FLORIDA MORTGAGE 2-22-21

FLORIDA MORTGAGE EDITION

6 Methods for

BUILDING BETTER EMAIL LISTS

COVER STORY

MATT HUFFMAN

Managers and Team Builders:

FOUR PRINCIPLES TO DEVELOP A GREAT TEAM

What the First Thing You Do After Work

SAYS ABOUT YOU

TOP MORTGAGE LENDERS

MANUELA BARSON PATRICK McDANIEL CAROLINA OCHOA

FLORIDA MORTGAGE EDITION

CAROLINA OCHOA PATRICK McDANIEL

You might say Patrick McDaniel stum-is a Senior Loan once I got into this industry, I waslif d Carolina Ochoa 9 the mortgage industry. While 17 he 18 23 bled into mined to educate my clients and hold is Officer who has been serving the started out as a banker Fargo, hand as much as possible to make fig stateforofWells Florida since 1999. She was he was always seeking a career path that they find the right recommendation Ca born and raised in Miami, and she’s better balanced his interest in finance with “I enjoy working one-on-one their needs. with Above all,things I want towith take seenlasting her hometown evolve from a his passion for building relation- people of the process so via they text canant who really stress needout help,” out a sleepy beach town ships and serving his community.

One into a metropolenjoy buying their first home.” says Manuela Barson, describing w itan city consultant center with an incredibly day, his branch’s mortgage part of working in the A trueis love offered him a chancediverse to move up to a new her Outside his career, Patrick trem w populace.

She favorite has been position within the mortgage department. dously active in his community.

On mortgage industry. “I work with area abouthet working in the mortgage industry Since then, Patrick has gone on to learn the of contributing to philanthropic for over two decades, over which everyone, but I especially loveevents to portionand offoc MATT HUFFMAN MANUELA BARSON CAROLINA OCHOA industry from the ground up.

Today, he is PATRICK McDANIEL appreciation at Keller Williams pr time she’s gained a wealth of expehomebuyin homebuyers. a Mortgage Loan Officer with Movement work with first-timealso teaches monthly seminars to first and honed her Manager a home fine buyers. When he’s not with clients or givingcob Mortgage, where he rience assists clients as Branch I craft find tosatisfaction in educating in a team le point.

Carolina works solo to offer of the Keller Williams Advantage Office in Oviedo. he can be found spending quality time with his wife extremelyPea and helping to guide them honest and effective them loan services to two daughters, their cheering on the Orlando Magi through thecatching homebuying process.” made herwp At Movement Mortgage, Patrick personalizes hisand a movie with friends. the homebuyers of Florida, she CONTENTS approach to each client’s bestwith interests.

Well versed fro complicated does so a particularly generous in a full variety of loan products, he carefully guides Going forward, Patrick has strong plans for the fu no and caring attitude that leavesasher Manuela started her journey a teller at Bank of for Tots this his borrowers to strong decisions, taking the time to of his business. As his volume continues its ste ne clientsin 2006. consistently satisfiedmoved with through the ranks America She quickly educate them with each step of the process.

“Everything growth, he intends on THING building a team and imparting 4) 4 EASY WAYS TOtheir experience.

15) WHAT THE FIRST the generation personal nat in this business down to customer and work client-first approach theofnext of Outside of ascomes herOFFICE managers saw service her hard and drive to onto go the REDECORATE YOUR YOU DO AFTER WORK clients.

“I treat eve honesty,” he says. “I always promise to provide sound officers. “I cherish any opportunity to mentor some clients, extraMORALE mile fororher clients.

After spending timetime, in hard“Whenher act likestar I When Carolina meets with a ABOUT client the first THAT WILL SAYS YOU financialBOOST advice to every Realtor client—even if I’m new for to the industry,” he says.anyone Ior was first band, child money lending, Manuela found that she missed worknot the best deal for them.

As much as I would love their out, some older officers took me under their wings communicates forth her number one goal is to use what information she can & IMPRESS CLIENTS business, I careing moreclosely about about maintaining aspecific high level of people helped me succeed.

Now I want to docontact the same and direct throu glean their individual to give them advice boys.

