Gail Anderson - Executive Agent Magazine

EXECUTIVEAGEN TM 

MAGAZINE 

Southern California’s Publication for the Real Estate Professional 

Gail Anderson 

Executive Agent of the Month 

INSIDE FEATURES: 

CARLOS AND ILEANA AMIEL 

Keller Williams Realty 

DEREK GRAHAM & TOM SLYMAN 

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contents 

ExecutiveAgent Magazine 

AUGUST, 2011 VOL. 3 NO. 8 

Cover Story 

Editorials 

16 - Tony Alessandra: 

Assuring Customer Satisfaction 

28 - Jon Boe: 

Actions Speak Louder Than 

Words 

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 



5 

30 - Jeanne Gura: 

Sales Success With First Time 

Home Buyers 

20 - Craig Harrison: 

From Told To Sold! 

24 - Richard Weylman: 

What Is It That You Do 

32 - Dirk Zeller: 

The Greatest Leverage In Real 

Estate 

ADVERTISERS’ INDEX 

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

Bank of America................................19 

Escrow Leaders..................................23 

Harcourts..................................18 

i Photography Studio..........................37 

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

PWAOR................................39 

Realty ONE Group.............................12 

The Termite Guy................................22 

Wells Fargo Home Mortgage.............13 

Carlos & Ileana Amiel 

Keller Williams Realty 

14 

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

Photography: i Photography Studio 

Graphic Designer: Rob Paino 

Editorial Manager: Garon Arrias 

Writers: Lalaena Gonzalez–Figueroa, 

Shannon Hartsoe 

Tom Slyman and Derek Graham 

Advantage Title365 

26 7 

© 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. 

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Cover Story 



ExecutiveAgent Magazine

GAIL 

ANDERSON 

As a real estate professional with nearly 15 years’ 

experience in the field, Gail Anderson is wellversed 

in the business of buying, marketing 

and selling homes. Like many of her contemporaries, 

she is skilled at identifying the features that make 

each property unique. And she pays extraordinary 

attention to details in every aspect of the transactions 

she represents. But what truly distinguishes Gail is her 

By Lalaena Gonzalez-Figueroa - Ian Wiant Photographer 

passion for historical preservation and her commitment 

to helping others as they endeavor to maintain the 

significance of some of the region’s most established 

and distinguished properties. 

She didn’t intend to become a specialist in the 

architectural treasures of Anaheim’s historic district. 

Gail explains that her foray into this niche market came 

when she purchased her own home, a 

1910’s bungalow in serious need of 

care and refurbishment. “I began to 

love the home, to understand it,” she 

smiles. “Though it needed work, I 

realized that I had to honor the history 

of the property and the neighborhood.” 

It was a pivotal incident, a seed sown 

that would eventually blossom into a 

veritable garden of historical homes. 

Gail carefully tends to the blooms – her 

clients and their homes – and cherishes 

the unique beauty of each one. 

Like the houses she so treasures, Gail 

is also a unique and complex individual 

with a ripe history of her own. Before 

she became a real estate professional 

she was a social worker, then a custom 

decorator. She went on to enjoy a 

thriving career as a top-producing 

mortgage broker. For 15 years she 

built her business on an acute ability to 

connect with others and determine their 

specific needs, then to work with them 

as they obtained their loan packages. 

When the industry began to suffer as a 

result of worldwide economic climate 

changes, Gail discovered that the spark 

that had long driven her professional 

success had begun to fade. “There 

were so many challenges, and everyone 

was stressed,” she recalls. “What had 

once been a natural fit and a really fun 

experience became tedious.” Wellconnected 

within the industry and busy 

with the restoration of her own home, 

she determined that a transition into 

real estate sales would allow her to 

continue to nurture clients as they 

sought to accomplish their dreams of 

home ownership. 


Her status as one of Anaheim’s most knowledgeable and 

trusted resources on the preservation and sale of historic homes 

has earned Gail the respect of colleagues and clients alike. In 

addition to inspiring many of her customers to become involved 

with her in the Anaheim Historic Society, Gail also caught the 

attention of broker/owner Paul Kott, a highly successful real 

estate professional with a passion for his community and his 

profession. The two shared a mutual respect for each other, and 

realized that their business models and philosophies were really 

in sync. In 2009 Gail joined the team of professionals at Paul 

Kott Realtors®, Inc., spearheading and leading the brokerage’s 

historic homes division. “Paul is such a huge community 

activist and a truly amazing man,” offers Gail. “It has been a 

wonderful opportunity to work with him in this capacity.” 

Paul is equally as complimentary. “In my opinion, Gail is the 

foremost authority on historic homes in the City of Anaheim,” 

he states, adding, “She has the unique ability to blend her 

expertise, dynamic personality and caring heart to each client’s 

best advantage. Honesty, integrity and trustworthiness are the 

cornerstones of her personal and professional life. We couldn’t 

be more proud to have Gail serve the needs of our clients and 

customers.” 

Gail’s intimate knowledge of the historical homes throughout 

Anaheim and the surrounding community enable her to work 

with individuals interested in buying these treasured gems 

as primary residences or for investment purposes. She and 

her husband Eric are active investors who own a number of 

refurbished rental homes. This hands-on experience allows 

her to offer her clients sound input on the cost-to-value aspect 

of purchasing and restoring any home, historical or otherwise. 

She has been heavily involved in the Mills Act, which provides 

Californians with an opportunity to pay reduced property taxes 

on historic homes. “To date my husband and I have six Mills 

Act homes, and I file the paperwork for my clients, presenting 

them with their Mills Act plaques once our transactions have 

successfully closed,” she says. “The bronze plaques are 

beautiful reminders of each home’s unique significance to our 

community.” 


PRESERVING THE PAST, EMBRACING THE FUTURE 

Her passion for historic homes is not the only focus in 

Gail’s real estate career. What truly drives her business 

is her love of helping others to achieve their objectives. 

“I represent clients in selling and purchasing all types 

of homes,” she explains. “I love building relationships 

with people as I learn their wants and needs, their 

hopes and their goals.” Her empathetic and positive 

nature is enhanced by a keen understanding of the 

elements involved in a real estate transaction. Gail, 

who still handles loans on request, works closely with 

her clients as they navigate the often intimidating 

process of acquiring funding for their purchases. Even 

more time is dedicated to building a strong working 

knowledge of the criteria each buyer presents. “I 

pay extra attention to the needs of a family, 

because they are laying important roots,” she 

says. A challenging market means nothing 

to this focused real estate professional. “I 

never give up,” laughs Gail as she reflects 

on past transactions. “There have been times 

when it took years to find the right homes for 

my clients, but in the end, they knew they 

had made the right decisions.” Her diligence 

has made her a natural fit for first-time 

buyers as well, who appreciate the breadth of 

knowledge she has on local communities and 

their distinct markets. 

