JULY 2015 SOUTH BAY

EXECUTIVEAGENT MAGAZINE

Dina Ruano & Osmin Ruano Executive Agents of the Month

Inside Features: Stephanie Arbolida Keller Williams South Bay Lynn Nelson Alpine Mortgage Planning

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Purchase Financing:

Compare our stats to the industry.

At Evergreen, we’ve never lost sight of the fact that serving real estate industry professionals and their clients is the cornerstone of our success, yesterday, today and tomorrow.

As evidence of our focus on the home purchase market, we invite you to review our purchase loan percentage compared to the industry: Purchase Business Percentages

2013 YTD

2012

2011

Evergreen

75%

73%

83%

Industry

39%**

29%

**

**

32%

** Source: Mortgage Bankers Association (MBA) Percentages reflect portion of total volume that were purchase transactions.

That’s why we’ve developed an infrastructure with systems and procedures that allow us to quickly process loans so that we close On Time and as Promised®.

In fact, our entire platform is engineered to close purchase transactions in 14 days*.

But stats are only part of the story.

It’s the care and compassion of every Evergreen associate that makes a difference and is felt by the customers we serve. As a lender with strong convictions and a proven track record serving the purchase market, we invite you to become a business partner with Evergreen.

Michelle Coolidge-Tondu Sr. Loan Officer & VP / Corporate Relationships NMLS 176580

tel 310-818-1011 fax 855-296-8279 mcoolidge@evergreenhomeloans.com www.michelletondu.com 21250 Hawthorne Blvd Ste 500 Torrance, CA 90503 Branch NMLS 1127143

*The 14-day close does not imply a guarantee of any kind and only references the historical service level provided by Evergreen on standard FHA, VA, and conforming conventional loans. Assumes expeditious and complete cooperation by all parties to the transaction. Not all applications are eligible for a 14-day close, including but not limited to jumbo loans, renovation loans, loans brokered to other lenders, or properties requiring repairs. Not all applicants will qualify; certain restrictions apply. © 2014 Evergreen Home Loans is a registered trade name of Evergreen Moneysource Mortgage Company® NMLS ID 3182. Trade/service marks are the property of Evergreen Home Loans. All rights reserved. Licensed under: Arizona Mortgage Banker License 0910074; California-DBO Residential Mortgage Lending Act License 4130291; Hawaii Mortgage Loan Originator Company License HI-3182; Idaho Mortgage Broker/Lender License MBL-3134; Nevada Mortgage Banker License 3130; Oregon Mortgage Lending License ML-3213; Washington Consumer Loan Company License CL-3182. 1/14

contents

Southern California’s Publication for the Real Estate Professional

ExecutiveAgent

Magazine

July, 2015

South Bay

Cover Story

Editorials

30 - Tony Alessandra: Charisma

26 - Awareness Institute: Keeping It Simple

32 - Judy LaDeur:

Make Your Company # 1 in the Marketplace

08 - Chris Widener:

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

ADVERTISERS’ INDEX Alpine Mortgage Planning...............11 American Realty...............................35

Take a Turn at Tenacious!

City of Hope.....................................28 Evergreen Home Loans......................2

14 - Dirk Zeller:

Why Do They Do It?

imortgage.................................25 i Photography Studio....................23

06 - Zig Ziglar:

It’s Healthy To Be Happy

Kinecta Federal Credit Union..........36 PWAOR.............................................10

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SBAOR....................................34

Dina & Osmin Ruano Executive Agents of the Month

The Termite Guy...............................24 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

04 Stephanie Arbolida

12 Lynn Nelson

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© 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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MAGAZINE

Stephanie Arbolida Written by Haley Freeman

S

tephanie Arbolida is an enthusiastic young Realtor® who is committed to doing whatever it takes to deliver the finest real estate experience to her clients. As a life-long resident of the South Bay, she is

passionate about selling the area and helping others to enjoy the unique lifestyle that she and her own family love so much.

Stephanie is not only a second generation South Bay resident, she is also a second generation real estate professional. Her father was a Realtor® and later opened his own mortgage brokerage.

The business got into her blood, as she remembers going to work with him when she was a little girl and then working in his office as a high school senior. “I learned a lot about the business, like how to put a file together and how to cold call people,” Stephanie says. “From there I knew that one day I wanted to sell real estate. I had watched my dad be successful my entire life, and he always said there is no job more rewarding than working for yourself.

He has always been my number one mentor.”

When Stephanie was ready to jump in to her full-time real estate career, she chose to work with the best – the Superior Estates team at Keller Williams South Bay. There, she has established herself as a dedicated and skilled agent, whose 10+ years in the business are enhanced by the expertise and reputations of her colleagues.

“Keller Williams has so much to offer in terms of training, and the other agents in the office are so supportive. I’ve known my team leaders, Jim and Rocio, almost my whole life.”

