Nationwide Mortgage 11-6-17 by Top Agent Magazine

NATIONWIDE MORTGAGE EDITION

5 Fresh New Approaches to CONTENT MARKETING JACKIE CUNEO

SONDRA DANE

6 Things You Need to Do to BE A GREAT MENTOR HOW TO CREATE A BUSINESSWINNING PLAN in One Hour

GLENN M. DAVIS

KEANE NG

JEFFREY LAGONI

JOANNE NOETZEL

WHY DOESN'T TRAINING WORK for You? 5 Things You Can Do to ACHIEVE YOUR BIGGEST GOALS

NATIONWIDE MORTGAGE EDITION

JACKIE CUNEO

SONDRA DANE

GLENN M. DAVIS

JEFFREY LAGONI

KEANE NG

JOANNE NOETZEL

CONTENTS 4) 5 FRESH NEW APPROACHES TO CONTENT MARKETING 8) 6 THINGS YOU NEED TO DO TO BE A GREAT MENTOR 12) HOW TO CREATE A BUSINESS-WINNING PLAN IN ONE HOUR

18) 5 THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS 20) WHY DOESN'T TRAINING WORK FOR YOU?

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons. First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal. To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar. Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience. Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded. We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. 6

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JACKIE CUNEO Senior Loan Officer Jackie Cuneo of San Francisco’s Summit Funding is committed to providing her many clients and Realtor partners with unparalleled concierge-level service. With a strong focus on providing mortgage solutions, from “plain vanilla” financing to complex solutions, she prides herself on being a mortgage problem-solver. While based in San Francisco, Jackie also works regularly with second-home buyers in Sonoma County’s Russian River Valley and the Palm Springs/Coachella Valley area. Five years of previous experience as a real estate agent in the City by the Bay gives Jackie a leg up on much of her competition when servicing her Realtor partners. “I got my Realtor’s license in 2005,” she says, “and was licensed as a Realtor/Broker in 2008. After a few years I partnered up with another agent and we started splitting our responsibilities based on our respective strengths, and I realized I loved being on the mortgage side. I loved being involved in that upfront process, doing the analytical side of the business and coaching the clients through how much it would really cost them to become a homeowner and maintain a house.” In 2010, she launched her career on the finance side of the business as a Mortgage Advisor. In 2014, she teamed up with Summit. “One thing I love about Summit is that we enjoy a lot of support with coaching, on how to develop our business but also on how to develop our leadership abilities.”

understand what all the options are and to let them know that I’m here to act as their advocate and assist them with finding a financing structure that is going to help them accomplish what they want right now, but still be good for them in the long run.” For Jackie, mortgage lending is more than just a job; it’s a passion. “I love everything about what I do,” she says. “The San Francisco real estate market is unlike any other market in the world. It moves very fast, there’s amazing, beautiful architecture, and lots of new construction happening. Being on the mortgage side allows me to focus on both people and the nuts and bolts of the transaction. I love everything from the small details of the transaction all the way through to the bigger picture of the real estate market here in California.” A member of the Board of Directors of the Golden Gate Business Association, Jackie is looking forward to helping grow Summit’s newly opened Noe Valley branch. And, of course, continue to provide her clients and real estate partners with the excellent client service that has become her hallmark.

Summit, a direct lender, strives to provide the very best lending experience available today. A wide array of products allows Jackie to offer her clients an impressive combination of rates, product and process. One of only a few direct mortgage lenders who are direct lender/ seller/servicers, they are able to underwrite, fund and deliver agency and government loans with minimal overlays and very short close-ofescrow timeframes. They are also direct jumbo/nonconforming and have the ability to broker loans. This flexibility helps them to provide a much broader range of mortgage solutions to Realtors and their clients with a single point of contact. With a business that is based more than 90% upon referrals from satisfied clients and Realtors, Jackie is clearly doing something right. “Having an endorsement from real estate agents is a great source of referrals,” she says. “I think I’m good at breaking down very complex concepts into things that make sense even for first-time home buyers, and I can really coach people from being that first-time home buyer into purchasing a second home or an investment property.” Jackie has finely honed her communication methods, much to the appreciation of those who choose to work with her. “I really come to it from a teaching approach, whether I’m working with the Realtor or if I’m working directly with the client, to help them Top Agent Magazine

For more information about

JACKIE CUNEO, call 415 - 948 - 5390 or email JCuneo@summitfunding.net or visit JackieCuneo.com www.

