VOLUME 1 / ISSUE 10
OCTOBER 2015
IE ENTREPRENEUR
TM
T H E
M A G A Z I N E
F O R
V I S I O N A R I E S
&
I N N O V A T O R S
COVER STORY:
Brenda Dover King: Artfusion-BDK Sharing Her Love for Painting With Others is Her Passion
Brenda Dover King Owner, Artfusion - BDK Temecula, California
INSIDE: Pet Selfies: TheINNext Big Thing in Tech?
inland empire museum of art
Sylvia Megerdichian - Greece Sunlight 1995 | 11x14 Mixed Media | 43.13
Inland Empire Museum of Art Administrative Office: 1334 North Benson Avenue, Suite D Upland, California 91786 Phone: 909-941-3993 Email: info@iearts.org Website: www.iearts.org
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M A G A Z I N E
VOLUME 1 | ISSUE 9 | October 2015
COVER STORY Editorial M Malia Vincent-Finney CEO/Publisher/Editor-in-Chief Publisher.ieemag@gmail.com Angela Ross Columnist/StaffWriter angela@arosscom.com
Kristine Specht Columnist
Brenda Dover King ArtFusion-BDK
Contributors Don Driftmier, CPA, CFO Noble House Entertainment LLC Gary Capolino, President The Part-Time CFO, Inc. Joy Gendusa, Founder, CEO PostcardMania® Teena Hammond, Senior Editor TechRepublic (Online) Sean Nealon, VP Business Development Continental Credit LLC Craig Thomson, Mortgage Banker Amerifirst Financial, Inc. Andrew Villalobos, Realtor The Villalobos Group Coldwell Banker Armstrong Properties U.S. Department of Commerce Commercial Services, Ontario CA Katherine Wilson, Owner Success for Nonprofits Production Mario C. Maala Creative Director Drew Ortiz-Castruita Photographer/ Camera Joan Rudder-Ward Art / Photographer Infinity8Media Graphic Design/Website Design
IE Entrepreneur™ is published by Infinity8Media™. All content contained herein is the intellectual property of Infinty8Media™, IE Entrepreneur™ and photographers and is protected by copyright law. Reproductions of any content without express written permission is prohibited. Please direct all story ideas, and questions to editor.ieemag@gmail.com.
B
renda Dover King is a California native and has lived in the Temecula Valley for over 20 years. She has always loved art and is best known for her soulful jazz related paintings. Her art can be spotted throughout the Temecula wine country. She was featured in the October 2014 issue of The Jazz in M. E. E Magazine. Brenda shares her passion with others through her painting classes at local public venues and at private events throughout Southern California. Her story begins on Page 26. ◘
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OCTOBER 2015
IE ENTREPRENEUR | 3
CONTENTS
15
Commentary
7
19
17
Talking Points Twenty-four hours are not enough There is so much to do when living your dream
Around the IE
15
Bill Wilson, CEO, Wilson Creek Winery CEO Storytelling – Temecula Valley Entrepreneur's Exchange
17
Lorene Glover Sisquoc Named Elder/Scholar-in-Residence at Cal Poly Pomona
By M Malia Vincent-Finney
Small Business Matters
11
Navigating the Toxic Client Sometimes people need to taught how to treat you By Angela Ross, President Angela Ross Communication
IE Arts & Culture- Upland
19
Sylvia Megerdichian From the Inland Empire Museum of Art
Small Business Financial Fitness
Small Business Marketing
13
21 The #1 Way You Sabotage Your
Understanding Financial Concepts Is Key to Building Your Wealth What is a financial needs analysis? By M Malia Vincent-Finney
Marketing Results
By Joy Gendusa, Founder/CEO PostCard ManiaÂŽ
23 A Well-Connected Nonprofit
A network of like-minded people builds organizational strength By Katherine Wilson, Owner Success for Nonprofits
4 | IE ENTREPRENEUR
OCTOBER 2015
CONTENTS
26
41
37
Feature
26 Brenda Dover King: Artfusion BDK Sharing Her Love of Painting With Others is Her Passion By M Malia Vincent-Finney
Real Estate & Economy Watch
37 Mortgage Bankers Beware! By Sean Nealon Continental Credit LLC
39
IEE Business Spotlight
By Andrew P. Villalobos The Villalobos Group Coldwell Bankr Armstrong Properties
31 Amanda Fernandez Homes for Heroes 32 Sherra Darling
Darling Complete Wellness
41
IE NONPROFIT
34 Oak Meadows Therapeutic Riding Center - Peace and serenity for the horse and human spirit By Tracy Granja
Technology Selfies� The Next Big Thing in Tech? 45 Pet By Teena Hammons Excerpt from TechRepublic
It's a Wrap
46
October 2015
It's the Fall Real Estate Season! Builders gear up for increased production By Craig Thomson Amerifirst, Inc.
33 Rhia Bosi R&C Season Events EXPORT TRADE & COMMERCE
10 Ways to Get Your Offer Accepted in a Hot Market - Tips for Buyers
Family Village Festival
Photography Contributed By Multicultural Council
IE ENTREPRENEUR | 5
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SMALL BUSINESS – PERSONAL SAFETY TALKING POINTS
Twenty-four hours are not enough There is so much to do when living your dream.
What I find interesting is, now that it's October 1st and the beginning of the end-of-year business cycle, so much more is going on with everybody that just grabbing lunch can be a challenge. This activity makes me happy!
M Malia Vincent-Finney
I love it when others are succeeding and prospering! And that we can write about it and share with you all. As you know, choosing to be an entrepreneur and on our own in the business world can be a scary time. Especially if we are the sole income, have small children and maybe a elder or other family member for whom we are responsible. But it's also a time for adventure. To test our limits and to test the ideas that have kept us awake at night waiting to be executed. What's also exciting to me is when I'm out in the community meeting people, making new friends and finding great and inspiring stories for the magazine, more often than not, I come across someone who has just recently started their own business. I'm also finding more and more encore businesses as well. Sometimes this is the first time they have ventured out on their own, taken to flight and spread their wings. Sometimes they're still working full-time and trying their new business venture on for size, working weekends or in the evenings. And sometimes, they just jumped and did a freefall. Like one of our stories this month, sometimes it's a matter of calling to inquire about a an affordable office space and it snowballs from there and your hanging your shingle! Whatever stage you;re at in your business venture, know that you are joining a special group of people who see beyond what others see and who'll go beyond where others will go to make an idea, a plan, a passion work for them. There are over 300,000 registered small businesses throughout the Inland Empire. So many stories of inspiration and determined endeavor. And I want to share as many as we can! To do that, this month we are beginning a new feature in IE Entrepreneur. We've created IEE Business Spotlight where we can share quick interviews with small business owners. The magazine is dedicated to promoting small business owners and entrepreneurs, and in this way, we can share more stories of inspiration in each issue. So sit back and enjoy. If you know anyone whose story should be featured, or if you have a story to tell, please contact me at publisher.ieemag@gmail.com, I'd love to hear from you! Aloha,
Malia
October 2015
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J O A N R U D D E R - WA R D
Sweet Columbine | Š2015 Joan Rudder-Ward
A Summer's Eve Stroll
Joan Rudder-Ward Fine Art Prints For further information visit http://www.joanrudderward.com/ Contact joan@joanrudderward.com or call her at (760) 220-1771
Love Yourself 24/7!
It's about taking care of yourself for you! It's about lifestyle!
