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Executive Agent of the Month

INSIDE FEATURES: Dashel Crutchley New American Funding Kim Truong imortgage


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150 Branch Locations from coast to coast.

One of the broadest product lines of any direct lender. With a combined retail loan funding volume of $80b funded since 2010

1,700+ Loan Consultants and 5,200+ support staff enterprise wide.2

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To learn more about us, please visit or call 909.912.7835.

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Direct: .909.912.7835 Cell: 714.400.2753 NMLS ID: 1059650

1) Mortgage Executive Magazine 2015,, LLC dba imortgage NMLS ID 174457. 2) Enterprise wide and includes, imortgage, Mortgage Master, Inc. and LDWholesale. imortgage 8686 Haven Ave., Suite 150, Rancho Cucamonga, CA 91730 Rates, terms, and availability of programs are subject to change without notice. Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act CRMLA 4131040. Corporate NMLS ID 174457. All rights reserved. 11292016 7898

Executive Agent of the Month

Ashley Cooper Team First Team Real Estate

18 17 Professional Profiles




Dashel Crutchley

Kim Truong

New American Funding

imortgage ExecutiveAgent Magazine

March, 2017 - Inland Empire

Editorials 10

A Team Is More Than A Group Of People -Patricia Fripp


One Brand. One Rule. -Scott Gross




Fred Arrias Executive Publisher PO Box 73384 San Clemente, CA 92673 Ph: (949) 366-3349 Fax: (949) 266-8757

ADVERTISERS’ INDEX City of Hope..........................................................26



The Perfect Time For Change -Louise Morganti Kaelin

iPhotography Studio...............................................23 New American Funding........................................36 PWAOR...................................................................34



Want To Sell More? -Ron LaVine

The Termite Guy......................................................3


How To Trade For Advertising -Kevin Nunley


Better Is Something You Become -Jim Rohn


Photography: i Photography Studio, Ian Wiant, Rob Paino Graphic Designer: Garon T. Arrias Editorial Manager: Trudy Van Writers: Haley Freeman, Shannon Hartsoe Editorial Writers: Linda Brakeall, Bill Brooks, Patti Brotherton, Tamara Dorris, T Scott Gross, Rich Levin, Chris Widener, Dirk Zeller, Zig Ziglar © Copyright 2017 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.

WORRY -Zig Ziglar

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Kim Truong Written by Haley Freeman


ccording to Kim Truong, “a goal is a dream with a deadline,” and she loves helping families achieve their dream of home ownership by finding them the right mortgage financing.

Born in Vietnam, Kim has always been a goal-oriented, high-achiever with a desire to help others. She earned her first degree in economics in her home country, and after relocating to the United States, she earned her degree in finance from California State University, Fullerton. With her fine attention to detail and dedicated work ethic, Kim excelled in her first career in accounting, but soon found she had a desire to work more closely with people and use her knowledge of finance and income tax to help them achieve the American Dream. Today, Kim is combining her ten years of experience in mortgage lending with the extraordinary service model and comprehensive programs of imortgage to deliver unrivaled benefits to homebuyers and industry partners. At imortgage, Kim enjoys working in a supportive environment where she and her team work together to help clients achieve their goals. “I have help every step of the way so my clients get everything they need. Going to my office is not like going to work. It’s like going to my home, because everybody here is like a family.” In addition to imortgage’s outstanding business culture, Kim was drawn to the company for its broad array of lending products, including government programs, down payment assistance programs and loans for foreign nationals. “I work with many foreigners who are coming here to buy a house,” Kim says. “Many lenders don’t offer programs for foreign nationals. It was my dream to be a homeowner in this country, and I love helping others come here and do the same thing.”

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Bilingual in Vietnamese and English, Kim is a great asset not only to her international buyers, but also to her professional partners who need translation assistance. Kim is also sensitive to the differences in the culture and customs of buyers coming from overseas, and she is skilled at putting people at ease throughout the lending and escrow processes. Kim is now advertising on Vietnamese television and radio to reach more international buyers. Kim’s warm personality and sense of humor help her create lasting bonds with the families she serves. She is a patient listener who strives to understand her clients’ goals, and she is determined in her follow-through. Kim’s communication skills and honesty also distinguish her from her competition. “I see communication as the most important thing. I always follow up with the borrower and the agent. I always respond to emails and phone calls, because I understand they want to know what is going on with their loan. Honesty is always the best policy, even if there is a problem. I am going to tell them whatever they need to do to get things done and then help them with it.” Her happy and positive nature comes out in Kim’s favorite hobby, ballroom dancing. “When the music comes on, I just want to dance!” she says. When she’s not dancing herself, she loves to watch the experts on “Dancing With the Stars.”

