Inside Features: Jason Bickley Executive Agents of the Month
Keller Williams Realty
Lynette Colletta Berkshire Hathaway HomeServices
Shaun Radcliffe Miars Realtor
Realty ONE Group Company Profile
Jason Tran New Empire Realty
Williams & Hammer Harcourts Prime Properties
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Mark Martinez Sales Manager (714) 422-1856
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imortgage ● 2400 E. Katella Avenue, Suite 150 ● Anaheim, CA 92806 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. 09/2013. Equal Housing Opportunity.
Southern California’s Publication for the Real Estate Professional
VOL. 5 NO. 55
40 - Tony Alessandra:
Expanding Your Vision And Ideas!
26 - John Boe:
Time Management Tips
16 - Bill Brooks:
Successful Selling... What Does It Really Take?
22 - Dirk Zeller:
Accomplish Team Training Through Monkey See Monkey Do
32 - Zig Ziglar:
Fred Arrias Executive Publisher PO Box 73384 San Clemente, CA 92673 Ph: (949) 366-3349 Fax: (949) 266-8757 Info@eamag.net www.EAMag.net
ADVERTISERS’ INDEX Eagle Home Mortgage.......................43 Evergreen Realty...............................18 Greenpath Lending............................19 imortgage....................................2 & 39
i Photography Studio.........................11
McKeon & Associates
Kinecta Federal Credit Union..........13
Executive Agents of the Month
Prominent Escrow...........................44 Realty ONE Group............................12 The Termite Guy................................42 Ticor Title Company..........................38 Wells Fargo Home Mortgage...........35
Keller Williams Realty
Berkshire Hathaway HS
20 Realty ONE Group Company Profile
28 Jason Tran
New Empire Realty
Shaun Radcliffe Miars Realtor
14 Williams & Hammer
Photography: i Photography Studio, Ian Wiant, Rob Paino Graphic Designer: Garon T. Arrias Editorial Manager: Trudy Van Writers: Lalaena Gonzalez–Figueroa, Shannon Hartsoe, Julie Brown © Copyright 2013 Executive Agent Magazine. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Although every precaution is taken to ensure accuracy of published materials, Executive Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.
Harcourts Prime Properties 3
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Executive Agents of the Month
By Julie Brown - Ian Wiant Photographer
heryll McKeon and Wally Malesh, a husband and wife team with Keller Williams Realty are Orange County real estate veterans with over 60 years of combined experience. Wally has spent most of his career on the training and management side and is very active in the legal and political arenas of the industry. Cheryll is a well respected agent who spent her entire career in the Orange County market. The two are powerful forces in real estate who have created a successful partnership, not only as agents, but with an experienced team of sales associates, Andy Snodgrass, Brandon Lawrence and Teffeni Brodie. Their team specializes in solving complex real estate transactions and never shy away from a challenge. “There’s not a question we can’t answer,” shares Wally. “That doesn’t mean we know everything, but we will surely find out.” Wally spent the first part of his career in corporate
America as a human resources executive for Fortune 500 companies. With a MBA from Pepperdine University, he also served as an Adjunct Professor for the school teaching entrepreneurial studies. While coaching his students how to be entrepreneurs, Wally was building his own successful real estate business on the side. “I got tired of traveling all of the time and being away from my family as a corporate executive,” says Wally. “I always had a lifelong desire to be in business for myself and real estate was the vehicle for it.” Although just working as an agent wasn’t enough for Wally. Within six months of his first real estate job, he bought the company and became an owner. He managed the business for several years before selling it and spent the next 25 years managing brokerage offices and training hundreds of agents. “It’s so rewarding to come across people I’ve trained that tell me I helped change their life,” shares Wally.
Cheryll and Wally, with DJ Berg and Kara Karns from the Keller Williams Management Team
Cheryll studied psychology at UCLA, but quickly realized that she wanted a career that offered more flexibility and greater financial opportunities. At the age of 25, she decided to earn her real estate license and went to work in the industry. She joined a company that offered a great training program and worked her way up the ranks to sales manager in only three years. As her career was taking off so was her family, so she took a long break from real estate to raise her two daughters. When her kids were teenagers, a friend recruited Cheryll back into real estate where she has been ever since.
Wally and Cheryll both have a passion for real estate. The two met through the industry and sparked not only a business connection, but a personal relationship. Now as husband and wife, Wally returned to the sales side and the two began working at Keller Williams Realty together two years ago. “It was time for me to get back to the heart and soul of the business which is sales,” says Wally. “I really wanted to work with clients again on a personal basis.”
Cheryll and Wally with Kara Karns, DJ Berg, Brandon Lawrence, Andy Snodgrass Their combined experience and extensive knowledge of the market have made them one of the top real estate teams in Orange County. What sets them apart from other agents is their ability to handle very complicated real estate transactions. “As a result of our experience and network of resources, we can deal with complex financial, legal and title issues,” explains Wally. He enjoys the challenge of problem solving and says that complex transactions make up about 25% of their business. “We’re able to resolve things that others couldn’t do or would take months to figure out. These are the types of complexities that if not solved can kill the deal. If we don’t know the answer we’ll pick up the phone and call people until we have an answer.” Being able to solve complex transaction issues definitely came in handy during the recession according to the duo. The team’s business slowed down a bit, but being adaptable was a key to their success. “It wasn’t a question of if we would come out of this downturn, but when,” says Wally. “We had to adjust the way we ran our business and keep a positive mindset.” As a result of the downturn, real estate professionals have more challenging roles than
ever before. “To be a successful agent, you have to be smarter and have more depth of experience,” explains Wally. “Keeping up with the complexities of the legal requirements is a lot of work.” For Wally, expanding that knowledge base is what he enjoys most. He remains very active on several real estate boards and political action committees. With 30% of their business generated from referrals, prospecting and client service are critical factors of their success. The duo takes a proactive approach and stay involved through 100% of a transaction according to Cheryll. “Traditionally agents match buyers and sellers and never talk to them again,” says Cheryll. “We market the old fashioned way by prospecting and getting out and talking to people.” Having trained hundreds of agents in his career, prospecting is the foundation for success and is a skill many agents shy away from. “Prospecting is a word many agents don’t like to hear,” shares Wally. “It used to be that you put people in your car and drove them around and that was enough. Now you have to get out there and knock on doors.”
