Nationwide Mortgage 1-8-17 by Top Agent Magazine

NATIONWIDE MORTGAGE EDITION

WILLIAM DAWES

TONY GROTHOUSE

BRYAN LAFLAMME

DARLENE SHACKELFORD

KRISTINA SIDES

JUSTIN STEINER

JUSTIN WEISSMAN

JOSHUA GRAHAM WINN

JEFFREY WUCHINICH

NATIONWIDE MORTGAGE EDITION

JEFFREY WUCHINICH

WILLIAM DAWES

TONY GROTHOUSE

KRISTINA SIDES

JUSTIN STEINER

DARLENE SHACKELFORD

BRYAN LAFLAMME

JUSTIN WEISSMAN

JOSHUA GRAHAM WINN

CONTENTS 4) HOW TO CREATE A BUSINESS-WINNING PLAN IN ONE HOUR 9) HOW TO SEND SMARTER EMAILS

19) MANAGERS AND TEAM BUILDERS: FOUR PRINCIPLES TO DEVELOP A GREAT TEAM 25) ARE YOU IN OR OUT?

15) WHY FLEXIBILITY HURTS (NOT HELPS) YOUR ABILITY TO CLOSE SALES DEALS Phone 888-461-3930 | Fax 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S. 2

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How to Create a Business-Winning Plan in One Hour by Bubba Mills

Baloney! That’s what I say to those who think building a business plan should take days, weeks, even months. And I say baloney again to those who think a plan has to have a bunch of pages with graphs and charts. I know for a fact REALTORS don’t have that kind of time. But I also know every serious REALTOR® needs a good plan. That means if you’re reading this, you’re in the right place. Stick with me and you’ll end up with a plan that can make your year much better. ®

A comprehensive business plan (two pages max) can help you: • Account for what you accomplish • Clarify your life • Keep track of each of your goals • Manage your time 4

• Determine if you’re heading in the right direction So let’s get right to it. Here are the steps to take to get your plan in place and your year (and rear) in gear: Create a mission statement. This gets right to the heart of your life and addresses why you’re in real estate. It answers why you’re here, what your purpose is and what your business is truly about. Use positive, present tense statements such as “I am,” “I provide,” “I strive” as you define who you are and what you provide your clients. Take 10 minutes now to brainstorm some possible mission statements. Perform a SWOT analysis (strengths, weaknesses, opportunities and threats). For strengths, maybe you’re tech savvy. For weaknesses perhaps you’re unorganized. With opportunities, it could be that a large firm is relocating to your city. And for threats, maybe Top Agent Magazine

Every serious REALTOR® needs a good plan. the mid-term, one year; and the long-term, five years. Also, in this same section, write your personal objectives. We can’t be balanced in life if all we focus on is business. So consider what your ideal sitWrite your business objectives. In uation would look like with your this section I’d like you to consider family, your spiritual life and your what you want your business to look social life. Spend 10 minutes now like in the short-term, six months; in on these topics. interest rates are rising. Take 10 minutes now and fill in a few items for each category. If you get stuck, ask a co-worker or friend, who knows you well enough, for suggestions.

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Create a mission statement. This gets right to the heart of your life and addresses why you’re in real estate. It answers why you’re here, what your purpose is and what your business is truly about. Create your sales goals. Here’s where I don’t want you to be afraid to think bigger. Take 15 minutes for this section. As part of this segment here at Corcoran Consulting and Coaching Inc., we include what’s called a goal achievement system that helps you stay on track with your goals. So for each goal, we include a why, excuses for failure, resolve and action items. I believe this is a vital step because it allows you to examine why you might hesitate in completing parts of your business plan. Email me at Article@CorcoranCoaching.com, and I’ll send you a free worksheet on this system. Develop action items. To wrap up your plan, you need to get specific about how you’ll achieve your goals. So for each goal you should have action items, due dates, who will 6

complete the items and a step-by-step daily and hourly plan with what has to be done. Take 15 minutes and do it. Tell me what you’re thinking. Do you have a plan? If not, why not? What’s preventing you from creating one? What successes or failures have you had with plans in the past? Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. 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. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1800-957-8353 or visit us at www.Corcoran Coaching.com. Top Agent Magazine

JEFFREY WUCINICH Top Agent Magazine

JEFFREY WUCINICH Although he is now one of the most respected loan officers working in Nevada and Southern California, Jeff Wucinich hadn’t originally considered a career in the mortgage industry. “When I was buying my first home, I was bait and switched by the loan officer I was working with. I decided to take that bad experience and really turn it into something good. I knew I could do better. I had some friends in the industry at the time, and they really encouraged me to get in. The housing market was really strong at then, so I made the leap. That was 13 years ago and it’s been a wonderful ride ever since.”

