Nationwide mortgage 3-19-17 by Top Agent Magazine

NATIONWIDE MORTGAGE EDITION

STEVEN DION

JACOB KUZMAN

DAVID SHEPARD

PETER DELLANE

MATTHEW GARLAND

PETYA POPOVA MCLAUGHLIN

MARK A. SIMON

NATHAN WESTERLUND

SETH M. KEYSER

MORTGAGE MOMS

LINDA M. WILLIAMSON

NATIONWIDE MORTGAGE EDITION

STEVEN DION

PETYA POPOVA MCLAUGHLIN

PETER DELLANE

MATTHEW GARLAND

MORTGAGE MOMS

SETH M. KEYSER

JACOB KUZMAN

DAVID SHEPARD

MARK A. SIMON

NATHAN WESTERLUND

LINDA M. WILLIAMSON

CONTENTS 4) 8 THINGS SUCCESSFUL PEOPLE NEVER DO

15) 9 THINGS THE BEST LEADERS NEVER SAY

26) MARKETING LESSONS FROM STEVE JOBS

8) GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU

19) ARE YOU IN OR OUT?

29) COACHING 9-1-1

23) DAILY HABITS THAT WILL INCREASE YOUR MENTAL STRENGTH

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Things Successful People Never Do

There always seems to be people around you who find success with ease, but trust me, that is NOT the case. Although luck can often times play a role in someone’s success, most of the time it’s due to hard work and avoiding bad habits. The best way to find your own success is to implement some of qualities you see in people you admire into your own life. The hard work part is still up to you, but by shifting your perspective a bit, and NOT doing some of the following

things, that success might happen a little quicker.

DON’T JUST WING IT

Successful people plan everything. Not only do they have yearly goals, but weekly and sometimes daily ones as well. By giving your time a purpose, and a clearly defined goal, you’ll eliminate the time you spend haphazardly doing things that might not be a priority. It will also make you feel less scattered, which is always a good thing.

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THEY DON’T TAKE ON MORE THAN THEY CAN ACHIEVE

Successful people take on what they can do well, and no more. That all starts with a daily ‘do to’ list. They always make sure their list is manageable and then they don’t sleep until that list is completed. If you find yourself not finishing your list, assess whether it was too much or if you slacked off. You’ll be surprised at the feeling of accomplishment you feel when you finish your list. Not finishing will bring you down, so make sure you aren’t biting off more than you can chew.

THEY DON’T WORK HARDER, THEY WORK SMARTER

Yes, having a strong work ethic is key, but that doesn’t mean you should waste time on things that will have less of an impact on your success. Focus on the things that will give you the most bang for your buck. Better to spend the majority of your time there, than spread yourself thin on numerous tasks.

THEY DON’T TRY TO PLEASE EVERYONE

This might seem like a bad call in business, but successful people know when to cut your loses and move forward. Anything or anyone, that frustration into your life, is never a good thing.

REPEAT THE SAME MISTAKES

Similar to not trying to please everyone, successful people are also diligent about accepting when something isn’t working Top Agent Magazine

and moving on from mistakes. Yes, you learn from them, but don’t repeat them. Part of being innovative is trying new things, that will keep you fresh and energized, but learning how to let go is an equally important part of the equation.

GO FOR THE SHORT RUN SOLUTION

Successful people are in it for the long haul and therefore thinking long term. When you have a plan for success and the patience to see it through, while you might have a slow start, you’re establishing a foundation for long term success. Going for the easy fix, usually doesn’t pay off.

PAY ATTENTION TO THE NAYSAYERS

Lets face it, we all have people in our lives who might be a little more pessimistic than is healthy to be around. You can’t change them, all you can do is not let them drag you down into their ‘glass half full’ mentality. Have your plans and goals, be confident about them. When you’re insecure, that’s when you’re most vulnerable to those types of people.

THEY NEVER QUIT

That doesn’t mean letting go of things that aren’t working. It means having an end goal. Whatever obstacles or challenges come up, you take them on, always with that end goal in sight. Successful people know that adversity and overcoming those challenges, is how you grow, and will ultimately make you a better business person.

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STEVEN DION

Steve Dion extends white-glove service to all of his clients, whether they be purchasing their first affordable condo or a multi-million dollar vacation home. Photo: Ricard Imagery

Steven Dion knows the mortgage business inside and out, having worked in every aspect of it for two-and-a-half decades. But it never gets old for him. Each new client presents an opportunity for him to do what he loves most: help people. He enjoys giving them the guidance they need to feel comfortable and make an informed decision.

and an underwriter for several more. Then he moved to the post-closing department. He enjoyed it all. “All that back-room experience helps me be an effective loan officer,” he says.

Steve extends white-glove service to all of his clients, whether they be purchasing their first affordable condo or a multi-million dollar vacation home.

He’s being humble. Steve is one of the best. He has the knowledge, experience and accessibility clients love: he even gives his cell phone number out so they can reach him at any time. Many of his past clients have become friends, providing much of Steve’s repeat business and referrals.

Steve fell into the financial industry by chance, after working as an electrician. He wanted to try a different field, so he took a job in retail banking—which turned out to be the start of something wonderful. He was doing very well with cross-sales, which led his manager to tell him he would be a good fit for a position as a residential loan officer. The manager suggested he gain experience as a processor first, which he did, and liked it. He worked as a processor for three years

His guiding principles are to help people and serve the community. He puts these principles into action not just through his job, but also by volunteering often to teach first-time homebuyer classes for the city’s various nonprofit groups, or with real estate agents and attorneys at local venues. He’s also worked locally supporting Fenway Community Health as well as the internationally recognized Human Rights Campaign. This is a man who cares deeply, and it shows.

