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MAGAZINE 

Sheri Isaacs 

Executive Agent of the Month 

INSIDE FEATURES: 

BRENDA AVILA 

Realty Executives 

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

ALAN CIPOLLETTI 

imortgage 

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JEFF HALE 

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

C-21 Beachside 

CAROLE LYNCH 

Lynch Associates RE 

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PARK PLACE ESCROW 

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Company Profile 

HUGO RAMIREZ 

Realty ONE Group

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contents 

ExecutiveAgent Magazine 

JUNE, 2013 VOL. 5 NO. 52 

Cover Story 

Editorials 

16 - Tony Alessandra: 

The Best Things In Life 

Aren’t Things 

28 - Anne Bachrach: 

5 Tips On Making Successful 

Commitments That Produce 

Results 

32 - Chris Widener: 

Finding The Right Way To 

Motivate Your Employees 

Fred Arrias 

Executive Publisher 

PO Box 73384 

San Clemente, CA 92673 

Ph: (949) 366-3349 

Fax: (949) 266-8757 

info@executiveagentmag.com 

www.ExecutiveAgentMag.com 

ADVERTISERS’ INDEX 

Citiwide Home Loans.......................35 

Eagle Home Mortgage.......................43 

Evergreen Realty...............................19 

imortgage.................................2 

Sheri Isaacs 


5 

38 - Zig Ziglar: 

Planning 

27 - Dirk Zeller: 

Avoiding CMA Mistakes 

i Photography Studio.........................11 

Kinecta Federal Credit Union...........13 

LANDMARK Real Estate................42 

Prominent Escrow...........................12 

PWAOR......................................26 

Realty ONE Group............................44 

The Termite Guy................................24 

20 

Brenda Avila 

Realty Executives 

36 

Carole Lynch 

Lynch Associates RE 


imortgage 

Park Place Escrow 

Company Profile 

22 14 

Jeff Hale 

C-21 Beachside 

30 40 

Hugo E. Ramirez 

Realty ONE Group 

Ticor Title Company..........................34 

Wells Fargo Home Mortgage...........18 

Photography: i Photography Studio, 

Ian Wiant, Rob Paino 

Graphic Designer: Garon T. Arrias 

Editorial Manager: Trudy Van 

Writers: Lalaena Gonzalez–Figueroa, 

Shannon Hartsoe 

© Copyright 2013 

Executive Agent Magazine. All rights 

reserved. Reproduction in whole or in part 

without written permission is prohibited. 

Although every precaution is taken to 

ensure accuracy of published materials, 

Executive Agent Magazine cannot be held 

responsible for opinions expressed or facts 

supplied by its authors. 

ExecutiveAgent Magazine 3

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E A 

Cover Story 

Sheri Isaacs 


ExecutiveAgent Magazine

Sheri Isaacs 

Quality Real Estate Service In Orange County 

By Lalaena Gonzalez-Figueroa - Ian Wiant Photographer 

A 

lifelong resident of Southern California, Sheri 

Isaacs embodies the value of hard work. She 

grew up around real estate; her father was a 

commercial broker who suggested she’d be a good fit 

for the business. But after graduating with honors from 

USC with a degree in Sociology, Sheri believed she was 

better suited for the interpersonal relationships developed 

in residential real estate. She earned her license in 

1987 and has built a thriving and award-winning career. 

At the heart of her business are people; she works diligently 

to ensure that each clients’ needs are met. 

Sheri launched her real estate career in Los Angeles, 

where she worked with a spectrum of buyers and 

sellers. She was industrious, client-centric in her 

approach and determined to succeed. Steadily she built 

her clientele, going on to win sales awards for her 

high production levels. Competitive by nature, Sheri 

was propelled not only by an innate drive to reach her 

objectives, but also by a genuine desire to assist others 

in realizing their goals. “I wanted to help people,” she 

recalls. “I loved the process of learning their unique 

situations and strategizing plans to get them where they 

wanted to be.” 

In 1994 Sheri and her family relocated to South Orange 

County. The move paralleled a shift in her professional 

and personal focus; she dedicated herself to her husband 

Alan and the couple’s young daughters, Brianna and Carly. 

She continued to maintain a sense of commitment to the 

well-being of others, though she fulfilled this through volunteerism 

and fundraising. 

Sheri Isaacs Real Estate Group: 

Becky Coleman, Monique Stickle, Marilyne Patton, Sheri Isaacs, 

Brianna Isaacs, Suzanne Goldman, Lisa Bergman, Desiree Hykes 


While Sheri removed herself from the daily business of 

real estate, she never truly left the industry. By 2000 the 

time was right for her to return to the field. Her experience 

provided a solid platform upon which to re-launch 

her career, but she notes that the process of regaining 

her foothold in the marketplace wasn’t without its challenges. 

“I worked hard,” offers Sheri. “It wasn’t a matter 

of simply picking up where I had left off.” 

And yet, there were remarkable successes that first year 

back. Of particular note: Sheri closed over $10 million 

in production. She was quickly back on stride, and soon 

established a team to provide her with the support and 

resources necessary to continue to offer her clients the 

exceptional levels of service that had long defined her 

business. “My team allows for each transaction to run 

more smoothly and efficiently,” she observes. “Whether 

it’s our clients or our industry colleagues, we strive to 

alleviate challenges and to facilitate a terrific experience 

for everyone involved.” 

Client Mark Olsen has dubbed it “The Sheri Isaacs 

Experience”. He states, “I was so impressed by Sheri and 

her team, and the manner in which the sale of my house 

was handled, that I wouldn’t hesitate to work with them 

again. I would love to have any of my friends enjoy ‘The 

Sheri Isaacs Experience’ as well.” 

“The Sheri Isaacs team represented my husband and I in 

both the sale of our home and the purchase of a new home. 

The sellers of our new home threw a ‘twist’ in the transaction 

that quickly elevated both transactions to complex. We 

cannot imagine how we would have successfully (and with 

sanity intact) made it through both transactions (on time at 

that!) without the Sheri Isaacs team. If I could knock on 

every door in the neighborhood and recommend them, I 

would. They are smart women of high integrity with an endless 

devotion to their clients, states Cheryl S. Moreno.” 

