JUNE 2015 INLAND EMPIRE

EXECUTIVEAGENT MAGAZINE

Executive Agent of the Month

Inside Features: Paul Pfeiffer Alpine Mortgage Planning Deninne Wier imortgage

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Welcome Aboard!

Watch your high-flying career take off at imortgage!

It’s the perfect destination and departure point for your breathtaking career.

About imortgage...

About you...

● In 2013, imortgage and loanDepot created a partnership that ranks them among the top–five private mortgage banking institutions in the United States. Their servicing portfolio exceeds $15 billion.

● Competitive compensation plan for loan originators and operations employees.

● imortgage is a direct lender for conventional, FHA, VA and USDA and actively participates in hundreds of state and local government programs.

● In–house marketing support, graphic–design services, co–branded marketing, personal websites and comprehensive customer–relationship management (CRM) solution powered by Salesforce.

● We’re a fully approved seller–servicer for Fannie Mae, Freddie Mac and Ginnie Mae.

● Company–paid life insurance and disability.

● Dedicated processing and underwriting teams for each branch office.

● Medical and dental insurance available. ● imortgage is one of the highest–rated lenders in the U.S. based on Eliant* customer surveys.

● 401K Plan and more.

The sky’s the limit with imortgage! Call today!

Richard Hedrick

Branch Manager Direct (909) 912-7835 Mobile (714) 400-2753

909.912.7835

NMLS ID 1059650 richard.hedrick@imortgage.com * Eliant is an independent third party that measures, ranks and reports customer experiences for the homebuilding industry.

Rates, terms, and availability of programs are subject to change without notice. Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act CRMLA 4131040. Corporate NMLS ID 174457. All rights reserved. 05012015.

imortgage 8686 Haven Ave., Suite 150 Rancho Cucamonga, CA 91730

contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

Magazine

June, 2015

Inland Empire

Editorials

Cover Story

32 - Bill Brooks:

The Role of Positive Thinking on Your Sales Career and Life

24 - Steve Cook:

Negotiating Like A Pro

10 - Stacy Holder: Invest In Yourself

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

ADVERTISERS’ INDEX Alpine Mortgage Planning............36

28 - Richard Weylman: What Is It That You Do?

City of Hope..................................35 imortgage......................................2 i Photography Studio.................23 - 26

14 - Dirk Zeller:

Mike Ferry...........................................7

Persistence

PWAOR..........................................6

08 - Zig Ziglar:

The Termite Guy.............................31

Laughter

TIGAR...................................34

17

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

David Serpa

Executive Agent of the Month

12

04

Paul Pfeiffer

Deninne Wier

ExecutiveAgent Magazine

© Copyright 2015 Executive Agent Magazine. All rights reserved. Reproduction in whole or in part without written permission is prohibited.

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

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E XECUTIVE AGENT

Written by Shannon Hartsoe

TM

MAGAZINE

Deninne Wier

D

eninne Wier’s upbringing taught her to focus on others, to make life better for those around her.

Whether she was waiting tables as a teenager or

working a desk job while in college, people were always her main focus. So it’s no surprise that her passion for people led her to a career as a mortgage lender.

ExecutiveAgent Magazine

We have a loan for every home... simple as that.® “I got my foot in the door by taking an administrative position when I was just 20,” says Deninne, now a successful loan consultant at the imortgage office in Rancho Cucamonga. “I was still in college, waiting tables and looking for a job with opportunity for advancement. I was looking for a job in which I could learn as I go and have access to mentors.”

and put processes in place that will save time and energy.”

During this time, Deninne says she was not sure her college experience would lead to a career she wanted, and she surely didn’t want to go into debt earning a degree she might not need. But she learned to work hard at whatever task was before her, whether helping her mom, a sole proprietor, with administrative tasks or taking on a variety of jobs. “With a challenge comes opportunity to find workable solutions,” she says.