Steve puts a similar level of intensity into his leisure time and, not surprisingly, gets a similar level of satisfaction in return. He travels extensively, which includes going to New York several times a year (“I love New York!” he says), Europe generally once or twice a year, and outside of that, exploring new places. He’s a foodie, too, which is a big plus for someone like Steve, who travels often. But even at home, he enjoys trying new restaurants—typically Italian ones. He’d love to be able to cook Italian cuisine, but it’s not in the cards right now—he’s too busy with his other activities. He’s also a car buff. Keeping up with new automotive technology makes him a happy camper. Falling into the mortgage industry put Steve on his true path, and his appreciation is clear in everything he does. He’s looking forward to the future. Over the next 12 months, his goals are to stay on track and continue to do what he’s doing, but ramp up the intensity. That should be easy for Steve. There’s no low wattage here. He shines at full capacity, brightening the path toward home ownership for thousands of clients, whether their goals are modest, elaborate or something in between. Top Agent Magazine

Photo: Ricard Imagery

For more information about Steven Dion NMLS #31919 of Eastern Bank, Boston, MA, NMLS# 451827, visit easternbank.com/sdion, call 617.515.0197 or email s.dion@easternbank.com www.

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someoneâ&#x20AC;&#x2122;s search results, and you can set a budget for each campaign that will dictate itâ&#x20AC;&#x2122;s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 8

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic. You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you donâ&#x20AC;&#x2122;t want to simply go into the process blind or youâ&#x20AC;&#x2122;re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. 10

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PETER DELLANE “My pricing is better, I keep my margins as low as possible. In the wholesale market, I’m agile. I find the path of least resistance and the least expensive route, aligning myself with title companies.” He’s a trusted, licensed professional with a five-star reputation. He owns a brokerage that, in 18 years of business, has never had a complaint. He brings clarity and certainty to customers on all levels of the mortgage process. And Realtors think of Peter Dellane as their secret weapon. “First, my pricing is better,” Peter says. “I keep my margins as low as possible. In the wholesale market, I’m agile. I find the path of least resistance and the least expensive route, aligning myself with title companies.” Because of his low margins, if a bank or another lender offers a borrower a rate a quarter point higher, and Peter were to offer that same rate, he can then give that buyer a wholesale credit to use toward closing costs. “We often do that,” he says, “giving them $3,000–$5,000 better, less cash to close. It’s a huge advantage to the buyer.” As a broker, Peter pulls from over 50 different banks. If one is eliminated because of its overlay, he bumps the loan application to another one. “We do at least two or three a week that other lenders are unable to make into closable loans,” he says. He also has an array of products that retail lenders just don’t have, including a 1 percent down conventional product. When one customer was recently in a competing situation, Peter sent the client’s agent the numbers he was able to provide for the deal. The next day the customer, whom he had never talked to, sent him an email thanking him for his help with the numbers. “It made a huge difference in our plan,” they said. “How should we proceed in getting our numbers and information to you?” That customer closed with Peter and got their dream home because his numbers were so much better.

That’s what separates Ability Mortgage Group from the competition. “Heavy-hitter Realtors are starting to flock to us because of the service we provide,” he notes. That service includes a proprietary stay-in-touch system that notifies all parties on a transaction of anything that happens. “If there’s a problem, we call it out in a New York minute,” he says, “and get back on track.” Peter surrounds himself with professionals who spend their life helping others achieve home ownership. He listens carefully and gains knowledge by asking questions and fact finding. “It allows me to help each client organize and be prepared, and to give them realistic expectations throughout the process. I handle each application with speed and accuracy, from the first phone call to the final signing.” He also treats each loan as if he were doing it for a family member. Clients keep coming back, not just because of the quality of service but because Peter stays in touch. One method he uses (that Realtors love) is co-branded marketing material containing the Realtor’s picture and contact information as well as his own, which he sends out regularly for five years after the closing. He also calls his buyers quarterly to see if they can provide referrals, and when they do, he refers them back out to Realtors he does business with. When Peter isn’t working, he’s spending time with his two boys, loading them and their friends into his SUV and doing whatever sports they’re into. He has sponsored their Little League team and Piranhas football team and is looking forward to doing even more of this. For the future, Peter feels the most important thing is to continue providing the individualized service he gives each client and Realtor. As the “gold standard” among mortgage brokers, he won’t have any trouble with that.

For more information about Peter Dellane NMLS # 192557 of Ability Mortgage Group LLC NMLS # 192444, Queenstown, MD, please visit abilitymortgagegroup.com, call 410.827.5111 or email peter@abilitymortgagegroup.com www.

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MATTHEW GARLAND In 2002, Matthew Garland was working part time as a telemarketer at a mortgage company. After getting laid off at his job at the TSA, Matthew decided to work in the mortgage industry full time and he hasn’t looked back since. Today Matthew is the Director of New Development at Quontic Bank in Astoria, Queens, New York. “We’re a community bank, we’re FDIC insured and we’ve earned the Community Development Financial Institution (CDFI) designation from the U.S treasury and we’re able to lend nation-wide. We’re also able to offer non-traditional lending. I like to call Quontic the Baskin Robbins of banking, we have 31 flavors,” says Matthew. “Not only do we serve first-time home buyers, but we also work with a lot of foreign nationals, self-employed borrowers, we do investment loans, and commercial loans. We’re very diverse.” What makes Quontic unique is that they offer a variety of loans for a variety of clients. For Matthew, his skills in communication have brought him a lot of repeat clients. “I tell my team all the time that we can’t wait for people to call us and ask for updates. I make sure at least once a week we contact all parties within a transaction. Everyone’s getting an update and not just with an email,” he says. Matthew’s clients remember him for the personal touch he employs when it comes to conducting business. His dedication to providing quality service is what keeps clients coming back. Matthew enjoys participating in networking events around New York City, including open houses. “I’m currently co-sponsoring a broker open house that’s a cocktail party for about 100 agents. That’s how I get in

front of people,” he says. Networking is a big part of Matthew’s job, and he works hard to maintain the relationships he has made with agents over the years. Getting to help people is Matthew’s favorite part of working in the mortgage industry. “I love what I do,” he says. “I don’t even consider it a job, I could talk all day about loans.” For Matthew, there’s no better feeling in the world than helping someone achieve their dream of buying their first home. “I love being able to educate someone on how to build wealth. This is my calling,” he says. Matthew’s passion for the business combined with his unmatched, personalized service has allowed him a successful career and many satisfied customers. Matthew is on the committee of a charity called PinkTie.org, which is a network of Business professionals networking to finding a cure for breast cancer. Over the last four years, Pink Tie has raised over one millions dollars for breast cancer research. “We’ve expanded Pink Tie to other charities and we now give a portion of our earnings to different charities every quarter,” says Matthew. In the future, Matthew looks forward to growing his team and expanding his business to other major cities across the country. “I want to have a bigger staff so that I can run a bigger division of the bank. I also want to help younger people come into the business. It’s a great career, and I want to lead the next generation of mortgage professional’s ” he says. “The mortgage business saved my life. Without this industry I don’t know what I would be doing. I love the work that I get to do.”

