February south bay

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Gloria Commiso Executive Agent of the Month

Inside Features: John Binder RE/MAX Tiffany

Realty ONE Group

Company Profile

Margaret Yuko Tan

Real Estate West

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













** 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


Southern California’s Publication for the Real Estate Professional



Febuary, 2014

South bay

Cover Story


32 - T. Scott Gross: One Brand. One Rule.

24 - Mark Victor Hansen: Having Faith And Trust Will Lead To Success

06 - Mel Kleiman:


Are You Lazy Enough To Be A Great Manager?

17 Gloria Commiso

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

City of Hope......................................31 Evergreen Home Loans......................2

26 - Kevin Nunley:

How To Trade For Advertising

Evergreen Realty...............................27 i Photography Studio..............13 & 23

28 - Wendy Weiss:

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

Call-Killing Phrases

Prominent Escrow...............................8 PWAOR....................................30 SBAOR....................................34 The Termite Guy................................35

John Binder


RE/MAX Tiffany

Realty ONE Group


Company Profile



Margaret Yuko Tan

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 2014 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.

Real Estate West

ExecutiveAgent Magazine




By Haley Freeman

Margaret Yuko Tan ExecutiveAgent Magazine


“Make the World a Better Place” argaret Yuko Tan was born and raised in California. After completing her bachelor’s degree in fine arts, she worked as a freelance artist. She then pursued a career in retail and became a manager for a major department store. She worked long hours supervising large numbers of employees and taking care of customers. When she was ready to have a family, her sister-in-law encouraged her to join her in practicing real estate. Margaret sat for her license and began working for Century 21. “I like to put my all into something,” Margaret says, so she eventually obtained her broker’s license, as well.


“I wanted to work in a smaller, family-style office rather than a corporate setting.” Margaret made the move to REAL ESTATE WEST twelve years ago. “It’s like a family here. We all help and support each other. That’s very important to me. This is like our second home. I spend more time here than I do at home now that both of my kids have graduated from UCLA.” One of Margaret’s primary objectives is to make a transaction feel seamless for the client, even if things aren’t going so smoothly behind the scenes. “I want to keep the buyer and the seller both happy. There are a lot of things agents do that the public doesn’t see.” Margaret keeps a broom and a can of WD-40 in her trunk for last minute touch-ups during showings. The extra service she provides to clients has included taking moving bids, overseeing the packing, coordinating contractors and home staging. “A lot of agents don’t do all the little extras. I don’t mind working hard if it makes my clients happy and makes the transaction go smoothly. The agent you pick does make a difference.” Margaret enjoys working with homebuyers who are looking for properties under $400,000. “I enjoy helping first-time buyers and want to be a Realtor® who listens to their words and guides people based on their needs, not just sell them anything. I am patient. I know that a lot of first- time buyers take time because they don’t know yet where they are going. The more experience I have means that I can help them pinpoint what they want. I try to understand what their lifestyle is and what their future is going to be.” It’s easy to understand why Margaret receives so much repeat business. She keeps a thank you note on her desk from a client she helped through a particularly difficult transaction. He said, “I just wanted to put down in writing my feeling of gratitude for your work in helping me get into this home….Although I wish everything would have been simple and straight forward, because it took so much to get into a home, I am glad I got to do it with you….The house is perfect for me and I look forward to a long life of enjoying a place that really lets me feel like I am ‘home.’”

“Two clients just called me from 12 and 15 years ago. I try to keep in touch with all of my clients from the time I started in 1989 and want to be their Realtor® for life,” Margaret says. Margaret is still an artist. “Ever since I was little I loved art and fashion. When I turned 40, my mother told me she wanted me to be an artist.” Margaret is seriously pursuing her artistic talents, once again. “I belong to the Foundation of Local Arts. We raise awareness and money for local schools and art groups to advance all works of art, including writing and painting. On the side, I do paintings.” Margaret’s work is currently being displayed at Lisa’s Gallery in Manhattan Beach and S.C. Escrow in Hermosa Beach. She recently completed a series of paintings with an abstract flower and butterfly theme. “I like butterflies since I grew up catching them. I also love flowers and nature since I grew up on two acres of land. These paintings represent the things I like – kind of organic forms with abstract opposites. There are two sides and a balance to everything.” When Margaret is ready for a break from the office, she likes to spend time at her local Starbucks with a view of the ocean. “Driving through Manhattan Beach in the Hill Section and seeing the ocean is very relaxing to me. “It’s the little things, like raking the leaves or dusting off the cobwebs that make the difference. You have to take pride in the product you want to sell. My motto is, ‘Make the world a better place.’ I want to help fill the world with happy people.” Margaret Yuko Tan REAL ESTATE WEST 905 Manhattan Beach Blvd. Manhattan Beach, CA 90266 Tel: 310-508-6411 Email: myukotan@aol.com

BRE # 00987842

ExecutiveAgent Magazine

Are You Lazy Enough Written By Mel Kleiman


hen you first see them together, the words “lazy” and “great manager” may not look like a logical fit, but believe me, they are!