6 Things You Need to Do to Be a Great Mentor

Everyone reaches the point in their career where they feel they have gained enough experience and wisdom about business and what it takes to succeed, to actually help someone else achieve the same. Although you may have trained or given advice over the years, taking on the official status as a mentor to someone is a whole new ball game. 8

Although mentorship is an unpaid endeavor, you’ll be surprised to find out how much you’ll gain from the experience. You’ll also grow as a business person through the process of teaching someone else. It’s also an endeavor that many will pay forward one day, creating a business atmosphere that is based more on mutual success than competition, which is better for everyone.

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If you were mentored, you may already have an idea of what it entails, and what you liked or didn’t like in your mentor/mentee relationship. Although it is a personal relationship that will need an individual approach, there are certain things that are key when it comes to being a great mentor: 1. Be a good listener

est about your own failures. It can be a huge relief to find out someone they look up to has gone through similar experiences and still managed to come out on top. As we all know, oftentimes the greatest lessons come from failures, which can be times when our character is truly tested. Building trust through mutual respect and honesty will make every aspect of your mentorship more effective.

You’re basically a sounding board who needs to hear your mentee’s ideas, plans and goals in order to advise them. Strong, constant and clear communication is key to any successful mentoring relationship. Sometimes just letting them talk things out with you, will lead to them to discovering the solution they were looking for. 2. Set expectations and goals at the start When listening to your mentee in your first meeting about the potential relationship, it’s important to establish the parameters of what that relationship will be: What can you give them? What do they need or expect from you? Once the terms are agreed upon, you may want to set specific goals you’ll be working on together so that there’s a defined plan of action, timeline and result you can both expect. 3. Be honest This is important when it comes to offering them constructive criticism or tough love, but more importantly, you need to be honTop Agent Magazine

4. Get them to think, don’t make decisions for them Sometimes being a mentor is being a bit like a psychologist. By asking certain ques-

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tions you can lead your mentee to their own conclusions about their business dilemmas and strategies to reach their goals. Being a mentor is all about guidance. Build confidence by drawing out the best in your mentee rather than just presenting them with solutions. 5. Look at the situation objectively One of the key strengths you offer your mentee is a complete emotional detachment to their business. You have no sentimental attachment to doing things a certain way or working with an incompetent vendor because you ‘go way back’. Your only motive is what’s best for your mentee and their business. Although emotions cans still get in the way sometimes, having a detached perspective on hand to guide you is invaluable. 6. Don’t just offer constructive criticism, be supportive Yes, being a mentor is sometimes advising your mentee that he’s doing something ineffectively, but your main purpose is to alway approach everything like cheerleader. You need to let them know that through it 10

all, you are a reliable support to them and have a complete belief in their abilities. Make sure to always praise their accomplishments. Remember: your job as a mentor is more about guidance than constant feedback. Your goal is to help someone become the best they can be, not someone who just does everything the way you do it. You’re helping them build confidence in their own intuition, which will hopefully lead to a lifetime of success, and one day, they too might be a valuable resource to another mentee down the road.

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SONDRA DANE Speed and service are two qualities that set Sondra Dane, senior loan officer at Supreme Lending, apart from the competition. If the normal turnaround time on a loan is 48 days, Sondra’s average is 23 days; in fact, she has closed loans in 10 days. She’s known as the loan officer to call to rescue a loan. Sondra says, “Close on time, fund on time.”

did, but instead of joining her mom, she went into banking. One day she noticed a sign in the bank workroom advertising for loan officers. Candidates needed a real estate background, and the bank was willing to train. She went for it and became a loan officer in 1988.

