los angeles -...

Toni PatilloFEATURED AFFILIATE:JEFF BEADNELL

COMMUNITY EXPERT:JOSEPHINE TRAINA

ALSO INSIDE:FIVE STEPS TO LUXURYREAL ESTATE EXPERTISE

LOS ANGELES

Sharon Sharp-KelleyPresident

Daniel HiltonVice President

Heather GutierrezOffice Manager/

Assistant

Sandra ShustakEscrow Officer

“I have had the opportunity to work with Escrow L.A.on more than two dozen escrows over the past severalyears. Their performance has, in each instance, beennothing short of exemplary. Sharon's attention todetail, and her proactive approach to the handling ofan escrow file, have been without parallel in mytwenty years of experience as principal of a nationalbrokerage firm. Best of all, Sharon makes integrity thevery hallmark of her firm.”

Douglas EconnPrincipal, CRESA Partners, Brentwood

“I enjoy working with you and your staff and appreciate allyour time, hardwork and effort. Hope to do lotsmore in thecoming year. Best regards to you, your family and staff.”

John E. AlleBroker, John Alle Company, Pacific Palisades

“Thanks again to you and your team for the mostawesome job closing my escrow—with speed andeloquence. Sharon, it seems like I witnessed the skill ofa 90210 plastic surgeon as you put a beautiful face ona deal which I assumed was dead in the water. Lenderscan be so difficult considering the current crisis. I feelyour confidence and the research you brought toeveryone's attention was truly the linchpin solutionneeded. My most praiseworthy thanks to Escrow L.A.”

David StorrsMalibu - Client

“You are an excellent EscrowAgent. Your work standsout among many others I deal with. If you would onlymove to Long Beach, I am sure you will love it here.”

Patrick G. O'Healy, SIOR, CREO’Healy Commercial Real Estate Services, Long Beach

Check us out on Facebook!11911 San Vicente Boulevard, Suite 300, Los Angeles, California 90049

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FIVE STEPS TO LUXURY REAL ESTATE EXPERTISEby Jack Cotton .......................................................6

RESOLVING CONFLICT WITHOUTPUNCHING SOMEONE OUTby Dianna Booher ...............................................10

ADVICE FOR PARTNERING WITHOTHER AGENTS IN NEGOTIATIONSby Dirk Zeller ........................................................19

BECOMING THE BEST OF THE BESTby Verl Workman .................................................24

FROM FACEBOOK TO PHONEBOOK-HOW WINGMEN STAY CONNECTEDby Waldo Waldman .............................................29

CONTENTS

9

15

FEATURED AFFILIATEJEFF BEADNELL

FEATURED COVER AGENTTONI PATILLO

25

COMMUNITY EXPERTJOSEPHINE TRAINA

REALTOR® Vendor's and Real Estate Companies—Get NATIONWIDE exposure!

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NATIONWIDEEDITION

Top Agent Magazine6

Five Steps toLuxury Real Estate Expertise

By Jack Cotton

Agents from around North America and beyond contact me with questions about their business.

Many questions center on the idea of expertise. As I teach in my book, webinars and seminars, high networth individuals are used to dealing with experts: whether for tax, legal, or medical purposes, theyalways want to know they are dealing with the absolute top person in their field.

To answer questions about how to be perceived as an expert in the marketplace and clarify on thisimportant topic, I offer these five levels of expertise for you to develop:

1.The first area is the most important. You need to become the absolute expert on prices and value inyour marketplace. My suggestions continue to be to create a two year history of everything that hasoccurred in your chosen marketplace: every sale, every offering every buyer, every owner. Learnsomething about the people in your market place. What are the demographics, who the builders in thatmarketplace are and who the competing agents who are in the high end. You need to know it all.

2. You need to learn to write. Agents hate it when I say this because nobody likes to write. Understandthat people in the high end judge others by their writing as well as their speech. The more you canwrite content with information that is important to them, the more you will be perceived as an expert.You can write a book. It is not as hard as you think. Start articles, blogs and reports.

My secret to writing is to begin with a compelling headline. Further, I like headlines that begin withnumbers like 7, 10, 12 or 21. Seven Ways to Make Your Property Ready for the Market; Ten BiggestMistakes of Luxury Home Sellers are quick examples. And once you get the headline down, the restof the article writes itself because you have created a promise—you have created a hook. Merely fulfillthe promise of the headline by creating the points.

3. Now if you think writing is bad, the next step is public speaking. Most people detest the idea ofgetting up and talking in front of people. Get over it and volunteer to present at Rotary clubs, countryclubs or any groups or organizations that will have you and talk about your market.

For instance, I have presented a talk this year called Seven Predictions for the Real Estate Market In2011 which I presented all over Cape Cod and beyond. People love it even though not everyone agreedwith all my points. You actually get more opportunity to connect and discuss when people disagree withyour points.

Top Agent Magazine 7

4. Number four is to get endorsed, people in the high end love to deal with people who have beenendorsed by their friends, peers or associates. You can get endorsements by sending out a survey cardevery time you list or sell a house. On our survey we have a little check box where responders givepermission to use their comments for testimonial purposes. Obviously, letters of recommendation fromother people in your marketplace are a great addition to your arsenal.

