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Roger Zelaya

Executive Agent of the Month

Inside Features: Ron Arnold

Century 21 Award Brooke Kelly

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You need a lender who knows how to finance your tough sales, too. Let’s face it. If real estate sales were easy, any lender would do. But when you have a tough sale, you need a smart lender, or even better… a direct lender like imortgage with a proven track record and access to loan programs that fit specific buyer needs. If there’s a way to finance your buyer, we’ll know about it. Yes, we do simpler loans as well as any lender, but we’ve gained the respect of our Realtor® partners by serving their buyers with a wide range of more complex programs, like the following:

● Foreign National Loans

Great for Non-Resident and Non-U.S. citizens buying second homes in the U.S.

● Jumbo Financing

Finance up to $5 million with LTVs up to 90%

● Dissipating Asset

Asset-rich clients can qualify with no income up to a max loan of $5 million!

● Investor Friendly

FHA, VA, USDA & Conventional flips under 90 days. Up to 10 properties financed.

● Credit 580

Our expanded FHA guidelines provide special options for borrowers with credit scores from 580 to 639.

● Pledged Asset Mortgage

Pledge eligible assets in lieu of a down payment. credit scores from 580 to 639.

Discover what imortgage can do for your buyers! Call today!

(909) 912-7810 Richard Hedrick, Branch Manager Direct Mobile

(909) 912-7835 (714) 400-2753

NMLS ID 1059650 richard.hedrick@imortgage.com

imortgage 8686 Haven Avenue, Suite 150 Rancho Cucamonga, CA 91730

Rates, terms, and availability of programs are subject to change without notice. Licensed by the CA Department of Business Oversight CRMLA 4131040. Corporate NMLS ID 174457. All rights reserved. 10012014.

contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

Magazine

November, 2014

Cover Story

Inland Empire

Editorials

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

ADVERTISERS’ INDEX

24 - Omar Johnson:

Real Estate Marketing is the Business

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

14 - Joe Lane:

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

Assemble Your Investment Team

i Photography Studio........................23 Mike Ferry........................................7

10 - Pete Milano: 17 Roger Zelaya

Executive Agent of the Month

12 Ron Arnold

Success From Your First Flip...

Ticor Title Company.......................36

28 - Peter Vekselman:

TIGAR...................................34

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

Brooke Kelley

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

The Termite Guy.............................31

© 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.

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E XECUTIVE AGENT MAGAZINE

By Julie Brown

Brooke Kelly ExecutiveAgent Magazine

We have a loan for every home... simple as that.®

rooke Kelly was planning on having a long career in banking until one of her regular customers recruited her for the mortgage business. When she found out she could enjoy more flexibility, greater financial opportunities, and still have the chance to work closely with others, Brooke was sold on the idea. Over a decade later, she’s now a successful loan officer for imortgage and is focused on building her team and helping to give others the same opportunity she was given. As a young single mother, Brooke pursued a career in the banking industry with Wells Fargo. She realized that customer service was her niche and quickly climbed the ladder to become a branch supervisor. One of her regular customers kept nudging her to meet with his wife who was working with Wells Fargo in the mortgage department and was looking for an assistant. “He saw the level of service that I provided and knew that as a single mother I could make more money in the mortgage business,” shares Brooke. “I met with his wife and saw that it really was a great opportunity for me.” In 2002 Brooke transferred to the mortgage side at Wells Fargo and became a loan assistant. The transition from banking to mortgages was a tough one because she knew nothing about the industry. “It took a lot of falling down and getting back up to keep moving forward,” says Brooke. Her partner took her under her wing and taught Brooke everything about the industry. “One of the greatest ways I learned was just by sharing an office with her and having the chance to listen to every conversation she had with her buyers,” adds Brooke. In 2004 the duo moved to Countrywide Mortgage where Brooke continued to work as a loan assistant. Eventually Brooke outgrew her assistant role and moved to a different team where she could focus on new business development. Years later she went back to work with Wells Fargo on a joint venture with a company that rehabbed foreclosure homes. “At that time the recession was at its peak so I was lucky to have found a niche to keep me busy,” says Brooke. Unfortunately the joint venture only lasted a year and Brooke went on to bounce around to a few different mortgage companies trying to find the right fit. “That was definitely the toughest time of my career,” shares Brooke. “I couldn’t find a place that really worked for me.”