Her attitude fits perfectly with the values of imortgage, where Deninne has worked for the past two years. She says imortgage has retained a personal, boutique-type of approach to service despite the company’s enormous growth in recent years. “I have never worked at another company that valued people and its commitments so deeply,” says Deninne, who is ranked Eliant Gold based on a third-party survey and last year received a 99 percent satisfaction rating from her clients. The company offers VA, FHA and conventional purchase loans, refinance and renovation home loans in addition to jumbo and first-time homebuyer programs. And imortgage provides a suite of products for resale and builder referral sources, all supported by “an outstanding marketing department,” she says.

Turns out it was her waitressing job that revealed the skills that would later benefit Deninne as a lender. “I was actually terrible at selling but I was motivated, worked hard and enjoyed serving others. I have always been a self-starter and according to my sister, I could always find a way to make money,” she says with a laugh. Lending, Deninne adds, offers her the best of both worlds -- the opportunity to help others and earn a steady income.

A Different Meaning of Success Contrary to what our culture emphasizes, Deninne sees success as something deeper than simply winning, earning more money or climbing the business ladder. “I don’t view success from this same lens. Contentment is rarely gained through praise and material success as they require constant comparison. As Teddy Roosevelt said, “comparison is the thief of joy.”

Keys to Success Deninne says her attention to detail coupled with integrity and in-depth knowledge often help to set her apart from other loan consultants. Clients appreciate that she takes a consultative sales approach and leads with information and honesty. “Navigating the mortgage lending process can not only be frustrating, it can sometimes be downright exhausting,” she says. “My goal is to become a trusted advisor for my clients, which includes consumers and business partners.” And her clients see Deninne as just that --a trusted advisor. “Deninne Wier is an AMAZING lender.

She is honest, friendly, patient and knows her stuff. She never once made me feel as though this was a waste of time,” writes client Annie L.

“We each have to define success for ourselves. For me, my success or failure is measured by the impact I have on the lives of others. This includes my husband, children, extended family, clients and society as a whole. I understand the importance of business goals. However, I don’t agree that I am in complete control of my future. God’s plans for my life, if I’m being honest, are likely different than my plans for myself. For me, the key to success lies in being true to who I want to be as a person. Self-reflection and striving to be a better version of myself are my keys to success,” she says. “I am extremely grateful for the career that God has blessed me with and hope that I can be a blessing to others.”

Deninne knows she isn’t the sole reason for her success.

Along with the lessons she learned from her mother, she also lists important mentors in her career -- Kim Stanton, who gave her an opportunity to learn; Richard Hedrick, her manager at imortgage; Scott Uhls and Laura Slobojan, whom she supported while working as a production assistant at Countrywide.

Deninne Wier imortgage 8686 Haven Ave., Ste. 150 Rancho Cucamonga, CA 91730 Tel: 951.550.9516 Email: Deninne.Wier@imortgage.com Web: www.imortgage.com/deninne.wier NMLS ID 307946

A Proactive Approach Deninne has learned that anticipating people’s needs alleviates stress and anxiety for everyone -- the client, their agent and, of course, Deninne. “I try to be efficient ExecutiveAgent Magazine

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

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Laughter L

aughter is a great stress reducer. If you have never read Norman Cousins’s account of his experience of self-healing as described in Anatomy of an Illness, I encourage you to do so. When diagnosed with an incurable illness, he brought a movie projector into his hospital room and watched reel after reel of old classic comedy movies, laughing himself into hysterics.

He found he could relieve his otherwise significant pain on a consistent basis through laughter. That practice, along with some other novel therapies, resulted in his healing. He left his prestigious journalistic career and taught on the faculty of a major medical school about the power of the mind and emotions in healing the body of disease.

Next to love, laughter has been described as the second-most powerful emotion we can express. It has been said that laughter is like internal jogging—it stimulates the respiratory system, oxygenates the body, relaxes tense muscles, and releases pleasure-producing chemicals in the brain. You cannot laugh and be mad, laugh and be tense, laugh and be stressed. Laughter is low-calorie, caffeine-free, and has no salt, preservatives, or additives. It’s 100 percent natural and one size fits all.

Laughter is truly God’s gift to humankind. You can get high on laughter but never overdose. Laughter is contagious—once it starts little can be done to stop it.

Laughter never felt bad, committed a crime, started a war or broke up a relationship. Laughter is shared by the giver and the receiver. Laughter costs nothing and its non-taxable. Laughter is a trend-setter. If we can find ways to laugh first thing in the morning, it may in fact set the trend for the rest of the day.