To learn more about Matthew Garland, visit: quonticbank.com email mgarland@quonticbank.com or call 516-451-9138 cell • 718-215-4017 direct www.

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SETH M. KEYSER He wants others to succeed. He embodies a commitment to hard work. He is prudently intrepid. And he has a heart for bettering humanity. These traits help Seth M. Keyser, founder and owner of Mortgage Advantage Lending, succeed professionally while making a difference. While in a bank management role at a young age, Seth wanted to hold himself to higher standards. It helped that, as a new dad, he suddenly envisioned his family’s long-term financial future. When mortgages piqued his interest, therefore, a contact of Seth’s arranged for him to meet the owner of a mortgage company. “That gentleman offered me an opportunity, but said, ‘If you don’t close loans, you don’t make money.’” Naturally self-starting, Seth seized the challenge. “I gave notice at the bank, bartended on weekend nights and tried to make it in the industry Monday through Friday.” That was two decades ago. In his first year, Seth closed 24 files, bringing home about the same income as in his bank role. The following year, he closed 50 or 60 loans and, over the next 7 years, became the company’s top-producing originator. “By 2004, I was in a leadership role and saw an opportunity to open my own company.” Bolstered by confidence from the gentleman who first hired him, Seth – by then a father of three – formed Mortgage Advantage Lending, a mortgage broker serving Connecticut only. In 2006, he decided to grow and expand to Florida. Serving both states, he converted the business from a mortgage brokerage to a mortgage lender.

junk fees, which serves the consumer and gives my team a platform for smooth transactions, great compensation and growth.” Clients appreciate the company’s personalized approach. “We followed TRID-style guidelines before they were mandated!” Seth says, laughing. “We’ve always collected everything up front from borrowers and disclosed every last detail.” While other lenders struggled to adapt to TRID’s disclosure requirements, Seth and his team simply maintained their standard practices of open communication and education. Another beautiful component of Seth’s business and personal philosophies involves the ways he and Mortgage Advantage give time and treasure to organizations supporting people in need. The beauty isn’t in the giving, though; it rests in the fact that Seth refuses to publicly share examples of the truly unique ways he helps humanity. “If I gave for the sake of letting people know, then it’s as if I did it for myself, not others. The best way to give is to not take credit for the act.” The Mortgage Advantage website, therefore, includes an “Our Mission” page highlighting the company’s goal of finding the best mortgage for clients’ specific needs and simply listing some causes they support. In his current growth phase, Seth plans to hire more originators and mentor prospective branch owners. He won’t bring just anyone into the company, though. “I could have 80 loan officers if I wanted, but it’s not about me.” There is no amount of money that could convince Seth to compromise the quality of individual that represents the Mortgage Advantage brand name. “We may not be the hugest company, but what we’re doing is going to last forever.”

“We are a correspondent lender with all FHA, VA, conventional, traditional and Fannie Mae/Freddie Mac loans,” says Seth, who, because he has many family and friends in the military, he especially enjoys VA loans. That caring attitude permeates all aspects of the business. “I instill a mentality in my team that everything we do is all about the consumer.” Each loan receives the attention and low-cost processing it deserves, which also allows his team members to succeed. “I am tremendously blessed; others should always be put first before my needs. I’ve been awarded an amazing opportunity and I want to use it to be a leader, because it’s not about me.” says Seth, who still originates nearly 100 loans annually. He values his team, providing them with tools to be competitive. “A lot of owners add high margins to increase profits,” Seth says. “I won’t do that. I want borrowers to get lowest rates we can offer them. We stand out because we offer the lowest rates and the best service with no 14

To learn more about Seth M. Keyser, visit malhomeloans.com, email seth@malhomeloans.com or call 954-654-3910 www.

Things the Best Leaders Never Say

As Spider-Man’s Uncle Ben said, “With great power, comes great responsibility.” Being the boss is a great thing, but there’s a reason the ‘bad boss’ is common stereotype. Some people tend to use their power in destructive ways and that isn’t good for anyone. You might not even know you’re being a bad boss, it can be subtle sometimes. There are common traits among great leaders, if you want to be a boss that operates with integrity and is respected by everyone

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you work with, make sure you don’t say any of the following things.

I’M THE BOSS

Stating a fact that should be obvious is always a sign of weakness, and when you are the boss, strength of leadership is THE key component. It also may indicates a stubbornness that is the death knell of a healthy work environment. Your job as a leader is to bring everyone to your level of success, not to create a larger rift.

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I’LL DO IT MYSELF

Being a good leader is all about delegation. If you are hiring people who are professional and trustworthy, then this should be a no brainer. It is your job as a leader to get the right people for the job and then lead them in away that means success for everyone.

THAT WASN’T MY FAULT

There’s an old saying “The Buck Stops Here.” and that is still true today. Good leaders take responsibility for what happens. They don’t blame others or make excuses. They take the hit for the team and then find the solution to make it better. Not only does it show they have integrity, but it also fosters a warm team environment that makes all players feel like their boss has their back.

I’M SORRY TO ASK YOU TO DO THIS

Treating your employees with respect is mandatory, at the same time there is no reason to be sorry when you ask people to do their job. Leadership is strength and confidence. Expecting your employees to put in the same work ethic as you is your job.

