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EXECUTIVEAGEN TM<br />
MAGAZINE<br />
Southern California’s Publication for the Real Estate Professional<br />
Ede<br />
Costa<br />
<strong>Executive</strong> <strong>Agent</strong> of the Month<br />
INSIDE FEATURES:<br />
BRYAN TYLER<br />
MetLife Home Loans<br />
CHANTELL GWIN<br />
Ticor Title Company<br />
DEBRA KOVACS<br />
Century 21 Superstars<br />
ZEN ZIEJEWSKI<br />
Keller Williams Realty
MetLife Home Loans<br />
Friendly, expert service from your<br />
local home loan professionals<br />
The professionals at MetLife Home Loans are committed to helping homeowners and homebuyers find<br />
loan options that fit their needs. Whether you’re purchasing a new home or refinancing, we can help you<br />
find a solution that’s right for you.<br />
For more information on how we can assist you, contact a member of our team today!<br />
Alan Cipolletti<br />
Branch Manager<br />
800-499-1191<br />
acipolletti@metlife.com<br />
Lynn Nelson<br />
Mortgage Consultant<br />
800-975-7377<br />
lnelson1@metlife.com<br />
Dong Chau<br />
Mortgage Consultant<br />
949-278-3404<br />
dchau@metlife.com<br />
Mai Vo<br />
Mortgage Consultant<br />
949-278-2756<br />
xvo@metlife.com<br />
Lilly McBee<br />
Mortgage Consultant<br />
949-812-3414<br />
lmcbee@metlife.com<br />
John Wheaton<br />
Mortgage Consultant<br />
949-812-3416<br />
jwheaton@metlife.com<br />
Chris Harvey<br />
Mortgage Consultant<br />
949-812-3439<br />
charvey@metlife.com<br />
Steve Spriggs<br />
Mortgage Consultant<br />
800-463-7656<br />
sspriggs@metlife.com<br />
Janice Eckles<br />
Mortgage Consultant<br />
866-530-2386<br />
jeckles@metlife.com<br />
Carlton Long<br />
Mortgage Consultant<br />
949-812-3417<br />
clong1@metlife.com<br />
MetLife Home Loans • 5 Park Plaza, Suite 650 • Irvine, CA 92614<br />
®<br />
All loans subject to approval. Certain restrictions may apply. Mortgage financing provided by MetLife Home Loans, a division of MetLife Bank N.A. Equal Housing Lender. ©2010 METLIFE, INC. L0000000000[exp0000][All States][DC] 12380
contents<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong><br />
MARCH, 2011 VOL. 3 NO. 3<br />
Cover Story<br />
Editorials<br />
Ede Costa<br />
<strong>Executive</strong> <strong>Agent</strong> of the Month<br />
24<br />
Bryan Tyler<br />
MetLife Home Loans<br />
26<br />
Chantell Gwin<br />
Ticor Title Company<br />
16<br />
Debra Kovacs<br />
Century 21 Superstars<br />
5<br />
20 - Bill Brooks:<br />
It’s All About People... All The<br />
Time<br />
18 - Carla Cross:<br />
Newer <strong>Agent</strong>s: Are You ‘Down<br />
And Stumbling’ Or ‘Up And<br />
Running’?<br />
32 - David Goldsmith:<br />
Business Success Is Like A<br />
Game Of Golf<br />
36 - Dirk Zeller:<br />
Knowing Why You Are Worth<br />
What You Charge<br />
22 - Jim Rohn:<br />
Life is Worthwhile if You...<br />
30 - Nick Roshdieh:<br />
A Positive Mindset Attracts<br />
Opportunity<br />
34 - Rory Aplanalp:<br />
Try vs. Do<br />
14<br />
Zen Ziejewski<br />
Keller Williams Realty<br />
Fred Arrias<br />
<strong>Executive</strong> Publisher<br />
2929 Calle Frontera<br />
San Clemente, CA 92673<br />
Ph: (949) 366-3349<br />
Fax: (949) 266-8757<br />
info@executiveagentmag.com<br />
www.<strong>Executive</strong><strong>Agent</strong>Mag.com<br />
ADVERTISERS’ INDEX<br />
Advantage Title.................................11<br />
Bank of America................................13<br />
Efficient Services Escrow.................35<br />
eVantange Real Estate.......................31<br />
High Tech Lending............................19<br />
i Photography Studio.........................12<br />
MetLife Home Loans..........................2<br />
PWAOR.............................23<br />
Seven Gables Real Estate.................28<br />
Trust One...........................................39<br />
Windermere Real Estate.....................40<br />
Photography: Errol Higgins, Ian Wiant,<br />
(i Photography Studio), Rob Paino<br />
Graphic Designer: Charlene Pokorny,<br />
Crystal Arrias<br />
Editorial Manager: Garon Arrias<br />
Production Director: Trudy Van<br />
Writers: Lalaena Gonzalez–Figueroa,<br />
Shannon Hartsoe<br />
© Copyright 2011<br />
<strong>Executive</strong> <strong>Agent</strong> <strong>Magazine</strong>. All rights reserved.<br />
Reproduction in whole or in part without<br />
written permission is prohibited. Although<br />
every precaution is taken to ensure accuracy of<br />
published materials, <strong>Executive</strong> <strong>Agent</strong> <strong>Magazine</strong><br />
cannot be held responsible for opinions<br />
expressed or facts supplied by its authors.<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong> 3
Ê<br />
N O M I N A T I O N<br />
F O R M<br />
EXECUTIVEAGENT TM<br />
MAGAZINE<br />
Ê<br />
Nominate a fellow REALTOR® to be profiled in one of our feature stories: on the cover as <strong>Executive</strong> <strong>Agent</strong><br />
of the month, or as a special feature story. All candidates must be nominated by a real estate professional<br />
or affiliate. The selection process includes a questionnaire, personal interview, reference check and final<br />
approval by the Advisory Council. Candidates are evaluated based upon professionalism, length of service<br />
and uniqueness of story, as well as industry and community involvement.<br />
Nomination form<br />
I nominate:<br />
Ê<br />
NAME:______________________________<br />
COMPANY:__________________________<br />
ADDRESS:___________________________<br />
____________________________________<br />
CITY/STATE/ZIP:_____________________<br />
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Ê<br />
<strong>Executive</strong>Ê<strong>Agent</strong>Ê<strong>Magazine</strong>Ê<br />
2929 Calle Frontera<br />
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Phone (949) 366-3349<br />
Fax (949) 266-8757<br />
info@executiveagentmag.com<br />
_____________________________________<br />
Submitted by:<br />
NAME:______________________________<br />
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PHONE:_____________________________<br />
E-MAIL:_____________________________<br />
Ê
Cover Story<br />
Ede<br />
Costa<br />
<strong>Executive</strong> <strong>Agent</strong> of the Month<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
An Industry Leader Within Orange County<br />
By Lalaena Gonzalez-Figueroa - Ian Wiant Photography<br />
Anative Californian and longtime resident of<br />
Orange County, Ede Costa has spent most of<br />
her professional life honing the skills that have<br />
made her a highly successful real estate agent. Her<br />
entrepreneurial spirit has always driven Ede to achieve<br />
her goals, and her ability to consistently adapt and<br />
learn has allowed her to maintain a thriving, clientcentric<br />
business.<br />
As a restaurant owner with over a decade in the<br />
industry, Ede built an intimate knowledge of the<br />
importance of cultivating a reputable brand within<br />
the community. Working with the public on a regular<br />
basis, she tapped into her natural ability to connect<br />
with others, to find ways to meet their needs while<br />
maintaining a focus on the purpose and outcome of<br />
her own professional vision. Her experience as a<br />
hairdresser put Ede in touch with clients on a highly<br />
personal level; she found herself acting as much as<br />
an official counselor and confidante as she was a<br />
stylist. And as the owner of a decorating company she<br />
developed her ability to focus on the details that made<br />
a home unique, and to accentuate a property’s best<br />
features. In real estate she discovered the opportunity<br />
to employ her interpersonal and technical skills, to<br />
challenge herself professionally while continuing to<br />
add significant value to the lives of others.<br />
Ede’s first venture into real estate came during<br />
the sale of her own home. Though she had intended<br />
to work with an agent throughout the process, she<br />
discovered that she was capable of stepping in when<br />
she didn’t receive the level of service she desired. “I<br />
ended up negotiating my own sale, for a price higher<br />
than my original listing,” she recalls. Despite her<br />
success, Ede notes that a number of external factors<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
contributed to her success. “The market was favorable,<br />
I knew how to show my home well, and I was working<br />
with a product that wasn’t easy to duplicate within<br />
its price range,” she explains. “It worked for me, but<br />
with today’s complex real estate processes and legal<br />
requirements, I would advocate that sellers work with<br />
an experienced and knowledgeable professional.”<br />
Today Ede represents buyers and sellers throughout<br />
North Orange County. A longtime Yorba Linda<br />
resident, she reveals that, according to MLS data, she<br />
has sold more million dollar-plus properties within<br />
the community than any other agent from 2001 to<br />
2010, and she continues to set the standard among<br />
her profession. In 2010 Ede was awarded Orange<br />
Coast <strong>Magazine</strong>’s 5-Star Award in recognition of her<br />
consistent performance and client satisfaction.<br />
Ede attributes her success to a number of factors. Her<br />
ability to connect with others, she says, is the foundation<br />
upon which her client base has been built. “I listen to<br />
my clients, and really work to maintain communication<br />
throughout the real estate process,” she asserts. “As an<br />
agent, if you can’t develop an understanding of your<br />
clients’ wants and needs, you’ll hit a wall at some point.”<br />
Her background in design and her hands-on approach<br />
to business have allowed Ede to add significant value<br />
to the transactions she represents, with buyers as well<br />
as sellers. “I’m in the field full time,” she states.<br />
“Previewing homes keeps me in touch with inventory and<br />
pricing, which allows me to better represent my clients<br />
