfield understands that the most memorable moments are often the simplest,” says Briana. “All of our homes are designed to be beautifully, yet functionally designed with our buyers’ needs in mind.” Outside of the homes, residents enjoy breathtaking panoramic views, and access to top schools, parks and community events. Kristi and Briana, consummate professionals and excellent communicators, help ensure the process is as exciting and worry-free as it can be.

in volunteer work to help keep the community as vibrant as possible. “We, along with Brookfield, believe in being responsible stewards of the community,” says Kristi. For her part, Kristi has volunteered for a convalescent care center in Anaheim as well as The Gerson Institute, a nonprofit organization in San Diego dedicated to providing education and training in the Gerson Therapy, an alternative, non-toxic treatment for cancer and other chronic degenerative diseases. She also attends events in support of SurfAid, the SurfRider Foundation and The Keike Paddle and donates regularly to the Humane Society. Briana loves spending time with her husband, walking their dog on the beach or volunteering with causes such as Olive Crest, a charity that assists abused children or the Big Brother and Big Sisters of OC. “With Brookfield, we get to do something we love every single day,” she says. “I can’t imagine a company or a community I’d rather be working for.”

Briana is a resident of nearby Orange County, and Kristi is a resident of San Diego, and both enjoy all the attractions that their buyers often cite as draws to San Diego. Beach lovers and outdoor enthusiasts, they’re also both involved ExecutiveAgent Magazine

Kristi Kissinger & Briana Amador Descanso by Brookfield Residential 15434 Tanner Ridge Circle San Diego, CA 92127 Tel: 888.923.8140 www.BrookfieldSoCal.com CalBRE # 01881875 â&#x20AC;&#x201C; 01887760 ExecutiveAgent Magazine

Real Estate Marketing is the Business

s a real estate investor and entrepreneur you must truly understand that you are in the business of marketing first and foremost. MARKETING drives the business. Your marketing’s end result should be that it produces leads and prospects to whom you would inevitably like to present offers to and get them accepted. The bottom line is your real estate business cannot survive without you generating a steady stream of prospects for it. So therefore, the key to making money in real estate is marketing. Never forget this. You may know 100 different ways to buy houses but it doesn’t mean spit if you don’t have sellers in front of you to apply what you know. Make sense? Good. Don’t get me wrong your real estate education is super important but you don’t have to spend all of your valuable time learning every detail of the technical strategies of creative real estate investing. Your #1 aim should be to put yourself in the position to make profits. The way that you put yourself in the position to make profits is by crafting a message that is designed to attract motivated seller prospects and delivering that message through the right medium. This is known as the message to market match and should be the basis of your marketing attack. Essentially, what you are trying to accomplish with your marketing is zeroing in and trying to identify the people who have problems and need to sell their real estate as a result of these problems. You want these potential prospects to “raise their hand” so that you can continue to prescreen them, follow up and give them more information about your services and how you can help to solve their problems. As a real estate investor and entrepreneur you will make a ton of cash by being the ultimate problem solver and the ultimate marketer.

What kind of marketing message should you craft? It all depends on which motivated seller niche you intend on targeting. For example, if you were to target the frustrated landlord niche your message would specifically address the problems associated with having tenants like rental vacancy, not getting the rent on time or not receiving any rent at all, paying attorney and court cost to resolve these situations and others like damages done to the property by the tenants etc. Rather than being general, your message must be meaningful and specific. For example, if you were to send a letter out to the executor in charge of a probate estate you wouldn’t talk about problem tenants in that letter because it wouldn’t be relevant to their situation. In addition, as a marketer you must remember that when a potential prospect receives your message they’re viewing or hearing it and trying to determine “What’s in it for them”? So the message that you craft and deliver must completely answer that question or your response rate will be dismal. In conclusion, if you are not generating sufficient profits in your real estate business or if you want to generate more profits for your real estate business concentrate and improve on your marketing because it is the key to your success as a real estate entrepreneur. Omar Johnson is a successful real estate investor and author of the home study course “Renegade Stealth Marketing For The Savvy Real Estate Entrepreneur” For more info visit http://www.renegadestealthmarketing.com.