Sheri adds value to every aspect of the real estate process 

for buyers, sellers and investors. An objective leader, 

she maintains a sense of focus and purpose that re-directs 

her clients when challenges present themselves. “We 

always have a plan for what to do next, and when to do 

it,” she says. “This systematization allows us to minimize 

stress and adhere to our goals for our clients.” A steadfast 

demeanor sets the tone for every transaction. “One of my 

key responsibilities is to manage my clients’ expectations 

throughout the process,” Sheri adds. “I’m here to ensure 

that small details don’t blow up into big problems.” 


“Dedicated To Staying Current On The Trends 

And Changes Impacting Our Industry.” 

Experience, says Sheri, makes the difference. With 

a big-picture understanding of her marketplace, she’s 

better able to anticipate and address challenges that 

might otherwise derail a transaction. “My team and I are 

dedicated to staying current on the trends and changes 

impacting our industry,” she notes. “Our broad-based 

knowledge allows us to provide our clients with better 

representation designed to assist them in achieving 

successful closings.” 

A Team of Specialists 

Sheri’s business model is a “team approach” consisting 

of teams of specialists including Listing, Marketing, 

Buyer’s Specilaist and Closing Teams. Each team is led 

by a team manager. The focus is on providing the best 

real estate experience possible for every client. Sheri and 

her team have adopted the following philosophy: “It’s 

not about what we can get; it’s about what we can give.” 

“We dedicate ourselves to giving the ultimate in honest, 

caring, exceptional service to each of our clients.” 

She is adept at a range of transactions, but Sheri specializes 

in listing and selling homes throughout South Orange 

County and the surrounding regions. “I love staging,” 

she asserts. “It’s a great way to show the beautiful appeal 

of every home.” She goes beyond decluttering and rearranging 

furniture; Sheri maintains an entire warehouse full 

of furniture and décor, which may be used to enhance a 

given listing. “Providing prospective buyers with a sense 

of the lifestyle that accompanies a home is a critical marketing 

element,” she says. “The results can be remarkable, 

which is why I have invested so significantly in the acquisition 

of pieces and the process of staging.” 

Professional photography captures stunning imagery 

which is heavily promoted in print and online. With 

enhanced Internet presence, Sheri ensures that each home 

she represents receives added exposure. Her collegial 

marketing efforts are also important; Sheri notes that 

agent-to-agent connections can facilitate successful 

transactions. “When we can engage in a collaborative 

process, our clients are better able to achieve their goals,” 

she explains. “We work well with other agents.” 


Sheri’s industry accolades speak to her success. With 

a total sales volume of over $310 million, she has earned 

a spot among the top 100 agents in Orange County. She 

has also been named Mission Viejo’s leading agent from 

2008 to 2012 for listing volume. Sheri is not resting on 

her laurels; she has identified opportunities to continue to 

streamline her business processes, and remains dedicated 

to staying at the forefront of industry changes and developments. 

Though her professional commitments are a priority, 

Sheri cultivates balance in her life through time with 

family and friends. She’s thrilled to welcome Brianna to 

her team. Following in her mother’s footsteps, Brianna 

will earn a degree in Sociology and looks forward to 

working as a licensed real estate agent. Carly has been 

accepted into USC where she will focus on pre-health 

studies in her path to becoming a Physician’s Assistant 

(P.A.). After over two decades of marriage, Sheri and 

Alan still find time to enjoy time at the beach, movies, 

and the occasional USC/UCLA football rivalry. 

As she reflects on her accomplished career, Sheri is 

humbled by the opportunities to make a difference in the 

lives of others. “It’s so rewarding to be a part of such 

a significant experience,” she says. “I take to heart my 

responsibility to provide my clients with great representation 

and to assist them in achieving their goals.” 


The Isaacs Family: Brianna, Alan, Sheri and Carly 

Sheri Isaacs Real Estate Group, Inc. 

Keller Williams Realty 

27101 Puerta Real, Ste. 150 

Mission Viejo, CA 92691 

Tel: 949-933-6339 

Sheri@SheriIsaacs.com 

www.SheriIsaacs.com 

DRE # 00959297 


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MAGAZINE 


E A 

Jeff Hale 

A Full-Service Real Estate Professional 

By Lalaena Gonzalez-Figueroa 

With a clientele that includes residential buyers 

and sellers as well as investors, Jeff Hale has 

proven himself to be an astute real estate 

professional with natural leadership skills. In over a 

decade of corporate management with an internationally-known 

company, he thrived in the opportunity to 

make the tough calls. “I loved the responsibility and 

accountability that came with my position,” he reveals. 

He continues the trend in real estate, where he acts as 

a trusted resource and guide for each client. 

Jeff employs a value-added approach to his business, 

and always aims for the successful outcome. 

“There’s no way to describe the satisfaction of seeing 

my client smile at the end of a transaction,” he 

explains. “It’s an amazing reward to be a part of the 

life-changing process of buying or selling real estate.” 

In an industry that is at once highly standardized 

and nebulous, professionals like Jeff differentiate 

themselves through service that is tailored to the 

unique needs of individual clients. Open communication 

is the conductor for successful business; years 

of experience have solidified Jeff’s belief that no two 

transactions are alike. “This is an intense process with 

many moving parts, with timelines and deadlines that 

are critical to the well-being of the parties involved,” 

he observes. “I’m incredibly careful with my business 

and my clients; there are always challenges and every 

deal is different. Thanks to my experience, though, I’m 

better able to navigate the process proactively which 

greatly reduces the chance for unexpected issues to 

become problems.” 

Jeff’s personal touch makes the difference in his 

business, though he has also invested in the use of 

technology for efficiency and client convenience. His 

IT knowledge is an invaluable element to his real 

estate model, allowing him to create systems and 

processes designed for his clients’ ease of use. 

He is a dedicated professional, but Jeff is also a 

talented musician who sings and plays the guitar. 

“I spent time in Hollywood, writing great songs with 

great people,” he reveals. Today, he continues to 

entertain as the manager and member of Back to 

the 80s, a popular tribute band that plays local gigs 

throughout Southern California. He volunteers his 

time with the Saddleback School System as well. 

Jeff looks forward to continued success, and to 

nurturing the professional relationships that so often 

evolve into true friendships. With upwards of 40% 

of his business stemming from repeat and referral 

clients, he thrives on the opportunity to make a difference 

in the lives of others. 