5. Lastly, Read what your clients read. Try to read one to three hours every single day. Businessmagazines and newspapers, current business books and articles. You should start with the Wall StreetJournal and follow up with the business section of your local paper. Most cities have their own businessmagazines or publications that are must reads. You will be amazed at the number of times that you willfall into conversation with someone either featured in an article or has some connection to the topicpresented. You must be in the know.

Now that you know the five areas of expertise required to succeed in luxury real estate, make a plan todevelop you skills in each area. Visit JackCotton.com and LuxuryRealEstateUnplugged.com for moreresources to aid your journey.

Jack Cotton founded Cotton Real Estate, now Sotheby’s International Realty, in 1974 and hasoverseen thousands of purchases and sales of Cape Cod properties. Jack Cotton has built hisreputation as one of the most respected Cape Cod Real Estate professionals on the foundation ofintegrity. The integrity to put his customer first in every single situation. Jack Cotton is highly regardedin the Cape Cod community, by his Real Estate peers throughout the country, and perhaps mostimportantly, by his customers and clients.

As a former entertainment industryexecutive, Toni Patillo knows herproperties. Having worked withDickClark Productions andMotownProductions for many years, Tonihad a successful career protectingintellectual property. As one of thetop 1% of all sales professionalswithin the Keller Williams andPrudential real estate networks,

Toni has over twelve years of experience protecting herclients’ real estate properties. Toni has pooled her talentsin deal making to be the best resource for her clients.Lisa Avery, a recent client affirms Toni’s capabilities. “Ido believe that meeting you and your team wasprovidential. Through the entire experience we felt heldin such a caring and secure place by you all. And now Isit in a place beyond gratitude and it is amazing. Theworld needs more people like you. You are the healers.Let it be known that it is people like you and your teamthat give people hope.” – Edi and Joni

Serving almost all of California—from the greater LosAngeles area, to Northern California, to as far south asSan Diego and as far east as Palm Springs—Tonispecializes in complex property solutions. Toni is theBroker of Record for the Keller Williams Santa Monicaand Pacific PalisadesMarket Centers, where she overseesthe sales production of over 300 sales agents. She is alsothe principal and broker of record for LA City ShortSales, a listing and negotiation company committed toassisting distressed property owners. From “toxicmortgages, short sales, probates, divorce, bankruptcyliquidations,” and more, Toni and her team handle it all.She has the most seasoned, successful and productivecommercial and residential teams available, giving herand her clients access to a large network of resources.

For Toni, being an advocate for her clients is one of herfavorite parts of the job. “I love the art of the deal,” sheexplains, “I love being of service, getting people througha crisis, and I love empowering them to grow throughthe journey.” Her calm nature and ability to keepeveryone on point, focused and stress free makes her theperfect person to have in your corner when goingthrough the more complicated aspects of the real estate


process. Toni provides her clients with a wealth ofinformation to ensure they know exactly what is goingon at every step of the journey, and has created formulasand strategies that have proven to work. Theimplementation of her Short Sale business model madeher a recipient of the Quadruple Gold InternationalMedallion Award, and was named Millionaire SystemsInnovator of the Year.

To give her clients the best resource, Toni believes in thepower of social media. “In today’s world you can’t besuccessful in business without mastering social media,”Toni says. “Our clients see the value of our respectedonline presence, and understand that it plays a huge rolein our ability to attract the perfect customer.” Throughsites like Facebook, Twitter, Vimeo, Yelp, and YouTube,Toni has been able to reach the broadest audience for herclients. She also maintains multiple websites, includingtonipatillo.com, and calltoni.com, the website for herradio show, Call Toni Real Estate Radio. Through herradio show, Toni is able to help answer any question onthe tough topics, and share her knowledge with a wideand varied audience.

Toni has received several awards and recognitions forher work in real estate, and is considered one of the bestresources available in the California market. Shecontinues to educate herself with the best training andtools available to ensure her clients have the bestadvocate in their corner, and she links herself to other topproducing agents to gain useful connections andinformation. “Helping people along the way to improvetheir quality of life, through personal attention andconsistent follow up” is Toni’s passion and goal.

To learn more about Toni Patillo and her team, visither website at ToniPatillo.com. There you can alsofind a wealth of information on the real estate market,find current listings, read her blog, and more. You canalso follow her on Facebook, Twitter, Yelp, YouTube,and Vimeo, and catch her radio show, Call Toni RealEstate Radio, on Clear Channel’s KTLK AM 1150every Saturday from 3-4pm.

Toni Patillo

eople who never exper-ience conflict on the jobare either living in a

dream world, blind to theirsurroundings, or in solitaryconfinement! Because when-ever two or three are gatheredin any community for anyreason at any time, there willinevitably be some form ordegree of dissention, difficulty,or difference of opinion.

Conflicts just happen. They canresult from excellent work orpoor work, from good intent-ions or evil intentions, fromappropriate behavior or in-appropriate behavior. Becausepeople come from such diver-gent experiences and back-grounds, think and reason sodifferently from one another,and communicate so uniquely,conflicts are not only possiblebut highly probable. When theinevitable conflict surfaces, weneed to deal with it so that itdoesn’t drain our energy, infectour whole life, and sabotage oureffectiveness.