in their transactions.” Keeping current with the regional<br />
market also allows Ede to help her sellers best position<br />
their homes for sale. “Staging is crucial in showing a<br />
L to R: Steven Costa, Ede Costa, Pam Fisher,<br />
Josephine Ryan and Gail Orsborn<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
home,” she reveals. “When I list a house I want it to<br />
show to its fullest potential.” This includes exterior and<br />
interior spaces, as well as the marketing pieces that will<br />
be taken home after a preview. “When I represent a home,<br />
we focus on the best or most interesting elements that<br />
the property offers,” she explains. “Through lighting,<br />
color and staging, we highlight those features to give<br />
the home a beautiful and comfortable feel, maximizing<br />
its appeal to a greater number of prospective buyers.”<br />
Ede’s personal touch makes the difference. Noting that<br />
she is ranked as one of the top 5 agents within Northeast<br />
Orange County, she states that she has closed over $260<br />
million in sales throughout the course of her real estate<br />
career. Her success has come, she says, thanks to her<br />
concerted efforts as well as the support and dedication<br />
of her professional team. Transaction Coordinator Pam<br />
Fisher maintains a steady flow of business and keeps<br />
the team current throughout each transaction. Gail<br />
Orsborn and Josephine Ryan are buyers’ agents who<br />
focus on assisting clients find the right properties and<br />
communities for their individual needs, and Ede’s son<br />
Steven Costa brings a level of technical savvy to the<br />
group’s marketing campaigns and internal systems.<br />
Steven also helps work with Ede on the listing side so<br />
that they are able to accomplish all needs and concerns<br />
of the Sellers, from the time we take a listing, to the close<br />
of escrow. An extended network of industry specialists<br />
enhances the team’s efforts. Ede notes that her group<br />
is connected to individuals in title and lending, who<br />
keep them in the loop on upcoming REO and short sale<br />
opportunities. “This isn’t a solo effort,” she explains.<br />
“Through the combined resources of my team and our<br />
colleagues, we are able to significantly increase the level<br />
of knowledge and service that we provide to our clients.”<br />
Though she’s built a business fortified by the strengths<br />
of others, Ede is highly skilled at handling every element<br />
of the real estate process. “This is a challenging<br />
industry,” she acknowledges. “Multi tasking is essential,<br />
and a comprehensive knowledge is necessary in order to<br />
best represent clients’ needs.”<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
Her proven performance has garnered Ede a solid<br />
reputation among colleagues as well as her growing base<br />
of repeat and referral customers, particularly within the<br />
high-end and luxury home niche in which she specializes.<br />
“I offer my clients knowledge and professionalism, and a<br />
level of service that they can trust,” she says. “A home<br />
represents a significant investment for individuals at<br />
every economic level, and I have earned my clients’ trust<br />
through my actions and examples.” Her ultimate goal,<br />
she adds, is always to accomplish her clients’ wants and<br />
needs. “As long as I keep their best interests in mind, I<br />
will consistently do the right thing for my clients,” she<br />
asserts. “As a Realtor®, I never lose sight of that.”<br />
Prudential California Realty is the ideal brokerage to<br />
complement Ede’s vision of exceptional client care. The<br />
firm exemplifies her well-rounded approach to business,<br />
remaining on the cutting edge of technology, education,<br />
and maximizing the client experience. Prudential has<br />
topped the J.D. Power and Associates 2010 Home Buyer/<br />
Seller Satisfaction Study for two out of the last three<br />
years, earning client loyalty for its rock solid reputation<br />
and commitment to excellence in customer service.<br />
As Ede contemplates the future of her real estate<br />
career, she maintains an optimistic outlook on what’s<br />
to come. “Positivity is contagious,” she smiles. “This<br />
year, I’m looking forward to continued success, to setting<br />
new records and accomplishing my clients’ goals. My<br />
team and I have surrounded ourselves with individuals<br />
who have the same attitude. We are focused on what’s<br />
possible, and are excited to meet the challenges and<br />
opportunities ahead.”<br />
Ultimately, says Ede, her business will continue to<br />
thrive thanks to her unwavering dedication to providing<br />
exceptional client care. “In a competitive world, the key<br />
to selling isn’t selling,” she smiles. “It’s serving! My<br />
clients love my service.”<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
Ede Costa<br />
Prudential California Realty<br />
22800 Savi Ranch Parkway, Suite 120<br />
Yorba Linda, CA 92886<br />
Tel: 714.932.5307<br />
Ede.Costa@mailpcr.com<br />
www.edesestates.com<br />
DRE #01219307<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
Trust your clients to the team<br />
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1<br />
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THIS INFORMATION IS INTENDED FOR MORTGAGE, REAL ESTATE AND/OR BUILDER PROFESSIONAL USE ONLY AND IS NOT AUTHORIZED FOR CONSUMER OR PUBLIC DISTRIBUTION.<br />
Bank of America, N.A., Member FDIC. Equal Housing Lender. © 2010 Bank of America Corporation. Credit and collateral are subject to approval. Terms and conditions apply.<br />
This is not a commitment to lend. Programs, rates, terms and conditions are subject to change without notice. AR95518 00-62-1685D 10-2009
EXECUTIVEAGEN TM<br />
MAGAZINE<br />
“Zen & The Art of Real Estate”<br />
By Lalaena Gonzalez-Figueroa<br />
A<br />
USC Business graduate,<br />
licensed in Real Estate<br />
for over 20 years, Zen<br />
Ziejewski has experienced<br />
firsthand, the cyclical nature of<br />
the real estate industry several<br />
times over. His knowledge and<br />
understanding of current market<br />
trends enables him to take a<br />
proactive approach to his business,<br />
providing his clients with a<br />
competitive advantage in their<br />
transactions. Zen is a very bright,<br />
forward-thinking businessman,<br />
with an entrepreneurial spirit<br />
and a goal-oriented vision. In<br />
addition, he is well admired by<br />
his clients and his industry peers<br />
which speaks volumes about his<br />
professionalism. Like “yin and<br />
yang” Zen blends his dynamic<br />
energy along with the peace<br />
and calmness that comes from<br />
his expertise and confidence, to<br />
ultimately provide his clients<br />
with an exceptional real estate<br />
experience.<br />
Like many agents, Zen launched<br />
his career as a buyer’s specialist.<br />
Though he has expanded his<br />
repertoire significantly, working<br />
with many sellers and investors,<br />
he still continues to work with a<br />
select group of buyers, helping<br />
him to maintain his finger on the true pulse of the real estate market. “Through the act of writing offers,<br />
I’m gaining realistic and accurate knowledge of the current market conditions while better serving the<br />
buyers and sellers I represent,” he explains. “I’m tuned in to what buyers and sellers, are and aren’t doing<br />
in this market, and this allows me to adapt my business accordingly giving my clients the advantage.”<br />
Zen’s knowledge also allows him to set high standards and expectations for himself –and his clients.<br />
“One of my biggest strengths is setting the expectations for both buyers and sellers. When my clients<br />
know what to anticipate during the buying or selling process, I have a much better opportunity of truly<br />
helping them accomplish their goals.”<br />
Approaching each transaction with a sense of objectivity and empathy, Zen strives to connect with his<br />
clients throughout the process while providing them with the information necessary to empower them<br />
to make the right decisions for their unique wants and needs. “As an agent, I am unattached to a home.<br />
My focus is on helping my clients make the best decisions for their family. It’s all about them.” he<br />
states. “I feel that my role and my responsibility are to provide honest, legitimate, factual market data<br />
and trends, to act as a resource, negotiator, counselor and an advocate for my clients throughout every<br />
transaction and beyond.”<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
E A<br />
A BALANCED APPROACH TO REAL ESTATE<br />
As a listing agent Zen provides his sellers with comprehensive advertising and marketing campaigns<br />
with a focus on creating professional and visually appealing marketing pieces. Zen embraces the latest<br />
technology tools available today to really give his clients an edge. “Over time, I have developed some<br />
incredible systems and techniques designed to drive buyer traffic to the houses I represent,” he reveals.<br />
The equation is simple: by maximizing exposure, he increases his clients’ opportunities to sell their homes<br />
within their specific price or time preferences. He approaches the transaction as a consultant, providing his<br />
clients with honest and objective information. With the market being very challenging at times for buyers<br />
and sellers, Zen’s clients appreciate his candor and expertise. He estimates that upwards of 75 percent of<br />
his business stems from past clients and referrals.<br />
Maintaining a comprehensive knowledge of the real estate market is imperative to Zen, who prides<br />
himself on accuracy and attention to detail in his professional endeavors. He is committed to being the<br />
best in his industry, continually attending training events and workshops across the country to keep his<br />
skills at the highest levels. Zen is constantly invited to private meetings with the top vice presidents,<br />
attorneys, economists and leaders of very influential corporations gaining insights that keeps him ahead of<br />