Jeff Hale 

CENTURY 21 Beachside, Realtors® 

27802 Vista Del Lago 


Telephone: 949-939-0834 

Email: HaleRealEstate@cox.net 

Web: www.OrangeCountyPropertyInfo.com 

DRE # 01416036 

Jeff’s business has been designed with an emphasis 

on the value of teamwork. An extended network of 

industry professionals enhances the level of service 

he provides to buyers, sellers and investors. “As a 

full-service agent, I strive to maximize value to my 

clients throughout the course of every transaction 

and beyond,” he says. “I’ve amassed a wonderful 

group of individuals who value business driven by 

trust, respect and professionalism.” Among his go-to 

specialists are a general contractor and a handyman, 

lenders, escrow and title specialists. “When I make a 

call, they respond,” he observes. “My extended team 

members have become instrumental to my clients’ 

overall success.” 


E A 

It’s been said that success is getting what you want, but 

happiness is wanting what you get. Or to put it another 

way: perspective, next to money, is the easiest thing 

to lose. 

So, by all means, seek to increase your charisma. Try 

to become the most effective person you can be. Work at 

making a good first impression and projecting a positive 

image-but also try to retain self-awareness. 

Look around you; think how you appear to others; be 

alert to the impression you’re creating, or trying to create. 

If you try too hard to impress, or make a big to-do of the 

grand gesture, or come on too strong or too insensitively, 

you’ll often end up creating a negative impression. 

The best impression and the surest way to charisma 

often just means putting others first. It’s been reported 

that one New York cab driver, for example, makes 

$30,000 more a year in tips alone than other cabbies. 

Why Because he offers passengers a choice of several 

newspapers, cold drinks, or fresh fruit. He asks them what 

kind of music they’d prefer, and otherwise does his best 

to make his customers comfortable. In hectic, brusque 

Manhattan, his small acts of decency make him stand out. 

Thus, folks with the most effective images often are those 

who are the least obtrusive about it. In fact, sometimes it’s 

a simple act or gesture of courtesy-like announcing your 

first and last name when you see someone who may possibly 

have forgotten them-that burnishes your image, that 

really sets you pleasantly apart. Or maybe it’s a short note 

of thanks for some favor. Or saying something nice and 

genuine about someone in front of his or her boss. 

If never made, these gestures probably wouldn’t be 

missed; that’s why they’re so obvious when you make 

them. In other words, being a genuinely good person, who 

cares about others and who does things because they are 

the right things to do, may be the ultimate key to increasing 

your personal magnetism, or charisma. 

Always do right because, as Mark Twain said, that will 

gratify some people and astonish the rest. 

Dr. Tony Alessandra, CSP, CPAE has authored 13 books, 

recorded over 50 audio and video programs, and delivered 

over 2,000 keynote speeches since 1976. This article has 

been adapted from Dr. Alessandra’s book, Charisma 

(Warner books, 1998. Dr. Tony Alessandra is recognized 

by Meetings and Conventions Magazine as... “one of 

America’s most electrifying speakers.” Copyright© 2003, 

Tony Alessandra. All rights reserved. For information 

about Tony’s keynote presentations, contact the Frog Pond 

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

http://www.frogpond.com 

16 ExecutiveAgent Magazine

E A 

The Best Things In Life Aren’t Things 

Written By 

Tony Alessandra 


17

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

distribution to consumers. 

Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. © 2012 Wells 

Fargo Bank, N.A. All rights reserved. NMLSR ID 399801. AS981886 3/13-6/13

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MAGAZINE 

Brenda Avila 

W 

hen Brenda Uriarte Avila first got into real 

estate, she thought that success would come to 

her as it always had. After all, she loved the job, 

she had a great personality and worked hard. “I was very 

disappointed to find out that it took a lot more than that,” 

she laughs. “I realized fairly quickly that it was going to 

take a system and a way of marketing that would set me 

apart from other real estate agents.” 

Undaunted, Brenda created a complex system of farming, 

marketing and client-centered service and implemented 

it into her daily business. Within three months, Brenda 

knew her life would never be the same. “I went from being 

an unsuccessful, but friendly real estate agent to being a 

top-producing agent in my office,” she says. “That’s the 

difference between being motivated and being inspired.” 


E A 

Hard Work Without a Plan 

is Just Hard Work 

By Shannon Hartsoe 

That was more than ten years ago and today, Brenda is not 

only a top-producing agent and broker for Realty Executives 

Alliance, she’s also creator of a highly-successful real estate 

curriculum for community college students teaching others 

how to build success one client at a time. 

Brenda is no stranger to hard work. After immigrating 

to the United States from Mexico at the age of 13, her 

mother wouldn’t let her and her brother play outside until 

they had finished their English lessons. As a result, she entered 

school with excellent reading and writing skills and 

became a top student. But, as she learned, hard work is no 

guarantee of success unless that work is focused. 

“Otherwise you’re just wasting your time doing the same 

work over and over again,” she states. “By focusing on your 

strengths and putting systems in place and by treating your 

business like a business, you’re much likelier to experience 

success.” 

Brenda entered the profession drawn by the flexibility and 

the potential to earn a rewarding living. As a single mother, 

her children came first. Encouraged by her mother and 

grandmother, (both strong women in their own right) she 

decided to try her hand at business. “I needed the flexibility,” 

she says. “And there wasn’t any other career out there 

that could offer me that the way real estate could. For me, it 

was all about being a working mom and real estate gave me 

a good avenue for that.” 

By building on her strengths – open houses and in-depth 

market analysis, Brenda has built a successful business that 

keeps her and her listings in the public eye. “Real estate 

agents need visibility,” she says. “And we need concrete 

goals and plans. Being able to engage the public with a consistent 

marketing plan is crucial to building an ongoing client 

base.” 

is different and should be treated as such. Whether it’s a 

short sale or a multi-million dollar property, the marketing 

plan needs to be tailored.” 

She’s also passionate about her company. 

“When I was first approached by owner Debi Sugden my 

business was growing stagnate at a big name real estate 

company,” she acknowledges. “Once I met Debi and heard 

about her philosophy of business I knew I could help make 

a difference. Here I’m a part of something bigger instead 

of just being one of many putting in hours each day.” 

In 2012, Brenda won the Chairman’s Award for production 

and credits her supportive office environment. “They 

believe in me,” she says. “And I know that I can take the 

things I’ve learned over the years and put them to use.” 

