SOUTHERN CALIFORNIA’S PUBLICATION FOR THE REAL

EXECUTIVE AGENT

Sue LaPeter Executive Agent of the month

magazine

Special Features Inside:

Centerfold Spotlight:

Arlen Pantel

Professional Profiles:

George Barr

Lily Campbell

SOUTHERN CALIFORNIA’S PUBLICATION FOR THE REAL ESTATE PROFESSIONAL

TM

We offer the most advanced

professionalphotography

so you can experienceprofessional results

that will make your namestand out.

• Personal Brochures

• Web sites

• SuperCards

• Personal Logos

• Business cards & more

For outstanding graphic design, motivating copy, and the most advanced equipment in digital photography, we offer the best for less. Call us today for a free consultation.

949 458 9009

++

==and will createcustom

professionalgraphic design

Don't let today's mortgage market challenges impact your business.When you work with Wells Fargo, you have the added confidencethat only comes from working with a well-capitalized, diversifiedfinancial services company.

Wells Fargo provides the security you and your buyers need with ouron-time closing guarantee for your purchase transactions.1,2 And through

our Retail channel, we continue to offer a wide range of prime and nonprimeloans at competitive rates.

As a leader in responsible lending, we are committed to making homeownership possiblefor a wide spectrum of consumers, and are the only bank in the U.S. to have the highestcredit ratings from both Moody's Investors Service (Aaa) and Standard & Poor's RatingsServices (AAA).

Our Retail team remains committed to serving the needs of REALTORS® and builders!With our proven capabilities to excel during market fluctuations, it's in your best interestto work with the leading Retail mortgage lender3 — Wells Fargo Home Mortgage.

With Today's Market Uncertainty, Don't Gamble With Your Closing DatesRecommend Your Buyers To Wells Fargo Home Mortgage

1. The original purchase contract must allow for a minimum of 10 calendar days between the date Wells Fargo Home Mortgage (WFHM) receives all requiredand complete application information and the initial closing date for conventional, prime, mortgage loan applications up to $1 million; and it must allow for aminimum of 21 calendar days between those dates for applications greater than $1 million. Not available on certain loan types. Other terms and conditions apply.Ask a Home Mortgage Consultant for details. 2. FHA regulations require a minimum cash investment from a borrower. Therefore, for payment under the guaranteefor an FHA loan product, we’ll make a donation equivalent to your first month’s mortgage payment to a faith-based or non-profit organization of your choice.The recipient organization must have status under 501(c)3 of the Internal Revenue Code. 3. Based on yearend 2006 statistics by Inside Mortgage Finance2/23/07. This information is for real estate professionals only and is not intended for distribution to consumers. Information is accurate as of date ofprinting and is subject to change without notice. Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. © 2007 Wells Fargo Bank, N.A.All rights reserved. 8/07

On-time Closings

Guaranteed!

Backed by one month's

P & I refund1,2

contents VOL. 1 NO. 1

MARCH 2009

6 Cover Story

Sue LaPeter Executive Agent of the month

15 Centerfold Spotlight

Arlen Pantel Professional Profile

22 George Barr

Professional Profile

24 Lily Campbell


12 Editorials

Jim Rohn: Personal Development

– Nine Things More Important

than Capital

19 Bob Corcoran: The Practical

Business Plan for 2009

20 Walter Sanford: Did You Forget

the 20 Rules to Bigger Net Profits?

EXECUTIVE AGENT Magazine

Fred Arrias

Executive Publisher

2929 Calle Frontera

San Clemente, CA 92673

Ph: (949) 366-3349

[email protected]

www.ExecutiveAgentMag.com

Advertisers’ Index

Errol Higgins Photography…...2

Laguna Construction……….....3

Prospect Mortgage…………..31

R.J. Schwinn Associates……...5

Robert Pokorny……………...13

Ticor Title Company………...11

West Coast Creative Group....13 © 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.

EXECUTIVE AGENT magazine 4

Photography: Errol Higgins, Rob Paino

Graphic Designers: Nancy Smith, Trudy

Van, Crystal Arrias, Rita Solomon

Editorial Manager: Nancy Smith

Production Director: Debbie DePhillippi

Production Manager: Garon Taylor

Writer: Lalaena Gonzalez– Figueroa,

Shannon Hartsoe

6 22 15 24

Sue LaPeter A Different Kind of REALTOR®……..

EXECUTIVE AGENT magazine

“What you leave behind is not what is

engraved in stone monuments, but what

is woven into the lives of others.”

-Pericles

If Sue LaPeter was a lesser woman, she would not be where

she is today. Facing challenges and overcoming obstacles

with her head held high, she has charted her own path to suc-

cess. The accomplished REALTOR® is now sharing her

achievements with others- from her clients to her close-knit

team of professionals – and helping people make positive

changes in their own lives. Her enthusiasm is inspiring, and

her attitude infectious: Life is good for Sue, and she openly

shares her joy with those around her.

Before she became a sales associate, Sue invested many

years in industry-related businesses. She started her career

in the escrow field, then moved on to become a title repre-

sentative. Eventually she shared ownership in a group of

several real estate offices, which provided great learning

opportunities from a different perspective. Working with

agents enabled her to understand the clients’ point of view

during a transaction, and gave her an insider’s knowledge

of what consumers are looking for in a real estate profes-

sional - competent, knowledgeable individuals who are

empathetic to their clients’ needs, and who develop strong

relationships based upon trust and ongoing communication.

