SOUTHERN CALIFORNIA 3-16-20

SOUTHERN CALIFORNIA EDITION CALIFORNIA EDITION

Are You Doing Business As You on Facebook?

1 Billion-Plus Reasons Why You Should be Active on Facebook

GET YOUR HEAD IN THE GAME! COVER STORY

JAMIE PIRRITANO

FEATURED AGENTS

JULIE HOUSTON ROY LHANIE HEATHER PENKO MEITAL TAUB

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SOUTHERN CALIFORNIA EDITION

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JAMIE PIRRITANO

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ROY LHANIE ROY LHANIE

21 JULIE HOUSTON 22 HEATHER PENKO 29 MEITAL TAUB JAMIE PIRRITANO up watching her grand-“I’mpatience, During our initialby consultation For Julie Houston, real estateGrowing extraordinary professionalism, expertise, and very disciplined the experi-sh

work -asall a real explained to at methe her plans o has always been a part of life. “Imother service of estate whichbroker, Julieences and and Team delivered I’ve had in life,” says Meital Penko wasWould inspired.

“She recommend sell and market my property. She d grew up in a family that worksHeather highest level. strongly you consider Taub, who earned a law degree and a really hard worker, everyised and was 100% accurate on th in real estate,” she says. “My dadwas Julie Houston as your real estate professional.”

Another led business development efforts body loved her, and I wanted to and the timing of when she thou actually still sells real estate.” wrote, “Julie and her team guided us through the process in biotech, before becoming onethe her footsteps,” says. submitted. is also of Her family always encouragedfollow of in selling our homeshe in La Costa Oaks. TheShe house soldonemost of Southern California’s So when Heather earned her real and has an amazing family that I JULIE HOUSTON her to enter HEATHER PENKOand MEITAL the industry, in 1 week and TAUB there was a back up buyer! Julie is successful luxury real estate estate license in 2006, she hit the process!” she eventually took their advice, extremely knowledgeable, available, personable, hard She credits her discipline, She got to heragents. moving to California and gettingthe ground workingrunning. and a pleasure work with. I highly recomas well as any a lifelong passion to i 2 years ago, During free time, Heather her license 20 years ago. Today she has a team consistingbroker’s mendlicense Julie Houston and and her team and would definitely help family. others,She forhasher phenomenal plans to open her own brokerage been married for of six members, together they are consistently ranked as use her again!” success – which includes having been named in The a 16-year-old daughter andWall 11-y one of San Diego County’s top real estate teams. Theyin the future. With her main focus Street Journal by REAL Trends and Tom Ferry as one of the in Murrieta, California, she also family loves real estate, with he specialize in North San Diego County, with Julie living When Julie isn’t working, she’s giving back to her nation’s top 200 real estate agents.

“I truly enjoy helping goes into San Diego, Los Angeles, Riverside and Orange Heather part-time and her husb in La Costa region and also selling there (Carlsbad, La community through volunteer work and donations. the vast majority of her business consisting estate license in 2019 help her people getwetodonate the next inNorth their lives,” saystoMeital, Costa & Encinitas). A testamentcounties. to theirWith determination “Every year foodstage to the County Food of repeat clients and referrals, she is clearly going above his regular job. “whether it’s helping buyers purchase their home or helping and high level of service, the vast majority of their Drive, last year we were able to donate and feed around and beyond expectations. sellers to achieve and pounds best price so they can grow business consists of repeat clients and referrals.

1000 families.

It was highest about 1500 of food.”

She As Heather looks ahead, she is their wealth or move to their next stage in life.” also sponsors local schools and does a community “I work really hard for them and try to be as accomboutique brokerage in the futur “I really try to give my clients one-on-one service,” Julie beach cleanup in the Spring or Fall. During any free modating as possible,” she says.

“I’m knowledgeable, ofReal experienced agents, I do Meital an agentout, with Firstgroup Estate Christie’s says. “I treat them as if they’re my only client. I really time, she’sisworking hiking orTeam spending time with experienced and honest.” Heather’s tagline is ‘your BFF Ultimately, it’s quality over quan get involved with them for the entire process.” Julie is herInternational daughters. Real Estate. Her company, Meital Taub Luxury in real estate,’ because many people become friends with wants to remain as hands-on with Group handles an array of real estate transactions, Meital also completely honest, and only wants what is best her after working together. She’s also seen her business in the she luxury and to “uber-luxury” categories – for her clients. She will guide them so they are making Asspecializes Julie looks ahead, is excited continue growing. grow by staying involved in the community. She is part “I just love talking to people, I w homes for a million-plus, to above ten million-plus the best and most well-informed decisions possible.