comes as no surprise that Jeff and his team have a high rate of repeat and referral business. “We get a lot of great word of mouth. We really earn the trust of our clients and our referral partners, so they know they can recommend us without hesitation. I was born and raised in Las Vegas, so I have a lot of long term relationships in this community which is another great advantage.” Jeff is actively involved in his community, and is always looking for more ways to give back. In addition to volunteering with his church, Jeff and his team participate in Three Square Meals, an outreach program that feeds the homeless. “I’m in the process of instituting a program at work where once a quarter we pick a charity that provides community outreach, that we’ll support during that period.” In his free time Jeff loves to snowboard, fly fish and watch college football.

Jeff is currently a branch manager with Citywide Home Loans and has teams in Nevada. He was drawn to the company because they shared his vision of doing everything possible to provide an unsurpassed customer experience. “We have very detailed processes in addition to a training program that really educates team members on the services we provide to our clients. Key to our service is really communication. We’re in contact with every person involved in a transaction constantly, whether that’s the referral partner, the Realtor® or the client. Although each team member has a specific job, at any point in time someone we’re working with can talk to anyone on the team, so they can always stay informed on the process. This helps provide a stress free and seamless transaction. We‘re vigilant about follow up too, even after the transaction is completed.”

Jeff would like to continue to grow his business, eventually filling his own branch full of hardworking professionals that have the same high level of ethical standards that he does. “For me it’s not just about putting people in the seats, I want highly trained professionals working with me. This is an amazing business. There’s nothing better than telling someone who didn’t think they could be helped, that they’re qualified. All lenders are not created equally, and we have the experience to help people when others can’t. Seeing the smile on a client’s face when you help make their real estate dreams come true is absolutely my favorite part about what I do.”

With a solid reputation for responsible, honest, and ethical service throughout every step of the process, it

To learn more about Jeffrey Wucinich call (702) 348-7573 or email Jeff@Wucinichgroup.com 8

How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contactâ&#x20AC;&#x2122;s attention. Let them know they are welcome and that you appreciate their interest. Top Agent Magazine

2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated. Schedule emails to go to each client that celebrate their purchase anniversary or birthday. Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention. You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner. 10

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WILLIAM DAWES In a town of only 12,000, William Dawes is making the most of his rural Salem, Ohio, community. He is in the Top five of producers for Fairway Independent Mortgage Corporation and will close 260 loans in 2016. With his clients primarily interested in U.S. Department of Agriculture (USDA) loans and down payment assistance grants, he has earned the recognition of a Top 20 producer nationwide for USDA loans and has been for the last four years consecutively. “You can have that level of production in a small town,” he says. “You can help that many people in a small town.” Working with a team of four that includes his wife, a loan officer, and his mother, who provides credit assistance, Dawes entered the mortgage industry from the finance and accounting business in 2001. His mother was already in the business at the time and was looking for some help of her own. Dawes decided to join her and hasn’t looked back since, amassing 15 years in the business to date. Today, with Fairway as branch manager, he has created a business that is prospering with a massive 84 percent referral rate that primarily comes from realtors. He knows the value of providing good customer service to his clients and prides himself on having everything they are looking for at a moment’s notice. “I’m a believer of having access to information to answer any question in 30 seconds,” he says. “The level of updates we give is second to none. If everyone had our system their lives would be much easier.” Dawes stays in touch with his clients through email, text, and phone calls. When he comes across a realtor that he hasn’t established a partnership with yet, he relies on his reputation and professionalism to gain him the new business. “I like to shine by being who I am and how I do business,” he says. “I let them see that I’m somebody they’d like to do business with.” It’s all about helping clients for Dawes and making the process go as smooth as possible. He gets great satisfaction from the appreciaTop Agent Magazine

tion of his clients as a transaction doesn’t go by without a thank you from them. Regardless of if he can provide them a loan, he knows many people just need advice to get on track to accomplish their goal of owning a home. While Dawes wants to continue to grow his business with Fairway, what he really wants is to be a better father – something he believes is a mark of a flourishing business. “I think by being a good father and a good person and a good volunteer in the community, your business is successful innately,” he says. He is an active member of the Salem Rotary Club as well as a chair member of the Downtown Buildings and Businesses Association. “Those two keep me very busy in the community with helping, not only people in the community but those that own buildings and businesses,” he says. Dawes was previously the youth exchange coordinator for the Youth Exchange Program and is currently a member of the local Chamber of Commerce. In the time that Dawes isn’t volunteering or working with clients, he spends it with his wife and two daughters. He also has a son on the way that is due in February 2017.

