December 2013 south bay

EXECUTIVEAGENT MAGAZINE

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Michele Brown Executive Agent of the Month

Inside Features: Steven Abraham First Team Estates

William Soto Realty ONE Group

Monique Waite Kinecta Federal Credit Union

More Control. More Deals.

At Eagle Home Mortgage, our world revolves around the relationships we’ve cultivated with the real estate community. Our culture is geared toward support and empowerment of our loan officers, in order to provide the best possible service to you and your clients. Everyone at Eagle Home Mortgage is focused on the importance of closing loans and closing on time. Unlike other lenders, we process files locally, use in-house underwriters and have our own appraisal management team. This results in more control, improved communication and a faster, more efficient process; so as partners, we can make more deals happen.

Four Southern California locations: Torrance NMLS #804830

Phone: 310.602.3900 Torrance@eaglehm.com www.eaglehomemortgage.com/torrance

NMLS #839289

NMLS #849059

Irvine

Riverside

Scott Criss

Brett Smith

Karen Virgil

Branch Manager / Sr. Loan Officer

Branch Manager / Sr. Loan Officer

Branch Manager / Sr. Loan Officer

Phone: 619.929.0102 ScottCriss@eaglehm.com www.eaglehomemortgage.com/scottcriss

Phone: 949.892.2422 BrettSmith@eaglehm.com www.eaglehomemortgage.com/brettsmith

Phone: 951.750.7952 KarenVirgil@eaglehm.com www.eaglehomemortgage.com/karenvirgil

San Diego

NMLS #210975

NMLS #483930

NMLS #944511

NMLS #613337

Member of the Lennar Family of Companies

Universal American Mortgage Company dba Eagle Home Mortgage. Universal American Mortgage Company of California dba Eagle Home Mortgage of California. Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act. RMLA #4130443, NMLS #1058. Copyright 2013 Lennar Corporation. Lennar and the Lennar logo are U.S. registered service marks of Lennar Corporation and/or its subsidiaries.

contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

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DECEMBER, 2013

Cover Story

SOUTH BAY

Editorials

28 - Charlie Cook:

Get More Clients Using Pull Then Push Marketing

12 - Susanne Gaddis:

Putting A Positive Spin On Workplace Evaluations

32 - Louise Kaelin:

ADVERTISERS’ INDEX

Letting Go Vs. Giving Up

26 - Greg Whitaker:

Eagle Home Mortgage.......................2

An Unusual Hiring Tool

5 Michele Brown

Executive Agent of the Month

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

Evergreen Realty...............................25

22 - Zig Ziglar:

i Photography Studio................11 & 20

Hitting The Bull’s Eye

16 - Zig Ziglar:

Kinecta Federal Credit Union...........36

Employment

Prominent Escrow.............................24 PWAOR.......................................35 SBAOR.........................................21 The Termite Guy................................34

Steven Abraham

30

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First Team Estates

14 William Soto

Realty ONE Group

Monique Waite

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Photography: i Photography Studio, Ian wiant, Rob Paino Graphic Designer: Garon T. Arrias Editorial Manager: Trudy Van Writers: Lalaena Gonzalez–Figueroa, Shannon Hartsoe, Haley Freeman, Julie Brown © Copyright 2013 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.

Kinecta Federal Credit Union ExecutiveAgent Magazine

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Nomination Form

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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: Name:___________________________________ Fax/Email nomination to: Executive Agent Magazine Fax: 949.266.8757 Email: Info@eamag.net Web: www.EAMag.net Tel: 949.366.3349

Company:________________________________ Phone:___________________________________ Email:___________________________________

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Cover Story

Michele Brown Executive Agent of the Month

ExecutiveAgent Magazine

By Haley Freeman - Ian Wiant Photographer

W

hen Michele Brown was just 12 years old, her father bought her a copy of Napoleon Hill’s timeless book, Think and Grow Rich. “The book is still on my nightstand. I read it every morning,” Michele says. “I don’t think a lot of children get that kind of expanded perception of the world from their parents. Our parents always told us that there is nothing we cannot do if we just have the passion to do it. That book helped to facilitate my belief long after they were gone. I had no idea when I was 12 that it would be a forever book.”

Michele achieved her first professional dream of becoming a nurse. However, the long hours and demands of her profession eventually became untenable for her as a mother of three young children. Her friend suggested that she might enjoy working in the real estate business, where

she would have more flexibility for her family. “I took a part-time job working with her to see if I would like the business, and I fell in love,” Michele recalls.

Michele worked with the third largest multi-family property management firm in the United States. She progressed to a supervisory position and spent years managing acquisitions and dispositions of the company’s asset portfolio.

A change in her personal circumstances eventually led to the foreclosure of Michele’s home. She found no one who was able to answer her questions or to help her find solutions. “When my home went into foreclosure, I didn’t really understand the process. I tried to call the bank for solutions, but they didn’t want to talk to me about it. My home was on the market for sale, but I didn’t understand how single family home sales worked. I was very upset,” she remembers.

