SOUTHERN CALIFORNIA’S PUBLICATION FOR THE REAL by Executive Agent Magazine

SOUTHERN CALIFORNIA’S PUBLICATION FOR THE REAL ESTATE PROFESSIONAL

XECUTIVE

AGENT

magazine

Sue LaPeter Executive Agent of the month

Special Features Inside: Centerfold Spotlight:  Arlen Pantel Professional Profiles:  George Barr  Lily Campbell

We offer the most

advanced

professional photography

and will create

custom

professional graphic design

so you can

experience

professional results that will make your name

stand out.

For outstanding graphic design, motivating copy, and the most advanced equipment in digital photography, we offer the best for less. Call us today for a free consultation. • Personal Brochures • Web sites • SuperCards

• Personal Logos • Business cards & more

949 458 9009

With Today's Market Uncertainty, Don't Gamble With Your Closing Dates Recommend Your Buyers To Wells Fargo Home Mortgage

sings o l C me On-ti ranteed! Gua nth's e mo by on d1,2 d e k c Ba refun P&I

Don't let today's mortgage market challenges impact your business. When you work with Wells Fargo, you have the added confidence that only comes from working with a well-capitalized, diversified financial services company.

Wells Fargo provides the security you and your buyers need with our on-time closing guarantee for your purchase transactions.1,2 And through our Retail channel, we continue to offer a wide range of prime and nonprime loans at competitive rates.

As a leader in responsible lending, we are committed to making homeownership possible for a wide spectrum of consumers, and are the only bank in the U.S. to have the highest credit ratings from both Moody's Investors Service (Aaa) and Standard & Poor's Ratings Services (AAA). Our Retail team remains committed to serving the needs of REALTORS® and builders! With our proven capabilities to excel during market fluctuations, it's in your best interest to work with the leading Retail mortgage lender3 — Wells Fargo Home Mortgage.

William Ruiz Sales Manager Phone: (626) 581–2534

Cell: (213) 700-1190 Fax: (626) 510-1017 1600 S. Azusa Ave. Suite 321-B City of Industry, CA 91748 william.a.ruiz@wellsfargo.com 1. The original purchase contract must allow for a minimum of 10 calendar days between the date Wells Fargo Home Mortgage (WFHM) receives all required and complete application information and the initial closing date for conventional, prime, mortgage loan applications up to $1 million; and it must allow for a minimum of 21 calendar days between those dates for applications greater than $1 million. Not available on certain loan types. Other terms and conditions apply. Ask a Home Mortgage Consultant for details. 2. FHA regulations require a minimum cash investment from a borrower. Therefore, for payment under the guarantee for an FHA loan product, we’ll make a donation equivalent to your first month’s mortgage payment to a faith-based or non-profit organization of your choice. The recipient organization must have status under 501(c)3 of the Internal Revenue Code. 3. Based on yearend 2006 statistics by Inside Mortgage Finance 2/23/07. This information is for real estate professionals only and is not intended for distribution to consumers. Information is accurate as of date of printing and is subject to change without notice. Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. © 2007 Wells Fargo Bank, N.A. All rights reserved. 8/07

contents

VOL. 1 NO. 1

MARCH 2009

EXECUTIVE AGENT Magazine

Cover Story

Jim Rohn: Personal Development – Nine Things More Important than Capital

Sue LaPeter Executive Agent of the month

Centerfold Spotlight Arlen Pantel

Bob Corcoran: The Practical Business Plan for 2009

Professional Profile

George Barr

Professional Profile

Editorials

Walter Sanford: Did You Forget the 20 Rules to Bigger Net Profits?

Fred Arrias Executive Publisher 2929 Calle Frontera San Clemente, CA 92673 Ph: (949) 366-3349 info@executiveagentmag.com www.ExecutiveAgentMag.com Advertisers’ Index

Lily Campbell

Errol Higgins Photography…...2

Professional Profile

Laguna Construction……….....3 Prospect Mortgage…………..31 R.J. Schwinn Associates……...5

Robert Pokorny……………...13 Ticor Title Company………...11

Photography: Errol Higgins, Rob Paino

Production Manager: Garon Taylor

Graphic Designers: Nancy Smith, Trudy Van, Crystal Arrias, Rita Solomon

Writer: Lalaena Gonzalez– Figueroa, Shannon Hartsoe

Editorial Manager: Nancy Smith Production Director: Debbie DePhillippi

EXECUTIVE AGENT magazine

West Coast Creative Group....13 © Copyright 2009, 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.

