Nationwide Mortgage 5-22-17

NATIONWIDE MORTGAGE EDITION

JAHN BECKLER

DOUG BENAVIDES

RICHARD DESIMONE

ED DIAZ

RYAN EBERHARDT

GEOFFREY ELSTON

CARRIE FINCHAM

JENNIFER GILE

ALLISON GREENE

SEAN HENNESSEY

CRISTI HUGHES

BRIEANNA KELLEY

JOHN MULLINS

PUNEET TOOR

NATIONWIDE MORTGAGE EDITION

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BRIEANNA KELLEY

PUNEET TOOR

GEOFFREY ELSTON

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JAHN BECKLER

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DOUG BENAVIDES

RICHARD DESIMONE

CONTENTS 4) WHY DOESN'T TRAINING WORK FOR YOU?

13) CREATIVE WAYS TO SAY THANK YOU

21) WOULD YOU LIKE FRIES WITH THAT?

9) DON'T FORGET YOUR CLOTHES

16) 5 THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS

25) 7 SIMPLE TIPS THAT ARE PROVEN TO HELP YOU STAY AHEAD OF THE COMPETITION

Phone 888-461-3930 | Fax 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

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Published in the U.S. 2

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ED DIAZ

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RYAN EBERHARDT

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ALLISON GREENE

SEAN HENNESSEY

29) 5 REASONS WHY YOU NEED A MENTOR

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CARRIE FINCHAM

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CRISTI HUGHES

33) MARKETING LESSONS FROM STEVE JOBS

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JENNIFER GILE

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JOHN MULLINS

37) 9 THINGS THE BEST LEADERS NEVER SAY

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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 4

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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.

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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’ 5

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 6

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.

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BRIEANNA KELLEY

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BRIEANNA KELLEY NMLS # 303652 After graduating high school in 1998, Brieanna Kelley started working at a local credit union as a part time teller. With her natural ability to work with people and a skill for understanding even the most complicated loan packages, Brieanna quickly worked her way up the ranks. “I really loved working at the credit union, it taught me the importance of giving truly personalized service based on the unique needs of the clients.

15 years ago, I moved into the mortgage side of banking, and it’s just been a wonderful fit.”

Brieanna recently brought her talents to Village Mortgage Company, where she serves as a Branch Manager and a Senior Loan Originator. Village Mortgage Company is a direct lender and is one of the premier mortgage companies serving the New England area.They strive to offer an array of affordable and competitive mortgage products including: Conventional Loans, FHA Loans, FHA 203K, VA Loans, USDA Loans, and Jumbo Mortgages, as well as many other unique products. Brieanna was attracted to the company because they have reputation for providing the personalized level of service that she herself has built her reputation on.

the process, and keep everyone informed every step of the way. If people are unable to buy now, I coach them on what steps are needed to get to the next level. I treat everyone with respect and really want to put people at ease throughout the transaction.”

Brieanna recognizes the importance of maintaining all of the relationships she’s built throughout the years, particularly with her main referral partners, Realtors®. “I do a lot of training and seminars for Realtors® not only keeping them educated, but getting valuable feedback from them as well, which lets me better serve my clients.”

Brieanna couldn’t be happier with her career, and would love to expand more into the educational aspects of her job.

“I love keeping myself updated on all of the latest products, and I would love to start doing seminars for first time home buyers. An educated buyer is better for the industry as a whole. Ultimately, I want to empower people so they can achieve the American Dream of homeownership.”

Brieanna is licensed in Massachusetts and New Hampshire but primarily focuses on Worcester and Middlesex Counties.

She truly excels in all types of loans, but does specialize in VA loans. Her real skill however is always finding the perfect match for her clients. “I’ve been doing this for so long now, that I not only have an in-depth product knowledge, but I really focus on listening to my clients and figuring out the product that will best suit their needs. My clients know I always have their best interests at heart, and I’m never trying to push something on them that isn’t right. I have a business that is 100% referral based, so that’s a testament to the fact that I’m doing something right. I’ve even had clients follow me throughout the years, and have worked with entire families, which is really flattering.”

Keys to Brieanna’s success has been her educational approach to her job as well as her availability. “Everyone’s situation is different, and I consider my job to give them all the options and really educate them on the pros and cons so they can make the best decision. I provide them as much information as I can without overwhelming them. I make myself available to them whenever they need me throughout 8

To learn more about BRIEANNA KELLEY, NMLS # 303652 call 978-852-6376 or email bkelley@villagemtg.com Copyright Top Top Agent Agent Magazine Magazine Copyright Top Agent Magazine

Don’t Forget Your Clothes We’re sure your goals are lofty, and to hit them, your marketing needs to be on point. But is your brand and position defined? If not, it’s like leaving the house each day without clothing.

And while some would argue that this would certainly gain attention, we don’t believe it’s the kind of attention you had in mind when you set out to become #1 in your market.

A common misconception is that if you are recognized, you are well branded. Almost a year ago we had a conversation with a Realtor about personal branding. She said, “I feel like I’m already well branded in my market. When I walk into a restaurant, they know that I’m Susan, the Realtor.” We replied, “That’s a great start, Susan. But what happens when other Realtors are in the restaurant, too? What sets you apart from them?” At that point, the light bulb came Top Agent Magazine

on and she realized that she wasn’t truly positioned or branded. She was seen as just another Realtor. We explained to her, “Great branding isn’t about being known for your profession.

It’s about being known for being DIFFERENT in your profession.”

Another misconception is that you should begin marketing before your brand is defined.

For instance, we’ve spoken with numerous Realtors who say they plan to finish their website, conduct a photo shoot, create their collateral materials or even launch a social media marketing campaign, then they will think about branding and positioning. But how do you know what types of photos to take? What will you put on your website to differentiate yourself from others? What will your business cards, brochures and even your social media

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platforms say that will encourage prospects to connect with you first? And finally, why on earth would you waste all the time and money on these very important marketing elements before you establish your brand?

In order to develop an iron clad position and brand, here are some questions you should be asking yourself BEFORE you begin ANY kind of marketing.

1

What is my ultimate goal?

Take a strong look at what you want in terms of both professional and personal achievement. What makes you most fulfilled? Where would you like to be financially? Define your path of intended growth.

2

Who is my ideal customer?

Trust us when we say that you don’t want just any customer. You want a customer who appreciates your expertise and dedication, will take repeat advantage of your services and will recommend you enthusiastically to others. Define this person in detail so you have a clear understanding of who you’ll be marketing to and what your message should be.

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What is my point of differentiation?

This is the most critical question of all. It’s not about what makes you ‘better’. It’s what makes you different. Better is subjective. Different is inarguable.

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What am I willing to be known for that is authentic to me and significant to my ideal customer?

Find a position that you’re willing to put forth every day. We call this ‘breathing your brand’.

It must also be a position that is meaningful to your ideal customer. We’re trying to create an image that makes your ideal customer immediately connect with you and feel as though they simply shouldn’t be working with anyone else.

A well-defined brand will help you stand out among your competitors. It will serve as a magnet for your ideal customer. And if promoted consistently and passionately—and lived authentically—it will make you instantly recognizable among your community in an unforgettable way. And finally, a solid brand can give you the confidence you’ve likely never experienced at the same level. There’s such power in walking out the door every morning knowing who you are, what makes you unique, who you will be helping today and exactly how you’ll be helping them. And when all of your marketing materials are consistently branded with the same image and messaging, there is undeniable pride as well.

