Southern California’s Publication for the Real Estate Professional
Executive Agent of the Month
PARK PLACE ESCROW
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Rates, terms and loan program availability are subject to change without notice. Consumer is subject to specific program qualifications. This is
not an advertisement to extend consumer credit as defined by section 226.2 of Regulation Z. Licensed by California Department of Corporations
CRMLA 4130969. imortgage NMLS ID 3096. All rights reserved. 05/2013. Equal Housing Opportunity.
JUNE, 2013 VOL. 5 NO. 52
16 - Tony Alessandra:
The Best Things In Life
28 - Anne Bachrach:
5 Tips On Making Successful
Commitments That Produce
32 - Chris Widener:
Finding The Right Way To
Motivate Your Employees
PO Box 73384
San Clemente, CA 92673
Ph: (949) 366-3349
Fax: (949) 266-8757
Citiwide Home Loans.......................35
Eagle Home Mortgage.......................43
Executive Agent of the Month
38 - Zig Ziglar:
27 - Dirk Zeller:
Avoiding CMA Mistakes
i Photography Studio.........................11
Kinecta Federal Credit Union...........13
LANDMARK Real Estate................42
Realty ONE Group............................12
The Termite Guy................................24
Park Place Escrow
Lynch Associates RE
Hugo E. Ramirez
Realty ONE Group
Ticor Title Company..........................34
Wells Fargo Home Mortgage...........18
Photography: i Photography Studio,
Ian Wiant, Rob Paino
Graphic Designer: Garon T. Arrias
Editorial Manager: Trudy van
Writers: Lalaena Gonzalez–Figueroa,
© Copyright 2013 -
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
Nominate a fellow REALTOR® to be featured in one of our feature stories; on the cover as
Executive Agent of the Month, or as a special feature story. All candidates must be nominated
by a real estate professional. The selection process includes a questionnaire, personal interview,
reference check and final approval by the Advisory Council. Candidates are evaluated based upon
professionalism, length of service and uniqueness of story, as well as industry and community involvement.
Fax/Email nomination to:
Executive Agent Magazine
Executive Agent of the Month
By Lalaena Gonzalez-Figueroa - Ian Wiant Photographer
With impeccable attention to detail and a clientcentric
approach, Kevin Kim has an uncanny
way of making the business of real estate
seem easy. A diligent professional who has dedicated
his career to providing the utmost in quality care, he has
facilitated consistent success for buyers and sellers who
appreciate his thoughtful representation and thorough
market knowledge. Kevin thrives on the opportunity to
build lasting relationships steeped in trust and respect.
Kevin earned a degree in Biology from UCLA before
pursuing a career in the real estate industry. “I was encouraged
to continue my studies and to become a doctor,” he
explains. “I just didn’t see myself in that field.” Interning
for an appraiser while in college, he gained an early appreciation
for the significance of real estate. Upon graduating
from college he accepted a position with a mortgage brokerage,
where he became well-versed in the loan process.
For five years, he established a thorough knowledge of
the process of packaging, funding and closing loans. And
while he excelled in his work, Kevin acknowledges that
the transactional business wasn’t the right fit for his professional
aspirations. “I felt like I was simply taking orders,”
he recalls. “I wanted to establish face-to-face contact with
people, to get to know them and to help them achieve more
than just their short-term goals.”
In 2007 Kevin acquired his real estate license; a year
later, with the support and encouragement of his wife
Mia, he committed himself full-time to the field. From the
onset, his philosophy of exceptional customer care shaped
his career. “It all started with my first client,” he recalls.
Giving his all to that transaction, Kevin earned the trust
and respect that would drive his ongoing business. Steadily
he expanded his clientele through referrals; each closing
cemented the relationships that he had carefully nurtured.
Early on, Kevin utilized the unique portfolio of skills that
have distinguished him in the field. His knowledge was,
from the onset, a significant resource for buyers and sellers.
“With my appraisal training and loan background, I’ve been
able to help my buyers estimate their purchase power,”
he explains. “During escrow, I’m communicating with
loan officers and ensuring that my clients are on track
with conditions and time frames. This prevents unnecessary
delays due to miscommunication.” While Kevin
is licensed to handle loans, he chooses to focus on real
estate. “I believe in the value of being the master of one
practice, rather than a jack of all trades,” he says. “This
allows my clients to receive the highest quality of service
in every aspect of each transaction.”
He is highly disciplined, operating with a genuine sense
of diligence and a work ethic that was established by his
parents. “They left their home country of Korea to provide
a better life for our family,” reveals Kevin. “Their
sacrifices allowed us to pursue higher education and to
create our own futures.” Kevin’s commitment to excellence
is unwavering; as a real estate professional he takes
to heart the impact that a home purchase or sale will have
on an individual client. “In most cases we are tapping
into someone’s life savings, assisting them in navigating
one of the largest purchases they will ever make,” he
observes. “That’s an incredible responsibility.”
Kevin’s clients are his partners in the real estate
journey; throughout the process of every purchase or sale
he offers education and information that will assist them
in the decision-making process. “They know that they can
trust me,” he says. “That trust is critical to establishing
successful relationships. At the end of the day, it’s a
house that we’re buying or selling. But until then, there
are meetings and conversations, questions and answers
that are integral to the achievement of those big-picture
His full-service approach defines the way that Kevin
works with buyers, sellers and investors. “I work with
a maximum of ten buyers at once,” he reveals. “This
allows me to maintain a sense of energy and purpose for
each client’s distinct wants and needs, and to provide
my highest level of service to every individual.” When
repeat, referral and new business exceed his professional
model, Kevin taps into his referral database of likeminded
agents. “It’s truly about quality, ensuring that my
clients’ needs are consistently met,” he says. “I want to
earn five-star reviews every time; when the best option
for my client is to work with another great agent, I’m
happy to make that introduction.”