For more information about WILLIAM DAWES, visit HonestLending.net, call 330-337-3260, or email WilliamD@fairwaymc.com www.

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

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TONY GROTHOUSE After finishing graduate school at Xavier University in Cincinnati, Ohio, Tony Grothouse became interested in the mortgage industry after talking to a friend who had been working at Chase Bank. Intrigued by the industry, Tony began work for Chase Bank soon after and so began his career as a mortgage industry professional. Over the past four years Tony has worked as a lending manager at Evolve Bank & Trust in Westerville, Ohio. What Tony loves most about being a lending manager is the opportunity to be presented with a host of new experiences. “Every situation is completely different,” he says, “You get to talk to new clients every day. Everybody has a different story and everybody’s trying to accomplish something different, with the end result being a new home” Tony loves getting to be a part of helping his clients become homeowners. “The overall feeling of seeing people achieve their dream of owning a home is pretty rewarding on a personal level,” says Tony. Tony Grothouse has enjoyed a successful career in the mortgage industry, noting his time in the President’s Club at Chase Bank, as well as the President’s Club at Evolve Bank & Trust. “I was the top guy in our region at Chase Bank, and I’ve been in the President’s Club each year that I’ve been at Evolve,” says Tony. “I’ve been fortunate enough to open up my own branch and to have a team work under me and to get to mentor those guys and grow the brand in the Columbus market” What clients love most about Tony is his strong work ethic and his reliability as a lender. Tony knows that there’s a lot of different lender options out there but he believes that it’s his dedication to his client’s needs that keeps them coming back. “It really comes down to the person who’s going to handle that transaction from start to finish. Who’s going to be there to answer your phone call at 10 at night or 8 am, and to make sure that you’ve got that reassurance that we’re going to get done what we say we’re going to get done,” he says. Top Agent Magazine

In the future Tony looks forward to growing his career and reputation as a mortgage lender. “I really want to be the largest purchase lender in Central Ohio or all of Ohio,” Tony says. “Future wise down the road I’ve got my eye on Quicken Loans.” For now, Tony plans on continuing to strengthen his brand as a respected lender in his community. In the past Tony has enjoyed giving back at a local level, “I’ve given a lot to past clients if they’re participating in a charity, whether it’s a bike marathon or a walk for the American Heart Association. I like to chip in on a personal level,” he says. Tony and his wife are also very active in their church, specifically with working with the youth. In his spare time, Tony likes to spend time with his wife and their two young sons. “We like to spend time at different parks and sporting events,” says Tony, “We’re big Buckeye fans. Anything we can do outside, we like to get the boys outside. I would say a majority of my time is spent working and with family.” While he admits his job can be demanding, Tony truly loves what he does. It’s Tony’s dedication to both his family and his clients that have made him a top agent. To learn more about Tony contact him here: TONY GROTHOUSE tgrothouse@getevolved.com LPO Manager Evolve Bank & Trust 570 North State Street, Suite 100 Westerville, Ohio 43082 614-918-0055 Main Line 614-918-0051 Office Direct 419.796.0028 Cell – Tony Grottoes 855-258-9995 Fax NMLS# 497025 tonygrothouse.evolve.mortgage zillow.com/profile/Tony-Grothouse https://

www.

agrothouse@getevolved.com getevolved.com www.

nmlsconsumeraccess.com

www.