So before you dive into more marketing, don’t go out the door without your branding clothes. You wouldn’t want to portray the wrong perception, now, would you?

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.

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PUNEET TOOR

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PUNEET TOOR Senior Loan Officer Puneet Toor of CrossCountry Mortgage, Inc. in Chicago has made a name for herself by providing the very best in client service, and for her dedication to carefully guiding her many grateful customers through the often convoluted and highlyemotional loan process.

that’s when people are out looking at houses. Yes, you’re working 12 hours a day, but there’s flexibility within that. My clients have my cell phone number, and they know that they can text, email, or call me any time.”

Joining up with CrossCountry Mortgage, Inc. a little over two years ago, Puneet is grateful for the support the mortgage company has provided her. “It’s important to find the right fit,” says Puneet. “This is a perfect fit for me, and I have such a strong team behind me. Things are getting through underwriting quickly, they’re coming out with minimal conditions — it’s just a very well-oiled machine. Everybody respects each other, and they know the roles they play. We’re all committed to helping each other succeed. I also thoroughly prepare my clients up front for the documentation and loan approval procedure. Setting the proper expectation is so important, as for many of them, this is their first time going through the home purchase process.”

For Puneet, clear and constant communication is paramount to a smooth transaction. “What I do,” she says, “is create an email thread from the very beginning. The agents, the attorney and the clients are all on it. I use it to provide status updates, or just to check in. It’s about establishing a connection and providing excellent customer service.”

Puneet began her career in the mortgage industry in 2000 following her graduation from the University of Iowa. She has spent the last 17 years honing her craft, setting — and then meeting — standards of excellence that have kept both her clients and real estate partners returning to her. With a business predicated largely on referrals and repeat clients, Puneet is clearly doing something right.

A primary factor in Puneet’s success is her dedication to her clients. “Being available and responding is important to me,” she says. “I know that sounds simple, but you’d be surprised how many mortgage professionals don’t return phone calls.

I know to expect the phone calls on the weekends, because

Her authenticity also plays a key role. “It’s about relating to my clients. It’s about being available to listen to them,” says Puneet. “It’s important to understand that this is one of their biggest investments and that you need to walk them through it carefully, because it can be nerve-wracking.”

While the financial rewards are appreciated, it’s something else entirely that Puneet enjoys most about what she does: the ability to help people achieve their dreams. “This is about their home. It’s exciting for them. It’s a milestone, it’s something to be proud of: that they’ve accomplished this and they’re creating generational wealth and equity, and that they’re not throwing money away on rent. It makes me happy to be a part of that process.”

As for the future, Puneet looks forward to growing her business and educating others to help them overcome their fear of purchasing a home. “When most people sit down and look at the facts,” she says, “they realize they can buy within three months to a year even if they’re not ready now.”

“I just want everybody to know that it’s possible. Just make sure you get with the right mortgage professional who is willing to work with you, and is willing to be honest with you, because it’s a big deal and you deserve to be taken care of,” she says.

For more information about Puneet Toor, please call 630-728-6581 or email PToor@myccmortgage.com Puneet Toor, NMLS615128. CrossCountry Mortgage, Inc. NMLS3029 (www.nmlsconsumeraccess.org). Equal Housing Opportunity. Illinois Residential Mortgage Licensee. Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act. 12

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Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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GEOFFREY ELSTON

Although he is now one of the most respected mortgage professionals in the industry, Geoff Elston got into the business almost by accident. In 1985, when his wife was studying to get her real estate license, Geoff was helping her out and ended up getting his license as well. A year later he was approached by a gentleman who was working on the mortgage side of the Real Estate business, who wanted Geoff to join him. Geoff was intrigued and jumped right in, starting his career handling the most complicated loans with ease. He quickly became a rising star in the industry, and in 1997, he joined California Bank and Trust, where he still is today.

Geoff works the entire state of California his primary focus is on the lucrative South Orange County area.

In an industry that can see a lot of turnover, Geoff has

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stayed with California Bank and Trust so long because they share his business philosophy. ”We are a community oriented relationship bank which is important to me. We offer a personal level of service with a customized loan structuring for every client.”

Geoff credits his availability and his in-depth knowledge of the industry as being a few of the keys to his success.

“First and foremost, my phone is always on. My clients can reach me anytime and get a fast response. I’ve been working with some people for 20 years, and I think this personal approach is why I’m building relationships, I’m not just taking an order and then disappearing.

Another thing I do that I think sets me apart is I stay 100% current on any and all industry changes Not only do I stay updated, but I embrace those changes and am quick about adapting them to the clients’ situation.

Meeting these challenges is part of the process. I want to be able to communicate to this information so the borrowers can make the best decision and select the best loan program to meet their future goals. I believe it’s my obligation to have that information at my fingertips so as to structure the loan program for them,” Copyright Top Agent Magazine

Geoff believes strongly in the idea that the best way to build a business is by focusing on helping people rather than on the commission. “My number one goal when entering this business was to assist people in a way that would enhance their lives. If I always focused on doing what’s right for my referral partners and borrowers, the business will come. It really all comes down to building relationships and trust, and that all starts with providing customer service that goes above and beyond. It’s been a very successful approach.”

Geoff is active in his community, and in his free time he enjoys playing golf and spending time outdoors, going on hiking and rafting trips. He is also an avid reader Geoffrey is looking to expand his reach on social media, and would like to focus more of his time sharing his knowledge and expertise to help first time home buyers achieve the American dream of homeownership. “I really want to put myself out there and focus more on that area. It’s not about the money for me, it’s something I have a real passion for, and I’m excited to start making that happen.”

To learn more about Geoff Elston call 949-366-4916, cell 714-273-9225 or email Geoffrey.Elston@zionsbancorp.com NMLS # 318185 Top Agent Magazine

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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 16

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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JAHN BECKLER Almost twenty years ago, when Jahn Beckler began studying to become a stockbroker, he never imagined he would one day mount a career in the mortgage industry. In search for opportunities that spoke to his skillset and desire to serve others, Jahn set out to find the ideal professional track. Then, in 1999, he decided to give mortgage lending a try and was immediately hooked. Today, almost two decades later, Jahn is at the helm of a flourishing career, guided by an ethos of accessibility, commitment, and follow-through.

Jahn has been with his brokerage company, AMS Mortgage, since 2009 and now works with a team that consists of two processors and six additional loan officers. Together, they primarily serve New Jersey, New York, Pennsylvania, and California. With swift growth on the horizon, they’ll soon serve the Florida market, as well. Across the board, Jahn offers his clients the most competitive market rates regardless of loan type, providing a broad range of products for homebuyers with varying needs, including offering FHA buyers credit back on closing costs. What’s more, Jahn and his team help clients repair credit when necessary, investigating and resolving issues they may be weighing down their score—free of cost. With a robust 75-80% rate of referral clientele, business booms because of the comprehensive yet detail-oriented service Jahn and his team provide.

Likewise, Jahn and his team make it a foremost priority to stay accessible around the clock—answering questions and addressing concerns—so that no client ever feels left in the dark. By cultivating a reputation for clear and open lines of communication, Jahn and his team inspire confidence in those they serve, including buyers and realtors alike. “When I’m working on a deal, I keep everyone in the loop,” Jahn explains. “I always update my clients on the conditions of the deal. Because I’m committed to regular communication, nine times out of ten I’m able to generate new referral leads—even with realtors on the other side of the deal.”