Before Restoration 

After Restoration 


As a listing agent, Gail excels in 

preparing all properties to show to their 

full potential. She offers staging services 

designed to maximize interior spaces and 

improve curb appeal, transforming even 

the simplest of structures into adorable 

and inviting spaces. Gail is a licensed 

broker who continues to pursue ongoing 

education and professional development 

through coaching, seminars, meetings, 

personal research and networking. Her 

local involvement has connected her to 

a wealth of resources within the region, 

including home repair specialists, lenders 

and civic leaders. A true community 

activist, Gail is a member of an 

impressive number of organizations: The 

Anaheim Neighborhood Association, 

Anaheim Beautiful, Anaheim Historic 

Society, and the Anaheim Chamber 

of Commerce are just some of the 

groups with which she regularly works 

and participates. Her residence has 

been featured in “American Bungalow 

Magazine” and she proudly maintains 

that her garden, cultivated by Eric, is 

one of the most outstanding personal 

gardens throughout Anaheim. 

Dedicating an extraordinary amount 

of time and energy into her business, 

her clients and her community can be 

challenging, but Gail wouldn’t have 

it any other way. “It’s my life,” she 

smiles. “And I’m grateful to Eric, who 

is also very involved in many of these 

organizations.” 

While the beauty of some historic 

homes isn’t immediately visible, the 

work of preservationists like Gail 

Anderson is the stuff of miracles. 

Consider the California poppy: what 

may look like a weedy plant yields a 

glorious bloom, fierce in its beauty and 

color. Gail is a cultivator of magnificent 

homes that, oftentimes, simply need a 

bit of tender care in order to blossom to 

their fullest. 

Paul Kott and Gail Anderson 




Paul Kott Realtors®, Inc. 

1225 W. Lincoln Ave. 

Anaheim, CA 92805 

(714) 343-7531 

gailandersonshomes@gmail.com 

www.gailandersonshomes.com 

DRE # 01255505

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Branch Manager 

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714-593-5051 

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NMLSR ID 404462 

1. Home equity loans and lines of credit are available through our affiliate 

Wells Fargo Home Equity Group, a division of Wells Fargo Bank, N.A. 

This information is for real estate professionals only and is not intended for 

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subject to change without notice. Wells Fargo Home Mortgage is a division of 

Wells Fargo Bank, N.A. 2011 Wells Fargo Bank, N.A. All rights reserved. 

NMLSR ID 399801 AS732781 6/11-9/11


MAGAZINE 

Carlos and Ileana Amiel 

Teaming Up for Success 

By Lalaena Gonzalez-Figueroa 

Husband and wife team Carlos and Ileana Amiel 

know well the impact – positive or negative – that 

a real estate experience can have on a consumer. 

Years ago, in their own search for a first home for 

their family; they experienced a tremendous sense of 

frustration and disappointment when their agent took a 

less-than-empathetic approach to the transaction. “We 

were told, ‘This is where you can live,’” recalls Ileana. “I 

felt like my dream home was completely out of reach. It 

was heartbreaking.” 

her clients as they navigate the often complex process 

of buying or selling a home. “She has amazing people 

skills,” offers Carlos. “Ileana does a great job of working 

with our clients and helping them to accomplish their 

goals.” 

Carlos’ background was an invaluable foundation upon 

which to build their business. As a general contractor 

and the owner of a small construction company, he 

brought extensive experience in residential and commercial 

construction and remodeling. He’s also a detail-oriented 

individual who takes a thoughtful approach to his career. 

Carlos explains, “I like to get to the bottom of things. I’m 

constantly learning about the business and industry of real 

estate, and the knowledge I have gained has helped us to 

maintain smooth and successful transactions.” 

So successful, in fact, that the couple earned a coveted 

top-production award their first full year in business. 

They continue to thrive, earning consistent recognition 

for their status as a top-producing team. The secret: “We 

don’t focus on what we’re earning,” notes Ileana. “Our 

business is driven by our clients’ needs.” Clear and open 

Lana Farfan Photographer 

That event, as painful as it was, served as a catalyst 

for action. Ileana and Carlos realized that they had an 

opportunity to better their own lives, and the lives of 

others, as real estate professionals. And once they set 

their sights on success, no one would ever hold them back 

again. 

Early on, the couple determined that a joint business 

would allow them to capitalize on their respective 

strengths and backgrounds. A former educator, Ileana 

quickly discovered that she had a knack for connecting 

with customers and seeing the big picture. Direct in her 

communication, she understands how to inform and guide 


E A 

communication, she adds, is the key to building trusting 

relationships that last. And in the end, says Ileana, she and 

Carlos are simply there to advocate for their clients and 

assist them in reaching their goals. “I tell my clients that 

they are the ones who will find their home,” she reveals. “It 

happens. When we have clearly identified what it is that 

they really want and need, it will come to them. It always 

does.” 

Carlos agrees. “We set our clients up for success by ensuring 

that we understand their expectations and establishing 

a system of accountability for everyone. This way, we are 

always working toward their short- and long-term goals.” 

Ileana and Carlos enjoy the opportunity to assist clients 

at every level of the real estate market, from first-time 

buyers to seasoned investors. They specialize in Orange 

and Los Angeles Counties, though they note that they work 

throughout the state per their clients’ needs. The Amiels are 

adept at handling equity, REO and short sale transactions. 

As Certified Short Sale Professionals, they work to help 

families avoid foreclosures and rebuild their lives. “We 

connect people to the right individuals,” explains Ileana. 

“Our network includes lending professionals who can 

modify loans and save homes.” Bilingual in English and 

Spanish, they enjoy the opportunity to help a range of 

individuals in pursuing their real estate-related goals. 

Thanks to the support and resources of Keller Williams 

Realty, Carlos and Ileana are able to offer their clients 

an exceptional level of customer care. From world-class 

systems to the latest in technological tools and developments, 

the internationally-renowned brokerage is committed to 

meeting the needs of a constantly-changing real estate 

market, and to providing agents with the educational 

opportunities necessary to maintain a competitive edge for 

their clientele. 

Carlos and Ileana are proud parents to two children, 

Carlos Jr. and Brenda. “We teach our children to live based 

on a principle of, ‘don’t let anyone tell you either what 

you can and can not accomplish nor to tell you how high 

you can go in life,’” says Carlos. “Make your own goals 

and standards, and work consistently and diligently toward 

those goals. The worst that can happen is that you may 

fall short but you will still be much higher and satisfied 

knowing you pursued what you wanted and dreamed of 

achieving, rather than simply thinking about it.” 

Though they have created their own path to the home of 

their dreams, Ileana and Carlos will never forget their first 

home buying experience. Staying connected to the past 

allows them to help create better futures for their clients, 

explains Carlos. “We will never tell a client, ‘This is the 

best you can do,’” he asserts. “Instead, we look at each 

transaction as part of a process. Maybe the first house is a 

stepping stone; that doesn’t mean that the road stops there. 

Ultimately, we are dedicated to helping our clients achieve 

their own dreams.” 

Carlos and Ileana Amiel 

The Amiel Team 

Carlos: 562-972-0484 

Ileana: 562-972-6783 

carlosamiel1@gmail.com 

ileanasells@gmail.com 

www.LongBeachCaShortSales.com 

www.LosAlandRossmoorShortSales.com 


E A 


By Dr. Tony Alessandra 

The attitude of the professional is summed up in 

this statement. It establishes the customer as the 

person to whom you are responsible. Customers 

support you; therefore, they deserve VIP treatment. 

