FLORIDA MORTGAGE 12-4-23

FLORIDA MORTGAGE EDITION

7 SIMPLE TIPS

That are Proven to Help You Stay Ahead of the Competition

Every Player is Valuable:

How to Boost Your Team’s Morale

KILLING CLIENTS WITH

KINDNESS AND VALUE How to Overcome Your WORKPLACE FEARS

FEATURED LENDER

LAUREN MAXWELL COVER STORY

CORY JEFFRIES

FLORIDA MORTGAGE EDITION

LAUREN MAXWELL

The day after she graduated college in solutions. “It’s very r May of 1987, Lauren Maxwell started clients who feel helple 17 9 working at a mortgage company. Her pascate them and the real sion, tenacity and people skills led her to on what is possible.” early success with bringing in leads, but she realized there was so much more to When she’s not workin learn about the loan process that she didn’t a lot of her time part yet know. After moving to Florida from munity events and spo Massachusetts in 1988, Lauren started organizations, like th working at a bank as a processor. From Foundation. Lauren a there, she absorbed everything she could have six children, w about the industry, CORY working her way up are very involved in JEFFRIES LAUREN MAXWELL through numerous positions. CORY Finally, in and sporting events. A 1994, she became a retail branch manager working for love traveling to their Georgia lake JEFFRIES a mortgage banker. She hasn’t looked back since. long weekends.

CONTENTS

Today, Lauren is the Executive Vice President of Lauren shows no signs of slowing dow CrossCountry Mortgage and Team Leader15) of 7the to her business. the next few ye 4) EVERY PLAYER IS SIMPLE TIPS THAT In ARE Maxwell Mortgage Team in Naples, Florida. PROVEN She over- TO strengthen her operations VALUABLE: HOW TO BOOST HELP YOU STAY team and p sees TEAM’S a large team who collectively close 1500 AHEAD loans and OFadditional resources to close loans YOUR MORALE THE COMPETITION $500 million of volume per year. Of these loans, Lauren She’ll also use her position as a lead is personally responsible for more than 600 closed to help others find success. “Helping 6) HOW TO SPEED UP 18) HOW TO OVERCOME loans, though at her personal best, she has closed over it’s someone hoping to buy a home, FIRST-TIME HOMEBUYER YOUR WORKPLACE FEARS 1000 loans in one year. She’s been in the top 100 loan trying to reach their sales goals for TRANSACTIONS officers in the country for many years and is the number top priority.”

20) KILLING CLIENTS one woman in the state of Florida and within her comWITH KINDNESS AND VALUE pany. To maintain her numbers, she consistently is the first to arrive at the office and the last to leave. She’s always learning and puts her clients first — that’s what drives her to keep working at such a high level. “I love I do, and I want keep going for as long as I can,” Phonewhat 310-734-1440 | Faxto310-734-1440 she says. mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent After being in the mortgage industry for more than three Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published Lauren’s business now 100% referral based. materials,decades, Top Agent Magazine cannot be held is responsible for opinions expressed or facts supplied by its authors. ® To subscribe or change address, send inquirytotoREALTORS mag@topagentmagazine.com. and builders, From previous customers Published in the U.S.

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she is referred to clients every day from the people in her community who understand the high value of her services. With her knowledge of processing, underwriting, and closing, Lauren can tackle loans that no one

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Contact Lauren Maxwell at 239

Laughs!

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Putting the power of humour to work for you!

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Every Player is Valuable: How to Boost Your Team’s Morale In the fast-paced world of real estate, it can be easy to overlook the contributions of those lower-level employees who are instrumental in our success, yet are overlooked when it comes to recognizing the important roles they play in keeping our business operating smoothly.

Even a task that seems simple, such as answering phones, can be overwhelming at 4

times. Letting these employees know that they are appreciated is something that often goes overlooked at busier companies, and can often result in impaired morale overall, as employee dissatisfaction tends to be contagious.

Here are some things that you can do to increase morale and productivity in your workplace: Top Agent Magazine

While it’s important to point out when an employee is doing something wrong, it is equally – if not more – important to acknowledge when that employee is doing something right.

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While it’s important to point out when an employee is doing something wrong, and sometimes to reprimand, it is equally – if not more – important to acknowledge when that employee is doing something right. Even a simple compliment can go a long, long way towards building that employee’s morale, and therefore their willingness to go the extra mile for your team.