Sue LaPeter A Different Kind of REALTOR®…….. EXECUTIVE AGENT magazine

by Lalaena Gonzalez-Figueroa•photography by Errol Higgins “What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others.” -Pericles

COVER STORY

If Sue LaPeter was a lesser woman, she would not be where she is today. Facing challenges and overcoming obstacles with her head held high, she has charted her own path to success. The accomplished REALTOR® is now sharing her achievements with others- from her clients to her close-knit team of professionals – and helping people make positive changes in their own lives. Her enthusiasm is inspiring, and her attitude infectious: Life is good for Sue, and she openly shares her joy with those around her. Before she became a sales associate, Sue invested many years in industry-related businesses. She started her career in the escrow field, then moved on to become a title representative. Eventually she shared ownership in a group of several real estate offices, which provided great learning opportunities from a different perspective. Working with agents enabled her to understand the clients’ point of view during a transaction, and gave her an insider’s knowledge of what consumers are looking for in a real estate professional - competent, knowledgeable individuals who are empathetic to their clients’ needs, and who develop strong relationships based upon trust and ongoing communication. Sue’s decision to pursue her longtime interest in the sales aspect of the business came at a challenging time in her own life. The newly-single mother of two young children found herself in the unenviable position of starting over, both professionally and personally. Sizing up her situation, she realized that she was now responsible for making a better life for herself and her children, and she got to work with a mindset that was focused on one thing: success.

The LaPeter Team: Sue LaPeter, Lisa Spraker, Cindy Brickner, Cathy Hall and Patti Taricco

“I felt like I understood the business, and I believed that I could do this,” she recalls of her move. From day one, she invested in herself and her new business as a REALTOR®, hiring her sister-in-law to work as an assistant even before she had established a single client. Working diligently out of her Anaheim Hills apartment, she quickly gained a foothold and found her pace. “It just happened,” she offers modestly of her early success. But the truth is, there was a great deal of effort involved in the process.

lity and skills,” she states. “He has been very inspiring, and really helped me take my career to the next level.” It wasn’t long before Sue’s investments began to pay off handsomely. Her first year as a REALTOR® she earned the coveted “Rookie of the Year” award in her office. The year after that, she continued with her stellar success and was awarded the “Rising Star” award. Today she is ranked as one of the top agents in her Prudential California Realty office, and her success continues to grow. In an industry based upon the ability to create lasting and trusting client relationships, Sue’s personal touch has made all the difference.

Sue realized that, as a new associate, she would need more than drive and ambition to succeed in the competitive world of real estate. Early on, she acquired a professional coach to guide her through the complexities of starting her business. Years later, she recalls the impact that her coach had upon her career. “Chadi Bazzi has so much knowledge and insight, and was so motivating and in tune with my personal-

Sue represents a variety of transactions including residential, residential investment and commercial. She serves clients throughout southern California, specializing in the communities within Orange, Anaheim Hills, Villa Park and Yorba Linda. With a team of professionals supporting her throughout each transaction, she is well-equipped to meet the growing needs of her clientele. Her

EXECUTIVE AGENT magazine

approach to business is hands-on and consultative; she employs a no-pressure attitude when it comes to working with her clients, and focuses on building long-term relationships defined by ongoing communication and personal attention. “One of my ongoing goals is to exceed my clients’ expectations,” she explains. “I’m in constant communication with them so that they understand exactly what is happening during any given point in a transaction.” Sue is highly proactive, and prides herself on her problem-solving abilities. “I’m always working to stay one step ahead during a transaction, so that neither my clients nor my fellow REALTORS® have to call me with questions or concerns,” she says. Maintaining this level of service for a growing client base would be quite a challenge for a single agent, so Sue has created the LaPeter Team, a talented group of professionals whose philosophy of business mirrors her own. The team represents a natural progression in Sue’s career, and seems inspired as much by fate as by her own hand. Cindy Brickner is Sue’s sister-in-law and executive assistant, who has been with her since the start of her career. “She makes me look good!” laughs Sue as she reflects on Brickner’s contributions to her practice. While Sue works with her clients throughout every transaction, she is supported by Brickner who, she says, “is always available, offering the same level of service that I do. Cindy can take the process from start to finish, and provides our clients with a personal touch.” The addition of Transaction Coordinator Cathy Hall was, says Sue, a serendipitous event. “One of my goals was to add the position to my team,” she recalls. “On the week that I had set out to interview candidates, Cathy approached me and asked if she could join me!” Though the women had known each other for some time – both were members of the Assistance League of Orange County, a charitable organization where Hall served as a chairperson – they had never talked business before. It didn’t take long, though, for Hall to become an integral addition to Sue’s business. “Cathy is experienced in the industry and is very organized,” Sue observes. “She’s a phenomenal transaction coordinator who works well with other agents. She has made a wonderful addition to The LaPeter Team!”