“And of course my family. I wouldn’t be who I am today 

without the help of my mother, grandmother and my 

brother. They’ve always told me I could be anything and 

they were right.” 

Brenda Uriarte Avila, GRI, CDPE 

Associate Broker 

Realty Executives Alliance 

5252 Orange Ave. #106 

Cypress, CA 90630 

Direct: (714) 474-5123 

eFax: (714) 276-9676 

BrendaU@RealtyExecutives.com 

www.BrendaUAvila.com 

DRE # 01141420 

One way Brenda does this is through her unique approach 

to open houses. For her, an open house is not just a 

way to garner the attention of the buying public, but a fullfledged 

event. “I’ll get the neighbors involved, I have relationships 

with vendors who help me create a lot of buzz 

around my listing and generate traffic.” She also creates 

listing presentations specific to the listing. “Every listing 



MAGAZINE 


E A 



Throughout the course of his 25+ year career in 

the mortgage industry, Alan Cipolletti has consistently 

adhered to a driving philosophy: “I feel 

responsible for helping my clients turn their dreams 

into realities,” he says. “I take to heart the value of 

home ownership.” 

Alan launched his lending career after earning a B.S. 

in Finance from San Diego State University. His educational 

pursuits included ample coverage of tax topics; 

this allows him to offer clients a “big-picture” approach 

to their mortgages, and to align them to achieve shortand 

long-term goals. 

Transitioning to imortgage was, says Alan, the 

right move for his business and for his clientele. The 

process was a thoughtful one; he reveals that he interviewed 

upwards of twelve firms before opting to align 

himself with the company known for its commitment to 

consumers and professional partners. “I brought half 

of my former office personnel with me,” Alan remarks. 

“We believed that imortgage provided the best platform 

for our continued success.” 

As an active sales manager, Alan leads by example. 

He works with a range of borrowers, from first-time 

buyers to experienced investors. With attention to 

detail and a client-centric approach he ensures that 

questions are answered, concerns addressed, and clients 

educated and informed throughout the course of 

a given transaction. “I’m involved from start to finish,” 

Alan explains. 

Supporting the efforts of Alan and his team of home 

mortgage consultants is a dedicated group of professionals 

whose commitment to excellence is unwavering. 

“imortgage distinguishes itself across the board for 

superior service, outstanding turnaround time, and our 

ability to consistently facilitate a great overall experience,” 

Alan states. The company’s promise of “a loan 

for every home” is reflected in its array of products and 

services, which meet the needs of a diverse consumer 

and builder clientele. Programs include loans designed 

for individuals with low credit scores, first time buyers, 

investors, high-end home buyers and builders. 

While competitive rates are critical to imortgage’s 

notable nationwide growth, it is the underlying philosophy 

of exceptional customer care that has driven 

the company’s success. “At traditional banking institutions, 

it’s not uncommon for a ‘nine to five’ mentality 

to drive business,” Alan observes. “But at imortgage 

we have maintained a commitment to going the extra 

mile.” Professionals are communicative, accessible 

after hours and on weekends, working closely with 

consumers and professional partners to address their 

unique needs. 

As a direct lender, imortgage controls every aspect of 

the financial transaction. In-house processing, underwriting 

and funding facilitates a process that runs as 

smoothly and efficiently as possible, with turnaround 

times that defy industry standards. “We are truly committed 

to maintaining the integrity of the customer 

experience,” states Allan. So much so, that imortgage 

utilizes the services of a third-party company, Eliant, 

to solicit client feedback and implement appropriate 

changes and solutions. 

Alan looks forward to continuing to build his team of 

mortgage specialists, and to assisting his own clients in 

achieving their short- and long-term goals. 


Sales Manager 

imortgage 

1301 Dove Street, Suite 101 

Newport Beach, CA 92660 

Tel: 949.394.1757 

Email: Alan.Cipolletti@imortgage.com 

Web: www.imortgage.com/alan.cipolletti 


imortgage is licensed by the California Department of Corporations CRMLA 

4130969, NMLS 3096. Equal housing lender. 07/2013 


3rd Annual 

The PWR Charity Foundation recently launched “Opening Doors for the Men & Women in 

Uniform.” This program will provide any qualified United States Armed Forces veteran with cash 

for costs not covered by a VA loan in their home buying transaction. 

July 23, 2013 

Anaheim Hills Golf Course 

6501 East Nohl Ranch Road, Anaheim, CA 

$ 

165 

Per Player. Includes: 

Green Fee 

Cart Fee 

Range Balls 

Events include: Best Ball, Putting Contest, 

Closest to the Pin Contest, Longest Drive Contest 

8:30 am - Shotgun Start 

1:30 pm - Awards Luncheon 

Luncheon 

All Tournament Amenities 

Not a Golfer Join us for lunch only! ($40) 

To Sign Up or Sponsor... 

Contact Joey Vargas at 714.245.5555 / joeyv@pwr.net 

or go online at www.pwr.net/pwrcharity/golf 

To Volunteer 

Call Lalaine Castillo at 714.245.5530 or lalainec@pwr.net

E A 

Avoiding 

CMA 

Mistakes 

By Dirk Zeller 

Agents make three major mistakes in the CMA 

preparation process: They work to establish a high 

sales price, they include too many comparable 

homes in their comparison, and they overemphasize the 

price per square foot. Here’s how to avoid the traps: 

Overpricing. If you approach a CMA with the desire 

to establish the highest sales price for the Seller, more 

likely than not, you’ll end up with an overpriced 

listing. Remember, the goal of a CMA is to determine a 

demonstrated indication of the true current value of the 

home. You’re not looking to develop an opinion of what a 

Buyer might view as a reasonable value. You’re working 

with facts to arrive at an objective, accurate valuation. 

Explain the purpose of the CMA to your Seller and 

achieve a meeting of minds that you are not working 

to justify the highest price but rather to reflect market 

conditions and arrive at an accurate value in order to 

present and sell the house in a timely manner. 

arrive at this figure by taking a sale or listing price and 

dividing it by the home’s square footage. For instance, a 

1,500 sq. ft. home listed at $425,000 has a $283.33 price 

per square foot. 