An example: “Sally, I just heard you on the phone with that client. You sounded very professional and I really appreciate your representing our business that way.”

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Determine what all of your employee’s goals are, and what their expectations for growth might be. There may be lower level employees who are perfectly content doing what they’re doing, and who have absolutely no expectations for growth in your business. Others, however, may have an interest in moving up the ladder. Make it your business to determine this early on, and try to take a personal interest in your employee’s growth with your company. Knowing there is room to grow is an important factor in employee satisfaction, and knowing who wants to grow and who

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doesn’t is something you should be aware of. Groom from within, and your employees will be grateful and work harder.

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If your workplace is highly stratified, with multiple levels of employees (agents, senior agents, loan processers, assistants, etc.,) make an effort to ensure that everyone feels valued as part of the team regardless of what they earn. Various team building exercises that encourage trust and a sense of familiarity can go a long way towards fostering an environment that is less unnecessarily competitive and more productive and cooperative. A quick web search for “Trust Building Exercises” will help you locate many good ways to achieve a newfound level of camaraderie amongst your team. Many of them are quite a bit of fun, too.

Hopefully these tips will assist you in creating a better-functioning, higher-achieving team of motivated, caring employees.

Remember, a chain is only as strong as the weakest link, so be sure to keep everyone feeling appreciated, supported and valued, and your company will only benefit.

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 6

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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CORY JEFFRIES Top Agent Magazine

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CO RY JE F FR I ES

As Regional Vice President of Sales for the Southeast Region at American Financial Network, Cory specializes in branch development and recruiting, while also continuing to originate loans. “I still originate loans because that’s the part of the business I love,” Cory says.

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otivated by a desire to help clients achieve their goals, Cory Jeffries and his team live by the values of honesty, integrity, and effectiveness. Cory has been in sales ever since he was a kid, and when he joined the mortgage industry he hit the ground running, becoming the #1 producer in his company (out of over 2,500 originators) in his very first year. From there, Cory never looked back. Throughout his 20 years in the business, Cory has guided his clients through the loan process with compassion and ease.

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As Regional Vice President of Sales for the Southeast Region at American Financial Network, Cory specializes in branch development and recruiting, while also continuing to originate loans. “My goal is growth, and I still originate loans because that’s the part of the business I love,” Cory says. “American Financial Network offers the full gamut of products, including everything from jumbo to non-QM, as well as renovation and construction loans, and all of the standard products. We also have the ability to

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broker,” Cory says. “With over 150 different broker options, there are not many areas where we can’t cover the needs of our clients and our referral partners.”

An impressive 100% of Cory’s business comes from referrals, a feat that shows the trust and confidence he and his team inspire. “We offer knowledge and quick answers, and we’re extremely efficient,” Cory explains. “We have our own underwriting team and team managers we go to directly, so our customer service is at a

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very high level. Our production assistants take on loans from start to finish, which gives myself and our originators the ability to always be available for our clients, consumers, and referral partners.”

Cory and his team like to be involved in their community as much as possible, supporting a number of charities and holding events for education. They give back via the Chi Chi Rodriguez Youth Foundation, Habitat For Humanity, the American Cancer Society, and many other organizations. And although Cory has won many sales awards in his

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“We offer knowledge and quick answers, and we’re extremely efficient,” Cory explains. “We have our own underwriting team and team managers we go to directly, so our customer service is at a very high level.” career, the award he is most proud of is Philanthropist of the Year. As Cory says, “It was a huge accomplishment for me considering my roots.”

Looking toward the future, Cory says, Top Agent Magazine

“We plan to grow our team to $1 billion in annual production over the next two years. We also want to branch out further into other states. Our branch is currently licensed in 13 states and our company is licensed in all 50, so we can 13

go wherever we want. We are focused on looking into different markets and growing our business out.”

Above all, Cory says, “Our team has a passion for the people we work with.

We’re here to share the wealth and

share the relationships we have to help our community out. For me, the passion has always been there to share my sales knowledge and abilities to help others grow. I love the ability to continue to help homeowners as well as our staff exceed and capture their goals.”

To find out more about Cory Jeffries, call him at 727-798-5626 or email cjeffries@afncorp.com. Find him online FloridaResidentialLoans.com athttp://www.justingrable.com www.