As a listing specialist, Kevin is highly adept at preparing
and staging properties to show to their fullest
potential. He has sold homes from San Clemente to
Downey. “I’m well-versed in the markets throughout
Orange and Los Angeles Counties,” he explains. “This
broad-based knowledge allows me to effectively price
and market each property for maximum results.” The
depths of his appraisal experience are utilized with
sellers as well as investors. “I have a solid understanding
of comparable values, which allows me to price houses
effectively as well as to provide my investors with realistic
data designed to assist them in determining value
versus cost,” Kevin says. “This information may better
equip them in assembling long-term portfolios or in
selecting options intended for resale.”
Fluent in Korean, Kevin notes that he enjoys the
opportunity to work with a spectrum of clients that
includes first-time buyers, experienced sellers and savvy
President Abe Lim of Landmark Real Estate and Kevin Kim
Client Jemi Kim describes Kevin as, “Meticulous
about details and follow-through, and staying on top of
every aspect of the buying and selling process.” When
she and her husband worked with Kevin on a condo sale
and home purchase, she notes, “Whenever I called or
emailed Kevin, he responded within 24 hours, most of
the time responding within the hour. Kevin has a very
strong intuition which, I think, makes him very gifted at
what he does. He also loves what he does. He gave us
sound advice, suggestions, and recommendations that we
followed because we trusted him wholeheartedly.”
Jemi continues, “My husband and I could not have had
a smoother process. Kevin cares about his clients, and
knows that he is dealing with people’s life savings and
hard-earned money. He does not take this responsibility
lightly. In fact, he places great pressure on himself to
make sure his clients get the most bang for their buck; he
certainly did this for us.”
Kevin continues to improve upon his business skills
and market knowledge, investing in ongoing education
and training to best meet the evolving needs of his
clientele. While his professional commitments run deep,
he creates balance in time with Mia and through
volunteerism. Kevin serves on the Board of Directors
of Solidarity, a Fullerton-based non-profit organization
addressing a variety of community needs.
His real estate career is thriving, and Kevin reflects
upon the efforts that have yielded remarkable results.
“My father once told me, ‘Never chase money; let it
chase you,’” he muses. “As time has gone on, I have
shaped my business approach around this philosophy.
This isn’t about a single transaction. Great client care has
allowed me to grow through referral and repeat business.
My top priority is to facilitate an outstanding experience
for every person.”
Landmark Real Estate
1 City Blvd. West, Ste. 730
Orange, CA 92868
DRE # 01845504
Moving in. A day to remember.
Kinecta can help you find the right home loan to ensure
your client’s special day is a memorable one.
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Mil. on condos.
‣ 3% Down on Conforming purchases
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up to $250,000 over FHFA limits
‣ Asset Utilization – use portion of
liquid assets as qualifying income
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we fund on time or we pay
We also offer Homebuyer Workshops where you can meet potential clients, along with exclusive Realtor Performance
Seminars with industry experts. Check out our special Realtor web page at www.kinecta.org/realtor for more information.
Contact Kinecta for more info!
Mgr., Mortgage Loan Sales
cell: 949.439.0460 | tel: 310.643.3399
firstname.lastname@example.org | NMLS #465199
Orange County Mortgage Center
4041 MacArthur Blvd., Suite 100 • Newport Beach, CA 92660
The Kinecta Difference: Not-for-profit • Member-owned • Over 70 years in business
Terms and conditions subject to change. All loans subject to credit approval. Information is intended for Mortgage and Real Estate professionals only and not intended for consumer use as
defined by Section 1026.2 of Regulation Z, which implements the Truth-In-Lending Act. The guidelines are subject to change without notice and are subject to Kinecta Federal Credit Union
underwriting guidelines and all applicable federal and state rules and regulations. 12358-04/13
A Full-Service Real Estate Professional
By Lalaena Gonzalez-Figueroa
With a clientele that includes residential buyers
and sellers as well as investors, Jeff Hale has
proven himself to be an astute real estate
professional with natural leadership skills. In over a
decade of corporate management with an internationally-known
company, he thrived in the opportunity to
make the tough calls. “I loved the responsibility and
accountability that came with my position,” he reveals.
He continues the trend in real estate, where he acts as
a trusted resource and guide for each client.
Jeff employs a value-added approach to his business,
and always aims for the successful outcome.
“There’s no way to describe the satisfaction of seeing
my client smile at the end of a transaction,” he
explains. “It’s an amazing reward to be a part of the
life-changing process of buying or selling real estate.”
In an industry that is at once highly standardized
and nebulous, professionals like Jeff differentiate
themselves through service that is tailored to the
unique needs of individual clients. Open communication
is the conductor for successful business; years
of experience have solidified Jeff’s belief that no two
transactions are alike. “This is an intense process with
many moving parts, with timelines and deadlines that
are critical to the well-being of the parties involved,”
he observes. “I’m incredibly careful with my business
and my clients; there are always challenges and every
deal is different. Thanks to my experience, though, I’m
better able to navigate the process proactively which
greatly reduces the chance for unexpected issues to
Jeff’s personal touch makes the difference in his
business, though he has also invested in the use of
technology for efficiency and client convenience. His
IT knowledge is an invaluable element to his real
estate model, allowing him to create systems and
processes designed for his clients’ ease of use.
He is a dedicated professional, but Jeff is also a
talented musician who sings and plays the guitar.
“I spent time in Hollywood, writing great songs with
great people,” he reveals. Today, he continues to
entertain as the manager and member of Back to
the 80s, a popular tribute band that plays local gigs
throughout Southern California. He volunteers his
time with the Saddleback School System as well.
Jeff looks forward to continued success, and to
nurturing the professional relationships that so often
evolve into true friendships. With upwards of 40%
of his business stemming from repeat and referral
clients, he thrives on the opportunity to make a difference
in the lives of others.