In a similar vein, Jahn and his team recognize that memorably superior service is the surest way to earn a referral from a client, and accordingly, he and his team make concerted efforts to ensure each transactional experience is smooth and successful. Furthermore, Jahn recognizes the importance of maintaining an online presence in an increasingly digitized era. As such, Jahn publicizes his services online to reach new, potential clientele. Though his ability to deliver quantifiable results is unequivocal, Jahn never forgets the family or individual at the heart of every transaction he completes. “It is so rewarding when I’m able help people achieve the American Dream, especially when they didn’t think they could ever afford to buy a house,” he reflects. “There is no greater gratification than in knowing I’ve helped someone’s dreams come true.” Prioritizing long-lasting lender-client relationships, Jahn and his team stay in touch with those they’ve served in the past through multiple measures. In addition to checking in with past clients long after closing, Jahn and his team also send out personalized cards to mark milestones like birthdays and homeowner anniversaries, while also touching base when market conditions shift.

In his coveted time away from the office, Jahn is deeply involved with the Heroes Project, an organization devoted to helping wounded veterans become empowered again— climbing mountains and staying active, even after suffering injuries during their service. In his remaining free hours, Jahn is a family-oriented individual who enjoys spending time with loved ones, especially his grandmother as she ages.

As for the future, Jahn plans to continue to grow his enterprise, generating new leads and expanding his sphere of influence as his business continues to thrive. With more than two decades of industry experience under his belt, Jahn remains energized and inspired by his daily work.

Equipped with hard-won insight and a client-centric spirit, the years to come are sure to remain fruitful for Jahn Beckler and his team

To learn more about Jahn Beckler, visit homefinancingloans.com, e-mail jbeckler@amsmtg.com, or call (732) 527 - 0106 www.

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DOUG BENAVIDES Doug Benavides, Sales Manager of the Downers Grove, IL branch of CrossCountry Mortgage, Inc. has been working in the industry for his entire career. With an accumulated 12 years in the industry, Doug understands the need for excellent client service in this highly competitive business.

While Doug’s office is based in the Midwest, he also services surrounding states including Indiana and Wisconsin. His office has created a solid footprint coast to coast, especially in California. “I love the West Coast, I was born and raised there,” says Doug, with plans to expand his operations to Nevada, Arizona and Hawaii later this year. CrossCountry Mortgage prides itself on competitive rates, a broad product portfolio and client service. “We do not offer the same loans everyone else does. As a direct lender, we have flexibility to underwrite loans that may not fit my competitor’s guidelines. What separate me, is me and team’s willingness and ability to come together to structure deals that will close.” Doug’s team almost always closes their loans in 21 days, which is another huge factor in their success. He says, he may even start guaranteeing it.

With a business based 60% upon referrals from satisfied clients and realtors, Doug and his team are clearly doing something right. “We care about our clients and develop strong relationships with our realtors. The team we have here enjoys what they do, it’s not just about making money. Our clients are more than numbers to us. My team and I make sure superior service is provided every time, which is the most important thing in my opinion because that’s what keeps our clients coming back and giving us referrals.”

Making sure all his clients understand every step along the way is paramount as well. “We educate our clients

on what products are available to them, and then put them in the best product that best fits their needs.” Communication is critical in this industry and to that end he takes pride in the fully automated system that is built into their process. “We’re talking about automatic follow-ups on a weekly basis to everyone involved in the loan, whether it’s the client, the attorney or the realtor. No one ever needs to ask us about what is going on with a file. I have a strong team behind me but I’m still in touch with every client. I’m not just the guy behind-the-scenes, I’m involved. My clients, realtors, and attorneys know I’m just a phone call away.”

Giving back to his community is important to Doug and his team at CrossCountry Mortgage, and to that end they participate in outreach opportunities via local Churches, Wounded Warriors, and often sponsors The Home Buyer Seminar Organization in his local communities. “I’m sure a lot of our competitors do charitable work and seminars too, but we do it differently,” says Doug. “For example, The Home Buyer Seminar Organization doesn’t even allow us to promote our business when we speak but simply educate our communities. Industry experts join and speak to guest such as: real estate attorneys, insurance company representatives, and credit repair people. You’ll have industry experts all there to answer questions and educate everyone, whether it’s a first-time buyer or a repeat buyer.”

When asked what he likes best about his job, he states: “I love the service aspect, helping people. Helping people through refinancing is meaningful to me, and my VA book of business is extremely special; I’ve had countless success stories of Veterans being turned down elsewhere and my team finding a way to get it done. And of course, working with first-time home buyers… seeing their excitement and pure joy at the closing table really keeps me going.”

For more information about Doug Benavides, call 630-673-9330 or visit DougBenavides.com www.

Doug Benavides, NMLS976773. CrossCountry Mortgage, Inc. NMLS3029 (www.nmlsconsumeraccess.org).

Equal Housing Opportunity. Illinois Residential Mortgage Licensee.

Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act. Top Agent Magazine

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RICHARD DESIMONE Richard DeSimone’s start in the mortgage world began by chance and opportunity. While studying to be a financial planner, Richard was also in the market for a new home. His realtor at the time—impressed by his knack for numbers and people—suggested Richard take a meeting with her colleague in the mortgage industry. Intrigued, he took the meeting and ultimately jumped at the opportunity for a new challenge that would engage his skillset. Thirteen years later, Richard has forged a flourishing career as a mortgage professional, guided by his devotion to his clients and his ability to deliver time and time again to those he serves.

Servicing the greater New York, New Jersey and Connecticut areas, Richard is fast approaching his five-year anniversary with loanDepot this October. Working solo, Richard generates all his own loan originations and is partnered with a dedicated loan analyst that is the direct line to underwriting. loanDepot, a direct lending company, is primarily a purchase shop for those seeking to buy homes, while roughly 80% of Richard’s business consists of homebuyer loans, and the remaining 20% stems from refinancing clientele. Likewise, Richard has a special fondness for working with first-time homebuyers, sharing in their excitement as they create a path to homeownership together. As a member of the SONYMA hall of fame, Richard makes it his personal mission to help first-time homebuyers with specialized loans that feature down payments as low as 3%, in addition to offering access to down-payment assistance loans. With an impressive rate of repeat and referral clientele—amounting to 80%—Richard’s attentiveness, affability, and consistent performance is unequivocal. “I always do the right thing by my clients,” Richard recounts. “When the customer walks away from the closing happy, they can become one of your greatest referral sources—which in turn drives additional business your way.” What’s more, Richard takes added care in his relationships with real estate agents, recognizing that they are the direct line to homebuyers and are working diligently towards a common goal. In fact, 65% of his referrals stem from the real estate professionals he works alongside.

As for his philosophical approach to his work, Richard prioritizes forthright, steady communication with his clients and referral partners, astutely recognizing that consistence in high quality service lays the foundation for all successful transactions. Not only does he reach out regularly to keep clients in the loop, he makes round-the-clock accessibility a foremost feature of his methodology. “I work for a bank, but I go beyond the nine-to-five banker hours,” he explains. “I make it a point to pick up the phone on weekends and at night. My clients are making the biggest purchase of their life, so I make sure I’m always around to answer any questions they may have.”

Additionally, Richard inspires confidence in his clients by taking the time to meet one-on-one with those he serves. He is patient, clear, and comprehensive in addressing any concerns they might have along the way.

