Sheri Isaacs Executive Agent of the Month
I NSIDE F EATURES: BRENDA A VILA Realty Executives
ALAN CIPOLLETTI imortgage
JEFF HALE C-21 Beachside ..................................
CAROLE LYNCH Lynch Associates RE ..................................
PARK PLACE ESCROW Company Profile ..................................
HUGO RAMIREZ Realty ONE Group
You need a lender who knows how to finance your tough sales, too. Let’s face it. If real estate sales were easy, any lender would do. But when you have a tough sale, you need a smart lender, or even better… a direct lender like imortgage with a proven track record and access to loan programs that fit specific buyer needs. If there’s a way to finance your buyer, we’ll know about it. Yes, we do simpler loans as well as any lender, but we’ve gained the respect of our Realtor® partners by serving their buyers with a wide range of more complex programs, like the following:
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John J. Reed (949) 705-0555
Ryan Grant (949) 705-0582
NMLS ID 869516 Branch Manager
NMLS ID 118767 Sales Manager
Alan Cipolletti (949) 705-0558
Edna Austin (949) 705-0543
Chris Black (949) 705-0567
Marc Bui (949) 705-0587
John Davis (949) 705-0576
Cory De Pass (949) 705-0584
Aaron Hanson (949) 705-0593
Nipper Larson (949) 705-0569
Brett McDonell (949) 705-0577
Matthew Miede (949) 705-0573
Lynn Nelson (949) 705-0580
Mina Roditis (949) 705-0586
NMLS ID 653005 Sales Manager
NMLS ID 382768
NMLS ID 283761
NMLS ID 273037
NMLS ID 275073
NMLS ID 303085
NMLS ID 380219
NMLS ID 470783
imortgage 1301 Dove Street, Suite 101 Newport Beach, CA 92660. Rates, terms and loan program availability are subject to change without notice. Consumer is subject to specific program qualifications. This is not an advertisement to extend consumer credit as defined by section 226.2 of Regulation Z. Licensed by California Department of Corporations CRMLA 4130969. imortgage NMLS ID 3096. All rights reserved. 05/2013. Equal Housing Opportunity.
NMLS ID 341251
NMLS ID 653022
NMLS ID 259274
NMLS ID 392977
VOL. 5 NO. 52
16 - Tony Alessandra: The Best Things In Life Aren’t Things
28 - Anne Bachrach:
5 Tips On Making Successful Commitments That Produce Results
Finding The Right Way To Motivate Your Employees
Executive Agent of the Month
ADVERTISERS’ INDEX Citiwide Home Loans.......................35 Eagle Home Mortgage.......................43
32 - Chris Widener:
Fred Arrias Executive Publisher PO Box 73384 San Clemente, CA 92673 Ph: (949) 366-3349 Fax: (949) 266-8757 email@example.com www.ExecutiveAgentMag.com
Evergreen Realty...............................19 imortgage.................................2
38 - Zig Ziglar:
i Photography Studio.........................11
27 - Dirk Zeller:
LANDMARK Real Estate................42
Kinecta Federal Credit Union...........13
Avoiding CMA Mistakes
Prominent Escrow...........................12 PWAOR......................................26 Realty ONE Group............................44 The Termite Guy................................24
20 Brenda Avila Realty Executives
36 Carole Lynch Lynch Associates RE
22 Alan Cipolletti imortgage
14 Jeff Hale C-21 Beachside
30 Park Place Escrow Company Profile
40 Hugo E. Ramirez Realty ONE Group
Ticor Title Company..........................34 Wells Fargo Home Mortgage...........18 Photography: i Photography Studio, Ian Wiant, Rob Paino Graphic Designer: Garon T. Arrias Editorial Manager: Trudy Van Writers: Lalaena Gonzalez–Figueroa, Shannon Hartsoe © 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.
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: Name:___________________________________ Fax/Email nomination to: Executive Agent Magazine Fax: 949.266.8757 Email: FArrias45@gmail.com
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Sheri Isaacs Executive Agent of the Month
Sheri Isaacs Quality Real Estate Service In Orange County By Lalaena Gonzalez-Figueroa - Ian Wiant Photographer
lifelong resident of Southern California, Sheri Isaacs embodies the value of hard work. She grew up around real estate; her father was a commercial broker who suggested she’d be a good fit for the business. But after graduating with honors from USC with a degree in Sociology, Sheri believed she was better suited for the interpersonal relationships developed in residential real estate. She earned her license in 1987 and has built a thriving and award-winning career. At the heart of her business are people; she works diligently to ensure that each clients’ needs are met. Sheri launched her real estate career in Los Angeles, where she worked with a spectrum of buyers and sellers. She was industrious, client-centric in her approach and determined to succeed. Steadily she built
her clientele, going on to win sales awards for her high production levels. Competitive by nature, Sheri was propelled not only by an innate drive to reach her objectives, but also by a genuine desire to assist others in realizing their goals. “I wanted to help people,” she recalls. “I loved the process of learning their unique situations and strategizing plans to get them where they wanted to be.” In 1994 Sheri and her family relocated to South Orange County. The move paralleled a shift in her professional and personal focus; she dedicated herself to her husband Alan and the couple’s young daughters, Brianna and Carly. She continued to maintain a sense of commitment to the well-being of others, though she fulfilled this through volunteerism and fundraising.
