DECEMBER 2015 SOUTH BAY

EXECUTIVEAGENT MAGAZINE

TM

AUDREY JUDSON Executive Agent of the Month

Inside Features: Tina Kaminsky-Phillips Shorewood Realtors The Ventress Group Keller Williams Realty

Purchase Financing:

Compare our stats to the industry.

At Evergreen, we’ve never lost sight of the fact that serving real estate industry professionals and their clients is the cornerstone of our success, yesterday, today and tomorrow.

As evidence of our focus on the home purchase market, we invite you to review our purchase loan percentage compared to the industry: Purchase Business Percentages

2013 YTD

2012

2011

Evergreen

75%

73%

83%

Industry

39%**

29%

**

**

32%

** Source: Mortgage Bankers Association (MBA) Percentages reflect portion of total volume that were purchase transactions.

That’s why we’ve developed an infrastructure with systems and procedures that allow us to quickly process loans so that we close On Time and as Promised®.

In fact, our entire platform is engineered to close purchase transactions in 14 days*.

But stats are only part of the story.

It’s the care and compassion of every Evergreen associate that makes a difference and is felt by the customers we serve. As a lender with strong convictions and a proven track record serving the purchase market, we invite you to become a business partner with Evergreen.

Michelle Coolidge-Tondu Sr. Loan Officer & VP / Corporate Relationships NMLS 176580

tel 310-818-1011 fax 855-296-8279 mcoolidge@evergreenhomeloans.com www.michelletondu.com 21250 Hawthorne Blvd Ste 500 Torrance, CA 90503 Branch NMLS 1127143

*The 14-day close does not imply a guarantee of any kind and only references the historical service level provided by Evergreen on standard FHA, VA, and conforming conventional loans. Assumes expeditious and complete cooperation by all parties to the transaction. Not all applications are eligible for a 14-day close, including but not limited to jumbo loans, renovation loans, loans brokered to other lenders, or properties requiring repairs. Not all applicants will qualify; certain restrictions apply. © 2014 Evergreen Home Loans is a registered trade name of Evergreen Moneysource Mortgage Company® NMLS ID 3182. Trade/service marks are the property of Evergreen Home Loans. All rights reserved. Licensed under: Arizona Mortgage Banker License 0910074; California-DBO Residential Mortgage Lending Act License 4130291; Hawaii Mortgage Loan Originator Company License HI-3182; Idaho Mortgage Broker/Lender License MBL-3134; Nevada Mortgage Banker License 3130; Oregon Mortgage Lending License ML-3213; Washington Consumer Loan Company License CL-3182. 1/14

contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

Magazine

December, 2015

South Bay

Cover Story

Editorials

12 - John Boe:

Would You Like Fries With That?

22 - Linda Brakeall: Become A Specialist!

10 - Carla Cross:

How to Trample High Turnover and Turn More Profits

One Brand...One Rule

i Photography Studio.................21 - 31

Love The Opportunity

Kinecta Federal Credit Union..........36 PWAOR.............................................30

24 - Joe Searle:

How To Create Successful Habits

15

32 - Chris Widener:

Tina Kaminsky-Phillips

Shorewood Realtors

SBAOR........................................35 The Termite Guy................................9

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

Once In A Lifetime

04

Alpine Mortgage Planning...............25

Evergreen Home Loans......................2

28 - Jim Rohn:

Executive Agent of the Month

ADVERTISERS’ INDEX

City of Hope.....................................34

06 - Scott Gross:

Audrey Judson

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

26

© 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.

The Ventress Group

Keller Williams Realty

ExecutiveAgent Magazine

3

E XECUTIVE AGENT

TM

MAGAZINE

Written by Shannon Hartsoe

I

f being a successful Realtor® was as easy as filling in a checklist, Tina Kaminsky-Phillips would be at the top of her game. Born with an impeccable real estate pedigree? Check. Friendly, but competitive nature?

Check. Endlessly curious with a knack for helping others?

Check. Dedicated to the success of her clients? Check.

But her success comes, not from checking off a list of things a good Realtor® should be, but in being – to her core—a consummate professional who loves her career, and cares deeply for her clients. “I believe customer service is the most important part of the business,” Tina says. “(My team) meets every week to discuss how to improve every aspect of our business to ensure our clients remain happy. Sometimes this includes taking note of mistakes made by other agents, and using them to better our own understanding of how to service clients.”

Finding her path For awhile, Tina seemed destined to join the FBI or build a career in criminal psychology. Her desire to figure out the “whys” and unpack the things that make people tick made it seem like the perfect career path.

Once she entered college, however, the business world drew her in.

She attended USC where she earned a Bachelors Degree in business administration with an emphasis in real estate finance. Meanwhile, she obtained an internship with the famed Cushman & Wakefield, and served as a member of the Urban Land Association and Trojan Real Estate Club. Immediately after college, Tina was offered a position at Cushman & Wakefield in their market research division. There, she provided market research updates for all 14 brokers in the office and did personal work for their clients. She ultimately joined forces with another broker and found incredible success working in land development.

