FEBRUARY 2015 N. ORANGE COUNTY

EXECUTIVEAGENT MAGAZINE

TM

Doron Refael Executive Agent of the Month

Inside Features: Anthony Colacion imortgage

Ivan Hernandez Alpine Mortgage Planning

Diane Kapitan Century 21 Award

Steve Reddy Hanu Reddy Realty

Jill Snedeker imortgage

Our Non-Conforming loans will fit the unique needs of your affluent clients . . .

● Maximum financing up to $5 million

● Up to 80% LTV

● 15 and 30-year fixed-rate loans

● Single-family home or condo

● 3/1, 5/1, 7/1 and 10/1 ARMs

● Primary, secondary & investment properties

● Competitive interest rates

● Minimum credit score

● Reserve amounts: 10-40% of loan amount

● Maximum debt-to-income ratios apply

● Can be tailored to borrowers’ specific needs

● Refinancing options possible

Our Non-Conforming loans are a great solution for your luxury-home sales. Call today! (714) 422-1840

Marlene Veal Branch Mgr. (714) 422-1852

Wendy Buettner Sales Mgr. (714) 422-1858

Anthony Colacion (714) 422-1872

Holly Frost (714) 422-1863

Laura Neves (714) 422-1840

Teresa White (714) 422-1870

Nancy Olivares (714) 422-1854

Janet Lee (714) 422-1869

Nicole Lopez (714) 422-1888

Francis Lau (714) 422-1889

NMLS ID 450765

NMLS ID 209710

NMLS ID 329651

NMLS ID 483931

NMLS ID 267679

NMLS ID 485094

NMLS ID 1106021

NMLS ID 248696

imortgage ● 2400 E. Katella Avenue, Suite 150 ● Anaheim, CA 92806 Rates, terms, and availability of programs are subject to change without notice. Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act CRMLA 4131040. Corporate NMLS ID 174457. All rights reserved. 01012015.

Non-Conforming loans requirements and conditions vary with investor. Consult your imortgage loan consultant for details.

NMLS ID 430391

NMLS ID 459545

contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

Magazine

February, 2015

N. Orange County

Cover Story

Editorials

12 - Tony Alessandra:

How To Be Street Smart On And Off The Street

16 - John Boe:

Listen While You Work

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

ADVERTISERS’ INDEX

36 - Jeremy Cyrier:

Alpine Mortgage Planning................27

The Easiest Way To Get Real Estate Leads

Greenpath Funding..............................9 imortgage.......................................2

30 - Don Loyd:

Power by Embracing Enthusiasm

19 Doron Refael Executive Agent of the Month

06 - Zig Ziglar:

imortgage HB..................................33 i Photography Studio..................25-32 Kinecta Federal Credit Union............13

Using Your Time

PWAOR.........................................8 The Termite Guy..............................38 Ticor Title Company.........................40 Wells Fargo Home Mortgage...........39

04 Anthony Colacion

10 Diane Kapitan

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

28 Ivan Hernandez

14 Steve Reddy

34 Jill Snedeker

ExecutiveAgent Magazine

3

E XECUTIVE AGENT

TM

MAGAZINE

Written by Shannon Hartsoe

A

s soon as Anthony Colacion became a real estate professional in 2003, he noticed a surprising trend in the industry. “There were so many people who seemed to jump into it as a hobby, while I was looking at it as a career,” he says. “In many cases this led to a lack of professionalism in the business for a period of time.”

Anthony will never be accused of lacking in professionalism. Both his personal life and professional background were too solid for that when he entered the profession. His competitive nature developed from a life in athletics, plus a university education in economics and sociology gave him the perfect combination of skills any client would welcome.

And they have Clients quickly realize they aren’t working with a real estate hobbyist when they sit down with Anthony to discuss their options. His more than 11 years of experience in the mortgage banking industry in both the wholesale and retail markets, a vast knowledge of programs, products, underwriting guidelines and the mortgage market gives his clients a distinct advantage over the competition.

“Being able to help people finance what might be the biggest purchase of their lives and getting to know them on a personal level along the way really excited me,” says Anthony, a mortgage banker and broker with imortgage in Orange County.

According to Anthony, playing Division 1 college football helped him in many ways. Being a col legiate student/athlete required him to balance his studies and GPA with practice, workouts, travel, games, etc. Also, working as a team and with different personalities for a common goal has really helped him work with diverse clients, Realtors®, processors, underwriters and others.

Anthony Colacion ExecutiveAgent Magazine

EA

We have a loan for every home... simple as that.®

“A Winner in Life and Work” His mentors include his former colleagues “I was fortunate to work with some amazing people who have been in the business for 30 years who were so open to sharing and teaching me the business,” Anthony says. “This is a group that I still keep in contact with and meet up with quarterly for lunch or dinner, and we still share ideas. Some are still in wholesale lending and others are in retail, as I am.”

Anthony also credits Pastor Phil Hotsenpiller at Influence Church in Anaheim Hills with helping him maintain a satisfying quality of life. “Pastor Phil has helped me grow as a person in more ways than he even knows,” Anthony says.

Anthony hopes to similarly influence youth by vol unteering to coach high school football, he says, which is just a part of how Anthony defines success through a proper work-life balance. “I balance my life through my Christian faith, spending time with my family, friends, exercise/working out, giving back to my community, constantly keeping up on product and guideline changes and working smart,” says Anthony, who with wife Marisa are raising their young son, Anthony, in Yorba Linda.

That balance is a necessity for someone working in such a fluctuating industry. Anthony notes that it’s essential for him to stay current on guideline and product changes so he can continue to provide accurate and timely informa tion to his clients. “Education in life and business are keys to growing as a person and in business,” he says. It also helps that he works for a top-notch company in imortgage.

array of products in the marketplace, allow me to service or develop a plan for every client I come into contact with.”

His goals for the coming year include achieving Presidents Club status, and personally to continue being a good husband to his wife Marisa and a good father to baby Anthony.

Anthony often looks back at the people and experi ences that have helped him succeed professionally and personally. The combination of student-athlete discipline, teamwork and education at Colorado State University, developing business skills as an economics major and surrounding himself with outstanding mentors, and maintaining a happy family life through quality relationships have provided Anthony with a winning platform for life.

“I hope to be a positive role model to everyone in my life -- family, professional colleagues, clients and the youth I mentor as a coach,” he says. “I couldn’t ask for more.”

Anthony Colacion imortgage 2400 E. Katella Ave., Ste. 150 Anaheim, CA 92806 Tel: 949-689-3597 Email: Anthony.Colacion@imortgage.com Web: imortgage.com/anthony.colacion NMLS ID 329651

“In 11 years in the business I’ve never experienced the level of support I receive from imortgage or the level of customer service that imortgage provides to all of our valued clients,” Anthony says. “It truly is an amazing culture that everyone buys into and it starts from the top down. Those aspects, along with having access to a wide

ExecutiveAgent Magazine

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

EA

Using Your Time

I

’m frequently asked how I can be so productive in the business world and still have time for my personal and family life. The answer is that during my frequent travels I am an absolute “workaholic.” When I get home I am then free to do things with my family and enjoy my personal life.