For the Love of Real Estate With inventory levels so low right now in California, prospecting is an instrumental part of any business growth plan according to Wally. “You can’t sit around and wait for things to happen,” says Wally. “If you want to live in a neighborhood, you have to knock on doors to find that seller.” Having a team of escrow, title and lending professionals on board also help the duo provide that extra level of service. “We work with top notch vendors and we’re all on the same page,” shares Cheryll. “That brings tremendous value to our clients.” While the two enjoy working together and have skills that complement each other, they try not to take work home with them every night. They have four children and six grandchildren and enjoy spending time with family. “Any given Sunday our home is filled with family, good food and wine,” shares Cheryll. The pair also likes to travel to exotic places including Bali and have plans to visit Africa and cruise the eastern Mediterranean. Wally and Cheryll doubled their business last year and hope to do the same this year by completing 80 transactions. Last
Cheryll, Nita Nolan and Wally year they completed 44 transactions and are on track to reach their goals in 2013. Being part of the Keller Williams system and with the coaching of Team Leader D J Berg and Operating Partner Kara Karns, they are assured of many years of continued growth and success. “Real estate is a rewarding profession,” says Cheryll. “We love bringing service to our clients and seeing them accomplish their goals.” Hearing positive feedback from happy clients is what motivates the duo to keep pushing forward. “Owning a home is such a treasured thing and we’re able to help people accomplish that,” adds Wally. “We help people realize their dreams whether it’s getting their first house or moving into a bigger and better home than they ever thought was possible.”
M CKEON & ASSOCIATES Cheryll McKeon & Wally Malesh Keller Williams Realty Tel: (949) 466-0917 firstname.lastname@example.org www.mckeonhomes.com BRE # 00638304 BRE # 00907004
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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: 949.812.8025 | tel: 949.253.5350 email@example.com | 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. 12358-06/13
E XECUTIVE AGENT MAGAZINE
By Julie Brown
John has a master’s degree from The Wharton School of Finance and spent four years in the Air Force as a Contract Officer while also working as a White House Aide. He later started his own management consulting practice and managed the business for 13 years before deciding to follow his parents’ decision to move to California. John caught a glimpse of the shortcomings of the real estate industry through the process of his parents buying a home in Orange County. “I wasn’t impressed with the whole process so it motivated me to get a real estate license,” says John. “I wasn’t sure how long I would practice real estate but it seemed like a good way to get to know the business and Orange County.” Dot received a degree in marketing from the University of Connecticut and was in training to become a department store buyer when she decided to move across country. Her sister moved to California and Dot went with her thinking it would be a fun place to live. She worked as an executive assistant before deciding she wanted a career that offered more flexibility. She earned her real estate Broker’s license and went to work for a few years before taking time off to raise her three children. When her kids got older, Dot returned to the real estate industry.
ohn Williams and Dot Hammer are both Brokers, together with more than four decades of experience in the real estate industry. The dynamic duo has been working together for more than 15 years and are recipients of numerous local and national sales and service awards. Yet despite all of the accolades they’ve received, the one thing that matters most to them and is their ultimate measure of success is client satisfaction. Their knowledge of finance, the local market and vast transaction history may be why clients call them the first time, but they keep coming back because of the level of service they provide and the lasting friendships they develop.
John and Dot met 15 years ago at an industry event and decided to join forces to work for a company that evolved into Harcourts® Prime Properties where they still are today. The two have built a successful business around the motto “clients first.” If you take care of the client, then everything else will take care of itself, according to John. It’s the small details like previewing every property before you show them to a client that make a difference for the duo. “We really listen to our clients needs,” shares Dot. “We’re not in the business to just make a sale, we do what’s right.”
JOHN WILLIAMS & DOT HAMMER
CLIENTS FIRST The team also works hard to maintain relationships with other agents. “We received 21 offers on one property and I called the 20 agents who didn’t get the deal to tell them why,” explains John. “They were shocked that we even followed up with them, but that’s the way we choose to do business.” Having close relationships in place with other agents also enable the duo to maintain a competitive edge by getting early notifications on properties for sale. By the way, John was elected twice to be President of the Laguna Board of Realtors® and was voted Realtor® of the Year by his real estate peers.