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A Resident Expert “I’ve seen how successful they’ve been and how hard they work. Their combined 35 years of experience in the South Bay have helped me to learn how to do things the right way and avoid mistakes.”

One of Stephanie’s greatest qualities is her willingness to listen to people. She is skilled at mirroring her clients’ feelings and assuring them that they are understood. In a business where emotions are often running high, Stephanie is a champion at maintaining her composure and guiding clients to sound solutions.

Stephanie regularly spends time in-house at local banks, where she hosts a table on Mortgage Day, answering real estate questions for people who are interested in purchasing a home. Her friendly demeanor and local expertise help her connect with a wide range of people and work with them to achieve their real estate goals. “When I meet a new client, I ask a lot of questions. Everything they can tell me about their life, their plans and where they want to live will help me to find the perfect house for them. I want to find what they can afford in the best possible area.”

where agents are required to be on the go and on-call 24-7, working with an energetic young agent can be a great benefit. Her understanding and effective use of technology are also benefits to buyers, as she is able to leverage technological resources to find the right home, communicate with all parties and get through each stage of the buying process with maximum efficiency.

Stephanie is a hard worker who is highly organized and detail-oriented. She is also motivated by continuous learning and dedicated to honing her professional knowledge to ensure that clients receive the best possible representation. Above all, she is determined to make sure that her homebuyer’s experience is not only stress-free, but enjoyable.

“I want my clients to have fun – I’ll handle all the hard work. There is nothing more rewarding than knowing that my clients got the house they wanted for the price they wanted to pay.”

Living in the community is a big advantage to helping her clients. Stephanie’s siblings are half her age and still attending local middle and high schools. They are also active in sports and dance. These activities help to keep Stephanie connected to the community and current on local school districts and resources for families who want to buy in the area. She and her husband, Donald, are expecting their first baby.

“My whole family grew up here. I love the South Bay and feel blessed to be here. I left for one semester to attend San Diego State and came right back. I can’t imagine living anywhere else, and I enjoy welcoming others to our community.”

According to Stephanie, working with a young agent can be a real advantage to homebuyers. In an industry

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Stephanie Arbolida Keller Williams South Bay Superior Estates Tel: 310-892-5940 Email: stephanie@arbolida.com Web: www.Arbolida.com CalBRE # 01949202

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It’s Healthy To Be Happy

T

he dictionary says that happiness is the “agreeable sensations which spring from the enjoyment of good. That state of being in which desires are gratified by the enjoyment of pleasure without pain.” Happiness is “positive pleasure or an excitement of agreeable sensations.” Mark Twain said that most of us are “about as happy as we make up our minds to be.”

Psychologists and physicians have long known that happy, cheerful people enjoy better health. It goes back several thousand years to Solomon, the wisest man who ever lived, who observed that “A merry heart doeth good like a medicine.” There’s no question but that a cheerful spirit does wonders for your health.

The question is, what’s the best way to be happy? For a long time it’s been my conviction that others can give you pleasure, but the only way you’re going to be happy is to do things for other people. Forest Tennant, M.D., says that serotonin, which is the “feel-good” neurotransmitter, normally hits the system full force at about ten o’clock in the morning. However, we can “jump-start” the flow of serotonin by doing something really nice for someone else.

It doesn’t have to be “earth-shattering.” A simple, sincere phone call to someone you know will do wonders for you and them. Just let them know you were thinking of them and wanted them to know how much you appreciate who they are and what they do. Tell them how much their friendship means to you, how you admire them and that you just want them to know how you feel. It’s amazing how good you will feel about yourself when you pay a sincere compliment to encourage someone else.

Think about it and pick up that telephone to encourage someone else with no thought of benefit to yourself and I will SEE YOU AT THE TOP. Zig Ziglar is a beloved author and America’s motivator. He is the author of 25 books and offers training and consulting to organizations all across the globe. To learn more about Zig and his business visit his website at www.ziglar.com

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Written By Zig Ziglar

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Take a Turn at Tenacious!

I

have worked with many successful people; people who have achieved the kinds of lives they have dreamed about. I have also worked with many people who are not anywhere near where they want to be in life. Many times those who are not successful resent those who are and believe that somehow success was handed to those who have achieved much.

What I have found however is that actually the reverse is true. Those who have achieved much have worked much HARDER than those who are not successful. You wouldn’t believe the stories of struggle that I hear from those who now appear to be on “top of the heap.” Yes, they are successful, but no, it wasn’t handed to them! And I find that most of the unsuccessful people who come to me actually haven’t been tenacious at all. I find that with many of the people I speak to who complain about their lack of success simply haven’t persevered and been tenacious. When I ask them questions I usually get excuses. Yes, there are exceptions on both sides, but I find this to be almost universally true.

If you are one who finds yourself dreaming of a better life, or looking at someone who “has it made,” I would ask you to take a long, deep look inward and at your life to find whether or not you have actually been tenacious in pursuit of your dreams. How long have you gone for it?

Many people who achieve much go for YEARS before they achieve what their hearts long for!

