SCCAOR REALTORS® Successfully Work With The Family Tree

Volume 10, Number 11
www.sccaor.com
November 2014
SCCAOR REALTORS®
Successfully Work With
The Family Tree
See page 6
2014 CORPORATE SPONSORS
2014 MEDIA SPONSORS
Off Price Carpet
IN THIS ISSUE
Page 3 - President’s Perspective
Page 5 - From the Desk of the CEO
Page 6 -10 - SCCAOR REALTORS® Successfully Work With The Family Tree
Page 11- Education
Page 12 - SCCAOR REALTOR® Store
Page 13 - Book Club of the Month
Page 14 - 16 - Convention and Tradeshow Recap
Page 17 - Corporate Sponsor Spotlight
Page 18 - Appy Hour
Page 19 - MLSListings Corner
Page 20 - SCCAOR’s Newest Members
Page 20 - General Membership Meeting
Page 21 - Calendar of Events and September MLSListings statistics
ADVERTISERS
Page 3 - CEFCU Page 4 - Guaranteed Rate Page 7 - Union Bank
Page 13 - Umpqua Bank RE Source
The RE Source is the official monthly publication of
the Santa Clara County Association of REALTORS®.
Our Mission
The Santa Clara County Association of
REALTORS® exists to meet the business,
professional and political needs of its
members and to promote and protect home
ownership and private property rights.
President
Myron Von Raesfeld
President-elect
Craig Gorman
1651 North First St, San Jose, CA 95112; 408.445.8500; www.sccaor.com
Board of Directors
Michael Bui
Nicholas Pham
William Chea
Carl San Miguel
Kevin Cole
Mike Sibilia
Mike D’Ambrosio
Rick Smith
Robert Doucet
Stephen Theard
Brad Gill
Dave Walsh
Anne Hansen
Bonnie Wilson
Barbara Lymberis
SCCAOR Staff
Chief Executive Officer
Neil Collins
Vice President
Gustavo Gonzalez
Executive Assistant
Alma Moreno
Treasurer
Trisha Motter
Accounting
Karen Huang, Accounting Manager
Jenny Dodgson, Accounting Clerk
SCCAOR is not liable and assumes no responsibility for the accuracy
of the information enclosed in this publication. The opinions
expressed in this publication are not necessarily the views/opinions
of SCCAOR. SCCAOR does not endorse the companies, products or
services advertised in this publication unless stated.
Education
Brenda Montgomery, Director of Education
Government Affairs
Anil Babbar, Director of Government Affairs
Membership Services
Tracey Lee, Sr. Membership Coordinator
Kim Dang, Membership Coordinator
William Santillana, Senior Membership Coordinator
Kimberly Westfall, Membership Coordinator
Professional Standards
Ellen Santomauro, Director of Professional
Standards
Public Relations/Marketing
Loretta McClellan, Marketing/Events Coordinator
Julie McCoy, PR Coordinator
Technology
Max Valdez, Director of Technology
PRESIDENT’S PERSPECTIVE
Myron Von Raesfeld – 2014 SCCAOR President
This month, we should all take time
to reflect on what we’ve accomplished
throughout the year. It has been a year
full of great opportunity, with some
challenges along the way. Most of us
would not have made it through the year
as easily as we have had it not been for
all of those around us who are there to
support us.
Thanksgiving is my favorite holiday of
the year. While there are many other
great holidays that allow us some muchneeded down time, there is none better
than Thanksgiving. The day before
Thanksgiving you will find my wife and
daughters in the kitchen baking pies and
Lefse, (an amazing Norwegian flat bread
made from potatoes). This has been a
tradition for my wife her entire life and
she has carried on this tradition with our
6 children. After a day of baking and
preparing for Thanksgiving, we will enjoy
a family homemade spaghetti dinner and
then anxiously await the big day.
On Thanksgiving Day my family and
I will spend the entire day together
reconnecting with those we don’t get
to see all the time and spending some
much-needed quality time with those
closest to us. I almost forgot, we might
watch a little football, especially since the
San Francisco 49ers will be playing that
blue and teal team from the north. But I
digressed. For me, being surrounded by
family and friends is an amazing thing to
be truly thankful for.
continued on page 4
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3 | RE Source
Presidents Perspective
continued from page 3
As the end of the year draws closer, be sure
to take some time to thank all of those in your
life who have been there for you throughout
the year. While we all focus on our busy careers
throughout the year, now is the time to thank
those who are always there to support us. I
would like to thank all of you and the staff at
SCCAOR for all of the support and friendship you
have all graciously provided me throughout the
year. So from me to all of you, I wish you a very
happy and memorable day of Thanksgiving.
ATTENTION SCCAOR MEMBERS!
Got health insurance?
If you want to get Health Insurance through the
Benefits Store, now is the time! Open enrollment
for insurance through Kaiser has been extended
to Nov. 15th for coverage effective Dec. 1.
For more information, click here or call 800-446-2663.