Christina Wife, Mom of four boys, Entrepreneur – Healthy, happy and 30 pounds lighter with Herbalife®
It's about your health! As a Wife, Mom of four boys, and an Entrepreneur, I have to be the best I can be for myself and my family 24/7. I do it with Herbalife® every day. Moms are role models for their children. They copy what they see. Let them see you eating right and taking care of yourself. I've lost 30 pounds and kept it off. You can too! Visit my website at www.goherbalife.com/loveyourself247
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Buying or Selling a Home Can Be Exciting ! It can also be frustrating, confusing and stressful. Our job is to make the process as easy and stress-free as possible for you, to help you reach your real estate goals and dreams. You can relax, knowing that true professionals are representing your best interests. When you’re ready to buy or sell a home, contact us, and let us show you how “we open doors.”
“We Open Doors.” Joseph and Angela Ross CalBRE#01935477 | #01944854 Jospeh's Cell: (951) 616-9165 E-mail: josephross@tarbell.com Angela's Cell: (951) 315-5414 www.JoeAndAngelaRoss.com Facebook.com/JoeAndAngelaRossRealtors
191 E Alessandro Blvd., Ste 9C Riverside CA 92508
SMALL BUSINESS – PERSONAL SAFETY SMALL BUSINESS COMMUNICATIONS
Navigating the Toxic Client “Sometimes we have to teach people how to treat us.” By Angela Ross, President Angela Ross Communications Stay in business long enough, and you will encounter at least one very difficult client or toxic client. You know the type. Unrealistic, selfish, overly demanding, extremely critical, and thrives on micromanaging you. You can refuse to work with such an individual. But life tends to be a bit more complex and nuanced. Perhaps you are a start-up and need the business to help move your enterprise forward. Maybe your business has plateaued, and this is the client that can significantly enhance your visibility and credibility. It may be that your work with this client means huge profits for you.
working in a situation where everything you do will be criticized even if you meet every standard and deliverable. ●
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If you find that your client is in fact toxic, what can you do to navigate the situation and maintain your sanity? ●
Angela is a realtor with Tarbell Realtors in Riverside. Prior to entering real estate, she enjoyed a successful 20-year career in media, communications, and public affairs. She is also a financial coach and co-founder of The Power of W – California. OCTOBER 2015
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Understand that a client with a difficult personality often has issues related to control. They are controlling because of their insecurities and shortcomings. That does not give them the right to abuse you, but it is important that you understand why they behave the way they do. An abusive personality thrives on treating others poorly, so know that no matter how good your work, it will rarely, if ever, be enough to satisfy the overly critical personality. You have to decide whether you want to continue w
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Have someone join you in meetings with your client. With a business partner or someone else you trust in the room, your client might behave better. If they do not, you have a witness. Sometimes, we have to teach people how to treat us. Stand up for yourself. When your client is behaving in a way that is unreasonable or bullying, do not escalate by shouting, name calling or becoming angry. Calmly ask them to stop. If they do not stop, feel free to gather your things and leave the room or ask them to leave. Document the instances of your client’s behavior and keep this information in a safe place. Chronicling your encounters with your client will help you work out feelings of frustration and will be helpful if you decide you need to take formal action. Pay attention to how you are feeling. Having a toxic client may impact your health. Is the dollar value of your contract worth more than your physical, mental and emotional health? No. Do not be afraid to terminate the contract and move on. A client who respects you and knows how to behave well is just around the corner! ◘ IE ENTREPRENEUR | 11
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Celebrate a New Season & A New You! You are invited to a Holiday 2015 Open House*
Fri, October 16, 6:00 - 8:00 p.m. Sat, October 17, 10:00 - 12:00 noon 27999 Kalmia Avenue, Moreno Valley CA 92555
Contact Sherill Franklin at 951.323.0484 RSVP TODAY!
SMALL BUSINESS – PERSONAL SAFETY SMALL BUSINESS FINANCIAL FITNESS
Understanding Financial Concepts is Key to Building Your Wealth What is a financial needs analysis? By M Malia Vincent-Finney, Founder/CEO BusinessBrain/The Power of W - California
People who know me know I ask a lot of questions. As a journalist, this is a big part of the job. As a business and financial coach, it is essential to be completely informed prior to initiating a plan and devising the strategy to create a strong foundation on which my client's personal and business structures will stand.
One of the first questions I always ask entrepreneurs is, “Why did you start your own business?” The answers range from “for the independence,” “to be my own boss,” “to make my own decisions,” to “because my boss didn't know what he/she was doing, and I want to run my business the right way.”
When I ask what their goal is as far as income, the response is “financial gain,” “pay off debt,” being “in the black,” “early retirement,” “the freedom to travel,” “generate an income where money is no object.” Yet when I ask what their plan is, for “the right way” to attain their financial goals, I get the blank stare, shoulder shrugs, and, my favorite, “Am I supposed to have a financial plan, too?” Why do you need a financial plan? Like your business plan, your financial plan (personal and business) is your guide to knowing what you have (and don't have), knowing what you need, knowing how to get what you need, and knowing how to grow and keep it once you have it. Having a financial plan in place is necessary at all stages of your personal financial stability and your company's growth and sustainability as well. Your financials make up nearly half of your business plan and like your business plan, should be followed, referred to often, and adjusted to keep toour Continued on next page
OCTOBER 2015
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SMALL BUSINESS – PERSONAL SAFETY SMALL BUSINESS FINANCIAL FITNESS
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adjusted as needed to keep you on track as internal and external influences change. The loss of big account, incapacitation, landing a new client, your business expansion, all affect your personal and business financial needs as a small business owner.
A “need” is something you must have to live such as shelter, food, and clothing. That new pair of Manolos or that Breitling Navitimer are “wants.” They may be essential to your wardrobe, but not to your basic needs to survive. Your Current Financial Fitness
Determine what your costs are now to fulfill all of your personal needs. Your Financial Needs Analysisy Include what you pay for rent or Being and staying financially fit is all mortgage, installment payments (car about the choices you make. The first loans, student loans, credit card step in financial planning is conducting payments), insurance (auto, health, life), a financial needs analysis (FNA) of medical costs, food, clothing, gas, your current status. The FNA is a tool utilities, maintenance (house, auto), to identify your financial needs so an school expenses, all other expenses. effective financial strategy can be Next list your current income from developed. salary or wages, commission, monetary Do you know the distinction gifts, interest on savings, accessible cash between a “need” and a “want?” A accumulated on your universal indexed “want” is something not essential to life insurance, annuities, your ebay store, your life to survival. and all other income.
To determine your current financial status, subtract your total expenses from your total income. How does your personal “bottom line” look? Preparing a personal financial needs analysis illustrates exactly where you need to make adjustments. “Breaking even” is not being financially fit. This means you are living on the edge and maybe from client payment to client payment. This also means should an emergency arise such as an appliance breaks, there is a fire that causes major damage, you get sick and there is no one to cover you in your business, your transmission goes out and you cannot get supplies to fulfill your orders, then your financial plan needs to be adjusted right away. Perhaps you need to curb your spending. If you are only spending what is necessary for you to live already and you are in the negative, then your income needs to be drastically increased. ◘ Contact Malia if you would like a financial needs analysis. Email businessbrain8@gmail.com
Make Your Special Day Something to Remember Birthdays, Graduations, Quinceañeras, Sweet 16, Anniversaries, Reunions
At R&C Season Events “We Don't Just Decorate, We Decorate With Style!” Contact Rhia at 951.775.4458 RCSeasonEvents@gmail.com
SMALL BUSINESS – PERSONAL SAFETY AROUND THE IE - TEMECULA
Thurs, October 8th, 5:30 – 8:00 PM CEO Storytelling / Free to Attend
Bill Wilson After spending 13 years in the financial industry, Bill Wilson walked away from a promising career as a financial consultant to pursue an opportunity to be a winery owner. Out of a tremendous amount of determination, sacrifice and perseverance, Wilson Creek Winery was born starting off the new millennium with a bang for the Wilson family.