I personally believe price per square foot has a limited 

effect on value. For one thing, it doesn’t account for 

the quality of a home – the quality of the finish work, 

the baseboards and casings and moldings, the marble 

floors, granite countertops, elegant appliances, top-grade 

bathroom fixtures, and landscaping extras. It doesn’t take 

into account such factors as stone exterior, paved patios, 

extra garages, or architectural design features. Price per 

square foot treats each home like a box on a plain vanilla 

lot. It doesn’t evaluate anything that really makes a house 

a house. Yet Agents and consumers use the calculation 

as if it were gospel – often using it to defend low offers 

– when in reality a long list of other factors make the 

price per square foot calculation either meaningless or 

erroneous. 

Presenting too many comps. I’ve seen Agent-produced 

CMAs that include 15 or 20 comparable homes in each 

category: sold, pending, active, and expired. Do the 

math – the result is up to 80 home prices to review and 

enough information to confuse even the most analytical 

Seller. Beyond confusion, many Sellers latch onto the 

most unreasonably priced home in the review, wondering 

why they shouldn’t at least start at the price the people on 

Mulberry got, even though its price is $20,000 over current 

market value. Here’s my advice: Once you select four to 

six comps for each category, stop gathering information 

and begin assembling your CMA into final form 

Putting too much emphasis on “price per square foot” 

findings. When comparing prices, Agents often calculate 

the price per square foot of comparable properties. They 

Dirk Zeller is recognized as the premier coach for 

the real estate industry. He is one of the most sought 

after speakers and authors for high volume production 

while attaining life balance in the real estate industry. 

Dirk is the President of Real Estate Champions. Real 

Estate Champions provides exceptional business and 

developmental training to real estate agents and managers 

through cutting edge coaching programs and seminars 

including the “Four Day Work Week System Program.” 

Visit their web site at Real Estate Champions. © 2010, 

Dirk Zeller. All rights reserved. For information contact 

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

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

ExecutiveAgent Magazine 27

E A 

5 Tips On Making Successful 

Commitments That Produce Results 

By Anne Bachrach 

Most of us cringe when we hear the word “commitment” 

because we associate it with feelings 

of sacrifice. Our commitments fail because we 

get caught up in the struggle of trying to change where life 

seems to be taking us and where we want to go. Our every 

day habits consume our thoughts - leaving no room for 

thoughts of why we started the process in the first place. 

The diet becomes a struggle between exercise and chocolate 

cake; the budget becomes a struggle between spending 

and saving, so on and so on. 

The struggle ends up consuming us and we give up 

trying to change because it’s just too hard. What we 

thought would be efforts to lead us to a new life, end 

up being just a temporary change. We’ve tried before 

and failed again, and the conclusion comes down to a 

discouraged excuse - I just couldn’t do it, I didn’t have 

time, or it was too hard. 

The truth is making a successful commitment is nothing 

more than making a choice to create a desired future 

outcome. You may say that people who stick to their 

commitments are an exception, and you are definitely 

not one of those people. Well, I’m here to tell you that 

commitments are not personality specific. Each of us has 

the capability to set successful commitments. So now 

you’re saying, if that’s the case, why do so many of us 

fail Because most people don’t know how to make the 

decisions that create successful commitment. 

1. Commitment is Nothing More Than Choice 

You are choosing your desired future outcome over 

your current reality. If you really want to lose weight, then 

you choose to be fit. If you really want to save money for 

a down payment on a house, then you choose to budget. 

That’s it - you just made a choice! The chocolate cake 

and new shoes didn’t even enter your mind because they 

aren’t what you really want. What you really want is to 

be fit, or to own your own home. Once you choose your 

desired future outcome, you remove the struggle that leads 

to exceptions. 

2. Instant Gratification vs. Future Outcome 

Do you want your new home or those new shoes 

Successful commitment relies on the individual steps 

between your current reality and your goal. Make every 

step count, and you will get there faster and easier. Instant 

gratifications shouldn’t even enter your mind. The only 

thing you should be focused on is your future outcome, 

and it should mean more to you than momentary desire 

for instant gratification. By holding your future clear in 

your mind, you will make the right decisions to support 

your goals. 

3. Success Relies on 100% Commitment 

It’s easy to make excuses and exceptions, but it’s harder 

to get back on track once you’ve made room for them. 

Successful goal achievement requires 100% commitment. 

Not 99%, not even 99.9%. Making exceptions sets you up 

for failure and makes it harder to stay on track. Decide 

what you can commit to and stick to it - no excuses, no 

exceptions. You’ll find that 100% commitment is actually 

easier than 99.9%, because you remove distractions, and 

the emotion around them. When you can focus solely on 

your goal, not your distractions, it will be easier to stay 

on track. 

4. Casual Interest or Complete Dedication 

You might be interested in the study of law, but are you 

committed to becoming a lawyer You might be interested 

in losing weight, but are you committed to being fit and 

healthy You might be interested in saving money for 

a down payment on a house, but are you committed to a 

budget These are all questions to ask when committing 

to a goal. Your level of desire will determine your results - 

period. If you only have an interest in something, it will be 

easier to let it go. However, if you really want something, 

you will be committed to creating it. 

5. Visualize Your Goal 

Visualization is powerful and will support your efforts. 

Spend a few moments every day, in the morning and 

evening, visualizing your desired outcome. Imagine it as 

if you were already there. Feel how good you feel, and 

completely immerse yourself in the smell and sounds of 

the environment. When you are able to focus on the end 

result instead of momentary temptation, you will make the 

right choices that support your desired outcome. 

If you’ve tried and failed in past commitments, it doesn’t 

matter. The past is the past, and you are a different person 

today. Starting right now, you are now armed with the 


E A 

strength and the tools you need to successfully commit to 

creating your desired future outcome. 

There is a difference between interest and commitment. 

When you’re interested in doing something, you do it 

only when it’s convenient. When you’re committed to 

something, you accept no excuses, only results. 

KEN BLANCHARD 

Author of over 30 books, including the best-seller, The 

One Minute Manager 

Anne M. Bachrach is President of A.M. Enterprises in San 

Diego, CA. Anne has 23 years of experience training and 

coaching. The objective is to do more business in less time 

through maximizing people’s true potential, and ultimately 

leading them to an even better quality of life. For more 

information on our services and learning tools, and to take 

advantage of at least 9 FREE life quality resources, visit 

www.AccountabilityCoach.com or click this link (http:// 

AccountabilityCoach.com/signupa). ©2008 Anne Bachrach. 

