Nationwide Mortgage 1-2-17 by Top Agent Magazine

NATIONWIDE MORTGAGE EDITION

6 METHODS FOR BUILDING BETTER EMAIL LISTS ARE YOU IN OR OUT? FEATURED TOP MORTGAGE PROFESSIONALS

FRED ARNOLD ROB DAWSON ALDO GUITERREZ ERIC LIEBERMAN DUSTIN MISTELSKE KATHY RUBIN ERIN TATUM DEBI ZENTNER COVER STORY

KARI ZURN

TOUGH PROSPECTING ENVIRONMENT CREATES NEED FOR NEW SOLUTIONS A COMPILATION OF GOALS FROM MY COACHING CLIENTS MARKETING LESSONS FROM STEVE JOBS

NATIONWIDE MORTGAGE EDITION

KATHY RUBIN

KARI ZURN

ERIC LIEBERMAN

DEBI ZENTNER

ROB DAWSON

FRED ARNOLD

ALDO GUITERREZ 32

DUSTIN MISTELSKE

ERIN TATUM

CONTENTS 4) 6 METHODS FOR BUILDING BETTER EMAIL LISTS 13) MARKETING LESSONS FROM STEVE JOBS

20) ARE YOU IN OR OUT? 28) TOUGH PROSPECTING ENVIRONMENT CREATES NEED FOR NEW SOLUTIONS

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6 Methods for Building Better Email Lists By Kendra Lee

Email lists can be a blessing or a curse. When they’re composed of real email addresses of people in your target micro-segment, and those people recognize you or your company by name, an email list is an invaluable lead generation resource. When the list is filled with contacts who don’t know of you or your company, i.e. a cold list, lead generation can be though – really tough. Likewise, if your list is populated with fake, inactive, or irrelevant accounts you’re at risk of being banned by your email software provider. Not surprisingly, I hear from clients all the time asking how to build an email list that will get results for their campaigns. Should they purchase? Should they attempt to build their own? Remember that with email list building your goal is to build a list of people within your micro-segment, so quality is more important than quantity. The more similar the contacts, the easier it is to tailor your nurturing and lead generation content to their specific needs. Here are six methods that will help you build a quality email list. 4

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Nurturing and lead generation activities: When you engage in social media, nurturing activities, SEO, and Adwords, those mediums provide forums for you to drive people to your website, start a conversation via a social channel, attend an event you’re hosting, and add people to your list. People who respond really do want to be part of your list.

Membership organizations: Whether it’s through industry associations, mastermind groups, or networking events, these types of organizations provide an excellent means for collecting contact information. Generally, people will update or provide their own information because they want other members to have easy access to them so you know the data is current.

Shared lists: By finding a peer who targets a similar microsegment with a non-competitive offering, you may be able to forge a partnership in which you promote to each other’s lists. This happens frequently within the high tech space, with consultants, and with professional services organization where they understand the value of collaboration.

Research the web and build your own: Increasingly, we’re seeing companies comb LinkedIn, Zoominfo. com, InsideView.com, DiscoverOrg.com and other websites for contact information, and then follow-up with companies to confirm the validity of that information. This approach is time consuming, but it can be very effective. A client who we coached through this process recently got a 41% open rate on their email nurturing campaign. I really like DiscoverOrg for the detailed information they have if you’re selling in the IT or telecom industry.

Purchase lists: There are numerous companies that sell email lists, but you need to be careful which vendor you buy from

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and how much you spend. Prices typically range from hundreds to several thousand dollars depending on list specificity and size. One warning: Expect higher bounce rates with these lists and negotiate for that issue when you purchase. To avoid high bounce rates, look for a list company that validates the information. In this way I’ve been very pleased with ExchangeLeads for new lists and validation of current lists. If you don’t have any list, this may be the way to get started.

Trade information for information: Sites like ExchangeLeads and Data.com community give you credit for providing contact information for companies you’ve worked with in the past. As you earn credit, you can use it to acquire lists for free. These services generally have a fee option as well, and the data integrity is dependent upon users keeping it current. Again, look for companies that validate data to reduce bounce rates and wasted time. I really like ExchangeLeads for trading information as well as purchasing it. Ultimately, my advice would be to focus as much on the organic list building methods (#s 1-4) as possible, and supplement with the purchased methods (#s 5 and 6) when necessary. If you start with a purchased list, plan to nurture it and build your recognition. Don’t toss it away if you don’t get immediate results. At the end of the day, you want to strive for list quality over list quantity. Pushing your messaging out to unwitting, uninterested, or unsuspecting prospects won’t do anything to help you close more deals.

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.) Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding Copyright©, 2016 Kendra Lee. All rights reserved. strategies. 6

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KARI ZURN Top Agent Magazine

KARI ZURN NMLS #941783 CA LICENSE #CA-DBO941783 AZ LICENSE #LO-0923400

As a client of Mortgage Adviser Kari Zurn’s, what you see is what you get as she is completely transparent and never misleads in any way. Clients count on her to be straightforward with them and lay out the entire mortgage process, even letting them know if the lending situation isn’t right for them. “I don’t sugarcoat things,” she says. “I’m really careful about explaining all their options to them so they feel very informed.” She goes above and beyond when it comes to working with a client whether it is a buyer, buyer’s agent, or listing agent, and has forged tight bonds with the people that have gotten her where she is today.

