January 2014 san diego

EXECUTIVEAGENT MAGAZINE

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EDGARD ESPINOSA Executive Agent of the Month

Inside Features: Michele Boehm Kinecta Federal Credit Union

Carey Guthrie Windermere SoCal

Yasmine Kouza Eagle Home Mortgage

Mike Rangel CENTURY 21 Award

Valarie Swanson CENTURY 21 Award

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.

contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

Magazine

JANUARY, 2014

SAN DIEGO

Editorials

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

32 - Rich Casto:

Noticing Without Judgement

08 - Nancy Michaels: Creating a Niche...

28 - Peggy Morrow:

ADVERTISERS’ INDEX

Becoming A Peak Performer

Eagle Home Mortgage........................2

24 - Walter Sanford:

Evergreen Realty.................................4

Checklist Your Business

Greenpath Funding.........................13

17

imortgage.......................................5

Edgard Espinosa

i Photography Studio...............12 & 23

Executive Agent of the Month

Kinecta Federal Credit Union.........35 Realty ONE Group...........................36 The Termite Guy..............................34

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26 Michele Boehm

Kinecta Federal Credit Union

Carey Guthrie

Windermere SoCal

10 Yasmine Kouza

Eagle Home Mortgage

14 Mike Rangel

CENTURY 21 Award

30

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 2013 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.

Valarie Swanson

CENTURY 21 Award ExecutiveAgent Magazine

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Sales Manager

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By Lalaena Gonzalez-Figueroa

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Carey Guthrie

Leading With a Unique Perspective

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hroughout the course of her real estate career, Carey Guthrie acknowledges that she has never quite fit inside the industry box. “I’ve always done business differently,” she smiles. “And the results have been nothing but great.” Her innovative approach and exemplary leadership skills have contributed to considerable professional success. As the 2014 President-Elect of the Pacific Southwest Association of REALTORS® (PSAR), Carey looks forward to a 2015 presidential term while continuing to build her agent roster as a branch manager with Windermere SoCal. True to form, Carey launched her real estate career with an unconventional start. “My husband and I were building custom homes and selling them,” she recalls. Her By Owner success caught the attention of a local agent, who encouraged her to earn her license and expand her business. Carey’s experience allowed her to tap into the By Owner market, a notoriously challenging group. Coming from a true place of value, she says, made the difference.

“People felt comfortable with me because I understood their unique wants and needs.”

FSBOs were just the beginning. Carey grew her business organically, establishing a diverse clientele and a ripe referral network of industry-related service providers. She has a knack for working well with others, a talent that not only propelled her business, but one that also made her a natural leader among her colleagues. With a thriving business (Carey estimates she was closing upwards of 8 to 12 transactions a month), she was presented with an opportunity to take her career in a new direction. Carey joined a major franchise brokerage as a trainer focused on new agents. Her successful efforts led to her move to Windermere, with a focus on the brokerage’s expansion within the San Diego marketplace.

“I’m where I want to be,” Carey smiles. “I love the opportunity to interact with agents, to work closely with them in identifying their goals and developing business plans to help them achieve those objectives.” Her creative approach, she says, helps ensure that each agent is positioned for maximum results. “Everyone is different, with unique strengths and abilities. Because I’m able to focus on one-on-one development, I can dedicate my time and efforts to meeting each agent’s individual needs.”

clients with the tools and resources needed to succeed,” she says. Her agents, she adds, are a results-oriented group dedicated to their business. “Our brokerage isn’t the largest in the area, but we are a significant group of professionals with a powerful reach,” states Carey. “Windermere’s network is strong, and our market share continues to grow.”

Within her La Mesa Village office, says Carey, there is a synergy that’s palpable. “We have a great atmosphere, with people working every day in the business,” she explains.

“Our office is a fun place; we are productive, and we enjoy what we do.” Carey’s office, she adds, is ripe for continued growth. “We are always open to welcoming career-minded agents who are collaborative in their business and who believe in the value of contribution,” she says.

Giving back is important to Carey, whose volunteerism with the PSAR includes ongoing work with local charities. She has served on the Membership and Special Events Committees, assisting in the coordination and implementation of programs like “Helping Hands for Homes,” which recruited volunteers and donor assistance to conduct rehabilitation projects on local residences.

Carey has also been involved with the Board’s “Unfashion Show,” an entertaining fundraiser that draws hundreds of attendees each year. “When you have agents singing and dancing on stage, and local businesses offering to underwrite the cost of the entire event, you know you’re working for a great cause,” she says. Her colleagues are like-minded, notes Carey. “Everyone here is involved in giving back. I’m fortunate to work with such a wonderful group of individuals and look forward to building new industry relationships as we continue to grow.”