Let me close by telling you the most important use of laughter I have ever discovered: The ability to laugh at ourselves. I stopped taking myself too seriously years ago and it was the best decision I ever made. Don’t get me wrong—I’m still serious about what I do. But not so serious that I can’t be the first one to laugh when I mess up (which happens all too often—it’s why I spend so much time laughing!). When you’re the first person to laugh at yourself, you leave little room for others to laugh at you.

Zig Ziglar is a beloved author and America’s motivator.

He is the author of 25 books and offers training and consulting to organizations all across the globe. To learn more about Zig and his business visit his website at www.ziglar.com 8

ExecutiveAgent Magazine

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Written by Zig Ziglar

ExecutiveAgent Magazine

9

EA

Invest in Yourself

W

hen you are just getting started, it is natural to want to save your money and do things as inexpensively as possible. That’s how we started this and many other businesses that failed.

We read a lot of books, but missed a few pieces. You see, the authors of books aren’t going to give you all their secrets. Not necessarily because they don’t want to, but because there is too much to put in one book and it can be complicated for new investors.

We found ourselves waking up one day realizing it was time for a change. We took a seminar for $4000 that we borrowed from someone else with no means to pay it back. I don’t know if it was because we were out of options that we came to this point, but nonetheless, we were there! People used to call and ask us if it was worth it to pay for the course. Our answer was always “We made $12,000 that weekend that we wouldn’t have without the course”. But, really what they were asking is “Can I do this?”

The answer to that is a simple “Yes.” Will you do it is another question. And that is where investing in yourself is so important. It is easy to get beat up and knocked down in the beginning, with or without a partner. You need to learn as much as possible from people that are doing it NOW. And more importantly than the theoretical knowledge, you gain motivation and belief. After a three day training event, you leave pumped up and ready to go full speed ahead.

We have, in the last six months, taken 6 weekend seminars including a trip to Los Angeles, purchased several boot camps and training series, attended single day workshops, and several other smaller things.

We have probably attended over $15,000 in training and purchased a few thousand more in materials and software to help us become more efficient and effective. We are getting ready to spend another $20,000 (yes twenty thousand dollars) on a training seminar.

WOW... THAT’S A LOT OF MONEY! You are correct! But we have made more than that back! The experts that teach these courses ALWAYS give you something that you didn’t have before or at the very least remind you to do something you had been forgetting!

More importantly, you leave excited and energized. You don’t feel beat up anymore. You meet new people and get on the right track again.

The more you invest in yourself, the more successful your business will be and the faster you will get there!

Stacy Holder and Heather Seitz began their real estate investing career with absolutely nothing! They learned to leverage other people’s time, money and resources to purchase over $2 Million in real estate in their first 8 months.

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ExecutiveAgent Magazine

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Written By Stacy Holder ExecutiveAgent Magazine

11

E XECUTIVE AGENT

TM

MAGAZINE

Paul Pfeiffer

ExecutiveAgent Magazine

Written by Shannon Hartsoe

EA

W

ith the insight and expertise that comes with over 25 years in the industry, Paul Pfeiffer utilizes the exceptional resources and experienced team at Alpine Mortgage Planning to provide his clients with incomparable lending representation. He strives to be more than a lender – a compassionate Mortgage Advisor who listens to people and crafts solutions uniquely suited to their goals and circumstances.

Paul grew up in Syracuse, N.Y. and completed his degree in psychology at the University of Oregon. “I was always the kind of person that other people could talk to and come to with their problems. I spent 15 years as a counselor and administrator for various social service programs.”

Then Paul had an experience that introduced him to a new calling. A friend helped Paul to refinance his home, freeing up a substantial amount of money in his budget, and making a huge difference in his life. He saw a more lucrative career opportunity for himself in lending, and also a chance to continue assisting people in a lasting and meaningful way. He got into the business part-time while maintaining his regular job, but soon found that he “got such a good feeling from it, I gave up my career in social services. This is what I was meant to do.”