Sheri Isaacs Real Estate Group: Becky Coleman, Monique Stickle, Marilyne Patton, Sheri Isaacs, Brianna Isaacs, Suzanne Goldman, Lisa Bergman, Desiree Hykes
While Sheri removed herself from the daily business of real estate, she never truly left the industry. By 2000 the time was right for her to return to the field. Her experience provided a solid platform upon which to re-launch her career, but she notes that the process of regaining her foothold in the marketplace wasn’t without its challenges. “I worked hard,” offers Sheri. “It wasn’t a matter of simply picking up where I had left off.” And yet, there were remarkable successes that first year back. Of particular note: Sheri closed over $10 million in production. She was quickly back on stride, and soon established a team to provide her with the support and resources necessary to continue to offer her clients the exceptional levels of service that had long defined her business. “My team allows for each transaction to run more smoothly and efficiently,” she observes. “Whether it’s our clients or our industry colleagues, we strive to alleviate challenges and to facilitate a terrific experience for everyone involved.” Client Mark Olsen has dubbed it “The Sheri Isaacs Experience”. He states, “I was so impressed by Sheri and her team, and the manner in which the sale of my house was handled, that I wouldn’t hesitate to work with them
again. I would love to have any of my friends enjoy ‘The Sheri Isaacs Experience’ as well.” “The Sheri Isaacs team represented my husband and I in both the sale of our home and the purchase of a new home. The sellers of our new home threw a ‘twist’ in the transaction that quickly elevated both transactions to complex. We cannot imagine how we would have successfully (and with sanity intact) made it through both transactions (on time at that!) without the Sheri Isaacs team. If I could knock on every door in the neighborhood and recommend them, I would. They are smart women of high integrity with an endless devotion to their clients, states Cheryl S. Moreno.” Sheri adds value to every aspect of the real estate process for buyers, sellers and investors. An objective leader, she maintains a sense of focus and purpose that re-directs her clients when challenges present themselves. “We always have a plan for what to do next, and when to do it,” she says. “This systematization allows us to minimize stress and adhere to our goals for our clients.” A steadfast demeanor sets the tone for every transaction. “One of my key responsibilities is to manage my clients’ expectations throughout the process,” Sheri adds. “I’m here to ensure that small details don’t blow up into big problems.”
“Dedicated To Staying Current On The Trends And Changes Impacting Our Industry.” Experience, says Sheri, makes the difference. With a big-picture understanding of her marketplace, she’s better able to anticipate and address challenges that might otherwise derail a transaction. “My team and I are dedicated to staying current on the trends and changes impacting our industry,” she notes. “Our broad-based knowledge allows us to provide our clients with better representation designed to assist them in achieving successful closings.” A Team of Specialists Sheri’s business model is a “team approach” consisting of teams of specialists including Listing, Marketing, Buyer’s Specilaist and Closing Teams. Each team is led by a team manager. The focus is on providing the best real estate experience possible for every client. Sheri and her team have adopted the following philosophy: “It’s not about what we can get; it’s about what we can give.” “We dedicate ourselves to giving the ultimate in honest, caring, exceptional service to each of our clients.”
izes in listing and selling homes throughout South Orange County and the surrounding regions. “I love staging,” she asserts. “It’s a great way to show the beautiful appeal of every home.” She goes beyond decluttering and rearranging furniture; Sheri maintains an entire warehouse full of furniture and décor, which may be used to enhance a given listing. “Providing prospective buyers with a sense of the lifestyle that accompanies a home is a critical marketing element,” she says. “The results can be remarkable, which is why I have invested so significantly in the acquisition of pieces and the process of staging.” Professional photography captures stunning imagery which is heavily promoted in print and online. With enhanced Internet presence, Sheri ensures that each home she represents receives added exposure. Her collegial marketing efforts are also important; Sheri notes that agent-to-agent connections can facilitate successful transactions. “When we can engage in a collaborative process, our clients are better able to achieve their goals,” she explains. “We work well with other agents.”
She is adept at a range of transactions, but Sheri special-
Sheri’s industry accolades speak to her success. With a total sales volume of over $310 million, she has earned a spot among the top 100 agents in Orange County. She has also been named Mission Viejo’s leading agent from 2008 to 2012 for listing volume. Sheri is not resting on her laurels; she has identified opportunities to continue to streamline her business processes, and remains dedicated to staying at the forefront of industry changes and developments.
(P.A.). After over two decades of marriage, Sheri and Alan still find time to enjoy time at the beach, movies, and the occasional USC/UCLA football rivalry. As she reflects on her accomplished career, Sheri is humbled by the opportunities to make a difference in the lives of others. “It’s so rewarding to be a part of such a significant experience,” she says. “I take to heart my responsibility to provide my clients with great representation and to assist them in achieving their goals.”
Though her professional commitments are a priority, Sheri cultivates balance in her life through time with family and friends. She’s thrilled to welcome Brianna to her team. Following in her mother’s footsteps, Brianna will earn a degree in Sociology and looks forward to working as a licensed real estate agent. Carly has been accepted into USC where she will focus on pre-health studies in her path to becoming a Physician’s Assistant ExecutiveAgent Magazine
The Isaacs Family: Brianna, Alan, Sheri and Carly
Sheri Isaacs Real Estate Group, Inc. Keller Williams Realty 27101 Puerta Real, Ste. 150 Mission Viejo, CA 92691 Tel: 949-933-6339 Sheri@SheriIsaacs.com www.SheriIsaacs.com DRE # 00959297
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Lance Indes Account Executive Direct (714) 423-6882 Lance@prominentescrow.com
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Moving in. A day to remember. Kinecta can help you find the right home loan to ensure your client’s special day is a memorable one.
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We also offer Homebuyer Workshops where you can meet potential clients, along with exclusive Realtor Performance Seminars with industry experts. Check out our special Realtor web page at www.kinecta.org/realtor for more information.
