SEPTEMBER 2015 INLAND EMPIRE

EXECUTIVEAGENT MAGAZINE

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Marcel Atallah Executive Agent of the Month

Inside Features: Alex Diaz American Financial Network Ruth Pacheco Alpine Mortgage Planning Kai Tubberville imortgage

imortgage is a perfect REALTORS! partner for your business! imortgage:

#4 out of

the TOP 100

mortgage companies in America.*

* Mortgage Executive Magazine April 2015 loanDepot.com, LLC dba imortgage

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t imortgage, we understand that an experienced Realtor–Lender team can help homebuyers make more informed decisions. Educated buyers are not only more confident buyers, but they’re also more likely to become repeat customers and steady referral sources. The power of the Realtor–Lender team is happier customers . . . and more business.

When you work with an imortgage loan consultant, you access the vast resources of the fourth largest non–bank mortgage company in the United States and that means great rates, fast approvals and even faster closings.

You and your buyer also enjoy the impeccable customer service that’s made imortgage one of the few Eliant–certified** mortgage companies in the country. We’re the perfect partner for you because we take superb care of your clients, make you look great and help build your repeat and referral business.

We’d like to be your partner! Call Richard today!

Richard Hedrick

909.912.7835

Branch Manager Direct (909) 912-7835 Mobile (714) 400-2753 NMLS ID 1059650 richard.hedrick@imortgage.com

imortgage 8686 Haven Ave., Suite 150, Rancho Cucamonga, CA 91730. Rates, terms, and availability of programs are subject to change without notice. Licensed by the Dept. of Business Oversight under the California Residential Mortgage Lending Act CRMLA 4131040. Corporate NMLS ID 174457. All rights reserved. 08012015. **Eliant 2014. Eliant is an independent third party that ranks customer experiences for the homebuilding and mortage industries.

contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

Magazine

September, 2015

Inland Empire

Editorials

Cover Story

22 - John Boe: Burn Your Boat

32 - Bob Corcoran:

Why Some Agents Sell More Than You

Fred Arrias Executive Publisher PO Box 73384 San Clemente, CA 92673 Ph: (949) 366-3349 Fax: (949) 266-8757 Email: Info@eamag.net Web: www.EAMag.net

ADVERTISERS’ INDEX Alpine Mortgage Planning............36

08 - Jim Rohn:

Love The Opportunity...

City of Hope..................................34 imortgage......................................2

10 - Chris Widener: Life Rewards Action

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i Photography Studio.................21 - 31 PWAOR.........................................24 The Termite Guy................................7 TIGAR...................................35

Marcel Atallah

Executive Agent of the Month

12 Ruth Pacheco

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© Copyright 2015 Executive Agent Magazine. All rights reserved. Reproduction in whole or in part without written permission is prohibited.

Although every precaution is taken to ensure accuracy of published materials, Executive Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

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Alex Diaz

Executive Banker of the Month

Marketing Director: Frank Arrias Editorial Manager: Trudy Van Graphic Designer: Garon T. Arrias Photography: i Photography Studio, Ian Wiant, Rob Paino Writers: Lalaena Gonzalez–Figueroa, Shannon Hartsoe, Haley Freeman, Steven McReynolds

Kai Tubberville

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E XECUTIVE AGENT

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MAGAZINE

Written by Shannon Hartsoe

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he last thing anyone needs when trying to get a mortgage is shaky information. Overpromising can often leave a client frustrated and remorseful. Under-promising can lead to aiming low in the quality of home and the loan itself.

Kai Tubberville is the perfect middle man. He doesn’t over-promise or under-promise. What his clients get are the facts, and when making a decision as big as which loan to pursue to buy a home, that’s an advantage that has made Kai a top lender at imortgage in Temecula.

“My team always puts the client’s needs first,” says Kai, sales manager at the office. “We do not look for the most profitable loans, we look for the best loan for the customer. They are what is important in any business. We love what we do and are here to help.”

Straightforward and Focused Just like his style of lending, Kai’s reason for becoming a loan officer is simple.

“The opportunity to help people buy homes and the chance to make a difference, that’s why I do this,” says Kai, who has been in this industry since 2002 following a career managing restaurants.

“I have always loved dealing with people and learned at a young age that people feel comfortable with me.”

His customer service fulfills the Golden Rule. Kai and his team make “treating everyone as I would want them to treat me if the tables were turned” the guiding principle in their work.

Kai Tubberville ExecutiveAgent Magazine

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We have a loan for every home... simple as that.® “I give everyone the best deal I can, always answer my phone or call everyone back promptly. I try to know everything I can about guidelines so to never let anyone down,” he says.

Kai adds: “I always make sure we do what we say and say what we do. We are unlike most lenders in the sense that they typically over-promise and underdeliver.”