Twin with versus investors 18)situation MANAGERS AND TEAM personal integrity. Because of that, Realtors know that back to the career that has given me so much.” of getting touch that is firms. both digestible and pertinent to the theirPRINCIPLES unique are in both in and larger “I take more prideFOUR in opportunity 6) 6 METHODS BUILDERS: I’m going to beFOR upfront with their clients and treat them receiving Carolina circumstances.

“I care about each person I meet,” Manuela sa my community,” Manuela A says.

“I have a as if they wereto my educate own family.”

BUILDING BETTER TO DEVELOP GREAT TEAM

MANUELA BARSON

Carolina says earnestly. “I love helping people get into

allows them to mak

passion for helping families understand the mortgage EMAIL Placing LISTSan emphasis benefit their lives, a the house of their dreams. Everything I do is meant on authenticity and compassion, process and homebuying process instead of buying a her services Looking to andtor to make that happen.”

Carolina’s genuine interest in Patrick continues looking out for his clients long after newkeeping officein building or sure something along those tinuing to the deals are done, touch best to make they doing what’s for the lives of her clients is onelines. of It are satisfied and thriving in their new homes—and Carolina spends ag feedsthe mybiggest soul.”keys to her success as a loan officer.

She particu even dropping off gift bags on Halloween. Through the top of adults, her day-to-da mak Phone 310-734-1440 | Fax a310-734-1440 years, he has earned tremendous seminars. It’s a gre Carolina isreputation unique inthroughout that she has such a deep underCurrently, operates buying thei Ovideo, with the vast majority of his volume comingas a loan originator with mag@topagentmagazine.com | Manuela www.topagentmagazine.com better understandin standing of her global community and the wide variety from either repeat clients or referrals from his profesCrossCountry Mortgage in Boca Raton, Florida.

She plans.

She dream home. In herh of inneeds whenwhatsoever it comeswithout to financing.

She works withTop Agent No portion of thissional issue may be reproduced any manner prior consent of the publisher. sphere. refinances, purchases, and assists people inof published her CrossCoun learn Patrick McDaniel Magazine is published by Featuredoes Publications GA, Inc.from Although are taken toTo ensure themore accuracy mind, and body. Sh everyone theprecautions international community such about as materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. email Patrick.McDaniel@movement.com area in purchasing their homes.

Approximately eighty in order to side with her painti foreignremains nationals, investors, Above all, though, Patrick focused on whatto first time homebuyers.

To subscribe or change address, send inquiry to mag@topagentmagazine.com. visit movement.com/patrick.mcdaniel, matters most. “When I bought my first home, comes I had a fromsolver, time with her famil Carolina is business a fantastic problem percent of her repeatand andfinds referral Published in the U.S. or call (407) 716-7728 really terrible experience with my lender,” he says.

“So her career into the 2 working with clients from many different communicawalks of clients.

Manuela credits herso high-quality tion style for her high-rate of returning business. Copyright Top Agent Maga http://

2

For more information about Carolina O Agent Magazine please call (786) Top 376-6554 or email co

“I keep everybody in the loop, and I’m very diligent.

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

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4 Easy Ways to Redecorate Your Office that Will Boost Morale & Impress Clients Your office is a battle-station of sorts. It’s where you field business, launch your communications, and make the magic of your enterprise happen on a daily basis. While you’ll certainly need to have all the functional elements of an office in order to get your work done—desk, chair, internet—have you really considered the physical environment you’ve cultivated in the process? Think of it this way: working all day in a windowless, poorly lit room 4

wouldn’t exactly inspire productivity or morale, would it?

The fact is humans take all sorts of social, behavioral, and emotional cues from our environments.

And as a real estate professional, you likely already understand the power of the visual and the benefits of making a good impression. With all that in mind, how can you redecorate or retool your

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office space in a way that will boost your mood, productivity, and client relationships? For inspiration, here are a few tips to keep in mind as you consider the ambiance and environment in which you conduct business.

1. A little goes a long way Redecorating your office space doesn’t have to break the bank. Style and décor are often about tiny details adding up to make an overall impression. For instance, paint color, plant life, and lighting are all straightforward ways to rejuvenate a room without spending a fortune. Have dark, drab walls? Consider springing for a lighter, fresher color that will breathe new life into your space. Have bare window sills or empty corners?