his competition. “The real estate market is a moving target and is constantly changing. That is why I am<br />
dedicated to learning about the latest market trends, conditions, laws, guidelines and other critical market<br />
factors so I can best serve my clients going forward.”<br />
In his work as a Realtor® he handles a range of transactions including equity sales and purchases,<br />
high-end and luxury home sales, and the negotiation of REO and short-sale transactions. As a USC<br />
business graduate, Zen is very well versed in finance so he can help educate and explain to his buyers and<br />
sellers, in simple terms, as to how all the changes with lender guidelines, regulations, and new laws will<br />
affect buying a home or getting their home sold. Zen has helped hundreds of people and many families<br />
avoid foreclosure especially during the latest market correction. Among his professional credentials are<br />
Short Sale-Foreclosure Resource, Five Star Institute Short Sale and REO specialist certification along with<br />
being a certified Home Retention Consultant. He is one of the top short sale agents in Orange County.<br />
As a Certified Home Retention Consultant, Zen also acts as a liaison between lending institutions and<br />
individuals in danger of going into foreclosure, helping home owners identify solutions and understanding<br />
their options. “Working with distressed homeowners over the years has allowed me to keep in touch with<br />
what’s really going on behind the scenes with the banks and how to help homeowners in distress, enabling<br />
me to build an expertise and knowledge that is beyond what most agents will ever acquire,” he says. “I<br />
also have an excellent list of attorneys and CPA’s that I can refer my clients to for professional legal and<br />
tax advice.”<br />
Supported by a great team, Zen continues to build his real estate client base throughout South Orange<br />
County and the surrounding areas. Zen really enjoys networking with business professionals locally and<br />
across the country. As the program director of Orange County LeTip, Zen earned the group’s Member of<br />
the Year award in 2010. While he is dedicated to his professional endeavors, Zen is also a family man who<br />
loves spending time with his wife Michele, their son Hayden and family dog Clover. He looks forward to<br />
the new opportunities and challenges that the real estate markets demand. Zen offers his clients the perfect<br />
balance of knowledge, expertise, commitment and care that have become his professional signature.<br />
When it comes to real estate in South Orange County everyone deserves to have the “ZEN” experience.<br />
Zen Ziejewski<br />
Keller Williams Realty<br />
27101 Puerta Real, Suite 150<br />
Mission Viejo, CA 92691<br />
Telephone: 949.922.2200<br />
Zen@zensellshomes.com<br />
www.ZenSellsHomes.com<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
EXECUTIVEAGEN TM<br />
MAGAZINE<br />
Debra Kovacs<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
E A<br />
“There is no secret to success, it’s hard work, adaptability<br />
and a commitment to meeting your clients’ needs.”<br />
By Lalaena Gonzalez-Figueroa<br />
As a real estate professional who continues to<br />
successfully navigate one of the most challenging<br />
markets in recent history, Debra Kovacs is constantly<br />
asked, “What’s your secret?” She never hesitates in her<br />
answer. “There is no secret to success,” she asserts. “It’s<br />
hard work, adaptability and a commitment to meeting your<br />
clients’ needs. As our market and industry continue to shift,<br />
smart agents are amending their businesses accordingly.<br />
Those of us who have remained in the industry are here<br />
because this is our career, not a job.”<br />
Debra knows plenty about working beyond the traditional<br />
9-to-5 model. Before dedicating herself to real estate she<br />
owned and ran a complete design center for over a decade.<br />
From new home interiors and retail schemes to staging and<br />
decorating model homes, she worked closely with clients<br />
to assist them in creating unique spaces that reflected their<br />
lifestyles. And as a real estate professional, she taps into the<br />
very skills that helped her build a thriving design business.<br />
“Real estate is a complex industry,” observes Debra.<br />
“While incorporating and utilizing technology is essential,<br />
this business is still about people, about relationships.” She<br />
makes a point of engaging in face-to-face meetings with her<br />
clients at the onset of any transaction because, says Debra,<br />
“Why would someone entrust me with one of the largest<br />
investments in their lives if we can’t actually sit down and talk<br />
to each other?” Building a strong level of communication is<br />
critical, she explains, particularly when issues or challenges<br />
arise. “I’m direct and straightforward with the information<br />
I present to my clients,” Debra notes. “It is important to me<br />
that they have the knowledge they need to make the right<br />
decisions for themselves and their families.”<br />
As a longtime resident of Coto de Caza, Debra is intimately<br />
familiar with the community’s resources and amenities. Her<br />
ability to pair clients with neighborhoods that meet their<br />
lifestyle criteria adds immeasurable value to the level of<br />
service she provides. “It’s convenient, particularly for<br />
individuals who are coming in from other regions, not<br />
to have to research every detail of the community,” she<br />
explains. A top-producing agent who has ranked #1 within<br />
the CENTURY 21 Superstars system in South County for<br />
over 10 years, Debra notes that her consistent production<br />
belies a deeper understanding of the market trends within<br />
the region. “I’m constantly showing and selling homes,”<br />
she states. “I have a strong working knowledge of market<br />
values and trends, and use that information to best position<br />
my clients in their real estate transactions.”<br />
Achieving status as one of the region’s most successful<br />
real estate professionals doesn’t happen without exceptional<br />
support. Debra’s assistant has been a part of her business<br />
for a decade. “My team is an extension of me,” she offers.<br />
“In every aspect of my business, I work with individuals<br />
who offer the utmost in client care. This ensures that my<br />
clients’ needs are consistently being met.” Throughout the<br />
transaction, she adds, Debra takes the lead on communication<br />
and negotiation, utilizing her experience and extensive<br />
network of colleagues and industry-related specialists to<br />
facilitate a smooth and successful experience.<br />
Sam Ellsworth, Vice-President Loan Production of Trust<br />
One Mortgage Banker, indicates that Debra Kovacs is one<br />
of the best agents I have ever had the pleasure of working<br />
with in my 20 years in Residential Lending ! “From her<br />
dedication to her clients and her incredible work ethic,<br />
Debra is truely one of the top Real Estate agents in Orange<br />
County!”<br />
In order to best meet the diverse needs of her clientele,<br />
Debra remains committed to ongoing education and<br />
utilizing the vast resources available through CENTURY<br />
21 Superstars, the brokerage that launched her real estate<br />
career. “This company has stood by me for over eleven<br />
years, supporting me in building my business and offering<br />
my clients the best possible care,” she asserts. “In addition<br />
to an in-house marketing department, strong relocation<br />
division and the convenience of in-house escrow, I am also<br />
privy to the knowledge and experience of an incredible<br />
management team. The support and resources available<br />
through CENTURY 21 Superstars have been integral<br />
components to my success.<br />
Debra is adept at working with a range of transactions<br />
including high-end and luxury home sales, REO and short<br />
sales, and relocations. Strong online and print marketing<br />
campaigns include beautiful photography designed to<br />
showcase each home’s unique beauty. In addition to her<br />
top-producer status within her brokerage, she has also<br />
earned recognition as one of CENTURY 21’s top-10 agents<br />
worldwide.<br />
After over two decades of real estate, Debra reveals that<br />
what keeps her energized and enthusiastic is her passion<br />
for her work. “Selling houses and helping others is so<br />
rewarding,” she enthuses. “When you are passionate about<br />
your work, when you enjoy what you do, everything falls<br />
into place.”<br />
CENTURY 21 Superstars<br />
22342 Avenida Empresa, Suite 150<br />
Rancho Santa Margarita, CA 92688<br />
Telephone: 949.350.0146<br />
DebraKovacs@cox.net<br />
www.DebraKovacs.com<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
Newer <strong>Agent</strong>s: Are You ‘Down And Stumbling’<br />
Or ‘Up And Running’?<br />
By Carla Cross<br />
Newer agents: Are you ‘stumbling’ or ‘up and<br />
running’? It’s estimated that over 50% of new<br />
agents fail their first year in the business. From<br />
talking with thousands of them throughout my coaching,<br />
managing and speaking career, I know why: They can’t<br />
answer the questions below. In addition, they may be<br />
getting little guidance from their manager. Not having<br />
the combination of these two things almost assures their<br />
failure.<br />
I’ve compiled 5 questions that will tell you why you’re<br />
either ‘stumbling’ or running—and what to do if you are<br />
stumbling.<br />
E A<br />
other 25% may be scheduled by your office—meetings,<br />
etc.)<br />
4. Do I know the best methods of lead generation—<br />
and how to implement them? (You can’t wait for ‘training’<br />
that starts in 3 months to start your business!)<br />
5. Do I know the numbers? (how many contacts does<br />
it take to get a lead, how many leads to get an appointment,<br />
how many appointments to get a listing, showing, how<br />