Contact Kinecta for more info! Jason Sasena Mgr., Mortgage Loan Sales cell: 949.439.0460 | tel: 310.643.3399 firstname.lastname@example.org | NMLS #465199 www.kinecta.org/jsasena Orange County Mortgage Center 4041 MacArthur Blvd., Suite 100 • Newport Beach, CA 92660
The Kinecta Difference: Not-for-profit • Member-owned • Over 70 years in business Terms and conditions subject to change. All loans subject to credit approval. Information is intended for Mortgage and Real Estate professionals only and not intended for consumer use as defined by Section 1026.2 of Regulation Z, which implements the Truth-In-Lending Act. The guidelines are subject to change without notice and are subject to Kinecta Federal Credit Union underwriting guidelines and all applicable federal and state rules and regulations. 12358-04/13
E XECUTIVE AGENT MAGAZINE
Jeff Hale A Full-Service Real Estate Professional By Lalaena Gonzalez-Figueroa
ith a clientele that includes residential buyers and sellers as well as investors, Jeff Hale has proven himself to be an astute real estate professional with natural leadership skills. In over a decade of corporate management with an internationally-known company, he thrived in the opportunity to make the tough calls. “I loved the responsibility and accountability that came with my position,” he reveals. He continues the trend in real estate, where he acts as a trusted resource and guide for each client. Jeff employs a value-added approach to his business, and always aims for the successful outcome. “There’s no way to describe the satisfaction of seeing my client smile at the end of a transaction,” he explains. “It’s an amazing reward to be a part of the life-changing process of buying or selling real estate.” In an industry that is at once highly standardized and nebulous, professionals like Jeff differentiate themselves through service that is tailored to the unique needs of individual clients. Open communication is the conductor for successful business; years of experience have solidified Jeff’s belief that no two transactions are alike. “This is an intense process with many moving parts, with timelines and deadlines that are critical to the well-being of the parties involved,” he observes. “I’m incredibly careful with my business and my clients; there are always challenges and every deal is different. Thanks to my experience, though, I’m better able to navigate the process proactively which greatly reduces the chance for unexpected issues to become problems.”
Jeff’s personal touch makes the difference in his business, though he has also invested in the use of technology for efficiency and client convenience. His IT knowledge is an invaluable element to his real estate model, allowing him to create systems and processes designed for his clients’ ease of use. He is a dedicated professional, but Jeff is also a talented musician who sings and plays the guitar. “I spent time in Hollywood, writing great songs with great people,” he reveals. Today, he continues to entertain as the manager and member of Back to the 80s, a popular tribute band that plays local gigs throughout Southern California. He volunteers his time with the Saddleback School System as well. Jeff looks forward to continued success, and to nurturing the professional relationships that so often evolve into true friendships. With upwards of 40% of his business stemming from repeat and referral clients, he thrives on the opportunity to make a difference in the lives of others.
Jeff Hale CENTURY 21 Beachside, Realtors® 27802 Vista Del Lago Mission Viejo, CA 92692 Telephone: 949-939-0834 Email: HaleRealEstate@cox.net Web: www.OrangeCountyPropertyInfo.com
Jeff’s business has been designed with an emphasis on the value of teamwork. An extended network of industry professionals enhances the level of service he provides to buyers, sellers and investors. “As a full-service agent, I strive to maximize value to my clients throughout the course of every transaction and beyond,” he says. “I’ve amassed a wonderful group of individuals who value business driven by trust, respect and professionalism.” Among his go-to specialists are a general contractor and a handyman, lenders, escrow and title specialists. “When I make a call, they respond,” he observes. “My extended team members have become instrumental to my clients’ overall success.” ExecutiveAgent Magazine
DRE # 01416036
t’s been said that success is getting what you want, but happiness is wanting what you get. Or to put it another way: perspective, next to money, is the easiest thing to lose. So, by all means, seek to increase your charisma. Try to become the most effective person you can be. Work at making a good first impression and projecting a positive image-but also try to retain self-awareness. Look around you; think how you appear to others; be alert to the impression you’re creating, or trying to create. If you try too hard to impress, or make a big to-do of the grand gesture, or come on too strong or too insensitively, you’ll often end up creating a negative impression. The best impression and the surest way to charisma often just means putting others first. It’s been reported that one New York cab driver, for example, makes $30,000 more a year in tips alone than other cabbies. Why? Because he offers passengers a choice of several newspapers, cold drinks, or fresh fruit. He asks them what kind of music they’d prefer, and otherwise does his best to make his customers comfortable. In hectic, brusque Manhattan, his small acts of decency make him stand out. Thus, folks with the most effective images often are those who are the least obtrusive about it. In fact, sometimes it’s a simple act or gesture of courtesy-like announcing your first and last name when you see someone who may possibly have forgotten them-that burnishes your image, that really sets you pleasantly apart. Or maybe it’s a short note of thanks for some favor. Or saying something nice and genuine about someone in front of his or her boss.
If never made, these gestures probably wouldn’t be missed; that’s why they’re so obvious when you make them. In other words, being a genuinely good person, who cares about others and who does things because they are the right things to do, may be the ultimate key to increasing your personal magnetism, or charisma. Always do right because, as Mark Twain said, that will gratify some people and astonish the rest. 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. 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.” Copyright© 2003, Tony Alessandra. All rights reserved. For information about Tony’s keynote presentations, contact the Frog Pond at 800.704.FROG(3764) or email email@example.com; http://www.frogpond.com
The Best Things In Life Arenâ€™t Things
Written By Tony Alessandra
Why Wells Fargo
We want to be the key to your success We’re dedicated to helping you put more buyers into homes with more mortgage options to suit more buyers • Buyer ConnectionsSM: Connects buyers and sellers not working with a real estate agent to professionals in their local market. • Full service lender: We provide financing for conventional, FHA, VA, renovation, relocation, and more! • PriorityBuyer® Preapproval: You’ll know you’re dealing with serious buyers.