Photo: Gary Helland, hellandphoto.com www.

8 Copyright Top Agent Magazine

The relationships she has developed as a part of her business with RedStone Mortgage in Arizona, have helped expand her Top Agent Magazine

Kari is completely transparent and never misleads in any way. Clients count on her to be straightforward with them and lay out the entire mortgage process, even letting them know if the lending situation isn’t right for them. brand YourLoanGal.com and has turned her business into an overwhelming success. It wasn’t always this way, as Kari started from the bottom and worked her way up having several doors closed along the way. This may have actually helped her develop a thicker skin, and is indeed part of her upfront and bold personality today. Kari came into the mortgage industry at a turning point in her life after being a public school teacher for sixteen years. “I decided to reinvent myself at the second phase of my life,” she says. “I took a leap of faith with no idea what I was going to do and whether or not I would make it.” Make it she did, and with her own business Top Agent Magazine

Photo: Gary Helland, hellandphoto.com www.

of two and half years, she is at the point where she is maintaining relationships with her realtors and business partners and really focusing on a controlled growth that can be sustained. Kari is humble and grateful to the people that have helped her along the path to success and knows it’s because she does what she says and always delivers. “It’s very important to me to take care of the people who take care of me,” she says. Kari also tries to attend every one of her clients’ closings and is passionate about the mortgage industry as a whole. She offers an array of loan products to her clients and is also part of Arizona’s Heroes Home Advantage Team. This program provides real estate discounts to police Copyright Top Agent Magazine 10Copyright

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officers, firefighters, military, first responders, teachers, and health care professionals alike. She is committed to assisting others and knows it’s not about the number of transactions she closes each month, but rather the families she helps along the way. “It’s about the people,” she says. Her caring spirit continues on in the community where she is a big proponent of local charities and helping out however she can. She also enjoys spending time with her two daughters and husband. When it comes to the future, Kari has an optimistic outlook and cannot wait to see where her business takes her. “I’m in a really good place in my life,” she says. “I’m just trying to live in the moment. This is just the beginning. I’m not done.” Top Agent Magazine

Photo: Gary Helland, hellandphoto.com www.

For more information about Kari Zurn NMLS #941783, CA License #CA-DBO941783, AZ License #LO-0923400

visit YourLoanGal.com, call 602-741-8414, or email kari@redstonemtg.com www.

http://www.justingrable.com

LICENSED IN AZ AND CA. Â© 2017 Peoples Home Equity, Inc. DBA RedStone Mortgage, 3125 S. Price Rd Suite #125 Chandler, AZ 85248. This is not a commitment to lend. All programs are subject to credit and underwriter approval. LIC #: BK 0925508, NMLS ID: 63371 12Copyright Top Agent Magazine

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Marketing Lessons from Steve Jobs by Rob Flitton

“I am not a scientist. I’m an inventor. I measure everything I do by the size of the silver dollar. If it don’t come up to that standard, then I know it’s no good.”—Thomas Edison

Steve Jobs was the highest master in this.

FOCUS “Steve Jobs was the most remarkably focused person I’ve ever met in Steve Jobs was an inventor…and a my life.”—Jony Ive marketer. By the measurement that Thomas Edison provided, Jobs was Focus is the ability to decide what is accordingly the greatest inventor of important to you, versus urgent to all time, having created more than others…the ability to say “no” with $300 billion in net worth over the ruthless integrity to a wide variety of other very attractive distractions. course of about a decade. See video about Jobs by Jony Ive. He accomplished this through marketing. In fact, IMPUTE MARKETING If you cannot choose what to say is called IMPUTE MARKETING “no” to, then you will inevitably say because of Steve Jobs—you will see “yes” to things that will derail you. why below. IMPUTE This article discusses XX ways in To impute the value of a product/ which Jobs became possibly the service is to convey “signals” to the greatest marketer of all time. Mar- user to allow them to form their own keting is “the ongoing activity of opinion about that product/service. interfacing your business with the People do not like “salesiness” and marketplace—of communicating the prefer to come to the table on their value of a product or service to own terms. customers for the purpose of selling that product or service,” and Jobs knew that every single detail of Top Agent Magazine

an Apple product would have to be absolute perfection in order for people to never consider it as “slipshod.” He demanded that everything Apple did be creative and professional. He wanted people to infer the tremendous value through user-experience and imagery, not be sold through words and gimmicks.

have few or no available options for a solution? 3.Are they currently and actively seeking, and willing to accept, a solution?

When a marketer understands these aspects of their intended user, the process of selling is easy, low-friction, and highly profitable. Sadly, most FEELINGS Steve Jobs was known to understand people start with the product first that a well-marketed product/service without regard to the needs and must be highly empathetic to to the feelings of the user and then try to user’s feelings and needs. “force” it onto them with wordcampaigns. Steve Jobs never had to The job as a marketer is to find out: talk anyone into buying an iPhone.

