February s orange county

EXECUTIVEAGENT MAGAZINE

TM

Rino Caturano Executive Agent of the Month

Inside Features: John Binder RE/MAX Tiffany The Fowler Team CENTURY 21 Award Barbara Gustavsen Harcourts Prime Properties Ziad Najm Cedar Real Estate, Inc. Realty ONE Group Company Profile Angilla Wang imortgage Dustin & Leah Wise Keller Williams Realty

Let Let your your buyers buyers lock lock intoday in today today ’low s lo Let buyers lock in ’s’slow rates rates while while they they shop shop forfor home a home .. rates while they shop for aahome Introducing Introducing the Lock-N-Shop the Lock-N-Shop program program from imortgage… from imortgage…

Introducing the Lock-N-Shop program from imortgage…

● Lock ● a Lock low-interest a low-interest rate today ratewhile todaycontinuing while continuing to shopto forshop a home for a home ● Lock a low-interest rate today while continuing to shop for a home ● 120 ● and120 150-day and 150-day locks available locks available ● accepted and 150-day locks available ● An ● 120An accepted home-purchase home-purchase contractcontract is not necessary is not necessary ● ● AnIf rates drop, use a one-time float-down feature to get an even lower rate! accepted home-purchase contract is not necessary ● If rates drop, use a one-time float-down feature to get an even lower rate! ● If rates drop, use a one-time float-down feature to get an even lower rate!

Call C all im ortim gaogrtegto agdeayto! day!

(94(99)4790)57-05-505555 Call imortgage today! (949) 705-0555 Julie Day Julie Day John J.John ReedJ. Reed (949) 297-1407 (949) 297-1407 (949) 705-0555 (949) 705-0555 NMLS ID NMLS 174457ID 174457 NMLS ID NMLS 869516ID 869516 Sales Manager Branch Manager Branch ManagerSales Manager

John J. Reed (949) 705-0555

Julie Day (949) 297-1407

Ryan Grant (949) 705-0582

Alan Cipolletti (949) 705-0558

Edna Austin (949) 705-0543

Chris Black (949) 705-0567

Marc Bui (949) 705-0587

Alan Edna Austin Edna Austin Chris Black Chris Black Eric Cazarez Eric Cazarez NMLS ID 653005 NMLS ID 283761 NMLS ID 275073 NMLS ID 380219 NMLSGrant ID 869516Grant NMLSCipolletti IDAlan 174457Cipolletti NMLS ID 118767 Tom Chioles Tom Ch Ryan Ryan Marc Bui Marc Bui Sales Manager Branch Manager Sales Manager Sales Manager (949) 705-0558 (949) 705-0558 (949) 705-0543 (949) 705-0543 (949) 705-0567 (949) 705-0567 (949) 705-0595 (949) 705-0595 (949) 705-0607 (949) 70 (949) 705-0582 (949) 705-0582 (949) 705-0587 (949) 705-0587 NMLS ID NMLS 653005ID 653005 NMLS ID NMLS 283761ID 283761 NMLS ID NMLS 275073ID 275073 NMLS ID NMLS 1022434 ID 1022434 NMLS ID NMLS 335252ID NMLS ID NMLS 118767ID 118767 NMLS ID NMLS 380219ID 380219 Sales Manager Sales Manager Sales Manager Sales Manager

Eric Cazarez (949) 705-0595 NMLS ID 1022434

Tom Chioles (949) 705-0607 NMLS ID 335252

Kory Clifton (949) 705-0589 NMLS ID 1042912

John Davis (949) 705-0576 NMLS ID 341251

Cory De Pass (949) 705-0584 NMLS ID 259274

Tommy Evans (949) 705-0572 NMLS ID 1015000

Aaron Hanson (949) 705-0593 NMLS ID 382768

TommyTommy Evans Evans Aaron Hanson Aaron Hanson John Davis John DavisCory DeCory PassDe Pass KaarinaKaarina Jo JoNipper Nipper Kory Clifton Kory Clifton Larson (949) 705-0572 (949) 705-0572 (949) 705-0593 (949) 705-0593 (949) 705-0576 (949) 705-0576 (949) 705-0584 (949) 705-0584 (949) 705-0560 (949) 705-0560 (949) 705-0589 (949) 705-0589 (949) 297-1405 (949) 29

NMLS ID NMLS 1015000 ID 1015000 NMLS ID NMLS 382768ID 382768 NMLS ID NMLS 341251ID 341251 NMLS ID NMLS 259274ID 259274 NMLS ID NMLS 796742ID 796742 NMLS ID NMLS 1042912 ID 1042912 NMLS ID NMLS 273037ID

Kaarina Jo (949) 705-0560 NMLS ID 796742

Nipper Larson (949) 297-1405 NMLS ID 273037

Brett McDonell Matthew Miede (949) 705-0577 (949) 705-0573 NMLS ID 303085

NMLS ID 470783

Lynn Nelson (949) 297-1406 NMLS ID 653022

Marty Noronha Connie Wick (949) 297-1403 (949) 297-1404 NMLS ID 1112456

NMLS ID 223268

Brett McDonell Brett McDonell Lynn Nelson Lynn Nelson Mina Roditis Mina Roditis Matthew Matthew Miede Miede Connie Connie Wick Wick Marty Noronha Marty Noronha (949) 705-0577 (949) 705-0577 (949) 297-1406 (949) 297-1406 (949) 705-0586 (949) 705-0586 (949) 705-0573 (949) 705-0573 (949) 297-1404 (949) 297-1404 (949) 297-1403 (949) 297-1403 imortgage Newport Beach - 1301 Dove Street, Suite 101 Newport Beach, CA 92660 | imortgage Laguna Hills - 24442 Avenida de la Carlota, NMLS IDSuite NMLS 303085 ID 303085 NMLS ID NMLS 653022 IDto change 653022 392977ID 392977 NMLS 470783 IDavailability 470783 NMLS ID NMLS 223268ID 223268 NMLS ID NMLS 1112456 IDthe1112456 110, Laguna Hills,NMLS CA 92653ID | Rates, terms, and of programs are subject without notice.

Licensed by CA NMLS ID NMLS Department of Business Oversight CRMLA 4131040. Corporate NMLS ID 174457. All rights reserved. 01082014.

imortgage Newport imortgage BeachNewport 1301 Dove Beach Street, 1301Suite Dove 101 Street, Newport SuiteBeach, 101 Newport CA 92660.

Beach, imortgage CA 92660.

Laguna imortgage Hills 24442 Laguna Avenida Hills 24442 de la Carlota, AvenidaSuite de la Carlota, Suite

contents

ow E e.