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Steven Lee Home Mortgage Consultant 714-264-5162 NMLSR ID 516391
This information is for real estate professionals only and is not intended for distribution to consumers. Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. © 2012 Wells Fargo Bank, N.A. All rights reserved. NMLSR ID 399801. AS981886 3/13-6/13
Cameron Davis Davin Emmons Michael Cambra Kathleen Monroe Irlanda Swarthout
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E XECUTIVE AGENT MAGAZINE
hen Brenda Uriarte Avila first got into real estate, she thought that success would come to her as it always had. After all, she loved the job, she had a great personality and worked hard. “I was very disappointed to find out that it took a lot more than that,” she laughs. “I realized fairly quickly that it was going to take a system and a way of marketing that would set me apart from other real estate agents.”
Undaunted, Brenda created a complex system of farming, marketing and client-centered service and implemented it into her daily business. Within three months, Brenda knew her life would never be the same. “I went from being an unsuccessful, but friendly real estate agent to being a top-producing agent in my office,” she says. “That’s the difference between being motivated and being inspired.”
Hard Work Without a Plan is Just Hard Work By Shannon Hartsoe
That was more than ten years ago and today, Brenda is not only a top-producing agent and broker for Realty Executives Alliance, she’s also creator of a highly-successful real estate curriculum for community college students teaching others how to build success one client at a time. Brenda is no stranger to hard work. After immigrating to the United States from Mexico at the age of 13, her mother wouldn’t let her and her brother play outside until they had finished their English lessons. As a result, she entered school with excellent reading and writing skills and became a top student. But, as she learned, hard work is no guarantee of success unless that work is focused. “Otherwise you’re just wasting your time doing the same work over and over again,” she states. “By focusing on your strengths and putting systems in place and by treating your business like a business, you’re much likelier to experience success.” Brenda entered the profession drawn by the flexibility and the potential to earn a rewarding living. As a single mother, her children came first. Encouraged by her mother and grandmother, (both strong women in their own right) she decided to try her hand at business. “I needed the flexibility,” she says. “And there wasn’t any other career out there that could offer me that the way real estate could. For me, it was all about being a working mom and real estate gave me a good avenue for that.”
is different and should be treated as such. Whether it’s a short sale or a multi-million dollar property, the marketing plan needs to be tailored.” She’s also passionate about her company. “When I was first approached by owner Debi Sugden my business was growing stagnate at a big name real estate company,” she acknowledges. “Once I met Debi and heard about her philosophy of business I knew I could help make a difference. Here I’m a part of something bigger instead of just being one of many putting in hours each day.” In 2012, Brenda won the Chairman’s Award for production and credits her supportive office environment. “They believe in me,” she says. “And I know that I can take the things I’ve learned over the years and put them to use.” “And of course my family. I wouldn’t be who I am today without the help of my mother, grandmother and my brother. They’ve always told me I could be anything and they were right.”
By building on her strengths – open houses and in-depth market analysis, Brenda has built a successful business that keeps her and her listings in the public eye. “Real estate agents need visibility,” she says. “And we need concrete goals and plans. Being able to engage the public with a consistent marketing plan is crucial to building an ongoing client base.” One way Brenda does this is through her unique approach to open houses. For her, an open house is not just a way to garner the attention of the buying public, but a fullfledged event. “I’ll get the neighbors involved, I have relationships with vendors who help me create a lot of buzz around my listing and generate traffic.” She also creates listing presentations specific to the listing. “Every listing
Brenda Uriarte Avila, GRI, CDPE Associate Broker Realty Executives Alliance 5252 Orange Ave. #106 Cypress, CA 90630 Direct: (714) 474-5123 eFax: (714) 276-9676 BrendaU@RealtyExecutives.com www.BrendaUAvila.com DRE # 01141420
E XECUTIVE AGENT MAGAZINE
Alan Cipolletti By Lalaena Gonzalez-Figueroa
hroughout the course of his 25+ year career in the mortgage industry, Alan Cipolletti has consistently adhered to a driving philosophy: “I feel responsible for helping my clients turn their dreams into realities,” he says. “I take to heart the value of home ownership.” Alan launched his lending career after earning a B.S. in Finance from San Diego State University. His educational pursuits included ample coverage of tax topics; this allows him to offer clients a “big-picture” approach to their mortgages, and to align them to achieve shortand long-term goals. Transitioning to imortgage was, says Alan, the right move for his business and for his clientele. The process was a thoughtful one; he reveals that he interviewed upwards of twelve firms before opting to align himself with the company known for its commitment to consumers and professional partners. “I brought half of my former office personnel with me,” Alan remarks. “We believed that imortgage provided the best platform for our continued success.” As an active sales manager, Alan leads by example. He works with a range of borrowers, from first-time buyers to experienced investors. With attention to detail and a client-centric approach he ensures that questions are answered, concerns addressed, and clients educated and informed throughout the course of a given transaction. “I’m involved from start to finish,” Alan explains. Supporting the efforts of Alan and his team of home mortgage consultants is a dedicated group of professionals whose commitment to excellence is unwavering. “imortgage distinguishes itself across the board for superior service, outstanding turnaround time, and our ability to consistently facilitate a great overall experience,” Alan states. The company’s promise of “a loan for every home” is reflected in its array of products and services, which meet the needs of a diverse consumer and builder clientele. Programs include loans designed for individuals with low credit scores, first time buyers, investors, high-end home buyers and builders.