CENTURY 21 Beachside, Realtors®
27802 Vista Del Lago
Mission Viejo, CA 92692
DRE # 01416036
Jeff’s business has been designed with an emphasis
on the value of teamwork. An extended network of
industry professionals enhances the level of service
he provides to buyers, sellers and investors. “As a
full-service agent, I strive to maximize value to my
clients throughout the course of every transaction
and beyond,” he says. “I’ve amassed a wonderful
group of individuals who value business driven by
trust, respect and professionalism.” Among his go-to
specialists are a general contractor and a handyman,
lenders, escrow and title specialists. “When I make a
call, they respond,” he observes. “My extended team
members have become instrumental to my clients’
It’s been said that success is getting what you want, but
happiness is wanting what you get. Or to put it another
way: perspective, next to money, is the easiest thing
So, by all means, seek to increase your charisma. Try
to become the most effective person you can be. Work at
making a good first impression and projecting a positive
image-but also try to retain self-awareness.
Look around you; think how you appear to others; be
alert to the impression you’re creating, or trying to create.
If you try too hard to impress, or make a big to-do of the
grand gesture, or come on too strong or too insensitively,
you’ll often end up creating a negative impression.
The best impression and the surest way to charisma
often just means putting others first. It’s been reported
that one New York cab driver, for example, makes
$30,000 more a year in tips alone than other cabbies.
Why? Because he offers passengers a choice of several
newspapers, cold drinks, or fresh fruit. He asks them what
kind of music they’d prefer, and otherwise does his best
to make his customers comfortable. In hectic, brusque
Manhattan, his small acts of decency make him stand out.
Thus, folks with the most effective images often are those
who are the least obtrusive about it. In fact, sometimes it’s
a simple act or gesture of courtesy-like announcing your
first and last name when you see someone who may possibly
have forgotten them-that burnishes your image, that
really sets you pleasantly apart. Or maybe it’s a short note
of thanks for some favor. Or saying something nice and
genuine about someone in front of his or her boss.
If never made, these gestures probably wouldn’t be
missed; that’s why they’re so obvious when you make
them. In other words, being a genuinely good person, who
cares about others and who does things because they are
the right things to do, may be the ultimate key to increasing
your personal magnetism, or charisma.
Always do right because, as Mark Twain said, that will
gratify some people and astonish the rest.
Dr. Tony Alessandra, CSP, CPAE has authored 13 books,
recorded over 50 audio and video programs, and delivered
over 2,000 keynote speeches since 1976. This article has
been adapted from Dr. Alessandra’s book, Charisma
(Warner books, 1998. Dr. Tony Alessandra is recognized
by Meetings and Conventions Magazine as... “one of
America’s most electrifying speakers.” Copyright© 2003,
Tony Alessandra. All rights reserved. For information
about Tony’s keynote presentations, contact the Frog Pond
at 800.704.FROG(3764) or email email@example.com;
16 ExecutiveAgent Magazine
The Best Things In Life Aren’t Things
Why Wells Fargo
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• PriorityBuyer ® Preapproval: You’ll know you’re dealing with serious buyers.
Call us today to find out more.
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NMLSR ID 420527
NMLSR ID 453520
NMLSR ID 433497
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NMLSR ID 237058
NMLSR ID 448027
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NMLSR ID 724040
NMLSR ID 473697
NMLSR ID 490888
NMLSR ID 490240
NMLSR ID 840276
NMLSR ID 490895
NMLSR ID 516391
This information is for real estate professionals only and is not intended for
distribution to consumers.
Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. © 2012 Wells
Fargo Bank, N.A. All rights reserved. NMLSR ID 399801. AS981886 3/13-6/13
These agents have already made the Smart Move!
It may be the right time for you to make the
switch as well! Contact Evergreen Realty, HomeSmart
Career Services at 949.753.7888 or http://joinevergreen.net
for complete information.
All inquiries are kept conndential.
I joined Evergreen Realty and I’m so glad I
did! Evergreen offers me everything I need
to help me excel in my business and to
provide me the support I need for my
clients. Evergreen offers great technology
support, great management support, and
a great working environment.
Moving to Evergreen Realty, just over a
year ago, was one of the best decisions I’ve
made in my 25+ year career. The amazing
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technology and training needed to stay
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And over 400 more in 2012!
$ 40 00
hen Brenda Uriarte Avila first got into real
estate, she thought that success would come to
her as it always had. After all, she loved the job,
she had a great personality and worked hard. “I was very
disappointed to find out that it took a lot more than that,”
she laughs. “I realized fairly quickly that it was going to
take a system and a way of marketing that would set me
apart from other real estate agents.”
Undaunted, Brenda created a complex system of farming,
marketing and client-centered service and implemented
it into her daily business. Within three months, Brenda
knew her life would never be the same. “I went from being
an unsuccessful, but friendly real estate agent to being a
top-producing agent in my office,” she says. “That’s the
difference between being motivated and being inspired.”
Hard Work Without a Plan
is Just Hard Work
By Shannon Hartsoe
That was more than ten years ago and today, Brenda is not
only a top-producing agent and broker for Realty Executives
Alliance, she’s also creator of a highly-successful real estate
curriculum for community college students teaching others
how to build success one client at a time.
Brenda is no stranger to hard work. After immigrating
to the United States from Mexico at the age of 13, her
mother wouldn’t let her and her brother play outside until
they had finished their English lessons. As a result, she entered
school with excellent reading and writing skills and
became a top student. But, as she learned, hard work is no
guarantee of success unless that work is focused.
“Otherwise you’re just wasting your time doing the same
work over and over again,” she states. “By focusing on your
strengths and putting systems in place and by treating your
business like a business, you’re much likelier to experience
Brenda entered the profession drawn by the flexibility and
the potential to earn a rewarding living. As a single mother,
her children came first. Encouraged by her mother and
grandmother, (both strong women in their own right) she
decided to try her hand at business. “I needed the flexibility,”
she says. “And there wasn’t any other career out there
that could offer me that the way real estate could. For me, it
was all about being a working mom and real estate gave me
a good avenue for that.”