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Written By Omar Johnson ExecutiveAgent Magazine

E XECUTIVE AGENT MAGAZINE

Written by Haley Freeman

All of these years later, I know it is definitely my calling.” With that confidence, Tricia has committed herself to raising customer service to a higher level, one that meets the expectations of even the most discriminating clients. “About 20 years ago, I started working with a couple of attorneys, and I have built a solid referral base in that profession. One of my first attorney clients who is still with me today says that I work harder than he does in mergers and acquisitions, and many of the contracts I do are more complicated.” Tricia continually cultivates excellence through ongoing training and education. “I’ve learned that you create your own destiny, and that if you’re not positive, you’re going to stop that flow of good energy coming into your life. I strive to always be moving forward and doing better than I’ve ever done before. When you’re happy and productive, people want to be around you.”

hen Tricia O’Brien went into real estate nearly 30 years ago, she knew she had found her purpose. Over the years, she has proven herself a compassionate and skilled expert who has built a personal brand synonymous with caring and professionalism, ranking as one of the top 1% of Prudential agents in the nation. “I knew I had the people skills to go into sales,” Tricia remembers. “I started out with a publishing company and then found that real estate is what I really love.

One of the most profound sources of positivity in Tricia’s life is her relationship with her husband and business partner, Pete Bilicki. Pete has 40 years of experience as a builder/developer. He took a step back from the building industry during the recent downturn to assist Tricia with marketing. Recently, he and Tricia made the decision to begin working as a team, so he also obtained his real estate license. “We love each other and like being together – we should just partner up,” Pete explains. Tricia says that having Pete work with her has made things “better than it has ever been. He brings a lot to the table because he is knowledgeable about property from the building stage to its sale.”

Tricia O’Brien ExecutiveAgent Magazine

Always Tricia’s greatest advocate, Pete describes her as an excellent listener who truly connects with people. This skill is especially valuable, as Tricia is a certified relocation specialist at Berkshire Hathaway Home Services, who frequently begins relationships with clients via telephone. “When she gets that call from an executive in another part of the country, they know nothing about the Southern California community or what it’s like to live here. When she finally meets them, she is almost always spot-on about finding the right area and product for their needs.” Tricia explains that relocation specialists go through rigorous and specialized training, and only a select few agents are certified. Relocation clients are referred to several agents who have the opportunity to earn their business. “When we interview over the phone, I have to shine. You never get a second chance to make a first impression. It’s a fun challenge to communicate and connect with people through the phone.”

been able to show up with six or seven thousand dollars for the cause.” “After many years in this business,” Tricia says, “we are still passionate about what we do, and we are happy to be doing it together.”

Pete’s years in the building industry bring a unique perspective to his and Tricia’s real estate practice. Pete explains, “We created communities – living environments where people would get married, have children, become grandparents and retire. It is very rewarding to take that knowledge and bring it back to listening to a client talk about what kind of living space they are looking for and how it will fit with where they are in their lives.” Besides real estate, Tricia and Pete are also passionate about their two, show-quality Cocker Spaniels, Bela and Blaze. Acquiring the animals was a labor of love that took them all the way to Brazil. “We refer to them as rescue dogs,” Tricia says, “because we rescued them from show business. They are real traffic stoppers. They love to travel with us, and we take them everywhere.”

Tricia O’Brien & Pete Bilicki Berkshire Hathaway HomeServices 3790 Via De La Valle, Ste. 201 Del Mar, CA 92014 Tel: 858-793-2738 Tricia@triciaobrien.net P.Bilicki@obassoc.com Web: www.triciaobrien.net Web: www.obassoc.com Tricia O’Brien: CalBRE # 00951188 Pete Bilicki: CalBRE # 01956846

Another subject dear to Tricia’s heart is that of supporting the fight against breast cancer. “I have done the breast cancer 60-mile 3 day Susan G. Koman walk every year for the past ten years in a row. Breast cancer runs in my family and impacted both my mother and my sister. Every year my clients know they are going to hear from me about making contributions, and every year I have

Pete Bilicki ExecutiveAgent Magazine

The Art Of Negotiation..... Are You A Skilled Negotiator?

s a real estate investor and coach, negotiations are a part of my everyday life. As a Realtor®, Seller or buyer the art of negotiation can mean the difference between great success and dismal failure. Everyone should take a lesson in the art of negotiation as it is an integral part of your life and your business. Artful negotiation is what separates the men from the boys so to speak. Can you say as a Realtor® that you are a true negotiator or just the presenter of an offer? If you are a true negotiator, then selling yourself to potential clients should be like breathing in air. Once people realize that you have the power to make deals happen and make everyone in the transaction happy or at the very least feeling good about the deal, then you are worth your weight in gold...Add this to your resume or marketing campaign “I am a skillful negotiator” You have to know your opposition in the negotiation game and understand their motivations. Successful negotiation is when both sides feel like they walked away with what they wanted. This is a true skill and anyone who is in the real estate business knows that this can be the most difficult, challenging part of your job, but it is also in my opinion the most rewarding when done right. When it comes time to making a deal of any kind, you first must establish your bottom line. In other words it is sort of like gambling. If you go to the casino with a set amount of money that you are willing to lose and walk away from it when that money is gone, then YOU are in control of the situation. If you do not have a plan then the casino is in control of the situation. All too often it is the latter. As a buyer and especially if you are a real estate investor, you have to have a ceiling or a maximum amount that you are willing to pay in the back of your mind and stick with it. Start lower than that of course, but walk from it if your ceiling is broken. They say in the real estate investment world your profit is made at the time you buy the home, think about that for a moment! If you go over “the budget” so to speak you are eating right into your profits right off the bat. Not a good way to start.