Kim says, “If you have a dream, set a goal. And if you have a goal, set a deadline. That is how you will achieve it.”

Kim is most proud of her two daughters who are both pursuing degrees in the medical field. “Originally, I wanted to help people who are sick, so they are realizing my dream. My younger daughter is studying to be a doctor, and my older daughter is studying nursing and may go on to become a physician’s assistant. I’ve always told my children that if you want to succeed in this country, you have to set a goal, even a small goal, and then achieve it. Once you do that, you set a bigger goal. If you start with a goal that’s too big, you can’t achieve it.” She applies the same philosophy when helping borrowers who have challenges qualifying for a home loan. Kim patiently works with them to evaluate credit and income, and then helps them to set attainable goals so they can ultimately achieve their dream.

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Kim Truong imortgage 8686 Haven Ave., Suite 150 Rancho Cucamonga, CA 91730 Tel: 909-912-7843 – 714-728-8098 Email: Web: NMLS ID 352523

imortgage is licensed by the CA Department of Business Oversight, CRMLA 4131040. NMLS ID 174457. Equal Housing Opportunity. All rights reserved. 2017.




orry has been described as “interest paid on trouble before it comes due.” One of America’s worst enemies is worry. Worry is like a rocking chair; it requires a lot of energy, and it gets you nowhere. Leo Buscaglia said, “Worry never robs tomorrow of its sorrow, it only saps today of its joy.” . Question: Are you a worrier? Americans take more pills to forget more worries about more things than ever before and more than people in any other nation in history. That’s bad. According to Dr. Charles Mayo, “Worry affects the circulation and the whole nervous system. I’ve never known a man who died from overwork, but I’ve known many who have died from doubt.” Doubt always creates worry, and in most cases, lack of information raises the doubt. Life is much like Christmas. You’re more apt to get what you expect than what you want. Mathematically speaking, it really doesn’t make sense to worry. Psychologists and other researchers tell us that roughly 40 percent of what we worry about will never happen and 30 percent has already happened. Additionally, 12 percent of our worries are over unfounded health


concerns. Another 10 percent of our worries involve the daily miscellaneous fretting that accomplishes nothing. That leaves only 8 percent. Plainly speaking, Americans are worrying 92 percent of the time for no good reason, and if Dr. Mayo is right, it’s killing us. One solution that will reduce your worry is this: Don’t worry about what you can’t change. Example: For a number of years I’ve flown in excess of 200,000 miles a year. On occasion, flights are canceled or delayed. As I write this, I’m sitting on the runway waiting for my gate to clear. If I worry or get angry, nothing will change. If I take constructive action and finish this article, I’m ahead of the game. That’s a positive way to use the energy that I would have wasted on anger, frustration, or worrying. The message is clear: If you don’t like your situation in life, don’t fret or worry--do something about it. Worry less, and act more. 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.

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A Team Is More Than A Group Of People


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hen John Amatt led the 1982 Canadian team on a successful Mount Everest Expedition, only three people reached the summit. Many climbers who were part of the team, whose lifetime ambition was to stand on top of Everest, made the conscious choice to stay in the base camp. Why? Because they knew the effort was likely to fail if everyone tried to make it. They chose to forego their individual dreams in favor of helping the team succeed. This wasn’t John Amatt’s first time to plan an Everest expedition. Ten years earlier, with one of his friends from Norway, he had gathered a team of world- class climbers from many different countries, for the challenge. But at the last minute, he backed out. Officially, it was to get married. “But that was just an excuse,” he said later. “I knew that, despite having the best climbers in the world, this expedition would not succeed. Everyone wanted to reach the top for their own glory or that of their country. No one seemed willing to make decisions for the good of the team.” His fears proved founded. Not only did the team not cooperate to make it to the top, at one point these sophisticated expert climbers even indulged in a rockthrowing fight. A “team” is not just people who work at the same time in the same place. A real team is a group of very different individuals who share a commitment to working together