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RE Source | 4
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From the Desk of the CEO
November 2014
Neil Collins, SCCAOR CEO
I am proud to announce that we have added
Loretta, who was born
Loretta McClellan and Leonard Cino to our staff. in San Jose and raised
Loretta, who joined us in September, was hired as in Campbell, said, “I
our new Marketing/Events Coordinator. With her am excited to return to
extensive marketing, graphic design and real estate my roots in real estate
experience, she has already been, and will continue marketing, design and
to be, a tremendous asset to our organization.
events management. As a
Loretta has already hit the San Jose native and former
ground running. She was REALTOR®, contributing
all hands on deck at our to such a service-oriented
Convention & Tradeshow organization as the Santa Clara County Association
on Oct. 2nd and has been of REALTORS® is a most meaningful opportunity. I
busy planning our Holiday look forward to serving the membership, in both
Celebration, which will be held the industry and region that has always remained
at the Santa Clara Convention close to my heart.”
Center on Thursday, Dec.4,
Leonard Cino has been
from 3 p.m. to 5 p.m., as well
hired as our new network
as the Installation of Presidentsystems administrator. He
Elect Craig Gorman, which
will fix members’ computers,
Loretta McClellan,
handle general tech support
Marketing/Events Coordinator will be held at the Santa Clara
Convention Center on Friday,
questions for members and
January 16th from 11 a.m. to 2 p.m.
maintain servers for SCCAOR.
Prior to joining SCCAOR, Loretta was the owner
“What I like about being here
and creative director of her own marketing public
is I can help those real estate
relations firm, McClellan Creative. She published a
folks who need it without
number of fiction books as well as poetry and also
having to charge them a ton
Leonard Cino,
did book design, editing and marketing.
of money,” Cino said.
Network Systems Admin.
Before that, she served as Director of
He added that, “I am glad
Communications for San Francisco-based Aracdia to be part of an organization that services the
Home Care and Staffing’s seven offices and three public. That’s basically what REALTORS® do.”
divisions. She reported to Arcadia’s CEO and was
Cino used to serve on the Business Technology
in charge of media and events for the company. Committee at SCCAOR.
Her work entailed creating collateral design and
In addition to his work at SCCAOR, Cino operates his
she was the primary author of the corporate
own network engineering company, Live Tech Now IT
publication. (Arcadia-San Francisco has since
Services, which has been in business for 14 years.
changed its name to Alegre Home Care).
Cino, who was born and raised in San Jose, was
Additionally, she sold real estate with Coldwell
an administrator in the Navy for 20 years, where
Banker in Los Gatos and Saratoga and Bailey
he learned hardware, software and network skills.
Properties in Scotts Valley. She also served as director
Feel free to contact Loretta at loretta@sccaor.
of marketing for a San Jose real estate company.
com or (408)445-5081 and Leonard at leonard@
An artist, Loretta also ran an art gallery in
sccaor.com or (408)445-5088.
Maine. Additionally, she handled marketing and
Welcome aboard! We are happy and lucky to
communications for a museum and did economic
have
you as part of our team!
development-related work while in Maine.
5 | RE Source
SCCAOR REALTORS® Successfully Work With The Family Tree
By Julie McCoy
At many real estate firms, you’ll find parents
and siblings working side-by-side with one
another, or husband and wife teams. It isn’t for
everyone, but many SCCAOR REALTORS® are
teaming with family members and have been
able to make it work.
Jason Von Raesfeld, Dolora Hahn, Pam Von Raesfeld, Myron Von
Raesfeld, and Michelle Von Raesfeld
SCCAOR President Myron Von Raesfeld
has always been a family person, so it’s
not surprising he has family working
for him at both of his businesses, Click
Home Realty and Real Source Property
Management. His wife Pam, is a
bookkeeper for Real Source Property
Management; his sister Dolora is
escrow coordinator at Click Home
Realty, his son Jason works as a
property manager at Real Source
Property Management and his
daughter Michelle is a receptionist
for Click Home Realty.
“You absolutely know family
better than anybody,” Von Raesfeld
said. “There is not a big learning
curve.”
Jason Von Raesfeld, who
has worked for his dad for
nearly three years, said,
“It’s been great for me
because I have the best mentor I could ever hope
for. I have learned a lot very quickly. I feel like I am
pretty far advanced for my age.”
How did he start working for his dad? His cousin’s
husband, who was working for his dad, resigned
quickly. When that happened, his dad asked him
if he would be interested in working for him. He
decided to quit his job at a golf course and a few
days later began working for his dad, making a fast
transition from golf to real estate. “I basically hit the
ground running,” he said.
He said he’s been able to make it work because his
dad isn’t nagging on him all the time and there is
trust. “I pretty much have full control of everything
that goes on, which is nice,” he said. “He’s [my dad
is] not on my case every day. There’s a lot more trust
than there would normally be.”
Myron Von Raesfeld said he’s harder on family
members when they make a mistake or forget to do
something, but at the same time “they’re not afraid
to mouth back and put me in my place.”
What does it take to succeed when you’re working
with family? “An open mind, a big heart and a short
memory,” he said. “With that you will succeed with
family.”
He would like to see Jason and Michelle take over
when he retires. “That to me is a true honor if they
want to do that,” he said.
Von Raesfeld grew up in a family business and has
never not worked with family. When he was just 5
years old, he began to work at his dad’s hardware
store for 5 cents an hour. He worked at the store until
he was 19, which helped him learn responsibility,
gave him a strong work ethic, and introduced him
to the concept of money.
continued on page 7
RE Source | 6
continued from page 6
Father, Sons Partner at Realty WorldEagle Properties
Michael, Mike and Brad Gill
Mike Gill has worked with his sons, Brad and
Michael Gill, at Realty World-Eagle Properties
Group in San Jose, for 11 years and 14 years,
respectively. Brad Gill joined the company right
after graduating from San Luis Obispo.