Michele Brown ExecutiveAgent Magazine

Early Lessons in Achievement Last a Lifetime Up to that time, Michele’s career had centered on commercial property management. She determined then that she would become educated in the single family home market, so that she could be of service to others. “That’s why I made my transition, so that I could help other people get solutions that I couldn’t. I started learning as much as I could about lending and the foreclosure process, as well as single family home sales. I found that many Realtors® had no idea about these things – they just sold homes.”

Soon after, Michele’s professional connections brought her to Los Angeles. She built a successful practice throughout the Southern California market, and then decided to downsize her personal business to focus on building a team of agents. She envisioned a team “who wanted to work hard and provide the level of service that I had been providing to clients.” Michele is now the executive director for the Real Estate Professionals Team at Keller Williams, South Bay. According to Michele, training for the industry “tends to

be clinical and legal – you don’t really learn how to practice in a way that will give clients the most information to make intelligent decisions. I started my team so that we could collaborate together. I ended up at Keller Williams because they have the same business model and objectives….

Education is so important.”

Michele describes her team as “totally learning-based. It is not just about getting the education to get your license.

No one on our team ever stops going to classes. You are not acting in the best interests of a client if you don’t know what the current laws are, what the current contracts say, or what the market trends are,” says Michele.

Another reason Michele strives for the importance of education is that “investors and buyers are much better educated than they used to be, and they have technology at their beck and call. They can figure out pretty quickly what they want to do. Often, they just need someone to facilitate the transaction. It doesn’t take long for them to figure out who has the capacity to help them.”

Standing: Luz Vasquez, Patty Farnham, Ben Karmelich, Lisa Wolpert, Gena Calderon Seated: Melanie Hane, Michele Brown, Naomi Yamagami ExecutiveAgent Magazine

Regular education also helps Michele and her team stay in touch with industry trends, preparing them to anticipate the needs of their clients. “We work hard to stay in touch with lenders and with those who work in other aspects of our industry. We didn’t see short sales coming, but we heard from our lenders and bankers that they were. We got everybody on our team certified so that they were prepared. When we see a trend coming, we get the education to facilitate.”

The foremost quality that Michele looks for when developing talent for her team is “that people matter, caring about people is the most important thing,” she says.

In addition to their commitment to their clients, Michele and her team demonstrate their caring attitude for people by giving time and resources to the community. The

team donates a portion of its commissions to KW Cares, a 501c3 that provides support to Keller Williams agents and their families when there is a need. The team also works closely with the House of Hope program, assisting women with substance abuse issues, and the Ridgestone Foundation, which provides after school care for families with children in abuse situations. Every year, the team also gives to Toys for Tots.

Michele also looks for team members who speak multiple languages. “You can’t live in a culture like Southern California and provide the highest level of service if you don’t speak other languages. Our multi -cultural homeowners and investors need to have a clear understanding of the process. They can’t always do that when English is a second language.”

ExecutiveAgent Magazine

“The quality and quantity of service rendered is as important as the spirit in which it is rendered.”

Michele’s team currently speaks five languages in addition to English, including: Spanish, Portuguese, Arabic, Russian and Japanese. When other languages are needed, the team will “outsource to other agents who are not on our team, but who speak a multitude of languages,” Michele says.

Michele and her team have earned many outstanding achievements. They have been awarded Top Producer Gold Medals for each of the last 4 years. In 2011, Michele was recognized as Entrepreneur of the Year by the Women’s Council of Realtors®. She is very active in the industry and the community at large and serves a number of boards and foundations. “I’ve earned a lot of awards and accomplished a lot for my clients, but my team is the one thing that I’m most proud of. I’m proud of how they represent what we stand for and how hard they work.”

“My parents gave us the foundation to build our whole world. If you want to do something, you can do it. That’s the message the 12-year-old me took away from reading Napoleon Hill’s book. I gave the book to my children. I give it to every new agent and, when their children turn 12, they get one too.” Ultimately, it is Michele’s family that is most important to her. She describes herself as authentic.

“I don’t like pretension. I am genuine and down-home.

My family is everything to me. We cook, we garden, we drink wine, we sing along with the musicians – all of my children are musicians.”

In every area of Michele’s life, “Excellence is not a goal. It is a daily operating procedure.”

Michele borrowed her team’s mission statement from Napoleon Hill, “The quality and quantity of service rendered is as important as the spirit in which it is rendered.”

ExecutiveAgent Magazine

Michele Brown Keller Williams Realty 23670 Hawthorne Blvd., #100 Torrance, CA 90505 Tel: 310-944-5188 MicheleBrownAssociates@gmail.com www.LosAngelesBestHomeSearch.com BRE # 01165450

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Putting A Positive Spin On Workplace Evaluations

H

ave you ever worried about your annual evaluations?

Do you know you do a good job at work, but your mind keeps spinning with all the things your supervisor said you need to improve?

You are not alone. In fact, if you were to ask just about anyone who has just been evaluated what he or she remembers most, an honest response would be not the things that he or she is doing right. Rather, it is easiest to recall the supervisor’s suggestions for improvement.