Think about this:

When your employees are so well trained that they can do whatever needs to be done when it needs to be done without your intervention, you can be lazy. When your store runs so smoothly that problems don’t arise or are easily and immediately handled, you can be lazy. And when crises don’t happen, you can spend the time you used to spend handling them being lazy! (Of course, in this context lazy doesn’t really mean lazy. It means having more time to do the things you want to do and excel at doing.) Reaching the point at which you are lazy enough to be a great manager is simple. Just teach everyone who works for you how to do every job there is to do. You’ll expand your employees’ skills, boost their confidence levels and reduce the amount of time and effort you need to spend managing them. Why should you make a practice of training every employee to do every job? Because studies repeatedly show that most people, when offered the choice between making more money and doing more interesting work, unhesitatingly choose more interesting work. And the simplest way to make work more interesting is to make it more varied, which also frees you from over managing! Managers sometimes tell me they’re concerned that training their employees this extensively will cause them to leave for better-paying jobs. Though once in a while this may happen, the fact is that well trained employees tend to stay, not leave. And if they do part company with you, it’s likely to be because you’ve trained them so thoroughly that


they are leaving to become managers at other stores—or that you’re moving up the corporate ladder yourself. Help people to get what they want and they’ll help you to get what you want is more than a nice sounding saying, it’s a very practical truth! Training doesn’t cause employees to leave, but having to perform the same limited tasks day in and day out can cause them to look for greener pastures in a heartbeat. It’s the under-trained employees who are most at risk to leave because they want more interesting work. Besides, if you don’t invest the necessary time and effort in training, what will you have? A bunch of poorly trained employees, that’s what! So which would you rather do, keep them ignorant and working for you or teach them what they need to know to make your business more profitable—and your job a lot less stressful? Getting to the point at which you can be a great “lazy manager” does require some extra effort on your part initially. And even when everyone who works for you is trained to do every task there is, you must still remain alert to what your employees need from you. But these things are a small price to pay for the rewards of a store that runs smoothly and well–and for the ultimate reward of being lazy! Mel Kleiman, CSP, is an internationally recognized consultant, author, and speaker on strategies for hiring and retaining the best employees. He is the President of Humetrics, a leading developer of systems, training, processes, and tools for recruiting, selection, and retention of the best hourly workforce. He is also the author of four books, including the best selling “Hire Tough Manage Easy”. Copyright© 2004, Mel Kleiman. All rights reserved. For addition information, contact the Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com; http://www.frogpond.com.

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to be a Great Manager?

ExecutiveAgent Magazine




uba Jewgieniew, Founder and CEO of Realty ONE Group, was a former stockbroker and computer programmer who entered the real estate market in 2003. Though he achieved great success during his first year in the business, he realized that something


By Haley Freeman

was missing in the marketplace – a truly agent-centric company where agents were provided with cutting-edge tools to succeed. Kuba opened his innovative real estate firm in Las Vegas, NV, in 2005 and has since expanded his vision into a multi-state phenomenon.

ExecutiveAgent Magazine

“Having been an agent, I know what agents need -- and that’s an unwavering focus on the tools that allow them to do their jobs better,” Kuba says. “That’s why I am continually looking for ways to help them succeed, from a compensation plan that puts more money in their pockets, to top-ofthe-line marketing services, to technology such as a new personalized app, and a proprietary paperless transaction system that streamlines their processes.” Another important component of building a better real estate company has been to build a better culture. “I love hearing from others who have joined us and realize how we are different. We recently had a top professional join from a competitor. He knew right away that we were different, and he told me that the culture Realty ONE Group has built is unlike anything he’d seen before. He could see that it was so important to us, and remarked on how refreshing it was, when you’re working in an industry that’s been around forever, to see the innovation and support we provide to the people here who are all working together to achieve the same goal,” Kuba explains.