All rights reserved. For information contact FrogPond 

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

http://www.FrogPond.com. 


29


MAGAZINE 

By Lalaena Gonzalez-Figueroa - Ian Wiant Photographer 

Greg Fonseca, Stuart Campbell, Claudia Quintanilla 

Outstanding Service, Exceptional Results 


E A 

At the heart of every real estate transaction, 

escrow is a service that simply cannot be left 

to chance. At Park Place Escrow, Inc. every 

detail is thoughtfully coordinated to ensure that clients 

experience a process that runs as smoothly and 

effectively as possible. 

Created with an emphasis on bridging the gap 

between traditional escrow services, Park Place 

Escrow, Inc. has adapted to meet the changing needs 

of an increasingly savvy and demanding marketplace. 

With comprehensive real estate experience, founding 

partners Greg Fonseca and Stuart Campbell utilize 

in-depth knowledge of the elements required to facilitate 

successful real estate transactions. The duo, who 

once owned an asset management company that 

oversaw several thousand properties, are well-versed 

in an array of market niches. “In addition to REO 

and asset management we have been involved in 

mortgages; traditional equity sales of residential, residential 

income and commercial properties; and 1031 

exchanges,” says Greg. “At Park Place Escrow, Inc. 

we understand the needs of a diverse consumer base 

from a practical point of view.” 

Communication is critical to a smooth escrow process; 

it’s also the challenge too many agents and 

their clients encounter when working with their escrow 

providers. Park Place Escrow, Inc. has addressed 

this issue with a systematized structure that ensures 

timely responses to important inquiries and tasks. “We 

have empowered our escrow officers to personally 

oversee their transactions,” explains Stuart. “In-house 

teams work together to maintain a flow of information, 

but when one point-of-contact is available to address 

questions and issues, it makes a difference.” 

Thorough support systems have been implemented 

to ensure a quality process beyond traditional business 

hours, as well. Business Development Specialist 

Claudia Quintanilla acts as an invaluable liaison 

between clients and escrow specialists to provide 

24-hour service, seven days a week. “Claudia is 

integral to our success,” remarks Greg. “She’s excellent 

at handling situations and assisting individuals in 

resolving any issues that may arise.” 

Notes Claudia, “Our clients love our excellent communication 

and our rapid turnaround times. We are 

all committed to building and nurturing great client 

relationships, and that has consistently shone in our 

quality of services.” 

Park Place Escrow, Inc. is dedicated to meeting 

the needs of a culturally diverse marketplace, as 

well. With specialists fluent in English, Spanish and 

Vietnamese, the organization has successfully aligned 

itself with real estate professionals serving a range of 

consumer clients. Experienced and knowledgeable 

escrow officers and assistants work well with their 

collegial partners which include loan officers and processors, 

title company personnel, real estate agents, 

transaction coordinators and consumers. 

“We pride ourselves on our uncompromising level 

of services,” says Greg. “At Park Place Escrow, Inc. 

we do not waver from our commitment of excellence.” 

As the real estate industry continues to evolve, 

Park Place Escrow, Inc. welcomes opportunities to 

adapt accordingly. In an increasingly technologicallydriven 

marketplace, paperless transactions are one 

significant option. “We are constantly exploring and 

evaluating systems that will promote fluidity, convenience 

and security for our clients,” Stuart notes. 

“Our technological initiative is an investment in our 

future and in our clients’ ongoing business success.” 

Park Place Escrow, Inc. 

2300 East Katella, #300 

Anaheim, CA 92806 

Telephone: 714-263-2012 

www.ParkPlaceEscrow.com 


E A 

Written By 

Chris Widener 


E A 

Finding The Right Way To 

Motivate Your Employees 

Zig Ziglar says that there are three main ways to motivate 

people in general and employees specifically. 

They are fear, incentives and growth. Let’s take a 

look at each one. 

Fear. This is not good. Number one, it is not right, and 

number two, it does not work well in the long run and is 

not good for the overall health of the organization. Yet, still 

there are people who use it. They make blatant or veiled 

threats in order to get people to work. There is a better way. 

Incentives. John Maxwell says that “What gets rewarded, 

gets done.” This is the technique that says, “If you do this, 

then you will get this.” The problem Ziglar sees, and I 

concur, is that people will be led this way for a while, and 

it will surely be profitable and productive. Yet eventually, 

most people come to the end of being driven by incentive. 

This is because most people are innately driven by something 

even deeper. 

• Days off to pursue personal development opportunities. 

Invest in your employee’s personal growth and they will 

reward you with high motivation! 

Chris Widener is the President of Made For Success. He 

teaches leaders how to become Extraordinary Leaders. 

Chris’ speaking and consulting services have challenged 

the best to become optimists, to pursue excellence relentlessly, 

and to dream big dreams. Copyright© 2007, Chris 

Widener. All rights reserved. For information about Chris’ 

speaking and consulting services, contact the FrogPond 

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

http://www.FrogPond.com 

Growth. Personal growth. Do you ever wonder how the 

personal growth industry has gotten so huge It is because 

it scratches an itch that lies within each person. Every 

person has within them, a desire to get better. 

Now, obviously, some are more in tune with that desire 

than others, but each person has it, and it can be a great 

motivating factor. 

First, here is how it does not work. You do not say “If 

you do this, then I will give you a personal growth opportunity.” 

That is still incentive. 

Here is how it does work: You simply make it a core 

value of your business or organization that management 

will give regular opportunity for personal and professional 

growth to all members of the staff. 

I say both personal and professional growth very purposely. 

There will always be the opportunity and need for 

professional growth, and the employees expect that. They 

may or may not appreciate it though. 

However, personal growth opportunities, given with no 

strings attached, will be appreciated, and rewarded with 

ultra-motivated employees. Here are some simple ideas: 

• A “Family Library” stocked with books and tapes 

that help them in their family life. 

• A Financial Resources section. 

• Any kind of Development Seminar that will benefit 

the employee. 


33

DePeND ON 

Team DuarTe! 

Go mobile and gain a competitive 

edge with Ticor Title’s mobile apps 

and automated services. 