1.What known or unknown or irrational pain, angst, worry, concern, fear, anger or sadness is the potential client experiencing? 2.Do they perceive or feel that they 14

Rob Flitton is a Seattle Real Estate Marketing specialist helping independent agents to increase their income. Email Rob robflitton@gmail.com at any time or call/ text him at 206-612-2314. Top Agent Magazine

KATHY RUBIN Top Agent Magazine

KATHY RUBIN “I’ve done almost everything in the mortgage business, from processing to assisting with underwriting,” Kathy Rubin explains, while discussing her career. She’s been in the mortgage industry since 1990, when she began working in the marketing department of a large company. “I helped loan officers with sales training, fliers, and marketing,” she says. But when the company was bought out by another company, and they asked her to move to Florida, she decided it was time to set out on a new journey. “I said, ‘I’d like to try working as a loan officer for a few months,’ and once I started that, I never looked back.” Today, she has no regrets about the path she chose, and can’t imagine doing anything else. Working with Gold Financial Services in San Antonio, Texas since 2006, she manages a large team in San Antonio, oversees two offices in the Dallas area as well as originates loans. Buyers choose Kathy partly because of her determination, knowledge and truly caring nature. She only wants what is best for her clients, working diligently to help them achieve their real estate goals. Kathy understands the buying process can be a stressful, and is eager to make their experience smooth and enjoyable. With years of experience and a willingness to go above and beyond expectations, each and every person she works with leaves the closing table happy, excited to embark on a new chapter in life. One recent client raved about their experience with Kathy, blown away by her service. They said, “Kathy Rubin taught me that there’s much more to a mortgage than the rate. She has been an invaluable adviser for us through two home sales and two refinances. Once

she helped us through a home sale where neither party had a realtor, and she got us through the loan, title, legal stuff and closing as part of her work.” Another client said “having known Kathy for many years, I’ve worked with her in a marketing company, a design and publishing firm, a sales training firm as well. She truly cares about the people she works with, and works tirelessly to become an expert in whatever field she enters. She’s also generous with her time, and has dedicated hours and hours to her church, Little League, Scouting and other organizations. I’m proud to call Kathy a dear friend.” In addition to her commitment to the mortgage industry, Kathy is just as dedicated to her community. She is on the board of several mortgage associations, and is past president of National Association of Professional Mortgage Women for San Antonio. In addition, Kathy donates time and resources to multiple organizations which benefit the military veterans and dog rescue. In her free-time, Kathy loves to spend time with her family and traveling. Looking towards the future, she’s excited to continue growing both personally and professionally. She wants to double her production volume for the next couple of years and is on the path towards achieving it this year already. But no matter how much she grows, she will never forget the reason she loves this industry so much. “I enjoy the problem solving, and getting the deal done. I love helping a family into a home. The challenge of putting together a loan and satisfying the client’s financial and home ownership goals is very rewarding.”

For more information about Kathy Rubin of Gold Financial Services in San Antonio, please call 210-366-1070 or email Kathy@goldfinancial.com 16

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ROB DAWSON “If someone has had a past bankruptcy or foreclosure, slow pays, or are having trouble getting a response from your current loan officers, I’m your guy.”

With over nineteen years experience in his field, Rob Dawson of Liberty Home Mortgage Corporation understands the key to success in his highly competitive profession: communication. To that end, he has mastered this concept and turned it into a highly lucrative and rewarding Mortgage Brokering career. As Manager of the Independence, Ohio based company’s Tallmadge branch, Rob’s production team consists of two other Loan Officers, two Processors, two Underwriters and two Closers, as well as a Direct Assistant. Specializing primarily in government, conventional, USDA and rehabilitation loans, they have also carved out a niche for themselves handling more challenging loan situations. “I take great pride in my ability to navigate my clients through this sometimes challenging world of home loans. If someone has had a past bankruptcy or foreclosure, slow pays, or are having trouble getting a response from your current loan officers, I’m your guy.” Client referrals are often seen as the highest indicator of a successful career, and Rob has no shortage of those. In fact, he says almost 100% of his business 18