As I write this, I’m returning from a speaking engagement in Memphis. On the flight to Memphis I spent the entire time planning the presentation I was going to make. While there I was busy but still managed to read for an hour before bed. On the return trip I wrote notes for articles.

I started dictating this article before I left Dallas and later gave it to my Executive Assistant, Laurie Magers. On the way home I stopped by my office, picked up my mail and headed home to take my wife to lunch. After lunch my son and I, along with a friend, played 18 holes of golf.

After the golf game my wife and I had a long, quiet dinner, during which she had my undivided attention.

I give you these details to emphasize the fact that concentrating on my profession (job) when I’m away from my family enables me to focus on my family when I’m with them. This approach allows me to be more effective in both areas. It will do the same thing for you. Roger Staubach told me that he made his best grades at Annapolis during football season. His time was so limited because of football that he quickly learned to utilize every moment and focus on the task at hand to reach his objectives and to maintain his standing at Annapolis. Buy this approach and I will SEE YOU AT THE TOP! Zig Ziglar is a beloved author and America’s motivator. He is the author of 25 books and offers training and consulting to organizations all across the globe. To learn more about Zig and his business visit his website at www.ziglar.com

6

ExecutiveAgent Magazine

EA

Written by Zig Ziglar

ExecutiveAgent Magazine

7

You Have the POWER to CHOOSE…

CHOOSE

Why Join the

Pacific West Association of REALTORS®?

DECREASE in MLS Fees Two convenient locations to serve you (Anaheim & Long Beach) Anaheim Office - 1601 East Orangewood Ave., Anaheim Long Beach Office - 5000 East Spring St. Suite #110, Long Beach

Direct access to Matrix MLS, CAR, RPR, PWReports & PWR MarketAnalyzer through our website FREE Onsite Training FREE Education FREE Informational & Networking MEMBER Events / Meetings Professional Standards enforcement To become a PWR Member, & NEW RED Program please contact our Political Advocacy to protect your rights Call Center at (714) 245-5500 The only Full Member Support or email Call Center in California membership@pwr.net.

Supra Keybox & Card Ca Support PWR Charity Foundation with grants to help your military clients buy a home PWRStore for all your real estate needs Flexible Dues Payment Options (Monthly, Quarterly, or Yearly)

BE A

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

THE PREMIER PURCHASE LENDER • Purchase focused lending • Turn times unmatched by other lenders • Mortgage solutions to meet your buyers needs Brian Liebman President 949-860-3495

NMLSR ID 519190

David Gaylord Sr. Mortgage Consultant 949-939-6011 NMLSR ID 257383

Mark Joplin Sr. Mortgage Consultant 619-368-1294 NMLSR ID 653792

Brian Fraser Sales Manager 714-488-2245

NMLSR ID 653793

NMLSR ID 347564

Jenna Tolman Mortgage Consultant 949-702-0532 NMLSR ID 999566

NMLSR ID 681631

Manny Cien Sr. Mortgage Consultant 619-277-3431 NMLSR ID 664734

Dreama Brown Sr. Mortgage Consultant 619-890-3037 NMLSR ID 512330

Mark Schumann Sr. Mortgage Consultant 858-688-1617 NMLSR ID 237029

©2013 Greenpath Funding, LLC. All Rights Reserved. NMLSR ID 996608.

• Experienced local professionals who deliver exceptional service

NMLSR ID 657535

NMLSR ID 766437

J. Horacio Herrera Sr. Mortgage Consultant 619-646-5800

Tim Fiero Sr. Mortgage Consultant 619-223-4184

Doc Spaulding Sales Manager 858-750-9110

Josh Lander Sales Manager 619-602-1587

George Radlick Sr. Mortgage Consultant 760-579-1998 NMLSR ID 681674

Pat Whitney Sr. Mortgage Consultant 760-427-7676 NMLSR ID 283273

Ryan Amaro Mortgage Consultant 619-729-1161 NMLSR ID 1101389

Joel Berman Sr. Mortgage Consultant 619-279-2935

Chris Young Mortgage Consultant 949-340-2622

Greg Wickstrand Sr. Mortgage Consultant 619-471-1708

Scott Miller Mortgage Consultant 949-228-2497

NMLSR ID 653795

NMLSR ID 664707

Armando Formariz Sr. Mortgage Consultant 619-733-3697 NMLSR ID 294420

NMLSR ID 1221129

NMLSR ID 1238171

Shawn Gallup Sr. Mortgage Consultant 951-219-4373 NMLSR ID 1007912

E XECUTIVE AGENT

TM

MAGAZINE

Diane Kapitan ‘World Class Service’

W

hile Diane Kapitan has made her home in Southern California, she may rightly call herself a citizen of the world. Diane was born in the United Kingdom, and during her childhood she had the unique opportunity to live on three continents. “When I was little we moved from England to Canada and then to

San Diego, where my younger sister was born. From ages 7-11 we lived in Australia. Moving there from California was an adjustment – I was a child having fun living the California life. I had to adapt to black and white televi sion with only three channels and wearing uniforms to school.”

ExecutiveAgent Magazine

EA

Finding Her Home in Real Estate Written by Haley Freeman

Her family returned to Canada, where Diane eventually began her own family and a career in the software industry.

When she relocated again to California with her husband and son almost a decade ago, Diane decided that it was a good time for her to pursue her interest in real estate. “It is something I always wanted to do. I think maybe moving around so often and looking at so many houses over the years got into my blood. I remember going to new homes and the thrill of finding my new room. It was so exciting to me as a kid.”

am very tolerant of people’s differences. I was brought up not be prejudice and to love everybody. I have a lot of patience, and working with short sales and first-time homebuyers requires patience in order to educate people through the process. My life experience has also made me very adaptable, so I think it is easier for me to change with the market and be responsive to my clients’ needs.”

When she is not busy helping her clients, you will find Diane spending time with friends and family, reading and traveling. She is also a devoted volunteer for Canine As a broker-agent at Century 21 Award, Diane enjoys Companions for Independence (CCI), a non-profit orga participating in that journey of discovery with the numerous nization that trains assistance dogs for people with families she represents. “I love the helping side of this disabilities. “It’s a wonderful organization full of great business. I enjoy working with first-time homebuyers and people, and we puppy raisers get together regularly. We educating them through the process and getting them the do the early training with the puppies and then give them house they want. I give 100% to helping things go the way back to the organization for professional training. The they would like for them to go.” dogs learn how to do everything from picking up a credit card off the ground to getting things from the refrigerator.