Sue’s decision to pursue her longtime interest in the sales

aspect of the business came at a challenging time in her

own life. The newly-single mother of two young children

found herself in the unenviable position of starting over,

both professionally and personally. Sizing up her situation,

she realized that she was now responsible for making a

better life for herself and her children, and she got to work

with a mindset that was focused on one thing: success.

“I felt like I understood the business, and I believed that I

could do this,” she recalls of her move. From day one, she

invested in herself and her new business as a REALTOR®,

hiring her sister-in-law to work as an assistant even before

she had established a single client. Working diligently out

of her Anaheim Hills apartment, she quickly gained a foot-

hold and found her pace. “It just happened,” she offers

modestly of her early success. But the truth is, there was a

great deal of effort involved in the process.

Sue realized that, as a new associate, she would need more

than drive and ambition to succeed in the competitive world

of real estate. Early on, she acquired a professional coach

to guide her through the complexities of starting her busi-

ness. Years later, she recalls the impact that her coach had

upon her career. “Chadi Bazzi has so much knowledge and

insight, and was so motivating and in tune with my personal-

b y L a l a e n a G o n z a l e z - F i g u e r o a • p h o t o g r a p h y b y E r r o l H i g g i n s

lity and skills,” she states. “He has been very inspiring, and

really helped me take my career to the next level.” It wasn’t

long before Sue’s investments began to pay off handsomely.

Her first year as a REALTOR® she earned the coveted

“Rookie of the Year” award in her office. The year after

that, she continued with her stellar success and was awarded

the “Rising Star” award. Today she is ranked as one of the

top agents in her Prudential California Realty office, and her

success continues to grow. In an industry based upon the

ability to create lasting and trusting client relationships,

Sue’s personal touch has made all the difference.

Sue represents a variety of transactions including residential,

residential investment and commercial. She serves clients

throughout southern California, specializing in the com-

munities within Orange, Anaheim Hills, Villa Park and

Yorba Linda. With a team of professionals supporting

her throughout each transaction, she is well-equipped

to meet the growing needs of her clientele. Her

The LaPeter Team: Sue LaPeter, Lisa Spraker, Cindy

Brickner, Cathy Hall and Patti Taricco

COVER

STORY


approach to business is hands-on

and consultative; she employs a

no-pressure attitude when it

comes to working with her cli-

ents, and focuses on building

long-term relationships defined

by ongoing communication and

personal attention.

“One of my ongoing goals is to

exceed my clients’ expecta-

tions,” she explains. “I’m in

constant communication with

them so that they understand

exactly what is happening dur-

ing any given point in a transac-

tion.” Sue is highly proactive,

and prides herself on her prob-

lem-solving abilities. “I’m al-

ways working to stay one step

ahead during a transaction, so

that neither my clients nor my

fellow REALTORS® have to call me with questions or con-

cerns,” she says. Maintaining this level of service for a

growing client base would be quite a challenge for a single

agent, so Sue has created the LaPeter Team, a talented

group of professionals whose philosophy of business mir-

rors her own. The team represents a natural progression in

Sue’s career, and seems inspired as much by fate as by her

own hand.

Cindy Brickner is Sue’s sister-in-law and executive assis-

tant, who has been with her since the start of her career.

“She makes me look good!” laughs Sue as she reflects on

Brickner’s contributions to her practice. While Sue works

with her clients throughout every transaction, she is sup-

ported by Brickner who, she says, “is always available, of-

fering the same level of service that I do. Cindy can take

the process from start to finish, and provides our clients

with a personal touch.”

The addition of Transaction Coordinator Cathy Hall was,

says Sue, a serendipitous event. “One of my goals was to

add the position to my team,” she recalls. “On the week

that I had set out to interview candidates, Cathy approached

me and asked if she could join me!” Though the women

had known each other for some time – both were members

of the Assistance League of Orange County, a charitable

organization where Hall served as a chairperson – they had

never talked business before. It didn’t take long, though, for

Hall to become an integral addition to Sue’s business.

“Cathy is experienced in the industry and is very organ-

ized,” Sue observes. “She’s a phenomenal transaction coor-

dinator who works well with other agents. She has made a

wonderful addition to The LaPeter Team!”

The team is rounded out by Patti Taricco and Lisa Spraker.

Patti, a buyer’s agent with an entrepreneurial and manage-

ment background, can usually be found manning the team’s

open houses, where her exuberant smile and outgoing per-

sonality help her to connect with prospective buyers. She

also handles leads and works with each client to find the

home that best suits their needs. Lisa’s detail-oriented work

and marketing background are evident in her quality of

work. “She creates beautiful websites for a number of busi-

nesses,” says Sue, who adds that her own site is designed to

ensure that listings are visible to a broad Internet audience.

Sue counts local service providers such as handymen, a

staging company and other home professionals, among her

extended team. “I offer everything my clients need,” she

states. “We provide all of the resources possible to help

make the transaction as stress free as possible, and to facili-

tate an easy move after the purchase or sale of a home.”