I ALREADY KNOW THAT

Having a ‘know-it-all’ attitude isn’t pleasant coming from anyone, but the last thing you need to do as a boss is shut down the people working for you. If you give them the impression that you’ve thought of everything, why should they bother giving potentially valuable contributions? Make people feel good about all input, even if you don’t think it will work or have already thought of it. Open flow of communication and ideas is key to a successful team. 16

THAT’S NOT THE WAY WE DO IT HERE

Well, why not? Being a successful leader means always being open to change and improvement. No great leader is ever accepting of the status quo. It’s not only lazy, it’s uninspiring and usually leads to a work environment that is stagnate. Yes, keep things that work going, but nothing should ever be untouchable. Creative thinking should never be faced with constant roadblocks. A good option is to always ask for more information. Let your employee show you why they think their way might be better. This gets them energized and excited to approach you with more in the future.

I’M NOT HERE TO MAKE FRIENDS

This is a workplace, not a reality show competition. Good leaders know that building strong workplace relationships, with employees, vendors and peers, is the foundation of a successful business

DON’T BRING ME BAD NEWS

No true leader avoids bad news. They confront everything head on because as we said above, they know that ultimately everything is their responsibility, and ignoring a potential problem will most likely end up being worse down the road. Good leaders want to know bad news right away, and the last thing you want is to foster a work environment where employees feel like they have to lie to you.

YOU JUST DON’T GET IT.

You’re the boss. If someone who works under you is having trouble understanding something, it’s on you to make it clear to them. Getting frustrated makes them less likely to ask for help in the future. Sharing your expertise and experience is not only generous, but a necessary tool in the success of your business.

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JACOB KUZMAN Originally from Allentown, PA, Jacob Kuzman moved to Central Florida in 1983, where he grew up and graduated from nearby University of South Florida. Ever since then, Jacob has been in the business of sustaining communities. “The more homeownership we encourage, the more people will get involved in their communities,” he says. “Helping clients with homeownership promotes a strong, safer, and more stable community for our children and citizens to enjoy.” That’s why, since earning his degree from USF in 2004, Jacob has dedicated himself to the mortgage business, helping people achieve the American Dream of homeownership. Jacob’s clients and his referral partners point out three characteristics that distinguish him. “The first is my availability,” says Jacob, Senior Loan Officer with the Lake Mary, FL, branch of Bank of England, located outside Orlando. He makes himself available to answer any call regardless of time of day, night, or day of the week. “I worked with a REALTOR® over the weekend recently who needed several updated approval letters in order to continue submitting counter offers; I was working on that until 10:30 Saturday night while out of town. I have to be available for clients and REALTORS® in this very competitive business of real estate.” Next, they appreciate Jacob’s attention to detail. Just as important as Jacob’s side of the transaction, he says, is making sure everyone else involved is doing their parts the right way, and on time. “It’s important for me to monitor every detail, buyer and seller side, to ensure the entire transaction goes smoothly,” says Jacob. Another distinguishing factor is Jacob’s in-depth knowledge of mortgages and his ability to communicate detailed answers. “Being an expert allows me to answer questions immediately and concisely,” he says, noting that his primary goals when leading transactions to successful closings are to educate, to facilitate and to execute beyond expectations. “My mom always said I should be a teacher,” says Jacob. “In a way, I am; I’m changing people’s lives by educating them.” Among the ways he educates is by explaining the wide range of loan types he can structure to meet each client’s unique needs through Bank of England. “In addition to conventional and conforming loans, we offer products your normal banks and lenders would not have, such as nonconforming products, home equity lines of credit, stated-income and bank-statement programs, and down-payment assistance programs,” says Jacob, who also holds a broker’s license. Top Agent Magazine

“We also do commercial and foreign national loans. Basically, if a loan exists, I can do it.” With 90% of his loan production resulting from referrals from listing agents, buyers’ agents, past clients and friends, people remember Jacob for his resourcefulness. “Where other banks may not see a lending opportunity, I change things up and create opportunities,” he says. Although he doesn’t heavily market himself, he does describe this creative approach when he meets with REALTORS®. “I like to first sit down with REALTORS® and discuss their business strategies and goals before formulating a plan for how I can add value in helping them reach those goals.” He adds, “Helping others be successful leads to my success!” This consultative approach allows him to provide a professional service while doing what he loves most, helping clients. “It’s a pleasure to take a borrower who has no idea how to buy, to then educate and walk said borrower through the process, and less than 30 days later be able to hand them keys to their brand new home,” says Jacob. “Every closing makes my day.” At the end of every day, Jacob returns home to his precious two-year-old daughter and wife, with whom he is expecting the couple’s second daughter this summer. “I may work seven days a week, 365 days a year, but they are my inspiration,” says Jacob. “They’re the reason I continue to do what I am best at, which is sustaining communities with homeowners that care, and creating an environment and neighborhood that my family and any family would be happy to call home.” He adds, “Homeownership today is truly an easy achievement, as long as you have the expertise to guide you through the process.”

To learn more about Jacob Kuzman, visit boeorlando.com/staff/JacobKuzman.php, email jkuzman@boemortgage.com or call 813-766-5473

