Nationwide Mortgage 8-14-17

NATIONWIDE MORTGAGE EDITION

Tips on Being A GOOD TEAM LEADER DICK LEE

7 Deadly Sins of PERSONAL BRANDING WOULD YOU LIKE FRIES with That?

C.J. REED

Killing Clients with KINDNESS AND VALUE 5 Simple Mindset Shifts that will Help You ACHIEVE YOUR GOALS

DAN WESSELS

NATIONWIDE MORTGAGE EDITION

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DICK LEE

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C.J. REED

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DAN WESSELS

CONTENTS 4) WOULD YOU LIKE FRIES WITH THAT?

18) KILLING CLIENTS WITH KINDNESS AND VALUE

9) TIPS ON BEING A GOOD TEAM LEADER

22) 5 SIMPLE MINDSET SHIFTS THAT WILL HELP YOU ACHIEVE YOUR GOALS

13) 7 DEADLY SINS OF PERSONAL BRANDING Phone 888-461-3930 | Fax 310-751-7068

mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S.

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Would You Like Fries With That?

By John Boe

While you may not have recognized it, the last time you ordered from a fast food restaurant or went to the post office, there is a good chance you experienced some type of cross-selling or up selling.

Cross-selling and up selling are well-established and highly effective marketing practices utilized by a wide variety of industries.

Shortsighted salespeople are often quick to suggest that customers get irritated by attempts to cross-sell products and perceive cross-selling as an aggressive sales technique. Interestingly enough, consumer research indicates that the reverse is true. The majority of consumers surveyed actually preferred a full range of products and services and appreciate the convenience that is provided through a comprehensive cross-selling approach. Top producing sales reps and progressive companies understand the power of crossselling and recognize it as a critical component for promoting both customer retention and revenue growth.

What is cross-selling? Cross-selling is nothing more than a proactive, ongoing sales process designed to provide your customers with a full spectrum of your company’s products and services. Not surprisingly, two of the key elements that drive effective cross-selling and up selling are trust and convenience.

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Your customers’ trust in your company can be converted into additional sales that are not directly related to their existing products. The good news about the cross-selling and up selling process is that it’s one of the most profitable and least risky endeavors a sales rep can undertake. It pays to cross-sell and up sell, because when you go the extra mile and provide information about additional products to your customers, you are financially rewarded for helping them make a more informed buying decision.

The first exposure I had to cross-selling and up selling was as a teenager in high school working part-time at McDonalds during my summer vacation.

Looking back on my brief tenure at the restaurant, I can still hear my manager’s daily refrain; be polite, keep the counter clean, and always ask the customers if they would like some fries with their meal.

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A couple of years later while attending college, I took a part-time job selling shoes at the mall. I was paid an hourly wage to sell the shoes, but I received a commission whenever I sold any accessory items such as shoe polish, socks, or purses. This was my first taste of commission-based sales and I took to cross-selling and up selling like a duck to water. After I had sold a woman a pair of new shoes, I would routinely hand her a bottle of leather cleaner and a purse to match the shoes. As a college student, the extra money I was able to make from cross-selling and up selling additional products was like manna from heaven.

The best place to introduce your customer to the concept of cross-selling and up selling is during your initial needs analysis meeting. Unfortunately, many salespeople fail to take the time to conduct a thorough needs analysis and as a result, do not uncover potential products and services that would be of benefit to their customers. The key to effective cross-selling and up selling is all about guided self-discovery. Through a series of thought provoking, open-ended questions, successful sales reps help their customers identify the products and services that they require.

Developing a systematic approach to cross-selling and up selling enhances the customer’s buying experience and brings in additional revenue with relatively low expense and effort. As you prepare for your next sales appointment, I challenge you to look for cross-selling and up selling opportunities that you can incorporate into your presentation. Sales reps who fail to effectively cross-sell and up sell products actually do a disservice to their customers and leave the back door open to their competitors!

“The sad truth is that most salespeople forget to cross-sell their products and services. This is a big mistake, because cross-selling gives customers more options and is a good way for a sales rep to make additional income.”

– Don Roberts Copyright ©, 2016 John Boe. All rights reserved.

