Nationwide Mortgage 1-15-17 by Top Agent Magazine

NATIONWIDE MORTGAGE EDITION

HN GOEDECKE JR.

team focus tgage lendto do busifilled with derstand the comfortable al closing?”

LANNINGpeople reach MICHAEL MACCAGNANO WhenBRIAN not helping their homeownership and finance goals, John nurtures his love of outdoor activities like golf, basketball and his lifelong interest in horseback riding. He also carves out time to give back to the communities that mean so much to him. “I have been part of an g his mortautism school both as a board member and in some cases with PNC. as an executive level committee member,” he says. “I’m d as a top also involved in charitable events through the foundation ree several at the Princeton Regional Chamber of Commerce.” In manager.” RHONDA addition, John explains that PNC’s charitable wing, “Grow MARINKOVIC MIKE SIMPFENDERFER most to him, up Great”, offers grants to preschools in low to moderate JOHN GOEDECKE JR.

NATIONWIDE MORTGAGE EDITION

BRIAN LANNING

MIKE SIMPFENDERFER

CHRIS BUFIS

JOHN GOEDECKE JR.

FRED ARNOLD

MICHAEL MACCAGNANO

RHONDA MARINKOVIC

CONTENTS 4) GETTING YOUR TEAM TO ADOPT A SERVANT'S HEART 8) BECOMING THE BEST OF THE BEST

12) YOUR SECRET PRESENTATION WEAPON 18) FACEBOOK: Q&A 21) COACHING 9-1-1

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Getting Your Team to Adopt a Servant’s Heart by Bob Corcoran

“To serve is beautiful, but only if it is done with joy and a whole heart and a free mind.”—Pearl Buck The pure truth is no matter how you slice it, real estate is a service business. Without knock-your-socksoff service—and the heart of a servant—you will die a slow and excruciating death in this profession.

like they received the best possible service they could get. Remember, people can only respect and enjoy what they see or hear. Agents and brokers can talk all day long about their superior service, but if their clients or prospects don’t see or hear it, it’s as if that service never happened. It’s the old adage: actions speak louder than words.

This is why it’s absolutely imperative that both you and your team keep How can you get your team to adopt a service at the top of your mind day in servant’s heart? Here are four tips to and day out. If you don’t, apathy will revolutionize service in your business: sneak in like a termite and slowly chew through the weight-bearing 1. Identify customer expectations. At pillars of your business. And then, the end of the day, it only matters what a person perceives. You might collapse. believe you’re offering unparalleled Every member of your team needs the service, but if the customer doesn’t same exact commitment to service— see it or feel it, it doesn’t matter. Take just like in sports where teammates time to find what truly matters to wear the same uniform—their service everyone you and your team serve— needs to look the same with everyone learn what they expect then pinpoint they meet in your business. Every ways to exceed those expectations. prospect, client, vendor and even team member should walk away feeling 2. Think specifics. Service can be 4

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kind of vague, so it helps to discuss the specifics with your team. Have your team start taking note of service they receive in their daily lives and then add these examples to the agenda of your team meetings. Talk about how you can implement new ways of serving clients and prospects. 3. Highlight successes in service. Share examples of your team giving service regularly with your staff and take time to recognize all efforts of service. If service is going to be a priority for your business, then shine the spotlight on all instances of excellent service. When your team members realize their efforts won’t go unnoticed, they’ll be more likely to give their best effort every day. 4. Link customer service to your bottom line. Make sure your team realizes that happy customers are what real estate is all about. It’s what brings in the money. Happy clients are the ones who will be more likely to use your company again and refer others. Let me hear from you. How does your team’s commitment to service stack up to your competitors? How often are you verifying that service is Top Agent Magazine

staying top-of-mind with your team? What can you start doing today to make service more important in your office? Please send any comments or questions you have to Article@ CorcoranCoaching.com or http://www. facebook.com/CorcoranCoaching. Bob Corcoran is CEO of Corcoran Consulting and Coaching Inc. (www.corcoran coaching.com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Corcoran Consulting & Coaching has a Life Coaching Division called Genesis; which is based on the core fundamentals of Og Mandino’s Performance Coaching and Intentional Creation Coaching. Corcoran Consulting is headed by Bob Corcoran; a national recognized leader, speaker and author. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www. CorcoranCoaching.com/about-corcorancoaching 5

