FEBRUARY 2016 N. ORANGE COUNTY

EXECUTIVEAGENT MAGAZINE

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Yolanda Scurlock Executive Agent of the Month

Inside Features: Tom McChesney First Team Real Estate Lane Moore Seven Gables Real Estate Sean Neuberger Realty ONE Group Martin & Laura Uribe First Team Real Estate

NEWPORT BEACH

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BUILD A PARTNERSHIP WITH A DIRECT LENDER THAT OFFERS EXCEPTIONAL SERVICE. JOHN J. REED

MIKE CALVERT

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ALAN CIPOLLETTI

ROBERT FAIR

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RODNEY FELIPE

BARRY DAVID KREVOY

(714) 227-5032

(949) 735-4009

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MARK MARTINEZ

Senior Mortgage Originator NMLS-302745

(714) 863-8470 mark.martinez@financeofamerica.com FinanceofAmerica.com/MMartinez

JAMES THEEL

Senior Mortgage Originator NMLS – 891331

(949) 294-8177 jamest@financeofamerica.com FinanceofAmerica.com/JamesT

Senior Mortgage Originator NMLS-923896

bkrevoy@financeofamerica.com FinanceofAmerica.com/BKrevoy

LYNN NELSON

Senior Mortgage Originator NMLS-653022

(714) 412-8608

lynn.nelson@financeofamerica.com FinanceofAmerica.com/LNelson

JIM THIEL

Senior Mortgage Originator NMLS-907893

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Executive Agent of the Month

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Yolanda Scurlock RE/MAX Horizon

Professional Profiles

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4

6

30

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Tom McChesney

Lane Moore

Sean Neuberger

Martin & Laura Uribe

First Team Real Estate

Seven Gables Real Estate

Realty ONE Group

First Team Real Estate

ExecutiveAgent Magazine

February, 2016 - N. Orange County Editorials

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

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The ‘Key’ To What Really Motivates You To Achieve Your Dreams!

-Anne Bachrach

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The Role of Positive Thinking on Your Sales Career and Life -Bill Brooks

ADVERTISERS’ INDEX City of Hope............................................................38

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Finance of America Mortgage....................2 & 27

Long Term Goal Setting -Barry Eisen

Guaranteed Rate....................................................9 i Photography Studio...............................................25 Kinecta Federal Credit Union...............................13

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Great Service -Jon Gordon

PWAOR...................................................................12 The Termite Guy........................................................3 Ticor Title Company.....................................................40 Wells Fargo Home Loans.............................................39

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Decide What You Want To Do -Mark Victor Hansen

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

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Marketing The REAL YOU -C.J. Hayden

© Copyright 2016 Executive Agent Magazine. All rights reserved.

Reproduction in whole or in part without written permission is prohibited. Although every precaution is taken to ensure accuracy of published materials, Executive Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

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Achieving Relationship Excellence -Dirk Zeller

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ane Moore, Realtor® at Seven Gables Real Estate in Tustin, is well-recognized for going above and beyond the norm to meet the unique needs of each one of his clients. You’ll never hear him say, “It’s not my

Written by Haley Freeman

job.” Instead, he will do whatever it takes to help someone navigate the challenges of buying or selling a home by offering his expertise with a kind and giving spirit.

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Lane Moore

Going Beyond What is Expected A career in real estate came naturally to Lane, who is the progeny of two generations of successful Realtors® before him. Lane’s grandfather was a broker in North Carolina and his mother Vicki spent the majority of her career at Seven Gables, which became like a second home to Lane while he was growing up. He remembers his mother, Vicki G. Moore as a woman known for her outgoing personality, made all the sweeter by her charming Southern accent.

Lane did not choose a real estate career right away.

He began his professional journey in telecommunication sales, where he excelled with one of the largest wireless companies in the industry. He inherited his mother’s genuine love for people, a gift that has greatly enhanced all of his roles in life, and eventually led him into real estate.

After many years in the corporate environment, working long hours with little flexibility, Lane decided to take up the family business. He joined Seven Gables, where he was mentored by Broker/President Mike Hickman. “Mike is one of the most phenomenal men I’ve ever met. I’ve known him since I was seven years old, and he did so much for me growing up. He’s very calm and never gets rattled. I’ve learned from him not to react but to respond when there is a challenge. I would call him the rock. He’s very professional, but also a lot of fun. We all respect him here so much, and I’m very fortunate to have learned the business with him.”

In Tustin and the surrounding communities, Seven Gables is synonymous with service. The company was also voted the top workplace in Orange County for its business culture by the Orange County Register in 2015.

“We are the Nordstrom of real estate in the area, and have been for 40 years,” Lane explains. “And it’s not just our company, but the wonderful team of support professionals we work with in our market.”

Although Lane has a background in technology and is proficient at using the best tools the industry has to offer, he still prefers high-touch methods of doing business to high-tech. “I spend more of my time face-to-face or on the phone than using email. I like looking someone in the eye and creating that relationship. True success comes when people know you and like you. I stay in touch with people, and the majority of my business comes from past clients and friends. I like to just call people and see how they’re doing and ask how I can help. People know if you’re authentic and are genuinely interested in their lives.”

needs help getting their property ready for sale, Lane will not only refer trusted professionals to do the work, he will jump in and help.

One client expressed her gratitude: “My mother selected Lane to list her home of 56 years in Southern California last year. Because I live out of state and she is an elderly woman, I had concerns about her finding an agent that would care for and protect not only her financial interests, but her safety and security, as well. Lane provided excellent service in every way, especially in his willingness to help with so many of the details that most agents would never even lay a finger on. I spent hours with him down on our knees freshening the landscaping; he scraped, puttied, painted and did a superlative job communicating with us about every aspect of the sale. Bar none, customer service was exceptional! I highly recommend Lane’s services and Seven Gables Real Estate.”

Lane and his wife Diana have been together since high school. They have two daughters, Amanda Lee and Courtney Lane. The family loves playing volleyball, spending time at the beach and visiting Disneyland. Lane says, “Family is the most important thing in my life.

Period.”

Lane’s greatest concern is for the people who are counting on him to help them with one of the biggest decisions of their lifetime, not on getting a commission. That authenticity comes shining through in his willingness to go beyond what is expected, and guide them home.

Lane Moore Seven Gables Real Estate 12651 Newport Ave. Tustin, CA 92780 Tel: 714.244.6060 Email: LaneM@sevengables.com Web: www.sevengables.com CalBRE # 01779747

Lane is also not afraid to get his hands dirty. If a client ExecutiveAgent Magazine

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Long Term Goal Setting Vision=Perspective=Better Decisions

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ou’ve heard the saying, “The average person spends more time planning a vacation than planning the rest of their life.” It’s probably true because planning a pleasurable escape is easier and more comfortable than planning change, and whatever discomfort (fears?) may be associated with it.