Carey Guthrie, Branch Manager Windermere SoCal 8277 La Mesa Boulevard La Mesa, CA 91942 Telephone: 619-944-8009 CareyG@windermeresocal.com BRE # 01183170

Carey feels fortunate to have aligned herself with an exceptional brokerage that’s at the cutting-edge of the industry. “Windermere is committed to evolving, to staying ahead of the curve and to providing our agents and their ExecutiveAgent Magazine

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Creating A Niche...

S

tarbucks did it. So did Sam’s Club. For that matter, McDonald’s did, too. They carved themselves a successful business niche.

When Starbucks came on the scene, it raised coffee from a mere beverage to a culture in its own right. Warehouse clubs like Sam’s made shopping in bulk fashionable, and we all know that before McDonald’s, fast food was downright slow.

In today’s’ competitive business climate, you’ve got to separate yourself from the pack -- you’ve got to create a niche. By offering something no one else has and by targeting your business to a few select markets, you protect yourself not just from the competition, but from the twists, turns, and plunges of the economy.

Before Starbucks, coffee came in two ways: regular or decaf. Now you have your choice of latte, cappuccino, espresso ... The people who have grown to depend on specialty coffee roasters for their freshly brewed cup of Columbian premium would no longer dream of plunking 75 cents into a vending machine for a watery cup of joe.

The lesson here is to create a product or service that so completely fills a need, that your customers will have a hard time imagining life before you came on the scene.

Finding your own niche is often a matter of putting a new spin on what you already do. Ask yourself, how can I differentiate my business from others? How can I create the perception that my market simply cannot live without me and what I have to offer?

1. Decide who you want your customers to be. Be specific, listing their names and companies.

2. Decide on your focus. If you have trouble, then examine the needs of your customers.

3. Match what you’re selling to what the customer wants to buy. List your potential clients’ interest, concerns, ambitions, and goals.

4. Make sure your niche is special, unlike anything else out there.

5. Make sure your niche is viable. Is there a market?

Is it a strong one?

6. Test your product or service with real people.

7. Market your business like crazy.

8. Commit yourself to your business.

9. Do it all over again when your niche has grown old. Look at where your market has been and where it’s going. And be prepared to respond to change. The secret to successful niche marketing is the ability to grow and evolve with the times.

You don’t have to be a Starbucks, McDonald’s or Sam’s to be a successful niche marketer, but you can follow their lead for doing business. Find an unmet need, or create one, then position your company to fill it. Do that, and you will have found your niche.

Nancy Michaels, of Impression Impact, works with companies that want to reach the small business community and with small business owners who want to sell more products and services. Copyright© 2005, Nancy Michaels.

All rights reserved. For information, contact Frog Pond at 800.704.FROG(3764) or email Susiefrogpond.com; http:// www.frogpond.coma

In her book, “Nichecraft,” Lynda Falkenstein lays out the following steps for creating a niche:

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Written By Nancy Michaels

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Yasmine Kouza Meeting Each Day with Enthusiasm

By Haley Freeman

asmine Kouza grew up in a family of savvy real estate investors. As a teenager, she displayed discipline beyond her years, saving nearly every dollar she earned. Her goal was to buy herself a Lexus with cash. By the time she turned 18, she had enough money saved, but before she could buy her dream car, her uncle asked her why she would want to throw her money away on such a frivolous purchase. He convinced her to put that money into her first real estate acquisition, instead.

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Her interest in real estate investment soon led Yasmine to a career in finance. She began at Beneficial and then moved on to Countrywide, where she quickly moved up the ladder from loan officer, to team leader, to branch manager. Yasmine’s outgoing personality even led her to a position in television. She worked with Premier Home Shows, a program featuring the luxury homes of real estate developers.

Yasmine is now a senior loan advisor at Eagle Home Mortgage. “It has the exact backing I was looking for. We are a true, one-stop company. We have a lot of support staff to process and close files,” Yasmine says. “The main focus of our branch is Realtor® relationships and purchase business.”

Yasmine and her colleagues often receive critical files from real estate agents who are only days away from close of escrow with another lender who couldn’t finish the job on time. “Eagle Home Mortgage is a large company with a very small company feel. Many companies are understaffed. Here, there are so many hands that can touch that file when need be. The company can also facilitate sameday funding.”