Southern California’s Publication for the Real Estate Professional

xecutive

Agent

Magazine

Febuary, 2014

S. Orange County

Cover Story

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

Editorials

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

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

ADVERTISERS’ INDEX

32 - Mel Kleiman:

City of Hope......................................39

Are You Lazy Enough To Be A Great Manager?

Eagle Home Mortgage......................43 Evergreen Realty...............................16

38 - Kevin Nunley: 21 Rino Caturano

Greenpath Funding............................17

How To Trade For Advertising

imortgage.......................................2

15 - Wendy Weiss:

i Photography Studio........................27

Call-Killing Phrases

Executive Agent of the Month

Kinecta Federal Credit Union...........7 Prominent Escrow...............................6 PWAOR......................................10

hioles 05-0607

Realty ONE Group............................44

335252

The Termite Guy................................42

18

34

The Fowler Team

Barbara Gustavsen

28 John Binder

RE/MAX Tiffany

8 Ziad Najm

CENTURY 21 Award Harcourts Prime Properties Cedar Real Estate, Inc.

r Larson 97-1405

D 273037

11 Realty ONE Group Company Profile

4

Angilla Wang imortgage

30 Dustin & Leah Wise Keller Williams Realty

ExecutiveAgent Magazine

Photography: i Photography Studio, Ian Wiant, Rob Paino Graphic Designer: Garon T. Arrias Editorial Manager: Trudy Van Writers: Lalaena Gonzalez–Figueroa, Shannon Hartsoe, Haley Freeman, Julie Brown © Copyright 2014 Executive Agent Magazine. All rights reserved. Reproduction in whole or in part without written permission is prohibited.

Although every precaution is taken to ensure accuracy of published materials, Executive Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

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E XECUTIVE AGENT MAGAZINE

TM

Angilla Wang

ExecutiveAgent Magazine

By Haley Freeman

The Ryan Grant Team A Win-Win Partnership with Realtors® and Clients

A

ngilla Wang was born in Flushing, New York to immigrant parents. “My first language was Mandarin Chinese. My parents tried to preserve as much of our culture as possible, even though my sister and I went to American schools.” Angilla lived in New York until she was nine years old. Then she spent several years in China, where her family had business interests. Eventually, the family relocated to Orlando, Florida. “One of my coolest jobs was being a face character for Mulan at Disneyworld,” Angilla says. “Kids think you’re the real thing. The job was so much fun!”

Angilla had an opportunity to study abroad in Taiwan for a year. Even though she spoke Mandarin, she did not read or write the language. Studying in Taiwan gave her the chance to learn to read and write traditional Chinese characters. Living abroad and having roommates from all over the globe gave Angilla a unique perspective on the world.

She finally finished her degree in international politics at the University of Texas in Austin.

Angilla’s first job in the industry was as an agent services coordinator at Keller Williams Realty. The Austin office was the number one office in the nation for purchase transactions. “I learned all about the culture there,” she says. Since her parents had already moved to Los Angeles, she eagerly accepted an opportunity to transfer to Orange County, where she worked as the assistant to the regional director. “They had a relationship with a national lender at the time. That’s how I got into loans. I wanted to switch and do something a little more challenging.”

Eventually, Angilla was introduced to Ryan Grant, who was growing his team at imortgage. “I was looking for the right fit. When I walked into the office for the first time, it had a great feel. The aesthetics of the office made me feel alive and energetic. We all have the same work ethic here.

We understand the urgency of transactions and that for the client, buying a house can be very stressful. We are on same wavelength about how business is conducted.”

“Because Ryan has a big team, I get the support I need on my files, so I’m not having to chase down conditions. We have a marketing director, four assistants and an income specialist. Our main focus is to develop relationships with agents and ensure our clients have an amazing lending experience.” According to Angilla, her primary goals are to “provide excellent customer service and communicate with her customers, which includes real estate agents. “I

know that if the client is happy, the agent is happy. In this business it’s like a partnership. If you can offer more to agents to cobrand and work together, it’s really a win-win.

We offer great products and the company supports us by teaching us how to sell and manage time efficiently.”

“The reason I enjoy being a loan officer is because I like people. Networking and meeting new people is easy for me. You never know who you’re going to meet. My mom, who was a social butterfly passed away before my son was born. I strive to be how she was because everybody loved her. I am glad I got some part of that, it makes networking a lot easier.”

Angilla has a two-and-a-half year old son. “He is the love of my life, whatever I do in life, I have to do it right for him.” In her free time she enjoys spending time with her son and friends, going to the theater, playing tennis and dancing. “I love living in Orange County,” she says.

Angilla is also active in community work. She is member of the Asian Professional Exchange (APEX), a non-profit organization whose mission is to promote excellence in professional development, community service and cultural awareness. Angilla actively supports the organization’s community efforts, including its annual toy drive. In addition, she is a member of the Area Asian Real Estate Association because she believes in promoting the dream of home ownership in the Asian community. Although she is a busy single mom, Angilla also finds time to sponsor a little sister as part of the Big Brothers and Big Sisters program. “She is a teen. I wanted someone I could help through high school,” says Angilla.

“When people meet me, I think they have a sense that I am genuine and professional. Being successful is about the relationship you build with your clients and Realtors®.

There are so many lenders out there, you have to have a certain chemistry for people to be able to trust and like you.

It’s like a friendship.”

Angilla Wang imortgage 1301 Dove St., Ste. 101 Newport Beach, CA 92660 Tel: 949-636-4945 Email: AngillaWang@gmail.com NMLS ID 1021623

ExecutiveAgent Magazine

imortgage is licensed by the California Department of Corporations CRMLA 4130969, NMLS 3096. Equal housing lender. 12/2014

Kinecta can help your buyers…

It’s a smart move when your homebuyer purchases a home with a Kinecta mortgage. As one of California’s leading credit unions with local mortgage consultants and processing, we provide a wide range of competitive mortgage products from conventional to jumbo to FHA and much more.

And you benefit, too.

SMART MOVE Program Benefits:

• Purchase Ready Pre-Approval – Saves you time by showing the properties your clients know they can afford • 21-Day Closing Guarantee – A fast closing means more time you can devote to other buyers.

• $500 off closing costs – A value-added bonus your buyers will appreciate • VIP Gold Club Membership – Another bonus with extra financial services for your buyers that will reflect on your dedication to their future.

Contact me for more info!

Eric Jenner Mgr., Mortgage Loan Sales cell: 949.253.5337 | tel: 949.293.1237 ejenner@kinecta.org | NMLS #38025 www.kinecta.org/ejenner Orange County Mortgage Center 4041 MacArthur Blvd., Suite100 Newport Beach, CA 92660

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

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E XECUTIVE AGENT MAGAZINE

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ExecutiveAgent Magazine

By Haley Freeman

EA

Ziad Najm

Cedar Real Estate, Inc.