many showings to get a sale, how many marketable listings<br />
will sell) (If you don’t, you are destined to be an ‘on<br />
accident’ agent—only selling someone something when<br />
the stars are aligned). Key point: Knowing your conversion<br />
numbers puts you in the driver’s seat and allows you to<br />
really be independent—your own manager.<br />
Ask yourself:<br />
1. Do I have a ‘start-up’ plan—a plan that tells me<br />
what to do, when to do it, how to do it, and why to do it?<br />
(Or, do I just come to the office and ‘go with the flow’) Key<br />
point: This isn’t an ‘on accident business’ anymore!<br />
2. Am I waiting for someone to tell me what to do<br />
each day, or do I have focus and purpose with my plan?<br />
(it doesn’t work to ask your manager what to do each day,<br />
and, as a newer agent just told me, your manager answers,<br />
“Mail some postcards.” You wouldn’t expect a Starbucks<br />
franchise to ‘guide’ the new franchisee that way, and<br />
you’re not going to get a business start with that kind of<br />
piecemeal ‘advice’!)<br />
3. Do I have a daily schedule that is prioritized with<br />
the business actions most important to me to assure I make<br />
money? (If you’re just relying on your office for its floor<br />
time and meeting schedule, or, worse yet, those awesome<br />
(ha!) Internet leads, you aren’t in the business!) Key point:<br />
You should be scheduling at least 75% of your time. (the<br />
If you can’t answer the questions above with authority<br />
and confidence, you need much more business direction<br />
than you’re getting now. It’s time for you to get serious<br />
about real estate as a business, and grasp a start-up plan<br />
and the support you need to assure your success. Quit<br />
stumbling and get ‘up and running’!<br />
Carla Cross, CRB, MA, is president of Carla Cross<br />
Seminars, Inc., and Carla Cross Coaching. She is an<br />
international speaker in real estate productivity. Carla is<br />
the author of 6 internationally published books and several<br />
productivity-producing programs for real estate agents<br />
and leadership, including the new 3rd edition of Up and<br />
Running in 30 Days. See her programs at www.carlacross.<br />
com. © 2009, Carla Cross. All rights reserved. For<br />
information contact FrogPond at 800.704.FROG(3764) or<br />
email susie@FrogPond.com; http://www.FrogPond.com.<br />
18 <strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
E A<br />
It’s All About People…<br />
All The Time<br />
By Bill Brooks<br />
Irecently served on a panel of business observers,<br />
writers and consultants. All of us were asked similar<br />
questions. I was struck by the sharp differences in<br />
the answers. I was more struck, however, by the similar<br />
answers to this one, single question, “What problems do<br />
organizations call you in to fix most often?”<br />
The answer to the other questions ranged all over<br />
the place with the exception of the answer to this<br />
single query. The answers were unanimous. It’s people<br />
problems! This is particularly true in two very specific<br />
areas:<br />
• Sales<br />
• Service<br />
The reason for this? Both of these critical business<br />
functions are driven primarily by the mindset,<br />
perspective and abilities of the people who perform the<br />
activities. Granted, you can provide people with better<br />
tools, improved systems, enhanced delivery methods,<br />
improved facilities and all the rest. But the bottom line<br />
is real simple: good people get good results. Better<br />
people get better results and superior people get superior<br />
results. Period.<br />
Given that reality, let’s take a look at 5 ways to<br />
guarantee that the best people are performing at their<br />
very best.<br />
• Be careful in selection. Hire with great caution.<br />
Consider multiple interviews or interviewees. Utilize<br />
20<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
E A<br />
Good people make good decisions. Properly reinforced, trained<br />
and well-paid people consistently make the right choices<br />
..................................................................<br />
screening assessments and tools. Be recruiting even<br />
when you don’t need people!<br />
• Remember the old adage, “When you pay<br />
peanuts, you get monkeys.” I am constantly astounded<br />
by organizations that pay fortunes for facilities, supplies<br />
and equipment and then pay the people who make it run<br />
virtually nothing.<br />
• Be creative with your pay plan. Find ways to<br />
measure and reward the things you want to reward.<br />
• Provide meaningful, ongoing, useful, real-world<br />
training. Don’t be afraid to invest significant amounts<br />
of money in your second most valuable asset - people.<br />
Remember, your single most valuable asset are your<br />
customers…but also remember that customers will never<br />
be treated any better by employees than management<br />
treats its own employees!<br />
• Constantly measure, monitor and correct those<br />
things that need to be corrected. Do your best to<br />
guarantee that salespeople and customer service people<br />
are constantly provided with the right stimulation to be<br />
successful.<br />
It’s no secret that gaining and retaining customers<br />
is what business is all about. However, are you one of<br />
those who strictly accomplish this through advertising,<br />
machinery, equipment or facilities? You shouldn’t be.<br />
The correctly turned phrase, the proper decision, taking<br />
ownership for problems, and going out of the way to do<br />
the right things, can only be done by people. And, in the<br />
final analysis, those are the things that determine longterm<br />
business success - or failure.<br />
Good people make good decisions. Properly reinforced,<br />
trained and well-paid people consistently make the right<br />
choices. Salespeople, who understand, why they do what<br />
they do, can usually figure out how to do it. Customer<br />
service people who understand how important customer<br />
retention is will always provide good service.<br />
On the other hand, failure to find, reward and<br />
reinforce good people also has its just rewards. My<br />
recommendations? They are quite simple. Here they are:<br />
• Understand that it is always people first - systems<br />
second.<br />
• Good people will generate more business -<br />
systems can be installed to support the added volume of<br />
business.<br />
The mistakes? Building infrastructure first and<br />
people second. Just start to mentally track some of the<br />
organizations that have millions tied up in buildings,<br />
equipment, supplies, debt and all the rest - and can’t even<br />
field enough people to staff the place! I’ll bet you’ve<br />
been to those businesses. Eventually, you don’t go back.<br />
Business has always been, and will always be, about<br />
people. Technology aside (by the way, designed and<br />
built by people), the future will continue that way. My<br />
belief is that organizations will never suffer from a<br />
shortage of ideas, products, creativity or processes. They<br />
will, however, suffer from a shortage of commitment to<br />
take the time, effort and care to find, train and retain the<br />
caliber of person required to sell and service the people<br />
who choose to be interested in the products or services<br />
generated by human ideas, products, creativity and<br />
processes.<br />
There is very little doubt that there is still immense<br />
confusion about the critical role this issue plays in<br />
business success. However, with clear and logical<br />
thinking, there is also little doubt that clear answers are<br />
possible. For example, is the glass half-empty or halffull?<br />
It’s always full - one half with liquid and one half<br />
with air! The same is true as you determine that any<br />
system needs top quality people to run them. A business<br />
is no different!<br />
Bill Brooks, CSP, CPAE, CMC, CPCM former CEO of<br />
a $300,000,000 corporation and two-time sales award<br />
winner from an international sales force of 8,000, Bill<br />
has real-world expertise. Bill has spoken or consulted<br />
in over 300 different industries while being engaged<br />
by at least 150 clients an astonishing six times each.<br />
Copyright© 2005, Bill Brooks. All right reserved. For<br />
information about how to bring Bill to your next meeting<br />
or convention, contact the Frog Pond at 800.704.<br />
FROG(3764) or email susie@frogpond.com; www.<br />
frogpond.com<br />
E A<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong> 21
E A<br />
Life is Worthwhile if You...<br />
1) First, life is worthwhile if you LEARN. What you<br />
don’t know WILL hurt you. You have to have learning<br />
to exist, let alone succeed. Life is worthwhile if you<br />
learn from your own experiences, negative and positive.<br />
We learn to do it right by first sometimes doing it<br />
wrong. We call that a positive negative. We also learn<br />
from other people’s experiences, both positive and<br />
negative. I’ve always said it is too bad failures don’t<br />
give seminars. We don’t want to pay them so they<br />
don’t tour around giving seminars. But the information<br />
would be very valuable – how someone who had it all,<br />
messed it up. Learning from other people’s experiences<br />
and mistakes.<br />
We learn by what we see - pay attention. By what<br />
we hear – be a good listener. Now I do suggest being a<br />
selective listener, don’t just let anybody dump into your<br />
mental factory. We learn from what we read. Learn<br />
from every source. Learn from lectures, learn from<br />
songs, learn from sermons, learn from conversations<br />
with people who care. Keep learning.<br />
2) Life is worthwhile if you TRY. You can’t just<br />
learn; you now have to try something to see if you<br />
can do it. Try to make a difference, try to make some<br />
progress, try to learn a new skill, try to learn a new<br />
sport. Life is worthwhile if you try. It doesn’t mean you<br />