John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions. John is a nationally recognized sales trainer and business motivational speaker with an impeccable track record in the meeting industry. To have John speak at your next event, visit www.johnboe.com or call 937-299-9001. Free Newsletter available on website.

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DICK LEE

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DICK LEE Managing Director Dick Lee of MSA Mortgage in Needham, Massachusetts has firmly ensconced himself among the very best mortgage lenders currently working in the industry.

A commitment to caring for each and every one of his many buyers and realtor partners are among the many factors in his stellar success.

Dick, who has nearly thirty years of experience in the lending business, got his start right out of Northeastern University, beginning as a loan processor before eventually working his way up to Loan Officer, learning every element of his trade in a hands-on fashion.

His depth and breadth of accumulated knowledge has served both he and his clients well, and coupled with it is a true commitment to providing exceptional, top-drawer customer service, a skill Dick has been honing from a very young age. “It’s all about service,” says Dick, who can boast a business that is based entirely upon referrals from satisfied clients. “Without service, you’ll never get referrals. I learned about customer service back when I was in high school and my parents were in the restaurant business.

I was a dishwasher, a line cook, a host, a bartender. Pretty much anything you could do in a restaurant, I did. And it was all about customer service. If you can survive the restaurant business at a young age, you can take that skill set and turn it into a magnificent loan officer or a magnificent realtor.”

Despite his stellar financial success, what Dick enjoys most about his job is the ability to help those who need it. “I really enjoy the everyday interactions with different people. Helping a family every day is what I wake up for,” he says. “Whether I’m putting a family in a new home, or helping that family by refinancing or consolidating debts so they can put food on their table, it’s all about helping people.”

Dick also serves as the Chapter President for the Asian Real Estate Association of America in Boston and sits on the National Board of Directors as the Vice Chair for Member Services this year.

This non-profit association has the mission of providing sustainable homeownership for Asian Americans, through education and advocacy. He has led the Boston Chapter to membership highs of over 500 members in just a year and a half. While winning the coveted Chapter of the Year award in 2016.

When Dick isn’t working, his family is his number one priority, he spend much of his free time supporting his three teenage children with their individual passions, baseball, kung-fu and football and video game competitions. Dick can also be found running with his two-and-a-half year-old Rottweiler, Karma.

As for the future, Dick’s plan is to continue to grow his business while sacrificing none of the spectacular customer service that has become his hallmark. Currently licensed in all the New England states, he has plans to expand across the country.

“If anyone is looking for an amazing loan experience,” says Dick, “please contact me and you’ll be wowed.”

With his primary referral sources originating from clients, realtors and attorneys, his entire team’s imperative to provide stellar service truly sets them apart from their competitors. “We offer the best service in the industry,” says Dick. “My operations team really turns it on when it’s crunch time. We never miss a closing date.” Clear and constant communication is also paramount to Dick. “As part of our service we keep all the partners - the buyer’s broker, the listing agent, and attorneys on both side – completely involved in the transaction. We always let them know what we need before they have to ask what we need.”

Keeping in touch with past clients is important to Dick, and while he understand that millennials often prefer email or texts, he tends to favor the old-fashioned method: phone calls. “I believe that if you pick up the phone and call someone, it’s physically reaching out. I also try to make an effort to have face-to-face meetings with my realtor partners several times a year, minimum. I also love to send them cards or take them out to lunch or dinner to show my gratitude.”

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For more information about

DICK LEE,

please call 508-277-9939 or email DLee@MSAMortgage.com Top Agent Magazine Copyright Top Agent Magazine

Tips on Being a Good Team Leader Your business is booming, so much in fact, that you’ve finally made the decision to start a team. You’ve made sure it’s financially feasible, and you’ve found the right people, but there is still one other component of a successful team. And that’s an effective leader. It’s your job to not only generate business, but to motivate your team, which in turn increase productivity. Here are a few simple tips on being a good team leader.

1. Evaluate each team member, making sure to utilize their strengths Hiring the right people is one of the first steps in creating a successful team, but once you have those people it’s really Top Agent Magazine

important to figure out where they best fit into the operation. Having every team member be an ‘expert’ in their part of the process leads to seamless transactions and a business that runs like a well-oiled machine.