According to Yasmine, technology is one of the greatest benefits that she and Eagle Home Mortgage have to offer real estate agents. She uses a system called Top of Mind to communicate with all of the parties in her loan transactions, notifying them in real time as the file advances to completion.

“I will always sell my Realtor®. I pay for Top of Mind personally. After a loan funds, I co-brand marketing to that client with my agent for five years, which is 88 touches.

The real estate agent’s information is constantly coming to that client. The agent doesn’t have to pay for that marketing. It’s all on me. The system acknowledges every

holiday and birthday. It also informs the homeowner of recent sales in their area with an email and a live letter with a stamp on it. This helps them to stay informed about what their property value is,” Yasmine explains. “All of the information is branded with the agent’s face, name and number. If the agent changes companies, I can change the information in the system so that same client is still getting marketed to with their new information.”

Cultivating relationships is the foundation for Yasmine’s strong referral base. “By the end of the transaction, the client, the Realtor® and I all literally become like family.

Our relationship doesn’t end when the loan is funded.”

Most importantly, Yasmine is a woman of her word.

During the recent interest rate increase, she gave up her commissions on a number of transactions in her pipeline in order to honor the rates she had promised to clients. “I zeroed out my margin and everyone got exactly what they were quoted. I plan on being in this industry a long time.

This is my career…..I never look at my client like a paycheck.”

Yasmine has travelled extensively in Southeast Asia and she is an avid yoga practitioner. She attributes much of her enthusiasm and professional focus to her dedication to a healthy body and mind. “I come out of my practice in the morning on a high, and that’s how I start my work day.

It reflects when I talk to all of my clients. I have a lot of energy, and I have great structure for myself.”

Yasmine further describes herself, “I am far from monotone. Everyone wants to work with someone who is lively.

If I can provide my client and my Realtor® with all of the knowledge that I have within the industry, and I can make them laugh, then we are pretty much all set.”

Yasmine Kouza Eagle Home Mortgage 5930 Cornerstone Court West #240 San Diego, CA 92121 Tel: 858-964-1112 - 619-370-1695 Email: YasmineKouza@eaglehm.com NMLS ID 561058 Licensed by the Department of Corporations under California Residential Mortgage Act. Certain restrictions apply. This is not a commitment to lend.

Applicants must qualify. Universal American Mortgage Company, DBA Eagle Home Mortgage

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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

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Doc Spaulding Sales Manager 858-750-9110

David Gaylord Sr. Mortgage Consultant 949-939-6011

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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

Jim Gordon Sr. Mortgage Consultant 949-632-4347

Mark Joplin Sr. Mortgage Consultant 619-368-1294

Jenna Tolman Mortgage Consultant 949-702-0532

Dreama Brown Sr. Mortgage Consultant 619-890-3037

Cathy Sabater Sr. Mortgage Consultant 619-846-2675

Edie MacGray Sr. Mortgage Consultant 760-802-0142

Teyon A. Johnson Sr. Mortgage Consultant 619-408-3433

Charlie Burkett Sr. Mortgage Consultant 858-254-5774

Margarita Georgieva Sr. Mortgage Consultant 858-699-2396

Steve Meier Sr. Mortgage Consultant 619-890-4103

Bryan Schurter Sr. Mortgage Consultant 714-442-2650

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Mike Rangel ExecutiveAgent Magazine

By Shannon Hartsoe

EA

Hard Work Makes the Difference ike Rangel’s work ethic started long before he became successful in real estate sales. To help his mother, who supported Mike and his sister through child support, Mike got a paper route at the young age of 12.

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“I worked some other jobs, too, but at 12 I started contributing to the family by giving my mom money. That alone -- getting up at 5 a.m., folding papers and riding my bike really contributed to my work ethic and my ability to sell. I had to knock on doors to try and get people to buy the paper. That was the beginning of my sales experience.”

Mike later worked as an aid at a couple different hospitals and as a produce clerk at a grocery store. That real-life work training also enabled Mike to put himself through San Diego State University, where he earned a degree in public administration. Those life-lessons and the work ethic they produced helped propel him to the top of the real estate market with CENTURY 21 Award, specializing in Southwest Riverside County and San Diego North County.

He has achieved the CENTURION status eight out of the past 12 years, one of the most prestigious awards presented to CENTURY 21 producers. Worldwide, he says, only 2 percent of CENTURY 21 agents achieve this award. “My Motto is ‘Client Vision, Results Driven,’ I take great pride in managing every transaction professionally while communicating with my clients so they know where we are at in the process.”