The team is rounded out by Patti Taricco and Lisa Spraker. Patti, a buyer’s agent with an entrepreneurial and management background, can usually be found manning the team’s open houses, where her exuberant smile and outgoing personality help her to connect with prospective buyers. She also handles leads and works with each client to find the home that best suits their needs. Lisa’s detail-oriented work and marketing background are evident in her quality of work. “She creates beautiful websites for a number of businesses,” says Sue, who adds that her own site is designed to ensure that listings are visible to a broad Internet audience. Sue counts local service providers such as handymen, a staging company and other home professionals, among her extended team. “I offer everything my clients need,” she states. “We provide all of the resources possible to help make the transaction as stress free as possible, and to facilitate an easy move after the purchase or sale of a home.” Ticor Title representative Eva Wysocki is one of Sue’s professional partners, whose dedication to customer service is nothing less than stellar. “I can’t rave enough about her,” asserts Sue. “Eva is always willing to help; if she doesn’t know the answer to a question, she doesn’t stop until she gets it. She really takes care of my team and our clients.” While her business is driven by Sue’s market knowledge, customer care and comprehensive services, there is also an internal factor that motivates her success. She believes wholeheartedly in the value of goal-setting, and makes time in her daily routine to inspire herself to continue to achieve new objectives. Following the Law of Attraction – the belief that individuals

EXECUTIVE AGENT magazine

Sue enjoys quality time with seventeen-year old Courtney and fourteen-year old TJ, who continue to serve as sources of inspiration for her ongoing success.

attract what they chose to give their attention to – has helped Sue focus on the positive aspects of her professional and personal life. “Every day I write down my intentions and delegations,” she explains. “By putting into words the things I am grateful for, what I want to attract and how I will achieve my goals, I am able to work towards what I want.” With a strong faith in God and a desire to make success happen, Sue has done just that. Time and again she has found a way to accomplish her goals, to the direct benefit of her teammates and clients. Consistently evaluating those goals and thoughtfully working towards them takes effort, organization and discipline, and Sue is blessed with these traits. She greets each day at 4:30a.m., taking time to exercise and focus on each day’s goals and tasks. Her morning workouts keep her energized and positive, and prepare her for the rigors of her work in the field. Personalized attention is the key to Sue’s service, and she notes that she treats each client equally. “I provide my clients with the level of service that I would want for myself,” she says. “They’re all important to me, and I want to ensure that they never forget that.” From providing moving boxes at close of escrow, to small treats to mark special occasions, she maintains constant contact with her clients to remind them just how grateful she is for their loyalty and support.

Client Amber Toombs appreciates Sue’s efforts, and raves about the service she received with the REALTOR® who is also a family friend. “I came to Sue after working unsuccessfully with another agent,” she says. “She was a gogetter from the start, and always kept the focus on selling our home. She knew how to market our property effectively, from advertising to pricing to hosting open houses.” While the process of selling a home is often stressful and overwhelming, Toombs notes that Sue made it a “pleasurable experience. She communicated with us, gave us a lot of attention and always let us know that we were important to her. Aggressive and professional, Sue was wonderful to work with and I would recommend her to anyone.” “Sue was very helpful throughout our transaction,” says Dana Courtney, another satisfied client. “She was a strong negotiator and maintained constant communication with me. She was also detail-oriented and thorough, with a great personality.” With a successful career in tow, Sue looks forward to continuing to spend quality time with her children, who continue to serve as sources of inspiration. 17 year-old Courtney and 14 year-old TJ are their mother’s pride and joy, and she proudly recognizes their own accomplishments. Courtney, a junior at Villa Park, displays a spirit of volunteerism.

EXECUTIVE AGENT magazine

She is an Assisteen with Orange and is actively involved with her youth group at Kindred Church. An eighth - grader at Cerro Villa Middle School, TJ is a talented soccer player who recently made the All-Star team. “They are the biggest part of my life,” smiles Sue, adding that she has chosen to run her business from a home office so that she can be closer to her kids. Becoming an accomplished REALTOR® hasn’t always been easy, though Sue LaPeter often makes it look that way. The truth is, behind the bevy of awards and professional recognitions is a woman who is driven to make a difference in her own life and in the lives of others, and who is consistently reaching her goals through hard work, dedication and an unwavering desire to always do the right thing. “I always say that I want to be a contribution to every person I come into contact with,” says Sue. “In some way, I’d like to have a positive influence on their lives.” Time and again, that’s exactly what she does.

Sue LaPeter The LaPeter Team Prudential California Realty (714) 728-9018 www.LaPeterTeam.com email: sue@lapeterteam.com

EXECUTIVE AGENT magazine

Personal Development - Nine Things More Important than Capital When starting any enterprise or business, whether it is full-time or part-time, we all know the value of having plenty of capital (money). But I bet we both know or at least have heard of people who started with no capital who went on to make fortunes. How? You may ask. Well, I believe there are actually some things that are more valuable than capital that can lead to your entrepreneurial success. Let me give you the list. 1. Time Time is more valuable than capital. The time you set aside not to be wasted, not to be given away. Time you set aside to be invested in an enterprise that brings value to the marketplace with the hope of making a profit. Now we have capital time. How valuable is time? Time properly invested is worth a fortune. Time wasted can be devastation. Time invested can perform miracles, so you invest your time. 2. Desperation I have a friend Lydia, whose first major investment in her new enterprise was desperation. She said, "My kids are hungry, I gotta make this work. If this doesn't work, what will I do?" So she invested $1 in her enterprise selling a product she believed in. The $1 was to buy a few fliers so she could make a sale at retail, collect the money and then buy the product wholesale to deliver back to the customer. My friend Bill Bailey went to Chicago as a teenager after he got out of high school. And the first job he got was as a night janitor. Someone said, "Bill, why would you settle for night janitor?" He said, "Malnutrition." You work at whatever you can possibly get when you get hungry. You go to work somewhere -- night janitor, it doesn't matter where it is. Years later, now Bill is a recipient of the Horatio Alger award, rich and powerful and one of the great examples of lifestyle that I know. But, his first job -night janitor. Desperation can be a powerful incentive. When you say– I must. 3. Determination Determination says I will. First Lydia said, "I must find a customer." Desperation. Second, she said, "I will find someone before this first day is over." Sure enough, she found someone. She said, "If it works once, it will work again. “But then the next person said, No.” Now what must you invest?