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Of course it’s also important to create a supportive atmosphere that allows team members to stretch beyond their comfort zones, under your guidance. It’s to the whole team’s advantage when people take initiatives to up their game by taking additional training or mastering a new and innovative technology that can improve productivity. The key is to constantly evaluate not only your systems but the people running them. It’s your job as a leader to encourage that personal growth while making sure to always protect against any major misfires. Which leads us to…

2. Always reevaluate what is and isn’t working It’s a good idea to have a weekly meeting where the whole team can convene and go over any snags they may have hit in the systems that you developed when starting your team. Your team is in the trenches with you and since everyone probably focuses on a different aspect of the transaction, it’s important to make sure things are working on every level. Make sure copious notes are taken during these meetings so you have a track record of what was suggested, as well as a history of things that may have been tried and the results.

Another good thing to focus on in these meetings is goal setting. Set weekly and monthly goals, and use the meetings to discuss what’s being done or needs to be done to meet them. When goals are met, it’s a great bonding experience for everyone. When they aren’t, it’s a moment to learn how you can do better in the future.

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Don’t forget to always take in what you can do to be a better team leader as well.

3. Stay connected and in communication These are your team members! There’s more to that than just a label. Be connected to them on a daily basis. Clear, open and honest communication is important on a busy team and that’s much easier if you actually like and trust your co-workers.

Sure you want to succeed for yourself, but knowing that other people you respect are counting on you, is an additional motivating factor, that is certain to lead to everyone going above and beyond creating a wildly successful business.

4. Be inspiring and supportive If you’re enthusiastic about what you’re doing, it really will be infectious. Encourage innovation and creativity. Yes, systems and consistency are great but don’t let your team get in a rut either.

Support their individual careers, always encourage them to go for more, let them rely on you for mentorship. If they sense that you want each member to succeed as much as you have, you won’t find more loyal employees. And perhaps most importantly focus on what’s being done right. Don’t be the boss that just points out things they don’t like. Let them know when they’ve done an amazing job and be specific about what it is. Make them feel valued and they will become a valuable asset to you and your business.

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C.J. REED

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C.J. REED C.J. Reed got his start in the mortgage industry twelve storied years ago. After a successful stint in the world of TV and radio, he cut his teeth in the mortgage business after being recruited by a Detroitarea office of Quicken Loans. After witnessing the energy and drive of those in his future industry, he decided to take the leap and become a Loan Officer.

Since then, C.J. has carved a flourishing path, now serving the needs of homebuyers under the banner of Flagstar Bank, where’s he spearheaded his business for two years. Today, C.J.’s professional philosophy is defined by personalized service, empowering his clients through education, and transparent communication.

Because Flagstar Bank is a federal institution, C.J. serves all fifty states, though his office is based in Michigan. He works in tandem with a capable support team that includes Arielle and Teresa, and his assistant Lisa—along with Underwriters and Closers based at headquarters in Troy, Michigan. C.J. offers loans of all types, with a particular focus on supporting first-time homebuyers in their pursuit of homeownership. Current products and programs include the Michigan-specific MSHDA program, a form of FHA loan for qualified homebuyers that offers down payment assistance and cost defrayment. It’s these little-known programs that C.J. most enjoys bringing to first-time homebuyers. “It comes down to helping people,” C.J. explains. “I really enjoy working with first-time homebuyers—educating them throughout the process, finding them a program that they might not have known existed, and ultimately getting them in a home and setting them up for the future.” In that vein, C.J. approaches his relationships with clients with a dedication to communication, an asset amidst the multifaceted financing process. “I let clients know up front that if they have questions, I’m accessible,” he explains. “However long a file takes, I communicate through every step of the process—keeping agents in the loop, whether it’s good news, bad news, or otherwise. I keep my clients involved as part of my team.

If you provide proper transparency, clients feel comfortable and secure working with you.”

To cultivate his network of relationships with agents, C.J. partners with them through various marketing efforts. From co-branding efforts online through the leading digital listing platforms,

to sponsoring golf outings, outreach programs, or direct mailing materials, C.J. makes a concerted effort to support his agent-clients in any way he can.

