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EXECUTIVEAGEN TM 

MAGAZINE 

Southern California’s Publication for the Real Estate Professional 

LEESA 

NGUYEN 

Century 21 Olympic Team 

INSIDE FEATURES: 

DARLEEN CENTALA 

First Team Real Estate 

EFFICIENT ESCROW 

Company Profile 

LEI HEBEL 

Century 21 Beachside 

NEIL TORQUATO 

Ticor Title Company

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contents 

ExecutiveAgent Magazine 

JANUARY, 2011 VOL. 3 NO. 1 

Cover Story 

Editorials 

LEESA NGUYEN 


14 

Darleen Centala 


5 

32 - Bill Brooks: 

The Role of Positive Thinking 

On Your Sales Career and Life 

18 - Bob Corcoran: 

Why Some Agents Sell More 

Than You 

20 - Carla Cross: 

Is your GPS Set for 2011 

36 - Dirk Zeller: 

Business Plan 

22 - Paul Lemberg: 

Surviving Survival 

24 - Verl Workman: 

Attitude 

Fred Arrias 

Executive Publisher 

2929 Calle Frontera 

San Clemente, CA 92673 

Ph: (949) 366-3349 

Fax: (949) 266-8757 

info@executiveagentmag.com 

www.ExecutiveAgentMag.com 

ADVERTISERS’ INDEX 

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

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

Efficient Services Escrow.................34 

Errol Higgins Photography...............29 

High Tech Lending............................35 

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

PWAOR.....................................19 

Realty ONE Group...................38 & 39 

Seven Gables Real Estate.................12 

The Termite Guy................................25 

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

30 

Efficient Escrow 

Company Profile 

16 

Lei Hebel 

Century 21 Beachside 

26 

Neil Torquato 

Ticor Title Company 

8 

Photography: Errol Higgins, Ian Wiant, 

Rob Paino 

Graphic Designer: Charlene Pokorny, 

Crystal Arrias 

Editorial Manager: Garon Arrias 

Production Director: Trudy Van 

Writers: Lalaena Gonzalez–Figueroa, 

Shannon Hartsoe 

© Copyright 2011 

Executive Agent Magazine. All rights reserved. 

Reproduction in whole or in part without 

written permission is prohibited. Although 

every precaution is taken to ensure accuracy of 

published materials, Executive Agent Magazine 

cannot be held responsible for opinions 

expressed or facts supplied by its authors. 

ExecutiveAgent Magazine 3

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Cover Story 

LEESA 

NGUYEN 


ExecutiveAgent Magazine

L EESA 

N GUYEN 

and an understanding of the needs of the 

market have all been defining factors. 

“This is a one-stop shop, created to meet 

the needs of real estate professionals and 

their customers,” she says. “In addition to 

seeking out opportunities for my business, I 

have always focused on listening to agents 

and clients. By incorporating their ideas 

into my business, I have been able to create 

a system that works on many levels.” 

Leesa’s foray into real estate came after she 

earned a B.S. in Management Information 

Systems. Though her experience with the 

industry was minimal – she worked as 

a receptionist in a brokerage during her 

senior year of college – she recognized the 

opportunities that the field presented. “I 

talked to other agents, who were always 

enthusiastic about their work,” she recalls. 

“I felt like I would be a good fit.” 

Leesa Nguyen and Century 21 Olympic 

Team: Building a Real Estate Empire, 

One Client at a Time 

By 1991 Leesa had opened an independent 

brokerage and was focused on continuing 

to build her own book of business while 

simultaneously growing the firm. Once the 

office began to flourish, her professional 

vision expanded. “As an active agent, I saw 

the benefit to opening a mortgage division,” 

she explains. And so Superior Mortgage 

came to fruition. 

By Lalaena Gonzalez-Figueroa - Errol Higgins Photography 

D 

iscussing her success in the real estate industry, 

broker/owner Leesa Nguyen is characteristically 

modest about the entire process. In summing 

up her own accomplishments, the result of years of 

dedicated efforts and a focused determination, she 

simply says, “I went out, worked hard, and loved it.” 

There’s more than just hard work behind Leesa’s 

CENTURY 21 Olympic Team empire, a thriving 

real estate system that includes a brokerage handling 

commercial and residential transactions, a mortgage 

company and an escrow firm. Ingenuity, an ability to 

successfully identify solutions to business challenges, 

It wasn’t long before Leesa capitalized 

on another business opportunity, forming 

an in-house escrow department within her 

brokerage. Under her detail-oriented leadership, the 

department grew of its own accord. In a short period of 

time, the small division was re-launched as an independent 

escrow company. As business continued to grow, so did 

Leesa’s dream. Armed with the gift of foresight and a 

can-do attitude, she began to explore commercial options 

for her brokerage. A series of moves ensued; from her 

beginnings in a 1,000 sq ft office, to a more spacious 

3,000 sq. ft. location, she sought to provide her agents 

and their clients with comfortable, well-appointed office 

space. In 2005 CENTURY 21 Olympic Team relocated 

to a new building, a stunning 8,000 sq. ft. property 

conveniently located in the heart of Little Saigon that 

comfortably houses the entire real estate group and offers 

plenty of room to grow. 


CENTURY 21 Olympic Team: A Great Place for 

Business 

Today the CENTURY 21 Olympic Team is enjoying 

the opportunity to engage in business that is clientcentric, 

while taking advantage of an excellent system 

of technology and tools designed to assist agents in 

accomplishing professional growth. Leesa is focused on 

her role as broker, mentor and friend to her agents and 

staff, ensuring that they are provided with the support 

they need to sustain and develop their businesses. From 

big picture ideas to the smallest of details, she strives to 

maintain a business model that makes a difference. 

Support staff at CENTURY 21 Olympic Team 

includes a full time administrator, file coordinator and 

a receptionist present six days a week. Agents aren’t 

given floor time; Leesa explains, “Licensed real estate 

professionals don’t need to act in administrative positions 

for the entire office. An upcall schedule ensures that all 

agents are given the opportunity to capture new clients, 

while allowing them to do what they do best: assist 

their customers and develop their presence within the 

community.” 

Within the CENTURY 21 Olympic Team office 

building, agents, staff and clients appreciate wellappointed, 

custom designed spaces and a family-oriented 

atmosphere. The office was built with the needs of 

agents and their clients in mind; every office is equipped 

with private fax and phone lines, the building features 

Olympic Team 



wireless Internet access, and common spaces blend 

comfort and style in seamless fashion. In addition to an 

ample and welcoming lobby, the building also features 

five spacious conference rooms, a dedicated training 

facility, an open-air patio and a well-equipped break 

room. The layout allows agents, their clients and families 

a comfortable place to conduct business. 