“The positive thing is with family, they want
you to be successful,” Brad Gill said. “They are
going to spend more time with you, bring you
1 5 0
Y E A R S
O F
up to speed. They are more likely to provide
opportunities to assist in current transactions and
then opportunities to eventually work solely with
some of their clients.”
Mike, Michael and Brad Gill occasionally do
Open Houses together, but for the most part they
work independently. “We pretty much run our
individual business now,” Brad Gill said.
continued on page 8
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7 | RE Source
SCCAOR REALTORS® Successfully Work With The Family Tree
continued from page 7
Respect and trust are crucial when you work with
family, Brad Gill pointed out. “We all respect each
other and we trust that the decisions we make
are in the best interest of the overall business,” he
explained. “We are very willing to help each other
out as much as possible, in personal finances and
professional development.”
What do clients have to say about the Gills
working together? “They think it’s great, so long as
we don’t kill each other,” Brad Gill said with a laugh.
Michael Gill noted that, “It’s nice to get to spend
all that time with your brother and father. My
father is getting older. It’s nice to see them. I get
to see my old man every day and my brother, too.”
One thing that has helped the Gills work together
is that they have open communication, Michael Gill
said. “You have got to communicate,” he explained.
“We definitely do that, too. We always talk about
new ways of generating business.”
Also, Mike Gill has never been a boss to his sons.
“He has never really told us what to do,” Michael
Gill said. “We are our own bosses. That’s what has
kept us from a scenario where we would be mad
at each other.”
Any time the office receives awards, all three Gills
stand up to accept it. “That’s a proud moment,”
Michael Gill said.
When Michael Gill’s young daughter was in the
hospital, the rest of his family stepped up to the
plate. “My family was there to take care of my
clients,” he said. “That just shows family support,
love and the type of help you’ll have no matter
what. Family will take care of it and they won’t ask
for anything [in return].”
One challenge the Gills used to face is that
Mike Gill used to be old school and didn’t really
take advantage of technology, whereas Brad and
Michael Gill used it. But now he is “embracing
and engaging” technology, Michael Gill said. He is
now using a computer and texts clients. “He’s got a
pretty good grip now,” Michael Gill said.
Mike Gill is very proud of what his sons have
accomplished. “I have a tremendous sense of
pride,” he said. “An opportunity to work with my
two sons. I think they have both become excellent
RE Source | 8
agents. I am really proud of both of them. They
both have families. The positives outweigh the
negatives many times over.”
He noted that, “It’s kind of the American Dream
for a dad to be able to work with his kids. Some
people are really blown away that we can do
that. Clients, they think it’s cool. It gives us more
credibility.”
It hasn’t been too hard to separate the family
relationship from the business relationship, Mike
Gill said. “When we leave here we’re pretty much
family,” he said. “Around here it’s pretty much
business. At work, it’s work. When you’re social, it’s
social.”
How have they been able to make working
with one another a success? “I think the recipe for
success is everybody works hard and respects one
another,” Mike Gill said.
Mike Gill’s wife and Brad and Michael Gill’s mom,
Barbara, also used to work at Realty World-Eagle
Properties Group. She helped out in 2009, when
the recession was in full force. “All we were doing
was short sales,” Michael Gill said. “My mom came
down to help out. We were trying to make ends
meet just like everyone else was because it was a
difficult time in the real estate market. It was nice
having my mom there.” Barbara Gill is now retired
and enjoys spending time with her grandchildren.
Mother-Daughter Duo at Coldwell Banker
Kelly and Jackie Walker
Jackie Walker works with her daughter Kelly
at Coldwell Banker in San Jose. “We have a great
continued on page 9
working relationship,” Kelly Walker said. “We
balance each other really well.”
She and her daughter always do listing
appointments together. “We are a team first, we
present as a team,” Jackie Walker said.
The mother-daughter duo complement each
other well. Jackie Walker is good at problemsolving and negotiating and Open Houses whereas
Kelly Walker’s strength lies in social networking.
Kelly Walker joined her mom when she was in
her late 20s. Prior to working with her mom, she
was the Public Relations Coordinator for SCCAOR.
She had also handled public relations for the
San Francisco 49ers and worked at a private golf
course. “She was already a mature adult,” Jackie
Walker said, adding that, “It wasn’t her first rodeo.”
Jackie Walker loves what she does and doesn’t
plan to retire any time soon, but it’s nice to know
there is a succession plan already in place for when
the time comes.
“[When] I do get old enough to think about
retiring, it’s nice to know I have a successor,” she
said. “It is nice there will be someone to continue
for me as well as the clients.”
Husband and Wife Have Worked Together for
25 Years at Alain Pinel Realtors
Bob and Berta Bower
Bob Bower and his wife, Berta Bower, have
worked together at Alain Pinel Realtors in Saratoga
for 25 years. They go on initial listing appointments
together, but other than that work independently.
They don’t go to Open Houses together and they
do not show properties together.
“We get along pretty well,” Berta Bauer said.
“We’re both pretty flexible. We’re not hard-nosed,
it has to be done my way.”
Bob Bower noted that, “It doesn’t matter who
gets the lead or where the lead comes from. It all
goes to the same checking account. We really love
each other and that makes a big difference. We’re
happy together.”