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PETYA POPOVA MCLAUGHLIN For Petya Popova McLaughlin, getting into the mortgage industry was not planned. Petya emigrated to the U.S. from Bulgaria in 2001 after receiving a master’s degree in economics. Following the completion of her masters, Petya worked in marketing for the telecommunications industry. When that industry didn’t provide the job opportunities she was looking for, she took a position at a mortgage company and never looked back. “Once I got into the mortgage industry, I became very interested and excited,” she says. Today, Petya has 15 years of experience in Residential Mortgage Lending and works at HomeStreet Bank. As a Senior Loan Officer, she leads a dedicated team of mortgage experts that includes an assistant, three processors, and two additional loan officers – one of which is her husband, Cooper McLaughlin. HomeStreet Bank is a direct lender that allows Petya to specialize in first-time homebuyers as well as FHA and VA loans. HomeStreet provides a variety of loan programs that allow for flexible down payment options. One example of this is the ability to combine a conventional loan with a home equity line of credit empowering borrowers who may have less than the traditional 20% saved for a down payment. This strategy has proven to be especially successful in the higher priced San Diego market. “It has made a lot of those homes available to people with less down payment,” Petya says. Petya gets immense satisfaction helping first-time homebuyers achieve their dream of homeownership. As an immigrant herself, she knows the hurdles that can be present when purchasing a client’s first home and relishes in the fact that she can make it happen for many people. “The sense of achievement I receive from the fact that these people are buying

their first home and how excited they are, is what makes me go back to work the next day,” she says. Petya attributes her 99% referral rate to her ability to work with borrowers throughout the loan process. She works hard to ensure her clients’ loans close and when an issue does arise, she comes at it with a solution that keeps her clients at ease. “The client feels like everything is going smoothly,” she says. “That’s the goal.” It’s not just her clients that enjoy working with Petya. She has developed professional relationships with great realtors and finance professionals as well. Petya makes it a priority to work with professionals whom she gets along with well. That extends beyond the transaction. Many of the people that Petya works with she considers to be close friends of hers and her family. “It really feels great to work with people you like,” she says. Even with all the assistance that Petya gives her clients, she still makes time to give back to the community. She is an active participant in the Bulgarian community in San Diego. She serves their lending needs and networks with some of the area’s Bulgarian real estate agents. Both she and her husband are involved in their children’s schools as well. In her free time, Petya loves spending time with her husband and two young kids. She is also an avid traveler and likes to go to Europe as often as she can. She enjoys skiing and hits the slopes frequently. As she continies to grow her business, she remains dedicated to her clients. She is always available during the loan process and beyond the closing date. She works hard to help her clients fulfill their dream of owning a home.

For more information about Petya Popova McLaughlin NMLS# 632851, visit PetyaMcLaughlin.com, call 858-699-4357, or email Petya.McLaughlin@homestreet.com HomeStreet is an Equal Housing Lender and makes mortgage loans without regard to race, color, religion, national origin, sex, handicap, or familial status. Member FDIC. All loans subject to approval. 18

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 19

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 20

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

MORTGAGE MOMS AT EVERGREEN HOME LOANS The Mortgage Moms are a team of highly experienced and knowledgeable women, who have come together at Evergreen Home Loans in Bellevue, Washington to take the mortgage industry by storm. “We call ourselves the Mortgage Moms because we are moms, but it’s also about the way we approach our book of business,” they say. “We treat everyone the way we would want our kids to be treated. For this reason, much of our business is repeat clients, client referrals, and firsttime homeowners.” Caring, intelligent and driven, the Mortgage Moms provide guidance and communication at every step of the loan process. Consisting of Amy Benedetti (Senior Mortgage Lender), Tonya Nelson (Senior Mortgage Lender), and Dianne Scott (Production Assistant), they have developed a fully formed approach to the business, that keeps their clients’ goals top of mind. “We are truly a 24/7 team. This is one of the primary reasons we partnered,” the Moms explain. “We are always on call for our agents and clients. The real estate industry is not strictly a 9 to 5 business, for that reason we are available evenings and weekends to work with clients and agents to ensure all needs are being met.” With a combined total of 45 years of experience in the mortgage industry, those who work with this team can rest assured they are committed to providing superior, knowledgeable service. The Moms offer all types of loan programs, from true zero down, to jumbo, custom construction and more, and they take the time to get to know their clients and understand which product is best for them. Once the client’s individual needs are identified, and a program is chosen, the process begins. This is where the Mortgage Moms shine; keeping everyone informed every step of the way. “One reason real

estate agents refer their clients to us is because we are very big on communication,” Amy Benedetti explains. “We are reliable, and forthcoming. If a client is pre-approved, that means that every box has been checked, and we can close very quickly.” From the very beginning, the Mortgage Moms set clear expectations, working closely with their real estate agents. “We pride ourselves on working collaboratively with agents in the transaction to help them put together the strongest possible offer for our clients,” they explain. They even reach out to the listing agents when an offer is made to answer questions about the offer, and to keep them in the loop throughout the transaction. The Moms want every stakeholder in the transaction to know the latest updates. This helps everything move along with ease. Issues that may arise are dealt with immediately, and no time is wasted. The team knows the importance of their clients’ goals, and does not stop until those are reached. “It gives us true pleasure and a feeling of accomplishment to help homeowners obtain a loan that is truly right for their needs, and in their best interest,” Amy says. This includes educating them so they can make the best choices. “We believe well-educated homeowners will be repeat clients, have a better ability to provide secure futures for themselves and their families, and that having a positive home buying experience is the key to future decision making around such critical investments.” As Mortgage Moms brand continues to grow in the future, they hope to help many more clients. And there’s no doubt that they will love every moment of it. “We love what we do. We love that our chosen field allows us to be better moms, better partners to the agents we work with, and strong, lifelong financial partners to the clients we serve.”

For more information about Mortgage Moms, please call Amy Benedetti at 206-459-5747 or Tonya Nelson at 425-503-3476 Email teamtnab@evergreenhomeloans.com Top Agent Magazine

DAVID SHEPARD In January of 2003, Dave Shepard embarked on a journey that would become his lifelong career. “A friend of mine owned a mortgage company at the time, and asked me if I would consider working for him,” Dave explains. He took the opportunity, and now has his own team at Major Mortgage in Colorado. His team consists of a loan coordinator, Sara, loan processor, Heather and a marketing manager, Joni. Through the company, Dave is able to offer a variety of loan products, including VA, FHA, Conventional, and Rural Development. “We’re also getting ready to roll out a USDA pilot program, which will offer USDA products for manufacturing homes,” he says. “And we’re in the process of rolling out one-time close construction loans.” At this point in his career, around 70% of his business is based off referrals from agents and past clients. He believes this is directly due to his commitment to communication. “My personal philosophy is, if a real estate agent or a client has to call me for an update, I kind of feel like I’m not doing my job,” he says. Dave aims to contact his agents and clients throughout the process, updating them every step of the way. “We’re a communication-based business. I feel like that’s a big part of what we should be doing. A lot of the agents we’re working with enjoy that aspect.” Aside from always staying in touch, it’s his diligence that also stands out. “I can honestly say, in the 14 years I’ve been working in this field, I’ve only had five deals fall apart due to the borrower,” he explains. “The agents I work with know I’m going to spend the time upfront thoroughly prequalifying the client to identify problems before they become a bigger issue. We’re all offering the same products, so I strongly believe it’s the communication and due diligence upfront that makes me different.”