By building on her strengths – open houses and in-depth
market analysis, Brenda has built a successful business that
keeps her and her listings in the public eye. “Real estate
agents need visibility,” she says. “And we need concrete
goals and plans. Being able to engage the public with a consistent
marketing plan is crucial to building an ongoing client
is different and should be treated as such. Whether it’s a
short sale or a multi-million dollar property, the marketing
plan needs to be tailored.”
She’s also passionate about her company.
“When I was first approached by owner Debi Sugden my
business was growing stagnate at a big name real estate
company,” she acknowledges. “Once I met Debi and heard
about her philosophy of business I knew I could help make
a difference. Here I’m a part of something bigger instead
of just being one of many putting in hours each day.”
In 2012, Brenda won the Chairman’s Award for production
and credits her supportive office environment. “They
believe in me,” she says. “And I know that I can take the
things I’ve learned over the years and put them to use.”
“And of course my family. I wouldn’t be who I am today
without the help of my mother, grandmother and my
brother. They’ve always told me I could be anything and
they were right.”
Brenda Uriarte Avila, GRI, CDPE
Realty Executives Alliance
5252 Orange Ave. #106
Cypress, CA 90630
Direct: (714) 474-5123
eFax: (714) 276-9676
DRE # 01141420
One way Brenda does this is through her unique approach
to open houses. For her, an open house is not just a
way to garner the attention of the buying public, but a fullfledged
event. “I’ll get the neighbors involved, I have relationships
with vendors who help me create a lot of buzz
around my listing and generate traffic.” She also creates
listing presentations specific to the listing. “Every listing
Your Partner in Success
By Lalaena Gonzalez-Figueroa
His strategic business approach and client-centric
focus have allowed Mark Martinez to cultivate a
thriving clientele throughout Southern California. As
a senior loan consultant with imortgage, he offers exceptional
customer care backed by the company’s promise to offer a
loan product for every home.
Mark was working in curriculum development when
he was recruited into the lending industry. He was fluent
in Spanish, with exceptional organizational skills and an
ability to readily connect with a range of personalities.
Early on, he says, he knew he had found his niche. “I
began to build a base of clients even while I was an assistant,”
he recalls. “And I truly enjoyed the opportunity to
help others achieve their goals of home ownership.”
His diligence has allowed Mark – and his clients – to
combat the challenges posed by a transitioning marketplace.
“There are frustrations that arise,” he explains.
“When obstacles present themselves, we find motivation
and move forward.” This philosophy applies to his own
career as well as the transactions he helps to facilitate. In
the end, it’s Mark’s ability to achieve successful resolution
that has earned him the respect and trust of clients,
colleagues and industry partners.
As an active real estate professional, Elizabeth Willahan
has established relationships with a number of knowledgeable
mortgage professionals. But when the time came to
purchase her own home, Mark was her lender of choice.
“There are many individuals out there who lack followthrough,
or who make promises they simply can’t keep,”
she observes. “When Mark says he’s going to do something,
he does it. He offers uncompromising attention to
detail and is incredibly thorough in securing the information
necessary to achieve a successful closing.” His
knowledge and can-do approach, she adds, make a difference.
“Mark is incredibly reliable,” notes Willahan, who
has referred him beyond her own clientele. “He actually
saved a transaction on a listing I was representing. When
the buyers, in the middle of the process, were told that
they didn’t actually qualify for their loan, Mark was able
to step in and make it happen. Not only did he prevent the
sale from falling through, but he also kept us on track with
the original closing date! He knows what he’s doing and
that’s why I chose to be his client. I trust him and know
that he’s working with my best interests in mind.”
Mark creates an individualized plan for each of his clients,
based upon their unique long- and short-term goals.
In-depth communication allows him to understand their
wants and needs, and to establish a systematic course of
action designed to maximize efficacy throughout the process.
“My focus,” he says, “is to help my clients get where
they need to be.”
His efforts are backed by the support and products available
through imortgage, a rapidly-expanding organization
that adheres to a service-based model. The company
provides a refined business platform that allows mortgage
consultants and their clients to take advantage of
streamlined, highly-systematized processes. “Every day,”
remarks Mark, “I’m updated on the status of a given transaction
or application. The responsiveness of imortgage is
very complimentary to my proactive style of business.”
His assistant, Gloria Knutson, adds value to his business
as well. “She’ hands-on, really professional and offers
great customer service to my clients and business partners,”
Mark works with a diverse client base that spans from
first-time to high-end buyers and investors, with products
providing up to $2 million. He excels at identifying and
implementing creative solutions for challenging transactions,
thoughtfully packaging loans in order to consistently
garner approvals. He adds significant value to his professional
partners, as well, supporting them in maximizing
their business potential.
While Mark is actively involved in recruiting and
management with imortgage, he acknowledges that his
greatest professional rewards hail from the successes of
his consumer and industry-based clientele. “I love being
able to contribute to the process, to seeing people realize
their dreams,” he reflects. “It’s an amazing opportunity to
help others accomplish their goals.”
Mark Martinez, Sales Manager
2099 State College Blvd., Suite 102
Anaheim, CA 92806
NMLS ID 302745
imortgage is licensed by the California Department of Corporations
CRMLA 4130969, NMLS 3096. Equal housing lender. 06/2013
The PWR Charity Foundation recently launched “Opening Doors for the Men & Women in
Uniform.” This program will provide any qualified United States Armed Forces veteran with cash
for costs not covered by a VA loan in their home buying transaction.