At the end of the day, it is Richard’s track record of success that serves as his strongest marketing tool. Delivering on deals and being responsive makes positive word-of-mouth buzz travel fast, and business is booming in return. Because he understands the competitive nature of the market, and deeply values his referral sources, Richard constantly follows up with his clients and referral partners post closing to check in and see how they are doing. All in all, Richard truly values waking up and coming into the office each day, and he cites the real return of his work is knowing he has helped another person reach a meaningful milestone.

In his free hours outside the office, Richard relishes spending quality time with his family, friends and loved ones. Experiencing the joys of fatherhood, Richard also enjoys exploring activities around town with his three-year-old son Richard, sixth-month-old daughter Vanessa, and wife Nicole by his side. As for the future, Richard has aspirations to continue his business’s growth, with plans to service more clients, cultivate relationships with new referral partners, and ultimately expand his network. Beyond that, Richard hopes to bring on a team in the future to keep up with his outfit’s expected growth. With thirteen years of industry knowhow at his fingertips—along with an assured focus on those he serves—the years to come are to remain busy and filled with promise for Richard DeSimone.

To learn more about Richard DeSimone, visit loanDepot.com/rdesimone, e-mail rdesimone@loanDepot.com, or call (914) 586 -1110 www.

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Would You Like Fries With That?

By John Boe

While you may not have recognized it, the last time you ordered from a fast food restaurant or went to the post office, there is a good chance you experienced some type of cross-selling or up selling.

Cross-selling and up selling are well-established and highly effective marketing practices utilized by a wide variety of industries.

Shortsighted salespeople are often quick to suggest that customers get irritated by attempts to cross-sell products and perceive cross-selling as an aggressive sales technique. Interestingly enough, consumer research indicates that the reverse is true. The majority of consumers surveyed actually preferred a full range of products and services and appreciate the convenience that is provided through a comprehensive cross-selling approach. Top producing sales reps and progressive companies understand the power of crossselling and recognize it as a critical component for promoting both customer retention and revenue growth.

What is cross-selling? Cross-selling is nothing more than a proactive, ongoing sales process designed to provide your customers with a full spectrum of your company’s products and services. Not surprisingly, two of the key elements that drive effective cross-selling and up selling are trust and convenience.

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Your customers’ trust in your company can be converted into additional sales that are not directly related to their existing products. The good news about the cross-selling and up selling process is that it’s one of the most profitable and least risky endeavors a sales rep can undertake. It pays to cross-sell and up sell, because when you go the extra mile and provide information about additional products to your customers, you are financially rewarded for helping them make a more informed buying decision.

The first exposure I had to cross-selling and up selling was as a teenager in high school working part-time at McDonalds during my summer vacation.

Looking back on my brief tenure at the restaurant, I can still hear my manager’s daily refrain; be polite, keep the counter clean, and always ask the customers if they would like some fries with their meal.

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A couple of years later while attending college, I took a part-time job selling shoes at the mall. I was paid an hourly wage to sell the shoes, but I received a commission whenever I sold any accessory items such as shoe polish, socks, or purses. This was my first taste of commission-based sales and I took to cross-selling and up selling like a duck to water. After I had sold a woman a pair of new shoes, I would routinely hand her a bottle of leather cleaner and a purse to match the shoes. As a college student, the extra money I was able to make from cross-selling and up selling additional products was like manna from heaven.

The best place to introduce your customer to the concept of cross-selling and up selling is during your initial needs analysis meeting. Unfortunately, many salespeople fail to take the time to conduct a thorough needs analysis and as a result, do not uncover potential products and services that would be of benefit to their customers. The key to effective cross-selling and up selling is all about guided self-discovery. Through a series of thought provoking, open-ended questions, successful sales reps help their customers identify the products and services that they require.

Developing a systematic approach to cross-selling and up selling enhances the customer’s buying experience and brings in additional revenue with relatively low expense and effort. As you prepare for your next sales appointment, I challenge you to look for cross-selling and up selling opportunities that you can incorporate into your presentation. Sales reps who fail to effectively cross-sell and up sell products actually do a disservice to their customers and leave the back door open to their competitors!

“The sad truth is that most salespeople forget to cross-sell their products and services. This is a big mistake, because cross-selling gives customers more options and is a good way for a sales rep to make additional income.”

– Don Roberts Copyright ©, 2016 John Boe. All rights reserved.

John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions. John is a nationally recognized sales trainer and business motivational speaker with an impeccable track record in the meeting industry. To have John speak at your next event, visit www.johnboe.com or call 937-299-9001. Free Newsletter available on website.

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ED DIAZ Ed Diaz’s start in the mortgage industry began nineteen years ago, after a fruitful career in financial planning.

After a less than stellar home purchasing experience, Ed realized that if something could go wrong for him—an in-the-know financial professional—then it could go wrong for anyone. Eager to help others and put his focused ambition to positive use, Ed set out for a career in the mortgage industry, founding his practice on the pillars of education, guidance, and the cultivation of memorable professional relationships.

Primarily serving the areas surrounding San Francisco— specifically Marin County, the Peninsula and the East Bay, from Walnut Creek and westward—Ed leads a team of five and is soon coming up on his one year anniversary with the direct lending company Movement. Offering a wide range of products for all tiers of homebuyers, Movement focuses on speed and efficiency in all transactions. A hallmark among lenders, Ed offers loans that can be underwritten in just six hours, and funded within two weeks of offer acceptance. This level of swift effectiveness eliminates most of the road bumps that might arise when applying for a mortgage—minimizing hassle and confusion for realtors and buyers alike. With his business driven by an impressive 100% rate of repeat and referral business, Ed pays utmost attention to responsiveness and accessibility to keep business rolling in. Likewise, with 80% of referrals stemming from real estate agents, Ed astutely recognizes that cultivating those relationships through a healthy level of reciprocity is the key to collective growth and success. Ed consistently refers clients to his VIP realtors and referral sources to ensure the overall success and positive experience of both his clients and referral sources. On the client side, Ed always goes above and beyond to provide professional guidance, resources, and education to homebuyers. Knowing he sells more than just a loan product, Ed focuses on guiding clients toward sustainable homeownership, combining his financial planning background to his mortgage industry expertise.

Word travels fast in the industry, and Ed is respected among fellow professionals for his proven follow through. Blending a traditional and modern approach, Ed stays in touch with clients using a range of personalized and digital communication. Every Friday, Ed makes between seventy to one hundred phone calls to clients, answering any questions they might have while wishing them a happy weekend. When conflicting schedules make in-person contact difficult, Ed maintains his personalized approach, incorporating video messaging as an alternative way to communicate face-to-face. He also makes it a point to reach out to his fellow professionals, setting up lunch and coffee dates to network and brainstorm ways in which both parties can grow business 24

together. Foundational to all his professional relationships is Ed’s dedication to creating a balance, always giving back to his referral partners and helping them grow.

Combining his service-oriented nature with his proactive spirit, Ed established a community organization called Eddie Networking Group, which he recently trademarked. Ed’s organization focuses on connecting industry professionals, while giving back to the community as a collective. Recently, Eddie Networking Group paired with Loved Twice to source clothing for mothers and children experiencing homelessness. Ed’s organization is also involved with the local food bank and regularly participates in beach cleanup efforts, as well. In his free time, Ed loves the outdoors and enjoys traveling and seeing live music.