Step 1: Handling the ProblemDeal with conflict promptly.Regardless of the size or scopeof the

Resolving Conflict WithoutPunching Someone Out

by Dianna Booher

problem, the first step inconflict management is simplyto deal with it.Certainly the most extensiveand pressing confrontations cryloudest for our attention, butmany a mountain is merely theconsequence of a molehill leftunattended. They all must bedealt with.Remember two key conceptshere: sensitivity andwillingness to resolve thesituation. Those who have theireyes, ears, and minds open willsee what others don’t* orwon’t. Having a good sense ofyour surroundings andassociates is the best way torecognize when and howconflicts arise.

A willingness to actintelligently and decisively isequally important.While many are content towatch, wait, and wonder,effective professionals getinvolved. They solve problemsrather than let them simmer.

Determine the nature of theconflict. For the most part,conflicts can be divided intofive categories. Identify themcorrectly and you heal the

wound. Misdiagnose them andyou allow the disease to spread.Conflicts over personalitiesmay occur because John is anintrovertedaccountant from New York,Jane is an extroverted publicistfrom LA, and Sara is asometimes introverted,sometimes extroverted officemanager from Dallas. Eventhose with similar backgroundsand experiences have conflictsbecause of personal habits andidiosyncrasies.

Conflicts over goals occurwhen dedicated and drivenprofessionals pursuing certainobjectives run headlong intoother dedicated and drivenprofessionals pursuing otherobjectives.

Conflicts over values are themost difficult to resolve. Thedifferencebetween attitudes and values isgenerally time. Values havetaken root in a person’s life andspread with vigor.

Conflicts over circumstancesoccur when, for example, twoemployees want to takevacation the same week and

P

Top Agent Magazine10

both can’t be gone at the sametime without serious workflowproblems.

Conflicts over facts involvedifferences in sources,authorities, anddefinitions. Determine themethod of solving. Onceyou’ve categorized the kind ofconflict staring you in the face,you’ll have a clearunderstanding about the effortinvolved in resolving it and thepotential for a successfulresolution. Some will be quick;some will be never-ending.Plan your future actions andreactions accordingly.Accommodation is used whenyou yield to the other person’splans. This is a good strategywhen the issue is important tothem and relativelyunimportant to you, when youcannot win or are wrong, whenyou want to bank a favor forlater, or when harmony is moreimportant than the issue.

Compromise is the process ofmelding both party’s desiresinto an equally agreeablealternative. Use this methodwhen the issue is important toboth of you but not worthfighting to the bitter end, whenthe situation is temporary andwill lead to a quick fix, or whenyou don’t have time to hagglebut need to meet some of yourgoals.

Overpowering the other personto get your way is anotheroption. Though sometimesseen as aggressive anddomineering, this strategy canbe effective and appropriate.This strategy is best used whenthe situation is an emergencyand you have to act quickly.You may have to play the partof statesman and enforceunpopular principles or takeunpopular actions for a highergood or goal.

Collaboration* joining forceswith the other and workingthings out* is a final strategy.Make the effort and take thetime to collaborate when therelationship is long-term andthe situation will be recurring,when both goals are tooimportant to compromise, orwhen you need buy-in fromboth people on the outcome.

Creating a culture of conflictawareness and resolution isessential toeffective businesscommunications andproductivity. Knowing how toidentify and solve problemswill determine whether you’rean effective manager ofinevitable conflict or one wholeaves behind a trail of muddledopportunities and brokenrelationship.

Step 2: Handling People

Establish the relationship rule.Manager Melissa says to hercounterpart in the nextdepartment, “Would you makesure these printouts get stapledtogether properly before theycome to us for processing?”Manager Kevin snaps back,“No, I don’t see that that’snecessary. Our people don’thave any more time than yoursto collate and staple.”

This is not a conflict aboutprintouts; it’s a conflict overrelationships.The real issue is Melissa’sauthority over Kevin and howtheir rolesoverlap. Until they both agreeon the rules and boundaries oftheirrelationship-what can beexpected, what is animposition, what should be arequest, and what can bedemanded-they will continue toclash on various issues.

Misunderstandings, delays,inconveniences, and tiffs areoften symptoms of underlyingrelationship issues. Identify themoods of the messengers. Toneand inflection in the Englishlanguage can be subtle, yet packa walloping difference. Takethese examples: “What proofdo you have?” can be astraightforward request formore explanation or achallenge. “I don’t know whatyou’re talking about” can mean


“That’s nonsense” or “I’mpuzzled.” “Earlier you said X;now you’re sayingY” canmean“I think you’re lying” or canmean “I’m confused; please sortout the seeming contradiction.”

Instead of sorting out theproblem by starting with thewords, start with the attitudes,gauge them by the words, andthen determine the meaning ofthe message. By first identify-ing the moods behind themessages and then respondingto the message, you can saveyourself much confusion.

Determine what happened, whatyou have concluded about whathappened, and what you feelaboutwhat happened. Sooner orlater, you have to get down tothe details of the conflict anddetermine what happened.