While competitive rates are critical to imortgage’s notable nationwide growth, it is the underlying philosophy of exceptional customer care that has driven the company’s success. “At traditional banking institutions, it’s not uncommon for a ‘nine to five’ mentality to drive business,” Alan observes. “But at imortgage we have maintained a commitment to going the extra mile.” Professionals are communicative, accessible after hours and on weekends, working closely with consumers and professional partners to address their unique needs. As a direct lender, imortgage controls every aspect of the financial transaction. In-house processing, underwriting and funding facilitates a process that runs as smoothly and efficiently as possible, with turnaround times that defy industry standards. “We are truly committed to maintaining the integrity of the customer experience,” states Allan. So much so, that imortgage utilizes the services of a third-party company, Eliant, to solicit client feedback and implement appropriate changes and solutions. Alan looks forward to continuing to build his team of mortgage specialists, and to assisting his own clients in achieving their short- and long-term goals. Alan Cipolletti Sales Manager imortgage 1301 Dove Street, Suite 101 Newport Beach, CA 92660 Tel: 949.394.1757 Email: Alan.Cipolletti@imortgage.com Web: www.imortgage.com/alan.cipolletti
imortgage is licensed by the California Department of Corporations CRMLA 4130969, NMLS 3096. Equal housing lender. 07/2013
NMLS ID 653005
The PWR Charity Foundation recently launched â€œOpening Doors for the Men & Women in Uniform.â€? This program will provide any qualified United States Armed Forces veteran with cash for costs not covered by a VA loan in their home buying transaction.
July 23, 2013
Anaheim Hills Golf Course
6501 East Nohl Ranch Road, Anaheim, CA
Per Player. Includes:
Green Fee Cart Fee Range Balls
Luncheon All Tournament Amenities
Events include: Best Ball, Putting Contest, Closest to the Pin Contest, Longest Drive Contest 8:30 am - Shotgun Start 1:30 pm - Awards Luncheon Not a Golfer? Join us for lunch only! ($40)
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Avoiding CMA Mistakes By Dirk Zeller
gents make three major mistakes in the CMA preparation process: They work to establish a high sales price, they include too many comparable homes in their comparison, and they overemphasize the price per square foot. Here’s how to avoid the traps: Overpricing. If you approach a CMA with the desire to establish the highest sales price for the Seller, more likely than not, you’ll end up with an overpriced listing. Remember, the goal of a CMA is to determine a demonstrated indication of the true current value of the home. You’re not looking to develop an opinion of what a Buyer might view as a reasonable value. You’re working with facts to arrive at an objective, accurate valuation. Explain the purpose of the CMA to your Seller and achieve a meeting of minds that you are not working to justify the highest price but rather to reflect market conditions and arrive at an accurate value in order to present and sell the house in a timely manner. Presenting too many comps. I’ve seen Agent-produced CMAs that include 15 or 20 comparable homes in each category: sold, pending, active, and expired. Do the math – the result is up to 80 home prices to review and enough information to confuse even the most analytical Seller. Beyond confusion, many Sellers latch onto the most unreasonably priced home in the review, wondering why they shouldn’t at least start at the price the people on Mulberry got, even though its price is $20,000 over current market value. Here’s my advice: Once you select four to six comps for each category, stop gathering information and begin assembling your CMA into final form
arrive at this figure by taking a sale or listing price and dividing it by the home’s square footage. For instance, a 1,500 sq. ft. home listed at $425,000 has a $283.33 price per square foot. I personally believe price per square foot has a limited effect on value. For one thing, it doesn’t account for the quality of a home – the quality of the finish work, the baseboards and casings and moldings, the marble floors, granite countertops, elegant appliances, top-grade bathroom fixtures, and landscaping extras. It doesn’t take into account such factors as stone exterior, paved patios, extra garages, or architectural design features. Price per square foot treats each home like a box on a plain vanilla lot. It doesn’t evaluate anything that really makes a house a house. Yet Agents and consumers use the calculation as if it were gospel – often using it to defend low offers – when in reality a long list of other factors make the price per square foot calculation either meaningless or erroneous. Dirk Zeller is recognized as the premier coach for the real estate industry. He is one of the most sought after speakers and authors for high volume production while attaining life balance in the real estate industry. Dirk is the President of Real Estate Champions. Real Estate Champions provides exceptional business and developmental training to real estate agents and managers through cutting edge coaching programs and seminars including the “Four Day Work Week System Program™.” Visit their web site at Real Estate Champions. © 2010, Dirk Zeller. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@ FrogPond.com; http://www.FrogPond.com.