What Clients Can Expect Staying on top of the lending market is no small task. Regulations are updated, trends change often, and loan products vary and change.

To stay on top of his game, Kai makes communication a priority. Not just with his team and clients, but also with local agents with whom he has developed longstanding, trusted relationships.

“I am constantly in front of my agents; I send updates in lending guidelines,” he says. “I have built solid trustworthy loyal relationships over the years. I have always tried to do my best with each loan so it has built momentum. People know they can call me and get an honest answer and commitment and I can close loans.”

And his colleagues in the local real estate market consider Kai one of their most trusted go-to loan officers. Realtor® Debbie DiMaggio with First Team Real Estate’s La Quinta office expressed her thanks in a letter to Kai, which read: “I want to take the time to thank you for the great job you do for my clients.

Having you cross qualify/approve the buyers for my listings has taken a lot of stress off my shoulders.

When you give me a pre-approval I know that the buyer is good to go. You handle each and every one of my clients in a very professional manner. I couldn’t

be more pleased with your service. I will continue to refer my future clients to you. Thank you for all your time and effort.”

Added Janna Dixon with Desert Sage Real Estate: “I have been in real estate sales in the desert for many years and have had the opportunity to work with many reputable lenders. Kai did an outstanding job in communicating with us each step of the way, made the paperwork simple for us, and was clear from the start about the fees and timeline. We were thrilled to be able to close on our home in only 28 days and feel sure that it was Kai’s thoroughness and professionalism that made this possible in these difficult financial times.”

Kai can expect many such accolades to continue for years to come, thanks to his unwavering focus on the essentials. For example, his goals are simple: Continue to grow his team and gain more business.

“And, most importantly, make people’s dreams come true.”

Kai Tubberville imortgage 41607 Margarita Rd., Suite 101 Temecula, CA 92591 Phone: 949-290-2851 Email: Kai.Tubberville@imortgage.com Web: www.imortgage.com/kai.tubberville NMLS ID 657659

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imortgage is licensed by the CA Department of Business Oversight, CRMLA 4131040. NMLS ID 174457. Equal Housing Opportunity. All rights reserved. 2015.

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Love the Opportunity...

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omebody said you have to love what you do, but that’s not necessarily true. What is true is that you have to love the opportunity. The opportunity to build life, future, health, success and fortune. Knocking on someone’s door may not be something you love to do, but you love the opportunity of what might be behind that door.

For example, a guy says, “I’m digging ditches. Should I love digging ditches?” The answer is, “No, you don’t have to love digging ditches, but if it is your first entry onto the ladder of success, you say, ‘I’m glad somebody gave me the opportunity to dig ditches and I’m going to do it so well, I won’t be here long.’”

You can be inspired by having found something; even though you are making mistakes in the beginning and even though it is a little distasteful taking on a new discipline that you haven’t learned before. You don’t have to love it, you just have to learn to appreciate America, appreciate opportunity and appreciate the person who brought you the good news; that found you.

Appreciate the person who believed in you before you believed in yourself, appreciate the person who said, “Hey, if I can do it, you can do it.”

If you will embrace the disciplines associated with the new opportunity you will soon find that your self-confidence starts

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to grow, that you go from being a skeptic to being a believer.

And soon when you go out person to person, talking to people, you will find it to be the most thrilling opportunity in the world. Every person you meet - what could it be? Unlimited!

Maybe a friend for life. The next person could be an open door to retiring. The next person could be a colleague for years to come. It’s big time stuff. And sometimes in the beginning when we are just getting started we don’t always see how big it is.

So, before you are tempted to give up or get discouraged, remember all success is based on long term commitment, faith, discipline, attitude and a few stepping stones along the way. You might not like the stone you are on right now, but it’s sure to be one of the stones that lead to great opportunities in the future.

Jim Rohn knows the secrets of success - in business and in life. He has devoted his life to a study of the fundamentals of human behavior and personal motivation that affect professional performance. He can awaken the unlimited power of achievement within you! Reproduced with permission from the Jim Rohn Weekly E-zine. Copyright© 2006, Jim Rohn.

All right reserved. For information about Jim’s keynote presentations and seminars, contact the FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com http:// FrogPond.com

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Written By Jim Rohn

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Life Rewards Action

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By Chris Widener

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hinking is good, yes it is. I strongly encourage thinking. In fact, thinking plays a terrific role in success. It helps you strategize. It helps you get motivated. It tunes you into success. I am all for thinking and I do it regularly!

That being said, just thinking, no matter how good of a thinker you are, will never catapult you to success. The difference between the thinker who succeeds and the thinker who doesn’t is that the thinker who succeeds also ACTS! Life does not reward thinking. Life rewards action. Let me clarify: Life rewards thoughtful action.