to achieve common goals. Most likely they are not all equal in experience, talent or education, but they are equal in one vitally important way, their commitment to the good of the organization. Any group of people -- your family, your workplace or your community -- gets the best results by working as a team. I believe that all of us want to be part of something bigger than we are. Team relationships fulfill that basic need. They are an immensely powerful force, yet they always need to be nurtured. Be sure to show each team member exactly how far reaching his or her contribution can be. The team, each member, and the larger organization will enjoy greater enthusiasm and ultimately greater success. What makes a team? Individuals who are not equal in talent, experience or education, but equal in commitment. It is not realistic to think we can live or work with others without some conflict, but by communicating about the differences, focusing on the common goals and not throwing verbal rocks, we will make great strides. Patricia Fripp, CSP,CPAE is a professional speaker on Change, Teamwork, Customer Service, Promoting Business, and Communication Skills. She is the author of Get What You Want! And, a Past-President of the National Speakers Association. Copyright© 2006, Patricia Fripp. For information about Patricia’s Keynote presentations, contact the FrogPond at 800.704.FROG(3764) or email

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Written by Haley Freeman

Dashel Crutchley


hen you’re in the process of buying a home, Dashel Crutchley is a guy you want on your team. Known to his friends as “Dash,” he is

an imposing figure at 6 feet 5 inches tall, but this gentle giant is as caring and honest as he is committed to helping families achieve the American Dream.

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Dash grew up in the Temecula community and proved an outstanding athlete at an early age. He began playing soccer, and his team achieved a ranking of seventh in the nation in youth soccer. In high school, his talents were redirected to football, and during his junior year he received a full-ride scholarship to the University of Washington. There, he earned his degree in economics while playing tight end and wide receiver. Raised by parents who are Realtors®, Dash followed in their footsteps in the early part of his career, acquiring a real estate broker’s license and entering real estate sales. But his love of finance quickly drew him to the lending sector, where he derived greater satisfaction from working as a team with homebuyers to put the right financing in place for them to achieve their short and long-term goals. At New American Funding, Dash has found the support he needs to deliver on the promises he makes to his clients and professional partners. “It’s nice to see a company with a good balance of sales and support. Without operations behind us, those of us in sales can’t do what we do at the level we want to. Our response times are incredible, and everyone is either on site or just a phone call away. And our culture here is just fun to be around.” Dash seeks like-minded people with whom to share and do business, with a goal of establishing relationships that will last long into the future. “I feel fortunate to be in a business where I can choose who I want to do business with. I like to interview Realtors® and find out what their goals are and if their motives are in line with my core values. For me, it’s never been about the money. It’s about finding people I like to work with and who are hungry to find business, but not at all costs. I want to incorporate myself into their lives routinely, do open houses, have dinner, get to know their families. That’s what makes this business so enjoyable.” Similarly, Dash takes a personal interest in his clients. “I love meeting people. Everyone has a story, and I want to learn theirs. My goal is to find out what they want to achieve and then educate them about their options. Sometimes that means you have to dig deeper. Qualifying

someone for the maximum is great, but not if you’re going to put them into undue hardship. I want to find out where they’re really comfortable and set them up for success.” Dash continues to cultivate his passion for sports by playing soccer and flag football, as well as coaching young people in both sports. He says he is paying forward the opportunities given to him by Ken Smith and other mentors who fostered his dreams. “I still do private coaching, especially for kids getting ready to go to college. If they’re going to play at the next level, it’s a whole new world they’re stepping into. With the right mindset and focus, they can avoid a lot of mistakes. One of my best friends is former head coach at Pomona High School. Sometimes he calls me to walk his kids through what to expect in college. It feels good to help kids in the community, especially in an area where many families are underprivileged. Achievement in sports can really change lives for the better, and the community is better for it.” On the playing field, Dash refined his extraordinary work ethic and self-discipline, qualities that manifest profoundly in his professional life. As a mortgage loan consultant, he is constantly striving for mastery of his trade to ensure the success of his team of clients and colleagues. He says, “I’m not a ‘me’ person. It’s always about the team and working toward a common goal. Success is something that comes naturally to me, but never at all costs. I want to leave a trail of happy, supported people behind me. There are so many amazing people out there, and I want to be part of their success.” Dashel Crutchley New American Funding 27431 Enterprise Cir. W. Temecula, CA 92590 Tel: 951-805-8305 Email: NMLS ID 1015981

Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act. NMLS ID#6606. © New American Funding. New American and New American Funding are registered trademarks of Broker Solutions Inc. dba New American Funding. All Rights Reserved. Corporate Office is located at 14511 Myford Road, Suite 100, Tustin CA 92780. Phone (800) 450-2010. 03/2017.