After the transaction is over, clients do not hesitate to spread the word about his services. One recent buyer said, “Once again, Dave, you have gone above and beyond to help us purchase our home. Two years ago, we didn’t think we were going to be homeowners, and now we are upgrading! You’ve been a great advisor with a tremendous amount of patience for our endless questions. We would recommend you and Major Mortgage to our friends, family, and co-workers. Thank you again for your dedication!” Another said, “I can’t say enough good things about Dave and Major Mortgage! I live in a small community with some local banks. The lending company I was working with was going nowhere. I called Dave at Major Mortgage and we literally closed in one month. Anyone who is looking for someone who really cares and looks out for you should go to Dave. Great professionalism! You make dreams come true.” Looking towards the future, he’s excited to continue growing. Major Mortgage recently opened up a new office in Alamosa. “We’re just looking to take on new challenges and expand in the market,” Dave says. And no matter what, Dave will remain dedicated to serving his clients and making their lives easier. “You hear a lot of people talk about how they will never buy a house again, or how it was a bad experience. But it doesn’t have to be stressful. It should be joyful, and I think the system and how I do things over the years has streamlined that process a lot. They can focus on enjoying buying a house.” Dave Shepard | Senior Mortgage Loan Originator | NMLS#253764 Major Mortgage is a division of AmCap Mortgage Ltd., NMLS#129122. Equal Housing Lender.

For more information about Dave Shepard, call 970-257-9989 or email dshepard@majormortgage.com 22

Daily Habits That Will Increase Your Mental Strength When it comes to building physical strength, the solutions are obvious, but keeping up your mental strength isn’t as easy as going to the gym. Although physical exercise does help clear your head and relieve stress, there are other things you can do daily that will help your mind be as strong and flexible as your body after a workout. Here’s just a few things you can do to help clear your head and make you more productive. Top Agent Magazine

DON’T WASTE YOUR BRAIN POWER That might seem obvious, but think about how much mental energy you might use up worrying about negativity or things you have no control over. Instead of focusing on problems, focus on solutions. This actually take a lot of effort, we’re all conditioned to let worry paralyze us sometimes. Try and catch yourself when you’re 23

wasting time thinking about about past mistakes or current dilemmas you don’t have the power to stop. You really only have so much mental energy, and if you have kids and an especially stressful work situation, that might be even less than normal. Start treating your brain like the precious resource it is. You don’t want to be running on empty when it really matters. BE MORE POSITIVE Eliminating negative thoughts is essential to increasing your mental strength. Carrying around negativity is like swimming with all of your clothes on. You might be okay at first, but eventually you’ll feel like you can barely stay afloat. Don’t drown in negativity, use positive thoughts as a lifesaver. This doesn’t mean you should ignore things you need to improve, just approach them with solutions rather than beating yourself up. Constant monitoring of this is important since it’s really easy to slide back into negative thinking. STEP OUTSIDE YOUR COMFORT ZONE A lot of mental energy can go to dealing with anxiety. One way to deal with that is by forcing yourself to try new things and take on new challenges, that you might normally avoid because they make you feel unsure or scared. Challenge yourself daily, even with small things. This is definitely something that becomes easier with practice. Start small, and in no time you’ll be taking on things you never 24

thought were possible. The simple task of trying something new every day will have you feeling energized and put you on the path to self-growth. BE SELF-AWARE Your emotions affect everything you do, even if they’re not at the surface. Recognizing and labeling them is key. A lot of the above exercises require selfreflection. It’s okay to have the emotions you have, understanding why and where those emotions come from allows you to focus on dealing with them rather than just wallowing in them. Being self-aware is also about self-care. Know the things that help relax and rejuvenate you. That way you can handle everyday stresses and remain calm even during the most turbulent times. BE WILLING TO LEARN A lot of people are still hung up on the idea that learning is a boring and tedious process, but you aren’t in junior high anymore. You can find something you’re actually interested in and immerse yourself in it, which engages your mind like nothing else. Whether it’s learning a new technology that will improve your business or something that will make you a more well-rounded person, the learning process keeps you engaged and open to new ideas. A curiosity about the world and new things is something that all mentally strong people have in common. Top Agent Magazine

MARK A. SIMON Mark A. Simon is in the business of providing peace of mind to homeowners. “The mortgage process can feel invasive and even intimidating with all we ask of borrowers these days,” says Mark, Senior Vice President of Sales who originates loans for Mortgage Capital Partners in Newport Beach, CA. While offering the full gamut of loan products, Mark and his team focus on the details, ensuring that borrowers and referral partners are comfortable with the process and happy with the results. “At a time when the mortgage process can be laborious and a bit clunky, my team’s goal is to do everything possible to minimize anxiety and offer transparency.”

for upgrades or repairs of their home. “I pride myself on solutions-based lending,” he says. A primary direct lender, Mortgage Capital Partners works on a multi-tiered platform, which gives the bank opportunities to broker some loans best suited for their wholesale partners. They serve a variety of needs with products from Jumbo, Super Jumbo, Interest only loans, Fannie Mae and Freddie Mac to FHA and VA, Mark says, adding that special relationships with credit unions and niche lenders allow them to offer alternative loan options for clients who have experienced credit setbacks. This includes those that have had a short sale or foreclosure in the past couple of years…we can assist those clients to successfully enter back into the housing market with competitive terms. With every loan, Mark and his team take an anticipatory approach. “We complete our analytics early, minimizing or eliminating surprises by looking at the data as in-depth as possible.” A “win” is when a client or REALTOR® tells Mark the process went much more smoothly than anticipated. A “homerun” is when that compliment is accompanied by accolades for his ability to secure an unexpectedly low rate.