If people start inundating youwith facts, ask them to interpretthose facts. What conclusionshave they come to from thosefacts? If people start giving yourandom opinions, ask on whatfacts they are basing thoseopinions. If people have diffi-culty articulating the facts andopinions, ask them for feelings.How do they feel about whathas happened or about thesituation?When people expressstrong feelings, paraphrasethose feelings to them to verifythat you have understood.Then ask them for the events or

facts underlying those feelings.

The idea is to help yourself andothers distinguish between whatactually happened, what theyhave concluded about whathappened, and what they feelabout what happened. In theprocess, you’ll often uncoverhidden, invalid assumptions,wrong interpretations, and in-accurate information. You’ll getcloser and closer to seeing whatneeds to be changed orcorrected.

Create alternatives. The secretto conflict resolution is andknowing that the conflict is onlysuccessfully resolved whenboth sides realize some degreeof victory. Define together whatsuccess will look like to all thepeople involved. Then workbackward. Can we change thedeadline? Can we get morehelp? Can we expand or cut thebudget? Can we change thespecifications?

Try brainstorming and comingup with as many ideas as fast aspossible. No evaluation orquestioning the ideas for clari-fication. After you’ve generatedseveral ideas, go back andreevaluate them one by one.Cross off the ones that don’tmeet your criteria and prioritizethose left. Start with thealternative that looks the mostpromising and work your waydown the list.

Conflict can be a burdensomesparring match leading tocontinued friction and even lossof friendship and business. Orit can be ameans to identify andresolve problems while build-ing strongworking relationships.You decide.

Most problems, regardless ofsize, extent, or detail, can beidentified, scrutinized, andanalyzed with relative certainty.Human beings aren’t so easilymanaged. Even seemingly in-significant areas of conflict,once exposed to the passionsand eccentricities of humanity,can leave you pulling your hairout and shaking your head.

Whether your business is realestate, computers, Cadillacs, orcorn dogs; whether you pur-chase, promote, or produce; andwhether you’re at the top of thecorporate ladder or closer to thebottom rung, a large part ofyour success depends on howyou deal with people-especiallywhen it comes to conflict.Dealing effectively with thepeople behind the problemsyou face will not only give yougreater insight into yourbusiness but also allow you tounderstand more fully thosewith whom you do business.

Dianna Booher, CPS, is CEO ofBooher Consultants, a Dallas-based communications con-sulting firm. Copyright© DiannaBoooher. All rights reserved.


“I’ve been doing termite inspections and certifications forREALTORS® for 38 years, 30 of those as owner of Andy'sTermite & Pest Control. Our company’s focus has always beento maintain the same high standard of service while, at thesame time, serving as an information resource for the realestate industry. If fairness, honesty and professionalism forboth buyers and sellers is what you want, Andy’s the bestchoice.”

Andy SantonelloOwner/Operator

Licensed in Fumigation, Termite and Dryrot, Household PestsThe Real Estate Specialist

325-Pest (7378) • 539-Fume (3863)www.AndysTermite.com

Andy's Termite was established in 1978. For the past three decades we haveprovided a very professional, yet personalized service to our customers, businesspartners and clients. Our termite department has come to specialize in Real Estaterelated termite inspections, repairs, and certifications. Our fumigation departmenthas developed an exceptional service for large multiple unit buildings. We alsoprovide structural repairs with the same commitment to excellence and attention todetail.

25030 Narbonne Ave. • Lomita, California 90717(310) 534-2700 • fax (310) 534-1918 • [email protected]

Jeff Beadnell

In sports, the most successful teams have aplayer that they can go to in crunch time whenthey need to get the job done and that leaveseverything he’s got on the field. In the mortgageworld, that guy is Jeff Beadnell.

Long before Jeff was an Area Sales Managerbuilding and managing a successful mortgageteam, he worked in retail beginning at the ageof 18. After a while, though, he realized thatworking nights and weekends wasn’t his thing.So, in 1994, he decided to take a chance andventure into the unknown.

“I moved to Nashville and applied for aHousehold Finance job without knowing whatit was,” Jeff explains. “I got the job and I’vebeen in the business ever since.”

A natural salesman with a charming Midwestpersonality, Jeff was a natural. While heprimarily serves the state of California, (withhis team focusing on Valencia, Simi Valley,Pasadena and Bakersfield) he also drawsbusiness from coast to coast providing a diverseclient base which adds to Jeff’s love of thebusiness. His soft-spoken demeanor and easygoing attitude helped him easily communicatewith his clients and continues to make him ajoy to work with to this day.

“I don’t try to over impose,” says Jeff. “I amalways the first one to get the room talking.I’ve lived in many areas and can carry my ownin conversations.”

Keller Williams’ Anastasia Eddy has seenJeff’s communication skills firsthand and cancontest to just how valuable they can be.

“I’ve had him coach me through con-versations with an unaccountable lender, sothat I could cut through all the nonsense andget my escrow back on track,” testifiesAnastasia. “The security and support Jeffoffers gives me a competitive advantage; hisefficacy means dollars and cents in my clients’pockets.”

Due to his successful track record, 90% ofJeff’s business comes from referrals and long-standing relationships with agents. Jeff creditsthis to his honesty with clients.

“Being honest can be tough but it is the onlyway I know how to do business,” professesJeff. “I allow/advise borrowers to continue toshop. It’s the biggest purchase (clients willmake) and I want them to know they aregetting the best deal for their situation. If it isnot going to work, I will let you know.”