When your customers are happy, you are happy. When 

they complain, you are unhappy, but you examine the 

complaint calmly and see it as an opportunity to learn 

as well as satisfy their needs. The quote echoes the fear 

that customers will not vocalize their dissatisfaction, but 

instead take their business elsewhere. 

There’s another quote that’s even more important to 

salespeople and companies immediately upon making 

a sale--”The Sale Begins When the Customer Says... 

Yes.” In the old days, It used to be, “The Sale Begins 

the complaint is reasonable or exaggerated. If it is 

exaggerated, try to resolve the problem by pointing out 

benefits and features that compensate. Put the negative 

detail in a different perspective for your client so that it 

becomes one small part of the total picture. 

Many sales involve the installation of a new system 

or piece of equipment, and the buyer or their employees 

must be trained to use it. their successful use of the 

equipment depends upon the effectiveness of the 

training, and it is imperative that the salesperson follow 

through after the training period to make sure the 

client uses the purchase properly. It is not uncommon 

for people to forget 75 percent of what they hear after 

two days. This can cause “user error”, which will 

“Those who enter to buy, support me. Those who come to flatter, please me. Those 

who complain, teach me how I may please others so that more will come. Only 

those who hurt me are displeased but do not complain. They refuse me permission 

to correct my errors and thus improve my service.” -- Marshall Field. 

When the Customer Says...NO,” but that’s a totally 

Inappropriate attitude to embrace In today’s customerdriven 

business environment. 

Keeping Your Customers Happy 

Since your first concern is customer satisfaction you 

should be aware of some emotional stumbling blocks in 

your path: selective perception, user error and buyer’s 

remorse. 

Selective perception is the process in which a person 

sees only selected details from the entire picture. This 

attention to detail is sometimes petty. For example, a 

customer may have a new copying machine that works 

like a charm, but he is irritated by the sound of the 

motor. He focuses only on what is wrong rather than 

what is right. 

This occurs because buyers expect their purchases 

to be perfect. Regardless of the purchase price, they 

figure that for what they spent, they deserve perfection. 

When you encounter someone who practices selective 

perception, evaluate the situation to determine if 

significantly affect the outcome of your test and may 

prevent your client from reaching his success criteria. 

Often a client will be unhappy about a purchase and not 

realize that it is due to improper operation. The more 

complex something is, the more training it requires 

to use it properly. In the interest of implementing 

the product quickly, users may settle for incomplete 

training or become sloppy in their application of good 

training. In any case, look for user error whenever a 

success criterion is not reached. 

“Buyer’s remorse” refers to the regret that a buyer 

feels after making a purchase. It could be caused by 

selective perception, user error, or the client’s error. 

Whatever the reason, the full benefits of the product 

are not realized. Buyer’s remorse can also be caused 

by the economics of the purchase: until the benefits 

prove themselves to be cost-effective, a buyer regrets 

having made the purchase. It is the responsibility of 

the salesperson to assuage these fears by assuring the 

client that his investment is wise and sound. Reiterate 

some of the selling points that convinced him to buy it 

originally, present data, and put him at ease. 

16 


E A 

Handling Customer Complaints 

Whether your customer’s complaint is legitimate or 

not, follow it up with a service call. Whenever possible, 

do it personally instead of sending someone from the 

customer service department. It provides the personal 

service that your customer appreciates and it may 

obviate the need for a technician or serviceman to call. 

As an alternative, both of you can go together to handle 

customer complaints. 

Keep the following guidelines in mind: 

1. Don’t procrastinate making the call. Often the 

problem is not as serious as it sounds. Some customers 

“read the riot act” when they call about a complaint. A 

delay in responding will only irritate your client more. 

2. Admit mistakes and apologize. Just because you 

made the sale does not mean you can become defensive 

about your company, product or service. Even the most 

reputable companies make mistakes and have problems 

with their products. You may want to restate the 

customer’s complaint to show that you are listening and 

have an understanding of the problem. 

3. Show compassion for your customer. Whether the 

complaint proves to be true or false, show your customer 

that you are concerned and will investigate the problem 

immediately. Help the customer calm down by saying “I 

can understand why you feel they way you do.” 

4. Actively listen to your customer’s complaint. 

Talking will make him feel less anxious about it. Let 

your customer “vent” his feelings before you react to the 

situation. Be sympathetic and encourage the customer to 

“blow up.” Afterward, he’ll feel better; this means he’ll 

be in a better frame of mind. 

5. Don’t pass the buck to your company or someone 

else within it. This may take the blame off you, but 

it undermines the integrity and organization of the 

company, and your customer will lose confidence in 

your firm. 

continued on page # 36 


FIND 

THE 

FUTURE 

A lot can happen in a day. 

You could have sat on your hands in the office 

listening as, one by one, your colleagues complained 

about economic downturns and slow markets. Or 

you could have got out there and met that client, 

made that connection and made that sale. 

A lot can happen in over 120 years. 

Since 1888 Harcourts have delivered an exceptional 

quality of real estate service. That’s through every 

kind of market condition, across every facet of buying 

and selling property. It’s why now, as others moan 

and wail, we’re getting on with what we do best. 

For our people, that requires seizing the day, stepping 

to the mark, grabbing the opportunity. That’s how you 

become a company truly unafraid of the future and 

one who will embrace every obstacle put in front of 

us every day. So if you’re unsure about how you will 

grow your Business or career in real estate, pick up 

the phone and give us a call. 

Today is the day. 

Aaron Hodson 

E: aaron.hodson@harcourtsusa.com 

P: 949 282 4288 

All approaches will be handled in the strictest of confidence. 

www.harcourtsusa.com

Trust your clients to the team 

with a proven record of service. 

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• A wide range of home loans for qualified borrowers, including jumbo loan amounts and loans 

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• Personal and prompt service from an office right in your neighborhood 

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

information in plain language 1 

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

to tell their friends and associates about. That is the kind of teamwork that can help your business grow. 

To put us to work for you and for your clients, contact: 

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THIS INFORMATION IS INTENDED FOR MORTGAGE, REAL ESTATE AND/OR BUILDER PROFESSIONAL USE ONLY AND IS NOT AUTHORIZED FOR CONSUMER OR PUBLIC DISTRIBUTION. 

Bank of America, N.A., Member FDIC. Equal Housing Lender. © 2010 Bank of America Corporation. Credit and collateral are subject to approval. Terms and conditions apply. 

This is not a commitment to lend. Programs, rates, terms and conditions are subject to change without notice. AR95518 00-62-1685D 10-2009

E A 

FROM TOLD TO SOLD! 

Leverage Your Stories To Resonate With Prospects and Customers 

By Craig Harrison 

Have you ever heard a story that could have been 

about you Ever heard a story that reminded you 

of another one What about a story that sounded 

vaguely familiar Welcome to the power of story. 