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7 Simple Tips that are Proven to Help You Stay Ahead of the Competition So you’ve created a successful business, congratulations! You probably did it by providing an unsurpassed level of customer service that not only meets customer expectations but exceeds them in a way that has made you stand out from the rest. As anyone can tell you, starting a successful business is not easy.

Now comes the even harder part. Not only sustaining that high level of performance, but continuing to grow and outpace the competition. There is no resting on your laurels in a competitive business market. Companies that stay successful for the longterm, make an active effort to keep on top. Here are just a few ways you can do the same.

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1. Know the competition It’s not enough to know what you excel at or what makes you unique, you need to know what your competitors are offering that makes them stand out. This serves two purposes: it will allow you to more clearly define your differences, or it may help you identify an area that you hadn’t considered before, opening up a potentially new way in which you can excel above the rest.

2. Know your customers You might know your clientele very well, but as economic conditions change, so does your

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customer’s needs. What might have been a priority a year ago, won’t be if we are in the midst of an economic downturn, for example.

As a business owner you should always be evaluating your strategies in every area constantly, knowing what your customer wants and needs from you is key. In fact you should be using your expertise to analyze potential market changes and anticipate those needs to stay ahead of the curve.

3. Have a strong understanding on what makes you unique Once you accomplish the first two, you should have a clear idea of what unique advantage you offer people. This needs to be clear to everyone, so you can then take that idea and run with it. Find your niche and then market yourself with a focus on that idea. If you have a clear thing you’re selling, it is well worth the investment to market yourself to the hilt with that in mind.

5. Think like your competitors One way your competitors looks to gain customers is by potentially taking yours. It goes without saying, you don’t want to let that happen. You’ve probably built great relationships, so really maintain those relationships by not only providing great service, but service that truly goes above and beyond. Find ways to give more to your customers. You might even want to start offering surveys, where your clients can tell you exactly what they’d like to see.This makes your clients not only feel heard, but blown away when you implement any changes they suggest.

6. Look for untapped markets Don’t settle for maintaining what you have, there could be untapped markets out there.

If you don’t get to them, your competitors will. So even if they come eventually, hopefully you’ll already be the dominate force in that market.

4. Keep up to date

7. Be a great boss

This goes for everything from technology to systems, marketing, and even your own personal image. If you have a brick and mortar location, you want to also keep things looking fresh and modern there, as well. First impressions are important for a reason. Everything about your business should tie into your marketing and branding. What are you selling and does everything line up to support that, from your business cards to your social media pages. Remember the key to branding and marketing is a consistent message.

One of the best things you can do to keep ahead of the rest, is by being a company where top talent and motivated newcomers want to be. Be the company that offers more than a competitive paycheck. Be a place that fosters talent, and offers scheduling and compensations packages that appeal more to people who think outside of the box. This will attract more innovative thinkers who value flexibility. Not only will you benefit from their talents, more importantly, your competition won’t.

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LAUREN MAXWELL The day after she graduated college in May of 1987, Lauren Maxwell started working at a mortgage company. Her passion, tenacity and people skills led her to early success with bringing in leads, but she realized there was so much more to learn about the loan process that she didn’t yet know. After moving to Florida from Massachusetts in 1988, Lauren started working at a bank as a processor. From there, she absorbed everything she could about the industry, working her way up through numerous positions. Finally, in 1994, she became a retail branch manager working for a mortgage banker. She hasn’t looked back since.

Today, Lauren is the Executive Vice President of CrossCountry Mortgage and Team Leader of the Maxwell Mortgage Team in Naples, Florida. She oversees a large team who collectively close 1500 loans and $500 million of volume per year. Of these loans, Lauren is personally responsible for more than 600 closed loans, though at her personal best, she has closed over 1000 loans in one year. She’s been in the top 100 loan officers in the country for many years and is the number one woman in the state of Florida and within her company. To maintain her numbers, she consistently is the first to arrive at the office and the last to leave. She’s always learning and puts her clients first — that’s what drives her to keep working at such a high level. “I love what I do, and I want to keep going for as long as I can,” she says.

After being in the mortgage industry for more than three decades, Lauren’s business is now 100% referral based.