Diane’s tenacity has been evident right from the begin- Once the dogs are fully trained, they are given to people ning. “People think real estate is easy, but it is a difficult who need them at no charge.” job. It is the hardest job I’ve ever had, but I love the chal lenge,” she says. “I started doing short sales before there “Whether someone is buying a $200,000 home or a milwas even a process for it. It was really gratifying to be able lion dollar home, I will treat them the same and be there to help people through those difficult times – helping them all the way through it. When I have a job to do, I’m like a to see that it’s not the end of world – it just is what it is. I dog with a bone. I keep working until it’s done.” never lost one short sale. Every single one closed.”

Truthfulness and integrity are among Diane’s greatest assets. “My biggest thing is honesty. Sometimes it doesn’t help me, since I’d rather be honest and tell a client they can’t afford a home rather than making a commission.

Sometimes they don’t want to hear that, but I’m not going to get somebody into a house where they are strapped to the last cent to pay the mortgage.”

One of Diane’s clients, Sue K., confirmed Diane’s character and positive spirit, “Diane was very pleasant and sincere. Diane seemed to be a real, honest person from the first time I met her. As it turned, out she is an honest person and isn’t pushy. If I didn’t like a particular prop erty she just said, ‘Maybe the next one will be yours.’ She sent me lots of listings to view and kept in contact. It was a very pleasant experience.”

Diane Kapitan Century 21 Award 4000 Barranca Parkway, Ste. 110 Irvine, CA 92604 Tel: 949-939-0760 Email: DianeK4Homes@cox.net Web: www.KeyRealEstateTeam.com CalBRE # 01501286

Diane credits her years of travel and exposure to various cultures with helping her to be a better professional. “I

ExecutiveAgent Magazine

EA

How To Be Street Smart On And Off The Street

A

thief looks at two houses on a street -- both are large and well kept, so he is assuming there are great steals in both houses. Both are dark and empty -- all the neighbors are at a block party down at the end of the street. Both houses are exactly the same -- except that the house on the right has an alarm system, and the house on the left does not. Which house do you think this thief is going to go for?

Same thing for muggers. Do you think a mugger is going to go after someone walking confidently, paying attention to her surroundings, aware of where she is going? Maybe, but he’d more likely go for the person shuffling along; wearing heels so high they’re hard to walk in, let alone run in; distracted on a cell phone; scanning a map worriedly.

Call it awareness; call it survival skills; call it Street Smarts. Whatever you c all it -- ha ve it!

Street Smarts is not just for keeping you safe --it is an essential business tool. Street Smarts-borne skepti cism will allow you to negotiate will ease and skill.

-

For example, once I was in negotiations for a project with a publishing company about my royalties. From conversations with colleagues, I knew that 3% was an accepted target, so that is what I went in expecting. I could tell right away that these guys were people I could joke around with, so my first offer was 50% -- which made the publishing guys look at each other, speechless, before they started laughing. So, they countered me at 10%! I guess they thought I was serious. So, I paused, moved my head back, and squinted, really considering their offer. “Hmmmm, is that fair?” I asked. After much delib eration and some hesitation, which made them feel better that they were playing hardball, I accepted their offer. I walked out of that office ecstatic. I got 10% royalties just because I was able to use my Street Smarts to analyze the situation and interpret the best way to approach it.

“In any pursuit in life there is a formal knowledge base and an informal knowledge base. The formal knowledge is what you are told. It is what you get in the manual when you start a job. It is what you get in the course work in college. Informal knowledge is everything they do not bother to tell you. Moreover, usually that is the stuff that

12

makes the most difference. It is the stuff they cannot say and would not say if they could. That is why we call it tacit knowledge.. It is what you learn from your envi ronment. You might say it’s the unwritten rules of life.”

According to Dr. Robert Sternberg of Yale, this informal knowledge, or Street Smarts, is a far better predictor of man agerial success than academic performance. He even said a very high I.Q. could be a detriment to managerial success.

“I don’t think Street Smarts has anything to do with big cities or small cities,” Sternberg said. “It’s no longer a neg ative term that conjures up images of street gangs or con artists. There is no denying that street smarts has its roots in the impoverished areas of inner cities, places in which people had to develop certain abilities just to survive physically; but just as blues singers are no longer slaves, street smart people are no longer just city-dwellers. They are born, raised, live, and work in all types of environments.

“So how do you learn to be street smart? One of the critical things is just your attitude. You must have an attitude that this is something that matters -- something you can use to your advantage. So a big part of learning is motivational. It is almost a prerequisite for developing it. Then you have to seek out the information from other people, from your environment, and from within yourself. The first is done by observing Street-Smart people and asking questions of mentors. The second is done by paying attention, both inwardly and outwardly. You have to let the knowledge you already have come out-and we all have more than we might give ourselves credit for.”

Above all, it takes experience, constantly adjusting your attitude to make the most of every situation.

Dr. Tony Alessandra, CSP, CPAE has authored 13 books, recorded over 50 audio and video programs, and delivered over 2,000 keynote speeches since 1976.

Dr. Tony Alessandra is recognized by Meetings and Conventions Magazine as... “one of America’s most electrifying speakers.” Copyright© 2006, Tony Alessandra. All right reserved. For information about Tony’s keynote presentations, contact the FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com ; http://www.FrogPond. com

ExecutiveAgent Magazine

A Partnership

Rooted in Success

Kinecta Federal Credit Union’s mortgage professionals are committed to making the financing experience simple and seamless for you and your clients.

We support local Realtors by building personal relationships • Join us in presenting free workshops for first-time home buyers • Loan Consultants answer questions about financing options at your Open Houses • Highlight your prime properties on our Facebook House of the Week feature What your clients can expect • Pre-approvals to help save time when shopping for the right property • Fast, priority turn times for all purchases • Our Purchase Guarantee – we close on time or we pay1 • Competitive rates, flexible terms and low fees

With 75 years in the financial services industry, Kinecta understands the dynamic needs of today’s borrowers. We also are committed to building stronger communities through our network of employee volunteers. Partnering for success starts with all of us, and we look forward to partnering with you.

Contact us today!

Erik Jenner, NMLS# 38025

Mgr. Mortgage Loan Sales direct: 949.253.5337 • fax: 949.293.1237 Erik.Jenner@kinecta.org www.kinecta.org/ejenner

Not-for-profit | Member-owned | Est. 1940 All loans are subject to credit approval. Guidelines are available upon request. NMLS # 407870. Intended for mortgage professionals only and not for consumer use. 1) Visit www.kinecta.org/Smart_Move for $500 closing cost and 21-Day loan closing guarantee restrictions.