T

he path to doing what he loves led Ziad Najm in an unexpected direction. He obtained his undergraduate degree in political science and was preparing to attend law school. “In planning for law school, real estate seemed like a natural fit. I earned my broker’s license at the same time I was doing my law school orientation.” Then things changed. “On my third day of orientation, I knew law was not going to be it for me. I opened the doors the next day for Cedar Real Estate and never looked back.”

“After six months, I obtained my first listing, which led to the listing next door, and both buyers’ listings.

By doing a good job for one client, I learned I could grow the business organically. This philosophy has paid off over the last 15 years. A foundation built on highly satisfied clients sustains the ups and downs of the market.” Ziad works with his wife, Kassy, who handles the administrative and marketing functions for what he describes as a “boutique firm.” Ziad and Kassy set a high standard for the agents they select to work with them. “We like to work with people with a like-minded philosophy. The Golden Rule is how we do business.”

“One of my first jobs was pumping gas at a fullservice station when I was 12. I established an instinct for the service industry. Really all of the other jobs I have had since had a major component that was service-related. Real estate is fundamentally a people business.”

Ziad is committed to making sure that every part of a transaction goes smoothly. “We want clients to know that our outlook is long-term and don’t look at it as just one transaction. We hope to have a lifetime relationship. I speak candidly about flaws in the property or any deal killers I see. Sometimes it costs money in the short run, but in the long run we have trust and credibility with the client.” As a result, Ziad estimates that 98% of his business comes from referrals. “We are proud of this statistic because it means we’re doing many things right.”

our business. Their performance reflects on me as an agent. It’s so critical.”

Relationships with family and community are at the core of Ziad and Kassy’s life. Ziad moved from Lebanon to Orange County with his family when he was only ten years old. He has lived in Mission Viejo ever since and feels fortunate to be surrounded by his three siblings and extended family. “My dad and mom were my biggest influence. They taught me a hard work ethic, seeing things through, establishing character, and that how you treat people is a critical component to this or any kind of work.”

“I love being out and about in Orange County and being outdoors. I like to see what’s going on in the community and apply it to the needs of my clients.

Recently, my wife and I picked up surfing. It has been one of the most fun and most humbling things I’ve ever done. I just wish we’d have taken advantage of it earlier.” Ziad and Kassy have three children, ages 6, 7 and 10. “The kids look at us from the shore and root for us. They’re also starting to participate. We love it!”

“Our whole family is quite involved with our church.”

They help out with a church-sponsored outreach program for families in need of food, clothing and other items. They have also assisted with disaster relief efforts. “My wife and I often talk about how blessed we feel to be in this community.”

When he was contemplating law school, Ziad says, “I talked to other people I knew who were attorneys, but they didn’t seem to be having much fun.” His advice? “Find what you enjoy.”

ZIAD NAJM CEDAR REAL ESTATE, INC. TEL: 949-300-4373 - 949-859-2000 EMAIL: ZIAD@CEDARREALESTATE.COM WEB: WWW.CEDARREALESTATE.COM BRE # 01243424

Ziad has spent years developing relationships with other business partners like lenders, credit specialists and property inspectors. “We have wonderful resources that have taken a long time to find. We trust them 100%. They are a great complement to ExecutiveAgent Magazine

WHY are these PWR Members so thrilled?

RED – Rapid Ethics Delivery has arrived!

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

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

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

E XECUTIVE AGENT MAGAZINE

K

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

TM

By Haley Freeman

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

ExecutiveAgent Magazine

“Having been an agent, I know what agents need -- and that’s an unwavering focus on the tools that allow them to do their jobs better,” Kuba says.

“That’s why I am continually looking for ways to help them succeed, from a compensation plan that puts more money in their pockets, to top-ofthe-line marketing services, to technology such as a new personalized app, and a proprietary paperless transaction system that streamlines their processes.”

Another important component of building a better real estate company has been to build a better culture. “I love hearing from others who have joined us and realize how we are different.

We recently had a top professional join from a competitor. He knew right away that we were different, and he told me that the culture Realty ONE Group has built is unlike anything he’d seen before. He could see that it was so important to us, and remarked on how refreshing it was, when you’re working in an industry that’s been around forever, to see the innovation and support we provide to the people here who are all working together to achieve the same goal,” Kuba explains.

with their teams. She also invested in training with Brian Buffini’s organization.

“I started to get traction by working my own sphere of influence. Eventually I grew my own business so much that I started developing my own team,” Tina remembers. “I wanted to volunteer and train new agents. I participated in the Agent Leadership Council at my office and began studying leadership because of my burning passion to lead others.”

Tina provided training and leadership for several organizations. She was a Brian Buffini trainer, created and implemented a successful program for Zip Realty and developed the coaching program in place today at Keller Williams Realty.

“When I met Kuba, we clicked,” Tina says. “I felt at home the minute I met him. Past leadership teams I’ve worked with were about control and command; at Realty ONE Group it is empowering and inspiring. This is the very first agent-centric company that succeeds at what they claim to do. I can’t tell people enough about the amazing opportunities we have to offer.”

Realty ONE Group has continued to grow since its inception in 2005. “We are always analyzing new markets to see where we should take the company next,” Kuba said. “San Diego County was an obvious choice; it will be the perfect complement to our growing Southern California offices in Orange County and the Inland Empire.

Our first challenge was to find the person to lead the region, but it didn’t take us long to identify that superstar.”

Technology is a crucial component to the infrastructure that Kuba has developed for the company.

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

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

The company is providing the personalized app to each agent at no cost. The app “allows each agent to better support their clients and emphasize our focus on local communities,” Kuba explains.

“The app’s lifestyle search allows clients to filter down to the lifestyle and community that best suits their clients’ home-buying need and reinforces the agents’ intimate knowledge of local neighborhoods.”

ExecutiveAgent Magazine

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

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

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

To underscore its goal of being a lifestyle brand, the company this year launched both a TV channel, RealtyONEGroup.TV, which showcases videos of the company’s vision, agents and new initiatives; and a glossy lifestyle magazine called ONE Magazine, which focuses on providing lifestyle and market information for both agent and client.

Realty ONE Group also knows the importance of leading in the community and recently launched Realty ONE Group Cares, its own 501c3 Charitable Foundation.

The focus of Realty ONE Group Cares is to support Realty ONE Group Employees experiencing hardship while also supporting different causes throughout the year through financial contribution and events to raise awareness. Kuba feels strongly that together, Realty ONE Group can and will make a difference in their local communities.