4. Courage Courage is more valuable than capital. If you've only got $1 and a lot of courage, I'm telling you, you've got a good future ahead of you. Courage in spite of the circumstances. Humans can do the most incredible things no matter what happens. Haven't we heard the stories? There are some recent ones from Kosovo that are some of the most classic, unbelievable stories of being in the depths of hell and finally making it out. It's humans. You can't sell humans short. Courage in spite of, not because of, but in spite of. Now once Lydia has made 3 or 4 sales and gotten going, here's what now takes over. 5. Ambition "Wow! If I can sell 3, I can sell 33. If I can sell 33, I can sell 103." Wow. Lydia is now dazzled by her own dreams of the future. 6. Faith Now she begins to believe she's got a good product. This is probably a good company. And she then starts to believe in herself. Lydia, single mother, 2 kids, no job. "My gosh, I'm going to pull it off!" Her self-esteem starts to soar. These are investments that are unmatched. Money can't touch it. What if you had a million dollars and no faith? You'd be Poor. You wouldn’t be rich. Now here is the next one, the reason why she’s a millionaire today. 7. Ingenuity Putting your brains to work. Probably up until now, you've put about 1/10 of your brainpower to work. What if you employed the other 9/10? You can't believe what can happen. Humans can come up with the most intriguing things to do. Ingenuity. What's ingenuity worth? A fortune. It is more valuable than money. All you need is a $1 and plenty of ingenuity. Figuring out a way to make it work, make it work, make it work.

EXECUTIVE AGENT magazine

8. Heart and Soul What is a substitute for heart and soul? It's not money. Money can't buy heart and soul. Heart and soul is more valuable than a million dollars. A million dollars without heart and soul, you have no life. You are ineffective. But, heart and soul is like the unseen magic that moves people, moves people to buy, moves people to make decisions, moves people to act, moves people to respond. 9. Personality You've just got to spruce up and sharpen up your own personality. You've got plenty of personality. Just get it developed to where it is effective every day, it's effective no matter who you talk to - whether it is a child or whether it is a business person - whether it is a rich person or a poor person. A unique personality that is at home anywhere. One of my mentors, Bill Bailey, taught me, "You've got to learn to be just as comfortable, Mr. Rohn, whether it is in a little shack in Kentucky having a beer and watching the fights with Winfred, my old friend or in a Georgian mansion in Washington, DC as the Senator's guest." Move with ease whether it is with the rich or whether it is with

the poor. And it makes no difference to you who is rich or who is poor. A chance to have a unique relationship with whomever. The kind of personality thatâ&#x20AC;&#x2122;s comfortable. The kind of personality thatâ&#x20AC;&#x2122;s not bent out of shape. And lastly, let's not forget charisma and sophistication. Charisma with a touch of humility. This entire list is more valuable than money. With one dollar and the list I just gave you, the world is yours. It belongs to you, whatever piece of it you desire whatever development you wish for your life. I've given you the secret - Capital. The kind of capital that is more valuable than money and that can secure your future and fortune. Remember that you lack not the resources. Jim Rohn International 200 Swisher Road Lake Dallas, TX 75065 800-929-0434 International and/or Dallas/Ft Worth - 940-497-9265 Fax 940-497-9799 or visit the website at www.JimRohn.com

EXECUTIVE AGENT magazine

Cover Story Criteria and Nomination Form

XECUTIVE

GENT

magazine

Nominate a fellow REALTOR® to be profiled 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 or affiliate. 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. Criteria for nomination

Nomination form

Cover Story of the month:  Active REALTOR® in magazine’s circulation area  Member in good standing of a real estate board or association  Respected by peers in industry and involved in professional activities such as committees, associations or boards  Actively pursuing continuing education  Minimum of five years in the industry  A full-time professional and dedicated to the real estate sector Professional profile:  Active REALTOR® in magazine’s circulation area  Member in good standing of a real estate board or association  Respected by peers in industry and involved in professional activities such as committees, associations or boards  Actively pursuing continuing education  A full-time professional and dedicated to the real estate sector

I nominate:

MAIL, fax or e-mail:

_____________________________________

Executive Agent Magazine 2929 Calle Frontera San Clemente, CA 92673 info@executiveagentmagazine.com Phone (949) 291-8376 Fax (949) 266-8757

Submitted by: NAME:______________________________

NAME:______________________________ COMPANY:__________________________ ADDRESS:___________________________ _____________________________________ CITY/STATE/ZIP:_____________________ _____________________________________ PHONE:_____________________________ E-MAIL:_____________________________ REASON:____________________________ _____________________________________ _____________________________________

COMPANY:__________________________ PHONE:_____________________________ E-MAIL:_____________________________

EXECUTIVE AGENT magazine

Arlen Pantel Celebrity REALTOR®……. Treating You Like a Star!

