Nationwide Mortgage 9-11-17 by Top Agent Magazine

ially by promoting educational efforts and assisting the ly relocated in achieving home-ownership. As a big socNATIONWIDE n, Eddie enjoys playing his favorite sport often and catches es in his free hours. As a father to three daughters who him busy—ages seventeen, fourteen, and seven—Eddie elishes time spent outside, picnicking together with family ved ones.

MORTGAGE EDITION

dering the future of his business, Eddie plans to develop dd to his team over the next five years, with hopes to d his reach across multiple states and to as many people n help achieve the American Dream. Today, in the midst of ving career to date, Eddie remains grounded by his passion e industry and his commitment to serving those in pursuit meownership. With all that in mind—along with a keen oward the future—the years to come are bound to yield nued promise for Eddie Fooshang.

5 Fresh New Approaches to CONTENT MARKETING I'll Take 2 Pounds of Confidence and 3 POUNDS OF SELF-ESTEEM! EDDIE FOOSHANG

To learn more about EDDIE FOOSHANG, visit teamfooshang.com, e-mail efooshange@smprate.com, or call (512) 562 -2441 www.

TINA GJERALD

WHY DOESN'T TRAINING WORK for you? Don't forget YOUR CLOTHES Daily Habits that will INCREASE YOUR MENTAL STRENGTH Killing Clients with KINDNESS AND VALUE

NATIONWIDE MORTGAGE EDITION

EDDIE FOOSHANG 11

When he was just seventeen, Eddie Fooshang moved to the United States from Egypt. Though he hadn’t yet mastered the English language, he already fostered an American Dream— to become a prosperous citizen and help others along the way. He first made a professional foray into the mortgage business EDDIE FOOSHANG TINA GJERALD before transitioning to insurance sales during the real estate downturn, ultimately returning to his first passion in 2015 as loan officer. Today, Eddie has combined his years of industry insight to guide others on the path to homeCONTENTS ownership, demonstrating an abiding commitment to forthright communication, pro-active service, and results-driven execution.

Beyond the office, Ed by aiding refugees & nering with local succe especially by promoti recently relocated in a cer fan, Eddie enjoys p matches in his free ho keep him busy—ages also relishes time spen and loved ones.

Considering the future and add to his team expand his reach acro he can help achieve the a thriving career to dat for the industry and hi 4) WHY DOESN'T TRAINING 14) I'LL TAKE 2 POUNDS OF of homeownership. W Primarily serving the greater Austin area of Texas, Eddie is WORK FOR aided YOU? CONFIDENCE AND eye toward the future by an in-house all-star support staff that streamlines busi-3 POUNDS SELF-ESTEEM! continued promise for ness operations. As a direct lender,OF Eddie’s office enjoys access 8) 5 FRESHtoNEW specialized products including the Down Payment Assistance Program, MCC Program, and is also affiliate of Homes for WITH APPROACHES TO CONTENT 18)anKILLING CLIENTS a broad range of traditional MARKETINGHeroes. Eddie and his office offersKINDNESS AND VALUE products as well, such as FHA, USDA, VA, and conventional loans. At the heart of his professional approach, Eddie favors 13) DAILY HABITS THAT 22) DON'T FORGET up-front, straightforward communication, and isn’t afraid to give YOUR WILL INCREASE CLOTHES clients YOUR a clear picture of their position. Accordingly, 95% of his business is driven by repeat and referral clientele—the surest eviMENTAL STRENGTH dence of an effective, client-capable loan officer. “I’m not afraid to be honest and tell someone the truth,” Eddie explains. Likewise, he and his team are dedicated to speedy follow-up and turnaround, Phone 888-461-3930 | Fax 310-751-7068 ensuring the timely completion of all tasks, while keeping clients mag@topagentmagazine.com | www.topagentmagazine.com in the loop on the status of their file with consistent check-ins. Round the clock accessibility gives without those counting onofEddie the Top Agent Magazine No portion of this issue may be reproduced in any manner whatsoever prior consent the publisher. is published by Feature Publications Although precautions are taken to ensure the accuracy published materials, support GA, theyInc.need throughout a life-changing chapter. “We of work Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change as a team,” he says. “Communication is key and there will always address, send inquiry to mag@topagentmagazine.com. Published in the U.S. be someone on our team ready to pick up a client’s call.” 2