Buying and potting a few low-maintenance plants like ferns or succulents can add freshness and pops of color to a sparse room. Rely on fluorescent lighting? Consider sprucing up your space with a few well-chosen floor and table lamps that add accents of taste while warming up the tone in your office. A few intuitively placed items can inspire renewed energy.

2. Reduce, Reuse, Recycle One way to make a big change in your office environment without spending a penny is to declutter and reorder. Let’s say you have rows upon rows of crowded, bulky filing cabinets. Try digitizing your records and cut the clutter, opening up square footage in the process. Maybe your desk has faced the same wall for years. Have you considered rearranging your existing furniture and décor? Just by reorganizing the flow of your workspace, you can give your office the cheapest face-lift possible.

You can also make work areas flow more intuitively, based on the processes and collaboration you’ve adapted to over time.

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3. Think like a client Imagine you’re walking into the office for the first time. As a client, what details would stick out? What red flags would come to mind? While you’re used to working in the same space every day, clients are coming into your office with no set expectations. With that in mind, complete a walkthrough of your office area to address eye sores, clutter, and whatever feels unprofessional or amateur. Half the battle of redecorating your space is finding opportunities and seeing things anew, instead of being content with the status quo.

4. Build out your brand Redecorating your space is about aesthetics, but it’s also about creating a unifying setting for your professional brand. If you’re catering to luxury clientele, it makes sense that your office space should appear elegant, high-end, and sophisticated.

If you’re selling second homes out in the country, perhaps a more rugged but well-curated ambiance would set the right tone for your services. Maybe you’re courting the Millennial market or touting your tech-forward approach to real estate. In that case, a modern, sleek, progressive layout would speak to your company’s values and culture.

Whatever the case may be, think of your office environment as an extension of your brand that communicates with clients, motivates your team, and sets the tone for your day-to-day operations.

Even if decorating isn’t exactly in your wheelhouse, there are plenty of simple and philosophical shifts you can make to your space that will maximize your presence and productivity. What’s more, real estate is a business built on relationships—so it doesn’t hurt to create an office where clients are comfortable and confident in the environment you’ve built.

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6 Methods for Building Better Email Lists

By Kendra Lee

Email lists can be a blessing or a curse. When they’re composed of real email addresses of people in your target micro-segment, and those people recognize you or your company by name, an email list is an invaluable lead generation resource. When the list is filled with contacts who don’t know of you or your company, i.e. a cold list, lead generation can be though – really tough. Likewise, if your list is populated with fake, inactive, or irrelevant accounts you’re at risk of being banned by your email software provider.

Not surprisingly, I hear from clients all the time asking how to build an email list that will get results for their campaigns.

Should they purchase? Should they attempt to build their own?

Remember that with email list building your goal is to build a list of people within your micro-segment, so quality is more important than quantity. The more similar the contacts, the easier it is to tailor your nurturing and lead generation content to their specific needs.

Here are six methods that will help you build a quality email list.

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1

Nurturing and lead generation activities: When you engage in social media, nurturing activities, SEO, and Adwords, those mediums provide forums for you to drive people to your website, start a conversation via a social channel, attend an event you’re hosting, and add people to your list. People who respond really do want to be part of your list.

2

Membership organizations: Whether it’s through industry associations, mastermind groups, or networking events, these types of organizations provide an excellent means for collecting contact information. Generally, people will update or provide their own information because they want other members to have easy access to them so you know the data is current.

3

Shared lists: By finding a peer who targets a similar microsegment with a non-competitive offering, you may be able to forge a partnership in which you promote to each other’s lists. This happens frequently within the high tech space, with consultants, and with professional services organization where they understand the value of collaboration.

4

Research the web and build your own: Increasingly, we’re seeing companies comb LinkedIn, Zoominfo. com, InsideView.com, DiscoverOrg.com and other websites for contact information, and then follow-up with companies to confirm the validity of that information. This approach is time consuming, but it can be very effective. A client who we coached through this process recently got a 41% open rate on their email nurturing campaign. I really like DiscoverOrg for the detailed information they have if you’re selling in the IT or telecom industry.

5

Purchase lists: There are numerous companies that sell email lists, but you need to be careful which vendor you buy from

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and how much you spend. Prices typically range from hundreds to several thousand dollars depending on list specificity and size.