Sponsored By
Bill Wilson, as President, CEO and Co-Owner of Wilson Creek Winery, has been instrumental in guiding the family owned and operated business from a small dream to a world-class winery. While showcasing the Temecula "Can Do Spirit", Bill's belief in giving back to the community that supports him shows in the numerous charity events, donations and humanitarian efforts he so actively participates in. After serving two terms as President for the Temecula Valley Winegrowers Association, Bill now serves on the board. He also holds the position of Treasurer and Board Leader for the Finance Committee for of the Temecula Convention and Visitors Bureau. Bill also serves on the Board of Directors for the Rancho California Water District. He shares his experience by teaching wine classes, public speaking engagements, and writing articles for several magazine and web sites. As Chairman of the Wine Country 2010 Task Force developed by State Senator Jeff Stone, Bill has been instrumental in guiding the vision for the future of Temecula.
Second Wednesday of the Month Temecula Valley Entrepreneurs Exchange (TVE2) 43200 Business Park Drive Temecula CA
Event is Free to Attend but you must pre-register here: http://www.eventbrite.com/e/c eo-storytelling-bill-wilsontickets-18523323760 OCTOBER 2015
Honored with the title of business of the year four times, Wilson Creek Winery has also been awarded many "Best of" awards. Bill has been honored as the winner of the Inland Empire Spirit of the Entrepreneur award and Citizen of the year for Temecula in 2010. Bill is not only active in the community but jumps and any chance he gets to brag about the wonderful city he is a part of. Bill shares the knowledge he has gained through the trials of making the winery what it is today, leading to the realization of a vision he never thought imaginable. He feels that bringing a voice from wine country to the board of directors represents one of the vital pieces of what has made Temecula such a great place to live in, work in and raise a family. Bill takes great pride in the Temecula Valley and would like to do what he can to ensure it continues to thrive for future generations. ◘
IE ENTREPRENEUR | 15
Saving and Sharing Southern California's Native American Cultures, Languages, History, and Arts
to Polynesia! Welcome Welcome to Polynesia! You are Invited to Meet
Dr. Stephenie Slahor October 12, 2015 / 6 PM San Manuel Gathering Hall Take an imaginary trip to the Polynesian islands and learn about the geology, archaeology, people, animals, plants--and tourism, all that keeps that part of the Pacif i cfamous. Sail with the adventurous ancient Polynesians as they explored the region known as the Polynesian Triangle, and then learn how the Europeans went searching for a lost continent in the Pacif i c, but wound up f i n ding what some call the most beautiful islands on Earth. Take a look at the people, traditions and customs of Polynesia. A $5 Donation at the Door is Greatly Appreciated! Please share this flier with your friends.
Dragonfly Lecture at Dorothy Ramon Learning Center DRLC is an IRS 501(c)(3) nonprofit.
SMALL BUSINESS – PERSONAL SAFETY AROUND THE IE - POMONA
Lorene Glover Sisquoc Named Elder/Scholar-in-Residence At Cal Poly Pomona On September 30th, at a gathering of family, friends and colleagues, honored Lorene Glover Sisquoc as the Elder/Scholar-in-Residence at Cal Poly Pomona, Pomona, CA. Lorene is a cultural keeper, traditional basket weaver, educator and curator at the Sherman Indian Museum in Riverside, CA. She is a member of the Fort Sill Apache Tribe and a descendant of the Mountain Cahuilla of Southern California. She is direct descendant of Mangas Coloradas, the last chief of the Mimbreno Apaches, Chief Loco of the Warm Springs Apaches and Mountain Cahuilla Net Manuel Largo. She co-founded Nex'wetem, a traditional basket weaving circle, to learn and teach others continue the art for future generations. â—™ San Bernardino Supervisor James Ramos presenting a certificate to Lorene Glover Sisquoc during last night's Elder/Scholar-in-Residence welcome reception at Cal Poly Pomona.
L to R: Supervisor James Ramos, Dr. Sandy KewanhaptewaDixon, PhD, Tonita Largo Glover (Lorene's Mom), and Lorene Glover Sisquoc. Above: Dr. Dixon and Lorene with two others.
OCTOBER 2015
IE ENTREPRENEUR | 19
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SMALL – PERSONAL SAFETY IE ARTSBUSINESS & CULTURE - UPLAND
Tropical Night 1999| 11x14 Mixed Media | 74.14 Photos Courtesy GENE SASSE
Sylvia Megerdichian “I began painting in pure, transparent watercolor but found that my ideas were better conveyed with mixed media. The clean, crisp look wasn’t enough for me. Since drawing is my first love, I started making marks on my watercolors, layering with Caran D'Ache crayons and pencils, which became my language of painting. Now I’m still layering, incorporating gooey watercolors straight from the tube just as an oil painter would. Sylvia Megerdichian is known for her imaginative, semiabstract watermedia paintings. She has developed a special technique in which she combines and layers conventional watercolor with Caran d'Ache watercolor pencils, collage and/or ink. Recently her work is mostly on canvas combining collage, acrylic, and Caran d'Ache pencils OCTOBER 2015
I have five series that I’ve been working on for some time. I paint in one series until I have nothing else to say, and then I switch to another. Since I always have another series waiting for me, I never have painter’s block; my old work is my inspiration. In my Rooftop Series, the idea of diverse cultures and religions living side by side has been the inspiration and the content of my paintings.” ◙ I E ENTREPRENEUR | 17
Michelle Nazario-Montoya Owner/Executive Chef
SMALL BUSINESS – PERSONAL SAFETY SMALL BUSINESS MARKETING
The #1 Way You Sabotage Your Postcard Marketing Results By Joy Gendusa. Founder, CEO PostcardMania®
After 16 years helping small business owners maximize their marketing with postcards, I’ve found that the hardest thing to convince you all of is this: CONSISTENCY.
Specifically: consistent and repetitive mailings. I understand the reasoning not to. I’ve heard it before and probably said it too, if I’m honest. “Money is tight,” “I’m not sure if it will pay off,” “You’re just trying to upsell me.” But hear me on out on this. Repetition can be the biggest make-or-break of your entire direct mail campaign. In fact, I can prove it. 1. As consumers, we RESPOND to repetition. This statistic was released in 2011 by the National Sales Executive Association, and since then has become a fixture among marketers, sales executives and business owners: 2% of sales are made on the first contact 3% of sales are made on the second contact 5% of sales are made on the third contact 10% of sales are made on the fourth contact 80% of sales are made on the fifth to twelfth contact When you’re mailing inconsistently, WALKING AWAY from money.
Screen captures courtesy PostcardMania.com
you
are
Something to consider: Were you to keep a consistent mailing schedule, how much more quickly would you reach that much-desired 80% tier? And how much less work would you need to put in for every mailing if it’s already set up and running on automatic? Continued on next page
OCTOBER 2015
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SMALL – PERSONAL SAFETY SMALL BUSINESS MARKETING SMALLBUSINESS BUSINESS MARKETING
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Food for thought 2. As PEOPLE, we respond to repetition. Consider your own behavior. Are you the type to run out and purchase something after seeing a single commercial about it? (If you are — and sometimes I am too — be honest and ask yourself how often you actually do this.) Regardless of whether your target market is the entire local community or small pockets of a much larger audience, consistent mailings build up your brand. And this name recognition really comes in handy when prospects actively get into the buying status. If you’re mailing consistently, you’re more likely be top of mind. But if you’re mailing every now and then… you’re much more susceptible to relying on “good timing.” I’ll take the first option all day long, thanks! 3.The more direct mail you send out, the more traffic and leads you bring in. Here at PostcardMania, my execs and staff know this principle by a simple phrase that’s one of my favorites: OUTFLOW = INFLOW This is the last but probably the MOST CRUCIAL reason that consistent mailings are vital: The more you mail, the more money you will make.