To continue building his base of referral partners, Eddie makes the time to call and set-up appointments and meetings with new Top Agent Magazine real estate agents, creating a conversation and an open line for

mailto:mag@topagentmagazine.com

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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. Top Agent Magazine

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

EDDIE FOOSHANG When he was just seventeen, Eddie Fooshang moved to the United States from Egypt. Though he hadn’t yet mastered the English language, he already fostered an American Dream— to become a prosperous citizen and help others along the way. He first made a professional foray into the mortgage business before transitioning to insurance sales during the real estate downturn, ultimately returning to his first passion in 2015 as loan officer. Today, Eddie has combined his years of industry insight to guide others on the path to homeownership, demonstrating an abiding commitment to forthright communication, pro-active service, and results-driven execution. Primarily serving the greater Austin area of Texas, Eddie is aided by an in-house all-star support staff that streamlines business operations. As a direct lender, Eddie’s office enjoys access to specialized products including the Down Payment Assistance Program, MCC Program, and is also an affiliate of Homes for Heroes. Eddie and his office offers a broad range of traditional products as well, such as FHA, USDA, VA, and conventional loans. At the heart of his professional approach, Eddie favors up-front, straightforward communication, and isn’t afraid to give clients a clear picture of their position. Accordingly, 95% of his business is driven by repeat and referral clientele—the surest evidence of an effective, client-capable loan officer. “I’m not afraid to be honest and tell someone the truth,” Eddie explains. Likewise, he and his team are dedicated to speedy follow-up and turnaround, ensuring the timely completion of all tasks, while keeping clients in the loop on the status of their file with consistent check-ins. Round the clock accessibility gives those counting on Eddie the support they need throughout a life-changing chapter. “We work as a team,” he says. “Communication is key and there will always be someone on our team ready to pick up a client’s call.” To continue building his base of referral partners, Eddie makes the time to call and set-up appointments and meetings with new real estate agents, creating a conversation and an open line for collaboration. To stay in touch with past clients, Eddie checks in by phone, through e-mails, and by text to see how life is progressing after the close and to make himself available as a resource. Reflecting on what he loves most about the business, Eddie says: “There’s nothing better than the smile and feeling of success that buyers experience when they sign the final paperwork on their new house.” Eddie remembers well the less-than-stellar experience he had when looking to buy his own first home, and his overarching goals is to transform the experience of securing a loan into a positive, achievable milestone for all parties involved. Top Agent Magazine

Beyond the office, Eddie remains involved in his community by aiding refugees & immigrants new to his area, and by partnering with local successful realtors who live in the community, especially by promoting educational efforts and assisting the recently relocated in achieving home-ownership. As a big soccer fan, Eddie enjoys playing his favorite sport often and catches matches in his free hours. As a father to three daughters who keep him busy—ages seventeen, fourteen, and seven—Eddie also relishes time spent outside, picnicking together with family and loved ones. Considering the future of his business, Eddie plans to develop and add to his team over the next five years, with hopes to expand his reach across multiple states and to as many people he can help achieve the American Dream. Today, in the midst of a thriving career to date, Eddie remains grounded by his passion for the industry and his commitment to serving those in pursuit of homeownership. With all that in mind—along with a keen eye toward the future—the years to come are bound to yield continued promise for Eddie Fooshang.

To learn more about EDDIE FOOSHANG, visit teamfooshang.com, e-mail efooshange@smprate.com, or call (512) 562 -2441 www.

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

• People

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

• Can

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

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

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

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

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

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

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

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

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

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

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

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. 10

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TINA GJERALD During the eleven years she worked as a real estate paralegal, Tina Gjerald gained invaluable experience that later helped her launch her career as a senior mortgage consultant. After winning awards four years in a row for the law firm, Tina had the opportunity to start a new title office for a large title company. In 2000, Tina moved to the company’s corporate office where she headed up their Training, Development and Compliance Department. In 2003, she changed paths and began using her real estate expertise as a mortgage consultant. Tina now heads up a thriving team that includes herself, a loan officer and a loan officer’s assistant. Tina’s primary concentration is mostly south of the Metro, though she’s licensed to originate loans in all 50 states. Certified as a Military Housing Specialist through USA Cares, Tina works closely with military personnel and veterans and understands their options and needs. She’s also known throughout the industry as an expert originator for the USDA Rural Development Guaranteed Loan Program. Most of Tina’s clients are referred to her by local realtors or past clients. What keeps realtors sending their clients to Tina in such large numbers? “When my realtors refer a customer to me, they know they can pretty much hand off the customer and they don’t have to worry about anything,” Tina says. “I have realtors I’ve literally worked with for decades.” To keep her realtors informed, she sends regular industry and program updates. She also provides them marketing and financing flyers to help them in their business. To stay in touch with past clients, Tina reaches out with regular newsletters chock full of helpful information about real estate and mortgages. “I also reach out to custom-