EXECUTIVE AGENT magazine

Agent Spotlight

by Lalaena Gonzalez-Figueroa - photography by Errol Higgins

In the highly competitive, often stressful world of real estate, finding a Realtor who can bring an element of fun into the business is always a perk. Arlen Pantel is a knowledgeable professional who understands the barrage of emotions his clients face during their transactions. His answerto add a lively, energetic and entertaining element to the exceptional representation that has become his trademark. Arlen’s foray into the industry came in 1985, when he worked as a headhunter specializing in placing real estate agents and loan officers into companies. He describes the experience as “a wonderful opportunity to help people launch their careers,” but once those he had placed began to call him, he realized that there was a world of opportunity awaiting him, as well. “Individuals who had worked with me were calling and encouraging me to get into the business as well,” he recalls. “I soon realized that I had many career options ahead of me.” In s earch of a new professional challenge, he moved into lending and mortgage banking and found that the position enabled him to continue to help others while pursuing his own advancement. Though he became proficient in the financial end of the business, he quickly realized that developing and maintaining relationships, not crunching numbers, was the key to success. Meeting with buyers and discussing their short - and long - term goals, Arlen helped them to understand the connection between their incomes, career options and credit scores as they related to their plans for home ownership. “I focus on relationships,” he explains. “I meet my clients face to face, shake their hands and discuss our plan of action before we make a move.” Working with residential and commercial buyers, sellers and investors, Arlen reveals that he does things a little differently than the traditional REALTOR®.

EXECUTIVE AGENT magazine

As a buyer’s agent, Arlen understands that purchasing a home involves more than scanning a brochure or seeing a listing online. “When I work with buyers, we visit houses - see them, feel them and breathe them - before my clients make an offer. Nowadays many people start their home searches on the Internet, but what they see won’t usually clinch it. My buyers experience homes, and we find the one that’s the right fit for them.” As a listing agent, Arlen’s relentless work ethic is unparalleled. He promises his clients celebrity treatment, and takes every measure to ensure that their needs are being met. Of course, providing top-quality care means offering a comprehensive service, and he employs an extended team to ensure that no detail is left to chance. “I promise my sellers that I will hold their houses open every weekend, rain or shine, until it closes escrow and the title transfers,” he states. And when Arlen Pantel throws an open house, it’s no. “We’re like an orchestra; each person has a specific job duty and responsibility,” Arlen observes. “Together, we make beautiful music.” In addition to holding regular open houses, he also invites his colleagues to a broker’s preview on each property he lists. His efforts have paid off handsomely: Arlen reveals that, by developing his own clientele and taking a proactive

approach to networking with his colleagues, he has regularly found buyers for his listings.small affair. In the days leading to the event, he runs print advertising in local publications. Saturdays and Sundays, up to a hundred directive signs reach out to prospective buyers, who are themselves treated like celebrities once they walk through the front door of his listings. From a greeter at the front door, to catered food and beverages, guests at Arlen’s open houses are offered first-class service at every turn. Properties are professionally staged, and lending personnel from Team John Shrum are on hand to discuss payment and finance options. Because he tends to host multiple open houses each weekend, Arlen also provides maps that guide visitors to preview his entire inventory. Putting together these open houses is no small feat, and he explains the value in working with an extended team of professionals. “We’re like an orchestra; each person has a specific job duty and responsibility,” Arlen observes. “Together, we make beautiful music.” In addition to holding regular open houses, he also invites his colleagues to a broker’s preview on each property he lists. His efforts have paid off handsomely: Arlen reveals that, by developing his own clientele and taking a proactive approach to networking with his colleagues, he has regularly found buyers for his listings.