BRYAN LAFLAMME Working in real estate for several years before transitioning to the mortgage industry, Bryan Laflamme began his career in lending when the market was going through a recession. He had just finished his service in the Army and wasn’t about to give up in those turbulent times. “I forged ahead,” he says. “I was able to secure a contract with a big builder and that was really the way I was able to take off and become successful in lending.” Bryan built The LaFlamme Group, and is working with Eagle Home Mortgage, the retail arm of Universal American Mortgage Company, as an executive loan officer. He has quickly developed a business that has 100 percent referral rate as most every client he takes on comes from a relationship he has developed with a past client, realtor or business partner. With 12 years in the mortgage industry, Bryan has developed a team that includes two licensed assistants and an operations manager that cater to the clients he works with on a daily basis. “We’re very much in the business of “wowing” our clients,” he says. “We really try to make the experience incredible for them.” To do this, he and his team keep in close contact with the clients every step of the way along with both agents on the transaction by providing them unique and fun updates on how the loan process is going. Because Bryan and his team make the process so smooth, realtors actively seek them out to work with their clients. “We really just crush it during the transaction so a lot of agents reach out to us and want to work with us,” he says. When working with a realtor, he really makes sure they are a good fit beforehand and that they have the same mindset when working with clients as he and his team have. For Bryan, watching the realtors he has developed relationships grow their business because of the lending services he is able to provide, gives him great satisfaction. It’s all about building his business partners up and seeing their business take off because of their collaboration together. He also gets gratification from knowing the team he has assembled is able to thrive and enjoy what they do. “I love that I’m able to provide enough revenue to have a team of 14

people that both make good livings and have a lot of fun,” he says. While Bryan is part of the ninth largest lender in the nation, UAMC/Eagle, he plans to grow to the No. 1 lender in Washington State within the next five years and is on track to meet this goal. He knows there is a lot of work ahead but is prepared to give it his all as he knows as a lender, his industry has a lot of trust to regain with the community, after the real estate crash of the late 2000s. “We’re building America’s communities and we still have some black eyes we need to recover from,” he says. “It’s our job to make sure we’re doing our best to recover from that so the community trusts us again.” Beyond being the top lender in the state, he wants to also continue to build his partners businesses by providing an unprecedented quality level of customer service to each and every client. While work is a priority for Bryan, you may be able to find him at a comedy club or cheering on the Seattle Mariners in his free time. He is also an avid reader and has three sons that are actively involved in Boy Scouts. This gives them all the opportunity to give back to the community through food banks and soup kitchens for the homeless with the organization – something he wants to teach his sons is important.

For more information about Bryan Laflamme NMLS #396723, visit TheLaflammeGroup.com, call 253-863-4964 or email thelaflammeteam@eaglehm.com www.

Why Flexibility Hurts (Not Helps) Your Ability to Close Sales Deals By Kendra Lee

For many sales reps, being flexible throughout the sales process seems like the best, consultative approach to establish a strong prospect relationship and win more sales. Rather than suggest what a prospective client should buy, reps opt to empower the client to dictate their needs. In doing so, the thought process is that reps convey patience and a commitment to ensuring the client gets exactly what they want, which will in turn improve their chances of closing the deal. Here’s what that approach accomplishes instead: Slower buy cycles and lower closing ratios. Truth is, most buyers don’t know exactly what they need from you. Sure, prospects know the outcome they want to achieve. They might even have an idea of which tools or services might help accomplish it. But they don’t know which specific products, services, or solutions will get them there. Other prospects know the outcome they want to achieve, but have no idea how to get started, let alone which products, services or solutions to look at. Top Agent Magazine

Either way, to achieve the outcome they’re aspiring to, buyers often look to you to guide them toward the right decision. When you don’t provide that guidance, it stalls the sales process and dramatically reduces closing ratios. Here’s why: 1 Flexibility doesn’t empower buyers — it confuses them 2 Forcing work on to your buyers typically causes them to look elsewhere for someone who can figure out how exactly to address their problem In both cases, your performance suffers. Ultimately, buyers — particularly in the earlier stages of their buy cycle — don’t want total flexibility or the freedom to choose any possible solution. They want, and need, guidance from you to navigate toward the right one. When you provide that definitive insight in the early stages of the buying cycle, customers gain confidence that you’re the right person to get them to where they need to be. To put it more bluntly, being “flexible” is a cop out. It might make you feel better, but it’s not helping prospects. If you really want to empower small and mid-size businesses to make meaningful change, you have to be willing to make a definitive, confident recommendation and show prospects a clear path to addressing their problem. When you do that, you’ll close sales faster and your clients will be happier. They’ll get what they need (and want), and your closing ratios will trend in the right direction. Copyright©, 2016 Kendra Lee. All rights reserved.