In August 2011 Brooke was recruited by a friend to join imortgage as a loan officer and has made it her home ever since. She knew she found the right company after she had an unforgettable experience with one of her first customers. The customer was a single mother with a handicapped son who were living in a mobile house and desperately needed to get into a home that offered wheelchair accessibility. “Her son had bloody knuckles from trying to get through the doorways of their mobile home,” shares Brooke. “She said she would do anything to get her and her son into a home of their own even though she didn’t meet all of the financial requirements.” Brooke was able to reach out to an executive at imortgage and plead the family’s unique case to get them approved for a mortgage. “I would have never been able to do that at a bank,” says Brooke. “That’s when I knew I was with a company that truly cared about their buyers and had faith in me as well.” Treating each customer as an individual and not just a transaction is a core philosophy at imortgage that Brooke has made part of her business. “I really look at my customers as family and have a willingness to work through any challenges they may have to help them achieve their dream of home ownership,” shares Brooke. “There’s nothing more rewarding than being able to tell someone who didn’t think they’d qualify for a home that they were approved.” Now married and the mother of two daughters, Brooke is still enjoying the flexibility that her mortgage career offers. “The mortgage business offers great flexibility and financial opportunities as well as the chance to really help other people,” says Brooke. “It’s a very personal business that of course has its challenges, but it also offers some amazing rewards.” Brooke Kelly imortgage 8686 Haven Ave., Suite 150 Rancho Cucamonga, CA 91730 Telephone: (909) 912-7827 Brooke.Kelly@imortgage.com www.imortgage.com/brooke.kelly NMLS ID 483908

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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

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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.

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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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Success from Your first flip...

eople who have been in the Flipping business may call me a newbie, and rightly so. However, over the years I have acquired the knowledge and skills that allow me to exploit my talents so I can be successful doing the task or job at hand. To be successful doing a flip let me first provide a shopping list of what the basic needs are, and in this case for a foreclosure. Networking, Knowledge Mentors, Monies, Teamwork Financials Network, Network, Network! Don’t underestimate the need to network with any and everyone you come in contact with. Always have on hand a promotional item to hand out. Be it a business card, pen or something else that is appropriate. Knowledge There is no magic pill to being successful. Before purchasing a book look at the first publication date and the most recent revision. Times have changed and a book dealing with time sensitive subject matter by definition is time sensitive. How to get financing written pre-2007 will be archaic. During a “buying foreclosures” seminar that I attended a list of books was presented that for me was a good starting point for learning about the business. Since that time I have purchased and read a number of books about Foreclosures and Real Estate investing. If you are inclined to read I suggest doing a search on the web for book reviews. Afterwards if you do look for books online I suggest that you use Advanced search options and Do experiment with it. My experience has shown that if I just do a search of books for the word Foreclosure I will get back many thousands of hits!!!!! To reduce the number of hits your most important search criteria beyond that of the subject matter will be the Publication Date. Currently, my initial searches look for a publication date after December 2007. Mentor If you don’t have one you should be looking around in hopes to find someone or somebody. If you do not have the knowledge and do not network then a Mentor can be your next best thing.

Early in 2008 I spoke with Armando Montelongo in hopes that he would be a mentor for me. Unfortunately, he is just too busy with his TV show and promoting his eBooks and would not be available when I need some advice. Regardless, I am very fortunate to have a fantastic mentor who is in the business of real estate investing and very successful at it for many, many years. Just how much can my mentor help me? To give you an idea, for my first flip I drove him to the house that I wanted to purchase. We stopped outside and he immediately auto dialed a number and said give me information on a property at . The 2nd thing said was, look at splitting the property. Now, there is a real savvy businessman and one who knows what and how to get information. Oh, yes he did get the information on the property during the phone call. No call back later for him. Monies You have to finance somehow and someway. The book Confessions of a Real Estate Entrepreneur mentions this topic briefing and was all that I needed to understand what I had to do. Teamwork Baseball. The shortstop comes over and plays in the 3rd basemans area. A ball is hit to the shortstop area and keeps rolling and rolling and rolling into the outfield. That is NOT teamwork. I am very fortunate to have someone working with me on projects. He has the knowledge, drive and desire to handle the logistics of getting a house flipped and I do other things. Just like you see on the TV house flipping shows, My partner is the guy on site as the GC running the job and making the decisions. What do I do? Well, for one thing I need to have another house for him to flip when he completes this one. You cant do it alone and consistently be successful. Build a team of qualified, trustworthy and reliable people. Financials At a minimum get professional help during your early stages of starting your business. Can you answer this question? What is a Chart of Accounts and do you know how and why you would want to modify it? If your answer is What is a Chart? then you definitely need help and possibly for a long time. Be prepared to spend some money in this area. Me, I purchased the Quickbooks version for contractors.

