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EXECUTIVEAGEN TM 

MAGAZINE 

Southern California’s Publication for the Real Estate Professional 

Ede 

Costa 

Executive Agent of the Month 

INSIDE FEATURES: 

BRYAN TYLER 

MetLife Home Loans 

CHANTELL GWIN 

Ticor Title Company 

DEBRA KOVACS 

Century 21 Superstars 

ZEN ZIEJEWSKI 

Keller Williams Realty


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contents 

ExecutiveAgent Magazine 

MARCH, 2011 VOL. 3 NO. 3 

Cover Story 

Editorials 

Ede Costa 


24 

Bryan Tyler 


26 

Chantell Gwin 


16 

Debra Kovacs 

Century 21 Superstars 

5 

20 - Bill Brooks: 

It’s All About People... All The 

Time 

18 - Carla Cross: 

Newer Agents: Are You ‘Down 

And Stumbling’ Or ‘Up And 

Running’? 

32 - David Goldsmith: 

Business Success Is Like A 

Game Of Golf 

36 - Dirk Zeller: 

Knowing Why You Are Worth 

What You Charge 

22 - Jim Rohn: 

Life is Worthwhile if You... 

30 - Nick Roshdieh: 

A Positive Mindset Attracts 

Opportunity 

34 - Rory Aplanalp: 

Try vs. Do 

14 

Zen Ziejewski 

Keller Williams Realty 

Fred Arrias 

Executive Publisher 

2929 Calle Frontera 

San Clemente, CA 92673 

Ph: (949) 366-3349 

Fax: (949) 266-8757 

info@executiveagentmag.com 

www.ExecutiveAgentMag.com 

ADVERTISERS’ INDEX 

Advantage Title.................................11 

Bank of America................................13 

Efficient Services Escrow.................35 

eVantange Real Estate.......................31 

High Tech Lending............................19 

i Photography Studio.........................12 

MetLife Home Loans..........................2 

PWAOR.............................23 

Seven Gables Real Estate.................28 

Trust One...........................................39 

Windermere Real Estate.....................40 

Photography: Errol Higgins, Ian Wiant, 

(i Photography Studio), Rob Paino 

Graphic Designer: Charlene Pokorny, 

Crystal Arrias 

Editorial Manager: Garon Arrias 

Production Director: Trudy Van 

Writers: Lalaena Gonzalez–Figueroa, 

Shannon Hartsoe 

© Copyright 2011 

Executive Agent Magazine. All rights reserved. 

Reproduction in whole or in part without 

written permission is prohibited. Although 

every precaution is taken to ensure accuracy of 

published materials, Executive Agent Magazine 

cannot be held responsible for opinions 

expressed or facts supplied by its authors. 

ExecutiveAgent Magazine 3

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of the month, or as a special feature story. All candidates must be nominated by a real estate professional 

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and uniqueness of story, as well as industry and community involvement. 

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Phone (949) 366-3349 

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Ê

Cover Story 

Ede 

Costa 


ExecutiveAgent Magazine

An Industry Leader Within Orange County 

By Lalaena Gonzalez-Figueroa - Ian Wiant Photography 

Anative Californian and longtime resident of 

Orange County, Ede Costa has spent most of 

her professional life honing the skills that have 

made her a highly successful real estate agent. Her 

entrepreneurial spirit has always driven Ede to achieve 

her goals, and her ability to consistently adapt and 

learn has allowed her to maintain a thriving, clientcentric 

business. 

As a restaurant owner with over a decade in the 

industry, Ede built an intimate knowledge of the 

importance of cultivating a reputable brand within 

the community. Working with the public on a regular 

basis, she tapped into her natural ability to connect 

with others, to find ways to meet their needs while 

maintaining a focus on the purpose and outcome of 

her own professional vision. Her experience as a 

hairdresser put Ede in touch with clients on a highly 

personal level; she found herself acting as much as 

an official counselor and confidante as she was a 

stylist. And as the owner of a decorating company she 

developed her ability to focus on the details that made 

a home unique, and to accentuate a property’s best 

features. In real estate she discovered the opportunity 

to employ her interpersonal and technical skills, to 

challenge herself professionally while continuing to 

add significant value to the lives of others. 

Ede’s first venture into real estate came during 

the sale of her own home. Though she had intended 

to work with an agent throughout the process, she 

discovered that she was capable of stepping in when 

she didn’t receive the level of service she desired. “I 

ended up negotiating my own sale, for a price higher 

than my original listing,” she recalls. Despite her 

success, Ede notes that a number of external factors 


contributed to her success. “The market was favorable, 

I knew how to show my home well, and I was working 

with a product that wasn’t easy to duplicate within 

its price range,” she explains. “It worked for me, but 

with today’s complex real estate processes and legal 

requirements, I would advocate that sellers work with 

an experienced and knowledgeable professional.” 

Today Ede represents buyers and sellers throughout 

North Orange County. A longtime Yorba Linda 

resident, she reveals that, according to MLS data, she 

has sold more million dollar-plus properties within 

the community than any other agent from 2001 to 

2010, and she continues to set the standard among 

her profession. In 2010 Ede was awarded Orange 

Coast Magazine’s 5-Star Award in recognition of her 

consistent performance and client satisfaction. 

Ede attributes her success to a number of factors. Her 

ability to connect with others, she says, is the foundation 

upon which her client base has been built. “I listen to 

my clients, and really work to maintain communication 

throughout the real estate process,” she asserts. “As an 

agent, if you can’t develop an understanding of your 

clients’ wants and needs, you’ll hit a wall at some point.” 

Her background in design and her hands-on approach 

to business have allowed Ede to add significant value 

to the transactions she represents, with buyers as well 

as sellers. “I’m in the field full time,” she states. 

“Previewing homes keeps me in touch with inventory and 

pricing, which allows me to better represent my clients 

in their transactions.” Keeping current with the regional 

market also allows Ede to help her sellers best position 

their homes for sale. “Staging is crucial in showing a 

L to R: Steven Costa, Ede Costa, Pam Fisher, 

Josephine Ryan and Gail Orsborn 


home,” she reveals. “When I list a house I want it to 

show to its fullest potential.” This includes exterior and 

interior spaces, as well as the marketing pieces that will 

be taken home after a preview. “When I represent a home, 

we focus on the best or most interesting elements that 

the property offers,” she explains. “Through lighting, 

color and staging, we highlight those features to give 

the home a beautiful and comfortable feel, maximizing 

its appeal to a greater number of prospective buyers.” 

Ede’s personal touch makes the difference. Noting that 

she is ranked as one of the top 5 agents within Northeast 

Orange County, she states that she has closed over $260 

million in sales throughout the course of her real estate 

career. Her success has come, she says, thanks to her 

concerted efforts as well as the support and dedication 

of her professional team. Transaction Coordinator Pam 

Fisher maintains a steady flow of business and keeps 

the team current throughout each transaction. Gail 

Orsborn and Josephine Ryan are buyers’ agents who 

focus on assisting clients find the right properties and 

communities for their individual needs, and Ede’s son 

Steven Costa brings a level of technical savvy to the 

group’s marketing campaigns and internal systems. 