Anastasia echoes Jeff’s statements. “JeffBeadnell is one of the most honest men I’veever met,” she says. “It’s all too common tofind loan officers who over-promise—theytalk a good game but don’t follow through.Not Jeff. If he says he can get it done, youknow he can. And that’s invaluable.”

“After ten years in the business, I appreciateexcellence when I see it, Anastasia continues.“He’s the only lender I ever refer.”

By using valuable resources includingLinkedIN, current clients, long standingreferral partners and hitting the streets toreach out and network with people from coastto coast, Jeff works with buyers from all


Jeff Beadnell

walks of life. He especially enjoys workingwith first-time home buyers due to the fact hegets to explain and educate them throughoutthe process. However, due to all the changesthat have taken place since 2007, Jeff saysthings are new for everyone, not just first timebuyers.

“Whether it is a simple residential refinance ora complicated seasoned buyer, I enjoy the workand getting to meet new people, problem solveand watch people enjoy the end result,” he says.John Craig testifies to Jeff’s diligence bystating, “After a previously unsuccessfulattempt at refinancing my home, I was referred

to Jeff, after a brief conversation via telephone,I could tell Jeff was extremely knowledgeablein his field. Not only did he answer myquestions but he was also very informative as tomy available options when refinancing.”

In order to stay competitive in a business thatis constantly changing, Jeff says it’s importantto keep things fun and enjoy the process. Bybeing a coach, mentor, manager and shrink toemployees and borrowers alike, he never has adull moment at work.

“The (housing) market is a funny thing.Every time we try to dictate, it goes in the


Pacific funding

opposite direction,” Jeff says. “I choose to gowith the flow.”

When he’s not working, Jeff enjoys being adad, working out and hiking. “I also try to gethome to Ohio to visit my family and friends,”he adds.

With the market starting to grow again, Jeff sayshe is also looking to continue to grow, both as aleader and from an organizational standpoint.

“I enjoy helping develop (a business) andknowing I left a little bit of myself there,” hesays. “I like to be the go-to guy.”


Jeff Beadnell

Pacific Funding

Mortgage Division

Valencia, CA | [email protected]

www.jeffbeadnell.com

“Whether it is a SIMPLE residentialREFINANCE or a complicated seasonedbuyer, I enjoy the work and gettingto meet new people, problem solve andwatch people enjoy the end result.”


26

Advice for Partnering withOther Agents in Negotiations

By Dirk Zeller

ou and the other agentin your transaction areobligated to cooperate

with each other; that’s whyyou’re called co-op brokers.At the same time, you areboth obligated to representthe interests of your ownclients, which works won-derfully when you both seek awin/win outcome, but whichis troublesome when the otheragent comes to the deal with awe win/you lose mentality.

Before talking with the otheragent at length, I suggest youdo some homework. I alwaysmade it a point to learn inadvance about the agent I’d bedealing with. Unless I alreadyknew the agent personally, mystaff would conduct someresearch. They’d start at theMLS computer where they’dlook at the number of listingsand sales the agent had com-pleted over the last few years.This provided an indication ofthe agent’s experience, whichenabled me to understand therole I would play in the neg-otiation. I’d figure we would

Y Represent both the buyer andthe seller and avoid the challengesof working with another agentto complete the transaction.

likely share power equally ifthe other agent was exper-ienced, successful, and skilled.If the other agent was verynew to the field, I knew I’dhave to take the lead andguide the negotiation along.

When you’re ready to talkwith the other agent, coverthese points:

• Explain your desire tocreate a win/win transaction.Say that you will be relyingon the other agent to create awin for both the buyers andsellers, and that you intend todo the same. Some agentsbelieve their job is to achievea win only for their ownclients. This discussion willhelp you spot these people.

• If you’re the listing agent,let the other agent know thatthe home is competitivelypriced; that it’s at fair marketvalue with no padding in theasking price. By having thisdiscussion upfront, if yourclient counters a low offer atfull price or close to it, theresponse won’t be a surpriseto the agent or prospectivebuyers.

• If you reach a snag,challenge, or impasse withthe other agent or with theagent’s clients, test thesituation by asking one ofthese questions:

“If you were representing myclients, would you counselthem to accept this offer?”


validity of the buyers’ offer.

The easiest other agent to workwith is you. You know you.You know you want win/winoutcomes. You know whetheryour listing has padding orwhether your purchase offerhas room for negotiation. Youknow how you work and thatyour skills are up to the task.You probably know it’s easierfor you to work with you thanwith any other agent.

Make your real estate saleslife easier by selling more ofyour own listings. Representboth the buyer and the seller

“If you were in my shoes,would you want your clientsto accept these terms andconditions?”

If the answer is yes, then ask:“Why?” or “How would yousell this to my clients if youwere in my shoes?”

If the agent can’t give you ananswer, the silence will letyou know that they knowtheir offer is unreasonable.

If they can defend theirposition with cogent argu-ments, you know you mustconvince your client of the

and avoid the challenges ofworking with another agentto complete the transaction.

The biggest bonus: You don’thave to split fees and willearn more for the sale.