Putting too much emphasis on “price per square foot” findings. When comparing prices, Agents often calculate the price per square foot of comparable properties. They ExecutiveAgent Magazine
5 Tips On Making Successful Commitments That Produce Results By Anne Bachrach
ost of us cringe when we hear the word “commitment” because we associate it with feelings of sacrifice. Our commitments fail because we get caught up in the struggle of trying to change where life seems to be taking us and where we want to go. Our every day habits consume our thoughts - leaving no room for thoughts of why we started the process in the first place. The diet becomes a struggle between exercise and chocolate cake; the budget becomes a struggle between spending and saving, so on and so on. The struggle ends up consuming us and we give up trying to change because it’s just too hard. What we thought would be efforts to lead us to a new life, end up being just a temporary change. We’ve tried before and failed again, and the conclusion comes down to a discouraged excuse - I just couldn’t do it, I didn’t have time, or it was too hard. The truth is making a successful commitment is nothing more than making a choice to create a desired future outcome. You may say that people who stick to their commitments are an exception, and you are definitely not one of those people. Well, I’m here to tell you that commitments are not personality specific. Each of us has the capability to set successful commitments. So now you’re saying, if that’s the case, why do so many of us fail? Because most people don’t know how to make the decisions that create successful commitment. 1. Commitment is Nothing More Than Choice You are choosing your desired future outcome over your current reality. If you really want to lose weight, then you choose to be fit. If you really want to save money for a down payment on a house, then you choose to budget. That’s it - you just made a choice! The chocolate cake and new shoes didn’t even enter your mind because they aren’t what you really want. What you really want is to be fit, or to own your own home. Once you choose your desired future outcome, you remove the struggle that leads to exceptions. 2. Instant Gratification vs. Future Outcome Do you want your new home or those new shoes? Successful commitment relies on the individual steps between your current reality and your goal. Make every
step count, and you will get there faster and easier. Instant gratifications shouldn’t even enter your mind. The only thing you should be focused on is your future outcome, and it should mean more to you than momentary desire for instant gratification. By holding your future clear in your mind, you will make the right decisions to support your goals. 3. Success Relies on 100% Commitment It’s easy to make excuses and exceptions, but it’s harder to get back on track once you’ve made room for them. Successful goal achievement requires 100% commitment. Not 99%, not even 99.9%. Making exceptions sets you up for failure and makes it harder to stay on track. Decide what you can commit to and stick to it - no excuses, no exceptions. You’ll find that 100% commitment is actually easier than 99.9%, because you remove distractions, and the emotion around them. When you can focus solely on your goal, not your distractions, it will be easier to stay on track. 4. Casual Interest or Complete Dedication You might be interested in the study of law, but are you committed to becoming a lawyer? You might be interested in losing weight, but are you committed to being fit and healthy? You might be interested in saving money for a down payment on a house, but are you committed to a budget? These are all questions to ask when committing to a goal. Your level of desire will determine your results period. If you only have an interest in something, it will be easier to let it go. However, if you really want something, you will be committed to creating it. 5. Visualize Your Goal Visualization is powerful and will support your efforts. Spend a few moments every day, in the morning and evening, visualizing your desired outcome. Imagine it as if you were already there. Feel how good you feel, and completely immerse yourself in the smell and sounds of the environment. When you are able to focus on the end result instead of momentary temptation, you will make the right choices that support your desired outcome. If you’ve tried and failed in past commitments, it doesn’t matter. The past is the past, and you are a different person today. Starting right now, you are now armed with the
strength and the tools you need to successfully commit to creating your desired future outcome. There is a difference between interest and commitment. When you’re interested in doing something, you do it only when it’s convenient. When you’re committed to something, you accept no excuses, only results. KEN BLANCHARD Author of over 30 books, including the best-seller, The One Minute Manager
Anne M. Bachrach is President of A.M. Enterprises in San Diego, CA. Anne has 23 years of experience training and coaching. The objective is to do more business in less time through maximizing people’s true potential, and ultimately leading them to an even better quality of life. For more information on our services and learning tools, and to take advantage of at least 9 FREE life quality resources, visit www.AccountabilityCoach.com or click this link (http:// AccountabilityCoach.com/signupa). ©2008 Anne Bachrach. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond.com.
E XECUTIVE AGENT MAGAZINE
By Lalaena Gonzalez-Figueroa - Ian Wiant Photographer
Greg Fonseca, Stuart Campbell, Claudia Quintanilla Outstanding Service, Exceptional Results ExecutiveAgent Magazine
t the heart of every real estate transaction, escrow is a service that simply cannot be left to chance. At Park Place Escrow, Inc. every detail is thoughtfully coordinated to ensure that clients experience a process that runs as smoothly and effectively as possible. Created with an emphasis on bridging the gap between traditional escrow services, Park Place Escrow, Inc. has adapted to meet the changing needs of an increasingly savvy and demanding marketplace. With comprehensive real estate experience, founding partners Greg Fonseca and Stuart Campbell utilize in-depth knowledge of the elements required to facilitate successful real estate transactions. The duo, who once owned an asset management company that oversaw several thousand properties, are well-versed in an array of market niches. “In addition to REO and asset management we have been involved in mortgages; traditional equity sales of residential, residential income and commercial properties; and 1031 exchanges,” says Greg. “At Park Place Escrow, Inc. we understand the needs of a diverse consumer base from a practical point of view.” Communication is critical to a smooth escrow process; it’s also the challenge too many agents and their clients encounter when working with their escrow providers. Park Place Escrow, Inc. has addressed this issue with a systematized structure that ensures timely responses to important inquiries and tasks. “We have empowered our escrow officers to personally oversee their transactions,” explains Stuart. “In-house teams work together to maintain a flow of information, but when one point-of-contact is available to address questions and issues, it makes a difference.”
lent at handling situations and assisting individuals in resolving any issues that may arise.” Notes Claudia, “Our clients love our excellent communication and our rapid turnaround times. We are all committed to building and nurturing great client relationships, and that has consistently shone in our quality of services.” Park Place Escrow, Inc. is dedicated to meeting the needs of a culturally diverse marketplace, as well. With specialists fluent in English, Spanish and Vietnamese, the organization has successfully aligned itself with real estate professionals serving a range of consumer clients. Experienced and knowledgeable escrow officers and assistants work well with their collegial partners which include loan officers and processors, title company personnel, real estate agents, transaction coordinators and consumers. “We pride ourselves on our uncompromising level of services,” says Greg. “At Park Place Escrow, Inc. we do not waver from our commitment of excellence.” As the real estate industry continues to evolve, Park Place Escrow, Inc. welcomes opportunities to adapt accordingly. In an increasingly technologicallydriven marketplace, paperless transactions are one significant option. “We are constantly exploring and evaluating systems that will promote fluidity, convenience and security for our clients,” Stuart notes. “Our technological initiative is an investment in our future and in our clients’ ongoing business success.”