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Written By Pete Milano

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Written by Shannon Hartsoe

Ron Arnold ExecutiveAgent Magazine

ased on awards alone, Ron Arnold’s credentials as a Realtor® would impress any potential client. But that’s only part of what makes him a highly favored Realtor® with Century 21 Award in Anaheim Hills. Ron brings an extensive, world-class ability to negotiate, find the best deals and ensure his clients are treated with the utmost respect. “My strategy for success is simple: honesty, experience and education,” Ron says. “My goal is to give the most honest and the most accurate information available. My drive to consistently analyze statistics and market information enables me to offer experienced advice as a real estate professional.” It’s a strategy he has made a priority for more than 20 years. This includes Ron’s days before real estate, when he led large Southern California companies as a sales manager and vice president of marketing, and even during his time as a professional baseball player in the Oakland A’s organization. At Century 21 Award, Ron continues to hone his craft as a Realtor®. The branch is one of the fastest growing Century 21 franchises in America, and Ron has consistently ranked in the company’s top percent of agents worldwide for the past decade. His Secret “I aim to redefine real estate success by elevating people as the highest priority and by empowering my clients to make decisions that are the most beneficial to themselves and to their families,” Ron says. Growing up in Montebello, California, Ron set his sights on success early in life. Not only was he a top baseball prospect, but he earned many awards for academic excellence while pursuing a bachelor’s degree from the University of Southern California. Ron then went on to play Minor League Baseball for the Oakland A’s for two years, then as a professional baseball player in Mexico for another two years. In his business life, Ron led companies as a sales manager and VP before he began a successful career in real estate. “My real estate background is extensive. I negotiated my first contract as a principal a little over 22 years ago,” he recalls. Ron became a real estate agent 11 years ago. He says Century 21 Award’s extensive resources are a major benefit to him and his clients. “With three offices in Orange County and 19 in Southern California, I am able to provide quality service to all surrounding areas,” Ron says As for awards, Ron has earned nearly every accolade in the Century 21 system. They include Century 21 Centurion -- 2003, 2004, 2009, 2010 (Top 2 percent in the world); Century 21 Double Centurion 2005, 2006, 2008, 2010,

2011, 2012, 2013 (Top 1 percent in the world). “Of the awards I have been honored to receive, I am most proud of the Quality Customer Service Award,” Ron reveals. “It is based on a ‘post-escrow survey,’ so it is a direct reflection of my performance through the eyes of my clients.” Guiding Principles In their own words, Ron’s clients speak of a dedicated professional who works hard on their behalf and provides honest, transparent advice so they can get the best deal possible. “Ron was our tenacious advocate, absolutely going to the wall for us. We were impressed! He was professional, yet savvy,” says Scott Ganser. “Ron is very knowledgeable and we would trust him to represent us in either a buying or selling situation,” adds JoAnn Eiman. Further evidence of how satisfied Ron’s clients have been can be seen in the dozens of favorable postings on Zillow, the online real estate database. Said one posting: “Ron was very friendly and knowledgeable regarding the property and area that he showed us. I highly recommend Ron because of his respect for our needs and desires. He also acted with great moral character.” “Ron, along with his entire team, are real professionals. He helped me every step of the way with a very difficult out-of-state estate sale. I could not have done it without him. I definitely would recommend Ron,” reads another. To attain and maintain this level of success requires a solid team, and Ron is quick to give credit to his associates: Sue Arnold, Buyer Agent; Long Chang, Buyer and Listing Agent; Lin Bourke, Buyer and Listing Agent/Transaction Coordinator; and Jeff Munson, Marketing Coordinator/ Agent. In addition to top-notch business skills, Ron says a core principle that has always guided him in life and business is love for others. “Do what’s loving: In all situations, the highest law is the law of love” says one of his core principles. Another sums up his team’s approach to how they treat their clients: “Go above and beyond the ‘letter of the law or contract’ to do what’s right.” For Ron Arnold, these have been words to live by. Ron Arnold Century 21 Award 160 N. Riverview Drive, #350 Anaheim, CA 92808 Tel: 714-457-4005 Email: RonArnold2011@gmail.com Web: www.whenhomeisnt1st.com CalBRE # 01338671