Steven also helps work with Ede on the listing side so 

that they are able to accomplish all needs and concerns 

of the Sellers, from the time we take a listing, to the close 

of escrow. An extended network of industry specialists 

enhances the team’s efforts. Ede notes that her group 

is connected to individuals in title and lending, who 

keep them in the loop on upcoming REO and short sale 

opportunities. “This isn’t a solo effort,” she explains. 

“Through the combined resources of my team and our 

colleagues, we are able to significantly increase the level 

of knowledge and service that we provide to our clients.” 

Though she’s built a business fortified by the strengths 

of others, Ede is highly skilled at handling every element 

of the real estate process. “This is a challenging 

industry,” she acknowledges. “Multi tasking is essential, 

and a comprehensive knowledge is necessary in order to 

best represent clients’ needs.” 


Her proven performance has garnered Ede a solid 

reputation among colleagues as well as her growing base 

of repeat and referral customers, particularly within the 

high-end and luxury home niche in which she specializes. 

“I offer my clients knowledge and professionalism, and a 

level of service that they can trust,” she says. “A home 

represents a significant investment for individuals at 

every economic level, and I have earned my clients’ trust 

through my actions and examples.” Her ultimate goal, 

she adds, is always to accomplish her clients’ wants and 

needs. “As long as I keep their best interests in mind, I 

will consistently do the right thing for my clients,” she 

asserts. “As a Realtor®, I never lose sight of that.” 

Prudential California Realty is the ideal brokerage to 

complement Ede’s vision of exceptional client care. The 

firm exemplifies her well-rounded approach to business, 

remaining on the cutting edge of technology, education, 

and maximizing the client experience. Prudential has 

topped the J.D. Power and Associates 2010 Home Buyer/ 

Seller Satisfaction Study for two out of the last three 

years, earning client loyalty for its rock solid reputation 

and commitment to excellence in customer service. 

As Ede contemplates the future of her real estate 

career, she maintains an optimistic outlook on what’s 

to come. “Positivity is contagious,” she smiles. “This 

year, I’m looking forward to continued success, to setting 

new records and accomplishing my clients’ goals. My 

team and I have surrounded ourselves with individuals 

who have the same attitude. We are focused on what’s 

possible, and are excited to meet the challenges and 

opportunities ahead.” 

Ultimately, says Ede, her business will continue to 

thrive thanks to her unwavering dedication to providing 

exceptional client care. “In a competitive world, the key 

to selling isn’t selling,” she smiles. “It’s serving! My 

clients love my service.” 


Ede Costa 

Prudential California Realty 

22800 Savi Ranch Parkway, Suite 120 

Yorba Linda, CA 92886 

Tel: 714.932.5307 

Ede.Costa@mailpcr.com 

www.edesestates.com 

DRE #01219307 


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MAGAZINE 

“Zen & The Art of Real Estate” 

By Lalaena Gonzalez-Figueroa 

A 

USC Business graduate, 

licensed in Real Estate 

for over 20 years, Zen 

Ziejewski has experienced 

firsthand, the cyclical nature of 

the real estate industry several 

times over. His knowledge and 

understanding of current market 

trends enables him to take a 

proactive approach to his business, 

providing his clients with a 

competitive advantage in their 

transactions. Zen is a very bright, 

forward-thinking businessman, 

with an entrepreneurial spirit 

and a goal-oriented vision. In 

addition, he is well admired by 

his clients and his industry peers 

which speaks volumes about his 

professionalism. Like “yin and 

yang” Zen blends his dynamic 

energy along with the peace 

and calmness that comes from 

his expertise and confidence, to 

ultimately provide his clients 

with an exceptional real estate 

experience. 

Like many agents, Zen launched 

his career as a buyer’s specialist. 

Though he has expanded his 

repertoire significantly, working 

with many sellers and investors, 

he still continues to work with a 

select group of buyers, helping 

him to maintain his finger on the true pulse of the real estate market. “Through the act of writing offers, 

I’m gaining realistic and accurate knowledge of the current market conditions while better serving the 

buyers and sellers I represent,” he explains. “I’m tuned in to what buyers and sellers, are and aren’t doing 

in this market, and this allows me to adapt my business accordingly giving my clients the advantage.” 

Zen’s knowledge also allows him to set high standards and expectations for himself –and his clients. 

“One of my biggest strengths is setting the expectations for both buyers and sellers. When my clients 

know what to anticipate during the buying or selling process, I have a much better opportunity of truly 

helping them accomplish their goals.” 

Approaching each transaction with a sense of objectivity and empathy, Zen strives to connect with his 

clients throughout the process while providing them with the information necessary to empower them 

to make the right decisions for their unique wants and needs. “As an agent, I am unattached to a home. 

My focus is on helping my clients make the best decisions for their family. It’s all about them.” he 

states. “I feel that my role and my responsibility are to provide honest, legitimate, factual market data 

and trends, to act as a resource, negotiator, counselor and an advocate for my clients throughout every 

transaction and beyond.” 


E A 

A BALANCED APPROACH TO REAL ESTATE 

As a listing agent Zen provides his sellers with comprehensive advertising and marketing campaigns 

with a focus on creating professional and visually appealing marketing pieces. Zen embraces the latest 

technology tools available today to really give his clients an edge. “Over time, I have developed some 

incredible systems and techniques designed to drive buyer traffic to the houses I represent,” he reveals. 

The equation is simple: by maximizing exposure, he increases his clients’ opportunities to sell their homes 

within their specific price or time preferences. He approaches the transaction as a consultant, providing his 

clients with honest and objective information. With the market being very challenging at times for buyers 

and sellers, Zen’s clients appreciate his candor and expertise. He estimates that upwards of 75 percent of 

his business stems from past clients and referrals. 

Maintaining a comprehensive knowledge of the real estate market is imperative to Zen, who prides 

himself on accuracy and attention to detail in his professional endeavors. He is committed to being the 

best in his industry, continually attending training events and workshops across the country to keep his 

skills at the highest levels. Zen is constantly invited to private meetings with the top vice presidents, 

attorneys, economists and leaders of very influential corporations gaining insights that keeps him ahead of 

his competition. “The real estate market is a moving target and is constantly changing. That is why I am 

dedicated to learning about the latest market trends, conditions, laws, guidelines and other critical market 

factors so I can best serve my clients going forward.” 

In his work as a Realtor® he handles a range of transactions including equity sales and purchases, 

high-end and luxury home sales, and the negotiation of REO and short-sale transactions. As a USC 

business graduate, Zen is very well versed in finance so he can help educate and explain to his buyers and 

sellers, in simple terms, as to how all the changes with lender guidelines, regulations, and new laws will 

affect buying a home or getting their home sold. Zen has helped hundreds of people and many families 

avoid foreclosure especially during the latest market correction. Among his professional credentials are 

Short Sale-Foreclosure Resource, Five Star Institute Short Sale and REO specialist certification along with 

being a certified Home Retention Consultant. He is one of the top short sale agents in Orange County. 