He has helped people relocate to Southern California from all over the United States and world. Mike also says he “proudly specializes in offering top-notch service to military families. It’s a way to thank them for serving our country. I gladly offer part of my commission to help with their closing costs, for example.”

The native Southern Californian got started in real estate in 1991, an industry he says always appealed to him primarily because it involved helping people. “I didn’t like what I was doing in public administration, so I did some real estate training then got my license in 1991. He also worked in the title side of the industry, but found that working behind a desk just wasn’t for him. “I am more of a people person,” he says. “I did not like sitting behind a desk, it didn’t fit my personality. I like the flexibility in real estate.”

That flexibility has enabled Mike to give back to the community as a coach for youth teams and to enjoy family time with his best friend and wife of more than 21 years, fellow real estate agent Darlene, and their four children. He also enjoys golf, fishing and hunting.

“I am always working, but I can do it wherever I want,” he says. What sets him apart, is accessibility and hard work. “I am a full-time agent. I answer my phone and am always accessible to my clients, whether it’s a phone call or through text-messaging. And I have a great team of professionals I work with to help enhance my clients award winning experience.”

His clients are happy to talk about how he helped them buy or sell with their home.

“Mike did a great job selling our home and helping us find a new one, he was always available when we had questions,” says Chuck & Teresa Jines.

“Mike is an absolute expert in any matters of real estate. He is a great buyer and seller agent which helped us tremendously in negotiations. He can be trusted and l highly recommend him. Mike came up with a great buying strategy and stayed on top of it consistently, which made it successful,” says Client Bernhard Guessregen.

Just like his willingness to take on extra responsibilities as a boy to help his mom and sister, that importance of family is one of the main factors behind Mike’s success in real estate. “I have a firm foundation,” he states. “I have a beautiful family, and put them first. Relationships are everything to me and I believe that’s important to others as well.”

Mike Rangel CENTURY 21 Award 30589 Temecula Pkwy.

Temecula, CA 92592 Tel: 619-846-9487 Email: MikeRangel@century21award.com Web: www.century21award.com/agents/mikerangel

BRE # 01140936

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EXECUTIVEAGENT EXECUTIVE A GENT Nomination Form Nomination Form

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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

EDGARD ESPINOSA Executive Agent of the Month

ExecutiveAgent Magazine

By Haley Freeman - Ian Wiant Photographer

dgard Espinosa graduated from San Diego State University with his degree in physical therapy. He looked forward to a career helping others while making a good living. Edgard always had an interest in real estate, as well. He was getting married and thinking of pursuing his real estate license to earn more money for his new family, when he met a client who owned a Prudential franchise. That client referred him to Jose Del Rosario, a colleague who was willing to train new, parttime real estate agents.

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Edgard worked as Jose’s assistant and a part-time agent.

He excelled during his first six months. In less than a year, Edgard was earning more than his salary as a physical therapist. Jose sat him down one day for a heart-to-heart talk, and told him he thought Edgard was ready to go full-time. So Edgard let go of the security of his full-time

job and dedicated himself to his real estate practice. He has never regretted that decision. Edgard attributes much of his early success to the mentoring and guidance he received from Jose. “With Jose mentoring me, I was able to grow professionally and personally. I’ve always had coaches since I was a kid. Having him as a coach really helped me in my career. He always put things so simple and taught me how to grow my business and think outside the box.”

Eventually, Jose moved his team to Keller Williams Realty. Edgard found the company to be a good fit, and he remains there to this day. “Keller Williams Realty is an education-driven company and have the best education system in the industry. Owner-operator Sheila Dine and her team provide great leadership in the office. Any question you may have about real estate, they are going to have the answer,” Edgard explains

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Edgard and Jose Del Rosario ExecutiveAgent Magazine

Edgard with Sheila Dine and Jose Del Rosario The move to Keller Williams Realty led to many new opportunities for Edgard’s professional growth. Among them has been the opportunity to cultivate his own team, the Espinosa Real Estate Group. Edgard’s goal is to pay forward the same kind of personal attention he received from Jose. “While being mentored, I was not just told what to do, but was shown what to do. Jose was my competitor, but he was always completely transparent with me. He allowed me to see so many transactions, that I was able to grab years of experience in a short time. No escrow is simple. Every transaction has its own difficulties. I was able to see him brainstorming solutions to so many problems, that when it came to my own production, I had already been through many of the same scenarios.

That’s what brings the most value to my agents. I share what I am doing so they can benefit from my experience.”