Eventually, Paul started a mortgage company with his long-time friend, Alvin Tapia, and they worked successfully together for over 20 years. “As licensing and lending laws changed, I found that I was better able to serve customers by working for direct lenders. So, I worked for a few before coming to AMP. Alvin is now a successful real estate agent in Rancho Cucamonga and we continue to work together well as a team.”

Paul ultimately chose AMP for its combination of strong leadership, market share and superior customer support.

“I had heard of our managers, Brett Reichel and Marlene Hoover, by reputation. After talking with them, I realized what the company had to offer. Pinnacle Capital (the parent company) has a great track record and is one of the larger lenders in the country. We have an exceptional local operations team that treats our customers’ loans like they are their own. And there are so many more choices here for the customer. That’s the bottom line.”

AMP is owned by Roseville, California-based Pinnacle Capital Mortgage Corporation and is pleased to confirm that it has entered into a definitive agreement, subject to customary regulatory approvals, to be acquired by Finance of America Holdings, LLC, a Blackstone company. “I am excited about this partnership, as it means great things are

coming in the near future,” Paul says. The consistent support he receives at AMP frees Paul to customize effective client solutions and relieve some of the stresses felt by busy Realtors®. He is especially thorough in the prequalification process, ensuring that when he gives a client the go-ahead to purchase a home, they can place their offer with confidence. “I won’t start a loan for a client that I don’t think we can close,” he says. “I’m more thorough than most loan officers, and I do my homework. In all of my years in the business, I’ve never issued a preapproval letter that I was not able to turn into a loan.”

Paul begins the process by meeting face-to-face. “I don’t think you can build real rapport over the phone. People try to take short cuts, but I can’t get to know their needs without really getting to know them personally. I think you’ve got to learn how to listen to people, rather than talking at them.

Lending has given me the opportunity to do what I used to do in counseling. Here, I help people solve problems, but I can also make a big difference in their lives financially.”

Agents and clients who work with Paul also appreciate his unfailing communication. “I’ve always prided myself on reliably returning calls. Good news or bad news, everyone is going to hear from me. If there is a challenge, we all need to know so we can solve the problem together.” Paul also reaches out to the listing agent on every new transaction, assuring them of the buyer’s solidity and inviting communication.

Paul is an active member of his church and likes to play golf, but his favorite hobby is magic. He was the protégé to a magician when he was only 12 years old. He says with a laugh, “I’m always looking to develop relationships with quality Realtors®, but I’d be especially interested in working with anyone who has a connection to the Magic Castle!” According to Paul, his longevity in the business comes not only from knowing his craft, but from loving what he does. “My clients are my family. Helping them gives me incredible joy.”

Paul W. Pfeiffer MLO - 236074 Alpine Mortgage Planning 3390 Concours, Ste. 350 Ontario, CA 91764 Tel: 909.921.4915 Email: PPFeiffer@alpinemc.com Web: www.AlpineMC.com © 2015 A division of Pinnacle Capital Mortgage Corp | Equal Housing Lender | NMLS 81395 | WA CL-81395 | AZ BK-910890 | Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act Regulated by the Division of Real Estate Colorado. .

ExecutiveAgent Magazine

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Persistence I

was asked recently what the one skill is that a REALTOR® needs in order to be successful. That was a tough question.

The one skill…I thought about it over and over. There are so many skills Agents need to be successful. We have to have good presentation skills, marketing skills, negotiating skills, objection handling skills, technology skills. Then it hit me.

All those skills pale in contrast to this one: Persistence. It is the one skill that will make up for our deficiencies in all the other areas. It will allow us to win in life no matter what obstacles that are placed in front of us.

Calvin Coolidge our 30th president said it very well. “Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Geniuses will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.”

It truly is a noble skill to have the ability to move forward when everything around you is collapsing, meeting the challenge head on and grinding through the competition. We are all professionals or we aspire to be a professional.

The definition of a professional is someone who does something even when he doesn’t feel like doing it. Many of us know what we need to do; yet we don’t do it. We spend our time looking for the one step that will change our life, rather than using the path of persistence to win. We look around for the magic answer that will solve all our problems.

Do you realize that over 80% of the late night infomercials are centered on “get rich quick or lose weight instantly”?