As a Certified Home Retention Consultant, Zen also acts as a liaison between lending institutions and 

individuals in danger of going into foreclosure, helping home owners identify solutions and understanding 

their options. “Working with distressed homeowners over the years has allowed me to keep in touch with 

what’s really going on behind the scenes with the banks and how to help homeowners in distress, enabling 

me to build an expertise and knowledge that is beyond what most agents will ever acquire,” he says. “I 

also have an excellent list of attorneys and CPA’s that I can refer my clients to for professional legal and 

tax advice.” 

Supported by a great team, Zen continues to build his real estate client base throughout South Orange 

County and the surrounding areas. Zen really enjoys networking with business professionals locally and 

across the country. As the program director of Orange County LeTip, Zen earned the group’s Member of 

the Year award in 2010. While he is dedicated to his professional endeavors, Zen is also a family man who 

loves spending time with his wife Michele, their son Hayden and family dog Clover. He looks forward to 

the new opportunities and challenges that the real estate markets demand. Zen offers his clients the perfect 

balance of knowledge, expertise, commitment and care that have become his professional signature. 

When it comes to real estate in South Orange County everyone deserves to have the “ZEN” experience. 

Zen Ziejewski 

Keller Williams Realty 

27101 Puerta Real, Suite 150 

Mission Viejo, CA 92691 

Telephone: 949.922.2200 

Zen@zensellshomes.com 

www.ZenSellsHomes.com 



MAGAZINE 

Debra Kovacs 


E A 

“There is no secret to success, it’s hard work, adaptability 

and a commitment to meeting your clients’ needs.” 


As a real estate professional who continues to 

successfully navigate one of the most challenging 

markets in recent history, Debra Kovacs is constantly 

asked, “What’s your secret?” She never hesitates in her 

answer. “There is no secret to success,” she asserts. “It’s 

hard work, adaptability and a commitment to meeting your 

clients’ needs. As our market and industry continue to shift, 

smart agents are amending their businesses accordingly. 

Those of us who have remained in the industry are here 

because this is our career, not a job.” 

Debra knows plenty about working beyond the traditional 

9-to-5 model. Before dedicating herself to real estate she 

owned and ran a complete design center for over a decade. 

From new home interiors and retail schemes to staging and 

decorating model homes, she worked closely with clients 

to assist them in creating unique spaces that reflected their 

lifestyles. And as a real estate professional, she taps into the 

very skills that helped her build a thriving design business. 

“Real estate is a complex industry,” observes Debra. 

“While incorporating and utilizing technology is essential, 

this business is still about people, about relationships.” She 

makes a point of engaging in face-to-face meetings with her 

clients at the onset of any transaction because, says Debra, 

“Why would someone entrust me with one of the largest 

investments in their lives if we can’t actually sit down and talk 

to each other?” Building a strong level of communication is 

critical, she explains, particularly when issues or challenges 

arise. “I’m direct and straightforward with the information 

I present to my clients,” Debra notes. “It is important to me 

that they have the knowledge they need to make the right 

decisions for themselves and their families.” 

As a longtime resident of Coto de Caza, Debra is intimately 

familiar with the community’s resources and amenities. Her 

ability to pair clients with neighborhoods that meet their 

lifestyle criteria adds immeasurable value to the level of 

service she provides. “It’s convenient, particularly for 

individuals who are coming in from other regions, not 

to have to research every detail of the community,” she 

explains. A top-producing agent who has ranked #1 within 

the CENTURY 21 Superstars system in South County for 

over 10 years, Debra notes that her consistent production 

belies a deeper understanding of the market trends within 

the region. “I’m constantly showing and selling homes,” 

she states. “I have a strong working knowledge of market 

values and trends, and use that information to best position 

my clients in their real estate transactions.” 

Achieving status as one of the region’s most successful 

real estate professionals doesn’t happen without exceptional 

support. Debra’s assistant has been a part of her business 

for a decade. “My team is an extension of me,” she offers. 

“In every aspect of my business, I work with individuals 

who offer the utmost in client care. This ensures that my 

clients’ needs are consistently being met.” Throughout the 

transaction, she adds, Debra takes the lead on communication 

and negotiation, utilizing her experience and extensive 

network of colleagues and industry-related specialists to 

facilitate a smooth and successful experience. 

Sam Ellsworth, Vice-President Loan Production of Trust 

One Mortgage Banker, indicates that Debra Kovacs is one 

of the best agents I have ever had the pleasure of working 

with in my 20 years in Residential Lending ! “From her 

dedication to her clients and her incredible work ethic, 

Debra is truely one of the top Real Estate agents in Orange 

County!” 

In order to best meet the diverse needs of her clientele, 

Debra remains committed to ongoing education and 

utilizing the vast resources available through CENTURY 

21 Superstars, the brokerage that launched her real estate 

career. “This company has stood by me for over eleven 

years, supporting me in building my business and offering 

my clients the best possible care,” she asserts. “In addition 

to an in-house marketing department, strong relocation 

division and the convenience of in-house escrow, I am also 

privy to the knowledge and experience of an incredible 

management team. The support and resources available 

through CENTURY 21 Superstars have been integral 

components to my success. 

Debra is adept at working with a range of transactions 

including high-end and luxury home sales, REO and short 

sales, and relocations. Strong online and print marketing 

campaigns include beautiful photography designed to 

showcase each home’s unique beauty. In addition to her 

top-producer status within her brokerage, she has also 

earned recognition as one of CENTURY 21’s top-10 agents 

worldwide. 

After over two decades of real estate, Debra reveals that 

what keeps her energized and enthusiastic is her passion 

for her work. “Selling houses and helping others is so 

rewarding,” she enthuses. “When you are passionate about 

your work, when you enjoy what you do, everything falls 

into place.” 

CENTURY 21 Superstars 

22342 Avenida Empresa, Suite 150 

Rancho Santa Margarita, CA 92688 

Telephone: 949.350.0146 

DebraKovacs@cox.net 

www.DebraKovacs.com 


Newer Agents: Are You ‘Down And Stumbling’ 

Or ‘Up And Running’? 

By Carla Cross 

Newer agents: Are you ‘stumbling’ or ‘up and 

running’? It’s estimated that over 50% of new 

agents fail their first year in the business. From 

talking with thousands of them throughout my coaching, 

managing and speaking career, I know why: They can’t 

answer the questions below. In addition, they may be 

getting little guidance from their manager. Not having 

the combination of these two things almost assures their 

failure. 

I’ve compiled 5 questions that will tell you why you’re 

either ‘stumbling’ or running—and what to do if you are 

stumbling. 

E A 

other 25% may be scheduled by your office—meetings, 

etc.) 

4. Do I know the best methods of lead generation— 

and how to implement them? (You can’t wait for ‘training’ 

that starts in 3 months to start your business!) 

5. Do I know the numbers? (how many contacts does 

it take to get a lead, how many leads to get an appointment, 

how many appointments to get a listing, showing, how 

many showings to get a sale, how many marketable listings 

will sell) (If you don’t, you are destined to be an ‘on 

accident’ agent—only selling someone something when 

the stars are aligned). Key point: Knowing your conversion 

numbers puts you in the driver’s seat and allows you to 

really be independent—your own manager. 

Ask yourself: 

1. Do I have a ‘start-up’ plan—a plan that tells me 

what to do, when to do it, how to do it, and why to do it? 

