NATIONWIDE MORTGAGE 8-23-21

NATIONWIDE MORTGAGE EDITION

How to

KILLING CLIENTS WITH

SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS

KINDNESS AND VALUE

Every Player is Valuable:

7 SIMPLE TIPS

How to Boost Your Team’s Morale

That are Proven to Help You Stay Ahead of the Competition

TOP MORTGAGE LENDER

HAYDEE COLUMBIE

COVER STORY

RICKY PEACOCK

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(800)-962-6613

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info@StrattonEquities.com

www.StrattonEquities.com

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NATIONWIDE MORTGAGE EDITION

HAYDEE COLUMBIE

At just 16 years old, Haydee Columbie the phone. She is very began her journey in the lending indusand very pleasant. I w 17 9 try. “I was still in high school, and one do business again and of my friends referred me to a partto my family and fr time job as a loan officer assistant,” wrote, “Haydee wa Haydee explains. She quickly fell making sure we were in love with the business, and hasn’t tent with our purchas looked back since. After setting out on we understood the dyn her own, Haydee experienced continthere every step of th uous growth. By putting her clients’ questions we had. Hay needs first and only focusing on geta 9 to 5 employee, sh RICKY HAYDEE COLUMBIE ting them towards theirPEACOCK goals, Haydee phone after hours, she has established herself as a top lending out whatever portion o officer in Florida. As a Branch Sales documents I didn’t un Manager of Paramount Residential express enough how p Mortgage Group, Inc. in Doral, she’s loving every tude was. What a pleasure working CONTENTS RICKY minute of her career.PEACOCK She’s such a happy, light soul.”

4) EVERY PLAYER IS 15) 7 SIMPLE TIPS THAT ARE “I don’t HOW do any TO marketing at all,” HaydeePROVEN explains. TO During few hours VALUABLE: BOOST HELPtheYOU STAYthat Haydee isn’ of my business is referral-based, because I make OFenjoying everything her state has to YOUR“All TEAM’S MORALE AHEAD THE COMPETITION

sure that all parties are happy, including the buyers, boating with her family. But much of their TO agent, and theUP listing agent.” Haydee goes planning for her future, as she’s rece 6) HOW SPEED 18)above HOW TO OVERCOME and beyond expectations, communicating frequently own office. “Within the last two ye FIRST-TIME HOMEBUYER YOUR WORKPLACE FEARS throughout the transaction and doing everything she from just me and my assistant, to 18 tot TRANSACTIONS can to make a deal happen. Understanding that this she says. “So I want to continue grow CLIENTS is one of the largest transactions her clients20) will KILLING ever other locations.” With an unparalleled WITH KINDNESS VALUE make, she takes the process seriously and leaves no a love forAND people, it’s clear Haydee wil questions unanswered. This involves staying in touch thing she sets her mind to and more. with all parties and updating them at every step. As a direct lender, PRMG can offer competitive rates to a wide variety |of buyers, whether they’re purchasing Phone 310-734-1440 Fax 310-734-1440 their first home, refinancing or upgrading to a larger mag@topagentmagazine.com | www.topagentmagazine.com property. With all services handled in-house, from No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent processing to funding, the transaction is organized and Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published asAgent stress-free possible. materials, Top Magazineas 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 inAfter the U.S.working with Haydee, clients love to spread

the word about their experience. One recently said, “It will be difficult to put into words how great Haydee was, but Top Agent Magazine let me try.... Haydee is the most committed, hard work-

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Contact Haydee Co by phone at 305-205

Every Player is Valuable: How to Boost Your Team’s Morale In the fast-paced world of real estate, it can be easy to overlook the contributions of those lower-level employees who are instrumental in our success, yet are overlooked when it comes to recognizing the important roles they play in keeping our business operating smoothly.

Even a task that seems simple, such as answering phones, can be overwhelming at 4

times. Letting these employees know that they are appreciated is something that often goes overlooked at busier companies, and can often result in impaired morale overall, as employee dissatisfaction tends to be contagious.

Here are some things that you can do to increase morale and productivity in your workplace: Top Agent Magazine

While it’s important to point out when an employee is doing something wrong, it is equally – if not more – important to acknowledge when that employee is doing something right.