is now referral-based. “I used to market myself to realtors by dropping in to their offices, sending out mailers, and good old-fashioned cold calling. But when you’ve been in business as long as I’ve been, it’s pretty much word of mouth at this point.” It is not, however, simply the length of Rob’s career that generates these referrals, it’s the depth and breadth of his experience and knowledge, and the ability to communicate effectively with his clients that keep his business flourishing. With systems established to keep all involved up-todate on loan processing status, no one is left in the dark at any time during the process. “I meet with my top real estate agent referral partners once a week to go over pipeline, marketing ideas, what’s working, what’s not working, that kind of thing.” As for his borrowers, Rob has implemented an e-mailing system that automatically apprises them on any change in loan process status.These same emails are also sent to the realtor, allowing all involved to be on the same page at the same time. When not servicing his large client base, Rob relishes spending time with his family. As fans of the Cleveland Cavaliers, he and his wife spend a lot of time court side, and he is an avid golfer as well. He also carves out time to give back to his community, and to that end has volunteered in many different capacities. “I have done a lot of work with United Way helping to fix up some dilapidated buildings here, I’ve built homes for Habitat for Humanity, and I’ve contributed to Haven of Rest Ministries, a local food bank.” In addition, this year his family will be sponsoring a disadvantaged local family’s Christmas, providing them with food and presents. “If it goes well, we’re looking to make it a yearly thing.” As for the future, Rob has no major changes planned. After all, his business is thriving and the referrals and glowing Zillow reviews continue to pour in. “I’m getting to the point where I just want to continue providing excellent service and helping people. Fortunately, Liberty Home is a fantastic company, because they are really built around purchases and that’s all I do. So it’s a great fit.” Top Agent Magazine

For more information about ROB DAWSON, Company NMLS 1114762 Originator NMLS 426014 LO.002479.001

call 330-790-5730, RobTheLender.org or email rdawson@libertyhm.com www.

14 Whitehall Dr, Suite 205 Tallmadge, OH 44278 Copyright Top Agent Magazine 19

Are You In or Out? by Barry Eisen

Have you ever felt like you’re doing all the right things but your wheels are just spinning? You’ve invested a lot of time into a business, a job, a relationship, a sport, a course of study, but the results don’t justify the effort or time. You have so much invested, you just can’t walk away. You can see the light at the end of the tunnel but it doesn’t seem to be getting closer. What to do, what to do? As a business/personal coach I hear feedback every week from those who feel frustrated, powerless, and stuck in one or more areas. The reasons, or justifications for continuing doing things they tolerate rather than love are many. But, like panic attacks, unless you address the issues and make changes they get worse and you get more of them. For most, not paying attention and continuing in the same direction is a mind numbing experience, which produces a low selfesteem and is a recipe for a boring life. Ask yourself the question, “What area 20

or areas of my life am I tolerating and simply taking the path of least resistance?” In other words, “Where am I painting by the numbers?” (That’s a reference to the over 50 reader.) Without being defensive (that’s the part of the ego that says everything is all right and points the finger of blame outward rather than to the real inward source) are there areas in which you’d like to be more passionate, confident and more in tune? When I ask those who feel stuck or trapped if they know what to do to make the positive change, most everyone knows their own truths. Knowing and doing are very different. As Khalil Gibran once said, “To know yet not to do is to not really know.” And most are honest enough to admit that they’ve lost their vision of what was important and let distractions get in the way. (Damn those bright shiny objects!) A remedy that works most of the time is to refocus by identifying the area of concern, setting a short term goal Top Agent Magazine

Visualize the success you desire. Top performers do this in every field. Do it too...with consistency.

(such as six months), creating a plan of action and following through like your hair’s on fire for that period of time. Six months simply represents a period of time to get past the learning curve of establishing new attitudes and actions. At the end of the six months, do a reality check. Is the success you’ve created by doing things right without excuses worth the effort you’ve put in? Or, was the victory not so satisfying? If not, move on to something else. But whether you stay focused on your successful makeover or decide to move on, you decide KNOWING, not playing mental gymnastics with yourself. Not knowing is the pain of guilt many carry. “What if?!” Passion, confidence and a positive self-esteem don’t develop by working on them, they happen by creating victories. Keys to getting unstuck: 1) Be willing to own your shortcomings Top Agent Magazine

and poor attitude as well as your strengths. The truth CAN set you free. 2) Be teachable and open to learn better ways of thinking and acting. Learn from those ahead of you, not the ones behind you. 3) Associate with those who will support, not tear you down. 4) Consistently read or go to seminars, from those who have done their homework, to get new ideas and reinforce the basics. 5) Accountability buddies and coaching work. Live up to goals. 6) Visualize the success you desire. Top performers do this in every field. Do it too...with consistency. Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 21

ALDO GUTIERREZ Aldo Gutierrez’s dedication to customer service began when he finished his college education, earning triple majors at UC Santa Barbara in psychology, sociology and Spanish literature. His first customers, however, were 9- and 10-year-olds. In contrast to his current customers, those little ones certainly were not in the market for home loans. “I was a fourth grade teacher for nine years, and really loved it,” says Aldo, explaining that when moving from Central California to the Los Angeles area in 2004, a friend of his encouraged him to join the new mortgage office he had opened. “I worked as a production manager for two years before co-founding a mortgage company with a friend in Pasadena,” he says. “I never looked back! I am so happy helping people get their homes.” Aldo now operates his independent practice as owner of Direct Capital Lending in Porterville. “I love everything about the mortgage business,” says Aldo, who is fueled by the competitive-

ness and the brain power required to tailor loans to his clients’ best interests. “You also have to understand marketing and be able to build good relationships with clients. It’s the referrals that keep us afloat.” When other loan originators were leaving the business back in the real estate bust, Aldo was still putting up good numbers. “We never left the business,” he says, noting that this fact solidifies his image in the eyes of lenders. Over time, he says, clients have remained loyal to him because he makes himself available as a resource throughout the transaction process and beyond the closing table. “We help out the client out as much as we can, whether the deal is tough or very easy. We will never prioritize one client over another,” he says. “I tell everybody on my team that from beginning to end, every single one of us is in the customer service sphere.” More than anything, he says, he places high importance on remaining in touch with clients over time.