Edgard also provides his team with a full-time transaction coordinator, whom he describes as a “very well-trained professional.” It’s her job to bring files to completion so that his agents can focus on finding the next client. “Our number one job is to prospect new clients, whether it’s by hosting open houses, sending out flyers, door knocking, social media or bank visits.”

Edgard’s formula for attracting new business is to give potential clients something of value and then stay in front of them. “I believe in coming from a place of contribution, like providing information about market conditions, interest rates or property values. There are 2800 agents in my marketplace. I must bring something of value to

separate myself from my competition. That way they will choose me when it comes time for them to do a transaction.” He also emphasizes the importance of transparency.

“Clients will see your motives. They will know if you are coming from a place of contribution or if you are just trying to make a sale.”

When Edgard first started out in the business, he recalls that “it seemed like just breathing and having a real estate license could get you business.” When the market turned, there were not only fewer transactions, but smaller commissions per transaction. That’s when the early lessons he learned from Jose sustained him. “Jose always taught me to keep things simple. When we are under stress, we tend to over-think.” Whenever Edgard feels himself losing sight of his goals, he remembers to return to the basics.

“I have to go back and do my thirty contacts a day. I also received coaching from Mike Ferry’s organization and was taught to always know your numbers. You have to know how many transactions you need to do, and know what it takes every day to get there. No matter what you did yesterday, start it again today.”

According to Edgard, every day provides an opportunity to become a better business person when you make it a priority to educate yourself. “When you are the owner of your business, you have to wear the manager hat, the sales person hat, the CEO hat and the receptionist hat.

You have to learn every aspect of the business to make every day a win.”

ExecutiveAgent Magazine

“Customer service is number one.”

Edgard still loves his chosen profession “I love being in presentation mode, whether it’s a seller or a buyer. I love being in front of people. The smallest listing still gives me butterflies in my stomach. That’s when the competitive Edgard comes out,” he says.

Edgard’s primary philosophy is, “Customer service is number one. The way you do that in real estate is by finding out what the client’s needs are. This is probably the biggest transaction in their life. It’s scary for them to buy a house even though they want one. In order for us to provide the best customer service, we must find out what motivates the seller or the buyer. We’re really not here to convince anyone of anything. We are just here as the vehicle to help get them where they want to go and have a fiduciary duty to help them do the right thing. I take that to heart.”

Providing that kind of service means surrounding yourself with like-minded professionals who share the same enthusiasm for providing exceptional service. “Jose always taught me that the right agents will be attracted to you,” Edgard says. He has found this to be true as he has grown his own sales team, and has developed relationships with other industry professionals like Yasmine Kouza at Eagle Home Mortgage. “I’m driven to make things happen for my clients and have built a team of people who share that commitment.”

According to Edgard, it is impossible to motivate another person until you know what inspires them. Edgard loves being in a business where he can help others, but his primary inspiration is his four children. “I am a strict father, but my foremost interest in my life is to leave a legacy that allows my four kids to be successful and happy.”

ExecutiveAgent Magazine

Edgard Espinosa Keller Williams Realty 2060 Otay Lakes Rd., Ste. 200 Chula Vista, CA 91915 Tel: 619-852-2527 Email: EspinosaEdgard@yahoo.com Web: www.EdgardEspinosa.com BRE # 01321476

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CHECKLIST YOUR BUSINESS....

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Written By Walter Sanford hen I first got in the business, I found myself with a manilla folder and hundreds of bits of pieces of paper stuck any which way with no regard to purpose, chronology or importance. Then the day came when I received the phone call from a grumpy seller. I frustrated the seller because of my lack of ability to answer his questions and thus was born my need to become systemized under a checklist format.

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Let me tell you about the excitement of having a checklist mentality: 1. You don’t have to store the information in your brain. Once you make an addition to a checklist, the step has been remembered forever!

2. Every time you go to a seminar and receive a brand new idea, don’t you find it frustrating in its implementation? Well, add it to your checklist. The idea almost certainly fits under some category and in that category it’s going to get done! Just go back to your office manual (a binder of checklists!) of the main business systems that you do, and enter it under the appropriate checklist number.

Now, your brain doesn’t have to remember it, and it automatically gets handled as long as you have the discipline to complete your checklist. The last item on most of my checklists says I can’t take the file off my desk until I finish the checklist!

3. Remember the times you shook your head and wondered where all the money went. Well, let me tell you, it went to overhead. It went to all those necessary (spur of the moment) emotional expenses that you just had to write a check so you could save, increase or improve your business. Over the years I have found that most of those checks written were unnecessary and a checklist is a perfect form for going back to and cutting. You will see your totals drop out of your Schedule C. Yes, that’s right. When I tell you that you need to bring your overhead to less than 25% of your gross, where do you go back and cut, that’s right, you cut line by line out of your checklists. Go back and ask yourself the question, what could have been eliminated that nobody would have missed. It’s a refreshing experience.