22 | IE ENTREPRENEUR
I’m not just spouting fantasy dream stuff either. I’ve lived this principle for over 16 years since founding PostcardMania, and I’ve paid the price for not abiding. (More on that in a sec!)
and shifted our marketing focus away from just counting leads and revenue and towards comparing new revenue with marketing spend, and it was finally paying off!
An optimized design and a triedand-tested, near-perfect mailing list are great, don’t get me wrong. But more importantly, the quantity that you mail is the key to increasing your return. It’s the ultimate marketing game-changer. Period. Full stop. End of story!
Why not save a bunch on our direct mail costs every week? Right? WRONG.
So, so wrong. Instead of our revenue consistently climbing with the change, our revenue went down. We still had a great year — at that time, it was our best revenue year yet — but This principle has been the #1 player boy oh boy, I sure got schooled. in PostcardMania’s success and consistent, exponential growth over To be honest, I was worried this the years. Whenever I’m ready to jump would be the case from the first into a higher revenue bracket, I mention of cutting our mailing increase the amount of postcards we quantity. So I had my senior execs put mail every week. That formula has yet a few failsafe actions into place in case to disappoint, and I’ll wager that it our revenue dipped. And when it did, won’t let you down either. my team was fast to react. YET. Twice I violated my own rule, and yes, TWICE I paid dearly…
We actually UPPED our mailing quantity, from 140,000 postcards/week to 160,000. That not only stabilized our revenue, and but the numbers followed suit and we ended up reaching a new highest-ever record that year for revenue!
I like to think we practice what we preach. Currently, we mail about 180,000 pieces of direct mail every week. The number used to be 140,000 Conclusion? every week. But toward the end of 2013 (and I’m cringing just thinking of Quality is always important when it this), we cut our mailings down to comes to your postcard mailings, but 125,000 per week. QUANTITY is the real ruler when it come to results, return and revenue! We were doing so well, we thought! We had just come off of our best If you’re ready to up your postcard summer yet (usually our slow time of game, call one of our consultants year), and we were feeling confident. today at 800-628-1804. Or shoot me Nay! Cocky. an email directly at Joy.Gendusa@PostcardMania.com Just the year before, we had implemented a new program to Best, increase the quality of our mailings Joy
OCTOBER 2015
SMALL BUSINESS – PERSONAL SAFETY ISMALL BUSINESS MARKETING - NONPROFITS
A Well-Connected Nonprofit
A network like-minded people builds organizational strength By Katherine Wilson Owner, Success for nonprofits We all know the saying “It’s not what you know; it’s who you know.” Well, there’s more truth to that in the nonprofit world than you may be aware of. Well-connected doesn’t necessarily mean having connections to vast sources of funding, or corporations who are dying to fund your project, or philanthropists who would love to adopt you.
Contact Katherine Phone: (951) 283-4347 Email: kdw815@gmail.com
But of course all those things would be nice. What we mean here is the connections you make deliberately with like minded people who can help you build a stronger organization and fulfill your mission. Networking – in person and online are helpful for raising awareness, for meeting new supporters, for staying in touch with those in similar organizations. Continued on next page
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SMALL BUSINESS – PERSONAL SAFETY ISMALL BUSINESS MARKETING - NONPROFITS
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There’s no longer and “if we should do it” about networking online. It’s a matter of “when” and “how well.” It is as important for a nonprofit to network online as it is for any commercial and social endeavor to do so. Networking online—social media. You have to be comfortable with the ubiquitous internet and use it effectively to be seen, be heard, and be a part of your nonprofit world. With less help and perhaps more and bigger problems to solve, the need to use tools that are readily available and can be learned without great expense only makes sense. Social media sites like Facebook, Twitter and Instagram are a given. How well you do it is more to the point. Are your skills up to date? Are your goals set and are the results managed? The same goes for networking in person. Going to conferences with a specific goals in mind, preparing for the meeting, and reviewing the results all help in justifying the time and expense. Collaborations—working with like minded people – may have come about simply because there is too much to do and not enough resources to do it. Along with the load of things to do, the delays in terms of time can hinder reaching your goal and fulfilling your mission. Think of the advantages you have with more resources. But the collaborative route to success is not an easy one. For complex causes such as healthcare, family issues, education, collaboration with other organizations can add strength in the form of a greater reach to your key audience and the ability to reach funders. This means you strengthen your ability to pursue causes for which your budget would not support the complexity of your cause. The old adage that there’s safety in numbers, seems to resonate here. On a more practical note, collaboration means making those hard earned dollars go farther. If you happen to be a small organization, you can certainly be lost in the din of louder voices. Collaboration strengthens the sound of your message. 24 | IE ENTREPRENEUR
Why is it important? It’s a demonstration of your strength that can be measured by potential funders. It adds strength and stability to your cause, It raises your profile and builds greater support It demonstrates your ability to survive in tough times How to build those connections Make it part of your communication strategy. Consider your long term goals and challenges and be sure you have the time to engage in collaborative efforts. It does take time and energy. Not every opportunity to collaborate will be in your best interest. So you must make it a point to be clear about what you want to achieve to be sure that your collaborators are doing the same so that you both get what you want out of the relationship. Few things work perfectly the first time. Keeping your eye on the ball requires that you must be clear in your own mind what you want to achieve with collaboration. And likewise, those with whom you collaborate should also be clear about their goals. Self awareness of the benefits and the goals is the surest way to insure success through collaboration. Relationship building is a mindset as much as it is a process. Collaboration isn’t always the best route to go. It isn’t a one- size-fits-all proposition. It never is. Collaboration requires give and take and it may take more time than you can give to the effort. Conflicts that arise have to be dealt with, so being aware that they can surface will help you meet the challenge. It requires thoughtful leadership on both sides and the willingness to give as well as take. There may be other forms of collaborations that will work such as those for specific projects, or lower scale committees that have less chance for conflict. Here networking always keeps you in touch if not beholden to the others in the relationship. Networks can certainly help keep the ideas out there and the door to new ideas open. Do the research it takes. Be clear about your goals. Be open to new ideas. ◙ Katherine Wilson is a 15-year professional in the nonprofit world, with expertise in strategic communications and marketing. OCTOBER 2015
LoveCakes
Melissa Love, Owner, Baker
Call 951.526.4347 Email lovecakes04@gmail.com / Visit www.thelovecakes.com
Photography: Nicole Reeves Photography, Flowers: Tre Fiori Floral Studio
COVER STORY
Paris Night, Original art by Brenda Dover King
COVER STORY
Brenda Dover King Artfusion-BDK
“The rule of my life is to make business my pleasure, and pleasure my business.” - Aaron Burr Brenda Dover King is an artist and an innovator. She has Combining the making of art and wine - a stroke of genius. figured out a way to share her love and talent as a painter Brenda opened her art business, Artfusion-BDK, in 2012 with everyone and turned the passion into a unique, in Temecula, CA. Since then she has held painting classes at successful small business. local venues and for private events around the Inland Empire. She said she started small and has steadily built her business, teaching painting classes at local wine bars and breweries. She adds classes on a weekly basis. It Started With Jazz and Wine “I started selling my art at jazz events and wineries,” she said. “Then a year later I started teaching at Viva Vino Wine Bar in Old Town Temecula.” Brenda said she teaches “anyone who has an interest in painting, ages 5 and up.” She is called to do team building sessions for companies, birthday parties, wedding showers, Girl's Nights Out, and other functions. She is currently teaching 5-10 painting classes a month. “Now I am teaching in five locations -Viva Vino Wine Bar and Refuge Brewery (Temecula), Backyard Bottleshop (Murrieta), Canyon Crest Winery (Riverside), and What Lola Wants (Corona).” She also teaches at her art studio in her home.