From previous customers to REALTORS® and builders, she is referred to clients every day from the people in her community who understand the high value of her services. With her knowledge of processing, underwriting, and closing, Lauren can tackle loans that no one else dares to touch. She specializes in helping first-time homebuyers and people with challenging credit, using her creativity and expertise to come up with innovative Top Agent Magazine

solutions. “It’s very rewarding to help clients who feel helpless. I want to educate them and the real estate community on what is possible.”

When she’s not working, Lauren spends a lot of her time participating in community events and sponsoring nonprofit organizations, like the Make-A-Wish Foundation. Lauren and her husband have six children, which means they are very involved in their activities and sporting events. As a family, they love traveling to their Georgia lake house to relax on long weekends.

Lauren shows no signs of slowing down when it comes to her business. In the next few years, she plans to strengthen her operations team and provide them with additional resources to close loans more efficiently.

She’ll also use her position as a leader in the industry to help others find success. “Helping people, whether it’s someone hoping to buy a home, or newer agents trying to reach their sales goals for the year, is my top priority.”

Contact Lauren Maxwell at 239-254-2260, email Lauren@maxwellmortgageloans.com, or visit maxwellmortgageloans.com www.

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How To Overcome Your Workplace Fears Fear is something that can help protect us from danger, but it is also something that can be a hindrance to us in our lives, especially when it keeps us from potentially thriving and growing as a person. This is especially true in the workplace. Here’ a look at some proven ways to overcome common workplace fears.

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ASSESS THE FEELINGS BEHIND THE FEAR

Really owning the emotions that are putting you in a place of fear, is the first step. By just naming it and then talking it out in your head, what exactly you’re feeling and why, it can help deflate the fear. Think of it as releasing some of the fear into the ether. Yes, you’ll still be nervous about your presentation, but a lot of what was holding you back is gone. You’ll feel lighter, and hopefully have just enough butterflies to make your soar.

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TALK ABOUT YOUR FEARS WITH A TRUSTED CO-WORKER

Nothing can make you feel more isolated than going down the path of “This is something that only happens to me.” Trust me, it doesn’t, and you might be surprised to find out that some people have had it even worse. Talking to someone you trust and admire, hearing their own fear horror stories and how they overcame them, will help normalize what you’re feeling. Releasing yourself from the idea that it’s something about you, will be an enormous relief.

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THINK OF THE WORST CASE SCENARIO

Although it might seem counter-productive, truly assessing what the worse outcome of the situation you’re afraid of serves two purposes. It might lead you to realize the worst case scenario isn’t that bad 18

after all. Of course it could also lead you to a really uncomfortable thought, you could lose your job. As bad as that is, it also gives you an opportunity to start focusing on what really matters, and how you might grow from the experience and possibly end up better off. Countless people in their dream jobs now, were once fired and thought it was the end of the world.

Hopefully, that won’t happen to you, but learning to have confidence in your abilities to always find a way, will be a great tool in overcoming fears.

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COMPARTMENTALIZE

If you’re a super-organized type, you might try actually setting aside time in your day to focus on your fears. It might seem odd, but it will let you NOT focus on your fears during the other hours of your day. Think of it as a task, you aren’t just sitting there worrying, you’re taking in your fears and figuring out ways to overcome them.

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START THINKING OF YOUR FEARS AS OPPORTUNITY FOR GROWTH

Start thinking of fears as challenges. As scary as it might seem to face them, for the most part they are things that can be fixed. A lot of fear is based on inexperience which leads to a lack of confidence.

A common fear is workplace evaluations. Instead of looking at it as hearing everything that is wrong about you, think of it as an opportunity to see where you can improve. Going into it with a positive attitude rather than a defensive posture, will make the whole thing better for both parties.

Overcoming fears is oftentimes about a simple attitude adjustment. Like anything it takes practice, but the results of that practice will lead to a life that you’re able to thrive in both personally and professionally.

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Killing Clients with Kindness and Value

By Walter Sanford

Sometimes, we need to “kill” our clients with kindness and offer value. I know it goes against everything in our nature to turn the other cheek when they are being mean.

Recently, a coaching client had some challenges with a particular client, and I’m sure you have also worked with the kind of client who discourages you so much that you just want to hit the delete button!

How about offering a response that increases your fame and makes the client always wonder what they may be missing? They might not list with you, but they will never forget you.