The foundation of any real estate business is only as solid 

as its agents, and CENTURY 21 Olympic Team members 

have access to new information in trends, changes and 

education within the industry. “Our affiliation with 

CENTURY 21 is a tremendous benefit to our agents 

and their clients,” Leesa reveals. “The company offers 

worldwide name recognition and top-notch marketing 

and advertising tools. A range of training systems keep 

agents updated on the latest in the commercial, short sale, 

and REO markets. Our company is an ideal place for 

agents at all levels of their careers, from new licensees 

to seasoned veterans.” CENTURY 21 Olympic Team 

members are also part of an international organization 

that offers specialized programs for luxury and high end 

homes, a worldwide network of real estate professionals 

and a relocation division. 

Leesa is a solid resource for her agents as well, acting 

as a non-competing broker in order to better assist them 

in their professional endeavors. “Regardless of how 

many years you’ve been in the business, questions and 

challenges will arise,” she observes. “I am here to provide 

an objective perspective, to help identify creative and 

effective strategies for the issues agents and their clients 

are facing.” In addition to her daily office presence, Leesa 

also holds formal training sessions once a week, providing 

all of her agents with the opportunity to explore areas of 

concern in depth. 

What truly distinguishes CENTURY 21 Olympic Team, 

though, is its stellar group of real estate professionals. Agents 

are knowledgeable and dependable, and pride themselves 

on the exceptional level of service that they provide to 

their clients on an individual and group level. The awardwinning 

group is comprised of highly dedicated individuals 

who maintain the utmost in professionalism. “I receive 

letters and calls regularly from clients, complimenting our 

agents on their amazing customer care,” reveals Leesa. “I 

believe that our agents are among the best of the best.” 

Consistent production performance coupled with stellar 

client service earns more than client accolades. Many 

of the agents within the CENTURY 21 Olympic Team 

have been honored with various degrees of the company’s 

CENTURION Award, a highly coveted prize recognizing 

top production levels. As a whole, the office has earned 

both the CENTURION Award and the Quality Service 

Award, which is based upon a high percentage of positive 


A diverse group of professionals, the CENTURY 21 Olympic Team 

represents a wealth of languages, cultures and backgrounds 

client feedback. These prestigious honors reflect the 

unwavering commitment and dedicated efforts that 

CENTURY 21 Olympic Team’s agents offer to their 

clientele. 

Fostering a family-friendly and team-oriented approach, 

the CENTURY 21 Olympic Team model encourages the 

building of collegial and social relationships among 

agents and personnel. Once a month, the entire group 

is invited to meet for food, fun and camaraderie. It’s a 

popular element among the members of CENTURY 21 

Olympic Team; Leesa notes that agents have actually 

made appearances during their vacation time, “because 

they said they missed us,” she laughs. “We really are 

like a second home.” 

A well-rounded group of professionals, the CENTURY 

21 Olympic Team represents a wealth of languages, 

cultures and backgrounds. With this diversity comes the 

ability to better serve a range of clients in the residential, 

residential investment and commercial fields. With 

ample room to grow, Leesa reveals that she is excited to 

welcome additional agents to the team. “We are open to 

working with new licensees as well as seasoned veterans 

who are looking for a change,” she reveals. Located in 

an area that serves a diverse population, the brokerage is 

an ideal location for all agents. Ultimately, notes Leesa, 

the company can only get better as it expands with the 

addition of the right individuals. “We are looking for 

people who are dedicated to their profession, who enjoy 

working with others in a team-oriented environment, and 

who have a positive approach and mindset,” she says. 

When she arrived in the United States in 1975, Leesa 

acknowledges that she “started with nothing.” Through 

hard work, a solid vision and the support of her husband, 

she has surpassed her earliest dreams. But don’t expect 

her to stop now. “I tell my agents, ‘When you work 

hard and work smart, the sky’s the limit.’ It was true 

for me and I genuinely believe that the opportunities are 

there for anyone who is dedicated to achieving success.” 

With an amazing team of professionals who echo this 

sentiment, CENTURY 21 Olympic Team will continue 

to offer its clients top-notch real estate representation 

with a personal touch. 


Leesa Nguyen, Broker/Owner 

DRE #00987209 

CENTURY 21 Olympic Team 

9972 Bolsa Avenue, Suite 100 

Westminster, CA 92683 

Telephone: 714-839-2060 

www.CENTURY21OlympicTeam.com 


From Seven Gables Real Estate 

A spark of 

business insight 

from Mike Hickman 

The Ten Percent Advantage 

Professional drivers know. Races are won in the curves, 

not on the straightaway. 

‘The Turn’ 

Truth is that anyone can push the pedal to the metal and 

There are only two speeds 

get up to 200 mph on an arrow-straight road. It takes finesse, 

Win or Lose intuition, skill and an intimate knowledge of your machine to gain 

the upper hand in the curves. 

And that’s where we are right now: the curves. This is 

where we earn our keep. I’m convinced that how we navigate 

these obstacles in the next few months will provide the ground 

work for the coming years. 

We must be bold. Invest and engage. Invest in our data 

base of knowledge and engage our consumers. Maintain constant communication. Aggressively pursue viral 

marketing. Ignore the nay-saying headlines. All they do is muddy the waters and confuse. 

In fact, we can use the points of confusion created by the media to our advantage. Buyers and sellers 

need—deserve—a trusted advisor in real estate. We become more valuable by wading through the confusion and 

understanding where the market is headed. Through the 7G Wire communiqué and 7G Wired, we in management 

provide insight and information every week. But, you’ve gotta be using it. 

Here’s a scenario: two Realtors® show up for a presentation to a potential seller. Identical suits. Identical 

smiles. Identical Droids. The first reels off the tried-and-true spiel and answers questions and objections with 

canned responses. 

The other agent displays an intimate familiarity with the property and its surrounding neighborhood, as 

well as an expertise about sales activity in the area and genuine passion for his/her profession. 

Commissions and listing fees are identical for the two agents. So to the seller, it’s not a matter of price. 

It’s down to value. What agent number two brings to the table cannot be explained purely in terms of dollars and 

cents. Knowledge. It’s what sets us apart. 

If we can be just ten percent ahead of our competition, we will be 100 percent better. And it’s in the snaking 

curves that we have the best opportunity to gain that ten percent advantage. 

The only way to get out of a curve safely is to accelerate. We may have backed off the gas when entering 

the curve, but now it’s time to accelerate our way out. Other companies who 

don’t do this will be way behind. We’ll be halfway down the straightway while 

they’re still struggling with the curve. 

And that’s exactly where we want to see them: in our rear view mirror. 

R E A L E S T A T E 

--Mike 

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• Our Clarity Commitment — an easy-to-understand one-page document that highlights key loan 

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The Bargiel Team will work closely with your clients to assure a home financing experience they will be glad 

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MAGAZINE 

DARLEEN CENTALA 

By Lalaena Gonzalez-Figueroa 

A 

former mechanical 

engineer, Darleen 

Centala has approached 

her career in real estate as 

a professional who combines 

technical prowess with 

invaluable interpersonal skills. 

Her attention to detail makes 

a difference; from identifying 

potential structural issues in 

properties to ensuring that 

immaculate documentation 

maintains the flow of a given 

transaction, Darleen maintains 

an organized and efficient 

business designed with her 

clients’ needs in mind. 

Darleen’s unique background 

has proven an asset 

in her real estate career. 

