EXECUTIVEAGENT MAGAZINE
CHRIS GORNO Executive Agent of the Month
I NSIDE F EATURES: H ADI BAHADORI Realty ONE Group .................................
SCOTT CRISS Eagle Home Mortgage .................................
D EBBIE & A MIE First Team Real Estate .................................
J EFF F ARR Sellstate Regency Realty
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Exceeding Expectations Since 1984 When you choose Eagle Home Mortgage as your home financing partner, you are joining with a full-service mortgage company with a nearly 30-year history of exceeding customer expectations. Unlike other home lenders, we utilize a local process and in-house services from start to finish, which results in a faster, smoother process with fewer surprises.
Eagle Home Mortgage offers: • A variety of loan programs from first-time buyer to sophisticated investor • Experienced, knowledgeable loan officers who care • A team of experts working together to ensure we exceed expectations at every turn • Ethical and financial stability, with the backing of the Lennar Corporation, an S&P 500 Real Estate and Financial Services Company Scott Criss
Greg King
Phone: 619.929.0102 ScottCriss@eaglehm.com www.eaglehomemortgage.com/scottcriss
Phone: 619.569.7522 GregoryKing@eaglehm.com www.eaglehomemortgage.com/gregoryking
NMLS #210975 Branch Manager / Sr. Loan Officer
NMLS #240387 Sr. Loan Officer
Committed to Seeing You Home.
5930 Cornerstone Court West, Suite 240 | San Diego, CA 92121 | 858.509.9010 | NMLS #839289 Licensed by the Department of Corporations under California Residential Mortgage Act. Certain restrictions apply. This is not a commitment to lend. Applicants must qualify. Universal American Mortgage Company, DBA Eagle Home Mortgage
Member of the Lennar Family of Companies
contents
Southern California’s Publication for the Real Estate Professional
ExecutiveAgent
Magazine
AUGUST, 2013
SAN DIEGO
Editorials
Cover Story
32 - Tony Alessandra:
The Thinker Leadership Style
26 - Linda Brakeall: Patterns of Buying
16 - Carla Cross:
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
ADVERTISERS’ INDEX
Reduce Your Expenses! Raise Your Profits!
Eagle Home Mortgage........................2 Evergreen Realty...............................20
22 - Dirk Zeller: 5 Chris Gorno
Executive Agent of the Month
i Photography Studio.........................25
Successful Practice...
Kinecta Federal Credit Union...........35
12 - Zig Ziglar:
Prominent Escrow...........................24
The Next Hill To Climb
Realty ONE Group............................36 Ticor Title Company.........................21 Windermere Real Estate....................11
14 Hadi Bahadori
18 Scott Criss
Realty ONE Group
Eagle Home Mortgage
30 Debbie & Amie
First Team Real Estate
Photography: i Photography Studio, Ian Wiant, Rob Paino Graphic Designer: Garon T. Arrias Editorial Manager: Trudy Van Writers: Lalaena Gonzalez–Figueroa, Shannon Hartsoe, Julie Brown © Copyright 2013 Executive Agent Magazine. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Although every precaution is taken to ensure accuracy of published materials, Executive Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.
28 Jeff Farr
Sellstate Regency Realty ExecutiveAgent Magazine
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Cover Story
CHRIS GORNO Executive Agent of the Month
ExecutiveAgent Magazine
By Lalaena Gonzalez-Figueroa - Ian Wiant Photographer
and knowledgeable representation. She is candid, establishing a comfortable rapport with each client to establish and maintain open communication. “That’s a priority,” notes Chris. “There are so many intricate components to a transaction; being able to educate and inform my clients effectively is critical to their ability to make the right decisions.” Chris works closely with buyers and sellers to determine those needs, delving into the motivations, goals and expectations of each client to establish a thorough understanding of their unique wants and needs. “Starting off with a good rapport facilitates a more productive and comfortable experience,” she explains. “It’s important that there is a sense of trust, that we’re a good fit for each other.” With a genuine approach and a client-centric focus, it’s not uncommon for Chris to establish an immediate and lasting connection with her clientele.