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 strategies. 16

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DARLENE SHACKELFORD Darlene Shackelford began her career in the mortgage industry as a processor for a South Florida-based bank, where she caught the notice of a loan officer who recognized her talent for sales. Soon, she was also a loan officer, and has been one since 1995. Having returned to her hometown of North Charleston in 1997, she is now working for direct lender PrimeLending (an arm of PlainsCapital Bank of Dallas, Texas), where she specializes in multiple types of loans including renovation, jumbo renovation, and construction, as well as conventional FHA, VA loans and Affordable Housing loans. It is a testament to the quality of the service Darlene provides that almost all of her business is referral-based. “My primary referral sources are realtors and prior customers,” she says. “I assume they come back to me because of my customer service. I stay in contact with clients throughout the process, I’m a hands-on loan officer and that’s why they keep coming back.” To maintain contact with her referral partners and borrowers, Darlene makes full use of the PrimeLending contact management database. “We have a really great system at Prime as far as keeping up with automated loan statuses, like when the appraisals go out. Also, there’s a marketing tool called List Reports which actually helps me get in the door with the listing side of it, I can send out free marketing materials to use for open houses, and just listed, just sold, and it is free to them. I’ve been able to pick up some business on the back end on the listing side of it that I

normally wouldn’t be able to walk into a real estate agent’s office to get.” What she loves best about her job, though, is the satisfaction that accompanies being able to help people. She particularly enjoys working with firsttime home buyers, and loves helping them get into a home. “I do a lot of affordable program loans,” she says. One particularly gratifying recent experience was being able to help a single mother into a new home. “Just sitting at that closing desk, and seeing those children’s eyes light up, that makes all of the work worth it.” Darlene, who has been married for 27 years and has a 23 year old daughter, is grateful to be living in North Charleston, where she takes advantage of the natural beauty whenever she can. “I love the beaches, and the lakes, and the seasons that they didn’t have in South Florida.” Darlene enjoys spending time with her family and friends when she’s not working, and looks forward to weekend getaways to her house on Lake Moultrie. She is also a huge Steelers fan. As far as the future is concerned, Darlene would like to build her team a bit more, and to develop some construction accounts. “And in ten years, “ she laughs, “I’m retiring.” Until then, however, she has a message for current and future clients: “I not only work with one of your largest personal financial investments; I also handle one of your biggest dreams. As your mortgage planning specialist, I promise you that I will give you my best consistently.”

For more information about DARLENE SHACKELFORD, call 843-619-6037 or email dshackelford@primelending.com Top Agent Magazine

KRISTINA SIDES Loan Consultant Kristina Sides offers her customers not only a deep well of experience to draw from, but a fierce tenacity when working to get them into their dream homes. “My husband refers to me as a “Pitbull,” because when I really want to get something done for my clients, I really sink my teeth in and make it happen. I refuse to say no,” she says laughingly.

home during the market crash of the previous decade. “A lot of these people really think that they’re out of the game. They got burned, perhaps they’re even earning less income than they did then. But they’re not out of the game, there are so many different programs available to them. Getting these people into another house is just the best feeling in the world to me.

Kristina, who has been in the real estate industry for fifteen years, has experienced almost every aspect of the loan side of the business. She began her career at Countrywide as a loan processing assistant, loan processor, and quickly worked her way up to a position as a closer, followed quickly by a promotion to managing the closing department. Now employed by Caliber Home Loans as Loan Consultant, she possesses a vast reservoir of knowledge that positions her squarely at the top of her field.

In addition to her unusual zeal to help those who need it the most, Kristina is also unconventional in her marketing strategies and methods for cultivating realtor relationships. Utilizing Zillow leads, she carefully researches realtors for quality and integrity, and then introduces them to her approved clients. It’s a mutually beneficial quid-pro-quo situation that keeps Kristina’s client base flourishing and professional relationships multiplying. “It feels good to be able to tell my client, ‘I trust this person’. Establishing a trusted team of real estate agents, contractors, inspectors, insurance and home warranty people takes work and knowing that my clients are working with these trusted individuals makes all the difference in the world in this business.”

The quality of the service she provides has ensured a healthy percentage of referral business from a variety of sources: realtors, former clients, and friends. “They can see that I’m committed to the customer,” she explains. “There are so many loan officers who don’t want to take on anything that’s difficult or challenging. I like being challenged, I like thinking outside the box, figuring out something different as to how I’m going to get this client into their home.

Even during those rare times when she’s not working, Kristina’s pastimes revolve around real estate. “I enjoy visiting model homes and getting ideas on the newest trends and decorating ideas.” She also relishes the time she gets to spend with her husband and her 13 year old daughter traveling.

Of particular interest to Kristina is helping people who believe they can’t qualify for a loan. “I’ve been doing a lot of refinances lately, and even with that I have the same mentality of figuring out how to make this work. Most clients don’t understand that it is a completely different market now from when they bought their home. Kristina feels a special kinship with those clients who believe they can’t get a loan, perhaps due to having lost their

As for the future, she has no plans other than to continue to refine, perfect and grow her already prosperous business. “I’m absolutely content doing what I’m doing. I just want to keep challenging myself, getting the word out, and connecting to and helping even more clients.”