with their teams. She also invested in training with Brian Buffini’s organization. “I started to get traction by working my own sphere of influence. Eventually I grew my own business so much that I started developing my own team,” Tina remembers. “I wanted to volunteer and train new agents. I participated in the Agent Leadership Council at my office and began studying leadership because of my burning passion to lead others.” Tina provided training and leadership for several organizations. She was a Brian Buffini trainer, created and implemented a successful program for Zip Realty and developed the coaching program in place today at Keller Williams Realty. “When I met Kuba, we clicked,” Tina says. “I felt at home the minute I met him. Past leadership teams I’ve worked with were about control and command; at Realty ONE Group it is empowering and inspiring. This is the very first agent-centric company that succeeds at what they claim to do. I can’t tell people enough about the amazing opportunities we have to offer.”

Realty ONE Group has continued to grow since its inception in 2005. “We are always analyzing new markets to see where we should take the company next,” Kuba said. “San Diego County was an obvious choice; it will be the perfect complement to our growing Southern California offices in Orange County and the Inland Empire. Our first challenge was to find the person to lead the region, but it didn’t take us long to identify that superstar.”

Technology is a crucial component to the infrastructure that Kuba has developed for the company. “We pioneered technological innovations this year that are especially exciting and client-focused,” he says. “Our agents are focused on personal relationships, and we support them with an app they can customize, marketing materials they can brand, etc. Today’s technologies make it easier than ever for REALTORS® to promote themselves.”

Tina King, Regional Manager of San Diego, has joined the team to contribute her exceptional coaching and leadership skills to further enhance the company’s culture. Tina has always had a fierce entrepreneurial spirit, but when she first entered the real estate business, she was disappointed by the lack of training and support that companies provided. She tenaciously sought out top-producing agents and learned by working

The company is providing the personalized app to each agent at no cost. The app “allows each agent to better support their clients and emphasize our focus on local communities,” Kuba explains. “The app’s lifestyle search allows clients to filter down to the lifestyle and community that best suits their clients’ home-buying need and reinforces the agents’ intimate knowledge of local neighborhoods.”

ExecutiveAgent Magazine

We provide our associates with a commission structure, proprietary tools, expert education, and a level of teamwork and support that tips the balance in their favor.

“Of course, we are masters of all the other important tools that are necessary to attract clients, from a robust social media presence that further personalizes us and our service, to brand exposure on industry leading websites like Trulia.com and Homes. com,” Kuba said.

industry has been eager for and has allowed us to select only the prospects that share our vision, culture and work ethic,” Kuba says.

To underscore its goal of being a lifestyle brand, the company this year launched both a TV channel, RealtyONEGroup.TV, which showcases videos of the company’s vision, agents and new initiatives; and a glossy lifestyle magazine called ONE Magazine, which focuses on providing lifestyle and market information for both agent and client. Realty ONE Group also knows the importance of leading in the community and recently launched Realty ONE Group Cares, its own 501c3 Charitable Foundation. The focus of Realty ONE Group Cares is to support Realty ONE Group Employees experiencing hardship while also supporting different causes throughout the year through financial contribution and events to raise awareness. Kuba feels strongly that together, Realty ONE Group can and will make a difference in their local communities. The company is looking forward to more growth through the introduction of its franchise model. “In the first nine months of franchising, we had an overwhelming number of successful brokerages eager to convert and jump on board. This response – from over 1,000 interested candidates – proves that our model is something that our

Tina King, Regional Manager, San Diego

ExecutiveAgent Magazine

Realty ONE Group Carlsbad, CA office 2701 Loker Ave., W. #150 Carlsbad, CA. 92010 According to Tina, she is looking forward to inspiring people in her region. “I am a person who genuinely has a care and concern for the person sitting in front of me…I am in a company that can absolutely enhance that experience and make it bigger than anything I could ever do myself. Our office environment is about productivity, trust and fun! I feel like everything in my career and life are in perfect alignment with where I want to be. Everything I put out there many years ago and what I dreamt of has come to fruition.” That is exactly the kind of experience that Realty ONE Group is trying to provide for each of its agents. Kuba explains, “People who choose to work here

‘get it. They know we are creating something different and important, and they are eager to be a part of it. They are results-driven and don’t stop until it’s finished. This is what fuels our growth.” Realty ONE Group Kuba Jewgieniew, Founder and CEO Tina King, Regional Manager, San Diego Tel: 760.445.1702 TinaK@RealtyONEGroup.com Web: www.RealtyONEGroup.com License: CA 01704625