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t the heart of her business is a simple, unwavering belief. “There is a solution for everything,” asserts real estate professional Chris Gorno. “Regardless of the challenge that presents itself, there is always a way to handle it with grace and ease.” She is driven by an entrepreneurial spirit and a background in the hospitality industry; the combination provides for a business model that focuses on success, strategy and uncompromising attention to client care. Chris, whose work in resorts, hotels and luxury retail sales had her travel around the country, is dedicated to providing top-notch service throughout the course of every transaction and beyond. “In my previous professions, I focused on enhancing my customer service skills,” she explains. “It became my consistent goal to turn around customers who had less-thanideal experiences. I wanted them to return -with a smile.” By applying that core principal to the foundation of her real estate business, Chris has garnered a thriving base of repeat and referral clients who appreciate her thoughtful
Her commitment to excellence is reflected in every aspect of her real estate business, with particular attention paid to the value of ongoing education and training. “The more I know, the more I can share with my clients,” says Chris, who actively pursues opportunities to build upon her professional repertoire. “I enjoy attending seminars and classes, staying on top of developing cutting-edge technology, trends and changes that will impact the long- and short-term goals of my clients.” Clients like Erika Jensen, a licensed real estate agent, appreciate the depth and breadth of Chris’ knowledge. With 10 years of experience in the industry, Ms. Jensen remarks that her expectations have been consistently met as an investor client. “One of the best things about working with Chris is that any time I ask her for an update on a transaction, she’s personally up to date on the status,” she explains. “Chris is a solid communicator, prompt and responsive, and detail-oriented throughout the course of each transaction, keeping us on track with dates and deadlines.” Adds Ms. Jensen, “With experience in the industry, I know when I’ve met a good agent; Chris has been great to work with.”
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Exceptional Service at Every Turn As a buyer’s agent, Chris specializes in strategic planning designed to position her clients for success. The process starts with education. “I want my buyers ready to go,” she says. “Our consultations are thorough, and my clients become aware of the conditions impacting the market so that they can move quickly when needed.” She acknowledges, “In cases of multiple offers, it’s easy for buyers to get lost in the shuffle. I have implemented systems to prevent this from happening to my buyers.” Her offers are well-packaged, comprehensive and “easy to accept,” remarks Chris, who employs a collegial approach to her business. “I talk to other agents,” she explains. “By connecting with them and establishing an understanding of what their clients want, I’m better able to assist my clients in navigating the transaction.”
When acting as a listing agent, Chris adds value in her ability to effectively price homes, with her exceptional negotiation skills, and through comprehensive advertising and marketing campaigns. “Windermere offers great exposure for our listings, particularly online,” she notes. “As more and more buyers initiate their home searches on the Internet, we’re ensuring that we maximize exposure for our sellers.” Her listings are featured in stunning professional photos and visual tours that capture the distinct essence of each home. “We work with buyers throughout the region, but it’s not uncommon for individuals who are relocating, or international buyers, to purchase homes without ever setting foot inside them. It’s imperative that people have virtual access to our properties.”
ExecutiveAgent Magazine
Chris with Greg King Chris’ successful business has earned her the loyalty of a growing client base as well as notable industry accolades. She is a four-time consecutive recipient of San Diego Magazine’s 5-Star Agent Award, which is based on positive feedback from clients as well as industry colleagues. “Those great reviews tell me I’m doing something right,” she muses. “It’s a real honor to consistently earn this prestigious award, and I’m grateful for the opportunity to continue to make a difference.”
door knock together, strategize opportunities to address challenges, and share best practices,” she says. “This keeps us energized and focused on our own long- and short-term goals.” Her innate sense of positivity, Chris reveals, is strengthened by daily affirmations and regularly revisiting her objectives. “When you focus on your vision every day, it’s amazing what can happen,” she says. “I have enjoyed the process of identifying, working toward and achieving my goals!”
Achieving her level of production and accomplishment has taken significant dedication and effort, plus the contributions of an extended team of professionals whose commitment to providing quality care mirrors Chris’. “A great lender makes the difference,” she observes. “I’m fortunate to have a solid group of individuals who assist me with administrative, marketing and customer care. While I’m hands-on in every aspect of my business, that added support allows me to better meet the needs of my clientele.”
Her strength is fortified by Chris’ genuine sense of purpose and her passion for her profession. “I’m here to facilitate a smooth transaction for my clients, to assist them in realizing their dreams,” she says. “That’s an amazing responsibility, and I enjoy the challenge.”