can do everything but there are a lot of things you can<br />
do, if you just try. Try your best. Give it every effort.<br />
Why not go all out?<br />
3) Life is worthwhile if you STAY. You have to<br />
stay from spring until harvest. If you have signed up<br />
for the day or for the game or for the project - see<br />
it through. Sometimes calamity comes and then it is<br />
worth wrapping it up. And that’s the end, but just don’t<br />
end in the middle. Maybe on the next project you pass,<br />
but on this one, if you signed up, see it through.<br />
4) Life is worthwhile if you CARE. If you care<br />
at all you will get some results, if you care enough<br />
you can get incredible results. Care enough to make<br />
a difference. Care enough to turn somebody around.<br />
Care enough to start a new enterprise. Care enough to<br />
change it all. Care enough to be the highest producer.<br />
Care enough to set some records. Care enough to win.<br />
Four powerful little words: learn, try, stay and care.<br />
What difference can you make in your life today by<br />
putting these four words to work?<br />
Jim Rohn knows the secrets of success - in business<br />
and in life. He has devoted his life to a study of<br />
the fundamentals of human behavior and personal<br />
motivation that affect professional performance.<br />
He can awaken the unlimited power of achievement<br />
within you! Reproduced with permission from the Jim<br />
Rohn Weekly E-zine. Copyright© 2006, Jim Rohn. All<br />
right reserved. For information about Jim’s keynote<br />
presentations and seminars, contact the FrogPond at<br />
800.704.FROG(3764) or email susie@FrogPond.com<br />
http://FrogPond.com<br />
E A<br />
22<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
EXECUTIVEAGEN TM<br />
MAGAZINE<br />
Bryan Tyler and MetLife Home Loans<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
E A<br />
OPPORTUNITIES ABOUND<br />
By Lalaena Gonzalez-Figueroa<br />
Rated by industry periodicals as one of the<br />
nation’s top 10 mortgage originators in<br />
2010, MetLife Home Loans continues to<br />
grow and develop into a leading resource for real<br />
estate borrowers throughout the country. At the<br />
foundation of the company’s success is its history<br />
of nearly 150 years of reliable and trustworthy<br />
client care. Today MetLife Home Loans builds<br />
upon this tradition of success by working with<br />
seasoned professionals at every level of the<br />
corporate structure, and by providing consumers<br />
with solutions for their real estate funding needs.<br />
Branch manager Bryan Tyler looks forward to<br />
helping grow MetLife Home Loans business in<br />
North Orange County. His recently opened Brea<br />
office is well-appointed and conveniently located for<br />
local real estate agents and consumers. Because<br />
he is non competing, Bryan’s focus will remain<br />
on supporting his team of established lending<br />
professionals as they build their client bases.<br />
Bryan launched his career as a loan originator in<br />
the 1990s, moving on to management in 1998. His<br />
move to MetLife Home Loans was inspired largely<br />
by what he describes as the company’s “legendary<br />
leadership.” Brian Hale, former head of production<br />
at Countrywide, is widely regarded as one of the<br />
industry’s top minds. His arrival at MetLife Home<br />
Loans has set a new standard for excellence within<br />
the lending arena. At every level of management<br />
there is significant strength and knowledge. Bryan<br />
cites Tom Hunt, the company’s Western Divisional<br />
Manager, as another outstanding leader. “What<br />
these industry icons have brought to MetLife<br />
Home Loans isn’t just a great sales force, but an<br />
exceptional operating group as well,” he observes.<br />
“Ultimately, we are only as good as the products that<br />
we offer. Within Orange County in particular, we<br />
have developed an excellent processing department<br />
that consistently allows us to close loans on time.”<br />
A strong internal system, adds Bryan, offers more<br />
than just a great customer experience. “We are<br />
also known for providing ample opportunities for<br />
professional development,” he explains. “This is a<br />
place for lending professionals who are committed<br />
to building long-term careers within a changing<br />
industry.”<br />
of business partners, and he continues to build<br />
relationships with area real estate professionals.<br />
“I’m always looking for opportunities to bring to<br />
my lending agents,” he notes. “From consumer<br />
contacts to real estate agents, I actively generate<br />
leads for my team.”<br />
Building industry and consumer relationships,<br />
says Bryan, is based on earning trust. This is<br />
accomplished through a partnership approach;<br />
MetLife Home Loans professionals have not only<br />
a growing portfolio of loan products designed to<br />
meet the needs of an array of consumers, but<br />
they are also privy to tools and systems that can<br />
enhance agents’ marketing efforts. “The word has<br />
spread throughout the real estate community,”<br />
observes Bryan. “MetLife Home Loans has gained<br />
substantial momentum through strong leadership,<br />
knowledgeable loan officers, and a solid brand.”<br />
He adds that the company has become the<br />
second-highest rated home loan originator in<br />
consumer satisfaction, as reported by J.D. Power<br />
and Associates in December 2010.<br />
Local processing and underwriting keep MetLife<br />
mortgage consultants in close communication<br />
with pertinent parties throughout the process of<br />
every lending transaction. Proprietary software<br />
and systems enable agents to easily design and<br />
implement personal and partnership marketing<br />
pieces. And a well-rounded portfolio of loan<br />
products keeps agents competitive in their fields.<br />
At MetLife Home Loans, the future holds unlimited<br />
potential for consumers, agents and lending<br />
professionals alike.<br />
Bryan Tyler<br />
MetLife Home Loans<br />
714.507.6600<br />
btyler@metlife.com<br />
With nearly two decades’ experience in the<br />
industry, Bryan has developed a strong network<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
EXECUTIVEAGEN TM<br />
MAGAZINE<br />
CHANTELL GWIN<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
E A<br />
By Lalaena Gonzalez-Figueroa<br />
A<br />
dedicated professional with years of experience<br />
under her belt, Chantell Gwin has built her<br />
business by cultivating strong relationships with<br />
industry colleagues and customers. Her positive outlook<br />
and can-do attitude drive her success; she is committed<br />
to meeting her clients’ needs and goes the extra mile to<br />
achieve positive results.<br />
A graduate of San Diego State University, Chantell<br />
taps into her marketing background in partnering with<br />
real estate professionals to support them in building<br />
their own businesses. “Creating lasting relationships<br />
means understanding each client’s wants and needs, and<br />
tailoring my approach to accommodate their business<br />
styles,” she explains. “From agents working with firsttime<br />
buyers, to individuals representing high-end luxury<br />
homes, I become an extended member of each client’s<br />
team, offering my knowledge and experience in order to<br />
help them succeed.”<br />
Chantell combines attentive customer care with the<br />
resources and technological tools that only Ticor Title<br />
can offer. In order to best understand how she can<br />
leverage her skills and resources to assist the agents with<br />
whom she works, she takes time to familiarize herself<br />
with their business models and styles. Incorporating<br />
each agent’s preferred method of communicating critical<br />
information allows Chantell to maximize the title<br />
experience for her customers. She is proactive in her<br />
approach and adaptive in her business; since entering<br />
the title business in 1992, Chantell has developed an<br />
in-depth knowledge of the industry and processes,<br />
providing her with the ability to successfully navigate<br />
challenges and address issues that might otherwise halt<br />
a closing.<br />
Client Robert Fraijo, First Team Real Estate in<br />
Laguna Niguel, asserts that “Chantell Gwin has been<br />
my title representative for many years. She and her<br />
company Ticor Title have not only been fantastic to<br />
work with, there team effort with getting things done<br />
when we need it has also helped me to close hundreds of<br />
short sales recently.” Being in the business for 25 years<br />
as a Real Estate agent it’s always been pleasurable to<br />
work with hard workers like Chantell. “She is not only<br />
a true and loyal friend to my team she also has been very<br />
committed to customer satisfaction.”<br />
While Chantell’s attentive care has earned her the<br />
trust and loyalty of a growing client base, she asserts<br />
that the success of her business is largely due to the<br />
exceptional support of the team of professionals at Ticor<br />
Title. “I work with amazing individuals,” she states.<br />
“In addition to the excellent leadership of my manager<br />
Joe Duarte, I am proud to work closely with Cindy Fern,<br />
whom I consider to be one of the best title officers in our<br />
industry. With a great team and company behind me,<br />
I am able to offer a transaction process that is virtually<br />
seamless.”<br />
Chantell looks forward to continuing to develop<br />
long-term relationships with real estate professionals<br />
throughout Orange County and the surrounding areas,<br />
and connecting them with her vast network of industryrelated<br />
specialists. “I believe that we all have the power<br />
to make a difference,” she reflects. “My ability to be<br />
a part of a successful real estate transaction, and the<br />
opportunity to help an agent at every level build his or<br />
her business, is a significant part of what drives me in<br />
my career.”<br />