As for the future, Ed has aspirations to one day become a mortgage coach and inspirational speaker within the industry, helping other professionals determine their strengths and find joy in their work along the way. Having earned almost two decades of industry experience, guided by client-centric care and ability to deliver quantifiable results, the years to come are sure to be filled with sustained promise for Ed Diaz and his team.

To learn more about Ed Diaz, visit movement.com/lo/ed-diaz, e-mail ed.diaz@movement.com, or call (415) 302-7613 www.

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7 Simple Tips that are Proven to Help You Stay Ahead of the Competition So you’ve created a successful business, congratulations! You probably did it by providing an unsurpassed level of customer service that not only meets customer expectations but exceeds them in a way that has made you stand out from the rest. As anyone can tell you, starting a successful business is not easy.

Now comes the even harder part. Not only sustaining that high level of performance, but continuing to grow and outpace the competition. There is no resting on your laurels in a competitive business market. Companies that stay successful for the longterm, make an active effort to keep on top. Here are just a few ways you can do the same.

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1. Know the competition It’s not enough to know what you excel at or what makes you unique, you need to know what your competitors are offering that makes them stand out. This serves two purposes: it will allow you to more clearly define your differences, or it may help you identify an area that you hadn’t considered before, opening up a potentially new way in which you can excel above the rest.

2. Know your customers You might know your clientele very well, but as economic conditions change, so does your

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customer’s needs. What might have been a priority a year ago, won’t be if we are in the midst of an economic downturn, for example.

As a business owner you should always be evaluating your strategies in every area constantly, knowing what your customer wants and needs from you is key. In fact you should be using your expertise to analyze potential market changes and anticipate those needs to stay ahead of the curve.

3. Have a strong understanding on what makes you unique Once you accomplish the first two, you should have a clear idea of what unique advantage you offer people. This needs to be clear to everyone, so you can then take that idea and run with it. Find your niche and then market yourself with a focus on that idea. If you have a clear thing you’re selling, it is well worth the investment to market yourself to the hilt with that in mind.

5. Think like your competitors One way your competitors looks to gain customers is by potentially taking yours. It goes without saying, you don’t want to let that happen. You’ve probably built great relationships, so really maintain those relationships by not only providing great service, but service that truly goes above and beyond. Find ways to give more to your customers. You might even want to start offering surveys, where your clients can tell you exactly what they’d like to see.This makes your clients not only feel heard, but blown away when you implement any changes they suggest.

6. Look for untapped markets Don’t settle for maintaining what you have, there could be untapped markets out there.

If you don’t get to them, your competitors will. So even if they come eventually, hopefully you’ll already be the dominate force in that market.

4. Keep up to date

7. Be a great boss

This goes for everything from technology to systems, marketing, and even your own personal image. If you have a brick and mortar location, you want to also keep things looking fresh and modern there, as well. First impressions are important for a reason. Everything about your business should tie into your marketing and branding. What are you selling and does everything line up to support that, from your business cards to your social media pages. Remember the key to branding and marketing is a consistent message.

One of the best things you can do to keep ahead of the rest, is by being a company where top talent and motivated newcomers want to be. Be the company that offers more than a competitive paycheck. Be a place that fosters talent, and offers scheduling and compensations packages that appeal more to people who think outside of the box. This will attract more innovative thinkers who value flexibility. Not only will you benefit from their talents, more importantly, your competition won’t.

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RYAN EBERHARDT Ryan Eberhardt has a reputation in the mortgage industry: he’s the guy who gets things done. As executive vice president at Diamond Residential Mortgage Corporation, Ryan’s integrity, expertise and level of service are off the charts. He was recently recognized as a Top 1 percent Originator in the United States (verified through Mortgage Executive magazine) and one of the nation’s top 25 loan professionals for customer satisfaction—and those are just the latest honors in his 14-year career.

“I strive to make sure my word is as good as gold,” Ryan says. “There’s a lot of competition out there.

The only thing you have to go by is your word, your character, your attitude.” When Ryan issues an approval letter, for example, he makes sure the deal closes. When he quotes the cash a client will need to close, he guarantees that’s the amount they’ll need. He listens closely to each client, customizing a mortgage that works with their financial goals.

Ryan started in the industry when he was 23, fresh out of college. He had earned a bachelor’s degree but had no idea what career to enter. His father, a mortgage industry veteran, offered Ryan the opportunity to work for him. That was in June 2003, and he’s never looked back. “I feel great every time I get a loan closed,” he says, “because I know I’ve done something well and helped someone to the best of my ability. I know they got a 100 percent great loan product and that all of their questions were answered.”

Ryan and his team—a production manager, two processors and a junior loan officer— serve northwest Indiana, including a portion of the Chicago metropolitan area, and are licensed to originate in many states throughout the U.S. Diamond Residential offers a vast array of loans, from Construction and Conventional to FHA, USDA , VA, outstanding jumbo loans and alternative products for those who’ve had an economic crisis but can still potentially qualify.

Ryan’s outstanding service over the years has paid off with 100 percent repeats and referrals, of which about 70 percent comes from his referral partners. He makes it easy for them.

He’s available, communicates frequently, and gets back to them right away with direct answers that address the bottom line: how to get their client into a home on terms the seller is willing to accept.

That accessibility and ease of communication also make it easy for Ryan to develop personal relationships with his referral partners, something he treasures. “The more you get to know someone,” he says, “the easier it is to obtain and build trust and respect.”

In a business based on people, every client is different— which is what Ryan likes most. “It’s nice to break up the day with different client situations,” he says. “I really enjoy getting to know different people and, most important, being able to help them.”

Ryan’s sincerity isn’t just limited to his clients. He supports the community as a member of the Valparaiso Chamber of Commerce and Home Builders Association of Northwest Indiana, and he contributes to a variety of charities. When he’s not working, this talented ball player—who attended Valparaiso University on a full baseball scholarship—plays competitive softball and loves outdoor activities like golf and fishing. Spending time with his wife and two beautiful daughters is a high priority too.

Ryan looks forward to continued growth in his business, aiming for $100 million in annual volume. His goal is to be well known in the area. “When people need a residential mortgage,” he says, “I want them to think of me, right here in Valparaiso, Indiana.” As the “guy who gets things done” in the mortgage industry, Ryan is likely to achieve that goal very soon.

For more information about Ryan Eberhardt (NMLS# 260832) of Diamond Residential Mortgage Corporation, Valparaiso, IN, visit diamondresidential.com/mot-reberhardt.html, call 219.309.9508 or email Ryan.Eberhardt@thedrmc.com www.

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CARRIE FINCHAM Carrie Fincham watched the mortgage industry for years before getting into it— and when she did, she excelled. Now, fifteen years later, her knowledge of detailed, complicated loan terms and calculations is so thorough that she’s sometimes referred to as a “guideline guru.”

“I understand exactly how each loan program will affect my customers,” she says, “and I find the best one to suit their needs.

I always consider their entire financial picture. Do they have aging parents? Do they have to save for their children’s college? I’m not going to put them into a loan where they have a 50–55 percent debt-to-income ratio just because the rules allow it. I want my customers to be lifetime customers!”

When Carrie was 19 years old she worked for Sallie Mae on student loans. Four years later, in the late 1990s, she bought her first house. Because she had been doing student loans all that time, she knew all about variable interest rates, margins, caps, etc. and gave her loan officer a hard time. “She told me that I should do this!” Carrie says, laughing. “I always wanted to. The mortgage industry was one of those businesses where you had to have experience to get a job.” In 2002 Carrie saw a newspaper ad for a mortgage officer, and the job included training. She jumped at the opportunity.