17047-01/15

E XECUTIVE AGENT

TM

MAGAZINE

W

ith 25 years of experience as a Realtor® and associate broker at Hanu Reddy Realty, Steve Reddy possesses the longevity, integrity and knowledge to care for his diverse clientele. “I am totally committed to the real estate business, and so is my family,” he says.

“Each economic cycle brought in new challenges for homeowners and I was able to successfully help them solve their real estate problems while continuing to grow my business.

I have thrived in good markets and bad. I intend to be here for a long time.” Steve earned his master’s degree in chemical engineering from the University of Michigan. He comes from a family background in real estate, so Steve was always conversant in the benefits of homeownership and investing in real estate. He himself is an Irvine home owner since 1981. When his brother, Hanu Reddy, decided to open Hanu Reddy Realty in Irvine, he recruited Steve.

ExecutiveAgent Magazine

EA

Steve Reddy

Committed to the Real Estate Business Written by Haley Freeman

Steve used his technical skills to computerize the office when PCs were brand new. Leveraging cutting edge technology was one of the ways in which the company was ahead right from the beginning. Steve’s training as an engineer benefitted his real estate practice in other unique ways.

“Engineering has given me the analytical skills to solve issues during transactions. My math skills have helped me to have an understanding of financing, guiding my clients to understand the true cost of a property and the ramifications in the long term.”

Steve expresses gratitude for Hanu Reddy’s mentorship, “He was my main catalyst for succeeding in this busi ness. Seeing his success made me want to emulate him.

I am fortunate to have learn ed from a person who was a true professional and doing it with a total passion. I have worked by his side continuou sly for the last 25 years and this experience has been invaluable. He has the ability to solve complex transactional problems. I have learned that you must be honest and disclose everything you know about a property, and I always recommend to my clients that they do the same. After closing many transactions, we have a long list of satisfied clients who continue to come to us and it is very gratifying that we are now helping their children with their real estate needs. I consider that a major accomplishment.”

The father of three children, Steve is proud to have his eldest daughter, Lakshmi, with him. “She graduated from UC Berkeley with a business degree, got her broker’s license, and is a full-time partner with me. She shares my commitment to the business. It means a lot to me that my family believes in what I do and want to be a part of it. By having multiple generations involved in the business, we are able to cater to Baby Boomers whose needs have changed, Milllenials who are forming homes and Generation X who are looking to move up with their growing families.”

A strong internet presence is especially important for Steve, since the company works with a diverse pool of buyers and sellers. “With affluence growing globally, there are more international buyers looking to invest in the United States. We are able to help buyersworldwide who want to invest in real estate and my background helps me fulfill their needs.”

Steve loves the City of Irvine where he raised his family.

He is a consummate gardener who appreciates Southern California’s year-round growing season and diverse plant species. “I have been learning how to create a garden that consumes less water and still looks pretty. I like to share landscaping ideas with my clients. Right now, I am working with succulents and drought-resistant plants and helping my friends and neighbors to do the same.” Steve likes walking and hiking around his neighborhood, Summit at Turtle Ridge, and enjoying its natural beauty. He gives back to his community by hosting regular social events there, including the annual harvest festival.

“In addition to my integrity and in-depth knowledge of the market, I am a really friendly and happy person to be with. I love what I do because I get to meet so many good people who become my clients and then part of my extended family.”

Steve Reddy Hanu Reddy Realty 16251 Laguna Canyon Rd., Ste. 100 Irvine, CA 92618 Tel: 949.510.3933 Email: Steve@hanureddyrealty.com Web: www.HanuReddy.com CalBRE # 00882549

Steve continues to utilize technology to enhance client acquisition and service delivery. “We have highly quali fied assistants from the UC system, who know how to use social media and compelling graphic design which takes us beyond conventional advertising. Our main strength lies in our team of experienced professionals who work with me and have been in the industry for over 25 years. This team includes my sister, Ranji Myer, and Andree Fontanella who have been with the company since its inception.”

ExecutiveAgent Magazine

EA

Listen While You Work

I

believe that the earning potential for a salesperson is directly linked to the quality of his or her active listening skills. To listen closely and reply well is the highest perfection we are able to attain in the art of selling.

An ancient Chinese proverb reminds us; “To listen well, is as powerful a means of influence as to talk well.” While everyone can benefit from this sage advice, these words of wisdom are particularly appropriate for professional salespeople. No sales rep has ever listened himself out of a sale.

Would you consider yourself to be a good listener? How would your customers, business associates, friends, and family members rate your listening ability? Their feedback just might surprise you, because most people believe they’re much better listeners than they truly are.

Poor listeners frequently confuse the physical act of hearing with the emotional art of listening. While hearing is a function of biology, active listening skills must be acquired and developed. In the selling process, when you talk you merely provide information, but when you genuinely listen you show respect, create trust, and develop rapport. Unfortunately, our educational system places great emphasis on speaking and writing, but not on the important skill of active listening. For example, I have a good friend with a PhD who speaks three languages fluently, but can’t listen worth a hoot. The good news is that it is never too late to begin working on improving your active listening skills… from the kitchen table to the sales table.

Active listening is making a conscious effort to hear your customer’s words as well as to try and understand the total message being sent, both verbally and nonverbally. It requires you to listen not only with your ears, but also with your eyes. It’s important to monitor your customer’s body language gestures and look for congruency between his or her words, posture, movement, and tone of voice.

Are you able to stay focused on your customer or does your mind wander? By giving your customer your full and undivided attention, you’re not only showing respect, but you’re also laying a foundation of trust and building rapport. Discipline your mind and put aside distracting thoughts. Each time you catch your mind starting to wander, “grab it” and immediately refocus your attention back to your customer.

The best salespeople have a tendency to listen like a homicide detective and ask great probing questions to gain understanding and promote conversation. They don’t make assumptions, they summarize and seek clarity. An occasional question or comment to recap what has been said

16

communicates that you understand the message. Until this is done, your customer will resist your input.

If you would like to improve your sales effectiveness, consider incorporating the following active listening tips into your sales presentation.

1. Face your customer and give him or her your complete and undivided attetion.

2. Show your attentiveness through your body language by sitting up straight, maintaining good eye contact, uncrossing your legs, unfolding your arms, and leaning forward slightly.

3. Minimize distractions by turning off your cell phone.

4. Respond appropriately to show that you understand by nodding your head in agreement.

5. Encourage your customer to give you more information by using open-ended questions such as “How did you feel when that happened?”

6. Keep an open mind and don’t jump to any conclusion or make assumptions. Wait until your customer has finished speaking before deciding that you disagree.