The company is looking forward to more growth through the introduction of its franchise model. “In the first nine months of franchising, we had an overwhelming number of successful brokerages eager to convert and jump on board. This response – from over 1,000 interested candidates – proves that our model is something that our

Tina King, Regional Manager, San Diego

ExecutiveAgent Magazine

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

That is exactly the kind of experience that Realty ONE Group is trying to provide for each of its agents.

Kuba explains, “People who choose to work here

‘get it. They know we are creating something different and important, and they are eager to be a part of it. They are results-driven and don’t stop until it’s finished. This is what fuels our growth.”

Realty ONE Group Kuba Jewgieniew, Founder and CEO Tina King, Regional Manager, San Diego Tel: 760.445.1702 TinaK@RealtyONEGroup.com Web: www.RealtyONEGroup.com License: CA 01704625

ExecutiveAgent Magazine

EA

Call-Killing Phrases

H

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

Because “How are you?” is so commonly used, how often have you started your introductory calls with this phrase? If you do use this phrase as an opening for your introductory call, please stop immediately. It’s an introductory call-killer, and this is why: 1. If you ask this question, you must be prepared for the answer. What if your prospect answers, “I’m having a lousy day. My back hurts, I have a cold, I hate my job and my wife left me yesterday?” Do you really care? Is this the reason for your phone call?

2. You lose control of the call. (This is probably the most important reason). If your prospect does respond, “I’m having a lousy day. My back hurts, I have a cold, I hate my job and my wife left me yesterday,” how are you going to get the call back on track?

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

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

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

I know that many of you reading this will argue, “Wendy, it’s polite. It’s polite to say, ‘How are you?’ as a greeting and it’s polite to ask permission to speak.”

There are, however, many ways to greet a prospect saying “hello” works just fine. It is also equally polite to simply introduce yourself and get to the point. This is not only polite, it’s respectful of your prospect’s time, it’s more effective and it allows you to retain control of the conversation.

In order to be truly effective prospecting or selling by phone, it is imperative to control the conversations you have with prospects. You want to set yourself up to have the best possible conversation that you can have with any given prospect. While it is true that not all prospects will respond badly to the above phrases, why take the chance?

Why risk blowing a lead at the beginning of the call if something as simple as not starting out with, “How are you?” can totally eliminate that possibility?

Say hello. Introduce yourself. Get to the point and say what you have to say. Then ask for what you want. This is the formula for a successful introductory call. Save the “How are you?” question for those whose answers really interest you.

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

ExecutiveAgent Magazine

15

Evergreen Realty HomeSmart Welcomes

ssss sssssssss

Tony Faulkner has been in the real estate industry for over 19 years in Orange County. Tony has managed two thriving real estate companies and has taken both from ground level, flagship offices and turned them into top producing sales offices.

An excellent coach, he is skilled at helping agents plan their business to achieve their real estate sales goals. He is a great motivator and emphasizes the importance of professional growth and training to stay ahead and remain on top in the industry.

Serving in the United States Marines Corps for 14 years, Tony retired with the title Aviation Operations Chief where he supervised over 150 U.S. Marines in operations and administrative duties, classification documents and flight logs. Following the Marines, Tony spent 7 years in the United States Air Force Reserve where he retired. Tony has served on the OCAR board of directors and is active in the community working with at risk kids.

w1 Top Workplace Years in a Row ww Fastest Growing Company yy Support and Technology yy Leadership, Vision and Retennon

Irvine Corporate Office 949.753.7888 Dana Point 949.463.1200

Laguna Niguel 949.230.1597

Huntington Beach 714.465.2000

Brea 714.990.0770

Mission Viejo 949.463.1200

San Clemente 949.492.4868

Upland 909.527.8252

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

Brian Fraser Sales Manager 714-488-2245

Josh Lander Sales Manager 619-602-1587

• Experienced local professionals who deliver exceptional service

NMLSR ID 519190

NMLSR ID 653793

NMLSR ID 766437

Doc Spaulding Sales Manager 858-750-9110

David Gaylord Sr. Mortgage Consultant 949-939-6011

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

Daniel Healy Sr. Mortgage Consultant 760-271-8243

George Radlick Sr. Mortgage Consultant 760-579-1998

Joel Berman Sr. Mortgage Consultant 619-279-2935

Carol Krock Sr. Mortgage Consultant 951-634-4807

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By Shannon Hartsoe

W

hen Michelle Fowler entered the real estate profession the first time, she admits she didn’t really know what to expect. “I wanted a job I could do part time while my two daughters were young,” she says. “Real estate turned out not to be it!”

Michelle learned that though she enjoyed her job, it wasn’t something she felt could be done well working only part-time hours. Her clients, she said, deserved her undivided attention. If she couldn’t give them that, she decided it was better to let other agents handle the work.

“I went back to staying at home with my children.” But in her brief time as a Realtor® Michelle learned something else about the industry – she loved it and knew that when the time was right, she’d go back to selling homes.

In the meantime, Michelle’s husband Sid was working in the transportation industry. Here, he says, he was a highpowered go-getter, setting sales records and exceeding the expectations of both his company and his co-workers.

His friend, who had once been in the same industry, had started CENTURY 21 Superstars which later became

CENTURY 21 Award and a top-producing agent. “We ran into each other one day and he said, ‘Sid, you can run circles around me in transportation sales, I know you could do much better in real estate!’” Sid recalls.

Michelle had already gone back to real estate full-time and was enjoying her new career. It was everything she knew it could be and more. “Once I had the time to devote to it, I just hit the ground running,” she says. “I really enjoyed interacting with my clients and helping them find the perfect home or sell their property.” One powerful difference was the amount of coaching she received at CENTURY 21. Daily, she and a trainer would work on scripts, talk about how to overcome objections and work on the finer points of selling. Most people, she says, don’t realize how much work goes into learning how to be a salesperson before success actually comes. “I think some people think it’s like shooting fish in a barrel, but it’s not that easy. Selling real estate – at least selling it correctly – takes some training and working with CENTURY 21 really helped take my career to the next level.”

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Sid & Michelle Fowler “From Dynamic Duo to Formidable Team” Sid saw how much Michelle enjoyed her job and decided to join her. “It only made sense,” he says. “With my sales background and her knowledge of the market, we knew we could make it a success.”

Today, Sid and Michelle run one of the most successful Southern California real estate teams, where the customer always comes first, service is 24-7 and there’s no sale too large or too small for this dynamic duo. Every year since they joined forces at CENTURY 21 in 1995, they’ve earned the Centurion Award, Double Centurion and have been in the top two percent of CENTURY 21 agents worldwide.