Ticor Title representative Eva Wysocki is one of Sue’s pro-

fessional partners, whose dedication to customer service is

nothing less than stellar. “I can’t rave enough about her,”

asserts Sue. “Eva is always willing to help; if she doesn’t

know the answer to a question, she doesn’t stop until she

gets it. She really takes care of my team and our clients.”

While her business is driven by Sue’s market knowledge,

customer care and comprehensive services, there is also an

internal factor that motivates her success. She believes

wholeheartedly in the value of goal-setting, and makes time

in her daily routine to inspire herself to continue to achieve

new objectives.

Following the Law of Attraction – the belief that individuals


attract what they chose to give their attention to – has

helped Sue focus on the positive aspects of her professional

and personal life. “Every day I write down my intentions

and delegations,” she explains. “By putting into words the

things I am grateful for, what I want to attract and how I

will achieve my goals, I am able to work towards what I

want.” With a strong faith in God and a desire to make suc-

cess happen, Sue has done just that. Time and again she has

found a way to accomplish her goals, to the direct benefit of

her teammates and clients.

Consistently evaluating those goals and thoughtfully work-

ing towards them takes effort, organization and discipline,

and Sue is blessed with these traits. She greets each day at

4:30a.m., taking time to exercise and focus on each day’s

goals and tasks. Her morning workouts keep her energized

and positive, and prepare her for the rigors of her work in

the field.

Personalized attention is the key to Sue’s service, and she

notes that she treats each client equally. “I provide my cli-

ents with the level of service that I would want for myself,”

she says. “They’re all important to me, and I want to ensure

that they never forget that.” From providing moving boxes

at close of escrow, to small treats to mark special occasions,

she maintains constant contact with her clients to remind

them just how grateful she is for their loyalty and support.

Client Amber Toombs appreciates Sue’s efforts, and raves

about the service she received with the REALTOR® who is

also a family friend. “I came to Sue after working unsuc-

cessfully with another agent,” she says. “She was a go-

getter from the start, and always kept the focus on selling

our home. She knew how to market our property effec-

tively, from advertising to pricing to hosting open houses.”

While the process of selling a home is often stressful and

overwhelming, Toombs notes that Sue made it a

“pleasurable experience. She communicated with us, gave

us a lot of attention and always let us know that we were

important to her. Aggressive and professional, Sue was

wonderful to work with and I would recommend her to

anyone.”

“Sue was very helpful throughout our transaction,” says

Dana Courtney, another satisfied client. “She was a strong

negotiator and maintained constant communication with me.

She was also detail-oriented and thorough, with a great per-

sonality.”

With a successful career in tow, Sue looks forward to con-

tinuing to spend quality time with her children, who con-

tinue to serve as sources of inspiration. 17 year-old Court-

ney and 14 year-old TJ are their mother’s pride and joy, and

she proudly recognizes their own accomplishments. Court-

ney, a junior at Villa Park, displays a spirit of volunteerism.

Sue enjoys quality time with seventeen-year old

Courtney and fourteen-year old TJ, who continue to

serve as sources of inspiration for her ongoing success.


She is an Assisteen with Orange and is actively

involved with her youth group at Kindred Church.

An eighth - grader at Cerro Villa Middle School,

TJ is a talented soccer player who recently made

the All-Star team. “They are the biggest part of

my life,” smiles Sue, adding that she has chosen

to run her business from a home office so that she

can be closer to her kids.

Becoming an accomplished REALTOR® hasn’t

always been easy, though Sue LaPeter often makes

it look that way. The truth is, behind the bevy of

awards and professional recognitions is a woman

who is driven to make a difference in her own life

and in the lives of others, and who is consistently

reaching her goals through hard work, dedication

and an unwavering desire to always do the right

thing. “I always say that I want to be a contribu-

tion to every person I come into contact with,”

says Sue. “In some way, I’d like to have a positive

influence on their lives.” Time and again, that’s

exactly what she does.

Sue LaPeter

The LaPeter Team

Prudential California Realty (714) 728-9018

www.LaPeterTeam.com

email: [email protected]


http://www.lapeterteam.com/

mailto:[email protected]

Personal Development - Nine Things

More Important than Capital

When starting any enterprise or business, whether it

is full-time or part-time, we all know the value of

having plenty of capital (money). But I bet we both

know or at least have heard of people who started

with no capital who went on to make fortunes. How?

You may ask.

Well, I believe there are actually some things that are

more valuable than capital that can lead to your en-

trepreneurial success. Let me give you the list.

1. Time Time is more valuable than capital. The time you set

aside not to be wasted, not to be given away. Time

you set aside to be invested in an enterprise that

brings value to the marketplace with the hope of

making a profit. Now we have capital time.

How valuable is time? Time properly invested is

worth a fortune. Time wasted can be devastation.

Time invested can perform miracles, so you invest

your time.

2. Desperation

I have a friend Lydia, whose first major investment

in her new enterprise was desperation. She said, "My

kids are hungry, I gotta make this work. If this does-

n't work, what will I do?" So she invested $1 in her

enterprise selling a product she believed in. The $1

was to buy a few fliers so she could make a sale at

retail, collect the money and then buy the product

wholesale to deliver back to the customer.