Now Carrie is the senior loan officer at Embrace Home Loans. The company’s turn times were one reason she chose to work there. Embrace gets USDA loans done in 30 days, not 45, and closes other programs even more quickly.

Licensed in both Virginia and Maryland, the company offers a wide variety of loans, from USDA, VA and FHA to conventional and construction loans.

Always creative, Carrie turned her height—4 feet 8 inches— into her personal brand, “My Little Lender,” with the tagline “Little Lender, BIG Results.” And big results are, indeed,

what she gets. Her business is 99 percent referral based: one third from existing clientele and two thirds by preferred agents.

Carrie believes a good working relationship with her referral partners is the result of just that—a relationship. She likes working with Realtors who are competent and knowledgable, so that her clients feel a cohesive team has their back. In return, she keeps her referral partners updated throughout the entire process, saving them time and effort. She’s available to Realtors for pre-quals when they need them, not on banker’s hours.

The best part of her job is helping people achieve home ownership. “I love seeing the look on their faces when I make their dreams come true!” she says. She also enjoys educating real estate agents on the various mortgage insurance options.

“I shop for the best rates and the best kind of MI,” she says.

“Most people, loan officers included, aren’t aware of the myriad options available.”

Another reason Carrie chose Embrace was because its corporate culture of giving meshed with hers. Her generosity extends to the community, where she volunteers in the schools, helps organize Ignite Fauquier (a discussion group for entrepreneurs in Fauquier County) and hosts monthly luncheons for Empowering Women in Real Estate, as well as participating with her children in local fundraisers such as Generosity Feeds.

When it comes time for herself, Carrie loves hiking, boating and gardening. She also loves her life just as it is—being involved with her three children and finding new ways to help her customers. “In the future,” she says, “I’d like to have a beach house where I could invite all my Realtor friends every summer!”

That’s just an indication of this dynamo’s life force, passion and wisdom. She cares, and her clients love her for it.

For more information about Carrie Fincham NMLS# 1230368 of Embrace Home Loans, Culpeper, Virginia, visit embracehomeloans.com/Carrie-Fincham, call or text 540.718.0849, or email cfincham@embracehomeloans.com 28

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5 Reasons Why You Need a Mentor As great as it might feel to start your own business, and be solely responsible for its success, at some point, every entrepreneur reaches the limit of their potential, and needs a boost that only experience can provide.

But how do you get a lifetime of experience when you’re just starting out? Sure you can read countless books, but no book can replace the real life experience and advice of a mentor.

Mentors not only provides valuable insights, but they also have access to valuable connections as well. In fact a majority of the Top Agent Magazine

most successful CEOs and entrepreneurs in the country have said that having a mentor early on was instrumental in their success.

Here are some of the reasons why.

1. They’re able to see where you need improvement, when you can’t When you’re working non-stop to get your business off the ground, you might feel sensitive to any criticism from people who aren’t going through what you are. A good

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mentor knows exactly what you’re going though, and has probably made every mistake. When you’re in the thick of it, you might not be able to see where the problems are. A knowledgeable outsider, who knows exactly where you’re at and has only your best interests at heart is just what you need.

When you have a trusting relationship with someone like that, you will be more willing to listen to that brutal honesty, even if that constructive criticism stings.

energy into it. They can see things in a completely logical way and guide you based on the facts rather than emotion. A good mentor helps you work smarter, not harder. They help you focus on your goals and how to get there, as well as setting boundaries for you so you don’t overextend yourself. They teach you how to say no and help you let go when you need to move on from a setback.

2. They will encourage you to think outside of the box

In addition to expertise, building a strong network is something that can only come with time. A mentor will most likely have that already, giving you access to people and resources that would take others years to gain. These connections will lead to opportunities that might never have happened otherwise. It’s also a great confidence boost knowing that your mentor trusts and believes in you enough to invite you into their inner circle.

Years of experience can give someone a great idea of what works and what doesn’t.

They’ve seen things first hand, not just in theory. At the same time, mentors recognize the importance of taking chances, calculating risks, as well as cutting losses and moving on. A good mentor isn’t trying to encourage you to be a carbon copy of them, they are trying to create the best ‘you’ possible. That includes encouraging you to take chances, and then being there pushing you to keep going forward if it doesn’t work out.

A good mentor knows that even failures can be opportunities.

3. They take the emotion out of decisions and help set boundaries Unlike you, a mentor has no emotional investment in certain business approaches that you might have decided to try. There’s nothing harder than admitting something isn’t working when you’ve put a lot of time and 30

4. Networking

5. Encouragement At the heart or it all, a mentor offers you encouragement and motivation along the way, in good times and in bad. After a failure, it can be hard to get back on track and keep forging ahead. It helps to have someone who has spent year getting back up after being known down and coming out stronger than ever. It’s during those moments, when you feel alone and isolated, that having someone around offering you advice and positive feedback will be a much needed salve. They’re your cheerleader, they want you to succeed, and hopefully, you’ll pay it forward one day when you become as successful as them.

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JENNIFER GILE After graduating from college with a major in psychology, Jennifer Gile sought jobs ranging from stockbroker to caregiver, all in search for the perfect career to focus her ambition. When she interviewed for a position as a mortgage broker, she finally sensed she’d discovered the right fit for her skillset. Learning the ropes and soaking up insider knowledge from seasoned professionals in her office, Jennifer hit the ground running on day one, energized by the challenge ahead.

That was eighteen years ago, and today Jennifer has mounted a prodigious career brokering success for each and every client she serves, while curating a masterful network that spans the country.

While she serves markets across the U.S., Jennifer primarily spearheads her work from her office in Johnson County, Kansas. In addition to her home state, she also serves the St. Louis and Chicago metropolitan regions, though her business sometimes takes her as far afield as Florida, where there is a healthy vacation homes market. At her office in Johnson County, Jennifer is part of a tightknit team that includes her mortgage partner, a client care manager, and a processor. Together, they ensure that clients consistently receive five-star service. Jennifer and her team offer a range of loan products and programs that appeal to all tiers of homebuyers.

Driven by a philosophy centered on accessibility and forthright communication, Jennifer’s business operates on a 100% referral basis—an impressive feat. “Our main focus is on the relationship, and not the transaction,” Jennifer explains. “By communicating consistently and effectively, providing the highest level of service, and constantly working to cultivate a lasting relationship we create clients for life.” Jennifer goes above and beyond: guiding first-time homebuyers through budget planning, helping to facilitate a financial and estate plan, and following up on the general needs of her clients to help promote their long-term success. Something she is very proud of is that in eighteen years of business, she has never had a client lose their home.

Extending her commitment to quality care to her referral partner, Jennifer often joins forces with agents to assist in their

marketing efforts, helping realtors stay engaged with clients by implementing a database and strategic follow-up system. Jennifer views her relationships with realtors as a partnership and accordingly, she takes the time to coach and mentor up-and-coming agents and assist realtors with business planning to increase their volume and productivity. To stay in touch with past clientele, Jennifer and her team pop by to check in on their clients, follow up by phone, and have anywhere from five to eight client events yearly so she can continue to deepen the relationship she has with them. “As a mortgage lender, I have the privilege of significantly impacting the lives of many individuals. A lot of people begin the process underprepared. Because it’s typically the biggest financial transaction of my clients’ lives, I do my best to educate those I serve, empowering them to become knowledgeable and prepared,” she reflects. “Many of my clients become friends. My clients trust that I’m there for the long haul if they ever need something and it’s so rewarding to be involved in someone’s life beyond the closing.”