We live in a liposuction society where we want abundance-yesterday. We don’t want to do the diligent, persistent work to achieve success. My friend Zig Ziglar has a great line. That is: “Life is like a cafeteria. First you pay then you get to eat.” It’s not a restaurant where you sit down, get served and get your fill. When you are full and satisfied, then the bill arrives. You have to pay before you receive the reward.

Persistence is crucial to ultimate success in life. To learn the skill of persistence you must first learn to persist in the little things. The first step for mastery of persistence is the ability to decide, and have the clarity of decision that you will do it or else. Start with persistence in your eating habits or workout habits. You could even just select one thing or task you need to do today. Then make sure you complete it before the end of the day. Don’t ever end your day before you get it done.

We often select too many things or set the bar too high too early. This will cause us to fall short, and the negative self-talk will begin. The journey to run a marathon begins with a walk around the block. Start with the walk around the block, and in a few days go twice around. Then in a week you can do 4 times around. By the end of the month you will be able to walk a mile. The process in business is the same. Start with calling a few past clients or sphere of influence. Call 5 people a day. You don’t need to do 4 hours of prospecting. That’s like running a marathon without training. If you managed to actually do it, which would be rare, you would be so sore and tired and spent. You would be worthless for a week. Build the skill of persistence.

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ExecutiveAgent Magazine

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Written By Dirk Zeller

The best technique to learn persistence is to just start. The truth is, it’s the start that stops most people. Just beginning is the biggest barrier for everyone. Getting your sneakers on and stepping on the treadmill or picking up the phone the first time is never as bad as our mind makes it out to be. Once you begin, you pick up momentum and that positive self-talk of accomplishment. My father taught me a saying many years ago. It is a saying about persistence. It’s a saying that exemplifies his life.

Once a task has begun Never leave until it’s done Though the task be great or small Do it well or not at all.

Persistence is by far and away the skill that we need to master. It is the one skill that guarantees success in both your personal and professional life. There is no substitute. Remember it is the start that stops most people.

Dirk Zeller is an Agent, an Investor, and the President & CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. He’s the widely published author of Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, Telephone Sales for Dummies®, and over 300 articles in print. You can get more information by visiting www.RealEstateChampions.com. © 2008, Dirk Zeller. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond. com.

ExecutiveAgent Magazine

15

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

Executive Agent of the Month

ExecutiveAgent Magazine

Written by Shannon Hartsoe - Ian Wiant Photographer

I

f anyone in real estate knows the value of hard work, it’s David Serpa of California Realty Experts in Temecula. David’s first job was to shovel horse manure at a farm when he was just 11. He was raised by a single mom who worked three jobs to support the family.

“She never stopped, so I don’t shy away from hard work,” he says.

And when it came time to choose which branch of the military to serve in, it’s no surprise that David chose the toughest option -- the Marines. “I have a long varied background that led me to being good with hard work.”

His clients know this well. David’s dedication to giving his all to whatever he does is evident in his website, which features attractive, user-friendly information about properties for sale, his team and many other useful tools.

You couldn’t tell the San Jose, California, native has only been a real estate agent since October 2013, earning his real estate license while still in the Marines.

A combat veteran, David sees his military experience as invaluable. After getting out of the Marine Corps with a reconstructed ankle, he says his options were limited.

Without a four-year degree, he says a lot of companies would not even consider him for a job.

“I graduated from high school and dropped out of junior college several times,” he recalls. “I believe formal training is overrated. The best way to learn is to do.

Everyone wants training wheels for as long as possible but it will never help you to succeed. I jump in to everything I do.”

“I believe it is unfortunate that people value an arts degree over four years of military experience.” And he’s proving that belief every day. The father of two and selfdescribed animal rescue advocate is turning a lifetime of hard work into exceptional buying and selling experiences for his clients.

“David went above and beyond from beginning to end by doing extensive research in our neighborhood to find the perfect list price, and by rolling up his sleeves and helping load the U-Haul on moving day. I highly recommend David to anyone interested in buying or selling a home. He is honest, fair, knowledgeable and professional,” writes one client on Zillow.com.