ers from time to time if I think they might want to consider refinancing when the market improves,” she says. It’s these thoughtful touches that keep her clients coming back and referring friends and family at high rates. What sets Tina apart from other lenders in the area? “I’m actually not a hardcore salesperson,” she explains. “I’ve grown my business because of the way I do business–I’ve grown my business mostly on reputation. I’m good at what I do. I’m honest, ethical and incredibly thorough. That’s how I’ve built my following.” Her strong legal background also gives her the ability to correctly interpret both relevant statutes and loan program guidelines. Tina’s favorite thing about the job is helping people buy their homes, especially first time homebuyers. “It’s a good feeling when you help someone accomplish something as important as buying a home,” she says with a smile. Her clients walk away from the process impressed with the ease and smoothness of the process and thrilled with Tina’s clear communication style. Tina volunteers as an educator with the Minnesota Realtor Continuing Education Program, providing training both at CE events for realtors and within her company, Wintrust Mortgage. In her rare free time, she enjoys being with her husband. “We love to travel, but it’s hard because while I’m at the office Monday through Friday, I also work at night and on the weekends–whenever my clients need me. So my husband and I just like quiet evenings together, sitting on the porch. That’s how we unwind at the end of the day,” Tina says. For the future, Tina would love to grow her business and add a fourth person to the team. With her dedication to her team and her clients, she’s sure to make that dream come true!

To find out more about Tina Gjerald, contact her via phone at (612) 518 - 4297 or email at TGjerald@wintrustmortgage.com Top Agent Magazine

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

DON’T WASTE YOUR BRAIN POWER That might seem obvious, but think about how much mental energy you might use up worrying about negativity or things you have no control over. Instead of focusing on problems, focus on solutions. This actually take a lot of effort, we’re all conditioned to let worry paralyze us sometimes. Try and catch yourself when you’re wasting time thinking about about past mistakes or current dilemmas you don’t have the power to stop. You really only have so much mental energy, and if you have kids and an especially stressful work situation, that might be even less than normal. Start treating your brain like the precious resource it is. You don’t want to be running on empty when it really matters.

STEP OUTSIDE YOUR COMFORT ZONE A lot of mental energy can go to dealing with anxiety. One way to deal with that is by forcing yourself to try new things and take on new challenges, that you might normally avoid because they make you feel unsure or scared. Challenge yourself daily, even with small things. This is definitely something that becomes easier with practice. Start small, and in no time you’ll be taking on things you never thought were possible. The simple task of trying something new every day will have you feeling energized and put you on the path to self-growth.

BE SELF-AWARE Your emotions affect everything you do, even if they’re not at the surface. Recognizing and labeling them is key. A lot of the above exercises require self-reflection. It’s okay to have the emotions you have, understanding why and where those emotions come from allows you to focus on dealing with them rather than just wallowing in them. Being self-aware is also about self-care. Know the things that help relax and rejuvenate you. That way you can handle everyday stresses and remain calm even during the most turbulent times.

BE MORE POSITIVE

BE WILLING TO LEARN

Eliminating negative thoughts is essential to increasing your mental strength. Carrying around negativity is like swimming with all of your clothes on. You might be okay at first, but eventually you’ll feel like you can barely stay afloat. Don’t drown in negativity, use positive thoughts as a lifesaver. This doesn’t mean you should ignore things you need to improve, just approach them with solutions rather than beating yourself up. Constant monitoring of this is important since it’s really easy to slide back into negative thinking.

A lot of people are still hung up on the idea that learning is a boring and tedious process, but you aren’t in junior high anymore. You can find something you’re actually interested in and immerse yourself in it, which engages your mind like nothing else. Whether it’s learning a new technology that will improve your business or something that will make you a more well-rounded person, the learning process keeps you engaged and open to new ideas. A curiosity about the world and new things is something that all mentally strong people have in common.