For more information about Kristina Sides, please call 214-901-8672 or email Kristina.Sides@caliberhomeloans.com Copyright Top Top Agent Agent Magazine Magazine

Managers and Team Builders: Four Principles to Develop a Great Team By Carla Cross “I work alone.” “I don’t need to be a member of a ‘team’”. We’re heard that for years in the real estate industry. Yet, the strongest, fastestgrowing real estate companies have team building as part of their cultures. Agents who want to expand their businesses create teams. So, TEAM is no longer a four-letter word. The importance and implementation of leadership through teamwork and synergy is back in style in the real estate industry. Top Agent Magazine

Why Building a Strong Team is Important to Agents AND Management

As with all industries, the real estate industry is evolving. We’ve gone through the ‘go it alone’ phase. Because we’ve gotten more sophisticated in business. We realize that no one succeeds alone. We understand now that people working together create something more substantial than the sum of the parts. In addition, 19

with the challenges in the business, we finally get that many minds focused on the same task can accomplish much more than each person working as his own little island. Supporting this trend, strong company cultures have emerged which encourage and reward teamwork instead of solely independent achievement.

Do you have a job description for each of your team positions? Do you provide it prior to hiring?

Talking About Team-Building is a Slam-Dunk

It’s much easier to talk about teamwork than to create a team. One of the reasons is that most of us have never worked as a team before. As an agent, I didn’t create a team. But, in my management career, I worked to create teams with common focus. How did I learn how to create great teams? An Unlikely Place to Learn Teamwork

My first experiences in great teams, and then leading teams--comes from the world of music. I’ve created and Franklin D. Roosevelt said, “People led teams as a jazz musician. I’ve acting together as a group can accom- played in exceptional orchestras plish things which no individual (I’m a flutist). I’ve seen conductors acting alone could ever hope to bring pull together one hundred disparate, temperamental, independent musicabout.” ians as an inspiring team. (It’s a lot If you’ve ever played on a sports like managing a real estate office!). team, you know the chaos that en- So, the four truisms here come from sues when every player tries to be the my experience in both worlds—the star—to go her own way. That’s not musical performance world and the a team. That’s a group. You may also world of real estate team-building. know the joy of playing on a team that shares a common focus and It’s Not Just About Developing commitment to excellence. What a YOU as a Leader difference! What if you could bring that into your real estate office or You may think that, as a leader, your your agent team? job is to find team members that 20

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Just because people accept a position doesn’t mean they know how to proceed with the job. They need to have clear direction, a job description and a firm understanding of the responsibilities--prioritized. Do you have a job description for each of your team positions? Do you provide it prior to hiring? Do you coach to One of the differences between lead- it? Do you help your team members ing a group and leading a team is that, get so good at it that they can start in a successful team, team members training new team members (move also become leaders, and think like into leadership)? leaders, looking out for the good of the team, not just for themselves, In “Teamwork is the primary other words, will work well together. That’s true, as far as it goes. But, your ultimate job is to train and coach those team members to start doing some of the leadership jobs you’ve done. That way, you can keep moving to higher levels of leadership. You can expand and sell your business.

ingredient of success.”

Leaders develop leadership on their team.

Otherwise, leaders are not really leading. They’re managing—or micromanaging. From developing leadership over a couple of decades, I’ve found four major truisms for developing your team with strong internal leadership. These principles apply whether you’re in management or in sales interested in building a team.

Principle #2: People don’t know WHAT to do to get the job done. Even if you hire someone who has real estate experience, it doesn’t work to leave it to them to figure what exactly needs to be done—from your point of view. They don’t know your priorities. They don’t know how you work. Do you have processes and systems in place to teach them exactly what needs to be done?

The Principles to Developing Team Leadership

Principle #3: It’s your job to teach them HOW.

Principle #1: People don’t know what’s expected of them.

Some people think “leaders” are the “idea people” and aren’t supposed to

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get into implementation. But if you want your team to excel, you must show them how. Having worked with assistants for over 15 years, I have found that assistants and team members need help in systemizing any process that you want done. They need help in developing dialogues to deal with affiliates and consumers in the way you expect. They are good at systemizing their own processes-but not good at all at systemizing ours! Help them.

regularly”. Hold your team members accountable for each step along the way to completion of a task as well as the end result. Do you have solid, measurable benchmarks from which to measure? How do you know you and they are succeeding?