While in college she worked 

in a financial institution where 

she gained experience in 

processing loans. As an 

engineer in the aerospace 

industry she had the opportunity 

to contribute to the 

International Space Station. 

While she enjoyed the challenge 

of her high-stakes 

position, Darleen sought a 

professional avenue that would allow her to move beyond the traditional 

business model, and to make a tangible difference in the lives of others. A 

longtime interest in real estate prompted her to earn her license in 1993, and 

she soon realized that she had found her niche. 

“I was so accustomed to a daily work routine,” she recalls. “By applying that 

discipline to real estate, I was able to establish myself quickly.” Her client-centric 

approach was also paramount to Darleen’s early success. Like many agents, she 

had experienced less-than-stellar service as a real estate customer, and knew 

that there was a better way to do business. Once in the field, she committed 

herself to ensuring that every client’s needs were met. A firm belief in the value of 

strong communication and ample information provides a strong foundation for her 

business; Darleen acts as an advocate and resource for her clientele, providing 

them with the knowledge and information necessary to make their best decisions. 


E A 

“It’s not uncommon to find minor details that, at closing, become major 

issues. More than once, my documentation has prevented 

a problem from jeopardizing a deal.” 

“Time and again, the feedback I receive from my clients is about the honesty 

of the answers I give them,” Darleen reveals. “Buying or selling real estate 

is a process that may take time, particularly in the high-end and luxury home 

markets. I am here to guide my clients through that process, to be patient and 

knowledgeable throughout the experience. I’m not trying to close a sale; I’m 

building long-term customer relationships that are based on trust and respect.” 

With experience in a range of markets and geographical regions, Darleen 

is able to effectively represent her clients in equity sales and purchases as 

well as residential investment, commercial, REO and short sale transactions. 

Well-versed in the coastal property market, she typically works throughout 

Orange County. She goes the distance as needed, though, handling sales 

and purchases throughout Southern California in order to assist her clients in 

acquiring the right property. 

Darleen’s background in engineering and attention to detail are tremendous 

assets in her work. She is able to provide an objective opinion on structural issues 

that may impact a buyer’s purchase, and prides herself on clean documentation 

and contracts. “A structured approach to paperwork can save a transaction,” 

she asserts. “It’s not uncommon to find minor details that, at closing, become 

major issues. More than once, my documentation has prevented a problem 

from jeopardizing a deal.” 

As a member of First Team Real Estate, Darleen appreciates the wealth of 

support, services and tools that her brokerage provides. The firm maintains its 

position as Southern California’s #1 independent agency, and one of the top 

brokerages in the nation, through dedicated efforts to support the needs of its 

agents and their clientele. Comprehensive print and online marketing, strong 

lead capture programs, and an exceptional level of customer service distinguish 

First Team Real Estate – and its agents – among other real estate companies. 

Darleen looks forward to ongoing success as she continues to build her client 

base, providing a high level of care throughout every transaction and beyond. 

Darleen Centala 


32451 Golden Lantern, Ste. 210 

Laguna Niguel, CA 92677 

Telephone: 714-264-2994 

Darleen@firstteam.com 

www.FirstTeam.com 



MAGAZINE 

The Power of A Positive Approach 

LEI HEBEL 


In the journey of Lei Hebel’s 

life, the road hasn’t always 

been an easy one. A 

native of China, she relocated 

to the United States in 2001 

after building a successful 

career in the hospitality and 

tourism industry. Undaunted 

by cultural and language 

barriers, she launched a real 

estate business that has been 

markedly successful. Her 

achievements are the result 

of tremendous effort; driven 

and determined, Lei has 

dedicated herself to building a 

thorough market and industry 

knowledge, and to cultivating 

a growing base of loyal and 

repeat clients. 

After earning her license 

in 2003, Lei delved into a 

world unlike one she had ever 

known. “I have always been a hard worker,” she explains. “But with the new 

challenges and opportunities that real estate offered, I had to dedicate myself 

even more to learning the business.” As a rookie agent she door knocked 

tirelessly, gaining clients through her positive attitude and friendly approach. 

She also aligned herself in a mentorship relationship with a top-producing 

agent within her office, gleaning every pertinent bit of information she could 

on how to incorporate best practices into her own business. 

Her hard work paid off handsomely. Recalls Lei, “My first full year in the 

business I earned the Centurion Award, one of CENTURY 21’s top honors.” 

Her honest, communicative approach and ability to connect with individuals 

across cultural borders have been notable professional assets. Lei works with 

a diverse clientele, and has built a surprising niche among the Vietnamese 

population in Southern Orange County. “It is an honor any time that I am 

trusted to work with my customers in what is usually the largest and most 

important investment they will make,” she offers. “Having an opportunity to 

gain the confidence of a community and culture that is very different from my 

own is even more special.” 


E A 

Lei’s customer base isn’t limited by cultural or geographical boundaries. 

While the Huntington Beach resident is well-versed in her home community, she 

handles a range of transactions throughout Orange County and the surrounding 

regions. In addition to traditional sales and purchases, she also represents 

REO and short-sale properties. As market trends continue to evolve, Lei is also 

eyeing commercial and international accreditations so that she may better assist 

her clients in working with oversees investors, including potential customers in 

China and Taiwan. 

She launched her real estate career with CENTURY 21 Beachside, and Lei 

asserts that the brokerage provides the tools, resources and support necessary 

to offer her clients the utmost in customer care. “My office is one of the leaders 

within the CENTURY 21 system,” she reveals. “We have access to amazing 

ongoing training, high-quality marketing and advertising materials, and a group 

of agents and managers who come together to share ideas on how to best 

address the issues and challenges facing our market.” 

A skilled negotiator, Lei enjoys the business side of real estate. “It’s a 

challenging market right now,” she acknowledges. “But I am always searching 

for the right deals for my clients, and working on their behalf to accomplish 

successful transactions.” In order to facilitate a smooth experience for her 

customers, Lei has developed a strong collegial network of industry-related 

service providers whose standards match her own. “Not everyone gets my 

referral,” she reveals. “My title, lending and escrow affiliates have to be creative, 

communicative and accountable throughout every transaction. Real estate is 

an industry that is constantly changing, and I want my clients to always be ready 

for the next phase.” 

Her unwavering commitment to client satisfaction has earned Lei a thriving base 

of repeat and referral customers, many of whom have become personal friends. 

In addition to her production awards, Lei has also garnered the CENTURY 21 

Quality Service Award, which is a direct reflection of positive feedback from 

past customers. “I’m looking out for my clients, always working with their best 

interests in mind,” she explains. “That goes beyond business; I have had the 

opportunity to develop lasting relationships with so many wonderful people.” 

A positive outlook and an unwavering work ethic have propelled Lei in her 

accomplished real estate career, and she looks forward to continuing to make a 

difference in the lives of her clientele, one transaction at a time. 