How have they been able to make it work? “We
try to protect one another, don’t say nasty things
continued on page 10
9 | RE Source
9 | RE Source
SCCAOR REALTORS® Successfully Work With The Family Tree
continued from page 8
to one another,” Berta Bower said. “We don’t blow
up. We try to treat each other in a special way. We
try to think positive.”
Also, “We really believe in finding balance in our
lives,” Berta Bauer said. “We go on a major vacation
each year, take one weekend off each month. We
try not to have appointments in the evening.”
The Bowers complement each other well. Berta
Bower’s strength lies in communication. She talks
at listings presentations and is good at getting
business from Open Houses. Meanwhile, Bob
Bower likes to pick up the property before it goes
on the MLS. He’s also the one who is thinking
about the future. Do they need to get another
assistant? When should they retire? Those are the
kinds of things he tries to stay on top of.
Intero Real Estate Has a Husband and Wife
Team, Too
Eric and Janelle Boyenga
Eric and Janelle Boyenga have been working
together at Intero Real Estate for more than 19
years and have been married for 14 years.
“The first few years of working together were
very tough,” Eric Boyenga explained. “It was not
until we learned not to step on each other’s toes
that we started to flourish.”
He noted that, “We keep each other company,
share the ups and downs of the business together.
It is easy to divide work for clients based on
whoever is best fit for the job. If we didn’t share our
RE Source | 10
money it would be more challenging to make
sure the work is divided fairly.”
The Boyengas don’t have difficultly
separating the family relationship from the
business relationship. “We love what we do. We
live and breathe real estate. It runs through our
blood, so it is not difficult on our relationship,”
Eric Boyenga explained. “Eight years ago
after we had our daughter, we made a
conscious decision to develop our team to
provide us more time to enjoy our personal
life and our daughter.”
The Boyengas have complementary skill
sets: Eric Boyenga has a marketing and
sales background, while Janelle Boyenga
has a background in interior design and
communication. “Our complimentary
skill sets have created a synergy that has
been one of our reasons for success,”
Eric Boyenga said.
They have received a positive
response from clients. “We receive
testimonials and reviews all the time
from clients who are impressed with
our team concept,” Eric Boyenga
explained. “The funny thing is in
tech, all successful companies
have their teams, so they get the
concept, and more importantly
understand the value of a good
team. Our motto since we started
in real estate is, Proven Results
Through Teamwork.”
Working with family has plenty
of rewards, but like anything
else comes with challenges,
too.
Many
SCCAOR
REALTORS® have managed
to successfully team with
family members for
years, are happy doing
it and wouldn’t have
it any other way.
EDUCATION
How to Win the Before the
Appointment
In this class, students are taught a thorough
understanding of how to prepare the ultimate listing
presentation that is sure to impress any seller. Using
the most cutting edge tools and techniques, you will
learn how to expose property listings to the most
potential buyers and attract new business. You will
leave the class with:
Planning for Agent Success
When you pass the test to get your real estate
license, you are not prepared for success in the real
world. This class will help you understand that the
successful agent choreographs their days for success.
It will help you define your purpose, choose your
niches, show you how to develop strategies and
tactics so you can be on the road to success!
You will learn:
•An in-depth understanding of today’s sellers.
•How to create your why
•The ability to use technological tools, including
single property web sites, syndication and social
media that will amaze your sellers.
•Business Planning - Goals Gone Wild
•The ability to do search engine optimization (SEO)
for the listing prior to the appointment.
•An understanding of why these tools are necessary
in today’s high-tech world
•A step-by-step creation of your listing presentation
using these tools.
•A finished product: A listing presentation serve and
engage your clients and win the listing!
Nov. 12, 2014
1 p.m.-4 p.m.
$10
Location: SCCAOR
1651 N. First St. San Jose 95112
Instructor: Kimberly Allen of AmeriFirst Financial, Inc.
ENROLL NOW
Why Online Reviews are SO
Important for Your Business
Topics covered:
•This course will address how social media has
changed everything from “by referral only” to
“word of mouth.”
•Real estate niches
•Strategies and tactics
•Time blocking your plan
•Setting priorities
•Measuring and adjusting
December 10th, 2014
1 p.m. to 4 p.m.
Location: SCCAOR
1651 N. First St. San Jose 95112
Instructor: Kimberly Allen of AmeriFirst Financial Inc.
ENROLL NOW
IMPORTANT NOTICE:
SCCAOR will be closed on Tuesday, Nov. 11,
in observance of Veterans Day. We also will
be closed on Thursday, Nov. 27th and Friday,
Nov.28th for the Thanksgiving holiday.
•Learn how to ask for, position and leverage digital
reviews.
•If you tap into a client who is a good writer, the
value is priceless!
Nov. 19, 2014
10 a.m.-11:30 a.m.
$27
Location: SCCAOR
1651 N. First St. San Jose 95112
Instructor: Hilda Ramirez, a digital marketing and
social media strategist with experience in business
development in the financial services sector
ENROLL NOW
11 | RE Source
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Book Club of the Month
Links to Success…Read and Achieve
Things a Little Bird Told Me:
Confessions of the Creative Mind
Each month, we are highlighting a book that will feed your
brain, help increase your productivity and inspire you. We’re
sure it’s going to motivate and help you learn how to build a
thriving real estate business. For November, we chose Things
a Little Bird Told Me: Confessions of the Creative Mind.
