July 2014 south bay by Executive Agent Magazine

EXECUTIVEAGENT MAGAZINE

Ellis Posner Executive Agent of the Month

Inside Features: John Wellsandt imortgage Andy Yang RE/MAX Premier Realty

Purchase Financing:

Compare our stats to the industry. At Evergreen, we’ve never lost sight of the fact that serving real estate industry professionals and their clients is the cornerstone of our success, yesterday, today and tomorrow. As evidence of our focus on the home purchase market, we invite you to review our purchase loan percentage compared to the industry: Purchase Business Percentages

2013 YTD

2012

2011

Evergreen

75%

73%

83%

Industry

39%**

29%

32%

** Source: Mortgage Bankers Association (MBA) Percentages reflect portion of total volume that were purchase transactions.

That’s why we’ve developed an infrastructure with systems and procedures that allow us to quickly process loans so that we close On Time and as Promised®. In fact, our entire platform is engineered to close purchase transactions in 14 days*.

But stats are only part of the story. It’s the care and compassion of every Evergreen associate that makes a difference and is felt by the customers we serve. As a lender with strong convictions and a proven track record serving the purchase market, we invite you to become a business partner with Evergreen.

Michelle Coolidge-Tondu Sr. Loan Officer & VP / Corporate Relationships NMLS 176580

tel 310-818-1011 fax 855-296-8279 mcoolidge@evergreenhomeloans.com www.michelletondu.com 21250 Hawthorne Blvd Ste 500 Torrance, CA 90503 Branch NMLS 1127143

*The 14-day close does not imply a guarantee of any kind and only references the historical service level provided by Evergreen on standard FHA, VA, and conforming conventional loans. Assumes expeditious and complete cooperation by all parties to the transaction. Not all applications are eligible for a 14-day close, including but not limited to jumbo loans, renovation loans, loans brokered to other lenders, or properties requiring repairs. Not all applicants will qualify; certain restrictions apply. © 2014 Evergreen Home Loans is a registered trade name of Evergreen Moneysource Mortgage Company® NMLS ID 3182. Trade/service marks are the property of Evergreen Home Loans. All rights reserved. Licensed under: Arizona Mortgage Banker License 0910074; California-DBO Residential Mortgage Lending Act License 4130291; Hawaii Mortgage Loan Originator Company License HI-3182; Idaho Mortgage Broker/Lender License MBL-3134; Nevada Mortgage Banker License 3130; Oregon Mortgage Lending License ML-3213; Washington Consumer Loan Company License CL-3182. 1/14

contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

Magazine

July, 2014

South Bay

Cover Story

Editorials

10 - Tony Alessandra:

Becoming More Persuasive

12 - Theresa Behenna: Seeds of Change

28 - Jeff Blackman:

Passion Produces Profit

32 - Louise Morganti Kaelin: Master Your Craft

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

ADVERTISERS’ INDEX City of Hope.....................................34 Evergreen Home Loans......................2 Evergreen Realty HomeSmart...........6

24 - Laurie Moore-Moore: Three WILD Ideas To Help You List & Sell

Mike Ferry...........................................8 i Photography Studio...............14 & 23 Kinecta Federal Credit Union..15 & 36

PWAOR.......................................31

Ellis Posner

Executive Agent of the Month

SBAOR....................................35 The Termite Guy.................................7

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

04 John Wellsandt

Andy Yang

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© Copyright 2014 Executive Agent Magazine. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Although every precaution is taken to ensure accuracy of published materials, Executive Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

E XECUTIVE AGENT MAGAZINE

Written by Shannon Hartsoe

John Wellsandt

resh out of the University of the Pacific in Stockton with an undergraduate degree in geology, John Wellsandt couldn’t find a job. But a combination of intellect and resourcefulness along with the lessons he learned from his salesman father gave John just what he needed to make the most of the situation.

That’s too bad for geology, but for anyone looking to buy or sell a home in Orange County, the unexpected change of careers has been a blessing. “We started the Huntington Beach office with no employees -- except me! -- on Dec 1, 2013,” John recalls. “We now have 17 and growing. My goals are to have a team of around 30 loan professionals by the beginning of 2015, and to become the lender of choice for the Resale market in Orange County!” Real Estate a Natural Fit John’s father sold farm machinery and was committed to providing the best possible service to his clients. He remembers his father talking about the importance of providing responsive, solid customer service and that honesty and transparency were always the best approaches. John took those lessons to heart but he also describes himself as an outgoing people person. “This industry suits me!” says John, now branch manager of imortgage’s Huntington Beach office. “My philosophy on lending and mortgage is that there is almost always a way to get a deal done, if all parties are willing to think outside the box. I have a very long history in mortgage and lending -- this is my 30th year in the industry. I try to leverage my experience to find ways to get people in homes, or to improve their situation.” John’s experience fits perfectly with the imortgage philosophy. The Arizona-based company provides a wide variety of mortgage products, so it’s easy for a dedicated professional like John to find the best option for his clients.