We believe in building quality 

partnerships with our clients, 

so together we can achieve more. 

yOur 

success 

is Our 

GOAL! 

Our mobile apps are designed to streamline efficiency in 

the title process. Ticor Express Pocket Profile allows you 

to quickly search for property information from your 

mobile or tablet device. Our Pocket Profile app provides 

real time access to valuable property information. 

TicorAgent is a powerful and intuitive app made for you 

and your business. TicorAgent comes loaded with our title 

and escrow fees, local tax rates, our recording fees, and all 

other closing costs. It allows you to quickly answer buyer 

or seller related questions. TicorAgent is the mobile app 

that will help you close more business. 

Our web-based service tool, Ticor Live, is an efficient, 

convenient, and easy to use system for all your title and 

escrow transactions. Ticor Live allows transaction parties 

to coordinate, update, deliver and manage pertinent 

documents. Track orders electronically, get transaction 

details with status report, and download documents and 

preliminary reports... all through our secure database. 

Ticor Title is committed to developing and implementing 

proprietary software and technical tools to allow our 

clients to succeed in today’s dynamic market. Contact 

Team Duarte TODAY for live demonstrations of our 

added-value tools. 

Felix Duarte 

Vice President 

714.392.1400 

felix.duarte@ticortitle.com 

Tomas Duarte 

Vice President 

714.272.9552 

tomas.duarte@ticortitle.com 

www.TeamDuarTe.NeT 

Ticor Title Company 

18302 Irvine Blvd., Suite 100 

Tustin, California 92780

People Who Help People 

TONY PINTO 

Western Regional Manager 

“ ” 

CHL MORTGAGE IS GROWING AND I BECAME A PART IT. 

WWW.CHL.CC 

FOR CAREER OPPORTUNITIES: 

CONTACT DINO KATSIAMETIS @ 949.720.1616 OR DINO@CHL.CC 

4685 MACARTHUR COURT SUITE 170, NEWPORT BEACH, CA 92660 

NMLS #923114 

CA DOC # 252733 

Corporate NMLS #67180


MAGAZINE 

Open Doors for Agents and Clients 

In the center of Lido Village, 

down near the water of 

Newport Beach sits a bright, 

warmly decorated real estate 

office. Open and appealing, 

with views of the harbor, it 

reflects the heart of Lynch 

Associates Real Estate – 

business should be fun. “I 

didn’t want to open an office 

that was cold and sterile like 

so many corporate offices,” 

says broker/owner Carole 

Lynch. “I wanted something 

that was friendly and inviting 

and appealing to both agents 

and clients alike.” 

Lynch Associates Real Estate 


E A 

Carole Lynch 


By Shannon Hartsoe 

Before obtaining her real estate license in January of 

2000, Lynch was a legal assistant. In that career, 

she often found herself helping clients negotiate car 

deals or work through difficult housing documents. “Since 

I was working with sales so often anyway, and enjoying it, 

it seemed like a natural transition for me,” she says. “So I 

gave it a whirl.” 

Others in real estate warned her – it could often take six 

months or more for sales to start trickling in. “I guess I 

didn’t listen – I closed seven transactions in my first four 

months,” she says with a laugh. “I haven’t really slowed 

down since.” 

Her client-first philosophy quickly earned her a reputation 

as a trustworthy advocate for buyers and sellers. 

Propelled mostly by repeat and referral, Lynch’s business 

grew exponentially. 

Lynch went on to win many awards for top production 

and obtained her broker’s license. She’s sold houses in 

nearly every county in Southern California. But something 

was wrong. “I realized I was answering my own questions 

far more often than I needed my broker’s advice,” 

she notes. She found she enjoyed the challenge of keeping 

deals together – often finding answers others had overlooked. 

Her own independence coupled with the impersonal 

nature and the traditional commission structure of the 

national real estate companies left her feeling empty. 

Lynch realized she was more than capable of managing her 

own clientele without the backing of a corporation. 

“I work hard for my clients,” she says. “And I felt like it 

was not only important to be able to keep more of what I 

earned, but I also wanted to be able to be more flexible and 

responsive. None of my clients cared about the name of the 

company. They work with me because I work for them.” 

In January of 2011, Lynch struck out on her own. Today, 

Lynch Associates Real Estate has six agents and a sizable 

market share. Even in a challenging economy, the company 

is doing well. 

“I think the difference is in how we treat clients and how 

we work together as a team,” says Lynch. “My agents know 

I’m always there for them and, as a result, they are always 

there for their clients.” Her ability to persevere makes her 

a valuable asset for both her clients and her agents and her 

open-door policy means she’s easily accessible. 

And she enjoys shaking things up. 

Gone is the traditional broker heavy commission split. In 

its place is a flat rate, no fee structure that rewards agents 

for a job well done. Gone too is the traditional office environment. 

A dedicated reception area includes a fireplace 

and a welcoming beach theme. If it feels more like a vacation 

home than an office, that’s because it’s supposed to. 

“I don’t want anyone to be intimidated by doing a real 

estate transaction,” says Lynch. “When people walk into 

our offices, they automatically feel welcomed. From that 

moment on, they know they’re in the right place.” 

Carole Lynch 


3442 Via Oporto, Ste. 103 

Newport Beach, CA 92663 

Tel: (949) 280-2882 

Lynch4Homes@gmail.com 

www.Lynch4Homes.com 

DRE # 01274306 

Your Local Real Estate Expert 

Providing Comprehensive Real Estate Services to Home Buyers and Sellers 


E A 

Planning!! 

If I were to ask the question, Would you like to improve 

your productivity dramatically without working any 

longer or any harder Chances are pretty good that you 

would say, “That would be nice! I’d be more effective and 

I’d probably get a raise! I might even have more fun in the 

process.” 

Question: How many of you, on the night before the day 

you were going on vacation, sat down and wrote out a list 

of the things you wanted to be certain to do before you 

left work the next day Chances are extremely good that 

most of you would say you had done that. And most of you 

would also admit that you managed to complete more than 

twice the number of tasks you complete on a normal day. 

Now think about this for a moment: If planning your job 

on the day before you go on vacation increases your productivity, 

doesn’t it make sense that if you were to spend 

a few minutes every day before you start your work day 

contemplating what is really important and what you really 

need to accomplish, that you would have the same great 

results And the chances are excellent – definitely better 

than good – that this process will attract favorable attention, 

probably leading to more job security, perhaps a raise, 

and maybe even a significant promotion. 