“We had a great run, evaluating, acquiring and entitling land and turning projects into master planned communities,” she recalls. “But the market turned and I needed to find something else.” With commercial brokerages at a near standstill, Tina turned to the one person she knew who was still on the upswing – her father. “For the longest time, I said there is no way I will work for my dad because he’s on the phone too much,” she laughs. “We both were very hesitant about working together but in the end it turned out to be the best decision for the both of us. I learned nearly everything I know about customer service and real estate from him. So it made sense.”

Tina Kaminsky-Phillips ExecutiveAgent Magazine

Turns out, the two make a formidable team!

“Once I started working for my dad, I realized how exciting real estate could be,” she says. “You get rewarded for the hard work you put in. I see many people who earn flat salaries while working long hours in roles that they have little passion for. That’s not the way it is in real estate - every day is different and every day is exciting.”

Though long past needing to prove himself, or build a loyal clientele, the elder Kaminsky still arrives at the office by 7 a.m. and doesn’t leave until around 9 p.m., a habit that sees him selling more than 100 properties annually.

“I definitely inherited his work ethic,” says Tina. “Every week we set the goal we plan to accomplish and I do everything in my power to do exactly as I say I will do. I do the same for my clients. Because I am disciplined and consistent, this allows me to be successful in this marketplace.”

Their team focuses on providing exceptional representation for buyers and sellers in the luxury home market and were recently awarded “Best Marketing Campaign” nationally from the Institute for Luxury Home Marketing.

“Having two people on staff who dedicate their time to marketing our listings for our clients allows us to focus on servicing our clients in the best way possible,” Tina says.

That service includes providing strategic marketing for sellers. “By doing things ‘outside of the box’ we help our clients net more money with the sale of their properties.

We also offer a dynamic home search program for our buyers that reaches way beyond what the MLS traditionally does for us. Our team of experts helps in every aspect to ensure all of our sellers and buyers receive the highest quality service and get the results they need.”

She’s also a firm believer in continuing education and accountability, working closely with the coaches at the Mike Ferry Organization to help her network and stay focused.

new things. But now, there’s nothing more special than seeing our beautiful creation enjoy new experiences every day. My husband and I settling into parenthood and we couldn’t be happier.”

“We’re moving to Palos Verdes Estates and looking forward to raising our family there.”

Tina Kaminsky-Phillips Kaminsky Real Estate Group 1230 Rosecrans Ave., #160 Manhattan Beach, CA 90266 Tel: 310-873-8462 Email: Tina@itzsold.com CalBRE # 01828048

Well-balanced and loving life There was a time when Tina could be found in the gym or traveling to her mother’s native country, Japan. But these days, she says she finds joy in something much smaller – her baby boy, Hunter.

“It’s funny how life changes your priorities,” she says. “I used to be obsessed with working out, shopping or trying ExecutiveAgent Magazine

EA

One Brand.

One Rule...

Y

ou’ve got a great brand. Plenty of equity. Why not spend a little? Why not? Well, go ahead and spend but only so long as you don’t violate the first and only rule of brand extension: honor the values.

On the far edge of my desk, just close enough to reach in a moment of emergency daydreaming is the Craftsman tool circular from Sears. Page 63 is dog-eared, a sign that I am waiting for an excuse to call for the 336 piece Mechanics Tool Set plus 6 FREE fully polished wrenches. What’s the brand? Craftsman 336 times over.

What’s a Craftsman? Incredibly durable shop tools backed by a lifetime guaranty. One brand, 336 mechanics tools.

So long as you don’t step on the brand values, extend all you like.

Could Craftsman build a vacuum cleaner? Yes, and they have. But they’ve built shop vacs, see page 32. Could you use a Craftsman shop vac on carpet? Yes, but perish the thought! Could Craftsman build a carpet vacuum. Yes, but it would violate the values that are Craftsman. Show me a Craftsman carpet vacuum and suddenly my turbo-charged shop vac would look a little wimpy.

Then there was Coke. Actually, Coke wasn’t the problem, it was New Coke that violated the values. After decades of telling us that ‘Coke is it’ and ‘Coke is the real thing’ someone failed to notice that the value of Coke lies in a unique taste, that “I can’t get this anywhere else” feeling that defines every true brand experience.

Want to extend the line? Diet Coke makes sense. Cherry Coke is alright. Even caffeine free Coke works. Why? Because each is true to the one value that makes Coke Coke… it tastes like Coke.

6

ExecutiveAgent Magazine

EA

And what is it that makes Krispy Kreme a brand worthy of protection? Fresh, hot, and sweet are three values that come to mind. So what would you say to Krispy Kreme dinner rolls? Probably not. Krispy Kreme gravy mix?

Definitely not! Just remember, honor the values and you’ll be fine.

Ford F-150 brings to mind three key values: authentic, tough, pick-up truck. So long as you honor the values you can do what you want. Ford has. You can order an F-150 in a thousand permutations but you can’t get an F-150 lawn mower or an F-150 station wagon. If you could I’d be looking to trade my old gray ranch truck for something a tad more manly.

When you have a strong brand the best move is not to do anything that would undermine its strength. On the other hand, if a brand has an attribute that is negative don’t wait until it is too late to take action. As I was heading to the office this morning the local news anchor ended the half-hour saying, “When we come back, a former Dallas Cowboy is arrested on drug charges. And it isn’t Michael Irvin.

Brands are powerful. Be careful.