The duo, who were recently ranked fifth nationally in sales for Harcourts, hopes to keep growing their business but don’t ever plan to lose sight of what’s most important to them. They don’t aspire to have assistants or big
John and Dot’s commitment to client service is the reason why 95% of their business is generated from referrals and repeat business. They’ve had clients that have stayed with them for their real estate needs over the course of their lives and many big events. “As people’s situations and finances change, so do their needs and we are there for them,” shares John. “Buyers and Sellers can pick any agent and they choose us. There’s no higher compliment than that.” Their extensive knowledge of the Orange County market is also a big factor in their success. With experience gained in more than John and Dot work closely with Rob Gillon at NewAmerican Funding® 1,000 transactions under their belts, John and Dot are transaction experts who understand the complexities both of being a buyer and teams because they don’t want to give up the personal a seller. “We bring a vast knowledge that not many relationships they have with clients according to John. other agents have and guide clients through the entire “We don’t have to be number one,” adds Dot. “The way transaction,” says Dot. Despite his tenure in the industry, we work just works and we have fun doing it.” John believes that you can never stop learning or know too much. “I learn something new from every single transaction,” adds John. “Having that base of knowledge John L. Williams, Broker and experience helps us to anticipate any challenges Dot Hammer, Broker before they arise.” They also work closely with Rob Harcourts® Prime Properties Gillon at NewAmerican Funding® to ensure that their 27372 Aliso Creek Rd. buyers understand not only loan options, but also the Aliso Viejo, CA 92656 lending process. “Having that financial expertise on our John Tel: (949) 510-1400 team has helped many buyers to get into a home they Dot Tel: (949) 295-9611 didn’t think they ever could,” says John. “We also work Fax: (949) 272-4076 aggressively to lock in competitive interest rates. We’ve JohnLWilliams@fea.net seen rates rise a point overnight which can disqualify www.johnlwilliams.com BRE # 00917563 - BRE # 00419396 buyers and kill the deal.”
Successful Selling... What Does It Really Take?
t has often been said that sales is the hardest easy work you could ever do. It has also been said that High Point is the Furniture Capital of the World. The second statement is true. The first is false. Sales is, perhaps, the most demanding and difficult profession in the world. The problem? It looks easy. And this is particularly true when you observe a real pro - a top performer in action. Go watch a struggling salesperson and you’ll see just how difficult the sales profession can really be. The problem is that sales is a profession to which many are called and woefully few succeed. And I mean really succeed. I don’t mean just making a living. I mean making a meaningful, fulfilling life. A life of financial freedom, independence, balance and prosperity. The sales profession can provide you all of that and a lot more. But in order to allow it to do all these things for you, you must bring a lot to the table. Unfortunately, there are lots of errors, mistakes in training and erroneous assumptions that sales is an easy-to-do thing. Nothing could be less true. Let’s take a look at a list of 25 skills and a second list of 25 attributes required for sales success. Scan the list and
check off those you have (a) mastered; (b) are working on; (c) need to work on, or (d) haven’t even given much thought to or about: Skills Listening, Goal Setting-Time Management Planning-Scheduling Prospecting-Dealing With Objections Computer Knowledge-Proposal Writing Group Presentation Skills-Negotiation Effective Presentation-Audio-Visual Use Persuasion-Finalizing Transaction Consensus Building-Dress, Style and Image Telephone Skills-Organization Rapport Building-Non-Verbal Communication Strategy-Account Development Networking Attributes Self Starting Capacity-Handling Rejection Physical Stamina-Emotional Stability Ability to Focus-Tenacity Empathy-Goal Directedness Handling Stress-Dealing With Ambiguity Balance-Rebounding From Setbacks Self Esteem-Positive Expectation Loyalty-Thinking On Your Feet
Written By Bill Brooks
Resiliency-Self-Renewal Self Awareness-Problem Solving Self Discipline-Results Orientation Compartmentalization-Emotional Maturity Flexibility
attributes are really only the beginning. We haven’t even discussed product knowledge, customer or marketplace know-how, emerging technology or all the rest. Let’s hold those for another day. We both have enough to work on right now.
As you look at these fifty skills and attributes are you surprised that sales is such a demanding profession? Whoever said that it’s the “hardest easy work you could ever do” was obviously comparing it to pure physical labor. Have you ever felt the fatigue that sets in after lots of rejection, refusal and emotional upheaval? How about the fatigue of fourteen hour days, marathon meetings, lots of airplane (or auto) travel, lunches, dinners, events, trade shows, early mornings and late nights?
Bill Brooks, CSP, CPAE, CMC, CPCM former CEO of a $300,000,000 corporation and two-time sales award winner from an international sales force of 8,000, Bill has real-world expertise. Bill has spoken or consulted in over 300 different industries while being engaged by at least 150 clients an astonishing six times each. Copyright© 20002001, Bill Brooks. All rights reserved. For information about how to bring Bill to your next meeting or convention, contact the Frog Pond Group at 800-704-FROG (3764) or email firstname.lastname@example.org; http://www.frogpondgroup.com.
Yes, sales is a great profession. A demanding profession. A rewarding profession. But it is also, perhaps, the most misunderstood profession of all. These fifty skills and ExecutiveAgent Magazine
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E XECUTIVE AGENT MAGAZINE
RAISING THE REAL ESTATE BAR
omes Lives Dreams is more than just a tagline for Realty ONE Group, a full-service real estate brokerage with more than 4,300 associates and 37 offices serving the tri-state area of California, Nevada and Arizona. Rather, it encapsulates everything the firm offers to its agents and customers. Though the company has been around for less than a decade, its innovative business approach and company culture are setting new standards for the real estate industry. “We really believe that what we are doing is the best possible model for real estate,” says Chief Operating Officer Matt Emerson. We provide our agents with a positive, non-competitive environment and the latest resources and technologies that enable them to succeed.”
It all begins with the company’s philosophy of putting agents first. “Our brand is our agents,” says Matt. “This is a relationship business and it’s all about the agents. They are the reason we are in business.” The company believes that the best way agents can build their business is by giving them an environment that embraces entrepreneurship and empowers them to market themselves. “We don’t put restrictions on them in terms of what they can do to promote themselves,” shares Matt. “They know what works for their business so we’re not going to tell them what they can and can’t do.”