“Everything we do, we do for the clients,” says Sid. “And that has translated into a tremendous amount of repeat and referral business. This is an industry where people remember the little things you do for them, and it matters.”

In addition to Sid and Michelle, the team now includes Rhonda White and Ann Pearce. Sid and Michelle expect to add even more agents to the team in 2014. But unmotivated people who aren’t willing to go the extra mile need not apply.

“Each person on our team is exceptionally good at what they do,” says Sid. “When Michelle and I started working as a team, it became clear that she had her strengths and I had mine. I am very much into the technical side of the business – running the websites, handling social media and marketing – whereas she’s very involved with our clients. As the team has grown, we’ve consciously added people who are complementary to each other, helping to strengthen the experience for our clients.” With each person focusing on their core strengths, nothing gets left to chance and clients get the benefit of a full-service team behind every transaction which includes our affiliates such as Greenpath Funding, Escrow Network and Chicago Title Company.

try to be the best we can be at everything we do and let the rest take care of itself.”

Do the two ever get too much of each other?

Absolutely not, they say.

When they’re not working, the two can usually be found in their RV travelling the coastline with their two dogs, or visiting their two daughters and four grandchildren. “We work together, we live together and we have fun together,” says Sid. “Life doesn’t get any better than this.”

With their three websites and impressive social media presence, the team makes the most of marketing opportunities for each and every listing. And, says Michelle, no listing is too small to get the star treatment.

“Some agents shy away from smaller listings,” she says.

“But we work with any seller no matter how small the listing. And every client gets the same great service and attention to detail whether it’s a mobile home or a multimillion dollar home.”

Sid & Michelle Fowler CENTURY 21 Award 160 N. Riverview Dr., Suite 350 Anaheim Hills, CA 92808 Office: 714-779-4370 Cell: 714-290-5015 Email: reasuper@aol.com www.reasuper.com www.thefowlerteam.com www.thefowlerteamblog.com BRE # 01236724 - BRE # 00594943

“There are a lot of agents out there,” adds Sid. “We just ExecutiveAgent Magazine

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Cover Story

Rino Caturano Executive Agent of the Month

ExecutiveAgent Magazine

Rino Caturano

By Lalaena Gonzalez-Figueroa - Ian Wiant Photographer

By Haley Freeman

R

ino Caturano was born in Naples, Italy and moved to Orange County when he was only six years old.

“My mom and dad decided they wanted a better quality of life,” he says. “They sacrificed and came here with nothing to give us opportunity – to give us better than what we had. I grew up very humble. At one time, seven of us lived in a 650 square foot apartment.”

“At 18, I was so proud that I was able to become an American citizen. My family always told me this is the greatest country and to be proud of it,” Rino says. Shortly after he became a citizen, Rino started going to school

for his real estate license on the advice of his father, but he decided it wasn’t for him. Many years later, he was working long hours in the restaurant business, when his wife suggested again that he try real estate. This time, it felt like the right move.

Rino started his career at Prudential. Then he was offered a management opportunity at Realty Executives.

After a few months, Rino received a phone call from operating principal and regional director for Keller Williams, Madison Offenhauser. He was scouting Rino for a team leader position.

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Rino Caturano and his team of professionals: Donna Murcko, Market Center Administrator; Marlene Vaicaro, Director of Agent Services; Ashlee Chow, Director of First Impressions “He gave me a call and wanted to meet me. I was brand new and had no experience managing. We had lunch, and I really liked him from the first, but I actually declined the position. I just didn’t think it was the right thing for me at the time. He was very persistent in calling me back a week later and asked me if we could have lunch again. He lived in West Hollywood, so I told him that I was having dinner with my family that night and if he would like to come by, that would really help me out. He drove all the way from West Hollywood to Rancho Santa Margarita and had dinner with us. After dinner, my wife expressed that she liked Madison and could see his honesty and integrity. We’ve been in a business partnership for four-and-a-half years now. We’ve had an incredible relationship ever since. Year-to-date, we are the number one selling office, total units, in Orange County.”

At Keller Williams, Rino has found a place where he can cultivate a business that is in alignment with his personal

values. “My passion is about family first and then my job.

What I love about real estate is that it allows me to have a family, have abundance, and then to help other people do the same. That is the reason why I got into this industry, because I love to help people grow.”

According to Rino, the culture at Keller Williams is one that is built around people. Madison is a great example for that. That was his vision when he was new to Orange County. He was taking over an office that was not doing well and wanted to manage a great office. Hiring Rino was a part of making that vision come true.

“We have a wonderful team. Donna is the Administrator for the office’s several hundred agents. Ashley works as the Director of First Impressions, and the group also has an Agent Services Director, Marlene Vaicaro, whose whole job is helping agents to succeed by helping them to get set up with mentors and the right technology,” Rino says.

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Building a Number One Office Around People “One of the biggest things I’ve been known for is that I always have an optimistic outlook. I am a very positive person and passionate about attracting the right agents. We often call our sales meetings an inspiration center, it’s like church, and so different, it’s about people development They are not just about real estate. We have an extremely positive environment. We talk about the future and having pride in what you do. Work is a blessing. In our meeting every week we talk about our vision for the future. We want people to know that they have support here. The office is a family for them to keep them inspired. I believe what makes us the number one office is the community we have built.”

In his professional sphere, Madison has been Rino’s inspiration. “He believed in me and gave me the opportunity to grow on my own and not be micromanaged. Every Friday we end our week with a business call. Our discussions are always about helping people – about stressing the

vision more than how to make more money.” Following their weekly call, Rino and Madison “always text each other with a message of gratitude and wish each other well.

I have never had a business relationship with anyone who was that caring.”

Rino met his wife Rita when they were both children.

“We met again when she was 20. We reconnected and were engaged six months later.” They have now been married for 20 years and have two daughters, Julianna and Daniella.

“Having children was a life-changer. They say you never realize that part of your heart is empty until you have children.” Rino and his family love to travel together and have been to Italy to visit family there. “We try to have at least a one-week trip outside of California every year. We love movies and enjoy going out for meals together and also enjoy just taking a drive in the car. It gives us time for dialogue – to have great conversation and laugh.”

ExecutiveAgent Magazine

“My wife has always believed in me and that’s something greater was coming regardless of what I’ve done and even when I didn’t make any money. I believe the greater has come. I have enjoyed four-and-half years here and we are looking forward to more success.”

According to Rino, he feels blessed to have the number one office in Orange County. At the beginning of the year, Rino is expanding to become the operating principal for a new Keller Williams office in Laguna Niguel. “I am grateful for the opportunity to come to this country and to be in this business so that I have an abundance to share with my family and give them a wonderful life. I love what I do for a living. A lot of people don’t enjoy what they do. It has been an amazing experience, not being from this country, to have this opportunity and being a leader of hundreds of people. I am not the most knowledgeable manager. My success has been based upon helping agents believe in themselves and providing them with the tools to help them succeed.”