This has to do with the way our brain is wired. Everyday we are presented with millions of messages. The way that our perception works is that we select out the messages that are the most important to us. Think for a moment about how this relates to the evaluation process.

Prior to going into an evaluation, what is the typical person thinking? Not, “I wonder what great things they are going to say about me this time.” Rather, you are more likely thinking, “I wonder what they are going to find wrong this time.” Because we set up our brain to look for this information, this will be what information we select out. Subsequently this is the information we will hold in long term memory, where it remains. And at a moments notice, we can replay the message like a broken record.

Communication experts refer to this as “sharpening.”

Sharpening happens when we pay attention to certain aspects of a message while ignoring or overlooking the other aspects of a message. Imagine you have a huge “mental highlighter” and at any given moment you take it out to mark or highlight the messages most important to you.

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For instance, where would you use your “mental highlighter” if your evaluator said, “You’ve really had a great year. I appreciate how you’ve covered extra shifts for your colleagues who have called in sick. I also appreciate your willingness to take on extra projects. You have also come a long way with regard to learning the new computer system which represents an area that I’d like for you to continue to work on.”

The reality is - all of these messages are of equal importance. However, because of our tendency to sharpen on the negative or corrective messages we are more likely to be driving home later that evening saying to ourselves, “I hate that computer system. I can’t believe that they expect me with all of my other roles and responsibilities to learn that too.”

A good way to gauge whether you are sharpening on the negative or corrective aspects of a message is to play the game, “Get Off Your Buts.” When we are being evaluated, chances are we’re not as interested in the messages that come before the “but.” Rather, we are interested in the messages coming after.

Supervisor: “You do a great job around here, BUT . .”

Supervisor: “Overall we’ve seen great improvement, BUT . . ” To keep from sharpening, ask yourself, “what just came before the BUT that needs my attention.”

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Written By Susanne Gaddis

As you know, an evaluator’s purpose is to provide you with feedback. This is in hope that you will take this information and make positive changes in behavior.

Equipped with the information that you learned from your evaluation, you are set to begin on a journey toward making these improvements. So, my best advice? Rather than letting your mind spin with all the things that your supervisor said that need to be improved, let your mind spin with all of the behavioral changes you can make so as to be the best employee you can be.

Susanne Gaddis, Ph.D., known as The Communications Doctor, has been speaking and teaching the art of effective and positive communication since 1989. Gaddis’ workshops, seminars, and keynote presentations are packed with tips and techniques that can be immediately applied for successful results. Gaddis also provides quality training and executive coaching for organizations, corporations, and associations across the United States. © 2008, Susanne Gaddis. All rights reserved. For information about Susanne’s Keynote Presentations or Executive Coaching, contact FrogPond at 800.704.FROG(3764) or email Susie@FrogPond.com; http://www.FrogPond.com

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E XECUTIVE AGENT MAGAZINE

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By Julie Brown

William Soto

Destined For Real Estate

W

illiam Soto has a background in marketing, sales, property management, home repair, business management and customer service. It sounds like the dream skill set for a real estate professional, but it took several years for William to realize just what he had. After spending the early part of his career in advertising and managing his own business, William eventually followed his destiny and went into real estate. “The stars just aligned,” shares William. “You don’t know what skills you have until you need them and my past definitely helped me to build my future.” As a REALTOR®, broker and licensed contractor, William brings true meaning to the idea of being a full-service real estate professional.

ness. His father owned several rental properties and taught him from a young age the concept of passive income as well as how to fix just about anything in a house. His mother owned a Mexican restaurant and taught William about customer service and business management. Intrigued by the marketing side of running a business, William studied advertising and went to work for an ad agency.

A few years later he and a fraternity brother came up with an idea for a fishing product and started an outdoor company. They manufactured their product and sold it to stores throughout California with success, but eventually hit a wall. “We exhausted the personal funds we put into the business and needed investment capital,” says William.

“We just couldn’t get the business to the next level.”

William grew up in the real estate and restaurant busi-

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The experience fueled the entrepreneurial spirit that William inherited from his parents. He knew he didn’t want to go back to the corporate world, so he pursued a career in real estate. He earned his license in 2002 and went to work for a local brokerage company. William sold five properties in the first five months and attributes his success to good old fashioned customer service.

“Growing up in the restaurant business you learn all about serving people,” explains William. “Some agents don’t like to pick up the phone anymore, but the way of doing real estate hasn’t changed despite all of the technology that we have. It’s still about serving people.”

In 2012 William joined Realty ONE Group in Mission Viejo and says they have the best financial model for agents to be successful. He also recently brought on a partner and is focused on building a team as well as continuing to grow his real estate portfolio. Even though he has his broker’s license, William has no plans to start his own business at this time. “I don’t want to worry about managing an office as I’d rather focus on my business and clients,” explains William. “It doesn’t matter what company you work for, it matters what type of service you provide. The brand doesn’t make you a better agent. Only I can make myself a better agent.”