EA Realty ONE Group’s unique business model and company culture has enabled them to attract and retain some of the industry’s top talent By Julie Brown
That agent first philosophy is also focused on showcasing agents rather than competing with them according to Matt. “We dont’t market the company brand over theirs,” says Matt. “We don’t put up any roadblocks that interfere with their ability to build their brand and their business.” One of the biggest frustrations they’ve heard from agents joining from other companies is in the area of Internet leads and online advertising. Realty ONE Group doesn’t have a team that manages Internet leads and doesn’t purchase online advertising that conflicts with their agents. Instead, the firm focuses on having a strong web presence at its company website (RealtyONEGroup.com) and working with industry leading listing partners like Trulia, Zillow and Homes.com to send any leads directly to the agents. “Our agents work hard to secure their listings so we remove ourselves as the middle man and make sure they receive their Internet leads,” adds Matt. In addition to creating a non-competitive environment for its agents, Realty ONE Group also boasts a company culture they describe as optimistic, empowering and focused on efficiency and service excellence. That culture also includes giving their agents a voice and promoting a climate that encourages feedback and values creativity. “Not many companies deliver on the culture that they promise, but we do,” shares Matt. “We are truly a group of like-minded and passionate individuals who are united in sharing the same values, vision and path for success.” Providing agents with the latest tools and cutting-edge technology is also a priority for Realty ONE Group. These tools include myROG, a proprietary back office system that provides agents with a comprehensive resource library and real-time statistics on all of their efforts including transaction numbers and volume. “It really gives them a benchmark of how they are performing and gives us great transparency to see how we are doing as a company overall at any given time,” shares Matt. They also employ a Paperless Exchange system where all transaction documents are completed electronically through their back office. “Everything is submitted online and reviewed by our compliance team,” says Matt. “Not only does it save trees, it also catches any errors quickly and helps with risk management.”
according to Matt. Realty ONE Group’s business model is one they refer to as “Version Now” because it’s designed to meet the needs of today’s real estate agents. As clichéd as it may sound, Matt says that Realty ONE Group likes to operate outside of the box. Combining an open culture with a non-traditional business model is what makes them unlike any other brokerage firm. “We provide agents with 100% of their commissions, but we don’t charge them exorbitant franchise fees. Instead they pay a transaction fee,” explains Matt. “Usually when you’re training agents it gets awkward when the conversation turns to money and they realize how much they’re paying the company to do business with them. We eliminate all of that by having one plan that levels the playing field.” Realty ONE Group’s unique business model and company culture has enabled them to attract and retain some of the industry’s top talent. “We’ve seen many seasoned agents who have been beaten down, but then are so refreshed and re-energized when they learn how we do business,” says Matt. “We are here to create lasting partnerships with our agents. Whether they are veterans or brand new to the business, we want to give them everything they need to experience long term success.” The company has big growth plans for 2013, which include opening six new offices in California and two in Arizona. In addition to their 4,300 associates, they also give much credit to their highly talented and trained staff of office managers who are a big part of the company’s success. “Our Philosophy of ONE is really the foundation for unity,” says Matt. “Everyone brings something unique to the table, and united we can accomplish so much more than we ever could alone.”
The company also employs a business model that has evolved with the cyclical market conditions. The market will always fluctuate, but not all companies alter their business models to adjust for the changing times
Realty ONE Group 7545 Irvine Center Drive, Suite 250 Irvine, CA 92618 Tel: 888.461.0101 www.RealtyONEGroup.com BRE # 01844195
Accomplish Team Training Through Monkey See… Monkey Do
ost of the learning we do in life is from observed behavior. This observed behavior happens in all environments from work to home. A few months ago, my wife, Joan, came to me because of observed behavior that Wesley, my five-year-old son, picked up. Joan was driving home from errands with Wesley in the car. She was following slow moving cars in front of her, and Wesley asked her why she was going so slow. Joan told him she couldn’t go any faster because there was a car in front of her. Wesley asked her, “Why don’t you just honk the horn; that’s what Daddy does.” I was busted! In Wesley’s mind, due to observation, he learned that a slow moving car means you should honk the horn. Your staff, especially the sales staff, will learn from you through observed behavior. They will learn how to prospect and how frequently they need to prospect and the duration in terms of time that they must prospect. They will learn how valuable leads are to your team, how to treat leads, and what to do with those leads. They will also learn what the standard of performance and expectation standards are through observed behavior. Your team will be able to observe how closely you are really monitoring them. They will observe if there is consistency in your rhetoric and your actions. Champion Team Rule – People will only do consistently what you expect and inspect. If you are unwilling to set clear expectations and inspect the progress and inspect the results, the outcome for your team will be far less than your goals for the team. If they know what is important to you and your business, and they know that you are watching or monitoring them, your probability of success increases considerably. A word of caution, they won’t react favorably to, “Do as I say, not as I do.” If you want them to prospect consistently, you will have to set the personal example of consistency in this area. They will need to see you prospecting and making sales that link to your prospecting activities. For them to work the leads, treat them as valuable, and qualify them effectively, they will need to see you doing the same. If you want them to have a sense of urgency with the leads, you will need that sense of urgency in dealing with them, as well.
Being a successful leader of your team is only accomplished through monkey see . . . monkey do! Dirk Zeller is an Agent, an Investor, and the President & CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. He’s the widely published author of Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, Telephone Sales for Dummies®, and over 300 articles in print. You can get more information by visiting www.RealEstateChampions.com. © 2008, Dirk Zeller. All rights reserved. For information contact FrogPond at 800.704.FROG(3764) or email susie@ FrogPond.com; http://www.FrogPond.com.