Brenda with some of her artwork. All Phots Courtesy ARTFUSION-BDK
Brenda attended the Fashion Institute of Design and Merchandising (FIDM) in Los Angeles where she studied fashion design. She also studied marketing and was a business major. Continued on the next page
COVER STORY
A family birthday celebration
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The paintings Brenda uses in her classes seem to have a personal touch with a special meaning. So I asked her if the images represented something to her. “I love music and find inspiration in it,” Brenda said. “I use art as a means of relaxation and enjoyment. I love when I can share that with others.” “I lost a daughter when she was 18 and many of the women I paint have pieces of her (Michaela), though not always intentional. My children often say " the girl in that painting looks like Michaela. And that makes me happy.” Brenda's passion for art led to her desire to share this love with others. “I wanted to share my love of painting with others, helping them find their inner artist and the relaxation of becoming absorbed in what you are creating,” she said.
The Power of Painting “I love seeing students go from being apprehensive to following my steps and then adding in their own creativity. In the end they are proud of their work, discovering they can do something they never thought possible.” This is empowering to people who may never have put paintbrush to canvas prior to attending Brenda's class. And this is what makes Brenda the happiest about what she does. “I love giving people the courage to try painting and then seeing them so proud of their accomplishment,” she said. “Especially children. Some are afraid at first, but I work hard to ensure everyone is happy with their painting before they leave.” “At the end of the class everyone is adding their personal touches and then posting pics on Facebook,” she said. “When they feel good about their painting I know I've done my job.” Brenda also teaches classes to couples. She said she has them tackle a special project where each paints a canvas and at the end of the class the two paintings together make one picture. Small Business Challenges “My 35 years in retail has taught me that you have to be customer service focused in any business to make it successful and be prepared to put in work to make it successful.” “I get so much satisfaction seeing my students do something they never thought possible,” said Brenda. “I am so thankful to he able to share my love of painting with others and to now have turned it into a business.”
Brenda assisting one of her students
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COVER STORY Continued from previous page
Brenda has worked in management at Macy's for 16 years. She says one of the main challenges to working fulltime and being a small business owner is scheduling her time to fit everything in. Independence has its Perks Brenda said being an entrepreneur is rewarding and everything she thought it would be. “I control what and when I offer my classes so I can work it around my schedule. I also love creating art for new classes and then seeing peoples reaction.” “Time management is my biggest challenge but I stay organized, make it work,” Brenda said. “I try to do a large variety of paintings to appeal to different style preferences and always teach a few different painting techniques in each class.”
Painting class at What Lola Wants in Corona
Brenda markets her business, and shares her customers' talents, via social media on Facebook and Instagram, as well as word of mouth and email. Her advice to anyone who is thinking about starting their own business is to be prepared. In the coming year, Brenda plans to add new winery and brewery class locations. Her goal is to retire and do her painting classes full time. “I look forward to doing this full time in my retirement someday.” And when that day arrives, there will be no shortage of artists for her to inspire. ◙
Delaney Spann, young aspiring artist
Painting “Party Dress” at Refuge Brewery in Temecula
Brenda's art at Maurice Carrie Winery
Helping Heroes Save Thousands on Their Real Estate Transactions
Police Firefighters Teachers Healthcare Professionals EMTs Military (Active, Retired, Reserves) How Much Will You Save? ●
● ●
Amanda Fernandez (951) 317-0122 Homes for Heroes® Realtor BRE Lic#01895666
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25% of your Realtor's gross commission given back to heroes for closing costs Discounted Lender Fees Discounted Closing Fees Discount Home Inspections
IEE BUSINESS SPOTLIGHT
Amanda Fernandez Realtor
Homes for Heroes Call: 951-317-0122 soldbyamandafernandez@gmail.com soldbyamandafernandez.com
WHAT I DO My business is focused on Helping our Local Heroes save thousands of dollars on their real estate transactions. I am here to help every one meet their real estate goals and dreams ABOUT ME I am a mother of three. Real estate allows me to have more flexible schedule so I can attend all of my children's events. I had been in the real estate industry for 10 years. I was an admin and worked in property management. My family is very supportive of my career. My husband had no problem with me quitting my full time job to pursue what I love. He has been amazing! He always told me I would be a great REALTOR because I care and I am honest. His positive feedback is what keeps me going. HOW I GOT STARTED A friends asked me to help them buy a home. The experience and joy of helping them was amazing. I knew that's what I wanted to do full time!
After about 6 months I left my job and was able to focus on real estate full time. I am working my business full time and enjoy every moment I LOVE BEING AN ENTREPRENEUR Being a small business owner is everything I imagined. I work from my home office. At times it is a lot of work but it is very rewarding. I get out of my business what I put in to it. One of the challenges I have faced is not allowing myself to be sold on all of the things that are out there to make this easy. There is no magic pill to loose weight or bring me 100 clients. It's hard work and dedication! The most rewarding thing about being independent is that I get to create my own schedule, my clients typically need me in the evening after work or on weekends. So I am available to be with my children during the day. I get to take them to school and also pick them up most days. ABOUT MY COMPANY I love what I do, It is such an honor to a part of this amazing time in someone's life. IE ENTREPRENEUR | OCTOBER 2015
I love seeing the look on my client's face when they have found their perfect home! I market a lot on social media. I attend local events and meet people there. I have been going to the schools and fire departments and offering them my services and explaining what the Homes for Heroes program is. MY FUTURE PLANS My plans for the next year is to expand my business in a way that allows me to give back. I give back to our heroes. I give back to children in our community by sponsoring sports teams and donating things to children in need. I want to be known as someone who cares, because I really do care! Five years from now I see myself with a team. I see myself giving back to our heroes 10 times greater than I am today. I see myself with a solid client base MY ADVICE TO NEWBIES My best advice is this - do not give up, work hard and you will get results. All of your hard work will pay off. â—™
IEE BUSINESS SPOTLIGHT
Sherra Darling Massage Therapist Darling Complete Wellness Call: (951) 294-2662 By Appt darlingcompletewellnes@gmail.com darlingcompletewellness.com
WHAT I DO I provide Therapeutic Massage Therapy, in home spa parties, mobile chair massage, and massage education. My target audience are people who appreciate the benefits of regular massage as a part of their wellness plan. Massage is certainly a treat but it also has many benefits that can contribute to overall health and balance. ABOUT ME I worked for a day spa for 10 years and I hit a ceiling in terms or pay increase. I was simply tired of expending so much energy to make other people money when I could do the same work with my own flair so much more easily. Also, with my son starting school my weekends became very important to me. I didn't want to have to spend them working. HOW I GOT STARTED I actually did sort of just jump into it. In 2014, I came across an office for rent that was close and affordable on Craigslist. I called to ask about it and It all snowballed from there. Although I had most of what I needed, like linens and a massage table, there was so much more that I needed. I used most of my tax return that year to furnish and stock my office enough just to get started. I continued to work a job for a year