EXECUTIVE AGENT magazine

It’s even harder to keep a straight face when Arlen slips into one of his impersonations; when he’s not wearing his REALTOR® hat, he’s an actor who specializes in live stage shows and taking on the persona of highenergy characters including Richard Simmons, Bruce Springsteen and Austin Powers. Arlen explains his love of real estate, noting that as a formal national championship debater, he enjoys the opportunity to negotiate for his buyers and sellers to help them achieve their goals. “I’ve enjoyed a successful career, all the while using my knowledge to benefit others,” he says. “Real estate has been a wonderful career path, and I am grateful for the opportunity to continue to serve my clients. “I love what I do,” he continues. “I’m out and about, constantly challenged and have the fortune to work with amazing people while remaining active and involved within my own community.” Born in Newport Beach, Arlen earned his undergraduate and master’s degrees at Long Beach State before relocating to Huntington Beach. He loves the ocean and is a fervent supporter of local charities and events that work to preserve the area’s coastline. He currently serves on the Board of Governors for the Huntington Beach International Surfing Museum, helping coordinate the museum’s annual fundraising events. Arlen is also a volunteer with the Surf-Rider Foundation. “I sell the beach and live in this area,” he says. “I want this t o continue to be a clean, beautiful place for our residents and visitors.” As the number one listing and production agent in his office for two years running, Arlen is excited about the future of his career. He will continue to push the envelope, bringing a new and creative perspective to his business as he searches for better ways to serve his clientele. And he will do it with the energy, expertise and panache that have come to represent his unique level of service.

Arlen Pantel Celebrity REALTOR® 1st Coastal Real Estate Huntington Beach Office/fax 714-969-4491 Mobile 213-925-5665 email: email: ap4re@yahoo.com

EXECUTIVE AGENT magazine

The Practical Business Plan for 2009 This article is a little different. An article I want you to actually use. I want you to print it, answer the questions, keep it, post it and use it. It’s based on my speech to attendees at the 2008 NAR convention in Orlando, Fla., so I hope you find it particularly useful, because in these strange times, something useful is clearly needed. It’s now time to look ahead to 2009 and the best way to start is by looking back at 2008. Yes, you read that right, a look back makes looking forward easier. In my opinion, it’s the only practical way to plan, because no one knows the future. Yes, pundits and others are always tempted to predict what tomorrow will bring, but please notice that not many get the future right. Case in point: who got the credit crisis of 2008 right? If 2008 taught us anything, it showed us that we’re no good at predicting the future. No one knows the future, not you, not me, so why waste your time. Instead, I’d like to suggest these tips to help create a business plan for 2009 that will put the odds in your favor of having a fantastic year: 1. Review 2008 by asking these questions: Did you meet your goals? If not, why not? Where did your leads come from? Where did your sales come from? How would you describe your situation now? 2. Write down your goals. I like what Stephen Covey says about starting with the end in sight. What numbers (income, houses sold, etc.) do you want in December of 2009? What specific steps will you need to take to reach those numbers? Who will hold you accountable

for reaching your goals? 3. Analyze your operations. How do you accomplish your goals? Are you being efficient? Who will do your non-dollar productive activities? How do you handle leads now and what can you do to improve this? What do your key team members need so they can help you achieve the goals? Do you have an ideal weekly and daily schedule that helps the office run smoothly? Do you have systems in place that make overall operations run efficiently? 4. Evaluate your business strategy. Perform a SWOT analysis ( What are your Strengths, Weaknesses, opportunities and Threats for 2009? ). How will you capitalize on your strengths and opportunities? How will you strengthen your weaknesses and deal with threats? 5. Examine your sales and marketing efforts. What marketing channels worked and which ones failed? Can you adjust the ones that failed and make them more successful? If so, how? Can you make the successful ones even better? If so, how? How will potential clients know you exist and when they realize you exist, do your marketing messages compel them to contact you? How will your ideal customer evaluate your services and make decisions? Are your scripts effective? If not, how will you make them more powerful? Do your scripts reflect the current market? 6. Get a handle on your finances. Do you have an accounting software package or system that gives you profit and loss statements, balance sheets and

EXECUTIVE AGENT magazine

Continued on page 26 19

Did You Forget the 20 Rules to Bigger Net Profits? By Walter Sanford

I keep hearing it. Profitability is still a major problem in North American Real Estate. It seems we have lots of superstars with big grosses and no nets. Everywhere we go we see panelists talking about amazing systems and teams that produce amazing results and amazing amounts of buyers and sellers. One problem! They're taking average amounts home to the bottom line. The work to reward ratio in real estate is high! Why? We get too busy to pay attention to simple business strategies. Please review the following list and try to hone it or add to it on a daily basis. This list is compiled from my own operations and it is easy to keep up once you see the money going into the bank instead of overhead: 1. Look at the office supplies acquisition lists before you purchase them. Believe it or not, office supplies are one of the largest cash drains in your organization. How often will they be used? Can your vendors provide it in a service they are already providing? Is there a less expensive way? 2. Test all direct mail before you send substantial amounts of it. 3. Stop doing lead generation activities unless they are at least a 4-to-1 ratio of gross to cost. If you can't prove there is a gross, but still think it's a good idea to do it- Think some more! 4. Eliminate credit cards and all other debts above 9% with real estate loans. 5. Live on 90% of your income. Meaning, 10% is either saved or invested. If you don'tâ&#x20AC;Ś you will have buyers in your car until you're 85. 6. Write your own checks. Never let anyone else but you pay your bills until you are worth more than $10 million (an Andrew Carnegie truism). It allows you to reflect on their importance, their need to exist, and it just plain gives you a sense of reality. 7. Negotiate harder. Too many of you are taking that first price from printers, sign makers and advertising mediums. Either come back with a counter offer, use someone cheaper, or get multiple bids. As an example, we just asked for bid on five products from six printers. Though we gave the very same detailed specs to all six, the bids ranged from $11,000