She attends all her closings. “I’m old school that way,” she says. “Buying a home is one of the biggest days of a person/family’s life. I want to be there and make sure no question goes unanswered. Plus, I love to see the clients’ faces. They are so happy! Me being there makes sure they stay happy.” Sondra works with Supreme Lending serving south Florida, primarily in the Fort Lauderdale market. Supreme offers all loan types: jumbo, conventional and FHA, to name a few. The company also offers a wide variety of loan programs. Sondra has become known for her expertise with condos, which are more complex than single family homes. She can do condos with as little as 5 percent down, even if the condo is not FNMA approved. Sondra believes you need an expert when it comes to condos; it creates customers for life. She believes happy buyers are the key to success for her Realtor partners and herself. Happy clients leads to repeat and referral business. Supreme Lending was voted a Best Place to Work in 2017. Sondra has been recognized as a top producer year in and year out and has been a Supreme President’s Club member for four straight years. Her customer satisfaction rate is 98 percent. Work with the best of the best. Being one of the best of the best is a goal for Sondra every year. Sondra actually fell into the mortgage industry. She was in show business, singing and dancing since she was six years old. In 1986 her mom, a Realtor, asked her to get her license. Sondra

Realtors love that Sondra does lots of training. She also developed a program to help listing agents avoid situations where sellers learn a week before closing that the borrower’s loan fell through. She partners with RatePlug, and every time her Realtor partners put a listing on the MLS, she’s automatically notified. She then makes up a flyer with photos of the property, the agent and herself, along with a breakdown of finance options. When offers start coming in, the flyers help listing agents suggest that buyers at least talk to their lender, because she’s going to vet them. Last year Sondra closed $32 million, 30 percent of which came directly from listing agents. As a south Florida native, Sondra gives back to the community in myriad ways: She’s on the Winterfest Boat Parade board of directors, participates in Neighbors 4 Neighbors, Habitat for Humanity and Glamathon, and is the first major donor as an Affiliate to RPAC, the Realtor Political Action Committee. Her boss can be heard saying, “Take some time off.” To relax, she travels, goes to movies and watches shows like “Dancing with the Stars.” “Loving what you do,” she says, “makes it less of a job. It’s more fun.” Sondra is not one to settle, in the spirit of “Good enough, never is,” Sondra added a sales partner. Her plan for next year is to close $50 million and still have a customer satisfaction rate of 98 percent. “Heck, why not 99 percent!” she says.

For more information about Sondra Dane (NMLS# 329320) of Supreme Lending, Delray Beach, Florida,

visit sondradane.com, call 954 - 632 -3393, email Sondra@SondraDane.com or visit her page at facebook.com/sondra.dane www.

www.

EVERETT FINANCIAL, INC. D/B/A SUPREME LENDING (NMLS ID #2129) at 14801 Quorum Dr., #300, Dallas, TX 75254. Copyright © 2017 All rights reserved. For all licenses, visit www.nmlsconsumeraccess.org. Florida Mortgage Lender Servicer License MLD909. Georgia Mortgage Lender License 22114 – Georgia Residential Mortgage Licensee. North Carolina Mortgage Lender License L-122702. South Carolina-BFI Mortgage Lender/Servicer License MLS-2129. South Carolina-BFI Mortgage Lender/Servicer License Other Trade Name #1 MLS-2129 OTN #1. For all licenses, visit www.nmlsconsumeraccess.org.

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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 12

• 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 14

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

GLENN M. DAVIS Glenn Davis never anticipated joining the world of residential lending, but when his tenure in publishing came to end, he decided it was time to seek a new path. Back in 1998, he ventured into the mortgage industry already equipped with people skills and a consistent work ethic. Nearly two decades later, he has cultivated a distinguished reputation for personalized service, a focus on consumer education, and a commitment to the long-term success of his borrowers. Serving both Pennsylvania and New Jersey, Glenn’s primary focus is on servicing Hunterdon, Somerset, Mercer, and Bucks Counties. He relies on a tightknit team for dayto-day support and streamlining, and his talented roster includes a processor, an operations coordinator, an operations assistant, and a production partner. Together, Glenn and his team offer a range of conventional loan products, in addition to special programs catering to police and doctors. At the root of his practice, Glenn abides by a steadfast commitment to tailor-made service, accounting for each borrower’s unique circumstances. What’s more, he does his best to educate clients on the inner-working of the process, empowering them with information that will safeguard their financial futures. “I make sure that my borrowers understand what they’re getting into by looking at where they are now, and where they’ll be five years from now,” he says. “I educate them on what they’re getting into, and take a larger view of their overall financial situation to make sure that the debt they’re taking on is sustainable.” Another driver of Glenn’s success? The emphasis he places on creating lasting relationships—with borrowers and real estate agent referral partners alike. Communication is key when it comes to keeping all parties involved up-to-date on every step of a transaction. Realtors appre-