BRIAN LANNING With almost two years in the mortgage industry, Brian Lanning knows how important it is for clients to feel at ease with their lender. He knows that it can be a stressful experience for home buyers and does everything he can to make the process go as smoothly as possible with him and Goldwater Bank, N.A. “I can guarantee if you work with me and my bank you’ll have a pleasant experience,” he says. “You can feel comfortable doing a transaction with us because I’m going to walk you through the whole process and hopefully you learn something by the end of it.” While Lanning has a 100 percent referral business and has established strong relationships with realtors in Frederick, Md., it took a lot of hard work and determination to get where he is today. It took a lot of door knocking and visits to get realtors to notice him, but he never gave up. When one realtor gave him the opportunity to speak before a group of top producing agents, Lanning jumped at the chance and put his experience in the insurance industry to good work. The rest is history as he has made quick connections with realtors in the industry that now use him as their choice lender for their clients. Through Goldwater Bank, he is able to offer an array of loan options to suit any kind of buyer. “I pretty much have anything you could possibly want right here,” he says. “A realtor can send me any client they have under the sun and I should be able to get something done for them.” 6

Working with Lanning is easy for realtors and buyers as he makes himself constantly available both day and night. Starting his day at 4:45 am, he is ready to go early and is sure to answer calls and texts as soon as they come in. This is one of the main reasons realtors keep sending business his way as he is always there to answer questions and keep the process moving. They also respect that he is upfront and proactive whenever an issue arises with a loan, contacting them immediately to let them know what is going on. “I’ve established relationships because of the accountability aspect of it,” he says. “It has set me apart and continued me to grow.” To further these relationships in the community, Lanning reaches out to the area by sponsoring 5K runs to promote his business and give back to the neighborhood at the same time. As an active person, himself, he knows how important these 5Ks are to the community and all that participate. Lanning goes to the gym every day and loves sports - playing football during his school years. “It’s my stress relief,” he says. “I really enjoy it.” He also spends time with his fiancé and enjoys watching their son play soccer. With all the success that Lanning is experiencing, he has plans to continue with the momentum he has created with his business. He has started to assemble a small team and looks forward to adding to that in the near future. “The next goal is to find those individuals that are like minded like me, who could fall right into place and walk into a ton of business,” he says. Top Agent Magazine

For more information about Brian Lanning NMLS# 1308702, visit FrederickCountyMortgages.com or FrederickMTG.com, call 240-770-0996, or email blanning@goldwaterbank.com www.

www.

Becoming the Best of the Best By Verl Workman

Becoming one of the best agents in your market requires hard work, time, and dedication. One of the most important things you can bring to the table is your real life market knowledge and expertise. As you increase your market knowledge IQ, your confidence will grow and you’ll win the trust of your clients.

• Preview all the homes that come on the market in that area. By attending all the open houses and tracking price reductions on properties in your area, you’ll know the nuances that pictures cannot convey…but be careful with your time.

• Track closings and sold prices in your target area so you become To do that, you need to know more familiar with list-to-sell ratios about your market than the average consumer. That’s more of a challenge • Become familiar with vacant land than it used to be since consumers in your target area can easily find market statistics online, quickly and easily preview • Get active in the community by listings on the web, and access public doing things like attending county meetings where changes in zoning records without many barriers. and housing are to be voted on, and Clearly, becoming an expert offer your input requires effort, more now than ever before. Here are a few things you • Write articles and offer your can do to establish yourself as an expertise to newspapers and radio stations on trends and happenings in expert in your area. your area • Select the area you want to become • Start a community blog where you an expert in

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post information and articles that affect those homeowners • Gather e-mail addresses of people interested in what is going on in the area, and begin a monthly Podcast where you discuss trends and market information. • Read local and national real estate magazines, articles and blogs to stay caught up with what is happening nationwide so you can compare your market to other similar markets around the country. Technology is a valuable asset for consumers and agents alike, so find ways to put it to work for you. By establishing yourself as the expert and sharing your unique knowledge Top Agent Magazine

through public sources like blogs, print media, emails, and unique approaches like Podcasts, and public videos, your customers will increasingly look to you as the definitive source. Data is everywhere, so think in terms of how to educate your customers and make them experts so they don’t have to do all the legwork. By doing so you’ll win their respect and loyalty. Bottom line: get fully committed to becoming an expert in your chosen career and you’ll reap the rewards. Verl Workman is the national technology speaker/trainer that stands out as #1 when it comes to showing companies and their sales associates how to make money using today’s technology. © Verl Workman. All rights reserved. 9

MIKE SIMPFENDERFER

“We sign disclosures and loan documents with the borrowers so we’re with them from the beginning to the end.”