T. Scott Gross is more than the creator of MicroBranding… he lives it! His best known MicroBrand, Positively Outrageous Service, puts him in front of nearly 100 business audiences each year. Read his books, try his ideas, and you’ll become a MicroBrander too! Copyright© 2002, T. Scott Gross. All rights reserved. For information about his keynote presentations, contact the Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com; http://www. frogpond.com

Written By Scott Gross

ExecutiveAgent Magazine

7

Now You Can Get Executive Agent Magazine Online!

We’ve Gone Digital So You Have Access To All Executive Agent Has To Offer-On The Go, Anytime, Anywhere

Link directly to Advertisers

Search for Articles

Interact and Connect

Executive Agent Magazine www.ExecutiveAgentMagazine.com

949.366.3349

Info@eamag.net

EA

How to Trample High Turnover and Turn More Profits

W

hat’s your agent turnover? In some companies, it’s 100% a year! Just think of the lost income, lost time, and lost opportunities! (See the handout this month to figure out just how much it costs you when an agent fails—you’ll be stunned!)

1. Culturize

Were you surprised? Yet, many brokers tell me it costs them nothing when an agent leaves (at the same time, the broker wonders why she can’t recruit winners). Many times, we don’t see the connection between recruiting and retaining.

After you do this worksheet, though, I think you’ll get the connection strong and clear!

4. Create support

A simple yet uncommon solution to high agent turnover: An awesome onboarding process.

Why Onboarding is So Important.

Imagine you’re a new agent (or new to your office). What are you doing that first day? The first week? The first month?

60 days? 90 days? Write down exactly how your office guides that agent through these time periods. Be sure to list managerial/coaching interactions with the agent, too (when you review the agent’s progress). Is your paper pretty blank?

If so, you’re missing the opportunity to create loyalty in the new hire with these four actions:

10

2. Familiarize 3. Form relationships

How People Feel with a Weak Onboarding Process I just read a wonderful study from Baudville.com (the recognition products company). They talked with and studied onboarding procedures in companies and found: 1. Companies that leave onboarding to chance experience a 50% higher failure to retain rates.

2. 89% of new hires say they do not have the optimum level of knowledge and tools necessary to do their job.

3. 61% of hires say they’ve found aspects of a new job different than expectations set during the interview process.

4. On day one of a new job, 67% of Millennials are already thinking about looking for another job.

ExecutiveAgent Magazine

EA

5. New hires are 69% more likely to stay more than three years if they’ve experienced a well-structured onboarding program. 6. 86% of new hires decide to stay or leave within the first six months.

First Steps to Take 1. Review your onboarding process as asked in this article.

The Operations You Need in Place 1. Support: First day checklist with a check-in between manager and new hire.

3. Ask those who’ve joined you in the past 6 months to review and analyze their onboarding process and make suggestions.

2. Familiarize: Thorough operational checklists for the first 1-4 weeks—with a place for the administrator AND the new hire to check off to assure work has been completed; check-in weekly for support.

4. Create deadlines for portions of your onboarding process to be finished.

3. Culturize: A company workshop with all company leaders to explain the culture, the training, the materials/ support (technology, opportunities) the company provides.

4. Form relationships: a mentor program.

Higher Retention Rates with Mentors Do you have a mentor program? Retention rates for hires who are mentored are 72% higher than those who aren’t.

A caveat: Your mentor program must have clear focus, guidelines, and training for your mentors. Someone must manage the mentors. Otherwise, both mentor and new hire will be let down.

2. Get a task force together to review your process.

Taking Away the Fear of the Unknown is a Great Recruiting Tool. So often, the fear of change stops a good agent (or even a prospective agent), from joining a company. Having a thorough, friendly, supportive, culturizing onboarding process and showing it to your potential recruits will go a long way in alleviating their anxiety and helping them make the decision to join you.

Carla Cross, CRB, MA, is an international speaker, writer, and coach, specializing in real estate management. Her Leadership Mastery Coaching program is unique in the industry. A National Realtor Educator of the Year, Carla was recently named one of the 50 most influential women in real estate. Join Carla’s Community and receive special offers and free resources. Contact Carla at 425-392-6914 or http://www. carlacross.com.

ExecutiveAgent Magazine

11

EA

Would You Like Fries With That?

W

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

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

Shortsighted salespeople are often quick to suggest that customers get irritated by attempts to cross-sell products and perceive cross-selling as an aggressive sales technique.

Interestingly enough, consumer research indicates that the reverse is true. The majority of consumers surveyed actually preferred a full range of products and services and appreciate the convenience that is provided through a comprehensive cross-selling approach. Top producing sales reps and progressive companies understand the power of cross-selling and recognize it as a critical component for promoting both customer retention and revenue growth.

What is cross-selling? Cross-selling is nothing more than a proactive, ongoing sales process designed to provide your customers with a full spectrum of your company’s products and services. Not surprisingly, two of the key elements that drive effective cross-selling and up selling are trust and convenience. Your customers’ trust in your company can be converted into additional sales that are not directly related to their existing products. The good news about the cross-selling and up selling process is that it’s one of the most profitable and least risky endeavors a sales rep can undertake. It pays to cross-sell and up sell, because when you go the extra mile and provide information about additional products to your customers, you are financially rewarded for helping them make a more informed buying decision.