In this book, Twitter Co-Founder Biz Stone shares stories
abouthome
his lending,
life as locally
well grown
as his careers at Twitter and Google.
home
lending,locally
locallygrown
grown
Known for being a creative person, Stone discusseshome
thelending,
home lending, locally grown
importance of creativity and how to tap into it. He also
addresses the topics of failure and corporate culture. Most
recently,Stone founded another venture, Jelly.
good neighbors
good
good neighbors
neighbors
good neighbo
make great lendersmake
make great
great
lenders
makelenders
great
Umpqua’s home lenders are local experts equipped with an array of options for your
nding,
ending,
locally
locally
grown
grown
ding,
locally
grown
home
home
home
lending,
lending,
lending,
locally
locally
locally
grown
grown
grown
home
lending,
locally
grown
home
lending,
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grown
purchase,
refinance
or
new
construction. Plus, we’ll stick with you every
step of the
way—
Umpqua’s
home
lenders
are
local
experts
equipped
with
anan
array
ofof
opo
Umpqua’s
home
lenders
are
local
experts
equipped
with
array
home
lending,
locally
grown
Umpqua’s home lenders are local experts eq
because that’s what good neighbors do.
purchase,
refinance
oror
new
construction.
Plus,
we’ll
stick
with
you
ever
purchase,
refinance
new
construction.
Plus,
we’ll
stick
with
you
ev
purchase, refinance or new construction. Plus
because
that’s
what
good
neighbors
do.
because
that’s
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good
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do.
because that’s what good neighbors do.
Contact your friendly, local San Jose/Walnut Creek Area Home Lender today.
ood
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13 | RE Source
Jeremy
Jeremy
Musson
Musson
Jeremy
Musson
Convention and Tradeshow Recap
By Julie McCoy
SCCAOR’s 24th Annual Convention and
Tradeshow was a tremendous success! More than
2,000 people attended the event at the Santa
Clara Convention Center on Oct. 2nd, which gave
members an opportunity to network and grow
their business. Members had a chance to hear topnotch speakers, meet with exhibitors and learn
about the latest in technology in the real estate
industry at a demonstration area.
Speakers included Carole Rodoni, President of
Bamboo Consulting; Tony Ventura, a lawyer with
Slater, Hersey & Lieberman; Jonathan Smoke, Chief
Economist for realtor.com; Mike Bui, President of
Equity One Real Estate; and marketing strategist
and follow-up expert Heidi B.K. Sloss.
First-time attendee Theresa Qadree, of Coldwell
Banker Platinum Group, said she found the event
cost-effective and that she plans to attend again
next year.
RE Source | 14
“I really appreciate that SCCAOR tried to hone in
on what is relevant to REALTORS® right now,” she
said.
For Qadree, the highlights were the exhibitors
and the demonstration area, which she found to
be hands-on and informative.
Ronald Ramirez, Broker/Owner at Realty World
RPF Realty, said he enjoyed the demonstration
area as well. “I like the ideas they gave you to
make things easier,” he said. “If you can implement
three or four of them, you’re in good shape.”
His daughter, Brianna Ramirez, who also is with
Realty World RPF Realty, added that she thought
the speakers were good.
Another attendee, Ric Bareng Jr., a real estate
consultant at Century 21, said, “I like the content
and the speakers. You get some real time
information.”
Brian Cadieux, President of Cadieux Consulting,
who was an exhibitor, said, “I did the show last year
and had great results out of it. I’m back this year.
It’s a return on my investment. The referrals I get
from the REALTORS® I meet more than cover the
cost of the show.”
Exhibitor Chris McNaughton, Regional Builder
Manager for Prospect Mortgage, said, “We are a
retail and purchase-driven company, so any chance
we can get to interact in a social atmosphere
with REALTORS®, title companies and even other
loan agents is beneficial. We participate [in the
Convention & Tradeshow] in a big way. We have
four booths here because we believe the event is
well-organized and attended.”
Sal Covarrubias, Assistant Vice President and
Sales Manager for First American Title Company,
who also was an exhibitor, noted that, “To First
American, SCCAOR means REALTOR® community.
Our goal is to support the real estate community
continued from page 14
just as much if not more than they support us.
Not to mention the fact that it is just a really fun,
energetic event where we get to connect with our
friends in the industry.”
Thanks to everyone who participated in this
year’s Convention & Tradeshow and we look
forward to seeing you again at next year’s event!
Convention Takeways
Carole Rodoni, President, Bamboo Consulting
SCCAOR CEO Neil Collins; 49er Dwight Clark; and SCCAOR President-Elect in the Orange
Coast Title booth
• The economy is getting better.
• Mortgage rates are going up.
•This recession lasted five years. Normally,
recessions last 18 months.
•There is no such thing as the U.S. housing
market. Markets are defined by neighborhoods.
•We’re seeing a change, almost a revolution in
the economy. We are having a revolution here,
not a recession.
• Both San Jose and San Francisco are in recovery
mode. Every job lost in San Jose during the
recession has been recovered.
• In March, 727 was the average FICO score for a
closed home.
•Our market and economic conditions look
really strong.
•Only 53 % of the population has a FICO Score
above 700.
• Create a 60 to 90 second video about yourself.
Make it fun, meaningful and worth sharing.
seconds. It will be liked and shared. It will be
distributed.
•People who own are more likely to describe
their credit score as high than renters.
•More than half of Millennials looked at real
estate online this summer. They are definitely
interested in real estate.