With a third of his business generated from repeat and referral clientele, C.J.’s ability to deliver results and maintain lasting, meaningful relationships with those he serves is unequivocal. “We genuinely care about our clients; we don’t look at people as numbers,” he reflects. “We consider each client unique and try to learn about their goals. We also incorporate a client needs analysis and really try to dig deep and find out where they are right now, where they’re trying to go, and their ultimate goals.” Similarly, C.J.’s overall ethos is one of clarity, allowing the facts and figures to guide his clients toward the decision right for them. “I don’t see myself in sales when working with a client, even though technically I am. I am not selling them a piece of furniture of which they may or may not need. I am here to provide my clients with the most up to date accurate information and facts then let them make the decision from there,” he explains. “I like the mortgage industry because it is black and white. I can tell clients factually what their rate, APR, and payment will be and simply let them make the best decision from that point. I try to always let the numbers do the talking and people respect that!”

C.J. is an avid contributor to his community at large, particularly when it comes to continuing educational efforts. Through the Community Housing Network, C.J. frequently speaks at informative workshops geared toward first-time homebuyers learning the ropes of the transactional process—fielding questions, detailing helpful programs and grants, and acting as trustworthy counsel when it comes to financing a first home. In his free hours, C.J.’s hobbies run the gamut. In addition to being a competitive power lifter, he also enjoys golfing and curating his Air Jordan sneaker collection.

As for the future, C.J. has plans to stay with Flagstar for the long haul, developing his network and array of loan offerings. He recently began fielding new construction loans, an area he hopes to cultivate further in the years to come. With more than a decade of insight and hard-won experience behind him, a keen eye toward the future, and a big-hearted investment in his clients’ successes— the future is sure to yield continued success for C.J. Reed.

To learn more about C.J. REED visit flagstar.com, e-mail colin.reed@flagstar.com, or call (248) 675 - 0677 www.

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and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish.

Compliants are thinkers. They’re always wondering how things work.

They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy.

They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information.

7 Deadly Sins of Personal Branding

some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. php and you’ll be guided through a quick questionnaire to learn your own What is a style ‘personal Just likeothers com- as sistently dominant andbrand’? how to read well. (across all marketing platforms), pany or product branding, it’s built around a well-defined brand can elevate agent recimaging and messaging that is designed to ognition and help to establish credibility Yes, understanding people, listening to their needs and wants and responding create a feeling. And in the case of personal and authority. However, when executed appropriately all takehow work But because realare estate is a people branding, it influences you and wantattention. others incorrectly, the effects lackluster at best, business, it’s simply a must.

And the better at it you become, the to feel about you. From your photos to other and harmful at worst. To help you better avoid living as an or broker. brandyou’ll images,make elements andagent even content, theI promise. pitfalls of personal branding, we’ve there is a lot that goes into creating your compiled a list of what we feel are the 7 unique brand.to Displayed Best of luck you! correctly and con- deadliest sins.

Copyright©, 2015 BubbaNO Mills.

All rights reserved.

DIFFERENTIATION Branding about being known forvicereal estate agent who expressed to us that Bubba Mills isis not co-owner and executive president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an in international your profession.

It’s about being known she was already well branded her area. consulting coaching that performance coaching and for being and different in yourcompany profession.

If specializes She stated,in“When I walk into a restaurant theallimplementation sound systems Real Estate Companies, Mortgage agents were the of same, howbusiness would your in into my community, people already know Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational customers know who to choose? Lack of I’m a real estate agent.” And while that and education speaker, coach and mentor to the top real estate agents and mortgage differentiation is out by more far the #1 personal is a great start, it’s nowhere close to succompanies.

To find about Corcoran Consulting & Coaching, call 1-800-957-8353 We love to tell the story of a cessful branding. Let’s assume I walked or branding visit us at sin. www.CorcoranCoaching.com.

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into that restaurant and noticed her. But I also noticed two other agents in the same restaurant. Now, who do I choose? Which

‘brand’ stands out to me? What lets me know that one of them is uniquely positioned to serve my needs?

and they don’t care for sudden changes in procedure or lifestyle. They also NO FOCUS like activities they can start and finish.

In business, you can’t be all things to all side of your specific focus. That would be people. Many have and failed.

In or- always quite difficult.

It does mean over work. time Compliants are tried thinkers.