Written By Dirk Zeller
E XECUTIVE AGENT MAGAZINE
Shaun Radcliffe ExecutiveAgent Magazine
From Selling Building Supplies to Homes By Julie Brown
haun Radcliffe has only been a licensed REALTOR® for two years, but he was selling homes long before that. As a construction building supply manufacturer representative and distributor, he spent nine years selling the materials needed to build a home. Now as an agent, he’s selling homes and has enjoyed the challenges and rewards that have come with his career transition. “I used to drive by commercial buildings knowing that I provided many of the materials used to build it,” shares Shaun. “Now I drive by houses and have the same satisfaction of knowing that I sold them that home. The only difference is I now have the personal relationships and can see the end result which is a happy home owner.” Shaun grew up in the construction industry. His father owned a construction company, but always told Shaun that he needed to go to college and get an education. “He wanted me to have a career that allowed me to use my mind and not my hands,” says Shaun. He got a degree in business and marketing from California State University, San Bernardino and somehow found himself in the construction industry. He took a job as a steel manufacturing representative that focused on providing materials for commercial construction. After a few years he moved to the distribution side where he supplied building products used in both the residential and commercial industries. “At the end of the day I was selling $60 million in building products annually, but it was all about volume,” shares Shaun. “I had no interaction with the end user.” That was when he decided to go into real estate so he could have those personal connections. In 2011 he earned his real estate license and went to work for Miars Realty. “It’s so rewarding to walk into a house knowing that it’s the right one for your client and a place they can call home,” adds Shaun. “It feels great to know that I played a role in the process.”
The market was changing dramatically two years ago when Shaun started his business, but he considers that a learning advantage. “We really went from having lots of inventory and short sales and REO’s to having no inventory and lots of buyers,” explains Shaun. “I’ve seen the market change in such a short time already, but it has pushed me to find creative ways to build and expand my business.” He works hard to help his buyers stand out in a market where multiple offers are common. “I’m always aggressive with my follow up on offers and even have buyers write personal letters to the seller about why they want that home.” His business nearly tripled from year one to year two and he attributes that success to hard work and satisfied clients. He tries to stand out among his competition by being punctual, trustworthy and really focusing on his clients’ needs and goals. “This is much more than just a transaction for me,” says Shaun. “It’s really the opportunity to create a personal and business relationship that will last for years to come.” One of the unique things Shaun also does is give his clients a guarantee that if he doesn’t meet set goals within a certain timeframe, then he will give up part of his commission. “It really just shows that I stand by my word,” shares Shaun. Even though he’s only had two circumstances where he had to pay out part of that commission, his clients were happy in the end. “They were surprised that I actually paid it and kept my promise,” adds Shaun. “They were so happy in the end they even referred other people to me.” Shaun has plans for the continued growth of his business. “I really want to become a real estate resource and expert for my clients,” shares Shaun. “I don’t focus on volume, but on building my brand and creating relationships that will generate referrals.” When he’s not working on his business, he enjoys spending time outdoors with his wife and Labradoodle.
Making the transition from the construction side to the sales side was a challenge for Shaun. Having come from a structured sales environment, having the freedom and flexibility to build his own business was new for him. “I really had to create my own structure and stay disciplined,” says Shaun. He tapped into his business and marketing background to develop a business model that he strictly follows. “I know exactly how many appointments I have to go on and calls to make to reach my goals,” shares Shaun. Making the transition from selling products to eventually selling himself was also a big change. “I had to learn how to market myself and my brand.”
Shaun Radcliffe Miars Realty Orange County, CA Tel: (714) 497-0160 email@example.com www.shaunradcliffe.com BRE # 01923712
Written By John Boe
Time Management Tips
veryone is given exactly the same amount of time each day. It is up to us to manage this time as we would any other precious, nonrenewable asset. In the world of commission sales, time is indeed money! Time management is at the very core of being a successful salesperson. Effective salespeople know how to concentrate on results while ineffective salespeople concentrate on just being busy. Counting time is not nearly as important as making time count. Effective salespeople focus on task achievement rather than tension relieving diversions. By incorporating the use of proven time management techniques into your daily routine, you will earn more money and experience less stress in your life. Avoid procrastination in all of its attractive forms. Learn to separate the important from the unimportant and develop a “Do it NOW” attitude. People manage time by managing their activities and managing activities begins with planning. Effective time managers understand the importance of “planning their work and then working their plan.” It is up to you to respect time and give it both meaning and value. If you want to know the value of a year, ask a P.O.W. that has lost his freedom. If you want to know the value of a month, ask a mother that has given birth to a premature baby. If you want to know the value of a week, ask the editor of a weekly newspaper. If you want to know the value of a day, ask a schoolboy on the last day before summer vacation. If you want to know the value of an hour, ask a criminal sentenced to death. If you want to know the value of a minute, ask a person that just missed their flight. If you want to know the value of a second, ask a person that just avoided a serious car accident. If you want to know the value of a millisecond, ask an Olympic silver medalist. Plan your day the night before. List and prioritize the top five objectives you desire to accomplish when you get to the office. Start with the number one item on your list and stay with it until it is complete. Try to do the most difficult tasks first.