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Better Is Something You Become


wise and resilient old gentleman who used to dine every month in his club downtown—sitting at a long table covered with a white linen tablecloth and sporting silver candlesticks, and served by tuxedoed waiters—loved to regale companions with the fruits of his many years of experience. After dessert and coffee were served, he would push back from the table and light an enormous imported cigar. “This cigar is the only indulgence of an old man,” he would say with a chuckle as he struck the wooden match against his thumbnail, and then he’d launch into one of his stories. They usually began with a question, such as, “Did I ever tell you about the time when I was setting up factories for the Giant XYZ Corporation in the backwoods of Georgia and was compelled to teach them a little lesson in business and good manners?” Although the stories always started out the same, no two stories were ever alike, and there would always be a wealth of wisdom through example, a veritable mother lode of remarkable instruction. And this man who was so old, so wise and so flexible had one ironclad rule for dealing with other people. This rule involved learning and growing from every experience, so the negative ones need never happen again. He said, “If a man fools me once, I think, That’s not nice, and I remember it. If the same man fools me a second time, I think, Shame on you. If the same fellow tricks me a third time, well, I have been warned and should have changed my ways and didn’t, so I think, Shame on me.” If you’re not changing your responses to the situations and circumstances that make up your life, you’re not being flexible, and you’re throwing away the greatest asset as an individual human being. None of us can completely control external events, but we can always control and adapt our responses. None of us can know which cards fate is going to deal out, but we can always control how we play them. None of us can completely control external events, but we can always control and adapt our responses. I once did a seminar for a group of oil company executives during their convention in Honolulu. While we were sitting around the conference table, one of them asked, “Mr. Rohn, you know some important people around the world. What do you think the next 10 years are going to 14

be like?” I said, “Gentlemen, I do know the right people. I can tell you.” So they all listened very carefully. I said, “Gentlemen, based on the people I know and from the best of my own experience, I’ve concluded that in the coming 10 years, things are going to be about like they’ve always been.” I said that to make a point, but also because it’s accurate. Things are going to be about like they’ve always been. The tide comes in, and then what? It goes out. That’s been the case for 6,000 years of recorded history, and probably long before that, so it’s not likely to change. It gets light and then what? It turns dark. For 6,000 years. We are not to be startled by that now. If the sun goes down and someone says, “What happened?” he must have just gotten here, I guess. It always goes down about this time of day. In rotation, the next season after fall is winter. And pray tell, how often does winter follow fall? Every time, without fail, for 6,000 years that we know of. Of course, some winters are long and some are short, some are difficult and some are easy, but they always come right after fall. That isn’t going to change. Sometimes you can figure it out, sometimes there’s no way to figure it out. Sometimes it goes well, sometimes it gets in a knot. Sometimes it sails along, sometimes it goes in reverse. That’s not going to change. That last 6,000 years read like this: opportunity mixed with difficulty. It isn’t going to change. Someone says, “Well, then, how will my life change?” And the answer is: When you change. Whether I’m talking to high school kids or business executives, my message is always the same. The only way it gets better for you is when you get better. Better is not something you wish for; better is something you become. Jim Rohn knows the secrets of success - in business and in life. He has devoted his life to a study of the fundamentals of human behavior and personal motivation that affect professional performance. He can awaken the unlimited power of achievement within you! Reproduced with permission from the Jim Rohn Weekly E-zine. © 2008 Jim Rohn International. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email;

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Written By Jim Rohn

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Nomination Form Nominate a fellow REALTORÂŽ 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: Tel: 949.366.3349

Name_______________________________ Company___________________________ Phone______________________________ Email_______________________________


Cover Story

Executive Agent of the Month

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Written by Haley Freeman - Ian Wiant Photographer & The Groves-Temecula


s she assembled a top-producing group of professionals at First Team Real Estate, Ashley Cooper did so with a goal of providing her clients with the best service possible. “By working as a team, we are making sure that no client is ever left without service,” she says. “We want them to know they’re in the most capable hands, and that we are taking care of them the way we would our family and friends. We want them to walk away saying, ‘I never knew this could be so enjoyable.’”