The first exposure I had to cross-selling and up selling was as a teenager in high school working part-time at McDonalds during my summer vacation. Looking back on my brief tenure at the restaurant, I can still hear my manager’s daily refrain; be polite, keep the counter clean, and always ask the customers if they would like some fries with their meal.

12

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

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

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

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

ExecutiveAgent Magazine

EA

Written By John Boe ExecutiveAgent Magazine

13

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

Name_______________________________ Company___________________________ Phone______________________________ Email_______________________________

EA

Cover Story

AUDREY JUDSON Executive Agent of the Month

ExecutiveAgent Magazine

AUDREY JUDSON Written by Haley Freeman - Ian Wiant Photographer

F

ew Realtors® can boast Audrey Judson’s 25+ years of experience selling the extraordinary South Bay lifestyle. Like Shorewood Realtors where she has spent the majority of her career, Audrey is a household name in the South Bay, reputed for unparalleled local

expertise and exceptional customer service. But it is not only Audrey’s experience that makes her a standout Realtor®. It is also the gratitude and authenticity with which she approaches her life and relationships.

Audrey was born in California, grew up in New York, and returned to her home state for college. After earning her bachelor’s degree in engineering from USC, she went to work for Hughes Aircraft in El Segundo, developing solar panels for communication satellites. When she and her fiancé decided to buy their first home, this detail-oriented, scientific thinker asked a lot of questions. “The Realtor® we were dealing with didn’t take us seriously and didn’t have a lot of knowledge. This was such a big decision, that I took real estate classes. I found that I really liked the process, and I decided to get my real estate license and sell homes on the side for other engineers I worked with.”

When Hughes sold off their company, Audrey left voluntarily and pursued her master’s degree in business. When she began seriously contemplating a return to engineering, she found that she had become a true entrepreneur. “I realized that I really liked working for myself and helping people find their dream home or sell so they could move on to the next stage of life.

I had found my true passion.”

Early on, Audrey allied herself with Shorewood, a locally-owned company with a strong presence and hometown values. “I like not being part of a big, national chain. I’ve always felt like I’m part of a family here. We have knowledgeable agents and a comfortable work environment.”

Audrey says that if someone had told her back in high school that she would end up in any kind of sales, she would have told them they were crazy. She still doesn’t see herself as a sales professional, rather, as an educator and trusted advisor.

“Attention to detail is really important – not just accepting things for surface value. I review every report with my clients and check every cost analysis.

I want to give them as much information as possible.

An educated client is a good client.”

ExecutiveAgent Magazine

Audrey is also known for her calm, reassuring demeanor.

One lender said about her, “When I give you a call and I’m stressed out, you’re like a warm, fuzzy blanket to calm me down.”

“I want people to feel comfortable,” Audrey says. “I don’t ever pressure people into making a decision they might regret later. Because people know I will always do what’s best for them and am not just out to make a sale, I have a very strong referral base. I want everyone to be happy and comfortable with their decision.”

Audrey’s outstanding professionalism has often been acknowledged by her peers. She is a top producer who is ranked among the top one percent of Realtors® nationwide.

Recently, Audrey was honored with Shorewood Realtors’ Memorial Summit Award, (which is presented to its Most Respected Agent). According to Shorewood Realtors, this award is “presented annually to an esteemed Shorewood Realtor who has shown great integrity in the industry, strong ethics, knowledge and willingness to share with fellow Realtors®, and professionalism over many years.”

ExecutiveAgent Magazine

Selling Happiness “Only a few agents have received this award, and I feel really honored to be one of them,” Audrey says. She attributes her high moral character to her mother’s influence.

“She was a holocaust survivor who grew up in Europe.

She didn’t get to go to school beyond the third grade, because she had to go into hiding. She taught me to never take anything for granted and that material items don’t matter – they can be taken away at any time. What no one can take away is your education. It was so important to her. There was no option growing up; we were going to college. I’m so grateful to her for the perspective she taught me. No matter how bad a day I might think I’m having, or how big the escrow emergency is, I’m able to put things in perspective. I think about what she went through, and I know how blessed I am to live here. Most of us take what we have for granted. I try very hard not to do that. I’m grateful for every day.”

According to Audrey, her career helping others exercise their freedom to attain the American Dream of home ownership is a great tribute to her mother’s indomitable spirit.

“I believe in home ownership,” she says. “I have a chart

I show my clients demonstrating the appreciation rate in the beach cities since the mid-‘70s. If you draw a straight line, overall it has been between five and six percent. Real estate is the best investment anyone can make.”

Audrey’s approach to real estate is a perfect blend of the traditional and new, balancing the human touch with the latest technology. While she leverages the internet and uses aerial drones to capture stunning footage of her listings, Audrey says she still likes to use traditional print material. “There’s nothing like having a brochure in your hand. I don’t think it’s a matter of one or the other. I think you need to use all of it. The internet enhances day-today interaction, and the tactile advertising materials give people a greater connection to the property. But there’s still nothing like getting in front of someone and making a personal connection. I spent four-and-a-half hours on a listing appointment yesterday, going from room to room with the seller and talking about what they need to do to prepare their home for market. You can’t give that kind of service through a computer.”

