Diana Kendall - Executive Agent Magazine
Transcription
Diana Kendall - Executive Agent Magazine
S O U T H E R N CAL I F O R N IA’S P U B L I CAT I O N F O R T H E R EAL E S TAT E P R O F E S S I O NAL E XECUTIVEAGENT MAGAZINE Feature Stories: • Greg Carrescia First Team Real Estate • Michael P. Hickman Seven Gables Real Estate • Robert P. Goulette MetLife Home Loans Diana Kendall Executive Agent of the Month TM MetLife Home Loans Home ownership is easier with MetLife Home Loans At MetLife Home Loans, we have the know-how and experience to provide your clients with personalized, expert service. In addition to explaining their mortgage options in detail and empowering them to make informed decisions about a major financial commitment, we’ll work hard to streamline the process for them. MetLife Home Loans offers a range of financing choices, including: > Fixed- and adjustable-rate mortgages > FHA, VA and Conventional financing > Jumbo loans > Low down payment options > Specialized loans for first-time buyers We think you’ll agree that a great deal on your customers’ mortgage is also a great way to begin a lasting relationship, so call today. DONG CHAU & MAI VO 18302 Irvine Blvd., Suite 300 Tustin, CA 92780 (949) 278-2756 [email protected] [email protected] Fluent in Vietnamese, Spanish, and French For business and professional use only. Not for consumer distribution. All loans subject to approval. Certain conditions and fees apply. Mortgage financing provided by MetLife Home Loans, a division of MetLife Bank, N.A. Equal Housing Lender. ©2008 METLIFE, INC. L11086440[exp1109][All States][DC] 8J ExecutiveAgent Magazine contents OCTOBER 2009 Cover Story VOL. 1 NO. 8 Editorials 22 C. Richard Weylman: Renew, Rekindle and Recharge Your Enthusiasm... 20 David Rathgeber: Market Yourself??? Fred Arrias Executive Publisher 2929 Calle Frontera San Clemente, CA 92673 Ph: (949) 366-3349 Fax: (949) 266-8757 [email protected] www.ExecutiveAgentMag.com ADVERTISERS’ INDEX 5 12 Dirk Zeller: Know Your Competition... Diana Kendall Executive Agent of the month 34 Feature Stories 26 Greg Carrescia Professional Profile Jim Rohn: How Do You Attract Opportunity in Your Life? 14 AgentPlace.....................................33 MetLife Home Loans..........................2 Prudential California Realty...............25 Tarbell, REALTORS®......................36 Tom Slyman......................................35 Wells Fargo Home Mortgage..............4 John Boe: “The Strangest Secret” 28 Tony Alessandra: The People Puzzle 16 Mike P. Hickman Company Profile EXECUTIVEAGENT Magazine Photography: Errol Higgins, Rob Paino Graphic Designers: Crystal Arrias, Rob Paino, Trudy Van Editorial Manager: Garon Arrias Production Director: Fred Arrias Production Manager: Leslie Paino Writers: Lalaena Gonzalez–Figueroa, Charlene Pokorny © Copyright 2009 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. 30 Robert P. Goulette Affiliate Profile ExecutiveAgent Magazine 3 Bring your homeownership plans to life Work with a knowledgeable home mortgage consultant and get the guidance you need to help you choose the home financing solution that's right for you Whether you're looking to refinance an existing mortgage or to purchase a new home, it's a great time to take advantage of historically low interest rates. With our exclusive programs and dedication to personal service, you can feel confident that we'll help you choose the home financing that's tailored to fit your current needs and future goals. Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. � ���� Wells Fargo Bank. N. A. All rights reserved. ������ ��/��-��/�� To put your goals into action, call today! Mike Calvert Branch Manager ����� Magnolia Street, Suite ��� Huntington Beach, CA ����� ���-���-���� www.wfhm.com/huntingtonbeachbranchca Diana Kendall Executive Agent of the Month ExecutiveAgent Magazine Cover Story Professionalism Makes the Difference By Lalaena Gonzalez-Figueroa - Photography by Rob Paino I n an industry known for its constant change, there is perhaps no better sign of an agent’s professionalism than her longevity in the field. For Diana Kendall-Margileth, the proof is steeped in over three decades of successful transactions, a loyal client base, and a full staff of highly qualified individuals designed to manage her ever-growing business. Her ability to adjust to meet a changing market’s needs, paired with her marketing expertise, has enabled Diana to find lasting success in her profession. the University of Southern California, she went on to work at the Los Angeles Times where she wrote market presentations. Once in the field, she found she was a natural fit for the diverse demands placed upon real estate agents. “I love statistics, I’m extremely detail-oriented and creative, and I take great pleasure in working to accomplish my clients’ goals,” Diana explains. These traits, paired with her commitment to professionalism, adaptability and tireless approach, have been key factors in her ability to sustain a thriving business. Like many agents, Diana moved into real estate after honing her skills in the business world. Educated at Throughout her career, Diana has displayed a dedication to developing a comprehensive understanding ExecutiveAgent Magazine Diana counts upon her team of professionals to assist her in maintaining a thriving business. L to R: Lisa Letizio, Sal Manzella, Diana Kendall, Heather Muths and Carlos Solis of real estate trends and transactions. In addition to handling residential sales and purchases of homes throughout Orange County, she is also well-versed in property management, along with the intricacies of the REO market and bank-owned foreclosures. “I work with banks around the country,” she reveals. “It’s an honor to be so trusted by asset managers who, in most cases, have never seen a property I’m going to represent. They know they can depend on me to handle the necessary details, to negotiate a strong selling price, and to help facilitate a successful transaction.” While many agents of late have dedicated themselves exclusively to the burgeoning REO market, Diana maintains a balance between traditional and REO transactions. “The market will always cycle,” she explains. “I choose to maintain an active knowledge and understanding of trends on both ends of the spectrum, which allows me to better represent my broad client base.” Diana’s clientele is indeed a diverse group. Centrallybased in Tustin, she specializes in Orange County properties of all types. She represents transactions throughout the county, and is particularly well-versed in luxury waterfront homes. In addition to the support of her brokerage, she also counts upon her team of professionals to assist her in maintaining a thriving business. “I have a fabulous staff,” she says of the comprehensive group. Complementing a highly qualified team of buyer’s agents, are a pair of licensed administrative assistants, a licensed appraiser who is also licensed as a Realtor®, a bilingual assistant with a background in appraisal and contracting, talented marketing and advertising specialists, an escrow department, and specialized individuals including technical support, property managers, and BPO specialists. Thanks to the reliable support of her extensive team, Diana is better able to work with her clients, to pursue ongoing education opportunities, to handle all offers and counter offers, and to oversee every transaction she represents. In 1986 she earned her broker’s license, though Diana has chosen to work with Seven Gables Real Estate, citing the firm’s exceptional support and the benefits it provides to her clients. “There’s a great ExecutiveAgent Magazine energy within the Seven Gables organization,” she notes. “In a large office, I’m also gaining more exposure for my clients among my colleagues and their buyers. With excellent marketing and advertising exposure, a leadership team that ensures agents are current on new programs and laws, plus the energy of other top-notch agents, I’m able to better meet the wants and needs of my clients throughout every transaction and beyond.” Diana’s forte is in marketing high-end luxury homes, and she takes great pains to ensure that every property is represented in its best light. Her photographer, Brett Hickman with Pro Real Estate Imagery, has earned accolades from Diana as well as her clients. “He has a way of ensuring that each shot is perfectly staged,” she notes. “My clients are impressed by his use of lighting and timing, and his ability to consistently maximize the effect of each shot.” Listings are carefully marketed via online and print outlets, with exposure throughout the United States and worldwide. Her upscale listings are marketed to target demographic audiences, and thanks to Seven Gables Real Estates’ membership in Leading Real Estate Companies of the World, Diana is able to effectively market her high-end properties worldwide through LuxuryPortfolio.com. As a listing agent, Diana is committed to going the extra mile for her customers. She hosts broker previews complete with homemade fare, something she says is now a tradition. “I cook the food myself,” she acknowledges. “People have come to expect it!” Diana adds, “My commitment to my clients includes maintaining open lines of communication. I offer ongoing updates throughout every transaction, so that they are aware of exactly what is being done behind the scenes. By keeping them informed and educated, I am better able to answer their questions and concerns.” Diana credits her tenacity and high energy level for helping her achieve quick sales at top dollar in the affordable price ranges. Attention to detail and innovative marketing programs have enabled her to cultivate success in the luxury home market, as well. A consistent top producer at Seven Gables, Diana earned recognition as the recipient of the #1 Award in Sales in 2008. “I have had the opportunity to hone my marketing skills after spending thirty-three successful years in a