She loveslisted everything about her work, and can’t see of the Chamber of Commerce and is a board member and them happy. My grandmother alw – in aingorgeous luxury properties the coastline Whether she’s preparing her sellers on what to do to herself any otherstretch careerof path.

“I love helpingon people the Vice Chair for the Murrieta Valley Cemetery District. be yourself, be honest, and answ get their homes ready, or helping her buyers pinpoint and just gettingBeach, them into their dream home.

Being a Dana that Newport Beach, Newport Coast, Heather is also the president for herLaguna business networking by that motto.” a home and negotiating offers, she is continually part of that memorable experience, we love it.”

Point, Costa Mesa, Irvine, and Laguna Niguel. group and is a frequent volunteer at her children’s schools. exceeding expectations. When Being it comes to marketing, intertwined with local organizations and groups has she also goes above and beyond, offering in the community she serves for 18 years, helped her videography, maintain a strong Having presencelived and become the drone footage, and professional photography.

“I many. also Meital is well-positioned to sell properties in the luxurytrusted Realtor© of Phone 310-734-1440 310-734-1440 advertise it| inFax magazines and online.” In addition to all coastal area, in part because of her twelve years of the extraordinary services theyWhen offer itat comes The Houston experience, but also because she’s extremely involved with to staying in touch, Heather does so mag@topagentmagazine.com | Compass www.topagentmagazine.com Team, they have the power of says her threenotes children, who attend local public schools. “I’m frequentlywho withJulie phone calls, handwritten and emails. the best and hottest new brokerage the “If I’m in inwhatsoever the industry.” area, I’llwithout pop byliving for a and visit.

I have a few breathing Laguna Beach No portion of this issue“ismay be reproduced in any manner prior consent of the publisher.

Topevery Agentday,” she says.

With a solid reputation in her elderly region clients and anthat average I’ll drop off lunch for throughout the “I know this market very well in terms of all properties Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published listing price of $1.3 million, in addition towith receiving year and sit them,” she says.

“I just genuinely care and oceanfronts as well, which can be hard to understand materials, Top Agent Magazine cannot be held responsible for Awards opinions expressed or facts supplied by its authors. the Gold and Platinum Circle ofabout Excellence how people are for doing.” if you haven’t played in that space.” the proof is in her To subscribe or changeSDCAR, address, mag@topagentmagazine.com. it’ssend clearinquiry Julie is to doing everything right. extraordinary success, as she’s sold over $350 million in Published in the U.S. After the transaction, clientslast leave glowing reviews few years alone.

For more about Heat Afterwards, clients leave glowing reviews about their One recently said, “Heather is about their time together.

For more information about Julie Houston, Signature Real Estate Gro time together. One recently said, “Julie Houston outstanding at her joband - an amazing I travel She isprofessional! especially proud that much of herplease businesscall is referral please call 760-822-3339 951-59 Team did a wonderful job handling theand sale of my home. often Heather was incredibly accommodating to make and or repeat business, and that her clients often come to email julie@houstonteam.com email teampenko@ It was part of a three house transaction which with required time to connect me when it worked with my schedule.

Top Agent Magazine 3 not just consider her as a consultant and a trusted friend, their agent. Says one client, “Meital Taub was the best Copyright Top Agent Magazine Copyrig real estate agent we have worked with in our 50+ years of

CONTENTS

4) 1 BILLION-PLUS REASONS WHY YOU SHOULD BE ACTIVE ON FACEBOOK 13) 3 SUREFIRE METHODS THAT MAKE FOR A PRODUCTIVE MEETING 17) GET YOUR HEAD IN THE GAME!

23) KILLING CLIENTS WITH KINDNESS AND VALUE

20) ARE YOU DOING BUSINESS AS YOU ON FACEBOOK?

1 Billion-Plus Reasons Why You Should Be Active on Facebook

By Bubba Mills

The number is staggering and potentially career ending for REALTORS® who ignore it: 1,440,000,000. That’s the total number of monthly active users on the social medium Facebook.