(Or, do I just come to the office and ‘go with the flow’) Key 

point: This isn’t an ‘on accident business’ anymore! 

2. Am I waiting for someone to tell me what to do 

each day, or do I have focus and purpose with my plan? 

(it doesn’t work to ask your manager what to do each day, 

and, as a newer agent just told me, your manager answers, 

“Mail some postcards.” You wouldn’t expect a Starbucks 

franchise to ‘guide’ the new franchisee that way, and 

you’re not going to get a business start with that kind of 

piecemeal ‘advice’!) 

3. Do I have a daily schedule that is prioritized with 

the business actions most important to me to assure I make 

money? (If you’re just relying on your office for its floor 

time and meeting schedule, or, worse yet, those awesome 

(ha!) Internet leads, you aren’t in the business!) Key point: 

You should be scheduling at least 75% of your time. (the 

If you can’t answer the questions above with authority 

and confidence, you need much more business direction 

than you’re getting now. It’s time for you to get serious 

about real estate as a business, and grasp a start-up plan 

and the support you need to assure your success. Quit 

stumbling and get ‘up and running’! 

Carla Cross, CRB, MA, is president of Carla Cross 

Seminars, Inc., and Carla Cross Coaching. She is an 

international speaker in real estate productivity. Carla is 

the author of 6 internationally published books and several 

productivity-producing programs for real estate agents 

and leadership, including the new 3rd edition of Up and 

Running in 30 Days. See her programs at www.carlacross. 

com. © 2009, Carla Cross. All rights reserved. For 

information contact FrogPond at 800.704.FROG(3764) or 

email susie@FrogPond.com; http://www.FrogPond.com. 

18 ExecutiveAgent Magazine

E A 

It’s All About People… 

All The Time 

By Bill Brooks 

Irecently served on a panel of business observers, 

writers and consultants. All of us were asked similar 

questions. I was struck by the sharp differences in 

the answers. I was more struck, however, by the similar 

answers to this one, single question, “What problems do 

organizations call you in to fix most often?” 

The answer to the other questions ranged all over 

the place with the exception of the answer to this 

single query. The answers were unanimous. It’s people 

problems! This is particularly true in two very specific 

areas: 

• Sales 

• Service 

The reason for this? Both of these critical business 

functions are driven primarily by the mindset, 

perspective and abilities of the people who perform the 

activities. Granted, you can provide people with better 

tools, improved systems, enhanced delivery methods, 

improved facilities and all the rest. But the bottom line 

is real simple: good people get good results. Better 

people get better results and superior people get superior 

results. Period. 

Given that reality, let’s take a look at 5 ways to 

guarantee that the best people are performing at their 

very best. 

• Be careful in selection. Hire with great caution. 

Consider multiple interviews or interviewees. Utilize 

20 


E A 

Good people make good decisions. Properly reinforced, trained 

and well-paid people consistently make the right choices 

.................................................................. 

screening assessments and tools. Be recruiting even 

when you don’t need people! 

• Remember the old adage, “When you pay 

peanuts, you get monkeys.” I am constantly astounded 

by organizations that pay fortunes for facilities, supplies 

and equipment and then pay the people who make it run 

virtually nothing. 

• Be creative with your pay plan. Find ways to 

measure and reward the things you want to reward. 

• Provide meaningful, ongoing, useful, real-world 

training. Don’t be afraid to invest significant amounts 

of money in your second most valuable asset - people. 

Remember, your single most valuable asset are your 

customers…but also remember that customers will never 

be treated any better by employees than management 

treats its own employees! 

• Constantly measure, monitor and correct those 

things that need to be corrected. Do your best to 

guarantee that salespeople and customer service people 

are constantly provided with the right stimulation to be 

successful. 

It’s no secret that gaining and retaining customers 

is what business is all about. However, are you one of 

those who strictly accomplish this through advertising, 

machinery, equipment or facilities? You shouldn’t be. 

The correctly turned phrase, the proper decision, taking 

ownership for problems, and going out of the way to do 

the right things, can only be done by people. And, in the 

final analysis, those are the things that determine longterm 

business success - or failure. 

Good people make good decisions. Properly reinforced, 

trained and well-paid people consistently make the right 

choices. Salespeople, who understand, why they do what 

they do, can usually figure out how to do it. Customer 

service people who understand how important customer 

retention is will always provide good service. 

On the other hand, failure to find, reward and 

reinforce good people also has its just rewards. My 

recommendations? They are quite simple. Here they are: 

• Understand that it is always people first - systems 

second. 

• Good people will generate more business - 

systems can be installed to support the added volume of 

business. 

The mistakes? Building infrastructure first and 

people second. Just start to mentally track some of the 

organizations that have millions tied up in buildings, 

equipment, supplies, debt and all the rest - and can’t even 

field enough people to staff the place! I’ll bet you’ve 

been to those businesses. Eventually, you don’t go back. 

Business has always been, and will always be, about 

people. Technology aside (by the way, designed and 

built by people), the future will continue that way. My 

belief is that organizations will never suffer from a 

shortage of ideas, products, creativity or processes. They 

will, however, suffer from a shortage of commitment to 

take the time, effort and care to find, train and retain the 

caliber of person required to sell and service the people 

who choose to be interested in the products or services 

generated by human ideas, products, creativity and 

processes. 

There is very little doubt that there is still immense 

confusion about the critical role this issue plays in 

business success. However, with clear and logical 

thinking, there is also little doubt that clear answers are 

possible. For example, is the glass half-empty or halffull? 

It’s always full - one half with liquid and one half 

with air! The same is true as you determine that any 

system needs top quality people to run them. A business 

is no different! 

Bill Brooks, CSP, CPAE, CMC, CPCM former CEO of 

a $300,000,000 corporation and two-time sales award 

winner from an international sales force of 8,000, Bill 

has real-world expertise. Bill has spoken or consulted 

in over 300 different industries while being engaged 

by at least 150 clients an astonishing six times each. 

Copyright© 2005, Bill Brooks. All right reserved. For 

information about how to bring Bill to your next meeting 

or convention, contact the Frog Pond at 800.704. 

FROG(3764) or email susie@frogpond.com; www. 

frogpond.com 

E A 


E A 

Life is Worthwhile if You... 

1) First, life is worthwhile if you LEARN. What you 

don’t know WILL hurt you. You have to have learning 

to exist, let alone succeed. Life is worthwhile if you 

learn from your own experiences, negative and positive. 

We learn to do it right by first sometimes doing it 

wrong. We call that a positive negative. We also learn 

from other people’s experiences, both positive and 

negative. I’ve always said it is too bad failures don’t 

give seminars. We don’t want to pay them so they 

don’t tour around giving seminars. But the information 

would be very valuable – how someone who had it all, 

messed it up. Learning from other people’s experiences 

and mistakes. 

We learn by what we see - pay attention. By what 

we hear – be a good listener. Now I do suggest being a 

selective listener, don’t just let anybody dump into your 

mental factory. We learn from what we read. Learn 

from every source. Learn from lectures, learn from 

songs, learn from sermons, learn from conversations 

with people who care. Keep learning. 