Most companies you’d consider investing in or working for have long term, short term and, in most cases, daily goals as benchmarks of performance. However, independent contractors associated with large focused corporations, usually don’t do the planning to create their own comfortable future.

Most all independent contractors either sit down with the owner/broker/sale manager/boss at the beginning of the year or as solopreneurs, by themselves, and go over goals and business/game plans. But like New Year’s resolutions, by January 15th, they lose focus and end up playing a smaller and more chaotic game than anticipated. This is not just about the business of business, but it’s also about the personal areas of life, as well. And this is not just about business and personal lives, but ultimately about the way they see themselves (self image/self esteem) and create the lifestyle that matches that perception...self fulfilling prophesies.

The “whys?” don’t matter. The back story may be very interesting and compelling, but does “why?” solve the problem of an erratic business or personal life? The question, “What DO you want instead?” is a good starting point. Not what you Don’t want. Describing what you DON’T want doesn’t give information as to actions to be taken to move forward. Goals are not just targets, they’re guidelines.

There are so many ideas and systems about goal setting.

Every speaker, sales manager and trainer has an approach.

Know what? They all probably work, if the follow-through is committed to. Huge “IF” (I FEAR).

Here’s my offering at setting long term personal and business goals. The best way to predict the future is to create it.

1) Select a target year by which your long term (more than 1 year) goals will be completed. Giving a target date, even 3-5 years down the road, creates at least a small, but real, sense of urgency. Just the act of writing goals down starts a level of thought and commitment beyond having good intentions.

Write the target year across the top of a blank piece of paper.

self image areas that comprise all of our lives. In her book, Passages, Gail Sheehy lists Physical, Financial, Emotional, Educational, Family, Social and Spiritual. Unless you have something else---go with these.

3) On the right hand side of the page, opposite each of the categories, write down 2 or 3 goals for each category. If you choose to not set goals in all areas, great! Do what feels right for you. There are no rules.

If you have difficulty looking ahead and projecting results, for a moment look back at your previous 3-5 years. What have you done in that time to move ahead in each of these 7 areas? “If you continue to do what you’ve been doing, you’ll continue to get what you’ve been getting.” The reality beyond that often used saying is that in the future, Mother Nature will smack us all around a little harder, gravity will tug on us all a little bit heavier, business slumps will become more pronounced, memory becomes more challenging and spiritual connections become even more distant, etc. What do you want instead?

4) Put this goals list in a place that makes sense to you... in a draw under your socks or underwear, taped to the back of a closet door etc.

5) Look at the list every once in a while (daily, weekly ???) and let it reinforce the actions that will bring you to those, down the road, purposes. Spaced repetition is how you learn most of what you do.

6) Update your list periodically to reflect new directions and adjustments.

Accomplishing longer term goals not only gives the rewards of whatever the goals are about, but on a higher level creates the positive self esteem and confidence of accomplishment.

Confidence comes from creating victories. Those in therapy, or should be in therapy, experience control issues (usually a lack of control). When you’re in control of your life you generally make better decisions, feel more alive and healthy and usually become a more compelling figure to those around you.

Barry has taught classes and held seminars for thousands of people. He has given hundreds of private hypnosis sessions and authored many hypnosis and self-hypnosis CD/downloadable programs, all with great positive feedback. http://barryeisen.com/

2) Along the left hand column, going down the page, write the categories of your life that represents the balance and 8

ExecutiveAgent Magazine

Ben Anderson’s numbers speak for themselves TOP 20

nationally in lending volume in 2014*

“100 HOTTEST MORTGAGE PROFESSIONALS IN THE COUNTRY” according to MPA Magazine

OVER $1BILLION

in closed loans since 2009

Ben can help increase your sales numbers as well. Call him today!

Ben Anderson Vice President of Mortgage Lending Branch Manager 230 Commerce Ste 200, Irvine, CA 92602 Office: 949.430.0807 Cell: 844.841.LOAN Ben.Anderson@guaranteedrate.com guaranteedrate.com/BenAnderson Guaranteed Rate is among the top 10 retail mortgage lenders in the U.S. with a 96% customer satisfaction rating ** and $12.4 billion in home loans funded in 2014. *According to Scotsman Guide ** 96% Customer Satisfaction: Data Source: Guaranteed Rate’s Client Satisfaction Surveys (Averaged 2007-2015) The information in this flyer is for the dissemination to and for the use of real estate entities only and is not an advertisement for the extension of credit to consumers.

Ben Anderson NMLS ID:320166 CA - CA-DOC320166 - 413 0699 NMLS ID #2611 (Nationwide Mortgage Licensing System www.nmlsconsumeraccess.org) • CA - Licensed by the Department of Business Oversight, Division of Corporations under the California Residential Mortgage Lending Act Lic #4130699

Another loan saved “We were in jeopardy of our escrow falling through and losing the deposit on our new home when our lender wouldn’t issue a final approval due to the complexity of our selfemployed tax returns.

That’s where Ben Anderson and Guaranteed Rate came in. With only seven days to finalize our loan before the closing date, Ben and his team didn’t rest until the job was done and gave me a great rate.

The whole process was handled very professionally and they truly cared about resolving our challenging situation. We are now living in our dream home.

Thank you Ben and Guaranteed Rate!”

— Rick & Shelley C.

EA

The Role of Positive Thinking on Your Sales Career and Life

L

ots of salespeople seem to have forgotten, or perhaps have never even learned, the many ways that they can improve not only their sales performance, but their life performance as well. The future of your sales career may very well rest on the frame of mind that you have in your daily life. Here are several tips that may help you to improve this frame of mind and your future.

First of all, you should overcome any past negative impact. You need to forget your failures and mistakes.

These failures and mistakes should be seen only as stepping-stones that you have been fortunate enough to experience and learn from. Salespeople can truly damage their mental state and their sales performance by dwelling on past mistakes. Such practices as continually viewing yourself in a negative light can only serve to put you in a downward spiral.

A tip that reflects the opposite of the previous one is to build upon previous positive experiences. Concentrate primarily on your past successes, and this will help you feel far more important and positive. By concentrating primarily on your successes and the positive aspects of your past, you will surely feel extremely more confident, and confidence will give any salesperson a “leg up” in

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any sales situation. Furthermore, this confidence can seep into all other facets of your life, leading to an all around improvement of the quality of life.

Seeking out “coaches” and “team-members” will only serve to improve your chances for success in and out of the business realm. Coaches can help to build you up, as well as provide you with vital life experience and job experience that you otherwise would not be able to experience yourself. In regard to sales team-members, they can provide you with a support system as well as with a feeling of belonging. Their successes will be your successes, and your successes will be theirs’. Having a coach, as well as being a member of a team can certainly improve your job as well as your home life.