and a half before I felt comfortable enough to quit and become 100% self employed. I LOVE BEING AN ENTREPRENEUR It's all that I thought it would be and more. I find so much more joy in my work. It's a lot of auxiliary work, but anything I can do from home while still being with my boys is just fine with me! It requires much more diligence but it's so worth the effort. The freedom to work as I please, set my own schedule, and to accommodate people the way I want to. One of the best parts of working for myself as a Massage Therapist is I am not a prisoner of the clock. Many times at the spa I had to cut a massage short so as not to go over time. Now, people don't have to hop up and get dressed. I tell them to relax a bit and take their time. Childcare is my biggest challenge. Most sitters want a commitment. It continues to be a challenge but it has not stopped me yet. The most rewarding part has been knowing that people return because the appreciate the work that I do. No one else can take the credit. It's very validating and encouraging for me. Also being able to be with my kids much more than I used to. ABOUT MY COMPANY My team consists of me, myself and I. My business is a one-woman show. IE ENTREPRENEUR | OCTOBER 2015
I work from my office 3-4 days per week. I also do mobile work and Independent Contractor work with a Chiropractor. My marketing consists mostly of social media and word of mouth referrals. My plan for next year is to have a retail space that features selfcare and self-massage products. I want to have in-home workshops and demonstrations for self care. MY FUTURE PLANS Five years from now I would like at least half of my income coming from retail sales of self-care products and have a massage business other therapist enjoy working for. MY ADVICE TO NEWBIES Be smart and count the cost, but don't talk yourself out of it. Be confident in your ability to accomplish the goal of being self employed. I always thought it was an unattainable goal but I was just afraid to leave the security of a job. When it comes to Massage Therapy, happy therapists give the best massages. This is why independent therapist are usually the best! Not to say there are not some amazing companies out there that take good care of their therapists but independents are their own bosses and we treat ourselves the best. â—™
IEE BUSINESS SPOTLIGHT
Rhia Bosi Owner, Event Coordinator R&C Season Events Call: (951) 775-4458 RCseasonevents@gmail.com “We don't just decorate, we decorate with style.”
WHAT I DO
I LOVE BEING AN ENTREPRENEUR
I do event planning, decorating and coordination.
It makes me happy when I make my client happy! And getting a lot of good words from what I've done.
My target clients are those celebrating birthdays, anniversaries, reunions, quinceañeras, Sweet 16. ABOUT ME I've always had these ideas, I'd imagine how I want my event. It's too much in my head. So I thought maybe if I put my ideas together, I can make awesome parties. And that inspires me to do more parties. HOW I GOT STARTED I didn't really plan it, it just happened. To tell you honestly, I didn't have any funds. With the first payment we received, I invested in buying linens and decors.
I have a friend, Arden, who critics my work and helps me with a lot of things. If I have events my Mom also helps me to coordinate during event. I usually hire two people to help.
It's most rewarding being independent and I get to be the boss.
I market my company through referrals and Facebook.
ABOUT MY COMPANY
MY FUTURE PLANS
The name of our company is our first initials and any season someone is always having a party.
I still work full time and do my events mostly on weekend. Hopefully, soon I get to quit my fulltime job.
We first opened our business in 2012. My partner moved to Anaheim and we stopped for a year. We opened my own small business early this year.
I plan on owning a party rental. It's always been my dream to have my own venue.
We work at home. Besides all I need is a phone and space to do decors and storage. It's only me and my husband.
The only advice I can give is if you really want something focus, work hard and do it, have faith and be confident! ◙
IE ENTREPRENEUR | OCTOBER 2015
MY ADVICE TO NEWBIES
SMALL BUSINESS – PERSONAL SAFETY IE NONPROFIT
Children learn about grooming. Photo courtesy OMTRC
Oak Meadows Therapeutic Riding Center Peace and serenity for the horse and human spirit By Tracy Granja
Certified Behavioral Specialist Director of Training Services
Nestled just off Bundy Canyon Road in Wildomar abetween the 15 and 215 freeways, is Oak Meadows Therapeutic Riding Center, an escape designed to take you off the grid and into the calm and peaceful outdoors. The facility was established to provide a place of shelter for animals who were once best friends of the people who now had to surrender them albeit knowing their former companions would be loved and cared for. The facility soon became a sanctuary just as much for humans as it was for the large and small animals. Since the opening of the therapeutic riding center, the horses in need have attracted their human counterparts, 34 | IE ENTREPRENEUR
reflections of their personalities and heart. It was natural that the facility would transform into a place that provides assistance and services to those individuals in need of the compassion and love horses can provide, while attracting people who sponsor and volunteer, giving of their time and themselves to care for the horses. The center has helped to provide treatment for persons with physical and mental disabilities, and those with emotional traumas by connecting them with an equine partner who either shares their feelings or challenges them to improve. Continued on the next page OCTOBER 2015
SMALL BUSINESS – PERSONAL SAFETY IE NONPROFIT
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Oak Meadows is a PATH International Certified therapeutic riding center. Instructors are PATH and EAGALA certified. Personalized riding sessions are custom planned with extensive studies showing horseback riding and horsemanship improves communication, muscle control and development, and provides many other therapeutic benefits. Therapy is not their only focus as they offer Horsemanship 101 for teaching basic skills and riding lessons for all levels of riders. The center offers trail rides as well to share their exquisite view of the world with all those who seeking a getaway from life’s stressors. Oak Meadows Therapeutic Riding Center hopes to reach the lives of those persons living in the city who love horses providing a connection to them and giving the horses a place they can call home where they can improve the lives of their human guardians. The center also provides customized experiential equine-assisted team building and leadership development programs. Working with our herd teaches people how to become more effective leaders and team players. Our corporate trainings are ideal for all who are interested in developing or improving Equine Assisted Learning and Equine Guided Team Building skills, facilitation skills, program development, and delivery of excellence to corporate clients. The ranch is open daily to visitors and volunteers from 8:30 A.M. to 5 P.M. Donations are appreciated as they help us maintain the facility for the rescue horses and keep the horses healthy. Without donations this ranch would not be possible. ◙ Photos courtesy OMTRC SEPTEMBER 2015
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Come Ride With Us!
Oak Meadows Ranch www.oakmeadowsranch.com
JOIN US Nov 11th for our Veterans Ride & Barbecue in Honor of our Veterans Call (951) 805-7419 for details OAK MEADOWS RANCH ● Horsemanship Classes ● Riding Lessons ● Trail Riding OAK MEADOWS THERAPEUTIC RIDING CENTER* ● Equine-Assisted Therapeutic Riding ● for Adults, Youth & Children OAK MEADOWS HORSE RESCUE & SANCTUARY ● Horse Sponsorships Available ● Come by and meet our horses. You can make a difference!