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ExecutiveAgent Magazine


John Binder


By Haley Freeman

ohn Binder made his own way in the world at an early age. He grew up with his father in Southern California, and when circumstances moved his father out of state, John remained in California and finished high school. He had a love of cars, and spent time scouring neighborhoods, looking for old cars that he could buy and fix up for sale. John tenaciously completed a four-year carpenter’s apprentice program and obtained a good job in the construction field. He continued to make a steady side income buying and selling cars along the way. “A few friends I grew up with had parents in real estate. I always wanted to be self-employed. One of them told me, ‘If you do what you have done with classis cars in real estate, the sky’s the limit.’” When the economy took a downturn, the construction field also became unstable, and John went back to school for some business classes. “I realized that working for a company, I was just a number. In 2008, I decided to get into real estate and got licensed. Walking away from my other career was the best thing that ever happened to me.” “Everybody I knew was trying to talk me out of doing what I did, but I’m happy I made the decision.” As John entered real estate during turbulent economic times, his friend Johnny Salas counseled him that it was a great time to make the transition, since he was getting in when everyone else was getting out. “Johnny told me, ‘When the market turns, you’ll make it.’ He introduced me to real estate and has been a mentor to me. He opened my eyes to what is possible in real estate and gave me books to read and showed me how he did it.” John knew that finding the right company would be crucial to his success. “RE/MAX is the right place for me. I have a very good broker who gives me good advice. RE/MAX has great web training, and our broker provides weekly meetings and coaching.” “The first couple years were tough. My first year, I sold four homes. It was a lot of work. The end of 2012 is when my phone was really ringing. I’ve been busy since then. This has been a very good year for me. I sold 32 homes this year. During the holidays a lot of agents are slowing down, but I’m getting busier and receiving more and more referrals from past clients.”

to be successful, you’ve got to be honest and ethical. He gave me some good business values. When I grew up, if I wanted something, I had to go out and get it. I try to apply a hard work ethic, honesty and integrity. Then everything else falls into place.” Since he was in high school, John has had a gift for talking to strangers. This skill has been a great asset to him in real estate. “I knock on doors and hand out flyers and talk to people. I used to knock on doors in neighborhoods to buy old cars when I was a kid. I’m one of the few agents who doesn’t mind going out prospecting.” John was once out canvassing a neighborhood when a woman yelled at him to get off her lawn and sprayed him with the water hose. He took it in stride, and the next time he was in the neighborhood, he met her husband. After a few interactions, the husband called to say that his wife was interested in selling their house. “I sold the house for more than I estimated and got the highest sales price in the neighborhood and sold it in only two days. Then I took them out to see a brand new house. They bought it and have since referred two people to me.” John’s construction background is also a benefit to his clients. “When I look at a property I can identify a bad property, like if there is termite damage or the foundation is no good. I can also tell if a problem is minor.” “I truly love my job. It’s not just about getting a check. I enjoy getting to know people and educate them. I am goal-oriented, and don’t like to over-promise and underdeliver. I always try to put other people’s needs first. People know if you’re acting in their best interests or not. Selling them a home is very rewarding.” John Binder RE/MAX Tiffany 5925 Ball Rd. Cypress, CA 90680 Tel: 562-882-2940 Email: JohnBinder82@yahoo.com Web: www.johnbinderproperties.com BRE: 01908284

Early lessons have stayed with John and contributed to his success. “Mitch Kelly mentored me at a young age. He was a business owner, and instilled in me that if you want ExecutiveAgent Magazine




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:___________________________________



Cover Story

Gloria Commiso Executive Agent of the Month

ExecutiveAgent Magazine

Gloria Commiso


By Haley Freeman - Ian Wiant Photographer

n the notable “Man in the Arena” portion of his famous speech, “Citizen in a Republic,” Theodore Roosevelt said, “It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.”

According to Gloria Commiso, this is not only her favorite quote, but has come to define her philosophy about life and business. “I was first exposed to it in college when I studied domestic policies of various presidents and how their character helped them to become better leaders. I feel this speech revealed who the man really was. I’ve memorized it. I used to tell my son when things got tough in school to remember the man in the arena – you just have to keep going. When people are in a struggle, it builds character.” Gloria used learning to cope with difficult circumstances in life. “My life has been peppered with adversity and tragedy” Gloria says. “I had a tough upbringing ....my escape was always through education. I was enrolled in a gifted program and started attending courses at college after school from fourth grade through middle school.”