Becoming obsessed with learning is another excellent tip for any salesperson who is aspiring to improve their future sales performance. “Knowledge is power” has become a cliché, but the validity of this statement still stands. Any serious salesperson should always be looking for that “edge,” and knowledge is always there. You should always be seeking new facts, information, and data, and knowing more of these than your competitor will provide you with so much more success. I can promise you that!

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By constantly improving your thinking processes, you will also sharpen your thinking and analytical skills, and in turn you will enjoy more success in the future.

Improvement of your thinking skills involves the quick and efficient use of knowledge, which is addressed in the previous tip. If you become obsessed with learning and channel this constant flow of new information through quick and useful thought patterns, then once again you will enjoy a “one up� over your competition.

Top performing salespeople are always seeking new information, and are always able to use this information in the most effective manner in their pursuit of the sale.

Therefore, if you follow the same strategies as these salespeople, then your future is as bright as theirs.

The final tip, and perhaps the most important one, actually is to incorporate yourself mentally. This somewhat difficult tip means that you should never forget your own long-term goals and aspirations. You should certainly remain loyal and honorable to your current employer, but again, never forget your own longterm goals and aspirations! Those individuals who are the most successful are those who never forget their own goals. By striving for your goals long enough and hard enough, you will eventually reach them and become an envied and admired sales professional.

The bottom line? If you are truly seeking to improve your future either professionally, personally, or both, there are certain strategies that have proven to serve those who are seeking these goals very well. By overcoming any negative past impact, building upon any and all positive impact, utilizing coaches and team-members you may have in your life, becoming obsessed with learning, constantly improving your thinking processes, and incorporating yourself mentally, you are surely going to be able to improve any aspect of your sales career and life that you wish to improve. The secret to this plan is to work hard and remain committed. There is, unfortunately, no secret to that!

Bill Brooks, CSP, CPAE, CMC, CPCM former CEO of a $300,000,000 corporation and two-time sales award winner from an international sales force of 8,000, Bill has real-world expertise. Bill has spoken or consulted in over 300 different industries while being engaged by at least 150 clients an astonishing six times each.

CopyrightŠ 2004, Bill Brooks. All rights reserved.

For information about how to bring Bill to your next meeting or convention, contact the Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com; www.frogpond.com

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

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

Home Financing Solutions: • Discounted Credit Union MI • Direct Lender • 1st/2nd Combo

• Jumbo Loans up to 90% LTV • Down payments as low as 3% down

Contact Me: Erik Jenner Manager, Mortgage Loan Sales tel: 949.253.5337 | cell: 949.293.1237 erik.jenner@kinecta.org NMLS# 38025 www.kinecta.org/ejenner

NMLS (Nationwide Mortgage Licensing System) ID: 407870. Information is intended for Mortgage Professionals only and not intended for consumer use as defined by Section 1026.2 of Regulation Z, which implements the Truth-In-Lending Act. The guidelines are subject to change without notice and are subject to Kinecta Federal Credit Union underwriting guidelines and all applicable federal and state rules and regulations.

10342-11/15-OCSD

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Tom McChesney Written by Haley Freeman

T

he life Tom McChesney lived growing up on a farm in Fort Collins, Colorado may seem as if it would have nothing in common with his life as a Realtor® in Huntington Beach, California. But the lessons he learned from his parents about hard work, care for others, and also real estate, have contributed significantly

to his success as a competent, compassionate real estate professional.

You can’t help but develop a great work ethic when you get up at 5:00 a.m. every day to milk cows, bale hay and fire up the tractor. You also can’t avoid learning self-sacrifice and empathy when you are raised by veterinarians who attend sick animals at neighboring farms and donate their free time to helping with community causes.

Tom also grew up with a firsthand appreciation for the value of real estate. His father dreamed of owning a farm when he got out of the military, and he not only made that dream a reality, but continued to invest in real estate throughout his lifetime. “My family liked buying properties and fixing them up. I grew up seeing the potential in properties. My dad also kept investing in land, and eventually turned some of that land into residential development, dividing it into lots and building houses and selling them.”

Despite his relatively young years, Tom has more than 10 years of real estate experience as a landlord, investor and agent. He has a keen understanding of market trends, and an eye for identifying profitable investment opportunities.

Tom chose to build his business with First Team, where he receives some of the finest training and support in the industry under the banner of Orange County’s number one real estate brand.

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Tom’s genuine care for people is also a key motivator in his real estate career. He spent the first several years of his professional life as the associate area director and area director of a nonprofit organization whose mission is to mentor young people toward a positive future. Tom has a master’s degree in organizational leadership and is a CTI certified life coach. “Coming from the nonprofit sector, I really care about people, and I want to be their lifetime agent. I try to be very relatable and never make people feel pressured about making a decision. We’ll wait for the right deal. I think people feel comfortable working with me and telling me exactly what they want and exactly what their financial situation is.”

One of Tom’s recent clients affirmed that Tom is succeeding in being exactly that kind of agent: “Tom has been extremely helpful in the property buying process.

He learned about my situation, helped me discover suitable options, and has played a central role in my property ownership journey. Tom is also an extremely effective communicator which should comfort any buyer who isn’t a professional in the field of real estate. He is friendly, knowledgeable, and has exceeded my expectations as a real estate agent.”

Tom is enthusiastic about encouraging his clients to begin building long-term wealth through real estate, and he is patient about taking time to explain the buying process, tax benefits, and how to build equity. “I helped somebody buy a condo a year ago, and it’s already appreciated $50,000. It’s exciting to help someone realize the

benefits of home ownership. It may feel like a big purchase at the time, but later they’ll be glad they did it.”

Always intent upon improving himself and his professional skills, Tom is constantly exploring new technologies and continuing his real estate education. He is also generous about helping new agents and those who struggle with technology. “My life coaching experience says, you’re here at this point, so what steps do you need to take to get where you want to be? I like to share my experience with new agents, help them learn the tools that First Team has for them, and some of the things I’ve learned about how to meet new clients.”

Tom loves the weather and lifestyle in his adopted home of Southern California. He enjoys taking his Golden Retrievers to run at the dog beach, and like a native, he loves to surf. He also continues to mentor kids.

For Tom, real estate is the perfect fusion of his life’s passions, and for uncovering the potential in both people and properties.