Unlike facts and figures, that often leave us cold, 

stories connect! And they connect deeply, often stirring 

us emotionally at a heart level. That’s what makes them 

memorable, and powerful as a sales tool. 

The Prevalence of Stories 

We’re wired for stories! And since birth we’ve 

been conditioned to respond to stories. It’s how we 

learned about our family and environment, culture and 

country, our religion, strangers and the world at large. 

We remember stories, and we tell ours and others, 

repeatedly. And stories aren’t just transmitted orally. 

They are fed us in and out of school, through books, 

you tell a story that echoes an archetypal theme your 

listener nods in agreement on multiple levels. Think 

about the stories you tell as you sell. Do they mimic 

traditional themes that represent the human experience 

For your stories to connect, I recommend they allude to 

one of various familiar archetypal themes: 

- The hero’s journey 

- Coming of age 

- The acquiring of wisdom 

- Pacts with the devil / fooling the devil 

- Tricking the tricksters 

Using The Archetypal Advantage to Connect with 

Customers 

Consider some of these story genres and motifs for 

your use in selling products, services, and loyalty to 

brand affiliations and organizations. 

Cautionary tales are stories that warn of danger 

or harm that awaits you if you do or don’t 

follow a particular course of action. 

radio, newspapers, opera, television and even through 

the Internet. 

Stories in Sales: Story Tell, Story Sell 

I’ve written before about the use of short success stories 

to help you sell. I prefer a three-part story, utilizing a 

Setting-Situation-Solution format. Using this format, you 

soft sell a listener on what you did for past clients, what 

you did on past projects, or the difference a product or 

service of yours made in solving a problem, overcoming 

a challenge or generating a favorable outcome. 

The Power of Archetypal Stories 

Your stories can work on both conscious and unconscious 

levels with prospects and clients. When 

Cautionary Tales 

Cautionary tales are stories that warn of danger 

or harm that awaits you if you do or don’t follow a 

particular course of action. Think of the boy who cries 

wolf one too many times and was no longer trusted. 

Or the story of the three little pigs. These tales are 

great for selling products and services. Perhaps you 

tell your story about the client who didn’t back up, buy 

insurance or create redundant systems. 

The Achilles Heel 

From Greek mythology we know the tale of Achilles, 

the great warrior with a fatal flaw. If your story involves 

a competitor’s product and its fatal flaw, we’ll nod 

knowingly in light of Achilles’ fate. 

20 


E A 

The Hero’s Journey 

The late Joseph Campbell devoted his life to studying 

hero tales from around the world. We can all relate to 

an irrepressible hero on a noble quest. The struggles to 

overcome, obstacles to negotiate, and sacrifices endured 

on the way to ultimate success. When your story echoes 

this arc your listener can become the hero or heroine, or 

is otherwise rooting for them. That’s the power of story. 

Creation Stories 

Stories that explain how the world was created, or why 

the universe, world or life came to be the way they are. 

Found in many cultures around the world, these stories 

frame the world we live in, explaining its origins. Your 

creation story may explain the lineage of a device, an 

industry or your company. 

Pourquoi Stories 

These stories tell you why and how things are. They 

are great for teaching purposes. Stories such as “how the 

leopard got its stripes” explain a natural phenomenon or 

a reality we all accept. You can tell these why storiesto 

explain the advent of trends, policies, research and 

migration paths for products and services. 

Cinderella Stories 

That elusive match, the magical shoe that fits just one 

foot; the chase, search or quest that ends in a match. 

An unjust oppression that is transcended. The conquest 

of love. These are universal sentiments you can tap in 

your sales story. Your love story can meld two devices, 

technologies, cultures or even ingredients. 

From Told to Sold 

As you can see, there are countless themes that echo 

the human experience. And they work across cultures and 

borders. Many of these same themes and motifs are present 

in Asian, European, African, Native American and other 

cultures. When your story is built atop a familiar theme it’s 

that much more believable, tangible and powerful. Sell it 

through stories and you’ll live happily ever after! 

Craig Harrison is an instructor with the University of 

California at Santa Cruz Extension’s Business department, 

has been profiled in The Wall Street Journal and cited in 

Business Week. As a manager, consultant, publisher and 

curriculum developer, he developed his digital dexterity, 

helping the technical world train and communicate more 

effectively. © 2008, Craig Harrison. All rights reserved. For 

information contact FrogPond at 800.704.FROG(3764) or 

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


A. INSPECTIONS AND REPORTS: 

(1) Buyer Seller shall pay for an inspection and report for wood destroying pests and organisms (“Wood Pest Report”) 

prepared by 

a registered structural pest control company.

We Promise 

To Make Your Life Easier 

To Make Your Life Easier 

Follow Us. Our team will close your escrow 

with knowledge, grace and gratitude. 

Contact us. 

(949) 373-7000 

Follow us. 

Visit us. 

www.escrowleaders.com 

31601 Avenida Los Cerritos, Suite 200, San Juan Capistrano, CA 92675 

Moving Forward to a Brighter Tomorrow.

E A 

What Is It That You Do 

By Richard Weylman 

One great frustration in the prospecting process 

is becoming comfortable with letting people 

you meet know what you do for a living. Over 

the years, as I’ve spoken at company and industry 

events, many financial services professionals have 

expressed their confusion and concern about how to 

approach people and what to say to them. Some feel 

they shouldn’t bring it up until they’re asked; others 

feel that if they bring it up, they will be seen as pushy. 

The apparent reason for this ongoing debate is a lack of 

rapport-building skills and self-confidence about your 

chosen occupation and its value to others. 

Use these strategies to gain the confidence and skills 

to let the people you meet in a business or social setting 

know what you do for a living: 

1. Make a list of all the reasons why financial 

planning is so important. The purpose of this list is to 

get you focused on the benefits and to give you some 

internal motivation. 

2. Ask the centers of influence (the presidents, 

executive directors, clients, etc.) in the markets that you 

have chosen to suggest how you could best approach 

individuals about what you do for a living. Ask for 

specific direction here, even down to the phrases that 

they would use. 

3. Schedule some time with your manager and ask 

him to tell you specifically the words he uses to tell 

others what he does for a living. Be sure your manager 

gives you the specific words that he uses. Write those 

words down so you can adapt them to your own use. 

4. Role-play with your manager and colleagues so 

that you hone and sharpen your skill at bringing up 

what you do in a non-threatening way. It’s important 

to create an environment as close as possible to a real 

situation. Perhaps you could sit down at the conference 

room table and have four or five of your colleagues sit 

with you as if you were having a meal at a function 

that your target market is putting on. Turn to the person 

on your left and the person on your right and simply 

say, “I’ve certainly enjoyed talking with you again. 

We’ve seen each other over the last several months at 

these meetings, and I would be delighted to have an 

opportunity to get together with you sometime during 

the next month and hear more about your business 

and to tell you more about some of the things that I’m 

doing to help people in the industry achieve financial 

well-being.” Then ask for the appointment, “Is there a 

particular day of the month that would work for you” 

Then quietly listen to what the individual has to say. In 

most cases, they’ll respond favorably. As you role-play 

this, have your day planner ready just as you would at 

the function. Use your day planner as you would in real 

life so you actually practice the process. 