2) Life is worthwhile if you TRY. You can’t just 

learn; you now have to try something to see if you 

can do it. Try to make a difference, try to make some 

progress, try to learn a new skill, try to learn a new 

sport. Life is worthwhile if you try. It doesn’t mean you 

can do everything but there are a lot of things you can 

do, if you just try. Try your best. Give it every effort. 

Why not go all out? 

3) Life is worthwhile if you STAY. You have to 

stay from spring until harvest. If you have signed up 

for the day or for the game or for the project - see 

it through. Sometimes calamity comes and then it is 

worth wrapping it up. And that’s the end, but just don’t 

end in the middle. Maybe on the next project you pass, 

but on this one, if you signed up, see it through. 

4) Life is worthwhile if you CARE. If you care 

at all you will get some results, if you care enough 

you can get incredible results. Care enough to make 

a difference. Care enough to turn somebody around. 

Care enough to start a new enterprise. Care enough to 

change it all. Care enough to be the highest producer. 

Care enough to set some records. Care enough to win. 

Four powerful little words: learn, try, stay and care. 

What difference can you make in your life today by 

putting these four words to work? 

Jim Rohn knows the secrets of success - in business 

and in life. He has devoted his life to a study of 

the fundamentals of human behavior and personal 

motivation that affect professional performance. 

He can awaken the unlimited power of achievement 

within you! Reproduced with permission from the Jim 

Rohn Weekly E-zine. Copyright© 2006, Jim Rohn. All 

right reserved. For information about Jim’s keynote 

presentations and seminars, contact the FrogPond at 

800.704.FROG(3764) or email susie@FrogPond.com 

http://FrogPond.com 

E A 

22 



MAGAZINE 

Bryan Tyler and MetLife Home Loans 


E A 

OPPORTUNITIES ABOUND 


Rated by industry periodicals as one of the 

nation’s top 10 mortgage originators in 

2010, MetLife Home Loans continues to 

grow and develop into a leading resource for real 

estate borrowers throughout the country. At the 

foundation of the company’s success is its history 

of nearly 150 years of reliable and trustworthy 

client care. Today MetLife Home Loans builds 

upon this tradition of success by working with 

seasoned professionals at every level of the 

corporate structure, and by providing consumers 

with solutions for their real estate funding needs. 

Branch manager Bryan Tyler looks forward to 

helping grow MetLife Home Loans business in 

North Orange County. His recently opened Brea 

office is well-appointed and conveniently located for 

local real estate agents and consumers. Because 

he is non competing, Bryan’s focus will remain 

on supporting his team of established lending 

professionals as they build their client bases. 

Bryan launched his career as a loan originator in 

the 1990s, moving on to management in 1998. His 

move to MetLife Home Loans was inspired largely 

by what he describes as the company’s “legendary 

leadership.” Brian Hale, former head of production 

at Countrywide, is widely regarded as one of the 

industry’s top minds. His arrival at MetLife Home 

Loans has set a new standard for excellence within 

the lending arena. At every level of management 

there is significant strength and knowledge. Bryan 

cites Tom Hunt, the company’s Western Divisional 

Manager, as another outstanding leader. “What 

these industry icons have brought to MetLife 

Home Loans isn’t just a great sales force, but an 

exceptional operating group as well,” he observes. 

“Ultimately, we are only as good as the products that 

we offer. Within Orange County in particular, we 

have developed an excellent processing department 

that consistently allows us to close loans on time.” 

A strong internal system, adds Bryan, offers more 

than just a great customer experience. “We are 

also known for providing ample opportunities for 

professional development,” he explains. “This is a 

place for lending professionals who are committed 

to building long-term careers within a changing 

industry.” 

of business partners, and he continues to build 

relationships with area real estate professionals. 

“I’m always looking for opportunities to bring to 

my lending agents,” he notes. “From consumer 

contacts to real estate agents, I actively generate 

leads for my team.” 

Building industry and consumer relationships, 

says Bryan, is based on earning trust. This is 

accomplished through a partnership approach; 

MetLife Home Loans professionals have not only 

a growing portfolio of loan products designed to 

meet the needs of an array of consumers, but 

they are also privy to tools and systems that can 

enhance agents’ marketing efforts. “The word has 

spread throughout the real estate community,” 

observes Bryan. “MetLife Home Loans has gained 

substantial momentum through strong leadership, 

knowledgeable loan officers, and a solid brand.” 

He adds that the company has become the 

second-highest rated home loan originator in 

consumer satisfaction, as reported by J.D. Power 

and Associates in December 2010. 

Local processing and underwriting keep MetLife 

mortgage consultants in close communication 

with pertinent parties throughout the process of 

every lending transaction. Proprietary software 

and systems enable agents to easily design and 

implement personal and partnership marketing 

pieces. And a well-rounded portfolio of loan 

products keeps agents competitive in their fields. 

At MetLife Home Loans, the future holds unlimited 

potential for consumers, agents and lending 

professionals alike. 

Bryan Tyler 


714.507.6600 

btyler@metlife.com 

With nearly two decades’ experience in the 

industry, Bryan has developed a strong network 



MAGAZINE 

CHANTELL GWIN 


E A 


A 

dedicated professional with years of experience 

under her belt, Chantell Gwin has built her 

business by cultivating strong relationships with 

industry colleagues and customers. Her positive outlook 

and can-do attitude drive her success; she is committed 

to meeting her clients’ needs and goes the extra mile to 

achieve positive results. 

A graduate of San Diego State University, Chantell 

taps into her marketing background in partnering with 

real estate professionals to support them in building 

their own businesses. “Creating lasting relationships 

means understanding each client’s wants and needs, and 

tailoring my approach to accommodate their business 

styles,” she explains. “From agents working with firsttime 

buyers, to individuals representing high-end luxury 

homes, I become an extended member of each client’s 

team, offering my knowledge and experience in order to 

help them succeed.” 

Chantell combines attentive customer care with the 

resources and technological tools that only Ticor Title 

can offer. In order to best understand how she can 

leverage her skills and resources to assist the agents with 

whom she works, she takes time to familiarize herself 

with their business models and styles. Incorporating 

each agent’s preferred method of communicating critical 

information allows Chantell to maximize the title 

experience for her customers. She is proactive in her 

approach and adaptive in her business; since entering 

the title business in 1992, Chantell has developed an 

in-depth knowledge of the industry and processes, 

providing her with the ability to successfully navigate 

challenges and address issues that might otherwise halt 

a closing. 

Client Robert Fraijo, First Team Real Estate in 

Laguna Niguel, asserts that “Chantell Gwin has been 

my title representative for many years. She and her 

company Ticor Title have not only been fantastic to 

work with, there team effort with getting things done 

when we need it has also helped me to close hundreds of 

short sales recently.” Being in the business for 25 years 

as a Real Estate agent it’s always been pleasurable to 

work with hard workers like Chantell. “She is not only 

a true and loyal friend to my team she also has been very 

committed to customer satisfaction.” 

While Chantell’s attentive care has earned her the 

trust and loyalty of a growing client base, she asserts 

that the success of her business is largely due to the 

exceptional support of the team of professionals at Ticor 

Title. “I work with amazing individuals,” she states. 