One warning: Expect higher bounce rates with these lists and negotiate for that issue when you purchase. To avoid high bounce rates, look for a list company that validates the information. In this way I’ve been very pleased with ExchangeLeads for new lists and validation of current lists. If you don’t have any list, this may be the way to get started.

6

Trade information for information: Sites like ExchangeLeads and Data.com community give you credit for providing contact information for companies you’ve worked with in the past. As you earn credit, you can use it to acquire lists for free. These services generally have a fee option as well, and the data integrity is dependent upon users keeping it current.

Again, look for companies that validate data to reduce bounce rates and wasted time. I really like ExchangeLeads for trading information as well as purchasing it.

Ultimately, my advice would be to focus as much on the organic list building methods (#s 1-4) as possible, and supplement with the purchased methods (#s 5 and 6) when necessary. If you start with a purchased list, plan to nurture it and build your recognition.

Don’t toss it away if you don’t get immediate results.

At the end of the day, you want to strive for list quality over list quantity. Pushing your messaging out to unwitting, uninterested, or unsuspecting prospects won’t do anything to help you close more deals.

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.) Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding strategies.

Copyright©, Kendra Lee. All rights reserved.

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MATT HUFFMAN

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MATT HUFFMAN Matt Huffman’s approach to helping people obtain mortgages is summed up in the title of the book he published in 2019— Don’t Take No for an Answer: Can’t Get a Mortgage? Think Again.

Matt Huffman – Producing Branch Manager for Cardinal Financial Company in Englewood, Florida – is a dedicated Loan Officer with nearly two decades of experience helping his clients achieve the American dream of homeownership. His approach to helping people obtain 10Copyright Top Agent Magazine

mortgages is summed up in the title of the book he published in 2019—Don’t Take No for an Answer: Can’t Get a Mortgage? Think Again.

Hardworking, dedicated and truly knowledgeable about his industry, Matt has easily earned Top Agent Magazine

his stellar reputation as a trusted financial advisor who truly cares about those he works with, both buyers and Realtor partners alike. Born and raised in Charlotte, North Carolina, he began his career as a temp at a mortgage company. “I soon decided that I wanted to become a loan officer,” he recalls, “so I got licensed as an officer in 2001.” Matt moved to Florida in the spring of 2016 with his wife Christi, who herself had been a Loan Officer for ten years and now processes for his loans. Together, they have a combined thirty years of experience. Initially, upon arrival in Florida, Matt managed fifteen Bank of America branches and their roster of Loan Officers before signing up with Cardinal.

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“I love that I’m just able to help so many more people,” says Matt, who is currently writing a second book called How to Buy a Home in 36 Months or Less—No Matter Your Situation. “I get a lot of business from people who have been turned down elsewhere because the other Loan Officer didn’t know how to structure deals the proper way or didn’t know how to think outside the box.”

Matt is justifiably proud of his affiliation with Cardinal Financial Company and of the vast array of loan products they offer to suit any buyer’s needs, including FHA, Conventional and USDA, among others. However, Matt is Copyright Top Agent Magazine11

Matt is justifiably proud of his affiliation with Cardinal Financial Company and of the vast array of loan products they offer to suit any buyer’s needs, including FHA, Conventional and USDA, among others. However, Matt is particularly proud of being able to assist veterans with VA loans, being a disabled veteran himself.

particularly proud of being able to assist veterans with VA loans, being a disabled veteran himself. “I worked with a disabled veteran who was being evicted from his rental home, and he didn’t think he’d be able to afford to get into a home because inspections and everything were taking up every penny he had,” recalls Matt. “So, my wife and I took a thousand dollars out of our personal funds to help them buy Christmas gifts for their kids.”

It is this kind of concern for his clients that has translated into a thriving business that is based almost entirely upon referrals from past clients and Realtor partners, a significant achievement in the highly competitive world of mortgage lending. “We have a streamlined 12Copyright Top Agent Magazine

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process that is part of our company’s proprietary originating software,” says Matt, when asked how he manages to achieve such impressive trust and loyalty amongst those he works with. “Also, my many years working in the subprime arena helps me look at deals differently, so I can save a lot of them that get turned down elsewhere.”