Lei Hebel 

CENTURY 21 Beachside 

10061 Talbert Avenue, Suite 101 

Fountain Valley, CA 92708 

Telephone: 714-357-6651 

Lei@LiveInTheOC.com 

www.LiveInTheOC.com 


E A 

Why Some Agents 

Sell More Than You 

By Bob Corcoran 

With all due respect to Abraham Lincoln, all real 

estate agents are not created equal. 

Now before you get mad at me, hear me out. I’m not 

saying it’s a bad thing that agents are unequal. It’s just the 

way I see it. For example, if you judge agents by how many 

houses they sell, they are clearly not equal. Not every agent 

sells 100 houses a year. 

So what I am saying is that each agent brings his or her 

own unique gifts to the office. And the key is to understand 

your own special gifts, and then put them to work in a way 

that not only makes you more successful, but also makes 

you stand out from all the other agents in your market. 

“I began wearing hats as a young lawyer 

because it helped me to establish my 

professional identity. Before that, whenever 

I was at a meeting, someone would ask 

me to get coffee.” Bella Abzug 

And I honestly believe one reason some agents outsell 

some of their peers is precisely because they’ve taken 

time to – in the words of Ms. Abzug – establish their 

“professional identity.” 

Consider for a minute what you think – what you really 

think – when you hear about an agent that’s outselling you 

in your market. Be honest. Probably a little bit of jealousy, 

sprinkled with a little resentment. 

Well, the way I see it, you have a couple of choices. You 

can feel that jealousy (and there’s nothing wrong with that 

– you’re only human). But if you leave it at that, you don’t 

improve. You sit there with your sour grapes. 

The other choice is to stop and take a little time to learn 

from those successful competitors. When you do that, 

you’re heading up the on-ramp to a speedy interstate of 

faster sales. 

And if you do examine top producers, you’ll soon realize 

they all have something in common: yes, that strong 

professional identity. They’re easy to spot, they have a 

consistent way about them and they exude professionalism. 

So, have you taken time to consider your professional 

identity Have you thought about the impression you’re 

making out there in the trenches What do potential clients 

see when they see you up close and in person What do 

they see when they see one of your ads in the newspaper 

What impressions are your marketing materials leaving 

with the public And, even more importantly, what 

impressions are you leaving with people you meet face to 

face 

When I work with clients to help them develop their 

professional identities, I like to use the SWOT analysis 

– Strengths, Weaknesses, Opportunities and Threats. For 

purposes of this article, focus primarily on the first two: 

your strengths and weakness. Then later you can look at the 

other two as they relate to your particular market. 

Assess both your strengths and weaknesses carefully. 

And recruit others for this exercise. Find out what your 

friends, family and coworkers see. Many times others see 

things you miss. 

Then develop specific ways to put your strengths to 

work in your business life. And look at the weaknesses 

you believe you can change. Work on them to slowly turn 

them into strengths. When you add your strengths to your 

services, you begin to shine through in all that you do for 

your clients and prospects, and before you know it, you’ve 

created your very own professional identity. 

Best of luck to you! 

Bob Corcoran is a nationally recognized speaker who 

is founder and president of Corcoran Consulting Inc. 

(CorcoranCoaching.com), an international consulting 

and coaching company that specializes in performance 

coaching and the implementation of sound business systems 

into the broker’s or agent’s existing practice. © 2009, Bob 

Corcoran. All rights reserved. For information contact 

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

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

18 ExecutiveAgent Magazine

E A 

Is your GPS 

Set for 2011 

By Carla Cross 

Last week, I was in beautiful, historic South 

Carolina to do a three day management 

symposium. Having gotten lost in the past more 

times than I’d like to admit, I ordered a GPS included in 

my rental car. But, being somewhat of a control freak, I 

don’t want to rely JUST on a GPS to tell me where to go. 

I want to know the why, and I want to know the general 

layout of the land. 

make adjustments. Same thing with the GPS. To get that 

GPS to work for you, you have to set your destination. 

Unfortunately, as I was traveling last week, I put my 

destination into the GPS—and the GPS didn’t recognize 

it! That meant I had to go back to the old brain and think 

things out. Knowing the why behind your choices is key 

to get on track and make adjustments as needed. 

How about you Do you have your GPS set for 2011 

Do you know where you’re going Or, are you relying on 

your company, some guru, the market, or just dumb luck 

to get you a great 2011 (that’s like relying on a GPS to 

be your brain….) 

Here are three best tips to get that GPS set so you have 

the kind of 2011 you want to have. 

1. Decide on your Best Vehicles for YOU 

Unfortunately, too many of us rely on someone else’s 

business plan. Then, when it doesn’t work, we don’t have 

the knowledge, the background, and the information to 

What are your best vehicles So many agents are 

running toward short sales and foreclosures. Yet, a 

recent survey of California buyers showed that buyers 

didn’t think agents knew enough about those types of 

properties. Why I think it was because agents try to 

chase someone else’s business plan. Instead, figure out 

• what were your best sources of business in the past 

• do you have enough of them to support your next 

year’s business 

If not, you’ll have to work another source of 

business, too. One of the major mistakes agents make 

is to depend on a source of business that doesn’t have 

a large enough client base to sustain them. How many 

20 


E A 

potential clients do you need to reach your 

goals Find out. 

2. Work those vehicles like 

you were going to become that 

next mega-agent 

My husband just showed me a new 

GPS that has lots of bells and whistles, 

and is very reasonably priced. Have 

you noticed that products have to be 

getting better all the time, or they fall 

by the wayside It’s the same with 

real estate agents. In truth, most of 

us give up way before we should. 

Statistics show that clients take 9-16 

months now to make a ‘buying’ 

decision. Yet, 50% of agents are out 

of the business in their first year, 

and 75% are out by the end of two 

years. In other words, the majority 

of agents gave up prior to getting the 

pay-offs they worked for. 

What does ‘work’ mean Lead 

generate 2 hours a day 5 days a 

week. It’s not a ‘mediocre agent 

succeeds’ kind of business anymore. 

The consumer is tired of it, managers 

should not tolerate it, and you deserve 

more than just surviving! 

3. Build in goals and measurement 

tools—and use them 

A GPS is no good if we don’t follow 

it! The same is true of your business plan. 

If you don’t build in measureable goals— 

along with ways to measure progress, that 

business plan is worse than useless. 

Carla Cross, CRB, MA, is a former masterlevel 

CRB instructor, popular international 

speaker, National Realtor Educator of the Year, 

and author of 6 books and 20 audio programs. 

She specializes in ‘people development’— 

strategies for real estate professionals to enjoy 

highest production and profits. Join her newsletter 

community and receive her complimentary eBook, 

Getting to Yes: Ten Powerful Tools to Bash those 

Barriers to Purchasing Today. Learn more at www. 

carlacross.com, or contact Carla at 425-392-6914. 


E A 

Surviving Survival 

By Paul Lemberg 

Aren’t you tired of sitting around waiting for 

something to finally happen 

I just got off the phone talking with my friend James. We 

spoke about how his business was doing, and I asked what 

he planned on earning this year. His response surprised 

me: ’Making money’s not my focus now. I don’t really 

think this is the right time--I’m planning to just hold on 

until things get better.’ 