ExecutiveAgent Magazine

Hard Work, Customer Service, Integrity From The Marines To Real Estate While recovering from his ankle surgery, David wasn’t sure what career path he should follow -- until his wife Tracy, suggested real estate.

Around that difficult time they also met a real estate agent who demonstrated how an agent should properly treat a client. “We had a lot of difficulty when we were buying our house, but it all fell into place when we found the right real estate agent, Tammy Runyan,” David recalls.

“She never made us feel like she was being put out! In hindsight, we were probably a little high maintenance. A lot of other agents condescended to me, or were unresponsive. I felt like customer service in real estate was really lacking. There is a reason why real estate agents get a bad

rap! It makes all the difference in the world when you take the time to find the right one.”

And with that inspiration, David got his licence and soon after held his first open house, on Jan. 31, 2014. His hard work and long hours prompted some to ask if he brought a sleeping bag to the open house.

“I heard someone once say, ‘If you’re willing to work 40 hours a week for someone else, why not work 80 for yourself?’” And it paid off from the very start -- David closed seven escrows in his second month and has never looked back. He is especially thankful for the mentoring he’s received from California Realty Experts, which has trained his team and helps keep him accountable without being overbearing or holding his hand.

L to R: Robert Morrow, Jennypher Moore, David Serpa

ExecutiveAgent Magazine

1st Battalion 1st Marines Bravo Company 4th Platoon 4th Squad & Black Heart 3 Maintaining Momentum One thing David has learned is that maintaining momentum is crucial to his success. The few times he’s slowed down or taken a lot of time off, business slowed.

“When I opened seven escrows in my second month I stopped to make sure they would close, and my pipeline dried up,” he says. “Again when my daughter was born, I took six weeks off to take care of my family, same thing.

Now I find pockets of time to take off. A few hours here or there.”

Buyers and sellers in the greater Temecula Valley, especially the French Valley community of Winchester and Murrieta, who choose to work with David Serpa Homes learn immediately that they’re not working with amateurs.

Customer service is their cornerstone and integrity is paramount.

David makes the most of technology to get the word out about homes he’s been hired to sell, including shooting videos of the homes and posting them on YouTube. He and his team stage two open houses a week, they advertise, post flyers, post online and put up 40 to 50 signs for every open house.

Again, it’s all about his clients and the home they want to buy or need to sell.

“People that are looking for a home aren’t looking for an agent,” he explains. “A lot of times an agent just happens.

We want to take the luck out of it. I run a YouTube channel, Zillow, Trulia, I use Facebook. More and more people are using the Internet as an aid to help themselves buy.”

All this hard work means David and his team know their market inside and out, which further benefits their clients.

“My clients want to make sure they understand the process. Many of them are still gathering information. My job is to give them all the information they need so they can make the best decision for them and their family, whether that is to list or not,” he says.

David is quick to praise his team -- agents Robert Morrow and Jennypher Moore, transaction coordinator Nicole Kane, and loan consultant Deninne Wier.

“An important thing I learned in the Marine Corps is you can’t do it all yourself. A team will always beat the individual,” David says.

ExecutiveAgent Magazine

“An Important Thing I Learned In The Marine Corps Is You Can’t Do It All Yourself. A Team Will Always Beat The Individual.”

What Matters Most While work my sound like it is David’s only passion, it’s not. His wife and children are his inspiration. He says they are the reason he gets out of bed at 5:15 every morning to begin his day.

“The only thing I make time for outside of real estate is my family. I have a beautiful and terrific wife, a son and a daughter. They are my reason. If I lose that, I have nothing to go to work for.”

from a very young age. We spent time in women’s shelters, motels, front rooms, lived with friends, and even lived in her car for a short period of time. But she made it, she got three kids through high school and kept us all together.”

He adds: “I work hard. There is no path to success that does not lead through hard work. Nothing will work if you don’t commit to it.”

It’s A Life Lesson He Learned From His Mother “My mom always told me growing up, ‘Remember this.