That number alone is reason enough to use it regularly in your real estate business. But Facebook can also help turn you into the expert in your community. Just by sharing knowledge and relevant events about the community you can become the go-to source for all things local – a perfect way to capture the attention of prospective buyers.

Plus, Facebook advertising also gives you tons of targeting layers like age, location, recent life events and interests. Plus, it constantly adds new targeting filters and functions that help you reach even more niche prospects who closely meet your customer criteria. Talk about pinpointing a target audience.

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Another Facebook real estate ad tool is Website Custom Audiences that lets you create Facebook ads that target users who have visited your website.

And several apps specifically for Facebook have emerged. Consider these: • Heyo.com: Helps you host contests, showcase promotions and high-

light special offers.

• Woobox.com: Let’s you easily create quizzes and other fun tools for engaging content.

• Pagemodo.com: Helps you make your Facebook business page both sleek and stylish and tabs allow for easy lead capture.

But the latest offering is just as cool. It’s called Facebook Live and it lets you stream live video on the internet. I recently wrote about Periscope, another live video streaming app, but when you use Facebook Live you’re automatically featured at the top of Facebook users’ news feed. What’s more, statistics show that live video is viewed more than recorded video.

How can REALTORS® use Facebook Live?

Open Houses: Broadcast a walk-through of a new listing

and highlight all the great features.

Webinars: Host live webinars targeted to buyers and sellers. They can sub-

mit questions just like a real-life seminar.

Real Estate Talk Show: Offer the latest news in the industry plus share lo-

cal events and your newest listings. In short, become the Lester Holt or Diane Sawyer of real estate in your town with your own “TV” show!

Facebook offers these tips for using Facebook Live: Promote: Tease upcoming Facebook Live broadcasts for more viewers.

Plan better: Take time to plan what you want to do in the video, whether

it’s a few key talking points or to have a few questions ready ahead of time in a Q&A, in case incoming comments slow down.

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Invest in some equipment: A shaky live stream turns off viewers so con-

sider a tripod or other stabilizing tools, especially if you’re taking viewers on a tour of an open house. And check the shot before going live.

Get the lighting right: If you’re indoors be sure you have plenty of good

lighting and avoid a lot of light directly behind you because it’ll wash you out.

Sound good: A common mistake for beginners is overlooking sound.

Consider an external microphone to make sure your viewers can actually hear you.

And if the live option makes you a little nervous, you can also stream pre-recorded videos. Hey, that has worked like a charm for TV for decades. Some businesses promote their web series to “air” on Facebook Live at a certain time like TV shows. After they are streamed, Facebook Live videos function as normal Facebook videos. Some business owners believe videos may perform better if they begin as live ones.

NowThis, a news company that publishes entirely on social platforms, experimented by streaming a 38-minute compilation of its favorite viral videos via Facebook Live. The stream received over 20,000 views and over 500 comments, according to Facebook’s counters.

Yes, all the new-fangled internet tools, apps and options for REALTORS® can be a bit overwhelming. Just take it one step at a time and you’ll slowly be right there in the business-winning mix. E-mail me today at Article@CorcoranCoaching.com and I’ll send you more free information about how technology can help your real estate business.

Copyright©, Bubba Mills. All rights reserved.

Bubba Mills is the CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international Real Estate, Mortgage, and Small Business coaching company committed to helping clients balance success in business, while building value in life. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com.

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JAMIE PIRRITANO Top Agent Magazine

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JAMIE PIRRITANO Jamie has cemented himself as a leading agent in his brokerage— The L3 Real Estate—serving clients across Southern California, from San Diego to Los Angeles, with a focus on Orange County Jamie Pirritano always had an interest in real estate. Growing up, his parents managed their own small portfolio of investment properties, and when he came of age, Jamie followed suit. He also became a full-time firefighter, 8 Copyright Top Agent Magazine

and as he advised loved ones on all things real estate, a realization came to him. “The idea sparked that I could do this professionally,” he remembers, “and I could continue to help educate my friends, family, and coworkers.”