As a Realtor® you are the one that has to make the 2 ends meet if the buyer and seller are too far apart. Many times quick action in other words thinking on your feet is required to make the deal come together, strike while the iron is hot so to speak. I remember when we were selling one of our first homes and we were back and forth on the price. We countered one last time to the buyer, our Realtor® was on the phone with the buyer and it looked like they would walk. This was the first good offer in months. Our Realtor® said to the buyer as soon as there was hesitation on the buyers part that they were only talking about $50.00 a month more over the term of the loan and were they willing to lose the home over this small amount...That was a lot better than focusing on the few thousand dollars more that we wanted on the home. It worked and they accepted our counteroffer. The whole point is if you find you are in a negotiation that is not going to go anywhere, you walk...I know it is easier said than done, but you have to be in control of the situation and not let others control you. This is true not only for buyers and sellers but for Realtors® dealing with potential clients. If they are making you jump through hoops that you would rather not or they are not worth your time and effort...walk away. Negotiations occur in all phases of life both business and personal. How about negotiating with your spouse, family members or friends...this can be especially tricky as personal feelings are involved. You may have to do a little more compromising in these situations, but true negotiators get what they want and the other party feels as though they got what they wanted...big difference from compromising. So review your business and personal situation and consider how you can hone the art of negotiation. Peter Vekselman has been successfully investing in real estate since 1996. He has completed over 1000 real estate deals, owned a construction company, been a private lender, and owned a property management company. Peter currently works with clients all over the US http://www. CoachingByPeter.com.

If you are a seller it can be a little more difficult, you want to set a price at which you will not go below, but you also have to take into consideration your carrying costs to hold the property whether you are a real estate investor or not. You want to get that home sold as fast as you can for as much profit as possible. This is where a good Realtor® comes into play to help you determine where that fine line falls. 28

ExecutiveAgent Magazine

Written by Peter Vekselman

ExecutiveAgent Magazine

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professional packages get attention

ost lenders see dozens of loan packages every month. For your loan request to stand out it needs to be prepared in an organized, professional

manner.

Putting together a loan package is not an easy task, and we recommend you seek the help of a qualified consultant or broker. The cost you pay to have a great presentation and timely funding far outweighs the cost (and time) you put into doing a package yourself, shopping it, negotiating the deals, and taking a chance that your project may not even be fundable. There are certain elements that need to be included in every loan request. These are the most basic items that a lender will need to analyze your request and make an educated decision on whether or not to lend you money. Without those required elements the package will be promptly deposited into the round file under your lender’s desk, otherwise known as file 13, or in laymen’s terms... the garbage. What are those elements you ask? Great question. Here’s the answer: * Executive Summary. A short written summary including the loan request, investment type, and some of the financial numbers like LTV, LTC, your investment horizon, and your exit strategy. * Income and Expense. Data for income producing properties you want to breakdown your numbers on a yearly basis and provide DSCR information. For construction projects, you put your proforma numbers here. Make sure you use realistic numbers for vacancy, reserves, and management because the bank will likely account for these even if you dont.

* Financial Statements and Resume. It’s important to let the bank know that you have experience with the type of property for which youre making a loan request. If this if your first venture into that property type highlight other experiences that lend to this type of investment. Include your current financial statement and if your levels of liquidity or credit are low, consider partnering with someone who may be more financially sound than you are. * Maps and Pictures. These are not make or break documents as they will be included in every appraisal once in the diligence phase, however, they will separate your package from those that dont have maps and pics. * Support Documents. These are any documents that will help the lender underwrite, or pre-underwrite, your deal. They could include leases or rental agreements, purchase and sale contracts, title reports, appraisals, zoning approvals and permits, construction drawings, etc. In general, we recommend you overcompensate for your underwriter. Prepare as much support documentation as you can. As the title of this article suggests, professional packages get attention. Seek professional help if youre having trouble making sense of your project. A qualified consultant can help make sure your numbers, and your thoughts, are arranged in a concise, logical manner. Craig Grella Cornerstone Funding Services http:// www.cornerstonesvs.com Check out our online store for all the tools, tips, and templates you need for successful investing. http://shop.cornerstonesvs.com. Everything available for immediate download.

ExecutiveAgent Magazine

Written By Craig Grella ExecutiveAgent Magazine

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