“In addition to the excellent leadership of my manager 

Joe Duarte, I am proud to work closely with Cindy Fern, 

whom I consider to be one of the best title officers in our 

industry. With a great team and company behind me, 

I am able to offer a transaction process that is virtually 

seamless.” 

Chantell looks forward to continuing to develop 

long-term relationships with real estate professionals 

throughout Orange County and the surrounding areas, 

and connecting them with her vast network of industryrelated 

specialists. “I believe that we all have the power 

to make a difference,” she reflects. “My ability to be 

a part of a successful real estate transaction, and the 

opportunity to help an agent at every level build his or 

her business, is a significant part of what drives me in 

my career.” 

A member of the Fidelity National Financial family 

of companies, Ticor Title boasts over a century of 

success in the title business. Recognized as an industry 

leader, the company maintains its competitive edge 

through advancements in automation software designed 

to streamline efficiency and efficacy of the title process. 

Chantell Gwin 


18302 Irvine Blvd. Suite 100 

Tustin, CA 92780 

(949) 910-0070 

ChantellGwin@Ticortitle.com 


A spark of 

business insight 

from Mike Hickman 

From Seven Gables Real Estate 

Something Special in the Marketplace 

I’m reading Scott McKain’s Collapse of Distinction. This is from the 

introduction: 

“If you cannot find it within yourself to become emotional, committed, 

engaged, and yes, fervent about differentiation, then you had better be 

prepared to take your place among that vast throng of the mediocre 

who are judged by their customers solely on the basis of price. It is the 

singularly worst place to be in all of business. If you aren’t willing to create 

distinction for yourself in your profession—and for your organization in 

the marketplace—then prepare to take your seat in the back, with the 

substantial swarm of the similar, where tedium reigns supreme*.” 

Powerful stuff. 

Each and every morning on my way to the Seven Gables office, I’m pumped. Pumped because I know I’m 

going to spend the day working with a group of people who have what it takes to stand above the throng. To 

outperform their peers. To differentiate themselves. 

And that’s not just one guy’s opinion. We’re surrounded by the evidence. In an era in which we have seen a 

collapse of distinction in the real estate market, here are two distinct facts that speak volumes about Seven 

Gables’ unique place in the Orange County real estate industry: 

1. There are currently 23 second-generation employees and agents working at Seven Gables— 

people whose parents spent (or still spend) their careers here. 

2. Head to head, where we have an office and our closest competitors have an office, 

our agents out-earn their agents by twenty percent. 

I’m proud to say that the culture and brand of Seven Gables attracts driven people. People who find it in 

themselves to be, in McKain’s words: emotional, committed, engaged, and yes, fervent about differentiation. 

Our agents are distinctive and thereby support & strengthen the brand, making it stand for something special 

in the marketplace. 

That’s why we hold so tightly to and place such importance on our brand standards. Sure, we’re changing with 

the times. But we’re remaining true to our core values and beliefs. And that’s what our brand speaks to and 

lives by. 

Add it all up. What do you have? A brokerage in the driver’s seat. Leading the pack. Operating at the forefront, 

where excitement and success rule. 

That’s Seven Gables. 

--Mike 

*© Scott McKain. Published by Thomas Nelson, 2009 

R E A L 

E S T A T E 

sevengables.com Your home, your lifestyle...It’s our purpose. 800.955.7356

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To Guarantee seating register today by going to 

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E A 

A Positive Mindset... 

Attracts Opportunity 

By Nick Roshdieh 

Apositive mindset 

is the best gift 

you can give 

yourself. After reading 

and listening to selfdevelopment 

audio 

books for almost twenty 

years, the main message 

that I have learned is 

that by conditioning 

your beliefs and mindset 

to always come from a 

point of abundance, love 

and balance, you will 

open up the world to 

unlimited opportunities. 

I’ve been asked many 

times, “How do you control your thoughts?” The simple 

answer is…repetition. Just as a basketball player repeatedly 

practices making shots, when game time comes, they have 

the highest probability of making the game-winning shot. 

A positive mindset is no different, except that we are in the 

game all day and all night, and will experience winning 

repeatedly. You need to be consciously aware of what 

you allow yourself to see, hear and experience. Avoid 

watching or listening to any negative information, as it 

only brings you down, which is counter-productive to who 

you are. Only allow yourself to see or hear positive ideas 

or information, even if this means having to eliminate a 

few friends in your life that do not fit your new standards. 

You have to open the space in your life to allow good 

people to come to you. You should surround yourself with 

people with positive beliefs, who speak highly of others 

and who contribute to society, not ones who are envious 

and deceitful. It is widely believed that if you add up the 

five people you spend the most amount of your time with 

and divide their income by five; it will equal your exact 

income. What that means is that you are who you spend 

your time with, so spend it with the right people. 

Start one day at a time. Everyday is a new journey, 

so begin that journey by having belief in yourself. Be 

purposeful in life. Just as you are certain that day turns 

into night, be assured that you have the ability to achieve 

whatever it is that you desire in life. The journey starts 

from within. Most people live for the future, thinking the 

future will be better than it is today. Instead, plan for the 

future, but live for today. Life is an absolutely amazing 

journey; it is a gift you’ve been given, so take advantage of 

it while it is here. 

You deserve to experience true wealth, and I am not 

talking about anything that has material value. True wealth 

is having spiritual fulfillment, love in your life, and a 

positive outlook while contributing to the benefit of others. 

True wealth is wisdom. Wisdom is an understanding; 

it is the insight from which we gain from others and the 

awareness we develop to truly know ourselves. True 

wisdom develops by being open minded to other people’s 

ideas, and also to learn from their experiences as well as 

your own. 

I start everyday with ten minutes of affirmations and 

visualizations. The desires and dreams you have in your 

mind are the seeds of possibility and will ultimately 

become your reality. You need to affirm the perfect 

outcome and results for yourself. You must engrain 

positive thoughts and ideas in your mind. Here are a few 

examples: “Today will be a happy and productive day for 

me. I am a positive and driven person. I am grateful to 

have my health. I am thankful for the opportunity to serve 

my clients. I am surrounded by love. I attract positive and 

successful people.” 

What do you think would happen if you practiced 

saying affirmations to yourself everyday first thing in the 

morning? Let me tell you! You will believe in what 

you are affirming, and most importantly, you will invite 

these thoughts into your life, and these things will become 

reality. This is very powerful and it takes repetition 

and patience. Once you start experiencing results from 

the seeds you have planted into your mind, the positive 

experiences you will achieve will only get better. Soon, 

you will expect the universe to deliver what you ask for. 

There is an old wise saying, “When the student is ready, 

the teacher will appear.” This is very true with regard to 

affirmations. You have to realize that once you are in sync 

with balance in your life, you will receive what you desire 

at the proper time in which you are supposed to receive it, 

not when it was asked for. Until next time, have a blessed 

and prosperous month! 

Nick Roshdieh is a Nationally recognized Short Sales 

coach for Harris Real Estate University. Nick assists 

Realtors® with his one of a kind client delivery system to 

build and sustain a great business pipeline and establish a 

competitive advantage for themselves. 