ExecutiveAgent Magazine T. Taylor Photography Diana and husband Dr. David Margileth competitive market environment,” explains Diana. “I utilize this knowledge to maximize my clients’ results.” Her clients appreciate what Diana brings to the table. Accolades are abundant; one longtime customer raves, “I have worked with Diana since the early 1980s and have found her to be exceedingly professional and knowledgeable. She is diligent and honest in her dealings and is always careful to cover the bases. She can be trusted to speak the truth even when it may be to her financial detriment, such as when she recommends declining a low offer.” Another satisfied client notes, “Diana is organized, has trained staff support and possesses meticulous attention to detail. Her skill sets include the traits needed to successfully market, supervise, trouble shoot and close transactions.” Still another client states, “Her years of experience and exposure to many types of unique situations resulted in Diana’s ability to handle and resolve many situations before they became critical in nature.” In addition to maintaining and growing her real estate business, Diana is also active within her community. Her husband, David Margileth, is an oncologist at St. Joseph Hospital in Orange, where he is Medical Director of the Genetics Program within the hospital’s new cancer center, and specializes in the treatment of breast cancer. Diana serves on the committee for the Circles of Life Fashion Show, which raises funds for the center. Additionally, she is a member of the Junior League of Orange County, the Tustin Historical Society, and the Tustin Schools Foundation. Outside of her professional and personal commitments, Diana enjoys spending time with her extended family, which includes five children and twelve grandchildren. Diana and Dave are also avid golfers and supporters of Orange County’s Performing Arts Center. Diana Kendall ExecutiveAgent Magazine Diana Kendall-Margileth Seven Gables Real Estate 12651 Newport Ave. Tustin, CA 92780 Telephone: 714-665-7135 [email protected] www.DianaKendall.com ExecutiveAgent Magazine In one simple process, you get two powerful marketing tools: Executive Agent Magazine, produces Top-quality brochures in a cost-effective way for effective marketing and direct mail materials. The cost is suprisingly lowjust a fraction of what it would cost to have them written, designed and printed elsewhere. 1. With an influential Executive Agent Magazine brochure, REALTORS® in your market will learn what sets you apart from the competition. It’s not about marketing... It’s about HOW! 2. With a personal marketing brochure, you can tell your story to customers, current and potential, to increase sales and profits. Included in every brochure: Professional writing • Beautiful photography • Custom design • High-quality printing front six page brochure • inside Gain more customers Reach qualified buyers TRISTONE COVER STORY REALTY GROUP By Lalaena Gonzalez-Figueroa - Photography by Rob Paino Shauna Werts and TriStone Realty: Moving Forward, a Step Ahead of the Curve A n innate business sense, a drive to stay ahead of market trends, and the ability to connect on a personal level with her clients and colleagues are three of the cornerstones to success in Shauna Werts’ real estate career. Utilizing the strength of a professional team, she is meeting challenging market conditions head-on, assisting her clients in a range of real estate needs. While earning a Bachelor’s Degree in Psychology from California State University, Fullerton, Shauna began working as an administrative assistant for a real estate broker, and soon found herself drawn to the business of real estate. After two months in the office she earned her California sales license, eventually going on to become a licensed real estate agent in several states. After building her clientele and helping grow her first brokerage, Shauna transitioned to Seven Gables Real Estate. Well-versed in residential and residentialincome transactions, she says she was quick to pick up on market indicators that pointed to drastic changes. She expanded her services to include short sales and REO properties, and quickly realized she’d need additional assistance to succeed in her endeavors. “If you don’t have a reliable and dedicated team of professionals, it’s virtually impossible to handle an REO account with multiple properties,” observes Shauna. “It’s a fast-paced environment that requires quick and efficient work with no mistakes.” She didn’t have to look far to build a team: her assistant at the time, Sean Drumm, had an obvious interest in the business and all the makings of a successful agent. “He’s got a love for life and a great spirit,” Shauna says. “Sean makes a tremendous impression on everyone he meets.” Kevin Drumm, who boasted a background in electrical engineering and the technical sector, brought a detail-oriented approach and a knack with numbers. Recognizing the brothers’ potential, Shauna took matters into her own hands. “I signed them up for a real estate licensing course and informed them that they were going to join me as partners,” she recalls. “They had this passion and love for real estate, and the second I realized what we could accomplish as a team, I just had to make it happen.” Fortunately, the brothers agreed. After earning their licenses they joined forces to form TriStone Realty Group, an independent entity housed within the Seven Gables brokerage. Ensure repeat business Their synergy is undeniable, though Sean reveals that the group’s internal structure has been an evolutionary process. “We each bring unique strengths to the table, and we have continually evaluated what we need to do in order to best perform in the market today and in the future. We have invested a great deal of thought and planning into every phase of our business, and we are constantly adjusting our team to suit the needs of our clients and the demands of the markets we represent,” he says. Sean notes that the members of TriStone capitalize on their strengths as individuals and as a group, and says that the three challenge each other to perform to their best potential at all times. “Kevin’s technical background is a great asset to our group,” he observes. “He is detailoriented and incredibly organized and efficient.” Shauna, he says, “Is the complete package. She handles all aspects of the business, from clients to behind-the-scenes work.” As for Sean, “I really enjoy working with people,” he offers. “The opportunity to make a difference in the lives of my clients is incredible.” The group is highly driven by the industry’s fast pace and consistent challenges, and their enthusiasm and quest for knowledge impress clients and colleagues alike. “As clients and agents become savvier, it’s imperative for us to stay on top of our business,” remarks Sean. “We are committed to serving as a knowledgeable resource for our customers, and to consistently exceed their expectations for our group.” Kevin agrees. “We thrive on the excitement and daily challenges that we encounter,” he asserts. “Staying on top of current market conditions and anticipating upcoming trends, plus meeting the daily demands of our business requires high energy and the ability to work at a fast pace. We don’t just get the work done; we enjoy it.” Though the members of the TriStone Group spend much of their time on REO and short-sale properties, they offer traditional buyers and sellers exceptional service as well, thanks in part to the collegial relationships they have developed. “Every weekend, our team and fellow agents host open houses on our properties, maximizing exposure to attract buyers,” notes Shauna. A wise broker taught her to stay one to two years ahead of market trends, and Shauna has taken that advice to heart. Her dedication to leading the curve enabled her to learn the unique business of short-sale and REO properties before the boom; it’s a market share that requires patience, perseverance and professionalism. “Though the challenges are immense, there is no better feeling than knowing we’re getting the job done for our clients, whether they are individual buyers or sellers, investors, or asset managers at banks,” she states. EXECUTIVE AGENT SEAN DRUMM TRISTONE - SHAUNA WERTS EXECUTIVE AGENT Magazine KEVIN DRUMM In their work with REO properties, Shauna, Kevin and Sean employ a refined system of tasks and responsibilities, handling repairs and maintenance as needed. The group also handles cash-for-keys transactions as well as court evictions. They are so systematized, says Shauna, that they’re often working on a task before an asset manager asks them to begin. “We like to be a step ahead in the process,” she says. “It obviously shows that we know what we’re doing, but it helps our asset managers as well, because they’re reporting progress to their superiors. In the end, we all look good!” Her keen business sense is tempered by a personable approach to her work and her academic training in psychology. This, she acknowledges, is particularly helpful when working with clients who must resort to short sales. “People are under duress and many want to just stay in their homes,” she explains. “It’s not easy; the first option we examine is the possibility of loan modification. If we can pair a client up with someone who can help, that’s great.” The group offers these services at no cost to their clients. “All we ask is for referrals,” Shauna says. “When people are able to avoid losing their homes, they’re more than happy to show their gratitude, and to recommend us to others!” She adds that the group’s relationship with satisfied clients extends well beyond a single transaction. “When we help any of our clients get themselves into better situations, we tend to become lifelong friends!” she enthuses. EXECUTIVE AGENT Magazine REALTY GROUP TriStone Realty Group Seven Gables Real Estate 5481 E. Santa Ana Canyon Rd. Anaheim, CA 92807 Telephone: 714-685-2237 