By the time the recession hit, William had built a solid business, but diversified his skill set to survive the downturn and prepare for the future. Taking the lessons he learned from his father about using real estate to create cash flow, William flipped homes and relied on that extra income during the tougher times. He also broadened his education and earned a broker and contractor’s license. “You have to constantly reinvest yourself in this business and be able to adjust to the market changes,” says William. “The licenses help set me apart from other agents and I knew they would put me in a better position when the market turned back around. It also shows that I take this profession seriously and am passionate about the industry.”

William grew up in Orange County and is married with three kids. He started a Commission for Causes program where he donates a portion of his commission back to local charities. “I’m so blessed to be in the position that I am and want to give back,” says William. He is already taking his kids with him to work on some of his properties and is teaching them the value of hard work. He’s not sure if it will inspire a third generation of real estate investors in his family, but says he is motivated to work hard to send his kids to college. “I just want them to be entrepreneurs as that has been part of our family tradition and legacy,” adds William. “I’m glad that I’m still here doing real estate when a lot of people bowed out during the tough times. I’m positioning myself for a long term career.”

Those extra credentials have put William and his clients in a better position. When he looks at properties he can evaluate as well as provide contracting services to get any repair or construction work done. He’s even done the work on many of the homes he has bought and sold for his clients. “It’s a definite advantage for my clients because I provide that extra perspective as a broker, contractor and even as an investor myself,” adds William.

William Soto Realty ONE Group 25910 Acero, Suite 100 Mission Viejo, CA 92691 Ph: (949) 783-2499 wm@sotoaa.com BRE # 01328793

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Employment

I

n today’s job market, employers consider a multitude of factors when choosing qualified employees. They may be looking for people with a certain skill set or a certain educational background. Thanks to the power of the internet, they can perform extensive background checks, advertise jobs to millions of job seekers, and literally “shop around” for the best person to fill any opening. There have been many research studies done on what employers are looking for in an ideal employee. The one I often quote found that 85% of the reason that a person gets a job and then gets ahead in that job is due to attitude and only 15% is due to a technical skill.

Employers are looking for someone who is willing to get the job done…and get it done without complaining or griping.

Where are employers finding this type of employee? Many of them are looking at what they believe is a much more certain bet: graduates of faith-based colleges and universities. Here is what the Dallas Morning News has reported: “Many employers say the moral and ethical lessons that are taught along with the academic curriculum at faith-based schools better equip graduates to become valued employees.”

December 7, 2006 Dallas Morning News “What I hear from the business people I’m dealing with is that ethics and corporate responsibility are absolutely at the top of their list when searching for new employees,” says Frank Lazarus, president of the University of Dallas. December 10, 2005 Dallas Morning News What does this mean to you? You may not have graduated from a faith-based school, but you can show that you have the qualities that the employer is looking for. You can highlight your integrity, your responsible attitude and your positive attitude. Read what these educators are emphasizing in their schools.

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“Self-esteem is founded in the value of being created in the image of God and the adoption into God’s family.” Tim Myers, Director of Student Counseling Services, Southwestern Assemblies of God University “There was a time when the three r’s were shorthand for readin’, ‘ritin’ and ‘rithmetic, but those letters take on a new meaning in today’s faith-based schools. Respect, reverence and responsibility are the three r’s we stress for our students,” says Rosemary Seltzer, Principal of Christ the King, a 425-student k-8 school that has been challenging the minds and spirits of children for more than 60 years. The third r for responsibility reflects the expectations of the faculty and staff for the school’s students to understand their place in the community and the world, and to live what they learn in the classrooms, chapel and bible studies in word and deed.

You can strive to showcase to your employer how you exhibit the qualities discussed here. You can be respectful of the authority of your boss, even when you disagree. You can show responsibility for your work. You can demonstrate your pride in yourself and your job by showing up on time and being productive throughout the day. You can make yourself employable and grant yourself career security. Notice I did not say job security – but if you are the right kind of person - there will always be an employer willing and even eager to have you in their organization.

Zig Ziglar is a beloved author and America’s motivator. He is the author of 25 books and offers training and consulting to organizations all across the globe. To learn more about Zig and his business visit his website at www.ziglar.com

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Written By Zig Ziglar

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E XECUTIVE AGENT MAGAZINE

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Monique waite “Caring Leadership for Members and Community”

By Haley Freeman

M

onique Waite counts herself very fortunate, not only to be doing what she loves, but to be doing it for an organization that she is proud of. As a manager for mortgage loan sales at Kinecta Federal Credit Union, she utilizes her over 20+ years of industry experience to help people achieve their dreams every day. “I started out as a processor at a mortgage company. Then I became an underwriter. I learned how to put a file together and do what’s right for the investor and for the company I worked for,” Monique remembers. She then became a loan officer at a large bank and says, “I liked the job so much more. I loved the idea that I could work with people and make the loan work for them and hearing what peoples’ dreams were and making them happen. It’s about asking the right questions. Where do they want to be in five years? What are their goals? Then you can set them up for success.”

She has held several positions with Kinecta Federal Credit Union over the years, including loan consultant, operations manager, wholesale division manager and most recently, manager of mortgage loan sales. “I’ve been in all areas of lending – processing, funding, underwriting, postclosing and sales.”