5. Work on your rapport-building skills. Often you 

find yourself in a situation where you’re not sitting 

next to someone at a meeting and, therefore, you don’t 

have the ability to establish a sense of elationship over 

a meal or during the meeting. Many times you may 

be standing in a crowd at the hors d’oeuvre table or 

the registration desk where you’re unsure of how to 

proceed. George Walther, a good friend of mine and 

the author of Phone Power says, “Stand shoulder to 

shoulder with someone as you watch an event or before 

a meeting begins. Lean in and make a comment on the 

program or ask a question about the other individual, 

then introduce yourself.” Undoubtedly, one of the best 

ways to mingle and to establish rapport is to ask a 

question and make a positive comment. This interaction 

almost always leads to introductions which present you 

with a golden opportunity to not only tell people what 

you do, but to make it interesting. 

As you develop the words that you will use and the 

way that you will approach prospects, keep in mind 

these three things: 

1. Let prospects know your intent while making it 

clear you enjoy working with people like them. It’s not 

necessary to blatantly say, “I’m here to sell you.” But 

do let them know you’re a resource. 

2. Avoid being coy and thereby harming trust and 

credibility. Be forthright and forthcoming so that you 

avoid getting the reputation that you are simply using 

the group. 

3. Let them know you’re there because you have an 

affinity to the organization and that they are the type 

of people you choose to do business with and wish to 

serve. By having a well-though-out brief commercial 

about what you do and how it will help the prospect, 

any skepticism about your intent will be overcome by 

your professionalism. 

24 


E A 

C. Richard Weylman is an expert in marketing, selling 

and communicating to affluent and high net worth people. 

He is the author of “Opening Closed Doors, Keys To 

Reaching Hard-to-Reach People,” as well as numerous 

sales, relationship and marketing and management audio 

and video education programs. To discover the many 

resources he has to offer you and your organization, 

including his speaking topics, free weekly marketing 

tips (emailed to you), free articles and much more, go 

to www.richardweylman.com or call 1-800-535-4332 to 

schedule Richard to speak at your next event. 

CopyrightC 2002, Richard Weylman. All right 

reserved. Richard Weylman, CSP, serves as President 

of The Achievement Group, Inc., an Florida-based 

consulting firm dedicated to professionally and ethically 

help people move to the next level o f productivity and 

fulfillment. He is the author of “Opening Closed Doors, 

Keys to Reaching Hard-to-Reach People” and numerous 

other sales, relationship marketing and management 

audio and video programs. To receive more ideas and 

insight on how to market to high net worth people, 

recruit quality people, or practice management issues, 

schedule Richard to speak at your next meeting, contact 

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

FrogPond.com 

E A 



MAGAZINE 

TEAM GRAHAM 

By Lalaena Gonzalez-Figueroa 

Tom Slyman and Derek Graham 

P 

roactive entrepreneurs with long-term careers 

in the title industry, Derek Graham and Tom 

Slyman have proven their mettle during a highly 

challenging market cycle. The duo’s adaptability and 

commitment to meeting their clients’ needs has led 

them to Advantage Title, a company that is making 

strides within Southern California’s real estate industry. 

Unified as Team Graham, Derek and Tom offer 

their agent partners a consistently exceptional level of 

customer service. 

Derek notes that while teams don’t typically enjoy 

longevity within the title industry, he and Tom have 

developed a system that works. “Finding partnerships 

where both parties share a common philosophy and 

business model can be a challenge,” he acknowledges. 

“But Tom and I were friends and colleagues for over ten 

years. Not only do we know how to do good business, 

but we also collaborate so that we can capitalize on our 

individual strengths and skills. Together we offer a 

really comprehensive experience for our clientele.” 


E A 

We Are Your 

High Tech-High Touch 

Title Team 

Managing a thriving client base can be challenging for 

a solo title representative. As a team, Derek and Tom 

facilitate smooth services while maintaining open lines 

of communication with their customers. They act as 

extended teammates with their real estate partners, who 

appreciate the ability to rely on the duo’s promise of 

quality. Says Tom, “When agents work with our team, 

they know that we’ll take care of our end of the business. 

We handle the title process, addressing any issues or 

potential problems before they become impediments to a 

successful closing, so that they can focus on building their 

businesses.” 

Derek says that Advantage Title’s systematic approach 

and technological focus is a driving factor in the team’s 

success. “Our business, which includes the operational 

staff within our company, runs incredibly smoothly,” 

he observes. “It’s like a set of gears; each element of 

the process is connected and coordinated for maximum 

efficiency.” The company is establishing itself as a 

technological leader, utilizing innovative software and 

tools to accomplish an unparalleled title experience. 

“Advantage Title gives its clients a distinctive edge with 

its amazing technology and tools,” asserts Derek. “When 

I was offered the opportunity to build my business with 

a company that maximizes the use of technology while 

maintaining a focus on the personal aspect of the industry, 

I knew I needed to be a part of it.” 

Perhaps what’s most notable in Advantage Title’s 

technological arsenal is the way that tools are used. While 

so many title companies continue to adhere to systems 

that require person-to-person contact, Advantage Title’s 

systems allow real estate professionals and other clients 

to independently access pertinent information through 

its website or via wireless devices including iPhones and 

iPads. “We actually have apps that push detailed property 

information to our clients on the fly,” explains Derek. 

“It’s groundbreaking.” 

Also notable is the option for agents to access detailed 

good faith estimates online, with guaranteed fees included. 

“With the ongoing changes that have impacted the lending 

industry, settlement service fees can vary drastically 

throughout the course of a transaction,” explains Derek. 

“Advantage Title gives our clients the confidence of 

providing accurate information to their customers. The 

system is designed as a nationwide title solution, working 

for every county of every state throughout the nation.” 

Advantage Title is also implementing technology that 

recaptures future business. Derek notes that this technology 

will, in turn, help create stronger bonds between the Real 

Estate Agent, Commercial Broker, REO Asset Managers, 

Mortgage Professional, Real Estate Attorneys and the 

Consumer. All of this, helping the Real Estate Industry 

recovery. 

Transparency is a given with Advantage Title, where 

clients are kept in the loop throughout the course of any 

transaction. “Our automated system maintains ongoing 

communication as each task is completed,” says Derek. 

“This drastically reduces time spent on non-urgent matters 

and issues.” He explains, “We utilize technology as a 

portal between our team, our company and our clients. 

Tom and I are always available to speak with our clients 

and meet their ongoing needs.” 

Supporting their efforts is an accomplished group of 

professionals with ample industry experience. “Our 

company is newer to the market, but our staff is established,” 

Derek states. “Many of our title specialists were working 

together for ten to twenty years before they joined our 

office. There’s a great sense of synergy and we were able 

to hit the ground running.” 

Derek and Tom are enthusiastic about the opportunities 

that Advantage Title provides to them, their clients and 

consumers. “We continue to learn, grow and adapt,” says 

Derek. “Tom and I are fortunate to be in a position to add 

significant value to our clients’ businesses, and we look 

forward to continued success.” 