ExecutiveAgent Magazine

Audrey has maintained her lifelong interest in environmental issues, and she makes lifestyle choices that contribute to the preservation of natural resources in the South Bay. She drives a hybrid vehicle and has contributed much time to the Manhattan Beach Environmental Task Force. She and her husband, Jeff Drandell, have been married for nearly 29 years and have a son and daughter. Their son is a business major who recently followed in Audrey’s footsteps, serving an internship with a green energy company in Israel. He spent eight weeks there helping with a project to convert ocean waves into electricity. “I’m so proud of him,” Audrey says. “My kids are the loves of my life, and my husband is the finest person I know. I have a wonderful family, and I’ve been so blessed with a great mother, brother and my husband’s entire family.”

supports women in developing countries through several charitable organizations. She has helped other women to rise from crushing poverty and support themselves through donations and microloans. “My mother said, ‘When you’re feeling sorry for yourself, help someone else who is truly in need. It’s uplifting to know that you can make a difference in someone’s life.’”

Audrey loves the South Bay community, its schools and its atmosphere, and she welcomes her clients as neighbors. She gives her all, never stopping until the job is done. Audrey says, “To me, closing escrow is like magic.

I’m grateful to be in a business where my job is making people happy.”

Always intent on following her mother’s counsel to never take life’s blessings for granted, Audrey generously

ExecutiveAgent Magazine

Audrey Judson Shorewood Realtors 916 Manhattan Ave. Manhattan Beach, CA 90266 Phone: 310-902-3234 homes@audreyjudson.com www.audreyjudson.com CalBRE # 00872303 ExecutiveAgent Magazine

EA

BECOME A SPECIALIST! I

n this age of finely tuned niche marketing, I find surprisingly few Realtors® who position themselves as specialists.

you have to give him or her something to work with! If you do like the financing angle, that may be an area for you to focus on.

Most other professionals position themselves as specialists. Doctors do it. Lawyers do it. Dentists do it. Even chefs, landscapers, decorators and CPA’s specialize in one segment of the market that they know inside out. They become a knowledgeable resource and the ultimate expert in their field. And everyone likes to work with an expert.

How about working with people with damaged credit?

That certainly takes some skill and finesse. I’ve got friends in lending who just adore putting the pieces of the puzzle together till it looks like a viable loan!

You are a professional. I’m sure there is something that you do better than most other Realtors®. What is it? And how do you get the word out?

Let’s start with “what is it?” Which customers do you like to work with best? When and where are you most effective? Is there a particular area, buyer or price range that you could sell and talk about all day long?

Examples: If you are bi-lingual, you might position yourself as the lender who specializes in the .....(ethnic) community. Home-buying is tough enough to understand in your native language! If English was not my first language, I’d really appreciate having someone explain things to me in my mother tongue! You might consider compiling a glossary in that language as a resource for your clients.

Do you love working with first time home-buyers?

Does that bring out the nurturer, the teacher, the counselor in you? Position yourself as the First Time Home Buyer Specialist! Do you remember getting your first home? I do! And it was tough. No one wanted to take the time to explain all the details to me. There are wonderful booklets available free or close to free from the government’s printing office in Pueblo, Colorado.

Keep some on hand to enhance your image, and offer helpful information.

Are you really good at government loans or creative financing? That takes a certain amount of experience and expertise that not everyone has. We’ve all seen perfectly good loans rejected because an amateur didn’t know the ropes. And while a lender can back you up 22

We work together to make it happen. Again, make sure that clients and potential clients understand that what you do is not easy. We’re not talking whining but perhaps you’ve compiled “a 54 item check list to assist your clients in the process of repairing credit and getting a loan.” ¾ so that they can actually buy a house.

If nothing comes immediately to mind, you might track your last 50 buyers and see if more than 20% of them had anything in common. It might be a product, it might be a personality type or an occupation. For example, if you find that accountants really enjoy working with you and you serve their needs well, that might be a specialty that you could pursue.

Once you figure out what your specialty is then add that catchy phrase to your business card, write a couple of press releases and start giving talks at civic, social and service clubs to let people know what you do and how good you are.

Now isn’t that special?

Linda Brakeall, GRI, CRB, is a nationally recognized expert in sales and marketing for Realtors®. Linda, a Realtor® for 13 years, three of which were as an award wining sales person, spent the next ten years as a manager and corporate trainer. She has been speaking professionally speaking, training and consulting since 1992. Copyright© 2001, Linda Brakeall. All rights reserved.For info about Linda, please contact The Frog Pond Group at 800-704-FROG (3764) or email susie@ frogpondgroup.com; http://www.frogpondgroup.com.

ExecutiveAgent Magazine

EA

You are a professional. I’m sure there is something that you do better than most other RealtorsŽ

ExecutiveAgent Magazine

23

EA

How To Create Successful Habits

F

ind out how forming the right habits can literally make you or break you. You will find out the reason why bad habits are so destructive to your own personal development, business development and how you can form positive ones to serve you. I have also included some of my personal habits that I have developed over the years to help me along the way.

Learning how to create successful habits is imperative if you are going to succeed in the long run, in business or in life.