Thorough support systems have been implemented to ensure a quality process beyond traditional business hours, as well. Business Development Specialist Claudia Quintanilla acts as an invaluable liaison between clients and escrow specialists to provide 24-hour service, seven days a week. “Claudia is integral to our success,” remarks Greg. “She’s excel-
Park Place Escrow, Inc. 2300 East Katella, #300 Anaheim, CA 92806 Telephone: 714-263-2012 www.ParkPlaceEscrow.com
Written By Chris Widener
Finding The Right Way To Motivate Your Employees
ig Ziglar says that there are three main ways to motivate people in general and employees specifically. They are fear, incentives and growth. Let’s take a look at each one. Fear. This is not good. Number one, it is not right, and number two, it does not work well in the long run and is not good for the overall health of the organization. Yet, still there are people who use it. They make blatant or veiled threats in order to get people to work. There is a better way. Incentives. John Maxwell says that “What gets rewarded, gets done.” This is the technique that says, “If you do this, then you will get this.” The problem Ziglar sees, and I concur, is that people will be led this way for a while, and it will surely be profitable and productive. Yet eventually, most people come to the end of being driven by incentive. This is because most people are innately driven by something even deeper.
• Days off to pursue personal development opportunities. Invest in your employee’s personal growth and they will reward you with high motivation! 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© 2007, Chris Widener. All rights reserved. For information about Chris’ speaking and consulting services, contact the FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond.com
Growth. Personal growth. Do you ever wonder how the personal growth industry has gotten so huge? It is because it scratches an itch that lies within each person. Every person has within them, a desire to get better. Now, obviously, some are more in tune with that desire than others, but each person has it, and it can be a great motivating factor. First, here is how it does not work. You do not say “If you do this, then I will give you a personal growth opportunity.” That is still incentive. Here is how it does work: You simply make it a core value of your business or organization that management will give regular opportunity for personal and professional growth to all members of the staff. I say both personal and professional growth very purposely. There will always be the opportunity and need for professional growth, and the employees expect that. They may or may not appreciate it though. However, personal growth opportunities, given with no strings attached, will be appreciated, and rewarded with ultra-motivated employees. Here are some simple ideas: • A “Family Library” stocked with books and tapes that help them in their family life. • A Financial Resources section. • Any kind of Development Seminar that will benefit the employee. ExecutiveAgent Magazine
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E XECUTIVE AGENT MAGAZINE
Open Doors for Agents and Clients
In the center of Lido Village, down near the water of Newport Beach sits a bright, warmly decorated real estate office. Open and appealing, with views of the harbor, it reflects the heart of Lynch Associates Real Estate – business should be fun. “I didn’t want to open an office that was cold and sterile like so many corporate offices,” says broker/owner Carole Lynch. “I wanted something that was friendly and inviting and appealing to both agents and clients alike.”
Lynch Associates Real Estate
Lynch Associates Real Estate By Shannon Hartsoe
efore obtaining her real estate license in January of 2000, Lynch was a legal assistant. In that career, she often found herself helping clients negotiate car deals or work through difficult housing documents. “Since I was working with sales so often anyway, and enjoying it, it seemed like a natural transition for me,” she says. “So I gave it a whirl.” Others in real estate warned her – it could often take six months or more for sales to start trickling in. “I guess I didn’t listen – I closed seven transactions in my first four months,” she says with a laugh. “I haven’t really slowed down since.” Her client-first philosophy quickly earned her a reputation as a trustworthy advocate for buyers and sellers. Propelled mostly by repeat and referral, Lynch’s business grew exponentially. Lynch went on to win many awards for top production and obtained her broker’s license. She’s sold houses in nearly every county in Southern California. But something was wrong. “I realized I was answering my own questions far more often than I needed my broker’s advice,” she notes. She found she enjoyed the challenge of keeping deals together – often finding answers others had overlooked. Her own independence coupled with the impersonal nature and the traditional commission structure of the national real estate companies left her feeling empty. Lynch realized she was more than capable of managing her own clientele without the backing of a corporation. “I work hard for my clients,” she says. “And I felt like it was not only important to be able to keep more of what I earned, but I also wanted to be able to be more flexible and responsive. None of my clients cared about the name of the company. They work with me because I work for them.”
In January of 2011, Lynch struck out on her own. Today, Lynch Associates Real Estate has six agents and a sizable market share. Even in a challenging economy, the company is doing well. “I think the difference is in how we treat clients and how we work together as a team,” says Lynch. “My agents know I’m always there for them and, as a result, they are always there for their clients.” Her ability to persevere makes her a valuable asset for both her clients and her agents and her open-door policy means she’s easily accessible. And she enjoys shaking things up. Gone is the traditional broker heavy commission split. In its place is a flat rate, no fee structure that rewards agents for a job well done. Gone too is the traditional office environment. A dedicated reception area includes a fireplace and a welcoming beach theme. If it feels more like a vacation home than an office, that’s because it’s supposed to. “I don’t want anyone to be intimidated by doing a real estate transaction,” says Lynch. “When people walk into our offices, they automatically feel welcomed. From that moment on, they know they’re in the right place.” Carole Lynch Lynch Associates Real Estate 3442 Via Oporto, Ste. 103 Newport Beach, CA 92663 Tel: (949) 280-2882 Lynch4Homes@gmail.com www.Lynch4Homes.com DRE # 01274306
Your Local Real Estate Expert Providing Comprehensive Real Estate Services to Home Buyers and Sellers
Planning!! f I were to ask the question, Would you like to improve your productivity dramatically without working any longer or any harder? Chances are pretty good that you would say, “That would be nice! I’d be more effective and I’d probably get a raise! I might even have more fun in the process.”
your time with idle chatter and requests that take you away from the task at hand. Not only will you be less effective, but the effectiveness of the people, who take your time for casual chatter, or in some cases gossip, will be greatly reduced and everybody, including management and leadership, will be very unhappy about that.
Question: How many of you, on the night before the day you were going on vacation, sat down and wrote out a list of the things you wanted to be certain to do before you left work the next day? Chances are extremely good that most of you would say you had done that. And most of you would also admit that you managed to complete more than twice the number of tasks you complete on a normal day.