A member of the Fidelity National Financial family<br />
of companies, Ticor Title boasts over a century of<br />
success in the title business. Recognized as an industry<br />
leader, the company maintains its competitive edge<br />
through advancements in automation software designed<br />
to streamline efficiency and efficacy of the title process.<br />
Chantell Gwin<br />
Ticor Title Company<br />
18302 Irvine Blvd. Suite 100<br />
Tustin, CA 92780<br />
(949) 910-0070<br />
ChantellGwin@Ticortitle.com<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
A spark of<br />
business insight<br />
from Mike Hickman<br />
From Seven Gables Real Estate<br />
Something Special in the Marketplace<br />
I’m reading Scott McKain’s Collapse of Distinction. This is from the<br />
introduction:<br />
“If you cannot find it within yourself to become emotional, committed,<br />
engaged, and yes, fervent about differentiation, then you had better be<br />
prepared to take your place among that vast throng of the mediocre<br />
who are judged by their customers solely on the basis of price. It is the<br />
singularly worst place to be in all of business. If you aren’t willing to create<br />
distinction for yourself in your profession—and for your organization in<br />
the marketplace—then prepare to take your seat in the back, with the<br />
substantial swarm of the similar, where tedium reigns supreme*.”<br />
Powerful stuff.<br />
Each and every morning on my way to the Seven Gables office, I’m pumped. Pumped because I know I’m<br />
going to spend the day working with a group of people who have what it takes to stand above the throng. To<br />
outperform their peers. To differentiate themselves.<br />
And that’s not just one guy’s opinion. We’re surrounded by the evidence. In an era in which we have seen a<br />
collapse of distinction in the real estate market, here are two distinct facts that speak volumes about Seven<br />
Gables’ unique place in the Orange County real estate industry:<br />
1. There are currently 23 second-generation employees and agents working at Seven Gables—<br />
people whose parents spent (or still spend) their careers here.<br />
2. Head to head, where we have an office and our closest competitors have an office,<br />
our agents out-earn their agents by twenty percent.<br />
I’m proud to say that the culture and brand of Seven Gables attracts driven people. People who find it in<br />
themselves to be, in McKain’s words: emotional, committed, engaged, and yes, fervent about differentiation.<br />
Our agents are distinctive and thereby support & strengthen the brand, making it stand for something special<br />
in the marketplace.<br />
That’s why we hold so tightly to and place such importance on our brand standards. Sure, we’re changing with<br />
the times. But we’re remaining true to our core values and beliefs. And that’s what our brand speaks to and<br />
lives by.<br />
Add it all up. What do you have? A brokerage in the driver’s seat. Leading the pack. Operating at the forefront,<br />
where excitement and success rule.<br />
That’s Seven Gables.<br />
--Mike<br />
*© Scott McKain. Published by Thomas Nelson, 2009<br />
R E A L<br />
E S T A T E<br />
sevengables.com Your home, your lifestyle...It’s our purpose. 800.955.7356
BREAKTHROUGH<br />
Secret<br />
TO<br />
THE<br />
Short Sale<br />
SUCCESS<br />
with Steven Cates & Tim Doolin<br />
to SUCCESS<br />
Wednesday,<br />
March 8, 2011<br />
The Hilton Irvine<br />
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18800 MacArthur Boulevard<br />
Irvine, CA<br />
9 am to 1 pm<br />
Registration begins at 8 am<br />
Powerful Strategies & Techniques<br />
• 3 Steps to a BREAKTHOUGH in Your Income!<br />
• Establish a “Winning Mindset” to Attract Buyers & Sellers<br />
• Release Fear and Stress in 2 Minutes!<br />
• Create a Compelling Future and Start Winning Now!<br />
• Design Your 2011 Winning Game Plan<br />
Proudly Sponsored by:<br />
METLIFE<br />
Steven<br />
Steven Cates is one of<br />
America’s foremost authorities on<br />
achieving peak performance and<br />
CATES<br />
maximizing sales and profitability.<br />
Over the last 25 years he has<br />
spoken at NAR, Remax, Coldwell<br />
Banker and Prudential among others<br />
helping those organizations maximize<br />
their sales and profitability.<br />
Steven Cates is a rarity…<br />
don’t miss the opportunity<br />
to see him.”<br />
Og Mandino, Author<br />
The Greatest Salesman in the World<br />
Superlative Instruction<br />
and materials.<br />
National Association of Realtors<br />
The standing ovation you<br />
received said it all.<br />
Allan Dalton, CEO &<br />
President of Realtor.com<br />
SHORT SALES<br />
MARKETING<br />
TECHNIQUES<br />
• Marketing Methods used<br />
by TOP Producers<br />
• Secret Strategies of<br />
SHORT SALE Negotiating<br />
• Successful Marketing Plan to<br />
Dominate your Farm<br />
• The Newest Tools Available<br />
to Avoid Foreclosure<br />
Tim Doolin is one of the<br />
industry’s leading authorities<br />
on foreclosure prevention<br />
and is the founder of<br />
Short Sale USA, one of<br />
the largest short sale<br />
negotiation companies.<br />
Tim<br />
DOOLIN<br />
To Guarantee seating register today by going to<br />
www.stevencates.com-click seminars-click event or by calling 800.605.4989
E A<br />
A Positive Mindset...<br />
Attracts Opportunity<br />
By Nick Roshdieh<br />
Apositive mindset<br />
is the best gift<br />
you can give<br />
yourself. After reading<br />
and listening to selfdevelopment<br />
audio<br />
books for almost twenty<br />
years, the main message<br />
that I have learned is<br />
that by conditioning<br />
your beliefs and mindset<br />
to always come from a<br />
point of abundance, love<br />
and balance, you will<br />
open up the world to<br />
unlimited opportunities.<br />
I’ve been asked many<br />
times, “How do you control your thoughts?” The simple<br />
answer is…repetition. Just as a basketball player repeatedly<br />
practices making shots, when game time comes, they have<br />
the highest probability of making the game-winning shot.<br />
A positive mindset is no different, except that we are in the<br />
game all day and all night, and will experience winning<br />
repeatedly. You need to be consciously aware of what<br />
you allow yourself to see, hear and experience. Avoid<br />
watching or listening to any negative information, as it<br />
only brings you down, which is counter-productive to who<br />
you are. Only allow yourself to see or hear positive ideas<br />
or information, even if this means having to eliminate a<br />
few friends in your life that do not fit your new standards.<br />
You have to open the space in your life to allow good<br />
people to come to you. You should surround yourself with<br />
people with positive beliefs, who speak highly of others<br />
and who contribute to society, not ones who are envious<br />
and deceitful. It is widely believed that if you add up the<br />
five people you spend the most amount of your time with<br />
and divide their income by five; it will equal your exact<br />
income. What that means is that you are who you spend<br />
your time with, so spend it with the right people.<br />
Start one day at a time. Everyday is a new journey,<br />
so begin that journey by having belief in yourself. Be<br />
purposeful in life. Just as you are certain that day turns<br />
into night, be assured that you have the ability to achieve<br />
whatever it is that you desire in life. The journey starts<br />
from within. Most people live for the future, thinking the<br />
future will be better than it is today. Instead, plan for the<br />
future, but live for today. Life is an absolutely amazing<br />
journey; it is a gift you’ve been given, so take advantage of<br />
it while it is here.<br />
You deserve to experience true wealth, and I am not<br />
talking about anything that has material value. True wealth<br />
is having spiritual fulfillment, love in your life, and a<br />
positive outlook while contributing to the benefit of others.<br />
True wealth is wisdom. Wisdom is an understanding;<br />
it is the insight from which we gain from others and the<br />
awareness we develop to truly know ourselves. True<br />
wisdom develops by being open minded to other people’s<br />
ideas, and also to learn from their experiences as well as<br />
your own.<br />
I start everyday with ten minutes of affirmations and<br />
visualizations. The desires and dreams you have in your<br />
mind are the seeds of possibility and will ultimately<br />
become your reality. You need to affirm the perfect<br />
outcome and results for yourself. You must engrain<br />
positive thoughts and ideas in your mind. Here are a few<br />
examples: “Today will be a happy and productive day for<br />
me. I am a positive and driven person. I am grateful to<br />
have my health. I am thankful for the opportunity to serve<br />
my clients. I am surrounded by love. I attract positive and<br />
successful people.”<br />
What do you think would happen if you practiced<br />
saying affirmations to yourself everyday first thing in the<br />
morning? Let me tell you! You will believe in what<br />
you are affirming, and most importantly, you will invite<br />
these thoughts into your life, and these things will become<br />
reality. This is very powerful and it takes repetition<br />
and patience. Once you start experiencing results from<br />
the seeds you have planted into your mind, the positive<br />
experiences you will achieve will only get better. Soon,<br />
you will expect the universe to deliver what you ask for.<br />
There is an old wise saying, “When the student is ready,<br />
the teacher will appear.” This is very true with regard to<br />
affirmations. You have to realize that once you are in sync<br />
with balance in your life, you will receive what you desire<br />
at the proper time in which you are supposed to receive it,<br />
not when it was asked for. Until next time, have a blessed<br />
and prosperous month!<br />
Nick Roshdieh is a Nationally recognized Short Sales<br />