Think first, by all means… But then ACT! Do you want to gain wealth? Then save your money ACT! Do you want to lose weight? Then hit the treadmill ACT! Do you want a new job? Then quit your current one ACT! Do you want to write a book? Then begin to write - ACT! Do you want a new friend? Then introduce yourself ACT! Anything you want to accomplish will only be done by bold and decisive action.

Wishing won’t bring it about. Neither will dreaming. Nor will hoping.

DO to turn that non-physical electrical impulse we call a thought into a physical reality?

There is only one thing: ACTION. Will you succeed? Will you achieve your dreams? Will you live the life that you want? Only you can make that decision because only you can decide whether or not you will act.

My friends, life rewards action. Your actions do not need to be perfect. They just need to be. And then they get rewarded with success. With achievement.

Accomplishment.

You have the power within you to lead YOUR life as you see it. There is only one question you must answer for yourself: Will I act?

Because Life Rewards Action.

Chris Widener is the President of Made For Success. He teaches leaders how to become Extraordinary Leaders.

Chris’ speaking and consulting services have challenged the best to become optimists, to pursue excellence relentlessly, and to dream big dreams. Copyright© 2002, Made For Success. Used by permission. All rights reserved. For information about Chris’ speaking and consulting services, please contact the Frog Pond Group at 800-704-FROG (3764) or email Susie@frogpondgroup.com; http://www. frogpondgroup.com.

Nope, you must ACT. What is it you want from life? Tell me. Be specific. Be clear. Think about it. Strategize. Roll it around inside that noggin of yours. Got it? Good. Now what? What will you

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E XECUTIVE AGENT

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MAGAZINE

Written by Haley Freeman

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alsa dancer, scrapbooking enthusiast, mother of two and savvy loan officer. All of these describe Ruth Pacheco, whose gracious nature and positive spirit are among her foremost qualities. She is a woman who brings vibrancy and passion to her life and work, ensuring that every loan she touches is a masterpiece borne of her love for people and dedication to excellence. During her 30 years of lending experience spanning virtually every sector of the industry, she has acquired the skills neces-

sary to deliver outstanding service to clients no matter how complex the transaction or challenging the market.

When Ruth’s father announced to his family they would be leaving their home in El Salvador for a vacation in New York City, Ruth and her seven brothers had no idea they were actually packing for a new life in a new country.

“One day out of the blue, we children were informed to pack lightly and to be ready to take a vacation to New York. I was only 12 years of age and came to find out my father had applied for political asylum in the United States.”

Ruth’s father was a prominent political figure who was disturbed by the changing political climate in his home country. He had the foresight to remove his family before a lengthy civil war ensued, and he worked hard to establish a new life for them in a country where he neither knew the language, nor had any contacts. “He told us, ‘We’re here and have been given the opportunity to have freedom. Do your foremost, and do not bring shame to the family. We are here not to take, but to give.’”

Refining Her Craft Following the example of her hard-working parents who became business owners, Ruth applied herself in school and married her high school sweetheart. She went on to earn multiple degrees, and she and her husband both found their way into the lending profession.

“We formed a long-term business partnership for over 23 years in the lending industry and became owner/mortgage brokers for a period of 16 years.”

Ruth has been a business owner, loan processor and loan officer, and she has held positions inside both small and large lending institutions. Her diverse experience through several market cycles gives her a competitive edge few of her colleagues can lay claim to.

Ruth Pacheco ExecutiveAgent Magazine

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With The Passion Of An Artist “My years of experience in the industry allow me to offer our clients a variety of talents, and most importantly, an opportunity to make their American Dream come true.

When people ask me what I do for a living I tell them, ‘I am a dream maker.’”

With her credentials, Ruth could choose to work with any company, but last year, she chose to follow branch managers Brett Reichel and Marlene Hoover to Alpine Mortgage Planning, where they have “put together a team that really cares about others’ needs. We have over 200 years of experience all together. The supporting staff has been carefully selected and is willing to go the extra mile to get the job done.”

The company’s core values comport with Ruth’s own convictions, emphasizing the qualities of teamwork, empowerment, positivity and excellence. “We actually live these values every day when we come to work. Brett and Marlene are amazing managers who create a very positive attitude and mindset.”

“I sincerely care about others and their experience,” Ruth says, “as I believe in building long-term relationships, not just one transaction. I believe in helping one family at a time; I am not a big numbers originator, but a quality originator.”

A Finished Canvas Ruth says the professional she is today began with her father’s influence. “He was a very loving and giving type of man, a sincere and honest individual who taught me patience and character. He also helped me in making the selection of a life partner.”

Sadly, Ruth lost her dear husband of 34 years in 2009, leaving her to finish raising their two teenaged boys on her own. Today, they are both thriving adults, and Ruth is honoring her husband’s legacy while continuing to learn new skills and serve others. “I have a very active social life with my friends and church members. I love reading self-improvement and motivational materials, as well as spiritual ones.”