Dirk Zeller is an Agent,an Investor, and thePresident and CEO ofReal Estate Champions.Copyright© 2010, DirkZeller. All rights reserved.

on Blake Mycoskie, the founder of Tom’s, business model.For every funded loan, Loans by Suzette now provides a microloan to people in need all over the world through kiva.org.

Lipscomb has built a strong client base comprised ofREALTORS®, CPAs, attorneys and individual borrowers. Shestill takes time to sit down with clients to walk them throughthe lending process. She doesn’t do every deal that comes herway because she values the long term relationship over a onetime commission. “I turn a lot of business away if I don’t thinkthe deal make sense for the client,” she says. Lipscombeducates her clients about the various options, and tries toassess their goals before proceeding. “I like to underpromiseand overdeliver,” she says. “I always want people to walkaway with more than they expect and have it cost less.”

Success in business isn’t just about numbers.Some of the greatest achievements belong tothose who know people are the heart of business.

This is the case for Suzette Lipscomb of Loans by Suzette.

Following college, Lipscomb worked in consulting and wassoon recruited by someone who knew she’d be great at sales.Lipscomb was interested in the banking business, and sawthat, as a loan originator, she would have almost unlimitedfreedom to determine her own success. “I could create myown future,” she says. And that’s just what happened. Thekey was putting her clients first. As her business grew, so didthe loan amounts. With her degree in Economics and tirelesswork ethic, she became the “go to” girl for Jumbo Loans andcomplicated transactions.

Lipscomb worked in various senior management capacitiesin the loan business over her career. Then in 1997, shefounded Loans by Suzette. Lipscomb chose her companyname very intentionally. “Some people want their companiesto sound large, but I want just the opposite,” she says. “I wantpeople to know that they can reach the owner if a problemshould occur, so I can help solve it.”

New this year, LBS instituted a “One for One” policy, based

Suzette LipscombLoans by Suzette | Laguna Beach, CA

(949) 376-9789 office | (714) 423-0989 cell(949) 271-5393 fax

www.loansbysuzette.comNMLS Corporate #399178/NMLS Individual #341380DRE Corp#01400059/DRE Individual #01159813

CALIFORNIA

Suzette Lipscomb—Loans by Suzette

staff that can tackle challenges of any kind, and Simon himselfworks with two full-time assistants to make sure the real estateagents with whom he works are well taken care of. He remainshands on with all deals he’s involved with, and although his daysare busy, he keeps meeting people and building his business.

“I don’t want to rest on my laurels,” he says. “I’m always outshaking hands and meeting new referral sources,” Simon says.He makes a point of reintroducing himself to people he hasn’tseen in a while, as well as those who are new to the businessor have recently moved into the area.

“New people coming into the community may not know ofyou, so I introduce myself and extend the offer of helping outif possible,” Simon says. “I always put the needs of the peopleI’m working with ahead of my own. When you do that,everything else follows.”

Mark Simon, senior loan officer with EmeryFinancial, has built an enviable career overthe course of 25 years. There’s no magicformula, he says—he simply lives by astrong work ethic.

“Among top originators, there are a couple of commondenominators,” he says. “One is a lot of hard work, and theother is dedication to success on behalf of your clients.” Simonand others who follow those principles have a clear path tosuccess, since REALTORS® tend to gravitate to forthright,dependable partners who will help them get deals done.

While refinances come along frequently, they are just abyproduct of Simon’s chief goal, which is to help peoplepurchase homes they love. He focuses on that because it helpsall people win. Both he and the REALTORS® are rewarded with“clients for life” and the buyer is happy in their new home.

One way Simon implements professionalism is with clear,ongoing contact. “Communication is paramount,” Simon says.“This process is more intimidating and unnerving than everbefore, so we try to communicate well throughout the process.”

Another tool in Simon’s considerable repertoire is the team hehas behind him. His office employs an experienced processing

Mark Simon—Emery Financial

Mark SimonEmery Financial

Newport Beach, CA(949) 729.9200 ext. 301 office | (949) 246.5880 cell

(949) 767.5902 [email protected]

CALIFORNIA

ecoming one of the best agents inyour market requires hard work,time, and dedication. One of themost important things you canbring to the table is your real lifemarket knowledge andexpertise. As you increase yourmarket knowledge IQ, yourconfidence will grow and you’llwin the trust of your clients.

To do that, you need to knowmore about your market thanthe average consumer. That’smore of a challenge than it usedto be since consumers can easilyfind market statistics online,quickly and easily previewlistings on the web, and accesspublic records without manybarriers.

Clearly, becoming an expertrequires effort, more now thanever before. Here are a few thingsyou can do to establish yourselfas an expert in your area.