Chris is dedicated to ongoing success, and has cultivated professional relationships with like-minded individuals who empower and motivate each other in their efforts. “We ExecutiveAgent Magazine
CHRIS GORNO Windermere Real Estate SoCal 300 Carlsbad Village Dr., Ste. 217 Carlsbad, CA 92008 Tel: 619-788-4345 ChrisGorno@gmail.com www.ChrisGorno.com CA BRE # 01499885
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B R OA D E X P O S U R E
B r o a d a d v e r t i s i n g e x p o s u re b r i n g s b e t t e r re s u l t s .
w w w.Wi n d er m ereS o Ca l.co m Alpine
Carlsbad
Carmel Valley
La Mesa
San Diego
Solana Beach
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The Next Hill to Climb By Zig Ziglar
I
recently received an interesting letter from one of our subscribers, quite complimentary. He pointed out that he particularly enjoyed one week’s edition of the newsletter having to do with success. Then he elaborated on the fact that he has achieved so many things--God has been really good to him--and his question was, “I guess it’s like winning the World Series or the Super Bowl. After you have done that, there simply isn’t a Universe Series or a Galaxy Bowl to win. When you are on top, how do you find a bigger hill to climb? Or do you?” Emphatically yes! The writer did not mention his real purpose in life, or how many people he had helped on his way to the top. What he can do now is clear: Identify clearly and distinctly what his purpose in life is. When he does that, I believe he will realize there are much higher hills to climb. They’ll be tough, but very enjoyable at the same time. And out of it will come joy. Joy comes only when you do things for other people. You seldom experience joy when you focus on what you’ve been able to do. However, when you focus on what you can help someone else do, that lights a fire that is extraordinary.
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Personal example. Many years ago, with the aid of key members of our staff, we created our Mission Statement to be the difference maker in the personal, family, professional and spiritual lives of enough people to make a positive difference in the world. Audacious? Of course it is! But when we wrote it, it was ridiculous! Very few people really knew who I was or what we did. Since then our works have been translated into over 40 different languages and dialects in several million books touting the philosophy that You can have everything in life you want if you will just help enough other people get what they want. Following that philosophy, the bottom line is countless people have benefited. The letters we receive (in public seminars I show a photo of myself sitting behind my desk, on which are stacked over 5,000 letters from around the world) reveal the benefits people get from following through on what we teach. Few writers, if any, mention anything beyond the fact that they benefited and then they elaborate on what those benefits have been. When I receive that kind of correspondence, I am motivated and encouraged to “keep on keepin’ on.”
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I encourage anyone who is ever in North Dallas, Texas, to visit our offices where you can read as many of those letters as you wish, but I always like to warn that if you read very many you will leave our company with everything we offer in the form of inspiration, training, etc.
in front of each other I would look you right in the eye and say, “Since July 4, 1972, when my purpose in life was clearly defined, not one time have I even thought casually about abandoning our mission statement.” I had that dream and the dream had me.
Reality is when you have a specific purpose in your life you are far more likely to maintain momentum than otherwise. I could get in a little commercial here and say if you read my book, Better Than Good, you will be able to clearly understand why. But in the meantime, let me encourage you to start working on discovering your real purpose in life--what gives you real joy? Have you ever reached down and lifted someone up with your words, your example, your career, your life, and they expressed gratitude for what you did for them? If you’ve done that even once, then you know what joy is all about.
Passion is important, but passion can wear you out if you don’t clearly understand what you are pursuing--in short, if you have purpose the passion simply fuels the purpose. If you do not have purpose, passion wears you out. When you clearly understand that, you will realize that regardless of how many bucks you have in the bank, how high you are on the corporate totem pole, regardless of how healthy and happy and prosperous you are, you still have a huge hill to climb--and that is fulfilling our Biblical application of the Golden Rule, helping other people along life’s path. When you do that, then your purpose will be crystal clear and the results foregone. God bless you as you ponder these things.
I have pondered this for many years--I notice that many people start out on a specific objective (getting in better shape physically, getting better educated, winning more friends, influencing more people, etc.), but along the way they had no specifically designed purpose and so they dropped out. I can tell you seriously, and if we were seated
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
Written By Zig Ziglar
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ExecutiveAgent Magazine
Hadi Bahadori The Recipe For Real Estate Success By Julie Brown
S
elling a $20 plate of Chicken Marsala is not quite like selling a half-million-dollar home, but the principles are the same according to Hadi Bahadori. He spent decades in the restaurant business before trading in Italian meatballs for Italian Marble floors as a real estate agent. “It doesn’t matter what you’re selling because the concept of business is the same no matter what,” explains Hadi. “It’s all about marketing, customer service and having knowledge of your product.” He has built a successful real estate business by focusing on these core principles and has big plans to double his sales by 2015. Hadi was born and raised in Iran, but always had big dreams about coming to the United States. At the age of 16, he left his family behind to get an American education. He went on the attend college at University of California, Irvine where he studied business. Hadi was living the American dream as an entrepreneur who owned a chain of Italian restaurants. Yet after 15 years in the business, he decided it was time for a change. “I had bought several properties and always had an interest in real estate,” shares Hadi of his decision to get his license in 1999. “I wanted out of the restaurant business and knew that real estate would be a good fit.” Making the career transition was an easy one that Hadi attributes to great training and sheer will. “Once I decided to do real estate there was no going back,” adds Hadi. “I knew that I had to be successful.” Success came quickly for Hadi as he closed $3 million in sales during his first year in the industry. His business has grown steadily ever since with the exception of the recession years. Like many agents, surviving the market downturn was a tough time, but a little creativity kept him afloat. “I had to really think outside of the box,” shares Hadi. He focused on creative financing and hooking up buyers with good income, but bad credit with sellers who financed the home for them. Seller financing was the focus of his business during those tough years.