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Three years later, Jamie has cemented himself as a leading agent in his banner brokerage, The L3 Real Estate. Serving clients across Southern California—from San Diego to Los Angeles, with a focus on Orange County — Jamie has swiftly established a reputation for his integrity, communicative style, and personal touch. In fact, his business is exclusively driven by repeat and referral clientele who trust his expertise and proven track record of success. “I’m committed to my clients,” he says. “I’ve always been a doer, and I work as hard as I can to help my clients achieve their goals and make them successful. I’m very Top Agent Magazine

diligent and extremely detail-oriented. I also think that one of the keys to this business is full transparency. That’s why I keep all parts of the process as clear and well-communicated as possible.” Likewise, Jamie’s focus on connecting with clients doesn’t diminish once the closing table has been reached. He remains a resource for life. “I take care of all my clients and address every need,” he says. “Whether they’re looking for a referral for a painter, mover, or need home staging help—I cover the whole process, from the first idea of buying or selling, all the way past closing.”

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“I’m committed to my clients, I’ve always been a doer and I work as hard as I can to help my clients achieve their goals and make them successful. One of the keys to this business is full transparency.”

As a full-time firefighter, Jamie’s dual roles is unique. However, it’s his experience in public safety that has connected him to countless clients, and instilled in him a deep sense of service and responsibility. “I’m in a service-oriented field, and just as the citizen comes first in firefighting, the customer comes first in real estate,” he says. “I have that mentality of putting my clients first, 10Copyright Top Agent Magazine

and that influences everything I do. I work hard to create a positive experience for my clients.”

When listing properties, Jamie blends the best of traditional and digital marketing efforts.

He begins by prepping homes for market.

As an owner of a home staging company, Allport Home Staging & Design, and with Top Agent Magazine

his wife as an interior decorator, homes are always documented in their best light. From there, he leverages the leading online listing platforms, social media outlets, and targeted and boosted ad visibility. He also creates buzz on the local level by door-knocking, disseminating flyers, hosting open houses, and tapping his database of colleagues and past clients. As the top producing agent in Top Agent Magazine

his brokerage for the past two years, Jamie has definitively demonstrated his ability to reach results.

Beyond the office, Jamie gives back through his work as a firefighter, and in sponsoring the Huntington Beach YMCA and their Fall Fitness Festival. He also hosts a summertime outdoor movie screening for local Copyright Top Agent Magazine11

families, and is a member of the Orange County Association of Realtors. As for the future, Jamie is in the process of earning his broker’s license, with plans to work with, and

educate, new agents who will work for him.

Now, with a sterling reputation and a promising road ahead, the future looks assuredly bright for Jamie Pirritano.

To learn more about Jamie Pirritano call (714) 356–3573, email Jamie@THEL3.com, or visit thel3.com/jpirritano http://

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Top Agent Magazine

3 Surefire Methods that Make for a Productive Meeting Sometimes a business meeting can achieve exactly what it sets out to do: communicate, assess actions, set goals, or otherwise. Other times, meetings can feel like a drain on your time and energy, and only advance your agenda in marginal ways. While meetings are an integral form of communication in the professional world, how can you ensure that they are both productive and worthwhile?

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The truth is, it takes intentioned planning to make a meeting a success. A well-curated meeting makes partners and employees feel unified as a team, excited about what’s to come, and motivated to achieve a collective goal. With that in mind, consider a few approaches below to maximize your next meeting and ensure that all parties involved leave with a renewed sense of direction and inspiration.

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1. Create a detailed agenda in advance Oftentimes meetings are scheduled with a loose goal in mind—to hash out the terms of a contract or to strategize a new marketing campaign, for example. To ensure your meeting is productive, time-efficient, and achieves its end, create a detailed agenda in advance. This means breaking down your overarching goal into pieces and outlining what’s required to complete each component. You might also consider making time blocks for each respective component, so there is a clear structure and hierarchy in place. Not only does this ensure that time is used wisely and evenly, but it also creates order and momentum for the greater task at hand. What’s more, you’ll want to distribute this detailed agenda in advance of your meeting, so that all attendees will be familiar with the format and delineated goals of your gathering. This will set a professional tone, while keeping team members and conversation on task.