All systems in place? Do you have foundational systems in place from which to improvise? Do you have a solid training program to bring a new team member on board? Do you a method to ‘clone’ yourself to develop someone who can take over your job?

Vince Lombardi, one of the greatest football coaches of all time, said of teamwork, “Teamwork is the primary ingredient of success.”

The pay-off for developing competency and leadership skills in all of your team members is a business that is ‘owned’ by all those involved, with empowerment assured.

Your goal is to develop processes, systems, and training for your team members—all which reflect your philosophy of how you do business. Principle #4: When accountability They reflect your values and your factors aren’t built in, things don’t culture. Bring them into a leadership get done. mentality with you, so you can delegate more responsibilities and There’s a great difference between finally replace yourself! “do it the way you want” and expecting results and “do it the way you Copyright©, 2015 Carla Cross. All want and let’s check how it’s going rights reserved. Carla Cross, CRB, MA, is an international speaker, writer, and coach, specializing in real estate management. Her Leadership Mastery Coaching program is unique in the industry. A National Realtor Educator of the Year, Carla was recently named one of the 50 most influential women in real estate. Join Carla’s Community and receive special offers and free resources. Contact Carla at 425-392-6914 or www.carlacross.com. 22

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JUSTIN STEINER A self-professed nerd when in high school, Senior Loan Officer Justin Steiner initially foresaw a career in banking. Upon graduation from college with a degree in Management, he began working at a small credit union, where he was eventually offered a job as a loan officer. 15 years on, Justin now works with a team of four - The Steiner Group - at Legacy Mutual Mortgage, a direct lender located in Frisco, Texas. His group prides itself on it’s customer service ratings, with an average of 9.6 out of ten on the scale of client satisfaction, which has translated a business that thrives on business generated 100% by realtor referrals. I cultivate relationships with realtors, holding Lunch and Learns where I’m able to help them add value to their business by teaching them about appraisals, business planning, things that actually help them grow their business. I want to add value, not just be a standard loan officer.”

of home ownership.” Justin is enthusiastic when asked about his favorite part of his job. “I just got off the phone with a client we’re closing, and he was so grateful for our communication and for working with him on a difficult loan. The satisfaction of the client is where I find my own satisfaction.” When not working, Justin enjoys spending time with his wife of 14 years and his identical six-year old twins. He is also actively involved with the Celina, Texas Chamber of Commerce, the city’s rotary club, and as a member of the Parks and Recreation Committee, as well as his duties as an usher at his church. Justin’s plans for the future of the Steiner team are simple. “I think it’s a given that we’d like to help more clients and grow our business, but my main goal is to continually fine-tune the level of service we provide, to the point where it’s seen as a white glove service.”

Offering conventional fixed rate, adjustable, FHA, VA and USDA loans, Justin provides superlative service to all of his clients on a consistent, closely monitored basis, staying in touch via emails, phone calls, and alternating monthly mailings, including what he refers to as ‘from the heart letters.” Justin understands another reason for his client’s loyalty: “Having been in the mortgage industry my whole career, I am able to bring more than a decade’s worth of experience to Legacy Mutual Mortgage. I believe that although the market may change, the quality of service, expectations, and experience should always remain consistent.” “Ever since I was young, I always wanted to make a positive impact in people’s lives. As a child, I remember how excited my parents were when they were able to take our family from renting to buying our first home. They were so proud to say, “This house is ours.” Those memories stayed with me and ultimately led me down my current career path. By choosing mortgage lending as my profession, I can now help other families fulfill their dreams Top Agent Magazine

For more information about JUSTIN STEINER, please call 972-294-5251 or email Justin.Steiner@legacymutual.com Copyright Top Agent Magazine 23