Do you want this life for your children?’ She motivated me

The Serpa Family: Tracy, Charlotte, Wyatt and David

ExecutiveAgent Magazine

David Serpa David Serpa Homes, Inc. 31085 Florence Ct. Winchester, CA 92596 California Realty Experts 31963 Rancho California #200 Temecula, CA 92591 Tel: 951-691-7788 DavidSerpaHomes@gmail.com www.DavidSerpaHomes.com CalBRE # 01944761 ExecutiveAgent Magazine

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Negotiating Like a Pro

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know that one of the toughest things for a beginning investor is negotiating deals. We are often our own worst enemy when it comes to this. For the most part, I think that when we envision good negotiators, we see smooth talking individuals with an answer for everything. For many of us, this is a horrifying vision because smooth and slick does not come naturally to us and, if we’re honest, we don’t want to come across that way. So how do we negotiate a good deal when we don’t have the gift of “slick”, and we don’t want to become “slick”?

I do not consider myself to be a smooth and slick negotiator, but believe that I’m pretty good at what I do.

Negotiating didn’t come naturally to me, but came together over time and with practice. There were two things that made me a good negotiator and can help you as well.

First, you must be willing to stop talking and listen. When dealing with someone in this business, whether you are the buyer or the seller, you need to sell yourself. You can not sell yourself without listening to the other party’s needs.

Listen for what is important to the other party and then show them that you can address it. In my negotiating, I keep the other party talking as much as possible. When they run out of things to say, I ask another question in hopes of learning a hot button of theirs. When I hear it, I ask a question that acknowledges I heard their needs. An example would be as follows: Seller: “My house needs a ton of repairs, but I can’t afford to fix them in order to put the house on the market. Plus, we can’t really live here anymore because the water is coming in through the roof.”

Steve: “So basically you need someone like me who is willing to buy your home as it sits right now to help you out. Is that true?”

My question to the seller acknowledges that I heard their need, provided them with the benefits of dealing with me, and got them to acknowledge that dealing with me would be good for them.

You must listen, it’s very important!

The second thing that will make you a good negotiator is knowing, without hesitation, what the deal needs to look like to be a good deal. Other investors often ask me how I get such good deals and I tell them that I’m not willing to pay above a predetermined amount. When dealing with sellers, know what your top dollar amount is. For example, if I walk into someone’s home and know I will only spend $150,000, then I’m firm in my convictions and all of my questions are leading the sellers toward selling me their home for $150,000. I don’t negotiate up because the sellers say that they need more money. Once they acknowledge that I’m the person to help them, we need to come to the price that I’m willing to pay in order to help them. If the sellers tell me that they want $170,000, I don’t give them $170,000 because they say that is what they need. I stick to my guns and tell them the advantages of dealing with me. Price eventually becomes secondary to the seller and dealing with me, the person who is guaranteed to solve their problem, becomes most important.

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ExecutiveAgent Magazine

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Written By Steve Cook

Be firm in your conviction of what you need to pay. If you are only hoping to get it for a certain amount, you will pay more every single time. I get good deals because the price that I have in mind is all I’m willing to pay. As long as the number keeps coming in my direction, I will negotiate until it reaches the level where I need it to be.

To be a good negotiator, you need to learn just a couple of things. First, listen to the other party, and second, know what it is you are trying to accomplish before going in. If you don’t know, the other party will get their way. As far as being smooth is concerned, your flow will get better in time. Just focus on getting what you want and listening to the seller in order to lead them where you want them to be.

Since 1998 Steve Cook has flipped many hundreds of houses as an active Baltimore-area real estate investor.

Steve’s unique specialty is the “flipping homes 1-2 punch”, a proven system of real estate investing that powerfully combines wholesaling and rehabbing houses. Also the founder of www.FlippingHomes.com, Steve is dedicated to helping others in this thriving online community succeed through understanding and aggressively applying his timetested, step-by-step approach to flipping real estate.

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What Is It That You Do? Written By Richard Weylman

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ne great frustration in the prospecting process is becoming comfortable with letting people you meet know what you do for a living. Over the years, as I’ve spoken at company and industry events, many financial services professionals have expressed their confusion and concern about how to approach people and what to say to them. Some feel they shouldn’t bring it up until they’re asked; others feel that if they bring it up, they will be seen as pushy.