Mike Simpfenderfer took a chance on the banking industry and it paid off tenfold for him. He and some fellow co-workers from a retail management company banded together with their boss at the time and went into the mortgage business in June of 2003. He took a leap of faith with the business and gave it everything he had and today he has a team of three licensed loan officers, two senior processors and a junior processor, which is his daughter. Golden Empire Mortgage operates as a direct lender with the majority of its business coming from realtor and existing client referrals. It offers an array of loans types that can suit virtually any type of client. “We have so much to offer,” says Simpfenderfer. As branch manager at Golden Empire Mortgage, Simpfenderfer uses his experience in retail management to offer the best customer service possible to his clients. He knows this is an area that most lenders struggle with and he and his team excel at offering this to their clients. One of the ways that he is able to deliver that better level of customer service is by meeting with clients face-to-face and 10

being there when they sign their paperwork. “We sign disclosures and loan documents with the borrowers so we’re with them from the beginning to the end,” he says. “That is very uncharacteristic in this business.” His team is fully versed in the loan documents and can explain them forward and backward to every client that they deal with. To stay in touch with his realtors and clients, Simpfenderfer goes out of his way to reach out and talk to them. He believes a good meeting and a cup of coffee can really solidify a relationship and ensure a client comes back to them. “It’s just about doing those little things,” he says. Simpfenderfer has a special connection with realtors, previously having a real estate license himself. His office in Bellflower, Calif., is situated within a building owned by Berkshire Hathaway Home Services CA Properties broker and real estate magnate Bruce T. Mulhearn, giving him an inside view of the industry. When you work with Simpfenderfer and his team, you get straightforward answers no matter if you’re the realtor or the borrower. “What that means is they’re not always Copyright Top Agent Magazine

going to like what they hear but they’re going to know what they need to know,” he says. When you meet Simpfenderfer, you immediately notice his passion. One thing in particular that he is very passionate about is helping those that have been affected by sexual assault or rape. Helping on an individual level as well as through the organization Promoting Awareness Victim Empowerment (PAVE), which he’s been an active board member for some time, Simpfenderfer helps those affected

find their inner voice, giving them the courage to tell their story. “My customers give me the ability to do something I’m passionate about,” he says. “It takes money and resources to reach out and help. I’m forever grateful to my customers.” Simpfenderfer also supports Priceless Pets in Chino Hills, Calif, a no-kill shelter that was started by an escrow officer during the foreclosure crisis. His message to others is: “Go do something for somebody else that really can’t do it for themselves for whatever reason,” he says. “Just do something!”

For more information about Mike Simpfenderfer NMLS #257174, visit gemcorp.com, call 562-714-2158, or email msimpfenderfer@gemcorp.com www.

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Your Secret Presentation Weapon by Rich Levin

You are at a listing presentation, and Agent: “Do you know the number you know the seller is interviewing one complaint owners, like you, have other agents. Would you like to about their present REALTOR®? distinguish yourself as the best? Here’s how. “The agent doesn’t communicate or loses touch. It’s one of the simplest This is on an age-old and proven things and one of the most sales concept that is taught in high- important. I know some of the best level sales training in every major agents in town who sell a lot of corporation. In real estate, it is a homes and have the best intentions, subtlety that most agents simply but they just don’t follow up like don’t build into their skill set. Those they should, and you fall through who learn and use this skill stand out the cracks. and win against the competition. “I set aside an hour each day just for Have you ever lost a listing and staying in touch with my clients.” could not figure out why? The seller says that they had more confidence “You don’t want to be in the dark, in another agent. This skill is the uncertain and uncomfortable. I reason they will choose you. They want you confident that we are both may not recognize why; they just doing everything we can to get your have more confidence in you. property sold for the most money in the shortest time. “I like to make Sample Seller Script these calls between eleven and Here’s an example. After, I’ll break noon on Thursday mornings. What it down for you so that you can is the best number to reach you at apply it for yourself. that time?” 12