Rino’s team donates to the KW Cares program at both the local and national levels. They also assist with veteran’s outreach programs. In May of last year, 150 agents collected food for the homeless. The office sponsors what they call a “red day,” when the office is shut down for business and agents are tasked with giving service to the community. “It is the greatest gift telling someone not to work, but to give to the community.” The team has collected food for the homeless, cleaned beaches and remodeled homes for battered women.

“This is what I believe in 100%: 1. Your first loyalty is to your family. Always. 2. Whatever you do, do it well and have pride in yourself. 3. Take the word commitment seriously. When you commit to something, commit. That’s where true success is, in the ownership of family, work and community.”

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Rino Caturano Keller Williams Realty 27101 Puerta Real, Ste. 150 Mission Viejo, CA 92691 Tel: 949-282-1476 – 949-282-0088 Rino@kw.com www.kwmissionviejo.com BRE # H02232

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John Binder

By Haley Freeman

J

ohn Binder made his own way in the world at an early age. He grew up with his father in Southern California, and when circumstances moved his father out of state, John remained in California and finished high school. He had a love of cars, and spent time scouring neighborhoods, looking for old cars that he could buy and fix up for sale.

John tenaciously completed a four-year carpenter’s apprentice program and obtained a good job in the construction field. He continued to make a steady side income buying and selling cars along the way. “A few friends I grew up with had parents in real estate. I always wanted to be self-employed. One of them told me, ‘If you do what you have done with classis cars in real estate, the sky’s the limit.’”

When the economy took a downturn, the construction field also became unstable, and John went back to school for some business classes. “I realized that working for a company, I was just a number. In 2008, I decided to get into real estate and got licensed. Walking away from my other career was the best thing that ever happened to me.”

“Everybody I knew was trying to talk me out of doing what I did, but I’m happy I made the decision.” As John entered real estate during turbulent economic times, his friend Johnny Salas counseled him that it was a great time to make the transition, since he was getting in when everyone else was getting out. “Johnny told me, ‘When the market turns, you’ll make it.’ He introduced me to real estate and has been a mentor to me. He opened my eyes to what is possible in real estate and gave me books to read and showed me how he did it.”

John knew that finding the right company would be crucial to his success. “RE/MAX is the right place for me. I have a very good broker who gives me good advice.

RE/MAX has great web training, and our broker provides weekly meetings and coaching.”

“The first couple years were tough. My first year, I sold four homes. It was a lot of work. The end of 2012 is when my phone was really ringing. I’ve been busy since then.

This has been a very good year for me. I sold 32 homes this year. During the holidays a lot of agents are slowing down, but I’m getting busier and receiving more and more referrals from past clients.”

to be successful, you’ve got to be honest and ethical. He gave me some good business values. When I grew up, if I wanted something, I had to go out and get it. I try to apply a hard work ethic, honesty and integrity. Then everything else falls into place.”

Since he was in high school, John has had a gift for talking to strangers. This skill has been a great asset to him in real estate. “I knock on doors and hand out flyers and talk to people. I used to knock on doors in neighborhoods to buy old cars when I was a kid. I’m one of the few agents who doesn’t mind going out prospecting.”

John was once out canvassing a neighborhood when a woman yelled at him to get off her lawn and sprayed him with the water hose. He took it in stride, and the next time he was in the neighborhood, he met her husband. After a few interactions, the husband called to say that his wife was interested in selling their house. “I sold the house for more than I estimated and got the highest sales price in the neighborhood and sold it in only two days. Then I took them out to see a brand new house. They bought it and have since referred two people to me.”

John’s construction background is also a benefit to his clients. “When I look at a property I can identify a bad property, like if there is termite damage or the foundation is no good. I can also tell if a problem is minor.”

“I truly love my job. It’s not just about getting a check.

I enjoy getting to know people and educate them. I am goal-oriented, and don’t like to over-promise and underdeliver. I always try to put other people’s needs first.

People know if you’re acting in their best interests or not.

Selling them a home is very rewarding.”

John Binder RE/MAX Tiffany 5925 Ball Rd. Cypress, CA 90680 Tel: 562-882-2940 Email: JohnBinder82@yahoo.com Web: www.johnbinderproperties.com BRE: 01908284

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

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By Haley Freeman

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Dustin & Leah Wise

Building on a Solid Foundation

D

ustin and Leah Wise were newlyweds when they decided to enter the real estate business. They were looking forward to starting a family and saw the chance to work together, make a good living and have the flexibility to spend time with their children.

They entered the business during the boom years of the early 2000s. Together, they leveraged their considerable people skills and enjoyed great success in real estate lending and sales.

Leah gave birth to their first daughter in 2007, just before the market crashed. As the economic climate shifted, Dustin and Leah found themselves caught in a reversal of fortune.

Their son was born in 2009 and they welcomed another daughter in 2011. During the intervening years, they faced challenges including foreclosure and bankruptcy, while trying to manage the needs of their growing family.

True to their personal values and positive spirit, Dustin and Leah prevailed over their challenges and rebuilt their careers on a new foundation that they believe is a stronger one. “We learned a lot that we can use in our business today,” Leah says. “We take a very personal approach to real estate based on our experience. We share our own mistakes to help clients avoid some of the same trials that we went through.”

“We often hear from clients that we are good communicators and seem like we really care about them. It comes from a lot of the pain we have gone through personally and in the industry,” Dustin says. “In 2010 we saw the opportunity to reinvent ourselves and adapt to the market.

We treat every transaction like it’s our own purchase.

Every time we walk through this with someone, it’s like it’s our own. We want them to have a favorable experience and make a good decision.”

Dustin and Leah strive to connect personally with their clients and then to remain in touch with them over time.

Leah finds outlets for her creativity by hosting themed parties and by making hand-made greeting cards. “I like crafty, Pinterest things,” she says. “I love planning parties and have a passion for entertaining. I like incorporating that into our business. I make handmade and handwritten business cards and send them to clients every week. We try to stay in front of mind with everybody.”

The couple has also created community pages together on Facebook. “One is about our passions in community events, new restaurants and what we love most about where we live. It has been very well received. It’s really a recycled real estate page that we rebranded with light sprinklings of

real estate information,” Dustin says. “I like deals and what kinds of things are going on for the kids. We went from 10 to 1800 likes in two weeks,” Leah says. “Everybody says they love the page. It reflects how we run our business in other venues. We are trying to find a genuine way to connect with people through what people like and what they want to do.”