coach for Harris Real Estate University. Nick assists<br />
Realtors® with his one of a kind client delivery system to<br />
build and sustain a great business pipeline and establish a<br />
competitive advantage for themselves.<br />
30<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
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*Certain terms and conditions apply
E A<br />
Business Success Is<br />
Like A Game Of Golf<br />
By David Goldsmith<br />
So often human nature takes the stance that in order<br />
to improve, one’s abilities must be 10 times better or<br />
a hundred times better to make a difference. It’s just<br />
not the case.<br />
My journeys, both in business and life, have taught me<br />
that often the little changes make the most significant<br />
impact, while big growth spurts are a rarity.<br />
Take the experience I had at the David Leadbetter Golf<br />
Clinic in Florida. While working at a convention, I had<br />
the opportunity to sign up for some extra activities, if my<br />
plans permitted. I could not create the time to take the<br />
140 MPH NASCAR drive with an experienced driver, so<br />
I opted for the David Leadbetter golf lessons that were<br />
right outside the Omni Hotel in Orlando.<br />
Having only about 1 hour to spare, I left the conference<br />
“war room” and walked up the hill to the facilities were<br />
by now over 100 people were getting lessons. These<br />
people were intent on improving their game.<br />
I, on the other hand, am an infrequent player. To me, I<br />
can easily play 9 holes of golf at a resort while traveling,<br />
however, when you take me on the back nine, I start to<br />
feel like I should be playing POLO IN MY GOLF CART<br />
versus continuing on. I just get bored.<br />
So to me, one hour was good enough, and it also forced<br />
the school to give me the best type of lesson I would<br />
need as they had 3 groups. The putt, the short ball, and<br />
the drive. They put me in the drive section, exactly<br />
where I wanted to be.<br />
I picked up a club, pulled a pile of balls off the perfectlystacked<br />
pyramid of about 72 balls stacked for this space,<br />
and started to hit.<br />
My first ball slid right pretty far into the next groups<br />
area, so I unbuttoned my business shirt, removed my<br />
tie, and rolled up my sleeves. This would make all<br />
the difference. I no longer sliced to my far right. An<br />
improvement.<br />
My next swing was similar, but my slight change of<br />
grip pulled it on target a little more. I assumed that my<br />
shoes and pants were causing my inability to “grab the<br />
ground.”<br />
For the next 20 minutes, I hit ball after ball trying to<br />
control its direction by taking back the club slower. By<br />
twisting my grip. By keeping my head down. Things<br />
started to become consistent. I even tried to listen in to<br />
the other lessons hoping that I would pick up a tip or two<br />
before it was my turn.<br />
My turn. The instructor asked, “Tell me about your<br />
game.” I replied, “I don’t have one. I play about once or<br />
twice a year.” I almost felt as if he was disgusted with<br />
my response, like I’d punched him in the stomach.<br />
Maybe that’s because The David Leadbetter Schools<br />
are some of the best in the world. Experts fly in by<br />
helicopter just to take lessons with these instructors and<br />
many are coached to become top in the field. Two are<br />
the Greg Norman designed courses and ChampionsGate;<br />
both have been listed as Golf <strong>Magazine</strong>’s “10 Most<br />
Distinctive Places to Play.” This is real golf country.<br />
Maybe I should have said that I don’t get enough time to<br />
play or something a little less harsh.<br />
He then asked me to take a swing without the ball<br />
followed by another. Then again, with a ball. I tried with<br />
all my powers to make this one go exactly straight down<br />
the fairway. It didn’t exactly go as planned. He asked for<br />
one more. Again, the same.<br />
He then gave me my first piece of advice. Take my right<br />
thumb on my grip and move it counter clockwise so that<br />
the thumb pointed to my shoulder. Realize we are talking<br />
a half an inch. What I learned that in doing so, the head<br />
of my club rotates so that the head comes around flat<br />
after the swing. The first ball went much straighter than<br />
the first two. We practiced this for about 10 balls.<br />
Then the second piece of advice. After I hit continue on<br />
so that my right knee twists inward almost touching my<br />
left knee without lifting up the heal. Again we practiced<br />
with a few balls and as you might have guessed, it<br />
worked.<br />
It worked not because he gave me this life-changing<br />
sermon or that he altered my entire way of playing golf.<br />
It worked because of minute changes. Simple things that<br />
make huge differences.<br />
32<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
E A<br />
Granted, the guy’s an expert, and if you saw him drive a<br />
ball, you’d know it. His expert advice opened up a new<br />
perspective and approach to my golf game.<br />
The same holds true in the work environment. Taking<br />
the time to work with your employees is one thing.<br />
Taking the time to “improve their swing” is another.<br />
It means:<br />
1. You’ve got to be an expert in the first place. Too<br />
often, managers feel as if they are experts and teach the<br />
wrong people the wrong skills or they do what they do<br />
intuitively and don’t really know how to transfer these<br />
skills. You’ve met the incredible sales person that can’t<br />
manage.<br />
2. Taking the time to make small changes first<br />
if possible. Don’t always look for the Big Bertha.<br />
Sometime it’s the smaller changes that have largest and<br />
most remembered impact.<br />
3. Understand the need for time. Once a skill is taught,<br />
it must be practiced. Seeing someone do something is<br />
one thing; doing it themselves is another.<br />
failure to take this time insures two things. One, that you<br />
will be frustrated later on, and two, your employee will<br />
also.<br />
In the end, my one hour of instruction will change the<br />
way I play golf. Will I spend the day doing it? That’s<br />
going to need the massive overhaul of my personality.<br />
Keep giving those pointers.<br />
David Goldsmith, is a consultant, speaker, author,<br />
and professor who is known worldwide for improving<br />
decision makers’ individual and corporate performance.<br />
Mr. Goldsmith has provided results for Fortune 200<br />
CEOs, was recognized as NYU’s Outstanding Professor<br />
the Year, was named one of Successful Meetings<br />
<strong>Magazine</strong>’s 26 Hottest Speakers, and was awarded<br />
CNY’s Entrepreneur of the Year Award. To learn how<br />
you can improve your performance using these awardwinning<br />
proven strategies and tactics, check out www.<br />
davidgoldsmith.com. © 2009, MMVI David Goldsmith<br />
All rights reserved. For information contact FrogPond<br />
at 800.704.FROG(3764) or email susie@FrogPond.<br />
com; http://www.FrogPond.com.<br />
4. Reserve massive overhauls for when you truly have<br />
the time to make sure the lessons are done right. The<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong> 33
“If at first you don’t succeed, try, try, again.” Mom<br />
and Dad were wrong about this one. Now I know that<br />
their motives were good, and the principle, in and of<br />
itself had value. They were teaching us to ease into<br />
what ever it was that we were struggling with. I know<br />
the lesson they were teaching us was pure and sound but<br />
when we get to be adults we should get away from the<br />
‘try’ and get into the ‘do.’<br />
There is one very important thing lacking behind the<br />
‘try’ word. Commitment, anytime you use the word ‘try’<br />
it lacks commitment. Here is an example most of us see<br />
at least once a week. How many times during the course<br />
of the week do you have someone come up to you and<br />
say, “Hey, I’m going to ‘try’ and get in touch with you<br />
sometime next week.” Whenever I hear that I always<br />
reply, “What do you mean, try?” Does that mean if<br />
you’re in the mood, or if you remember my number, or<br />
if you’re by a phone and have 35 cents?”<br />
E A<br />
Try vs. Do<br />
By Rory Aplanalp<br />
and it appeared to be a lot higher than he thought it was<br />
going to be, so he asked them to close the door. I said,<br />
“You mean you did not jump out?” He said “No, but<br />
I tried skydiving.” I countered by saying, “You didn’t<br />
‘try’ skydiving, you simply went on a plane ride with a<br />
parachute on!” To this day I don’t know if he got the<br />
message, but the rest of the class did.<br />
Do this, for the next week, stop using the ‘try’ word. If<br />
you catch yourself or another person use it, ask yourself<br />
or them if that really was what you meant. You see, I<br />
have more respect for someone who will say, “I’m not<br />
going to do that” and then tell me why, than someone<br />
who will say, “I’ll try,” and then not deliver. On the first<br />
hand, I know where I stand.<br />
I’ve got to do it myself or get someone who will. It’s<br />
not hard, simply replace the word ‘try’ with ‘do’ and see<br />
if you notice the difference.<br />
Do you notice a difference between, “I’m going to ‘try’<br />
to get in touch with you next week” and “Tuesday at 3:00<br />
in the afternoon, I’m going to call you at this number.<br />
Are you going to be in?” Do you see the difference?<br />
One is committed the other is not. Some people use<br />
the ‘try’ word just to get out from under the task at hand<br />
or to be polite. Either way, it lacks integrity.<br />
Here is another example. How many of you out there<br />
have ‘tried’ skydiving?<br />
You know jumping out of a plane with parachutes<br />
on. I had one guy in my seminar say, “Well, I have.” I<br />
stated that he didn’t ‘try’ he actually ‘did’ the skydiving<br />
thing. He countered with, “No, I tried it!” I asked him<br />