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The Woman in the Arena Gloria was a political science major who planned to go on to law school. “My mother was killed and it sent my life spiraling in a different direction,” she says. She struggled to cope with post- traumatic stress disorder and to continue her education. “I didn’t want to quit and have my daughter’s life be limited by lack of opportunity. I was the first one in my family to graduate college.” Gloria received the prestigious Patricia Roberts Harris fellowship and had the opportunity to study abroad. “It opened my eyes to how big the world was. I wanted to explore, but mostly I wanted to blaze the way for my children and leave a legacy.” Gloria eventually chose a career in real estate rather than law. “My ex-husband was a successful real estate broker and he traveled back and forth between Hawaii and Los Angeles. Real estate afforded me the flexibility in my work schedule so that I could pick up my son from school.” For Gloria, selling homes means more than just pushing paperwork. “I get my hands dirty on a regular basis!” she exclaims. Gloria provides her clients with what she

describes as “a full array of services” which includes “cosmetic preparation (interior design), staging and marketing of each listing. I am artistic and get to express my creative side when I fix up homes. I take pride in how I market a property. I’m not just the girl who puts a sign up. If the gardener doesn’t show up, I will mow the lawn.” She recently staged a home for a client who confided to her that she was in the late stages of cancer. Gloria and her colleague, Carol Ecker, pulled furniture from their own homes to stage the property and get it sold. According to Gloria, there are many times when empathy is needed to help people through a home transition. One of the things that she most appreciates about the team she works with at Keller Williams Realty is that there is always someone who is willing to help. “I don’t take credit for that by myself. I can call agents in my office who will show up and help me in a situation where a client is financially challenged.” She also describes her son as “one of my biggest supporters in that kind of endeavor.”

Gloria and her colleague, Carol Ecker ExecutiveAgent Magazine

Gloria and Jessica Lambert

Of all of the people who have influenced her over the years, Gloria says, “I would definitely have to give credit to Mo Anderson. She is part of Keller Williams’ original leadership team on a national level and is such an inspiration to me because she is a leader but also a philanthropist. She started KW Cares. Mo is a woman who can be tough but is probably one of the kindest people I’ve ever met. I met her early in my career at Keller Williams.” A big part of Mo’s inspiration for Gloria is that “we have the power to change lives. It’s not just about making money, it’s about giving back. I got involved in KW Cares because it helps agents in crisis to have a little support if something happens to their family or themselves.” Gloria actively supports this program and has served as the chairperson for organizing fundraising events. She has

also worked with Keller Williams to adopt the School on Wheels program to provide school supplies to children in need. Gloria describes her team leader, Ryan Secrist, as someone who “doesn’t manage people. He is a leader. There is a difference.” One of Gloria’s favorite lessons that she has learned from Ryan is that “if your dreams or goals aren’t big enough, your life is going to be about your problems. I believe that. Your life is going to be what you focus on.” One of the things that Gloria feels sets her apart as a professional is that she never stops learning. “I am a student of real estate and it is my passion.” Gloria is now studying for her broker’s license.

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“Mastery Creates Confidence That Speaks Before You Say A Word, And Execution Connects Mastery With Your Goal.” Mentoring agents gives Gloria the opportunity to use her knowledge to help others. Her background in negotiations and law, along with her practical experience, allows her to help new agents to succeed. She enjoys helping them with marketing, open houses and door-knocking “until they get a few deals under their belt and are confident to go out on their own. I also teach courses in real estate negotiation and working with buyers. It’s so much fun that I don’t look at it as hours I’m giving up.” Some of Gloria’s best advice to new agents is that “to be competent and have an edge, you have to be about mastery. Mastery creates confidence that speaks before you say a word, and execution connects mastery with your goal.” By teaching, Gloria is “constantly re-internalizing information,” helping her to refine her own professional skills.

More important to her than her career are Gloria’s children, Sunnie and Lucas. “If I am a failure at motherhood, then success in business doesn’t matter.” “I am a servant leader driven more by purpose than ambition. My big wins don’t always have dollar signs attached to them. I like being the go-to person and thrive under pressure. I am honored to be in the lives of people who put their trust in me. One of the ways I get out of my own head is by helping somebody else and being focused on being productive. There is such a layer of humanity in what we do. We facilitate a change of life when we do it right.”