Ashley was born in Texas, and she always admired her grandfather for his success as an entrepreneur. “I remember my grandmother telling me that in the beginning, they just hoped they could feed themselves. Knowing the struggles he went through to build his business gave me high aspirations for what I could accomplish in my life. It still fuels the fire in me to strive to be more than mediocre – to be great and always do my best.”

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Providing the Best Service Possible While earning her degree in business management from the University of West Florida, Ashley began working for a property management company. It wasn’t long before she realized she had the skills to become a successful professional in the lucrative world of real estate. Ashley and her husband, Rich, eventually made their way back to his home of Southern California, and after a brief hiatus with her second baby, Ashley jumped back into real estate full time. Her determination to succeed yielded phenomenal results, and she soon found herself with more business than she could manage alone.

An important member of the team is her husband, Rich. “He is our inside sales associate, and all leads filter through him. He makes sure they’re fully vetted and prequalified financially before going out to our other team members. I focus just on listings so I can give my sellers my full attention, but if at any point a buyer needs a secondary contact, I’m available to help them, as well. It’s such a gift to work with these amazing women and to have my husband bring his expertise to our team. He is extremely supportive, and from day one he has stood behind me and said, ‘You can do this.’”

Ashley decided to move her business to First Team Real Estate where she could access the support and tools she needed to grow, and in 2015, she officially began The Ashley Cooper Team. “My team now has three buyer’s agents and a full-time transaction coordinator who is way more than that. She is my right hand and has been with me for five years.”

Having lived in several regions of the country, Ashley is friendly, adaptable and eager to connect with people of diverse backgrounds. These attributes have been a great asset to her real estate career. “I think moving around a lot has given me the ability to understand that not everyone is cut from the same cloth. Truly understanding where people are coming from means listening to their goals and realizing that not everybody is the same.”

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She can also genuinely empathize with what it’s like for families to move into a new community, and she is prepared with practical guidance that will help them form connections around their new home. “When we work with an out-of-town buyer, I love giving them a list of my favorite restaurants, local wineries and recreational and kids’ activities. These are the kinds of things I would want to know about if I had just moved here.” For sellers, Ashley takes the time to get to know them and their motivations for selling their home, along with the time frame for their next life journey. Armed with that information, she formulates a detailed, customized selling strategy that will help them meet their goals and net the most money for their home. “I’m a huge fan of staging,” she says. “I go through the home and make suggestions about removing and adding things. I try to make it a collaborative effort, but it’s not always an easy conversation to have with sellers. I try to help them understand that it’s important to see things from the buyers’ perspective, and that making changes to their home will make it appealing to more people.”

Then Ashley and her team make effective use of technology to generate interest and excitement around the property. “We always do professional photography and a dynamic video with voiceover to introduce the property and community. A lot of buyers are looking to social media to find homes, and it’s a tool that is giving us an extra edge. We do targeted ads on Facebook in conjunction with advertising on Zillow so that buyers are seeing our listings online multiple times.” By creating a seamless experience and consistent results for both buyers and sellers, The Ashley Cooper Team is fulfilling on its commitment to provide the best service possible. The proof is in the many favorable reviews Ashley and her team are receiving from their happy clients. “We’re super grateful that after a transaction is done, so many take the time to write a review,” Ashley says. “I feel it’s a testament to the kind of service we offer to clients and other agents.” These are just a few of the glowing compliments recent clients have shared about The Ashley Cooper Team:

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Temecula Valley’s Most Dedicated Team “Ashley had the most thorough, modern and visually represented presentations of all the Realtors® we met when trying to sell our home.” “Ashley Cooper and her team are a true class act! Working with Ashley is an absolute honor and quite a pleasure. Professionalism, transparency and passion are the words I use to describe the core of the service delivered by this incredible team!” “Ashley helped us both sell our home and then buy a new one. Throughout the whole process, she was fantastic. Funny, smart, engaging, and seemed to work around the clock for us. We are now settled into our amazing new place, and when we got married, we even invited our favorite real estate agent to our wedding! She is an amazing person and a fantastic real estate agent.” “Hands down the best agent I have ever worked with.” Although she is a driven, savvy professional, Ashley is quick to observe that on her team, “we’re all just human

beings. I’m a mom, a wife and a Realtor®. I want to give my clients the best experience possible, while giving my family my best, too. I’ve been very lucky in that Rich takes on a lot of responsibilities at home with our two children, and having the team also frees me up to spend more time with my kids. Rich and I volunteer at our kids’ school every Friday, and we also do a Morgan Hill community event once a quarter. We love this community and want to give back.” This year, The Ashley Cooper Team is selecting a different charity every quarter they will support as volunteers, and for one month during each quarter, they will donate 10 percent of gross commissions earned to the cause. Ashley says that real estate is something she has loved her whole life. “At 8 years old, I remember riding my bike to new homes sales offices to look at model homes. It’s been a passion for me since I was little. My favorite part of every transaction is developing that relationship with the client. I love being a part of fulfilling someone’s dream. That’s where the joy and satisfaction of this career really comes from.”

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The Ashley Cooper Team First Team Real Estate 29121 Overland Dr., Temecula, CA 92591 Tel: 951-514-7854 - Email: Web: - CalBRE #01898439

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The Perfect Time For Change!


o matter where you live, the chances are you are either (finally!) moving into the spring or fall season. Unlike winter or summer, where either because of the heat or cold, we tend to move less, both spring and fall fill us with hopefulness and energy. A great way to really jump into the season is to help change, well, change! There are two simple techniques I suggest that will increase your energy on a daily basis. Although you might start small, there is a gradual build-up that propels the momentum until you are enjoying constant and sustainable movement. 1. Move ‘em around and shake ‘em up. There is a Chinese proverb that says, roughly, ‘If you want 24

change in your life, move 27 things.’ These can be any 27 things, big or small. I’m finding that the number doesn’t appear to be the significant factor. Keeping things moving does seem to help. To start, think small. Very often, when we ‘decorate’ a room, we place something in a particular spot and keep it there for years. Try moving an ornament to the other side of the room. Bring that vase from the dining room into the bedroom. In my guest bathroom, I flip-flopped two items, one that was on the sink and one on the commode. A number of my clients are also working on this as well and we’re all feeling a shift in energy. 2. ‘Do’ a drawer, shelf or container a day. Once a day, every day, go through a drawer, shelf or container. Clean it off, discard what needs to be discarded, replace only

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the loved and/or functional. Start thinking of this the way you think of brushing your teeth or shaving. You have to do it on a regular, consistent basis to see the results you want. I started doing this ‘in order’, but find that every day, some drawer or shelf will catch my eye and that’s the one for me to do that day. Also, don’t forget to look inside the things in the drawer. For example, the folder may need to go back in the drawer, but half the paper in the folder can be tossed. I want to emphasize again the value of thinking small. It doesn’t need to be big change for you to feel the results. So start by moving your toothbrush to the other side of the sink and feel the energy flow through you!

Louise Morganti Kaelin is a Life Success Coach who partners with individuals who are READY (to live their best life), WILLING (to explore all options) and ABLE (to accept total support. She publishes a free bi-monthly newsletter, The 3-Minute Coach, which offers tools, ideas, strategies and action plans to assist individuals in creating the life they truly want. In addition, she is the author of the ebooklet Blueprint for Success: 101 Tips to Reclaim your Vital Energy & and Get the Results You Want. Copyright 2004, Louise Morganti Kaelin. All rights reserved. For more information about Louise, contact the Frog Pond at 800.704.FROG(3764) or email;

Written By Louise Morganti Kaelin ExecutiveAgent Magazine


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

COH-0726_BMT_Hem_fp_4c_ExecAgt.indd 1

WE LIVE TO CURE CANCER. Science saving lives.