Call (951) 805-7419 OakMeadowsRanch.com *OMTRC is PATH and EAGALA certified
SMALL BUSINESS – PERSONAL SMALL BUSINESS MATTERSSAFETY
Mortgage Bankers Beware! By Sean Nealon, Vice President, Business Development Continental Credit LLC
This credit tip is directed solely towards our precious mortgage professionals. There are many laws governing the credit restoration industry, so many in fact that there are considerable conspiracy theories that suggest that there are many mega entities out there that would really be better off if the people had no credit representation (bureaus, creditors, banks, etc.). A fun and extreme example of this is in the state of Oregon a credit restoration firm is only allowed to charge a maximum of a $100 no matter how big the client’s caseload. Good news for the Oregonians correct? Not so much...this means that they are pretty much out there fending for themselves as it costs more than a $100 to do much of anything these days. Anyways, these examples go on longer than you might care to read about. The question becomes: "Why should all our mortgage professionals care?" We have it on very good authority that substantial numbers of Attorney Generals are currently investigating and targeting mortgage professionals and their companies, who are personally practicing credit repair without a license. OCTOBER 2015
This includes anywhere from simple advice to the actual work involved in repairing a consumer’s credit profile. Just like you need a license to originate a mortgage the same is true in any form of credit repair. The great news is that you don’t have to worry because we know just the people that have the correct licensing you need to fix your client’s credit and increase their scores. Now I know what you’re saying, "how convenient this is for Continental Credit." We can’t lie it is, but after all, this is a credit repair tip, it’s not as though we are going to report things such as the Attorney General’s next move is to have McDonalds put a fourth label on their coffee saying "we weren’t joking about the other three warnings, this coffee really could be hot, so when you spill it on your lap please don’t sue!" ◘
Contact Sean Directly at Cell: (303) 495-3244 Office: (866) 488-2066 ContinentalCredit.com IE ENTREPRENEUR | 37
Mendez Photography Leroy Mendez Photography Call (951) 532-4650 mleroymendez @yahoo
SMALL IE REALBUSINESS ESTATE – PERSONAL SAFETY
10 Ways to Get Your Offer Accepted in a Hot Market! By Andrew P. Villalobos Realtor, The Villalobos Group Coldwell Banker Armstrong Properties
1. Forgo your Home Warranty
When presenting an offer in a hot market, put yourself in the shoes of the seller and give them something you’d want to see. There are things you can give away and things you can’t, however the more you can give without putting yourself in a bad position, the better. I’ve managed to get two offers accepted for clients of mine when one property had 5 and the other had 7 offers within 24 hours. Think about using these strategies all at once or any combination of these as you see fit for your particular situation.
Contact Andrew at (951) 961-1609 AndrewPVillalobos@gmail.com AndrewVillalobos.com
I recommend getting a home warranty, however, opt to pay for it yourself. This is a small expense ranging from $150-$500 in general but giving something of value to the seller can have a big impact. Make sure your Realtor itemizes this in an email or cover page so it’s crystal clear you are giving something up for their client. 2. Submit a higher deposit Your earnest money deposit is your “skin in the game” when it comes to the escrow process. That is the amount of money you potentially have at risk, therefore, by putting more money down you are showing a stronger commitment to the seller. It is common for escrow to fall apart for one reason or another. However, having more at risk will mean that you are going to fight even harder to keep things together. 3. Pay the Seller’s title fee Oftentimes the seller’s title fee will be one of their biggest expenses. If you are confident that there are multiple offers this may be your “ace in the hole.” This is cold hard cash the seller will now save and it certainly will have a big impact. Make sure you check before hand what that fee is going to be exactly and opt to pay a portion of it rather than the whole amount. 4. Write a Letter to the Sellers I’d even add a picture! Let’s face it, we’re all human and operate on emotion a lot of the time. If you can pull at the seller’s heart strings a little you may be able to sway them in your direction. Don’t be dramatic however it’s nice to write a little about yourself, what you love about the property and how you can see your family living there. Always be honest! Continued next page
OCTOBER 2015
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SMALL IE REALBUSINESS ESTATE – PERSONAL SAFETY
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5. Give them 3 days after closing to move out Selling your home is a big process and the contract, as it is written, states the buyer will take possession at 6 pm on the day of the close of escrow. If you’ve bought or sold a house you’ll understand that sometimes closing the transaction is a last minute deal! Giving the seller some extra days will give them the peace of mind that once you have officially closed they will have some time to pack up and say goodbye. 6. Provide ALL documentation Many agents will include exactly what they want to see in an offer. Make sure your realtor provides everything they are asking for and does it in an organized fashion. You don’t want to give the seller and/or their agent any reason to balk at your offer or the way it was presented. I always provide a Pre-Qualification, Pre-Approval, and DU Approval as well as your letter to the seller and proof of funds. I also provide the Purchase Contract and any other documents specific to a transaction. 7. Go beyond Pre-Approval, provide DU Approval Make sure you have been Pre-Approved with your lender and also had them run it through the Fannie Mae system to get full DU Approval. This shows without a doubt, you are qualified for the amount you are stating and also shows important credit information. 8. Give yourself less days to do your due diligence 17 days is standard in the contract to complete all of your buyer investigations. Realistically this can be done
in as little as 7-10 and if something comes up that slows the process down you can always ask for an extension of time. Having a higher deposit and less time for inspections can be a powerful combination, especially if you know that the seller is in a hurry to move! 9. Have your agent present your offer in person Nowadays it is uncommon for this to happen and I’ve been denied in the past asking other agents if I can present the offer in person. But it doesn’t hurt to ask! Again we’re playing on the seller’s emotions as it would be a lot harder for them to say no while you’re sitting right in front of them. It also gives them the opportunity to meet you and your agent which hopefully will build their confidence that you are a buyer who will close and have an agent that is competent. 10. Kindness, courtesy and follow up This should go without saying but showing respect is a must! If you’re fortunate enough to meet the sellers during your initial preview of the property try to have a conversation with them and connect with them. If they can put a friendly face to the name on the offer they will be more likely to choose you. Also, have your Realtor submit the offer and follow up shortly after. If they don’t answer, call again until you get confirmation. Showing courtesy and professionalism will give the sellers confidence in your ability to close the transaction. One of my favorite aspects of real estate is that every transaction is different. I always ask a lot of questions and get to know the agent and sellers as well as I possibly can. If you can get information on what is important to them than you can use these strategies to craft strong offers. Good luck in your real estate search and if these strategies work for you I hope you share your success story with me! ◙
ANDREW VILLALOBOS 951-961-1609 ANDREWPVILLALOBOS@GMAIL.COM ANDREWVILLALOBOS.COM BRE#01922817 40 | IE ENTREPRENEUR
OCTOBER 2015
SMALL SAFETY IE REALBUSINESS ESTATE –&PERSONAL ECONOMY WATCH
It's the Fall Real Estate Season Builders gear up to increase production By Craig Thomson, Mortgage Banker Amerifirst Financial, Inc.
Let's take a break from speaking about the Federal Reserve for a week and talk about a more pleasant topic. Thus far this year, the real estate market has been strong. This year continues the sector's recovery from the recession we suffered almost a decade ago.
This lack of inventory makes the ability of builders to gear up to increase production very important. And their major concerns are lack of affordable land and lack of skilled labor. Though lack of inventory, affordable land and skilled workers are real problems, they demonstrate that we have come very far in our It has been a long, hard road for the recovery recovery. and real estate in particular, but we have seen a slow and steady recovery in the sector for some Instead of complaining about lack of time. Last month we saw existing real estate confidence, jobs and available credit, as we were sales dip by almost five percent from the just a few years ago, the problems we face are previous month, but sales are still up over six very different today. percent year-over-year. Chin They are problems that a stronger economy We are now in the fall real estate season and face. Today, if an attractive home goes on the it seems that the most important factor holding market at a reasonable price, it more than likely back sales is lack of inventory in some areas of will sell. Thus, if you are thinking about listing the country. your home, conditions are favorable. And if you are thinking about purchasing, today's low rates still make ownership a bargain. Next week we are sure to be talking about the Federal Reserve again, as the jobs report is released on Friday.