Monique is now one of six mortgage sales managers.

“Great sales people have a great team behind them,” Monique observes. Her depth of industry experience makes Monique a valuable support to her sales team. “It is important to know the ins and outs of guidelines. I know some of the obscure ones and can help underwriting approve loans by pointing those things out. We want to approve good loans that the credit union can be proud to own.”

Formerly Hughes Aircraft Employees Federal Credit Union, Kinecta has been in business for over 71 years.

In the 90’s, the company re-branded and Kinecta now represents several select employer groups and also offers open membership to anyone who participates in the Santa Monica Consumers Cooperative.

Kinecta commits itself to facilitating a 21-day close for home buyers. According to Monique, “We have a very nimble operations center in El Segundo. Everything happens there; set up, underwriting and funding. In many cases, we perform where other lenders couldn’t.”

“At the very root of it is the people. We get how important relationships are. We know that peoples’ lives are on hold while waiting on a transaction to close. It’s not just the buyer, but also the seller and the realtor®. We know that

we are not going to get the next loan unless we perform, so we make sure things happen when they should,” Monique explains.

Kinecta underwrites and funds FHA, conventional, jumbo and super jumbo loans. “We are a $3.2 billion institution, and year-to-date we have funded over $2.3 billion in first and second mortgage loans. We are the largest credit union in L.A. County in assets, and number two in the nation for originating mortgage loans and selling to the secondary market,” says Monique.

Kinecta is also dedicated to educating its members. In addition to regular home buyers’ seminars, “we also bring in realtors® to talk about the value of getting a preapproval before writing an offer. We have workshops for our professional partners….We want to help our partners grow their businesses too.”

“As a credit union, we have members versus clients. Most do their banking with us, and we see them regularly. We are very involved in their lives, and they are very loyal to us. We’ve been around a long time and are very involved in our community.”

Monique enjoys being a part of a corporate culture that invests in its employees, as well as the community. “Every Columbus Day we get everyone together to talk about core values and why we come to work every day….It’s a way to get people involved and know where we are going,” she says.

In addition to charitable events sponsored through Kinecta, Monique has engaged in animal rescue and is the secretary for her local Rotary group. “I like to be involved in what happens in my community. It makes me feel centered and very happy with what I have at this time in my life….Every day that I go to work, there will be a person who needs something. I want to be the person who has something to give.”

Monique Waite Kinecta Federal Credit Union 1440 Rosecrans Avenue Manhattan Beach, CA 90266 Tel: 310-643-2533 Cell: 310-871-2991 Email: Monique.Waite@kinecta.org Web: www.kinecta.org/mwaite NMLS ID 440922

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Hitting the Bull’s Eye

S

omebody once said the difference between a big shot and little shot is that the big shot was the little shot who kept on shooting. There’s much truth in that witticism. The reality is, no matter what our target might be, we seldom hit it on the first try unless the target is low, which means the accomplishment--and the rewards--will be insignificant.

In bow shooting, experienced archers test the wind by using the first shot to judge its strength and direction, enabling them to zero in on the target with their following shots. In short, archers learn from their mistakes. That’s good advice for all of us.

Success in business, athletics, science, politics, etc., seldom comes on the first effort. Walt Disney went bankrupt a number of times and had at least one nervous breakdown before he made it big. Athletic skills are acquired over a long period of time and after countless hours of practice. Authors by the hundreds can tell you stories by the thousands of those rejection slips before they found a publisher who was willing to “gamble” on an unknown.

It’s more than just a cliché that persistent, enthusiastic effort produces powerful, positive results, that failure is an event--not a person--and that the only time you must not fail is the last time you try. Whatever your target might be, chances are good that you’re not going to hit the bull’s eye on the first effort you make at being “successful.” The key is persistence and the willingness to try again in the face of those early misses.

You can learn from those early mistakes and if you do keep on shooting, it’s just a question of time before you, too, are hitting the bull’s eye.

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Written By Zig Ziglar

Zig Ziglar is a beloved author and America’s motivator. He is the author of 25 books and offers training and consulting to organizations all across the globe. To learn more about Zig and his business visit his website at www.ziglar.com

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EA

Written By Greg Whitaker

I

f you make hiring decisions, take a few notes.

There’s a hiring tool not many people are aware exists. Written as early as the 1600’s and in use all over the world today, this powerful pre-screening method is known as Graphology or handwriting analysis.

The American Heritage® Dictionary of the English Language, 4th Edition defines Graphology as “The study of handwriting, especially when employed as a means of analyzing character.”

By no means inclusive, a list of personality traits handwriting can reveal: Productivity / Goal Setting / Procrastination Self-esteem / Determination / Persistence Mental Processes / Emotional Expression

Some mistakenly assume it is related to palm reading, astrology, numerology, etc. Nothing is further from the truth. The Library of Congress recognizes Graphology as a science, listing it under Psychology.