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How hard have you gone for it? Most people who achieve much have given up much. They have sacrificed much. They strive valiantly for what it is that resides deep in their dreams. They just plain ol’ work hard!

So what are the principles of tenacity? What do you need to know in order to take your turn at the tenacious? Here are some thoughts to start your fire and get you going!

Sometimes you just have to outlast the others.

“Success seems to be largely a matter of hanging on after others have let go.” - William Feather I have found that many people start on their dreams but most never finish. Then those who stop resent those who make it. The truth is that most people who become successful have simply mastered the art of keeping on keeping on! I myself can remember early on in my career when I would get discouraged and I literally said to myself, “One more week. Just give it one more week.” Quite frankly, this is what got me through a couple of years of my work early on. I hung on as others let go.

It is easy to get disheartened. Ask those who have achieved success if they ever got disheartened and you will find some of the most amazing stories you have ever heard.

Give it a try: Go to the most successful person you know and ask them if they ever thought about quitting. Ask them how they kept on going. You will be amazed at what you hear.

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“Nothing in this world can take the place of persistence. Talent will not; nothing is more common than unsuccessful people with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.

The slogan ‘press on’ has solved and always will solve the problems of the human race.”

- Calvin Coolidge

Sometimes you just have to hold on at the end.

“When you get to the end of your rope, tie a knot and hang on.” - Franklin Roosevelt I wonder how many people have quit just as they would have begun their entrance into success? Sure there are many who quit at the first sign of hard work, but what about those who, after the tenth time of trial then give up, just as fate would have seen them go through one last hurdle and then into the promised land? How many people were on their last hurdle and decided not to jump? How many people had just one more mountain pass to go? Or just one more river to cross?

Of course we will never know, but certainly some of the people who quit are doing so on what would have been their last trial, right?

So what does this mean for you? For me it means I do not quit because I would hate to find out later that all I needed was just one last effort and I would have achieved my goal.

What if it isn’t my last trial? That’s okay because as long as I keep going, eventually I will get to my last trial, I will overcome it, and I will enter the Winner’s Circle.

Sometimes the most beautiful results come from dull things under pressure.

“Diamonds are nothing more than chunks of coal that stuck to their jobs.” - Malcolm Forbes

If coal wasn’t an inanimate object it would certainly scream, “Stop! I want out!” But that coal, when facing incredible pressure, is turned into one of earth’s most precious possessions. Ugly, dirty old coal is transformed into beautiful diamonds.

Instead of looking at pressure and trials as the reason to quit, get tenacious and see them as the very thing that will make your life the beautiful thing that you desire it to be.

See it as your opportunity to learn, to grow, and to be transformed. See these trials as the very things that will enable you to have the life that you dream of!

Trials will surely come. Life will get hard. You will want to quit. Then you will have a choice: Will you give up? Or will you take your turn at tenacious. The choice you make will determine much of the rest of your life.

My advice? Take your turn at tenacious. You will become stronger, and you will end up living the life you dream of!

Chris Widener is the President of Made For Success. He teaches leaders how to become Extraordinary Leaders.

Chris’ speaking and consulting services have challenged the best to become optimists, to pursue excellence relentlessly, and to dream big dreams. Copyright© 2003, Chris Widener. All rights reserved. For information about Chris’ speaking and consulting services, contact the Frog Pond at 800.704.FROG(3764) or email susie@frogpond. com; http://www.frogpond.com.

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COME JOIN OUR TEAM! ALPINE MORTGAGE PLANNING NEWPORT BEACH

ALPINE MORTGAGE PLANNING CONTINUES TO EXPAND IN ORANGE COUNTY

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

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

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

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

E XECUTIVE AGENT

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MAGAZINE

Lynn Nelson Written by Haley Freeman

L

ynn Nelson is a seasoned lending professional who considers herself fortunate to be doing what she loves – helping people achieve the goal of home ownership. For more than 20 years, she has been using

her financial knowledge to create custom home solutions for clients with diverse needs and circumstances, ensuring that they have access to the right loan products for their short and long-term financial success.

After earning her business degree from Pepperdine University, Lynn began working in accounting, but soon found that while she enjoyed working with numbers, she was missing out on working with people. In mortgage lending, the two came together in a meaningful way, allowing her to use her expertise to help others prepare for and meet financial opportunity.

Today, Lynn is a mortgage advisor at Alpine Mortgage Planning, where her commitment to her clients’ exceptional lending experience is enhanced by a corporate culture where the customer’s needs come first. It is a culture that differs from other mortgage companies in that it allows branches to expand services in accordance with local needs – so that processing, and even underwriting, can be done shoulder-to-shoulder between the loan officer and their clients. The company not only offers a competitive selection of products and rates, it is mindful of growing with the needs of each community.