Your first priority as a salesperson is to make appointments. If you do not have an appointment with a prospect, then get on the phone and make one. I recommend you make your phone calls in the morning when you are fresh and alert. Let your friends and co-workers know when you do not want to be disturbed. Close your office door and stay focused on the task at hand. An open door invites continuous distractions. Get to the office early. You will never be successful in the sales profession if you get into the habit of coming to work at the “crack of noon.” Avoid long personal phone calls, lunches and coffee breaks. How much of your day do you spend with a client or actively prospecting for new business? You may want to start an activity log and track how you spend your time. Delegate, delegate, delegate. Avoid the temptation of doing administrative duties and paperwork. Salespeople historically tend to hide behind their paperwork. Focus your efforts on the things that you are licensed or hired to do and consider employing someone else to handle your paperwork. If you have any doubt, ask yourself “What is the best use of my time right now?” John Boe presents a wide variety of motivational and sales-oriented keynote/breakout session/seminar programs for sales meetings and conventions. When you book John for your next sales meeting or convention, you get a nationally recognized author, sales trainer and business motivational speaker with an impeccable track record in the meeting industry. Copyright 2007, John Boe International. All rights reserved. For additional information, contact the FrogPond at 800.704. FROG(3764) or email susie@FrogPond.com; http:// www.FrogPond.com
E XECUTIVE AGENT MAGAZINE
Jason Tran New Empire Realty By Lalaena Gonzalez-Figueroa
or real estate professional Jason Tran, business is personal. “I love the opportunity to help people plan for their futures, to assist them in finding the homes that meet their unique wants and needs,” he says. “There is nothing like being a part of the American Dream.” It’s especially profound for Jason, who was born in Vietnam. Before he was two years old his family made the perilous journey from their war-torn homeland to New York City, where they believed a better life awaited their brood. Growing up, Jason keenly observed the daily comings and goings of the city’s go-getter professionals. “It motivated me,” he recalls. “I knew that if I worked hard and did the right thing, I had the opportunity to make something of myself.” Jason and his family relocated to California in the late 1990s, where he attended the University of Riverside while working in the lending industry. Once again, his observations of accomplished businesspeople shaped his vision of professional success. “I wanted to pursue a career that offered opportunity and growth,” he says. “I became intrigued by the real estate industry.” He launched his career in the lending industry, first as a mortgage processor then as an originator, but Jason didn’t connect with the transactional aspect of his work. “I enjoyed the numbers,” he explains. “But I wanted a field that was more relationship-driven.” Armed with a comprehensive understanding of the financial foundation of real estate, he transitioned into the field in 2007 as a licensed sales agent. His timing, by most accounts, was less than ideal. “The market was a mess,” he acknowledges. But Jason found his footing, launching his career in the short sale market. “As challenging as it was, I connected with the opportunity to help people move beyond bad finances,” he explains. And he continued to build his knowledge as the market shifted, successfully expanding into traditional equity sales and purchases. Today, business is thriving and Jason works with a range of buyers, sellers and investors at every point in the real estate spectrum. From first-time buyers to high end homeowners and individuals building their property portfolios, he is adept at maintaining smooth transactions and consistently facilitating successful closings. While much of his business is within the residential marketplace, Jason also handles commercial and lease transactions.
Jason is well-versed in the markets of Orange County and Los Angeles, and specializes in the art of negotiation between buyers and sellers. “I bring people together to do business the right way,” he says. “There are unique challenges in closing successfully and keeping both parties happy, and I really enjoy that process.” Strong communication skills, he says, make a difference. “I’m constantly reaching out to my buyers and sellers, as well as my fellow agents. Through solid relationships we are able to keep the transaction strong.” He is collegial yet competitive; Jason reveals that he’s driven to achieve or exceed each client’s distinct goals. “I’m here to add value to the process, whether that is assisting investors in maximizing their returns, or finding buyers the right properties at great prices,” he says. “And above all, I am always focused on providing exceptional customer service.” His professionalism makes Jason a standout in the field. “I understand what my clients want, and am usually able to address their needs before they ever have to ask,” he explains. “That has been a key to my success.” Jason’s sellers appreciate his thorough market knowledge, solid negotiation skills, and staging abilities. “Selling a home takes patience and preparation,” he observes. “I want everything to be picture perfect. We’re not rushing to get a house on the market; instead, we thoughtfully time the listing to ensure that it is well-presented and targeted to the right prospective buyers.” He adds, “I also offer my sellers personal staging assistance; with an inventory of décor and accessories, I’m able to help put a home together so that it shows to its fullest potential.” While much of his time is dedicated to his professional pursuits, Jason does find balance through participation in a community-based Buddhist organization and through local politics and activities. “Every day offers a new challenge, a new opportunity,” says Jason of his real estate career. “I love the ability to help others change their lives for the better, and can’t imagine myself anywhere else.” Jason Tran New Empire Realty 12913 Harbor Blvd., # Q-1 Garden Grove, CA 92840 Telephone: 714-604-9871 firstname.lastname@example.org www.JasonTran.net BRE # 01721560
E XECUTIVE AGENT MAGAZINE
Jason Bickley Breaking the Retail Cycle By Julie Brown
orking in the retail industry requires lots of travel as well as weekend and evening hours. After a 20-year career in retail management and sales, Jason Bickley decided it was time for a change. Even though he watched his father follow a similar career path in the retail industry, he figured there had to be another way to utilize his management and sales skills. Jason found that his interest in real estate translated into a successful business that has nearly tripled in only three years. Jason was taking college classes but had no idea what he wanted to do. He was also working as a shipping clerk for a company when they nudged him to join their management training program. That was how his career path in the retail industry began. He spent most of it on the management side but switched to sales when he got tired of the long work hours. “I moved around the East Coast, but just got tired of moving and working weekends and evenings,” says Jason. “It was definitely taking a toll on me.” In 2001 Jason made the decision to relocate from Texas to California with his sister. He took a job selling websites to real estate agents. “It was a sales job that just happened to be in real estate,” shares Jason. “I called agents all day and sold them a website for their business.” A few years later he became an independent sales rep for the action sports industry. He spent the next six years traveling throughout California to build his independent sales business until the recession hit. “Many of my accounts couldn’t pay their bills any longer,” says Jason. “Business just declined from there.” Having moved around as a kid with his father’s retail career, Jason was always intrigued by the real estate process. He watched his parents buy and sell many homes. “I needed a new challenge and thought that real estate was something that would really challenge me,” shares Jason. Having managed his own sales business for many years, he discovered that real estate offered him that same independence and flexibility. In 2010 Jason joined Keller Williams by chance and is glad of the decision he made. “I saw a sign in their front window that said free training,” explains Jason. “That’s what got me in the door to learn more.” The company’s training program and support systems were exactly what he was looking for in starting his career. “They teach you much more than just the fundamentals of real estate,” adds Jason. “You learn how to build a successful business.”