Graphology isn’t 100% accurate. No screening method is. People are too diverse in their behavior and actions. But a sharp analyst can give you a very good idea whom you’re dealing with before you hire. You can screen existing staff for promotion, team building, or conflict resolution. You might save time, hassle, and money while you’re at it. I say throw convention to the wind and give handwriting analysis a try. Order a quick profile analysis of yourself or a current staffer. This is to test the analyst’s accuracy. If you’re impressed and want to explore further, a more indepth analysis can be requested.

Traditional hiring techniques involve written application, interview, and references. People can become adept at interviewing. You are relying on subjective answers from applicants. Who lists references that discredit past performance? Handwriting analysis can really supplement existing hiring processes. This personality assessment tool is an “ace up your sleeve” before or after interviewing prospects.

Here’s how it works. Individual letter formations reveal personality traits when we write. Basic psychological principles are observed such as dark/light, left/right, narrow/ wide, up/down, etc. What’s written isn’t important; how it’s written is. Handwriting is as unique as a fingerprint.

An experienced analyst sees traits in all their combinations on paper. The handwriting should be analyzed as a whole.

One of my first clients wrote me a check. A few days later I noticed an unusual trait in his signature. I emailed asking had he ever had a severe injury of lower leg or foot.

He had suffered a severe ankle injury and asked how I knew. Without divulging trade secrets, I gave a hint. I’m certainly not a doctor. Nor do I diagnose illness or recommend treatment, since I have no medical training or license.

The above true account is simply meant to illustrate one of many things found in handwriting.

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Positive aspects of Graphology: Objective / Nondiscriminatory (analyst never meets applicant) Doesn’t rely on subjective input from applicant Your competition probably doesn’t know about handwriting analysis

Age, gender, and race can’t be determined by handwriting analysis. Graphology should never be used as the sole criteria for hiring decisions, but should supplement existing screening methods.

You have to make a profit. You hire and retain people to do that. Understanding those people and their potential is just smart business. Handwriting analysis can help in that endeavor. Remember, it’s not what you write that counts, but how you write it!

Greg Whitaker is a Certified Master Handwriting Analyst. He is a member of The American Association of Handwriting Analysts (AAHA), with a working background including 5 years military service, 3 years Radio/TV broadcasting, and nearly 4 years in the lending industry.

Copyright 2004 by Greg Whitaker. All rights reserved. For information, contact Frog Pond at 800.704.FROG(3764) or email Susie@frogpond.com; http://www.frogpond.com.

ExecutiveAgent Magazine

EA

An Unusual Hiring Tool

ExecutiveAgent Magazine

27

EA

Get More Clients Using

M

arketing is like rowing. You pull hard on the oars to go forward, then lift them out of the water and push them back to finish the stroke and get ready for the next pull. Once you’ve got the sequence of the stroke right, you and your boat slip forward through the water and build speed and momentum. If you push when you should be pulling, the boat goes backwards, or, even worse, you lose your balance and fall into the bottom of the boat.

One of the biggest mistakes people make in marketing their services is to simply PUSH information about their services and themselves out to prospects and hope that this will result in attracting prospects. Unless you are already a household name and in such demand that your phone is ringing off the hook, this approach rarely attracts the numbers of new clients you want. The result is that most marketing falls into the bottom of the boat instead of propelling your business forward.

An alternative to the typical push and hope approach to marketing is to PULL prospects in and then in the context of a growing relationship, PUSH useful information out to them.

If you want prospects to remember your firm when they have a need for your services, start by attracting their interest.

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Generate interest by focusing on what your potential clients want and the problems they need solved. Use this client centered marketing strategy to pull prospects in so you can push your expertise out to them. Give them ideas they can apply instead of information about credentials, or past clients. Like rowing your boat, you won’t move very far unless you repeat the sequence again and again.

Are you pulling prospects in or just pushing your information out? Review your marketing materials to see if you have the sequence right. Take a look at your web site, brochures, newsletters, correspondence and postals.

PULL TACTICS – Client Centered Do your marketing materials 1. Begin with a clear identification of the niche market(s) you work with?

2. Lead with client problems and concerns?

3. Use the two elements above to create a picture that your target market can identify with?

4. Provide useful ideas that your target market can use and that demonstrates your expertise?

ExecutiveAgent Magazine

EA

Pull Then Push Marketing

Written By Charlie Cook

PUSH TACTICS -You centered Do your marketing materials

details about your services, credentials and testimonials.

But this is often the last information you need to provide.

1. Focus on you, your services and staff?

2. Focus on glowing testimonials and your client list?

Use the pull then push strategy to get your marketing moving. You’ll be amazed as you watch both your prospect and client lists grow and your business gains momentum.

Which works best? Both. The challenge is getting the emphasis and order right. The pull then push marketing sequence that works to move your business forward involves the following: 1. Create resources that pull prospects to you and your firm.

2. Get prospects to give you their contact information (Most firms let over 99% of the people who see their information go away and never follow up) 3. Push useful information out to self-selected prospects on a regular basis.

(Remember the majority of buyers won’t make a purchase until they’ve had a minimum of 5-6 contacts with your firm.)