July 23, 2013
Anaheim Hills Golf Course
6501 East Nohl Ranch Road, Anaheim, CA
Per Player. Includes:
Events include: Best Ball, Putting Contest,
Closest to the Pin Contest, Longest Drive Contest
8:30 am - Shotgun Start
1:30 pm - Awards Luncheon
All Tournament Amenities
Not a Golfer? Join us for lunch only! ($40)
To Sign Up or Sponsor...
Contact Joey Vargas at 714.245.5555 / firstname.lastname@example.org
or go online at www.pwr.net/pwrcharity/golf
Call Lalaine Castillo at 714.245.5530 or email@example.com
By Dirk Zeller
Agents make three major mistakes in the CMA
preparation process: They work to establish a high
sales price, they include too many comparable
homes in their comparison, and they overemphasize the
price per square foot. Here’s how to avoid the traps:
Overpricing. If you approach a CMA with the desire
to establish the highest sales price for the Seller, more
likely than not, you’ll end up with an overpriced
listing. Remember, the goal of a CMA is to determine a
demonstrated indication of the true current value of the
home. You’re not looking to develop an opinion of what a
Buyer might view as a reasonable value. You’re working
with facts to arrive at an objective, accurate valuation.
Explain the purpose of the CMA to your Seller and
achieve a meeting of minds that you are not working
to justify the highest price but rather to reflect market
conditions and arrive at an accurate value in order to
present and sell the house in a timely manner.
arrive at this figure by taking a sale or listing price and
dividing it by the home’s square footage. For instance, a
1,500 sq. ft. home listed at $425,000 has a $283.33 price
per square foot.
I personally believe price per square foot has a limited
effect on value. For one thing, it doesn’t account for
the quality of a home – the quality of the finish work,
the baseboards and casings and moldings, the marble
floors, granite countertops, elegant appliances, top-grade
bathroom fixtures, and landscaping extras. It doesn’t take
into account such factors as stone exterior, paved patios,
extra garages, or architectural design features. Price per
square foot treats each home like a box on a plain vanilla
lot. It doesn’t evaluate anything that really makes a house
a house. Yet Agents and consumers use the calculation
as if it were gospel – often using it to defend low offers
– when in reality a long list of other factors make the
price per square foot calculation either meaningless or
Presenting too many comps. I’ve seen Agent-produced
CMAs that include 15 or 20 comparable homes in each
category: sold, pending, active, and expired. Do the
math – the result is up to 80 home prices to review and
enough information to confuse even the most analytical
Seller. Beyond confusion, many Sellers latch onto the
most unreasonably priced home in the review, wondering
why they shouldn’t at least start at the price the people on
Mulberry got, even though its price is $20,000 over current
market value. Here’s my advice: Once you select four to
six comps for each category, stop gathering information
and begin assembling your CMA into final form
Putting too much emphasis on “price per square foot”
findings. When comparing prices, Agents often calculate
the price per square foot of comparable properties. They
Dirk Zeller is recognized as the premier coach for
the real estate industry. He is one of the most sought
after speakers and authors for high volume production
while attaining life balance in the real estate industry.
Dirk is the President of Real Estate Champions. Real
Estate Champions provides exceptional business and
developmental training to real estate agents and managers
through cutting edge coaching programs and seminars
including the “Four Day Work Week System Program.”
Visit their web site at Real Estate Champions. © 2010,
Dirk Zeller. All rights reserved. For information contact
FrogPond at 800.704.FROG(3764) or email susie@
ExecutiveAgent Magazine 27
5 Tips On Making Successful
Commitments That Produce Results
By Anne Bachrach
Most of us cringe when we hear the word “commitment”
because we associate it with feelings
of sacrifice. Our commitments fail because we
get caught up in the struggle of trying to change where life
seems to be taking us and where we want to go. Our every
day habits consume our thoughts - leaving no room for
thoughts of why we started the process in the first place.
The diet becomes a struggle between exercise and chocolate
cake; the budget becomes a struggle between spending
and saving, so on and so on.
The struggle ends up consuming us and we give up
trying to change because it’s just too hard. What we
thought would be efforts to lead us to a new life, end
up being just a temporary change. We’ve tried before
and failed again, and the conclusion comes down to a
discouraged excuse - I just couldn’t do it, I didn’t have
time, or it was too hard.
The truth is making a successful commitment is nothing
more than making a choice to create a desired future
outcome. You may say that people who stick to their
commitments are an exception, and you are definitely
not one of those people. Well, I’m here to tell you that
commitments are not personality specific. Each of us has
the capability to set successful commitments. So now
you’re saying, if that’s the case, why do so many of us
fail? Because most people don’t know how to make the
decisions that create successful commitment.
1. Commitment is Nothing More Than Choice
You are choosing your desired future outcome over
your current reality. If you really want to lose weight, then
you choose to be fit. If you really want to save money for
a down payment on a house, then you choose to budget.
That’s it - you just made a choice! The chocolate cake
and new shoes didn’t even enter your mind because they
aren’t what you really want. What you really want is to
be fit, or to own your own home. Once you choose your
desired future outcome, you remove the struggle that leads
2. Instant Gratification vs. Future Outcome
Do you want your new home or those new shoes?
Successful commitment relies on the individual steps
between your current reality and your goal. Make every
step count, and you will get there faster and easier. Instant
gratifications shouldn’t even enter your mind. The only
thing you should be focused on is your future outcome,
and it should mean more to you than momentary desire
for instant gratification. By holding your future clear in
your mind, you will make the right decisions to support
3. Success Relies on 100% Commitment
It’s easy to make excuses and exceptions, but it’s harder
to get back on track once you’ve made room for them.
Successful goal achievement requires 100% commitment.