7. Don’t interrupt your customer when he or she is speaking.

8. Ask questions for clarification and periodically summarize comments. Paraphrase your customer’s key statements to make sure you didn’t misunderstand his or her point of view. Start with: “So if I’m hearing you correctly, you’re saying…”

Where communication is poor, mistakes increase, relationships breakdown, and opportunities to make the sale are missed! If you want to enhance your professional image, strengthen relationships, and dramatically improve your sales effectiveness, I encourage you to listen while you work.

“I only wish I could find an institute that teaches people how to listen. Business people need to listen at least as much as they need to talk. Too many people fail to realize that real communication goes in both directions.”

- Lee Iacocca John Boe presents a wide variety of motivational and sales-oriented keynote/breakout session/seminar programs for sales meetings and conventions. When you book John for your next sales meeting or convention, you get a nationally recognized author, sales trainer and business motivational speaker with an impeccable track record in the meeting industry. Copyright 2007, John Boe International. All rights reserved. For additional information, contact the FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond.com.

ExecutiveAgent Magazine

EA

Written By John Boe ExecutiveAgent Magazine

17

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

Doron Refael Executive Agent of the Month

ExecutiveAgent Magazine

Doron Refael Realty ONE Group

I

Written by Haley Freeman - Ian Wiant Photographer

n every profession, there will always be those who excel and those that barely get by. Doron Refael’s strength of character and great personal initiative have helped him to become one of the top-producing

Doron and his wife, Sharon, grew up in Israel and met while serving in the Israeli military. After completing their service, they married and decided to explore the world before settling down. They traveled throughout Europe and Asia before arriving in the United States.

“When we came here, we were still traveling, and we never thought of staying. We fell in love with Los Angeles, its atmosphere and the American culture. We decided to stay and experience life in the land of opportunity.”

Doron took a job selling KIRBY vacuums and found his passion in sales. “The com pany saw great potential in me and offered to sponsor me for full emigration to the U.S. They welcomed me to the company, and hired an attorney so my wife and I could get our citizenship.” Doron excelled at KIRBY, working his way up to man agement until he eventually acquired his own branch. After 14 years there, Doron became fluent in Spanish and developed exceptional skill in dealing with both customers and sales associates.

By 2004, he was ready to try something new. “With my experience in sales, real estate seemed like the natural next step.”

He sold his KIRBY branch and used his resources to invest in properties. “We did really well for a short period of time. When the market tanked, we owned 21 houses scattered throughout the country. The market seemed to have turned overnight. We rushed to put these properties on the market, but nothing seemed to move. Unfortunately, we were forced to file for bankruptcy. We prac tically lost everything we ever worked for, including our home, and had to start over from scratch.”

real estate agents in Orange County. These qualities inspire trust from his clients and yield fine results for all who work with him.

To further complicate matters, Doron and Sharon learned they were expecting their fourth child in the midst of the crisis. One can only imagine the mixed emotions that would come with that news at such a time.

ExecutiveAgent Magazine

Reflecting back, Doron looks at those times with deep humility and appreciation. “Going through all of that has helped me so much in my current career as a Real Es tate Agent. I learned a great deal from that experience and from my mistakes. I am able now to forewarn my clients from committing the same mistakes that I did.”

When Doron was flipping properties, he developed a niche in the real estate business – assignment of contracts.

He learned how to buy properties out of state and then assign the contracts to investors in Calif. “It was almost like working as an agent,” he elaborates, “yet, I acted as a principal in the transaction. It gave me experience in dealing with investors and helping them achieve their goals.

When I ended up with no income or assets, I had to figure out what I was going to do. I decided that the best course was to get my license and apply my knowledge to a career in real estate. I had my license by the end of 2008.”

ExecutiveAgent Magazine

Striving to Always Exceed Your Expectations Doron began his real estate career with Keller Williams Realty. “I was extremely fortunate and blessed to have many friends who had never done business with me, but who knew my character and were willing to trust me. Many of them recognized that it was a good time to invest. One friend after another asked me to find good investment properties for them; as my client satisfaction rate grew, referrals followed and more business came my way.”

Doron hit the ground running and in his first year earned the title of Rookie of the Year.

Doron shares one of his secrets for success, “My philosophy has always been about exceeding my clients’ expectations. When buying investment properties, the close of escrow is not the end of the road.You need to have a tenant in place that is paying the rent. I always took it upon my self to find a tenant as part of my service. It was my way of saying thank you for their business and the opportunity to work with them.”

Eventually, the KW office where Doron worked closed down due to the economic crisis. After suffering his own financial crash, Doron found himself floating above this. “I am extremely proud of that I was able to turn my financial situation around at a rapid pace. Only two years after our bankruptcy, we were back on our feet. We were able to save enough money to put a down payment on a new home in Tustin Ranch, where we still reside.”

As Doron was looking for his new professional home, he met Realty ONE’s office manager, Michael Davar, while showing one of Michael’s listings. “I talked with him for a few minutes, and we had a connection right away . He invited me to sit down with him to find out more about Realty ONE. I found that it was a company that puts people first and matched what I felt I was doing with my clients.

As an independent Realtor®, I am treated as a client of the company. It was the best move I’ve ever made, and I am extremely happy to be here. I am totally free to do my business, but I am supported along the way with great training and technology.”

ExecutiveAgent Magazine

Doron looks for the same commitment to people from his team of supporting professionals. Anthony Colacion at imortgage is one he trusts with his precious clients.

Doron has expanded his business to include commercial as well as residential properties. Last year , he helped a client purchase a beautiful office building in Irvine. “The transaction took about six months. The seller was rep resented by three commercial brokers. Realty ONE was with me all the way. The OC Register did an article about it. It was one of the largest transactions in the area after a long dry spell in the commercial market. The building has a lot of presence, and my client’ s business is thriving in the new location.”

No matter how large or how small the transaction, Do ron’s clients receive the same quality of service. “Back in 2011, I took a mobile home listing in Huntington Beach.

For three years, nobody had sold a mobile home in the Huntington area. I started looking for clients by going to different mobile home parks knocking on doors and asking if they knew anyone who was looking for a mobile home.

I was so proud that I eventually found a buyer , breaking this 3-year-streak in Huntington Beach.”

Aside from work, Doron has a very fulfilling personal life as well. Doron and Sharon have been happily married for 28 years, raising their four adorable children.The little one, who surprised her parents during uncertain times, “is now five years old and runs the house.”

Doron is involved in his Jewish temple in Tustin, where Sharon works as a Sunday-School Hebrew teacher. He also contributes to the community through dif ferent volunteering projects. He finds joy and pride in these activities and is able to balance his career and his family life as a full time dad. Doron feels blessed for the opportunity he has to touch so many lives and help families achieve their dreams of home ownership.

“I am the type of person to devote 100% of myself to whatever I do. The slogan on my business card says, ‘Striving to always exceed your Expectations.’I try to live by that and treat every client as a personal friend.”