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

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Cover Story

Roger Zelaya

Executive Agent of the Month

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Roger Zelaya RE/MAX TIME

Written by Shannon Hartsoe - Ian Wiant Photographer

ike many real estate agents, Roger Zelaya has attended many classes, seminars and earned countless continuing education credits. But at the end of the day, he says it’s not knowledge that makes him so successful; it’s his dedication and concern for the well-being and goals of his clients.

his clients, Roger makes sure to keep his certifications up to date. Having attended seminars by seminal sales icons Mike and Tom Ferry as well as motivational guru Tony Robbins, there isn’t a system in place that he doesn’t utilize to help him keep his business on its A-game. (He once even took a sales course from copier giant Xerox, because he notes, sales are sales). None of that matters, he believes, if the customer doesn’t come first. Sometimes that comes down to doing something as simple as answering the phone and returning calls promptly. Background Roger came to the United States from his native Nicaragua at the age of 12. With no prior knowledge of the English language, he poured himself into learning everything he could about his new country and became a model student. In 1991, Roger started working in the lending business. Here, he turned cold-calling into an art and began earning the business of clients looking to refinance in the booming Southern California real estate market. Quickly, he scaled the ranks of his company, working his way from underwriting to loan originator. Having reached the top of the mortgage ladder, he did what seemed logical at the time – opened his own company.

“That’s what it really comes down to,” he says. “There’s an old saying, ‘people don’t care how much you know until they know how much you care.’ It may sound trite, but it’s true.” Not that he doesn’t care about gaining knowledge. In order to stay abreast of any and all changes that may affect

First it was Pacific Empire Lending, Inc. where he became the go-to lender of choice for Realtors® in the West Covina market. Later, as the market shifted, he and two partners founded Tricord Financial which then became a branch of American Financial Network (AFN). Tricord helped buyers and Realtors® through the process of FHA lending and short-sale financing. He went on to manage several branches for major lending institutions such as Wells Fargo. By the time he entered real estate sales, Roger had plenty of experience under his belt, helping propel him to the top 22% of Realtors® at RE/MAX Time in less than nine months. Serving Ontario, Upland, Rancho Cucamonga, Fontana and Rialto, Roger keeps his service area small to give his client expert representation.

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“I started out working seven days a week for six months straight,” he says. “I knew that I could be just as successful at real estate as I had been in lending, but it took some time.” But in his second month, he closed five transactions. This proved to be a pivotal point in his career, and today

he’s a full-time Realtor® dedicated to helping his clients reach their goals one transaction at a time. “My plan is simple. I show up to work and actually work,” he says with a laugh. “I have a schedule and I stick to it.”

ExecutiveAgent Magazine

Commitment, Experience, Passionate He’s Also A Master Of Marketing By targeting social media outlets such as Facebook with custom ads for both buyers and sellers and tracking conversion rates, Roger is utilizing new media to its full advantage. But he and his team also make the most of more traditional methods of marketing. “My team and I prospect for new business in the morning. We call absentee owners, expireds and do ‘just listed/just sold’ calls,” he says. “I do my own open houses – as many as three in a week.” He then targets ads to visitors of those open houses and utilizes Trulia.com and Zillow.com for all of his listings. “I like technology and I use it to automate my business,” he acknowledges. “By letting automation take over the

smaller aspects of my business, I can spend as much time as I need to with my clients, serving them to the best of my ability.” There’s no substitute for patient, knowledgeable representation, whether that means showing his buyers as many homes as they need to see before they find their dream home, or seeking top dollar on behalf of his clients, Roger does it all and his clients appreciate the difference. “After years of searching, my family and I found the one agent we thought was patient, professional, experienced, an excellent negotiator, friendly and fun to work with,” says one recent first time homebuyer.