My friend Bill Bailey went to Chicago as a teenager

after he got out of high school. And the first job he

got was as a night janitor. Someone said, "Bill, why

would you settle for night janitor?" He said,

"Malnutrition." You work at whatever you can possi-

bly get when you get hungry. You go to work some-

where -- night janitor, it doesn't matter where it is.

Years later, now Bill is a recipient of the Horatio Al-

ger award, rich and powerful and one of the great

examples of lifestyle that I know. But, his first job --

night janitor. Desperation can be a powerful incen-

tive. When you say– I must.

3. Determination

Determination says I will. First Lydia said, "I must

find a customer." Desperation. Second, she said, "I

will find someone before this first day is over." Sure

enough, she found someone. She said, "If it works

once, it will work again. “But then the next person

said, No.” Now what must you invest?

4. Courage

Courage is more valuable than capital. If you've only got

$1 and a lot of courage, I'm telling you, you've got a

good future ahead of you. Courage in spite of the cir-

cumstances. Humans can do the most incredible things

no matter what happens. Haven't we heard the stories?

There are some recent ones from Kosovo that are some

of the most classic, unbelievable stories of being in the

depths of hell and finally making it out. It's humans. You

can't sell humans short. Courage in spite of, not because

of, but in spite of. Now once Lydia has made 3 or 4 sales

and gotten going, here's what now takes over.

5. Ambition

"Wow! If I can sell 3, I can sell 33. If I can sell 33, I can

sell 103." Wow. Lydia is now dazzled by her own

dreams of the future.

6. Faith

Now she begins to believe she's got a good product. This

is probably a good company. And she then starts to be-

lieve in herself. Lydia, single mother, 2 kids, no job. "My

gosh, I'm going to pull it off!" Her self-esteem starts to

soar. These are investments that are unmatched. Money

can't touch it. What if you had a million dollars and no

faith? You'd be Poor. You wouldn’t be rich. Now here is

the next one, the reason why she’s a millionaire today.

7. Ingenuity

Putting your brains to work. Probably up until now,

you've put about 1/10 of your brainpower to work. What

if you employed the other 9/10? You can't believe what

can happen. Humans can come up with the most intrigu-

ing things to do. Ingenuity. What's ingenuity worth? A

fortune. It is more valuable than money. All you need is

a $1 and plenty of ingenuity. Figuring out a way to make

it work, make it work, make it work.


8. Heart and Soul

What is a substitute for heart and soul? It's not money.

Money can't buy heart and soul. Heart and soul is

more valuable than a million dollars. A million dollars

without heart and soul, you have no life. You are inef-

fective. But, heart and soul is like the unseen magic

that moves people, moves people to buy, moves peo-

ple to make decisions, moves people to act, moves

people to respond.

9. Personality

You've just got to spruce up and sharpen up your own

personality. You've got plenty of personality. Just get

it developed to where it is effective every day, it's ef-

fective no matter who you talk to - whether it is a

child or whether it is a business person - whether it is

a rich person or a poor person. A unique personality

that is at home anywhere. One of my mentors, Bill

Bailey, taught me, "You've got to learn to be just as

comfortable, Mr. Rohn, whether it is in a little shack

in Kentucky having a beer and watching the fights

with Winfred, my old friend or in a Georgian mansion

in Washington, DC as the Senator's guest." Move with

ease whether it is with the rich or whether it is with

the poor. And it makes no difference to you who is

rich or who is poor. A chance to have a unique

relationship with whomever. The kind of personality

that’s comfortable. The kind of personality that’s not

bent out of shape.

And lastly, let's not forget charisma and sophistica-

tion. Charisma with a touch of humility. This entire

list is more valuable than money. With one dollar and

the list I just gave you, the world is yours. It belongs

to you, whatever piece of it you desire whatever

development you wish for your life. I've given you the

secret - Capital. The kind of capital that is more valu-

able than money and that can secure your future and

fortune. Remember that you lack not the resources.

Jim Rohn International

200 Swisher Road

Lake Dallas, TX 75065

800-929-0434

International and/or Dallas/Ft Worth - 940-497-9265

Fax 940-497-9799 or visit the website at

www.JimRohn.com


http://www.jimrohn.com

Nominate a fellow REALTOR® to be profiled in one of our feature stories: on the cover as Executive

Agent of the month, or as a special feature story. All candidates must be nominated by a real estate profes-

sional or affiliate. The selection process includes a questionnaire, personal interview, reference check and

final approval by the Advisory Council. Candidates are evaluated based upon professionalism, length of

service and uniqueness of story, as well as industry and community involvement.