They’re wondering howthat, things der to have business and brand, doneacorrectly), you approach. will do moreWhen and They wanta successful practicality, logic, fairness(ifand systematic you must define yourfacts, ideal custommore ofand the data. exact They kind ofseek business you talking toclearly thinkers give documentation accuracy. er and how you will super-serve that cus- want, and conversely, even stop doing They’re motivated by standards of high quality, limited social interaction, tomer. In other words, declare and develop the kind of business you don’t want. And detailed tasks and focused, logical itorganization of information. a specialty.

By being does NOT that’s what a great brand is designed to mean that you stop doing all business outaccomplish.

some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’veNO opted for a much more affordable offering: a free AUTHENTICITY DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle.

Recognizable personal brands can be very You should be able to ‘breathe your brand’ php and you’ll be guided through a quick questionnaire to learn your own clever and memorable, but if your brand in everything that you do. This is importdominant andlast. how to read as well. isn’t ‘you’,style it won’t If you try toothers put ant not only for your customers, but perout a persona that is different from your haps most importantly for you. There is Yes, needs and wants responding ownunderstanding and the way you people, live yourlistening life, peo- to their a tremendous amount of and confidence that ple will take notice overwork time. and The attention. most comes knowing youisare who appropriately all take Butwith because realthat estate a people incredible it’s personal brands weaveAnd pro-theyou portray, that become, you have the business, simply a must. better at itandyou thehabits, better fessional and personal intoorone. inspiration, knowledge and expertise to living you’ll make asqualities an agent broker.

I promise.

Your brand becomes an extension of you. back it up.

Best of luck to you!

NO CONSISTENCY

You can have a2015 recognizable memocards, postcards, brochures, etc. Other peoCopyright©, Bubbaand Mills.

All rights reserved.

rable brand, but if you don’t display those ple don’t see them nearly as often, so don’t branding correctly consis- viceapply or compare your own habits and Bubba Millselements is co-owner andand executive president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international tently across all of your marketing plat- exposure to theirs. Repetitiveness in marconsulting andyou coaching company in only performance coaching and forms, it does little good.

In orderthat to specializes keting is not a good thing, it’s essenthe implementation sound systems Real Estate Companies, Mortgage accomplish this taskofwell, youbusiness must step tialinto for retention.

Once you determine the Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational back from your marketing and see it the overall messaging and look of your brand, and education speaker, coach and mentor to the top real estate agents and mortgage way others To do.find Youout seemore yourabout socialCorcoran media Consulting that look should continuecall across literally companies. & Coaching, 1-800-957-8353 every day. You see your business every marketing platform you touch. orchannels visit us at www.CorcoranCoaching.com.

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NO CONTENT The ultimate goal of personal branding is comfortable producing is the key to keeping to become known as an authority in your it simple. No one wants to be bogged down andchosen they niche. don’t That caremeans for sudden or lifestyle.

They also withprocedure producing content.

But on the flip side, that youchanges must in likedemonstrate activitiesthe they can start and finish. knowledge, expertise and/ no one knows how much you know until or experience to back up your position. you share it. Great content demonstrates your knowledge and how helps your customers Content that are best expresses youThey’re and your always Compliants thinkers. wondering things work. at the same time.

In addition, it serves anbrand could be as simple as a series of They want practicality, logic, fairness and a systematic approach. When other purpose with search engine optimizaphotos, quotes, e-books, video shorts, etc. talking to thinkers give facts, documentation and data. They seek accuracy.

Choosing the type of content you’re most tion and attracting prospects online.

They’re motivated by standards of high quality, limited social interaction, detailed tasks and logicalNO organization of ACTION information.

CALL TO

You’re spending money to market across using other people’s money’. Your call some personality assessment tools can cost thousands of dollars, but at multiple platforms, so why not take the to action may change with different marCorcoran Coaching, opted for more affordable offering: keting channels or purposes, buta free you opportunity to extendwe’ve an invitation fora much DIsC Just with visityou? www.corcorancoaching.com/behavioralstyle. your assessment. prospects to engage It can should always, always have one. If you want people to do something, tell them a simple call be to action, such as ‘call me phpbeand you’ll guided through a quick questionnaire to learn your own you’d like them to do. That’s how you first’ or more ‘contact me others for a aswhat dominant stylespecific, and how to read well. free home staging assessment’ or ‘download my e-book and learn how to invest

move prospects one step closer to becoming customers.