Charlie Cook, Marketing Coach, helps small business owners and marketing professionals attract more clients and be more successful. Sign up for the Free Marketing eBook, ‘7 Steps to get more clients and grow your business’, full of practical marketing strategies you can use at: Small Business Marketing Strategies Copyright©, 2005, In Mind Communications, LLC. All rights reserved.

For Information, contact the Frog Pond at 800.704.

FROG(3764) or email Susie@frogpond.com; http://www. frogpond.com

When your prospects have a compelling need, they will turn to the firm that they’ve had regular communication with, know and trust. At some point prospects will want more ExecutiveAgent Magazine

29

E XECUTIVE AGENT MAGAZINE

TM

By Julie Brown

Steven Abraham ExecutiveAgent Magazine

EA

F IRST TEAM® WELCOMES

S

teven Abraham is a former musician who spent the early part of his career performing with many famous artist and groups. Nearly three decades later he’s still working with many of the top names in music and entertainment as a successful Realtor® with First Team Estates® and has earned the nickname “Realtor® of the Stars.” As a top producer he sells the most luxurious homes in Orange County, with a full team supporting him, Steven still prefers to be a hands on Realtor®. “When my clients contact me, I’m on it and am committed to doing the best job I possibly can,” shares Steven.

As a musician, Steven toured throughout Europe and the United States with many music legends including B.B. King, The Platters and Lee Greenwood. When the touring ended he followed in his family’s footsteps as a fourth-generation clothing merchant. Steven owned and operated several apparel stores, but always stayed personally invested in real estate. In 1993, he sold his apparel business and made real estate his official career.

“Whatever career path a person chooses, I believe experience is one of the most important ingredients to success,” says Steven. He was able to use his experience in business management and sales to help build his real estate business. Like any other sales business, the key to success is all about client service according to Steven.

“It’s crucial to understand your client’s wants and needs in order to provide the very best solution for them,” explains Steven. “When you are an ethical person, have knowledge and experience, and truly have your client’s best interest, everything falls into place.”

In addition to great service, Steven stresses the importance of relationships in building a successful business. He estimates that 90% of his business is based on referrals. “I dedicate every day, all day, to assisting my clients,” shares Steven. “I have built my business working with anyone and everyone interested in a real estate transaction.” Though he specializes in working with high-net worth individuals, his client base includes first time home buyers, tenants, landlords, relocating buyers and more. He also enjoys working with people buying and selling businesses, investment properties and commercial sales and leases.

Buying and selling homes can be a tough process for some, especially for people relocating which is considered the third most stressful life changing event after death and divorce according to Steven. “When my job is performed correctly, I make the entire process for my client as stress free as possible,” says Steven.

inspection and event that involves his client’s property.

Doing so enables him to provide beneficial feedback as well as meet potential new buyers. “Many top-producing agents delegate an assistant to attend the showings and inspections for them,” explains Steven. “I couldn’t run my business this way as I believe this approach is not servicing the client to the best of one’s ability.”

One of his areas of expertise is in contract negotiation. His skills have enabled him to negotiate sales prices an average of 10-20% more than competitors and assist buyers in saving as much as 30% in some cases.

“Knowing how far to push the envelope, being an excellent listener, and demonstrating even-handed diplomacy, are essential as I help buyers and sellers wend their way through the emotional process of closing their deal,” says Steven. “My value to my clients is achieving the best price and best terms possible for them.”

In addition to being a skilled negotiator, persistence has also helped Steven to secure great deals for his clients. He shares the story of a buyer he represented that was outbid at an auction. Steven contacted the auction company daily and discovered that the property fell out of escrow. “I refused to give up and it paid off,” explains Steven. “My client purchased the property for less than $3 million and a few months later rejected a purchase offer for $8.5 million, as he had no intention of selling. The amazing fact is that this Orange County estate is a slightly larger than 30,000 square feet on two acres with an ocean view.”

Steven joined First Team this year, with 28 years of professional real estate experience, and says the decision was an easy one. What attracted him to the company was their reputation, marketing expertise and the unique resources they offer their clients including a call center. “First Team understands what drives this sophisticated local real estate market and has pioneered a repertoire of proprietary innovative tools and strategies that clearly benefit our clients by maximizing our client’s home’s values,” says Steven.

“Bottom line, First Team supports me in fulfilling my client’s needs.”

Steven Abraham First Team Estates 900 Glenneyre Street Laguna Beach, CA 92651 Ph: (949) 378-4005 LagunaCastles@cox.net www.LagunaCastles.com BRE # 01246369

Even though Steven has a full-time professional team assisting him, he is sure to be a hands-on Realtor®. For him that means personally attending every showing, ExecutiveAgent Magazine

EA

Letting Go Vs. Giving Up

ave you ever wondered what the difference is between ‘letting go’ and ‘giving up’? There certainly seems to be a very fine line between the two. Intuitively, I know there is a different feeling between the two, but it’s only recently that I was able to understand the essence of that difference.

H

of is the attachment to the results, especially the results I decided the action would have before starting. This process allows me to play out the hand knowing ‘Yes, I might win; Yes, I might lose’ but either way I gain something from the experience”. It also allows me to keep investing energy into whatever it is.