Dustin and Leah take full advantage of the exceptional training tools that Keller Williams provides. They are now working with a mastery coach to further refine their skills.

According to Dustin, “We just put our 2014 business plan together. Having a written plan keeps us accountable to where we see our business going and where we want to be.”

“Our mastery coach doesn’t let months pass by to find out if something is working,” Leah says. “He checks in every week and can identify problems quickly and where it needs to be fixed. We are always making adjustments….

Sometimes it is just a matter of moving the pieces around.

He also cultivates a friendly competition between us.”

Dustin and Leah work hard to maintain a work-life balance. Leah says, “Lunch is our only meal where we sit down with just the two of us. Our time in the office is very focused. Stepping out to lunch is our time to take a break and talk.”

Dustin and Leah look back on their difficult times with gratitude. “After we lost everything,” Leah says, “we realized our kids would be raised differently. It is a time we will never forget, and our clients benefit from it. What if someone loses a job? What does the house payment look like then? We are always looking at the long haul for people. It all turned out to be a blessing in disguise.”

According to Dustin, “We realized that a few aspects of our life didn’t have a strong foundation. Our marriage stood the test of time, and ultimately so did our business. The track we were on before was just not sustainable. We have readjusted our business to match our values.”

Dustin & Leah Wise The Wise Team Keller Williams Realty Tel: 714-875-3667 Email: TheWiseTeam@oc.com Web: www.ILoveSoCalHomes.com BRE # 01520106 - BRE # 01762984

ExecutiveAgent Magazine

Are You Lazy Enough Written By Mel Kleiman

W

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

Think about this: When your employees are so well trained that they can do whatever needs to be done when it needs to be done without your intervention, you can be lazy.

When your store runs so smoothly that problems don’t arise or are easily and immediately handled, you can be lazy.

And when crises don’t happen, you can spend the time you used to spend handling them being lazy! (Of course, in this context lazy doesn’t really mean lazy. It means having more time to do the things you want to do and excel at doing.)

Reaching the point at which you are lazy enough to be a great manager is simple. Just teach everyone who works for you how to do every job there is to do. You’ll expand your employees’ skills, boost their confidence levels and reduce the amount of time and effort you need to spend managing them.

Why should you make a practice of training every employee to do every job? Because studies repeatedly show that most people, when offered the choice between making more money and doing more interesting work, unhesitatingly choose more interesting work. And the simplest way to make work more interesting is to make it more varied, which also frees you from over managing!

Managers sometimes tell me they’re concerned that training their employees this extensively will cause them to leave for better-paying jobs. Though once in a while this may happen, the fact is that well trained employees tend to stay, not leave. And if they do part company with you, it’s likely to be because you’ve trained them so thoroughly that

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they are leaving to become managers at other stores—or that you’re moving up the corporate ladder yourself. Help people to get what they want and they’ll help you to get what you want is more than a nice sounding saying, it’s a very practical truth!

Training doesn’t cause employees to leave, but having to perform the same limited tasks day in and day out can cause them to look for greener pastures in a heartbeat. It’s the under-trained employees who are most at risk to leave because they want more interesting work.

Besides, if you don’t invest the necessary time and effort in training, what will you have? A bunch of poorly trained employees, that’s what! So which would you rather do, keep them ignorant and working for you or teach them what they need to know to make your business more profitable—and your job a lot less stressful?

Getting to the point at which you can be a great “lazy manager” does require some extra effort on your part initially. And even when everyone who works for you is trained to do every task there is, you must still remain alert to what your employees need from you. But these things are a small price to pay for the rewards of a store that runs smoothly and well–and for the ultimate reward of being lazy!

Mel Kleiman, CSP, is an internationally recognized consultant, author, and speaker on strategies for hiring and retaining the best employees. He is the President of Humetrics, a leading developer of systems, training, processes, and tools for recruiting, selection, and retention of the best hourly workforce. He is also the author of four books, including the best selling “Hire Tough Manage Easy”. Copyright© 2004, Mel Kleiman. All rights reserved. For addition information, contact the Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com; http://www.frogpond.com.

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to be a Great Manager?

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Barbara Gustavsen ExecutiveAgent Magazine

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Sharing Her Experience with Colleagues and Community

By Haley Freeman

B

arbara Gustavsen began her industry career working in escrow just after she finished high school. It was a different industry then, when computers were just being implemented and real estate contracts consisted of only a few pages. “I used to type escrow instructions on a typewriter. I had a fabulous manager and got to learn every aspect of what has to happen to close an escrow and the terminology of the business,” Barbara says.

Eventually, Barbara decided to get her real estate license.

She initially worked with a local real estate agency, where she met Barbara Meyer, an agent and trainer. “She has a ton of experience, highly intelligent and open-minded. She was my mentor when I started in the sales field, and I adore her.”

“When I obtained my license, I had never seen a real estate contract before. I had so much to learn, and most things you just can’t learn except through experiencing it.

I was scared about whether or not I could make it in this business.” Meyer gave her both the training and confidence to succeed. “She was an encourager. When she transferred to another company, I followed.”

Eventually, Meyer chose Barbara to teach new agents, and Barbara found that she benefited almost as much from teaching as she did from being mentored herself. “I taught contracts and disclosures. New agents who are afraid to ask questions are so dangerous. In this business, no one should be afraid for their superiors to know what they don’t know.

There are just so many legal ramifications when you make a mistake. I love that things change in real estate and there is always something new to learn. I learn when I teach. I go back to the basics, and they ring true forever.”

Today, Barbara works with Harcourts Prime Properties.

During the past year, she partnered with Dean Welsh, owner/manager of the Harcourts office in Carmel Valley.

She is busy working with him to handle all Orange County acquisitions for one of the largest investment groups in OC, in addition to her regular book of referral and new business.

“Our company has very high ethics. One of the core values of the Harcourts system is to put people first. Give service and people will come. I try to always do what is best for my client, even if it means there is no commission in it,” she says.

Barbara demonstrates these values in the way that she deals with the needs of her individual clients. She remem-

bers, “I had buyers who had very specific needs. They were taking care of a mom with cancer, had a son in high school and wanted a big lot and 3,000 square feet on a single level.

It was going to be hard to find in that area. The next day a property came on the market. There were 13 offers. I immediately made an appointment with the agent and seller to deliver my clients’ offer in person.” Barbara was able to negotiate the deal. When the seller gave Barbara the keys at escrow, he shared with her that the reason he agreed to sell to her buyer was that she had brought along a picture of the family and told why this was the perfect house for their needs.