Ruth is also the chairperson for an event sponsored by West End Real Estate Professionals to benefit Operation Community Cares, an organization that supports soldiers abroad.

“I am passionate in what I do and take every assignment full-hearted. I strongly believe in commitment and getting things done to the optimum of my ability. I sign my name to my loan applications like an artist will sign his incomparable artwork.”

Ruth Pacheco MLO - 252846 Alpine Mortgage Planning 3390 Concours, Ste. 350 Ontario, CA 91764 Cell: 909.800.9142 Email: RPacheco@alpinemc.com Web: www.alpinemc.com/rpacheco © 2015 A division of Pinnacle Capital Mortgage | Equal Housing Lender NMLS 81395 | WA CL-81395 | AZ BK-910890 | Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act. Regulated by the Division of Real Estate Colorado. .

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Nomination Form Nominate a fellow REALTOR速 to be featured in one of our feature stories; on the cover as Executive Agent of the Month, or as a special feature story. All candidates must be nominated by a real estate professional. The selection process includes a questionnaire, personal interview, reference check and final approval by the Advisory Council. Candidates are evaluated based upon professionalism, length of service and uniqueness of story, as well as industry and community involvement.

I Nominate: Name_______________________________ Company___________________________ Address____________________________ _____________________________________ City, State, Zip_____________________ _____________________________________ Phone______________________________ Email_______________________________ Submitted By: Fax/Email nomination to: Executive Agent Magazine PO Box 73384 San Clemente, CA 92673 Fax: 949.266.8757 Email: Info@eamag.net Tel: 949.366.3349

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Cover Story

Marcel Atallah Executive Agent of the Month

ExecutiveAgent Magazine

MARCEL ATALLAH First Team Estates Written by Haley Freeman - Ian Wiant Photographer

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agers and agents because their leaders haven’t been out doing the business themselves in such a long time. I just came out of the field and know what challenges are being faced by agents daily.”

After distinguishing himself at First Team as a top-producing agent, Marcel was asked to assume a management role in January of this year. He admits that when the company’s owner, Cameron “Cam” Merage, initially invited him to take on this responsibility, he was reluctant. But then he recognized he was in a position to help his fellow agents, and he embraced his role as a servant leader.

“I realized that our agents deserved good leadership,” Marcel said. “So often there is a disconnect between man-

A Progressive Culture Marcel describes Cam as his “first and only mentor in real estate. I think it’s probably true that about 95 percent of people just go by the seat of their pants and try to cultivate business. It wasn’t until I met Cam in the mastermind group where we meet once a month, that I realized you have to know where your business is coming from and focus on marketing that specific portion of your business.

You have to be strategic in implementing definite tools.

At that point, real estate wasn’t just a job anymore, but my own business, my career path, and it had structure.”

arcel Atallah is a dedicated, energetic Realtor® and managing broker at First Team Estates. He began buying and selling real estate at only 18 years old, and as a young professional he has already garnered the experience, success and respect that many beyond his years have yet to attain.

ExecutiveAgent Magazine

Monique Blaschak, Marcel Atallah and Marty Koster

Marcel credits First Team with creating a real estate brand whose culture is a reflection of its executive leadership. A savvy business plan combined with a downto-earth management style and genuine investment in the community have catapulted the company to amazing heights. With over 1,700 agents, the company has been number one in sales and volume in Orange County for the last 10 years, possesses the number one real estate office in Orange County, is the largest independent real estate firm in California and was ranked number 14 in sales in the nation by the most recent RISMedia Power Broker Report. Its affiliation with Christies International has increased both the company’s prestige and reach, allowing its agents to become influential participants in the global real estate market.

As a manager, Marcel is committed to “recruiting, training and retention. I want to make sure that our agents have all of the tools they need to pass on the benefits of

our company to the consumer. I believe we’re the strongest company out there, and nobody has more tools.”

Marcel explains there is a $5 million per year marketing budget for the benefit of all agents. “We are aggressively advertising in newspapers, social media – everywhere. No one can out-market us.”

Since its inception, First Team has been a real estate trailblazer, defining new standards for the service agents deliver, as well as the service they receive from their company. “We have concierge service for all of our agents.

It starts with branding in all avenues of social media, including individual YouTube channels and advanced placement on Zillow. We have concierge telephone answering systems. Our listings are advertised in places, like The Wall Street Journal, the OC Register and the LA Times. All of our tools are designed to drive traffic and make our agents’ jobs easier while making the most money for our customer.”

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First Family of Real Estate Beyond the company’s cutting edge technology platform and modern marketing strategies, its commitment to people shines as its greatest asset. Its young, energetic culture synergizes its members to work toward everyone’s collective success. Marcel describes First Team as a family environment, where there is “great comradery and everybody gets excited about other agents’ success.