“Like retail, you get to work with new people every day and lots of different personalities.” He treats his real estate business like an outside sales job. “You have to go out and get business,” adds Jason. “It doesn’t just come to you.” Pounding the pavement and working the phones are fundamental sales skills Jason learned as a sales representative and has applied to his real estate business. Even though he got into the industry at the end of the recession, Jason’s sales skills and attitude helped him survive his first year in the business. “My friends and family thought I had picked the wrong time to get into real estate,” explains Jason. “I knew the market was cyclical and that it would bounce back. I figured that if I could just get my foot in the door, I’d be in a better position when the market finally turned around.” One of the most memorable lessons Jason learned early in his career was about the importance of knowing contracts. After he received his real estate license, his first client and first showing was a short sale property. “They decided to put in an offer right away, but had many questions on the short sale process that I couldn’t answer,” says Jason. “They don’t teach you that when you get your license. I read everything I could about it and reviewed the contract in depth until I had the confidence to answer all of their questions.” Jason’s confidence and business has grown tremendously in only three years. He has doubled his business each year and has plans to continue that growth by closing 20 transactions by the end of 2013. He also hired his first assistant, but hopes to keep a small and manageable team with the goal of closing 100 transactions annually. When he’s not working on his business, Jason enjoys spending time with his wife and son and is expecting his second child in November. “My only regret in real estate is not getting into it sooner,” shares Jason. “It’s so rewarding to help your clients reach their goals. Whether they’re buying a first home, upgrading or downgrading, it’s great to play a role in that process.” Jason Bickley Keller Williams OC Coastal Realty 111 Via Pico Plaza San Clemente, CA 92672 Tel: (949) 441-0274 email@example.com www.bickleyrealtygroup.com BRE # 01891698
Making the transition from retail to real estate was an easy one for Jason. “My training in retail and sales gave me a good foundation to do well in real estate,” he shares. ExecutiveAgent Magazine
kay - I admit it - this one is extreme. Several years ago before I realized that my body retains ice cream, my wife and I were in our favorite ice cream parlor. An unusual-looking young man walked through the front door. In my lifetime I have never seen anything like it. His hair was sticking out in every direction and came to a point at the top so sharp that it was dangerous. He had every imaginable color represented - green, purple, orange, red, lavender, black - it was really a sight to behold! Right about now you might think I’m being critical. In reality, I’m not. I am simply reporting what I saw. Actually, I believe the young man had every right to look exactly as he did. That’s what America is all about. As a matter of fact, I would go to war to fight for that young man’s right to look exactly as he did. You bet I would! However, I would not give that young man a job, regardless of how capable he might be. He would be such a distraction that I don’t believe the other members of my staff would get much work done. Here’s the point: It’s my conviction that most employers would take the same approach, so when the young man chose to look that way, he chose to eliminate 98% of his employment opportunities. Message: If you want a job, in most places you need to survey the market, observe how the other people appear when they go to work, and within reason, follow their example. In most places substantial latitude is allowed for individuality but there are limits. When you cross the line your chances of employment go down substantially. Think about it. Take the appropriate action and I’ll SEE YOU AT THE TOP! Zig Ziglar is a beloved author and America’s motivator. He is the author of 25 books and offers training and consulting to organizations all across the globe. To learn more about Zig and his business visit his website at www.ziglar.com
Written By Zig ziglar
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Lynette Colletta ExecutiveAgent Magazine
From Retail Executive to Real Estate Success By Julie Brown
ynette Colletta’s first real estate manager told her that she embodies the perfect characteristics to be a REALTOR®. If perfect means enjoying helping other people, seeing the big picture yet being detail oriented, and having a passion for real estate, then Lynette’s manager was right. This former Midwesterner has spent most of her life in California and has a great love and appreciation for living in Orange County and helping others to do the same. After working in the retail and manufacturing industries for 20 years, Lynette had the chance to pursue her passion for a career in real estate and has never looked back. “Purchasing a home is such an important decision for buyers and sellers that it gives me great satisfaction to be a key player in an integral part of my client’s lives,” shares Lynette. “I enjoy learning about their unique situations and strategizing to help get them to where they want to be. I truly dedicate myself and my team to providing the ultimate in honest and exceptional service to everyone I work with.”
business. She places a great emphasis on marketing her properties which includes creating e-mercials, professional photos, great descriptions and utilizing the power of the internet to reach buyers and sellers.
Lynette was raised with Midwestern values and a strong work ethic, but she’s a California girl at heart. She moved to the Golden State three decades ago to take a job in the retail industry. With a degree in business administration and marketing, Lynette worked as a retail buyer for department stores before taking time off to start her family. “I loved my career as a buyer but it involved a lot of traveling,” explains Lynette. “When my first son was born, I decided to become a stay at home mom.”
Lynette joined Prudential California Realty, now Berkshire Hathaway HomeServices, in 2006 and has been honored with the company’s “Leading Edge Award” for the past two years for being in the top 7% of Prudential agents nationwide. She also places a great emphasis on the value of teamwork. “This is not a one person show,” says Lynette. “I work with an extended network of talented professionals to enhance the level of service that I provide. My team is instrumental to my client’s overall success.”
Her first stay at home job, other than raising her children, was fixing up and selling her Hermosa Beach home for a profit. “That’s really when my passion for the industry began,” shares Lynette. “I was hooked on California real estate.” When her boys got older she considered a career in real estate but knew it involved a lot of weekend hours and she wanted to be available for her kids. She started her own business as a manufacturer’s rep for several apparel manufacturers. “It gave me the flexibility to stay at home and work around my son’s schedules,” adds Lynette.