4. Another reason for checklists is simply it provides foundation and basis for delegation. As you may know, all the mega agents that I’ve ever counseled, trained and coached have had to do the actual business systems themselves then generate checklists, and then were able to finally delegate the task to a less expensive widget maker who followed the pro’s step.

5. It may even provide the basis for your next career like mine. (Speaking and training) 6. How about selling your business someday - won’t it be worth more if you have directions on how to run it?

So there you have it, lots of reasons to checklist your business. It not only will increase your speed and efficiency, but most important, one of the greatest aspects of customer service is consistency. Remember, do the best the same way all the time and soon you’ll never have to prospect for new clients again because they’ll be self-generating.

Just spend the time to write down all the things you do the next time you commence a new business system. Preparing a lifestyle, making the presentation, marketing the listing, closing the transaction, lead generation, follow-up, even opening the office can all be checklisted tomorrow. I have over seventy checklists that I used in my top performing real estate business that I now use to coach top performing agents all over North America.

This checklist is the first step for growing, maintaining and developing raving clients and increasing that elusive net! I hope you put them all to good use.

Walter Sanford is a top producing real estate agent and speaker who travels the country delivering systems and strategies to top producers for higher productivity and client satisfaction. Copyright© 2000, Walter Sanford. All rights reserved. For information about Walter’s keynote presentations and training seminars, please contact the Frog Pond Group at 800-704-FROG (3764) or email susie@frogpondgroup.com; http://www.frogpondgroup.com.

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E XECUTIVE AGENT MAGAZINE

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By Haley Freeman

M ICHELE B OEHM ExecutiveAgent Magazine

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“Like Working with Family” t a young age, Michele Boehm, accepted her first opportunity to work in the mortgage industry from a family friend, Bill Brooks. This was the beginning of a diverse lending experience that has lasted 18 years. While in college she started processing parttime for a broker, then worked several years for a banker processing and originating loans. Later she managed the funding operations for a wholesale division, worked with investors selling off notes, and eventually moved into underwriting. Her underwriting experience gave her an edge to becoming a wholesale representative. “One learns so much when you work in every facet of a loan; you really understand how everything works.”

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Being a people person, Michele eventually decided to go back to what she enjoys most. “Originating is my passion. When I went to work for Kinecta Federal Credit Union, I started originating loans again. I love working directly with our members. Hands down, it’s the most rewarding position because you are not just in the background; you get to see your client’s satisfaction through the whole process,” she says.

Michele is dedicated to her clients. She works hard to evaluate their financial needs and gives them the best possible options for their circumstances. “It is my job to be timely, professional, and well-informed,” she smiles.

“I know exactly what operations will be looking for and can make the process seamless because I know ahead of time what we will need.” After a transaction is finished, it is her practice to call a client and ask them about their experience working with her. She wants to know if they were happy and if they felt that she delivered what was promised.

Recently, a client told her, “There is something special about working with you – working with you was like working with family.” Michele feels that it is not just a transaction, it’s like building a relationship with a family member -- you become a part of the their life.

One of the things that Michele values about working for Kinecta is that the company actively helps people in the community. “I am part of the Kinecta volunteer group. It warms my heart to work for a company with these values,” says Michele. “It’s important to give back to the community.” Michele will be working on four community fundraisers in the coming year. She will be organizing a food drive, a coat drive, a school supply drive and a donation drive for veterans. Currently she spends time working with a local shelter for homeless teens. “I help them with their homework; or just talk to

them and try to be a friend. I have great compassion for these young people.”

Michele works regularly with real estate agents to ensure the financing end of a transaction is taken care of efficiently so both the borrower and real estate agent are satisfied and comfortable throughout the process. “Every single transaction is enjoyable to me, because I care. It makes me smile to know I’ve made someone’s dream of home ownership come true.”

Kinecta Federal Credit Union, an organization with over 70 years of service, offers unique loan products and can often get the job done when no one else can. “We do everything in-house; and, we can guarantee a 21-day close. It doesn’t even mean it will take that long to get everything done. Often, we can close even faster.”

Kinecta provides exceptional tools for working with members and industry professionals. The organization offers low rates, low mortgage insurance on an array of different loans including conventional, FHA and jumbo products.