“We help out the client out as much as we can, whether the deal is tough or very easy. We will never prioritize one client over another.” “We’re always doing our best to keep everyone happy even though they’ve been our client for 10 or 15 years and might not have done many loans with us in that time,” he says. Gratitude is key. “We need to treat them right and just be thankful, letting them know that we are grateful for their business.” His clients clearly appreciate him as well, applauding his ability to secure good rates while giving them peace of mind and educating them throughout the approval process. Through Direct Capital Lending’s hundreds of financing programs, Aldo and his team are able to meet every borrower’s needs. “We help first-time buyers, investors and people who are looking to refinance,” he says. As a brokerage, he says, Direct Capital Lending seeks out the most creative and responsible lenders in the country. And as masters of customer service, they seek out only the most respected brokers and real estate finance professionals.

In addition to serving customers’ real estate finance needs, Aldo advocates for the industry, speaking regularly on topics as Credit Scoring, Real Estate, Real Estate Finance, and Small Business Sales and Marketing. And in his personal time, Aldo cherishes life and family time in Porterville, where he and Direct Capital Lending sponsor three Little League teams and a youth football team. He also does his best to make time for playing softball and soccer, for weight training and for “watching a lot of Dodgers baseball!”

To learn more about Aldo Gutierrez, visit directcapitallending1.com, email agutierrez@directcapitallending1.com or call 559.920.2904 www.

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ERIC LIEBERMAN Eric Lieberman didn’t intend for mortgages to become his line of work; he simply wanted to expedite the purchase, construction and refinance loans for his properties. He enjoyed real estate investing, but not the loan process. “In 2003, I earned my license so I could understand the process and help with my own purchases,” says Eric, owner of Palm Beach First Financial & Mortgage Company in West Palm Beach, FL. I took every possible class, including Processing, Underwriting, Residential Mortgages, Commercial Mortgages and Note Brokering, with the goal simplifying my purchases,” he says. “But once people learned I was doing mortgages, friends, family and business associates started asking me to help them with their mortgages!” At that point, Eric realized he had a business and opened Palm Beach First Financial. “Here I am, almost 14 years later with a successful business,” says Eric, whose team includes two brokers and a full-time processor, all carefully originating the best

loans for their clients. “We direct lend on Conventional, VA and small Jumbo loans,” says Eric, adding that his team also brokers FHA and larger Jumbo loans. “We do residential and commercial mortgages with the company motto that ‘We treat your loan like it is our own.’” That motto dictates the level of service, attention to detail and time the team devotes to each transaction. All of our clients should have a good experience getting a mortgage, so I set realistic expectations,” he says. “Even if someone isn’t eligible for a mortgage now, we explain the reasons why and provide a plan of action so they can get a mortgage in the future. We’re even available to guide them in getting mortgage-ready. Having weathered the global financial crisis, Eric knows the importance of making himself fully available to clients and referral partners. “We answer whatever questions they have and make sure people completely understand everything that’s going on with rates.” Eric has nurtured strategic alliances with lenders to offer the best loans to meet each borrowers’ needs. His team members hold themselves to high standards for on-time or early closings. “We close some loans in only 10 business days,” says Eric, who receives nearly all his business from repeat clients and referrals. “I’m also involved in the community and have built quite a network through that,” he says, quickly pointing out that his community involvement is in no way motivated by business that may come from it. “Years ago, there was a local group called the West Palm 100,” he says, describing some of his in-depth outreach. “We were a group of young professionals raising money and providing people power to local non-profits doing things we believed in.” Eric became social

His clients know they are his top priority and praise him for taking time to educate them, explain their options, answer questions and set them on a healthy financial path. chair of that group, organizing happy-hour events that spurred a tenfold increase in attendance and membership. A small admission fee for each event supported either a specific non-profit’s need or went into a fund for annual donations to select charities. “Within 3 months we had 70 to 100 people attending happy hours, raising $500 to $2,000 in one night,” he says. “Sometimes an event would help an organization pay their rent or keep their lights on for another month.” Eric soon became vice president of that group and was also active with West Palm Beach Rotary. Currently, he serves as the president of the Gentlemen of the Garden (GOG). The GOG supports green spaces throughout West Palm Beach, such as the Ann Norton Sculpture Gardens, to which they have donated nearly $1 million. Eric’s enthusiasm for helping the community is a direct reflection of what he most enjoys about mortgages. “It sounds obvious, but it is the greatest feeling when you truly help someone who is trying to get into a house or buy a bigger house for their growing family.” His clients know they are his top priority and praise him for taking time to educate them, explain their options, answer questions and set them on a healthy financial path. In the coming years, he plans to expand on his team’s level of service; he also hasn’t ruled out adding more brokers. But in the meantime, he cherishes life with his wife and daughter in West Palm Beach, where he cultivates his love of scuba diving and as much travel as the family can schedule.