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The best evidence, however, of the excellent service Matt provides can be found on Zillow. com, on which site he holds a perfect five-star overall rating, comprised of scores of glowing testimonials.

Matt, who is also licensed in multiple states, including Tennessee and North Carolina, has Copyright Top Agent Magazine13

big plans for his business’s future, continued growth being chief among them. His overarching objective is to continue providing his buyers and

Realtor partners with the exceptional customer service that has long been synonymous with his name.

For more information about Matt Huffman, please call 704.224.8953 or email Matt.Huffman@CardinalFinancial.com http://www.justingrable.com

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What the First Thing You Do After Work Says About You We all have our routines. From that morning cup of coffee to a jog at the gym, it’s common to establish touchstones for our daily lives.

But have you ever considered what these habits tell us about ourselves? Our actions reveal much about our motivations and emotional life, so taking a second look at your first move at the end of the day can be telling.

With that in mind, see how you fare when it comes to post-workday habits...

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Break a Sweat After a long day of work, is your first instinct to strap on your sneakers and take off on a run? Do you stop off at the local yoga studio for an extended stretch? Maybe you head to the weight room to pump some iron. Whatever your exercise pick, if you’re inclined to sweat it out at the end of a long day, you’re likely a routine-oriented profes-

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sional who internalizes work-related stress. Of course, you’ve chosen a healthy release for all that pent-up tension, and you’ve discovered the power of endorphins. Once work hours are over, not everyone finds the motivation to stay active. This means you’re driven by routine, conscious of your emotional and physical health, and prefer to leave your cares at the gym, rather than bring them into your home oasis. However, it’s important to give your body a rest now and again, as recuperation time is not only beneficial for physical health, but can help prevent burnout for the long haul.

Flexibility is a skill, and one just as important to cultivate as rigid commitment. If you find yourself out of sorts if you miss just one day of working out, you might want to pay some attention to your routines and motivations, and rebalance your commitments and fitness routine accordingly.

Round-the-Clock Hustle If you’re the type to bring work home with you, you aren’t alone. While your motivation to work nonstop is admirable, it’s also important to make the mental transition from workplace to home, establishing the time to hustle and the time to relax. Just like those that hit the gym without fail after a long day, sometimes you’ll need to practice saying no. If your work life is indistinguishable from your personal life, it’ll be hard to catch a break and recharge.

This means burnout, frayed nerves, and missed details will soon be on the horizon. Of course, round-the-clock hustle is a strength, too. You’re passionate about your work, care deeply about doing things right, and failure is not an option.

Just make sure that you establish some foundational boundaries so that you maintain an 16

appropriate, healthy balance between your time at work and your time at home with the loved ones and hobbies you cherish. If making way for downtime isn’t easy, try penciling it in the way you would a work engagement. Dinner with a friend, a date night with a significant other, or a solo movie fest can be readily added to your calendar, and thus built in to your regimented schedule.

Turn to Food If your first instinct after work is to eat, it can say a few different things about your routine.

Perhaps you’ve been so on-the-go all the day that you haven’t had time for lunch. In this case, you might need to regiment your schedule with more purpose aimed towards downtime and self-care; food is fuel, after all. If you head home and gorge after an average day, you may be turning to food as a way to relieve stress.

In this case, you may need to reassess some of your post-work habits and find a healthier balance and outlet for your tension. Taking a walk, grabbing fresh ingredients for dinner, hitting the gym, or decompressing by catching up with a friend or a good book—all are healthier, more balanced ways of executing the transition from the office to the home. Pay attention to your consumption post-work. Determine how hungry or satiated you really are before making a grab for the nearest sustenance.

People decompress in all different ways after getting home from the office, but always remember that routines are telling. Don’t take your daily actions and impulses for granted. Examine the root behind your well-worn practices, and you may detect nuances at play beneath the surface that can you help you recalibrate for the better.

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MANUELA BARSON “I enjoy working one-on-one with people who really need help,” says Manuela Barson, describing her favorite part of working in the mortgage industry. “I work with everyone, but I especially love to work with first-time homebuyers.

I find satisfaction in educating them and helping to guide them through the homebuying process.”