Criteria for nomination

Cover Story of the month:

Active REALTOR® in magazine’s

circulation area

Member in good standing of a real

estate board or association

Respected by peers in industry and

involved in professional activities such

as committees, associations or boards

Actively pursuing continuing education

Minimum of five years in the industry

A full-time professional and

dedicated to the real estate sector

Professional profile:

Active REALTOR® in magazine’s

circulation area

Member in good standing of a real

estate board or association

Respected by peers in industry and

involved in professional activities such

as committees, associations or boards

Actively pursuing continuing education

A full-time professional and dedicated to

the real estate sector

MAIL, fax or e-mail:

Executive Agent Magazine

2929 Calle Frontera


[email protected]

Phone (949) 291-8376

Fax (949) 266-8757

Nomination form

I nominate:

NAME:______________________________

COMPANY:__________________________

ADDRESS:___________________________

_____________________________________

CITY/STATE/ZIP:_____________________

_____________________________________

PHONE:_____________________________

E-MAIL:_____________________________

REASON:____________________________

_____________________________________

_____________________________________

_____________________________________

Submitted by:

NAME:______________________________

COMPANY:__________________________

PHONE:_____________________________

E-MAIL:_____________________________

Cover Story Criteria and Nomination Form

EXECUTIVEAGENT magazine



Arlen Pantel Celebrity REALTOR®…….

Treating You Like a Star!

In the highly competitive, often stressful

world of real estate, finding a Realtor who

can bring an element of fun into the busi-

ness is always a perk. Arlen Pantel is a

knowledgeable professional who under-

stands the barrage of emotions his clients

face during their transactions. His answer-

to add a lively, energetic and entertaining

element to the exceptional representation

that has become his trademark.

Arlen’s foray into the industry came in

1985, when he worked as a headhunter

specializing in placing real estate agents

and loan officers into companies. He de-

scribes the experience as “a wonderful

opportunity to help people launch their

careers,” but once those he had placed

began to call him, he realized that there

was a world of opportunity awaiting him,

as well.

“Individuals who had worked with me

were calling and encouraging me to get

into the business as well,” he recalls. “I

soon realized that I had many career op-

tions ahead of me.” In s earch of a new

professional challenge, he moved into

lending and mortgage banking and found

that the position enabled him to continue

to help others while pursuing his own ad-

vancement. Though he became proficient

in the financial end of the business, he

quickly realized that developing and

maintaining relationships, not crunching

numbers, was the key to success. Meet-

ing with buyers and discussing their short

- and long - term goals, Arlen helped

them to understand the connection be-

tween their incomes, career options and

credit scores as they related to their plans

for home ownership.

“I focus on relationships,” he explains. “I

meet my clients face to face, shake their

hands and discuss our plan of action

before we make a move.” Working

with residential and commercial buyers,

sellers and investors, Arlen reveals that

he does things a little differently than

the traditional REALTOR®.

Agent Spotlight by Lalaena Gonzalez-Figueroa - photography by Errol Higgins


As a buyer’s agent, Arlen understands that purchasing a

home involves more than scanning a brochure or seeing

a listing online. “When I work with buyers, we visit

houses - see them, feel them and breathe them - be-

fore my clients make an offer. Nowadays many people

start their home searches on the Internet, but what they

see won’t usually clinch it. My buyers experience

homes, and we find the one that’s the right fit for them.”

As a listing agent, Arlen’s relentless work ethic is un-

paralleled. He promises his clients celebrity treatment,

and takes every measure to ensure that their needs are

being met. Of course, providing top-quality care means

offering a comprehensive service, and he employs an

extended team to ensure that no detail is left to chance.

“I promise my sellers that I will hold their houses open

every weekend, rain or shine, until it closes escrow and

the title transfers,” he states. And when Arlen Pantel

throws an open house, it’s no.

“We’re like an orchestra; each person has a specific job

duty and responsibility,” Arlen observes. “Together, we

make beautiful music.” In addition to holding regular

open houses, he also invites his colleagues to a bro-

ker’s preview on each property he lists. His efforts

have paid off handsomely: Arlen reveals that, by

developing his own clientele and taking a proactive

approach to networking with his colleagues, he has

regularly found buyers for his listings.small affair. In

the days leading to the event, he runs print advertising

in local publications. Saturdays and Sundays, up to a

hundred directive signs reach out to prospective buyers,

who are themselves treated like celebrities once they

walk through the front door of his listings.

From a greeter at the front door, to catered food and

beverages, guests at Arlen’s open houses are offered

first-class service at every turn. Properties are profes-

sionally staged, and lending personnel from Team John

Shrum are on hand to discuss payment and finance op-

tions. Because he tends to host multiple open houses

each weekend, Arlen also provides maps that guide

visitors to preview his entire inventory. Putting to-

gether these open houses is no small feat, and he ex-

plains the value in working with an extended team of

professionals.

“We’re like an orchestra; each person has a specific job

duty and responsibility,” Arlen observes. “Together,

we make beautiful music.” In addition to holding regu-

lar open houses, he also invites his colleagues to a bro-

ker’s preview on each property he lists. His efforts

have paid off handsomely: Arlen reveals that, by devel-

oping his own clientele and taking a proactive approach

to networking with his colleagues, he has regularly

found buyers for his listings.


It’s even harder to keep a straight face when

Arlen slips into one of his impersonations;

when he’s not wearing his REALTOR® hat,

he’s an actor who specializes in live stage

shows and taking on the persona of high-

energy characters including Richard Sim-

mons, Bruce Springsteen and Austin Powers.

Arlen explains his love of real estate, noting

that as a formal national championship de-

bater, he enjoys the opportunity to negotiate

for his buyers and sellers to help them

achieve their goals. “I’ve enjoyed a success-

ful career, all the while using my knowledge

to benefit others,” he says. “Real estate has

been a wonderful career path, and I am

grateful for the opportunity to continue to

serve my clients.