Continued next page OCTOBER 2015
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SMALL SAFETY IE REALBUSINESS ESTATE –&PERSONAL ECONOMY WATCH
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TRID Becomes Effective Here comes the Truth-in-Lending/Real Estate Protection Act Integrated Disclosure Rule (TRID) effective date. What does that mean for the consumer and those working within the real estate industry? Starting with applications received on October 3rd of this year, the final closing costs on a home loan must be made available to a consumer purchasing or refinancing a home three business days before closing. This means that all parties must do a much more judicious job of planning a purchase or refinance transaction. Want to go to closing quickly after signing a contract? The best avenue would be to make sure your application is fully pre-approved by your lender's underwriters before you make an offer. This strategy also has the potential to make your offer more enticing to sellers because they know you are a serious buyer. It will also be important to make sure all issues are resolved early in the process. Last minute changes to the contract are much more likely to cause a delay in the settlement date. It is allimportant for everyone who is part of the process to work as a team to insure that the transaction flows smoothly without delays. Contact us for an article explaining the full scope of the changes, including the new integrated disclosures.
WEEKLY INTEREST RATE OVERVIEW The Markets. Rates on home loans were lower in the wake of the Federal Reserve Board's decision not to raise short-term rates. Freddie Mac announced that for the week ending October 24, 30year fixed rates fell to 3.86% from 3.90% the week before. The average for 15-year loans decreased to 3.08%. Adjustables were also down, with the average for one-year adjustables falling to 2.53% and five-year adjustables down to 2.91%. A year ago, 30-year fixed rates were at 4.20%, over one-third of one percent higher than today's levels. Attributed to Sean Becketti, chief economist, Freddie Mac -- "Global growth concerns and lackluster inflation convinced the Fed to defer a hike in the Federal funds rate. In response, Treasury yields fell about 9 basis points over the week, with some larger day-to-day swings along the way. In response, the interest rate on 30-year fixed rate loans dropped by 5 basis points to 3.86 percent. Rates on home loans have remained below 4 percent for 9 consecutive weeks and have remained range-bound between 3.8 and 4.1 percent since May. These low rates have supported strong home sales, and 2015 is on pace to have the highest home sales total since 2007." Rates indicated do not include fees and points and are provided for evidence of trends only. They should not be used for comparison purposes. Current Indices For Adjustable Rate Mortgages Updated October 25, 2015
Median Size of New Homes Decreasing The median size of U.S. homes dropped slightly in the second quarter, edging back from a record set in the previous quarter, the Commerce Department reported. In the second quarter, the median size of a new home was 2,479 square feet – about 40 square feet smaller than the record high set in the first quarter. The smaller size may be a sign that builders are starting to focus on building more entry-level homes. The National Association of Home Builders has predicted that first-time home buyers, who most often purchase entry-level homes, will comprise 18 percent of new-home sales this year, up from 16 percent last year. Still, that is far short of the 25 percent to 27 percent share of buyers that first-time home buyers comprised in the market from 2001 to 2005. At that time, the median size of new homes ranged from 2,051 to 2,263 square feet. But anticipating the return of first-time buyers, some builders have announced efforts to focus on the entrylevel market. Source: The Wall Street Journal
Contact Craig Thomson (NMLS#237679) Cell: (951) 347-0701 / CraigT@amerifirst.us www.amerifirst.us 42 | IE ENTREPRENEUR
Daily Value
Monthly Value
Sept 24
August
6-mon Treasury Security
0.09%
0.22%
1-yr Treasury Security
0.32%
0.38%
3-yr Treasury Security
0.97%
1.03%
5-yr Treasury Security
1.44%
1.54%
10-yr Treasury Security
2.13%
2.17%
12-mon LIBOR
0.843% (Aug)
12-mon MTA
0.221% (Jul)
11th District Cost of Funds
0.643% (Aug)
Prime Rate
3.25%
AmeriFirst Financial, Inc., 1550 E. McKellips Road, Suite 117, Mesa, AZ 85203 (NMLS # 145368). 1-877-2761974. Copyright 2014. All Rights Reserved. This is not an offer to enter into an agreement. Not all customers will qualify. Information, rates, and programs are subject to change without prior notice. All products are subject to credit and property approval. Not all products are available in all states or for all loan amounts. Other restrictions and limitations apply. License Information: CA: Licensed by The Department of Business Oversight under the California Residential Mortgage Lending Act.
OCTOBER 2015
Make Your Dream Home Your Reality My team has worked with local home buyers in the Inland Empire for over 27 years. As a local business, we make it a priority to understand the mortgage needs of our communities and provide Craig Thomson Mortgage Banker NMLS#237679 Cell: (951) 347-0701 CraigT@amerifirst.us
4210 Riverwalk Parkway Suite 120 Riverside CA 92505 Office: (951) 335-8133 Fax: (951) 900-7004 www.amerifirst.us
AmeriFirst Financial, Inc., 1550 E. McKellips Road, Suite 117, Mesa, AZ 85203 (NMLS # 145368). 1-877-276-1974. Copyright 2014. All Rights Reserved. This is not an offer to enter into an agreement. Not all customers will qualify. Information, rates, and programs are subject to change without prior notice. All products are subject to credit and property approval. Not all products are available in all states or for all loan amounts. Other restrictions and limitations apply. License Information: CA: Licensed by The Department of Business Oversight under the California Residential Mortgage Lending Act.
custom solutions! Call today to learn about our $10,000 loan approval commitment. We put up $10,000 to assure both the buyer and seller that the loan will close!
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SMALL BUSINESS – PERSONAL SAFETY TECHNOLOGY
Pet selfies: The next big thing in tech? A roundup of tech for the pet who has everything. If you want a workday video chat with your dog at home or send treats remotely, now there is tech for that.
The FitBark activity tracker monitors your pet's health. Image: FitBark
By Teena Hammond Senior Editor, TechRepublic Excerpt Printed With Permission
Pet selfies, one-on-one video chats with your dog, livestream lost pet tracking and remote treats are all within the realm of possibility with the pet-related tech now available. If you've ever been sitting at your desk and wanted to check in to find out what your dog does all day long, now you can find out with a range of tech options from the Petzi to the PetChatz to the PetBot. The PetBot uses artificial intelligence to recognize your pet and let him spam you all day long. If your pet walks up to the PetBot, it will begin sending selfies and videos to you via an app. You can send treats remotely to your pet to encourage more interaction. A surefire way to test Pavlov's theory. If you're more interested in a video chat, for the truly spoiled pet, the PetChatz allows real time video chats with your pet, and you can click on an icon on the app to immediately dispense a treat even if you're not home. This is similar to the Petzi, although the Petzi only allows you OCTOBER 2015
The PetChatz allows you to video chat with your pet. Image: PetChatz/Sarah Beth Photography
to watch a real-time video of your pet, instead of your pet being able to see you as well. However, you can still talk to your pet, and dispense treats remotely, and share photos via social media. So there's no real risk of your pet feeling unloved. Read the full story herehttp://www.techrepublic.com/article/pet-selfies-the-next-bigthing-in-tech/ Some of you may remember Teena Hammond, fellow journalist from the IE. Teena has 20 years of journalism experience as an editor and writer covering a range of business and lifestyle topics. More than 2,000 of her published articles have appeared online and in books, newspapers, and magazines around the world. IE ENTREPRENEUR | 45
IT'S A WRAP!
A young dancer with the Riverside Ballet de Folklorico, Family Village Festival Photo courtesy MULTICULTURAL COUNCIL RMA