There was also that element of being in the right place at the right time. While he was looking for a way to make use of his geology degree, John happened to hear about a mortgage company offering a management training program. “What do I have to lose?” he thought. “I actually fell into lending,” John says. “I gave the training class a shot. It turned out that I had an aptitude for it, and I was running my first office one year later.”

“Simply put, imortgage tries harder to get loans closed faster and with less hassle than any other lender I know of,” John says. “We have solid professionals at every level, and we try to provide a unique experience for the industry.” A History of Success Even before John joined the imortgage team, he had developed a consistent history of success, thanks in large part to his ability to effectively manage and motivate.

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“Once I got my first office, I was successful very quickly,” John recalls. “I have a knack for managing and motivating sales people, and I was able to build pretty big offices fairly quickly. I also live by the creed that success builds success – If I build a good support system for my people, they will be successful, then spread the word.” In this highly competitive Orange County, market, that kind of success makes people sit up and take notice. Providing a consistently high level of service to his referral partners -- Realtors®, builders and others -- means that John and his team continue to build a reputation for no-nonsense, experienced lending practices. John doesn’t rest on his laurels, though. He has completed a significant amount of advanced management training, including courses based on the insights of authors Dale Carnegie (“How to Win Friends and Influence People”) and Stephen Covey (“The Seven Habits of Highly Successful People”).

including doctors, lawyers and CPA’s without the extensive educational requirements. “I feel very fortunate that I found a partner in imortgage,” he acknowledges. “They have been great in trusting my vision to build a team of loan officers, and to build a culture of success, to serve our Realtor® community. I always feel personally responsible for the service provided by my team, so people should always know I am available to help at any time.” John Wellsandt - Branch Manager imortgage 7755 Center Ave., Ste. 1200 Huntington Beach, CA 92647 Telephone: 949.705.0602 John.Wellsandt@imortgage.com http://www.imortgage.com/john.wellsandt NMLS ID 448583

Looking back, John says one of the biggest surprises has been that in real estate a person has the ability to generate an income and lifestyle that equals that of professionals

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

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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The Mike Ferry Organization Monthly Report

n the last message that I sent to all of my great LinkedIn connections, I mentioned the 3 mentors I’ve had all my life, and I want to take a few minutes to talk with you about one in particular. It’s a person I think most of you know of or have heard of ... Earl Nightingale.

Let me give you an example ... at every seminar that I start, every coaching call that I do, I assume that 100% of the audience is going to take 100% of what I say, and do it ... no exceptions. Yes, by Day Four, some of them have convinced me that they can’t do it, or they’ll never do it. That’s a choice they make based on what’s going on inside their heads. Remember, my belief is that everybody will take this advice and use it to their advantage.

I worked for Earl from 1968 to 1972 and that’s when I went into the residential Real Estate business when I left his company.

What’s going on in your head as you read this particular message? Is it positive or negative? If it’s not positive, how is that helping you ... build your business, grow as an individual or improve your personal life? If your thoughts are positive ... you have a smile on your face and you’re saying, “Thanks Mike!”

Earl became famous for one sentence ... “You become what you think about most of the time.” It’s a simple sentence, and yet a very profound sentence for anybody who is taking the time to think about their life, their business and their future. I’ll give you my rendition of what I think he meant ...

Look forward to sharing more ideas with you next month.

If you’re the kind of person who has a wide variety of negative thoughts in your head on a regular basis, and you’re not getting the type of results you want from your life ... you may want to look at Earl’s statement and decide if it applies to you (because it probably does). If, for example, you’re a Real Estate agent ... in the mortgage industry ... any type of sales ... or have constant contact and communication with the public ... and you’re holding on to negative thoughts for whatever reason ... the odds of you having a positive experience is at best minimal. If, for example, a Real Estate agent says, “I know that seller will never list with me,” or “I know that buyer will never buy from me,” ... the odds are you will be 100% correct. On the other side of Earl’s thought ... if you’re saying to yourself, “I can do this or that,” ... or ... “I can accomplish this or that,” then your odds dramatically increase. I think the simplicity of the thought allows each of us to see exactly what Earl was trying to say. The question is, what’s going on in your head at any given moment ... is it positive or is it negative? And how is it effecting the results you get?