ciate Glenn’s open lines of communication and his commitment to keeping everyone on the same page in route to the closing table. To get the word out about his products and services, Glenn also hosts Lunch-and-Learns for his realtor referral partners. During these educational sessions, he provides insights on market changes and new processes and programs in the lending world. To keep business booming, Glenn relies on word-of-mouth and referral work—a true testament to the memorable experience he curates with each and every client. In reflecting on what he loves most about his daily work, Glenn says: “Every day is different, and we really are helping people. Buying a home can be a stressful milestone, but helping my clients through the process and being able to walk them back from the edge when they feel overwhelmed—that’s a good feeling.” Outside of the office, Glenn stays involved in his local community through a myriad of organizations. Most notably, he’s on the board for Fisherman’s Mark, a local nonprofit organization helping individuals and families with food bank services and educational programs to help get them back on their feet. As an avid vintage car enthusiast, Glenn loves driving around in his old, restored convertible. He and his wife are also big foodies, and thus spend their free time traveling to New York and Philadelphia in pursuit of a great meal. Considering the future of his business, Glenn feels he’s on a good track, having just opened his second office in Flemington, and with plans to open another in Clinton, Somerset, or Bucks County in the time to come. Now, with years of experience under his belt and a continued dedication to his partners and borrowers alike, the future is sure to be filled with continued promise for Glenn Davis and his team.

To learn more about Glenn M. Davis, visit glenndavis.benchmark.us, www.

e-mail gdavis@benchmark.us, or call (609) 460 - 9100 Top Agent Magazine

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JEFFREY LAGONI Before hitting his professional stride in the mortgage industry, Jeffrey A. Lagoni earned two vastly different career pedigrees that’d inform his later work. He first served as a pilot, before transitioning to the world of computer programming. In both industries, Jeffrey developed his leadership and communication skills, as well as his attention to detail. Ultimately, he moved into the mortgage sector to apply these skills in service of others. After structuring his first loan on behalf of his parents, Jeffrey discovered his natural passion for the industry, and seventeen years later—he’s never looked back. Today, Jeffrey has earned years of hard-won experience and has carved out a career reputation for professionalism, creative problem-solving, and people-first service. He has been elected a Five Star Loan Officer every year since 2011, a designation bestowed based on glowing feedback from clients and competitive professional metrics.

the process. They even provide insights and outline benchmarks for clients to hit, which sets clients up for lasting financial health.

For most of his career, Jeffrey worked as a solo agent, before bringing on a talented roster of team members three years ago. Now, he leads a group of two loan partners, two processors, and a customer care specialist—delivering outstanding customer service to all of Pennsylvania. Jeffrey, along with his tightknit roster—Tom, Peggy, Chelsea, Leslie, and Kori—combine their talents and efforts to bring the very best in client-centric service to their work as a team. Offering USDA, VA, FHA, and conventional loans, Jeffrey and his team are Victorian Finance Happy Home Credit lenders, which serves those in service positions, like military personnel, first responders, health professionals, and teachers. The team also participates in an attractive state grant program for homeowners. With 90% of their business generated by repeat and referral clientele, the team’s ability to cultivate a positive client experience is well proven. “We’re all about the customer experience. At the end of every transaction, we call our clients and ask what we could have done better—and then we improve upon those things,” Jeffrey says. “We sleep well at night knowing that we’ve done everything to provide clients with the best possible experience we could.” Accordingly, Jeffrey and his team prioritize communication and accessibility. Together, they stay on top of client calls at all times, with at least one team member available to field questions and concerns on nights and weekends, too. At the heart of their practice, the team approaches each client and loan with a can-do attitude, and apply creativity and diligence in matching the best possible loan product with every client in need. Likewise, Jeffrey’s team are loyal lenders and do their best to act as wise fiscal stewards and advisors throughout

In considering the high caliber service of Jeffrey and his team, clients reflect on their experiences, with one saying: “Jeffrey Lagoni and his team worked tirelessly to help my husband and I buy our first home. They were very responsive, helpful, and were great at walking us through the entire process. We highly recommend them to anyone looking to streamline the home buying process!” Other clients had this to say about working with the team: “We had an awesome experience with the Lagoni Team at Victorian Finance. Everyone was beyond polite, prompt, and kept us in the loop. We went from thinking we couldn’t afford to buy a home in December to closing on our first home in March—all thanks to our team at Victorian Finance.”