“Whenever I make an offer, I take a picture of the buyer and sit down with seller and tell them about the person who is interested in their house. People want to know who is going to buy their home. It’s important for people to understand what the buyer likes about the house. I find out the sellers’ history too and try to find out as much information as I can instead of just submitting an offer.”

Barbara’s care for people carries over into her free time.

She works with a community program where she mentors other women. “People are often acting out of fear. I like helping people to talk about their fears and address them.

When you can get them out they’re not so big and unmanageable. I love studying human behavior, it always helps me to help someone else.”

Barbara has three grandchildren who live nearby. “Now part of my life is giving back to the kids and doing the little things that bring joy.” She describes herself as “an outdoor person” who enjoys taking advantage of the beautiful weather and outdoor activities available in Orange County.

“It’s fun to meet people and find out what their needs are. Barbara Meyer told me, ‘You will attract what you put out. If you are attracting difficult people, then look at what you’re putting out.’” According to Barbara, she has put this philosophy into practice and knows that it works. She says, “I have the best clients in the whole world.”

Barbara Gustavsen Harcourts Prime Properties 377 E. Coast Hwy., Suite 250 Newport Beach, CA 92660 Tel: 714-875-9763 Email: calkrisby@aol.com BRE # 01265283

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One Brand.

One Rule.

Written By T. Scott Gross

Y

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

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

Craftsman 336 times over.

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

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

Could Craftsman build a vacuum cleaner? Yes, and they have. But they’ve built shop vacs, see page 32. Could you use a Craftsman shop vac on carpet? Yes, but perish the thought!

Could Craftsman build a carpet vacuum. Yes, but it would violate the values that are Craftsman. Show me a Craftsman carpet vacuum and suddenly my turbo-charged shop vac would look a little wimpy.

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

And what is it that makes Krispy Kreme a brand worthy of protection? Fresh, hot, and sweet are three values that come to mind. So what would you say to Krispy Kreme dinner rolls?

Probably not. Krispy Kreme gravy mix? Definitely not! Just remember, honor the values and you’ll be fine.

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

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

Brands are powerful. Be careful.

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

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

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EA

How To Trade For Advertising

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hat do you do when you don’t have enough cash to advertise? You trade! Trading products and services for advertising is one of the hottest marketing topics in business discussions. And for good reason. Bartering for ads can give the small business person excellent opportunity and value.

One radio station owner, who never forgot his pennypinching beginnings, is always on the lookout for businesses wanting to trade. When he needed extra storage sheds behind the studios, he got a carpenter to build them in exchange for free commercials on his stations. When the station promotional vehicles required regular detailing, he traded commercials for custom car washes. A big snow brought a private snow plow purchased with traded on-air mentions.

The station owner figures he has a few commercials that his sales reps won’t sell. Why not trade them to other business people who have extra products and services they can’t sell? It’s a classic WIN-WIN arrangement. And lots of media managers welcome the situation.

Joan, who owns a very successful donut shop, bases her advertising entirely on trade. She gives boxes of her highquality donuts to select radio stations for daily giveaways.

In return, they speak highly of her donuts on the air. It’s not unusual to hear a morning DJ go on and on about how wonderful her product is. She has a rock solid reputation in the community as a result. The cost? A few boxes of donuts that might be surplused anyway.

A newspaper editor reminds us that radio isn’t the only fertile ground for trade. Newspapers frequently need traded items and services to give away as prizes to readers, advertisers, and employees. He advises to check with the circulation department. They often need prizes to give to paper boys and girls.

A TV exec recently emailed me to say that TV stations in many medium-sized and small cities like to trade advertising for products or services. “You’d be surprised at how flexible some TV stations are on this,” he said. Be creative. Got a book store? It’s trendy now days for TV weathermen to publish their own books on local weather stats. Call the manager at your favorite TV station and offer to do a cooperative promotion with the station. They can place the books in your store, AND have their weatherman do in-store appearances, in exchange for

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mentioning your store’s locations. Offer to help them write and publish the book.

“But I’m a Realtor®,” one man told me. “How would I trade real estate services to a media outlet?” There is a Realtor in my town who solved the problem. He does his own real estate show on talk radio. Enlisted sponsors pay his on-air fees. For the Realtor® who doesn’t have that show biz zeal, appearing regularly as a real estate expert on someone else’s show can be just as effective. Not all media outlets do trade. Some welcome trade some times of the year and not others. Many will do a part trade, part cash arrangement. A great many will bonus a certain number of free commercials or mentions when you buy ads.

No matter what you do or sell, there is probably a newspaper, newsletter, magazine, TV station, cable system, radio station, or on-line provider that needs you.

Kevin Nunley provides marketing advice and copy writing for businesses and organizations. Read all his money-saving marketing tips at http://DrNunley.com/. © 2008 Kevin Nunley. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond.com.

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

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

To learn more, visit www.cityofhope.org/lung-cancer, or call 800-826-HOPE.

WE LIVE TO CURE CANCER. www.cityofhope.org

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

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So, how do you keep the faith when it doesn’t seem like anything is happening? Stay focused. Stay focused. Stay focused. Keep your mind focused on your goal. Don’t allow present circumstances to fool you into thinking that this is your future circumstance. You know your future.

You know what you’ll be doing. It’s manifesting itself right now. You just have to meet it and be ready when it arrives.

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

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

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

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

Now it’s a reality.

Is being patient an easy task? Not always. Sometimes it can even be depressing waiting for what we want to show up in physical form. But we have to realize if we weren’t supposed to have what we dream about then we would never have had the dream. We just need to believe in our dreams and ourselves and allow the Universe to work in its own divine time.

You need dedication combined with perspiration moving toward a destination to get your ideal realization.

In closing this week, I’d like to offer an exercise to complete in the week ahead:

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Do this 10 minutes every day, first thing in the morning and last thing at night. “Act as if” until you’re living your dream.

Mark Victor Hansen, “that Chicken Soup for the Soul guy®”, inspires NEW VISION that generates innovation, productivity and profitability. markvictorhansen. com. Copyright(c) 2003, Mark Victor Hansen. All rights reserved. For information about Mark’s Keynote Presentations, contact the Frog Pond at 800.704.

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

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Written by Mark Hansen ExecutiveAgent Magazine

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More Control. More Deals.

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

Four Southern California locations: Torrance NMLS #804830

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

NMLS #839289

NMLS #849059

Irvine

Riverside

Scott Criss

Brett Smith

Karen Virgil

Branch Manager / Sr. Loan Officer

Branch Manager / Sr. Loan Officer

Branch Manager / Sr. Loan Officer

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

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

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

San Diego

NMLS #210975

NMLS #483930

NMLS #944511

NMLS #613337

Member of the Lennar Family of Companies

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

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