ExecutiveAgent Magazine

Doron Refael

Realty ONE Group 4010 Barranca Pkwy., Ste. 120 Irvine, CA 92604 Tel: 714-253-2883 Email: Doron.Refael@att.net Web: www.ochomessearch.com CalBRE # 01816415

ExecutiveAgent Magazine

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

COME JOIN OUR TEAM! ALPINE MORTGAGE PLANNING NEWPORT BEACH

ALPINE MORTGAGE PLANNING CONTINUES TO EXPAND IN ORANGE COUNTY

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

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

VISIT WWW.ALPINEMC.COM/CAREERS FOR MORE INFORMATION! JOHN J. REED Branch Manager MLO-869516

Cell 714.305.2912 Fax 855.688.2743 jreed@alpinemc.com © 2014 A division of Pinnacle Capital Mortgage Corp | Equal Housing Lender | NMLS 81395 | WA CL-81395 | AZ BK-910890 | Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act. Regulated by the Division of Real Estate Colorado.

E XECUTIVE AGENT

TM

MAGAZINE

Written by Haley Freeman

I

van Hernandez is a Senior Mortgage Advisor for Alpine Mortgage Planning, a rapidly growing divi sion of Pinnacle Capital Mortgage. PCM has been recognized by Scotsman Guide as one of the nation’s top ten lenders for two years in a row, and has been honored as one of the top places to work in several major markets.

With locations in 11 states, the company is now intro ducing a new branch in Newport Beach.

Ivan is a seasoned professional with over 14 years of experience in the industry, who has made the move to Alpine Mortgage Planning’s new Newport Beach loca tion. A graduate in computer engineering from Cal State

Long Beach, Ivan chose to work in the mortgage industry, where he opened and operated a branch for a mortgage broker from 2002-2009. He and his wife, Maria Salazar, built the branch together, focusing mainly on helping underserved members of the community. They built a reputation for helping first time buyers and first generation American families to achieve their home ownership dreams. They managed a marketing team that generated leads for refinance transactions while also scouting for potential sellers. “In those days you were able to do both lending and real estate,” Ivan explains, “so we would help buyers in all aspects of the transaction.”

Ivan Hernandez ExecutiveAgent Magazine

EA

When the real estate market took a downturn, Ivan and Maria decided to take a break from the industry. Ivan returned to his home country of Colombia for a time, in order to pursue business opportunities there. With the strong rebound in the economy and missing the ability to help the underserved achieve their homeownership dream, Ivan decided to come back to Orange County and get back into mortgage lending.

With his experience and strong connections, Ivan decided to come back and reestablish himself here. Ivan’s professional integrity and experience made him a good fit at Alpine Mortgage Planning, where the company culture is built on four primary values: teamwork; empowerment; positivity; and excellence. “I have always thrived in working with members of the Spanish-speaking commu nity. I know the culture and how to help clients meet their goals. I also knew that I needed to be retrained to work in the industry, since the loan process had changed a lot from the process that I experienced before. I cared about learning and becoming a better Mortgage Advisor, and Alpine Mortgage Planning was willing to train me to work with agents and help them with their purchase transactions.”

Alpine Mortgage Planning has provided Ivan with the tools and support that help him to be responsive to Realtors® and clients in an ever-changing market. “We have a great marketing team, and our rates and programs are very competitive. When I give a pre-approval letter, I am confident that I’m going to get it done.” With a marketing team at the Newport Beach branch, Ivan is able to assist his clients with a quick turnaround on open house flyers and other co-branding opportunities to assist in a quick sell for his cleints.

Ivan’s primary customer service goal is to respond immediately when clients need him. “When agents call me to say they have a prospective client, I call the person right away and then get the feedback to the agent. I understand that agents work very hard to earn those prospective

clients, and want somebody on it right away – not three or four hours later.” Throughout the loan process, Ivan keeps all parties involved in the transaction updated. His goal on every transaction is to ensure that the listing and buying agent never has to pick up the phone or e-mail him for status. Ivan spends a great deal of his time in real estate offices where he is available to answer questions for agents and clients. “I always dress professionally, as pre sentation is very important, and clients want to work with a professional. I want them to have the confidence that they are dealing with someone who knows the answers to their questions, or can quickly find the right answer for their scenario.”

In his personal life, Ivan is a dedicated husband and father, as well as a big soccer fan. “I used to play soccer, and now my daughter plays for the American Youth Soccer Organization. I coach and referee for them. I spend a lot of time there and have the opportunity to meet a lot of families in my community.”

Ivan anticipates a positive climate for the future, as Alpine Mortgage Planning continues to grow and market conditions remain favorable for homebuyers. “I strive for honesty, reliability and loyalty, and I know that Alpine Mortgage Planning shares my commitmentto these values.”

Ivan Hernandez MLO 982497

Alpine Mortgage Planning 3501 Jamboree Rd., Ste. 200 Newport Beach, CA 92660 Tel: 949.205.0749 Email: IHernandez@alpinemc.com Web: www.alpinemc.com/ivanhernandez © 2015 A division of Pinnacle Capital Mortgage Corp | Equal Housing Lender | NMLS 81395 | WA CL-81395 | AZ BK-910890 | Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act Regulated by the Division of Real Estate Colorado. .

Mortgage Specialist ExecutiveAgent Magazine

EA

Power by Embracing Enthusiasm

Y

ou can do anything if you have enthusiasm. Enthusiasm is the yeast that makes your hopes rise to the stars. With it, there is accomplishment. Without it there are only alibis.

Enthusiasm is rarely a topic that comes to mind when we think of success. And yet, without it life becomes mundane and the spark we wish to ignite in others fizzles away without the desired result.

Embracing enthusiasm is important because it replaces fear and worry. When I was in my early 40s I experience what many call a mid-life crisis. Prior to this dark, short chapter in my lie, I was accustomed to making many and huge decisions. I spiraled downward into a period of depression in which I could not decide on the color of my socks each morning.

The catalyst for my turn-around was the new project I tepidly decided to take on. Early in the process, enthusiasm was a quality I forced on myself. I pretended I had it until it finally showed up. It showed up because (I think), as others became excited about my dream, their excitement spilled over to me and replaced pretending enthusiasm with the real thing.

I grew into a bona fide, honest cheerleader for finding success in very today. That was the end of bad days for me. Now there are good days and, better yet, great days! And an interesting thing happened: my enthusiasm and excitement became contagious. Others reflected my newly refashioned positive mindset. The spark I sought to ignite became a forest fire from which many lives were positively impacted.

Here’s my advice to you if you want to enjoy success and are having a tough time getting excited: Fake enthusiasm until it becomes real (no, you will not be a phony).

30

ExecutiveAgent Magazine

EA

Surround yourself with positive people (don’t listen to negative talk).