30 


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Direct: (949) 334-2913 

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*Certain terms and conditions apply

E A 

Business Success Is 

Like A Game Of Golf 

By David Goldsmith 

So often human nature takes the stance that in order 

to improve, one’s abilities must be 10 times better or 

a hundred times better to make a difference. It’s just 

not the case. 

My journeys, both in business and life, have taught me 

that often the little changes make the most significant 

impact, while big growth spurts are a rarity. 

Take the experience I had at the David Leadbetter Golf 

Clinic in Florida. While working at a convention, I had 

the opportunity to sign up for some extra activities, if my 

plans permitted. I could not create the time to take the 

140 MPH NASCAR drive with an experienced driver, so 

I opted for the David Leadbetter golf lessons that were 

right outside the Omni Hotel in Orlando. 

Having only about 1 hour to spare, I left the conference 

“war room” and walked up the hill to the facilities were 

by now over 100 people were getting lessons. These 

people were intent on improving their game. 

I, on the other hand, am an infrequent player. To me, I 

can easily play 9 holes of golf at a resort while traveling, 

however, when you take me on the back nine, I start to 

feel like I should be playing POLO IN MY GOLF CART 

versus continuing on. I just get bored. 

So to me, one hour was good enough, and it also forced 

the school to give me the best type of lesson I would 

need as they had 3 groups. The putt, the short ball, and 

the drive. They put me in the drive section, exactly 

where I wanted to be. 

I picked up a club, pulled a pile of balls off the perfectlystacked 

pyramid of about 72 balls stacked for this space, 

and started to hit. 

My first ball slid right pretty far into the next groups 

area, so I unbuttoned my business shirt, removed my 

tie, and rolled up my sleeves. This would make all 

the difference. I no longer sliced to my far right. An 

improvement. 

My next swing was similar, but my slight change of 

grip pulled it on target a little more. I assumed that my 

shoes and pants were causing my inability to “grab the 

ground.” 

For the next 20 minutes, I hit ball after ball trying to 

control its direction by taking back the club slower. By 

twisting my grip. By keeping my head down. Things 

started to become consistent. I even tried to listen in to 

the other lessons hoping that I would pick up a tip or two 

before it was my turn. 

My turn. The instructor asked, “Tell me about your 

game.” I replied, “I don’t have one. I play about once or 

twice a year.” I almost felt as if he was disgusted with 

my response, like I’d punched him in the stomach. 

Maybe that’s because The David Leadbetter Schools 

are some of the best in the world. Experts fly in by 

helicopter just to take lessons with these instructors and 

many are coached to become top in the field. Two are 

the Greg Norman designed courses and ChampionsGate; 

both have been listed as Golf Magazine’s “10 Most 

Distinctive Places to Play.” This is real golf country. 

Maybe I should have said that I don’t get enough time to 

play or something a little less harsh. 

He then asked me to take a swing without the ball 

followed by another. Then again, with a ball. I tried with 

all my powers to make this one go exactly straight down 

the fairway. It didn’t exactly go as planned. He asked for 

one more. Again, the same. 

He then gave me my first piece of advice. Take my right 

thumb on my grip and move it counter clockwise so that 

the thumb pointed to my shoulder. Realize we are talking 

a half an inch. What I learned that in doing so, the head 

of my club rotates so that the head comes around flat 

after the swing. The first ball went much straighter than 

the first two. We practiced this for about 10 balls. 

Then the second piece of advice. After I hit continue on 

so that my right knee twists inward almost touching my 

left knee without lifting up the heal. Again we practiced 

with a few balls and as you might have guessed, it 

worked. 

It worked not because he gave me this life-changing 

sermon or that he altered my entire way of playing golf. 

It worked because of minute changes. Simple things that 

make huge differences. 

32 


E A 

Granted, the guy’s an expert, and if you saw him drive a 

ball, you’d know it. His expert advice opened up a new 

perspective and approach to my golf game. 

The same holds true in the work environment. Taking 

the time to work with your employees is one thing. 

Taking the time to “improve their swing” is another. 

It means: 

1. You’ve got to be an expert in the first place. Too 

often, managers feel as if they are experts and teach the 

wrong people the wrong skills or they do what they do 

intuitively and don’t really know how to transfer these 

skills. You’ve met the incredible sales person that can’t 

manage. 

2. Taking the time to make small changes first 

if possible. Don’t always look for the Big Bertha. 

Sometime it’s the smaller changes that have largest and 

most remembered impact. 

3. Understand the need for time. Once a skill is taught, 

it must be practiced. Seeing someone do something is 

one thing; doing it themselves is another. 

failure to take this time insures two things. One, that you 

will be frustrated later on, and two, your employee will 

also. 

In the end, my one hour of instruction will change the 

way I play golf. Will I spend the day doing it? That’s 

going to need the massive overhaul of my personality. 

Keep giving those pointers. 

David Goldsmith, is a consultant, speaker, author, 

and professor who is known worldwide for improving 

decision makers’ individual and corporate performance. 

Mr. Goldsmith has provided results for Fortune 200 

CEOs, was recognized as NYU’s Outstanding Professor 

the Year, was named one of Successful Meetings 

Magazine’s 26 Hottest Speakers, and was awarded 

CNY’s Entrepreneur of the Year Award. To learn how 

you can improve your performance using these awardwinning 

proven strategies and tactics, check out www. 

davidgoldsmith.com. © 2009, MMVI David Goldsmith 

All rights reserved. For information contact FrogPond 

at 800.704.FROG(3764) or email susie@FrogPond. 

com; http://www.FrogPond.com. 

4. Reserve massive overhauls for when you truly have 

the time to make sure the lessons are done right. The 


“If at first you don’t succeed, try, try, again.” Mom 

and Dad were wrong about this one. Now I know that 

their motives were good, and the principle, in and of 

itself had value. They were teaching us to ease into 

what ever it was that we were struggling with. I know 

the lesson they were teaching us was pure and sound but 

when we get to be adults we should get away from the 

‘try’ and get into the ‘do.’ 

There is one very important thing lacking behind the 

‘try’ word. Commitment, anytime you use the word ‘try’ 

it lacks commitment. Here is an example most of us see 

at least once a week. How many times during the course 

of the week do you have someone come up to you and 

say, “Hey, I’m going to ‘try’ and get in touch with you 

sometime next week.” Whenever I hear that I always 

reply, “What do you mean, try?” Does that mean if 

you’re in the mood, or if you remember my number, or 

if you’re by a phone and have 35 cents?” 

E A 

Try vs. Do 

By Rory Aplanalp 

and it appeared to be a lot higher than he thought it was 

going to be, so he asked them to close the door. I said, 

“You mean you did not jump out?” He said “No, but 

I tried skydiving.” I countered by saying, “You didn’t 

‘try’ skydiving, you simply went on a plane ride with a 

parachute on!” To this day I don’t know if he got the 

message, but the rest of the class did. 

Do this, for the next week, stop using the ‘try’ word. If 

you catch yourself or another person use it, ask yourself 

or them if that really was what you meant. You see, I 

have more respect for someone who will say, “I’m not 

going to do that” and then tell me why, than someone 

who will say, “I’ll try,” and then not deliver. On the first 

hand, I know where I stand. 