Team Graham 

Derek Graham & Tom Slyman 

ADVANTAGE TITLE365 

19500 Jamboree Road, 2nd Floor 

Irvine, CA 92612 

Derek: 949-584-2570 

Tom: 714-585-9333 

TeamGraham@Title365.com 


S 

urprisingly, opinion polls revealed a sharp contrast 

between the voters who had actually watched 

the debates on TV versus those who had merely 

listened to them on the radio. While radio listeners 

clearly thought that Nixon had won the first debate, 

television viewers were captivated by Kennedy’s smile, 

charm and athletic appearance. 

The majority of viewers interviewed reported that 

Nixon’s five-o’clock shadow and darting eyes made him 

appear sinister and far less presidential than Senator 

Kennedy. The television cameras underscored the 

significance of nonverbal communication and forever 

changed the political landscape. 

Are You Missing Your Prospect’s “Buy Signals” 

Think about the tremendous advantage you would have 

as a baseball manager if you knew the opposing team’s 

signals and were able to anticipate their game plan. For 

example, suppose you knew in advance that the other 

team was planning to steal second base. Obviously, your 

team would have a competitive edge because you would 

be able to adjust your strategy as necessary. Likewise, 

as a professional salesperson, you would be wise to 

monitor your prospect’s body language and adjust your 

presentation accordingly. By reading your prospect’s 

gestures you will minimize perceived sales pressure and 

know when it’s appropriate to close the sale. 

In 1872, Charles Darwin published the book “The 

expressions in Man and Animals” and launched the 

modern study of nonverbal communication. Essentially, 

body language is a mixture of movement, posture and 

tone of voice. The good news about this subject is 

that your subconscious mind already understands the 

meaning of every gesture, posture and voice inflection. 

The bad news is, without the proper training you are 

unable to consciously apply this information during your 

client appointments. 

E A 

Actions Speak Louder 

Than Words 

By Jon Boe 

language, it’s important to be mindful of your own 

gestures and keep them positive. Remember to unfold 

your arms, uncross your legs, nod your head in agreement 

and smile frequently. 

The study of nonverbal communication is similar to 

learning a foreign language in that it requires time and 

effort to achieve fluency. Acquiring this important skill 

will allow you to communicate more effectively, read 

your prospect like a book and close more sales in less 

time. 

Build Trust and Rapport 

Matching and mirroring your prospect’s body 

language gestures is unconscious mimicry. It is a way 

of subconsciously telling another that you like them 

and agree with them. The next time you are at a social 

event, notice how many people are subconsciously 

matching one another. Likewise, when people disagree 

they subconsciously mismatch their body language 

gestures. The psychological principle behind matching 

and mirroring is that people want to do business with 

salespeople that they believe are similar to them. 

You can build trust and rapport by deliberately, but 

subtly, matching your prospect’s body language in the 

first fifteen minutes of the appointment. For example, 

if you notice that your prospect is crossing their arms, 

subtly cross your arms to match them. After you believe 

you have developed trust and rapport, verify it by seeing 

if your prospect will match you. Uncross your arms 

and see if your prospect will match and mirror you as 

you move into a more open posture. If you notice your 

prospect subconsciously matching your body language 

gestures, congratulations, this indicates that you have 

developed trust and rapport. Conversely, if you notice 

your prospect mismatching your body language gestures, 

you know trust and rapport has not been established and 

you need to continue matching and mirroring them. 

Top salespeople and the most successful managers 

recognize the importance of nonverbal communication 

in the selling process and have learned to “listen with 

their eyes.” They understand that one of the easiest and 

most effective ways to close sales is to be aware of their 

prospect’s “buy signals.” 

In addition to monitoring your prospect’s body 

Body Language Quiz 

If you’re a manager, consider using this quiz at 

your next training meeting to assess your sales team’s 

current level of expertise. When sitting in on a sales 

appointment with your sales rep, be sure to incorporate 

nonverbal communications feedback in your critique. 

28 


E A 

While you may not be called upon to participate in a presidential 

debate or manage a baseball team, you need to be able to recognize 

your prospect’s “buy signals.” 

Do you have a working knowledge of body language 

See how many of the eight questions you can answer. 

1. What emotion is associated with the “palm to chest” 

gesture 

A. Superiority 

B. Critical judgment 

C. Sincerity 

D. Confidence 

2. What is the meaning of the “thumb under the chin” 

gesture 

A. Deceit 

B. Boredom 

C. Anxiety 

D. Critical judgment 

3. What nonverbal message is conveyed with the “chin 

rub” gesture 

A. Decision 

B. Deceit 

C. Control 

D. None of the above 

4. What does it mean when a person rubs his or her nose 

A. Superiority 

B. Anticipation 

C. Dislike 

D. Anger 

5. What message is conveyed when a person touches his 

or her eyeglasses to their lips 

A. Interest 

B. Stalling 

C. Disbelief 

D. Impatience 

6. When a person looks over the top of his or her 

eyeglasses, what message are they sending 

A. Contempt 

B. Distrust 

C. Scrutiny 

D. Suspicion 

7. What is the impact of nonverbal communication in a 

face-to-face conversation 

A. 20% 

B. 40% 

C. 70% 

D. 85% 

8. Which of the following gestures is/are associated with 

lying 

A. Talking through fingers 

B. Eye rub 

C. Ear rub 

D. Lack of direct eye contact 

E. All of the above 

Quiz Answer Key 

1. (C) The palm to chest gesture indicates sincerity. 

2. (D) The thumb under the chin gesture indicates critical 

judgment and a negative attitude. A good way to get your 

prospect to drop this gesture is to hand them something. 

3. (A) The chin rub gesture indicates decision. When you 

see this gesture, avoid the temptation to interrupt. If the 

gestures that follow chin stoking are positive, ask for the 

order. 

4. (C) When someone rubs his or her nose it’s an 

indication that they don’t like the subject. When you see 

this gesture you would be wise to probe with open-ended 

questions to draw out your customer’s concern. 

5. (B) When someone touches his or her eyeglasses 

to their lips it signals that they’re stalling or delaying a 

decision. If they put their glasses back on, it’s a buy signal. 

If they put them away, you have more work to do. 

6. (C) When a person looks over his or her eyeglasses it 

indicates judgment and scrutiny. 

7. (C) Research indicates over 70 percent of our 

communication is achieved nonverbally. In addition, 

studies show that nonverbal communication has a much 

greater reliability than the spoken word. Therefore, you 

would be wise to rely on body language as a more accurate 

reflection of a person’s true feelings. 

8. (E) All of the above. The statue of the Three Wise 

Monkeys accurately depicts the three primary hand-to-face 

gestures associated with deceit. See no evil, hear no evil 

and speak no evil. 

While you may not be called upon to participate in a 

presidential debate or manage a baseball team, you need to be 

able to recognize your prospect’s “buy signals.” By gaining 

a working understanding of nonverbal communication, you 

will be able to reduce sales pressure, build rapport quickly 

and dramatically increase your sales effectiveness! 