For me, ‘giving up’ is like folding your cards in poker, throwing in the hand before all the cards are dealt. You stop investing energy into the project and concede failure at a point way before the finish line. Like in poker, we usually fold as a result of fear, uncertainty or a spot-on analysis of the situation and the likelihood of success. You can usually tell the difference by how you feel about the ‘giving up’ after you’ve done it. When you feel calm, confident and free, you can be pretty sure it was based on sound analysis.

There are definitely times when moving on is the appropriate way to go.

So often in life we judge ourselves not by the results of our actions, but by what we decided in advance the results ‘should’ be, our expectations.

On the surface, ‘letting go’ looks the same. What I now understand, however, is that what I’m actually letting go 32

We often speak of others’ expectations of us and how deadly they can be, yet we forget that we develop expectations as well. In many ways, our own expectations can be more devastating than someone else’s expectation of us. We may have an initial knee-jerk reaction to the idea of someone else having expectations, something inside us that shouts ‘No!’ even as we try to live up to them.

Unfortunately, our own expectations seem normal and ‘right’ and we rarely question them.

ExecutiveAgent Magazine

EA

Written by Louise Kaelin

A long time ago, I heard an _expression that I must admit I don’t remember as consistently as I’d like: Let go and let God. For me, it’s the essence of letting go of my attachment to the results. I believe (and tell my clients) that it is our job to figure out what we want, to develop a clear picture of that and to start moving towards it. It’s God’s responsibility to figure out “how”.

Our actions send a strong message that we are truly committed to experiencing whatever our stated goal is. The process is definitely one of “co-creation”.

Next time you are feeling disappointed in how things are turning out, here are some questions to help you determine if it’s time to let go: How have I defined success in this area?

Where did that definition/number come from?

What is that result supposed to bring me? What feeling?

What other definition/number can bring me that feeling?

What am I learning in the process?

Am I taking all the actions necessary to make this come true?

Am I willing to let go of my attachment to the results?

Louise Morganti Kaelin is a Life Success Coach who partners with individuals who are READY (to live their best life), WILLING (to explore all options) and ABLE (to accept total support. She publishes a free bi-monthly newsletter, The 3-Minute Coach, which offers tools, ideas, strategies and action plans to assist individuals in creating the life they truly want. In addition, she is the author of the ebooklet “Blueprint for Success: 101 Tips to Reclaim your Vital Energy & and Get the Results You Want “.

Copyright© 2003, Louise Morganti Kaelin. All rights reserved. For more information about Louise, contact the Frog Pond at 800.704.FROG(3764) or email susie@ frogpond.com; http://www.frogpond.com.

ExecutiveAgent Magazine

33

WHY are these PWR Members so thrilled?

RED – Rapid Ethics Delivery has arrived!

No dealing with unethical agents. No lengthy complaints process. PWR’s new RED (Rapid Ethics Delivery) program takes the burden off of members who are reluctant to file an ethics complaint due to reasons such as lack of proof, insufficient penalties, or just not having enough time. RED doesn’t replace PWR’s existing Professional Standards program, it enhances it by making the process much easier and far less time consuming – providing members with a faster yet still effective resolution of the problem!

PWR Leading the Way. RED is an exclusive PWR benefit and is the first and only REALTOR ® association to offer this innovative and unique expedited ethics program.

Pacific West Association of REALTORS® • www.pwr.net

Kinecta can help you get a bigger piece of the pie.

•

Kinecta is one of California’s largest credit unions and has grown to become a major direct lender with local mortgage consultants and processing to efficiently serve your clients.

•

Competitive conventional, jumbo, and niche loan products with a 21-day closing Purchase Guarantee.

• Joining Kinecta is no great mystery for your clients. It’s simple and easy.

•

Kinecta offers a complete range of financial services, from banking to insurance to investments and much more.

We also offer Homebuyer Workshops where you can meet potential clients, along with exclusive Realtor Performance Seminars with industry experts. Check out our special Realtor web page at www.kinecta.org/realtor for more information.

Contact us for more info!

Jasiri Daire Mgr., Mortgage Loan Sales tel: 800.628.6983 | NMLS #410578 jdaire@kinecta.org www.kinecta.org/jdaire

Duane Reddington Mgr., Mortgage Loan Sales tel: 800.628.6983 | NMLS #410579 dreddington@kinecta.org www.kinecta.org/dreddington

Monique Waite Mgr., Mortgage Loan Sales tel: 800.628.6983 | NMLS #440922 mwaite@kinecta.org www.kinecta.org/mwaite

Manhattan Beach Member Service Center 1440 Rosecrans Avenue • Manhattan Beach, CA 90266

The Kinecta Difference: Not-for-profit • Member-owned • Over 70 years in business Terms and conditions subject to change. All loans subject to credit approval. Information is intended for Mortgage and Real Estate professionals only and not intended for consumer use as defined by Section 1026.2 of Regulation Z, which implements the Truth-In-Lending Act. The guidelines are subject to change without notice and are subject to Kinecta Federal Credit Union underwriting guidelines and all applicable federal and state rules and regulations.

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