Nobody has trade secrets. We all share what we know to help get the deal done.”

A Global View Marcel grew up in Germany, where his father was an executive with Porsche. He is an international traveler who has visited every region of the world except Asia, a task he plans to accomplish soon. With his broad understanding of the world and its cultures, Marcel is well-qualified to lead his team in serving the increasing number of international buyers and sellers in Southern California.

First Team’s exclusive affiliation with Christie’s International Real Estate brings greater exposure to the company’s listings in the much sought after coastal markets and alerts domestic buyers to available properties

overseas. “Our luxury platform has the power to let our clients know what part of the world is looking at their home. They will know if someone in the Middle East or China looked at their home on the web. Chinese buyers purchased a significant percentage of the homes in Irvine last year. If you’re a seller, it’s not just about making sure your neighborhood knows about your house, it’s about making sure the world knows about it. Your buyer could be coming from anywhere, and we have the ability to put the information in their hands.” Business and first-class air travelers are also exposed to First Team’s luxury listings.

Further, First Team is connected to a network of prequalified real estate agents around the country and the world, so when a client needs to relocate, First Team is ready to refer them with confidence. “There is not one chink in our armor,” Marcel says. “Everything has been thought of.”

Applying Life’s Lessons If you visit Marcel’s Facebook page, you will find that he posted this quote, “Failure is of great importance. If you have never failed at anything, you can never treasure your success.”

Marcel with Lacy Williams and John Barker ExecutiveAgent Magazine

Marcel and Jamie just renewed their vows and celebrated with a Mediterranean tour. Their 13-year-old son, Francois, accompanied them as chaperone. Marcel shares, “My greatest motivation for succeeding in real estate is making the best possible life for my family.”

Marcel’s second greatest motivation is helping others succeed. “First Team is a great name, but it could be First Family, because that’s what we really are. Everybody measures success in different ways. I want to understand agents as individuals and implement the training they need to make a good lifestyle for their families and help them grow in quantitative ways.”

Along with it, Marcel commented, “Words to live by – reminds me of the summer of 2008.”

The Atallah Family: Marcel, Jamie and their 13 year old son Francois

Marcel is very humble about admitting that after the boom years, he lost everything he had worked for. “It will never happen to me again. I know how to build a business that is sustainable. It’s a lesson I had to learn, and I’m grateful I learned it at a young age and had time to recover. I thank God my wife stood by me every step of the way. When you have the help of your family, you can make anything happen.”

Marcel’s wife, Jamie, is also a talented Realtor®, and she took over his real estate practice when he moved into management.

About Marcel, Jamie says, “He has made such an impact on the agents here. He has organized training for people at all levels and sits down with them every week to teach them something new.” She says that while he doesn’t “sugar coat” his advice, he is quick to recognize success and encourage others to strive for excellence and try new things. “He’s very proactive and committed to helping every agent better themselves.”

ExecutiveAgent Magazine

Marcel Atallah First Team Estates 29121 Overland Drive Temecula, CA 92591 Phone: (951) 757-1765 Email: marcelatallah@firstteam.com Website: www.marcelatallah.com CalBRE # 01347990 ExecutiveAgent Magazine

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Burn Your Boat

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believe that the great NFL Hall of Fame coach, Vince Lombardi, had it right when he said, “The quality of a person’s life is in direct proportion to their commitment to excellence, regardless of their chosen field of endeavor.”

Do you agree with Coach Lombardi, or are you the type of person who has difficulty staying focused and keeping commitments? Do you allow the negative influences of fear, anxiety, self-doubt and worry to dominate your thinking and sabotage your results?

Sadly, most people fail to achieve their goals, not because they are lazy or lack self-motivation, but because they were never “fully committed” to succeed! I cannot think of a single great achievement that has ever been attained without first a plan of action and then an unshakable commitment to its accomplishment.

Walt Disney was arguably one of the most creative dreamers and determined men of the twentieth century.

Walt understood the power of commitment and would frequently tell those around him, “When you believe in a thing, believe in it all the way, implicitly and unquestionably.”

The ancient Greek warriors were both feared and respected by their enemies. In battle, the Greeks established a well-deserved reputation for their unsurpassed bravery and unshakable commitment to victory. The key to their overwhelming success on the battlefield had far more to do with how the Greek commanders motivated the warriors, than it did with issues of tactics or training.

The Greeks were master motivators who understood how to use a “dramatic demonstration” to infuse a spirit of commitment into the heart of every warrior. Once the warriors had been offloaded from their boats onto their enemy’s shore, the Greek commanders would shout out their first order…”burn the boats!” The sight of burning boats removed any notion of retreat from their hearts and any thoughts of surrender from their heads.