Yes, understanding people, listening to their needs and wants and responding appropriately all take work attention. But because real estate is a people NOand FOLLOW-THROUGH business, it’s simply a must. And the better at it you become, the better with hundreds of agents, folWhyyou’ll is this included in branding, living make as an agentyou or may broker.munication I promise. ask? Because your brand is your bond. It’s low-through is at the top of the list when it comes to customer complaints. You don’t your handshake. When you say you’ll do Best of luck how to you! something, can people trust you if want to be that person. Putting an incredible you don’t follow through with your prom- message and image out there isn’t enough. must live up to those standards with ise? This is often elementMills. that people Copyright©, 2015theBubba All rightsYou reserved. forget altogether. And in fact, in our com- every customer, every transaction

Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), international ® Tonya Eberhart is the Branding Agent to Business Stars and founder ofan BrandFace , LLC. ® consulting andMichael coaching company that specializes in performance coaching Carr is America’s Top Selling Real Estate Auctioneer & BrandFace partner. and the implementation of they sound systems into Real Estatedesigned Companies, Mortgage Together, focusbusiness on personal branding and marketing to help real estate ® professionals become theBubba face of their & a star in their market. BrandFace Companies and Small Businesses.

Millsbusiness is a nationally recognized inspirational Real Estate Professionals is a book, speaking and and an exclusive and educationfor speaker, coach and mentor toprofessional the top real estateseries agents mortgage workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 For more information, visit www.BrandFaceRealEstate.com. or visit us at www.CorcoranCoaching.com.

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DAN WESSELS He didn’t seek out the mortgage industry, but a chance opportunity doing telemarketing for a mortgage bank in 2004 led Dan Wessels into a career that has spanned more than 14 years. At the time, it didn’t take long for his employer to discover that Dan had what it takes to succeed in home finance. With their confidence and Dan’s expanding knowledge growth grew a career that has allowed Dan to help countless people finance their homes.

Now a Mortgage Consultant for Mortgage Lending Services (a TruStone Financial Federal Credit Union) in the Twin Cities area, he works with borrowers and REALTORS® in Minnesota and Wisconsin.

Dan especially enjoys putting first-time buyers into homes.

“There’s great satisfaction in seeing how excited they are at closing when they get their keys,” says Dan. Second to that, he adds, is any opportunity he gets close a loan that other lenders couldn’t fund. Those difficult loans may require more time, patience and education between Dan and his borrower. But that’s why he is a loan consultant, not just a loan officer. “If someone comes to me saying no one else can get their deal done, then I’m going to make a point of getting it closed!”

Dan counsels borrowers on how to prepare for their loan, while analyzing comparing the many loan options available through Mortgage Lending Services. “We have the option for Conventional and all government products like USDA, VA and FHA, plus Minnesota Housing finance programs and Wisconsin Housing and Economic Development programs,” Dan says. They also offer portfolio products such as the FreshStart Program as well as Fannie Mae’s HomeReady® and Freddie Mac’s Home Possible®.

“If people haven’t checked out a credit union for their previous home purchases and refinances, they really should give us a shot,” adds Dan. “Our rates and closing costs are very competitive, if not better than some of the big box banks.” With

a wide variety of products and programs, plus hands-on service and local investment in the community, he appreciates that Mortgage Lending Solutions is backed by TruStone Financial, a well-respected Federal credit union.

Currently, Dan works independently at TruStone, but he would like to explore the possibility of building a team in the future. “We also have the help of a set of very good processors,” he says, adding that he would welcome any opportunity to mentor other loan officers on the characteristics that have led to his success.

“I have to be extremely responsive and available to provide concrete answers when clients or REALTORS® need me,” he says. He knows the importance of being available nights and weekends when house hunters and real estate agents are at their busiest. “In this competitive market, people need preapprovals on nights and weekends. It takes some burden off the REALTORS® if I’m available and can address their questions.”

That responsiveness leads to solid relationships that fuel Dan’s extremely high percentage of referrals. Dan is also visible in the community, both personally and through work.