Mark describes his team as “one of the best groups I’ve come across in many years.” That statement holds weight coming from someone who entered the mortgage industry more than three decades ago. His team members include two junior loan officers, a primary lead assistant and a primary lead technician. And while Mark acknowledges that many professionals use the term “service” to differentiate themselves, he describes how his team is unique. “We repeatedly meet and exceed those deadlines and contractual obligations in this competitive Southern California real estate market,” he says. He most enjoys being able to announce (often by way of an entertaining series of video messages he produces) that appraisals and inspections are completed earlier than expected and that loans have closed several days before schedule. Mark’s availability seven days a week is a testimony to his commitment to his clients and referral partners.

Mark plans to grow the business he has established and to continue to remain as active as ever in the mortgage industry. After all, he can’t imagine doing anything else. The obvious exceptions, of course, include taking advantage California’s year-round outdoor life with his wife, along with his latest hobby of restoring vintage cars. He and his wife are also active with various nonprofits, one of which, Child Help, houses and supports abused children in need of housing. They raise funds for Child Help regularly and also take part in events and activities on behalf of the Boys and Girls Club of Laguna Beach as well as with the two local REALTOR® boards he belongs to. “I also do a lot of reading,” says Mark. “I believe in the mantra to never stop learning.” It’s a practice, he says, that helps him retain the loyalty of clients and referral partners. “I’m always looking ahead, making sure I’m aware of any new, upcoming loan options or products and capitalizing on them as early as possible for my clients.”

The opportunity to engage with and solve problems for people through each transaction has always motivated Mark. “I enjoy speaking with people and, to me, the biggest challenge is the most welcome challenge,” says Mark. “I take personal pride in my ability to dissect a file; to analyze income, credit and assets; and to leverage that into a success story for a client.” He derives the most joy from helping people preserve the American Dream of homeownership, to retain their home during tough times, or to get the funding they need

To learn more about Mark A. Simon, visit mortgagecapitalpartners.com or facebook.com/markformortgage, email: Mark@MarkforMortgage.net or call Mark at: 949.246.5880

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Marketing Lessons from Steve Jobs by Rob Flitton

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

Steve Jobs was the highest master in this.

FOCUS “Steve Jobs was the most remarkably focused person I’ve ever met in Steve Jobs was an inventor…and a my life.”—Jony Ive marketer. By the measurement that Thomas Edison provided, Jobs was Focus is the ability to decide what is accordingly the greatest inventor of important to you, versus urgent to all time, having created more than others…the ability to say “no” with $300 billion in net worth over the ruthless integrity to a wide variety of other very attractive distractions. course of about a decade. See video about Jobs by Jony Ive. He accomplished this through marketing. In fact, IMPUTE MARKETING If you cannot choose what to say is called IMPUTE MARKETING “no” to, then you will inevitably say because of Steve Jobs—you will see “yes” to things that will derail you. why below. IMPUTE This article discusses XX ways in To impute the value of a product/ which Jobs became possibly the service is to convey “signals” to the greatest marketer of all time. Mar- user to allow them to form their own keting is “the ongoing activity of opinion about that product/service. interfacing your business with the People do not like “salesiness” and marketplace—of communicating the prefer to come to the table on their value of a product or service to own terms. customers for the purpose of selling that product or service,” and Jobs knew that every single detail of 26

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

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

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

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

Rob Flitton is a Seattle Real Estate Marketing specialist helping independent agents to increase their income. Email Rob robflitton@gmail.com at any time or call/ text him at 206-612-2314. 27

NATHAN WESTERLUND Portland area buyers and Realtors turn to Nathan Westerlund first when it comes to mortgages, and that’s no coincidence. As a direct lender and broker, Nathan has a wide variety of products and consummate ability to close a transaction. What makes him stand out, however, is his communication.

It’s now been 12 years and he loves it. To keep his Realtor partners coming back, Nathan first likes to do a transaction together. “I want them to see how well I do business,” he says, “how I took the loan from Point A to Point B. Did I stay in good communication? Did I communicate the way they want to?” Nathan believes the biggest part of a relationship is face to face, but he knows that some people prefer text or email, and that’s fine. Once the transaction begins, Nathan keeps the agent on his marketing list, calls them, and meets for coffee or lunch. He also makes frequent presentations to realty offices about loan products.

“Does that real estate agent have confidence in me to get the job done?” he says. “I give them that confidence by letting them know at every stage where their client’s transaction is. I communicate, follow up, and close the deal on time. If a hitch occurs, people want to know what solution I have in place. I always communicate.” As a result, Nathan has a 98 percent repeat and referral rate. Besides offering every type of loan, from conventional to FHA, he partners with a company that does a 100 percent NHF grant program and is involved with Homes for Heroes, a nonprofit set up after 9/11 to alleviate some of the closing costs for veterans, doctors and teachers. He also works with a credit union to get the best rates possible. Nathan earned a degree in economics and business from the University of Oregon but wasn’t sure what to do when he graduated. He had worked in restaurants since he was 15 years old, but he certainly didn’t want to do that any longer. He asked his father, the long-time owner of a home-appraisal business, for direction. “Would you like to take over the family business?” his father asked. That didn’t appeal to Nathan, so his father connected him with several bankers. He began working at a Big Four bank, and when he realized banking wasn’t what he wanted, he went to the mortgage side—and hit the jackpot.