• Select the area you wantto become an expert in• Preview all the homes thatcome on the market in thatarea. By attending all the openhouses and tracking price re-ductions on properties in yourarea, you’ll know the nuancesthat pictures cannot convey…butbe careful with your time.• Track closings and sold prices

in your target area so youbecome familiar with list-to-sellratios• Become familiar with vacantland in your target area• Get active in the communityby doing things like attendingcounty meetings where changesin zoning and housing are to bevoted on, and offer your input• Write articles and offer yourexpertise to newspapers andradio stations on trends andhappenings in your area• Start a community blog whereyou post information and articlesthat affect those homeowners• Gather e-mail addresses ofpeople interested in what isgoing on in the area, and begina monthly Podcast where youdiscuss trends and marketinformation.• Read local and national realestate magazines, articles andblogs to stay caught up withwhat is happening nationwideso you can compare your mar-ket to other similar marketsaround the country.Technology is a valuable asset

for consumers and agents alike,so find ways to put it to work foryou. By establishing yourself asthe expert and sharing yourunique knowledge through pub-lic sources like blogs, printmedia,emails, and unique approacheslike Podcasts, and public videos,your customers will increasinglylook to you as the definitivesource. Data is everywhere, sothink in terms of how to educateyour customers and make themexperts so they don’t have to doall the legwork. By doing soyou’ll win their respect andloyalty.

Bottom line: get fully committedto becoming an expert in yourchosen career and you’ll reap therewards.

Verl Workman is the nationaltechnology speaker/trainer thatstands out as #1 when it comes toshowing companies and theirsales associates how to makemoney using today’s technology.©VerlWorkman.All rights reserved.

Becoming the Bestof the Best

Get fully committed to becoming

an expert in your chosen career

and you’ll reap the rewards.

By Verl Workman


“Happily Ever After Starts Here”Josephine Traina

In life, there are many people that want to make adifference by giving back to their community, butnot many people have the chance to do so. CarolinaOne Real Estate Broker Associate, JosephineTraina, has not only made the most of heropportunity to assist others through her real estateendeavors, she’s dedicated her life to it. All youhave to do is ask one of her many satisfied clientsthroughout her 30 years in the business and thepraise comes pouring in.

“Thank you for your donation to the College ofHealth Professions. We are grateful for your mostthoughtful gesture.Your gift will benefit our students,our college, and citizens of our state and beyond. Wethank you for your most meaningful gift,” LeslieBrady, MUSC Director of Development, College ofHealth Professions.

And MUSC, Dr. Marvella Ford said, “Thank youso much for all that you have done, helping methrough all the pitfalls in the loan process. I amdeeply touched by your generous donation to theMUSC Hollings Cancer Center and the deliciousmeal and beautiful plant!”

Josephine was born with real estate in her bloodthanks to her great-grandmother, who bought realestate after coming to this country by boat fromSicily. “She bought three Brownstones in NewYork,” says Josephine. Her great-grandmother wasdoing something that would someday lead hergreat-granddaughter’s success.

“I was always good in sales and loved workingwith people, property and houses,” Josephineexplains. “In 2006, I was the Atlanta President of


Josephine Traina


the Women’s Council of REALTORS® attending aNational Association of REALTOR® convention inSan Francisco. I was asked to do a video about whatit means to be a REALTOR®.”

That video in which Josephine stated that “helpingpeople to achieve theAmerican Dream is the best jobin the whole world,” became a public awarenesscommercial for the National Association ofREALTORS® and prompted her to put her words intoactions. “It gave me a sense of purpose andfulfillment,, and I knew that my destiny of becominga philanthropic REALTOR® would come to fruition.”Josephine says. “Real estate is very emotional. Youget to be the keeper and advocate. It’s about givingback.” And give back Josephine did.

After working for several real estate companies in

Atlanta, building their businesses, she moved toCharleston and became a broker with Carolina OneReal Estate, and Marketing Director for Bee StreetLofts and most importantly, started the MyHeavenly Reward program. Through this program,Josephine donates a portion of her commission toMUSC Hollings Cancer Center, MUSC Children'sHospital, Roper St. Francis Foundation or any 5013 C charity of her client’s choosing, a total thatamounted to over $10,000 in 2011 and 2012, and sofar in 2013 donations of over $5000 to localcharities of her client’s choosing.”

“Giving back to the community that supports me ismy destiny, and I hope every donation shows thelove I feel for my profession and the people andcommunity that support me. It definitely made animpact on her former clients Dr. and Mrs. J. Ivester.

“Happily Ever After Starts Here.”


Josephine Traina, Broker AssociateABR,CRS,GRI,LMC,PMN,SRES

843-793-4023www.charlestonwelcomehome.com

www.beestreetlofts.comwww.myheavenlyreward.com

“We met Josephine at an open house at the BeeStreet Lofts and were so impressed with her that welisted our home with her. Her professionalism,expertise, and hard work were greatly appreciated.Also, she donated a portion of her commission toour charity in our name. Her philanthropicendeavors and caring nature are appreciated.”

Located downtown right in the middle of the medicaldistrict of Charleston, Bee Street Lofts was builtduring the real estate peak.While most of such placeson the peninsula crumbled when the market crashed,Bee Street Lofts has not only survived sinceJosephine took over, it’s thrived. “We have sold out,”she says. “There is more demand than supply.” Afterworking for over three years “to turn the ship around”Josephine’s efforts have made her the Number OneBroker on the Peninsula for 2012. Bee Street Lofts isthe true Success Story OnThe Peninsula. “It’s alwaysgreat to hear positive news about our prospectivecommunities, and of course Bee Street Lofts. Thankyou for your thoughtfulness and your support JosephP. Riley, Mayor of Charleston.