Kinecta also has an exceptional purchase program called “Smart Move” which offers extra benefits to homebuyers.

Michele is a dedicated loan consultant and often gives up her weekends to assist real estate agents with their open houses. She enjoys playing golf with industry professionals for charitable tournaments. In her free time you will most likely find her on the golf course.

Michele’s positive attitude, enthusiasm, and dedication to her clients enable her to tackle any unexpected challenges.

Michele Boehm Kinecta Federal Credit Union Tel: 619 252-8821 or 310-297-4070 Email: MicheleBoehm@Kinecta.org Web: Kinecta.org/MBoehm NMLS ID 959047

ExecutiveAgent Magazine

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Becoming a Peak Performer hat makes someone a peak performer? You know, the kind of person who is outstanding in his job?

According to researchers, outstanding individuals share certain attitudes and skills which contribute to their beyond-the-ordinary performances.

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Many of these can be learned. And often we are the only ones holding ourselves back. Check yourself to see how you rate on some of these ideas of how to become a peak performer.

Affirm yourself. If you don’t believe in yourself, no one else will either. Peak performers focus on strengths and recognize their limitations for what they are, simple limitations, not personal failings. They realize that no one is perfect and so they concentrate on making their strengths as strong as possible to overcome any weaknesses they have.

They manage their “down times” more effectively than average performers by continuing to focus on what is good about themselves, rather than what is bad, peak performers motivate themselves to approach work and life’s challenges with confidence.

Using reassurance and compassion, they tell themselves, “One setback does not make me a failure as a person. I can learn from this experience and succeed again.” They pick themselves up and continue to try again and again. So you didn’t get that listing. Analyze what went wrong and try for another one.

Imagine it to make it happen. Superior achievers have developed the ability to translate their goals from words into pictures. They keep this picture constantly in front of themselves to serve as a motivator. A swimmer, preparing for an important race visualizes herself using just the perfect stroke to win the race.

Peak performers do this in their work environment, mentally picturing themselves doing all the tasks in their job at an outstanding level.

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Take one risk every day. In order to become a peak performer, you must be able to take risks. Daily risk-taking is a confidence-boosting exercise and a requirement for those who won’t let unrealistic fears stand in the way of their goals. Everyone feels some fear – but the peak performers overcome these fears that are unrealistic by tapping the reserve of inner strength built on taking risks regularly.

Successful risk takers build the inner strength it takes to combat unrealistic fears: fear of rejection, fear of failure or fear of the unknown. You must begin by purposely taking one risk each day. It doesn’t have to be big—it could just be driving a different way to work, or cold calling several prospects. Pick a challenge about which you feel fearful and do it anyway.

Seek results, not perfection. Peak performers understand that perfectionists seem to have only two standards of performance, letter perfect or forget it. Since everything cannot be done perfectly, perfectionists jeopardize their performance by simply not attempting any task they can’t or don’t know how to do well. Strive, not for perfection, but for excellence in everything you do.

Learn to embrace mistakes as signals that you’re moving forward; avoiding becoming frozen in the cement of perfectionism. Remember the words of Marla Collins, “If you can’t make a mistake, you can’t make it!”

Peggy Morrow, CSP, is a professional speaker and training consultant. Audiences love to laugh and learn as she keeps them involved, energized and enthused. Copyright© 1999, Peggy Morrow. All rights reserved. Peggy is a contributing author in the just released new book, Celebrate Customer Service-Insider Secrets. For information about Peggy’s Keynote presentations and training seminars, please contact The Frog Pond Group at 800-704-FROG or email susie@ frogpondgroup.com.

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Written by Peggy Morrow

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E XECUTIVE AGENT MAGAZINE

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ExecutiveAgent Magazine

By Haley Freeman

EA

Valarie Swanson

“Every Day is a New Day in Real Estate”

alarie Swanson began her professional career by earning a bachelor’s degree in marketing. “I have always been a really hard worker and am never one to do one thing at a time. I worked full time while getting my degree,” Valarie says. She worked for a number of small companies and then helped her husband with his business until he had more work than he could handle. That’s when Valarie decided to apply her efforts to real estate.

need. Sometimes what’s best for them is not the path they have been going down, and it may mean no paycheck for me. I think people feel it when you come from a place of service. Peer-to-peer referrals are like gold to me.”

“I already had the knowledge of how to go out and find business through direct sales and loved the potential for flexibility with my family that real estate offered.”