John Boe presents a wide variety of motivational 

and sales-oriented keynote/breakout session/seminar 

programs for sales meetings and conventions. When you 

book John for your next sales meeting or convention, 

you get a nationally recognized author, sales trainer 

and business motivational speaker with an impeccable 

track record in the meeting industry. For additional 

information, contact the FrogPond at email susie@ 

FrogPond.com 


29

E A 

Sales Success With First 

Time Homebuyers 

By Jeanne Gura 

Just a few years ago, Jackie Simon left a career as a 

housing authority employee and turned to real estate. 

Now a Realtor® with Avery-Hess, Realtors® of 

Rockville, MD, she averages $10-17 million in sales 

each year by specializing in the first time homebuyer 

market. What’s even more amazing is that her average 

home price is $69,000. Simple math will tell you that 

Jackie is closing lots of sales. 

Hugh Rowden, now an Assistant 

Vice President at First Union Mortgage 

Corporation in Atlanta, also specializes in 

first-time homebuyers, as a loan officer. 

Hugh is a member of the President’s Club 

and last year was 10th in the company for 

the number of units closed. 

recommends that you determine where your target 

audience lives, works and relaxes, and that you saturate 

those areas with your message, “Think like a first time 

homebuyer, where would you go for information on how 

to purchase a home” 

“Product knowledge is key,” says Hugh “There’s 

more to life than FHA, VA and Conventional, you 

have to seek out the other outside programs that can 

How do they do it For starters, they 

make a point of knowing and reaching their 

audiences, and are both active in trying 

to connect with homebuyers early in the 

process. Both Jackie and Hugh participate 

in homebuyer seminars led by local housing 

and credit counseling agencies, downpayment 

assistance programs and churches. 

Both stay in contact with other professionals 

who are likely to refer potential clients, such 

as housing authorities and builders who 

are building for the first time homebuyer 

market. Jackie and Hugh both donate 

volunteer time to help these agencies, and 

are rewarded with personal referrals, as both 

have built great levels of trust among the 

staff and clients. 

“Remember when you’re volunteering 

with these agencies you have to really give. 

You can’t always be pushing your business 

or your product, people see through that 

in a minute,” advises Jackie. Jackie 

has also worked with large employers in 

the Maryland area to convince them that 

providing a downpayment assistance or 

closing costs as an employee benefit will 

help them with employee retention. Hugh 

Product 

knowledge is key 

30 


E A 

combine with different loan products.” “I’ve had agents 

tell me proudly that they’ve never done a FHA or VA 

loan, they don’t know what a big part of the market 

they’re missing,” says Jackie, “and they don’t bother to 

learn about down-payment assistance programs, closing 

cost programs, or employer sponsored Homebuying 

programs. You want to have lots of tools in your kit 

and then be able to use the right one for the situation, 

otherwise you’re using a hammer in place of a wrench.” 

Helping the first time homebuyer avoid costly mistakes 

is another area that both excel at. Jackie insists that 

her clients have the home inspected by a professional 

inspector, whether or not the loan requires it. She also 

strongly recommends home warranties. “I’ve never 

had a seller object to providing one for the first year of 

ownership, and I advise the client to purchase it each 

year after the first.” That way, her clients will only have 

to come up with $100 in the event of major repairs. One 

client wound up having a virtually “new” home during 

the ten-year period they owned the home, for the cost of 

$3500 in warranty expenses and $100 per system. 

They wound up having the plumbing, wiring, furnace, 

hot water heater and several items re-done, all for less 

than just one or two repairs would have cost them. When 

you save people that kind of money they remember you!” 

Both now receive almost all of their business by 

referral. Neither did it by design but as their reputation 

spread, both began receiving referrals from past clients. 

“Usually when someone you’re working with is in the 

process of buying a home, they have friends at the office 

and family members who are watching them go through 

the process and thinking about doing it themselves,” says 

Hugh. “When you do a great job, they’re going to give 

your name and number to their friends when they ask how 

they did it.” 

Jackie concurs, “When you help someone achieve a goal 

that is important to them, they are fiercely loyal, it’s good 

for you and good for your business.” 

Jeanne Goldie Gura is a consultant helping lenders, 

agents, developers, Internet businesses and government 

agencies tap the first-time homebuyer market. She was 

a featured speaker on public and private homeownership 

partnerships at the White House Conference on 

Empowerment Zones in 1999 and served as the former 

director of the Atlanta Center for Homeownership. 

She has won several national awards for her work 

in homeownership. For information about Jeanne’s 

presentations, please contact the Frog Pond Group at 

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

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


E A 

The Greatest Leverage In Real Estate 

By Dirk Zeller 

Being a Champion Listing Agent spawns opportunity 

that carries new risk and high rewards. As a Champion 

Listing Agent, you will enjoy these benefits: 

1. Gaining leverage by employing numerous people 

to work for you at no cost 

How many licensed agents are in your board of 

Realtors® That will be the number of people you 

will employ to sell your inventory each day. The best 

part is that all of these people working for you cost 

you nothing! There are no wages, withholdings, taxes, 

insurance, workman’s compensation, or equipment 

changes (telephone, desks, and office supplies). There 

are no expenses of any kind. Now, I know that many 

of you are saying, my company covers all that with my 

buyer’s agents who work for me. That may be true, 

but you still have to manage these people and deal with 

personal problems, mistakes, low motivation at times, 

and interpersonal office politics. All of those still need 

to be controlled and managed with leadership exerted 

to produce a result. 

There is a growing belief that creating a large team 

of producing agents under you creates the best 

leverage in the business. There are more agents 

today trying to create leverage through people than ever 

before. While I agree this approach is valid, you must 

ask yourself, if now is the right time for you make that 

play. Are you personally ready to build and use that 

time Most importantly, have you used the easiest and 

greatest form of leverage in real estate before you start 

exploring people leverage 

The greatest, easiest, and most profitable leverage 

in real estate sales is becoming a listing agent. Too 

many of us are not using this leverage to establish 

the foundation of our success. We are getting drawn 

into the more-people-bigger-team mentality before we 

dominate as listing agents. Once you have the skills 

and production of a Champion Listing Agent, you can 

then build a team more easily with producing agents. 

If you focus on being a great listing agent first, you 

don’t’ have to manage and lead any of these agent 

co-ops out selling your property until they actually 

write a contract to present. You employ all of these 

co-op agents for little time investment, no cost, and no 

risk. With producing agents on your team, you take a 

risk in terms of your leads and how they convert them. 

You invest large amounts of your time to train, coach, 

and direct them to success. Champion Listing Agents 

eliminate the risk and receive the reward. 

I want to stress, again, I am not anti-team or antibuyer’s 

agent. I do, however, believe we, in our 

excitement to achieve a Champion Team real estate 

practice, take higher risk and lower net reward avenues 

because we heard an “expert” claim success, or because 

we really didn’t evaluate the return on investment or 

evaluate the risk/reward equation. 