When she’s not working on her real estate business, Lynette enjoys spending time with family and friends. She loves taking advantage of the diverse dining and entertainment options that Orange County has to offer. She is passionate about healthy living and creating a positive work and life balance. Lynette also volunteers her time with several foundations to support local Orange County charities.
When the manufacturing industry began to change in 2005 and much of the business began to be sourced overseas, Lynette knew she needed to make a transition. “I realized the timing was right for me to start the real estate career that I had put on hold so many years ago,” says Lynette. She went to work for an Irvine based real estate firm and began building her business. The timing wasn’t ideal with the recession underway, but that didn’t stop her. “Every business has its own challenges,” explains Lynette. “Real estate is always changing so I had to be adaptable. My family was supportive and gradually transitioning from one career to another worked out well.” Having a background in marketing has been an advantage for her
Lynette credits her success to the principles that are the foundation of her business. One of the most important ones is honesty; she is honest and forthright with her clients and builds a relationship based on trust. Secondly, Lynette maintains that excellent communication skills, such as the ability to listen well to her client’s needs, and also negotiate successfully on their behalf, are critical. Third is a dedication to maintaining a thorough knowledge of the real estate business, ensuring a successful outcome for her client’s transactions. “It’s important to me to make the real estate process as smooth as possible for all involved,” shares Lynette. “When the transaction closes and everyone is happy, then you know you were successful.”
Lynette Colletta Berkshire Hathaway HomeServices California Properties, BRE # 01317331 29982 Ivy Glenn Drive, Suite 100 Laguna Niguel, CA 92677 Tel: (949) 842-4200 Lynette@LynetteColletta.com www.LynetteColletta.com BRE # 00900787
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Expanding Your Vision and Ideas! By Tony Alessandra
kindergarten teacher asked a student what she was drawing. “I’m drawing a picture of God,” the child quickly answered.
“But, sweetheart,” said the teacher, “no one knows what God looks like.” “They will in a minute!” the child replied, according to a story told by Sheila Murray Bethel in her book Making a Difference. Charismatic people possess a similar, almost childlike faith in their vision and their ability to create change. People will follow leaders whose vision inspires them and makes their lives more meaningful. What do you feel passionately about? What do you care really deeply about? Whatever your objective-whether it’s ending world hunger or ensuring better care for stray animals-you’ll never influence anyone to change their ideas or take action if you don’t feel strongly about it yourself. In fact, having a strong, compelling vision will go a long way toward compensating for a lack of some other charismatic attributes. Einstein, for example, or Eleanor Roosevelt, or Bill Gates, whom I mentioned earlier, aren’t people who immediately leap to mind as being as dashing or debonair as stereotypically “charismatic” leaders. But their strong ideas or vision may have more than made up for other shortcomings. (Have you heard the computerindustry joke? “What do you call a nerd fifteen years from now?” The answer: “Boss.”) Their vision, it can be argued, transformed them into charismatic leaders. The strength of their ideas, and the passion with which they held them, gave them a different brand of personal magnetism. Warren Bennis, author of the best-selling book Leaders, says that being able to articulate your vision in a way that’s easily understood, desirable, and energizing is the spark of leadership genius. Here are some other ideas Expanding Your Vision and Ideas:
1. Listen to your yearnings. Don’t dismiss your daydreams, or for that matter, your nocturnal dreams, either. They may be signals from your mind and body of some unconscious attraction. What’s important is what’s important to you personally. 2. Sometimes it’s helpful to recall your childhood or youth. What propelled your dreams back then? Where did your imagination take you? What most influenced you? And it’s not just the fun or fanciful moments you should recall. If you were poor, maybe helping others escape poverty could be your mission as an adult. If you were abused, maybe abuse prevention is an area where, in your heart of hearts, you would like to make a difference. 3. Seek feedback. “Unfortunately,” said Dr. Norman Vincent Peale, “most people would rather be ruined by praise than saved by criticism.” But getting others to give you honest, constructive feedback may help put your mission and your goals in perspective. They may uncover a diamond you thought was just a pebble, thus sending you off in a better direction. 4. Focus on your strengths. You may have heard the adage “Don’t try to teach a pig to sing-it wastes your time and annoys the pig.” Too often we try to force ourselves to become detail people when we’re not, or to climb the management ranks when what we enjoy and excel at is the rank-and-file work. Ask yourself: What am I really good at? What do I most enjoy? And think about a mission and goals related to those answers. 5. Deal with distractions. On the route to achieving your dream, you’ll find change, risk, surprise, stress, and perhaps even failure. But if you’re committed, you’ll adapt. 6. Do it! “The best way to predict your future,” says management guru Peter F. Drucker, “is to create it”. Once you know your mission and goals, that’s the time to get down to doing it.
It’s so in every field of endeavor. Writers must sit down and write; salespeople must sell; managers must manage; and painters must paint. Too often, though, people are locked into habits that prevent them from moving ahead. They relive yesterdays, they invent excuses, they procrastinate, they doodle in the margins of life’s tablet instead of seeking to write their signature boldly. So don’t give up on your dreams but, instead, pursue them with passion.
Dr. Tony Alessandra, CSP, CPAE has authored 13 books, recorded over 50 audio and video programs, and delivered over 2,000 keynote speeches since 1976. Copyright© 1999, Tony Alessandra. All rights reserved. This article has been adapted from Dr. Alessandra’s book, Charisma (Warner books, 1998. Dr. Tony Alessandra is recognized by Meetings and Conventions Magazine as... “one of America’s most electrifying speakers.” For information about Tony’s keynote presentations, please call The Frog Pond Group at 800-704-FROG (3764) or email email@example.com; http://www.frogpondgroup.com.
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