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Robbins was a twinkle in his AABC: The Breakdown There are four steps to this mother’s eye. Most agents miss the presentation skill. They are subtle mark on this in today’s competitive and easy to learn. You must practice real estate market. To hit a bull’s to be natural with this skill, which I eye, use AABC as your secret weapon. You will begin to notice call AABC. sellers and buyers having more • Step one is the Action you take. In confidence in you, relaxing with the example above, it’s communicating you, and trusting your judgment. regularly. Sample Buyer Script • Step two is the Advantage you “Would you like to have the bring that differentiates you. In the advantage of seeing the newest example above, it is setting aside an properties on the market, every day?” hour each day. A – The Action: “Every day—often • Step three is the Benefit to them. twice a day—I will search for propIn the example above, it is making erties that are new to the market.” them certain, comfortable and A – The Advantage: “In our area confident. there are nearly three thousand real • Step four is the Close, which is estate agents. Every day, some of asking for a decision. In the them are placing new property on example above, it is asking for the the market. Within hours, often less, specific number to be reached on a I make sure that you are aware of any and every property that even specific day and time. remotely matches your desires.” AABC B – The Benefit: “You’ll have the Action: What you do. best opportunity to find the property Advantage: Your distinction. that has the most of what you want Benefit: What’s in it for them? before you are in competition for it, Close: Asking for a decision. and you often get it at the best price. This has been taught by Fortune 500 Each year, many of the homes I sell Companies decades before Anthony are those fresh listings that have Top Agent Magazine

only been viewed by my buyers. It’s fun for me. It’s the best way to give you the competitive edge.” C – Close: “Do you want me to contact you each day as soon as we become aware of any property in which you may be interested? If I call during the workday with an excellent choice—something that looks perfect—would you be able to come fairly quickly to see it?” You will find AABC is your secret weapon. While other agents present their same old way, the buyers and sellers to whom you present see, hear, and feel something different, something more. They will more easily sign exclusive contracts with less commission challenges. They will trust you and make your job with them easier, because they strongly believe in your efforts on their behalf. A Few Subtleties I like to start with a question. Do you know? Have you heard? Would you like? The Action can be very simple. It is your Advantage—the way you do it differently—that makes the distinction. 14

The Benefit is always more money, the best time frame, and/or more ease and convenience. That is WIIFT: What’s In It for Them. The Close is critical. In addition to confirming their agreement, it makes them an active participant in the process. In my work, I occasionally accompany Agents on listing presentations—Agents who take over a hundred listings a year. Once they begin to apply AABC, they immediately express that they feel, hear, and see the difference in the way their clients responded to them. This is an advanced skill that raises your effectiveness and enhances your relationships and your results. It requires preparation and practice. It is a secret weapon that can shift your work and your career into the next gear.

Rich Levin is one of the most successful Real Estate coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning your business. Copyright©, Rich Levin. All rights reserved. Top Agent Magazine

FRED ARNOLD Fred Arnold grabs life and runs with it. He can do that because he sees the big picture, plans well, and has the confidence to shift gears as necessary. In other words, he’s a financial expert. Lucky for his clients, he’s passionate about bringing that expertise to them. “We’re providing financing for the biggest investment people make in their lives,” he says. “It’s so important to manage your finances, especially in California. Our approach is to help clients solve their financial challenges and make goals, which typically are about more than just getting a loan, but getting through different stages in life. If you approach it this way, you become a true consultant.” Fred originally wanted to become a U.S. Air Force pilot. He attended ROTC while studying at Cal State Northridge, receiving his degree in real estate and finance, but he couldn’t complete the training because of airsickness. He wasn’t sure what to do next. On a family vacation, someone suggested he’d be great in the mortgage business. The person brought him to First Nationwide Bank, trained him, and the rest is history. That was 1991. Today Fred’s business is completely referral based, and past clients are his top source. “They already trust us,” he says. “If you want to build trust, go to those who’ve done business with you. We contact our clients once a week with a financial market update; once a month with a local real estate update, including the estimated value of their home and neighborhood foreclosures; and once every six months by phone to do a review. They’ll have some question once or twice a year, even if it’s just requesting a referral for home improvements. We want to be there for all their needs.” Fred emphasizes the role community service plays—both the mortgage community and the local community—in being there to help clients. His proudest accomplishments include serving as chairman of Top Agent Magazine