I’ve got to do it myself or get someone who will. It’s 

not hard, simply replace the word ‘try’ with ‘do’ and see 

if you notice the difference. 

Do you notice a difference between, “I’m going to ‘try’ 

to get in touch with you next week” and “Tuesday at 3:00 

in the afternoon, I’m going to call you at this number. 

Are you going to be in?” Do you see the difference? 

One is committed the other is not. Some people use 

the ‘try’ word just to get out from under the task at hand 

or to be polite. Either way, it lacks integrity. 

Here is another example. How many of you out there 

have ‘tried’ skydiving? 

You know jumping out of a plane with parachutes 

on. I had one guy in my seminar say, “Well, I have.” I 

stated that he didn’t ‘try’ he actually ‘did’ the skydiving 

thing. He countered with, “No, I tried it!” I asked him 

to explain. He proceeded to tell me how he went up in 

the plane and strapped the parachute on. When they 

came to the drop area and opened the door, he looked out 

Here is an important question. Do you want to ‘try’ to 

be happy? Do you want to ‘try’ to be a good Father or 

Mother? Do you want to ‘try’ to do a good job at work? 

It is more than a semantics issue; it ties directly into our 

level of commitment. 

Rory Aplanalp has impacted the lives of more than 

one million people across the globe. He then founded his 

own company, Human Resource Development, a leader 

in the sales training field. For more than fourteen years, 

Rory was affiliated with Franklin Quest/Franklin Covey 

and was distinguished as their top seminar and keynote 

speaker. Copyright© 2002, Rory Aplanalp. All rights 

reserved. For information about Rory’s speaking and 

training programs, please contact the Frog Pond Group 

at 800-704-FROG (3764) or Susie@frogpondgroup. 

com; http://www.frogpondgroup.com. 


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A 

Champion Agent has the mindset and sales 

skills to be able to defend their value in the 

marketplace. One of the most significant 

challenges facing Agents is the constant downward 

pressure on real estate fees. We have seen an erosion 

of fees charged by Agents and companies at epic 

proportions. 

A Champion Agent clearly understands what they are 

worth and doesn’t need to adjust their fees to attract 

clients. There are millions of prospects you can work 

with if you are willing to work for free. The number of 

potential prospects is unlimited. I could book myself to 

speak every day of every year if I was willing to speak 

for a lower fee or, in essence, give away my intellectual 

property for free. It doesn’t take much skill to attract 

clients and prospects if your sole reason for attraction 

is price related. 

The purpose of a service business is to provide service 

for compensation, and Real Estate Agents are in a 

service business. I assume that we all are providing 

some level of service that is valuable to consumers 

in the marketplace. The key issue is then, for what 

compensation? The discounter’s main strategy is to 

declare that we are all the same; we all provide the same 

level of service; there is no difference between them 

and the full commission level Brokers. I would call that 

the Southwest Airlines argument or the Charles Schwab 

argument. Extrapolating that theory to real estate is 

ludicrous. 

The media often uses the analogy of the financial 

services industry or insurance industry to illustrate 

their point of how fees have decreased based on the 

technological advances in the world. To compare a 

stock transaction, life insurance policy, or airline seat 

E A 

KNOWING WHY YOU ARE 

WORTH WHAT YOU CHARGE 

By Dirk Zeller 

The way a Champion Agent combats the erosion of fees is 

not to lower their fees to compete. It’s to raise their own 

personal conviction of the value of their services 

in the marketplace. 

from LA to Boston with the services of a Real Estate 

Agent is inaccurate. 

If you decide to buy 1,000 shares of Microsoft stock, 

those 1,000 shares are exactly the same whether you 

purchase them from Merrill Lynch, Charles Schwab, 

any other brokerage firm, or do it yourself online. The 

shares of Microsoft are truly a commodity. An airline 

ticket for a trip from LAX to BOS is just a seat on a 

plane leaving on a certain day at a certain time from 

one location to another. There are subtle differences 

between Southwest, United, and American Airlines. 

It’s merely an airplane seat or a commodity. While 

many consumers view our service as a commodity and 

discounters try to portray our service as Real Estate 

Agents as a commodity . . . it’s not. 

A commodity is something that is selected for use or 

purchase solely based on price. For most human beings, a 

bushel of wheat, 2 lbs. of 

Gala apples, a gallon of 

milk are all commodities. 

The brand name or store 

you purchase it from 

matters very little to 

us. Prescription drugs 

have also gone the way 

of commodities. We 

often use the generic 

equivalent to the name 

brand because it costs us less on our co-pay. All of these 

are examples of commodities. 

The service of a Real Estate Agent and the product of a 

home are not commodities. Let’s look at the home first. 

Any home that you buy could never be equated to 

apples, an airline seat, or 1,000 shares of Microsoft. 

A home has differences in location, school district, 

finish work, lot size, decorating, emotional appeal, 

prestige, amenities, floor plan, placement on the lot, 

landscaping, color scheme; the list is really endless. All 

of these factors converge to determine sales price, future 

appreciation, and demand for the home. There are really 

far too many variables on a home to ever consider it a 

commodity. All of those variables need to be evaluated 

by someone – either the Purchaser or Seller or Agent 

they select to represent their interests. 


E A 

As Agents, the service model we use individually is 

not a commodity, either. There are differences between 

Agents in sales skills, marketing skills, demonstrating 

the property skills, negotiation skills, value and pricing 

skills, and communication skills. There are differences 

in market knowledge, transaction process knowledge, 

and inventory knowledge. There are differences in 

strategy, philosophy, and track record of results. All of 

these differences create greater value for some Agents’ 

services than others. The way a Champion Agent 

combats the erosion of fees is not to lower their fees to 

compete. It’s to raise their own personal conviction of 

the value of their services in the marketplace. 

Whenever price is the question, value is the answer. 

When consumers question your price or fee for service, 

what they are really questioning is the value. They are 

essentially saying, “I don’t see the value for the fee 

you charge.” You don’t win by then lowering your fee 

to compete. Most Agents provide more value to the 

consumers than we give ourselves credit for. We have 

never really attached or defined the value for each of 

the services we provide to our clients. The barrier that 

exists before one can become a Champion Agent who 

can charge an upper level fee for their service is belief. 

It is believing that your service far exceeds the cost. 

It’s your mindset of belief in your value. One way to 

enhance your mindset is through regular affirmations of 

your value. Being able to say and believe in your value 

is one of the initial steps to higher fees and less price 

competition. 

Dirk Zeller is a sought out speaker, celebrated author 

and CEO of Real Estate Champions. His company 

trains more than 350,000 Agents worldwide each 

year through live events, online training, self-study 

programs, and newsletters. The Real Estate community 

has embraced and praised his six best-selling books; 

Your First Year in Real Estate, Success as a Real 

Estate Agent for Dummies®, The Champion Real Estate 

Agent, The Champion Real Estate Team, Telephone 

Sales for Dummies®, Successful Time Management for 

Dummies®, and over 300 articles in print. To learn 

more, please visit: http://www.realestatechampions. 

com/. 

ExecutiveAgent Magazine 

37


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