Manuela started her journey as a teller at Bank of America in 2006. She quickly moved through the ranks as her managers saw her hard work and drive to go the extra mile for her clients. After spending time in hard money lending, Manuela found that she missed working closely with individual people versus investors and larger firms. “I take more pride in the opportunity to educate my community,” Manuela says. “I have a passion for helping families understand the mortgage process and homebuying process instead of buying a new office building or something along those lines. It feeds my soul.”

Currently, Manuela operates as a loan originator with CrossCountry Mortgage in Boca Raton, Florida. She does refinances, purchases, and assists people in her area in purchasing their homes. Approximately eighty percent of her business comes from repeat and referral clients. Manuela credits her high-quality communication style for her high-rate of returning business.

things with their clients. Sometimes it’s better to reach out via text or email.”

A true lover of community building and educating her area about the mortgage process, Manuela spends a large portion of her time hosting educational events. “I do homebuying seminars,” she says. Manuela also takes part in a team leadership group. In other years, she has been extremely active, but, like many in 2020, COVID-19 has made her physical participation in events much more complicated. As a result, she started a fundraiser for Toys for Tots this past holiday season that was very successful.

Outside of providing gold-standard customer service to her clients, Manuela loves to spend time with her husband, children, and English bulldog, Hans. “I have two boys. Twins,” she says. They keep her very busy as they are both involved in sports and various school events.

Manuela says, “I love to be with my family.”

Looking to the future, Manuela looks forward to continuing to serve her community one loan at a time.

She particularly likes working with women and young adults, making sure they fully understand the process of buying their home. Eventually, though, Manuela has big plans. She hopes to open and manage her own branch of CrossCountry Mortgage. She plans to expand her reach in order to help as many people as she possibly can.

“I keep everybody in the loop, and I’m very diligent.

I’m on top of everything, always,” she says. “I stay in communication with my borrowers, with the real estate agents, with everyone. I get things done. When I give somebody a preapproval, it’s a true, clean preapproval. I don’t just hand them out.”

Manuela is likewise dedicated to staying in touch with both her borrowers and referral partners. Her favorite way of reaching out is through email. “I really only do phone calls when it’s really important,” she says. “My REALTORS® are constantly on the phone tackling Top Agent Magazine

To learn more about Manuela Barson, please call 305-467-2461, email Manuela.barson@myccmortgage.com, or visit loansbymanuela.com www.

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PATRICK McDANIEL You might say Patrick McDaniel stumbled into the mortgage industry. While he started out as a banker for Wells Fargo, he was always seeking a career path that better balanced his interest in finance with his passion for building lasting relationships and serving his community. One day, his branch’s mortgage consultant offered him a chance to move up to a new position within the mortgage department.

Since then, Patrick has gone on to learn the industry from the ground up. Today, he is a Mortgage Loan Officer with Movement Mortgage, where he assists clients as Branch Manager of the Keller Williams Advantage Office in Oviedo.

At Movement Mortgage, Patrick personalizes his approach to each client’s best interests. Well versed in a full variety of loan products, he carefully guides his borrowers to strong decisions, taking the time to educate them with each step of the process. “Everything in this business comes down to customer service and honesty,” he says. “I always promise to provide sound financial advice to every Realtor or client—even if I’m not the best deal for them. As much as I would love their business, I care more about maintaining a high level of personal integrity. Because of that, Realtors know that I’m going to be upfront with their clients and treat them as if they were my own family.”

Placing an emphasis on authenticity and compassion, Patrick continues looking out for his clients long after the deals are done, keeping in touch to make sure they are satisfied and thriving in their new homes—and even dropping off gift bags on Halloween. Through the years, he has earned a tremendous reputation throughout Ovideo, with the vast majority of his volume coming from either repeat clients or referrals from his professional sphere.

Above all, though, Patrick remains focused on what matters most. “When I bought my first home, I had a really terrible experience with my lender,” he says. “So 18

once I got into this industry, I was determined to educate my clients and hold their hand as much as possible to make sure they find the right recommendation for their needs. Above all, I want to take the stress out of the process so they can truly enjoy buying their first home.”

Outside his career, Patrick is tremendously active in his community. On top of contributing to philanthropic and client appreciation events at Keller Williams, he also teaches monthly seminars to first time home buyers. When he’s not with clients or giving back, he can be found spending quality time with his wife and their two daughters, cheering on the Orlando Magic, or catching a movie with friends.