To learn more about Eric Lieberman, visit palmbeachfirst.com, email eric@palmbeachfirst.com or call 561.820.4895 www.

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DEBI ZENTNER Debi Zentner has one overarching goal: that her clients have a “Wow!” experience. And they do, because she gives them a virtual roadmap through the mortgage process, along with timely responses and timely closings. She loves their thank-you cards that read, “Wow! What a great job you did!” She still enjoys the rush of funding, but Debi is clearly a strategist. In the business 23 years, she likes that she’s more “seasoned” now. A third of her clients are her previous clients’ kids, and several parents who were clients years ago are now moving to be closer to their kids. “I like strategizing with the parents about how to get their kids into houses,” she says. Referrals from past clients and repeats account for about 78 percent of her business; the rest comprises referrals from her affinity partners and Realtors. All of Debi’s experience comes into play in her career. Debi has a paralegal degree and worked for

a corporate law ﬁrm. In 1991, with two small children, she left to go into real estate. One night in 1993, she and her husband were driving home from a real estate banquet where Debi had won four awards. Her success notwithstanding, her husband said, “Are we having fun?” They talked all weekend and decided that Debi would leave real estate. That Monday morning she talked to her mortgage broker, who said she should join him. He taught her everything she knows and she is so grateful. In 2007, inspired by Steve Marshall, a speaker at a Mortgage Market Guide Seminar, Debi came up with a revolutionary plan for keeping past clients engaged: “30-Day Mortgage Experience Translates into 365-Day Wow Experience.” Her assistant touches past clients seven times over the next 365 days with 1) a pound of See’s candy 2) a monthly magazine 3) a survey card 4) a little card with an envelope of forget-me-not seeds, with the tagline “Hope you

had a ‘wow’ experience! If you have, please refer me” 5) a $10 Coldstone gift card saying “Every family needs ice cream” 6) a spicy dip with the tagline “Hope you have a lot of spice in your life” and 7) a one-year anniversary card and questionnaire offering any help they need and a free credit report. This kind of originality, energy and expertise catapulted Debi to Top Loan Officer in her office for the last five years and among the Top 10 officers nationwide for CMG Mortgage (her bank) in 2015. She loves her job and hopes that younger people will consider a career in the industry. “This job is not only lucrative, it’s flexible,” she says. “I got in because I had two small children. I got to raise those girls, missing very few of

their field trips. I still have that flexibility, plus I have been able to work on three incredible nonprofits, my passion.” Debi currently serves on the board of the nonprofit Sunflower Hill, which builds sustainable residential communities for those with special needs, similar to senior living. She also finds time to run, go to the beach every month and travel, especially to Hawaii. “I’d like to continue at the the same pace,” she says, looking toward the future. “There is continual change in this business, and daily learning is the key.” That shouldn’t be a problem for someone like Debi, who makes both career and life a “wow” experience.

For more information about Debi Zentner of Diversified Mortgage Group, Pleasanton, California, please visit debizentner.com, call 925.200.6381 or email debi@divmg.com Top Agent Magazine

Tough Prospecting Environment Creates Need for New Solutions

By Richard Weylman

Agents at all levels of experience in the industry continue to have a difficult time gaining access to qualified prospects on a favorable basis. The negative image that has been portrayed of the industry together with the general cynicism of the population has translated into more and more barriers being erected to close out sales people of all types. The evidence of this continues to mount. Inquiries as well as questions at my various speaking engagements at industry functions indicate a general frustration with the state of the marketplace and the difficulty agents and managers are facing. Today’s prospecting environment requires new solutions to old problems. No longer does “make more calls, see more people” address or solve the problem. Specific relational strategies and tactics are needed to gain access to qualified prospects. 28

Here are just a few of the questions I’ve received recently from advisors and managers: Q: “Voicemail is everywhere. How can I get people to return my calls?”—Stephen G., Chicago, Illinois A: People return calls based on prioritization of the other calls they’ve received. People return calls for reasons of urgency or reasons of benefit. I would suggest that you write out very specific messages that you’re going to leave for your prospects. These messages should be laden with benefits, i.e., positive reasons that the prospect should return the call. As an example, “Mr. Donovan, this is Stephen G. As a teacher, you create lesson plans. As an advisor, I specialize in working with teachers to create a financial plan. Please call me at your earliest convenience.” Devise several of these messages specific to the market that you’re working so that Top Agent Magazine

Today’s prospecting environment requires new solutions to old problems.