Gloria and Keller Williams Beach Cities Team Leader, Ryan Secrist ExecutiveAgent Magazine

Gloria Commiso

Keller Williams Beach Cities 1601 Pacific Coast Highway Hermosa Beach, CA 90254 Tel: 310-345-4001 GCommiso@gmail.com www.gcommiso.yourkwagent.com BRE # 01484639

ExecutiveAgent Magazine


Having Faith And Trust Will Lead to Success


am a big believer in goal setting. I know for sure that when you set a goal, and believe in your heart of hearts that it’s going to come true. This Universal law has been proven to me over and over again throughout the years – basically it is “ask and you shall receive.” The thing you desire the most will eventually come to fruition. But it’s the “eventually” part that can be frustrating.

So, how do you keep the faith when it doesn’t seem like anything is happening? Stay focused. Stay focused. Stay focused. Keep your mind focused on your goal. Don’t allow present circumstances to fool you into thinking that this is your future circumstance. You know your future. You know what you’ll be doing. It’s manifesting itself right now. You just have to meet it and be ready when it arrives.

What do you do when you have been wanting the same thing for so long – maybe waiting for years – and you still don’t get it? Just hang in there, knowing that what you want is already yours.

One way to do this is by “acting as if”. Act as if you are already living in your dream home. (After all, you will be). Act as if the promotion or new job you desire is already yours. (In reality, it is.)

When you know what you want and have done everything you can, the only thing you can do is have faith and trust that Infinite Intelligence is working to make your dreams a reality. Sometimes it takes a while. We have to know our dreams were ours the minute we decided we wanted them. They are manifesting themselves. We just need to be patient.

When you wake up in the morning I want you to close your eyes and see yourself living your dream. If a new job is what you really want, see yourself arriving at that new job, smiling and ready to go to work. If a new home is your dream, watch yourself as you walk outside to retrieve the morning paper. Turn around and look at your dream house. It’s there. It’s yours. You dreamed about it. Now it’s a reality.

Is being patient an easy task? Not always. Sometimes it can even be depressing waiting for what we want to show up in physical form. But we have to realize if we weren’t supposed to have what we dream about then we would never have had the dream. We just need to believe in our dreams and ourselves and allow the Universe to work in its own divine time. You need dedication combined with perspiration moving toward a destination to get your ideal realization. In closing this week, I’d like to offer an exercise to complete in the week ahead:


Do this 10 minutes every day, first thing in the morning and last thing at night. “Act as if” until you’re living your dream. Mark Victor Hansen, “that Chicken Soup for the Soul guy®”, inspires NEW VISION that generates innovation, productivity and profitability. markvictorhansen. com. Copyright(c) 2003, Mark Victor Hansen. All rights reserved. For information about Mark’s Keynote Presentations, contact the Frog Pond at 800.704. FROG(3764) or email susie@frogpond.com; http://www. frogpond.com

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Written by Mark Hansen ExecutiveAgent Magazine



How To Trade For Advertising


hat do you do when you don’t have enough cash to advertise? You trade! Trading products and services for advertising is one of the hottest marketing topics in business discussions. And for good reason. Bartering for ads can give the small business person excellent opportunity and value. One radio station owner, who never forgot his pennypinching beginnings, is always on the lookout for businesses wanting to trade. When he needed extra storage sheds behind the studios, he got a carpenter to build them in exchange for free commercials on his stations. When the station promotional vehicles required regular detailing, he traded commercials for custom car washes. A big snow brought a private snow plow purchased with traded on-air mentions. The station owner figures he has a few commercials that his sales reps won’t sell. Why not trade them to other business people who have extra products and services they can’t sell? It’s a classic WIN-WIN arrangement. And lots of media managers welcome the situation. Joan, who owns a very successful donut shop, bases her advertising entirely on trade. She gives boxes of her highquality donuts to select radio stations for daily giveaways. In return, they speak highly of her donuts on the air. It’s not unusual to hear a morning DJ go on and on about how wonderful her product is. She has a rock solid reputation in the community as a result. The cost? A few boxes of donuts that might be surplused anyway. A newspaper editor reminds us that radio isn’t the only fertile ground for trade. Newspapers frequently need traded items and services to give away as prizes to readers, advertisers, and employees. He advises to check with the circulation department. They often need prizes to give to paper boys and girls. A TV exec recently emailed me to say that TV stations in many medium-sized and small cities like to trade advertising for products or services. “You’d be surprised at how flexible some TV stations are on this,” he said. Be creative. Got a book store? It’s trendy now days for TV weathermen to publish their own books on local weather stats. Call the manager at your favorite TV station and offer to do a cooperative promotion with the station. They can place the books in your store, AND have their weatherman do in-store appearances, in exchange for