JUSTIN WEISSMAN Justin Weissman has hit his stride, finding the business model that works best for him at Primary Residential Mortgage. As a branch manager with the direct lender, he has created his own business that allows him to develop his own client base and be the product that he is selling. Weissman is a natural in the mortgage industry coming from the finance, subprime lending, and retail loan industry where he earned a reputation as a record breaker. Looking for more, he joined Primary and has created a business that is 100 percent referral-based. “I took the leap and now I’ll close 200 loans this year, he says. Through Primary, Weissman has the flexibility to offer a variety of loan options to the Florida market he serves. From conventional to FHA and VA and down payment grant assistance, he is able to suit the right loan to the right client without restrictions. “Since I found Primary my life couldn’t be better,” he says. “We have outstanding rates that lead the industry and the company allows the branch manager to operate the business independently and without interference that can affect branch decisions. They treat people right and that’s really what it’s all about.” With the majority of Weissman’s clients coming from realtors, he knows how important it is to close on time, every time and he has made this his motto. This is in addition to being available 24/7 for them and their buyers. He realizes how stressful the entire home buying process is and does everything he can to answer questions and calm concerns right through to closing. No matter when a client calls, he picks up and says this is the No. 1 reason that has made him successful in the mortgage industry. The clients that Weissman works worth are more than that just a transaction with him as he has developed close relationships that have extended into friendships. While he is always looking to grow his business, he does evaluate a realtor before he takes them on. “I’m very picky with who I choose to do business with because my reputation is on the line,” he says. When he is looking to add more realtor partnerships to his business, he targets the listing agent as this is a new prospect that many don’t consider. He has 24

their attention for the next 30 days until the loan closes and can really impress them with how smooth the process goes. “This is a now business,” he says. “You have to be on top of your game.” The freedom that Weissman has gained with Primary is something that he is truly grateful for as its business model allows him to be self-sufficient and do what he does best – approve loans. He anticipates growing his team which includes five loan officers today as well as adding to his realtor relationships. With a 10 to 15-year plan to grow the business by 10 to 15 percent per year, he also hopes to give back more to the community. Today, he sponsors several charity golf events and has plans to do even more. “Once you get extremely successful you can continue increasing your time and money to give back more and more each year,” he says. In his free time, Weissman spends time on the golf course and with his fiancé and daughter. He has plans to get married next year and focuses each day on being the best dad and fiancé he can be.

For more information about JUSTIN WEISSMAN, visit primaryresidentialmortgage.com, call 443-821-1946, or email jweissman@primeres.com. www.

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 Top Agent Magazine

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 25

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 26

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 Top Agent Magazine

JOSHUA GRAHAM WINN Joshua Graham Winn definitely knows his way around the mortgage industry. He has worked his way up through the banking world to senior loan officer at TJC Mortgage, Inc. He has been in the industry for 10 years and has the drive and passion needed to succeed in this business. “I really love what I do,” he says. “I get satisfaction out of helping people realize the dream of homeownership.” Serving the markets of Alabama and Tennessee, Winn has made a name for himself in the mortgage business with his agents and clients. Through TJC, he is able to offer a variety of loan products for homebuyers, including an expertise in VA loans. “We have special attention to detail with VA loans,” he says. “We hold veterans close to our hearts and really like working with them.” Whether it’s a buyer or an agent, Winn focuses on building relationships with them as he knows this is the key to his business’ growth. He fosters these relationships through in-person meetings, as he knows the value of face-to-face interaction with the client. “I’m a hand shaker, get to meet you, take you to lunch kind of guy,” he says. This hands-on mentality has done wonders for his business and TJC as the company has seen a growth to $450 million in the two plus years Winn has been with them.

Birmingham Association of REALTORS and attends many other events throughout the area. “I’m well developed in the community,” he says. “I’ve lived here for seven years. People are getting to know me pretty well in the community.” Living in Alabama has made Winn a football fanatic like most residents of the state. This occupies his time in the fall as he cheers on his alma mater The University of Alabama. He also enjoys spending time with his personal family as well as his church family, and heads to the golf course to play a few rounds whenever the weather is nice.

Winn makes himself constantly available to his agents and clients as he is always there to answer the phone and take questions. “I put in long hours,” he says. “I’m always available – seven days a week.” For Winn, the mortgage industry provides the variety he craves. No two days are the same from the different loans he works on, to the agent and client he is helping. He has a certain affinity for the first-time homebuyer and loves the moment they realize they are going to own a home. “The real soft spot in my heart is for first time home buyers, especially the first timers that didn’t realize that they could buy a home or afford a home,” he says. “Just seeing that sense of accomplishment on those clients’ faces at closing is really what gets me going.” From events to associations, Winn stays involved in the community and is always there to lend a helping hand. He is a member of the Church of the Highlands in Birmingham, Ala., where he is part of an outreach program every Saturday. Through TJC, he is able to get involved in the local area and help his fellow Alabamians. He is a member of the Top Agent Magazine

For more information about Joshua Graham Winn NMLS 219148, visit www.joshwinnloans.com, call 256-214-2573, or email josh@tjcmortgage.com Copyright Top Agent Magazine 27

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