Think about how you can help others less fortunate than you (gets the focus off you and on someone else - which is a great thing for your well being).

Learn how to give yourself and some of your money to others (if you refuse to give, then the things you own and the money you possess OWNS you).

Norman Vincent Peale states, “Often enthusiasm is the bridge between poverty and prosperity.” I know, from personal experience, he’s right.

He also wrote: “Enthusiasm releases the drive to carry you over obstacles and adds significance to all you do.”

Now it’s up to you. What will you do with this information? File it away in some dark corner, or get excited about your dreams and go for them? It’s your choice.

Now, go make it an enthusiastically great day.

Don Loyd has been involved in real estate in some form for more than 38 years. He has written several books on the subjects of real estate, business, goal setting, and personal development. He writes a weekly column, and has served as a co-host for a financial services radio show. For more information, go to http://www.RealCashFlow.net.

ExecutiveAgent Magazine

31

Your career with imortgage? The sky’s the limit! ● If you’re a loan officer or production assistant determined to take control of your high-flying career, now’s the perfect time to target imortgage. ● imortgage and its partner, loanDepot, have combined to become one of the top five* private mortgage lenders in the United States. ● imortgage is not only the perfect place to land. It’s the perfect place to launch the next phase of your exciting career.

Watch your career take flight with us. Call today!

(714) 657-1220 John Wellsandt, Branch Manager Direct Mobile

(714) 657-1220 (916) 835-8129

NMLS ID 448583 john.wellsandt@imortgage.com imortgage 7755 Center Ave., Suite 1200, Huntington Beach, CA 92647. Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act CRMLA 4131040. Corporate NMLS ID 174457. All rights reserved. 01012015.

E XECUTIVE AGENT

TM

MAGAZINE

Written by Shannon Hartsoe

“I knew I could give better repre sentation than what the industry was offering to current and prospective homeowners,” Jill says. “I wanted to become a consumer advocate and help protect people from mortgage lenders that were charging ridiculous fees and giving the worst service imaginable.

The only way I knew to help was to become a mortgage consultant myself and offer the consumer great loans and the first-rate service they were entitled to.”

Jill did just that, and today is fulfilling that desire as a loan consultant with imortgage in Huntington Beach.

In addition to being a Notary Public, Jill has worked as an Escrow Officer and a Loan Processor. At imortgage, she says she’s found a perfect match, a company that truly cares for its clients and employees.

“I actually care about the needs of my clients and put their needs ahead of my own,” says Jill. “I value my reputation and by choosing to work for imortgage, I was aligned with the perfect company that shared my same values and work ethic. imortgage doesn’t just talk the talk; they walk the walk.”

W

hen Jill Snedeker started out in the mortgage industry, it didn’t take her long to see its flaws.

Over and over, she saw a constant need for more honesty and ethical practices among mortgage profes sionals. So she decided to do something about it.

She describes a company where the team of loan processors, underwriters and managers make themselves readily available to their loan officers -- just as she does with her clients and believes the mortgage industry has been helped by changes in legislation designed to protect consumers.

“We treat our clients like friends and family and look after their needs throughout the entire loan process, which isn’t as commonplace in the industry,” she says.

Jill Snedeker ExecutiveAgent Magazine

EA

We have a loan for every home... simple as that.® The lending landscape has changed dramatically over the years, in part because of the real estate crisis a few years ago. Jill says she constantly reads about trends in the industry and attends conferences to keep her skills in top shape.

That’s why buyers in Orange County are relieved to find a professional like Jill who makes ethics, communication and transparency the central tenets of her career. Years ago she was accused of “over-servicing” her clients, which Jill believes is simply an oxymoron for anyone providing customer service.

Her clients recognize Jill’s dedication to them and eagerly sing her praises.

“I have to give the highest of praises to loan consultant Jill Snedeker. She was totally amazing, not only with the depth of her knowledge but also for her kindness and patience with my MANY questions. She is the epitome of a professional. I will highly recommend her to my family and friends,” says Debbie W. of Dana Point.

Jill is also known for her tenacity, not taking “no” for an answer when trying to accommodate the loan needs of her clients.

“Many of our clients who have been turned down by other lenders are thrilled when I am able to turn a no into a YES,” she says, emphatically. “I don’t take no for an answer and I let them know that I will put in the time and effort to successfully get their loan approved or, at the very least, I will educate them on what steps they need to take to put themselves in a position to be approved down the line, turning a no into a ‘not right now.’

cess. They might not purchase a home today but tomorrow will be here before you know it.”

Jill is an affiliate member of the Orange County Association of Realtors® and enjoys networking and doing charity work through the association. She’s also a member of the Fountain Valley Chamber of Commerce and Huntington Beach Chamber of Commerce through her affiliation with The Women’s Business Connection.

But she does find time to pursue outside interests. Time away from work for Jill often involves spending time with her boyfriend, Pete, and their German shepherd, Marley.

“I also enjoy visiting with my family and friends and working on our house, which is always under construction but really starting to come together, and I can’t wait for it to be finished!”

Her future plans include continuing to serve her clients with superior products and exceptional service and to help her Realtor® partners increase their business and their referrals by being a positive and valuable extension of their business. She adds: “I will continue to attend educational courses designed around mortgage lending and customer service in order to always make sure I’m giving my clients the highest level of expertise and pro fessionalism.”

Jill views such transactions as a way to provide hope to people who have suffered through the Great Recession, enduring bankruptcy, foreclosures and short sales. “I want them to know that homeownership is possible for them and that together we can create a roadmap for their s uc-

Jill Snedeker imortgage 7755 Center Ave., Ste. 1200 Huntington Beach, CA 92647 Tel: 714-315-7482 Email: Jill.Snedeker@imortgage.com Web: www.imortgage.com/jill.snedeker NMLS ID 839465 imortgage is licensed by the CA Department of Business Oversight, CRMLA 4131040. NMLS ID 174457. Equal Housing Opportunity. All rights reserved. 2015.

Her Clients Recognize Jill’s Dedication To Them And Eagerly Sing Her Praises ExecutiveAgent Magazine

EA

The Easiest Way to Get Real Estate Leads

A

ll good deals start with good marketing. And if you’re not marketing for good deals, you’re not going to be doing any. That means you won’t be making any money and your competition will be soaking up the opportunities in your market area.

Just declaring to your friends and family that you are a real estate investor is not enough. You must get the word out to let everyone know that you are buying real estate and that anyone interested in selling his property should call you. Here’s the catch. You aren’t going to tell the entire world. You’re only going to tell the people that want to meet you.

These are your targets.

Rule #1: All good marketing starts with a clear target.

This means that you define who you are trying to reach.

For example, I want to buy properties from owners

36

that are debt free because they like to offer me seller financing. Therefore, I target owners in my market area who own their properties free and clear, particularly in communities that I want to invest in.