www.TriStoneRealtyGroup.com ExecutiveAgent Magazine 2929 Calle Frontera San Clemente, CA 92673 949.366.3349—949.266.8757 [email protected] www.ExecutiveAgentMagazine.com When a loan modification isn’t sufficient, TriStone members take every step possible to prepare their clients for the process of the short sale which, despite its name, can take months to complete. “It’s an emotionally sensitive situation, and we do what we can to make the process as easy as possible,” offers Shauna. “Many people fear that they’ll be forced to foreclose before they can sell, so we take great pains to ensure that no costly mistakes are made on our end.” The group, she adds, understands how to work well with bank negotiators. “They’re in a difficult position as well,” observes Shauna. “Our goal is to achieve a win-win situation where the bank is satisfied with their payment, and our clients are released of the financial and emotional burdens of being upside-down in their homes.” It is their congruency as a team, notes Kevin, that allows the group to succeed in a diverse real estate market. “REO work demands that we are on-call and ready to go at short notice,” he explains. “When time is of the essence, at least one of us is always available to handle business. We keep the transaction in motion to ensure a successful closing.” TriStone’s approach works particularly well for banks and asset managers, but their clientele as a whole benefit from their dynamic method as well. Kevin notes, “We receive a lot of positive feedback from colleagues as well as clients, for being a group that works cohesively and efficiently.” Their work with the challenging REO and shortsale market enables the team to better serve traditional buyers and sellers, as well as investors. “We know what’s out there, and can assist buyers in filtering through the properties on the market,” Shauna says. “We’re also able to offer sellers an honest evaluation of their property’s worth. In these conditions houses are selling, you’ve just got to market and price appropriately.” The group handles transactions throughout Orange and Riverside Counties, offering their clients a great range of opportunities to buy and sell. Though they have dedicated much of their time to building their business, Shauna and her partners have found the opportunity to give back to her community through volunteerism. They participate in events through Orangewood Children’s Home, an emergency shelter for neglected and sexually, physically or emotionally abused children. “It’s a wonderful opportunity for us to give back to the communities that support us,” Shauna notes. Like many top agents, Shauna and her team are guardedly optimistic about the market’s current and projected direction. “We’re already looking at the next wave and planning accordingly,” she reveals. “This is a time when there are excellent opportunities for buyers in particular. We believe that real estate remains a sound investment.” EXECUTIVE AGENT Magazine TRISTONE REALTY GROUP EXECUTIVE AGENT Magazine EXECUTIVE AGENT Magazine back KNOW YOUR COMPETITION... By Dirk Zeller W ith today’s market being more competitive than ever, our skills need to be at their highest levels. There is more competition to secure listings than ever before. There are more Agents competing for the same listings than ever before. Many of those Agents are willing to discount their fees to stay alive. The real answer in a more competitive marketplace is: “Don’t wish it were easier – make yourself better.” ~Dirk Zeller Too often, we enter a presentation opportunity without clearly knowing what the client wants. What are the initial factors of their decision? How and when will they make the decision? What is most important to them? What is second most important? We leave our presentation to chance and hope that we hit the “hot button” of the client. We cannot guess and win consistently. We must be willing to probe the client before the actual presentation takes place. 2. Know your competition. For some reason, Agents feel like knowing the competition The time to secure a signature on a contract is at the appointment. I can hear it now, “But, Dirk, I don’t want to be too pushy.” I understand, but you do want to be assertive, confident, and committed to their cause and yours. If you know you’re the best – tell them. There will always be someone you are competing against who: 1. Has more listings than you do 2. Has more market share than you do 3. Belongs to a company that is more dominant than yours 4. Will do the deal for less money 5. Has been in the business longer than you There will always be an effective strategy that Agents can use to sell against other Agents. As a Champion Salesperson, you must understand your Competitive Points of Difference and how to convey them to the client. We need to create points of differentiation, or we will all look the same. When we look the same, the consumer will select the Agent they perceive to be the lowest risk individual. The risk evaluation could be based on the commission the Agent charges, the price they are willing to list the home for, or the higher probability of a sale because the Agent does more business or is with a larger company. Recently, consumers have started viewing risk in terms of the fees we charge – selecting the lower fee Agent. There are many factors, but it boils down to a perception of risk. There are a couple of things you can do to tilt the risk in your favor: 1. Understand the needs, wants, and desire of the consumer. 12 is unethical or dishonest. I find that to be a naive philosophy. In sales, our job is to promote our product or service in comparison to the other options; to truthfully expose the advantages of our product or service over the competition. If we don’t help the consumer comparison shop benefits and services, there are only two outcomes, and neither is acceptable. • The other Agent does it for us. This is disastrous and leads to lots of appointments and no contracts. • Allow the consumer to figure it out. This lowers our odds of success significantly. The consumer will often evaluate the wrong factors. They can make a decision based on what they hope will happen versus what will really happen. I remember early in my career losing a number of listings to a top-performing Agent who was working FSBOs, as I was doing. He had a discount program where, if they sold it, he charged them 2%. If he sold it, he charged 4%, and a co-op sale was 6%. I got hammered initially because I let the consumers figure it out for themselves. Most of them wanted to believe they had a good chance at the 2% or the 4% fee. The truth was markedly different than their hope. When I started to show them the actual number of times the other Agent really sold a home at the 2% and 4% commission rate based on the MLS stats, they began to see the light. ExecutiveAgent Magazine Then I further explained that he would make more money by taking the buyer he created from their home to another Agent’s listing and selling them that home for the 3% he would receive from the listing Agent and waiting for their home to sell by a co-op broker. I then showed them the actual monetary difference that this Agent would make on their $200,000 home by co-oping the sale, taking buyers off their home, and working to sell other Agents’ listings. He earned $4,000 more in commission income from their home for the same amount of work. What do you think most Agents would do when faced with this decision? I would then ask them, “What would you do?” We must know the competition. Who is the competition for each listing presentation you go on? What competitive advantages do they have over you? What are their weaknesses? We all have them. How do they sell a prospect? 3. Close for the contract at the time of the presentation Too many Agents are leaving the presentation without a contract signed. The farther the time span from the presentation until the decision by the client and their actual signature – the lower the probability we will secure the listing. I have never believed in the be-back-listing. I firmly believe we have one real opportunity to take the listing; that’s at the presentation. Once we walk out the door without the contract signed, our odds go down exponentially each day the contract remains unsigned. At the end of a couple of weeks, we have a less than a 10% chance. At the presentation, you have just completed your case for employment. They have the clearest picture of your Competitive Points of Difference and why they should hire you. Once you walk out the door, your benefits and Competitive Points of Difference start to get muddled with all the other Agents. The clarity they have right now, after your presentation, starts to change over time. They forget that you are better and gravitate to the cheaper commission or the Agent that will start the listing at a higher price. The time to secure a signature on a contract is at the appointment. I can hear it now, “But, Dirk, I don’t want to be too pushy.” I understand, but you do want to be assertive, confident, and committed to their cause and yours. If you know you’re the best – tell them. If you don’t believe it or can’t tell them, you should figure out what you need to learn, do, study, and perfect, so you do believe it. People are attracted to assertive, confident presentations and sales people. They are entrusting their largest asset to you, and they want to feel good about their decision. Show them that you have no doubt that a decision to list with you tonight is the best decision they could make, and they should do it now. The industry has seen a swelling number of Agents in the last few years. The competition for business is fiercer than ever. The market will change eventually, and not all Agents will survive the change. The question is will you be prepared to survive and ultimately thrive in the future? Dirk Zeller is an Agent, an Investor, and the President & CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. He’s