mentioning your store’s locations. Offer to help them write and publish the book. “But I’m a Realtor®,” one man told me. “How would I trade real estate services to a media outlet?” There is a Realtor in my town who solved the problem. He does his own real estate show on talk radio. Enlisted sponsors pay his on-air fees. For the Realtor® who doesn’t have that show biz zeal, appearing regularly as a real estate expert on someone else’s show can be just as effective. Not all media outlets do trade. Some welcome trade some times of the year and not others. Many will do a part trade, part cash arrangement. A great many will bonus a certain number of free commercials or mentions when you buy ads. No matter what you do or sell, there is probably a newspaper, newsletter, magazine, TV station, cable system, radio station, or on-line provider that needs you. Kevin Nunley provides marketing advice and copy writing for businesses and organizations. Read all his money-saving marketing tips at http://DrNunley.com/. © 2008 Kevin Nunley. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond.com.

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Evergreen Realty HomeSmart Welcomes

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Tony Faulkner has been in the real estate industry for over 19 years in Orange County. Tony has managed two thriving real estate companies and has taken both from ground level, flagship offices and turned them into top producing sales offices. An excellent coach, he is skilled at helping agents plan their business to achieve their real estate sales goals. He is a great motivator and emphasizes the importance of professional growth and training to stay ahead and remain on top in the industry. Serving in the United States Marines Corps for 14 years, Tony retired with the title Aviation Operations Chief where he supervised over 150 U.S. Marines in operations and administrative duties, classification documents and flight logs. Following the Marines, Tony spent 7 years in the United States Air Force Reserve where he retired. Tony has served on the OCAR board of directors and is active in the community working with at risk kids.

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Irvine Corporate Office 949.753.7888 Dana Point 949.463.1200

Laguna Niguel 949.230.1597

Huntington Beach 714.465.2000

Brea 714.990.0770

Mission Viejo 949.463.1200

San Clemente 949.492.4868

Upland 909.527.8252


Call-Killing Phrases ow often have you started a call to a friend, family member or business associate with the phrase, “How are you?” I’m willing to bet the answer is a lot. I know I say it frequently. It’s commonly used as a greeting, as a “hello.”


Similar issues apply with the introductory call-killing phrases, “May I have a moment of your time?” and/or “Is this a good time to talk?”

Because “How are you?” is so commonly used, how often have you started your introductory calls with this phrase? If you do use this phrase as an opening for your introductory call, please stop immediately. It’s an introductory call-killer, and this is why:

With both of these phrases, you lose control of the call right at the beginning, before you’ve had a chance to say anything at all. If the prospect answers, “no,” the call is over. These are also both tip off phrases. Friends, family and important business colleagues would probably not say, “May I have a moment of your time?” or “Is this a good time to talk?” Only someone making a sales call would use this language, and it’s all too easy for your prospect to respond negatively.

1. If you ask this question, you must be prepared for the answer. What if your prospect answers, “I’m having a lousy day. My back hurts, I have a cold, I hate my job and my wife left me yesterday?” Do you really care? Is this the reason for your phone call? 2. You lose control of the call. (This is probably the most important reason). If your prospect does respond, “I’m having a lousy day. My back hurts, I have a cold, I hate my job and my wife left me yesterday,” how are you going to get the call back on track?

I know that many of you reading this will argue, “Wendy, it’s polite. It’s polite to say, ‘How are you?’ as a greeting and it’s polite to ask permission to speak.” There are, however, many ways to greet a prospect saying “hello” works just fine. It is also equally polite to simply introduce yourself and get to the point. This is not only polite, it’s respectful of your prospect’s time, it’s more effective and it allows you to retain control of the conversation.

3. It’s a set up, a tip off to your prospect that you are making a sales call. It gives your prospect the opportunity to say, “I’m busy. What do you want?” (See number 2 above.)