Tom McChesney First Team Real Estate 19021 Goldenwest St. Huntington Beach, CA 92648 Tel: 714-861-0765 Email: tommcchesney@firstteam.com web: www.ThomasMcChesney.com CalBRE # 01958574

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Written By Mark Hansen

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Decide What You Want To Do

M

y friend, Tom Harken was born with both polio and tuberculosis. Tom spent the first six years of his life in an iron lung. The first day Tom started school, the teacher told him to go to the board and spell “cat”. He wrote k-a-t. The teacher told him – in front of the entire class – he would never become successful. Tom dropped out of school, humiliated and chagrined. Tom decided to prove them wrong. When he became old enough he went out and started selling vacuums. Tom sold 17 a day. Tom memorized all of the information each customer gave to him – because he never learned to read. Tom never told anyone he was illiterate until, at age 55, he announced it, with tears in his eyes to an astonished audience, while being honored at the Horatio Alger Awards. Within one year he had learned how to read. Tom crusades with me now to eradicate the slavery called “illiteracy”.

You see, anything is possible. Just like Tom, the only thing standing in the way of your success is you – your beliefs about what’s possible, your attitude towards yourself, your desire to achieve what you really want. You are the only barrier that is keeping your dreams at bay.

What’s Exciting About Using Our Mind Is that We Can Short Circuit All the Excuses Thrown Up by Our Fears THIS WEEK’S ACTION STEP Our minds determine our success or failure. Your mind is your ultimate strength and weakness. Everything begins and ends with your thinking.

I came up with six ways to develop mental muscles. When practiced they can give you the power to accomplish your goals.

1. Read, Read, Read - Read something besides magazines and the daily newspaper. They’re mostly filled with negative images and information that creep into your brain mind continuum and fester negatively. Read books that motivate and inspire you.

2. Mastermind - Share your mind with someone, or a group, who are moving in the same positive direction as you are.

Two or more minds concentrating on the same goal is an extraordinarily powerful force.

3. Seek Out A Mentor - I recommend you get mentors in each area of your life for your entire life. Keep having your mentors challenge you.

4. Listen to CDs and Cassettes - This is one of the most important habits you can create for yourself. Continuously listen to motivational audio CDs and cassettes. Listen to them until you can practically repeat them verbatim. This process will recondition your mind to think only of abundance and positivity.

5. Attend Seminars - To reinforce a positive way of life, sign up for and attend motivational seminars. There you will meet inspirational people (and possible mastermind members) and learn new ways of achieving your goals.

6. Turn Off the Television - On average, the television set in an American home is on over 7.2 hours a day. Just like any bad habit, it needs to be broken. The television is filled with energy that is put out into the room. It becomes its own entity.

That’s it! Just six easy steps. These six steps will help you to re-energize your spiritual batteries and clear the haze out of your mind to help motivate you to decide what you really want to do.

“When we use our minds creatively and constructively, it doesn’t matter what we haven’t done, what we haven’t said or where we haven’t been. The only thing that matters is how we engage our mind by telling the conscious what we want to do.”

- Mark Victor Hansen Mark Victor Hansen, “that Chicken Soup for the Soul guy®”, inspires NEW VISION that generates innovation, productivity and profitability. markvictorhansen.com. © 2008, Mark Victor Hansen. All rights reserved. For information about Mark’s Keynote Presentations, contact the FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http:// www.FrogPond.com

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

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

Name_______________________________ Company___________________________ Phone______________________________ Email_______________________________

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Cover Story

Yolanda Scurlock Executive Agent of the Month

ExecutiveAgent Magazine

Yolanda Scurlock Written by Haley Freeman - Ian Wiant Photographer

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olanda Scurlock ignites a room with her high energy and zest for life. She lifts up everyone around her with her joyful spirit and positive outlook, whatever life’s challenges. And in her role as a real estate professional, you can count on her to get the job done with skill, with enthusiasm and with care.

Yolanda’s love for helping others has been a constant theme in her professional life. She was married with a blended family and a busy career as a substance abuse counselor when she was inspired to pursue real estate.

Enthusiastic about her new interest, she often got out of bed at 3:00 in the morning when the house was quiet to study for her exam. After her marriage abruptly ended, she realized that real estate was the best means to support her family in her new circumstances. “I knew it was sink or swim, and I went for it,” Yolanda says.

She began working with a boutique brokerage, where the low overhead and hands-on management helped her

get through the early challenges of establishing her business. “Then I reached a spiritual point in my life where I said, ‘Where do I go from here?’ I started doing research and planning to leave the brokerage. I was trying to figure out where the big agents were getting their leads. By the time the third person had directed me to RE/MAX, I realized it must be the place where I was supposed to go.”

The indomitable Yolanda has thrived at RE/MAX Horizon, where the positive culture and leading edge industry tools provide constant motivation to excel. In 2015, Yolanda had her best year ever, achieving Agent of the Month three times. She also recently received the 100 Club award. “Every year it’s been better and exceeded my dreams. There is such a good spirit in the support staff here. I’m very blessed to be a part of this office. It’s not just one or two people I hold in high esteem, but a whole office full of them. It’s very inspiring to be surrounded by ethical, courageous people who have overcome their own struggles in a graceful way. They’re beautiful people.”

ExecutiveAgent Magazine

HORIZON Yolanda has special appreciation for her broker, Kendra Hartsell, who has also been her mentor and friend. “She is an important woman in my life. I’m big on sisterhood and helping women build each other up rather than tearing each other down. One of the things I love about Kendra is that she believes in that, too. When she sees a young, aspiring agent starting out, she is genuinely happy for their individuality and personal growth.”

Yolanda generously gives her time and expertise to mentoring women both inside and outside the industry. “I love the quotation, ‘Some women are lost in the fire. Some women are built from it.’ I think the key to happiness is surrounding yourself with people who make you feel good about who you are, who see your value. I’m very blessed

to have found that in real estate, and it means a lot to me to help other women aspire to their spiritual purpose and become positive, successful, independent women.”

Leveraging her counseling skills and genuine care for people, Yolanda strives to connect with the humanity of her clients. Real estate is far more than a job, it is an opportunity to help smooth the journey for people as they cope with major financial decisions during each of life’s milestones. “Every sale has a life experience behind it,” she says. “Sometimes they are positive ones, and sometimes they’re not. Any agent can shuffle the paperwork. I want to meet people on a human level wherever they are.

Once you connect on that level, everything else naturally falls into place.”

ExecutiveAgent Magazine

Yolanda’s extended team of industry professionals support her in her delivery of unparalleled service. “I especially appreciate the Barry David Krevoy team at Finance of America for being so awesome to work with. An agent is only as good as her lender, and together, we do great things!”

and ease someone’s anxiety. “Something this major in someone’s life doesn’t necessarily fall between the hours of eight to five, Monday through Friday. For me, this isn’t like working. I just feel like I’m walking a friend through some things, and then at the end I get a paycheck. It’s wonderful!”

In every transaction, Yolanda gives her all to bonding with her clients and the other parties in a transaction to create a win-win outcome for everyone. “If I feel frustrated, I try to remember to slow down and take a personal inventory. I find that my frustration usually comes because I started to forget about the human factor. Once I bring humanity back in, the situation becomes manageable again.”