The reality is, productivity has a direct bearing on profitability, 

and all businesses are interested – very much so – in 

profits. Profitability comes from loyalty, productivity, and 

having a character base from which to work. So as you 

ponder this question, I hope you will seriously consider 

not only planning your schedule as you prepare to go on 

vacation, but that every day you will spend a few minutes 

before you go to work planning how you can be more 

effective that day 

It doesn’t take long to plan; it does take a lot of time not to 

plan, because without a plan of action, people will impose on 

your time with idle chatter and requests that take you away 

from the task at hand. Not only will you be less effective, but 

the effectiveness of the people, who take your time for casual 

chatter, or in some cases gossip, will be greatly reduced and 

everybody, including management and leadership, will be 

very unhappy about that. 

Chances are good, regardless of the job market, the most 

productive people with the right attitude are the ones who 

really have more job security, and in most cases a better 

income. When you feel good about yourself and your 

productivity, you probably will also be performing better 

at home. When there is no job related stress you are more 

aware of your mate and children, if you are a parent. You 

will spend more time being better organized so you can 

spend more time having that balanced life that all of us are 

really interested in. 

Planning for a balanced life will enable you to deal with 

the physical, the mental, and the spiritual aspects of your 

life. It will also enable you to develop more friendships, and 

stronger, better, more lasting relationships. There are many 

benefits that go with making the plan a daily part of your 

life. Time well spent results in more money to spend, more 

money to save, and more time to vacation. It will allow you 

to attend more of your children’s ball games or school functions 

as well. 

A plan is always successful if the plan is good. And if 

you’ve been on the job for any length of time, you can 

develop a better plan of action so that everyone benefits from 

it. I’m talking about planning today for tomorrow’s future. 

Think about it. I promise you’ll be more productive, happier, 

healthier, and have a much better chance for increased 

income when you are secure in who you are, where you are, 

and what you’re doing. I sincerely hope you’ll take action 

immediately to get that plan into your daily life. 

Zig Ziglar is a beloved author and America’s motivator. 

He is the author of 25 books and offers training and consulting 

to organizations all across the globe. To learn more 

about Zig and his business visit his website at www.ziglar. 

com 


E A 

Written By 

Zig Ziglar 


39


MAGAZINE 

Hugo E. ramirez 


E A 

Professional Representation 

With A Personal Touch 


W 

ith a rich academic background and experience 

as a real estate investor, Hugo Ramirez offers 

clients the knowledge of a savvy professional 

tempered with a commitment to providing exceptional 

client care. His focus is on empowering clients through 

education, providing individuals with the information and 

resources they need to make the right decisions. 

A native of Colombia, Hugo earned an undergraduate 

degree in Civil Engineering and a Master’s Degree 

in Construction Management, which allowed him to 

build a successful real estate investment portfolio. “My 

wife Constanza, who has a Master’s Degree in Project 

Management, is a great partner,” he says. “Together we 

have invested in condos, vacant land and single family 

houses in the United States and abroad.” 

His passion for real estate was ignited at a young age. 

Hugo’s parents were also investors who imparted the 

importance and value of home and land ownership to 

their children. At a young age Hugo was enlisted to help 

with rental properties; the experience made a tremendous 

impact. “I loved it,” he recalls. “I saw real estate as an 

opportunity to build wealth, but also to help others in 

achieving their dreams.” 

Hugo transitioned his business to Realty ONE Group in 

February 2013, helping to open the Mission Viejo branch. 

The company’s forward-thinking approach, he says, is in 

line with his own. “We are focused on conducting solid 

business with an emphasis on technology and systems, 

which facilitate a smoother transaction,” he explains. “But 

at the heart of our business are the individual needs of our 

clients.” 

He works with buyers and sellers, focusing primarily 

on residential and residential income properties, though 

he is adept at handling commercial transactions as well. 

And while many of his clients are involved in the regional 

markets spanning from San Diego to Bakersfield, Hugo has 

established himself as professionally skilled at managing 

national and international transactions as well. “I work 

with a number of clients throughout Nevada, Florida, South 

America and Asia,” he reveals. 

Exceptional communication solidifies the platform upon 

which his business has been built. Hugo is a critical thinker 

who facilely connects with a range of personalities and 

cultures. “I am adaptable, which is critical in our industry,” 

he acknowledges. “With every client, I am examining the 

best way to cultivate great relationships that will allow us 

to achieve my client’s distinct goals.” Bilingual in English 

and Spanish, Hugo appreciates the opportunity to work 

with a range of individuals from first-time buyers to seasoned 

investors. 

While he readily tailors his approach to each client’s 

unique needs, there are unwavering constants in Hugo’s 

business methodology. His attention to detail is impeccable, 

evident not only throughout the course of a given 

transaction, but also in the scope of his business as a whole. 

Committed to providing top-notch customer service, he 

has painstakingly examined his business in order to consistently 

improve upon the client experience. “I want to 

make a difference,” he says. “Going the extra mile, doing 

whatever I can to alleviate stress and facilitate a successful 

transaction, that’s my primary objective.” Hugo has refined 

his approach accordingly, establishing processes designed 

to bridge service gaps and ensure that clients aren’t left 

out of the loop at any stage during their transactions. It’s 

a level of customer service that differentiates Hugo within 

his field, and one that has his clients raving. 

Hugo, who previously managed marketing efforts at his 

engineering firm, creates strategic advertising and marketing 

campaigns for his listings in print and online. He 

has cultivated solid collegial relationships which helps to 

facilitate smoother and more efficient transactions. 

His business continues to thrive, and Hugo creates balance 

through time with family and volunteerism. He and 

Constanza are the proud parents to two successful young 

men. The couple is involved in Santa Ana’s Home for 

Joshua, which serves the local community. “Every three 

weeks we purchase groceries, cook and serve breakfast to 

individuals who are homeless,” Hugo says. “It’s a great 

opportunity to give back.” 

Hugo looks forward to continuing to meet the needs of 

his diverse clientele. 

Hugo Ramirez 

Realty ONE Group 

25910 Acero 120 


Telephone: 949-923-1133 

HugoERamirez@cox.net 

www.OC-HomesCondos.com 

DRE # 01904090 


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