the Santa Clarita Chamber of Commerce in 2013 and president of the California Association of Mortgage Professionals in 2008–09. Besides enabling him to give back to the community, “the amount of education I’ve gotten back allows me to serve clients so much better,” he says. All this experience has garnered him multiple honors, from being selected as Broker of the Year in 2012 by the California Association of Mortgage Professionals to being named Leader of Character for Santa Clarita by the Boy Scouts of America. He’s been featured as a mortgage expert on CNBC, Time magazine and the L.A. Times. He hosts the TV show ”Out of the Rough” on SCV-TV, helping businesses and consumers get out of challenging situations, and the radio show “SCV Chamber Business Spotlight” on AM 1220 KHTS, highlighting businesses in the community that are doing great work. How does he do all this and stay cool? He’s an athlete. His focus is the Ironman, a running, cycling and swimming triathlon held all over the world. In the next year, he plans to accomplish three more Ironman competitions, see two of his four children graduate college, and his company grow by one third. “What’s allowed me to be successful in business and life,” he adds, “is the employees and colleagues I surround myself with. This industry can demand evenings and weekends, but I’ve been able to balance that so I can be there for my four children, my biggest accomplishment in life, and still be there for clients and Realtors. I’m very proud.”ll be there for clients and Realtors. I’m very proud.”

For more information about Fred Arnold of American Family Funding, Santa Clarita, California, please visit fredarnold.com, call 661.505.4300 or email fred.arnold@affloans.com www.

CHRIS BUFIS Although Chris Bufis is now a rising star in the mortgage industry, after graduating college with a business degree, he initially worked in retail management, a field he had been involved with for many years. But just over a year ago, he decided it was time for a career change. “I knew I wanted to find something in the finance field, something that would take advantage of my business acumen and my ability to analyze finances. Becoming a loan officer just seemed like the ideal fit, my finance expertise and my sales background were the perfect combination. Here I am over a year later and I couldn’t be happier.” Chris is currently with Southern Trust Mortgage, a full-service mortgage lender offering diverse mortgage products to suit every client’s needs. The company prides themselves on providing outstanding customer service to both their borrowers and their referral partners. All loans are expedited with local processing, underwriting and closing, which allows Southern Trust Mortgage to offer highly competitive rates, and efficient, fast closings. “It’s a great company to work for. In addition to all the basics, we offer a few unique products such as our first-time home buyer grant program which offers matching funds for new home buyers. We also have some other niche portfolio products that really allow us to step outside of the box for people.” Serving the Virginia Beach area, Chris currently works solo, but his business has seen such rapid growth in a short amount of time, he’s already considering starting a team to handle the increase, while not compromising the customer service that he has built his reputation on. A key part of that service has been Chris’s focus on communication and relationship building. “Obviously, this business is primarily referral based, so building long lasting relationships is

important. I keep in constant contact throughout a transaction with all parties, updating them throughout the process. It’s important to communicate frequently and honestly, so everyone is always on the same page and knows what to expect. It really allows me to build trust with my clients. They know I mean what I say and can deliver on it.” Chris prequalifies his clients and pre-underwrites loans to ensure they won’t have any surprises along the way. If they don’t qualify up front, Chris works out a plan and a timeline to help them realize their dream. “Understanding the guidelines of each particular program is what has ensured every loan I have issued a prequalification letter for has closed.” Of course, keeping those relationships going after a transaction is over is equally important. “I keep in touch on a regular basis, and am always reaching out to my Realtor® partners for an introduction. I’ll usually take new Realtors® out to lunch, so we can get to know each other. If we have a connection, then I reach back out to them to see how I can help them be more successful and close more deals, which in turn, allows us to help more people get into homes.” In his spare time, Chris enjoys spending time with his family, going to the beach, fishing, and playing golf. “Living at the beach is great, it’s a relaxing place to unwind with my wife, Amy, and Portuguese Waterdog, Andi.” In the next year, Chris will start slowly building a team, and couldn’t be more thrilled with how far he’s come in such a short time. “It’s been a successful first year, and I truly love what I do. Helping people overcome whatever challenges they may have in order to get into a home is just incredibly gratifying.”

Chris Bufis | Loan Officer | NMLS# 1405934 | Southern Trust Mortgage visit: SouthernTrust.com/CBufis | email: CBufis@SouthernTrust.com or call: 757-450-6608 (cell) www.

Southern Trust Mortgage, LLC is proud to be an Equal Housing Lender – NMLS 2921 To learn more about Chris Bufis and read his reviews, visit SouthernTrust.com/CBufis www.