“You can do everything right and something out of your control can make a deal fall through,” shares Hadi. “You have to plan for those situations to occur and always have lots of work in the pipeline so you don’t feel the effects of it.” Now that Hadi has an established business he depends heavily on referrals. Providing great service for his clients is a top priority. “If you enjoy eating at a restaurant, you’ll recommend it to other people,” explains Hadi. “The same works for real estate except I’m not selling a $20 meal.” He also puts a great emphasis on marketing as he believes it is a key to success. “It doesn’t matter how good your business is, you have to market yourself,” says Hadi. “That’s how you survive in any market.” When he’s not working on building his client pipeline, Hadi enjoys playing soccer and tennis. He has four kids including a son in the Army who plans on joining him in his business when he returns from service. Right now Hadi is focused heavily on real estate. Last year was his best year ever in terms of sales, so he is on track to increase his business in the coming years. In case the market takes any steps backwards along the way, Hadi will be prepared for it. “I’m building the foundation to deal with REO properties,” says Hadi. “It’s all about putting the right relationships in place and being prepared for anything.” Hadi Bahadori Realty ONE Group 23811 Aliso Creek Road, Ste. 181 Laguna Niguel, CA 92677 Tel: (949) 542-6578 HadiBahadori@yahoo.com www.realtyonegroup.com DRE # 01236623
“There will always be market challenges,” says Hadi. “You just have to be flexible and adjust to them.” The challenge he faces now is the inventory shortage in Orange County. He has been working on finding pocket listings or people who don’t advertise their homes for sale, but are open to buyers that you bring to the table. He also works to help his buyers stand out among the fierce competition.
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Reduce Your Expenses! Raise your Profits!
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ExecutiveAgent Magazine
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Written By Carla Cross
I
hope you managers and owners already have your business plans done. If so, check them against the list below. If not, it’s time to get that business plan thought through and finished for a more focused, goal-oriented 2014. Here are 10 strategies to reduce your costs without hurting your productivity. Co-op expenses with a title company, escrow company, or other company that wants business from the same source as you (or wants your business). Quit advertising in mass media, (like your local, expensive newspaper), and teach your agents to “relationship market”.
Advertise in targeted media, and teach your agents to do the same. It costs less, and gets a much greater return. Focus on listings selling, not listings taken (a training issue). Your long-held listings are costing you too much money. Do you know how much? How much ill will, and lack of return customers, is it costing you to have a listing that doesn’t sell? Quit wasting your money on overpriced listings! Stop chasing new customers. Focus on keeping the customer, not snagging new ones. Put your advertising dollars there.
Decrease your costs by firing non-productive agents. Then, increase the number of productive agents through a recruiting program. Reduce the square footage of your office, by offering agents incentives for in-home offices. Reduce your secretarial costs by routing your phone calls directly to agents as much as possible. Stop buying experienced agents. Hire new agents and train them with a great high accountability, get started fast, business start-up plan and training/coaching program. Reduce the time you spend in non-productive activities. Systematize and delegate many of your duties to staff, so you can do what you do best – recruit, train, and lead your agents. 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© 2006, 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
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Helping Professionals To Grow Their Business
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s a branch manager and active loan originator with Eagle Home Mortgage, Scott Criss launches each new day with a sense of purpose and enthusiasm. “We’re taking the chance to do the right thing,” he asserts. Scott transitioned into the lending industry after establishing himself as an inside sales specialist for a highly specialized firm that subcontracted to NASA. “I had the opportunity to build sales skills, but also to hone my logical
and analytical abilities as well,” he says. The work was challenging and rewarding, but Scott eventually found himself in search of new opportunities. He found himself in the financial sector, and quickly realized he had the ability to make a tangible difference in the lives of others. “I have made it my consistent goal to conduct solid and ethical business,” he reveals. “From the onset, I wanted to be one of the good guys in lending.”