Now that you’ve defined your target, it’s time to move to crafting your message for reaching out to them.

Rule #2: All good marketing starts with a good messaging. Have you ever wondered why retailers ask you to sign up for their discount cards? They track all of your purchases and gather mountains of market intelligence about your buying habits so they can make smarter decisions when buying inventory and pricing programs.

You must also understand your audience. What matters to your sellers? How will you provide a meaningful experience for them when they sell their building to you?

ExecutiveAgent Magazine

EA

Once you’ve identified your target and crafted your messaging, now you’ll have to implement a system for communicating your message to your audience. You may hear that signs, letters, or email are the best systems to use to broadcast your message. Guess what? You need to do them all.

Rule #3: All good marketing thrives on multiple sys tems. You must simultaneously work multiple systems to bring your message to your target audience because no one system will consistently fill your pipeline--it will vary from month to month. That’s why you need a calling system, mailing system, internet marketing system, print advertising system, etc. You must be firing on all cylin ders at all times to keep your lead pipeline full.

Here’s where most people fail: they don’t measure their results.

Rule #4: What gets measured gets managed. What gets managed gets funded. This an old saying my father (a veteran HP executive) tells me and it rings true today. If you don’t know where your leads are coming from and why, you’ll miss the opportunity to fine tune your systems to make them perform at maximum capacity for you. Then you’ll start to wonder whether the investment is worth while or not. And when you do measure and manage,

you’ll have a steady flow of leads that will turn into opportunities for you to do deals, over and over again.

In a nutshell, if you aren’t marketing, you’re missing the lifeblood of your business. You must start marketing today. Make sure you follow the 4 rules listed above because without them, you may as well be throwing money out the window while driving down the highway hoping for something to happen. It’s not going to and all you’ll have at the end of the day are no leads, no deals, and an empty bank account.

Jeremy Cyrier, CCIM trains people who invest their own money in commercial real estate at http://www.

CommercialRealEstateInvestingEducation.com. For a free report on residential vs. commercial real estate investing, visit: http://commercialrealestateinvestingeducation.com/ residential-vs-commercial-property-investment-report.

ExecutiveAgent Magazine

37

Why Wells Fargo

We want to be the key to your success We’re dedicated to helping you put more buyers into homes with more mortgage options to suit more buyers • Buyer ConnectionsSM: Connects buyers and sellers not working with a real estate agent to professionals in their local market.

• Full service lender: We provide financing for conventional, FHA, VA, renovation, relocation, and more!

• PriorityBuyer® Preapproval: You’ll know you’re dealing with serious buyers.

Call us today to find out more.

Joseph John Ballesteros Branch Manager 714-934-7388 NMLSR ID 404462

Steve Silvestri Sales Manager 714-476-3000 NMLSR ID 419052

My Hoang Sales Manager 714-356-8991 NMLSR ID 453285

Nathan Lindsey Home Mortgage Consultant 714-394-0506 NMLSR ID 665133

Jenn Levin Home Mortgage Consultant 714-904-9424 NMLSR ID 448482

Robert Rabano Home Mortgage Consultant 714-906-8824 NMLSR ID 420527

Michael Ahn Home Mortgage Consultant 714-580-9412 NMLSR ID 237058

Mark W. Bowman Home Mortgage Consultant 866-531-3229 NMLSR ID 450934

Kathy Niemczyk Home Mortage Consultant 714-934-2065 NMLSR ID 433497

Mary C. Lee Home Mortgage Consultant 714-308-8576 NMLSR ID 420573

Kristi Nguyen Home Mortgage Consultant 714-580-5211 NMLSR ID 457844

Rishant Taneja Home Mortgage Consultant 714-655-8861 NMLSR ID 473697

Robert Michael Garin Home Mortgage Consultant 714-483-5504 NMLSR ID 490240

Christopher James Preston Home Mortgage Consultant 714-323-8825 NMLSR ID 490895

Brigitte Golay Haberl Home Mortgage Consultant 714-396-5590 NMLSR ID 899374

Kevin Thach Home Mortgage Consultant 714-454-9810 NMLSR ID 455195

Elli Nguyen Home Mortgage Consultant

714-408-8245 NMLSR ID 448027

Information is accurate as of date of printing and is subject to change without notice.

This information is for real estate professionals only and is not intended for distribution to consumers.

Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. © 2014 Wells Fargo Bank, N.A. All rights reserved. NMLSR ID 399801. AS1039135 Expires 11/2014

RICK BASHORE Executive Vice President

(714) 289-3313 rbashore@ticortitle.com

Orange County Team Contact us today for your next title and escrow transaction!

ADAM CLEARY (949) 836-3055 adam.cleary@ticortitle.com

CATHERINE CREVIER (949) 266-6543 catherinecrevier@ticortitle.com

DOUG MURPHY (714) 749-0004 doug.murphy@ticortitle.com

JOHN FULLER (949) 375-4188 jfuller@ticortitle.com

ANDREA MITTELSTAEDT (714) 878-8087 andrea.ybarra@ticortitle.com

CATHERINE HOANG (714) 713-4356 choang@ticortitle.com

EVA WYSOCKI (714) 612-5038 ewysocki@ticortitle.com

MARISA BEHNKE (714) 448-8997 mbehnke@ticortitle.com

ANITA COOK (714) 330-2154 anita.cook@ticortitle.com

CHANTELL GWIN (949) 910-0070 chantellgwin@ticortitle.com

FELIX & TOMAS DUARTE (714) 392-1400 felix.duarte@ticortitle.com

MARK MANWARING (562) 417-7150 markm@ticortitle.com

ASTRID ASHWORTH (949) 463-1718 astrid@ticortitle.com

CHRIS & SAL SHANDRA (714) 803-0976 cshandra@ticortitle.com

GRETCHEN FRY (949) 683-6831 gfry@ticortitle.com

NICK ARNOLD (714) 337-9164 narnold@ticortitle.com

BEN BENJAMIN (562) 466-150 BenBenjamin@ticortitle.com

COLLIN FRANGIE (818) 915-1994 collin.frangie@ticortitle.com

HARLEY BROVIAK (949) 433-3303 harley4title@earthlink.net

PATRICK TAYLOR (949) 350-3593 patrick.taylor@ticortitle.com

BRYON BASHORE (714) 975-1773 bryonbashore@ticortitle.com

D.J. BIBB (949) 533-6900 djbibb@ticortitle.com

JEFFREY BOYNES (562) 972-3507 jeff.boynes@ticortitle.com

ROBERT VALDEZ (714) 496-4186 rvaldez@ticortitle.com

18302 Irvine Blvd. Suite 100 • Tustin, CA 92780 Office: (714) 289-3300 • www.TicorOC.com • www.TicorTitleBlog.com © Ticor Title Company