Lynn has cultivated and maintained longterm relationships with many of her industry colleagues, further contributing to her ability to deliver consistent and seamless service to clients. Lynn previously worked with her AMP managers at other companies and was happy to renew her professional relationship with them. She and her assistant, Meri, have worked together for nearly 17 years. Lynn focuses on her expertise of structuring transactions, while Meri makes sure that all documents are in order and on time for closing.

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Helping one Customer at a Time

“It takes a team to be successful,” Lynn says. “I have found that it is imperative for me to have an assistant.

There is a massive amount of paperwork and issues to resolve. Working as a team ensures that we meet expectations for clients and Realtors®.”

No matter the market, Lynn has ignored the trends, using her tried-and-true knowledge of basic lending principles to ensure that clients have what they need in any market. “I’ve always wanted to tailor loans to the borrower’s specific needs, rather than tailoring the borrower to the latest mortgage products. I really haven’t experienced any highs and lows in my career. I’ve felt the effects of the refi boom because of my past clients, but I never really feel the effects of a downward market. I just continue to do the task at hand, which is helping people purchase a home.”

Today’s lending environment requires greater expertise than it once did, and Lynn is ever vigilant about keeping up with changing guidelines and regulations governing the market. “The industry is different than it was, and it’s not so easy to break into. There’s really no such thing as a rate today, so prequalifying is really important, understanding product guidelines and knowing where a customer fits.

Credit score and down payment have a lot to do with the available rate. I try to educate clients as much as possible so they can understand what their payments are and what potential tax benefits or credits they may qualify for.”

Lynn is also an approved lender for California’s Mortgage Credit Certification.

One of Lynn’s great qualities is her honest communication with both Realtors® and clients. “Communication is integral to the whole process, and my goal is to become a team with the agent. I consider the Realtor® a client just as much as the person buying a home. My goal is to be their loan officer for life.”

Lynn’s greatest contentment comes from enjoying simple activities with her family.

One of the things that Lynn is most proud of in her career is being able to put clients into a home who were otherwise turned down by other lenders. One of her greatest success stories is that of a man who was homeless. He was gainfully employed, but had been living in his car and saving money. She prepared letters of explanation about his situation and was able to get him into a first-time homebuyer program. “However long it takes,” Lynn says, “I will guide a client and help them if they truly want to become a homebuyer. It is wonderful to see the great sense of accomplishment that people feel when they have taken the steps they need to fix their situation and qualify. For me, it’s never about how much the loan amount is, it’s just about helping one customer at a time.”

“After all these years,” Lynn says, “I still love what I do.”

Lynn Nelson MLO 653022 Alpine Mortgage Planning 3501 Jamboree Road, Suite 200 Newport Beach, CA 92660 Tel: 714.412.8608 Email: lynelson@alpinemc.com Web: www.alpinemc.com/lynnnelson

© 2015 A division of Pinnacle Capital Mortgage Corp | Equal Housing Lender | NMLS 81395 | WA CL-81395 | AZ BK-910890 | Licensed by the Department

Lynn and her husband, Erik, have been married for over 20 years and have two children, Brittany and Christian.

of Business Oversight under the California Residential Mortgage Lending Act Regulated by the Division of Real Estate Colorado.

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Why Do They Do It?

T

here are many things that agents do regularly that puzzle me. In this article, we are going to look at two practices, standard for many agents, that don’t make sense. My hope is that if you recognize yourself, you can change your practices now and improve your business in the process Why do agents take listings for less time than six months?

We see agents regularly taking 30, 60 and 90 day listings. They take these listings when the average time on the market in their area is, for example, 107 days. Do these agents truly believe that they can beat the market? Beating the real estate market is like beating the “house” in Las Vegas. What are the odds of beating the house in Vegas?

There is a reason why the casinos are so big and opulent -- the casinos regularly win. Taking a listing for less time than your market average is like going to Las Vegas and thinking that you are going to win big. The odds of even a highly skilled agent regularly beating the market are very low. Don’t let your desire to take the listing interfere with your desire to turn a profit.

Set a standard, based on your market, for length of listings, and stick to it. Tell the seller that a shorter time frame won’t work for you. Walk away from the listing if necessary. It’s better to do it now than 90 days from now, when the listing expires. In 90 days you will have invested time, money and emotion for 90 days. Cut your losses now, at the listing appointment.

Your other option is to have the seller give you a 90-day price. A 90-day price, to me, is a price that would guarantee a sale within 45 days even if swarms of locusts took over your town, or if the region were hit with an earthquake, flood, fire, famine or other Biblical disaster. In other words, the chance is 100% that the home would sell fast, no matter what. My philosophy was always 90-day listing/90-day price. Give the seller the option to choose one. Don’t allow them to have the 6-month price with the 60-day listing.

Why do we spend two hours on a listing presentation?

Think about it: what are we saying in all that time? Do you think the client is really interested in spending two hours listening to us? Shouldn’t we be more prepared and get to the point going in? My belief was always the less said, the better. The longer my presentation went, the weaker it became. I think that most people would rather be spending time with their families than talking with a Realtor®.