Going forward, Patrick has strong plans for the future of his business. As his volume continues its steady growth, he intends on building a team and imparting his client-first approach onto the next generation of loan officers. “I cherish any opportunity to mentor someone new to the industry,” he says. “When I was first starting out, some older officers took me under their wings and helped me succeed. Now I want to do the same and give back to the career that has given me so much.”

To learn more about Patrick McDaniel email Patrick.McDaniel@movement.com, visit movement.com/patrick.mcdaniel, or call (407) 716-7728 http://

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Managers and Team Builders: Four Principles to Develop a Great Team

By Carla Cross “I work alone.” “I don’t need to be a member of a ‘team’”. We’re heard that for years in the real estate industry. Yet, the strongest, fastestgrowing real estate companies have team building as part of their cultures.

Agents who want to expand their businesses create teams. So, TEAM is no longer a four-letter word. The importance and implementation of leadership through teamwork and synergy is back in style in the real estate industry.

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Why Building a Strong Team is Important to Agents AND Management

As with all industries, the real estate industry is evolving. We’ve gone through the ‘go it alone’ phase. Because we’ve gotten more sophisticated in business. We realize that no one succeeds alone. We understand now that people working together create something more substantial than the sum of the parts. In addition, 19

with the challenges in the business, we finally get that many minds focused on the same task can accomplish much more than each person working as his own little island.

Supporting this trend, strong company cultures have emerged which encourage and reward teamwork instead of solely independent achievement.

Do you have a job description for each of your team positions?

Do you provide it prior to hiring?

Talking About Team-Building is a Slam-Dunk

It’s much easier to talk about teamwork than to create a team. One of the reasons is that most of us have never worked as a team before. As an agent, I didn’t create a team. But, in my management career, I worked to create teams with common focus.

How did I learn how to create great teams?

An Unlikely Place to Learn Teamwork

My first experiences in great teams, and then leading teams--comes from the world of music. I’ve created and Franklin D. Roosevelt said, “People led teams as a jazz musician. I’ve acting together as a group can accom- played in exceptional orchestras plish things which no individual (I’m a flutist). I’ve seen conductors acting alone could ever hope to bring pull together one hundred disparate, temperamental, independent musicabout.” ians as an inspiring team. (It’s a lot If you’ve ever played on a sports like managing a real estate office!). team, you know the chaos that en- So, the four truisms here come from sues when every player tries to be the my experience in both worlds—the star—to go her own way. That’s not musical performance world and the a team. That’s a group. You may also world of real estate team-building. know the joy of playing on a team that shares a common focus and It’s Not Just About Developing commitment to excellence. What a YOU as a Leader difference! What if you could bring that into your real estate office or You may think that, as a leader, your your agent team? job is to find team members that 20

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Just because people accept a position doesn’t mean they know how to proceed with the job. They need to have clear direction, a job description and a firm understanding of the responsibilities--prioritized. Do you have a job description for each of your team positions? Do you provide it prior to hiring? Do you coach to One of the differences between lead- it? Do you help your team members ing a group and leading a team is that, get so good at it that they can start in a successful team, team members training new team members (move also become leaders, and think like into leadership)? leaders, looking out for the good of the team, not just for themselves, In “Teamwork is the primary other words, will work well together. That’s true, as far as it goes. But, your ultimate job is to train and coach those team members to start doing some of the leadership jobs you’ve done. That way, you can keep moving to higher levels of leadership. You can expand and sell your business.

ingredient of success.”

Leaders develop leadership on their team.

Otherwise, leaders are not really leading. They’re managing—or micromanaging. From developing leadership over a couple of decades, I’ve found four major truisms for developing your team with strong internal leadership. These principles apply whether you’re in management or in sales interested in building a team.

Principle #2: People don’t know WHAT to do to get the job done.

Even if you hire someone who has real estate experience, it doesn’t work to leave it to them to figure what exactly needs to be done—from your point of view. They don’t know your priorities. They don’t know how you work. Do you have processes and systems in place to teach them exactly what needs to be done?

The Principles to Developing Team Leadership

Principle #3: It’s your job to teach them HOW.

Principle #1: People don’t know what’s expected of them.