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I’ll Take 2 Pounds of Confidence and 3 Pounds of Self-Esteem! By Barry Eisen

At least a few times per month I get emails and/or calls asking me to help develop confidence and a positive self-esteem. When you’re hot you’re hot and when you’re not, you’re not. Life has its ups and downs and occasionally everyone feels like they’ve run out of gas and nothing they seem to do works. When you’re in a slump the world can look overwhelming and against you. The more you think about you’re victimhood, the more out of control you feel.What you focus upon becomes larger. Confidence, positive self-esteem...these are just words and something experienced many moons ago. Talk it out with your spouse? Sure. See a therapist? Maybe. Get a coach? Good idea. Call a hypnotist...that’s where I come in, but maybe not in an obvious way. 14

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Hypnosis can be of help in so many areas such as controlling weight, memory improvement, reading faster, stopping smoking, becoming a great public speaker, prospecting and growing a business, eliminating fears, becoming a better golfer/tennis player/baseball player etc., sleeping and energy, controlling pain control in dentistry and child birthing, improving wellness, passing tests and so much more. This is not an over statement. Hypnosis is a performance enhancer because it taps into the best parts of who we are to make the changes necessary to make the changes to evolve ourselves. But “programming” ones mind for confidence and positive self-esteem is not something I’ve seen done effectively. The subconscious says, “What does that mean?” “Give me a picture, what do you want?” Read any neuroscience to know (or simply use common sense) that the subconscious needs specific direction (words, pictures and supportive feelings) for these clear messages to be acted upon. A general business plan is usually a recipe for disaster. A poor teaching plan will confuse students. Mixed general messages given to a 3 year old will produce erratic behavior. A loose navigation plan will have ships traveling in circles. Just like many people. Instead of working on confidence and positive self-esteem, does it make sense to instead, work on a solid business target of success and develop a business plan that will get you there? If you’re planning for the future, is it not a better idea to set an end result and develop strategies that will make it happen? If you’re looking for better health, doesn’t it make sense to set a target for excellence and back it up with a realistic exercise and eating approach that will insure success? The confidence and self-esteem will come along automatically. Create the goal, take action, do the work, be consistent. Your business will never grow more than you do. Your health will never get better without you stretching out beyond who you now are. Your relationships will never be more secure and supportive than you are of yourself. Your confidence and self-esteem will never grow without a reason. Top Agent Magazine

Before you therapy or drug yourself into confidence and self-esteem, at least try (Oh! I hate that word) the 10 organic following ideas for 2-3 weeks.

Set goals that stretch you out and force you to grow. You can’t be depressed when you’re learning something. Learning takes you out of your egocentric predicament.

2 3

Create timelines/target dates for goal accomplishments. This establishes a sense of urgency. It puts a little “gitty up” in your step and mind.

List your actions of the day on your To-Do list and prioritize all items. Doing the A’s and crossing each off as done, will put a smile on your face and a jolt of small energy in your life. (Accomplishment feels good. Could you use some “feel good”/self-esteem?) You’ll start looking forward

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to these little positive jolts and do what is necessary to have them. If I was talking cocaine...that would be a bad thing, but since I’m talking non drug human motivation...that would be a good thing.

If you’re just feeling flat for no obvious reason, take on an interest/ hobby/project that’s been on your mind in the past. Learning stimulates blood flow to different parts of the brain and increases endorphin flow. (E.g. Calligraphy, sailing, martial arts, reading sci-fi, etc.)

5 6 7 8 9

Follow through like your hair’s on fire. Show yourself what you CAN DO! Create some appropriate reward for the accomplishment. Balance your life with goals in physical, financial, emotional, educational, family, social and spiritual areas. Sometimes more is better. Purposely smile more, laugh easier, hold eye contact a little more (obviously, not in a creepy way) and present a stronger posture.

Learn to relax to slow down, put things in perspective, ask yourself how you feel and how you’re doing 2 or 3 times during your day. Don’t let the day rule you. Be present. Pay attention.