Living and working in a building made up ofmostly medical professionals ages 25 and up,Josephine shares the same need to serve thecommunity as they do, which has further increasedher desire to help them. “They spend all their time

in school and at the hospital,serving the community. I amtheir advocate.”

“I love working with medicalprofessionals because theyare so service- oriented. Theyare givers and they care. Ilove that and love helpingthem.” When it comes tohelping her clients, Josephinedoes whatever is needed ofher. She starts with aconsultation and sets realisticexpectations. She thendevises a plan of action, takes

care of the details, while making sure she isavailable before, during and after the sale.

“I’m not just going to sell to make a commission,”says Josephine, whose clients are a mixture offriends, neighbors, referrals and past clients. “It isso much more and my reputation is very importantto me as well as helping clients make an informedreal estate investment.

Josephine’s saying about Charleston is “HappilyEver After Starts Here.” “Charleston captured mysoul and invigorated and inspired me to do greaterthings. My ultimate goal is for philanthropy in realestate to be something all REALTORS® embrace aspart of our profession.”

Looking ahead, Josephine remains humble and saysshe knows her best years are still yet to come.


From Facebook to Phonebook -How Wingmen Stay Connected

By Waldo Waldman

this wingman ‘wingnuts’ is whenpeople abuse this whole socialnetworking thing. In many ways,it’s gone from “Here’s what I’mdoing” to “Here’s what I’mselling.” From “Let me connectyou to” to “Let me sell you.”

Well, I’ve got news for you, yesocial networking gurus. If Idon’t know you, I probablywon’t buy from you. Thereason I said ‘probably’ isbecause there are times whenwe will buy something fromsomeone even if we don’tknow them. If it has value andcan help our business/life, then

hey, it’s worth a look. Andthere’s nothing wrong withoccasionally sharing our greatproduct, seminar, or book withour contacts. Social networkingsites are a tremendous way toexpose our market to our value.But please, let’s not put oursales links and impersonaloffers in EVERY POST wemake on Twitter or Facebook!

We need to be careful not toabuse the social networkingsites and our connections. Theyare primarily for networking andmaking contacts, not directsales.

ike many of you, I recentlyjoined the Facebook, Twitter andLinkedIn craze and it’s beengreat. I’ve re-connected with oldfriends fromhigh school, college,and my fighter pilot days, andI’ve also met some very inter-esting people. And yes – likeyou, I can easily spend a fewhours a day on these siteschecking out profiles and look-ing at cool videos and photos.

Last week, I was driving homefrom a lunch meeting and wasthinking of who I needed to re-connect with. David Greenberg(a personal friend and one of thebest speaker coaches I know)came to mind. And I did some-thing crazy. I didn’t search forhim on Facebook. Nor did ITweet him a personal message. Ididn’t even send him an e-mail.I actually called him on thephone, and believe it or not, heanswered! We connected, sharedsome cool business ideas, and Ihung up feeling great.

Yes, I know I’m being a bitfacetious here. But I have to saythat if there is one thing that drives

Social networking sites are a tremendous

way to expose our market to our value. But

please, let’s not put our sales links

and impersonal offers in EEVVEERRYY PPOOSSTT

we make on Twitter or Facebook!


In this high speed age of Twitterand text messaging wherewords on a screen are the norm,we need to hear each other’svoices. Voices incur emotionand emotion is what connectspeople. And when connectionsare made, trust is built and re -lationships develop. How peoplemake you feel is what initiallybuilds relationships, not theproduct they sell.

So, if you want to be a Wingman- a trusted partner - to yournetwork, don’t forget to refer -ence your Phonebook in additionto Facebook when flight plan -ning your next mission.

NEVER FLY SOLO! YourWingman, Lt Col Rob “Waldo”Waldman

I believe our phone book shouldstill remain our primary methodfor building and maintaining ourrelationships. One phone callequals 50 tweets and Facebookmessages. Phone calls are greatat building trust, and trust what awingman is all about.

So, here are some wingtips toaugment your social networkingefforts:

1. Make it a priority to call a fewof your special contacts everyday. Do this first thing in themorning if able. These includeyour top clients, vendors, andyes, your friends.

2. Use your phone judiciously.Before you head to the airportor Starbucks, make a list of afew wingmen to call while inyour car or at the gate.

3. Give something of value toyour contact on the phone (i.e. areferral.). Before you hang up,ask them this special question:“Is there anything I can helpyou with?”

4. **If you really want toconnect with a new e-contact,research their website and callthem. I guarantee they will beimpressed…and shocked.

Waldo Waldman builds teamunity within organizations as ahigh energy leadership inspira -tional speaker. A former combat-decorated fighter pilot withcorporate sales experience andan MBA, Waldo brings an ex -citing and valuable message toorganizations by using fighterpilot strategies as building blocksfor peak performance, team -work, leadership, and trust. Hisclients include Aflac, UPS, Bankof America, and Hewlett-Packard.his book NNeevveerr FFllyy SSoolloo (McGraw-Hill) will be released in Dec 2009.To learn more about Waldo’sseminars or to register for hispeak performance newsletter,”The Wingman,” visit www.yourwingman.com. © Lt. Col. Rob“Waldo” Waldman. All rightsreserved.

When connections are made,

trust is built and re lationships develop.

How people make you feel is what initially

builds relationships, not the product they sell.

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