James is usually pretty optimistic and ‘survival’ is not 

part of his normal vocabulary, so I started wondering 

about others I know: my consulting clients, people who 

take my DYBO business-doubling e-course, people I meet 

speaking. 

One client wrote they had ‘survived’ last year, but had 

‘done the unpardonable -- cut marketing.’ Another told 

me, ‘Well, we made it. But we cut half our sales force.’ 

And a service provider I know reduced her total payroll 

from 130 to 75 people in the past six months. 

Even though Fed Chairman Alan Greenspan has 

pronounced the recession over, many businesspeople are 

talking about one thing only: survival. They are hunkered 

down trying to weather the storm, but they’re doing it at 

the expense of building their businesses. And I believe 

many companies are unwittingly sacrificing their future. 

Here’s the typical survival strategy: 

• Cut marketing. 

• Lay off marginal employees. 

• Cut sales travel expenses. 

• Lay off good employees. 

• Lay off salespeople. 

• Fire ineffective management. 

• Reduce your prices hoping to attract business. 

• Fire effective management. 

• Hope for anything. Pray for business. Wait for the 

recession to end. 

• Does any of this sound familiar 

Of course survival is not all bad--not by a long shot. 

There’s a ‘statistic’ reputed to come from the US Small 

Business Administration, which says 9 out of 10 new 

businesses don’t last five years, or something like that. 

The details vary with the telling but the point is well 

made--it is hard to keep a business profitable over the 

long haul, which is why so few of America’s largest 

companies from 75 years ago even exist today. 

The good side of survival makes you ‘lean and mean,’ 

scavenging the landscape for sharp opportunities and 

playing for keeps. 

But the dark side just ends up like a strategy for playing it 

safe, putting off decisions and delaying action. 

Of course, you may still be around when ‘things get 

better, but will you be in a position to take advantage of 

your opportunities Perhaps--if you’ve conserved cash 

and preserved your ability to generate new business. 

But if instead you’ve so reduced your ability to go after 

new deals - or if you’ve let your product languish to the 

point where it is no longer up to snuff--are you going to be 

viable Will you be able to compete Will you be ready to 

grow during the next expansion 

Transcending the Survival Mindset 

We are entering what may be the greatest business 

building opportunity of the next decade. While most of 

your competitors are still in the warm sleep of survival it 

is time for you to prepare for bold action. 

Here are some tips which will help you survive survival 

and climb back up the ladder of success. Note that this is 

not a tip list on *how to survive*, you’ve already done 

that. This is about transcending survival and thriving 

again. 

First, recognize that your goal of survival is not a real 

goal--it’s a staging zone. A holding pattern. Survival is 

not something to commit yourself to--a commitment to 

survival is a commitment to a low level of existence. 

Think of homeless people who survive by scrounging 

dumpsters for food. They survive--but at what level And 

for how long 

Your real commitment must be one to prosperity 

Next, recreate your vision of life beyond survival. Okay, 

you are still in business--congratulations. Pat yourself 

on the back because many aren’t. But despite the SBA 

statistics, this is not a cause for celebration--not yet, 

anyway. 

Ask yourself--what are you surviving for What will you 

do when the survival period is over--when you decide it’s 

okay to start thriving again What will you accomplish 

then What do you want it to look and feel like next year 

and the year after that If your vision is simply one of 


E A 

Survive 

staying in business, you really should think twice about 

why you do all that hard work. 

Once you have a clear picture of where you are going--the 

most important thing is to increase your level of action. 

You may have slowed down during this survival period 

- making fewer sales calls, reducing your marketing and 

promotional efforts, retarding product development. 

Now it’s time, rev up the engines and get moving again 

How much effort does your business plan call for What 

does your strategic plan say If you don’t know, or if 

those plans are no longer relevant, you need to freshen 

the business plan or create a new strategic plan. It doesn’t 

have to be a perfect plan, but don’t just lurch into action. 

Don’t move forward without a plan! 

Detail the measures of activity and performance for your 

company. In my business these include leads generated, 

sales conversations, relationship and networking 

conversations, articles written and published, new 

customers signed, consulting contracts, course registrants, 

web hits, press releases sent, press mentions, radio 

interviews, key notes and speaking engagements, and of 

course, revenues, profits, and cash-in-bank. 

Your measures may be different but the process is the 

same: 

1. Make a list of each key measure. These will include 

both what I call results goals and activity goals. 

2. Establish a performance goal for each, by week, month 

or quarter--whatever is most appropriate. Then, up the 

ante--you’ve most likely slowed down and the whole 

point here is to increase your activity. So take whatever 

your goal is for these items and stretch it. Reawaken the 

action habit. 

3. Set up a system for measuring and reporting on each of 

these keys, and then try to get rid any shortfalls. 

4. If your need to spend is still greater than the cash 

coming in, cut back everything that is not revenue related, 

but don’t hurt your current--or future--revenue streams. 

Look for ways to reduce overhead--but not sales and 

marketing expenses. 

Now it’s time, rev up the engines 

and get moving again 

time to bump it back up. If you don’t have cash available 

there are a whole host of guerilla marketing strategies 

which call for limited spending. 

Finally, get a coach or a mentor. Get someone to be an 

unbiased and insightful sounding board, someone who 

can both critique your plans and present objective counsel. 

Now--envision your next growth spurt. Envision your 

business expanding profitably. Figure out what it’s going 

to take, and get busy again. 

If you are serious about getting back on the growth track, 

contact us about our Growth System and entrepreneurial 

coaching services. Also, we can review your business or 

strategic plan, and work with you to make it current or 

help you build a new one. 

Paul Lemberg is the President of Quantum Growth 

Coaching, the world’s only business coaching franchise 

system built from the ground up to rapidly create more 

profits and more life for entrepreneurs. He is also 

Executive Director of the Stratamax Research, a business 

coaching and strategy company specializing in helping 

entrepreneurial businesses quickly increase short term 

profits for sustainable long term growth. Copyright© 

2006, Paul Lemberg. All right reserved. For information 

contact FrogPond at 800.704.FROG(3764) or email 

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

Here’s a special word about marketing: Most likely you 

have cut back. Mistakenly, this is often the first area cut 

when people think their survival is threatened. Now is the 


E A 

A t t i t u d e ! 

By Verl Workman 

My father was a former Marine and I learned as a 

small child that there is no such thing as an ex- Marine! 

He used to wake us up early in the morning by yelling 

“Reveille” and all seven of us children would march up 

the stairs to have a family breakfast together. As a high 

school history teacher, Dad was big on education and 

drove home the importance of being good in school and 

paying attention. One year he had a group of students 

from his AP (advanced placement) classes compete in 

a nationwide model United Nations project where the 

students would deal with world issues. His class from 

Skyline High School in Utah won the national award in 

Washington DC where they competed and received that 

great honor. Dad was very 

proud of his students and 

their accomplishment. He 

talked about that award for 

years. 