to $57,000! Take a couple minutes to fax your specs to a handful of bidders! 8. Cut staff with technology or delegation to less expensive entities. Never sanction incompetence and remember modern real estate software can replace an assistant stuck in the 80's. 9. Cut your s ervices! Usually the same positive listing can be had with a less expensive presentation. If your presentation is compelling, it can just as easily go out on black and white with less promises of advertising! I know I've tested it. 10. Do things faster. . . Remember time is money! If you can cut the processes down by using lean and mean checklists or delegating items to broker paid staff or affiliates you will find that you will have more time to make that extra hour of phone calls. 11. Watch the I'm-too-busy-to-eat-at-home syndrome. At least pack your lunch! Dinner and lunch out all the time will make you fat - and if taken with other real estate agents, can sometimes depress you! 12. Contact your past clients more often, and make your contacts more effective. This is your future business. Pay attention to the acquisition, implementation, and organization of your database. Repeat and referral clients are still the cheapest and the best! 13. Spend a larger amount of time improving your services to buyers and sellers. Unless you start developing your service policies today there will be no need to prospect in the future, because you won't have a business. 14. Quit spending time hanging out in the office. Nobody there buys or sells through you. I was only there for phone work and buyer appointments. 15. Today, the differences in phone services, insurance, maintenance contracts, and utilities are staggering - pay attention! 16. Cut car costs. Fancy cars are the worst investment you can ever make. (This is spoken from loads of experience). Buy used! 17. Focus on what you are best at. In every real estate agent's career there is something that they are the best at and subsequently, produces the most profit. Instead of believing you can do it all, go back to that one thing that you are best at and double your efforts immediately! 18. Carry your shoulders back, stand up straight with a smile on your face, look good, drink lots of water, get

EXECUTIVE AGENT magazine

lots of sleep, eat well, play, and play when your playing and work when you're working. Call your mom. 19. If you ever here in a seminar - "it's a great whistle and bell," or "it really impresses your client" it is usually someone that is trying to sell form over substance. Make sure you have substance before form! 20. Show up, tell the truth, and don't be attached to the outcome. I hope these reminders will keep you guys on the straight and narrow. Remember that a profitable

real estate agent will always be the market share winner in the end. Walter Sanford is a top producing real estate agent and speaker who travels the country delivering systems and strategies to top producers for higher productivity and client satisfaction. Copyright© 2000, Walter Sanford. All rights reserved.

Building Industry Technology Academy (BITA) Dominates Home Builders Council’s 2008 Design/Build Competition

The students of the Building Industry Technology Academy (BITA) from Katella High School and Western High School in Anaheim and Valencia High School in Placentia participated in the 19th Annual Home Builders Council’s Design/Build Competition. The competing 15 student teams, from local high schools, regional occupational programs (ROPs), youth build programs and community colleges, participated in the two day event at the Orange County Fair Grounds. All teams were challenged to build a 6 ’x 8’ playhouse structure.

EXECUTIVE AGENT magazine

Professional Profile George Barr Achieves Highest Honor #1 CENTURY 21® Agent Worldwide

George Barr CENTURY 21 Beachside Real Estate

"Each office independently owned and operated." "2008 CENTURY 21 Real Estate Corporation © and sm trademark and servicemark of CENTURY 21 Real Estate Corporation. Equal housing opportunity." 27802 Vista Del Lago Mission Viejo, California 92692 E-mail: georgebarr@century21.com Call George today at: (949) 363-3506

After nearly 13 years with CENTURY 21 Beachside Realtors, one of the premier real estate companies in Southern California, consistent top producer George Barr enjoyed a very successful year in 2007, posting nearly $114 million in total sales volume. For his hard work and dedication, Barr was the top producing agent in the 12office CENTURY 21 Beachside firm and first out of more than 147,900 CENTURY 21® sales associates worldwide, including 52 countries. Barr also earned his seventh Grand CENTURION® designation; the most prestigious award offered by the CENTURY 21 System. George was recognized at the recently held CENTURY 21 Convention in Orlando, Florida and was presented with this prestigious #1 worldwide award by Tom Kunz, President and CEO of CENTURY 21 Real Estate LLC. Let me tell you about the agent who s aid he just wanted to sell a couple of houses to his friends… but…he got HOOKED and decided to go into Real Estate 100% of the time because he wanted to be where no one could control his income. He is self - motivated, hard-working, driven, down-to -earth, no—nonsense type of person who is loyal to his family and friends and who treats his clients with the same sensitivity and caring. He sets his goals and works hard to attain them. He had no illusions about fast, easy money when he made his move to Real Estate 13 years ago. He watched high producers receiving top awards and he simply thought “That’s going to be me; I’m going to make it happen!” His two university degrees have certainly helped him along his life’s path, one in Engineering and one in Business Administration. This a gent has worked extremely hard building his business to the level it is today. The client comes first and he does whatever it takes to get the transaction closed. Through the years, he has come across so many different situations that he can handle any problems that arise. “Winning the Quality Service Award means a lot more to me because my customers took time to fill out a survey and let me know how much they appreciated my efforts on their behalf,” Barr continued. “This is the third time I earned the Quality Service designation and it feels great to know my customers are thinking about me.” CENTURY 21 Beachside, officially ranked the #4 CENTURY 21 company in the world for 2007.