Included in the balance of this article are the email from the client, the request for help from my coaching client, and then my suggested response.

Email from the Potential Client: Sorry, I have been really busy. Let me tell you where I’m at with everything. You may or may not be interested.

I am definitely putting the house on the market. The house has been rented for the last 5 years with the same family. They originally signed a rent to own lease. Three years ago, they decided they didn’t want to buy it.

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Anyway, I recently informed them that I’m going to put the house on the market. Now, they are reconsidering buying the house. I don’t think they will buy the house, but I guess you never know. If they do buy the house, it would be for sale by owner. I will not let them drag their feet.

We happen to know a lot of REALTORS® in (area). Some are pretty good friends and with that comes opportunities at rates way under the norm. One of them did sell our last house quickly but circumstances have changed. I know you are a very good REALTOR®, because I have heard other REALTORS® talk about you.

You may not be interested at this point anymore. If you are still interested, let me know what your best rate is. Let me know if you are okay with the current tenants on a “for sale by owner” agreement, if that happens.

I would want a short-term agreement. The current rent is higher than my mortgage payment so I’m okay if they don’t buy and I’m not forced to sell at a low price. However, I want to sell ASAP. I’m wanting to purchase another property so I’m not going to overprice the house and I will negotiate.

Email from Coaching Client to Me: Walter, this guy is a college basketball coach. I want to help him, but I need to have a chance to run a successful business, too! How do I answer this?

Email from Me to Coaching Client (to share with potential client): Thank you so much for the nice words. It is very exciting to hear that our hard work is creating some buzz. I think we can accommodate you and exceed your expectations: Top Agent Magazine

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1. We believe that we exceed client expectations more often than most agents, because we spend the time to understand what the client needs.

Then we develop a customized program to meet and exceed that goal.

We would love to help you in accomplishing your real estate needs.

2. We would be happy to exclude the current residents from the listing agreement for 30 days. This would help in motivating the current residents to buy in that they can see the price discounted by the commission, if they commit to buy within the 30 day period. We would like to offer you our closing service that handles everything for a flat fee of $4,000. This handles the contract phase, aligning the team of affiliates, and the closing. This, of course, is at your option.

3..Our commissions are normal for our market, but we save you money over any commission discounter. Our specialty is increasing your net proceeds. We do this by bringing you more buyers with more effective marketing, better negotiating, better systems for handling inspections, better pre-approval tools for your buyer, better contracts, and less post-seller litigation from better contracts. Commission discounts usually cost you money because of the agent’s lack of emphasis on your net proceeds check. It is like a basketball player who is playing with no heart, only for the scholarship.

4. Our rate is retail 6%. This may eliminate us, but that would be a shortsided conclusion. Here are 5 of the ways we can beat any commission discount: A. We beat the average List to sell ratio in (area) by a larger margin than any discount.

B. We beat the days on market, which affects your carrying costs and lost opportunity costs on your equity.

C. We have a low litigation rate as compared to national standards.

D. We can market your home a little over retail due to our marketing.

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D. We urge a pre-inspection plan to get rid of the little and big problems before a buyer is involved and wants everything built new.

5. Our agreements are 6 months, but that is not what sells properties.

Marketing and price sell property. If we are wrong about those two items, we will adjust every week based upon showings and consultations with you.

6. I would also like to advise you on a misconception. Rental costs average about 35% of market rent in our area. Add in lost opportunity costs on your equity that is not doing anything at this point. I can show you how your current position is losing you money every month.

I think our next step is a presentation of the tools we bring to achieve your goals. Listing with friends is loyal, but is it the best business decision?

Do they have the tools and will you hold their feet to the fire when the results are not what you need? (Client’s name), you know the difference superstars make on a team. Let’s go for the win.

It’s not so much whether my coaching client obtained the listing, but he needed to stand up for a profitable, long term business. Never sell yourself short to get business. You will never be happy.

In these situations, I cannot guarantee an outcome, but I can guarantee the client will never forget you. You are planting seeds of discontentment with the small amount of money saved in a commission compared to not achieving their goal. Whether he/she admits it or not, he/she will have respect for you.

Do more lead generation so you won’t have to work so hard on leads like these.

Copyright©, Walter Sanford. All rights reserved.

Walter Sanford has been designing and implementing real estate systems for 30 years.

One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com.

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