In your sales career your battles are not fought with weapons on foreign shores, but within the confines of your own mind. A truly committed salesperson does not have the luxury or the time for the self-indulgence of negative thinking.

The true underlying motivation for all success is a deep and unwavering commitment to the task at hand. The sales profession is a demanding and challenging career, but it is also personally rewarding and financially lucrative for those who are fully committed to becoming successful.

If you are being pushed around mentally by thoughts of fear, anxiety, self-doubt and worry, it is time to “burn your boat” and become fully committed to your sales career!

“Until one is committed, there is hesitancy, the chance to draw back, always ineffectiveness. Concerning all acts of initiative and creation, there is one elementary truth the ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, and then providence moves too. All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision, raising in one’s favor all manner of unforeseen incidents, meetings and material assistance which no man could have dreamed would have come his way. Whatever you can do or dream you can, begin it. Boldness has genius, power and magic in it. Begin it now.”

- Johann Wolfgang von Goethe John Boe presents a wide variety of motivational and sales-oriented keynote/breakout session/seminar programs for sales meetings and conventions. When you book John for your next sales meeting or convention, you get a nationally recognized author, sales trainer and business motivational speaker with an impeccable track record in the meeting industry. Copyright 2007, John Boe International.

All rights reserved. For additional information, contact the FrogPond at 800.704.FROG(3764) or email susie@ FrogPond.com; http://www.FrogPond.com

Imagine the tremendous psychological impact on the soldiers as they watched their boats being set to the torch.

As the boats turned to ash and slipped quietly out of sight into the water, each man understood there was no turning back and the only way home was through victory.

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Written by John Boe ExecutiveAgent Magazine

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刀䔀䜀䤀匀吀䔀刀 䘀伀刀 䔀䄀刀䰀夀 䈀䤀刀䐀 倀刀䤀䌀䤀一䜀 一伀圀 圀圀圀⸀䔀倀刀伀一䄀刀⸀䌀伀䴀⼀一䄀刀ⴀ吀䔀䌀䠀ⴀ䔀䐀䜀䔀⼀䄀一䄀䠀䔀䤀䴀

BANKER E X E C UTIVE

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ALEX DIAZ

Executive Banker of the Month

ExecutiveAgent Magazine

ALEX DIAZ Written by Haley Freeman - Ian Wiant Photographer

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quiet and somewhat shy first generation CubanAmerican, Alex Diaz has devoted his entire career to mortgage lending, making him a well-rounded and highly respected figure in the industry. Born in 1972 in Upland, he prefers a low profile but has been featured on NBC’s “Today” program, CNBC “Power Lunch,” “USA Today” and numerous other news organizations.

Some of the positions he has held include loan officer,

sales manager, vice president and branch manager, all of which have granted him insight into every aspect of the business, equipping him to carry out his role at American Financial Network.

Alex entered the mortgage business in 1991 at the age of 19 as a loan officer for Directors Mortgage Loan Corporation. Back then, Directors was one of the nation’s largest privately owned mortgage bankers and provided training for someone new to the business. Alex recalls, “It was a challenge being that young as a loan officer, calling on offices in my Cavaricci pants and Creeper shoes. Sometimes I wonder how in the world I even made it.”

Alex was attracted to the industry because he was inspired by the father of one of his high school friends who was the president of Directors Mortgage, Ray Crebs.

Immediately after high school, Alex went to work there. Alex struggled for the first few years, as many new loan officers do, but through his persistence he finally found his way by focusing on Spanish real estate offices in San Bernardino, Rialto and Fontana. By the time he was 23 years old he was averaging 10 to 15 loans per month.

Alex worked at Directors for four years until they were acquired by Norwest Mortgage.

Alex left Directors in 1995 to partner with his father, Alex Sr., and started a mortgage brokerage in Upland, originally named Westend Mortgage. His father was already a real estate broker with an office in Montclair.

He considers himself fortunate to have worked with his father for 14 years. “I have been very blessed,” Alex says. “I thought I knew everything, and that by being a pretty good producer it would come easy running a business. That couldn’t have been further from the truth. My father, an accountant, showed me how to run a business, manage people, forecast, and understand a P&L.”

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In 2001, Westend was transformed into Statewide Bancorp where Alex took over the lead role. The company began with three employees, and over the years Alex built the company to over 200 employees, closing 5,834 loans in 2006 alone. Statewide remained open until 2009 when Alex realized that the overwhelming regulatory changes required of mortgage brokers were a bullet he would rather dodge. So in 2009, he set out to find a direct lender that offered branching for entrepreneurs like himself.

Welcoming New Opportunities In 2011 Alex was looking for a company where he could move the team of 23 people he had assembled since 2001 – a team that has closed well over 12,000 loans. He wanted to find a company that was large enough to have the tools they needed to get loans closed on time, and small enough to still feel like a family. He found that in American Financial Network.