Here are the four things to focus on in a presentation. Share them; ask for the order; and get out.

Find out the client’s desires and expectations.

Convey the value of the home.

Show the client the value and benefit of working with you.

Ask for the order.

There is truly no reason to be there the amount of time that we are. If we spent even 15 minutes on each section which is too long we would be out in an hour. I can’t tell you how often I was thanked by the seller for being in

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and out in 30 minutes or less. I had people who listed with me because of my respect for their time. A week rarely went by in which I did not hear “The last guy was here for two hours. I appreciate your respect for our time.” Most sellers are not interested in the fluff and hype. Leave that for the other, less skilled agents. Find out their desired and motivation. Tell them the truth on the price of their homes. Tell them what you are going to do. Ask for the business.

It truly is that simple. Condense your presentation, and stay on track.

These are just two practices that have puzzled me for a while. If you see yourself, I urge you to change. For the sake of your clients and your time, commit to changing today. You will get more listings sold if you have a longer listing period. You can take more listings if you spend less time making the presentation for each one.

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.

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

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

Name_______________________________ Company___________________________ Phone______________________________ Email_______________________________

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Cover Story

Dina Ruano & Osmin Ruano Executive Agents of the Month

ExecutiveAgent Magazine

Dina Ruano & Osmin Ruano Written by Haley Freeman - Ian Wiant Photographer

D

ina and Osmin Ruano’s personal character and concern for clients can be summed up in a single word: Genuine. For nearly a decade, the awardwinning duo has been cultivating lasting and meaningful relationships with all they meet, resulting in a business comprised mostly of referrals from highly satisfied clients.

Since joining the real estate market in 2006, the Ruanos have distinguished themselves as hard-working agents who take seriously the responsibility of helping the buyers, sellers and investors in their care. They were unfazed by the economic shocks that came early in their real estate career, focusing instead on mastering all of the tools available to help clients. “We didn’t know any different,” Dina says. “We couldn’t compare it to before. We just knew it was work, we wanted to help our clients and the work had to get done.”

“We embraced market challenges as a great opportunity for us,” Osmin states. “It forced us to learn everything about our industry so we could help clients get out of a bad situation and move on to a better time in their life.”

Today, the DOR Team stands out as a top-producing team at Berkshire Hathaway HomeServices California Properties, where they are recognized for their superlative customer service and high standards of professional excellence. They have been honored with numerous awards, most recently the Chairman’s Circle Gold Award.

“We take it very personal when it comes to helping our clients find their first home or their next investment,” Osmin says. “We genuinely enjoy the satisfaction in helping clients achieve their real estate dreams.”

ExecutiveAgent Magazine

“There are many milestones that every individual achieves through life,” Dina says, “but one critical milestone is when a person or family buys their home.

Besides being one of their largest investments, it is also an opportunity to be grounded in a haven where memories are created, families grow, and where the ups and downs of life are experienced. It is truly a long-term investment.

Therefore, we don’t take it lightly when we say we are in home sales. To many, homes are often the foundation to their new family or a great way to create generational wealth.”

Shared Values Dina and Osmin place the utmost importance on working with a company that shares their values and commitment to customer service. They found that synergy nearly six years ago when they began working with the Prudential office in Hermosa Beach (now Berkshire Hathaway). “We loved the ambiance when we walked in,” Dina remembers. “The office was warm and welcoming and filled with many seasoned agents. That unique combination was very attractive to us.”

Now that the brand has become Berkshire Hathaway, there are even more cutting-edge resources available, enabling them to provide unrivaled service to clients.

Berkshire Hathaway’s robust marketing platform and global brand presence allow the Ruanos to present a more structured and seamless marketing image.

According to Osmin, he and Dina feel an affinity with the founder of the company, who shares their “honest approach that always focuses on putting the client’s interests first.”

The Ruanos take a completely hands-on approach to client management. They do not reassign clients to a transaction coordinator, but instead they prefer to personally administer every step of the transaction. “We like to keep things very personal with our clients,” Osmin says. “The trust clients have in us and the relationship we have built since day one is extremely important to us. We’re there for the inspection, the loan process, every place they need us to be. One of the reasons we don’t have a transaction coordinator is that we aim to build a personal relationship with our clients at any opportunity.”

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Genuinely Blessed Dina adds that it is also a great time to educate clients about what they are signing and make sure they understand the real estate process. “Educating our clients is key to our success because we help them make the most informed decision as they enter the market to purchase their first home, upgrade properties, purchase a vacation home or begin to add investment properties to their portfolios.”

Leaders in the Global Economy Berkshire Hathaway’s Global Network Platform is another important asset that figures prominently in Dina and Osmin’s business model. In a world where national borders have become blurred by instant communication, international travel and a global economy, the company’s universal brand recognition, reputation for excellence and extended marketing reach ensure that the DOR Team will be able to keep up with the demands of the growing volume of foreign buyers and sellers in the Southern California marketplace.