ExecutiveAgent Magazine

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

BECOMING MORE PERSUASIVE

hy are so many new ideas a tough sell? Isn’t it true, as the old saying goes, that if you invent a better mousetrap, the world will beat a path to your door? No, that’s baloney! In fact, it’s never been less true. For a variety of reasons. For starters, people everywhere have become more savvy, skeptical, even cynical. We’ve all become more jaded about advertising, more suspicious of political claims, and less trusting of those who bring us a message, any message--even one that may be in our best interest.

for communicating. But it’s also more difficult in that the deluge of messages and ill-equipped messengers cheapens them all. So nowadays, it’s more crucial than ever to hone the skills that heighten our power of persuasion. Here are some ideas, big and small, for making yourself more persuasive:

Second, and most important, many people just aren’t skilled at the art of persuading. No matter how brilliant your idea, no matter how technically advanced or economically sound it may be, it’ll go nowhere unless you get others to go along with it. And the only way you do that is by persuading them, by communicating clearly why they really should want to do what you really need done.

1. Ask yourself: What do I really want? Sure, we all want security, happiness, health, love, and fulfilling work. Digging a little deeper, we might find further shared values, such as recognition, power, freedom, and serving others. But what’s unique to you? What do you think about alone at three in the morning? What really resonates within your soul? What would you, in a perfect world and freed of family, fiscal, or geographic constraints, most like to be doing? Think about these questions as a means of searching for your great “because-- the difference between your current situation and your desired situation.”

Learning to improve our persuasiveness is both easier and harder than it used to be. Easier because we’ve now got E-mail and voice mail, CD-roms and cellular phones, satellites and skywriting, and a vast array of other tools

2. Shift your focus to others. There’s an old story of a young lady who was taken to dinner one evening by William Gladstone and then the following evening by Benjamin Disraeli, both eminent British statesmen in the

ExecutiveAgent Magazine

Written By Tony Alessandra

late nineteenth century. “When I left the dining room after sitting next to Mr. Gladstone, I thought he was the cleverest man in England,” she said. “But after sitting next to Mr. Disraeli, I thought I was the cleverest woman in England.” If you practice attentiveness to others, you’ll find it does wonders for both of you. They’ll enjoy it; so will you. And together you’ll accomplish much more. 3. Train yourself to remember other people’s names. The sweetest sound, it’s said, is that of your own name being spoken. And calling others by name is an important first step toward building rapport and, thus, persuasion. Roger Dawson, in his book 13 Secrets of Power Persuasion, gives numerous techniques for overcoming this problem. One of the best: When you shake hands with a new person, note the color of his or her eyes. That forces you to make eye contact and, after a while, will also send a signal to your brain to store that person’s name in your short-term memory. Use the name soon afterwards, and you’ll have a lock on it. Try it! 4. Empower others. Skillful persuaders send out the message, spoken or unspoken, that they appreciate others’ abilities. For example, Minnesota Mining & Manufacturing

(3M), the $15-billion-a-year firm famed for its innovation, leaders still utter--and follow--the maxims of William McKnight, its legendary leader for half a century: “Listen to anybody with an idea.”...”Encourage experimental doodling.”...and “If you put fences around people, you get sheep; give people the room they need.” 5. Hone your sense of humor. While being wheeled into the operating room after being shot by a would-be assassin, the ever-persuasive President Ronald Reagan got a chuckle when he wisecracked, “I hope the doctor is a Republican.” We may not all be so cool in a crisis, but we can all profit by not taking ourselves too seriously. Tony Alessandra, Ph.D, is a marketing strategist and applied behavioral scientist, Dr. Tony Alessandra is a leading authority on bottom-line marketing tactics and on building business relationships for life. Copyright© 1998, Tony Alessandra. All right reserved. For information on how to bring Tony to your group, please contact us at 800-704-FROG (3764) or susie@frogpondgroup. com.

ExecutiveAgent Magazine

Seeds Of Change

efore you freak out - this is SO not about politics. It’s about the only sure thing in our lives before death and after taxes. For most people ‘change’ is a scary word particularly if you work for a company that goes through reorganization and mergers. You’re fine with that warm fuzzy cubicle decorated with family photos, the regular pay check and your water cooler buddies. Sure you’d like more money and perhaps more job satisfaction and maybe more recognition for all you do, but hey, it pays the bills, right? The thought of stepping outside your comfort zone to change jobs is too scary for words so you don’t try. As a keynote speaker at conferences it’s my job to inspire and encourage people to be all they can be and achieve success in their lives. I’ve spoken to diverse groups ranging from 25 year old office admins to 60 year old entrepreneurs and I discovered a common denominator about change that impacts everyone. It’s a powerful, grossly underestimated tool we can all use to achieve goals, realize dreams, be more productive on the job and create a pleasant work environment. (Translation: Cha ching!) Curious? Read on… Twenty odd years ago as a professional entertainer from Australia, I was playing the piano at the Shangri-La Hotel in Singapore. (Don’t be too impressed – it wasn’t like being on American Idol!) Life was good. My picture was in the local newspaper every week and I was almost a Diva in my own mind lol. It was that big fish in a small pond thing working for me….however the pond was getting smaller and starting to smell a tad fishy. I wanted to go to America but there was one major problem: I didn’t think I was a good enough musician. I lacked the self confidence to even attempt to take the next step. (Sound familiar?) The most popular song in Singapore at that time was “Don’t Cry For Me Argentina” by Andrew Lloyd Webber from his Broadway musical “Evita”. One night after I played that song the entire room of 150 people burst out into thunderous applause. This was totally unexpected since I hadn’t paid any attention to what I was doing. I was glowing with the instant gratification this brings and determined to maintain the excitement of the moment by playing an audience participation song with everyone clapping along. They did. Woo Hoo! Big fun! Suddenly a man came up to me at the piano and rambled on about how well I had played “Argentina”blah, blah, blah. I was ticked. How could this dufus have such bad timing? Couldn’t he see I was busy being a Diva? In no uncertain