“I love what I do,” he continues. “I’m out

and about, constantly challenged and have

the fortune to work with amazing people

while remaining active and involved within

my own community.”

Born in Newport Beach, Arlen earned his

undergraduate and master’s degrees at Long

Beach State before relocating to Huntington

Beach. He loves the ocean and is a fervent

supporter of local charities and events that

work to preserve the area’s coastline. He

currently serves on the Board of Governors

for the Huntington Beach International Surf-

ing Museum, helping coordinate the mu-

seum’s annual fundraising events. Arlen is

also a volunteer with the Surf-Rider Founda-

tion. “I sell the beach and live in this area,”

he says. “I want this t o continue to be a

clean, beautiful place for our residents and

visitors.”

As the number one listing and production

agent in his office for two years running,

Arlen is excited about the future of his ca-

reer. He will continue to push the envelope,

bringing a new and creative perspective to

his business as he searches for better ways to

serve his clientele. And he will do it with

the energy, expertise and panache that have

come to represent his unique level of service.


Arlen Pantel Celebrity REALTOR®

1st Coastal Real Estate

Huntington Beach

Office/fax 714-969-4491

Mobile 213-925-5665 email: email: [email protected]

This article is a little different. An article I want you to

actually use. I want you to print it, answer the ques-

tions, keep it, post it and use it.

It’s based on my speech to attendees at the 2008 NAR

convention in Orlando, Fla., so I hope you find it par-

ticularly useful, because in these strange times, some-

thing useful is clearly needed.

It’s now time to look ahead to 2009 and the best way to

start is by looking back at 2008. Yes, you read that

right, a look back makes looking forward easier. In my

opinion, it’s the only practical way to plan, because no

one knows the future. Yes, pundits and others are al-

ways tempted to predict what tomorrow will bring, but

please notice that not many get the future right. Case in

point: who got the credit crisis of 2008 right?

If 2008 taught us anything, it showed us that we’re no

good at predicting the future. No one knows the future,

not you, not me, so why waste your time. Instead, I’d

like to suggest these tips to help create a business plan

for 2009 that will put the odds in your favor of having

a fantastic year:

1. Review 2008 by asking these questions: Did you

meet your goals? If not, why not? Where did your

leads come from? Where did your sales come from?

How would you describe your situation now?

2. Write down your goals. I like what Stephen Covey

says about starting with the end in sight. What numbers

(income, houses sold, etc.) do you want in December

of 2009? What specific steps will you need to take to

reach those numbers? Who will hold you accountable

for reaching your goals?

3. Analyze your operations. How do you accom-

plish your goals? Are you being efficient? Who will

do your non-dollar productive activities? How do

you handle leads now and what can you do to im-

prove this? What do your key team members need so

they can help you achieve the goals? Do you have an

ideal weekly and daily schedule that helps the office

run smoothly? Do you have systems in place that

make overall operations run efficiently?

4. Evaluate your business strategy. Perform a

SWOT analysis ( What are your Strengths, Weak-

nesses, opportunities and Threats for 2009? ). How

will you capitalize on your strengths and opportuni-

ties? How will you strengthen your weaknesses and

deal with threats?

5. Examine your sales and marketing efforts.

What marketing channels worked and which ones

failed? Can you adjust the ones that failed and make

them more successful? If so, how? Can you make the

successful ones even better? If so, how? How will

potential clients know you exist and when they real-

ize you exist, do your marketing messages compel

them to contact you? How will your ideal customer

evaluate your services and make decisions? Are your

scripts effective? If not, how will you make them

more powerful? Do your scripts reflect the current

market?

6. Get a handle on your finances. Do you have an

accounting software package or system that gives

you profit and loss statements, balance sheets and

The Practical Business Plan for 2009


Continued on page 26


I keep hearing it. Profitability is still a major problem

in North American Real Estate. It seems we have lots

of superstars with big grosses and no nets.

Everywhere we go we see panelists talking about

amazing systems and teams that produce amazing

results and amazing amounts of buyers and sellers.

One problem! They're taking average amounts home

to the bottom line. The work to reward ratio in real

estate is high! Why? We get too busy to pay attention

to simple business strategies.

Please review the following list and try to hone it or

add to it on a daily basis. This list is compiled from

my own operations and it is easy to keep up once you

see the money going into the bank instead of over-

head:

1. Look at the office supplies acquisition lists before

you purchase them. Believe it or not, office supplies

are one of the largest cash drains in your organiza-

tion. How often will they be used? Can your vendors

provide it in a service they are already providing? Is

there a less expensive way?

2. Test all direct mail before you send substantial

amounts of it.

3. Stop doing lead generation activities unless they

are at least a 4-to-1 ratio of gross to cost. If you can't

prove there is a gross, but still think it's a good idea

to do it- Think some more!

4. Eliminate credit cards and all other debts above

9% with real estate loans.

5. Live on 90% of your income. Meaning, 10% is

either saved or invested. If you don't… you will have

buyers in your car until you're 85.

6. Write your own checks. Never let anyone else but

you pay your bills until you are worth more than $10

million (an Andrew Carnegie truism). It allows you

to reflect on their importance, their need to exist, and

it just plain gives you a sense of reality.