2. Reserve off-topics ideas and comments for later Too many meetings are derailed when an off-topic question or comment is made and hijacks the attentions of attendees. While it’s natural that outlying issues may arise when all team members are gathered, you can ward off distractions by creating a so-called holding area for off-topic talking points. This holding area will serve as the receptacle for any off-topic or lower priority addendum, and you can create a chunk of time towards the end of your meeting to readdress those 14

points separately. Once you’ve achieved the highest priority goals of your meeting, you can then return to the items in your holding area. Note: be sure to familiarize your staff with this approach so that the expectation is already in place and interruptions won’t distract from your meeting’s true intent.

3. Conclude every meeting with a brief summary and action items The very last thing you should do before concluding your meeting is to reemphasize the main takeaways of your gathering and outline a specific list of action items. Again, successful meetings are clear and give attendees a sense of direction. That’s why reiterating action items—or next steps in need of completion—to each respective employee is an essential component of a productive meeting. Likewise, summarizing main takeaways unifies a team’s understanding of what’s important and why the meeting was called in the first place. Ending on a concrete yet proactive note helps launch team members toward the next event in their day and gives them a sense of confidence as they tackle their duties.

Meetings don’t have to be a formality or a bore. When planned and executed with incisiveness, they can inspire your talent roster and streamline productivity in your office.

Especially in the world of real estate, ensuring everyone is on the same page and doing their jobs effectively is key to success and longevity. Put a little planning into your next meeting, and you’ll save yourself valuable time and energy as you move forward.

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ROY LHANIE

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ROY LHANIE In the heavily saturated Los Angeles Metro area, an agent has to be exceptionally diligent in order to build a successful business. Roy Lhanie’s tireless energy and commitment to building meaningful relationships with his clients have enabled him to do just that, and after 12 years of ceaseless effort, Roy is now the head of a five agent team at Keller Williams that last year closed over $26 million in transactions. Out of their office in Encino, California, Roy and his team operate throughout the San Fernando Valley, as well as a number of neighborhoods on the west side ranging from Marina del Rey and Santa Monica to Beverly Hills.

Roy first got his start in the business in 2008 while the real estate market was still reeling from the financial crisis. At the time, Roy worked as a buyers agent with a company that specialized in foreclosures—a role that provided him with exposure to a wide range of different homes and neighborhoods, and allowed him to hone the skills that would eventually help him build his team.

If you ask Roy how he has managed to enjoy so much success, he will credit his constant availability and efforts to create long-lasting, personal friendships with his clients, as being some of the key drivers of his business. “I’m a 24/7 type of agent. I’m constantly responsive to my current clients, and most importantly they know me on a personal basis,” Roy explains. “A lot of agents like to keep their business and personal life separate, but for me real estate is personal. Every client I work with ends up becoming a new friend, and whatever money I make is secondary to doing right by

them.” This approach has clearly worked well for Roy, as over 70% of his business comes from repeat clients or referrals.

When you choose to work with Roy, you don’t only gain access to his deep well of local expertise, you also acquire the services of the five other agents who make up his team. “Each of the agents on my team is highly experienced, and we all take on the duties of serving our clients together,” Roy explains. “So you are really getting the service of six agents for the price of one.” On top of this, Roy and his team are committed to providing the same premier service to all of their clients, regardless of a property’s price point.

Outside of work, Roy loves to spend time with his wife and daughter, and frequents the gym and local basketball courts whenever he has the time. In addition, he is heavily involved with synagogues in both Los Angeles and his wife’s hometown in Orange County.

With an eye to the future, Roy is excited to grow his business and investments in real estate while continuing to help people find their perfect homes. “When you go to buy a house in Los Angeles, there can often be 20 or 30 offers – we help our clients stand out from the crowd and get the property they want. I love helping people achieve their real estate goals.”

To build a successful business in the Los Angeles metro area, any real estate agent has to be exceptionally diligent in order to stand out from the crowd.

For more information about Roy Lhanie, please visit RoyLhanie.com, call 818.642.3449 or email roylhanie@gmail.com www.

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Get Your Head in the Game!

By Barry Eisen

Can you think of any top athlete in any sport who is inconsistent in prepara­ tion, has little focus, has no defined game plan, and has low confidence and self-esteem? If you can, you’re not thinking of a top athlete, you’re thinking of a wanna-be poser. There are lots of gifted and talented people in sports, but the world doesn’t care as much about the talent unless it shows up, demonstrates focus, shows a dedicated plan of action and acts like success is the natural by product of all the previous preparation.