Aussie terms I told him to buzz off. He then apologized and introduced himself as… Andrew Lloyd Webber. No kidding. He was the real thing. Have you ever wanted to take back your words and be instantly kidnapped by aliens? Do you realize what a tremendous impact words have on our lives? Words are seeds for change. Andrew Lloyd Webber’s few words of praise changed my thinking. They instilled belief in myself and helped realize my dream of coming to this great country. Change your mind, change your life! Words are a powerful tool that can be used creatively or destructively. What are yours doing? Maybe the changes your company is going through are a golden opportunity for you to get a grip on that dream job. Who can you talk to that will support you? If you’re the boss reading this - think about giving an employee a huge boost with a compliment on her work efforts. Then give yourself a pat on the back ‘coz you just gave your company a huge boost in productivity. People work harder for people they like. Got it? Oh, by the way, please don’t send this to Andrew Lloyd Webber’s publicist. Theresa Behenna has been delighting audiences at meetings and conferences for over a decade by combining her talent as a world class pianist with Aussie humor and a timeless message. Her uplifting, humorous keynotes have been widely acclaimed by a variety of organizations as being unique, inspirational, fun and memorable. Theresa is a professional member of the National Speakers Association, founding member of the Australian-American Chamber of Commerce and former President of the Piano Entertainers Guild. In 2007 she was awarded the John Wolfe Award for speaking excellence by her peers at NSA-Houston. Theresa is a contributing author to the anthology “Rekindling the Human Spirit” and resides in Houston where she has yet to master the art of sounding Texan. © 2008, Theresa Behenna. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond.com.

ExecutiveAgent Magazine

Written By Theresa Behenna

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EXECUTIVEAGENT EXECUTIVE A GENT Nomination Form Nomination Form

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MAGAZINE

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

I Nominate: Name:___________________________________ Company:________________________________ Address:_________________________________ _________________________________________ City/State/Zip:____________________________ _________________________________________ Phone:___________________________________ Email:___________________________________ Submitted By: Fax/Email nomination to: Executive Agent Magazine PO Box 73384 San Clemente, CA 92673 Fax: 949.266.8757 Email: Info@eamag.net Tel: 949.366.3349

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Cover Story

Ellis Posner Executive Agent of the Month

ExecutiveAgent Magazine

Ellis Posner An Innovative Approach to Real Estate By Shannon Hartsoe - Ian Wiant Photographer

llis Posner is a little bit of an anomaly. A salesperson who doesn’t “sell”, Ellis is a minimalist when it comes to marketing and employs almost none of the systems and prospecting protocols so common to real estate today. Instead, he believes in effectively advising his clients of their options and educating them on the process and market. Utilizing what he calls “real estate best practices,” Ellis can only be described as a consultant. “You aren’t going to ‘sell’ someone a house they don’t want to own or convince someone who doesn’t want to sell that they should sell,” he reveals. So he doesn’t.

Instead, Ellis focuses on creating a purposeful approach to marketing rather than a haphazard, one-size-fits all plan. With a consistent message and an intentional target, including a 21-point marketing plan, his listings receive exceptional exposure and a greater-than average rate of traffic. “Most Realtors® don’t need systems as much as they need self-awareness and a better understanding of where their business comes from and what it is about them that clients are responding to in a positive way. That takes discipline and the ability to effortlessly be a problem solver,” he says, adding: “In many ways I am the exact opposite of what most successful people in the industry teach.”

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While he does utilize some of the same techniques of other Realtors®, such as sending out mailers, knocking on doors and holding open houses, it’s always backed by a thorough knowledge of the neighborhood and his intended purpose. It’s an approach that has worked for Ellis for the past decade. Basis For Success Maybe it’s the fact that he majored in psychology and graduated from New York University, Phi Beta Kappa. Maybe it’s because he’s lived in most major metropolitan areas of the United States, including Baltimore, Boston, New York, Seattle and Portland. Maybe it’s his background in technology. Whatever it is that makes him so successful, Ellis says the bottom line is that he simply loves real estate and he loves to help others.