the widely published author of Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, The Champion Real Estate Team, Telephone Sales for Dummies®, Successful Time Management for Dummies®, and over 300 articles in print. You can get more information by visiting www. RealEstateChampions.com. ExecutiveAgent Magazine 13 “The Strangest Secret” By John Boe I n 1957, Earl Nightingale, speaker, author and co founder of the Nightingale-Conant Corporation, recorded his classic motivational record “The Strangest Secret.” “The Strangest Secret” sold over one million copies and made history in the recording industry by being honored as the first Gold Record for the spoken word. Nightingale, known as the “dean of personal development,” concluded that life’s “strangest secret” is that we become what we think about all day long. Your belief system, like your computer, doesn’t judge At the core of Earl’s message, he reveals the incredible power of positive self-talk, belief and expectation. That you vividly imagine and hold in your subconscious mind begins to out picture as your reality. Your belief system not only defines your reality, but it also shapes your character and determines your potential. The Placebo Effect The ability of the mind to cure a disease even when the medicine is known to be worthless is known as the “placebo effect.” This occurs in medical trials where doctors give patients sugar pills, but tell them they will cure their illness. Often it does, even though the pills contain nothing of medical benefit. The only thing of value in these medical trials is the patient’s own belief that the sugar pills will cure them. It’s the power of the patient’s belief and expectation alone that produces the improvement in his or her health. I recently read a remarkable story about a group of cancer patients who thought they were being treated with chemotherapy, but were actually given a placebo. Before their treatment began, the patients were informed about the complications associated with undergoing chemotherapy treatment, such as fatigue and loss of hair. Amazingly, based on nothing more than their belief and expectation, nearly one third of the patients who were given the placebo reported feeling fatigued and actually experienced hair loss! The Power of Affirmation and Positive Self-talk If you had access to a powerful tool that would enhance our self-esteem and allow you to reach your full potential would you use it? A good way to create positive self-talk is through affirmations. An affirmation is a positive statement that represents your desired condition or outcome. Interesting enough, your subconscious mind doesn’t know the difference between a real experience and a vividly imagined “mental” experience. When he was a struggling young comedian, late at night Jim Carrey would drive into the hills overlooking Hollywood and yell at the top of his lungs “I will earn ten million dollars a year by 1995.” When 1995 finally arrived, Jim was the star of the movie “Ace Ventura: When Nature Calls”, for which he was paid twenty million dollars! or even question what you input; it merely accepts your thoughts as the truth, the whole truth and nothing but the truth. Think thoughts of defeat or failure and you’re bound to feel discouraged. Continuous thoughts of worry, anxiety and fear are unhealthy and often manifest in the body as stress, panic attacks and depression. 14 World-class athletes understand the value of affirmation and recognize the impact of their mental preparation on their physical performance. They use the power of positive affirmation to reduce anxiety and increase their expectation of achievement. To be of maximum benefit an affirmation must be simple, encouraging and stated in the present sense. ExecutiveAgent Magazine By repeating an affirmation over and over again it becomes embedded in the subconscious mind. • “Infinite riches are now freely flowing into my life!” • “I am relaxed and centered!” • “I feel happy and blissful!” To be effective your affirmation must be stated aloud... 1. In a positive manner with the focus on what you want. When you catch yourself saying or thinking something negative about yourself, counteract the negative self-talk with a positive affirmation. Start your affirmation with words like “I am...” or “I already have...” Example: • “I close sales with little or no resistance.” • “I take good care of my customers and they show their appreciation by referring their friends to me.” 2. In the present tense. Your subconscious mind works in the present tense, so avoid words such as can, will, should or could. Example: • “I love doing my work and I am richly rewarded creatively and financially.” Do affirmations really work and can they be used to propel a person to achieve greatness? As a young boy growing up in Louisville, Kentucky, 12-year-old Cassius Marcellus Clay dreamed of someday becoming the heavyweight boxing champion of the world. When working out in the gym, Clay would continuously affirm to all within earshot that he was indeed the greatest boxer of all time! While many felt he was brash and boastful, few people actually took this 89-pound youngster seriously. Mohammad Ali used his affirmation to become the undisputed heavyweight boxing champion of the world and arguably one of the most popular and recognized sports figures of all times! 3. With strong emotion and conviction. “Watch your thoughts, for they become words. Choose your words, for they become actions. Understand your actions, for they become habits. Study your habits, for they will become your character. Develop your character, for it becomes your destiny.” - Anonymous 4. Repeatedly. I suggest you read your affirmations each morning upon awakening and again each night just before falling asleep. Close your eyes and picture the end result. You show me a salesperson with high self-esteem, a positive attitude and a healthy work ethic and I’ll be able to predict his or her success in advance... I guarantee it. Feel the emotions associated with the affirmation. John Boe presents a wide variety of motivational and sales-oriented keynote/breakout session/seminar programs for sales meetings and conventions. When you book John for your next sales meeting or convention, you get a nationally recognized author, sales trainer and business motivational speaker with an impeccable track record in the meeting industry. © 2008, John Boe International. All rights reserved. For additional information, contact the FrogPond at 800.704. FROG(3764) or email [email protected]; http:// www.FrogPond.com. Here are some of my favorite affirmations: • “Every day in every way I’m getting better and better!” • “Everything comes to me easily and effortlessly!” • “I love and appreciate myself just as I am!” • “I love doing my work and I am richly rewarded creatively and financially!” • “I now have enough time, energy, wisdom and money to accomplish all my desires!” ExecutiveAgent Magazine 15 MICHAEL P. HICKMAN SEVEN GABLES REAL ESTATE The Future of Real Estate By Lalaena Gonzalez-Figueroa F or over three decades, Seven Gables Real Estate has defied industry stereotypes within the real estate community by maintaining a forward-thinking approach to the business of real estate and offering exceptional support and service to both clients and agents. Today, the company led by President and C.O.O. Michael P. Hickman, Seven Gables Real Estate remains a leader in the Orange County market. From its inception, Seven Gables Real Estate was designed to raise the bar on the standards of service within Orange County’s unique real estate market. Hickman explains, “Our firm’s founders recognized a distinct need for a higher level of service, particularly in marketing sellers’ properties.” Their answer: a thoughtful and concentrated approach to the business with a focus on strong and cohesive leadership. The first area brokerage to run fullpage advertisements in local print newspapers, the company has diversified in keeping with technological advancements, offering extensive online exposure in addition to a presence in targeted print publications. Long known as a firm represented by many of the area’s top real estate professionals, Seven Gables Real Estate remains an ideal brokerage for newer & experienced agents looking to jump-start their careers. “We were built on a principle of understanding the consumer’s desires and taking the steps necessary to meet and exceed their expectations,” offers Hickman. “In keeping with that commitment, we have repositioned ourselves to better meet the needs of today’s buyers and sellers.” Clients are increasingly market-savvy, he notes, and real estate professionals must offer stellar service that coincides with value-backed service. “At Seven Gables Real Estate,” says Hickman, office managers are called ‘performance coaches’ to reflect their primary focus.” Professional coaching isn’t limited to less experienced agents; at Seven Gables Real Estate, seasoned veterans and managers alike are also working with others to improve their skills. “Top athletes are coached; that’s how they remain competitive at the highest level of their sport,” Hickman explains. “In our industry, agents maximize their performance through coaching as well.” Achieving what many in the business refer to as “the wow factor” requires a concentrated focus on recognizing, understanding and meeting the needs of clients within a particular market. At Seven Gables Real Estate, a unique Client Services Division has been formed in order to better address this comprehensive task. In addition to launching a newly ExecutiveAgent Magazine redesigned website, the firm unveils a concierge service in October 2009 that will serve as a resource for its clients and agents alike, as well as members of the Orange County communities served by the brokerage. a company whose roots are firmly planted within the communities it serves, along with the amenities that national franchises provide. It’s the best of both worlds, and