Not 99%, not even 99.9%. Making exceptions sets you up
for failure and makes it harder to stay on track. Decide
what you can commit to and stick to it - no excuses, no
exceptions. You’ll find that 100% commitment is actually
easier than 99.9%, because you remove distractions, and
the emotion around them. When you can focus solely on
your goal, not your distractions, it will be easier to stay
4. Casual Interest or Complete Dedication
You might be interested in the study of law, but are you
committed to becoming a lawyer? You might be interested
in losing weight, but are you committed to being fit and
healthy? You might be interested in saving money for
a down payment on a house, but are you committed to a
budget? These are all questions to ask when committing
to a goal. Your level of desire will determine your results -
period. If you only have an interest in something, it will be
easier to let it go. However, if you really want something,
you will be committed to creating it.
5. Visualize Your Goal
Visualization is powerful and will support your efforts.
Spend a few moments every day, in the morning and
evening, visualizing your desired outcome. Imagine it as
if you were already there. Feel how good you feel, and
completely immerse yourself in the smell and sounds of
the environment. When you are able to focus on the end
result instead of momentary temptation, you will make the
right choices that support your desired outcome.
If you’ve tried and failed in past commitments, it doesn’t
matter. The past is the past, and you are a different person
today. Starting right now, you are now armed with the
28 ExecutiveAgent Magazine
strength and the tools you need to successfully commit to
creating your desired future outcome.
There is a difference between interest and commitment.
When you’re interested in doing something, you do it
only when it’s convenient. When you’re committed to
something, you accept no excuses, only results.
Author of over 30 books, including the best-seller, The
One Minute Manager
Anne M. Bachrach is President of A.M. Enterprises in San
Diego, CA. Anne has 23 years of experience training and
coaching. The objective is to do more business in less time
through maximizing people’s true potential, and ultimately
leading them to an even better quality of life. For more
information on our services and learning tools, and to take
advantage of at least 9 FREE life quality resources, visit
www.AccountabilityCoach.com or click this link (http://
AccountabilityCoach.com/signupa). ©2008 Anne Bachrach.
All rights reserved. For information contact FrogPond
at 800.704.FROG(3764) or email susie@FrogPond.com;
By Lalaena Gonzalez-Figueroa - Ian Wiant Photographer
Greg Fonseca, Stuart Campbell, Claudia Quintanilla
Outstanding Service, Exceptional Results
At the heart of every real estate transaction,
escrow is a service that simply cannot be left
to chance. At Park Place Escrow, Inc. every
detail is thoughtfully coordinated to ensure that clients
experience a process that runs as smoothly and
effectively as possible.
Created with an emphasis on bridging the gap
between traditional escrow services, Park Place
Escrow, Inc. has adapted to meet the changing needs
of an increasingly savvy and demanding marketplace.
With comprehensive real estate experience, founding
partners Greg Fonseca and Stuart Campbell utilize
in-depth knowledge of the elements required to facilitate
successful real estate transactions. The duo, who
once owned an asset management company that
oversaw several thousand properties, are well-versed
in an array of market niches. “In addition to REO
and asset management we have been involved in
mortgages; traditional equity sales of residential, residential
income and commercial properties; and 1031
exchanges,” says Greg. “At Park Place Escrow, Inc.
we understand the needs of a diverse consumer base
from a practical point of view.”
Communication is critical to a smooth escrow process;
it’s also the challenge too many agents and
their clients encounter when working with their escrow
providers. Park Place Escrow, Inc. has addressed
this issue with a systematized structure that ensures
timely responses to important inquiries and tasks. “We
have empowered our escrow officers to personally
oversee their transactions,” explains Stuart. “In-house
teams work together to maintain a flow of information,
but when one point-of-contact is available to address
questions and issues, it makes a difference.”
Thorough support systems have been implemented
to ensure a quality process beyond traditional business
hours, as well. Business Development Specialist
Claudia Quintanilla acts as an invaluable liaison
between clients and escrow specialists to provide
24-hour service, seven days a week. “Claudia is
integral to our success,” remarks Greg. “She’s excellent
at handling situations and assisting individuals in
resolving any issues that may arise.”
Notes Claudia, “Our clients love our excellent communication
and our rapid turnaround times. We are
all committed to building and nurturing great client
relationships, and that has consistently shone in our
quality of services.”
Park Place Escrow, Inc. is dedicated to meeting
the needs of a culturally diverse marketplace, as
well. With specialists fluent in English, Spanish and
Vietnamese, the organization has successfully aligned
itself with real estate professionals serving a range of
consumer clients. Experienced and knowledgeable
escrow officers and assistants work well with their
collegial partners which include loan officers and processors,
title company personnel, real estate agents,
transaction coordinators and consumers.
“We pride ourselves on our uncompromising level
of services,” says Greg. “At Park Place Escrow, Inc.
we do not waver from our commitment of excellence.”
As the real estate industry continues to evolve,
Park Place Escrow, Inc. welcomes opportunities to
adapt accordingly. In an increasingly technologicallydriven
marketplace, paperless transactions are one
significant option. “We are constantly exploring and
evaluating systems that will promote fluidity, convenience
and security for our clients,” Stuart notes.
“Our technological initiative is an investment in our
future and in our clients’ ongoing business success.”
Park Place Escrow, Inc.
2300 East Katella, #300
Anaheim, CA 92806
32 ExecutiveAgent Magazine
Finding The Right Way To
Motivate Your Employees
Zig Ziglar says that there are three main ways to motivate
people in general and employees specifically.
They are fear, incentives and growth. Let’s take a
look at each one.
Fear. This is not good. Number one, it is not right, and
number two, it does not work well in the long run and is
not good for the overall health of the organization. Yet, still
there are people who use it. They make blatant or veiled
threats in order to get people to work. There is a better way.
Incentives. John Maxwell says that “What gets rewarded,
gets done.” This is the technique that says, “If you do this,
then you will get this.” The problem Ziglar sees, and I
concur, is that people will be led this way for a while, and
it will surely be profitable and productive. Yet eventually,
most people come to the end of being driven by incentive.