As for marketing his enterprise, the team takes to social media and sponsors events around town with local faith-based organizations and outreach programs for youth. To help realtor referral partners grow their business and stay educated on industry developments, Jeffrey and the team host weekly webinars and teach live classes throughout the year to impart industry knowledge. Reflecting on what he loves most about his work, Jeffrey says: “I get the most fulfillment at the end of the day knowing that I’m helping people become better versions of themselves. Seeing my team succeeding in their jobs, and helps my realtor referral partners and homebuyers achieve their dreams and goals—that feels incredible.” Because Jeffrey and his team dedicate themselves to the success and betterment of their clients, they go to bat for loans that might otherwise be more difficult to close. “We never quit. No matter the situation, we’ll scratch and claw to get our clients into a house. Helping people is what our work is all about.”

Outside of the office, Jeffrey donates to the Youth for Christ organization and the Champion Christian Center in support of community outreach programs. As for his personal free hours, Jeffrey most enjoys spending time with his children and family—traveling for weekend trips, going fishing, playing sports, or hanging out around the house. Looking toward the future, Jeffrey is now also licensed in North Carolina, adding an additional service area to his repertoire. He has a strategy to bring on additional team members who share his professional values—all with the goal of boosting happy homeownership within his community. With a spirit dedicated to service and an abiding investment in his clients’ successes, the years to come are sure to be filled with growth and prosperity for Jeffrey A. Lagoni and his all-star team.

To learn more about Jeffrey A. Lagoni, visit jefflagoni.victorianfinance.com, e-mail jeff@victorianfinance.com, or call (412) 253-2853 www.

NMLS # 140105 Licensed by the PA Department of Banking and PA DoB ID 28662 Pennsylvania Department of Banking Lender License #21334; Victorian Finance, LLC NMLS ID: 50635 North Carolina Commissioner of Banks License:#I-176530 Top Agent Magazine

5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks. But there is a method to setting them. It’s a process that takes careful thought and consideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately. 1. MAKE YOUR GOALS SPECIFIC Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming. 2. MAKE IT ATTAINABLE Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one. Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those 18

little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud! 3. PUT A PLAN OF ACTION IN WRITING Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways. Achieving goals is all about creating good new habits. 4. MAKE IT MEASURABLE This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know. Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone. 5. ADJUST AS YOU GO You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it. Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation. Sticking to a plan everyday means adjusting it accordingly.

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KEANE NG Keane Ng’s raison d’être is helping people. His core values, and those of his team at CrossCountry Mortgage, center on the highest level of service, integrity and character. Keane heads a team that serves the Seattle/ Bellevue market south to Tacoma. He specializes in loan products that aren’t so easy to do, such as government-backed and reduced down payment loans for first-time homebuyers. His team’s knowledge, along with the capacity of their loan programs, sets them apart from other lenders. “There are so many scenarios others say no to that we say yes to,” he explains. “The other two loan officers on my team are former underwriters, and just among the three of us, we have 70 years’ experience. Our clients really get that expert they want. Then we follow up. We’re available seven days a week. If we don’t answer our phone immediately, it’s because we’re talking with another client, but we call back within the hour. Other teams don’t offer that level of consistency.” Consistency is one of the reasons Realtors refer their clients to Keane time after time. They know he’s uniformly good at doing loans and unfailing in his service. “When you’re good at loans,” Keane says, “it lessens the number of turndowns they get from other lenders. Or, when they have deals falling apart with other lenders, we fix them. The more often we do that, the more they want to use us. And we’re super consistent. We have to be for our referral partners to trust us. The reason we have a team is so that we can have seven-day coverage.” It’s not only Realtors who sing Keane’s praises, clients do, too. They appreciate that he goes the extra mile, especially when there’s a layer of difficulty. “We might stick with