Everyone has habits that over the years they have formed, which essentially set the groundwork for the person you will become. Now these habits are not always positive habits that push you in the direction of what you want to achieve. Some are completely destructive and can prevent youfrom living a successful and prosperous life, others may not really make much of a difference, and then others are very positive and allow you to keep on improving as a person.

Now it is not a quick thing to do, forming a positive habit, they are formed through consciously making the effort to do something every single day for many weeks, months and sometimes even years, until you begin to start doing them without thinking about it. Your subconscious mind takes control and this is when you know that you have successfully made it a habit.

You can also break bad habits too and one of the best ways to do this is changing the person you believe yourself to be.

You consciously make an effort to change your self-image by no longer seeing yourself as the person who smokes or the person who drinks or the person who is lazy and never exercises. You begin to think every day about the person you have decided to be and get that clear in your mind. You begin to hold yourself as that person and if you ever speak about yourself, you always refer to yourself as that new person with better habits.

So you know that habits form the person you become, I now want to take some time to go through 4 habits that I have applied in my life to great effect and I feel have benefitted

24

me massively in improving my self-image, self-confidence, health and given me personal power to go after all of the my goals.

Run Every Day This is such a simple practice that you can initiate immediately in your daily routine and if you can form a habit of doing this every day, then you are well on the way to becoming far more healthy in the long term, lowering the risks of common diseases and also giving you far more energy during the day.

This will make you much more effective in your life, your business, whatever it is you choose to put your efforts into. It’s just a bonus that you will also look very aesthetically pleasing if that get into this, I mean come on, how bad does that sound?

Healthy Home Cooked Meals Now I am not doing to go deep into detail about this one as there is a lot to cover when it comes down to it, but what I want to say with this is that healthy eating can be made far easier with preparation, so cooking your meals the day before and having them ready to go the next day is a great way to ensure you know what it is going into your food and leading a far more healthy lifestyle with far less processed foods.

Visualise The Person You Want To Be Put yourself in the shoes of the person that you want to become. See yourself as the person who reaches all their goals, has the life you want and do it in vivid detail. You need to train your own mind to believe that you are already this person , then your subconscious mind will always be looking at ways to make it happen.So there are some great habits to form on a daily basis. Eventually you will realize the amazing potential in creating some simple habits on a daily basis and learning how to create successful habits isn’t that hard after all.

My name is Joe and I am a digital marketing professional, helping many reach their income goals and give them more freedom. If you would like to know more please visit: http:// joeptsearle.yourmarketingsystem.net/

ExecutiveAgent Magazine

Newport Beach

3501 Jamboree, Suite 200, Newport Beach, CA 92660

BUILD A PARTNERSHIP WITH A DIRECT LENDER

that offerss EXCEPTIONAL SERVICE. JOHN J. REED

ROBERT FAIR

MARK MARTINEZ

949.398.3655

949.398.3636

714.863.8470

Branch Manager MLO-869516

Sales Manager MLO-816387

jreed@alpinemc.com alpinemc.com/JohnReed

Sales Manager MLO-302745

rfair@alpinemc.com alpinemc.com/RobertFair

mark.martinez@alpinemc.com alpinemc.com/MarkMartinez

ALAN CIPOLLETTI

JIM THIEL

BARRY DAVID KREVOY

949.394.1757

949.521.0039

949.735.4009

Sales Manager MLO-653005

Senior Mortgage Advisor MLO-923896

Senior Mortgage Advisor MLO-907893

acipolletti@alpinemc.com www.AlansLoans.com

bkrevoy@alpinemc.com alpinemc.com/BarryKrevoy

jthiel@alpinemc.com alpinemc.com/JimThiel

LYNN NELSON

RODNEY FELIPE

949.398.3661

949.398.3637

Senior Mortgage Advisor MLO-653022 lynelson@alpinemc.com alpinemc.com/LynnNelson

Senior Mortgage Advisor MLO-487714 rfelipe@alpinemc.com alpinemc.com/RodneyFelipe

WE OFFER IN-HOUSE AGENT

MARKETING SUPPORT PROVIDING THE FOLLOWING SERVICES

...

Ex

Ba

am M on ple th Ta ly xe Pa s& To ym ta In l Pa en Po su t ra te ym nc nt Pr en ia in e t Net cipa l Ta x l tim M Be on Pa ne fit

Ta

ke

To

La

rshi

nd

lo

p

ta

$2

$0

$2

$0

$0

$0

,2

00

nt

$1

,2

rd

0 0

$1

37

,3

86

ad

va n

Re

(Es

at id ed th ) alysed ly sis on Be Pa of ne ym ho a C fit me 60 en as of pu -M t h O rc on Pa w ha th id ne se an

TU R IN N Y T O NV O U EN A R TI M RE ON O N A RT T L HO G AL M AG P E LO E AY A PA M N Wh P Y E y?R ROGRAMMENNTT ! $6 $ E !