This is because most people are innately driven by something
• Days off to pursue personal development opportunities.
Invest in your employee’s personal growth and they will
reward you with high motivation!
Chris Widener is the President of Made For Success. He
teaches leaders how to become Extraordinary Leaders.
Chris’ speaking and consulting services have challenged
the best to become optimists, to pursue excellence relentlessly,
and to dream big dreams. Copyright© 2007, Chris
Widener. All rights reserved. For information about Chris’
speaking and consulting services, contact the FrogPond
at 800.704.FROG(3764) or email susie@FrogPond.com;
Growth. Personal growth. Do you ever wonder how the
personal growth industry has gotten so huge? It is because
it scratches an itch that lies within each person. Every
person has within them, a desire to get better.
Now, obviously, some are more in tune with that desire
than others, but each person has it, and it can be a great
First, here is how it does not work. You do not say “If
you do this, then I will give you a personal growth opportunity.”
That is still incentive.
Here is how it does work: You simply make it a core
value of your business or organization that management
will give regular opportunity for personal and professional
growth to all members of the staff.
I say both personal and professional growth very purposely.
There will always be the opportunity and need for
professional growth, and the employees expect that. They
may or may not appreciate it though.
However, personal growth opportunities, given with no
strings attached, will be appreciated, and rewarded with
ultra-motivated employees. Here are some simple ideas:
• A “Family Library” stocked with books and tapes
that help them in their family life.
• A Financial Resources section.
• Any kind of Development Seminar that will benefit
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18302 Irvine Blvd., Suite 100
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People Who Help People
Western Regional Manager
CHL MORTGAGE IS GROWING AND I BECAME A PART IT.
FOR CAREER OPPORTUNITIES:
CONTACT DINO KATSIAMETIS @ 949.720.1616 OR DINO@CHL.CC
4685 MACARTHUR COURT SUITE 170, NEWPORT BEACH, CA 92660
CA DOC # 252733
Corporate NMLS #67180
Open Doors for Agents and Clients
In the center of Lido Village,
down near the water of
Newport Beach sits a bright,
warmly decorated real estate
office. Open and appealing,
with views of the harbor, it
reflects the heart of Lynch
Associates Real Estate –
business should be fun. “I
didn’t want to open an office
that was cold and sterile like
so many corporate offices,”
says broker/owner Carole
Lynch. “I wanted something
that was friendly and inviting
and appealing to both agents
and clients alike.”
Lynch Associates Real Estate
Lynch Associates Real Estate
By Shannon Hartsoe
Before obtaining her real estate license in January of
2000, Lynch was a legal assistant. In that career,
she often found herself helping clients negotiate car
deals or work through difficult housing documents. “Since
I was working with sales so often anyway, and enjoying it,
it seemed like a natural transition for me,” she says. “So I
gave it a whirl.”
Others in real estate warned her – it could often take six
months or more for sales to start trickling in. “I guess I
didn’t listen – I closed seven transactions in my first four
months,” she says with a laugh. “I haven’t really slowed
Her client-first philosophy quickly earned her a reputation
as a trustworthy advocate for buyers and sellers.
Propelled mostly by repeat and referral, Lynch’s business
Lynch went on to win many awards for top production
and obtained her broker’s license. She’s sold houses in
nearly every county in Southern California. But something
was wrong. “I realized I was answering my own questions
far more often than I needed my broker’s advice,”
she notes. She found she enjoyed the challenge of keeping
deals together – often finding answers others had overlooked.
Her own independence coupled with the impersonal
nature and the traditional commission structure of the
national real estate companies left her feeling empty.
Lynch realized she was more than capable of managing her
own clientele without the backing of a corporation.
“I work hard for my clients,” she says. “And I felt like it
was not only important to be able to keep more of what I
earned, but I also wanted to be able to be more flexible and
responsive. None of my clients cared about the name of the
company. They work with me because I work for them.”
In January of 2011, Lynch struck out on her own. Today,
Lynch Associates Real Estate has six agents and a sizable
market share. Even in a challenging economy, the company
is doing well.
“I think the difference is in how we treat clients and how
we work together as a team,” says Lynch. “My agents know
I’m always there for them and, as a result, they are always
there for their clients.” Her ability to persevere makes her
a valuable asset for both her clients and her agents and her
open-door policy means she’s easily accessible.
And she enjoys shaking things up.
Gone is the traditional broker heavy commission split. In
its place is a flat rate, no fee structure that rewards agents
for a job well done. Gone too is the traditional office environment.
A dedicated reception area includes a fireplace
and a welcoming beach theme. If it feels more like a vacation
home than an office, that’s because it’s supposed to.
“I don’t want anyone to be intimidated by doing a real
estate transaction,” says Lynch. “When people walk into
our offices, they automatically feel welcomed. From that
moment on, they know they’re in the right place.”
Lynch Associates Real Estate
3442 Via Oporto, Ste. 103
Newport Beach, CA 92663
Tel: (949) 280-2882
DRE # 01274306
Your Local Real Estate Expert
Providing Comprehensive Real Estate Services to Home Buyers and Sellers
If I were to ask the question, Would you like to improve
your productivity dramatically without working any
longer or any harder? Chances are pretty good that you
would say, “That would be nice! I’d be more effective and
I’d probably get a raise! I might even have more fun in the
Question: How many of you, on the night before the day
you were going on vacation, sat down and wrote out a list
of the things you wanted to be certain to do before you
left work the next day? Chances are extremely good that
most of you would say you had done that. And most of you
would also admit that you managed to complete more than
twice the number of tasks you complete on a normal day.
Now think about this for a moment: If planning your job
on the day before you go on vacation increases your productivity,
doesn’t it make sense that if you were to spend
a few minutes every day before you start your work day
contemplating what is really important and what you really
need to accomplish, that you would have the same great
results? And the chances are excellent – definitely better
than good – that this process will attract favorable attention,
probably leading to more job security, perhaps a raise,
and maybe even a significant promotion.