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While it’s important to point out when an employee is doing something wrong, and sometimes to reprimand, it is equally – if not more – important to acknowledge when that employee is doing something right. Even a simple compliment can go a long, long way towards building that employee’s morale, and therefore their willingness to go the extra mile for your team.

An example: “Sally, I just heard you on the phone with that client. You sounded very professional and I really appreciate your representing our business that way.”

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Determine what all of your employee’s goals are, and what their expectations for growth might be. There may be lower level employees who are perfectly content doing what they’re doing, and who have absolutely no expectations for growth in your business. Others, however, may have an interest in moving up the ladder. Make it your business to determine this early on, and try to take a personal interest in your employee’s growth with your company. Knowing there is room to grow is an important factor in employee satisfaction, and knowing who wants to grow and who

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doesn’t is something you should be aware of. Groom from within, and your employees will be grateful and work harder.

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If your workplace is highly stratified, with multiple levels of employees (agents, senior agents, loan processers, assistants, etc.,) make an effort to ensure that everyone feels valued as part of the team regardless of what they earn. Various team building exercises that encourage trust and a sense of familiarity can go a long way towards fostering an environment that is less unnecessarily competitive and more productive and cooperative. A quick web search for “Trust Building Exercises” will help you locate many good ways to achieve a newfound level of camaraderie amongst your team. Many of them are quite a bit of fun, too.

Hopefully these tips will assist you in creating a better-functioning, higher-achieving team of motivated, caring employees.

Remember, a chain is only as strong as the weakest link, so be sure to keep everyone feeling appreciated, supported and valued, and your company will only benefit.

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 6

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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RICKY PEACOCK

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RICKY PEACOCK Ricky Peacock’s origins in the mortgage industry begin with family. More than seventeen years ago, he got his start alongside his parents before ultimately taking the reins and launching Home Solution Lenders. Now, he works in conjunction with his brother Jayson, who serves as CFO and in-house attorney. Together they head a thirty-seven-member team with the express 10Copyright Top Agent Magazine

goal of streamlining the lending process and leaving a positive impact in the lives of aspiring homeowners.

Serving the State of Florida—and licensed in Georgia, South Carolina, and Alabama—Ricky and the team have cultivated a winning track record, with more than 90% of their business generated by repeat Top Agent Magazine

and referral clientele. To account for their success, Ricky and Jayson credit their world-class team for their experience, energy, and proven efficiency. “We have a great team, staffed with fresh faces in the industry to twenty-five-year veterans,” Ricky explains. “We’re tightknit enough to be nimble, but big enough that we have a great, standard structure in place.”

With $100 million originated each year in Florida alone, Ricky and his team work Top Agent Magazine

with precision and speed to match borrowers with the loan options right for them. Together, they work diligently to underwrite, close, and process everything in-house. They even offer lesser-known products to fit unconventional buyer profiles, including a recent 100% financing conventional product geared toward firsttime homeowners. They’ve also established themselves as experts working with FHA, VA, USDA, and other Conventional products. In fact, in 2014 and 2015, Ricky was Copyright Top Agent Magazine11

first in the nation in originating USDA loans. “The bottom line is, we do what we say we’re going to do,” Ricky says. “We’re flexible when dealing with every client and every situation. Even though we have a corporate structure, we have a heart when we’re working with people in our community. We work closely with our team to make sure every employee is looking for solutions.

We built this business closing loans no one 12Copyright Top Agent Magazine

else could, and that’s still central to do what we do.”

When working alongside referral partners, Ricky and Jayson go out of their way to continue education and keep relationships connected. “At least once or twice a month, we meet face-to-face with agents and builders to keep them up-to-date on new products.

We also keep a loan officer working the Top Agent Magazine

weekends to respond to builders and agents on their timeline.” Ricky and Jayson also have a mobile app in the works with instant decision pre-qualifications, allowing for a more streamlined process for borrowers.

Beyond the office, the team gives back to a variety of local causes—from hurricane relief efforts, to sponsorships of local foodbanks, scholarships, and schools. They also work Top Agent Magazine

closely with military veterans to facilitate the borrowing process, subsidizing inspection fees and minimizing closing costs. As for the future, Ricky and Jayson envision a prosperous future for Home Solution Lenders, with a focus on organic growth, team support, and widespread service for their multi-state clientele.