our clients truly benefit from that,” Hickman adds. An independent local agency, Seven Gables Real Estate has cultivated a worldwide audience thanks to strategic alliances with industry bigwigs including Leading Real Estate Companies of the World and its high-end offshoot, Luxury Portfolio, the largest global network of independent luxury real estate brokerages. “In addition to a tremendous local presence, we also provide our clients with global exposure through an incredible online presence. That level of visibility is second to none,” Hickman says. While a transitioning market has wreaked havoc on many real estate professionals and their brokerages, the leadership team at Seven Gables Real Estate is poised to continue to meet the challenges presented to them. “Our aim is to preserve the traditions of the past and, when appropriate, to refresh our image and our services,” Hickman reveals. “Thanks to the wisdom, experience and guidance of our superb leadership team, we’re accomplishing this goal. I couldn’t be more proud of our firm’s management group, and consider it a privilege to collaborate with them. Together, along with our agents, we are looking intently at tomorrow’s real estate industry in order to position ourselves and our clients for success.” Seven Gables Real Estate has also cultivated a strong network of real estate-related companies under its own umbrella. With upwards of 250 agents and 30-plus staff members, the firm is also affiliated with two escrow and financial lending businesses, as well as a home insurance company. Seven Gables’ agents handle a variety of transactions. And while the brokerage focuses primarily on residential real estate sales, they also offer clients the convenience of commercial real estate services. “Our expansion was simply a means to provide a higher level of service to our clients. We offer the personal touch of ExecutiveAgent Magazine Michael Hickman, President/COO Seven Gables Real Estate 12651 Newport Avenue Tustin, CA 92780 Telephone: 714-731-3777 www.SevenGables.com E XECUTIVEAGENT TM MAGAZINE Feature Stories & Editorial Concept: Executive Agent Magazine Provides Industry-Related Editorial, Insightful And Educational Articles about The Companies That Make Our Market Succeed And The Individuals Behind Them Feature Stories: • Executive Agent of the Month • Agent Spotlight • Professional Profile • Company Profile • Luxury Properties • Community Profiles Whether you’re a top producer or a new agent, a personal brochure will make a truly versatile and memorable marketing piece S O U T H E R N CAL I F O R N IA’S P U B L I CAT I O N F O R T H E R EAL E S TAT E P R O F E S S I O NAL UNIQUE SOUTHERN CALIFORNIA’S PUBLICATION FOR THE REAL ESTATE PROFESSIONAL TM MAGAZINE SHAUNA WERTS E XECUTIVEAGENT S O U T H E R N CAL I F O R N IA’S P U B L I CAT I O N F O R T H E R EAL E S TAT E P R O F E S S I O NAL CREDIBLE EXECUTIVE AGENT OF THE MONTH MAGAZINE Sue LaPeter TM AGENT SPOTLIGHT: • TONY ENGLISH Executive Agent of the month PROFESSIONAL PROFILES: • ANN URIAS • ROBIN KELLEY Special Features: F E AT U R E D P R O P E R T Y : • THE BOWEN TEAM EFFECTIVE Agent Spotlight: Arlen Pantel Professional Profiles: George Barr Lily Campbell The Bowen Tea m RE/MAX REAL ESTATE GROUP Executive Agents of the month AFFORDABLE Each Issue Distributed Online To Over 43,000 Real Estate Professionals Market Yourself ??? By David Rathgeber Y ou need a personal brochure to give to prospects and send to friends. The style variations are many, but use full color. The general appearance of your brochure says something about you, just as does the car you drive. Of course, the brochure will show your name, your photograph, your company name, and your main phone number. Try to use only one phone number. You are in a better position to choose a number rather than hoping your prospective clients will guess which one of four or five numbers to use. They are sure to find four or five numbers more confusing than impressive. You might also detail your accomplishments. Those with too voluminous a list of accomplishments must limit their brochure to truly major triumphs or risk excessive verbosity. Those without accomplishments can philosophize on their personal style of real estate, their caring ways, or offer some other subjective dialogue. Include a brief personal statement or letter to your clients-to-be describing your method of operation and how it benefits them. Remember that they do not care what you have done or what you will do unless it relates directly to their agenda. Maximize the “personal-ness” of your brochure: No one is hiring real estate agents; they are hiring people who can handle real estate. Do not forget the old adage “less is more” meaning in this instance that the fewer words you use to convey your idea, the more effective a brochure you will produce. You might include testimonials. They can be powerful, 20 especially if you can attribute them to your past clients. And it is twenty times more effective to have someone else brag about you. Again, pay special attention to the overall appearance of the brochure but do not agonize over the words: You really need a brochure, but no one will ever read your words. You might wonder whether you should develop a logo, an image, a design, or a trademark that people would immediately associate with your “brand” of real estate. In a very few cases, when a name itself suggests an unmistakable picture, such as a first name of Rose or a last name of North, a logo might be appropriate. (But pass on the personal logo idea if your name is John.) Otherwise, skip the entire idea: It merely adds clutter to your marketing effort and dilutes the focus of your program. Do not delude yourself into thinking you are General Motors or IBM. Save your time and money: Dealing with the Trademark Office can be excruciating. The most appropriate logo for most of us is our photo. Get a good one in full color with direct eye contact. It is time that we each have a presence on the World Wide Web (www). Simple web pages are readily available from many sources, including many brokers and realtor.com at a reasonable cost. More elaborate sites with multiple pages can be an important addition to your marketing arsenal. Conduct some research (surf the web) on what other ExecutiveAgent Magazine “Learning your business and becoming an expert is certainly worth pursuing so that you can serve your client’s best interests, as well as for your personal satisfaction.” agents are doing. Visit www.davidr.net and several other sites of agents in your area. Your web site is your on-line brochure. Review the suggestions above concerning your personal brochure when you are designing your web presence. Also include some real estate information that buyers and sellers will find helpful. Your web address should be as short and simple as possible. There are two ways to use your web site. You can hire professionals to improve your ranking on important search engines so that your information appears near the top of the list in random searches. This can cost hundreds of dollars monthly. A more conservative approach is for you to publicize the site to your friends and prospective clients directly: Be sure that your web address appears on all your promotional materials. In any event, develop a slogan, seven words or less, that captures the essence of your real estate practice, your credo. Use the slogan on your personal brochure, on your web site, on your business card, and on every piece of correspondence that you send. When you’re done preparing your marketing material, consider the following: Once upon a time, there was a truly great real estate agent: Licensed as a broker, a CRS (Certified Residential Specialist), a GRI (Graduate of the Realtors Institute), a MVP (Most Valuable Player), with lots of experience, lots of sales awards, and lots of client appreciation. Smart as a whip, Mensa qualified, out in front of the crowd. This agent wrote real estate books, front page articles for major newspapers, and lectured buyers, sellers, and agents. And this agent appeared on local and national TV programs as a recognized expert. In short, the epitome of the better mouse trap. And what do you think happened? In a very short time, nearly all the buyers and sellers in this agent’s market area were lining up, begging to become this agent’s clients. Unfortunately, there was very little business left for the other 6,999 agents in this particular market area and most of them were forced to find alternative employment. Meanwhile, the perfect agent, unable to handle all the business, was forced to turn many prospective clients away. Make sense? A true story? Guess what: Save your time and energy if you think being the perfect agent is your key to success. Learning your business and becoming an expert is certainly worth pursuing so that you can serve your client’s best interests, as well as for your personal satisfaction. But if you think that achieving a high measure of success, expertise, or recognition will, in itself, cause clients to line up at your door, you will be sorely disappointed. There are effective ways to have clients line up at your door, but there is no magic in technical expertise or any other specific virtue. Attempting to bring your stellar accomplishments to the attention of your publicin-waiting via newspaper, radio, or TV advertising will meet with a hearty “Ho-hum.” Being great and advertising it does not work. Why is this, you ask? The answer lies in the fact that we are seen by most people as a commodity: Each as indistinguishable as grains of sand on the beach. Most of our public does not even look for differences. Many see us as a necessary evil: The monopolizers of the MLS. The simple truth is that people are all different, and no agent is right for absolutely everyone, despite accomplishments, level of expertise, winning personality, or any other factor, even with the best self-marketing materials. The corollary of this axiom