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“That’s the kind of review that drives me,” he reveals. “I want the process to be a smooth one for both my buyers and my sellers, but it should also be fun.” He sets goals yearly, and is quick to adjust his goals based on a detailed analysis of what’s working and what’s not. “I look at my goals every Monday after my coaching call. It only takes me about five minutes, but it’s an important part of my business. I look at seven key indicators and I adapt and make changes as needed. Tracking and measuring my business I can change goals as soon as I see there is a problem and make the necessary adjustments to achieve the goal or reset the goal.” For the coming year, those goals include a foray into commercial real estate sales and adding additional team members. “I want people who are just as passionate about my business as I am,” he says. “If there’s not good synergy between me and my team, it won’t work. We all have to be on the same page.” Roger is a member of NAHREP, the National Association of Hispanic Real Estate Professionals and supports WEREP,

West End Real Estate Professionals in Rancho Cucamonga, CVAR, Citrus Valley Association of Realtors®, CAR, California Association of Realtors® and NAR, National Association of Realtors®. When he’s not in the office or out helping a client, Roger admits to one guilty pleasure – reality television. “I don’t think anybody knows that about me,” he laughs. “But I also love boating and sports photography and I volunteer at my children’s schools. Balance is hard to find – even my family knows they should send me an email invite if I need to get something on my calendar. But that’s what happens when work doesn’t feel like work!” Roger has two children, Andrew who is 17 years old and Eric who is 9. They both attend the Etiwanda School District. And through it all, he says he wouldn’t be where he is without the support and encouragement of his girl friend Elizabeth Straley. “She encourages me to give my best and always strive for greatness. I couldn’t ask for better than that.”

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ROGER ZELAYA RE/MAX TIME 10535 Foothill Blvd., Ste. 100 Rancho Cucamonga, CA 91730 Tel: 626-506-5481 Roger@rogerzelaya.com www.RogerZelaya.com CalBRE # 01194060

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.

ExecutiveAgent Magazine

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. 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

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.

ExecutiveAgent Magazine

Written by Peter Vekselman

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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

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

Comprehensive Education

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Your REALTOR® membership in The Inland Gateway Association of REALTORS® Connects You with exclusive products, programs and services as well as becoming a member of the California Association of REALTORS® (C.A.R.) and National Association of REALTORS® (N.A.R.), benefiting from the strength of 1.3 million REALTORS® across the country all committed to creating a strong and viable real estate marketplace. We make sure you are always connected using the latest technolgies such as Facebook, Twitter, and Email Newsletters to keep you informed with all the Real Estate news that affects your business. We pride ourselves as the member friendly Association of REALTORS®. Our customer service team strives to make your experience with us the best part of your day.

(951) 735-5121 The Inland Gateway Association of REALTORS® 321 E. Sixth St. Corona, CA 92879

www.tigar.org

TIGAR The Inland Gateway Association of REALTORS®

Our bone marrow transplant reunion is now standing room only. Each year, City of Hope invites bone marrow transplant recipients and their families to attend the “Celebration of Life” event. It’s a joyous time during which survivors of blood cancers such as lymphoma, leukemia and myeloma embrace their health, their life and each other. It began more than 35 years ago when City of Hope created what is now one of the largest and most successful bone marrow transplant programs in the world. In fact, we’ve completed over 11,000 transplants and, according to national reports, our outcomes are among the best in the nation. The goal of curing cancer isn’t just something we work at. It’s what we live for. If you have cancer, make us your first call. Or ask your doctor for a referral. We accept most insurance. 800-826-HOPE

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11/25/13 6:02 PM

INTRODUCING

TicorAgent 3.0 Ticor Title proudly presents the release of TicorAgent 3.0 With an updated user interface, TicorAgent 3.0 brings you the same great features with a modern sleek design. Our new features include a quicker way to access more information using our unique Link button, a more dynamic comparison of loan types, new video tutorials, and more.

Slide

Slide gives you the ability to compare loan types, rates, term lengths and more within seconds. There’s no need to run additional estimates, just slide from the results screen to compare.

Link*

Link allows you to utilize all of the features in TicorAgent 3.0 with one click of the link button. It is placed in several locations on the application and will link you to additional collective data.

Play

Play lets you watch short videos on every screen, taking the “built-in” manual to another level.

Shake*

Now you can create personalized and professional flyers for your clients and send them immediately to your social media feeds.

* Link and Shake are available only with TicorAgent 3.0 Pro. Visit Google Play or iTunes and search for TicorAgent 3.0. Compatibility: Requires iOS 4.3 or later. Compatible with iPhone, iPad, and iPod touch. Optimized for iPhone 5 and 6. Requires Android 2.0 and up.

Ryan & Rhonda TTG Vice President

Ryan 909-767-0718 ryanjorr@me.com Rhonda 909-921-5029 Callhelpmerhonda@gmail.com www.TeamTitleGuy.com