“As much as we need to be well-versed in the local market,” Dina explains, “we also need to have a comprehensive understanding of foreign markets. There are plenty of foreign buyers who are coming in to purchase here, and local sellers who will need to purchase outside our local market. We have made it a point to know the South Bay and the global market very well.”

One of the ways the Ruanos are achieving these goals is by traveling internationally, immersing themselves in foreign cultures and getting to know people abroad. They have made a serious study of how real estate is transacted in different markets around the world, what kinds of housing is being built, what architecture is like, and what factors are driving supply, demand and values. They have traveled to a number of destinations in Europe, China and Central America.

Their wide-ranging real estate knowledge offers great advantage to the many investors who rely on the Ruanos for profitable real estate opportunities.

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Dina continues, “Many of our seasoned investors are looking for the next opportunity, the next boom where they can put their money and allow their portfolio to grow. With the global population growth, we see real estate as an increasing area of opportunity.”

Celebrating Life Both Dina and Osmin describe the many invitations they receive to participate in their clients’ personal lives as both “an honor and a privilege.”

“It’s an honor to be invited to a family event and to be introduced as friends,” Osmin says. “We genuinely want to be there for them in all things, and that’s the relationship we try to establish from the very beginning.”

“For us, family comes first,” Dina says, “so when clients invite us to share their special milestones, we view it that way. We understand that they don’t have to include us, and it is so meaningful to know that they want us to be a part of whatever is happening at that moment.”

tion, simply because it is such a beautiful community to be a part of. They feel blessed to be prospering in a business they love, and they strive to pay it forward whenever possible. They have begun a humanitarian enterprise called Empower the Community (ETC), “to assist young minds to reach their fullest potential, expose them to possibilities and help them become more compassionate toward others,” Dina explains.

She continues, “In the South Bay, we’re not just selling homes, we’re selling a lifestyle.”

Having been together for over 2 decades, Dina and Osmin greatly respect and admire one another. Dina describes Osmin’s work ethic as “something he contributes to every aspect of the business. His follow-through is exceptional.”

About Dina, Osmin says, “She definitely complements me. She is great with people and very warm, as well as great at marketing. We spend a lot of time together and enjoy good chemistry between us. Working together comes naturally for us.”

To the Ruanos, every day in the South Bay is a celebraExecutiveAgent Magazine

The DOR Team Dina Ruano & Osmin Ruano Berkshire Hathaway HomeServices Tel: 310-465-9107 - 310-251-0323 Dina.Ruano@yahoo.com OsminHomes@gmail.com www.TheDorTeam.com CalBRE # 01780611 - 01746396 ExecutiveAgent Magazine

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All candidates must be nominated by an industry professional and are evaluated based upon professionalism, length of service and uniqueness of story, as well as industry and community involvement.

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Keeping it Simple

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ver the past few months, the concepts of stripping back the superfluous, simplifying and pulling apart the true meaning of integrity have been strong personal themes. For many people, there’s a drive to again inspect old patterns that continue to run happily in the background despite years of self-examination.

Perhaps under the direction of a new global energy, there’s a sense of being able to lovingly let go of those things that have served us all well on one level, yet have offered excuses to stay small on another.

I came across Don Miguel Ruiz, The Four Agreements the other day and it strongly resonated with this desire to pare back; to simplify; to become more real as a participant in this world and begin operating in a more authentic way.

With these 4 simple tenets, we could literally change the way we as humans operate in this world. How do they resonate with you? Please feel free to share your thoughts, we’d love to hear from you.

1. Be Impeccable with your Word: Speak with integrity. Say only what you mean. Avoid using the Word to

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speak against yourself or to gossip about others. Use the power of your Word in the direction of truth and love.

2. Don’t Take Anything Personally: Nothing others do is because of you. What others say and do is a projection of their own reality, their own dream. When you are immune to the opinions and actions of others, you won’t be the victim of needless suffering.

3. Don’t Make Assumptions: Find the courage to ask questions and to express what you really want.

Communicate with others as clearly as you can to avoid misunderstandings, sadness and drama. With just this one agreement, you can completely transform your life.

4. Always Do Your Best: Your best is going to change from moment to moment; it will be different when you are healthy as opposed to sick. Under any circumstance, simply do your best, and you will avoid self-judgment, self-abuse, and regret. ~ Don Miguel Ruiz The Awareness Institute in Australia empowers people to transform their world. For more information go to: www.awarenessinstitute.com.au.

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Our bone marrow transplant reunion is now standing room only.

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

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

800-826-HOPE

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

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Charisma What Is It? What Will It Do for You? harisma is easy to spot but hard to describe.

Nailing down a definition is like trying to define America. And the effort is made more frustrating because we all tend to overuse the term, lavishing it indiscriminately on insolent athletes, glamorous film stars, and fanatic cultists, as well as on genuinely enchanting and inspirational personalities like, say, John F. Kennedy, Dr. Martin Luther King, Jr. and Princess Diana.