someone for years while they repair their credit, and help them build a plan for homeownership,” he says. Or he might explain to a client why they shouldn’t refinance at a certain time. Helping people is what draws him to the business, especially when he knows they’re being improperly served. “We don’t specialize in what we think is most profitable; we specialize in what we see people needing the most, especially the underdog. We let the profit follow.” Keane entered the mortgage industry 14 years ago, in his early 20s. He had worked in retail, was heartbroken over a girl, and wanted to make some life changes, perhaps go back to school. He interviewed for a mortgage job, but instead of taking it, referred a friend. When his friend started the job, he told Keane, “No, this job is pretty much perfect for you.” Keane took him at his word and got into the industry. He was right. Equally passionate about eliminating homelessness, Keane supports two organizations that help foster kids: First Place for Youth, a private school for homeless children, and Seattle Union Gospel. When he has spare time, he spends it with his wife and kids. “I’m a family man, “ he says, “we like spending time together. School, homework, a game, traveling. It’s a cliché, but we love it.” He combines charity work with travel, supporting a foster care home in Vietnam. In the future, Keane wants to create a business that looks like “the Mayo Clinic for mortgages: We’re experts, we’re available, we do what’s best for our clients, we get things done that other people can’t do.” And he’ll continue living his values: doing his best every day, showing people he cares, always doing the right thing, always improving, and always leaving things better than he found them.

For more information about Keane Ng (NMLS# 115042) of CrossCountry Mortgage, Renton, Washington, visit keaneloans.com, call 206.650.4041 or email Keane.Ng@myccmortgage.com www.

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Why Doesn’t Training Work for You? by Carla Cross

Why isn’t your training working for as a ‘performance art’, not a you? Every company says they ‘knowledge pursuit!’ ‘have training.’ Yet, whether you’ve been in business 2 days or 20 years, Big question for you: Think of your you’ve probably felt frustrated that last 3 trainings. What were you doing those hours spent in class—listening in class? Listening to the ‘expert’? to someone at the front (the Or, were you putting to work what ‘expert)—didn’t do you any good. you were learning—while in class, There’s one reason training doesn’t so you could get valuable feedback work—and here’s how to make it before you ‘practiced’ on real work for you, so you don’t waste people—your clients? precious hours in training rooms. What you need to be doing in class Training doesn’t work because it’s to assure you can do it ‘for real’: not taught right—and the people in the class aren’t doing what needs to • If it’s appropriate, you need to role be done for training to make a play (like answering objections, giving a listing presentation, etc.) difference in their lives. Here’s what training needs to help • If appropriate, you need to you every time you’re in class: differentiate (like finding mistakes in a purchase and sale agreement). Training must have action inside class to be effective for you. • If appropriate, you need to practice the actions in class and then What do I mean? go out and do it with a ‘real person’—the client—and come back I mean we have to look at real estate and tell how it went (practice a 20

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listing presentation, do it ‘for real’, Real Estate: Performance Art and come back to class and refine it). or Knowledge Pursuit? None of these things happening in class? Make it work anyway. Take the ‘actionable’ items you learned in class and go do them—for real— within 3 days of going to class (otherwise we only remember 10% of what we heard!). Now you’ve made your own action plan. Trainers: I just videos showing training work. uTube channel. Top Agent Magazine

Let’s be honest: Do you know someone in your office who seems to know everything—but doesn’t sell a stick of real estate? Sure. That’s the problem with treating real estate as a ‘knowledge pursuit’. It has little to do with results. It’s a performance art. How you perform in the field—with real clients— did a series of 5 determines your success. how to make your See them on my Big question for you: Which kind of agent are you? A ‘performance art’ 21

How you perform in the field—with real clients—determines your success. agent or a ‘knowledge pursuit’ agent? Which is easier to become? Your Training Should Resemble a Piano Lesson

will ‘do it’ for you 3.Relying on ‘on demand’ video. Many large franchises are providing video on demand training. Brokers may be relieved that this is going to take training off their plates. I wish. Unfortunately, video training can provide very limited production results. Why? Because people don’t learn much by watching video. Yes, they learn a little. They observe someone else doing something; they get information. But, they don’t have to take action.