Valarie entered the business during the turbulent year of 2007. “Something in me said, I’m going to get my license now.” Valarie got her real estate license and interviewed with many of the companies in her area before she selected the one she wanted to work for. “The manager was fantastic. She was the only one who gave me a professional presentation that made me feel like I had found the right home for my real estate career,” says Valarie. “The atmosphere here is a family atmosphere.

Even though we have hundreds of agents, they are all very welcoming and supportive of one another. We are producing agents, and receive the training, support and tools we need to be successful.”

Valarie has been happily married for 19 years, and she and her husband have a 12-year-old son. Valarie spends a lot of time at the baseball field when her son is playing, and also shares volunteer work with him.

“We volunteer at Friends of Cats and Feeding America, it’s important for kids to experience giving without the expectation to receive in return.”

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In addition to representing home buyers and sellers, Valarie works as a Cartus relocation agent. She also represents clients purchasing new construction. “It’s a different process. New construction buyers want to know that someone is on their side and looking out for their best interests. I help to give them peace of mind and act as their advocate, making sure that they understand their contract and that the loan process is going smoothly.”

Valarie scored 100% on her National Association of Realtors® ethics exam. “I think ethics in real estate sums up the business. Ethics is what sets us apart and makes us professionals. I take it very seriously,” she says. Valarie recently obtained her broker’s license. “I value education, not just credentials, and want to have the highest level of education in my professional career.”

Valarie will be working on four charitable projects in the coming year. “I think it’s important as an agent to be a part of the community. We need to show that we care and are more than just service providers.”

“I see myself as a positive thinker and have a motto that I use, especially when things are tough. ‘Every day is a new day in real estate.’ It has gotten me through a lot of things. Everything can be falling apart one day, and the next day you can have three new listings in escrow.

I am proud that I persevered through the tough, early years. You can’t let the small stuff stop you from moving forward.”

Valarie Swanson Century 21 Award 3202 Governor Drive #100 San Diego, CA 92122 Tel: 858-531-7929 Email: VSwansonC21Award@gmail.com Web: www.ValarieSwanson.com BRE # 01803552

“I often receive referrals from other agents and lenders because they know that I will take excellent care of their clients and give them the best advice based on what they ExecutiveAgent Magazine

EA

Noticing Without Judgment

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f you had to guess what would you say is the number one human need….Love? Money? Security? I truly believe the answer is quite simple…being noticed and appreciated. Most human beings just want to be accepted for who they are and appreciated for what they do. This is never more apparent then in your office right now.

I have a very simple activity for you to go through. Take your office roster and go name by name. Rank your relationship with each agent on a scale from 1 to 5. Five being the best. Anyone ranked below a three is now at risk of leaving you. As the leader in the office, you are responsible for that relationship. Is there some clean up that needs to be done? Repair work? Don’t hesitate. Make it a priority to get with your ones and twos immediately.

Retention of your agents is a direct reflection of the accountable relationships you have with your agents. The true definition of accountability is NOTICING WITHOUT JUDGEMENT. Sometimes I think people confuse accountability with a consequence for improper behavior. Accountability simply means you care. You notice. You appreciate. You take the time.

As the leader, creating accountable relationships is easy. Truly listen to your agents’ visions, purposes and desires.

Ask your agents for them! Then all you must do is just notice if they are making them happen. The issue is not if they are getting the results they desire (this is a choice they make). The issue is if YOU are noticing (this is the choice you make).

Ever wonder why there are great agents that are loyal to companies that don’t have half the stuff your office does?

You have even offered them more money than they are making now, but still stay where they are? It is simple.

They are in an accountable relationship with their leader and it feels good.

Create this relationship with your agents and create a culture that means something more than productivity and money. Do that and your agents will stay loyal and start appreciating and noticing you. Which, by the way, is your number one need. Think about it.

Rich Casto is the Founder of The Real Estate Coaches, a Recruiting and Management Solutions Company that supports brokers, owners and managers in the management and recruiting solutions arena. Copyright© 2006, Rich Casto. All rights reserved. For more information, contact the FrogPond at 800.704.FROG(3764) or email susie@ FrogPond.com; http://www.FrogPond.com

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Kinecta can help your buyers…

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

And you benefit, too.

SMART MOVE Program Benefits:

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

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

Contact me for more info!

Eric Anderson Mgr., Mortgage Loan Sales tel: 619.654.3995 fax: 310.536.4974 eanderson@kinecta.org | NMLS #381598 www.kinecta.org/eanderson Mission Valley Mortgage Center 2375 Northside Drive San Diego, CA 92108

San Diego Mortgage Center 13161 Black Mountain Road San Diego, CA 92129

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 13665-11/13 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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