•We have great wealth in Silicon Valley. There
are 56 billionaires.
•Janet Yellen will keep interest rates low for
now, but raise them next year.
Jonathan Smoke, Chief Economist, Realtor.com
•Consumer confidence is up dramatically since
the start of the recession.
•Do lifestyle not only of the house but the
amenities around it.
Mike Bui, President, Equity One Real Estate
Tips for working with Millennials
• Millennials represent $1.68 trillion in purchasing
power. They are buying and investing in a lot of
real estate.
•You don’t need to speak their language but
understand it.
continued on page 16
15
15 || RE
RE Source
Source
Convention and Tradeshow Recap
continued from page 15
•Millennials are tech savvy. Their first words
were World Wide Web.
• Listen and engage.
• Millennials like fact-finding.
• Always end a text or an email with a question.
•Respond but don’t react. They’ll see you as
parents if you react.
Tony Ventura, lawyer with Slater, Hersey &
Lieberman
•Books, plays, manuscripts, films, YouTube and
songs/forms of music can be copyrighted.
•You can a have a copyright for the look and
contents of your web site.
• You can’t copyright ideas and concepts, or data
and facts.
• Copyright must be minimally creative.
Heidi BK Sloss, Marketing Strategist
• Follow up with every lead you have been given
in the last two months. Differentiate yourself
from competitors by following up.
•Focus on tasks that are income-generating as
opposed to non-income generating.
• Spend 75% of your time on marketing and the
remaining 25% on top clients.
•Make sure you have a target market. Who are
you going to market to? It should be easily
defined and roll off your tongue.
• Marketing is about building relationships.
• Work on your business, not in your business.
•Delegate responsibilities. You can’t afford not
to delegate. It costs you and your business
money to not delegate.
• Transfer of copyright must be written.
Get
Direct Access
to each local
RealtoR®
Ned Foley
Craig Foley
800.628.6983
In 2014, let
us help you
improve
your
purchase
sales !
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Corporate Sponsor Spotlight:
University Production
In this issue, we introduce you to our Media
Sponsor, University Production, in an interview
with owner Blake Cardoza.
Q:
You have done a lot of projects for us,
including filming our President, Myron Von
Raesfeld, in his President’s Message as well as
our events, including our membership barbecue,
Chili Cook Off, Convention and Tradeshow and
Young Professionals Network gatherings. What
projects can you do for our members?
A
: Home tours. A video home tour with aerial
photography if somebody has a listing and they
want to have aerial video. I also do events and
parties for REALTORS®.
Q: What’s a typical day like for you?
A: Every day, every week is totally
Blake Cardoza
Owner
University Production
at my dad’s business, University Mortgage. He
still has the business on Winchester in Campbell.
At that time, I started doing video blogs. I got
introduced to people at mixers and happy hours.
People started saying, do you do home tours.
The average REALTOR® wasn’t educated in social
media or YouTube. But my being a Millennial, I
already had it down.
Q:
different,
working with new clients and new projects. I do
a lot of holiday videos in the winter, fun playful
videos in the summertime. I am a coach. I am a
filmmaker. I am a marketing guy.
How did you come up with the name
University Production?
on and why?
the future?
A:
I created a division called University
Production while with my dad and decided to
continue it with my own business.
Q: What has been your favorite project to work Q: Where do you see University Production in
A
A
: I love doing all the SCCAOR events. Any
home tour with [President-Elect] Craig Gorman
is an absolute blast. He’s just excited to be out
there and doing it. Craig is just awesome allaround.
: Adopting new technology, such as camera
equipment and the use of drones for marketing. I
really want to have the best home tour for agents
and focus on that. I am constantly updating.
a listing and an agent into a story. That’s why I
do it, to have other people feel good and have
them excited.
am a fan of the San Jose Sharks more so than any
other San Jose team.
three guys I can call up and book them to work
with me. I have a small team of videographers. I
do it all really, from start to finish.
1. I film homes and events.
What’s a little of your background and
experience?
3. I can do head shot photography.
I studied business marketing at San Jose
State University. I started as a marketing director
5. I do quality work.
Q: What are some of your hobbies and interests
outside of work?
Q: What it is you love about film?
A: It’s fun and creative to go out there and turn A: I play a lot of music. I go to Sharks games. I
Q: Who all do you have working with you?
A: I have contract freelancers. There are two to
Q:
A:
Five things people should know about
University Production:
2. I specialize in video blogs for mortgage and
real estate professionals.
4. I am reliable.
AppyHour
Here are some great REALTOR® apps for you to check out!
Any.do is a productivity app that can help you get things done. You
can create a to-do list of things you need to do right away or in the
future with this app.
SignMyPad is a great app for handling contracts electronically.
You can fill out contracts, have clients sign them, as well as save and
share them all from your mobile device. No need to use paper, you can
go green with this app!
Pocket Informant enables you to keep your contacts, calendar,
tasks and notes all in one place. It syncs with Google.
Off Price Carpets catering to real estate agents and
their clients for 15 years. We stock plenty of inventory
ready for immediate installation. We are Shaw Carpets’
largest dealer of excess inventory in California, which
means we can provide some of the best carpets made
for less than half of what it normally sells for. All of our
installers have been with us for a minimum of 15 years.
We always guarantee their labor for as long as the
carpet is installed. Your clients will be comfortable to
have them working in their homes and happy with their
courteous professional work. Our goal is to have your
clients thanking you for the great service and value you
help them find at Off Price Carpets.