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Facebook: Q & A Top Agent Magazine Asked, You Answered: Finish this sentence: You know your clients think you are the best when… • They give you a Tiffanys key necklace as a gift at closing! • You get calls from past clients' family and friends saying that they heard you were the best agent in the business and that they want to meet with you. • When two past clients without knowing both referred you to the same person. • You are the family REALTOR® for several generations. • They send referrals and bring a gift for me at closing! • They hire me again! • They need someone to call that they can truly trust and rely on. • Promise little but deliver over and above. • They consider you their friend—not just their REALTOR®.” • They say, “Wow, you do have a really hard job. This is nothing like HGTV! Thank you so much!” • They rave about you and send everyone your way! • You get them a great interest rate. • They insist on taking you out to dinner and give you a recommendation for your advertising. • When you are a problem solver. • You begin receiving calls to help their family and friends (shoot, maybe even their enemies) buy and sell real estate! It’s the best job ever! 18

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JOHN GOEDECKE JR. John Goedecke Jr., and the PNC home lending team focus on the customer experience throughout the mortgage lending process. “We want to know if we were easy to do business with in a highly regulated industry that’s filled with new, complex regulations,” he says. “Did we understand the customer’s needs? Did we make customers feel comfortable going through not only the process but the actual closing?” Answers to those questions provide him the most valuable information; they’re details that help sustain his thriving mortgage practice while making homeowners and his REALTOR® partners happy. “When REALTOR® partners refer us, we become part of their team. We need to represent them in terms of how we deliver services to their client,” says John, who works with PNC Financial Services in the Princeton, NJ, area, but can service borrowers anywhere in the country. Integrity is key, he says, along with carefully educating every customer upfront about the information they need to provide, and why, as well as details on their choices for rates. “Then it’s incumbent on us to follow through and deliver.” Among many notable accomplishments during his mortgage career, John points to his 25 years working with PNC. “Within the PNC world I’ve been recognized as a top mortgage producer and a President’s Club honoree several times, both as an originator and at times as a manager.” His mortgage origination accolades mean the most to him, however. “I like the interaction with clients,” he says. “They cover such a wide span of socioeconomic backgrounds, meaning I work with first-time homebuyers as well as repeat buyers or more affluent buyers. The age range is also enjoyable,” he says, describing clientele spanning from those who have never seen a mortgage to more seasoned borrowers who know John will do things the right way. Along with his team, John aims to continually grow his business. “But it’s important to do so without disrupting the customer experience and continuing to deliver for our home buyers or borrowers,” he says, noting that his team regularly receives high scoring in Gallup polls. “We would love to bring the opportunity of sustainable homeownership to all people.” He adds that he personally hopes to help meet the needs of more prospective home buyers in other states. “I want borrowers to know we can work with them not just here in New Jersey, but across the country. I’d love to work with people who are either relocating in or being transferred to other states.” Top Agent Magazine

Working with PNC also offers John the opportunity to help clients with bigger-picture financial needs. “Between my assistant and me, we have 40 years of mortgage experience plus the full support of our in-house home lending team consisting of underwriters, processors and closers,” says John. “Our clients know we focus on their needs.” Those needs might sound as simple as wanting to buy or finance a home. But John and team strive to appreciate how a mortgage fits into each clients’ entire financial picture. “One of our goals is to make sure people are aware of all our services and how we can deliver them,” he says. “They’re buying something in the marketplace, but they may have other banking needs.” John helps people see what other financial services PNC can provide. “We’re not just a mortgage lender; we’re a full service bank.” When not helping people reach their homeownership and finance goals, John nurtures his love of outdoor activities like golf, basketball and his lifelong interest in horseback riding. He also carves out time to give back to the communities that mean so much to him. “I have been part of an autism school both as a board member and in some cases as an executive level committee member,” he says. “I’m also involved in charitable events through the foundation at the Princeton Regional Chamber of Commerce.” In addition, John explains that PNC’s charitable wing, “Grow up Great”, offers grants to preschools in low to moderate income communities. To learn more about John Goedecke Jr.., visit http://www.pnc.com/agentalliance, email john.goedecke@pncmortgage.com or call 609-631-2060. Interesting in learning more about PNC’s products, services and tools available to real estate agents? Visit www.pnc.com/agentalliance today! Logo & Realtor Standard Disclosure to read as follows “PNC is a registered service mark of The PNC Financial Services Group, Inc (“PNC”). All loans are provided by PNC Bank, National Association, a subsidiary of PNC, and are subject to credit approval and property appraisal. This information is provided for business and professional uses only and is not to be provided to a consumer or the public. This information is provided to assist real estate professionals and is not an advertisement to extend consumer credit as defined by Section 226.2 of Regulation Z. Programs, interest rates, and fees are subject to change without notice. © 2016 The PNC Financial Services Group, Inc. All rights reserved. PNC Bank, National Association. Member FDIC.”