Act “AS IF” you were already doing things with confidence, making decisions with authority and living the life you want to live. You become what you think about. Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300

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Killing Clients with Kindness and Value By Walter Sanford

Sometimes, we need to “kill” our clients with kindness and offer value. I know it goes against everything in our nature to turn the other cheek when they are being mean. Recently, a coaching client had some challenges with a particular client, and I’m sure you have also worked with the kind of client who discourages you so much that you just want to hit the delete button! How about offering a response that increases your fame and makes the client always wonder what they may be missing? They might not list with you, but they will never forget you. Included in the balance of this article are the email from the client, the request for help from my coaching client, and then my suggested response. Email from the Potential Client: Sorry, I have been really busy. Let me tell you where I’m at with everything. You may or may not be interested. I am definitely putting the house on the market. The house has been rented for the last 5 years with the same family. They originally signed a rent to own lease. Three years ago, they decided they didn’t want to buy it. 18

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Anyway, I recently informed them that I’m going to put the house on the market. Now, they are reconsidering buying the house. I don’t think they will buy the house, but I guess you never know. If they do buy the house, it would be for sale by owner. I will not let them drag their feet. We happen to know a lot of REALTORS® in (area). Some are pretty good friends and with that comes opportunities at rates way under the norm. One of them did sell our last house quickly but circumstances have changed. I know you are a very good REALTOR®, because I have heard other REALTORS® talk about you. You may not be interested at this point anymore. If you are still interested, let me know what your best rate is. Let me know if you are okay with the current tenants on a “for sale by owner” agreement, if that happens. I would want a short-term agreement. The current rent is higher than my mortgage payment so I’m okay if they don’t buy and I’m not forced to sell at a low price. However, I want to sell ASAP. I’m wanting to purchase another property so I’m not going to overprice the house and I will negotiate. Email from Coaching Client to Me: Walter, this guy is a college basketball coach. I want to help him, but I need to have a chance to run a successful business, too! How do I answer this? Email from Me to Coaching Client (to share with potential client): Thank you so much for the nice words. It is very exciting to hear that our hard work is creating some buzz. I think we can accommodate you and exceed your expectations: Top Agent Magazine

1. We believe that we exceed client expectations more often than most agents, because we spend the time to understand what the client needs. Then we develop a customized program to meet and exceed that goal. We would love to help you in accomplishing your real estate needs. 2. We would be happy to exclude the current residents from the listing agreement for 30 days. This would help in motivating the current residents to buy in that they can see the price discounted by the commission, if they commit to buy within the 30 day period. We would like to offer you our closing service that handles everything for a flat fee of $4,000. This handles the contract phase, aligning the team of affiliates, and the closing. This, of course, is at your option. 3..Our commissions are normal for our market, but we save you money over any commission discounter. Our specialty is increasing your net proceeds. We do this by bringing you more buyers with more effective marketing, better negotiating, better systems for handling inspections, better pre-approval tools for your buyer, better contracts, and less post-seller litigation from better contracts. Commission discounts usually cost you money because of the agentâ&#x20AC;&#x2122;s lack of emphasis on your net proceeds check. It is like a basketball player who is playing with no heart, only for the scholarship. 4. Our rate is retail 6%. This may eliminate us, but that would be a shortsided conclusion. Here are 5 of the ways we can beat any commission discount: A. We beat the average List to sell ratio in (area) by a larger margin than any discount. B. We beat the days on market, which affects your carrying costs and lost opportunity costs on your equity. C. We have a low litigation rate as compared to national standards. D. We can market your home a little over retail due to our marketing. 20

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D. We urge a pre-inspection plan to get rid of the little and big problems before a buyer is involved and wants everything built new. 5. Our agreements are 6 months, but that is not what sells properties. Marketing and price sell property. If we are wrong about those two items, we will adjust every week based upon showings and consultations with you. 6. I would also like to advise you on a misconception. Rental costs average about 35% of market rent in our area. Add in lost opportunity costs on your equity that is not doing anything at this point. I can show you how your current position is losing you money every month. I think our next step is a presentation of the tools we bring to achieve your goals. Listing with friends is loyal, but is it the best business decision? Do they have the tools and will you hold their feet to the fire when the results are not what you need? (Client’s name), you know the difference superstars make on a team. Let’s go for the win. It’s not so much whether my coaching client obtained the listing, but he needed to stand up for a profitable, long term business. Never sell yourself short to get business. You will never be happy. In these situations, I cannot guarantee an outcome, but I can guarantee the client will never forget you. You are planting seeds of discontentment with the small amount of money saved in a commission compared to not achieving their goal. Whether he/she admits it or not, he/she will have respect for you. Do more lead generation so you won’t have to work so hard on leads like these. Copyright©, 2015 Walter Sanford. All rights reserved.

Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com. 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 22

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.

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.

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.

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.

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. Top Agent Magazine

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Top Agent Magazine