“I’ve flipped homes in nearly every city I’ve lived in,” he explains. “I’ve probably spent more time in my life looking at properties, in all price ranges, descriptions and categories than almost anything else I’ve done. In large part it isn’t even work for me. There’s nothing else I would rather be doing.” His mother, Ellis says, was like the ultimate first-time homebuyer. It took her years to buy their family’s first home. But once she did, his mother decided she hated it and started the process all over again, taking Ellis with her to open houses nearly every weekend. “By the time I was 10 years old I had probably previewed more homes for sale than most agents see in their entire life, and I had moved twice,” he recalls. “So what else could I really ever grow up to be than a Realtor®?”

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Efficient, Savvy, Innovative It was a natural choice. So in 2004, Ellis decided to make it his career. “If I wasn’t doing this professionally, I would be helping everyone I know in their buying and selling process anyway.” Ellis was patient and intentional and that gave him an advantage over some agents looking for a quick paycheck. By realizing that the Internet had the potential to help him acquire clients from all over the world and using his experience gleaned from his frequent moves, Ellis obtained clients relocating from all over the United States and internationally. Soon, he was competing against agents with many more years of experience and more formalized systems. He’s now a perennial top producer for Shorewood Realtors®, specializing in most of the South Bay, particularly Redondo Beach, Torrance and Hermosa Beach. He’s become known for his ability to correct the mistakes of other agents and his ability to handle difficult listings. “I love a challenge,” he says. Ellis was among the first to understand the power of inbound marketing strategies, uti-

lizing all major real estate portals such as Zillow, Realtor. com and Trulia as well as his own specialty website, blogs and social media channels like YouTube, Facebook and Twitter. But if Ellis is anything, it’s innovative, so now that other real estate agents have caught up to his Internet savvy, he’s on to the next big thing. While Internet marketing focuses on the client who is actively looking for help, Ellis is interested in what comes next. “How do you reach the person who isn’t looking for you by ‘push’ rather than ‘pull’ technology? And how do you do it in an increasingly mobile, geo-targeted environment with a high-reliance on video?” he asks. Ellis is answering his own questions by developing proprietary systems to drive traffic across multiple platforms in both traditional and non traditional ways. He’ll be launching those products within the next year, including a call-center that may one day be marketed to other agents. But his goal isn’t about growing market share as much as it is to do what he does more efficiently, offering even more customer support to his clients.

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With a five-star rating on Zillow, Ellis’ clients consistently cite things such as knowledge, communication and reliability as reasons for their satisfaction. One client, who purchased from Ellis, has this to say: “Ellis is extremely knowledgeable, helpful, and patient. He is non-pushy and understands emotions of first-time home buyers like us. We had very specific requirements of what we wanted in our dream home and he delivered 100%. We looked for over a year before we finally found our dream home. Ellis patiently helped us and always gave us valuable advice. … He is also an astute deal-maker and made sure we got the best bang for our buck.” Another client calls hiring Ellis his “best decision ever.” Ellis believes the reason is his clear approach to real estate. “I believe in helping people buy or sell real estate and doing so in the most supportive, human, personal way possible. I make it my mission to understand what my client wants and make it happen for them. It’s that simple.” He maintains a close connection to his clients even after the transaction has closed. “One of my secrets? My wife feeds them Thai food,” he laughs. “Once a quarter we’ll invite a few dozen clients who I’ve done business with to

our house for a very informal dinner party.” While none have any connection to each other except for Ellis, it’s not unusual for them to hit it off and find other common interests. “Usually, I can hear them talking about me and the question that always gets asked is, ‘So how did you meet Ellis?’” he says. “The answer is usually, ‘I was on some website.’” Clearly, Ellis Posner is on to something. Could the next step be mentorship? Ellis Says Yes “I see a lot of people working very hard and struggling and getting no results. They could be successful if they had help, but I see traditional ‘sales management’ as something sorely lacking in the industry as a whole,” he states. “There’s one thing I know from my previous career and that is I can help sales people achieve their goals and outperform what they thought possible.”

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Ellis Posner Shorewood Realtors速 950 Artesia Blvd. Hermosa Beach, CA 90254 Tel: 310.975.5139 ellisposner@yahoo.com www.ellisposner.com CalBRE # 01416970 ExecutiveAgent Magazine

Three WILD Ideas To Help You List And Sell

hen dealing with listing prospects, share information about the number of buyers in various price ranges. This sets you apart from the competition and provides the seller with important market information. First, do your homework. Divide the specific market area you serve into specific price ranges or price bands. For instance, under $100,000 might be one price band, from $100,000 to $124,999 might be another, from $125,000 to $150,000 might be the third, and so on. The price bands which you select, will be determined by the market you serve. Next, research the number of closed transactions per price band in the last six months. Divide the total number of closings in each price band by six. The resulting number is the average number of buyers per month in each price band. Put this data in chart form showing number of buyers per price band. You can also calculate number of buyers based on pending statistics for a more current look at the market activity.