The apparent reason for this ongoing debate is a lack of rapport-building skills and self-confidence about your chosen occupation and its value to others.

Use these strategies to gain the confidence and skills to let the people you meet in a business or social setting know what you do for a living: 1. Make a list of all the reasons why financial planning is so important. The purpose of this list is to get you focused on the benefits and to give you some internal motivation.

2. Ask the centers of influence (the presidents, executive directors, clients, etc.) in the markets that you have chosen to suggest how you could best approach individuals about what you do for a living. Ask for specific direction here, even down to the phrases that they would use.

3. Schedule some time with your manager and ask him to tell you specifically the words he uses to tell others what he does for a living. Be sure your manager gives you the specific words that he uses. Write those words down so you can adapt them to your own use.

4. Role-play with your manager and colleagues so that you hone and sharpen your skill at bringing up what you do in a non-threatening way. It’s important to create an environment as close as possible to a real situation. Perhaps you could sit down at the conference room table and have four or five of your colleagues sit with you as if you were having a meal at a function that your target market is putting on. Turn to the person on your left and the person on your right and simply say, “I’ve certainly enjoyed talking with you again.

We’ve seen each other over the last several months at these meetings, and I would be delighted to have an opportunity to get together with you sometime during the next month and hear more about your business and to tell you more about some of the things that I’m 28

doing to help people in the industry achieve financial well-being.” Then ask for the appointment, “Is there a particular day of the month that would work for you?”

Then quietly listen to what the individual has to say. In most cases, they’ll respond favorably. As you role-play this, have your day planner ready just as you would at the function. Use your day planner as you would in real life so you actually practice the process.

5. Work on your rapport-building skills. Often you find yourself in a situation where you’re not sitting next to someone at a meeting and, therefore, you don’t have the ability to establish a sense of elationship over a meal or during the meeting. Many times you may be standing in a crowd at the hors d’oeuvre table or the registration desk where you’re unsure of how to proceed. George Walther, a good friend of mine and the author of Phone Power says, “Stand shoulder to shoulder with someone as you watch an event or before a meeting begins. Lean in and make a comment on the program or ask a question about the other individual, then introduce yourself.” Undoubtedly, one of the best ways to mingle and to establish rapport is to ask a question and make a positive comment. This interaction almost always leads to introductions which present you with a golden opportunity to not only tell people what you do, but to make it interesting.

As you develop the words that you will use and the way that you will approach prospects, keep in mind these three things: 1. Let prospects know your intent while making it clear you enjoy working with people like them. It’s not necessary to blatantly say, “I’m here to sell you.” But do let them know you’re a resource.

2. Avoid being coy and thereby harming trust and credibility. Be forthright and forthcoming so that you avoid getting the reputation that you are simply using the group.

3. Let them know you’re there because you have an affinity to the organization and that they are the type of people you choose to do business with and wish to serve. By having a well-though-out brief commercial about what you do and how it will help the prospect, any skepticism about your intent will be overcome by your professionalism.

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C. Richard Weylman is an expert in marketing, selling and communicating to affluent and high net worth people.

He is the author of “Opening Closed Doors, Keys To Reaching Hard-to-Reach People,” as well as numerous sales, relationship and marketing and management audio and video education programs. To discover the many resources he has to offer you and your organization, including his speaking topics, free weekly marketing tips (emailed to you), free articles and much more, go to www.richardweylman.com or call 1-800-535-4332 to schedule Richard to speak at your next event.

help people move to the next level o f productivity and fulfillment. He is the author of “Opening Closed Doors, Keys to Reaching Hard-to-Reach People” and numerous other sales, relationship marketing and management audio and video programs. To receive more ideas and insight on how to market to high net worth people, recruit quality people, or practice management issues, schedule Richard to speak at your next meeting, contact the FrogPond at 800.704.

FROG(3764) or email susie@FrogPond.com

Copyright C 2002, Richard Weylman. All right reserved.

Richard Weylman, CSP, serves as President of The Achievement Group, Inc., an Florida-based consulting firm dedicated to professionally and ethically

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The Role of Positive Thinking on Your Sales Career and Life

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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 any sales situation. Furthermore, this confidence can seep

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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 long-term 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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