is that almost any agent, even the most inept among us, is right for someone. So smile, your next listing is lurking right around the corner. David Rathgeber is consistently among the top Realtors engaged in residential real estate and his talks focus on practical ideas that have been proven in action. He has written for “REALTOR Magazine” and has addressed Realtors on various topics at the national convention. This article is excerpted from David Rathgeber’s AGENT’S GUIDE to REAL ESTATE which is available in major bookstores and through Internet book sellers such as www. amazon.com. Copyright© 2002, David Rathgeber. All rights reserved. For information about David’s keynote presentations, contact the Frog Pond Group at 800.704. FROG(3764) or email [email protected]; http://www. frogpond.com ExecutiveAgent Magazine 21 Renew, Rekindle and Recharge By: C. Richard Weylman C ompetitive pressures, persistent negative perceptions of the industry, and the difficulty gaining access to qualified buyers all can wear you down over time. Even the best producers are experiencing difficulty in their marketing and prospecting activities. The consequences of this relentlessly stressful environment is a waning enthusiasm to grow your practice. It is often far easier to rest where you are now than it is to push yourself to the next level. We all know that complacency leads to mediocrity, which almost always leads to disaster. We’ve seen evidence of this not only in the financial services industry, but throughout corporate America. Thus, the challenge that you face is how to keep yourself responsive, resourceful, and recharged in today’s difficult marketing and prospecting environment. Prospects and clients are influenced and affected by your enthusiasm or lack thereof. In fact, recent surveys indicate that 64% of small business owners say that the positive, enthusiastic fervor of a financial services professional is one of the key reasons they would want to do business with them. Studies indicate that even though you feel you can mask your lack of enthusiasm about the business and the stress that you’re having, it is visible in many ways. People can detect your mindset based on several things: * How you feel. The emotions that you exhibit during the prospecting and sales process clearly communicate your passion or lack of passion for the business. * The way you think. Your opinions and convictions clearly mirror whether or not you are 22 worn down and are not fully charged and enthusiastic about the process that you’re recommending. * By your actions. Your behavior and your disposition prove that actions do speak louder than words. To rekindle your enthusiasm and prevent yourself from becoming worn down by the difficulties and chaos facing you and the industry today, here are seven tactics that have made a difference in my life and my business that I know will work for you: 1. Practice self-discipline versus self-indulgence. Self-indulgence is thinking about how you feel at a given moment, then deciding what action, if any, to take and worrying about the consequences later. Selfdiscipline is thinking first about the consequences (if you do or if you don’t), taking the appropriate action, and feeling great about doing the right thing once it’s done. Selfindulgence tends to build guilt after the fact which, in turn, reduces your enthusiasm for yourself and the work that you’re doing. 2. Remember the difference that you make in people’s lives. The financial services industry certainly has unlimited income opportunities and most discussions are about how much money can be made. However, the real measure of your success is the difference that you’re making in people’s lives. Having been orphaned at the age of six, I know what the consequences are of my father not having any financial plan in place and no life insurance. These are consequences that no one should suffer. My brother, my sister, and I were split up until ExecutiveAgent Magazine Your Enthusiasm... we became adults and were able to find one another and re-unite. I lived in 19 foster homes by the time I was 18 years old and went to 11 different schools. The great passion I have for the industry in my speaking, seminars, and consulting is driven by my own life experiences. By marketing yourself effectively and prospecting consistently, you can reach more people and make a difference in their lives. You must never forget that the great reward of this industry is not just the money that is made, but the difference that is made in their lives. 3. Avoid negative self-talk. It’s so easy today to get caught up in negative self-talk and tell yourself all the things you’re not doing right and all the things you need to improve on, and all the things that you are not good at. However, there are enough card-carrying members of the cold water committee that you don’t have to throw cold water on every one of your ideas and on yourself as well. Each day focus on and write down three actions you’ve taken that have had a positive impact on your business and personal relationships. 4. Listen to one motivational or inspirational message each week. In today’s contentious society, it is difficult to continue to be enthusiastic and fervent on a daily basis and stay “up.” Without recharging yourself, it’s impossible to recharge others. Whether this message comes from your religious affiliation or simply from motivational tapes or messages such as those you receive from MDRT and NALU, etc., it is vital to realize that by renewing yourself, only then can you renew others. 5. Read books by and for successful people. It is said that the average agent only reads one book a year. Of course, that’s exactly why they’re average. The importance of reading is that it not only develops your logic and understanding, but it also develops your verbal skills and gives you exposure to new ideas that you can use to build your business and your relationships. I spend a few minutes each day reading scripture so that I have an opportunity to renew my thoughts and my mind. 6. Focus on your long-term vision versus the short-term. Roger Crawford (author of How High Can You Bounce) tells us that “People without vision perish.” Clearly that’s true. People get bogged down by the short-term happenings as opposed to what they value for the future. When Helen Keller was asked what was the worst thing about being blind she replied, “To have sight, but not to have vision.” Take the time to renew your goals weekly so that you’re focused on the long-term and there is not as much impact from the negative things that happen in the short-term. Ask yourself: a) How serious a setback to my life goals is this situation? b) How serious is this situation when compared to what others around me are facing? c) How disturbed will I be about this one month from now? d) What is one good thing I can find in all of this? Keep things in perspective. 7. Manage yourself wisely. Recharge or renew yourself and then put in enough effort to get to where you want to be, not just enough to justify where you are now. By utilizing these seven proven, practical tactics to renew and recharge yourself, you’ll be able to re-engineer your approach to the market, re-think the processes necessary to be effective, and re-energize your clients and prospects. Richard Weylman, CSP, serves as President of The Achievement Group, Inc., an Florida-based consulting firm dedicated to professionally and ethically help people move to the next level of productivity and fulfillment. He is the author of “Opening Closed Doors, Keys to Reaching Hard-to-Reach People” and numerous other sales, relationship marketing and management audio and video programs. Copyright© 2000, C. Richard Weylman. All rights reserved. To receive more ideas and insight on how to market to high net worth people, recruit quality people, or practice management issues, schedule Richard to speak at your next meeting by calling The Frog Pond Group at 800-704-FROG or email susie@ frogpondgroup.com; http://www.frogpondgroup.com. ExecutiveAgent Magazine 23 G REG CARRESCIA Branch Manager PUTTING HIS AGENTS FIRST By Lalaena Gonzalez-Figueroa - Ralph Auletta Photography H e launched his own real estate career as a teenager and found success through the principles of hard work, strong market knowledge, and a commitment to exceptional customer service. Today, as the manager of First Team Real Estate’s Fullerton office, Greg Carrescia is helping agents achieve their own professional goals. Greg entered the field at just 19 years old, though he’d been around the business all his life. His father, a real estate broker since the mid-1970’s, provided his son with a strong foundation upon which to build his own career. While Greg enjoyed notable success in his business, the arrival of his long-awaited first child prompted him to reevaluate his priorities. When presented with the opportunity to join the leadership team at First Team Real Estate, he didn’t hesitate. “I’ve always found joy in helping people reach their goals,” he reveals. “Now, rather than a sale that I post on the board, I’m making a difference in the lives of my agents and, in turn, their clients as well. It’s great to be involved at that level, and to have the ability to cultivate strong relationships with our amazing agents.” First Team Real Estate’s dedication to its agents is well known; in addition to a multimillion dollar annual marketing budget, the firm also offers superior training and support programs designed to provide every real estate professional with the tools, skills and knowledge necessary to succeed. A non-competitive management approach means leaders like Greg are out of the field, though ExecutiveAgent Magazine In order to best serve as knowledgeable resources for their agents, First Team Real Estate managers and leaders adhere to a commitment to ongoing professional education. “We have, I believe, the largest brain trust in the industry.” they’re never out of touch with their