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Scott Criss Exceeding Customer Expectations By Lalaena Gonzalez-Figueroa
As a processor, he established a thorough understanding of the elements involved in packaging successful loans. This knowledge became a critical component of his success as a mortgage originator, notes Scott. “I enjoy the process of structuring loans, working with individual clients and their unique financial situations to assist them in achieving their goals.” He joined Eagle Home Mortgage in 2003 and was immediately impressed with the company’s business platform and resources. Though Scott explored other options in the lending field, he returned to Eagle with a renewed appreciation for the company that he lauds as an organization with high ethical standards and heart. “In our industry, this is a rare combination,” he observes. “Fundamentally, Eagle Home Mortgage is a great place to work and a wonderful ally for our consumer clients and industry partners.” Within the collegial atmosphere, says Scott, is a familyfriendly culture that encourages professional growth and client success. “It starts at the top,” he says. “Our management and leadership personnel believe in what they’re doing, and that cascades down throughout the company. We’re all working together to achieve a shared vision.” As a direct lender for Fannie Mae, Freddy Mac and Ginnie Mae, Eagle Home Mortgage offers more options for buyers than big-box banks. “We’re able to conduct manual underwriting, which allows us to consider loans on a caseby-case basis,” Scott explains. Scott maintains a thriving book of business while acting as a mentor and branch manager in his San Diego office. Achieving professional balance requires a strategic approach to business, and he utilizes structured systems to ensure that he’s meeting the ongoing needs of clients, agents and loan officers. “It’s challenging at times, but I enjoy that,” he remarks. “And staying active in the field allows me to better assist my mortgage originators in identifying workable solutions to real-time issues.”
His relationship-driven business reflects Scott’s commitment to exceptional client care. He offers open and ongoing communication, comprehensive co-marketing pieces, and an array of loan products designed to meet the needs of a spectrum of home buyers. “I believe in the value of partnership, with my consumer clients, my industry connections, and the mortgage originators within my office,” Scott remarks. “I strive to approach every situation with a logical and honest perspective, and to share my knowledge and experience to facilitate a successful outcome.” Eagle Home Mortgage is a financial subsidiary of Lennar Homes, a Fortune 500 company recognized as one of the nation’s leading homebuilders. The traditional mortgage banker offers a comprehensive range of products and programs, as well as the capacity to broker through a channel of industry affiliates. Established in seven western states, Eagle Home Mortgage looks forward to continued growth throughout San Diego and Southern California. Scott, too, anticipates ongoing professional success. “I enjoy what I do, whether that means assisting individuals in realizing their dreams of home ownership, or helping professionals to grow their businesses.”
Scott Criss, Branch Manager Eagle Home Mortgage 5930 Cornerstone Court West, Suite 240 San Diego, CA 92121 Telephone: 858-509-9010 SCriss@eaglehomemortgage.com www.EagleHomeMortgage.com
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NMLS ID 210975
Licensed by the Department of Corporations under California Residential Mortgage Act. Certain restrictions apply. This is not a commitment to lend. Applicants must qualify. Universal American Mortgage Company, DBA Eagle Home Mortgage
DePeND ON
Team DuarTe! We believe in building quality partnerships with our clients, so together we can achieve more. yOur
success is Our
GOAL!
Go mobile and gain a competitive edge with Ticor Title’s mobile apps and automated services. Our mobile apps are designed to streamline efficiency in the title process. Ticor Express Pocket Profile allows you to quickly search for property information from your mobile or tablet device. Our Pocket Profile app provides real time access to valuable property information. TicorAgent is a powerful and intuitive app made for you and your business. TicorAgent comes loaded with our title and escrow fees, local tax rates, our recording fees, and all other closing costs. It allows you to quickly answer buyer or seller related questions. TicorAgent is the mobile app that will help you close more business. Our web-based service tool, Ticor Live, is an efficient, convenient, and easy to use system for all your title and escrow transactions. Ticor Live allows transaction parties to coordinate, update, deliver and manage pertinent documents. Track orders electronically, get transaction details with status report, and download documents and preliminary reports... all through our secure database. Ticor Title is committed to developing and implementing proprietary software and technical tools to allow our clients to succeed in today’s dynamic market. Contact Team Duarte TODAY for live demonstrations of our added-value tools.