To keep his consumers coming back, he engages in all sorts of ways, from cute closing baskets to information about the economy and holiday-related items, such as a Valentine’s Day list of the best restaurants in town. The best part of the job is being able to turn a person around who’s had a bad experience and make that person a repeat client. An enthusiastic supporter of life with all its ups and downs, Nathan loves hearing people’s stories, perhaps because he’s had his own share of downs. Health issues as a child resulted in his having three liver transplants, a kidney transplant and dialysis. He’s now passionate about Donate Life Northwest, which educates the public about organ and tissue donation. Thanks to his efforts, the Portland Business Journal named his company the #1 Philanthropic Company, and Nathan himself, #1 in fundraising and donating. He loves the outdoors: traveling, playing basketball, snowboarding. Next year he hopes to cross the Atlantic for the first time, visiting Sweden, Norway and Iceland. When Nathan has time off, he goes at it full force—just as he does with his business.

For more information about Nathan Westerlund of the Hanna Team, Directors Mortgage, Lake Oswego, Oregon, please visit directorsmortgage.net, call 503.348.2102 or email nwesterlund@directorsmortgage.net www.

Coaching 9-1-1 By Walter Sanford

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

leaving then do the “Columbo” and say, “So, I can email all answers at the office – what are you thinking about so I can do more research for you?” Coaching Client: They said they had a personal connection that really suggested that they use this guy. I know them as well and I can hear the conversation: the (name) Team are doing just fine and (name) really needs the business. How in the heck do I fight that? Walter: Let’s not try to fight until you are sure that’s what happened. Call them back. “(Wife’s name) and I are always trying to improve our services. Could you help me by letting me know what I could have done differently to earn your business? Was there anything I could have improved on for you?” Coaching Client: This other guy doesn’t even know how to spell marketing much less apply it! I am as mad as I have been since getting into real estate. Thanks for any suggestions. Walter: If that was the REAL reason, you needed to find it out while you were there then counter it by letting them know that more than anything else…an agent makes the difference on the amount a seller nets at the closing. Experience makes a difference in – • A large buyer database • More trust from buyers • More money to spend on marketing • The ability to convert leads into showings by uncovering needs of buyers and demonstrating how your property fulfills them having experience in negotiating • Understanding in how to write contracts to prevent post-closing seller litigation • Having a team who monitors every aspect of the closing successfully • Overcoming objections and challenges in the most cost-effective manner Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com. Copyright©, 2015 Walter Sanford. All rights reserved. 30

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LINDA M. WILLIAMSON Linda Williamson is a dependable resource for both clients and Realtors. She understands the importance of contractual deadlines, timelines and communication and does what she says she’s going to do. It’s no wonder repeats and referrals account for 100 percent of her business. Linda began her career in a different field: health insurance. Fifteen years ago, a friend in that business was starting a mortgage company with his wife and told Linda he saw an opportunity to help people realize their dreams of homeownership. “You could make friends with a stop sign,” he chided her, “you would be perfect for building long-lasting relationships and helping people with their financing needs.” She signed on, giving up an 18-year career to start something new. “Everybody needs health insurance,” she explains, “but nobody’s happy with it. I was always dealing with unhappy people. So, to help people realize their dreams and to make them happy and celebrate with them was an awesome and rewarding change.” Linda works with two additional team members: Amy Kaufman, loan originator; and Lorenz Nelson, loan production partner. The team originates a variety of mortgages including WHEDA, USDA, VA, FHA and conventional. They also have access to down payment assistance funds administered by the Appleton Housing Authority; and grant funds through membership in the Federal Home Loan Bank of Chicago. Linda is also exceptionally knowledgeable about the industry and loan programs that fit a variety of homebuyers’ unique needs. Having recently hired her second team member has enabled even more timely, efficient communication. Every Tuesday, Lorenz makes a status update call to all parties of the loans in process— buyer’s agent, seller’s agent, and the buyer. Every Wednesday, he calls everyone who has been pre-qualified and is in the process of searching for a home. On Thursdays, he reaches out to past clients in the database. Waterstone Mortgage recently started using a new customer relationship management (CRM) tool that, at six key stages of the loan process, sends Linda’s Realtor partners and buyers a co-branded video explaining where they are in the process. Does it get any better than that? Realtors love working with Linda. They know her pre-qualification letters are solid. That’s because Linda has done her due diligence in examining income, assets and credit prior to issuing the letter. She’s a great resource to her Realtor partners, even if the client isn’t hers. Agents know they can call her evenings and weekends with questions and she’ll have an answer for them. Waterstone Mortgage Corporation is purchase-focused, which is another plus for Realtors. “We’re well above industry standards Top Agent Magazine

as far as the number of purchases compared to refinances,” Linda says. “Of the 129 families and individuals my team assisted last year, 124 of those were purchase transactions.” Linda’s favorite part of the job is educating first-time homebuyers, who make up 90 percent of her business. “All too often, first-time buyers are told over the phone, or Internet, that they are pre-qualified and are instructed to go find a house; that’s all the information they might get. This is pretty frightening, considering this is one of the largest purchases people will make in their lifetime,” she says. “My team and I meet with each first-time home buyer for at least an hour and talk about the home-buying and financing process. We review loan products, house payments, out-of-pocket expenses, closing costs, terminology such as “earnest money” and “escrow accounts” and what to expect during the process. Our first-time home buyers find this meeting very helpful and are ready to house hunt with confidence! We get great feedback from our Realtor partners about how well-prepared the buyers are after meeting with us.” As a leading professional in her field, Linda has a message for those who are starting their careers: Set your goals high and dream big, because anything is possible when you put your mind to it. Linda experienced this firsthand in her personal life, as well. After making poor choices concerning her physical health for many years, in 2011 she decided to make some changes and focus on her health and wellness. She set the biggest goal of her lifetime— completing an Ironman Triathlon. On September 15, 2015, at the age of 50, Linda successfully completed the 2.4 mile swim, 112 mile bike and 26.2 mile run. Watching her journey of transformation, people who knew her realized that anything is possible! Linda plans to continue helping as many people as she can realize their dreams of homeownership, and she identified big goals to accomplish this year. With her can-do spirit, she’s way ahead of the game.

For more information about Linda M. Williamson of Waterstone Mortgage Corporation, Appleton, WI, visit LindaTheLender.com, call 920.750.5003 or email lwilliamson@waterstonemortgage.com www.

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