“I sit on the board for two associations,” he says. “I also recently went back to school. I will be finishing my B.S. in Business Management this year and hope to obtain my MBA after that. and I also play on softball and basketball leagues.” Through TrueStone, Dan participates in the company’s mission of improving people’s lives by participating in local events, hosting homebuyer seminars, and home shows. He also enjoys giving back to local community efforts whenever he can.

“I also like to play any sort of outdoor sports,” he says. “I like to fish, to go camping and, most of all, hang out with my family and friends.” At the end of the day, Dan is grateful to be growing a business within the mortgage industry.

He enjoys that he can pursue his own dreams while helping others do the same.

To learn more about Dan Wessels,

visit mlservices.com/dan-wessels, email Dan.Wessels@TruStone.org or call 612.425.2938 www.

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Copyright Top Agent Magazine 17

Killing Clients with Kindness and Value

By Walter Sanford

Sometimes, we need to “kill” our clients with kindness and offer value. I know it goes against everything in our nature to turn the other cheek when they are being mean.

Recently, a coaching client had some challenges with a particular client, and I’m sure you have also worked with the kind of client who discourages you so much that you just want to hit the delete button!

How about offering a response that increases your fame and makes the client always wonder what they may be missing? They might not list with you, but they will never forget you.

Included in the balance of this article are the email from the client, the request for help from my coaching client, and then my suggested response.

Email from the Potential Client: Sorry, I have been really busy. Let me tell you where I’m at with everything. You may or may not be interested.

I am definitely putting the house on the market. The house has been rented for the last 5 years with the same family. They originally signed a rent to own lease. Three years ago, they decided they didn’t want to buy it.

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Anyway, I recently informed them that I’m going to put the house on the market. Now, they are reconsidering buying the house. I don’t think they will buy the house, but I guess you never know. If they do buy the house, it would be for sale by owner. I will not let them drag their feet.

We happen to know a lot of REALTORS® in (area). Some are pretty good friends and with that comes opportunities at rates way under the norm. One of them did sell our last house quickly but circumstances have changed. I know you are a very good REALTOR®, because I have heard other REALTORS® talk about you.

You may not be interested at this point anymore. If you are still interested, let me know what your best rate is. Let me know if you are okay with the current tenants on a “for sale by owner” agreement, if that happens.

I would want a short-term agreement. The current rent is higher than my mortgage payment so I’m okay if they don’t buy and I’m not forced to sell at a low price. However, I want to sell ASAP. I’m wanting to purchase another property so I’m not going to overprice the house and I will negotiate.

Email from Coaching Client to Me: Walter, this guy is a college basketball coach. I want to help him, but I need to have a chance to run a successful business, too! How do I answer this?

Email from Me to Coaching Client (to share with potential client): Thank you so much for the nice words. It is very exciting to hear that our hard work is creating some buzz. I think we can accommodate you and exceed your expectations: Top Agent Magazine

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1. We believe that we exceed client expectations more often than most agents, because we spend the time to understand what the client needs.

Then we develop a customized program to meet and exceed that goal.

We would love to help you in accomplishing your real estate needs.

2. We would be happy to exclude the current residents from the listing agreement for 30 days. This would help in motivating the current residents to buy in that they can see the price discounted by the commission, if they commit to buy within the 30 day period. We would like to offer you our closing service that handles everything for a flat fee of $4,000. This handles the contract phase, aligning the team of affiliates, and the closing. This, of course, is at your option.

3..Our commissions are normal for our market, but we save you money over any commission discounter. Our specialty is increasing your net proceeds. We do this by bringing you more buyers with more effective marketing, better negotiating, better systems for handling inspections, better pre-approval tools for your buyer, better contracts, and less post-seller litigation from better contracts. Commission discounts usually cost you money because of the agent’s lack of emphasis on your net proceeds check. It is like a basketball player who is playing with no heart, only for the scholarship.

4. Our rate is retail 6%. This may eliminate us, but that would be a shortsided conclusion. Here are 5 of the ways we can beat any commission discount: A. We beat the average List to sell ratio in (area) by a larger margin than any discount.