A recent client, Monica, went through many months of searching for a home with two other Realtors® before she was referred to Yolanda. She said, “Yolanda was amazing.

The first day we talked I was pre-approved within hours and looking at a listing of homes. We were out looking at several homes that weekend. She knew exactly what we were looking for in a home, price range, locations and the beauty of the home. It only took three weekends to find our dream home and a 21 day escrow. Another plus was she works with a great lender/escrow team. I guess it’s true: third time is the charm. I would recommend Yolanda to help you find your dream home. Thank you, Yolanda!”

Yolanda’s constant availability and sincere communication are deeply appreciated by her clients. She is a night owl, who stays up late reviewing paperwork and searching for properties, and she is always happy to answer her phone

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A Woman Built From the Fire Yolanda’s ability to truly listen and understand what her clients want and need helps her to connect them with the perfect home. Walter is another happy client who had this to say, “Yolanda was instrumental in the way I closed on my house so fast. She was diligent in staying in communication with all other agencies from the time the loan was approved until escrow closed. Yolanda kept me notified on all updates from those agencies. I applaud her customer services. She made me feel confident that she had my best interest in her heart. Like she wasn’t just trying to sell me a house but help fulfill my dream of owning a home. She made me feel like she really wanted what I wanted for me, and worked diligently until she delivered. I appreciate her effort even now as I enjoy all the comforts and amenities of my new home.”

A single mom, Yolanda has successfully raised two fine young men, of whom she is very proud. The youngest is still living at home and working while finishing high school. Yolanda also takes care of her mother, Elena Bell, whom she describes as a “gorgeous 80, who doesn’t look 80.” Yolanda says that when her father passed away, she

wanted to take care of her mother the way he had. “I didn’t want my mother to have to live a different lifestyle. She had always been treated like a queen, and I feel like it’s my honor to be the one who gets to keep doing it. My mother has always empowered me and told me to be strong and courageous. She’s my number one cheerleader in life.”

Yolanda, her mother and son are also great animal lovers, who regularly take in rescues and help to find them a good home. Sometimes these animals in need become members of the family, like their cat, Moses and their new puppy, Mika. Yolanda’s special love is her American Bulldog, Mugsie, who runs the household.

Yolanda is truly a woman built from the fire, who meets every day with gratitude and courage. “Everything great in my life I attribute to God. I have been abundantly blessed from the people in my life to everything else I have, and I am blessed to be a part of so many beautiful journeys.”

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Yolanda Scurlock RE/MAX Horizon 6670 Alessandro Blvd., Ste. H Riverside, CA 92506 Tel: 951-662-2030 Email: YScurlock@yahoo.com Web: www.yscurlock.remaxagent.com CalBRE # 01811946 ExecutiveAgent Magazine

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Achieving Relationship Excellence

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s a real estate agent, your success depends on the quality and durability of the relationships you build with your clients, and the one and only way to build solid, enduring relationships is to deliver excellent, unrivaled service. To be an outstanding agent you need to lavish your clients with service that exceeds their expectations -- from the get-go and throughout a long business relationship.

The challenge is that not all clients expect or want the same kind of service. What constitutes excellent service to one client might seem inadequate or even like overkill to another.

It seems hard to imagine, but an agent could sell a client’s home in less than a week, at full price, and still have a dissatisfied customer. This could be due to some action or oversight during the negotiation, inspection, or closing process that simply didn’t match with the client’s service expectations.

To avoid service mismatches, learn each person’s service expectations by doing something that few agents take time to do: Ask. Then put your findings to work by following these steps: • Learn each person’s service expectations. Before you enter a new prospect presentation, make it a rule to learn everything you can about what your prospects are looking for in an agent and how they define their excellent service.

• Customize and personalize your service delivery. In your initial presentation and in subsequent contacts -whether you’re working to make the sale, service the client, build an after-the-sale relationship, or request a referral -- refer to your initial research and highlight the service aspects that each client finds important. Weave in the words you heard them use to define great service. Highlight the communication points they described as essential service attributes. Let them know that you understand their needs and are focused on exceeding their expectations.

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• Never get complacent. Don’t assume that, if your service falls a bit short, your best clients will simply turn a blind eye. And, by all means, don’t think that if your clients want more or better service they will say something to you.

They won’t, because they don’t want the confrontation.

They’d rather just go away quietly and never come back.

I’ve met agents who are successful in spite of their “my way or the highway” approach to service delivery.

Rather than focusing on customized service and long-term relationships, these agents prefer to serve a stream of “here today, gone tomorrow” clients that they acquire through relentless prospecting and high-volume lead development.

These agents have a take-it-or-leave-it attitude about service. They practice what I call a fast-food hamburger joint philosophy: “We sell hamburgers and fries, and if you don’t like hamburgers and fries, pick another restaurant.”

The difference, of course, is that the number of people who want hamburgers and fries is huge, and, if the fare is good, most customers automatically come back for more.

The same is hardly true when it comes to homebuyers and sellers.

As an agent, your prospect universe is limited, and your customers aren’t apt to become repeat customers unless they are treated with the kind of unparalleled, consistent, and customized service that turns them into clients for life.

Dirk Zeller, President of Real Estate Champions, is recognized as the premier coach for the real estate industry. He has developed a system that takes “regular” agents and “regular” managers and transforms them into “top gun” agents and managers. Dirk’s coaching systems are built around his incredible success in the 90’s as one of the top agents in all of North America. He closed over 150 transactions annually while working Monday through Thursday and taking Friday, Saturday & Sunday off.

Copyright© 2005, Dirk Zeller. All rights reserved. For information about Dirk’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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INTRODUCING FINANCE OF AMERICA MORTGAGE

THE LARGEST LENDER YOU’VE NEVER HEARD OF, UNTIL NOW

Build a partnership with Finance of America Mortgage. We have the resources to elevate your business and increase your originations.

FinanceofAmerica.com Š2015 Finance of America Mortgage LLC | Equal Housing Lender | NMLS 1071 | Mortgage Banker License #0910184 Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act | Georgia Residential Mortgage Licensee | Illinois Residential Mortgage Licensee | Kansas Licensed Mortgage Company | Licensed by the Mississippi Department of Banking and Consumer Finance | Licensed by the New Hampshire Banking Department | Licensed by the N.J. Department of Banking and Insurance | Licensed Mortgage Banker -- NYS Banking Department | Rhode Island Licensed Lender

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Great Service I

had the opportunity to stand on the side lines as the Jacksonville Jaguars played the Atlanta Falcons last week. Before the game I envisioned myself saying something positive and profound that would ignite a player to make a winning play.

Around the third quarter it was getting hot. Real hot.

The sun was blazing and the players were getting tired.