Beyond the office, Jennifer gives back to her community by donating her time and resources to various charities, her favorite charity being Hillcrest Transitional Housing, a charity that is focused on helping families out of homelessness and into self-sufficient living. Recently, she sponsored a gala for Hillcrest Transitional Housing, to assist kids aging out of foster care transition successfully into living on their own.

In her off time, Jennifer loves to spend quality time with her husband Luke and her two young boys, Hunter age seven and Logan age four, who are active in local sports and full of energy.

As for the future, Jennifer plans to continue growing her team, bringing on additional loan officers and adding members to her support staff. With a large network in Chicago, Jennifer has aspirations to open a new office, in order to have people on the ground to meet face-to-face with clients there. With nearly two decades of experience behind her—along with the confidence, insight, and capability of a veteran—the future to come is sure to be prosperous for Jennifer Gile and her team.

To learn more about Jennifer Gile, visit loanswithjen.com, e-mail jen@loanswithjen.com, or call (913) 660-8371 www.

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ALLISON GREENE Some listing agents are wary of contracts that come with preapproval letters signed by loan officers they don’t know. But Allison Greene, Senior Loan Officer with Loan Depot in Rockville, Maryland, doesn’t run into that problem.

“My name is well known,” she explains. “I’ve been in the industry a long time, and agents know me, which makes a big difference.” She has earned that reputation through her hard work; her dedication to providing added value to agents; her devotion to serving borrowers; and her commitment to keeping up-to-date on the constantly changing rules in the mortgage world.

Reputation, Allison knows, is extremely important in this industry, and she does not take hers for granted.

“I like everything about what I do and I love helping people,” says Allison, who hadn’t originally planned a career in mortgages, but has enjoyed more than three decades of success. In fact, Allison was first introduced to the industry while off for a summer from her teaching job at a parochial school. “A friend who was a loan officer asked if I’d work for her over the summer,” she says. “I was forced into the fire, answering calls, greeting borrowers, getting them set up with applications.” By the end of that summer working in the refinance section of the company, the Vice President of the purchase side, whose department was down the hall, offered her a full-time job. Having discovered her love of helping borrowers and REALTORS®, she soon became a full-time originator.

“The best thing you can do for REALTORS® is to always be available,” says Allison. “I will answer any call and do preapproval letters or anything else needed, seven days a week.” Her REALTOR® referral partners appreciate that they can always reach her. “That’s huge in this business, because if you’re not responsive, they move on!” Even with nearly all her business coming from past clients or REALTOR® referrals, Allison still does some co-branded marketing. “For one RE/MAX agent, I did a brochure that

went out to her neighborhood. It was a glossy piece with pictures of the houses to generate more business.” She partners with agents on lead campaigns with online real estate portals and produces fliers for open houses promoting both the agent and herself.

“I’m motivated by the fact that agents trust my knowledge and refer their clients, their friends or their family members to me,” she says, noting that she is grateful for the many repeat customers and for the joy of helping buyers. “I love first time home buyers and all my repeat customers,” she says. Her clients appreciate the hand-holding approach she takes. “It’s very stressful when you’re purchasing a home and it helps that they know I have confidence in what I’m doing and I’m taking the stress away from them. I tell people, ‘You just worry about packing your boxes and I’ll handle the rest of it.’ I just love what I do.”

Additionally, Allison continues to give back to the community. Among her ongoing efforts to help families locally, she has sponsored families at the holidays, rounding up gifts and shopping to make the holiday special for people in need. In the near future she hopes that her son, who graduates this year from the University of Alabama, will accept the challenge of joining her team. Her daughter previously worked as her assistant and is still thriving in the industry.

Allison hopes that, one day, if he wants to, her son can take over the business and continue nurturing the relationships she has developed. Those relationships include a builder she has worked with as a preferred lender for more than 25 years. While she doesn’t imagine retiring fully for a long time, if and when she does, she and her husband will spend more time at their Rehoboth Beach, Delaware house; enjoy more boating; and host more gatherings with their very large, extended family. In the meantime, she appreciates everything about working in mortgages. “I like taking care of people and I love the happiness that a closing brings to people.”

To learn more about Allison Greene, visit loandepot.com/agreene email AGreene@loandepot.com or call 301.461.3150 www.

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Marketing Lessons from Steve Jobs

by Rob Flitton

“I am not a scientist. I’m an inventor.

I measure everything I do by the size of the silver dollar. If it don’t come up to that standard, then I know it’s no good.”—Thomas Edison

Steve Jobs was the highest master in this.

FOCUS “Steve Jobs was the most remarkably focused person I’ve ever met in Steve Jobs was an inventor…and a my life.”—Jony Ive marketer. By the measurement that Thomas Edison provided, Jobs was Focus is the ability to decide what is accordingly the greatest inventor of important to you, versus urgent to all time, having created more than others…the ability to say “no” with $300 billion in net worth over the ruthless integrity to a wide variety of other very attractive distractions. course of about a decade.

See video about Jobs by Jony Ive. He accomplished this through marketing. In fact, IMPUTE MARKETING If you cannot choose what to say is called IMPUTE MARKETING “no” to, then you will inevitably say because of Steve Jobs—you will see “yes” to things that will derail you. why below.

IMPUTE This article discusses XX ways in To impute the value of a product/ which Jobs became possibly the service is to convey “signals” to the greatest marketer of all time. Mar- user to allow them to form their own keting is “the ongoing activity of opinion about that product/service. interfacing your business with the People do not like “salesiness” and marketplace—of communicating the prefer to come to the table on their value of a product or service to own terms. customers for the purpose of selling that product or service,” and Jobs knew that every single detail of Top Agent Magazine

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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 34

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.

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SEAN HENNESSEY For over 16 years, Sean Hennessey has been one of the most respected names in the mortgage industry. From the start, Sean made his mark developing a highly successful team approach that has proven to be effective in helping thousands of people achieve the American Dream of homeownership, with a loan process that provides a seamless and stress-free experience. Sean has been nationally recognized for his outstanding achievements by The Scotsman Guide and Mortgage Executive Magazine (2012, 2013, 2014, 2015) and as one of the Nation’s Top 250 Mortgage Professionals in 2016.

Sean leads the Hennessey Mortgage Team at Embrace Home Loans, a direct lender, that offers Approved to MoveTM, a program that gives its borrowers the huge advantage of a loan commitment prior to finding a home. This Approved to MoveTM commitment has proved to be as good as a cash offer and gives buyers the advantage in this current, fast moving housing market. Sean and his team serve the District of Columbia, Maryland, Northern Virginia and Eastern Shore vacation areas of Maryland and Delaware. The key to their success has been their educational approach to the process which is all about providing a personalized level of service that meets each client’s individual mortgage needs.

“We invest a lot of time upfront with every client discussing their financial situations, goals and options. Then we educate them on literally every step of the process, and keep that communication open and constant throughout the entire transaction,” says Sean. “We don’t want them to have any surprises.”