B. We beat the days on market, which affects your carrying costs and lost opportunity costs on your equity.

C. We have a low litigation rate as compared to national standards.

D. We can market your home a little over retail due to our marketing.

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D. We urge a pre-inspection plan to get rid of the little and big problems before a buyer is involved and wants everything built new.

5. Our agreements are 6 months, but that is not what sells properties.

Marketing and price sell property. If we are wrong about those two items, we will adjust every week based upon showings and consultations with you.

6. I would also like to advise you on a misconception. Rental costs average about 35% of market rent in our area. Add in lost opportunity costs on your equity that is not doing anything at this point. I can show you how your current position is losing you money every month.

I think our next step is a presentation of the tools we bring to achieve your goals. Listing with friends is loyal, but is it the best business decision?

Do they have the tools and will you hold their feet to the fire when the results are not what you need? (Client’s name), you know the difference superstars make on a team. Let’s go for the win.

It’s not so much whether my coaching client obtained the listing, but he needed to stand up for a profitable, long term business. Never sell yourself short to get business. You will never be happy.

In these situations, I cannot guarantee an outcome, but I can guarantee the client will never forget you. You are planting seeds of discontentment with the small amount of money saved in a commission compared to not achieving their goal. Whether he/she admits it or not, he/she will have respect for you.

Do more lead generation so you won’t have to work so hard on leads like these.

Copyright©, 2015 Walter Sanford. All rights reserved.

Walter Sanford has been designing and implementing real estate systems for 30 years.

One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com.

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5 Simple Mindset Shifts That Will Help You Achieve Your Goals

Everyone knows that a positive attitude is one of the key steps to achieving success. It’s very easy to let negativity bring you down and oftentimes, people end up quitting at the first set back. Even if you don’t think of yourself as a negative person, you’re probably doing numerous things you don’t even realize are holding you back.

Recognizing these negative mindsets, and then implementing simple mindset shifts, are sure to help you not only create a more positive outlook, but a more successful outcome to whatever goal you’re trying to achieve.

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1

Turn jealousy into admiration

It’s very easy to look at someone who has what you want, and feel envious, which quickly turns into criticism and excuses about why you weren’t able to get what they seemed to get with ease. This is something successful people never do. Instead, they recognize that the only thing keeping them from success is themselves.

If you want what someone else has, you should look to them as a role model. What

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Top Agent Magazine

are they doing that you aren’t? There’s probably more to their story than you’re giving them credit for. Someone else’s success doesn’t hinder your ability to do the same, but constantly having a ‘life’s not fair’ attitude definitely will.

2

Tackle the things you dread doing first

We all procrastinate to some extent. Usually it’s things we don’t want to do. But when you put something like that off, it creates a serious cloud over your whole day.

Experts recommend getting those things out of the way first. Not only do get it crossed off your list, but you will feel energized by your accomplishments and tackle the day with even more force.

3

Don’t make decisions based on emotion

Reaching goals, especially long term ones, can have a lot of ups and downs. The key to achieving them is to stay level-headed during setbacks, really focusing on your plan and how the setback fits into your long term vision.

If you have a solid plan in place, you could be destroying months of hard work with one rash emotional decision, that is probably coming from a place of panic.

When you’re feeling emotional...wait.

It really is that simple. Wait it out until Top Agent Magazine

you’re back in a rational state of mind and take it from there.

4

Learn to love feedback

It’s very easy to be thrown off by negative feedback or constructive criticism. No one likes it. But when it comes to achieving your goals, you need to be able to hear it, assess it and then make an unemotional decision about what it means to you and your success.

In fact the business world’s most successful leaders are there because they not only take in that feedback, they actually constantly ask for it. Fresh perspectives on what you’re doing are always valuable. When you’re in the thick of it, it can be hard to see what needs improvement. Asking a trusted peer or advisor can be instrumental in keeping the momentum on reaching your goal going.

5

Replace a fixed mindset with a growth mindset

You might be wondering what the difference between the two are. A fixed mindset thinks that growing intelligence or skills is impossible, while a growth mindset thinks those things can be developed.

People with a growth mindset are more likely to expand beyond their comfort zone, since they really believe almost anything is possible with hard work. And if it isn’t?

They’re willing to give it a try. Being willing to try and fail, is a key element to reaching even the most lofty goals.

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mailto:mag@topagentmagazine.com

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