All of a sudden someone was running towards me and calling my name.

“Are you Jon Gordon?”

“Yes,” I said thinking to myself, “Have no fear, energy man is here. I’m ready to energize.”

“We need your help” he said.

“Anything,” I said, puffing my chest out getting ready to inspire.”

“All the trainers are dealing with injures,” he said.

“We need your help holding the green screens above the player’s heads to block out the sun so it doesn’t beat down on them and wear them out.”

A minute later there I was, holding one side of a makeshift awning above the heads of six big and tired linemen, protecting them from the sun. My job was equivalent to that of a metal pole holding up an awning. It certainly wasn’t what I envisioned….. but great service never is.

We often think that great service is about miraculous, heroic feats. We envision ourselves like superman or wonder woman swooping in and saving the day, wining the new client. saving the customer from a miserable experience or transforming someone’s life. And sometimes

this is the case, but more often than not, great service is about doing the every day little things that go unnoticed.

It’s about losing yourself and your ego for the benefit of others and the team.

When I think of great service I envision a parent that does whatever it takes to raise great kids without awards or recognition; or an unknown volunteer in Africa helping to provide clean drinking water; or a soldier in Iraq who saves lives every day and no one ever hears about it; or a sales executive that does a hundred little things to serve the best interest of their client; or a call center employee who actually calls the customer back after finding the right answer to their question; or the school, non-profit, or church volunteer that does all the menial tasks to support the mission; or the team member at work that does whatever it takes to help the team complete the project.

Great service is not about rewards or accolades. Great service is the reward. I realized this as I served my role as the human metal pole protecting the players from the sun.

It was certainly humbling and yet it was very rewarding.

I remember holding the awning thinking, “Whatever it takes. Whatever it takes to help the team win, I’ll do it.”

And in that moment it was as if I lost my ego and self importance and gained every great feeling in the world.

So, my new motto is “Whatever it takes,” and I hope it will become yours as well. Today let us do whatever it takes to provide great service and make our teams great.

Jon Gordon’s best-selling books and talks have inspired readers and audiences around the world. http://www. jongordon.com/about.html

Written By Jon Gordon 28

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E XECUTIVE AGENT

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MAGAZINE

Sean Neuberger

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ean Neuberger looks upon his personal success as a contract with those around him, one that binds him to achieve their goals as well as his own. His business philosophy operates on three primary principles:

maintaining the highest possible level of integrity, showing genuine compassion and care for clients; and creating success in all phases of his life by bettering himself personally and professionally.

ExecutiveAgent Magazine

Obligated to Succeed Written by Haley Freeman

Sean followed in the footsteps of his father and grandfather by spending his early career in sales and marketing. His grandfather was also a real estate investor, and Sean acquired a passion for real estate investment, architecture and design that prompted him to earn his degree in marketing and real estate from the University of Wisconsin Oshkosh.

properties. He is skilled at analyzing potential opportunities to create profit and negotiating favorable terms. “I enjoy the entire process from redesigning layouts to staging and reselling. It’s actually one of the parts of real estate I enjoy most. It’s fun to watch a house that is in very poor shape turn into a beautiful home. It helps the neighborhood values and gives the homebuyer a nice place to bring their family.”

He brought his solid Midwestern values with him to Southern California, and converted his decade of sales and marketing experience into the opportunity of his dreams.

Today he is a Realtor® at Realty ONE Group, where he is rapidly developing a strong referral base of diverse clients and has quadrupled his business during the past year.

When Sean began in the business, he was fortunate to work with a mentor, Piere Pirnejad, who helped him establish his business on a firm foundation. Now, as a solo agent, Sean continues to invest in himself and his business by remaining at the forefront of all the cutting edge technology and marketing trends.

As a millennial, Sean places a high value on the technological tools that help him get better results for his clients. This was a big motivation behind his decision to join Realty ONE. “I interviewed with 10 different brokerages in different cities,” Sean says, “but the main factor in choosing Realty ONE was their tech-driven approach. I also think this is what most distinguishes me from other agents. I grew up with technology, and I use a wide variety of marketing platforms for my business. That’s how I gain a lot of my clients and how I do a lot of my marketing for listings.”

Among his interests outside of real estate, Sean plays in a Wednesday night basketball league and also enjoys golf and indoor rock climbing. He also coaches a flag football team for fifth and sixth grade boys, in the tradition of his own father who coached him in various sports throughout his childhood. Sean and his fiancé, Shana, are busy planning their upcoming wedding in March. “We’ll probably be starting a family soon and are looking forward to our future here in Orange County.”

After Sean recently helped a client purchase a home in the right school district, with many of the other “must haves” that were a priority for his family, the client had this to say about Sean’s use of technology: “Another big benefit was that all the paperwork was sent to us electronically and we could use digital signatures for everything - all paperless!

There were a couple documents I had to sign the old fashioned way, but even those he was able to just email to me and then I printed it out and signed; and took a picture with my phone and sent back to him. Done!

“This is way better than having to meet somewhere all the time to go over paper work and sign. We really like that we could read all the documents at our own pace and we were able to ask questions if we had any before signing.…

I would recommend him to family and friends and already have!”

Sean says that by looking at success as an obligation, he is “daily trying to think of any way I can create more value for my clients. With all of the information now available online, a true professional is able to help make sense of it all for clients. I clearly communicate throughout the sales process, proactively addressing any potential challenges in an effort to make the transaction as seamless as possible. I look at these actions as an obligation to myself and to my family.”

Sean Neuberger Realty ONE Group 4010 Barranca Pkwy., Ste. 120 Irvine, CA 92604 Tel: 949-698-2466 Email: sean.neuberger@gmail.com Web: www.liveyourdreamoc.com CalBRE # 01933239

“Technology means you always have access to information so quickly,” Sean says. “So I always try to make sure I’m super diligent and quick to respond. I’m always available when somebody has a question. It’s something that I expect and demand, so I give nothing less to my clients.”

Sean is also highly competent in working with investors who are looking for unique transactions and off-market ExecutiveAgent Magazine

EA

The ‘Key’ To What Really Motivates You To Achieve Your Dreams!

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hat motivates you? What gets you fired up? What gets your ‘juices’ flowing? What vision of the future excites you? Being inspired momentarily is easy for many people, but staying motivated long-term can be challenging for some of us. You go through a process of being really motivated in the beginning to being completely unmotivated, which makes it easy for anyone to quit. What happens when you go from being so excited you can’t wait to get up in the morning, to being so tired you can’t wait to go to bed at night. Somewhere between the starting point and the quitting point, the very thing that was driving you was lost.