Finally, with nearly two decades of insight, Ricky and Jayson consider what they value Copyright Top Agent Magazine13

most about their careers. “I enjoy the comradery we’ve built. We started as a family company and even though we’ve grown, we still consider this a family company,” Jayson

says. As for Ricky, determination remains key to his enterprise. “Problem-solving for people has always been the most fun,” he says. “If there’s a will there’s a way.”

To learn more about Ricky Peacock email Ricky@HSLenders.com, call (863) 607 – HOME (4663), http://www.justingrable.com or visit hslenders.com www.

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7 Simple Tips that are Proven to Help You Stay Ahead of the Competition So you’ve created a successful business, congratulations! You probably did it by providing an unsurpassed level of customer service that not only meets customer expectations but exceeds them in a way that has made you stand out from the rest. As anyone can tell you, starting a successful business is not easy.

Now comes the even harder part. Not only sustaining that high level of performance, but continuing to grow and outpace the competition. There is no resting on your laurels in a competitive business market. Companies that stay successful for the longterm, make an active effort to keep on top. Here are just a few ways you can do the same.

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1. Know the competition It’s not enough to know what you excel at or what makes you unique, you need to know what your competitors are offering that makes them stand out. This serves two purposes: it will allow you to more clearly define your differences, or it may help you identify an area that you hadn’t considered before, opening up a potentially new way in which you can excel above the rest.

2. Know your customers You might know your clientele very well, but as economic conditions change, so does your

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customer’s needs. What might have been a priority a year ago, won’t be if we are in the midst of an economic downturn, for example.

As a business owner you should always be evaluating your strategies in every area constantly, knowing what your customer wants and needs from you is key. In fact you should be using your expertise to analyze potential market changes and anticipate those needs to stay ahead of the curve.

3. Have a strong understanding on what makes you unique Once you accomplish the first two, you should have a clear idea of what unique advantage you offer people. This needs to be clear to everyone, so you can then take that idea and run with it. Find your niche and then market yourself with a focus on that idea. If you have a clear thing you’re selling, it is well worth the investment to market yourself to the hilt with that in mind.

5. Think like your competitors One way your competitors looks to gain customers is by potentially taking yours. It goes without saying, you don’t want to let that happen. You’ve probably built great relationships, so really maintain those relationships by not only providing great service, but service that truly goes above and beyond. Find ways to give more to your customers. You might even want to start offering surveys, where your clients can tell you exactly what they’d like to see.This makes your clients not only feel heard, but blown away when you implement any changes they suggest.

6. Look for untapped markets Don’t settle for maintaining what you have, there could be untapped markets out there.

If you don’t get to them, your competitors will. So even if they come eventually, hopefully you’ll already be the dominate force in that market.

4. Keep up to date

7. Be a great boss

This goes for everything from technology to systems, marketing, and even your own personal image. If you have a brick and mortar location, you want to also keep things looking fresh and modern there, as well. First impressions are important for a reason. Everything about your business should tie into your marketing and branding. What are you selling and does everything line up to support that, from your business cards to your social media pages. Remember the key to branding and marketing is a consistent message.

One of the best things you can do to keep ahead of the rest, is by being a company where top talent and motivated newcomers want to be. Be the company that offers more than a competitive paycheck. Be a place that fosters talent, and offers scheduling and compensations packages that appeal more to people who think outside of the box. This will attract more innovative thinkers who value flexibility. Not only will you benefit from their talents, more importantly, your competition won’t.

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HAYDEE COLUMBIE At just 16 years old, Haydee Columbie began her journey in the lending industry. “I was still in high school, and one of my friends referred me to a parttime job as a loan officer assistant,” Haydee explains. She quickly fell in love with the business, and hasn’t looked back since. After setting out on her own, Haydee experienced continuous growth. By putting her clients’ needs first and only focusing on getting them towards their goals, Haydee has established herself as a top lending officer in Florida. As a Branch Sales Manager of Paramount Residential Mortgage Group, Inc. in Doral, she’s loving every minute of her career.

the phone. She is very knowledgeable and very pleasant. I would definitely do business again and recommend her to my family and friends.” Another wrote, “Haydee was dedicated to making sure we were happy and content with our purchase, making sure we understood the dynamics. She was there every step of the way with any questions we had. Haydee wasn’t just a 9 to 5 employee, she answered her phone after hours, she helped me fill out whatever portion of application or documents I didn’t understand. I can’t express enough how pleasant her attitude was. What a pleasure working with Haydee.