EXECUTIVE AGENT magazine

George Barr EXECUTIVE AGENT magazine

PROFESSIONAL PROFILE Lily Campbell’s Exceptional Real Estate Skills Bring Her Clients The Best Results!

During a very tough real estate market, Lily Campbell continued her outstanding real estate sales throughout 2007. Lily ended 2007 with over $45 million in sales, while maintaining her position as one of the top agents in Orange County, the #1 agent in Fountain Valley, and the #1 agent at the First Team Real Estate Office in South Huntington Beach. She continues to set the highest sales record in various tracts in Fountain Valley and Huntington Beach. Lily has been a top producing, award-winning agent since her first year in real estate sales. She is consistently recognized for being the number one agent in Fountain Valley for the last seven years and the number one agent in First Team’s South Huntington Beach office for the last eight years.

Lily Campbell First Team Real Estate Tel: 714-593-9458 Top 1% Realtors Nationwide #1 Agent in Listings Sold for First Team in 2006 #1 Agent in Fountain Valley for 7 years, 2001-2007 #1 Agent in South Huntington Beach Office of First Team for 8 years, 2000-2007

“Ever since Lily joined First Team in 1997, she has stood out as someone who does whatever it takes to make sure her customer’s best interests are taken care of,” said Wally Malesh, First Team’s Regional Sales and Operations Manager. “She’s built a reputation on superior customer service and steadily she will continue to dominate as one of Orange County’s most indemand Realtors.” Lily’s clients have recognized her integrity, negotiation skills, market knowledge, hard work and dedication to putting her customer’s needs first. As a result, satisfied clients often happily refer her to their family and friends. One client chose Lily as her agent and wrote, “Lily has an effective and proven track record. She’s honest, likable and considerate of my needs and she delivers an impressive marketing strategy.” Especially under today’s harder market, Lily made extra efforts to sell the homes for her clients. The ability to conduct Lily’s success is her vision on the real estate market and trends, her suggestions to buyers and sellers, her strategy for selling and buying homes brought her clients the best results. Always full of energy and ready to help her client’s fulfill their real estate dreams, Lily specializes in the family communities of Fountain Valley and Huntington Beach, but also assists buyers and sellers throughout Orange County.

Top Realtor in Orange County $46 Million in Sales in 2007 $49 Million in Sales in 2006 Sold over $50 Million in 2005 Sold over $38 Million in 2004 Over $25 Million Sold in Fountain Valley in 2004 E-mail: lily@lilycampbell.com Website: www.lilycampbell.com

“First Team has been instrumental in steering me on the path towards success,” she said. “They give all of their agents the tools they need to help sellers market their home and give buyers the information to make the best purchase or investment.”

EXECUTIVE AGENT magazine

Lily Campbell EXECUTIVE AGENT magazine

Continued from page 19

budget projections? Are you attaching costs to your efforts so that you can see if you’re getting the best return on your investments of time and money? Are you tracking your results? What I’ve shared here is nothing new. And I think therein lies the value: These are the fundamentals of what works. It’s easy to get lost in all the new fangled gadgets and latest fads, but to me, it’s the tried and true fundamentals that always pull us through the rough times. And if you keep you eye firmly planted on the basics, I think you’ll do just fine in 2009 and beyond. Bob Corcoran is a nationally recognized speaker and author who is founder and president of Corcoran Consulting Inc. ( CorcoranCoaching.com, 800-9578353 ), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into the residential or commercial broker or agent’s existing practice.

EXECUTIVE AGENT magazine

EXECUTIVEAGENT

magazine

Advertise In Executive Agent Magazine ADVANTAGES OF ADVERTISING IN EXECUTIVE AGENT MAGAZINE: 

Executive Agent Magazine provides a targeted, low cost and highly visible way to reach thousands of local real estate professionals.



Executive Agent Magazine educates real estate professionals about products and services.



The magazine gets into real estate offices that may have a closed-door policy to salespersons.



Executive Agent Magazine brings more customers, qualified buyers and repeat business.

S O U T H E R N CALIFORNIA’S PUBLICATION FOR THE REAL ESTATE PROFESSIONAL

Call us for more information: Executive Agent Magazine 2929 Calle Frontera San Clemente, CA 92673 Tel: (949) 366-3349 Fax: (949) 266-8757 E-mail: info@executiveagentmagazine.com Website: www.ExecutiveAgentMagazine.com EXECUTIVE AGENT magazine