The same scenario is true about successful entrepreneurs. You’d be hard pressed to think of a winner who wasn’t prepared, focused, strategized and confident.

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The stories about Ben Hogan, Jack Nicklaus, Billie Jean King, John McEnroe, Kobe Bryant, Michael Jordan, Michael Phelps, Lionel Messi, Amanda Beard, and thousands of other sports greats share many When you hear negative basic success principles.

Think of the Captains of Commerce in your business and chances are the success principles are much the same.

messages in your mind... take a deep breath and replace them with supportive words.

I’ve been privileged to have worked with some of the very best in sport and business over many years and this is some of what I’ve learned from them.

5 ideas for stepping up your game.

1

Preparation is what creates confidence. Don’t work on confidence.

Practice more. Whether it’s practicing getting out of the starting blocks quickly in the 100 meter dash, efficient flip turns in the pool, chipping onto the green from 30 yards away or rehearsing business presentation scripts, introducing yourself while knocking on doors, or closing assertively after a strong presentation...you can’t get around practice/preparation. Check out “the 10,000 Hour Rule,” in Gladwell’s, Outliers. Ya gotta do the work!

Mental practice in a relaxed state of mind (self-hypnosis) can speed up the success process from 2-5 times. Read almost any autobiography of a successful athlete or business personality and recognize this common trait; almost all successful people saw and savored the end result in their quiet, meditative states first.

2

The quality of Self-Talk is a big reason for the separation between superstars and the herd that follows. It’s easy to be positive and use positive words when things are going great and your attitude is up. One way of getting and keeping an “up” attitude is to silently tell yourself what the outcome of the next event will be...where the ball will land, your time for the 100 butterfly, the height of the high jump you’ll clear, the room you’ll mesmerize with your speech, the powerful listing presentation you’ll 18

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give today, etc. The result of negative self-talk (self fulfilling prophesy) is obvious...poor posture, unfocused, procrastination, fear. Self sabotage!

When you hear negative messages in your mind...take a deep breath and replace them with supportive words. This will get easier and more automatic with practice and so will your successes.

(If you don’t achieve what you set out for...it doesn’t matter...keep doing this.) The difference in how the ultimately successful get to where they are and where everyone one else gets, is how soon you pull the plug and quit.

Raise your game by staying in it. As you shift your mind your game will improve/your business will improve.

3

Visualize the self-talk. Pictures make more and deeper neurological impressions. A picture IS worth a thousand words. The greats in every sport played the game, walked the course, saw the 100 mph fastball come in, saw the touch at the pool’s wall, broke the beam at the finish line well before their bodies were involved. Your actions are based on your thoughts.

Don’t be random. Choose successful pictures that move you forward.

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4

Feel the satisfaction of success for just a moment. How would it feel hitting that perfect dive, making the 20 foot putt, running your personal best in a 10k, nailing that listing presentation, passing that test?

Allowing the neurotransmitter dopamine to flash through the pleasure centers of your brain, reinforces the positive goal towhich you are moving.

We do things to maximize pleasure or to minimize discomfort. As you associate the task or goal with a positive feeling, you’ll approach the task/ goal with a more open, “CAN DO,” attitude. It’s attitude not aptitude that usually matters more. Like a pep talk before a game, like a supportive hand on a child’s shoulder before a test in school, like a smile from a prospect that says, “I’m open to what you have to say,” feel good about what you’re here to do. You’ll make changes, not because you need to or want to, but because it feels good. Take the kicking and screaming out of your life to experience a more centered and focused energy.

5

Relax before you compete/take care of that piece of business. Some use music, some meditate, some create physical rituals (eat a certain food, do push ups, clap hands, stretch, a couple of breathes (and a whole lot of other crazy things you’ve seen. It ain’t crazy if it works.) Create a small ritual that focuses you in the last moment before the event/business presentation/prospecting/public speaking...

Some sport psychology is about emotional, social and or physical issues, more to be addressed by qualified coaches, counselors or therapists, trained to deal with psychological baggage and physical scars. Some business leaders sit in with therapists and coaches to sort out individual blocks.

But after all the analysis is said and done, the smart ones go back to the basics. See the ball, hit the ball.

Copyright©, 2016 Barry Eisen. All rights reserved.

Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 20

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JULIE HOUSTON For Julie Houston, real estate has always been a part of life. “I grew up in a family that works in real estate,” she says. “My dad actually still sells real estate.”

Her family always encouraged her to enter the industry, and she eventually took their advice, moving to California and getting her license 20 years ago. Today she has a team consisting of six members, together they are consistently ranked as one of San Diego County’s top real estate teams. They specialize in North San Diego County, with Julie living in La Costa region and also selling there (Carlsbad, La Costa & Encinitas). A testament to their determination and high level of service, the vast majority of their business consists of repeat clients and referrals.

“I really try to give my clients one-on-one service,” Julie says. “I treat them as if they’re my only client. I really get involved with them for the entire process.” Julie is also completely honest, and only wants what is best for her clients. She will guide them so they are making the best and most well-informed decisions possible.

Whether she’s preparing her sellers on what to do to get their homes ready, or helping her buyers pinpoint a home and negotiating offers, she is continually exceeding expectations. When it comes to marketing, she also goes above and beyond, offering videography, drone footage, and professional photography. “I also advertise it in magazines and online.” In addition to all the extraordinary services they offer at The Houston Team, they have the power of Compass who Julie says “is the best and hottest new brokerage in the industry.”

With a solid reputation in her region and an average listing price of $1.3 million, in addition to receiving the Gold and Platinum Circle of Excellence Awards for SDCAR, it’s clear Julie is doing everything right.

Afterwards, clients leave glowing reviews about their time together. One recently said, “Julie Houston and Team did a wonderful job handling the sale of my home.

It was part of a three house transaction which required Top Agent Magazine

extraordinary professionalism, patience, expertise, and service - all of which Julie and Team delivered at the highest level. Would strongly recommend you consider Julie Houston as your real estate professional.” Another wrote, “Julie and her team guided us through the process of selling our home in La Costa Oaks. The house sold in 1 week and there was a back up buyer! Julie is extremely knowledgeable, available, personable, hard working and a pleasure to work with. I highly recommend Julie Houston and her team and would definitely use her again!”

When Julie isn’t working, she’s giving back to her community through volunteer work and donations.

“Every year we donate food to the North County Food Drive, last year we were able to donate and feed around 1000 families. It was about 1500 pounds of food.” She also sponsors local schools and does a community beach cleanup in the Spring or Fall. During any free time, she’s working out, hiking or spending time with her daughters.

As Julie looks ahead, she is excited to continue growing.

She loves everything about her work, and can’t see herself in any other career path. “I love helping people and just getting them into their dream home. Being a part of that memorable experience, we love it.”

For more information about Julie Houston, please call 760-822-3339 or email julie@houstonteam.com 21 Copyright Top Agent Magazine

HEATHER PENKO Growing up watching her grandmother work as a real estate broker, Heather Penko was inspired. “She was a really hard worker, everybody loved her, and I wanted to follow in her footsteps,” she says.

So when Heather earned her real estate license in 2006, she hit the ground running. She got her broker’s license 2 years ago, and plans to open her own brokerage in the future. With her main focus in Murrieta, California, she also goes into San Diego, Los Angeles, Riverside and Orange counties. With the vast majority of her business consisting of repeat clients and referrals, she is clearly going above and beyond expectations.

“I work really hard for them and try to be as accommodating as possible,” she says. “I’m knowledgeable, experienced and honest.” Heather’s tagline is ‘your BFF in real estate,’ because many people become friends with her after working together. She’s also seen her business grow by staying involved in the community. She is part of the Chamber of Commerce and is a board member and the Vice Chair for the Murrieta Valley Cemetery District.

Heather is also the president for her business networking group and is a frequent volunteer at her children’s schools.

Being intertwined with local organizations and groups has helped her maintain a strong presence and become the trusted Realtor© of many.

During our initial consultation she set clear expectations and explained to me her plans on how she was going to sell and market my property. She did everything she promised and was 100% accurate on the sale price of my home and the timing of when she thought the offers would be submitted. She is also one of the nicest humans I know and has an amazing family that I was able to meet during the process!”

During any free time, Heather is hanging out with her family. She has been married for almost 25 years, and has a 16-year-old daughter and 11-year-old son. The whole family loves real estate, with her daughter working for Heather part-time and her husband receiving his real estate license in 2019 to help her when he’s not working his regular job.