each of them sounds different and gives people specific reasons to return your call. Review the to be sure they are relevant and speak the language of the market. If in doubt, create 5-10 messages and ask clients to select the ones they like and to which they would respond. Q: “How can I get CPAs and attorneys to work with me? I want them to refer their clients to me.” — George A., New York, New York A: CPAs and attorneys particularly like to stay in control of their clients and the decision-making process. For this and other reasons, CPAs and attorneys are not highly motivated to help you build your business by using them as the source of new prospects. However, positioned as a valueadded asset, you can succeed here. As an example, if you are targeting a specific market in the food industry, align yourself with CPAs and attorneys who are also working in the Top Agent Magazine

food industry. You find them by asking current prospects and clients who their attorneys and CPAs are and then meeting with them. Ask your clients to introduce you if necessary. When you meet, give them specific reasons to work with you. As an example, by pointing out the financial knowledge and services you have available which could enhance the value they bring to their clients that will motivate them to act as a center of influence for you. They are in a competitive environment also, and the good ones are seeking to increase client value. In addition, when meeting with CPAs and attorneys, let them know of your long-term interest and that you will respect the relationship that they have with their clients. As a value-added asset, you can create a consistent prospect flow. Q: “I’m targeting executives of major companies here in Rochester. How can I best get their attention?” —Bob J. Rochester, New York 29

In today’s environment, only a systematic approach to relational marketing and prospecting will keep you in sales. A: To reach executives effectively, keep three things in mind. First, you have to relate to these individuals. Two, you need to speak their language. Third, you must recognize that they are typically screened from any unwanted calls and/or mail. The best way to get their attention is to involve yourself in the activities and organizations that they support. As an example, the Senior Vice President of Marketing will most likely be involved in the American Marketing Association. The CFO will be involved in the CFO Society, heads of communication in IABC, etc.

belong to, ask executive clients to have or refer to Gale’s Encyclopedia of Associations regional edition (1800-877-GALE).

These questions represent a larger problem. In years past, the industry was focused on sales and transactions. Not a great deal was done to enable the development of the local sales agency into a marketing and prospecting organization. Advisors were expected to simply sell their friends and neighbors. Today’s marketplace, however, is significantly different. In the past, sales kept you in business; in today’s environment, however only a Getting involved in these organization systematic approach to relational will allow you to reach these exec- marketing and prospecting will keep utives and, most importantly, position you in sales. yourself as a resource to them. By serving on committees and activities C. Richard Weylman is an expert in that they’re involved in and support- marketing, selling and communicating to ing the causes to which they are affluent and high net worth people. He is drawn, it will position you as a the author of “Opening Closed Doors, Keys resource to them, someone who is a To Reaching Hard-to-Reach People," as caring and credible individual. If well as numerous sales, relationship and you’re having difficulty determining marketing and management audio and the organizations that these executives video education programs.

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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.

DUSTIN MISTELSKE Dustin Mistelske had no intentions of becoming one of the top producing mortgage bankers in Kentucky, yet that’s where he finds himself today. While attending Spencerian College of Louisville, he learned that an internship was a required component of obtaining his degree in Accounting and Management. When his teacher presented him with the option of applying for a program offered by First Liberty Financial Mortgage, he did so, despite zero knowledge of the mortgage industry. From an initial pool of 40 applicants, only he and five others were chosen. And of those six, only Dustin went on to work for the company in an official capacity. Today, in his fourth year with the company, he is a Senior Mortgage Banker and one of the company’s top producers, where his extensive knowledge of Kentucky Housing Loans has enabled him to help his clients buy their homes for as little as the cost of a home inspection. “I do a lot of Kentucky housing, mainly the downpayment assistance programs and other mortgages,” he says, though an upcoming merger with Evansville Teacher’s Federal Credit Union will expand the type of business he’ll be able to transact. “We’ll be able to help them out as far as getting approved to do Government Loans and they’re giving us the benefit of doing all of their fun, different mortgage programs. We’ll be able to do Doctor’s Loans, Land Loans, Portfolio Loans and Bridge Loans.” Close to 90% of Dustin’s business consists of referrals from real estate agents he works with or from previous clients, and that’s because, he says, that he is extremely close to the agents he works with. “We’ve become friends, basically. But it’s also because I’ve never had a deal that’s been turned down. I don’t let

it get to that point. If it looks problematic, I won’t move it forward and waste everyone’s time.” Dustin also stays in close contact with previous clients, checking in with them frequently as they move forward in their homeowner experience. “I’ve owned two homes myself, I’ve bought one and I’ve built one, so I’m aware of the excitement of moving into a new house. Knowing that I’ve helped someone experience that is probably the best part of my job.” He makes it a point to check in on them two months after closing, and then to continue to do so periodically. “I love getting updated on their houses, and it gets them excited to tell me about them. Most clients are thrilled that you’re still interested in them two months to a year later. Dustin married his high school sweetheart 3 years ago and they have been together for 11 years. He is the father of identical twin girls and any time he’s not working he is spending with his wife and children and their extended family, though he’s an avid basketball fan (he and his wife met while playing the high school sport) and golfer. Dustin looks forward to building a team, which he plans to do by mid-2017. “I would still be originating like I’m doing now, just obviously not as much. I just really look forward to helping others be as successful as I’ve been. This is such a great and rewarding career that a lot of people aren’t even aware exists. I’m so grateful to have found it.”