Show sellers the actual number of buyers in a specific price range and talk about the number of properties competing for those buyers. This information can make your sellers more realistic about market activity, price and selling time. Using the “number of buyers per month” terminology rather than “number of sales” is a more powerful way to explain level of demand to a seller. Idea #2: Enlist the children’s help to keep your listings looking spiffy. Sign them up for your neat kids club. Have you ever had a listing or shown a home where the children’s rooms looked like a whirlwind had blown through -- toys in a jumble or dirty gym clothes hanging from the room’s light fixture? Here’s an idea to encourage the small children who live in your just-listed properties to clean up their act and help you sell the house. Initiate a NEAT KIDS CLUB. Explain to the whole family how essential it is that the house be neat and clean in order to show well. Then let the children know how important it is that they do their part. Ask

ExecutiveAgent Magazine

Written by Laurie Moore-Moore

them to join your NEAT KIDS CLUB. In return for their commitment to keep their rooms tidy, present them with a Neat Kid certificate (make these on your computer). Then every couple of weeks until the home sells, send the kids a funny thank you card, or other small thank you item. Let the kids know they’re important in helping sell the house and they’ll be neat kids. (Parents will appreciate this, too and view it as added value service!) Idea #3: Develop a sweet technique for clearer communication with buyers. Ask, “What’s your favorite ice cream flavor?” You probably know the old technique of giving a carton of ice cream to prospects who visit your open house. This sends them scurrying home to put the ice cream in the freezer rather than going on to meet other agents at other open houses. A top sales associate in the Buffalo (NY) area has developed another ice-cream related technique which he says gives him specific feedback about how well his buyer prospects like the homes he shows them.

He asks his prospects, “What’s your favorite ice-cream flavor?” If, for instance, they tell him, “maple walnut,” he says, “As we look at houses, I want you to tell me how close each house is to maple walnut.” Houses they’re not impressed with become “plain vanilla” while one they like a bit better becomes “maple, but with no walnuts.” Until, ureka! They find the maple walnut house. “The ice cream analogy makes it easier to get meaningful feedback,” says the top producer who originated the ice cream approach. “Making a game of it seems to reduce the pressure and open up communication.” Laurie Moore-Moore is the real estate industry futurist guru. She has her finger on the pulse of today’s changing real estate business. Laurie is co-publisher of REAL Trends newsletter. For information on Laurie’s speaking and consulting services, please contact The Frog Pond Group at 800-704-FROG (3764) or e-mail susie@frogpondgroup. com.

ExecutiveAgent Magazine

E XECUTIVE AGENT MAGAZINE

Written by Shannon Hartsoe

that weren’t exciting enough, he also owned and operated a successful nightlife business, where he fine tuned his social and marketing skills. Along the way, Andy’s scope grew and he developed a strong interest in real estate.

After graduating from UC Berkeley, Andy worked for 12 years as an equity options trader on Wall Street. As if

“Initially, I branched into real estate investing helping investors find efficient ways to maximize investment models. I had a strong interest in residential remodeling,” he says. “I wanted to create a product for people that they really loved and that was bringing them joy for years to come.”

o say that Andy Yang is a jack-of-all-trades would be a bit of an understatement. From structuring complex equity derivatives, to marketing and hosting large-scale nightlife events, to remodeling homes from the ground up; Andy has been at the center of it all. Sitting down with him, you quickly realize that his breadth of knowledge and experience runs well beyond his years.

A Full Service Real Estate Agent ExecutiveAgent Magazine

Andy Yang But Andy believes in doing all things well, so as he began to immerse himself in the world of real estate, it was only natural to delve into residential sales. Like the consummate professional he is, Andy was able to close 14 transactions and over $9 million in volume in his first four months as a Realtor®. “I was fortunate that I was already working with a strong investor clientele and able to leverage my network to build a strong foundation for my business,” he says.

“These days that means I have what it takes to handle all aspects of the agent business and I’ve been able to create business that can cater to all home owner needs.” Andy’s well-established knowledge and skills mean his clients can enjoy a hassle-free process without any surprises.

In just two years, Andy has become one of the most successful Realtors® in the Irvine area -- a testament to his work ethic, determination and knowledge. By utilizing his experience gleaned from years in finance, risk management and marketing to achieve the best results, Andy is able to fully serve the clients who come to him to help them buy, sell or invest.

“My goal is to be an all-inclusive service and to make sure my clients are not inconvenienced during the real estate process,” he says. Indeed, Andy’s core team of ancillary specialists includes a network of general contractors, sub-contractors, cleaners, window washers, roofers, landscapers, pool maintenance specialists, handyman and more. If his clients have a home-maintenance need, it’s likely Andy can help them fill it. His assistance to his clients goes on long after the transaction is completed.