AFN is headquartered in Chino Hills, CA. Today, it is one of the fastest growing, independently owned mortgage bankers in the country, with 81 community-focused retail

branches in 41 states. AFN is a Fannie Mae and Freddie Mac seller/servicer and a GNMA issuer. Their delegated authority to underwrite, draw docs and fund Fannie Mae, Freddie Mac, FHA, USDA, VA, and Jumbo loan products all in house, allowed them to build a streamlined operation while elevating customer service to homebuyers, Realtors® and builders.

Alex manages the day-to-day operations at the Rancho Cucamonga branch and a satellite office in Covina. “AFN is a great company, and we have a terrific team here in Rancho,” Alex says.

“I think one of the things that really stands us apart from our competition is our service levels and our closing time frames in our branch, since we do everything from start to finish. We not only process, but we also underwrite, draw docs and fund. This gives us complete control and the flexibility to make sure our loans close on time. If I know a specific loan needs to be fast-tracked, we can just do it.

I don’t have to go through layers of management at some central location to get things done.”

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GOING BEYOND THE STATUS QUO

Alex is not a producing manager, but instead, runs the office and oversees sales and operations. “When I decided to take a management role, I decided to actually be management. I personally decided not to compete with my loan officers, and I use my contacts to help generate more business for them. I am here to support our loan officers and sales managers to get their loans closed, so they can continue to originate new business.”

“While back-end support is essential,” Alex says, “the quality of service we deliver starts with the loan officer.

Our loan originators at AFN Rancho are all well-trained, and they are seasoned and educated in all of our products and guidelines. Our loan originators are very good at what they do. We handle each client’s situation with a unique, personalized approach, and when it comes to getting the right loan at the right rate for our client, we will do whatever it takes.”

In addition to in branch processing, underwriting, docs, funding and streamlined operations that cut closing times to below industry standards, AFN is always working hard

to create value for its professional partners. “Closing loans on time and providing excellent service is our number one focus,” Alex says, “but I think another thing that stands us apart is that we understand our business relationship with our Realtors® needs to be a partnership. We need to bring value to that partnership.”

Among the many items of value the company brings to its partners, Alex explains that AFN Rancho has invested heavily in cameras, green screens, aerial drones, editing software and the professionals who know how to use them for use by agents to create high quality photos and videos of properties. They can also use these resources to create promotional head shots and videos for use in marketing materials and social media presentations.

The company has invested in other technology, including systems that provide portals for Realtors® and builders to log in at any time and track the status of loans in process.

Transparency is an important element in today’s environment at AFN Rancho.

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AFN also generates leads by advertising online and through social media. These leads come organically to individual branch sites, and buyers are prequalified before loan officers send them out to their business partners. One of the greatest lessons Alex took away from the market crash is “to keep our business focused on Realtors® and builders by providing them with exceptional service.

During my career, purchase business has always been most of my personal business. I learned the importance of concentrating on purchase business early in my career, and even with the recent low rates, 70 to 80 percent of our closings today continue to be purchase transactions.”

The company’s aggressive loan products help make this possible, with programs including FHA down to a 580 credit score, various down payment assistant programs, Jumbo loans to $5 million and a program qualified on 100 percent bank deposits for self-employed borrowers.

“One very encouraging sign is that the mortgage market is shifting again. We are seeing non-traditional mortgages coming back into the marketplace. Self-employed borrowers who have been nearly locked out for the last eight years since the meltdown, now have options with new loans becoming available once again,” Alex says.

AFN continues to look at better ways to improve the overall experience of customers and business partners.

They are always looking at adding new products that can help people achieve the dream of homeownership.

This is a credit to Alex’s leadership and the managers at AFN Rancho. This group works well together in a culture where respect, integrity and teamwork are revered.

Alex has plans to grow his team even further. He is actively searching for loan officers and sales teams that can capitalize on existing infrastructure and systems. “We want to continue to ‘WOW’ our customers,” Alex says.

AFN Rancho is always looking for ways to improve their processes and make the customer experience even better.

They are prepared for the coming changes taking effect in October. “We won’t miss a beat,” shares Alex.

“There are a lot of mortgage companies in our marketplace, but I think what we bring in terms of value, products, service, coaching and tools put us in a league of our own. This is a company that listens to its customers, and that’s hard to find.”

American Financial Network Inc. is licensed by the California Department of Business Oversight under the Finance Lenders Law #603l871 and holds a CA Bureau of Real Estate, Real Estate Brokers License #01317581 under Nationwide Mortgage Licensing System (NMLS).