7. Negotiate harder. Too many of you are taking that

first price from printers, sign makers and advertising

mediums. Either come back with a counter offer, use

someone cheaper, or get multiple bids. As an exam-

ple, we just asked for bid on five products from

six printers. Though we gave the very same de-

tailed specs to all six, the bids ranged from $11,000

Did You Forget the 20 Rules to Bigger Net Profits? By Walter Sanford

to $57,000! Take a couple

minutes to fax your specs

to a handful of bidders!

8. Cut staff with technol-

ogy or delegation to less

expensive entities. Never

sanction incompetence and remember modern real estate

software can replace an assistant stuck in the 80's.

9. Cut your s ervices! Usually the same positive listing

can be had with a less expensive presentation. If your

presentation is compelling, it can just as easily go out on

black and white with less promises of advertising! I

know I've tested it.

10. Do things faster. . . Remember time is money! If you

can cut the processes down by using lean and mean

checklists or delegating items to broker paid staff or af-

filiates you will find that you will have more time to

make that extra hour of phone calls.

11. Watch the I'm-too-busy-to-eat-at-home syndrome. At

least pack your lunch! Dinner and lunch out all the time

will make you fat - and if taken with other real estate

agents, can sometimes depress you!

12. Contact your past clients more often, and make your

contacts more effective. This is your future business. Pay

attention to the acquisition, implementation, and organi-

zation of your database. Repeat and referral clients are

still the cheapest and the best!

13. Spend a larger amount of time improving your ser-

vices to buyers and sellers. Unless you start developing

your service policies today there will be no need to pros-

pect in the future, because you won't have a business.

14. Quit spending time hanging out in the office. Nobody

there buys or sells through you. I was only there for

phone work and buyer appointments.

15. Today, the differences in phone services, insurance,

maintenance contracts, and utilities are staggering - pay

attention!

16. Cut car costs. Fancy cars are the worst investment

you can ever make. (This is spoken from loads of experi-

ence). Buy used!

17. Focus on what you are best at. In every real estate

agent's career there is something that they are the best at

and subsequently, produces the most profit. Instead of

believing you can do it all, go back to that one thing that

you are best at and double your efforts immediately!

18. Carry your shoulders back, stand up straight with a

smile on your face, look good, drink lots of water, get

lots of sleep, eat well, play, and play when your play-

ing and work when you're working. Call your mom.

19. If you ever here in a seminar - "it's a great whistle

and bell," or "it really impresses your client" it is usu-

ally someone that is trying to sell form over

substance. Make sure you have substance before form!

20. Show up, tell the truth, and don't be attached to the

outcome. I hope these reminders will keep you guys on

the straight and narrow. Remember that a profitable

real estate agent will always be the market share winner

in the end.

Walter Sanford is a top producing real estate agent

and speaker who travels the country delivering systems

and strategies to top producers for higher productivity

and client satisfaction. Copyright© 2000, Walter

Sanford. All rights reserved.

Building Industry Technology Academy (BITA) Dominates Home Builders Council’s 2008

Design/Build Competition


The students of the Building Industry Technology Academy (BITA) from Katella High School and Western High School in Anaheim and Valencia High School in Placentia participated in the 19th Annual Home Builders Council’s Design/Build Competition. The competing 15 student teams, from local high schools, regional occupational programs (ROPs), youth build programs and community colleges, par-ticipated in the two day event at the Orange County Fair Grounds. All teams were challenged to build a 6 ’x 8’ playhouse structure.

After nearly 13 years with CENTURY 21 Beachside

Realtors, one of the premier real estate companies in

Southern California, consistent top producer George Barr

enjoyed a very successful year in 2007, posting nearly

$114 million in total sales volume. For his hard work and

dedication, Barr was the top producing agent in the 12-

office CENTURY 21 Beachside firm and first out of

more than 147,900 CENTURY 21® sales associates

worldwide, including 52 countries. Barr also earned his

seventh Grand CENTURION® designation; the most

prestigious award offered by the CENTURY 21 System.

George was recognized at the recently held CENTURY

21 Convention in Orlando, Florida and was presented

with this prestigious #1 worldwide award by Tom Kunz,

President and CEO of CENTURY 21 Real Estate LLC.

Let me tell you about the agent who s aid he just wanted

to sell a couple of houses to his friends… but…he got

HOOKED and decided to go into Real Estate 100% of

the time because he wanted to be where no one could

control his income.

He is self - motivated, hard-working, driven, down-to

-earth, no—nonsense type of person who is loyal to his

family and friends and who treats his clients with the

same sensitivity and caring. He sets his goals and works

hard to attain them. He had no illusions about fast, easy

money when he made his move to Real Estate 13 years

ago. He watched high producers receiving top awards

and he simply thought “That’s going to be me; I’m going

to make it happen!” His two university degrees have cer-

tainly helped him along his life’s path, one in Engineer-

ing and one in Business Administration.

This a gent has worked extremely hard building his

business to the level it is today. The client comes first

and he does whatever it takes to get the transaction

closed. Through the years, he has come across so many

different situations that he can handle any problems that

arise.