Chances are good, regardless of the job market, the most productive people with the right attitude are the ones who really have more job security, and in most cases a better income. When you feel good about yourself and your productivity, you probably will also be performing better at home. When there is no job related stress you are more aware of your mate and children, if you are a parent. You will spend more time being better organized so you can spend more time having that balanced life that all of us are really interested in.
Now think about this for a moment: If planning your job on the day before you go on vacation increases your productivity, doesn’t it make sense that if you were to spend a few minutes every day before you start your work day contemplating what is really important and what you really need to accomplish, that you would have the same great results? And the chances are excellent – definitely better than good – that this process will attract favorable attention, probably leading to more job security, perhaps a raise, and maybe even a significant promotion. The reality is, productivity has a direct bearing on profitability, and all businesses are interested – very much so – in profits. Profitability comes from loyalty, productivity, and having a character base from which to work. So as you ponder this question, I hope you will seriously consider not only planning your schedule as you prepare to go on vacation, but that every day you will spend a few minutes before you go to work planning how you can be more effective that day It doesn’t take long to plan; it does take a lot of time not to plan, because without a plan of action, people will impose on
Planning for a balanced life will enable you to deal with the physical, the mental, and the spiritual aspects of your life. It will also enable you to develop more friendships, and stronger, better, more lasting relationships. There are many benefits that go with making the plan a daily part of your life. Time well spent results in more money to spend, more money to save, and more time to vacation. It will allow you to attend more of your children’s ball games or school functions as well. A plan is always successful if the plan is good. And if you’ve been on the job for any length of time, you can develop a better plan of action so that everyone benefits from it. I’m talking about planning today for tomorrow’s future. Think about it. I promise you’ll be more productive, happier, healthier, and have a much better chance for increased income when you are secure in who you are, where you are, and what you’re doing. I sincerely hope you’ll take action immediately to get that plan into your daily life. 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
Written By Zig Ziglar ExecutiveAgent Magazine
E XECUTIVE AGENT MAGAZINE
Hugo E. ramirez ExecutiveAgent Magazine
Professional Representation With A Personal Touch By Lalaena Gonzalez-Figueroa
and Spanish, Hugo appreciates the opportunity to work with a range of individuals from first-time buyers to seasoned investors.
A native of Colombia, Hugo earned an undergraduate degree in Civil Engineering and a Master’s Degree in Construction Management, which allowed him to build a successful real estate investment portfolio. “My wife Constanza, who has a Master’s Degree in Project Management, is a great partner,” he says. “Together we have invested in condos, vacant land and single family houses in the United States and abroad.”
While he readily tailors his approach to each client’s unique needs, there are unwavering constants in Hugo’s business methodology. His attention to detail is impeccable, evident not only throughout the course of a given transaction, but also in the scope of his business as a whole. Committed to providing top-notch customer service, he has painstakingly examined his business in order to consistently improve upon the client experience. “I want to make a difference,” he says. “Going the extra mile, doing whatever I can to alleviate stress and facilitate a successful transaction, that’s my primary objective.” Hugo has refined his approach accordingly, establishing processes designed to bridge service gaps and ensure that clients aren’t left out of the loop at any stage during their transactions. It’s a level of customer service that differentiates Hugo within his field, and one that has his clients raving.
ith a rich academic background and experience as a real estate investor, Hugo Ramirez offers clients the knowledge of a savvy professional tempered with a commitment to providing exceptional client care. His focus is on empowering clients through education, providing individuals with the information and resources they need to make the right decisions.
His passion for real estate was ignited at a young age. Hugo’s parents were also investors who imparted the importance and value of home and land ownership to their children. At a young age Hugo was enlisted to help with rental properties; the experience made a tremendous impact. “I loved it,” he recalls. “I saw real estate as an opportunity to build wealth, but also to help others in achieving their dreams.” Hugo transitioned his business to Realty ONE Group in February 2013, helping to open the Mission Viejo branch. The company’s forward-thinking approach, he says, is in line with his own. “We are focused on conducting solid business with an emphasis on technology and systems, which facilitate a smoother transaction,” he explains. “But at the heart of our business are the individual needs of our clients.” He works with buyers and sellers, focusing primarily on residential and residential income properties, though he is adept at handling commercial transactions as well. And while many of his clients are involved in the regional markets spanning from San Diego to Bakersfield, Hugo has established himself as professionally skilled at managing national and international transactions as well. “I work with a number of clients throughout Nevada, Florida, South America and Asia,” he reveals. Exceptional communication solidifies the platform upon which his business has been built. Hugo is a critical thinker who facilely connects with a range of personalities and cultures. “I am adaptable, which is critical in our industry,” he acknowledges. “With every client, I am examining the best way to cultivate great relationships that will allow us to achieve my client’s distinct goals.” Bilingual in English
Hugo, who previously managed marketing efforts at his engineering firm, creates strategic advertising and marketing campaigns for his listings in print and online. He has cultivated solid collegial relationships which helps to facilitate smoother and more efficient transactions. His business continues to thrive, and Hugo creates balance through time with family and volunteerism. He and Constanza are the proud parents to two successful young men. The couple is involved in Santa Ana’s Home for Joshua, which serves the local community. “Every three weeks we purchase groceries, cook and serve breakfast to individuals who are homeless,” Hugo says. “It’s a great opportunity to give back.” Hugo looks forward to continuing to meet the needs of his diverse clientele. Hugo Ramirez Realty ONE Group 25910 Acero 120 Mission Viejo, CA 92691 Telephone: 949-923-1133 HugoERamirez@cox.net www.OC-HomesCondos.com DRE # 01904090
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