Many of us set goals, but only some of us stay motivated long enough to keep going until we reach them. Where does the difference lie? The difference lies in the motivation. The motivation is driven by the ability to stay focused on your dreams and how you will feel when you have successfully achieved the vision you have of your future. How do some people hold onto their motivation, while others find it easier to let it go?

crave happiness. If we want to achieve a specific goal for someone else the same rule applies. We want to achieve a goal because it provides something for someone else - and again, whether it is money, freedom or some other aspect - it all comes down to the emotion of feeling happy. We want things for other people, because we want them to feel happy. And when they feel happiness, we feel happiness. In some cases, it may be vice versa; we crave to be happy for ourselves first - and that’s perfectly OK! You have dreams and goals, but when was the last time you felt them? Have you ever felt them?

You might have the motivation to make more money, but there is any underlying reason below the surface. What is it? Get below the surface and connect with the feeling of what you want and why you want them. The underlying reason will help give you the motivation you need to keep going until you have achieved them.

Here are some exercises to help you connect with the feeling of your dreams and goals.

Those that hang onto their motivation have found something that drives them and they stay connected to it. What is it? It’s the feeling of their goal.

When you can put yourself in the moment of your goal achievement and feel what it feels like to be there - you have just experienced one of THE most powerful motivation tools. When you can connect to the feeling, and it’s something you really want - then you can hang on to what you have to do in order to achieve it.

Start with your Life Intention Statement.

What are your goals? What do they mean to you?

For your family? Friends? The rest of the world? If you could do anything in this lifetime what you most like to do? Maybe it’s something you’ve always wanted to do, but didn’t think it was possible for you? This is really an open exercise - there are no limits – think about things only you really want. You can phrase them as goals, intentions, life purpose whatever you would like to call them.

Think about how a parent might be driven to do something for their child. Maybe they go back to school so they can get a better paying job so they can provide a better life for them. Why? Because they want their child to feel good when they have the things they want and need. When the child feels good, the parent feels really good too.

Write all your goals down on paper and detail when you would like to achieve each one (specifically the month, day, and year). To help get you started, go to http://AccountabilityCoach.com and complete the Wheel of Life exercise. You might also enjoy completing the Quality of Life Enhancer™ exercise on this same website.

The motivation to achieve our goals is driven by one of the deepest emotions - happiness. It is an important commonality among all goal seekers.

Whether we want money, freedom, independence or health - it all comes down to the fact that we

When it’s all said and done…

When this life is all said and done, what do you want people to say about you? How do you want to be remembered? Write down some statements

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“Most people give up just when they’re about to achieve success. They quit on the one-yard line.” you would like people to say about you. And does your Life Intention Statement big enough to accomplish what you want people to say about you? If it doesn’t - you need to be thinking even bigger!

Tools for Staying Motivated Visualization The biggest key to staying motivated is to connect with the feeling of having already achieved your goal. Put yourself in the moment of living it. Feel the happiness, relief, joy, excitement - whatever good feeling you get from it and just hold on to for a moment. You can do this anywhere (except when you’re driving!). All you do is close your eyes and just visualize it; the sounds, the smells, the touch.

For each goal, write down the emotions you imagine experiencing when you have achieved them. In moments when you need motivation, just review the emotions you noted with each goal.

Reconnecting with the emotional side of your goals is a powerful way to stay motivated.

Written Goals Writing your goals down and then reviewing them on a daily basis has a lot of impact. It actually works to focus your subconscious on the task at hand which reduces the amount of “wandering” the mind does when it doesn’t have a goal to focus on. This will also aid with manifesting your goals quicker, because the more focused your mind is the more focused your actions will be - whether you consciously realize it or not. Put time on your calendar each day to review what you really want.

It only takes a few minutes.

Set up Goal Milestones It can seem like a lifetime between the time you set your goal and the day you finally achieve it, but it really isn’t that long. To help make the gap between the starting point and the achievement point seem shorter, set up milestones where you reward yourself along the way. The reward can really be anything you wish it to be, as long as it’s something that makes you feel good.

is to eliminate $10,000 in debt and you do really well for 3 months and decide to reward yourself with a $3,000 shopping spree; that is not supporting your goals. However, if having a new pair of shoes or a new outfit is the one thing that would make you feel good - then spend $100, not $3,000. Maybe you’ve improved your eating habits to lose weight. You’ve been doing great, so you reward yourself with half a pizza and lots of beer. Again, the reward is vital, but it must support your goals. Get the point? It’s OK to reward yourself, just don’t compromise your goal and counter act the positive changes you’ve been making.

Whether you want to achieve your goals for you or someone else, you are full of potential and have the power to achieve anything. You can live your dreams and goals, if you just grab hold of them.

The motivation will come from connecting with the feeling of why you wanted them in the first place.

Stay focused on how achieving your goals will make you feel and you will stay motivated.

Most people give up just when they’re about to achieve success. They quit on the one-yard line.

They give up at the last minute of the game, one foot from a winning touchdown.

H. ROSS PEROT American billionaire and former U.S. presidential candidate Anne M. Bachrach is President of A.M. Enterprises in San Diego, CA. Anne has 23 years of experience training and coaching. The objective is to do more business in less time through maximizing people’s true potential, and ultimately leading them to an even better quality of life. For more information on our services and learning tools, and to take advantage of at least 9 FREE life quality resources, visit www.AccountabilityCoach.com or click this link (http://AccountabilityCoach.com/signupa). ©2008 Anne Bachrach. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond.com.

But be careful that your reward does not compromise your goal. As an example, if your goal ExecutiveAgent Magazine

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E XECUTIVE AGENT

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MAGAZINE

Martin & Laura Uribe Written by Haley Freeman

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lients come to this exceptional real estate duo for help in buying or selling a home because the level of service and expertise they receive is far beyond average. Martin and Laura Uribe look upon real estate as a true profession, one that requires singular dedication if they are to deliver the care they believe their clients merit.

Martin attended Pepperdine University, where he earned two bachelor’s degrees, one in business administration and the other in accounting, and his professional experience includes business planning for major corporations. Laura earned a law degree and a master’s degree in international marketing from accredited universities in Argentina. Both Martin and Laura are licensed real estate brokers and they hold several industry designations.

The Uribes’ clients derive confidence and security from knowing their interests are represented and expertly negotiated by professionals with the superior knowledge and experience to handle any variable that may arise during a transaction. When combined with the extraordinary resources available at First Team, this team is unbeatable.

They serve the whole spectrum of clients, “from first time home buyers, to move-up sellers and buyers, to those individuals who are relocating, downsizing, looking for

investment properties, or ready to divest. With the support of First Team’s affiliation to Christie’s International Real Estate and Luxury Portfolio, we are proud to sell high-end and luxury homes with unparalleled marketing and global exposure,” Laura says.