MICHAEL MACCAGNANO Starting off as a real estate agent and then transitioning to the mortgage industry, Michael Maccagnano has a strong enthusiasm for the business and has never had a day that was dull or boring. It is the ever-changing nature of the industry that has kept him motivated and on a path for success. “I’ve been involved in real estate and mortgage for 28 years,” he says. “I have a passion for it just like I started on day one.” He got into the mortgage end of real estate after working as an agent for 12 years. Looking for a change, he was intrigued by the mortgage end of things and went to work with a loan company that he had developed a relationship through his own real estate business.

service is making sure he is available no matter the time of day or night for his customers. “I’m available 24/7,” he says. “I answer the phone at 6 am. I answer the phone at 10 pm. I’m always there for my customers and my realtors.”

Come 16 years later and Michael is working with Peoria, Ariz.-based Bank 34 as a loan originator, where he has amassed a team of loan originators that serves all 50 states of the U.S. with an emphasis on New Mexico and Arizona. “I have a ton of connections over there that I do business with,” he says. Through Bank 34, which is an equal opportunity housing lender, Maccagnano is able to offer a range of loan products that are designed to suit every type of buyer. With traditional loans and several niche products that are aimed at helping individuals that have barriers to getting traditional loans, Maccagnano is able to the match a mortgage with each customer’s financial situation. Whether they are self-employed, on a fixed income or coming out of a bankruptcy or foreclosure, he is able to find a product to suit them.

Connecting even further with the realtors in his markets, Michael is a member of the local Board of Realtors as well as WeMAR Board of Realtors, where he sponsors several of their charity events. He is also a local supporter of kids in the community and sponsors youth sports teams for which he is a coach. “I do as much as I can for helping kids out and being there for kids,” he says. Michael also enjoys spending time with his own family that includes his wife, children, and grandchildren. One of his goals, as he moves forward with his business, is to guide the loan officers that he has taken under his wing. “My goal is to help them increase their business, increase their knowledge of the business, and make them as successful as I’ve been in my 16 years in the business,”

No matter who Maccagnano is working with, he focuses on customer service all the way. The customer comes first in every transaction he does and he is always there to answer questions and calm concerns. “I’m very committed to our customers,” he says. “Our customers are not only our bread and butter but the lifeline for future business.” Part of this customer 20

Where Michael really excels is through his marketing efforts as he goes directly to the realtor community with an aggressive campaign that is designed to help their clients. He holds several networking events each year for his realtors that allow them to promote their listings and works with the realtor’s client closely on the transaction side to ensure a smooth closing. “I do a lot of post marketing campaigns,” he says. “When we have a successful closing, we like to get some kind of testimonial from our customer and post-market it in those specific areas.”

For more information about Mike Maccagnano, NMLS #183165, call 602-435-7510, or email michael.msr@bank34.com Bank 34, NMLS #402600, 14555 N. 83rd Ave #117, Peoria, AZ, 85381 Copyright Top Top Agent Agent Magazine Magazine

Coaching 9-1-1 By Walter Sanford

Having a coach can provide the right answers when you need it. Below is an exchange with one of our coaching clients and it provided a little “911” for his current situation: Coaching Client: I went on what I thought was a great listing presentation yesterday. However, the couple would not sign at our meeting. They said they needed to talk. I then felt like something was up. Walter: On the phone while making the appointment, one of the questions needs to be – “If everything meets with your approval, are you wanting to start the marketing plan tomorrow night when I meet with you?” Coaching Client: The guy just left me a voicemail saying they loved everything I had to offer; however, they were listing with some schmo that doesn’t do any FRICKIN’ business. Walter: Always make it your goal to get the signature! Fake that you are Top Agent Magazine