3, 35 NT 66 0,0 V 8 00 S B H U -$ 13 OM Y! 7, E

CO

$1

00 $4

03

80

,7

$3

94

16

ge

of

a

lo w

Bu

,3

$3

36

do w

n

y

pa

ym

en

t,

Be

lo w

19

ne

fits

MLO-######

Direct 555.555.5555 Main 555.555.5555 Fax 555.555.5555 Email Website

ra

*A Ex lpine Pu am M AP rch ple or 0 no R: ase base tgag $6 • inc t ch 4.11 Price d e Pla 3, ST 66 • • YL • *P lud ange 0% : on nn 8 co lea e len du . Ta $ 35 a $2 ing A E YO RE ALWON • 0 C TA HO AP nditio se co de rin x Br 0, 80 na TIR A E 00 me US UR YS A X BE no Rs ns ns r fe g the acke 0. ,000 is E HO EM A N O N all tice. as of ma ult es, Cl .0 no lo t: YO M EN N ap So 7/ y im with all an 30 os 0 t a W EF U E T SA OW N ITS plica me 1/ pa a 3r ter .0 ing Co ta ER d- m. 0% C YO nv x V N A us nts prod 2015 ct the qual pa N . An Costs en cons N UR IN ER! , ing wi uc . tio ult ifie rty o G A a lo ll qu ts This value d fees prep nual : $7 nal atio FF WA S O Y an al may is no of tax an ay Re ,000 30 n fir RD pr ify no t a the plan d me nta . Do Ye m. pr nt l od fo t ar uc r fin be comm prop ner epai pe Inc wn Fix Pleas t; ma an av na reas Pa ed e re d er ai itm lty ga se ke cing. labl en ty an rd items . N e As ym Loan ek en ing t su o ad re It is e in to len d co the. Bo ba sump t: $7 . 2% vic rro llo to im all uld co po sta d. Pr re ta we on tion: 0,00 ho e fro me m mp rta tes ice su x im r pa ar nt . Su s lt in pl mu ym 2%. 0. Int ap a ta e lo to an no ica st pr x en Pr an ma bjec d gu or tio qual ts. inc eres ecia prof typ ke t to id ne ns ify Co ipal t Ra tio es sio . es an revie eline ga of Re sts te: n a na tiv ho str ca and wh inf 4. en orme w of s are e eq me ictio lcula int 00 year l. ma d cre su uit ow ns ted eres 0% . kin de di bjec y. Int nersh ma in t do . g a cis t an t to er ip y AP fin ion d/ ch est . M appl R an wh or an ra ar y. cin en co ge tes ke g de se lla wi an t ter tho d cis lectin al ion. g ; no ut an t d

$9

First Last

Mortgage Advisor

te

of

O

w

ne

rs

hip

Co

st

of

Re

38nting 6

POSTCARDS & FLYERS

VIDEO & PHOTOGRAPHY

© 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.

E XECUTIVE AGENT

TM

MAGAZINE

Written by Haley Freeman

Steve Escalante & Darlene Wong

R

eal estate partners Steve Escalante and Darlene Wong of The Ventress Group at Keller Williams are a synergistic duo who exude a genuine warmth and conscientious care for everyone they encounter. As longtime residents of Orange County, they have each built a lifetime of fond memories in the community where they

live and work today. Steve remembers his childhood in Orange County, surrounded by orange groves, playing outdoors in the rural surrounds with his four older brothers.

Those groves have given way to neighborhoods, where Steve and Darlene are helping families build their own happy memories.

ExecutiveAgent Magazine

“My parents bought their first home when I was 7 or 8,” Steve recalls, “and I still remember our real estate agent.

Mr. Wagner was always smiling, and he always came to the house with something, like a quart of ice cream or a gallon of Dad’s Root Beer for a treat. He would just drop by to say hello and make sure the house was okay. I think of Mr. Wagner each time Darlene and I go on a listing presentation. Even as a kid I knew Mr. Wagner gave our family great customer service. We want to treat people the Mr. Wagner way.”

foreign nationals who are buying or selling property in Orange County. Darlene speaks Vietnamese, and both Steve and Darlene speak very limited Chinese, enough to bond with their clients. With their combined 20 years of experience, these seasoned experts are known for going beyond the expected to protect their clients’ interests and negotiate win-win solutions. “We understand the transfer of international money,” Darlene says. “We start the process early so when our client is ready to buy, the money is already seasoned.”

Darlene is one of eight children, whose Vietnamese mother and Chinese father cultivated in them a strong sense of responsibility, moral character and love of learning. She began working for a real estate office in high school, but after the market crashed in the late ‘80s, Darlene went on to attain her Doctor of Pharmacy degree. She is also a certified facilitator of Steven Covey’s “Seven Habits of Highly Effective People.”

“Many people, even Realtors®, don’t know that a seller must have a tax identification number to close escrow on the sale of a home,” Steve explains. “Whenever we work with foreign nationals, we make sure we talk about that, and we give them the paperwork and help with the process to get their green card so they don’t find themselves in a compromising situation later.”

“I really found my passion as an educator,” Darlene says.

“I do a lot of teaching in my field of expertise on both a local and national level. When I bought my first home, I was frustrated by how convoluted the process was, and how many factors I didn’t have control over. I realized I could take my love of teaching and expand that into real estate by teaching clients.”

Together, Steve and Darlene have formulated the perfect blend of customer service and education. At Keller Williams, they are part of a culture that organically supports their ongoing education as professionals and their delivery of superior knowledge and service to clients. Steve describes their Tustin office as having a “special energy,” an energy he and Darlene radiate every day.

“We joined Keller Williams because of what it stands for, but there was one person I would really like to say influenced our decision to join the company,” Darlene says.