Felix Duarte Vice President 714.392.1400
felix.duarte@ticortitle.com
Tomas Duarte Vice President 714.272.9552
tomas.duarte@ticortitle.com
www.TeamDuarTe.NeT
Ticor Title Company 18302 Irvine Blvd., Suite 100 Tustin, California 92780
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Successful Practice... W
e all have a fundamental choice when we fall short of our goals and dreams. We can choose to modify our goals and dreams or magnify our skills needed to reach them. These are the only two solutions to this quandary we are in. Which are you going to choose? We must focus on acquiring the skills to create abundance in life. The mastery of the skills will create a life full of rewards. To acquire the skills in sales in order to create abundance, we need to break it down to two components. The first is we must talk to a lot of people. Great salespeople talk with more people than mediocre salespeople. By talking to lots of people daily, we insure victory. Mediocre salespeople let their feelings dictate their success in prospecting. When they don’t feel like prospecting, they don’t. Great salespeople cause their minds to control their actions in a positive manner. George Patton, the famous general, said, “You have to make the mind run the body. Never let the body tell the mind what to do. The body will always give up. It is always tired—morning, noon and night. The body is never tired if the mind is not tired. You’ve always got to make the mind take over and keep going.” Which is winning daily in your life? The mind or the body? Resolve to control your body and talk to lots of people daily. The second solution is practice. Daily practice is as valuable as making the sale. To develop a high level of skill in life we must practice. I spent hours in my youth practicing on the racquetball court my variety of shots. If I had not I would never have won any tournaments. For me to be able to be able to play at the professional level in racquetball, I hit hundreds of thousands of crosscourt, backhand shots. This allowed that shot to be automatic under tournament pressure conditions. What do you need to practice on to become a world-class Realtor? Is it your prospecting, qualifying, listing presentation, lead
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follow-up, negotiating? Each one of these areas needs practice. To achieve mastery of these skills it will take thousands of opportunities to improve your skills. Do you want to make the errors on “live” buyers and sellers or do you want to practice on partners where it is cheaper? Which do you choose? Let me share another example. Your child is learning to ride a bicycle. Do you send your child out on the busiest street for their first day or do you keep him or her in the back yard? I am sure the answer is obvious. Practice in a controlled environment gives us confidence and the skill to compete. It allows us to create wins in practice before we have to play the game. Make sure you adopt these philosophies and make a concerted effort to talk to a lot of people. You then need to practice daily so you improve your ability to execute in the moment. Dirk Zeller, President of Real Estate Champions, is recognized as the premier coach for the real estate industry. He has developed a system that takes “regular” agents and “regular” managers and transforms them into “top gun” agents and managers. Dirk’s coaching systems are built around his incredible success in the 90’s as one of the top agents in all of North America. He closed over 150 transactions annually while working Monday through Thursday and taking Friday, Saturday & Sunday off. Copyright© 2000-2001, Dirk Zeller. All rights reserved. To contact Dirk about his availability to speak to your group, please call the Frog Pond Group at 800-704-FROG (3764) or email susie@frogpondgroup. com; http://www.frogpondgroup.com.
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Patterns Of Buying T
here are four common types of buyers out there in buyerland:
The Impulse Buyer - sees it & buys it.
Did some of the B activities, then one day called and had the phones installed the following week. (style #3) Decided 4 years ago they needed new phones and are still having weekly meetings about it. (Style #4)
The Investigator - researches, studies, thinks and buys. The Fooler - researches (for maybe a year) and then one day walks in and buys. Looks like The Impulse Buyer. The Never Buyer -investigates, agitates, procrastinates. (Every salesperson’s nightmare!)
&
How do you identify who buys how? Ask questions. You might ask the prospect directly or you might ask an assistant if the opportunity arises. “I noticed you just got a new phone system. How did that happen?” OR . . . “ How did you buy your last car (or computer)? “
Once you know the buying pattern you can tailor your presentation and your expectations to that buying style. The reason so many salespeople - in real estate, mortgages or widgets - get frustrated is because they expect faster decisions. Many people cannot make fast decisions. Morgan Carter, the Chicago PR guru, says: “Frustration is a function of expectations.” If your expectations are appropriate, your frustration is diminished. Lower frustration means more energy and that equals more sales. Investigate those buying patterns!
With just a little prompting, people will tell you how they decided they need new phones: They got out the yellow pages, made three calls, listened to three presentations the next day and had the system in place the following Friday. (Style #1) They subscribed to Consumer Reports, called every company that made phones, poured over the literature that was sent, listened to 73 presentations, did more research, created a task force, mulled it over, presented 3 options to the president and a year from day one got the phones installed. ( Style #2)
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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.