to explain. He proceeded to tell me how he went up in<br />
the plane and strapped the parachute on. When they<br />
came to the drop area and opened the door, he looked out<br />
Here is an important question. Do you want to ‘try’ to<br />
be happy? Do you want to ‘try’ to be a good Father or<br />
Mother? Do you want to ‘try’ to do a good job at work?<br />
It is more than a semantics issue; it ties directly into our<br />
level of commitment.<br />
Rory Aplanalp has impacted the lives of more than<br />
one million people across the globe. He then founded his<br />
own company, Human Resource Development, a leader<br />
in the sales training field. For more than fourteen years,<br />
Rory was affiliated with Franklin Quest/Franklin Covey<br />
and was distinguished as their top seminar and keynote<br />
speaker. Copyright© 2002, Rory Aplanalp. All rights<br />
reserved. For information about Rory’s speaking and<br />
training programs, please contact the Frog Pond Group<br />
at 800-704-FROG (3764) or Susie@frogpondgroup.<br />
com; http://www.frogpondgroup.com.<br />
34 <strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
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A<br />
Champion <strong>Agent</strong> has the mindset and sales<br />
skills to be able to defend their value in the<br />
marketplace. One of the most significant<br />
challenges facing <strong>Agent</strong>s is the constant downward<br />
pressure on real estate fees. We have seen an erosion<br />
of fees charged by <strong>Agent</strong>s and companies at epic<br />
proportions.<br />
A Champion <strong>Agent</strong> clearly understands what they are<br />
worth and doesn’t need to adjust their fees to attract<br />
clients. There are millions of prospects you can work<br />
with if you are willing to work for free. The number of<br />
potential prospects is unlimited. I could book myself to<br />
speak every day of every year if I was willing to speak<br />
for a lower fee or, in essence, give away my intellectual<br />
property for free. It doesn’t take much skill to attract<br />
clients and prospects if your sole reason for attraction<br />
is price related.<br />
The purpose of a service business is to provide service<br />
for compensation, and Real Estate <strong>Agent</strong>s are in a<br />
service business. I assume that we all are providing<br />
some level of service that is valuable to consumers<br />
in the marketplace. The key issue is then, for what<br />
compensation? The discounter’s main strategy is to<br />
declare that we are all the same; we all provide the same<br />
level of service; there is no difference between them<br />
and the full commission level Brokers. I would call that<br />
the Southwest Airlines argument or the Charles Schwab<br />
argument. Extrapolating that theory to real estate is<br />
ludicrous.<br />
The media often uses the analogy of the financial<br />
services industry or insurance industry to illustrate<br />
their point of how fees have decreased based on the<br />
technological advances in the world. To compare a<br />
stock transaction, life insurance policy, or airline seat<br />
E A<br />
KNOWING WHY YOU ARE<br />
WORTH WHAT YOU CHARGE<br />
By Dirk Zeller<br />
The way a Champion <strong>Agent</strong> combats the erosion of fees is<br />
not to lower their fees to compete. It’s to raise their own<br />
personal conviction of the value of their services<br />
in the marketplace.<br />
from LA to Boston with the services of a Real Estate<br />
<strong>Agent</strong> is inaccurate.<br />
If you decide to buy 1,000 shares of Microsoft stock,<br />
those 1,000 shares are exactly the same whether you<br />
purchase them from Merrill Lynch, Charles Schwab,<br />
any other brokerage firm, or do it yourself online. The<br />
shares of Microsoft are truly a commodity. An airline<br />
ticket for a trip from LAX to BOS is just a seat on a<br />
plane leaving on a certain day at a certain time from<br />
one location to another. There are subtle differences<br />
between Southwest, United, and American Airlines.<br />
It’s merely an airplane seat or a commodity. While<br />
many consumers view our service as a commodity and<br />
discounters try to portray our service as Real Estate<br />
<strong>Agent</strong>s as a commodity . . . it’s not.<br />
A commodity is something that is selected for use or<br />
purchase solely based on price. For most human beings, a<br />
bushel of wheat, 2 lbs. of<br />
Gala apples, a gallon of<br />
milk are all commodities.<br />
The brand name or store<br />
you purchase it from<br />
matters very little to<br />
us. Prescription drugs<br />
have also gone the way<br />
of commodities. We<br />
often use the generic<br />
equivalent to the name<br />
brand because it costs us less on our co-pay. All of these<br />
are examples of commodities.<br />
The service of a Real Estate <strong>Agent</strong> and the product of a<br />
home are not commodities. Let’s look at the home first.<br />
Any home that you buy could never be equated to<br />
apples, an airline seat, or 1,000 shares of Microsoft.<br />
A home has differences in location, school district,<br />
finish work, lot size, decorating, emotional appeal,<br />
prestige, amenities, floor plan, placement on the lot,<br />
landscaping, color scheme; the list is really endless. All<br />
of these factors converge to determine sales price, future<br />
appreciation, and demand for the home. There are really<br />
far too many variables on a home to ever consider it a<br />
commodity. All of those variables need to be evaluated<br />
by someone – either the Purchaser or Seller or <strong>Agent</strong><br />
they select to represent their interests.<br />
36 <strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong>
E A<br />
As <strong>Agent</strong>s, the service model we use individually is<br />
not a commodity, either. There are differences between<br />
<strong>Agent</strong>s in sales skills, marketing skills, demonstrating<br />
the property skills, negotiation skills, value and pricing<br />
skills, and communication skills. There are differences<br />
in market knowledge, transaction process knowledge,<br />
and inventory knowledge. There are differences in<br />
strategy, philosophy, and track record of results. All of<br />
these differences create greater value for some <strong>Agent</strong>s’<br />
services than others. The way a Champion <strong>Agent</strong><br />
combats the erosion of fees is not to lower their fees to<br />
compete. It’s to raise their own personal conviction of<br />
the value of their services in the marketplace.<br />
Whenever price is the question, value is the answer.<br />
When consumers question your price or fee for service,<br />
what they are really questioning is the value. They are<br />
essentially saying, “I don’t see the value for the fee<br />
you charge.” You don’t win by then lowering your fee<br />
to compete. Most <strong>Agent</strong>s provide more value to the<br />
consumers than we give ourselves credit for. We have<br />
never really attached or defined the value for each of<br />
the services we provide to our clients. The barrier that<br />
exists before one can become a Champion <strong>Agent</strong> who<br />
can charge an upper level fee for their service is belief.<br />
It is believing that your service far exceeds the cost.<br />
It’s your mindset of belief in your value. One way to<br />
enhance your mindset is through regular affirmations of<br />
your value. Being able to say and believe in your value<br />
is one of the initial steps to higher fees and less price<br />
competition.<br />
Dirk Zeller is a sought out speaker, celebrated author<br />
and CEO of Real Estate Champions. His company<br />
trains more than 350,000 <strong>Agent</strong>s worldwide each<br />
year through live events, online training, self-study<br />
programs, and newsletters. The Real Estate community<br />
has embraced and praised his six best-selling books;<br />
Your First Year in Real Estate, Success as a Real<br />
Estate <strong>Agent</strong> for Dummies®, The Champion Real Estate<br />
<strong>Agent</strong>, The Champion Real Estate Team, Telephone<br />
Sales for Dummies®, Successful Time Management for<br />
Dummies®, and over 300 articles in print. To learn<br />
more, please visit: http://www.realestatechampions.<br />
com/.<br />
<strong>Executive</strong><strong>Agent</strong> <strong>Magazine</strong><br />
37
EXECUTIVEAGEN TM<br />
MAGAZINE<br />
EXPOSE<br />
YOURSELF<br />
Many people view the Internet and print publications as opposing broadcast mediums,<br />
however, at <strong>Executive</strong> <strong>Agent</strong> <strong>Magazine</strong> we believe that together they are the most<br />
important tools in building a thoroughly successful branding and marketing<br />
campaign. Through our print and digital publications we help our clients<br />
expose their company and services.<br />
HOW DO YOUR CUSTOMERS<br />
FIND YOU?<br />
FEATURE STORIES:<br />
• <strong>Executive</strong> <strong>Agent</strong> of the Month<br />
• <strong>Agent</strong> Spotlight<br />
• Professional Profile<br />
• Company Profile<br />
• Affiliate Profile<br />
Contact us at: 949.366.3349 or email: info@eamag.net
CARLSBAD Cathedral City Escondido Garner Valley<br />
Indian Wells Indio La Quinta Lake Arrowhead<br />
Palm Desert Palm Springs Rancho Bernardo Rancho Mirage<br />
Rancho Santa Fe Brea San Diego/Solana<br />
Beach Yucca Valley San Diego – Downtown San<br />
Diego / Carmel Valley / La Jolla Rancho Santa Fe/<br />
Fairbanks Ranch Rancho Mirage/The Springs<br />
Rancho Mirage/The Club at Morningside<br />
Palm Springs/<br />
Midtown Palm Springs/South Palm Desert/San Pablo<br />
To learn more about how Windermere can help you increase your business<br />
contact Christine Haynes 714.932.4447<br />
“Locations Throughout Southern California with over 1500 Professional <strong>Agent</strong>s”<br />
Windermere Real Estate / Preferred Living—Andrea Marquez / Owner<br />
135 South State College Boulevard, #110 / Brea, CA 92821 / 714.582.8000 / WindermerePreferred.com