-Ken Routon, Manager
1020 W San Carlos, San Jose
(1.5 Miles East of Valley Fair) M-F 9-7 • Sat 10-5 • Sun 12-5
800.957.3566
408.288.7678
MLSListings Corner
Updates to MLSListings Service – Everything You Need to Know
Every day, we gather feedback about our
products and services. We use that feedback to
improve the offerings available to you and your
businesses. Often times feedback turns into fixes
and adjustments that are made very quickly,
and other times the feedback is gathered for a
larger update.
By reading feedback from you over the past
few years, and carefully watching trends in
the real estate industry, we have identified
several needs from you, our subscribers, that
will help you to do your business faster and
more efficiently.
1.
When My Listings was first created
smartphones, tablets and other technologies
that you use today did not exist.
2. You are looking for easier ways to market your
personal brand within the online consumer real
estate community.
3.Expanding expertise and relevance into
statewide and national marketplaces is a must
to assist with your client’s relocation and
investment needs.
4.Viewing and listing from a singular tool to
accommodate the need for speed in today’s
market.
These items led us to do some major updates
to My Listings and Matrix. These updates will
allow us to do the following long term:
•Work with and implement a nationwide,
REALTOR®-driven data structure that will
allow you to view listings from multiple platforms in one place.
•Enable the addition of regional and statewide listing data in a single Matrix search
platform.
•Allow for compatibility of software with virtually any device available, including desktop, laptop, smartphone, tablet, etc.
As you know, we have been running a Beta
program with the new systems for many months
now. As part of the Beta program, we asked for
your feedback about the new systems in our
online Suggestion Box. Thank you for adding
your suggestions and pointing out items for
improvement. Many of those suggestions and
improvements already have been implemented
in the new systems.
We plan the following schedule for rolling out
the new systems:
Date
Nov. 13, 2014
Nov. 13 – Dec. 8, 2014
Dec. 9, 2014
Milestone
New Matrix officially available.
Verification Period. Use this time to
verify that your information is correct
in new Matrix.
New Matrix becomes your primary
system. Old Matrix will be available
for verification only.
Dec. 9, 2014
New My Listings comes online and
becomes primary system to manage
listings.
Jan. 31, 2015
Old Matrix is retired.
Throughout the entire rollout we will be
communicating with you about what to expect
and when. In addition, there will be some actions
for you to take in the new systems. We will let
you know what to do and when. All with the
goal of preparing you so you have continuity in
your business through the transition.
Now that you know why we are making
changes, what they will enable for you, and
when to expect these changes; this guide is
designed to give you the information you need
to hit the ground running when everything
launches.
Yours Truly,
James Harrison, RCE, CAE
President and CEO
MLSListings Inc
19 | RE Source
15 | RE Source
Introducing Our New Members
APPROVED IN SEPTEMBER
AFFILIATE
Burns, Jenifer
Gonzales, Monica
Lott, Harold
Obrien, Gene
PRIMARY
Ackerman-Ta, Michael
Acoba, Josephine G
Awalt, Cayla
Barnes, John J
Campagna, James A
Chan, Hsiu Ying
Chen, Meii
Cowsert, Donna M
DeLaere, Amber
Duong, MyHuong
Ehlinger, Nathalie
Faye, Ronald G
Franco, Cecilia
Gaeta, Kendra E
Galeon, Nazaret
Gardin, Helen
Gonzales, Emee
Gray, Michael
Ha-Do, Mylinh C
Hernandez, Sukhjit Kaur
Jacobi Jr., Richard L.
Lambrechts, Chris James
Norris, Stephanie Ann
Padilla, Katrina A.
Padua, Zenia A
Ritter, Terry Lee
Runes, Justin
Ryavec-Coben, Mischa
Sachs, Kirsten Terese
Salcido, Maricela
Shah, Hemang
Stickles, Adam
Teng, Joanna Wan
Tom, Jennifer
Tran, Amy
Tran, Vicky Tuyetvan
Warren, Theresa
Yadegar, Rosemary
Yang, Hana
SECONDARY
Depiano, Seth
Miller, Preston
General Membership Meeting
2015 Santa Clara County Economic Forecast:
Drought, Downpour or Drizzle?
Keynote Speaker:
Carole Rodoni, President
Bamboo Consulting
• Renowned speaker on the
economy and real estate.
• Member of the Board of Directors of BayNet
and CondoWorks.
• Guest columnist for the San Francisco Examiner.
• Guest speaker on Bay Area radio and TV
programs.
Register Now!
Meeting Agenda
Welcome
2014 SCCAOR President, Myron Von Raesfeld
C.A.R. Updates
2012 SCCAOR President, Barbara Lymberis
NAR Updates
2008 SCCAOR President, Dave Walsh
MLSListings Update
2014 MLSListings Chairman, Quincy Virgilio
This holiday season help families in need!
Canned goods and non-perishables are
being accepted for the
Second Harvest Food Bank.
Monetary donations are welcome as well!
Date: Thursday, November 20, 2014
Time: 9:00 a.m. - 11:00 a.m.
2015 Economic Forecast
Carole Rodoni, President, Bamboo Consulting
Cost: FREE (Includes Continental Breakfast)
Presentation and Closing
2014 SCCAOR President, Myron Von Raesfeld
Location: Training Room A, SCCAOR
1651 N First Street, San Jose, CA 95112
For SCCAOR Members Only. For more information call 408.445.8500.