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Written By Linda Brakeall ExecutiveAgent Magazine
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E XECUTIVE AGENT MAGAZINE
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“My mission is to continue building a successful long-term career in the Real Estate industry while enhancing others careers along the way. I passionately pursue to build environments that are progressive and that provides growth and advancement opportunities to those who excel.�
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Jeff Farr Life at the Speed of Success By Shannon Hartsoe
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f there’s a pattern to Jeff Farr’s professional life, it’s start small, build quickly, help others and give back. This is the pattern that drove him to succeed in the automotive industry, the furniture industry, mortgage lending and now real estate. For Farr, life is a challenge – an interesting compulsion to grow his business as big as he can, not for the sake of success itself, but to help others build on his success and in turn help others. It’s a kind of professional “pay-it-forward.” “What better compliment,” he says, “than to look back at the end of my career and see all of the people who were inspired to go out and do it themselves, all because they worked with me.” Farr opened the doors to the Orange location of Sellstate Regency Realty early in 2013. In just a few short months, he went from one agent to 11 with plans to add more locations in the coming year. If it sounds ambitious, consider this: Farr was a fully licensed automotive master technician when he graduated from high school. His gift, he says, was “fixing things.” So rather than pursue academic scholarships he worked and put himself through college. By the time he was 22 he had gone from labor jobs to sales then to management while earning a degree in business and accounting. By the late 1980s, Farr was making very good money in management, as he discovered the dark side of an early success. “Life in the fast lane can be dangerous” he says. Unfortunately, this took him down the wrong road and it got the best of him. “I knew something was wrong and that something needed to change.” he said. With the help of a dedicated support system Farr poured himself into working on his sobriety and is proud of his nearly 20 years without any hiccups. That experience taught him another lesson – one he hopes to instill in his children and his agents. “There is no failure. If you fall on your face but you learn something, get back up and try again, that is success in and of itself,” he says. “Now I try to give back that which was so freely given to me.” Mentors Matter Farr says he couldn’t have built a successful career without the help of two people he counts as mentors. As an only child to a single mother who worked hard to support him, he was destined to spend long hours by himself, left to his own devices. Fate intervened in the form of his “rent-a-parents.”
“Mike and Jay were a married couple who lived not far from us,” he says. “They couldn’t have children and wanted desperately to be parents and I was alone. He taught me everything I needed to know about how a man should be – upstanding in business deals, respectful to women, all that stuff. And she taught me a lot of things from a woman’s perspective. I learned early on that a work ethic is important.” Starting at age 13, Farr was always working – whether it was a paper route, cutting lawns or earning his automotive technician license. Today, he is always in motion -- an energetic, affable man with an easy laugh and a generous personality. Go, Grow, Give Today, he and his wife try to instill those same values into the lives of their four children. In subtle and sometimes not-so-subtle ways, they work to teach old-fashioned values like respect, money management and charity. Everyday experiences turn into teachable moments. Each child will be required to have some type of job outside the home when they turn 15. They’re already required to manage their own resources. “We give our children what seems like extravagant allowances,” he says. “But in return, they’re responsible for saving up for things they need and for things like birthday gifts for their friends. It works.” Each child is also involved in the family pastime – racing. The four, ages 8 to 13, all participate in the NHRA Junior Drag Racing league. “Our kid’s cars are the only thing faster than the real estate market,” Farr says with a laugh. “There’s always an adventure when you’re in real estate.” Jeff Farr, Broker/Owner Sellstate Regency Realty 321 S. Tustin Street Orange, CA 92866 Tel: 714.289.4400 Email: Jeff@ssregency.com Web: www.SsRegency.com DRE # 01336678
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The Real Estate Yin and Yang
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ebbie Docherty and Amie Peterson are the yin and yang of real estate. This mother and daughter duo have opposite, yet complementary, skill sets that when combined create a dynamic team. Debbie is a real estate veteran who enjoys working with people. She’s a
networker and nurturer who likes to take care of others. Amie is new to the industry and is analytical and technically savvy. She’s a marketing guru who is very detail oriented. Together the duo is creating a successful business in an industry that they both ironically stumbled into.