agents’ changing needs. “I call my style ‘MBWA’ – manage by walking around,” Greg explains. In addition to keeping an open-door policy, I am also actively reaching out to my agents, staying engaged and in touch with them. I know from experience that people don’t always ask for help when they need it. My approach is to be proactive, and to respond quickly to my agents’ questions and needs. In order to best serve as knowledgeable resources for their agents, First Team Real Estate managers and leaders adhere to a commitment to ongoing professional education. “We have, I believe, the largest brain trust in the industry,” notes Greg. “Our weekly leadership team meetings are great forums for managers to ask questions, provide solutions to challenges, and generate new ideas. Everyone talks, and everyone listens. It’s a powerful thing, and we are all learning together.” The knowledge learned from these meetings, Greg adds, is imparted directly to First Team Real Estate agents at office meetings, workshops, webinars, seminars, mastermind groups and one on one coaching. Greg’s own field experience, which includes a background in Short Sales and REOs, enables him to offer sound advice and guidance to his agents as well. “I love to help others, and I’ve had the opportunity to work through many industry cycles, so I can share my experiences with my agents to assist them as they encounter new challenges,” he says. office, Greg’s replies without hesitation. “We have created a culture of caring, sharing and teamwork,” he offers. “We are a family away from home, and enjoy a strong camaraderie.” In keeping with the vision of First Team Real Estate founder Cameron “Cam” Merage, Greg’s Fullerton office is a veritable launching pad for success. “We ask our agents, ‘How far do you want to grow?’” Greg reveals. And with the incomparable support, technology and education that First Team Real Estate provides, the opportunities are limitless. Greg Carrescia First Team Real Estate 1400 North Harbor Blvd., Suite 101 Fullerton, CA 92835 Cell: 714-915-3318 [email protected] www.FirstTeam.com/GregCarrescia His enthusiasm isn’t limited to his managerial role; Greg is a devoted family man who spends free time with his wife Dara, their son Jadon, and their daughter Talya. He is also passionate about giving back to his community, and is active in organizing events including local food, toy and blood drives through his Fullerton office. When asked to describe the atmosphere within his ExecutiveAgent Magazine The People Puzzle By Tony Alessandra O ne of your most valuable skills in any business is the ability to “read” people. The people you interact with each day send you signals on how to work with them most effectively. If you learn what to look and listen for, each person will tell you exactly how to treat him effectively. So what is there to read? Dozens of signals--verbal, vocal and visual, tell you when to speed up or slow down, when to focus on the details, or when to work on building the relationship with the other person. But why does your technique work sometimes and not at other times? Mostly because people are different. The four major groupings of needs are results, recognition, regimentation, and relationships. For example: One person may be the type who measures his success by results. To him, the finished product is the most important thing, and he’ll do whatever it takes, within reason, to get the job done. His dominant need is for accomplishment. Then there is the sensitive, warm, supportive type of person whose dominant need is relationships. The appeal that would work well with a results-oriented person might be totally inappropriate for the person interested in relationships. A third type of person usually places high value on recognition and measures success by the amount of acknowledgment and praise he receives. Personality Needs Everyone experiences the same basic human needs, but with each person some needs are more dominant than others. Conversely, another person will be more concerned with the content than the congratulations. The primary need appears to be for regimentation. In other words, things must be put together in neat packages that can be clearly understood. You can quickly see that a different type of appeal is necessary for each of these four “personalities.” Recognizing this is very important because once you’ve learned the needs of each major behavior pattern, you will know how to work more effectively with each type of person. Behavioral Style Characteristics When people act and react in social situations, they exhibit clues that help to define their behavioral styles. You can identify behavioral style by watching for the observable aspects of people’s behavior - those verbal, vocal and visual actions that people display when others are present. Undirected, you could observe and try to catalogue thousands of behaviors in any one person. That would quickly become an exercise in futility. But identifying behavioral style is possible by classifying a person’s behavioral on two dimensions: openness and directness. 28 ExecutiveAgent Magazine “Direct people tend to “come on strong,” take the social initiative, and create a powerful first impression. They are fast-paced people, making swift decisions and taking risks.” It is much like measuring a foot for a shoe; make it wide enough for the widest part and long enough for the longest part, and the rest of the foot will fit someplace in between. Openness is the readiness and willingness with which a person outwardly shows emotions or feelings and develops interpersonal relationships. Others commonly describe open people as being relaxed, warm, responsive, informal, and personable. They tend to be relationship-oriented. In conversations with others, open individuals share their personal feelings and like to tell stories and anecdotes. They tend to be flexible about time and base their decisions more on intuition and opinion than on hard facts and data. They also are likely to behave dramatically and to give you immediate nonverbal feedback in conversation. Guarded individuals commonly are seen as formal and proper. They tend to be more guarded and aloof in their interpersonal relationships. These people are more likely to follow the letter of the law and try to base their decisions on cold, hard facts. Guarded individuals are usually very task oriented and disciplined about time. As opposed to open people, they hide their personal feelings in the presence of others. Now consider the second dimension--directness. This refers to the amount of control and forcefulness that a person attempts to exercise over situations or other people, their thoughts and their emotions. Direct people tend to “come on strong,” take the social initiative, and create a powerful first impression. They are fast-paced people, making swift decisions and taking risks. They easily become impatient with others who cannot keep up with their fast pace. They are very active people who do a lot of talking and appear confident and sometimes dominant. Direct people express their opinions readily and make emphatic statements. On the opposite end of the spectrum, indirect people give the impression of being quiet, shy, and reserved. They seem to be supportive and easy-going. They tend to be securityconscious-moving slowly, meditation on their decisions, and avoiding risks. They frequently ask questions and listen more than they talk. They reserve their opinions and make tentative statements when they must take a stand. Openness and directness levels vary among individuals, and any one person may be high in one, low in the other, or somewhere in between. In other words, everyone has some usual level of openness and some level of directness. Behavior Styles When directness is combined with openness it forms four different, recognizable, and habitual behavior patterns or behavioral styles: the socializer, the director, the thinker, and the relater. Each style represents unique combinations of openness and directness and is linked to separate and unique ways of behaving with others. The name given to each style reflects a very general characteristic rather than a full or accurate description. As you better understand why people behave the way they do, your knowledge can help you communicate with others effectively and openly to help them feel more comfortable in their interactions with you. Socializer: Open and Direct The socializer is high in both directness and openness, readily exhibiting such characteristics as animation, intuitiveness, and liveliness. He is an idea person--a dreamer--but he also can be viewed as manipulative, impetuous, and excitable when displaying behavior inappropriate to a particular situation. continued on page 32 ExecutiveAgent Magazine 29 R obert P. G oulette A Solid Financial Foundation By Lalaena Gonzalez-Figueroa W hen challenges arise in the business world, the strongest institutions are those that cultivate opportunities in the face of adversity. For MetLife, opportunity came at the unlikeliest of times. Already a worldwide presence in the insurance industry, MetLife increased its viability in 2008 when subsidiary company MetLife Bank acquired First Horizon Home Loans, expanding its line of insurance and financial services to include a comprehensive group of home financing products. Branch Manager Robert P. Goulette, who oversees offices in Tustin and Seal Beach, is enthusiastic about MetLife’s move into the home loan industry. “MetLife is an amazing company with over one hundred and forty years in business,” he asserts. “By acquiring the home mortgage division we are placing ourselves into an exciting period of growth. Backed by the solid financial foundation and incredible reputation that MetLife has built over the years, we anticipate continued expansion and success.” In fact, Goulette notes that the company, currently ranked within the top 10 mortgage providers in the nation, is looking to increase its