As Heather looks ahead, she is hoping to open a small boutique brokerage in the future. “I just want a small group of experienced agents, I don’t want a huge office.”

Ultimately, it’s quality over quantity for Heather, and she wants to remain as hands-on with her clients as possible.

“I just love talking to people, I want to know what makes them happy. My grandmother always told me three things: be yourself, be honest, and answer your phone. So I live by that motto.”

When it comes to staying in touch, Heather does so frequently with phone calls, handwritten notes and emails.

“If I’m in the area, I’ll pop by for a visit. I have a few elderly clients that I’ll drop off lunch for throughout the year and sit with them,” she says. “I just genuinely care about how people are doing.”

After the transaction, clients leave glowing reviews about their time together. One recently said, “Heather is outstanding at her job - an amazing professional! I travel often and Heather was incredibly accommodating to make time to connect with me when it worked with my schedule.

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For more about Heather Penko at Signature Real Estate Group (#01736316), please call 951-595-9385 or email teampenko@gmail.com Copyright Top Agent Magazine

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: 24

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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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Are You Doing Business As YOU On Facebook?

Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page?

Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?”

The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use.

Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times.

We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers.

They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you).

2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us.

Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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MEITAL TAUB “I’m very disciplined by the experiences I’ve had in life,” says Meital Taub, who earned a law degree and led business development efforts in biotech, before becoming one of Southern California’s most successful luxury real estate agents. She credits her discipline, as well as a lifelong passion to help others, for her phenomenal success – which includes having been named in The Wall Street Journal by REAL Trends and Tom Ferry as one of the nation’s top 200 real estate agents. “I truly enjoy helping people get to the next stage in their lives,” says Meital, “whether it’s helping buyers purchase their home or helping sellers to achieve highest and best price so they can grow their wealth or move to their next stage in life.”

Meital is an agent with First Team Real Estate Christie’s International Real Estate. Her company, Meital Taub Luxury Group handles an array of real estate transactions, Meital specializes in the luxury and “uber-luxury” categories – homes listed for a million-plus, to above ten million-plus – in a gorgeous stretch of luxury properties on the coastline that Laguna Beach, Newport Beach, Newport Coast, Dana Point, Costa Mesa, Irvine, and Laguna Niguel.

Having lived in the community she serves for 18 years, Meital is well-positioned to sell properties in the luxurycoastal area, in part because of her twelve years of experience, but also because she’s extremely involved with her three children, who attend local public schools. “I’m living and breathing Laguna Beach every day,” she says.

“I know this market very well in terms of all properties and oceanfronts as well, which can be hard to understand if you haven’t played in that space.” the proof is in her extraordinary success, as she’s sold over $350 million in last few years alone.

She is especially proud that much of her business is referral and repeat business, and that her clients often come to consider her as a consultant and a trusted friend, not just their agent. Says one client, “Meital Taub was the best real estate agent we have worked with in our 50+ years of selling and buying properties in CA. She was hard-working, Top Agent Magazine

organized, reliable, diligent, intelligent and experienced, while also adept at explaining and smoothly resolving any and all issues that arose. We will always think of her as a true professional and friend.”

To provide exemplary service to her clients, Meital is the team lead of a dedicated staff of nine, including salespeople and operations and marketing staff, whom she praises for their hard work and commitment. “We’re very focused,” says Meital. “Every person on the team really aligns well with my core values, my vision of high integrity and hard work.” She appreciates being a leader, pushing people to reach the peak of their abilities. “I enjoy seeing my team grow and evolve to be successful in every realm of their lives, not just sales,” she says.

Meital relishes the challenge of her busy life, not just running her business, but also working out, traveling, being active in her community – including donating to school power which the local schools benefit from and the various sports programming in the local schools, working with and donating to Big Brother, Big Sister Foundation of Orange County – and spending time with her family. “I love to juggle as much as I can!” she says. Given that, she plans to double, then triple her company’s volume and to invite new team members passionate about her core values of helping people grow and get to the next stage in life.

Says Meital, “we just want to leave a mark in this world by what we do.”

To learn more about Meital Taub, email meital@taubproperties.com, visit taubproperties.com, or call (949) 922–9552 www.

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