2. Generating multiple streams of income 

The residual value of a listing, in terms of additional 

business creation, brand recognition growth, market 

share, and market presence, develops leverage. By 

taking a listing, you are, in effect, creating a storefront 

from which to sell your services. A listing creates sign 

32 


E A 

The greatest, easiest, and most profitable leverage in 

real estate sales is becoming a listing agent 

calls, ad calls, and Internet leads to convert to both buyers 

and sellers. It allows you to raise your personal profile 

in a neighborhood to generate future business. An agent 

who works with buyers almost exclusively has no profile. 

What is a listing worth to you beyond just making a 

commission from the sale One of the numbers I tracked 

was additional revenue and additional transactions created 

through securing a listing. For me, I tracked an average 

of 1.68 transactions for every listing I took. By 

pounding a sign in someone’s yard instead of working 

with a buyer, I enjoyed the leverage of another .68 of a 

transaction. Track the buyers generated and converted 

from your listings, the sellers who buy through you, 

and listings you generate additionally because you sold 

the house down the street. I am sure that you will find 

leverage from every listing you take. I am sure your 

ratios will be as good or better than mine. 

continued on page # 38 


Windermere Celebrates 

No Monthly Fees E&O Per Transaction Option DRE Approved Classes Exceptional Agent Support 

Andrea Marquez Owner/President 

James Marquez Broker/Owner

Our First Year! 

135 S. State College Blvd, #110 / Brea, CA 92821 / 714.582.8000 / WindermerePreferred.com

E A 


continued from page # 17 

Maintaining Customer Satisfaction 

The philosophy behind maintaining your customers is 

simple; now that you have them, maintain them. When 

you consider the amount of time and money invested in 

them, you cannot afford to lose them. this investment 

goes beyond your personal expenditures. It also includes 

your firm’s advertising and marketing costs to reach that 

particular market segment. Your customers, therefore, 

should be treated as if the life of your business depended 

on them -- which it does! 

15 Ways To Keep Your Customer Satisfied 

1. Show them that you think of them. Send them helpful 

newspaper clippings or articles, cartoons related to their 

business and “Here’s an idea I thought you’d enjoy” notes. 

Send your clients Christmas/ New Year’s cards, birthday 

cards, and thank you notes. 

2. Drop by to show them new products and brochures 

and offer additional services. Always make an appointment 

before making your call! Respect your clients’ time as you 

do your own. 

3. Offer a sample gift to enhance the use of your product. 

See how they are utilizing your product or service and 

suggest other ways that they can benefit from it. they may 

not be realizing its full potential. 

4. Offer “customer discounts” on new products or 

services to encourage additional business. 

5. When new employees are hired, offer to train them free 

of charge in the use of your product. 

6. Repay or compensate them for lost time or money 

caused by problems encountered with your product. If you 

pinch pennies, your customer may do the same. 

7. Be personal. Record details about your client’s life and 

enter these in your file. It’s so much nicer to say to someone, 

“How is Bob” rather than, “How’s your husband” 

8. Tell the truth; lies have a way of coming back to haunt 

you. 

9. Accept returns without batting an eyelash. In the 

long-run, they are much less expensive than finding a new 

customer. 

10. Be ethical. Keep all your information about the 

account confidential. 

11. Be certain that your company follows through on its 

commitment. this includes delivery, installation, packaging, 

and so on. 

12. Show your appreciation for their referrals by reporting 

back to them on the outcome. 

13. If your company has a newsletter, obtain permission 

from your successful clients to write about them in it. 

Naturally, you would send them a copy. 

14. Keep track of their results with your product and meet 

periodically to review the entire picture (their business, 

industry, trends, competition, etc.) 

15. Keep the lines of communication forever open. As in 

any relationship, you must be able to exchange grievances, 

ideas praises, losses, and victories. 

What all of this comes down to is that you should be 

willing to “go the extra mile” for your accounts. They extra 

effort you expend now will be repaid handsomely in the 

future. 

The bottom line in maintaining your clients is service, 

service and more service. Be there for your customers and 

they’ll want to stick with you. If you meet their needs, 

they’ll think twice before switching to another company, 

even if they’ve voiced some serious concerns. “Make new 

clients, but keep the old. One is silver and the other gold.” 

Develop the “gold” you have and the silver may take care 

of itself. 

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. Copyright© 1999- 

2001, Tony Alessandra. All rights reserved. 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.” For information 

about Tony’s keynote presentations, please call The Frog 

Pond Group at 800-704-FROG (3764) or email susie@ 

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

36 ExecutiveAgent Magazine

E A

E A 

The Greatest Leverage In Real Estate 

continued from page # 33 

3. Maintaining a client even if the transaction fails 

When representing a seller, if a transaction in pending 

fails to close, you still have a client. You can put the 

home back on the market, salvage the relationship, and 

sell the home. With the buyer, they have the option to 

not do business with you in the future. They can decide 

to use someone else to represent them on their purchase. 

The seller provides more security to your income should 

something fail to close or go smoothly. 

4. Gaining control of your life 

As a listing agent, you will be able to create a business 

devoid of the weekends and multiple nights that most 

agents must work. You can build a business that is more 

family friendly for your children and spouse. While you 

are away, you will still be creating growing activity on 

offers if you are a listing agent. 

I remember very few Monday mornings (after a nice 

long weekend with Joan at our vacation home) when there 

wasn’t a contract waiting on one of my seller’s homes. I 

didn’t know about it until I walked in the door on Monday 

morning. 

5. Investing less time per transaction 

It takes less time to represent a seller than a buyer. 

There will be a transaction every so often that will be the 

exception to that rule, but over time, the seller is clearly a 

lower investment of time. Because the seller uses small 

amounts of your time, this enables you to invest that time 

elsewhere to create more income. 

I believe that our focus as the lead agent or Chief 

Rainmaker, of a Champion Team isn’t to achieve a 50/50 

mix of buyers and sellers. The objective is to be weighted 

to the seller side. The only way your mix should be at 

50/50 is if you have two or more buyer’s agents working 

for you. Listing agents, ultimately, dictate the marketplace. 

They set the terms, conditions, and the control level of the 

marketplace. Your leverage benefits need to be established 

as a strong listing agent before you hire your first producing 

agent assistant like a buyer’s agent. 

Dirk Zeller is an Agent, an Investor, and the President 

& 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. He’s the widely published author of Your 

First Year in Real Estate, Success as a Real Estate 

Agent for Dummies®, The Champion Real Estate Agent, 

Telephone Sales for Dummies®, and over 300 articles 

in print. You can get more information by visiting www. 

RealEstateChampions.com. © 2008, Dirk Zeller. All rights 

reserved. For information contact FrogPond at 800.704. 

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

FrogPond.com 

38 ExecutiveAgent Magazine

To learn more about how Windermere can help you increase your business 

contact Christine Haynes 714.932.4447 

No Monthly Fees E&O Per Transaction Option DRE Approved Classes Exceptional Agent Support 

135 South State College Boulevard, #110 / Brea, CA 92821 / 714.582.8000 / WindermerePreferred.com

Gail Anderson - Executive Agent Magazine

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