She’s such a happy, light soul.”

“I don’t do any marketing at all,” Haydee explains.

“All of my business is referral-based, because I make sure that all parties are happy, including the buyers, their agent, and the listing agent.” Haydee goes above and beyond expectations, communicating frequently throughout the transaction and doing everything she can to make a deal happen. Understanding that this is one of the largest transactions her clients will ever make, she takes the process seriously and leaves no questions unanswered. This involves staying in touch with all parties and updating them at every step. As a direct lender, PRMG can offer competitive rates to a wide variety of buyers, whether they’re purchasing their first home, refinancing or upgrading to a larger property. With all services handled in-house, from processing to funding, the transaction is organized and as stress-free as possible.

During the few hours that Haydee isn’t working, she’s enjoying everything her state has to offer, including boating with her family. But much of her time is spent planning for her future, as she’s recently started her own office. “Within the last two years, I’ve grown from just me and my assistant, to 18 total in my group,” she says. “So I want to continue growing and open up other locations.” With an unparalleled work ethic and a love for people, it’s clear Haydee will achieve everything she sets her mind to and more.

After working with Haydee, clients love to spread the word about their experience. One recently said, “It will be difficult to put into words how great Haydee was, but let me try.... Haydee is the most committed, hard working and professional person I have ever met. She was there for us even when most banks would not answer Top Agent Magazine

Contact Haydee Columbie, by phone at 305-205-5948 or email haydeeC@PRMG.net 17 Copyright Top Agent Magazine

How To Overcome Your Workplace Fears Fear is something that can help protect us from danger, but it is also something that can be a hindrance to us in our lives, especially when it keeps us from potentially thriving and growing as a person. This is especially true in the workplace. Here’ a look at some proven ways to overcome common workplace fears.

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ASSESS THE FEELINGS BEHIND THE FEAR

Really owning the emotions that are putting you in a place of fear, is the first step. By just naming it and then talking it out in your head, what exactly you’re feeling and why, it can help deflate the fear. Think of it as releasing some of the fear into the ether. Yes, you’ll still be nervous about your presentation, but a lot of what was holding you back is gone. You’ll feel lighter, and hopefully have just enough butterflies to make your soar.

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TALK ABOUT YOUR FEARS WITH A TRUSTED CO-WORKER

Nothing can make you feel more isolated than going down the path of “This is something that only happens to me.” Trust me, it doesn’t, and you might be surprised to find out that some people have had it even worse. Talking to someone you trust and admire, hearing their own fear horror stories and how they overcame them, will help normalize what you’re feeling. Releasing yourself from the idea that it’s something about you, will be an enormous relief.

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THINK OF THE WORST CASE SCENARIO

Although it might seem counter-productive, truly assessing what the worse outcome of the situation you’re afraid of serves two purposes. It might lead you to realize the worst case scenario isn’t that bad 18

after all. Of course it could also lead you to a really uncomfortable thought, you could lose your job. As bad as that is, it also gives you an opportunity to start focusing on what really matters, and how you might grow from the experience and possibly end up better off. Countless people in their dream jobs now, were once fired and thought it was the end of the world.

Hopefully, that won’t happen to you, but learning to have confidence in your abilities to always find a way, will be a great tool in overcoming fears.

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COMPARTMENTALIZE

If you’re a super-organized type, you might try actually setting aside time in your day to focus on your fears. It might seem odd, but it will let you NOT focus on your fears during the other hours of your day. Think of it as a task, you aren’t just sitting there worrying, you’re taking in your fears and figuring out ways to overcome them.

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START THINKING OF YOUR FEARS AS OPPORTUNITY FOR GROWTH

Start thinking of fears as challenges. As scary as it might seem to face them, for the most part they are things that can be fixed. A lot of fear is based on inexperience which leads to a lack of confidence.

A common fear is workplace evaluations. Instead of looking at it as hearing everything that is wrong about you, think of it as an opportunity to see where you can improve. Going into it with a positive attitude rather than a defensive posture, will make the whole thing better for both parties.

Overcoming fears is oftentimes about a simple attitude adjustment. Like anything it takes practice, but the results of that practice will lead to a life that you’re able to thrive in both personally and professionally.

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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©, 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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