For more information about DUSTIN MISTELSKE, call 502-572-3002, or email Dustin.Mistelske@FirstLiberty.net Copyright Top Agent Magazine

A Compilation of Goals from My Coaching Clients By Walter Sanford

Many times, new coaching clients don’t know what to ask for. They don’t get “turned on” until they hear what others are planning to get. Real estate sales is like a buffet – almost anything you can imagine. My clients tweak lead generation, answer objections with value, speed up the process, and don’t get involved in bad deals or with low/no profit individuals. They start seeing their needs met and then seed capital for the future. It is interesting that many of my second and third year coaching clients have very similar goals. I thought you might be interested in them as well. 1 Transfer 20% of every commission check to an online account like Fidelity.com at the same time as the deposit. 2 Obtain disability insurance. 3 Open a 5-2-9 account for my child’s college education. 4 Set up a plan to pay all non-real estate secured debt that has higher interest rates than the rate on my highest mortgage. 5 Buy one more break even or positive cash flow property with no balloons. 6 Start one in-house lead generation activity aimed at a hot demographic to have less reliance on paid consolidator lead generators. 7 Create a manual for all office activities so we do not forget profitable activities and find it easier to train an assistant. Top Agent Magazine

8 Break database solicitation down to a call session every working day. 9 Buy a good quality, used vehicle with low mileage. 10 Get up a half-hour earlier and read the Bible. 11 Eat all frogs (distasteful activities) in the first hour of office time. 12 Establish vacation and time off goals. 13 Plan capital improvements to rental properties. 14 Buy guns, ammo, dehydrated food, water, generator or other disaster preparedness items. 15 Create better habits including gym time, walking, running, cardio, weightlifting, less sugar, better food. 16 Determine net worth for comparison with future years. 17 Set friend goals – either increase the number or have deeper relationships. 18 Make a will or better yet, a trust. 19 Refinance into fixed rates. 20 Pay all estimated taxes and keep income taxes current. 21 Institute various plans to increase the “at bats” with sellers. 22 Reduce money on buyer generation and move it to seller generation. 23 Fund retirement accounts. 24 De-clutter using eBay and garage sales. 25 Plan fun activities to look forward to with family. These top twenty-five represent most of the ideas contained within my clients’ goals for 2016. I hope this will give you some ideas in finding your passion. Copyright©, 2016 Walter Sanford. All rights reserved.

To obtain Walter’s training for your business in a seminar or personal coaching, call us at 800.792.5837 to create a plan that works for you. 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. 34

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ERIN TATUM “I have been doing this for 21 years, it’s been a great journey,” Erin Tatum explains, while discussing her career in the mortgage industry. She started off as a receptionist when she was just 20 years old. Working her way up from there, she became a processor, a manager, underwriter, closer and finally an originator, a title she still holds today. Erin has become so successful over the years that she was able to open her own company, called Classic Home Mortgage, Inc. Together with eight team members, they serve the state of Alabama, offering a wide array of loans. As well as the traditional Freddie Mac and Fannie Mae products, Erin also offers manufactured home loans and loans for unique properties like log cabins. They know that options are appreciated, and love to find the perfect loan for their clients. In combination with their many offerings, Erin also ensures each client is treated with superior service. She has a solid communication system in place which keeps everyone connected. “We send out emails to all parties involved, the buyer, both agents, and let everyone know each step of the process. We just want to keep everyone in the loop before they have to make a phone call to us,” Erin explains. “Everyone seems to love the communication system we have.” Classic Home Mortgage also sets themselves apart with their knowledge and pre-approval process. “The biggest complaint I see from agents working with other mortgage professionals, is the issue of clients being pre-approved when they’re not really approved,” Erin says. “We do everything upfront, before we even issue the pre-approval letter. We can get everything done before they even look at properties.”

After the transaction is over, clients leave glowing reviews about their time with her. One recent client said, “Customer service is so important to me. I have dealt with many people in the past. However, Erin is the ONLY one that has been consistent each time. She is very knowledgeable, extremely helpful and follows through. She also LOVES what she does. She and her staff are very professional as well as genuine. It is so hard to find someone you can trust. I have purchased two homes and refinanced using Erin each time. She has held my hand during each transaction and attended each closing. She has inspired me so much. You couldn’t ask for a better person.” Another client raved, “Erin was amazing! She has a true passion for what she does and that shows through the dedication she has in securing your loan. Erin and her assistant Karen spent countless hours working out the details of my loan and that was no easy task considering I don’t have a standard Monday through Friday 8 to 5 job. I can not say enough good things about Erin. Thanks again for making my dream of becoming a homeowner come true!” Looking towards the future, Erin is excited to continue expanding and eventually adding more people to her team. She loves to offer internships to college students so they can learn more about this business. And no matter how much she grows, she will always love her job. “It’s so gratifying helping someone become a homeowner. That keeps us going. The end result is all worth it.”

For more information about Erin Tatum, please call 205-444-5866 or email erin@chmortgagealabama.com Top Agent Magazine

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