11/25/13 6:02 PM

Congratulations to the South Bay Associaiton of REALTORS® Awards of Excellence Winners and the 2017 Board of Directors

REALTOR® of the Year Danny Fredericks The Real Estate Group

Commercial REALTOR® of the Year Steve Notaro DECOMA Industries

Broker of the Year James Sanders RE/MAX Estate Properties

Citizen of the Year Carol Olney The Real Estate Professionals

Affiliate of the Year John Peterson New American Funding

Rookie of the Year Chrissie Grasso Berkshire Hathaway HomeServices

2017 Board of Directors

Rob Morel President

Cheryle Ushkow President Elect

Danny Fredericks Director

Shyrl Lorino Director

Tom Nickl Immediate Past President

Brittny Burford Director

Jack Pharris Director

Jennette PhillipsToderick Director

Paul Clark Director

Mina Semenza Director

David Coe Director

Norma Fernandez Director

Crystal West Director


How To Trade For Advertising


hat do you do when you don’t have enough cash to advertise? You trade! Trading products and services for advertising is one of the hottest marketing topics in business discussions. And for good reason. Bartering for ads can give the small business person excellent opportunity and value. One radio station owner, who never forgot his pennypinching beginnings, is always on the lookout for businesses wanting to trade. When he needed extra storage sheds behind the studios, he got a carpenter to build them in exchange for free commercials on his stations. When the station promotional vehicles required regular detailing, he traded commercials for custom car washes. A big snow brought a private snow plow purchased with traded on-air mentions. The station owner figures he has a few commercials that his sales reps won’t sell. Why not trade them to other business people who have extra products and services 28

they can’t sell? It’s a classic WIN-WIN arrangement. And lots of media managers welcome the situation. Joan, who owns a very successful donut shop, bases her advertising entirely on trade. She gives boxes of her high-quality donuts to select radio stations for daily giveaways. In return, they speak highly of her donuts on the air. It’s not unusual to hear a morning DJ go on and on about how wonderful her product is. She has a rock solid reputation in the community as a result. The cost? A few boxes of donuts that might be surplused anyway. A newspaper editor reminds us that radio isn’t the only fertile ground for trade. Newspapers frequently need traded items and services to give away as prizes to readers, advertisers, and employees. He advises to check with the circulation department. They often need prizes to give to paper boys and girls.

ExecutiveAgent Magazine


Written by Kevin Nunley

A TV exec recently emailed me to say that TV stations in many medium-sized and small cities like to trade advertising for products or services. “You’d be surprised at how flexible some TV stations are on this,” he said. Be creative. Got a book store? It’s trendy now days for TV weathermen to publish their own books on local weather stats. Call the manager at your favorite TV station and offer to do a cooperative promotion with the station. They can place the books in your store, AND have their weatherman do instore appearances, in exchange for mentioning your store’s locations. Offer to help them write and publish the book. “But I’m a Realtor®,” one man told me. “How would I trade real estate services to a media outlet?” There is a Realtor® in my town who solved the problem. He does his own real estate show on talk radio. Enlisted sponsors pay his on-air fees. For the Realtor® who doesn’t have that show biz zeal, appearing regularly as a real estate expert on someone else’s show can be just as effective.

Not all media outlets do trade. Some welcome trade some times of the year and not others. Many will do a part trade, part cash arrangement. A great many will bonus a certain number of free commercials or mentions when you buy ads. No matter what you do or sell, there is probably a newspaper, newsletter, magazine, TV station, cable system, radio station, or on-line provider that needs you. Kevin Nunley provides marketing advice and copy writing for businesses and organizations. Read all his money-saving marketing tips at © 2008 Kevin Nunley. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email;

ExecutiveAgent Magazine



One Brand. One Rule. Written By T. Scott Gross


ou’ve got a great brand. Plenty of equity. Why not spend a little? Why not? Well, go ahead and spend but only so long as you don’t violate the first and only rule of brand extension: honor the values. On the far edge of my desk, just close enough to reach in a moment of emergency daydreaming is the Craftsman tool circular from Sears. Page 63 is dog-eared, a sign that I am waiting for an excuse to call for the 336 piece Mechanics Tool Set plus 6 FREE fully polished wrenches. What’s the brand? Craftsman 336 times over. What’s a Craftsman? Incredibly durable shop tools backed by a lifetime guaranty. One brand, 336 mechanics tools. So long as you don’t step on the brand values, extend all you like. Could Craftsman build a vacuum cleaner? Yes, and they have. But they’ve built shop vacs, see page 32. Could you use a Craftsman shop vac on carpet? Yes, but perish the thought! Could Craftsman build a carpet vacuum. Yes, but it would violate the values that are Craftsman. Show me a Craftsman carpet vacuum and suddenly my turbo-charged shop vac would look a little wimpy. Then there was Coke. Actually, Coke wasn’t the problem, it was New Coke that violated the values. After decades of telling us that ‘Coke is it’ and ‘Coke is the real thing’ someone failed to notice that the value of Coke lies in a unique taste, that “I can’t get this anywhere else” feeling that defines every true brand experience.