“Typically, a home is the biggest single investment of a person’s life,” he says. “I put myself in the role of trusted adviser rather than a sales person. I put my clients above everything else and strive for total customer satisfaction.”

As his business grows, Andy remains humble and eager to create a complete customer service experience. From the first meeting to closing of the transaction, he’s all about relationship building.

One of Andy’s early mentors, Marcus Lee from Climb Real Estate in San Francisco, took Andy under his wing and taught him the value of marketing and presentation, the intricacies of negotiating offers and how to leverage a quality product, stressing the need for creating a network of real estate agents and trusted vendors -- all things Andy took to heart.

“Without people, it’s impossible to build a successful real estate career,” he says. “Clients receive the benefit of intelligence, effort and creativity when they entrust their real estate needs with me.”

Today, Andy’s approach to business is nimble and fluid, and he always strives to stay one step ahead of the market, protecting his clients and their properties from legal ramifications in the ever-changing real estate market. “It’s important to stay alert,” he states. “Real estate trends and laws, as well as macro economic factors can affect your clients drastically.”

Andy Yang RE/MAX Premier Realty 5299 Alton Parkway Irvine, CA 92604 Tel: 949-829-3506 Email: Andyman@gmail.com Web: www.homesbyandyyang.com CalBRE # 01941743

Additionally, by constantly innovating, changing marketing styles and trying new ideas, he keeps things interesting and fresh. Andy’s marketing background ensures his listings get the five-star treatment – nothing stale or boring for him. “There are many tools out there to help market properties that weren’t around years ago,” he acknowledges. “I excel at the social aspect, so that helps my clients get maximum exposure for their properties.” And because Andy started out in real estate as an acquisition specialist, focusing on evaluating distressed or original condition homes, he gained valuable insight in construction and residential rehab. “I fell in love with creating a home for buyers that I could be proud of,” he says. ExecutiveAgent Magazine

Passion Produces Profit!

assion is mandatory! There must be a fire in your belly, a passion in your gut, a sense of excitement in your sinew. You must have a missionary zeal, along with a relentless pursuit to satisfy your customers, clients and prospects. Your passion has nothing to do with phony smiles, clever phrases and hanging banners with slogans. It means your ability and desire to compete profitably now and throughout the 21st century. Passion is burning the midnight oil. It’s going the extra mile. It’s doing the unexpected. Passion is your positive attitude in a world of negativity. It’s finding the extra fuel when you thought your tank was dry. It’s an unwillingness to accept second best or “it’s good enough.” Passion, somehow, lets you execute, even when you’re exhausted. Passion confidently pits you against your toughest competitor—you.

Passion converts suspects into prospects. Prospects into customers. And, customers into friends for a lifetime. Passion turns successful salespeople into superstars! Jeff Blackman, J.D., CSP is an international speaker, author, broadcast personality and lawyer. This article is excerpted from Jeff ‘s latest book, “RESULT$: Proven Sales Strategies for Changing Times.” (Successories, 1998.) His extensive work with clients in the areas of sales, marketing, negotiations, customer service, leadership and adapting to change—has earned him the title of “business-growth specialist.” His books, audio and video business-growth tools include; RESULT$, Peak Your Profits, How to Set and Really Achieve Your Goals, Profitable Customer Service and Opportunity $elling. To learn more about how Jeff can help you—maximize results, please contact Susie Hale at The Frog Pond Group, 800.704.FROG (3764) or e-mail: susie@frogpondgroup.com.

ExecutiveAgent Magazine

Written By Jeff Blackman

ExecutiveAgent Magazine

EXECUTIVEAGENT

MAGAZINE

EXPOSE YOURSELF PROFESSIONAL PROFILES • Agent Profile • Company Profile • Affiliate Profile UNIQUE - CREDIBLE EFFECTIVE - AFFORDABLE

How it works: One of our professional writers will work with you to craft a story that fits your needs and appeals specifically to your industry. Executive Agent Magazine will produce your story as a 2, 4, or 6 - page profile for your use as a marketing or direct-mail piece. These in-depth profiles allow you to introduce yourself, company, products and services. Nowhere else can you match the benefits of the third-party endorsement of this respected magazine.