I suggested to my dad 

one time that he was lucky 

because he had all the smart 

kids from his AP classes 

and could pick the smartest 

students in the school to 

compete. He looked me 

in the eye and raised his 

left eyebrow and said this 

“Son, I work with some 

of the smartest kids, but I choose to work with the 

kids who have the best attitudes.” He went on to say 

that “it doesn’t matter how smart you are if you don’t 

have a good attitude”. That conversation made a deep 

impression on me and has been one of my favorite 

memories of my father. 

In this challenging real estate market many agents find 

themselves faced with some difficult choices—but the 

most important choice we can make today is to keep a 

positive attitude and take action when others are simply 

whining and looking for excuses for failure. There are 

enormous opportunities today in every market. The 

business out there may not be your favorite type of 

business and it may not be the most fun, but if you have 

the right attitude, you can not only make money, you 

can thrive today. 

Here are a few simple things you can do each day to 

keep moving in the right direction: 

• GET up 

• Get showered and dress for success 

• Get into a productive work environment 

• Prospect 2-3 hours every day 

• Work your most profitable business (your 

database) 

• Look for real buyers and generate buyer leads 

from every source possible (buyers are paychecks) 

• Surround yourself with positive people that are 

goal focused and happy 

• Hire a coach that can give you direction and 

guidance and hold you accountable to do the right 

things in your business 

We are blessed to live in this country where we can 

work for ourselves and enjoy all of the freedoms that 

make this such a wonderful 

place to live. We have our 

families, health, and skills 

that allow us to help people 

and we get paid very well 

for the service we provide. 

And we have technology 

and resources that allow us 

to do our jobs better. It is 

now up to each one of us to 

get going, stay positive and 

keep our attitudes in check. 

The first time I visited 

my Dad’s classroom I saw 

the sign above his desk that 

simply said this “Attitude is more important than 

Aptitude.” To this day, I believe that simple quote has 

made a great impact on my life and career. I love what 

I do! 

Verl Workman is a leading national speaker, coach 

and consultant. Despite his busy speaking schedule, 

and role as co-founder of Pinnacle Quest Consulting 

Group, he still sells real estate so that he can test and 

stay abreast of the latest tools and techniques that 

maximize results. He uses that knowledge to assist 

individuals and companies in building effective business 

strategies, implementing powerful technology solutions, 

and establishing strategic competitive advantages 

through coaching, seminars and private consultations. 

To contact Verl visit www.verlworkman.com or www. 

PQPipeline.com. © 2009. Verl Workman. All rights 

reserved. For information contact FrogPond at 800.704. 

FROG(3764) or email susie@FrogPond.com; http:// 

www.FrogPond.com. 



MAGAZINE 

NEIL TORQUATO 



F 

or over 100 years, Ticor Title has built a tradition 

of offering exceptional customer service backed 

by a solid financial foundation. As the needs of 

today’s real estate clientele continue to develop and 

expand, Ticor will continue to amend its business model 

accordingly. When Ticor Title launched its Major 

Accounts Division, it began with a national platform 

offering clients a single point of contact for transactions 

throughout the United States. The National Operation 

is led by Vice President Neil Torquato; the division 

features an experienced and knowledgeable group of 

professionals who offer their clients the utmost in 

customer care. 

Neil Torquato, a native of Southern California, taps 

into years of sports training in his leadership role 

within Ticor. “I have played on teams all my life,” 

reveals the USC graduate and lifetime member of the 

Trojan Football Alumni Association. “Whether you 

are coaching or taking directions, you must capitalize 

on the individual strengths of all of your players.” His 

own team of Ticor specialists, states Neil, is secondto-none 

in performance, knowledge and attitude. “We 

have worked together for nearly a decade,” reveals Neil. 

“Our aim is to find solutions to any challenges that may 

arise, and our customers shouldn’t have to worry about 

looking for answers; we work to achieve their trust in 

knowing that we will be there when they need us.” 

It is this can-do attitude that earned Neil the opportunity 

to head the Major Accounts Division from its inception, 

and it is a responsibility he values and enjoys. “After 

over twenty two years in the industry, I appreciate the 

ability to offer this level of service to our clients, which 

service is backed by the resources and reputation that 

Ticor Title and Fidelity National Financial provide,” he 

states. 

While exceptional customer service and Ticor Title’s 

cutting edge technology provide a strong foundation 

for the Major Accounts Division, the group has also 

expended considerable effort in amassing the information 

necessary to successfully facilitate closings across 

the country. It has been no easy feat; explains Neil, 

“Every county within the United States has a distinct 

mode of operation when it comes to the real estate and 

title processes. Over the years, my team has created a 

substantial reference guide detailing the unique needs 

of markets across the country.” The laborious effort, he 

adds, is an ongoing process. “As laws and regulations 

change, we are constantly amending our literature to 

ensure that we are on top of the latest requirements in 

residential and commercial real estate transactions.” 

As real estate agents and their clients expand into 

markets outside of Southern California, says Neil, they 

can be assured that the Major Accounts Division will 

continue to offer the exceptional service and ongoing 

communication that have become synonymous with 

Ticor Title’s brand. 

“The Major Accounts Division strives to be sought 

after and accountable resource for our diverse clientele, 

which include real estate professionals, REO agents and 

firms, national lenders and credit unions,” says Neil. 

“Our team is seasoned, with experience in the real estate 

market and our own industry. This allows us to better 

assist our clients as they navigate challenges, and to 

more effectively communicate on their terms.” 

Ticor Title’s Major Accounts Division utilizes cutting 

edge technology and proprietary software to maintain 

ongoing communication with clients and points of 

contact throughout the nation. “Thanks to our advanced 

systems, we are able to confidently act as catalysts for 

important transactions around the country,” says Neil. 

“We make it as easy as possible for our clients to track 

business, regardless of where it is occurring. It is not 

easy to find a locally based title company that can offer 

the same assurance and security.” 

Billing his division as a “one stop shop,” Neil 

notes that his Major Accounts Division features title 

and escrow professionals who share a common goal; 

which is to facilitate a successful experience for their 

customers. “We provide a friendly voice, a positive 

response, and title solutions,” he says. “We take pride 

in caring for our clients, and look forward to continuing 

to build our division as our customers expand their 

businesses.” 

Neil Torquato, Vice President 

Ticor Title, Major Accounts Division 

Telephone: 949-278-0118 

neil@ticortitle.com 

www.ticormajoraccounts.com 


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MAGAZINE 


‘A Full Service Company Tailored to Your Needs’ 


With a diverse background in the real estate 

industry, Efficient Escrow co-founder Danny 

Crenshaw had a distinct vision in mind for 

the full-service business. “We offer a higher level of 

customer care, tailored to the needs of the brokers, 

real estate professionals and lenders with whom we 

work,” he states. Partnering with their customers, the 

specialists at Efficient Escrow create business models 

tailored to the unique needs of each individual. The 

result, notes Danny, is a business that has sustained a 

steady growth since its formation in 2005. 