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Debbie & Amie By Julie Brown
Debbie earned her bachelor’s degree of science in nursing and spent most of her career as a registered nurse. When her parents passed away over 20 years ago, she was forced to sell their home. Unable to get the information and answers that she needed, Debbie set out to arm herself with real estate knowledge. She took classes and before she knew it she was working on her license. “I backed into a career that I really love,” says Debbie. She earned her real estate license in 1984 in West Virginia and moonlighted as an agent while still practicing nursing. Her husband was a physician so her clients were mostly people in the medical field. “I sold a lot of homes to doctors and nurses,” shares Debbie. After moving to California in the early 90s, she got her broker license and eventually transitioned into real estate full time. “I enjoy taking care of people and was able to translate that passion to real estate,” adds Debbie. Amie earned a master’s degree in English and went to work for an advertising agency after graduate school. She later started her own freelance copywriting business. Ironically one of her clients was her mother whom she helped to market her real estate business. Amie wanted to immerse herself in the industry, so like Debbie she took real estate classes and later earned her license. Her mother eventually became her main client and Amie officially joined her in the business last year. “Amie had been working with me for two years before she decided to make the leap into real estate full time,” shares Debbie. “It was a natural transition for her.” It wasn’t much of a leap for Amie who had watched her mother slowly build a real estate business throughout the years. “She always had fun and it was great to see her match people with properties,” explains Amie. “It’s like putting pieces of a puzzle together and that really appealed to me.” The duo is like a puzzle themselves whose individual pieces fit naturally together. “Our strengths really complement one another,” says Amie. She handles all of the marketing while Debbie focuses on relationship building. “Together we complete the puzzle,” adds Debbie. “I have decades of experience to draw on and Amie brings the marketing and technical background to our business.”
as well as investors. Plus, with all of the information that buyers can find on the Internet today, Amie’s technical expertise helps them stay apprised of online trends. The duo joined First Team® Real Estate this year so they could start fresh as a team. Amie is working on branding and marketing efforts that include social media. Debbie is focusing on building client relationships and a referral base. Both ladies hope to expand their business into areas of Orange County that are less competitive and saturated. “Moving to First Team was a great fit for us because it allowed us to start fresh in an area with lots of opportunities,” shares Amie. “Plus they offer a lot of great resources and support to help us with our careers.” When the duo is not working on their business they both enjoy the outdoors and traveling. Debbie has two other daughters and one of them is considering joining the family business. “She works in interior design and is thinking about getting her real estate license,” says Debbie, who welcomes the idea. “I enjoy seeing my daughter everyday and being able to work with her.” Whatever the future holds for their growing family business, both ladies enjoy where they are today. “I love working in real estate because it’s so relevant and it’s something that everyone has a vested interest in,” explains Amie. “When people hear I work in the industry they always have questions and commentary.” For Debbie, her caregiver instinct carried over to her real estate business. “I love helping people to achieve their goals and sharing my expertise with them,” adds Debbie. “My goal is to make people’s moves and experience as seamless as possible.” Debbie Docherty & Amie Peterson First Team® Real Estate 27451 Los Altos, Suite 100 Mission Viejo, CA 92691 Debbie: 714.357.7152 - Amie: 714.402.7461 debbie@debbiedocherty.com amie@firstteam.com DRE # 01867809 - DRE # 01911414
Not only do their opposing backgrounds and strengths work to their advantage, but their age does as well. Amie is able to appeal to young first-time home buyers while Debbie is a natural fit for experienced and repeat buyers
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The Thinker Leadership Style
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ExecutiveAgent Magazine
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Written By Tony Alessandra
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f You’re a Thinker...Your high standards are a twoedged sword. Your employees are inspired by your quest for excellence, but often they feel frustrated because they can never quite seem to please you.
One of the best things you can do is lessen and soften your criticisms spoken or unspoken. You can seem so stern sometimes! Ease up on your need to control. Walk around and spend more time with the troops, chatting up people at the water cooler or in the lunchroom. Wake up to the fact that you can have high standards without requiring perfection in each instance. That’ll take a load off your shoulders--and off your employees, too. Whatever your style, being adaptable can help you to build bridges to your employees and make them feel valued. By learning to best respond to their interests and concerns, their strengths and weaknesses, you can get the most from your people as well as leave them more satisfied. Dr. Tony Alessandra, CSP, CPAE has authored 13 books, recorded over 50 audio and video programs, and delivered over 2,000 keynote speeches since 1976. Copyright© 1999, Tony Alessandra. All rights reserved. This article has been adapted from Dr. Alessandra’s book, The Platinum Rule (Warner Books, 1996). Dr. Tony Alessandra is recognized by Meetings and Conventions Magazine as... “one of America’s most electrifying speakers.” For information about Tony’s keynote presentations, please call The Frog Pond Group at 800-704-FROG (3764) or email susie@ frogpondgroup.com; http://www.frogpondgroup.com.
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