The increasing number of international buyers and sellers in Orange County are well-served at First Team, where sophisticated marketing in magazines, newspapers, brochures and online deliver both high-end and high-touch exposure. Exclusive tools translate listing information into numerous languages and currencies, and tell sellers how many potential buyers have seen their property and from which countries.

It is not only Martin and Laura’s business acumen that stands them apart from their competition, but their emphasis on personal service. “Everybody knows that a home is the largest investment in life, so we approach every transaction with that in mind,” Laura says. “Every client is different, from his or her expectations to their needs and time frame. Our goal is to counsel and guide them down that path. We believe in building long-term relationships, and we feel honored to be invited and be part of our client’s journey to home ownership.”

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Martin and Laura have surrounded themselves with a community of experts who share their values, accountability and commitment to excellence, including professionals in escrow; title; lending; home inspection; staging; and trade services. Together, they form a cohesive team with their clients. “We want our clients to succeed in their real estate goals,” Laura says. “Our success depends on our clients’ success. Therefore, our goal is to build an effective teamwork with our clients. We believe that the best added value is provided when we create win/win relationships.”

As a team of two, Martin and Laura’s complementary skills ensure that every need is met. According to Martin, “While I meet with clients and do the handholding, Laura manages the back end to make sure we succeed. When we run into issues, she is very proactive about identifying what we need to do to close. She empowers me to move forward, and her legal background makes her great at evaluating contracts and getting everything through escrow.”

“Martin has great people skills,” Laura says. “His main asset is called patience. People love that. And he has time for every single client. He will explain whatever they need to know. The secret of our work success is that it’s impossible for one person to do everything. We create great synergy together so that every detail is covered.”

Martin is a car enthusiast, and Laura enjoys art, architecture and design, with a particular focus on sustainable building.

They are also united in their dedication to assisting those in need. “We have a personal commitment to contribute to the food bank at our church for every transaction we closed. We feel blessed, and we feel happy giving back.

Every year we move the stick higher. Giving is a joy and a moral obligation.”

According to Laura, there are two moments in real estate that make it so rewarding: “The first one is when we call a seller and say, ‘Congratulations! Your home is officially sold.’ And the second one is the moment when we deliver keys to a buyer. The feeling of satisfaction and accomplishment is unique. We are ‘dream makers,’ one home at a time.”

Martin & Laura Uribe First Team Real Estate 4040 Barranca Pkwy., Suite 100 Irvine, CA 92604 Tel: 949-400-6052 Email: MartinAndLaura@Live.com Web: www.MartinUribe.com CalBRE # 01708896 / 01708895

Martin is a Southern California native, and Laura is from Buenos Aires. They have lived in Irvine for the past 15 years, where they have made many friends through real estate. While they share a love for travel and reading, ExecutiveAgent Magazine

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ExecutiveAgent Magazine

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Marketing The REAL YOU

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often wonder how the practice began of pretending to be someone else in order to market your business.

You know what I’m talking about -- it’s the marketing face, the selling voice, that you often put on in order to attend a networking event or make a sales call. Who taught you to do that?

I have a suspicion where we learn this behavior. Most of us spend a lifetime observing showroom salespeople, product spokespersons in the media, and hucksters on street corners. What we see demonstrated there is artificial enthusiasm, manipulative use of language, feigned interest, and in some cases outright deception.

Sounds awful, doesn’t it? So why copy any part of this distasteful way of selling?

Psychologist Abraham Maslow said, “If all you have is a hammer, everything looks like a nail.” Perhaps we believe this is the only way we can sell because it’s the only way we know. I’m not accusing anyone of consciously deceiving prospective clients. What I’m suggesting is that what we do unconsciously and automatically is to behave inauthentically around them.

Intuitively, many of us feel as if something is wrong with this way of operating. When we have to sell ourselves, we find it unpleasant, disagreeable, even repulsive. But what if all those negative feelings were simply because we hate the artificiality and manipulation we think must be a part of selling?

Imagine what it would be like to go to a business networking event as yourself. No facade, no pretension, just plain you. When someone asks your reason for coming, you tell them the truth. You don’t have to claim you wanted to hear the speaker (if you didn’t). You can come right out and say, “I’m hoping to make some contacts that will lead to business for me.”

You wouldn’t have to invent reasons to start a conversation. You can walk up to someone who looks interesting and say, “Hi, I haven’t met you yet.” If you’re shy around strangers, you can tell the first person you meet, “I’m sort of a wallflower and feel awkward at events like this. Could you introduce me to some folks?”

Now imagine placing a follow-up call to a prospect where you are completely honest. You could say, “I

have some days open on my calendar soon and I’m wondering if this would be a good time for that project we’ve been discussing.” Or, “We haven’t talked in a while and I’d like to find out if you’re still planning to start the new training program this year.”

I see so many professionals and consultants struggle with trying to find an “excuse” to call a prospect. You don’t need some manufactured excuse. You know the reason you’re calling. Most of the time THEY know the reason you’re calling. Just say what it is.

Let’s extend this same principle to making a cold call.

Instead of stumbling around awkwardly trying to make a polished -- but unnatural -- sales approach, imagine yourself saying, “I’m not much of a salesperson, but I’m really good at what I do. Can we have a conversation about what you need and see if I’m the right person for the job?”

If you’ve been working from a cold-calling script that makes you flush and get a tight throat every time you read it, throw it out. Come up with one really good opening line that feels authentic and gets directly to the point. Then decide how you will answer -- honestly -some of the typical questions prospects ask you. My bet is that your calls will immediately get easier.

In fact, the more you become honest, direct, and authentic in all of your marketing, the more appealing selling will be to you, the more effortless it will become, and the more success you will ultimately achieve. Because most business results from building relationships, and how can you develop a relationship with someone when you never reveal who you really are?

C.J. Hayden, MCC, is a business coach and consultant who teaches people to make a better living doing what they love. Her company, Wings for Business, specializes in serving entrepreneurs, self-employed professionals, and people in marketing and sales. C.J. is the author of Get Clients Now! (AMACOM, 2007), Get Hired Now! (Bay Tree, 2005) and The One-Person Marketing Plan Workbook, and a contributing author to Guerrilla Marketing on the Front Lines. © 2008, C.J. Hayden. 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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Our bone marrow transplant reunion is now standing room only.

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

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

800-826-HOPE

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

11/25/13 6:02 PM

Financing to make you feel at home Contact us today for your free preapproval.

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

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

Devon Doan Home Mortgage Consultant 714-767-5664 NMLSR ID 754683

Yoona Kim Home Mortgage Consultant 714-886-7484 NMLSR ID 461746

Lorena G Rodriguez Home Mortgage Consultant 714-625-6100 NMLSR ID 419125

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

Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. Š 2014 Wells Fargo Bank, N.A. All rights reserved. NMLSR ID 399801. AS1386180 Expires 11/2016