And what is it that makes Krispy Kreme a brand worthy of protection? Fresh, hot, and sweet are three values that come to mind. So what would you say to Krispy Kreme dinner rolls? Probably not. Krispy Kreme gravy mix? Definitely not! Just remember, honor the values and you’ll be fine. Ford F-150 brings to mind three key values: authentic, tough, pick-up truck. So long as you honor the values you can do what you want. Ford has. You can order an F-150 in a thousand permutations but you can’t get an F-150 lawn mower or an F-150 station wagon. If you could I’d be looking to trade my old gray ranch truck for something a tad more manly. When you have a strong brand the best move is not to do anything that would undermine its strength. On the other hand, if a brand has an attribute that is negative don’t wait until it is too late to take action. As I was heading to the office this morning the local news anchor ended the half-hour saying, “When we come back, a former Dallas Cowboy is arrested on drug charges. And it isn’t Michael Irvin. Brands are powerful. Be careful. T. Scott Gross is more than the creator of MicroBranding… he lives it! His best known MicroBrand, Positively Outrageous Service, puts him in front of nearly 100 business audiences each year. Read his books, try his ideas, and you’ll become a MicroBrander too! Copyright© 2002, T. Scott Gross. All rights reserved. For information about his keynote presentations, contact the Frog Pond at 800.704.FROG(3764) or email;

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


ExecutiveAgent Magazine


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ExecutiveAgent Magazine


Want To Sell More?


ometimes sales reps lose track of the basics. What do the coaches say when you’re in a sports slump? Go back to the basics.

What do you think the person on the other end is thinking? “This person likes our company’s products and therefore likes me. I should try to help them.”

You can be a greater presenter or a fantastic closer, however if you lack good solid prospecting skills, who will you be presenting too or what sales will you be closing?

Ron, that sounds real corny. I know it sounds corny but it works. Try it before you judge it.

Probably no one unless you have someone doing the prospecting for you in which case they are building the relationships, not you.

Call on the account you have always wanted to call on but never have. What’s the worst that can happen on the phone? A person can hang up on you. They can’t punch you through the phone.

First, get out there and do it! Stop making excuses or putting things off. If it is cold calling, then make cold calls. If your presentation needs work, then practice presenting. There is no time like the present to get things done.

People are people wherever you go and good manners transcend all borders. Guess what, Lou Gerstner or any famous person for that matter and you both have the same color blood, “red”.

Set aside time to get the most important things done first by asking yourself this question. “What do I need to be doing right now that will make me the most money?” “When do I need to have it done by?” “How much time am I willing to commit to make what I want to happen, happen?”

There’s nothing to be afraid of they’re just people be it the CEO of CISCO or a Janitor. Some maybe a little old, smarter and wiser and yet that can work to your advantage.

Pick up the phone. Make one more call. Pick up the pen and write one more sentence. Get to the keyboard and type one more line.

People love to teach other people. It is very rewarding, spirit energizing and is the main reason I do what I do. People are often amazed at people who are friendly and yet that is what they crave.

Push yourself a little further each time than you have before and watch the improvements take place in your life. Make a extra effort to be nice and complement someone. Complements are free and people enjoy hearing them. So boost your sales by using them. When is the last time you complemented a prospect? One of the first things I do when I call on a corporation whose products I use and like is to immediately let them know just that.

People crave other people who are interested in them and their problems and what they have to say. Want to sell more? Be interested not interesting. Ron LaVine is president of Intellworks, Inc., a sales training firm located in Oak Park, CA which specializes in teaching technology salespeople how to cold call into the Fortune 1000. Sign up for his free weekly Sales Tips for Selling Success email newsletter at Copyright© 2004, Ron Lavine. All rights reserved. For information about Ron’s training programs, contact the Frog Pond at 800.704.FROG(3764) or email;

If it’s GE, it might start something like this. “Hi there. You know I’m a big fan of yours. I love the GE Refrigerator I bought. Maybe you can help me.”

Written By Ron LaVine ExecutiveAgent Magazine



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