As a long-time pianist and teacher, I know intimately that, if you don’t practice, you can’t play (or you play badly)! Think of effective training like a piano lesson. You practice outside class. You come prepared. You get tips and modeling from your teacher. Then you practice in class with your ‘coach’ watching and listening. Then, you ‘go out in the field’ and practice. You come back When you’re ready to get results ready to perform for your coach from your training, you’ll be ready to treat your training like the power again. That’s effective training. tool it really can be. Here are 3 things that don’t work in training (and things for you to avoid): Carla Cross, CRB, MA, is an international 1.Listening for a long period of time and thinking you can do it (you already know that, from your experiences, right?) 2.Thinking most company training 22

speaker and president of Carla Cross Seminars, Inc. and Carla Cross Coaching. A former national Realtor Educator of the Year, Carla is known as one of the ‘go-to’ experts in her profession. She’s written training and coaching programs for most of the major real estate franchises. Contact Carla at 425-392-6914 or www.carlacross.com. Top Agent Magazine

JOANNE NOETZEL When Joanne Noetzel went searching for a professional path sixteen years ago, she first set her sights on the world of financial planning. Though she had a role lined up shadowing a top planner, she decided to take a risk and venture after a career that would better fit her long-term goals and desire to serve others directly. She interviewed for a position in the mortgage field, was hired on the spot, and dove right in—building a repertoire of skills from the ground up. She was drawn by the energy and ambition of her colleagues and relished the chance to make an impact on the lives of budding homeowners. As she continued to garner experience financing properties through a new-construction homebuilder, Joanne amassed the industry insight necessary to stage an incisive career. Now, sixteen storied years later, she has carved out a sterling reputation and a business entirely generated by repeat and referral clientele—an undeniable testament to her follow-through. In fact, Joanne has earned a coveted spot as a member of the President’s Club for five years running, further proof of her superlative service. Primarily serving the Chicagoland area, Joanne has access to loan products that run the gamut—from FHA, VA, and conventional offerings to jumbo loans, portfolio products, and beyond. She also has access to attractive programs serving first-time homebuyers and those seeking down payment assistance. Likewise, Joanne’s business flies under the banner of a powerful company, allowing her office to underwrite, process, and fund loans, as well as connect with major banking entities that ensure borrowers the lowest interest rates possible. At her Chicago office, Joanne leads a tightknit team that includes an assistant and a processor, whose efforts combine to streamline the lending process. While her corporate backing and expertise guarantee an efficient lending experience, Joanne also ensures that the personal components of a transaction are never lost. At the heart of her ethos is an abiding commitment to people-first service. “I truly care about my clients. It’s not just about chasing the next deal or how

many loans I can close in a month. It’s a matter of providing my clients with the service they deserve,” Joanne explains. “I make sure that every client understands exactly what they’re signing up for and that they’re comfortable with each aspect of the transaction.” On a practical level, Joanne keeps in touch with clients past and present through a carefully-managed database. At any given time, she is tuned in to clients who would benefit from a refinance, or can sort through clientele based on the types of loans they’ve accessed over the years. This level of organization and attention to detail is representative of Joanne’s overall working style—focused on fine print, long-term implications, and the respective goals of each client. “I truly care about each and every one of my clients’ circumstances, and I strive to make sure that I present them with all of their financing options,” she says. “I explain my professional opinion and outline what makes the best financial sense, but I also want them to have access to a range of options so that they can make the choice that’s right for their personal position, as well.” Considering that Joanne’s business is driven only by repeat and referral client, her ability to create a positive client experience is woven into the fabric of her work. To extend her spirit of service to her local and professional communities, Joanne currently serves as a Secretary on the board of the local network of the Women’s Council of Realtors and was recently elected as Treasurer for the 2018 term. Beyond the office, Joanne is a proud mother of two to her ten-year-old son and her eight-year-old daughter. In her coveted free hours, Joanne enjoys spending active time with her children—playing tennis or cheering them on at their various soccer, baseball, and softball games. She is also an avid gardener and runner. As for the future, Joanne plans to continue building upon her business’s steady growth. With a mindful eye toward service and a commitment to her clients’ successes, the years still to come are bound to be the best yet for Joanne Noetzel and her team at Anderson Financial Group.

To learn more about Joanne Noetzel visit joannenoetzel.com, e-mail jnoetzel@andersonfinancialgroup.com, call 708.218.5759, or visit her Facebook here. www.

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