In order to be truly effective prospecting or selling by phone, it is imperative to control the conversations you have with prospects. You want to set yourself up to have the best possible conversation that you can have with any


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given prospect. While it is true that not all prospects will respond badly to the above phrases, why take the chance? Why risk blowing a lead at the beginning of the call if something as simple as not starting out with, “How are you?” can totally eliminate that possibility? Say hello. Introduce yourself. Get to the point and say what you have to say. Then ask for what you want. This is the formula for a successful introductory call. Save the “How are you?” question for those whose answers really interest you.

Wendy Weiss, “The Queen of Cold Calling,” is a s.ales trainer, author and s.ales coach. Her recently released program, Cold Calling College, and/or her book, Cold Calling for Women, can be ordered by visiting http:www. wendyweiss.com. Get Wendy’s free e-zine at http://www. wendyweiss.com. Copyright© 2007, Wend Weiss. All rights reserved. For information contact FrogPond at 800.704.FROG (3764) or email Susie@FrogPond.com; http://www.FrogPond.com

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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

City of Hope’s Lung Cancer and Thoracic Oncology Team Pictured from left to right: Sagus Sampath, M.D., Jae Y. Kim, M.D., Karen Reckamp, M.D., M.S., Dan Raz, M.D., Arnold J. Rotter, M.D., Marianna Koczywas, M.D. Not pictured: Frederic Grannis, M.D. (surgery), Mihaela Cristea, M.D. (oncology), David Horak, M.D. (pulmonary medicine), Argelia J. Sandoval, M.D., Anna Kim, M.D., Mordecai Dunst, M.D., Brian Tiep, M.D., Tommy Richard Sun Wing Tong, M.D. (pathology) and the nurse practitioners, Tami Tittelfitz, Dewi Miranda, Carrie Christensen, Rachel Dunham

CITY OF HOPE IS KNOWN WORLDWIDE FOR ITS COMPASSIONATE AND COMPREHENSIVE PATIENT CARE. From diagnosis through treatment and follow-up, our world-class, multidisciplinary team of lung cancer and thoracic oncology experts is dedicated to delivering the highest-quality, personalized treatment to lung cancer patients for the best outcomes and the fewest negative side effects. To learn more, visit www.cityofhope.org/lung-cancer, or call 800-826-HOPE.

WE LIVE TO CURE CANCER. www.cityofhope.org



One Brand. One Rule. Written By T. Scott Gross


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.

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

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.


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South Bay Association of REALTORS where every member matters Why Join SBAOR? • Education and Professional Designations-many at little or no cost to OUR members • Professional Standards Enforcement and Mediation Services • Local Political Advocacy for the direct benefit and protection of OUR members and homeowner rights • Tips and guidance with city selling issues • SBAOR REALTOR® Store stocked with everything OUR members need • Valuable Information sent out to OUR members via email daily • Full Service Staff to assist OUR members • Courses, panel events and networking for residential, commercial & global real estate • Community Involvement - a way for all of OUR members to give back to the community

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Kinecta can help your buyers… It’s a smart move when your homebuyer purchases a home with a Kinecta mortgage. As one of California’s leading credit unions with local mortgage consultants and processing, we provide a wide range of competitive mortgage products from conventional to jumbo to FHA and much more. And you benefit, too. SMART MOVE Program Benefits:

• Purchase Ready Pre-Approval – Saves you time by showing the properties your clients know they can afford • 21-Day Closing Guarantee – A fast closing means more time you can devote to other buyers. • $500 off closing costs – A value-added bonus your buyers will appreciate • VIP Gold Club Membership – Another bonus with extra financial services for your buyers that will reflect on your dedication to their future.

Contact us for more info! Jasiri Daire Mgr., Mortgage Loan Sales tel: 310.643.2513 | NMLS #410578 jdaire@kinecta.org www.kinecta.org/jdaire

Duane Reddington Mgr., Mortgage Loan Sales tel: 310.643.2238 | NMLS #410579 dreddington@kinecta.org www.kinecta.org/dreddington

Monique Waite Mgr., Mortgage Loan Sales tel: 310.643.2533 | NMLS #440922 mwaite@kinecta.org www.kinecta.org/mwaite

The Kinecta Difference: Not-for-profit • Member-owned • Over 70 years in business Information intended for mortgage professionals only. Certain terms and restrictions apply. Visit www.kinecta.org/smart_move for program details or call 800-853-4501. Terms and conditions subject to change. All loans subject to credit approval. NMLS # 407870. Program offer is valid through 12/31/2014 and all offers may be modified or canceled by Kinecta at any time. Mortgage application and funding must occur during offer period. 13665-11/13