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Master Your Craft

ExecutiveAgent Magazine

Written By Louise Morganti Kaelin

larification: It is no longer enough to just be ‘competent’ at what you do. In order to distinguish yourself and truly know success, you need to become a master at whatever you do. This is especially true if you are trying to attract what you want to you. We all want to be around the ‘best in class’ 1. A big component of mastery is innovation. You don’t just do what you’ve always done. You constantly seek ways to do things better, faster, more efficiently, more effectively. 2. Effective vs. Efficient. To be efficient means getting the job done in a smart, timely manner. To be effective means getting the ‘right’ job done well, whether efficiently or not. Combining the two is incredibly powerful, but if you have to choose between the two, always choose effective. 3. Learning. Another component of mastery is learning, both your learning (from everything and everyone around you) and the learning of others. You may be teaching others, or sharing your learning, or just learning what not to do and who not to waste time with because they like things the way they are.

make what you have better, in small incremental stages. Innovation is evolutionary, which is very attractive. 5. Assimilation vs. Integration. To assimilate means to absorb, to be nourished by what you are learning, eating or experiencing. Whatever you absorb is incorporated into you. Integration implies linking or bonding with something else and creating something new in the process. Both assimilation and integration are powerful concepts that a ‘master’ embraces. Louise Morganti Kaelin is a Life Success Coach who partners with individuals who are READY (to live their best life), WILLING (to explore all options) and ABLE (to accept total support. She publishes a free bi-monthly newsletter, The 3-Minute Coach, which offers tools, ideas, strategies and action plans to assist individuals in creating the life they truly want. In addition, she is the author of the ebooklet “Blueprint for Success: 101 Tips to Reclaim your Vital Energy & and Get the Results You Want “. Copyright© 2003, Louise Morganti Kaelin. All rights reserved. For more information about Louise, contact the Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com; http://www.frogpond.com.

4. Innovation vs. Improvement. To innovate means to revolutionize, or at least introduce something new and important into the mix. When you improve something, you

ExecutiveAgent Magazine

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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WE LIVE TO CURE CANCER. Science saving lives. cityofhope.org/bmt

11/25/13 6:02 PM

This is a week dedicated to our SBAOR members. Full of FREE classes, raffles, discounts in our REALTOR store with a free BBQ lunch Monday-Thursday in our parking lot, and of course, lots of fun! SCHEDULE OF FREE COURSES & PRESENTATIONS: Monday, July 28th 8:30 a.m. - 11:30 a.m. The Value of Your Listings Being Seen on Social Media 12:45 p.m. - 3:00 p.m. General Membership Meeting & Election Results Featuring C.A.R. Chief Economist, Leslie Appleton-Young

Wednesday, July 30th 1:00 p.m. - 4:00 p.m. Presentation by CRMLS C.E.O, Art Carter REALTOR Property Resource CARETS Commercial MLS Matrix Updates

Tuesday, July 29th 9:00 a.m. - 12:00 p.m. 38 Standard Disclosures Required on the Sale of 1-4 Residential Owner Occupied 1:00 p.m. - 4:00 p.m. Mobile Computing & the Real Estate Professional

Thursday, July 31st 9:00 a.m. - 12:00 p.m. ZipForms: Presented By C.A.R. Education Services 1:00 p.m. - 4:00 p.m. Hazards From A - Z When the Bulls-eye is On You What REALTORS Need to Know About VA Loans

Wednesday, July 30th 9:00 a.m. - 12:00 p.m. Understanding a Conservatorship Sale

Friday, August 1st 9:00 a.m. - 12:00 p.m. The Truth About Credit Scores & Credit Reports

Look to Kinecta – Standing strong for over 70 years. The mortgage industry has been weathering stormy waters in recent times. Many lenders have significantly reduced their product offerings… some have even abandoned ship. You need a partner that you can count on to stay the course.

Kinecta has been standing strong since 1940 and is one of the nation’s largest credit unions. Our solid financial foundation allows us to provide a full array of mortgages to homebuyers. Ranging from conventional, government, jumbo, and even niche product offerings, Kinecta will give your clients options to help them choose the right mortgage solution.

Homebuyer offers: • $500 off loan closing costs1 • 21 day loan closing guaranteed1 • 0.75 point discount on conforming loans and super conforming fixed rate loans2 • 0.125% rate discount on Jumbo Loans • Loans up to $3 million

Visit the Kinecta booth at the CA Association of Realtors Expo Anaheim Convention Center, Oct. 7-9 Contact me today! Duane Reddington, Mgr. Mortgage Loan Sales tel: 310.643.2238 • NMLS# 410579 Duane.Reddington@kinecta.org www.kinecta.org/dreddington Not-for-profit | Member-owned | Est. 1940 Terms & conditions subject to change. All loans are subject to credit approval. Guidelines are available upon request. NMLS # 407870. Intended for mortgage professionals only and not for consumer use. 1) Visit www.kinecta.org/Smart_Move for $500 closing cost and 21-Day loan closing guarantee restrictions. 2) 0.750 discount offer applicable to Conforming and Super Conforming fixed-rate mortgages with 45-day rate lock. 0.625 discount offer applicable to Conforming and Super Conforming fixed-rate mortgages with 30-day rate lock. 14601-05/14