ranking. As a strictly non-producing manager, Goulette enjoys the opportunity to build teams of seasoned, well-connected mortgage consultants who seek the support and name ExecutiveAgent Magazine With over 25 years of experience in home loans, Goulette thrives on the opportunity to support his mortgage consultants in building their businesses. “I’m a problem solver, and am passionate about finding creative solutions to challenges.” recognition that MetLife offers. In an industry that has been revolutionized by technology, there is no substitution, says Goulette, for the personalized service that his company provides. “Our consultants are well-versed in putting their clients in loan packages that suit their specific needs and financial situations,” he explains. “We aim to elicit prompt and positive responses from our underwriters, and we have the product knowledge and industry experience to match clients with appropriate loan packages that increase successful outcomes.” In addition to the experience and support of a strong local leadership team, MetLife Home Loans mortgage consultants can also count on thorough training on the company’s culture and business processes. “Everything we are doing at MetLife Home Loans upholds the reputation that our company has worked so hard to develop and cultivate,” asserts Goulette. “Ultimately, we are all about providing exceptional and comprehensive financial services for our customers, and developing lifelong relationships.” Building long-term relationships, notes Goulette, is the key to achieving clients’ short- and longterm goals. “Everything we do is based upon the clients’ needs,” he offers. “This is ‘relationship lending,’ where a client calls the consultant directly, rather than navigating through an impersonal generic telephone system.” While many lenders today view customers as little more than a commodity, says Goulette, MetLife is making things personal. “We are here to assist our clients as their needs change and develop. From first-time buyers to those who are moving up, to individuals who are downsizing and looking to utilize the benefits of a reverse mortgage, we have an array of products and services designed to assist them throughout the courses of their lives.” Robert P. Goulette Branch Manager MetLife Home Loans 18302 Irvine Blvd. Suite 350 Tustin, CA 92780 Direct: 714.734.3540 Fax: 714.665.1114 With over 25 years of experience in home loans, Goulette thrives on the opportunity to support his mortgage consultants in building their businesses. “I’m a problem solver, and am passionate about finding creative solutions to challenges,” he reveals. Goulette notes that on-site sales managers Mark McDonell (in Tustin) and Christopher Fenoglio (in Seal Beach) are also excellent resources for new hires. “Mark and Christopher, who have both achieved President’s Club status for their production levels, readily share their knowledge with their fellow consultants,” he says. “Our goal is to have people up to speed as quickly as possible, so that they may focus on building their businesses and assisting their clientele.” ExecutiveAgent Magazine [email protected] continued from page 29 The socializer is a fast-paced person with spontaneous actions and decisions. He is not concerned about facts and details, and tries to avoid them as much as possible. This disregard for details may prompt him at times to exaggerate and generalize facts and figures. The socializer is more comfortable with “best guesstimates” than with carefully researched facts. He thrives on involvement with people and usually works quickly and enthusiastically with others. The socializer always seems to be chasing dreams, but he has the uncanny ability to catch others up in his dreams because of his good persuasive skills. He always seems to be seeking approval and pats on the back for his accomplishments and achievements. The socializer is a very creative person who has that dynamic ability to think quickly on his feet. Director: Direct and Guarded The director is very direct and at the same time guarded. He exhibits firmness in his relationships with others, is oriented toward productivity and goals, and is concerned with bottom-line results. Closely allied to these positive traits, however, are the negative ones of stubbornness, impatience, toughness, and even domineeringness. A director tends to take control of other people and situations and is decisive in both his actions and decisions. He likes to move at an extremely fast pace and is very impatient with delays. When other people can’t keep up with his speed, he views them as incompetent. The director’s motto might well be “I want it done right and I want it done now.” The director is typically a high achiever who exhibits very good administrative skills; he certainly gets things done and makes things happen. The director likes to do many things at the same time. He may start by juggling three things at the same time, and as soon as he feels comfortable with those he picks up a fourth. He keeps adding on until the pressure builds to such a point that he turns his back and lets everything drop. Then he turns right around and starts the whole process over again. Thinker: Indirect and Guarded The person who has the thinker-style behavior is both indirect and guarded. He seems to be very concerned with the process of thinking, and is a persistent, systematic problem-solver. But he also can be seen as aloof, picky, and critical. A thinker is very security conscious and has a strong need to be right. This leads him to an over-reliance on data collection. In his quest for data he tends to ask 32 many questions about specific details. His actions and decisions tend to be extremely cautious. The thinker works slowly and precisely by himself and prefers an intellectual work environment that is organized and structured. He tends to be skeptical and likes to see things in writing. Although he is a great problem-solver, the thinker is a poor decision-maker, he may keep collecting data even beyond the time when a decision is due, justifying his caution by saying, “When you are making vast decisions, you cannot do it on half-vast data.” Relater: Open and Indirect The fourth and last style, the relater, is open and unassertive, warm, supportive, and reliable. However, the relater sometimes is seen by others as compliant, soft-hearted, and acquiescent. The relater seeks security and belongingness and like the thinker, is slow at taking action and making decisions. This procrastination stems from his desire to avoid risky and unknown situations. Before he takes action or makes a decision, he has to know how other people feel about it. The relater is the most people-oriented of all four styles. Having close, friendly, personal, and first-name relationships with others is one of the most important objectives of the relater’s style. The relater dislikes interpersonal conflicts so much that he sometimes says what he thinks other people want to hear rather than what is really on his mind. The relater has tremendous counseling skills and is extremely supportive of other people. He also is an incredibly active listener. You usually feel good just being with a relater. Because a relater listens so well to other people, when it comes his turn to talk, people usually listen. This gives him an excellent ability to gain support from others. 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. Dr. Tony Alessandra is recognized by Meetings and Conventions Magazine as... “one of America’s most electrifying speakers.” Copyright© 2003, Tony Alessandra. All rights reserved. For information about Tony’s keynote presentations, contact the Frog Pond at 800.704.FROG(3764) or email [email protected]; http://www.frogpond.com. ExecutiveAgent Magazine 33 How Do You Attract Opportunity in Your Life? By Jim Rohn S omeone recently asked me the question: “How can I have more opportunities come into my life?” Good question, but I think my answer surprised them a bit. I bypassed the obvious (and necessary) points about hard work, persistence and preparation. They actually were very hard workers. They had the great attribute of being seekers, they were on the outlook. But I felt maybe they were missing this next and most valuable point - attraction. I always thought opportunities and success were something you went after, then I found out that I needed to turn it around. Opportunities and success are not something you go after necessarily, but something you attract - by becoming an attractive person. That’s why I teach development of skills. If you can develop your skills, keep refining all the parts of your character and yourself, your health, your relationships, etc. so that you become an attractive person to the marketplace – you’ll attract opportunity. Opportunity will probably seek you out. Your reputation will probably precede you and someone will want to do business with you. All of the possibilities are there by 34 working on the philosophy that success is something you attract. The key is to continue making yourself a more attractive person by the skills you have, the disciplines you have, the personality you’ve acquired, the character and reputation you have established, the language and speech you use - all of that refinement makes you more attractive to the marketplace. Personal development - the never ending chance to improve not only yourself, but also to attract opportunities and affect others. Jim Rohn knows the secrets of success - in business and in life. He has devoted his life to a study of the fundamentals of human behavior and personal motivation that affect professional performance. He can awaken the unlimited power of achievement within you! Reproduced with permission from the Jim Rohn Weekly E-zine. Copyright© 2006, Jim Rohn. All right reserved. For information about Jim’s keynote presentations and seminars, contact the FrogPond at 800.704.FROG(3764) or email [email protected] http://FrogPond.com ExecutiveAgent Magazine