An entrepreneurial spirit and strong business sense 

have guided Danny throughout his professional 

endeavors. Before launching Efficient Escrow he 

was a successful mortgage banker with his own firm, 

Efficient Lending. As the real estate market shifted, 

he recognized an opportunity to adapt accordingly. A 

boutique-style company that adeptly handles a large 

volume and range of real estate transactions, Efficient 

Escrow offers highly competitive rates backed by 

attentive and proficient care. 

“Now more than ever, our ability to 

pass savings on to our clientele 

is an integral factor in the success of 

the long-term relationships we are 

cultivating with the real estate community.” 

While Danny notes that Efficient Escrow offers rates 

that range from 25 – 40% lower than its competitors, he 

is quick to add that the company achieves this through 

smart business, not by sacrificing levels of service. 

“With high volume, efficient systems and a low 

overhead, we are able to provide a low-cost solution 

to the consumer,” he says. “Now more than ever, our 

ability to pass savings on to our clientele is an integral 

factor in the success of the long-term relationships we 

are cultivating with the real estate community.” 

At Efficient Escrow, meeting the needs of a diverse 

clientele means thinking beyond a static business 

model. “We take a customized approach to our work,” 

Danny explains. “By understanding how our clients 

operate their own businesses, we are able to build our 

systems around theirs. This allows us to maximize 

efficiency for each client.” The company prides 

itself on overall quick turnaround; “We can internally 

process an Estimated HUD within a two-hour window, 

while most of our competitors can only offer same 

day service,” says Danny. “By implementing smart 

technology into our systems, we are not only faster and 

more efficient, but we are also able to handle escrows 

throughout the country. This, paired with a strong 

network of affiliates within the title industry, makes us 

a great resource for our clients.” 

While the company does offer a standard online 

ordering option, it is Efficient Escrow’s commitment 

to interpersonal communication and accountability 

that has distinguished it among its competitors. “We 

are willing to go the extra mile for our customers,” 

asserts Danny. “We completely understand that, in 

our industry, a business is only as good as its service.” 

Extended office hours and Saturday availability allows 

transactions to run in a more timely manner. Employees 

share a sense of accountability, and a genuine desire 

not only to get the job done, but to do it well. “We 

aim to set the bar when it comes to the level of service 

we provide,” Danny says. “Our growing base of repeat 

and referral customers is an indication that we are 

consistently accomplishing this goal.” 

Scott Contreras of Crossline Capital has worked 

with Danny Crenshaw and Efficient Escrow for over 

three years and states, “Danny and his staff handle 

their business with true professionalism and a personal 

touch, this facilitates smoother negotiation processes 

and easier transactions for all parties involved.” 

Efficient Escrow works with agents and lenders 

representing equity purchases and sales, commercial and 

investment properties, foreclosures, REO transactions 

and refinances. A low-cost, high-service escrow 

solution, Efficient Escrow is an active member of the 

Orange County Association of Realtors®. The firm 

looks forward to continuing to build relationships with 

real estate professionals and lenders throughout Orange 

County and Southern California. 


18101 Von Karman Ave., Suite 170 

Irvine, CA 92612 

Tel: 1.888.475.9240 

www.EfficientEscrow.com 


By Bill Brooks 

Lots of salespeople seem to have forgotten, or 

perhaps have never even learned, the many 

ways that they can improve not only their sales 

performance, but their life performance as well. The 

future of your sales career may very well rest on the 

frame of mind that you have in your daily life. Here are 

several tips that may help you to improve this frame of 

mind and your future. 

First of all, you should overcome any past negative 

impact. You need to forget your failures and mistakes. 

These failures and mistakes should be seen only as 

stepping-stones that you have been fortunate enough 

to experience and learn from. Salespeople can truly 

damage their mental state and their sales performance by 

dwelling on past mistakes. Such practices as continually 

viewing yourself in a negative light can only serve to put 

you in a downward spiral. 

A tip that reflects the opposite of the previous one is 

to build upon previous positive experiences. Concentrate 

primarily on your past successes, and this will help you 

feel far more important and positive. By concentrating 

primarily on your successes and the positive aspects of 

your past, you will surely feel extremely more confident, 

E A 

The Role of Positive Thinking On 

Your Sales Career and Life 

and confidence will give any salesperson a “leg up” in 

any sales situation. Furthermore, this confidence can 

seep into all other facets of your life, leading to an all 

around improvement of the quality of life. 

Seeking out “coaches” and “team-members” will only 

serve to improve your chances for success in and out of 

the business realm. Coaches can help to build you up, 

as well as provide you with vital life experience and 

job experience that you otherwise would not be able to 

experience yourself. In regard to sales team-members, 

they can provide you with a support system as well as 

with a feeling of belonging. Their successes will be your 

successes, and your successes will be theirs’. Having a 

coach, as well as being a member of a team can certainly 

improve your job as well as your home life. 

Becoming obsessed with learning is another excellent 

tip for any salesperson who is aspiring to improve their 

future sales performance. “Knowledge is power” has 

become a cliché, but the validity of this statement still 

stands. Any serious salesperson should always be looking 

for that “edge,” and knowledge is always there. You 

should always be seeking new facts, information, and 

data, and knowing more of these than your competitor 

will provide you with so much more success. I can 

promise you that! 


E A 

By constantly improving your thinking processes, you 

will also sharpen your thinking and analytical skills, 

and in turn you will enjoy more success in the future. 

Improvement of your thinking skills involves the quick 

and efficient use of knowledge, which is addressed in 

the previous tip. If you become obsessed with learning 

and channel this constant flow of new information 

through quick and useful thought patterns, then once 

again you will enjoy a “one up” over your competition. 

Top performing salespeople are always seeking new 

information, and are always able to use this information 

in the most effective manner in their pursuit of the sale. 

Therefore, if you follow the same strategies as these 

salespeople, then your future is as bright as theirs. 

The final tip, and perhaps the most important one, 

actually is to incorporate yourself mentally. This 

somewhat difficult tip means that you should never 

forget your own long-term goals and aspirations. You 

should certainly remain loyal and honorable to your 

current employer, but again, never forget your own longterm 

goals and aspirations! Those individuals who are 

the most successful are those who never forget their own 

goals. By striving for your goals long enough and hard 

enough, you will eventually reach them and become an 

envied and admired sales professional. 

The bottom line If you are truly seeking to improve 

your future either professionally, personally, or both, 

there are certain strategies that have proven to serve those 

who are seeking these goals very well. By overcoming 

any negative past impact, building upon any and all 

positive impact, utilizing coaches and team-members 

you may have in your life, becoming obsessed with 

learning, constantly improving your thinking processes, 

and incorporating yourself mentally, you are surely 

going to be able to improve any aspect of your sales 

career and life that you wish to improve. The secret to 

this plan is to work hard and remain committed. There 

is, unfortunately, no secret to that! 

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

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

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

has real-world expertise. Bill has spoken or consulted 

in over 300 different industries while being engaged 

by at least 150 clients an astonishing six times each. 

Copyright© 2004, Bill Brooks. All rights reserved. 