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are partially filled to varying degrees. Together they constitute our charisma, or at least our potential charisma.

Here’s my definition:

Though the results may not be strictly scientific, I’ve sought to reduce charisma to its bedrock. What I’ve come up with are seven qualities that I’m convinced are at its core.

Charisma is the ability to influence others positively by connecting with them physically, emotionally, and intellectually.

I’m convinced that, popular wisdom to the contrary, charisma is not in your genes-and it’s not beyond your grasp.

You already have charisma, but it’s not configured the same way in you as it is in the person next to you.

Think of it this way: Each of our personalities consists, let’s say, of a series of containers, like cups or glasses.

If all the glasses were filled to the top, you’d be so charismatic people would think you were a god-and you’d probably think so, too. Some really, really gifted people may come close to this ideal. But, for most of us, some of the glasses are nearly empty, some brimming, yet others

Still, I’ve wanted to be able to describe charisma more concretely. So I’ve thought a lot about it, done applied research and formed some opinions. I’ve also studied the literature, going back decades, and compared the conclusions of scholars with my own observations.

Here’s how I see those seven main components of charisma-or, the “glasses,” if you will: • Your silent messages. You make a statement about yourself even before you open your mouth. This is your “silent message.” It’s the way you carry yourself, physically, emotionally, and intellectually.

• Your ability to speak well. You may have a terrific idea, but who will know if you can’t articulate it?

• Your listening skills. Rarely taught and infrequently practiced, listening is nonetheless a key to communicating

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and making others feel special in your presence.

• Your persuasiveness. This is your skill at motivating others to follow your lead or adopt your idea. No idea, however great, ever gets anywhere until it’s adopted.

• Your time and territory smarts. How you honor or violate another person’s personal space and time will affect the amount of tension or trust between you.

• Your adaptability. Building bridges to others is impossible without understanding how to treat others the way they would like to be treated.

• Your vision. What do you feel passionately about? What do you care really deeply about? Whatever your objective, you’ll never influence anyone to change their ideas or take action if you don’t feel strongly about it yourself.

doesn’t take power away from others, but gives you and them the power to achieve favorable outcomes.

The potential to be more charismatic is within you. And the payoff for doing so has never been higher.

Dr. Tony Alessandra, CSP, CPAE has authored 13 books, recorded over 50 audio and video programs, and delivered over 2,000 keynote speeches since 1976. Copyright© 1999, Tony Alessandra. All rights reserved. This article has been adapted from Dr. Alessandra’s book, Charisma (Warner books, 1998. Dr. Tony Alessandra is recognized

by Meetings and Conventions Magazine as... “one of America’s most electrifying speakers.” For information about Tony’s keynote presentations, please call The Frog Pond Group at 800-704-FROG (3764) or email susie@ frogpondgroup.com.

You can apply these seven elements of charisma to your personal life, your job, or in any setting where the ability to influence others positively is beneficial.

And the wonderful thing about charisma is that it makes you powerful without making others less so. That’s because the kind of power I’m talking about is personal power, rather than position power, the kind of power that

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Make Your Company

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hange is the only constant in real estate.

Associates are often changing firms for a variety of reasons. For Brokers, knowing how to recruit the best agents, and how to know when they are ready to make a move, can make a dramatic difference in their profitability.

problems associated with low producers will disappear because low producers will make up less and less of your associate base.

Most real estate office managers and Brokers still insist on spending the bulk of their valuable time on problem-solving and production issues. For the past 25 years as a recruiter, coach and consultant to the real estate industry, the one thing that has never changed is this. If you focus on recruiting, you’ll have fewer problems, more profits, and it will be easier to recruit and retain the agents you want. So why don’t Brokers make recruiting the #1 priority? The ones that do have dramatically increased their market presence and profits over the past several years.

You can’t make an associate leave that is happy with their present Broker, but you can make him or her think of your company when he or she is ready to move on.

In fact, the #1 Rule for recruiting experienced agents is this: It is not what you do that makes an agent leave.

It is what their company or Broker does or does not do that makes them leave. It is what you do between now and then that makes them pick up the phone and call you. Recruiting is a contact sport, and contact in any form is the key to your success. Staying active in your local Realtor® board and your community helps to build general awareness of your company’s name, and let’s the agents know you. Plus, you can use specific strategies to reward associates who do business with you and make it more fun for them.

What I have found working as a consultant with companies around the country is that the owner/ managers who improve profitability in quantum leaps actually focus most of their attention, time arid energies on the recruitment and retention of experienced associates. For every production problem you work on you increase your market share by one transaction, but for every associate you recruit away from your competition, you reduce his or her market share and increase yours by the amount of that associates annual production.