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Alex Diaz - Branch Manager American Financial Network 8577 Haven Avenue, Suite 108 Rancho Cucamonga, CA 91730 Tel: 909-718-4848 Email: adiazjr@afncorp.com Web: www.mtgloansdirect.com NMLS ID 20858 ExecutiveAgent Magazine

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Why Some Agents Sell More Than You

W

ith all due respect to Abraham Lincoln, all real estate agents are not created equal.

see when they see you up close and in person? What do they see when they see one of your ads in the newspaper?

Now before you get mad at me, hear me out. I’m not saying it’s a bad thing that agents are unequal. It’s just the way I see it. For example, if you judge agents by how many houses they sell, they are clearly not equal. Not every agent sells 100 houses a year.

What impressions are your marketing materials leaving with the public? And, even more importantly, what impressions are you leaving with people you meet face to face?

So what I am saying is that each agent brings his or her own unique gifts to the office. And the key is to understand your own special gifts, and then put them to work in a way that not only makes you more successful, but also makes you stand out from all the other agents in your market.

When I work with clients to help them develop their professional identities, I like to use the SWOT analysis – Strengths, Weaknesses, Opportunities and Threats. For purposes of this article, focus primarily on the first two: your strengths and weakness. Then later you can look at the other two as they relate to your particular market.

And I honestly believe one reason some agents outsell some of their peers is precisely because they’ve taken time to – in the words of Ms. Abzug – establish their “professional identity.”

Assess both your strengths and weaknesses carefully.

And recruit others for this exercise. Find out what your friends, family and coworkers see. Many times others see things you miss.

Consider for a minute what you think – what you really think – when you hear about an agent that’s outselling you in your market. Be honest. Probably a little bit of jealousy, sprinkled with a little resentment.

Then develop specific ways to put your strengths to work in your business life. And look at the weaknesses you believe you can change. Work on them to slowly turn them into strengths. When you add your strengths to your services, you begin to shine through in all that you do for your clients and prospects, and before you know it, you’ve created your very own professional identity.

Well, the way I see it, you have a couple of choices. You can feel that jealousy (and there’s nothing wrong with that – you’re only human). But if you leave it at that, you don’t improve. You sit there with your sour grapes.

The other choice is to stop and take a little time to learn from those successful competitors. When you do that, you’re heading up the on-ramp to a speedy interstate of faster sales.

And if you do examine top producers, you’ll soon realize they all have something in common: yes, that strong professional identity. They’re easy to spot, they have a consistent way about them and they exude professionalism.

Best of luck to you!

Bob Corcoran is a nationally recognized speaker who is founder and president of Corcoran Consulting Inc. (CorcoranCoaching.com), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into the broker’s or agent’s existing practice. © 2009, Bob Corcoran. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@ FrogPond.com; http://www.FrogPond.com.

So, have you taken time to consider your professional identity? Have you thought about the impression you’re making out there in the trenches? What do potential clients

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Written By Bob Corcoran ExecutiveAgent Magazine

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Each year, City of Hope invites bone marrow transplant recipients and their families to attend the “Celebration of Life” event. It’s a joyous time during which survivors of blood cancers such as lymphoma, leukemia and myeloma embrace their health, their life and each other. It began more than 35 years ago when City of Hope created what is now one of the largest and most successful bone marrow transplant programs in the world. In fact, we’ve completed over 11,000 transplants and, according to national reports, our outcomes are among the best in the nation. The goal of curing cancer isn’t just something we work at. It’s what we live for.

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ALPINE MORTGAGE PLANNING IN ONTARIO 3990 CONCOURS, SUITE 350 | ONTARIO, CA 91761 • Alpine Mortgage Planning is a direct lender • Retail branch of Pinnacle Capital Mortgage Corp • 2013 – Funded $7 billion • Focused on purchase business • Broker and banker • In branch set-up, processing, and docs • In-house marketing support • CRM • Production assistants to allow you to be in the field • Employer paid health benefits • 401K • Multiple sources for jumbo product with excellent pricing and delegated underwriting

We’re proud to announce our new office in Ontario. Alpine Mortgage Planning is currently in the process of interviewing purchase-focused loan originators, sales managers, and teams to join our world class fulfillment team. If you’re looking to take your business to the next level, you need the right support team behind you. Join us!

VISIT WWW.ALPINEMC.COM/CAREERS FOR MORE INFORMATION! MARLENE HOOVER

BRETT REICHEL

MLO-828390

MLO-210215

Cell 562.884.9541 Fax 855.714.8399 mhoover@alpinemc.com

Cell 503.784.0482 Office 909.657.5101 breichel@alpinemc.com

Area Manager

Area Manager - Inland Empire

© 2014 A division of Pinnacle Capital Mortgage Corp | Equal Housing Lender | NMLS 81395 | WA CL-81395 | AZ BK-910890 | Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act. Regulated by the Division of Real Estate Colorado.