For information about how to bring Bill to your 

next meeting or convention, contact the Frog Pond at 

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

www.frogpond.com 


33

18101 Von Karman Avenue, Suite 170 

Irvine, CA 92612 

Contact Us: 888-475-9240 

Fax: 866-706-0974 

Escrow Fees 

Refinance Escrow Fees 

$0 - $999,999 $450 

$1,000,000 - $2,000,000 $550 

$2,000,001 - $3,000,000 $650 

$3,000,001+ $750 

Escrow Fee for 2nd $150 

We can go as low as $350 based on volume 

One Rate Bundled Refinance Escrow & Title Fees 

$0 - $250,000 $750 

$250,001 - $500,000 $900 

$500,001 - $750,000 $1,000 

$750,001 - $1,000,000 $1,100 

Purchase Fees based on purchase price 

Base fee $200 + $1.75 per thousand (per side) 

Express Overnight Mail 

$10 each 

No Junk Fees! 

The Price you see is the price You Get! 

For further information, please contact: 

Efficient Escrow Sales 

(877) 256.4217 

sales@efficientescrow.com 

For assistance with open orders, please contact: 

Office: (888) 475.9240 Fax: (866)706.0974 

orders@efficientescrow.com

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Marie Currie | Branch Development 

866.782.9149 | Marie@HighTechLending.com 

2030 Main St. Suite 350, Irvine, CA 92614 

www.HighTechLending.net/branch 

Licensed in: AZ, CA, CO, FL, ID, HI, NV, WA and growing 

Licensed by the Department of Corporations under the California Residential Mortgage Lending Act. | MLO#7147

E A 

Business Plan 

By Dirk Zeller 

T 

he business plan is a foreign tool to most 

REALTORS®. After studying, observing, 

interviewing, and coaching hundreds of Agents, 

I have concluded that very few have taken the time to 

create a quality business plan. Fewer still review their 

business plan on a regular basis. The few who have 

good business plans often make them so complicated 

that they possess little value. Those Agents create such 

a complex business plan that they will never carry it 

out. What kind of value does this complex business 

plan have to them . . . Zero! 

A well-written, concise business plan can provide an 

exceptional road map to guide your quarter, year, or 

next five years. Most well-run companies have welldeveloped 

business plans. You, as an Agent, are the 

President of your own real estate sales company. You 

have to view yourself as the head of a corporation that 

needs direction, vision, and a well-conceived road map 

to follow. The business plan can provide all these tools 

that lead to success. 

To create a quality business plan, you have to know 

where you are today – right now – in your business. You 

have to ask some basic questions about your business. 

1. How much do I want to earn in gross commission 

2. Where does my business come from 

3. What is my average commission check 

4. What is my average cost per transaction 

5. How many days am I going to work this year 

6. How many hours per day am I going to work 

7. What things do I need to implement to take my 

business to the next level 

The best place to start is at the top. Ask yourself, “How 

much do I want to earn” You can have total control of 

your income. You can make as much or as little as you 

desire. The only person or thing that determines your 

income is you. The market, other Agents, and other 

outside factors have very little control over your income. 

You alone have absolute and complete control. 

Once you determine the amount you want to earn, 

break it down to quarterly, monthly, and weekly 

amounts. For example, if you decide to earn $500,000 

next year, you need to earn $125,000 per quarter, 

$41,666 per month, or $9,615 per week. Secondly, 

you need to determine where your business comes 

from. Figure out the percentage of transactions that are 

done in every category. Let’s say you closed seventyfive 

deals last year. The break down was thirty from 

referrals, fifteen from open houses, eighteen from sign 

calls, and twelve from expireds. 

Here is the breakdown in percentages: 

• 40% Referrals 

• 24% Sign calls 

• 20% Open houses 

• 16% Expireds 

You should also know the ratio or percentage of 

listings sold versus buyer controlled sales. 

The next exercise is to determine your average 

commission check. Take your gross commission and 

divide by the number of transactions. For the purpose 

of our example, we will use $5,500 as the average 

commission check. You want to earn $500,000 next 

year. In order to do that, you divide $500,000 by $5,500 

which equals 91 transactions. You will need to close an 

additional 16 transactions next year to reach your goal. 

Then figure out the number of transactions you need 

in each category. 

• 40% of 91 = 37 transactions from referrals 

• 24% of 91 = 22 transactions from sign calls 

• 20% of 91 = 18 transactions from open houses 

• 15% of 91 = 14 transactions from expireds 

You can break these numbers down to a quarterly, 

monthly, and weekly number of transactions from each 

category. This break down will give you a clear path 

to achieve your income goal. If you do the number of 

transactions you need weekly, by year’s end, you will 

achieve your goal. 

Then you need to break down each category of 

business: referrals, sign calls, open houses, and 

expireds. You need to figure out exactly what you need 

to do to create the results you desire. The further you 

can break your business down, the easier the overall 

goal is to achieve. It is easier to achieve your goals if 

you can break them down to daily activities. All you 

have to do is the daily activities to achieve the desired 

results. 

Another important factor is profitability. You determine 

your profitability by subtracting your gross expenses 

from your gross commission dollar. The critical point 


E A 

is to not forget any of your expenses. Organize all of 

your expenses into categories such as automobile, staff, 

mailings, marketing, office supplies, etc. You are only 

fooling yourself if you are not accurate. Take your gross 

expenses and divide them by the number of transactions. 

For example, gross expenses of $95,000 / 75 = $1,267, 

which is what it costs you to close one transaction in our 

example. You can see how profitable you really are in 

your business if you follow this example. 

To answer questions five and six, you need to address 

your work days and hours. You need to factor them in 

against the work that needs to be done. Then allocate 

the work that needs to be completed to the number of 

days worked. This process will give you a schedule of 

what needs to be accomplished daily. 

The last section of a well-planned business plan 

is implementing new ideas or systems. Determine 

the weaknesses in your business and devise a plan to 

overcome them. Do not overdo in this area because, 

often, when Agents over implement, they slow their 

business down to a crawl. Since everyone is different 

and all staffs are different, a good rule of thumb is: Do 

not implement more than two major changes in a month. 

Determine what needs to be completed. Prioritize your 

list, and then devise a plan to implement changes at 

specific times. 

A business plan can be the backbone of your successful 

business. The backbone will weaken if not checked on a 

regular basis. You must review your business plan daily 

for the first few months; then you will need to review it 

regularly after that. Do not make the mistake of writing 

a fantastic business plan and then never look at it again. 

That mistake would be almost as bad as if you had never 

written it in the first place. 

Dirk Zeller is a sought out speaker, celebrated author 

and CEO of Real Estate Champions. His company 

trains more than 350,000 Agents worldwide each 

year through live events, online training, self-study 

programs, and newsletters. The Real Estate community 

has embraced and praised his six best-selling books; 

Your First Year in Real Estate, Success as a Real 

Estate Agent for Dummies®, The Champion Real Estate 

Agent, The Champion Real Estate Team, Telephone 

Sales for Dummies®,Successful Time Management for 

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

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

com/businessplanningkit/. © 2010, Dirk Zeller. All 

rights reserved. For information contact FrogPond at 

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

http://www.FrogPond.com. 


37

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