SCCAOR CALENDAR OF EVENTS
General Membership Meeting
Installation of Craig Gorman as President of SCCAOR
Date: Friday, January 16th
Time: 11 a.m. to 2 p.m.
Location: Santa Clara Convention Center, 5001 Great America Parkway
Date: Thursday, Nov. 20th
Time: 9 a.m.- 11 a.m.
Location: SCCAOR, 1651 N. First St.
This meeting is free to SCCAOR members and features an informative seminar, vital C.A.R. and
NAR updates, important industry information and an opportunity to donate to a local charity.
Holiday Celebration
Date: Thursday, Dec. 4
Time: 3 p.m. to 5 p.m.
Location: Santa Clara Convention Center, 5001 Great America Parkway
This annual event raises thousands of dollars for children in need and gives members a chance
to say good-bye to our outgoing President, salute the efforts of our volunteers and offer
holiday cheer.
MLSlistings Inc. Statistics for September 2014
stats analysis
The average sale price of a single-family home
in Santa Clara County in September was up
10.9 percent and the average condo price was up 11.9 percent year-over-year,
according to MLSListings statistics.
In September the average sale price of single-family homes was $1,111,266,
up from $989,726 in September 2013. Meanwhile the average sale price for
condos was $600,782 up from $529,018 a year before.
“Home prices in our area are the highest they’ve ever been, making this fall a
great time to sell,” commented Myron Von Raesfeld, President of the Santa Clara
County Association of REALTORS®. “It’s also a good time to buy, since interest
rates are expected to go up next year and consumers will likely pay more for the
same home in 2015.”
Single-family homes were on the market for an average of 30 days in
September, up from 28 days in September 2013. Condos were on the market for
24 days, down from 26 days a year earlier.
Sellers of single-family homes received 103.53 percent of their asking prices in
September while sellers of condos received 102.64 percent.
There were 1,169 new listings for single-family homes in September, up from
1,146 a year earlier. Meanwhile, new listings for condos stood at 444, down from
536 in September 2013.
Inventory for single-family homes in September was 1,783, down from 1,945
a year earlier. By comparison, inventory for condos was 622, down from 770 in
September 2013.
September 2014 - Santa Clara County - Single Family Residence
Area/City
New Listings
Cur Inv
# of Closed Sales
Ave. DOM
Ave. Price
Med. Price
% LP Rec’d
Campbell
36
33
21
15
990,857
945,000
106.41
Total $ Vol.
20,808,000
Cupertino
33
28
29
14
1,735,638
1,658,944
108.35
48,597,888
Gilroy
63
155
45
52
648,406
605,000
99.57
29,178,291
Los Altos
27
23
18
22
2,715,438
2,350,500
105.64
48,877,888
Los Altos Hills
17
29
8
82
4,159,195
3,635,000
96.67
33,273,560
Los Gatos
33
75
22
29
1,960,107
1,765,000
99.43
43,122,354
14,990,200
Los Gatos Mtns
13
44
14
58
1,070,728
1,035,000
97.15
Milpitas
33
47
24
22
802,044
749,000
101.78
19,249,067
Monte Sereno
12
25
5
9
2,640,400
2,742,000
102.24
13,202,000
Morgan Hill
57
152
38
37
811,446
757,500
98.83
30,834,950
Mountain View
33
15
26
16
1,553,053
1,567,500
107.64
40,379,400
Palo Alto
58
33
28
17
3,036,618
2,949,944
109.11
85,025,314
San Jose
612
959
459
31
838,318
746,250
101.84
384,788,205
San Martin
8
22
4
263
722,500
747,500
98.07
2,890,000
Santa Clara
49
44
58
18
885,717
844,000
106.59
51,371,632
Saratoga
29
57
20
29
2,047,115
2,063,000
106.33
40,942,300
Sunnyvale
56
42
59
19
1,136,429
1,240,000
108.43
67,049,343
Summary
1169
1783
878
30
1,111,266
- -
103.53
974,580,392
Total $ Vol.
September 2014 - Santa Clara County - Condos & Townhouse
Area/City
New Listings
Cur Inv
# of Closed Sales
Ave. DOM
Ave. Price
Med. Price
% LP Rec’d
Campbell
14
20
14
21
600,428
607,000
101.21
8,406,000
Cupertino
9
7
8
21
875,375
840,000
104.95
7,003,000
Gilroy
2
5
1
85
410,000
410,000
98.32
410,000
Los Altos
3
1
7
21
1,280,443
1,205,000
103.74
8,963,101
Los Gatos
13
15
11
24
867,590
852,000
100.27
9,543,500
Milpitas
25
37
17
44
570,543
596,348
100.35
9,699,240
Morgan Hill
9
22
9
53
460,556
465,000
98.48
4,145,009
Mountain View
24
17
25
15
922,906
845,000
106.04
23,072,666
Palo Alto
10
8
9
34
1,015,444
838,000
109.85
9,139,000
San Jose
274
430
222
24
493,720
451,500
101.31
109,605,899
Santa Clara
26
32
21
14
598,571
570,000
105.21
12,570,004
Saratoga
1
4
3
17
920,500
792,000
101.64
2,761,500
Sunnyvale
34
24
25
19
726,891
788,888
104.50
18,172,276
Summary
444
622
372
24
600,782
- -
102.64
223,491,195