“That special person is Joanne Koel, CEO/Team Leader. Her energy is contagious, and she is very welcoming. At Keller Williams, we have been taught the dynamics of building a team – how to build a future, not a failure.” That team now includes an assistant, as well as trusted professional partners like Jeff Gibson at First American Title and the Barry Krevoy Team at Alpine Mortgage Planning.

Steve and Darlene are especially skilled in assisting

But it is their compassionate service that truly wins the trust and loyalty of their clients. Recently, Steve and Darlene assisted a young couple from overseas with their home purchase. Since they didn’t have family in the U.S. to welcome their new baby, Steve and Darlene gave them a baby shower, enlisting the participation of colleagues and vendors. “All the people we work with came together to support this effort,” Steve says.

“It stems from being passionate about what we do,” Darlene says. “This is not just a job, and we do not look at tasks and decide whether or not they are our responsibility.

We’re building relationships with people.”

Darlene still recalls her father’s best advice, “He said, ‘Knowledge is power, but only if you do something about it. Pass the gift on to someone, and encourage them to take action.’ We strive to do that every day when we educate clients and help them make decisions that are best for them.

We want that to be our legacy.”

The Ventress Group Keller Williams Realty MC 980, North Tustin 17822 17th St., Ste. 101 Tustin, CA 92870 Tel: 949-246-7511 | 714-655-9593 Email: Steve.VentressGroup@gmail.com Email: Darlene.VentressGroup@gmail.com CalBRE # 01790559 - 01891661

ExecutiveAgent Magazine

EA

Love The Opportunity

28

ExecutiveAgent Magazine

EA

S

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 selfconfidence starts 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. © 2008 Jim Rohn International. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond.com.

ExecutiveAgent Magazine

29

Once In A Lifetime

A

subscriber recently wrote to me and asked me to consider this common phrase – Once in a Lifetime.

The opportunity to take that dream trip you have thought of for years.

“Isn’t every moment of our lives, once in a lifetime?” he asked.

Live for today my friends. Make today the best day that you can. Be aware of every moment and how it is the last time you will be able to make the decision on how to spend it.

Touché! Indeed, he is correct. Every moment of our lives is the last chance we get to live that moment.

What happens though is that we figure we will be able to live another moment in the same way we are passing on right now. Time becomes a commodity that we trade… and the riskiest commodity of all – futures!

We pass on this moment for the option to live it in the future.

The problem is that there is no guarantee of the future…

Take some time this week to think about the Once in a Lifetime opportunities you are passing up each day: The opportunity to play with your children or grandchildren.

Today is your once in a lifetime opportunity to live your dreams, love your family, and make a difference.

As the marketing profession would put it: Don’t miss this Once in a Lifetime Opportunity!

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© 2007, Chris Widener. All rights reserved. For information about Chris’ speaking and consulting services, contact the FrogPond at 800.704.

FROG(3764) or email susie@FrogPond.com; http:// www.FrogPond.com

The opportunity to love your spouse.

The opportunity to take that business risk.

32

ExecutiveAgent Magazine

Written By Chris Widener

ExecutiveAgent Magazine

33

Our bone marrow transplant reunion is now standing room only.

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.

If you have cancer, make us your first call. Or ask your doctor for a referral. We accept most insurance.

800-826-HOPE

COH-0726_BMT_Hem_fp_4c_ExecAgt.indd 1

WE LIVE TO CURE CANCER. Science saving lives. cityofhope.org/bmt

11/25/13 6:02 PM

HAVE YOU EVER THOUGHT ABOUT WHAT $150 CAN GET YOU NOWADAYS? Last year alone, the SBAOR brought our members many fabulous classes and events for FREE or at incredibly reduced prices.

• Tom Ferry - Supercharge Your Business • Business Planning Classes • Got Nancy - Assistant Training • Senior Real Estate Specialist • Certiiied Condo Specialist • Probate Specialist • All day Tech Workshop • Online license renewal • Extensive Commercial Education Series • Courses, panel events and networking

opportunities for residential, commercial and global real estate • Member Appreciation Week - Free classes, food and prizes

We also provide many other resources and services for our members.

• Local advocacy for the protection of your rights • Tips and guidance with city selling issues • A fully stocked REALTOR® store • Full service staff to assist our members

Call us for more information and competitive pricing!

310-326-3010

Our history is rooted in success — Dedicated to helping our members achieve their dreams.

Photo: Howard Hughes Est. 1940 as Hughes Aircraft Employees Federal Credit Union

Home Financing Solutions: • Credit Union MI

• 1st/2nd Combo

• Direct Lender

• Jumbo Loans up to 90% LTV

Contact Us: Jason Redmond Manager, Mortgage Loan Sales tel: 310.643.4667 | cell: 310.871.1673 jason.redmond@kinecta.org NMLS# 1234810 www.kinecta.org/jredmond

Duane Reddington Manager, Mortgage Loan Sales tel: 310.643.2238 | cell: 310.292.7527 duane.reddington@kinecta.org NMLS# 410579 www.kinecta.org/dreddington

NMLS (Nationwide Mortgage Licensing System) ID: 407870. Information is intended for Mortgage 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.

19928-09/15-SB