Most brokers know that they should be putting more effort into the recruiting process, but the frustration factor deters them pursuing it. Many brokers take the rejection that often occurs with recruiting personally, so they would rather not deal with it. But, consider this: recruit one $2 million producer and you increase your bottom line by $2 million; at the same time you reduce your competitors market share by $2 million and enjoy a net gain of $4 million dollars increased market presence. Recruit ten $2 million producers over the course of a given year, and you can increase your market position by $40 million.

Any company that can become $40 million dollars stronger in the marketplace during the course of a single year is likely to generate more associate excitement and enthusiasm, more signs, more calls, more listings, and more opportunities to increase business and, of course, more profits for its broker/owner. In addition, many 32

Techniques to Stay on Track and to Keep Your Name Out Front

To do this, you need to set up a system to track every associate who co-ops with your company on a transaction. I realize this is a lot of work, but the pay offs are great. Once this system is in place, within 24 hours of signing the contract. Call up the co-op associate to thank them for their business. One to three days later, send a Thank-You note to the associates office. Follow up by delivering personally or by courier, a thank-you gift with your companies name on it. The gift can be as simple as a tin of popcorn or chocolates, but it should be sent to the office so other associates can see it. Of course, this sends the subliminal message that doing business with your company is fun. Just prior to closing, mail another letter to the associate’s office thanking him or her for bringing the transaction to a successful conclusion. Everyone who co-ops with your office should be on this system. Only after the closing should you show preferential treatment to the associate you want to recruit. At that time, send a letter to the associate’s home letting him or her know that they are the type of associate that they would like to have on your team.

Successfully recruiting experienced or new associates takes time and effort. With recruiting systems in place, you can focus your attention on your current associates while recruiting the best people for your company.

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#1 in the Marketplace Who Should You Recruit?

Are you spending most or your time trying to recruit Top Producers? Why? Most top producers are happy where they are. After all, they are the ones making the money. That does not mean that they won’t move, they just don’t move very often.

Many brokers make the mistake of wanting only the best associates or associates in offices which have a higher market share than theirs.

Top producers are never the easiest to recruit, and brokers have to give so much to get them that you end up losing profits. Focus on associates whose offices are below yours in market share, because these are the ones that are going to be most willing to come to you. Increase your agent base, and in time you will increase your market share. By doing this, the best ones will eventually want to come to you. Look to hire someone whose needs you know you can fulfill, whether it be through your marketing support systems, or perhaps because your offer weekly coaching sessions to increase their business.

To attract experienced associates, you need to establish a relationship with those individuals. Here are several suggestions that small and large companies find useful in building rapport and bring the associates in to your office.

I. Letter Campaign Recruiting associates is just like farming. You target whom you want, then get your name out. Build a list of 50 to I00 associates you would like to target. You should have first year rookies, average producers as well as some of the top producers on your list. Then develop a series of 10 personalized letters, each focusing on one unique aspect of your company. Topics such as market share, administrative support, marketing support and technology are great topics. I suggest sending one out every month and following up with a phone call. I also suggest sending out postcards that promote who you just hired. They should say, Another Associate Joins XYZ Realty. Recruitment letters should be educational and should never blast the competition.

3. Piggyback System Many associates are hired away _when one experienced associate leaves an office. I have found that when this happens the office itself becomes vulnerable to recruitment raids for 10 days after an agent leaves. Think about it. This Logic is along the same lines as when a For Sale” sign goes up in a neighborhood. It offers an excellent opportunity to call other homeowners to see if they want to sell. So, when one associate leaves an office, it opens up the door for others in that office. After all, those associates may get in the mindset of ‘The grass is always greener on the other side.’

4. Cold Calling After sending a Letter, always follow up with a phone call. Here is one idea: First, ask if they received your letter. For this example, we’ll assume the letter was about your companies marketing dept. Ask them if they do a lot of marketing, and if their company has a marketing department. Then go into the benefits of a marketing department. You need to be able to show that by joining your company they could increase their income, or work more efficiently.

In general, you must contact the agents that you want to recruit one time every 30 days in some manner. Phone calls, letters, open houses, co-ops, board functions, or anything else that keeps you in contact with the ones you want.

Judy LaDeur is the President of Forum Recruiting & Management Solutions, Inc. Her company is #1 in North America with results in recruiting quality associates.

Forum Recruiting & Management Solutions are CRB accredited. Judy has proven results to dramatically increase real estate company market position in just one year. For information about Judy’s consulting and training programs, please contact the Frog Pond Group at 800.704.FROG (3764) or email Susie@ frogpondgroup.com. http://www.frogpondgroup.com.

2. Target Fliers Target flyers are just like large postcards. They get a simple, but effective message delivered quickly. I use a lot of quotes, and tie the quote into a message that is directed to the agent that I am trying to recruit.

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HAVE YOU EVER THOUGHT ABOUT WHAT $150 CAN GET YOU NOWADAYS? Last year alone, the SBAOR brought our members many fabulous classes and events for FREE or at incredibly reduced prices.

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opportunities for residential, commercial and global real estate • Member Appreciation Week - Free classes, food and prizes

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