Some people think “leaders” are the “idea people” and aren’t supposed to

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get into implementation. But if you want your team to excel, you must show them how. Having worked with assistants for over 15 years, I have found that assistants and team members need help in systemizing any process that you want done. They need help in developing dialogues to deal with affiliates and consumers in the way you expect. They are good at systemizing their own processes-but not good at all at systemizing ours! Help them.

regularly”. Hold your team members accountable for each step along the way to completion of a task as well as the end result. Do you have solid, measurable benchmarks from which to measure? How do you know you and they are succeeding?

All systems in place? Do you have foundational systems in place from which to improvise? Do you have a solid training program to bring a new team member on board? Do you a method to ‘clone’ yourself to develop someone who can take over your job?

Vince Lombardi, one of the greatest football coaches of all time, said of teamwork, “Teamwork is the primary ingredient of success.”

The pay-off for developing competency and leadership skills in all of your team members is a business that is ‘owned’ by all those involved, with empowerment assured.

Your goal is to develop processes, systems, and training for your team members—all which reflect your philosophy of how you do business.

Principle #4: When accountability They reflect your values and your factors aren’t built in, things don’t culture. Bring them into a leadership get done. mentality with you, so you can delegate more responsibilities and There’s a great difference between finally replace yourself! “do it the way you want” and expecting results and “do it the way you Copyright©, Carla Cross. want and let’s check how it’s going All rights reserved.

Carla Cross, CRB, MA, is an international speaker, writer, and coach, specializing in real estate management. Her Leadership Mastery Coaching program is unique in the industry.

A National Realtor Educator of the Year, Carla was recently named one of the 50 most influential women in real estate. Join Carla’s Community and receive special offers and free resources. Contact Carla at 425-392-6914 or www.carlacross.com.

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CAROLINA OCHOA Carolina Ochoa is a Senior Loan Officer who has been serving the state of Florida since 1999. She was born and raised in Miami, and she’s seen her hometown evolve from a sleepy beach town into a metropolitan city center with an incredibly diverse populace. She has been working in the mortgage industry for over two decades, over which time she’s gained a wealth of experience and honed her craft to a fine point. Carolina works solo to offer honest and effective loan services to the homebuyers of Florida, and she does so with a particularly generous and caring attitude that leaves her clients consistently satisfied with their experience.

When Carolina meets with a client for the first time, her number one goal is to use what information she can glean about their specific situation to give them advice that is both digestible and pertinent to their unique circumstances. “I care about each person I meet,” Carolina says earnestly. “I love helping people get into the house of their dreams. Everything I do is meant to make that happen.” Carolina’s genuine interest in doing what’s best for the lives of her clients is one of the biggest keys to her success as a loan officer.

Carolina is unique in that she has such a deep understanding of her global community and the wide variety of needs when it comes to financing. She works with everyone from the international community such as foreign nationals, investors, to first time homebuyers.

Carolina is a fantastic problem solver, and finds working with clients from so many different walks of

life incredibly rewarding. “Every file is like a puzzle,” she says. “I love figuring out how to make it work.”

Carolina is also fluent in both English and Spanish, and so she works with a lot of non-native English speakers who often fall through the cracks when it comes to housing. Through her attentiveness and genuine care for others, Carolina consistently provides results for everyone in her community.

People love Carolina’s approach to her work, as 100% of her business comes from repeats and referrals. She does no advertising because she doesn’t need to. Carolina says this is because of the personal nature in which she interacts with her clients. “I treat everyone with respect. I don’t belittle anyone or act like I know more than they do.” Carolina communicates forthrightly with her clients, prioritizing direct contact through phone calls as her primary means of getting in touch with them. Homebuyers appreciate receiving Carolina’s advice clearly and concisely. It allows them to make the decision that will most greatly benefit their lives, and makes them eager to come back to her services and recommend those services to others.

Carolina spends a great deal of her time on her work. On top of her day-to-day routine, she conducts educational seminars. It’s a great way to help her clients have a better understanding of every detail about buying their dream home. In her free time, she enjoys keeping a fit mind, and body. She also loves exploring her creative side with her paintings and most importantly spending time with her family. She looks forward to continuing her career into the 2020s!

For more information about Carolina Ochoa please call (786) 376-6554 or email cochoa@prmg.net

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