Sean took his educational approach to the next level seven years ago when he created his “Home Buying for Rookies™” seminars and homebuyingforrookies.com website, which have not only been great ways to meet and create educated borrowers, but are things he also uses to build and strengthen relationships with his Realtor® partners. “I really

invest in these seminars, because I have confidence in my abilities, and want to provide people with access to that expertise, which really is a valuable commodity in a competitive market. I bring my Realtor® partners in as guest speakers, which is another value-added benefit of working with me.”

Sean has been a preferred lender on Redfin since the company came to his area seven years ago. He does a wealth of marketing in his area in order to stay in front of people, and makes sure his name is synonymous with both an exceptional mortgage experience and homebuying education in his community.

Sean takes giving back and community involvement seriously and it’s one of the reasons he was drawn to work at Embrace. “Embrace is a really thoughtful and generous company. Any charitable donations I make, they match, which is amazing,” he adds. “As a company, we also support Habitat for Humanity, Veterans, as well as a local battered women’s shelter.” Sean hosts a monthly networking event Home-Brew™, that brings together professionals from all aspects of the real estate business. When he isn’t working, Sean is with his family (four children and his wife, Margie Hennessey), fishing, golfing or enjoying their home in Ocean City.

Sean is in the process of writing a book based on his “Home Buying For Rookies™” seminars, and would like to continue growing them, eventually offering them nationally one day. “I really enjoy educating people,” he said. “I want to be known as the first-time homebuyer expert in my area, and I feel like I’m on my way to establishing that. There is nothing more rewarding for me than giving guidance to people who might be terrified of the process, and show them that it isn’t as hard or as horrible as they thought. Seeing the joy on their faces when they get the keys to their home is the best part of my job.”

To learn more about Sean Hennessey call 301.354.8210 or email shennessey@embracehomeloans.com Top Agent Magazine

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CRISTI HUGHES With more than 20 years of experience in the mortgage industry, Cristi Hughes has developed enduring relationships with her clients and business partners by delivering consistent and exceptional service.

Cristi recognizes the importance of taking the time to listen to her clients’ needs and empowering them to choose the right product—one that not only fits their current lifestyle but also positions them for their long-term goals.

On a personal level, Cristi is passionate about making the financing process smooth and hassle free for everyone involved. “We believe in working hard to get the job done,” Cristi says. Cristi and her team combine their experience with strong core values and a tireless commitment to help clients understand the loan process.

They put their clients’ minds at ease as they consider the complex financial transaction of a home mortgage.

“Customer service is paramount,” Cristi says.

“Exceeding my clients expectations is how I operate my business, and consideration of the client is at the core of every action I take.” While she personally ushers her clients through the loan process, New American Funding’s team of production assistants, processors, and underwriters assist with getting the loan from pre-approval to closing. “Our great teamwork is what makes us strong and allows us to continually deliver excellent customer service and top-notch loan products.”

Nearly one hundred percent of Cristi’s business stems from referrals from real estate agents and past clients.

“I’m all about building long-lasting relationships,” Cristi says. “I understand that purchasing a home is one of the most important decisions a person will make in their lifetime, and I want to earn their trust by treating them with the honesty and integrity that they deserve.” After a closing, she loves seeing buyers walk away with smiles on their faces, knowing she made the experience as stress-free as possible.

Of the new technology Cristi plans to implement, she says, “Millennial buyers are going to represent a large part of the market moving forward. I want to make sure I’m offering tools that attract those clients.” She wants the loan process to be simple but efficient. New American Funding, Cristi points out, is a fantastic company that strives to research and learn more about their customers’ needs so that they may better serve them.

Cristi and her family moved from Southern California to Whidbey Island in December 2016, but having vacationed in the area since the early 2000s, they are by no means new to the community. Cristi believes that her responsibilities to this community extend beyond the workplace. “One thing I love about the island is it is a small community, which means there are plenty of opportunities to give back,” Cristi says. She has quickly involved herself—she is a member of the local rotary club, and she volunteers at her children’s school as much as possible. When she is not working, Cristi loves watching her son’s baseball games and riding horses with her daughter.

“There are many loan officers in this area alone,” Cristi says, “and I am honored that I’m the lender my clients’ agents refer to them.”

To learn more about Cristi Hughes, visit newamericanagent.com/cristihughes, email cristi.hughes@nafinc.com, or call 425-979-7439 www.

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9

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

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

1

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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6

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.

3

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.

4

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.

5

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.

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.

7

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

8

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.

9

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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JOHN MULLINS “The most impactful thing I have found in terms of taking risks is that the world will make room for you if you show up ready to put your all into something,” John Mullins explains, while discussing his passion for the mortgage industry. It’s safe to say, John is not afraid of taking risks in his career. A senior loan officer in Arizona, he got his start at Quicken Loans where he became licensed and gained experience. Having acquired a myriad of skills, he wanted to become more involved in the entire loan process, so he moved to loanDepot where he could truly flourish.

These were all calculated steps which brought him to his long-term path at Starboard Financial, a place that understood the benefit of taking a successful direct lending loan officer and transitioning them into a self-producing one. “I took a big risk in December moving from Direct Lending into Retail,” he explains. “I was someone who was very established in direct lending, but with rates going up, I wanted to get into a purchase model based company.” John funded over 25 million dollars in volume last year, and is continuing to grow. Starboard Financial works differently than most lending companies, as it follows a hybrid model, where they provide leads while also simultaneously transitioning their team into self-sourced loan officers. They offer all of the conventional loan products, and specialize in USDA, First Time Homeowners, and Down Payment Assistance.

John is not only able to close in as little as two weeks, he also has a talent for understanding other people’s goals. “My biggest strength is bringing people together, understanding what they want to accomplish, and finding the most painless way possible to accomplish that for them,” he says. “People come to me because they know they can trust me, that I will give them a great deal, and I will communicate throughout the process with them.” John understands the importance of this time in his clients’ lives, and wants to do everything

he can to ensure it’s a smooth ride. He has open availability, even on weekends and after business hours, so he can answer questions and guide them. “Generally, if people enjoy working with you and you can provide them a great deal, you will continue to grow your business,” he says.

Cody Bryan, Consumer Direct Manager at Starboard Financial, can attest to John’s abilities, saying, “John brings a very unique perspective to the table for retail loan originating. He worked extremely hard to become one of the top Consumer Direct Lenders in Arizona, and is bringing that same tenacity to Starboard Financial. John has quickly demonstrated his ability to make relationships with industry partners without losing any of his customer-first edge!”

In addition to his work in the mortgage industry, John is also involved with the community. His father is a local minister in Gilbert, and has taught him the importance of giving back. “I just give everything I know how to do and I don’t worry about the money or success,” he explains.

He is frequently involved with Sunshine Acres and Feed my Starving Children. John has learned the importance of a work/life balance, and loves to spend his free time with his family. His wife, Chimene, was a 10-year engineer at Intel, but is now a full-time mother and part-time Realtor in Gilbert. “We eat breakfast every morning together and work from home 50% of the time,” John explains. He is incredibly grateful to work in the same town he grew up in.

“I drive by my elementary, junior high, high school and my parents’ home on the way to work every day.”

As John looks towards the future, he wants to become 100% self-sourced within the next year. And while he continues to expand, his love for the business will no doubt remain the same. “I’ve always had a big desire to help people out and put a smile on their face.”

For more information about John Mullins, please call 480-566-0116 ext 2116 or email jmullins@starboardfinancial.com Top Agent Magazine

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