The reality is, productivity has a direct bearing on profitability,
and all businesses are interested – very much so – in
profits. Profitability comes from loyalty, productivity, and
having a character base from which to work. So as you
ponder this question, I hope you will seriously consider
not only planning your schedule as you prepare to go on
vacation, but that every day you will spend a few minutes
before you go to work planning how you can be more
effective that day
It doesn’t take long to plan; it does take a lot of time not to
plan, because without a plan of action, people will impose on
your time with idle chatter and requests that take you away
from the task at hand. Not only will you be less effective, but
the effectiveness of the people, who take your time for casual
chatter, or in some cases gossip, will be greatly reduced and
everybody, including management and leadership, will be
very unhappy about that.
Chances are good, regardless of the job market, the most
productive people with the right attitude are the ones who
really have more job security, and in most cases a better
income. When you feel good about yourself and your
productivity, you probably will also be performing better
at home. When there is no job related stress you are more
aware of your mate and children, if you are a parent. You
will spend more time being better organized so you can
spend more time having that balanced life that all of us are
really interested in.
Planning for a balanced life will enable you to deal with
the physical, the mental, and the spiritual aspects of your
life. It will also enable you to develop more friendships, and
stronger, better, more lasting relationships. There are many
benefits that go with making the plan a daily part of your
life. Time well spent results in more money to spend, more
money to save, and more time to vacation. It will allow you
to attend more of your children’s ball games or school functions
A plan is always successful if the plan is good. And if
you’ve been on the job for any length of time, you can
develop a better plan of action so that everyone benefits from
it. I’m talking about planning today for tomorrow’s future.
Think about it. I promise you’ll be more productive, happier,
healthier, and have a much better chance for increased
income when you are secure in who you are, where you are,
and what you’re doing. I sincerely hope you’ll take action
immediately to get that plan into your daily life.
Zig Ziglar is a beloved author and America’s motivator.
He is the author of 25 books and offers training and consulting
to organizations all across the globe. To learn more
about Zig and his business visit his website at www.ziglar.
38 ExecutiveAgent Magazine
Hugo E. ramirez
With A Personal Touch
By Lalaena Gonzalez-Figueroa
ith a rich academic background and experience
as a real estate investor, Hugo Ramirez offers
clients the knowledge of a savvy professional
tempered with a commitment to providing exceptional
client care. His focus is on empowering clients through
education, providing individuals with the information and
resources they need to make the right decisions.
A native of Colombia, Hugo earned an undergraduate
degree in Civil Engineering and a Master’s Degree
in Construction Management, which allowed him to
build a successful real estate investment portfolio. “My
wife Constanza, who has a Master’s Degree in Project
Management, is a great partner,” he says. “Together we
have invested in condos, vacant land and single family
houses in the United States and abroad.”
His passion for real estate was ignited at a young age.
Hugo’s parents were also investors who imparted the
importance and value of home and land ownership to
their children. At a young age Hugo was enlisted to help
with rental properties; the experience made a tremendous
impact. “I loved it,” he recalls. “I saw real estate as an
opportunity to build wealth, but also to help others in
achieving their dreams.”
Hugo transitioned his business to Realty ONE Group in
February 2013, helping to open the Mission Viejo branch.
The company’s forward-thinking approach, he says, is in
line with his own. “We are focused on conducting solid
business with an emphasis on technology and systems,
which facilitate a smoother transaction,” he explains. “But
at the heart of our business are the individual needs of our
He works with buyers and sellers, focusing primarily
on residential and residential income properties, though
he is adept at handling commercial transactions as well.
And while many of his clients are involved in the regional
markets spanning from San Diego to Bakersfield, Hugo has
established himself as professionally skilled at managing
national and international transactions as well. “I work
with a number of clients throughout Nevada, Florida, South
America and Asia,” he reveals.
Exceptional communication solidifies the platform upon
which his business has been built. Hugo is a critical thinker
who facilely connects with a range of personalities and
cultures. “I am adaptable, which is critical in our industry,”
he acknowledges. “With every client, I am examining the
best way to cultivate great relationships that will allow us
to achieve my client’s distinct goals.” Bilingual in English
and Spanish, Hugo appreciates the opportunity to work
with a range of individuals from first-time buyers to seasoned
While he readily tailors his approach to each client’s
unique needs, there are unwavering constants in Hugo’s
business methodology. His attention to detail is impeccable,
evident not only throughout the course of a given
transaction, but also in the scope of his business as a whole.
Committed to providing top-notch customer service, he
has painstakingly examined his business in order to consistently
improve upon the client experience. “I want to
make a difference,” he says. “Going the extra mile, doing
whatever I can to alleviate stress and facilitate a successful
transaction, that’s my primary objective.” Hugo has refined
his approach accordingly, establishing processes designed
to bridge service gaps and ensure that clients aren’t left
out of the loop at any stage during their transactions. It’s
a level of customer service that differentiates Hugo within
his field, and one that has his clients raving.
Hugo, who previously managed marketing efforts at his
engineering firm, creates strategic advertising and marketing
campaigns for his listings in print and online. He
has cultivated solid collegial relationships which helps to
facilitate smoother and more efficient transactions.
His business continues to thrive, and Hugo creates balance
through time with family and volunteerism. He and
Constanza are the proud parents to two successful young
men. The couple is involved in Santa Ana’s Home for
Joshua, which serves the local community. “Every three
weeks we purchase groceries, cook and serve breakfast to
individuals who are homeless,” Hugo says. “It’s a great
opportunity to give back.”
Hugo looks forward to continuing to meet the needs of
his diverse clientele.
Realty ONE Group
25910 Acero 120
Mission Viejo, CA 92691
DRE # 01904090
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