“Winning the Quality Service Award means a lot more

to me because my customers took time to fill out a sur-

vey and let me know how much they appreciated my ef-

forts on their behalf,” Barr continued. “This is the third

time I earned the Quality Service designation and it feels

great to know my customers are thinking about me.”

CENTURY 21 Beachside, officially ranked the #4

CENTURY 21 company in the world for 2007.

George Barr Achieves Highest Honor #1 CENTURY 21®

Agent Worldwide

George Barr

CENTURY 21 Beachside Real Estate

"Each office independently owned and operated."

"2008 CENTURY 21 Real Estate Corporation © and

sm trademark and servicemark of CENTURY 21

Real Estate Corporation.

Equal housing opportunity."

27802 Vista Del Lago

Mission Viejo, California 92692

E-mail: [email protected]

Call George today at: (949) 363-3506




George Barr


PROFESSIONAL PROFILE

During a very tough real estate market, Lily Campbell

continued her outstanding real estate sales throughout

2007. Lily ended 2007 with over $45 million in sales,

while maintaining her position as one of the top

agents in Orange County, the #1 agent in Fountain

Valley, and the #1 agent at the First Team Real Estate

Office in South Huntington Beach. She continues to

set the highest sales record in various tracts in Foun-

tain Valley and Huntington Beach.

Lily has been a top producing, award-winning agent

since her first year in real estate sales. She is consis-

tently recognized for being the number one agent in

Fountain Valley for the last seven years and the num-

ber one agent in First Team’s South Huntington

Beach office for the last eight years.

“Ever since Lily joined First Team in 1997, she has

stood out as someone who does whatever it takes to

make sure her customer’s best interests are taken care

of,” said Wally Malesh, First Team’s Regional Sales

and Operations Manager. “She’s built a reputation on

superior customer service and steadily she will con-

tinue to dominate as one of Orange County’s most in-

demand Realtors.”

Lily’s clients have recognized her integrity, negotia-

tion skills, market knowledge, hard work and dedica-

tion to putting her customer’s needs first. As a result,

satisfied clients often happily refer her to their family

and friends. One client chose Lily as her agent and

wrote, “Lily has an effective and proven track record.

She’s honest, likable and considerate of my needs and

she delivers an impressive marketing strategy.” Espe-

cially under today’s harder market, Lily made extra

efforts to sell the homes for her clients.

The ability to conduct Lily’s success is her vision on

the real estate market and trends, her suggestions to

buyers and sellers, her strategy for selling and buying

homes brought her clients the best results. Always full

of energy and ready to help her client’s fulfill their

real estate dreams, Lily specializes in the family com-

munities of Fountain Valley and Huntington Beach,

but also assists buyers and sellers throughout Orange

County.

“First Team has been instrumental in steering me on

the path towards success,” she said. “They give all of

their agents the tools they need to help sellers market

their home and give buyers the information to make

the best purchase or investment.”

Lily Campbell’s Exceptional Real

Estate Skills Bring Her

Clients The Best Results!

Lily Campbell

First Team Real Estate

Tel: 714-593-9458

Top 1% Realtors Nationwide

#1 Agent in Listings Sold for First Team in 2006

#1 Agent in Fountain Valley for 7 years, 2001-2007

#1 Agent in South Huntington Beach Office of First

Team for 8 years, 2000-2007

Top Realtor in Orange County

$46 Million in Sales in 2007

$49 Million in Sales in 2006

Sold over $50 Million in 2005

Sold over $38 Million in 2004

Over $25 Million Sold in Fountain Valley in 2004


Website: www.lilycampbell.com



http://www.lilycambell.com/

Lily Campbell


budget projections? Are you attaching costs to your

efforts so that you can see if you’re getting the best

return on your investments of time and money? Are

you tracking your results?

What I’ve shared here is nothing new. And I think

therein lies the value: These are the fundamentals of

what works. It’s easy to get lost in all the new fan-

gled gadgets and latest fads, but to me, it’s the tried

and true fundamentals that always pull us through the

rough times. And if you keep you eye firmly planted

on the basics, I think you’ll do just fine in 2009 and

beyond.

Bob Corcoran is a nationally recognized speaker and

author who is founder and president of Corcoran

Consulting Inc. ( CorcoranCoaching.com, 800-957-

8353 ), an international consulting and coaching

company that specializes in performance coaching

and the implementation of sound business systems

into the residential or commercial broker or agent’s

existing practice.

Continued from page 19


EXECUTIVEAGENT magazine

Advertise In Executive Agent Magazine

ADVANTAGES OF ADVERTISING IN

EXECUTIVE AGENT MAGAZINE:

Executive Agent Magazine provides a targeted,

low cost and highly visible way to reach thousands

of local real estate professionals.

Executive Agent Magazine educates real estate

professionals about products and services.

The magazine gets into real estate offices that may

have a closed-door policy to salespersons.

Executive Agent Magazine brings more customers,

qualified buyers and repeat business.

Call us for more information:

Executive Agent Magazine 2929 Calle Frontera


Tel: (949) 366-3349

Fax: (949) 266-8757


Website: www.ExecutiveAgentMagazine.com

S O U T H E R N CALIFORNIA’S PUBLICATION FOR THE REAL ESTATE PROFESSIONAL


Documents

SOUTHERN CALIFORNIA’S PUBLICATION FOR THE REAL