leaving then do the “Columbo” and say, “So, I can email all answers at the office – what are you thinking about so I can do more research for you?” Coaching Client: They said they had a personal connection that really suggested that they use this guy. I know them as well and I can hear the conversation: the (name) Team are doing just fine and (name) really needs the business. How in the heck do I fight that? Walter: Let’s not try to fight until you are sure that’s what happened. Call them back. “(Wife’s name) and I are always trying to improve our services. Could you help me by letting me know what I could have done differently to earn your business? Was there anything I could have improved on for you?” Coaching Client: This other guy doesn’t even know how to spell marketing much less apply it! I am as mad as I have been since getting into real estate. Thanks for any suggestions. Walter: If that was the REAL reason, you needed to find it out while you were there then counter it by letting them know that more than anything else…an agent makes the difference on the amount a seller nets at the closing. Experience makes a difference in – • A large buyer database • More trust from buyers • More money to spend on marketing • The ability to convert leads into showings by uncovering needs of buyers and demonstrating how your property fulfills them having experience in negotiating • Understanding in how to write contracts to prevent post-closing seller litigation • Having a team who monitors every aspect of the closing successfully • Overcoming objections and challenges in the most cost-effective manner 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. Copyright©, 2015 Walter Sanford. All rights reserved. 22

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RHONDA MARINKOVIC Rhonda Marinkovic entered the mortgage business in much the same way she continues to thrive in it – by combining a desire to help with sheer determination. “In the early 90s I was a part-time temporary receptionist at a bank,” says Rhonda, Branch Manager at American Pacific Mortgage in Kirkland, WA. “In the essence of not being bored during my day, I started to get into other people’s business, find out what they were doing and ask how I could help.” Her work ethic led her to loan processing more than 25 years ago, where she discovered how much she loved the mortgage industry. “I am passionate about working with borrowers.” By taking a hands-on approach even as a processor, Rhonda discovered the joy of making borrowers feel as comfortable as possible during what can feel like an invasive process. “I enjoy providing them with the information and data they need to make good decisions for their families and their future,” she says. “And when they close, they’re content with why and how things went and they become great referrers.” After five years helping borrowers as a processor, Rhonda entered loan origination, where she has remained. Licensed in Washington and primarily serving the east side of Lake Washington outside Seattle, Rhonda assists borrowers through the comprehensive offerings from American Pacific Mortgage. “I chose APM because of their full menu of programs and products that my clients need,” she says. “And after so many years of experience, I offer a custom designed loan advisory to find the product that fits each client.” REALTORS® know Rhonda takes her advisory role seriously. “They know I’m detail oriented, very involved and don’t pass off files to anyone,” she says. REALTORS® count on Rhonda when issues arise. “They know we quickly put together a game plan, switch it up, make decisions and move forward.” When borrowers are happy, their REALTORS® send more clients to

Rhonda. She draws 98% of her business from REALTOR® or client referrals. Because of her experience, Rhonda is comfortable with even the most complicated transactions or more complex, sophisticated borrower profiles. “I don’t get thrown off by moving pieces such as self-employment, a series of investment tools a borrower might use or real estate they own. I walk them through the transaction in the smoothest way possible.” The more pieces in a borrower’s profile, the more documentation they need to provide; Rhonda enjoys helping people navigate that process. Whether purchase or refinance, mortgages are such important transactions that Rhonda wants to empower borrowers. “They’re pleasantly surprised that I don’t handle it as a transaction but as a consultation; their minds are immediately put at ease. I love surprising them.” Rhonda and the Kirkland branch of APM also enjoy surprising people in need. “We do a lot of grassroots giving in the area,” she says. “We pull together gift packages for the homeless right here in the branch and take them directly to people. We’re involved with different housing programs and APM is a very supportive company, so our dollar goes farther.” Beyond assisting borrowers and the community, Rhonda cherishes family in her personal life. “My two kids are my free time!” says Rhonda, whose family loves to travel. “My husband is from Croatia, so we take family trips to Europe every couple of summers and even enjoy just taking trips by car.” Always giving, Rhonda commits herself to nurturing and training the loan officers at her branch. “This industry is so important; I teach my loan officers how to differentiate themselves and how to work with niche groups of borrowers.” She passes along what she has learned to newer members of the industry and hopes to encourage a new generation of loan officers. “I want to inspire more young people to come into the mortgage industry.”

To learn more about Rhonda Marinkovic NMLS 70286/1055557/1850, Equal Housing Opportunity, visit www.apmortgage.com/mortgage-branch/kirkland-wa, email Rhonda.M@apmortgage.com or call 425-466-7011 Top Agent Magazine

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